Monetising social media in publishing

Monetising Social Mediacontact@HeidiAllen.id.au heidiallen.id.au

Magazine of the Year 2011

Successful PublishingCompanies are Technology Companies

Today, …publishers are production companies, specializing in services likeeditorial, copyediting, and, in some cases, sales and marketing.My claim is that in ten to twenty years, …publishers will be technology companies.

By this, I don’t just mean that they’ll beheavy 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.

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 June 2009http://michaelnielsen.org/

Publishers are upskilling looking for new marketing channels & business models

static webpages versus

Dynamic shareablecontentWeb version 2.0 Active

This is important forGoogle Juice

Google Juice being found online and Social Media go hand in hand it helps withSEO = search engine optimisation

9 in 10 Australian’s online are looking for opinions aboutproducts and services http://blog.nielsen.com/nielsenwire/global/australia-getting- more-social-online-as-facebook-leads-and-twitter-grows/

How do you Yourhelp them find Website you? Inbound Marketing Marketing ~ Evidence ~ Case study ~ Science ~ Monetising

Marketing Inbound has Marketingchanged Outbound Marketing

Your WebsiteShow me the evidence

Inbound marketing channels have a low-costadvantageHubspot: The State of Inbound Marketing 2011

Businesses consistently ranked inbound marketingchannels as having costs lower than outbound channelsHubspot: The State of Inbound Marketing 2011

Inbound Channels Convert Leads into CustomersHubspot: The State of Inbound Marketing 2011

Customer Acquisition through Blogs is DirectlyRelated to Frequency of PostsHubspot: The State of Inbound Marketing 2011

Which Channels are important?Hubspot: The State of Inbound Marketing 2011

Test your channelsHubspot: The State of Inbound Marketing 2011

Key takeaways:Traditional outbound marketing techniques – direct mail, print advertising andtelemarketing – are becoming less effective.Buyers are tune these messages out and have the capability to evaluate theproducts and services they need on their own. Inbound marketing channels have a low-cost advantage Blogs and social media channels are generating real customers Blogs generate leads: 85% of businesses rated their company blogs as useful, important, or criticalAs a result, businesses are transforming their marketing efforts to focus moreon inbound programs that allow customers to find them.

How is Social Your WebsiteMedia being used in Publishing?Marketing ~ Evidence ~ Case study ~ Science ~ Monetising

Publishers are becomingtechnology companies monetising their online presenceusing inbound marketing

Publishing Companies are Technology Companies

Suggestions

Start Simple anddon’t get distracted

Outbound Marketing is expensiveand becoming less effectiveInbound marketing is cheaper andmore targettedBlogs, as well as FB and Twitter, arekey lead generation tools for B2Corganisations

You might be aiming to use all these inyour inbound marketing campaign Your Website HeidiAllen.id.au

Start Simple Your Website

“I don’t have ADD I have ADOS:Attention Deﬁcit… Ooh! Shiny!” Peter Shankman

Monetising Social Mediacontact@HeidiAllen.id.au heidiallen.id.au

Monetising social media in publishing

by Heidi Allen

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