The future is social

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A presentation for Magazines Canada's The Business of Digital on February 16, 2012

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  • The future is social

    1. 1. The Future is SocialKat TancockThe Business of DigitalFebruary 16, 2012
    2. 2. The Futureis Social?Whats old is new again. Photo: Dom Dada on Flickr
    3. 3. Photo by Frederic Poirot on Flickr Social media = Conversation
    4. 4. Social media is allabout connections• Provides multiple platforms of interaction Photo by ChrisK4u on Flickr
    5. 5. Social media is allabout connections• Provides multiple platforms of interaction• Unites people with common interests and disparate locales Photo by ChrisK4u on Flickr
    6. 6. Social media is allabout connections• Provides multiple platforms of interaction• Unites people with common interests and disparate locales• Spreads information rapidly and efficiently Photo by ChrisK4u on Flickr
    7. 7. Social media is allabout connections• Provides multiple platforms of interaction• Unites people with common interests and disparate locales• Spreads information rapidly and efficiently• Strengthens loose ties Photo by ChrisK4u on Flickr
    8. 8. Social media is allabout connections• Provides multiple platforms of interaction• Unites people with common interests and disparate locales• Spreads information rapidly and efficiently• Strengthens loose ties• Makes it easy to get in touch, stay in touch and meet new people Photo by ChrisK4u on Flickr
    9. 9. But Im really busy.Why should I botherwith social media?
    10. 10. 3 reasons to use social media:•Connect with readers, get feedback, solicit submissions and interact.
    11. 11. 3 reasons to use social media:•Connect with readers, get feedback, solicit submissions and interact.•Foster engagement – connect a community of interest around your brand and mandate.
    12. 12. 3 reasons to use social media:•Connect with readers, get feedback, solicit submissions and interact.•Foster engagement – connect a community of interest around your brand and mandate.•Facilitate sharing: turn readers into ambassadors.
    13. 13. Photo by Express Monorail on Flickr Also, its fun.
    14. 14. "Engagement begets engagement." – Meg Pickard
    15. 15. "Be genuine" sweetspot.ca
    16. 16. Tips from Jes Watsonand Mia Shulman• Grab your name early – "You dont know whats going to take off"
    17. 17. Tips from Jes Watsonand Mia Shulman• Grab your name early – "You dont know whats going to take off"• Divide and conquer – share the workload logically
    18. 18. Tips from Jes Watsonand Mia Shulman• Grab your name early – "You dont know whats going to take off"• Divide and conquer – share the workload logically• Your brand isnt just in your website – use social media to invigorate the conversation
    19. 19. Tips from Jes Watsonand Mia Shulman• Grab your name early – "You dont know whats going to take off"• Divide and conquer – share the workload logically• Your brand isnt just in your website – use social media to invigorate the conversation• Dont be too formal. Social media lets the personal shine
    20. 20. Tips from Jes Watsonand Mia Shulman• Start with Facebook and Twitter, then see what else works for your brand
    21. 21. Tips from Jes Watsonand Mia Shulman• Start with Facebook and Twitter, then see what else works for your brand• Do what you naturally gravitate toward
    22. 22. Tips from Jes Watsonand Mia Shulman• Start with Facebook and Twitter, then see what else works for your brand• Do what you naturally gravitate toward• Have a presence if you think it might be valuable (Google+), but not where it doesnt make sense for the brand (Tumblr)
    23. 23. Facebook: Everyones already there• Most-used social network: ~50% penetration in Canada
    24. 24. Facebook: Everyones already there• Most-used social network: ~50% penetration in Canada• Its not just the kids
    25. 25. Facebook: Everyones already there• Most-used social network: ~50% penetration in Canada• Its not just the kids• More personal, oriented toward family and friends
    26. 26. Facebook: Everyones already there• Most-used social network: ~50% penetration in Canada• Its not just the kids• More personal, oriented toward family and friends• Best opportunity for traffic growth
    27. 27. "We want more Fashion engagement"
    28. 28. Integrate into your site Fashion
    29. 29. Solicit reader content for Afar editorial
    30. 30. Cross-promote Afar
    31. 31. Look for community National Geographic Traveler content
    32. 32. Create targeted incentives Best Health
    33. 33. Advertise whereappropriate• Facebook ads can be targeted to specific demographics and interests• PPC/budget means no (accidental) overspending• Have a plan that maximizes conversions• Test, refine, test again Photo by Mait Jüriado on Flickr
    34. 34. Treat readers as experts Allergic Living
    35. 35. Tips from RandiBergman of Fashion• Be interesting, newsy & opinionated
