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A SOCIAL MEDIA
WORKBOOK FOR
NICHE MEDIA
BRANDS
Dan McCarthy, CEO
Network Communications, Inc.
Personal Proof of Concept:
Dan McCarthy’s ViralHousingFix



•  Launched December 2008
      •  Hosted on third-party
    ...
VHF & Google Juice:
A Sample
VHF’s Digital Footprint




Channel            Participation     Comment
VHF.com            3K – 5K UV/mo     Approx 1 pos...
Definition of Social Media
Examples of social media
tools
The reasons why social
media tools matter




  Scale
  Low-cost, high-impact way to connect

   and interact
  Flexibl...
What do you already do on
the social web?

    What are your personal activities?
What new things should you
do on the social web?

  Connect your company with each
   other
  Connect your company with ...
How to build out a
Community of Interest

    The first step to experiencing the
     power of social media tools is
    ...
The Community of Interest
How to invite your company
onto the Social Web

  Project: Massive Network
  Challenged company to create 1000

   conne...
Some things to think about

  Top-down leadership by example key
   to this project
  Question: Why are we doing this?

...
Define your business goals

    Internal goals
       Communication
       Collaboration
       Efficiency

    Exter...
The Niche Media Brand
Social Media Toolkit

    A blog for frequent publishing
       Integrated
                 into o...
A Sharing model
The influence of networks in
driving content usage
How the brand footprint
works
       At Home in Arkansas – January 2010


    Magazine circulation:             Web visits...
A brand tracking model




From Dan Blank of www.danblank.com
Frequent content sharing on
the AHIA blog
Distribution & community on
Facebook fan page
Distribution on Twitter
Monthly tracking shared with
content team

       !            "#$"
                                                      ...
Focus on key content areas

    At Home in Arkansas - Page 2                                               December 1, 200...
AHIA:
Google Juice
AHIA:
Multiple web traffic sources

                  Jan 2010   Jun 2009   % CH
Unique visitors     7,173      4,019     ...
Sample work plan

Week      Social             Network             Link building
          distribution       building
#1 ...
Sample tracking &
measuring

          Social       Network                Link
          distribution building           ...
Using social media tools to
build & maintain Audience

    Share content regularly
       Create multiple social identit...
Using social media to amplify
and improve marketing

    Have sales team connect with
     marketplace using social ident...
Strategies for increasing
Web traffic and sales

  Implement sharing model
  Build Digital Footprint

  Build volume of...
Strategies for building
interactive Community

  Share
  Invite perspective and interaction

  Profile Community submis...
Strategies for creating new
Revenue sources

  Basic directory listings
  Basic web sponsorships & display

   advertsin...
Understanding skill and resource
requirements to implement social
media tools

     New technology resources
           ...
Thinking about Cost &
Approach
    Low-cost, rapid development
       Focus
            on getting the content tools int...
Communicating organizational &
personal benefits

  Connection with the market
  Broaden personal portfolio of skills

...
Summary &
Recommended Sources
    Social media can increase the connectedness and
     relevance of your organization and...
A SOCIAL MEDIA
WORKBOOK FOR
NICHE MEDIA
BRANDS
Dan McCarthy, CEO
Network Communications, Inc.
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Social Media Workbook for Niche Media Brands

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The text of a presentation given at the Niche Media Conference in Tempe, AZ on Feb. 2. The purpose of the workbook is to help niche media organizations assess ways to use social media tools to advance their business goals.

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Transcript of "Social Media Workbook for Niche Media Brands"

