Social Media Workbook for Niche Media Brands

  • 1,547 views
Uploaded on

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 …

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.

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
1,547
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
77
Comments
0
Likes
3

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. A SOCIAL MEDIA WORKBOOK FOR NICHE MEDIA BRANDS Dan McCarthy, CEO Network Communications, Inc.
  • 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. VHF & Google Juice: A Sample
  • 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. Definition of Social Media
  • 6. Examples of social media tools
  • 7. The reasons why social media tools matter   Scale   Low-cost, high-impact way to connect and interact   Flexible content distribution/creation model
  • 8. What do you already do on the social web?   What are your personal activities?
  • 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. 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. The Community of Interest
  • 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. 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. 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. 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. A Sharing model
  • 17. The influence of networks in driving content usage
  • 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. A brand tracking model From Dan Blank of www.danblank.com
  • 20. Frequent content sharing on the AHIA blog
  • 21. Distribution & community on Facebook fan page
  • 22. Distribution on Twitter
  • 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. 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. AHIA: Google Juice
  • 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. 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. 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. 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. 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. 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. Strategies for building interactive Community   Share   Invite perspective and interaction   Profile Community submissions on blog and in printed product
  • 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. 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. 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. Communicating organizational & personal benefits   Connection with the market   Broaden personal portfolio of skills   Personal brand
  • 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. A SOCIAL MEDIA WORKBOOK FOR NICHE MEDIA BRANDS Dan McCarthy, CEO Network Communications, Inc.