Social Media Ideas for Niche Publishers - Be the Trusted Resource Everywhere
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Social Media Ideas for Niche Publishers - Be the Trusted Resource Everywhere

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Presentation by Joe Pulizzi originally presented at the Niche Digital Conference in Minneapolis. The presentation helps publishers figure out the importance of integrating social media into their......

Presentation by Joe Pulizzi originally presented at the Niche Digital Conference in Minneapolis. The presentation helps publishers figure out the importance of integrating social media into their publishing strategies, and gives some ideas on how best to leverage online tools. Includes a few revenue-generating tips as well.

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  • 2% of attendees used direct mail to make a buying decision in the last few months. Same for yellow pages. 90% used Google or a search engine over the last few months to make a buying decision or recommendation. 75% using Facebook. 20% using Twitter
  • 2% of attendees used direct mail to make a buying decision in the last few months. Same for yellow pages. 90% used Google or a search engine over the last few months to make a buying decision or recommendation. 75% using Facebook. 20% using Twitter
  • Our goal today is to be the trusted expert for our customers. That’s how we will grow our businesses.
  • Over 90% of consumers use the internet as part of their decision-making process. If you are not there, you may get left out of the buying process.
  • And that’s why I believe that content marketing needs to be the core of your marketing program, which will be the engine of your entire marketing program. Content marketing is the art of understanding what your customers need to know and delivering it to them in a compelling way. Instead of focusing on your product or service and selling them, you devote resources to creating information that your customers and prospects need. Discuss Terms for a minute
  • This is your marketing. Journalism plus marketing, call it advanced storytelling, is how the future marketing departments will function, not because they want to, but because they can and must.
  • 2% of attendees used direct mail to make a buying decision in the last few months. Same for yellow pages. 90% used Google or a search engine over the last few months to make a buying decision or recommendation. 75% using Facebook. 20% using Twitter
  • Get a Twitter management system like Tweetdeck or Tweetgrid. Now, to use Tweetdeck, you must first sign up at www.twitter.com and set up your free account. With Twitter you can search to find if your friends and colleagues are on the system and, if you want to, you can follow them. Following someone is like “friending” them in Facebook or a connection in LinkedIn. Some people on Twitter have thousands of followers, while others follow hundreds and thousands. Since this is very hard to keep track off, Tweetdeck becomes a great tool. I’ll talk more about Twitter a bit later, but I want you to know that I personally thought that Twitter was a silly tool when I started. Once I got into it though, I have found that it is a powerful tool. We’ve actually done business partnerships through Twitter, and it drives about 10% of my total website traffic now. So, if you’re not on Twitter, today’s a good day. If you have any questions, just follow me and send me a note, I can walk you through. TweetDeck is a Twitter management system where I can see real time what is going on regarding our brands and our key searches. TweetDeck allows you to set searches ahead of time, and as something is typed in, like “content marketing” I can look up that person or be directed to the article being discussed. Incredibly valuable. In this screen, I can see all the people I follow on the left hand side, people talking to me under replies, and then anyone talking about me at all in the 3 rd Column.
  • Once you’ve mastered listening, you can distribute your RSS content feeds automatically using a free tool like Twitterfeed.
  • Now, I prefer using a phrase match to my google alerts. A phrase match is, as you see here, I put quotation marks around the term I want to be notified on. This means that content and marketing must be next to each other in order for me to get an update. What you might want to do is start with the general search and see how relevant the results are. If there are too many non-relevant returns, then use can change it at any time to a phrase match.
  • Of all the listening tools out there, Google Alerts is probably the one I use the most. The way Google Alerts works is that I can monitor keywords and brand names, and whenever anyone mentions them pretty much anywhere on the Internet, I’ll get a notification. As a rule, when anyone blogs about me, my company, or my book, I want to know about it and comment to them. Google Alerts helps me find most of this. But where this is really of value is to find out what people are saying around they topics that are important to you and your company. For example, by monitoring the term “content marketing” over the past couple years, I’ve really gained insight into how the definition has broadened and how more people are using the term in general. Also, we can help shape the conversation through our own content because we know what’s being talked about on other sites.
  • And here’s what it looks like when I get the email. So, in this alert, someone at bizsugar blogged about my article, Patsi Krakoff is talking about content marketing – so I should go comment there, and the third one discusses a company that offers content marketing and social media – definitely have to check that out.
  • 2% of attendees used direct mail to make a buying decision in the last few months. Same for yellow pages. 90% used Google or a search engine over the last few months to make a buying decision or recommendation. 75% using Facebook. 20% using Twitter