    36. 36. Tips from RandiBergman of Fashion• Be interesting, newsy & opinionated• Ask questions
    37. 37. Tips from RandiBergman of Fashion• Be interesting, newsy & opinionated• Ask questions• Give a teaser rather than spelling it out
    38. 38. Tips from RandiBergman of Fashion• Be interesting, newsy & opinionated• Ask questions• Give a teaser rather than spelling it out• Refine frequency
    39. 39. Tips from RandiBergman of Fashion• Be interesting, newsy & opinionated• Ask questions• Give a teaser rather than spelling it out• Refine frequency• Try posting photos instead of links
    40. 40. Tips from RandiBergman of Fashion• Be interesting, newsy & opinionated• Ask questions• Give a teaser rather than spelling it out• Refine frequency• Try posting photos instead of links• Focus on quality over quantity
    41. 41. Tips from RandiBergman of Fashion• Be interesting, newsy & opinionated• Ask questions• Give a teaser rather than spelling it out• Refine frequency• Try posting photos instead of links• Focus on quality over quantity• Always rethink and make it better
    42. 42. Twitter: Be part of the conversation• Lower penetration than Facebook, but higher engagement and perceived value
    43. 43. Twitter: Be part of the conversation• Lower penetration than Facebook, but higher engagement and perceived value• Virtual water cooler
    44. 44. Twitter: Be part of the conversation• Lower penetration than Facebook, but higher engagement and perceived value• Virtual water cooler• Its where people talk about you
    45. 45. Twitter: Be part of the conversation• Lower penetration than Facebook, but higher engagement and perceived value• Virtual water cooler• Its where people talk about you• Dont just broadcast – converse, respond and share
    46. 46. Twitter: Be part of the conversation• Lower penetration than Facebook, but higher engagement and perceived value• Virtual water cooler• Its where people talk about you• Dont just broadcast – converse, respond and share• Strong penetration in media, new media, publicity, tech
    47. 47. "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." – Lisa Tant, FlareAn "instant focus group" twitter.com/lisatant
    48. 48. Be out there and aware twitter.com/besthealthmag
    49. 49. "I think it’s successful when the brand comes first but the editor can add some personality to it." – Lisa Tant, FlareBe personal and sincere twitter.com/lisatant
    50. 50. Share and respond twitter.com/besthealthmag
    51. 51. "Respect people and engage with people. I tweet back and listen to people. I feel that they can send me information or feedback and they know I’ll pay attention." – Lisa Tant, FlareConverse and engage twitter.com/lisatant
    52. 52. Repackage and continue besthealthmag.ca the conversation
    53. 53. Tumblr: Pictures for the kids (so far)• Cross between Twitter and Wordpress
    54. 54. Tumblr: Pictures for the kids (so far)• Cross between Twitter and Wordpress• Social microblogging, mostly visually focused
    55. 55. Tumblr: Pictures for the kids (so far)• Cross between Twitter and Wordpress• Social microblogging, mostly visually focused• Younger demographic
    56. 56. Tumblr: Pictures for the kids (so far)• Cross between Twitter and Wordpress• Social microblogging, mostly visually focused• Younger demographic• More for branding than traffic
    57. 57. Tumblr: Pictures for the kids (so far)• Cross between Twitter and Wordpress• Social microblogging, mostly visually focused• Younger demographic• More for branding than traffic• High potential for youth- and image-oriented brands
    58. 58. "Tumblr readers are our Jennifer Campbell, Flare readers"
    59. 59. How Flare usesTumblr• Spotlight on original photography (with watermarks) – give longer life to archives
    60. 60. How Flare usesTumblr• Spotlight on original photography (with watermarks) – give longer life to archives• Reach out to young, web-savvy fashion lovers who may not know the brand
    61. 61. How Flare usesTumblr• Spotlight on original photography (with watermarks) – give longer life to archives• Reach out to young, web-savvy fashion lovers who may not know the brand• Niche traffic driver – link back to site
    62. 62. Tips from JenniferCampbell• Know your content and your audience
    63. 63. Tips from JenniferCampbell• Know your content and your audience• Get inspired by similar brands
    64. 64. Tips from JenniferCampbell• Know your content and your audience• Get inspired by similar brands• Tailor content to your resources – do things in batches when you can
    65. 65. Tips from JenniferCampbell• Know your content and your audience• Get inspired by similar brands• Tailor content to your resources – do things in batches when you can• Original content has best potential to be shared
    66. 66. Tips from JenniferCampbell• Know your content and your audience• Get inspired by similar brands• Tailor content to your resources – do things in batches when you can• Original content has best potential to be shared• "Fish where the fish are"
