Social Media Case Studies

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A presentation given at Magazines West in Vancouver on June 17, 2011: How the National Post, Best Health, Today's Parent, Flare and BlogTO are using social media right.

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  • Social Media Case Studies

    1. 1. SOCIAL MEDIA CASE STUDIES Kat Tancock • Magazines West • June 17, 2011
    2. 2. Social media:Waste of time or valuable tool?
    3. 3. Todays agenda
    4. 4. 1. Best Health and Twitter
    5. 5. Be out there and aware
    6. 6. Retweet and respond
    7. 7. Be fun and engaging
    8. 8. "Engagement begets engagement." – Meg Pickard
    9. 9. Repackage and continue the conversation
    10. 10. 2. Lisa Tant and Twitter
    11. 11. Be personal and sincere "I think it’s successful when the brand comes first but the editor can add some personality to it."
    12. 12. 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."
    13. 13. 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."
    14. 14. 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."
    15. 15. 3. Todays Parent and Twitter
    16. 16. Throw a party "@TodaysParent had reached over 100,000 followers on Twitter and we wanted to celebrate and thank our followers!"
    17. 17. 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.
    18. 18. Accessible, fun, targeted
    19. 19. 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."
    20. 20. 4. Best Health and Facebook
    21. 21. "Communities already exist.Think about how you can help that community do what it wants to do." – Mark Zuckerberg
    22. 22. A targeted incentive
    23. 23. Advertise where appropriateFacebook ads can be targetedto specific demographics andinterestsPPC/budget means no(accidental) overspendingHave a plan that maximizesconversionsTest, refine, test again
    24. 24. 5. BlogTO and Flickr
    25. 25. "It simply made sense."
    26. 26. Content and community
    27. 27. Engage with whats there
    28. 28. 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."
    29. 29. 6. The National Post and Tumblr
    30. 30. Its the dashboard that matters
    31. 31. 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."
    32. 32. Use the platform (not only) to promote print
    33. 33. 7. The National Post and Foursquare
    34. 34. 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.
    35. 35. 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"
    36. 36. Tens of thousands of check-ins
    37. 37. 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.
    38. 38. 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
    39. 39. Thank you – and thanks to: Lisa Tant, Flare (@lisatant) Chris Boutet, National Post (@chrisboutet) Elana Schachter, Todays Parent (@elanamatic) Tim Shore, BlogTO
    40. 40. kattancock.com kat.tancock@gmail.com @kattancock kattancock.tumblr.comlinkedin.com/in/kattancockslideshare.net/kattancock instagram: kattancock

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