  1. 1. A SOCIAL MEDIA WORKBOOK FOR NICHE MEDIA BRANDS Dan McCarthy, CEO Network Communications, Inc.
  2. 2. Personal Proof of Concept: Dan McCarthy’s ViralHousingFix •  Launched December 2008 •  Hosted on third-party host. •  Built on WordPress •  Thesis theme •  All-in-One SEO plug-in •  Twitter integration •  Facebook Connect integration The purpose of the blog is to provide an outlet for structured thinking and analysis about business issues that I facing in my professional life. The blog doesn’t address confidential information, such as the company financials, or management and organizational issues. It is primarily a strategy and business information workspace.
  3. 3. VHF & Google Juice: A Sample
  4. 4. VHF’s Digital Footprint Channel Participation Comment VHF.com 3K – 5K UV/mo Approx 1 post per day VHF FB page 580 fans Auto feed of VHF posts DRM profile 650+ friends Redistribute most posts, share broader range of content @danielrmccarthy 1230 followers 2,360 tweets; 7-10 per day @viralhousingfix 65 followers Tweets of VHF articles, interesting content Other platforms approx 1,000 FriendFeed, Posterous, Delicious, etc.
  5. 5. Definition of Social Media
  6. 6. Examples of social media tools
  7. 7. The reasons why social media tools matter   Scale   Low-cost, high-impact way to connect and interact   Flexible content distribution/creation model
  8. 8. What do you already do on the social web?   What are your personal activities?
  9. 9. What new things should you do on the social web?   Connect your company with each other   Connect your company with its market   Connect your brands with its users.
  10. 10. How to build out a Community of Interest   The first step to experiencing the power of social media tools is identifying and connecting with your Community of Interest   Personal   Professional   Brand-centric   The tools   Facebook   Linked-In   Twitter
  11. 11. The Community of Interest
  12. 12. How to invite your company onto the Social Web   Project: Massive Network   Challenged company to create 1000 connections in 90 days.   Invited every one in the company to connect with CEO   Offered web training through an outside consultant   Verybasic how-to get started on Facebook, Linked-In & Twitter   Issued progress updates every week   Result: 2400+ connections in 45 days from 800 person organization
  13. 13. Some things to think about   Top-down leadership by example key to this project   Question: Why are we doing this?   Policy: The less rules the better
  14. 14. Define your business goals   Internal goals   Communication   Collaboration   Efficiency   External goals   Increase awareness & contact with advertisers   Increase diversity of content   Increase contact with readers   Increase print audience   Increase online audience   Increase magazine ad sales   Increase online/supplemental sales
  15. 15. The Niche Media Brand Social Media Toolkit   A blog for frequent publishing   Integrated into or supplemental to your primary web site   Technology architecture issue   A network of social media identities in order to drive your digital footprint   Facebook & Twitter are the primary complementary distribution platforms   A workflow that changes the content distribution process   Sharing vs. Creating
  16. 16. A Sharing model
  17. 17. The influence of networks in driving content usage
  18. 18. How the brand footprint works At Home in Arkansas – January 2010 Magazine circulation: Web visits: 30,000 10,536 Facebook Fans: E-mail subs: 4,410 7,500 Twitter followers: Staff friends: 460 3,500 Total Network: 56,406 (47% digital)
  19. 19. A brand tracking model From Dan Blank of www.danblank.com
  20. 20. Frequent content sharing on the AHIA blog
  21. 21. Distribution & community on Facebook fan page
  22. 22. Distribution on Twitter
  23. 23. Monthly tracking shared with content team ! "#$" At Home in Arkansas Online Dashboard Dashboard December 1, 2009 - December 31, 2009 +%%& *%%& !"#"$#% )%%& (%%& !%%& '%%& %& '!,'& '!,-& '!,'*& '!,!!& '!,!.& Site Usage 7,295 Total Visits 0:06:57 Avg Time on Site 16,855 Total Pageviews 70.08% % New Visits 2.31 Avg Pages/Visit Visitors Overview Traffic Sources Overview +%%& )%%& !)/& 01234&536&78139& )'/& 73:4;2&<=>8=39& !%%& (*/& ?@A3B,CDDEF:4E3B& %& '!,'& '!,-& '!,'*& '!,!!& '!,!.& 6,179 Total Visitors 16,855 Total Pageviews Content Channels STYLE & SHOPPING HOMES & GARDENS 1,360 Total Pageviews 3,846 Total Pageviews 790 Total Visits 1,602 Total Visits 1.7 Avg Pages/Visit 2.4 Avg Pages/Visit !%%& +%%& )%%& '%%& !%%& %& %& '!,'& '!,-& '!,'*& '!,!!& '!,!.& '!,'& '!,-& '!,'*& '!,!!& '!,!.&
  24. 24. Focus on key content areas At Home in Arkansas - Page 2 December 1, 2009 - December 31, 2009 MY NEIGHBORHOOD BLOG 85 Total Pageviews 4,548 Total Pageviews 49 Total Visits 2,966 Total Visits 1.7 Avg Pages/Visit 1.5 Avg Pages/Visit $#" *!!" $!" )!!" #" %!!" !" !" $%&$" $%&'" $%&$#" $%&%%" $%&%(" $%&$" $%&'" $%&$#" $%&%%" $%&%(" TRAVEL & ENTERTAINING FASHION & BEAUTY 694 Total Pageviews 594 Total Pageviews 491 Total Visits 362 Total Visits 1.4 Avg Pages/Visit 1.6 Avg Pages/Visit *!" $!!" )!" #!" %!" !" !" $%&$" $%&'" $%&$#" $%&%%" $%&%(" $%&$" $%&'" $%&$#" $%&%%" $%&%(" FIND A PROFESSIONAL / FIND SHOPS AND SHOWROOMS Featured Video Plays 1,458 Total Pageviews 783 Total Visits 12 Featured Video Plays 1.9 Avg Pages/Visit $!!" *" )" #!" %" !" !" $%&$" $%&'" $%&$#" $%&%%" $%&%(" $%&$" $%&'" $%&$#" $%&%%" $%&%("
