The Social Media Publishing Model for Publishers

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Presentation given by Joe Pulizzi at the Minnesota Magazine and Publishing Association. Covers 5 steps to leveraging social media and process changes to expand your online footprint as a publisher. Also includes other new ideas where leveraging social media tools can create new revenue opportunities.

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  • Circulation – Going Social Media Kicking and Screaming Joe Pulizzi, Founder, Junta 42, A division of Z Squared Media, LLC What does audience development have to do with social media? Well, too much to answer here. Here’s the deal: Social media needs to go from something you should be doing or should be doing better to something you just do. We’ll tell you why, how, what’s next, and why Twitter isn’t really that stupid. You’ll have some fun in this session with content marketing expert Joe Pulizzi, author of Get Content Get Customers.
  • How does the audience solve problems? How are you marketing? 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.
  • According to a May, 2010 study from Junta42, Mprofs, BMA and ABM, these are the five leading social media sites (and the % of companies) that distribute content through these sites.
  • 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.
  • Indium takes their rock star employees and truly makes them rock stars. The majority of our content and stories are within our employees. Give them the opportunity to share. Plus, just think…it’s just you and a few or many that can spread the word.
  • 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
  • Listen first…here are some great examples of listening…not only to gather information and research, but to truly show you are human beings. The comcast guy now has a book out.
  • Leveraging Tweetmeme
  • Don’t use Auto Directs
  • 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
  • The Social Media Publishing Model for Publishers

    1. Joe Pulizzi Founder, Junta42 | Content Marketing Institute Co-Author, Get Content Get Customers The Social Media Publishing Model Kicking & Screaming Into Social
    2. Who’s Joe Pulizzi? (@juntajoe) <ul><li>Speaker, blogger, evangelist, entrepreneur for content marketing. </li></ul>
    3. Start with Questions
    4. Today’s Goal <ul><li>There are a ton of internal reasons to use social media, but today we are trying to… </li></ul><ul><li>Attract and retain more (readers, attendees, subscribers) by leveraging social media channels. </li></ul>
    5. WARNING <ul><li>This is not easy </li></ul><ul><li>You need to let go of your control issues. </li></ul><ul><li>It’s not cheap…just a different kind of expensive.* </li></ul><ul><li>BUT, if you do it right, this will work. </li></ul>Jay Baer
    6. Today’s Agenda <ul><li>First, five steps to a social media model that rocks. </li></ul><ul><li>Second, a bunch of ideas for you to steal. </li></ul>
    7.  
    8. What Business Are You In?
    9. What Business Are You In? Publishing? or Customer Brand Engagement
    10. The Ultimate Goal <ul><li>The trusted, expert resource in your niche wherever your customers are at online. </li></ul>
    11. How Many Tickets Do You Have?
    12. How Many Tickets Do You Have? More Content + More Connections Powerful Online Footprint
    13. Become the Magnet Hubspot
    14. Don’t Forget about Search
    15. What Social Media Sites Do You Use to Distribute Content? Twitter 55% Facebook 54% Blogs 51% LinkedIn 51% BtoB Content Marketing Survey | 2010
    16. 1. Find Your Customers! <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>
    17. Where Are They Hanging Out? Brian Solis
    18. <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?
    19. 2. Sign Up Key Bloggers/Niche Sites Work for them, not against them…
    20. Think Like MarketingProfs…or
    21. Think Like AOL (Believe it or Not)
    22. 3. Change Your Content Process Viralhousingfix.com
    23. 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
    24. Employees Are Your Marketing
    25. 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>
    26. Ideas You Can Use
    27. Twitter
    28. Tip #1 – Try not to answer the question Focus on what your audience cares about… and that’s it.
    29. Tip #2 – Be Democratic <ul><li>Mix in other’s content, not just your own. </li></ul><ul><li>Use title, then via @ so the person knows you are talking about them. </li></ul>
    30. Tip #3 – Listen, Listen, Listen
    31. Tip #4 – Use a Management System Tweetdeck, Tweetgrid, Hootsuite
    32. Tip #5 – Integrate with Content
    33. Five Twitter DO NOTS <ul><li>Constant Tweeting about You </li></ul><ul><li>Mistaking Public Tweets and Direct Messages </li></ul><ul><li>Cryptic Replies (@you “I know”) </li></ul><ul><li>Links only i.e., http://bit.ly/jkl7 </li></ul><ul><li>Auto Direct Messages </li></ul>http://www.socialmediatoday.com/SMC/118535
    34. Facebook
    35. Integrate FB with Your Content
    36.  
    37. Blogs
    38. Blogs Get More Business
    39. Blogs Get More Traffic
    40. Blogs Get More Twitter Followers
    41. Blogging Tips <ul><li>Shorter is often better (250 words) </li></ul><ul><li>Bullets/Lists do better </li></ul><ul><li>Titles are like magazine covers </li></ul><ul><li>Shake it up (video/audio) </li></ul><ul><li>Link to other bloggers </li></ul><ul><li>Link to other articles </li></ul><ul><li>Conversion blogging! </li></ul>
    42. Conversion Blogging Hubspot
    43. LinkedIn
    44. Sharing on LinkedIn <ul><li>60 million+ members in over 200 countries. </li></ul><ul><li>Consistently share posts and information through status updates. </li></ul><ul><li>Integrate with Twitter by using #in </li></ul>
    45. Choose Key Groups and Actively Share <ul><li>Assign employees to certain groups. </li></ul><ul><li>Share relevant content. </li></ul>
    46. Be the Expert using LinkedIn Answers
    47. Even More Ideas
    48. Be Where Your Readers Are
    49. Slideshare Channel
    50. Twitter Accounts One account for readers One for customers
    51. Something Remarkable (not content)
    52. Drive Custom Programs w/Social <ul><li>Social Media doesn’t work without the creation of consistent, valuable content. </li></ul><ul><li>YOU help them create their content. </li></ul><ul><li>Then help them distribute that content through Twitter, Facebook, etc. </li></ul>Sell content programs, but lead with social media
    53. Listening Techniques (a service?) Create a monthly fee to listen for customers
    54. UDiligence – Reputation Mgmt
    55. Suggestion Box Could be sponsored. Add a question for sponsor or develop specifically for the sponsor.
    56. Deal of the Day/Special Feature
    57. Namechk Reserve Your Brand Across Multiple Social Media Sites
    58. A Final, Helpful Resource http://contentplaybook.com
    59. Joe Pulizzi [email_address] (216) 941-5842 Ways to Connect: http://joepulizzi.com Twitter: juntajoe Thank You & Questions Joe in Amsterdam - 2009

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