Social Media for Small Publishers
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Social Media for Small Publishers

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Social Media for Small Publishers: Tools and techniques that will expand your reach, grow your audience, and raise your profitability. A presentation given by Jeff Fryer to attendees at the 2013 IAB ...

Social Media for Small Publishers: Tools and techniques that will expand your reach, grow your audience, and raise your profitability. A presentation given by Jeff Fryer to attendees at the 2013 IAB Long Tail Alliance Fly-In.

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Social Media for Small Publishers Social Media for Small Publishers Presentation Transcript

  • Social Media for Small Publishers July 17, 2013 Welcome to the Long Tail Alliance Please MUTE yourselves to avoid unnecessary background noise
  • Agenda  About the Long Tail Alliance  Presentation by Jeff Fryer, IAB  Open discussion 1
  • About the Long Tail Alliance  5 year old program that was started to take a position against adverse government legislation and regulation  Open to web publishers with under $1 million in advertising revenue  Grown to over 1200 companies  Provides educational webinars, events & networking opportunities2
  • Annual Washington, DC Fly In  IAB assembles small publishers to tell your elected representatives about the important role played by the advertising-supported Internet in empowering small business growth in America.  Full day of sessions, strategic planning panels and roundtable discussions created specifically to address the business interests of small publishers.  The two-day event also served as a unique networking opportunity to meet other small business owners like yourselves.  Read the wrap up from the 2013 Fly In3
  • How Can You Get More Involved with Membership?  Attend webinars  Join the LTA Community • Facebook – facebook.com/longtailalliance • LinkedIn Group: IAB Long Tail Alliance • longtailalliance.com  Attend events & networking receptions  Participate in the Annual Washington, DC Fly In  LET US HEAR FROM YOU! WE’RE HERE TO HELP YOU GROW your business!  Write to us! longtailalliance@iab.net  Tweet us at @iabLTA 4
  • SOCIAL MEDIA SUCCESS FOR SMALL PUBLISHERS Presented by Jeff Fryer @ IAB Long Tail Alliance Webinar July 17, 2013 5 @jfryer2000 | #iabLTA
  • 6 JEFF FRYER Sr. Marketing Manager / Social Media @jfryer2000 | #iabLTA
  • 7 @jfryer2000 | #iabLTA What Are Your Concerns? • What do I choose? • How do I manage my time? • How do I monitor?
  • 8 @jfryer2000 | #iabLTA
  • 9 @jfryer2000 | #iabLTA
  • 10 @jfryer2000 | #iabLTA
  • 11 @jfryer2000 | #iabLTA • GOOGLE’S +1 button is used 5 million times a day • Americans spend 441 minutes each and every month using Facebook on their mobile phones • 12% of users have looked for deals on social media using their smartphones • 47% of social media users say Facebook has the greatest impact on their buying behaviors • But Pinterest buyers spend more money, more often, on more items than any of the top 5 social sites • Companies that use Twitter generate 2x more leads than companies who DON’T • People are most likely to engage with branded content on social media that contains pictures (44%), status updates (40%) and videos • 36% OF SMB’S SAY ACQUIRING AND ENGAGING OF NEW CUSTOMERS IS primary goal of using social media; gaining lead generations was second (19%) Consider THIS…
  • 12 @jfryer2000 | #iabLTA 1. RELAX
  • 13 @jfryer2000 | #iabLTA 1. Relax 2. GOALS
  • 14 @jfryer2000 | #iabLTA 1. Relax 3. Brand you 3. BRAND YOU
  • 15 @jfryer2000 | #iabLTA
  • 16 @jfryer2000 | #iabLTA 1. Relax 2. GOALS 4. WHEN? WHAT? WHERE? WHY? HOW?
  • 17 @jfryer2000 | #iabLTA
  • 18 • Email: 7 a.m. M-F • G+: 9-11 am M-Th • YouTube: 12n-2p W-Th • Twitter: 1-3 pm M-Th • Facebook: 4-5 p.m. M-Th • LinkedIn: 7-9a & 5-6 pm Tu-Th • Tumblr: 7 pm M-F • Instagram: 8 pm M • Pinterest: 8 pm – 11 p.m. M-F; 9 am Sat. @jfryer2000 | #iabLTA Best Times for Social Sharing
  • 19 @jfryer2000 | #iabLTA 1. Relax 2. GOALS 2. GOALS
  • 20 @jfryer2000 | #iabLTA 1. Relax
  • 21 @jfryer2000 | #iabLTA 1. Relax 2. GOALS 2. GOALS
  • 22 @jfryer2000 | #iabLTA 1. Relax 5. CALENDAR
  • 23 CON @jfryer2000 | #iabLTA VERSATIONS
  • 24 @jfryer2000 | #iabLTA CON
  • 25 @jfryer2000 | #iabLTA CON TEN T 6.
  • 26 @jfryer2000 | #iabLTA “Content is king, but marketing is queen, and she runs THE HOUSEHOLD.”
  • 27 “Content is king, but marketing is queen, and she runs THE HOUSEHOLD.” @jfryer2000 | #iabLTA
  • 28 “Content IS king but the queen is engagement. An engaged community will give you the entire kingdom.”@jfryer2000 | #iabLTA
  • 29 @jfryer2000 |
  • 30 @jfryer2000 | #iabLTA
  • 31 @jfryer2000 | #iabLTA
  • 32 @jfryer2000 | #iabLTA
  • 33 @jfryer2000 | #iabLTA
  • 34 @jfryer2000 | #iabLTA
  • 35 @jfryer2000 | #iabLTA 7. WHO CARES?
  • 36 @jfryer2000 | #iabLTA . 8. ATTACK!
  • 9. SOCIAL DO’S & DON’TS 37 • DON’T auto-DM • DON’T push tweets to your FB • DON’T delete negative comments or feedback • DON’T be inauthentic with fans and followers • DON’T be inconsistent in terms of design and voice across networks ------------------------------------------------------------------------------------------------------- • DO stick to your brand voice • DO respond to everyone • DO create consistent content • DO include strong CTA • DO adapt. Analyze what has & hasn’t worked • DO create a clear picture for each social channel • DO get a good Klout score @jfryer2000 | #iabLTA
  • Summary 38 1. Relax 2. Goals 3. Brand You 4. When/Where/Why/How 5. Calendar 6. Content = Conversations 7. Ask Yourself Who The Hell Cares? 8. Attack! 9. DO’S & DON’TS 10. AND…. @jfryer2000 | #iabLTA
  • 39 @jfryer2000 | #iabLTA 10. Social Media is not a megaphone, it’s a telephone. Pick it up.
  • 40 @jfryer2000 | Thank you for your attention. Questions? Social Media Success for Small Publishers | Jeff Fryer