    67. 67. Instagram: A visual showcase• Currently iPhone only with impending plans for Android
    68. 68. Instagram: A visual showcase• Currently iPhone only with impending plans for Android• Super simple: Take, filter and share beautiful photos
    69. 69. Instagram: A visual showcase• Currently iPhone only with impending plans for Android• Super simple: Take, filter and share beautiful photos• Focus on photography, with some subcultures
    70. 70. Instagram: A visual showcase• Currently iPhone only with impending plans for Android• Super simple: Take, filter and share beautiful photos• Focus on photography, with some subcultures• Primarily positive
    71. 71. Instagram: A visual showcase• Currently iPhone only with impending plans for Android• Super simple: Take, filter and share beautiful photos• Focus on photography, with some subcultures• Primarily positive• Use to feed photos to other networks
    72. 72. Instagram: A visual showcase• Currently iPhone only with impending plans for Android• Super simple: Take, filter and share beautiful photos• Focus on photography, with some subcultures• Primarily positive• Use to feed photos to other networks• So far, cant link out
    73. 73. Showcase your brand Montreal Gazette
    74. 74. "I really enjoy it –  Alana Coates, Montreal GazetteI saw possibilities"
    75. 75. "I knew we had a Alana Coates, Montreal Gazettecommunity there"
    76. 76. Crowdsourced editorial Montreal Gazette
    77. 77. Recognize the tools Wall Street Journal potential
    78. 78. The Wall Street Journals New York Fashion Week blog
    79. 79. Tips from AlanaCoates• "We were taking all these beautiful photos anyway."
    80. 80. Tips from AlanaCoates• "We were taking all these beautiful photos anyway."• A way to showcase (staff) photographers work
    81. 81. Tips from AlanaCoates• "We were taking all these beautiful photos anyway."• A way to showcase (staff) photographers work• Enjoy yourself – make it personal
    82. 82. Tips from AlanaCoates• "We were taking all these beautiful photos anyway."• A way to showcase (staff) photographers work• Enjoy yourself – make it personal• Respect the space – be positive
    83. 83. Tips from AlanaCoates• "We were taking all these beautiful photos anyway."• A way to showcase (staff) photographers work• Enjoy yourself – make it personal• Respect the space – be positive• Make sure communication goes both ways
    84. 84. Pinterest: Now hot and happening• Collect, organize, search and share images
    85. 85. Pinterest: Now hot and happening• Collect, organize, search and share images• All (are supposed to) link back to original source
    86. 86. Pinterest: Now hot and happening• Collect, organize, search and share images• All (are supposed to) link back to original source• Fastest-growing website ever
    87. 87. Pinterest: Now hot and happening• Collect, organize, search and share images• All (are supposed to) link back to original source• Fastest-growing website ever• Predominantly female, non-geeky
    88. 88. Pinterest: Now hot and happening• Collect, organize, search and share images• All (are supposed to) link back to original source• Fastest-growing website ever• Predominantly female, non-geeky• Becoming a good source of traffic for many websites
    89. 89. Bring it all together Wall Street Journal
    90. 90. Be the expert Todays Parent
    91. 91. Tips fromAmanda Factor• Pick topics that fit your brand
    92. 92. Tips fromAmanda Factor• Pick topics that fit your brand• Participate: Like and repin other peoples pins
    93. 93. Tips fromAmanda Factor• Pick topics that fit your brand• Participate: Like and repin other peoples pins• Position yourself as a curator/ tastemaker
    94. 94. Tips fromAmanda Factor• Pick topics that fit your brand• Participate: Like and repin other peoples pins• Position yourself as a curator/ tastemaker• Create unique, targeted boards
    95. 95. Tips fromAmanda Factor• Pick topics that fit your brand• Participate: Like and repin other peoples pins• Position yourself as a curator/ tastemaker• Create unique, targeted boards• Put Pinterest share buttons on your site
    96. 96. How to get started• Pick your platforms Photo by gruntzooki on Flickr
    97. 97. How to get started• Pick your platforms• Create an account Photo by gruntzooki on Flickr
    98. 98. How to get started• Pick your platforms• Create an account• Follow the leaders Photo by gruntzooki on Flickr
    99. 99. How to get started• Pick your platforms• Create an account• Follow the leaders• Learn the culture Photo by gruntzooki on Flickr
    100. 100. How to get started• Pick your platforms• Create an account• Follow the leaders• Learn the culture• Tell people youre there Photo by gruntzooki on Flickr
    101. 101. Photo by daniel-weber on FlickrFirst and foremost:Make sharing easyIf nothing else, test and enableyour site so that readers caneasily share across popularplatforms. This is where the bulkof traffic comes from.