Transcript

  • 1. Social Media Shuffle: What you could and should do Joe Pulizzi Co-Author, Get Content Get Customers Founder, Junta42
  • 2. Hi! I’m Joe Pulizzi (@juntajoe)
    • Founder and Chief Content Officer for Junta42, the custom-content matchmaking service.
    • CEO, Z Squared Media Consulting
    • Co-author of Get Content Get Customers (McGraw-Hill)
    • Former Vice President at Penton Media, Inc.
  • 3.
    • For those of you following along in your conference handbook, I’m sorry.
  • 4. Let’s Start Off with Some Questions
  • 5. Concerns | Questions | Needs
  • 6.  
  • 7. Why Should You Care?
  • 8. The Possibilities…
    • 20 / 20 / 20
    • Direct Social
    • Search Engines
    • Blogs
  • 9. The Goal
    • The Trusted Content Provider – Everywhere related to your niche
  • 10.  
  • 11.  
  • 12.
    • The people you want to connect with through social media are seeking information that is
    • Relevant
    • Compelling
    • Educational
    • Entertaining
    Social Media Truth #1
  • 13. Social Media Truth #2 Forrester Research
  • 14. Social Media Truth #3
    • Most Marketers are Horrible Publishers
  • 15. Social Media does not work without having something valuable to say!
  • 16. Decide Your Goals
    • Social networking sites are about people communicating with one another and sharing information. It's not a format that's suited for ad messages. In that environment, advertising becomes social interference, in some ways akin to eavesdropping, and it has the potential to backfire.
    • - Josh Gordon, Folio:, August 2009
  • 17. Some thoughts for publishers…
    • “Social media tools are simplified tools of content production and distribution.” – Dan McCarthy
    • “No ads on the social sharing sections of the site but use the site as a hub to attract an audience. Once you have an audience, go make money in all the usual ways; webinars, newsletters, e-blasts etc.” – Josh Gordon
    1 2
  • 18. The Basics
  • 19. Be Where Your Readers Are
  • 20. Facebook
  • 21. LinkedIn
  • 22. Slideshare Channel
  • 23. friendfeed Set up your Brand friendfeed account (Facebook)
  • 24. Squidoo/Knol
  • 25. Blog to Expert Status Why Your Salespeople & Editors should have blogs
  • 26. Tip - Blog RSS to Twitterfeed
  • 27. Tip – Track Performance
  • 28. Tip – Length and Style
    • Shorter is often better (250 words)
    • Bullets/Lists do better
    • Titles are like magazine covers
    • Shake it up (video/audio)
    • Link to other bloggers
    • Link to other articles
    • Proofread
  • 29. Be the Thought Leader
    • Follow and Comment on Top 10 – 20 Blogs where Your Customers Are At.
    • Answer Questions
  • 30. Commenting on Customer Blogs
  • 31. Twitter One account for readers One for customers
  • 32.  
  • 33. Targeted Twitter Feeds
  • 34. Tweetdeck Easily manage your Twitter Account
  • 35. Twitterfeed
  • 36. Signing Up and Getting Things Right
  • 37. Tip – Try not to answer the question
  • 38. Tip – Be Democratic
  • 39. Tip – Link updates to Facebook
  • 40. Five Twitter DO NOTS
    • Constant Tweeting about You
    • Mistaking Public Tweets and Direct Messages
    • Cryptic Replies (@you “I know”)
    • Links only i.e., http://bit.ly/jkl7
    • Auto Direct Messages
    http://www.socialmediatoday.com/SMC/118535
  • 41. Intelligence Tools
  • 42. Twitter Search Know More About Your Customers Than They Do
  • 43.  
  • 44.  
  • 45.  
  • 46. delicious
  • 47. Website Grader
  • 48.  
  • 49. Alexa
  • 50. Compete.com
  • 51. Ideas You Can Use
  • 52. Forums Mountain Bike Review Forum Sports 200,000 members and robust advertising
  • 53. Drive Custom Programs w/Social
    • Social Media doesn’t work without the creation of consistent, valuable content.
    • YOU help them create their content.
    • Then help them distribute that content through Twitter, Facebook, etc.
    Sell content programs, but lead with social media
  • 54. Listening Techniques (a service?) Create a monthly fee to listen for customers
  • 55. eBook 2010
  • 56. Suggestion Box Could be sponsored. Add a question for sponsor or develop specifically for the sponsor.
  • 57. Widget People Share Your Content (can be sponsored)
  • 58. Deal of the Day/Special Feature
  • 59. Namechk Reserve Your Brand Across Multiple Social Media Sites
  • 60. Spread Your Content
  • 61. Spread Your Content Help Your Readers Spread Your Content
  • 62. The Blog Network
  • 63. The Blog Network
  • 64. The Digital Magazine Rack
  • 65. Free eBook
    • Ways to Build Trust Online with Content and Social Media
    • http://tinyurl.com/J42-Niche
    • Final Slide Deck available at
    • Slideshare.net/juntajoe
  • 66. Questions? Joe Pulizzi [email_address] (216) 941-5842 Site: www.junta42.com About: www.joepulizzi.com Blog: blog.junta42.com Book Site: www.getcontentgetcustomers.com Ways to Connect: LinkedIn: Joe Pulizzi Facebook: juntajoe Twitter: juntajoe