  25. 25. AHIA: Google Juice
  26. 26. AHIA: Multiple web traffic sources Jan 2010 Jun 2009 % CH Unique visitors 7,173 4,019 78% Visits 10,536 4,419 138% Page views 21,610 12,500 73% Traffic sources Other web sites 4,105 1,458 182% Search 3813 2908 31% Direct 2618 932 181% Top sections Home page 2675 1807 48% Blog 4107 351 1170% Homes & gardens 6038 3572 69%
  27. 27. Sample work plan Week Social Network Link building distribution building #1 Room of week Invitation to new 2 reciprocal link 5 - 10 sharing e-mail subscribers offers elements 1 hour of Twitter 1 blog feature Three magazine following features 1 hour of FB Resource friend directory prospecting #2 Room of the week 1 hour of Twitter Blog prospecting 5 - 10 sharing following Link offers elements 1 hour FB friend 2 features prospecting #3 Room of the week Invitation to new 1 Blog feature 5 - 10 sharing e-mail subscribers elements E-mail link to social network #4 Room of the week Twitter following Review new links 5 – 10 sharing FB prospecting & traffic elements Blog prospecting
  28. 28. Sample tracking & measuring Social Network Link distribution building building Weekly Total referrals FB friends # of blogs in week Twitter linked Most active followers Blog referral sharing E-mail traffic elements subscribers Most active blogs Monthly Unique visits Totals Friends Blog referral Page views Total followers traffic as a % Popular Total e-mail of UV’s pages/sections subscribers Google Traffic sources PageRank
  29. 29. Using social media tools to build & maintain Audience   Share content regularly   Create multiple social identities to share content into   Supplement with regular subscription newsletters   Create brand blog   Use polls, discussions to engage audience   Promote print features in advance using Sharing Model   Web is not only for news   Feature print features multiple times across digital footprint
  30. 30. Using social media to amplify and improve marketing   Have sales team connect with marketplace using social identities   Facebook a strong tool   Give sales team access to Brand fan page   Create marketing content on brand blog   Promote relationships, events in your marketplace   Photos, photos, photos   As team gains expertise, organize social media webinars, learning sessions
  31. 31. Strategies for increasing Web traffic and sales   Implement sharing model   Build Digital Footprint   Build volume of shared content and links   Create content relationships with other leading bloggers in your market   Outcome is more inventory and more business activity for your advertisers   Design web presence to drive one or two key actions   Search professional directory   Access contextually relevant advertising
  32. 32. Strategies for building interactive Community   Share   Invite perspective and interaction   Profile Community submissions on blog and in printed product
  33. 33. Strategies for creating new Revenue sources   Basic directory listings   Basic web sponsorships & display advertsing   Online promotion packages that take advantage of digital footprint   Facebook & Twitter promotion   Blog promotion   Time-sensitive announcements
  34. 34. Understanding skill and resource requirements to implement social media tools   New technology resources   Open-source content management system   Wordpress   Drupal   Hosting environment   Cloud resources allow for minimal capital investment   Amazon   HTML/PHP programming experience   Social media experience   New processes & skills   Social-media enabled organization   Content & marketing teams trained on using web publishing & content sharing tools   Openness   Willingness to experiment   New inteactive product packaging
  35. 35. Thinking about Cost & Approach   Low-cost, rapid development   Focus on getting the content tools into the market as quickly as possible   Reduce focus on design, functionality   Characteristics of social media tools allow for quick changes of design & functionality   Adapt and change as you gain experience in the market   Time-Neutral Method   Sharing process should not create more work   Determine how much time to create an edit page   Identify content sourced through Sharing Process & incorporate it into print feature   Usethe content-sharing process to create print- ready content
  36. 36. Communicating organizational & personal benefits   Connection with the market   Broaden personal portfolio of skills   Personal brand
  37. 37. Summary & Recommended Sources   Social media can increase the connectedness and relevance of your organization and brand.   Social media will drive your brand’s digital footprint.   Social media will expand your digital revenue opportunities.   Your existing business processes and technology investments can be adapted to leverage social media tools at little additional expense. Some Sources: Dan McCarthy’s ViralHousingFix (www.viralhousingfix.com) DigitalSherpa (www.digital-sherpa.com) Dan Blank (www.danblank.com) Greg Satell (www.digitaltonto,.com) Eric Brown (www.apartmentveteran.com) Olivier Blanchard (www.thebrandbuilder.com) Mack Collier (www.mackcollier.com) eMedia Vitals (www.emediavitals.com) Folio (www.foliomag.com)
  38. 38. A SOCIAL MEDIA WORKBOOK FOR NICHE MEDIA BRANDS Dan McCarthy, CEO Network Communications, Inc.

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