    102. 102. Rules to follow• Experiment and refine Photo by swh on Flickr
    103. 103. Rules to follow• Experiment and refine• Play around, but focus your efforts Photo by swh on Flickr
    104. 104. Rules to follow• Experiment and refine• Play around, but focus your efforts• Work with your brand and audience Photo by swh on Flickr
    105. 105. Rules to follow• Experiment and refine• Play around, but focus your efforts• Work with your brand and audience• Respect the local culture Photo by swh on Flickr
    106. 106. 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 Photo by swh on Flickr
    107. 107. 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 Photo by swh on Flickr
    108. 108. Grow and promote• Promote on all platforms Photo by wackybadger on Flickr
    109. 109. Grow and promote• Promote on all platforms• Move in both directions Photo by wackybadger on Flickr
    110. 110. Grow and promote• Promote on all platforms• Move in both directions• Use free widgets Photo by wackybadger on Flickr
    111. 111. Grow and promote• Promote on all platforms• Move in both directions• Use free widgets• Give and receive Photo by wackybadger on Flickr
    112. 112. Grow and promote• Promote on all platforms• Move in both directions• Use free widgets• Give and receive• Seek out your audience Photo by wackybadger on Flickr
    113. 113. "Communities already exist. Think about how you can help that community do what it wants to do." – Mark Zuckerberg
    114. 114. Look for creative facebook.com/travelandleisure twitter.com/upmagazinerevenue opportunities
    115. 115. Dos and donts• Dont just broadcast Photo by Jonathan_W on Flickr
    116. 116. Dos and donts• Dont just broadcast• Do respect peoples time and space Photo by Jonathan_W on Flickr
    117. 117. Dos and donts• Dont just broadcast• Do respect peoples time and space• Dont go off brand or get too personal Photo by Jonathan_W on Flickr
    118. 118. Dos and donts• Dont just broadcast• Do respect peoples time and space• Dont go off brand or get too personal• Do put yourself in readers shoes – and be realistic Photo by Jonathan_W on Flickr
    119. 119. Dos and donts• Dont just broadcast• Do respect peoples time and space• Dont go off brand or get too personal• Do put yourself in readers shoes – and be realistic• Dont be annoying Photo by Jonathan_W on Flickr
    120. 120. Social media for busypeople• Create a lineup Photo by billy liar on Flickr
    121. 121. Social media for busypeople• Create a lineup• Have a schedule Photo by billy liar on Flickr
    122. 122. Social media for busypeople• Create a lineup• Have a schedule• Share the workload Photo by billy liar on Flickr
    123. 123. Social media for busypeople• Create a lineup• Have a schedule• Share the workload• Set limits Photo by billy liar on Flickr
    124. 124. Social media for busypeople• Create a lineup• Have a schedule• Share the workload• Set limits• Utilize tools (e.g. Hootsuite) Photo by billy liar on Flickr
    125. 125. Social media for busypeople• Create a lineup• Have a schedule• Share the workload• Set limits• Utilize tools (e.g. Hootsuite)• Repurpose Photo by billy liar on Flickr
    126. 126. With thanks to:• Jes Watson and Mia Shulman, Sweetspot.ca• Alana Coates, Montreal Gazette• Lisa Tant and Jennifer Campbell, Flare• Randi Bergman, Fashion• Amanda Factor, Todays Parent Photo by jessamyn on Flickr
    127. 127. Recommended reading• "Build a better tweet" (Freelance Switch)• "Inside Instagram" (Gizmodo)• "The Wall Street Journal covers Fashion Week" (Nieman Journalism Lab)• "Brave new world of digital intimacy" (a classic) (New York Times Magazine)• Playboy social media Q&A (Sparksheet)
    128. 128. kattancock.comThank you @kattancock kat.tancock@gmail.com

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