Developing A Social Media Strategy In Publishing

contact@heidiallen.id.au Heidi Allen How to develop a Digital Strategy www.heidiallen.id.au

Successful Publishing companies are Technology Companies www.heidiallen.id.au

Today, scientific publishers are production companies, specializing in services like editorial, copyediting, and, in some cases, sales and marketing. My claim is that in ten to twenty years, scientific publishers will be technology companies. Michael Nielsen - Is scientiﬁc publishing about to be disrupted www.heidiallen.id.au http://michaelnielsen.org/

By this, I don’t just mean that they’ll be heavy users of technology, or employ a large IT staff. I mean they’ll be technology-driven companies in a similar way to, say, Google or Apple. Michael Nielsen - Is scientiﬁc publishing about to be disrupted www.heidiallen.id.au http://michaelnielsen.org/

That is, their foundation will be technological innovation, and most key decision-makers will be people with deep technological expertise. Those publishers that don’t become technology driven will die off. Michael Nielsen - Is scientiﬁc publishing about to be disrupted www.heidiallen.id.au http://michaelnielsen.org/

Forget Gen Y Gen X is making real change and driving the technology change h"p://www.insocialmedia.com/proﬁles/blogs/demographic‐breakdown‐of Feb 2009 www.heidiallen.id.au

Facebook in Australia • 6.5M users • 56% female, 44% male • 45% are between 25-44 • Australian FB Population ranks # 8 in the world http://www.seosydneyblog.com/2009/08/facebook-australia-user- statistics.html www.heidiallen.id.au

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People are requesting content that is easily accessed, talked about, rated and shared www.heidiallen.id.au

Clicked on link + page asks for subscription = close page + go to another site. Conclusion: Not good business model @JemimaKiss - Guardian Newspaper www.heidiallen.id.au

‘I really feel like my problem isn’t piracy, it’s obscurity’ New York Times www.heidiallen.id.au

Build Subscriptions by connecting with your tribe www.heidiallen.id.au

A tribe forms not because you force them to be together but because they want to connect find a group that is disconnected but has a yearning Seth Godin www.heidiallen.id.au

It is Not about persuading them to want something they don't have yet Seth Godin www.heidiallen.id.au

Is your website sign post in the desert or a busy intersection? www.heidiallen.id.au

15 touch points = 15 revenue streams www.heidiallen.id.au

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Test to see where your revenue streams are www.heidiallen.id.au

It’s all about Being Found Search Engine Optimization www.heidiallen.id.au

10 Questions to ask before developing a Social Media strategy 1.What are you trying to accomplish? More leads, more direct sales, greater brand awareness, conversions, or brand engagement? 2. Why social media? Is your audience there? Can you build stronger relationships with customers and prospects? Is spending money on social media going to provide ROI? A Social Media Strategy Checklist By Sean Carton www.thejordanrules.com www.heidiallen.id.au

10 Questions to ask before developing a Social Media strategy 3. What kind of social media will help you achieve your goals? Do you need to utilize social networking sites, blogs, real-time updates (e.g., Twitter), social news sites, media-sharing sites, review/directory sites, virtual worlds, or display ads on social media sites? 4. How much control of you brand are you prepared to let go of? How far can and can’t you go? What about employees personal use of SM? A Social Media Strategy Checklist By Sean Carton www.thejordanrules.com www.heidiallen.id.au

10 Questions to ask before developing a Social Media strategy 5. What can you do to encourage participation? How will you drive people to your social media presence? 6. Who will maintain your social media presence? How much time can you give? A Social Media Strategy Checklist By Sean Carton www.thejordanrules.com www.heidiallen.id.au

10 Questions to ask before developing a Social Media strategy 7. Do you have the resources to keep this up, or will this be a short campaign? Unless you specify that what you're doing has a limited duration, people will expect you to keep it up. 8. How does engaging users via social media integrate into your overall marketing/communications strategy? How does social media fit into what you're trying to do in all your other channels, how will you use those channels to support each other? A Social Media Strategy Checklist By Sean Carton www.thejordanrules.com www.heidiallen.id.au

10 Questions to ask before developing a Social Media strategy 9. How to measure success? What constitutes failure? Are you measuring views, followers, comments, or subscribers? What's the threshold for your success metrics? 10. What will you do less of if you're spending resources on social media? How will your overall goals be impacted by taking money away from other forms of advertising/marketing and moving it into social media? A Social Media Strategy Checklist By Sean Carton www.thejordanrules.com www.heidiallen.id.au

! ! ! ! ! Lecture Digital story Student presentations publishing (eg: podcasting, eMags) w/o Q&A ! Live multiuser doc ! Blogging (can support collaboration DS publishing) Audio conferencing Social book marking (1:1 and multiuser) Social Networking Video conferencing Audio interaction and White boarding collaboration Web conferencing Online Discussions Instant messaging ! !

Publishing Companies are Technology Companies WoodWing Publishing Process www.heidiallen.id.au

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Developing A Social Media Strategy In Publishing

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