360 Degree Media Companies: Leveraging Social Media for Publishers

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Presentation given by Joe Pulizzi from the Content Marketing Institute at the MAGS conference in Atlanta. Reviews CMI's social media strategy and how to leverage community for publishers with limited resources.

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  • We have to focus on what would make us interesting to our customers. Clearly, not our products and services (for the most part). In order to create a magnet to attract customers and prospects to us, we have to market differently than we have in the past.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • Identify where your customers are hanging out at…
  • Besides blogs, where are they. Get your list together and figure out the five or so communities that you are going to be super active in.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • 360 Degree Media Companies: Leveraging Social Media for Publishers

    1. 360 Degree Media More than just a Magazine Joe Pulizzi Executive Director, Content Marketing Institute Co-Author, Get Content Get Customers
    2. Content Marketing About Joe Pulizzi (@juntajoe) September 6-8, 2011 joepulizzi.com/bio
    3. AGENDA <ul><li>How we’ve created a media company and magazine property leveraging social media. </li></ul><ul><li>Best practices and recommendations. </li></ul><ul><li>Q&A </li></ul>
    4. <ul><li>It’s almost impossible to be the trusted media expert today by only leveraging your own channels today. </li></ul><ul><li>Joe Pulizzi </li></ul>
    5.  
    6. ONLINE
    7. IN PRINT
    8. IN PERSON
    9. SERVICES
    10.  
    11. SERVICES
    12. SERVICES
    13. SERVICES
    14. ECOMMERCE
    15. <ul><li>In order to grow from zero, we had to do things the other media companies in our industry weren’t able or willing to do. </li></ul>
    16. Mindset <ul><li>How would you distribute your content if you had no current distribution assets – no email names, no print names, nothing…? </li></ul>
    17. THE BLOG
    18.  
    19.  
    20. LISTENING/ FOLLOWING
    21.  
    22.  
    23. GUEST BLOGGING
    24. <ul><li>Over 100 blogs, Over 100 Webinars </li></ul>
    25. SOCIAL MEDIA
    26.  
    27.  
    28.  
    29.  
    30.  
    31.  
    32.  
    33. Be the Expert using LinkedIn Answers
    34.  
    35. INFLUENCERS Promote the Key
    36.  
    37.  
    38. BLOG NETWORK
    39.  
    40.  
    41.  
    42.  
    43.  
    44. 5 KEY STEPS
    45. 1. Find Your Readers! <ul><li>Target the top 10 – 15 blogs or websites in Your Niche </li></ul><ul><li>Read and Get Active…start commenting </li></ul>
    46. <ul><li>LinkedIn Groups </li></ul><ul><li>Yahoo! / LinkedIn Answers </li></ul><ul><li>Google Groups </li></ul><ul><li>Niche Online Communities (Ning?) </li></ul><ul><li>Twitter/Facebook </li></ul><ul><li>StumbleUpon </li></ul><ul><li>BusinessWeek Xchange </li></ul>Where Are They Hanging Out?
    47. 2. Sign Up Key Bloggers/Niche Sites Work for them, not against them…
    48. Viralhousingfix.com 3. Change Your Content Process
    49. 4. Create Employee Rock Stars <ul><li>Set up blogs for ALL your employees on your platform. </li></ul><ul><li>Create a Social Media Policy (see IBM’s for an example) </li></ul><ul><li>Teach them how to leverage social media (ACTUAL TRAINING) </li></ul>By Giving Up Control You Can Take Back Control
    50.  
    51. 5. Assign an Internal Champion <ul><li>Someone in your company needs to be a social media ambassador. </li></ul><ul><li>Training, support and guidance. </li></ul><ul><li>Identify the employees in your organization now that “get” this. </li></ul>
    52. 360 IN ACTION
    53.  
    54.  
    55. <ul><li>Podcasts (2) </li></ul><ul><li>Print Article </li></ul><ul><li>Digital Article </li></ul><ul><li>Tweet Schedule </li></ul><ul><li>Facebook Posts </li></ul><ul><li>Blog Posts </li></ul><ul><li>Guest Posts </li></ul><ul><li>White Paper </li></ul><ul><li>Case Study </li></ul>
    56.  
    57.  
    58. IDEAS I’M STEALING
    59. Design World App $2.99
    60.  
    61. FINAL POINTS <ul><li>Need a content community manager. </li></ul><ul><li>Share the process through social media (content opportunities). </li></ul><ul><li>Hard to build community if you are not involved in it. </li></ul>
    62. <ul><li>Joe Pulizzi </li></ul><ul><li>[email_address] • @juntajoe on Twitter </li></ul>THANK YOU!

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