The future is social
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The future is social

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

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

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The future is social The future is social Presentation Transcript

  • The Future is SocialKat TancockThe Business of DigitalFebruary 16, 2012
  • The Futureis Social?Whats old is new again. Photo: Dom Dada on Flickr
  • Photo by Frederic Poirot on Flickr Social media = Conversation
  • Social media is allabout connections• Provides multiple platforms of interaction Photo by ChrisK4u on Flickr
  • Social media is allabout connections• Provides multiple platforms of interaction• Unites people with common interests and disparate locales Photo by ChrisK4u on Flickr
  • 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
  • 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
  • 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
  • But Im really busy.Why should I botherwith social media?
  • 3 reasons to use social media:•Connect with readers, get feedback, solicit submissions and interact.
  • 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.
  • 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.
  • Photo by Express Monorail on Flickr Also, its fun.
  • "Engagement begets engagement." – Meg Pickard
  • "Be genuine" sweetspot.ca
  • Tips from Jes Watsonand Mia Shulman• Grab your name early – "You dont know whats going to take off"
  • 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
  • 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
  • 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
  • Tips from Jes Watsonand Mia Shulman• Start with Facebook and Twitter, then see what else works for your brand
  • 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
  • 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)
  • Facebook: Everyones already there• Most-used social network: ~50% penetration in Canada
  • Facebook: Everyones already there• Most-used social network: ~50% penetration in Canada• Its not just the kids
  • Facebook: Everyones already there• Most-used social network: ~50% penetration in Canada• Its not just the kids• More personal, oriented toward family and friends
  • 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
  • "We want more Fashion engagement"
  • Integrate into your site Fashion
  • Solicit reader content for Afar editorial
  • Cross-promote Afar
  • Look for community National Geographic Traveler content
  • Create targeted incentives Best Health
  • 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
  • Treat readers as experts Allergic Living
  • Tips from RandiBergman of Fashion• Be interesting, newsy & opinionated
  • Tips from RandiBergman of Fashion• Be interesting, newsy & opinionated• Ask questions
  • Tips from RandiBergman of Fashion• Be interesting, newsy & opinionated• Ask questions• Give a teaser rather than spelling it out
  • Tips from RandiBergman of Fashion• Be interesting, newsy & opinionated• Ask questions• Give a teaser rather than spelling it out• Refine frequency
  • 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
  • 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
  • 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
  • Twitter: Be part of the conversation• Lower penetration than Facebook, but higher engagement and perceived value
  • Twitter: Be part of the conversation• Lower penetration than Facebook, but higher engagement and perceived value• Virtual water cooler
  • 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
  • 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
  • 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
  • "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
  • Be out there and aware twitter.com/besthealthmag
  • "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
  • Share and respond twitter.com/besthealthmag
  • "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
  • Repackage and continue besthealthmag.ca the conversation
  • Tumblr: Pictures for the kids (so far)• Cross between Twitter and Wordpress
  • Tumblr: Pictures for the kids (so far)• Cross between Twitter and Wordpress• Social microblogging, mostly visually focused
  • Tumblr: Pictures for the kids (so far)• Cross between Twitter and Wordpress• Social microblogging, mostly visually focused• Younger demographic
  • Tumblr: Pictures for the kids (so far)• Cross between Twitter and Wordpress• Social microblogging, mostly visually focused• Younger demographic• More for branding than traffic
  • 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
  • "Tumblr readers are our Jennifer Campbell, Flare readers"
  • How Flare usesTumblr• Spotlight on original photography (with watermarks) – give longer life to archives
  • 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
  • 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
  • Tips from JenniferCampbell• Know your content and your audience
  • Tips from JenniferCampbell• Know your content and your audience• Get inspired by similar brands
  • 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
  • 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
  • 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"
  • Instagram: A visual showcase• Currently iPhone only with impending plans for Android
  • Instagram: A visual showcase• Currently iPhone only with impending plans for Android• Super simple: Take, filter and share beautiful photos
  • 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
  • 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
  • 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
  • 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
  • Showcase your brand Montreal Gazette
  • "I really enjoy it –  Alana Coates, Montreal GazetteI saw possibilities"
  • "I knew we had a Alana Coates, Montreal Gazettecommunity there"
  • Crowdsourced editorial Montreal Gazette
  • Recognize the tools Wall Street Journal potential
  • The Wall Street Journals New York Fashion Week blog
  • Tips from AlanaCoates• "We were taking all these beautiful photos anyway."
  • Tips from AlanaCoates• "We were taking all these beautiful photos anyway."• A way to showcase (staff) photographers work
  • Tips from AlanaCoates• "We were taking all these beautiful photos anyway."• A way to showcase (staff) photographers work• Enjoy yourself – make it personal
  • 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
  • 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
  • Pinterest: Now hot and happening• Collect, organize, search and share images
  • Pinterest: Now hot and happening• Collect, organize, search and share images• All (are supposed to) link back to original source
  • Pinterest: Now hot and happening• Collect, organize, search and share images• All (are supposed to) link back to original source• Fastest-growing website ever
  • 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
  • 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
  • Bring it all together Wall Street Journal
  • Be the expert Todays Parent
  • Tips fromAmanda Factor• Pick topics that fit your brand
  • Tips fromAmanda Factor• Pick topics that fit your brand• Participate: Like and repin other peoples pins
  • Tips fromAmanda Factor• Pick topics that fit your brand• Participate: Like and repin other peoples pins• Position yourself as a curator/ tastemaker
  • 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
  • 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
  • How to get started• Pick your platforms Photo by gruntzooki on Flickr
  • How to get started• Pick your platforms• Create an account Photo by gruntzooki on Flickr
  • How to get started• Pick your platforms• Create an account• Follow the leaders Photo by gruntzooki on Flickr
  • How to get started• Pick your platforms• Create an account• Follow the leaders• Learn the culture Photo by gruntzooki on Flickr
  • 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
  • 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.
  • Rules to follow• Experiment and refine Photo by swh on Flickr
  • Rules to follow• Experiment and refine• Play around, but focus your efforts Photo by swh on Flickr
  • Rules to follow• Experiment and refine• Play around, but focus your efforts• Work with your brand and audience Photo by swh on Flickr
  • 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
  • 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
  • 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
  • Grow and promote• Promote on all platforms Photo by wackybadger on Flickr
  • Grow and promote• Promote on all platforms• Move in both directions Photo by wackybadger on Flickr
  • Grow and promote• Promote on all platforms• Move in both directions• Use free widgets Photo by wackybadger on Flickr
  • Grow and promote• Promote on all platforms• Move in both directions• Use free widgets• Give and receive Photo by wackybadger on Flickr
  • 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
  • "Communities already exist. Think about how you can help that community do what it wants to do." – Mark Zuckerberg
  • Look for creative facebook.com/travelandleisure twitter.com/upmagazinerevenue opportunities
  • Dos and donts• Dont just broadcast Photo by Jonathan_W on Flickr
  • Dos and donts• Dont just broadcast• Do respect peoples time and space Photo by Jonathan_W on Flickr
  • 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
  • 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
  • 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
  • Social media for busypeople• Create a lineup Photo by billy liar on Flickr
  • Social media for busypeople• Create a lineup• Have a schedule Photo by billy liar on Flickr
  • Social media for busypeople• Create a lineup• Have a schedule• Share the workload Photo by billy liar on Flickr
  • Social media for busypeople• Create a lineup• Have a schedule• Share the workload• Set limits Photo by billy liar on Flickr
  • 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
  • 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
  • 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
  • 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)
  • kattancock.comThank you @kattancock kat.tancock@gmail.com