Social Media for Publishers! Why, How and Best Practices.

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interlinkONE and Grow Socially CEO John Foley, Jr. delivered this presentation at the 2011 Publishing Business Conference. …

interlinkONE and Grow Socially CEO John Foley, Jr. delivered this presentation at the 2011 Publishing Business Conference.

John provides an overview of social media channels and technologies that can be used by folks in the publishing industry to grow their business.

John covers items such as:
- Why You Should Care About Social Media
- How Publishers Can Use Social Media
- Best Practices, Strategies, and Tips
- And more...

More in: Business , Technology
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  • Overview of today’s presentation:This presentation is designed to cover the importance of incorporating social media into the marketing mix. Specifically, we will focus on how Affiliates can use social networks in their campaigns and marketing efforts. We will present ideas and strategies to help Affiliates see how they can use social media to boost membership, to promote events, and to develop relationships with vendors and suppliers. We will also provide best practices for social networks in general.
  • 15 YearsBusiness ManagementAuthorWhitepapers
  • Google is by far the most popular search engine… and guess what, they own YouTube. Thus, when you search for something, YouTube videos often rank high in the results.
  • Google is by far the most popular search engine… and guess what, they own YouTube. Thus, when you search for something, YouTube videos often rank high in the results.
  • Tweets are text-based posts of up to 140 characters in length which are displayed on the user's profile page and delivered to other users who have subscribed to them (known as followers).
  • Here’s an example of how PPI -- Pacific Printing Industries Association in the Northwest – has done this. They’ve created a custom Twitter page to help promote the event. They’re tweeting about the topics that will be covered, the location, and they’re engaging with people.Also, they’ve made a hashtag, #PrintDeliversNW, to specifically group tweets about the event.
  • Where Are They Cyclically?StudentsHow Do They Use Social Media? Older audience may not want to engage in “make a video” contest Older audiences appear low on “Creator” scale.
  • What’s Your One Thing?What’s the soul of your brand. What’s the one thing that defines you – and it’s not features and benefits. Volvo = Safety. Apple = Innovation. Disney = Magic. What’s on the other side of your = sign?Note: This is not easy to figure out. You may need to engage in some brand anthropology, and have an agency help you find your one thing.
  • Social media is about people, not logos. How will you let down your guard? If you’re a small company, congratulations, this should be pretty easy. If you’re a big company, how can you act small again?
  • Lots of ways to measure social media success, so make sure you determine your key metrics BEFORE you get started. I recommend picking three solid metrics to track. Appropriate metrics differ based on what your objective is for the program.

