The Social Media Publishing Model for Publishers

Joe Pulizzi Founder, Junta42 | Content Marketing Institute Co-Author, Get Content Get Customers The Social Media Publishing Model Kicking & Screaming Into Social

Who’s Joe Pulizzi? (@juntajoe)
Speaker, blogger, evangelist, entrepreneur for content marketing.

Start with Questions

Today’s Goal
There are a ton of internal reasons to use social media, but today we are trying to…
Attract and retain more (readers, attendees, subscribers) by leveraging social media channels.

WARNING
This is not easy
You need to let go of your control issues.
It’s not cheap…just a different kind of expensive.*
BUT, if you do it right, this will work.
Jay Baer

Today’s Agenda
First, five steps to a social media model that rocks.
Second, a bunch of ideas for you to steal.

What Business Are You In?

What Business Are You In? Publishing? or Customer Brand Engagement

The Ultimate Goal
The trusted, expert resource in your niche wherever your customers are at online.

How Many Tickets Do You Have?

How Many Tickets Do You Have? More Content + More Connections Powerful Online Footprint

Become the Magnet Hubspot

Don’t Forget about Search

What Social Media Sites Do You Use to Distribute Content? Twitter 55% Facebook 54% Blogs 51% LinkedIn 51% BtoB Content Marketing Survey | 2010

1. Find Your Customers!
Target the top 10 – 15 blogs or websites in Your Niche
Read and Get Active…start commenting

Where Are They Hanging Out? Brian Solis

LinkedIn Groups
Yahoo! / LinkedIn Answers
Google Groups
Niche Online Communities (Ning?)
Twitter/Facebook
StumbleUpon
BusinessWeek Xchange
Where Are They Hanging Out?

2. Sign Up Key Bloggers/Niche Sites Work for them, not against them…

Think Like MarketingProfs…or

Think Like AOL (Believe it or Not)

3. Change Your Content Process Viralhousingfix.com

4. Create Employee Rock Stars
Set up blogs for ALL your employees on your platform.
Create a Social Media Policy (see IBM’s for an example)
Teach them how to leverage social media (ACTUAL TRAINING)
By Giving Up Control You Can Take Back Control

Employees Are Your Marketing

5. Assign an Internal Champion
Someone in your company needs to be a social media ambassador.
Training, support and guidance.
Identify the employees in your organization now that “get” this.

Ideas You Can Use

Twitter

Tip #1 – Try not to answer the question Focus on what your audience cares about… and that’s it.

Tip #2 – Be Democratic
Mix in other’s content, not just your own.
Use title, then via @ so the person knows you are talking about them.

Tip #3 – Listen, Listen, Listen

Tip #4 – Use a Management System Tweetdeck, Tweetgrid, Hootsuite

Tip #5 – Integrate with Content

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

Facebook

Integrate FB with Your Content

Blogs Get More Business

Blogs Get More Traffic

Blogs Get More Twitter Followers

Blogging Tips
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
Conversion blogging!

Conversion Blogging Hubspot

Sharing on LinkedIn
60 million+ members in over 200 countries.
Consistently share posts and information through status updates.
Integrate with Twitter by using #in

Choose Key Groups and Actively Share
Assign employees to certain groups.
Share relevant content.

Be the Expert using LinkedIn Answers

Even More Ideas

Be Where Your Readers Are

Slideshare Channel

Twitter Accounts One account for readers One for customers

Something Remarkable (not content)

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

Listening Techniques (a service?) Create a monthly fee to listen for customers

UDiligence – Reputation Mgmt

Suggestion Box Could be sponsored. Add a question for sponsor or develop specifically for the sponsor.

Deal of the Day/Special Feature

Namechk Reserve Your Brand Across Multiple Social Media Sites

A Final, Helpful Resource http://contentplaybook.com

Joe Pulizzi [email_address] (216) 941-5842 Ways to Connect: http://joepulizzi.com Twitter: juntajoe Thank You & Questions Joe in Amsterdam - 2009

http://blog.junta42.com	654
http://www.slideshare.net	86
http://hemartin.blogspot.com	47
http://blog.hemartin.net	33
http://www.themediatransformation.com	10
http://www.viralhousingfix.com	6
http://www.lmodules.com	5
http://static.slidesharecdn.com	1
http://driveconversion.com	1
http://webcache.googleusercontent.com	1
http://www.hanrss.com	1
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The Social Media Publishing Model for Publishers

by Joe Pulizzi on May 21, 2010

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