Publishing with Social MediaPeople Publishing LimitedKauriPointBusiness Empowerment Specialists

OutlineWeb 2.0 & Social MediaStrategyOpportunities in Electronic PublishingExporterCentral City Magazine

Web 2.0“Second generation of internet based web services.”Web 2.0 is a term often applied to a perceived ongoing transition of the World Wide Web from a collection of websites to a full fledged computing platform serving web applications to end users.

“The rise of Web 2.0 technology has ushered in a era where people are talking, ranting, complaining, praising, reviewing, and sharing everything online for the world to see.They are talking about products, services, companies, experiences (bad or good) and providing their feedback, on their terms.They demand to be heard!

Social Media/Networking A Shift to Publishing a ConversationTraditional online tactics focus on crafting institutional messages and assets then mass distributing them to a core audience.Social Media focuses on enabling and publishing a conversation between multiple parties where the community has a steak in the dialogueTraditionalAudienceInstitutional VoiceSocial MediaCommunitiesBlogs

Understand the DifferenceMarketing 2.0Social MediaAudience in controlTwo-way / being part of a conversationAdapting the messageFocused on audience / adding valueInfluencing and involvingUser created content / co-creationTraditional MediaBrand in controlOne-way / delivering a messageRepeating a messageFocused on brandEducatingOrganisations create the content

7(Image source: Brian Solis and Jesse Thomas)http://www.briansolis.com/2008/08/introducing-conversation-prism.htmlComponents of Social Media Brian Solis’ Conversation Prism

Your Social Media StrategyParticipateShare StoryGenerate BuzzListenCommunity Building & Social Networking

Blogs – Having your SayThought Leadership is...Building a reputation in the industry that is recognised and respected. People rarely spend money or invest in a product or service if they don’t trust the people behind it. Growing your blog is growing your network!

LinkedIn – build your business network

TwitterResearch toolBrandingCollaboration and networkingIt’s my water cooler, place to chatBuilding traffic to my blogDescribed as the thing you do between blogs, Facebook and YouTube

SlideShare – Online Presentations SharingFinding Export MarketsFor NZ Companies

YouTube

Creating your Social Media CampaignIndentify the objectivesDetermine your target audience and where to find themEstablish success criteriaMonitor and track online conversationsAnalyse the resultsDetermine what places, spaces and tools need to be usedPrioritise action items

Find and Engage Your Target AudienceCreate a newsfeed and weekly digest to be emailed to subscribersKeep looking at ways to get people back to your site

Your Website (2.0)Magazine website built as a blogBuilt on WordPress blogging softwareFully interactiveSet up for search engine optimisationNews feedsYou manage the contentSocial networking site

Magazine website built as a blog

Built on WordPress blogging software

Fully interactive

Set up for search engine optimisation

News feeds

You manage the content

Social networking site

Retain with Sticky FactorProvide value with empathy, keep engaging, be inclusiveGuest postsSuccess storiesNetworking opportunitiesVideo/audio – keep on site longer, more emotiveComments/polls/surveys – show interested opinion, interactionSeries/Related Posts/ Catagories /Tag – serialise contentEvents/Workshops/Online Seminars - interaction

Social Media JourneyTake your audience on a journey

Moving from… ToMagazinePurchase magazine once a monthReadOne-way / broadcastOnline 2.0Be part of a community – many daysParticipate2-way/multiple dialogue

You have the contentIt needs to be configured for a participatory mediumAnd then – build 2.0 ...Guest postsSuccess storiesNetworking opportunitiesVideo/audio – keep on site longer, more emotiveComments/polls/surveys – show interested opinion, interactionSeries/Related Posts/ Catagories /Tag – serialise contentEvents/Workshops/Online Seminars - interaction

Great Examples of Paper/Online Magazine

Fast Company

Exporter MagazineBuild an active exporter communityTie traditional publishing to interactive social media networkEncourage community – sharing opportunityBe about growth – not policyReal stories about real businessesAdvertising revenueBuild your subscriber database

Exporter MagazineOpportunity to build an interactive exporter community by combining the quality content of Exporter magazine and the network and experience of The New Zealand Trade Centre. Benefits:This would give NZ exporters access to NZ’s premier export informationA portal of NZ to the global world of exportEncourage community – sharing opportunity. Watch new interest groups establish themselves and foster support for each other!Access global experts and leverage their expertise into your communityGlobal real-time enquiry portal for international prospective business partnersLeverage opportunities for NZ Trade Centre partners – thus delivering a flagship service to the Exporter online

Export PortalNew branding...kiwiexporter.comexportkiwi.com (co.nz)nzexporter.co.nznzexports.comexportus.co.nzDevelopment stagesMagazine blog styleBuild community/networkingAdvertising subscription for service providersExporter market place

City Central MagazineOpportunity to take the quality and comprehensive information into a searchable format – become THE portal for all things AucklandBenefits:Previous issues’ information has a life beyond one issueBuild the most comprehensive online guide to AucklandEasy to access informationWord of mouth referrals to site as THE reference point for Auckland’s activitiesProvide additional value to tourists as they research their visits prior to arrivalFurther opportunity to leverage Arrivals magazine / site – plus Weekend magazine site

Time Out New YorkTHE bible to New York – sold in magazine for $7.95USD weeklywww.newyork.timeout.com

www.aucklandnz.com

www.viewauckland.co.nz

www.auckland.co.nz

SummaryAttract targeted visitors who have a problem to solveInform, advise, discuss, helpBuild trust with positive experience over timeDemonstrate positive resultsMake offers that match the audience needs/wants

Next StepsExamine potential competitors’ sites – audit, SWOT and reportDefine City Central’s & Exporter unique point of differentiationScope conversion of site to web 2.0Engage““Serve your audience needs, wants, motivations in a way that is uniquely yours