Transcript

  • 1. Social Media and Publishers!Why, How and BestPractices. Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 2. John Foley, Jr. I love► Grow Socially, Inc – Support Mar(H)keting! Services ► Online Marketing/Social Media ► Plan, Manage, Execute and Measure Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 3. Today’s Agenda► Why You Should Care About Social Media► How Publishers Can Use Social Media► Best Practices, Strategies, and Tips Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 4. SOCIAL MEDIAWhy should you care about it? Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 5. Social Media Statistics► Nearly 750 Million Users on Facebook (6/11)► 300 million Twitter users as of (5/11)► 30+ Hours of Video Uploaded to YouTube every minute► 50 million people on Google+ and growing! Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 6. Social Media and Search Engine Optimization(SEO) FaceBook Twitter YouTube Blog► Social Networking Activity Helps People Find Your Stories and Publications! Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 7. SEO and Online Video Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 8. SEO and Your Website 1. Simple and Direct User Interface 2. Keywords 3. Uniqueness 4. Content up Front 5. Engagement opportunities a. Download a Whitepaper b. Sign up for Newsletter c. Blog response d. Poll e. Contest f. Widgets Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 9. How It Can Help Publishers! Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 10. What Are These Sites, Anyway? Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 11. Top Channels/Medias growing► LinkedIN Networking - Company► Facebook: House party with a business effect► YouTube: Your own TV Station► Twitter: Block Party Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 12. What is Facebook?► The Largest Social Network► Publishers can host pages and groups to self-promote and become destinations Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 13. Get Yourself Out ThereCreating a page involves:► Logo► Name► Content► … and a Plan  Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 14. What is YouTube?► Video-sharing website on which users can upload and share videos. Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 15. Why YouTube?• Showcase Stories, Events, Services, & More!• Destination! Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 16. What is LinkedIn?► A business-oriented social networking site► Mainly used for professional networking► Has more than 43 million registered users, spanning 170 industries► Maybe some legs here… Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 17. Publisher Profile• Overview• Spotlight• List of Products & Services• YouTube Video Integration Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 18. What is Twitter?► Share what you are doing in 140 characters or less► A free social messaging utility for staying connected in real- time Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 19. Blogs► Humanizing► Improves SEO ► Keywords ► Links ► Updated Information► Give Expertise► Updates on Activities► Sharing Information► Allows for engagement Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 20. Blogs Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 21. Four Fundamentals of All Sites1. Build your network2. Engage with the network you have built3. Be consistent4. Track and analyze Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 22. HOW CAN PUBLISHERS USESOCIAL MEDIA Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 23. What We’re Going to Discuss► Publishers Social Media for ► Subscribers – New and Existing ► Events – Promotion Before, During, and After ► Curating and more Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 24. Subscribers– What Are Your Goals?► Listen ► Sysomos, Radian6, Viral Heat► Engage with audience► Watch subscriptions► Be the Destination Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 25. Social CRM: Online/Social Intelligence► Track Social Networking Profiles! Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 26. What Should You Do Once You Have Data?► Listen!► Engage!► Share Content - not always yours! Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 27. What Should You Talk About?► Relevant (Your Publishing) Topics► Events – Webinars, Trade Shows, Conferences► Items that are relevant to the target audience► Repurpose your offline to online Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 28. What Are Your Goals for Events► Create awareness► Increase subscribers► Produce and participate► Keep the conversation going after► Be the Destination! Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 29. YouTube to Create Awareness► Speakers► Hosts► Live Footage► Recaps► Distribute! Improve SEO – Alternative exposure of your objective Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 30. Twitter to Create Event Awareness Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 31. Twitter to Increase Event Registration Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 32. Create Twitter Pages for Events Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 33. Create Custom Facebook Tabs for Events and More• Drive traffic to Facebook• Push Sign Ups, Registrations• Additional outlet for information Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 34. Expand print Content Online FaceBook, Blogs etc. Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 35. Social Networks Events Expand theOffline event YouTube videos of what was learned! Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 36. Social Networks to Create Memorable Events► Participate in event’s hashtag► Retweet attendees► Post Twitpics► Announce live timeline of sessions Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 37. 