Social Media Case Studies

SOCIAL MEDIA CASE STUDIES Kat Tancock • Magazines West • June 17, 2011

Social media:Waste of time or valuable tool?

Todays agenda

1. Best Health and Twitter

Be out there and aware

Retweet and respond

Be fun and engaging

"Engagement begets engagement." – Meg Pickard

Repackage and continue the conversation

2. Lisa Tant and Twitter

Be personal and sincere "I think it’s successful when the brand comes first but the editor can add some personality to it."

Converse and engage"Respect people and engage with people. I tweet back and listen to people. I feel thatthey can send me information or feedback and they know I’ll pay attention."

An "instant focus group""I can get a sense of how well a cover might do by the feedback we get from it as soon as we post it online on Twitter – its incredibly valuable."

More tips from LisaUse Twitter to see whats going on: "Ive even done fact-check that way",e.g., waiting for a designer to be announcedRemember who you are: "If you wouldnt want it on the first page of thecompany newsletter, dont tweet it"Be careful: "Its a really big forum and things can get retweetedmassively... I dont swear on Twitter"Be interesting: "Theres a lot of people I dont follow anymore becausethey just blather on"Be positive: "If Im hiring someone I do look at their Twitter feed. Iftheyre negative Im not really interested."

3. Todays Parent and Twitter

Throw a party "@TodaysParent had reached over 100,000 followers on Twitter and we wanted to celebrate and thank our followers!"

How did #todaysparent100k work?"For a two-hour period, we asked questions that drove usersback to our site or the magazine for answers and gave away prizesfrom partners."Goals: Reward followers, continue to grow list. "We got there."Now at 130,000+ followers.#todaysparent100k hashtag created for consistency andbranding.

Accessible, fun, targeted

Tips from Elana SchachterKnow your audience. "Our event was in the late afternoon but Ithink next time we will try later in the evening, when young kidsare in bed."Promote the event – but not too far in advance. "People are sobusy these days, one weeks notice is plenty."Work with your brand. "Parents, especially moms, seem to bevery active when it comes to tweet culture."

4. Best Health and Facebook

"Communities already exist.Think about how you can help that community do what it wants to do." – Mark Zuckerberg

A targeted incentive

Advertise where appropriateFacebook ads can be targetedto specific demographics andinterestsPPC/budget means no(accidental) overspendingHave a plan that maximizesconversionsTest, refine, test again

5. BlogTO and Flickr

"It simply made sense."

Content and community

Engage with whats there

More tips from Tim ShoreDo what makes sense. "Flickr was the most popular photosharing site [when we launched in 2004] and many of us werealready using it."Repurpose. "We feature Flickr photos at least three times a day:in the Photo of the Day, the Morning Brew and the Radar. Wealso feature Flickr photos in other posts as appropriate."Have guidelines. "Our Flickr community is really great atadhering to the guidelines weve set out for them."

6. The National Post and Tumblr

Its the dashboard that matters

Repurpose and be where the audience is "Were taking content we’re already creating and turning it into content that is meant to work in a certain space."

Use the platform (not only) to promote print

7. The National Post and Foursquare

Decentralize content 1. Take the newspaper, rip it into squares, sprinkle it across Canada.2. Get past the idea of a centralized news construct where youhave to go to a site or read a paper to find out what’s going on. Make the news contextual to where you are.

An election experiment "Add a game layer to the election, to a real-world event. Also wanted it to stand as proof ofconcept for the idea of mobile-based polling"

Tens of thousands of check-ins

Tips from Chris BoutetPut stuff out there, see how people respond, then refine the idea. Watch activity through analyticsand interaction and tailor the idea as you go. Give followers more of what they want.

Rules to follow Experiment and refine Play around, but focus your efforts Work with your brand and audience Respect the local culture Track goals and results Have a plan

Thank you – and thanks to: Lisa Tant, Flare (@lisatant) Chris Boutet, National Post (@chrisboutet) Elana Schachter, Todays Parent (@elanamatic) Tim Shore, BlogTO

kattancock.com kat.tancock@gmail.com @kattancock kattancock.tumblr.comlinkedin.com/in/kattancockslideshare.net/kattancock instagram: kattancock

http://www.kattancock.com	436
http://www.mastheadonline.com	180
url_unknown	16

Social Media Case Studies

by Kat Tancock

Accessibility

Categories

Upload Details

Usage Rights

3 Embeds 632

Statistics

Social Media Case Studies Presentation Transcript