7 - for Publishers 7 Ways Print Magazines Are Using Social Media to Engage Readers 1. Curating Content 2. Expanding Editorial Content 3. Offering Expertise in Real Time 4. Catalyzing Connections 5. Leveraging Influence 6. Extending the Editorial Experience 7. Monetizing Social MediaMashable.com http://mashable.com/2011/02/09/social-media-magazines/ Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 38. BEST PRACTICES, STRATEGIES, AND TIPS Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 39. Best Practices6 Social Media Best Practices for Publishers1. Plan.2. Research.3. Decide.4. Get your content up to snuff.5. Make internal changes.6. Open up. Date Site Designer - http://ilink.me/6best Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 40. Marketing Plan► It all starts with a plan Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 41. Marketing Calendar Announce Mail -Send out on website Monthlyflyers to Newsletterclients Email eNewsletter (Announce) Tell Expo Event colleagues 8AM-6PM you’re attending Send thank Enter new you cards contacts in CRM Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 42. Marketing Calendar Create Announce Announce on Mail -Send out Post, Link on website & Monthlyflyers to back to Newsletterclients website Comment on Connect with Share event Email event’s Keynote eNewsletter Speakers article on page (Announce) on TellAnnounce Share event Join in on Expo Event colleaguesbooth # with article on event’s 8AM-6PM you’revideo post hashtag attendingFollow-Up Send thank Share Enter new Friend newwith you cards speaking contacts in contacts onPost & Post presentation ExcelPictures on Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 43. Social Media Marketing Plan► Describe Business and Its Goals Strategy► Know Your Audience Before Tactics!► The One Thing► Humanize Your Brand► Content Resource & Distribution Strategy► Measure Your Success Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 44. Know Your Audience► Who Are They?► Where Are They Cyclically?► How Do They Use Social Media? Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 45. Your Target AudienceDefine Target Audience Audience Acquisition► Subscribers ► Discover ► Engage ► Get Found Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 46. Is everyone interested in the same communication? I still I love my email mail I use Facebook, I’m on Twitter & Twitter LinkedIn I Google for my informationWhere are your prospects and customers getting their information? Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 47. The One Thing Competition Keywords Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 48. Humanizing Your Brand Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 49. Content Resource Library Visit Resources Daily Content Content A C Content BPull Content Make Links Measurable Push Content Out Content Distribution Strategy Resources are monitored. Content is identified and pulled, made trackable, and pushed out across platforms. Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 50. How to Measure Success? ► Site Traffic ► Downloads ► eNewsletter Sign-Ups ► Blog Comments ► Questions ► Shared Links ► Re-Tweets ► Followers ► Who’s talking about you and how ► Show me the money Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 51. Optimize / Social Friendly Get Noticed eNewsletter Sign-Ups White Papers Offers Emails Polls Blogs Landing Pages Inquiries Engage and Nurture Qualified and Budgeted Engage Start with MKTG and Integrated Multi-Channel Marketing Plan Buyers NurtureAction – Publish – Engage – Converse – Share Product? Social Media Blogging Analytics Service? Content Mgmt SEO Asset? $ Questionsor Comments? Questions or Comments? Copyright © 2010 Grow Socially, Inc. All All Rights Reserved. Copyright © 2011 Grow Socially, Inc. Rights Reserved. Phone 1.800.948.0113 Phone 1.800.948.0113 Email Support@GrowSocially.com Email Support@GrowSocially.com
  • 52. Effective Online Marketing Strategy► Online/Social Media Marketing Plan► Website► Search Engine Optimization Online Marketing Plan Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 53. Search Engine Optimization► Get found► Using specified keywords► Consistently updating► Using links to other pages of site or other websites Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 54. Inbound and Outbound COMPANY WEBSITE Social Whitepapers, Media eBooks 3500 Downloads Visitors SEO eNewsletter Sign-UpsDM/Flyer 2000 Visitors Comments & Questions on CRM E-mail Blog 800 Links Visitors Info/Inquiries Other 100 Webinar Visitors Sign-Ups Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 55. Use Social Media Effectively► Start with a Plan ► Address Goals ► Make a Schedule ► Know What You Want to Do► Cross Promote Across All Pages► Integrate with Website► Include in Offline Marketing Efforts Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 56. Tools & TechniquesTools Techniques► Cameras, Video Cameras ► Daily Management► Link Shorteners ► Consistent Monitoring► Platforms – Hoot Suite – ► Integration of Social Tweetdeck Media and Multi-Media► Listening – Radian6, Channels Sysomos, Viral Heat ► Consistent Online Look► Wordpress, Drupal ► Dedicate Resource(s) or Find a partner Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 57. Best Practices► Listen ► Link all pages back to► Share Relevant Content corporate site ► DON’T talk about► Industry Specific yourself all the time Content ► Secure Branded URLs► Marketing Information for each Channel► Consistently monitor for ► Promote Monthly customers Newsletters► Continually post ► Listen More relevant content ► Be the Destination Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 58. Tools for Measuring Effectiveness► Link Shorteners ► iLink.Me ► TinyURL.com► Google Analytics ► Website► Insights ► LinkedIn, Facebook, Twitter, YouTube Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 59. Measure Your SuccessTools: Google AnalyticsMeasure the quantity and qualityof the traffic that social networks are driving to your website. Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 60. Tools for Listening Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 61. Banner Ad Print Ad eMail Signature Website Twitter Background Social Media Badge Examples Banner Ads, Websites, Twitter backgrounds, Brochures, Business Cards, eMail Signatures. Questions or Comments?61 Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 62. Listening & Monitoring Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 63. Monitoring Solution• Social Listening• Brand Awareness Measurement• Lead Generation Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 64. Q & A / Contact Me / Thank you! http://ilink.me/JR QR Code iFlyMobi.com Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 65. Want to Learn More?► Visit http://GrowSocially.com today. Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com