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Social Marketing for Publishers: Designing Engagement that Drives Circulation
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Social Marketing for Publishers: Designing Engagement that Drives Circulation

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Magazines love social, and have built sophisticated networks to be where their audiences and fans are. But social media to drive revenues is a tough nut to crack. This presentation, designed for CDS …

Magazines love social, and have built sophisticated networks to be where their audiences and fans are. But social media to drive revenues is a tough nut to crack. This presentation, designed for CDS Global's 2013 client summit, takes a look at what networks magazines are engaging in, the nuances of social posts that drive the greatest subscription sales, and what marketing strategies are recommended for increasing, both engagement, and revenues. A special thank you to the social teams at Hearst Magazines and Condé Nast for sharing their strategies and results. *An update to the Condé Nast strategies, Facebook has discontinued its Gifts service for physical goods. Questions? Contact me on Twitter @xochiadame or via email at xochiadame@gmail.com.

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  • 1. Social Marketing for Publishers Designing Engagement that Drives Circulation Xochi Adamé, Digital Marketing + Social Business Strategist @xochiadame #CDSGlobalSummit
  • 2. 1 1. Where are magazines successfully engaging consumers on the social web? 2. Engagement is great, but how are magazines driving subscriptions in these social networks? 3. What strategies should I develop to increase subscribers? @xochiadame #CDSGlobalSummit
  • 3. 2 @xochiadame #CDSGlobalSummit
  • 4. 3 [video To Be Completed] @xochiadame #CDSGlobalSummit Watch the Video on YouTube
  • 5. 4 @xochiadame #CDSGlobalSummit
  • 6. 5 1. Build out your buyer personas 2. Monitor social conversations 3. Cross-promote your networks 4. Measure engagement and growth @xochiadame #CDSGlobalSummit
  • 7. 6 Car & Driver Cosmopolitan ELLE Esquire Good Housekeeping Seventeen Facebook Likes 1,225 440 507 167 44 824 Facebook Comments 123 39 22 21 15 49 Facebook Shares 124 32 34 22 5 18 Facebook Clicks 1,744 3,345 909 503 183 1,484 Twitter RTs 6 22 13 5 0 2 Twitter Clicks 419 1,435 91 285 30 100 Average engagement generated per post (includes editorial and consumer marketing): Engagement varies broadly across brands and networks
  • 8. 7 Car & Driver Cosmopolitan ELLE Esquire Good Housekeeping Seventeen Facebook Likes 49 289 298 68 15 1,005 Facebook Comments 0 33 9 8 4 22 Facebook Shares 3 32 15 6 2 41 Facebook Clicks 215 2,186 756 185 114 1,736 Twitter RTs 1 4 16 6 1 0 Twitter Clicks 236 222 49 668 78 2 Average engagement generated per consumer marketing post: Consumer marketing messaging receives considerably less engagement
  • 9. 8 @xochiadame #CDSGlobalSummit
  • 10. 9 Post Content vs. Sweeps Page Views Sub Signups You've still got time to enter our "Good Life Giveaway Sweepstakes"...don't miss out on your chance to be one of five lucky readers to win $100. http://goodhousekeeping.com/sweepstakes/25866 Sweeps 927 24 Our all-new January issue hits newsstands today! In celebration of our new look (which we love!), we're giving you a chance to win $100. Enter our Good Life Giveaway today for your chance to be 1 of 5 lucky $100 winners http://goodhousekeeping.com/sweeps Sweeps 697 19 5 tell-tale signs a man is cheating: http://cosmopolitan.com/sex-love/relationship-advice/how-to- tell-if-a-guy-is-cheating Content 57,307 18 Enter to win "Hair Color for a Year," complete with a one-year supply of hair color, color-safe shampoo, conditioner and color-enhancement treatment. What color would you dye your hair? http://womansday.com/sweepstakes/25471 Sweeps 349 18 Get what you want for Christmas? Didn't get what you want for Christmas? Either way you can still enter for a chance to win $100 from us. Enter the "Good Life Giveaway" Sweepstakes today http://goodhousekeeping.com/sweepstakes/25866 Sweeps 561 15 Enter for a chance to win a stylish Lenovo Aqua Blue Ultrabook IdeaPad laptop! http://womansday.com/sweepstakes/25541 Sweeps 861 13 RT for a chance to win this @VictoriasSecret runway makeup kit! #freeVSswag (Rules: http://cosmopolitan.com/victoria-secret-fashion-show-sweepstakes-official-rules-clone- 1354660042 ) Sweeps 4,544 12 The WORST celeb fashion moments ever! If you think this is bad, you should see the others: http://seventeen.com/parties/prom/worst-red-carpet-fashion-moments Content 99,174 10 It does exist! The liquid diet that won’t leave you starving: http://cosmopolitan.com/advice/health/liquid-diet Content 84,794 10 6 sneaky ways to go from friend to girlfriend! http://seventeen.com/love/advice/how-to-be-his- girlfriend Plus 9 celeb couples who prove it's totally possible: http://seventeen.com/entertainment/celeb-couples-friends-first Content 58,441 10 Top 10 Posts that Drove New Subscriptions
  • 11. 10 Post Page Views Sub Signups Subscribe to Cosmo and get a FREE subscription for a friend. (Limited time only.) Happy holidays, Cosmo girls! https://subscribe.hearstmags.com/subscribe/cosmopolitan/119807?source=fb Who would you gift Cosmo to? 898 8 What’s better than subscribing to Car and Driver? Getting a second subscription to give as a gift to a friend! Subscribe today to get 2 for the price of 1! https://subscribe.hearstmags.com/subscribe/caranddriver/119792?source=fb 137 3 Make life better. Join the Esquire Premier Club and get a year of Esquire plus things like discounts on great wine: https://subscribe.hearstmags.com/subscribe/esquire/115664?source=twt 478 2 Make life better. Join the Esquire Premier Club and get a year of Esquire in print and digital and things like discounts on great wine: https://subscribe.hearstmags.com/subscribe/esquire/115664?source=fb 116 2 Give 2 gifts for the price of 1 a limited time only! https://subscribe.hearstmags.com/subscribe/harpersbazaar/119815?source=fb 401 1 We're in a giving mood: When you subscribe to ELLE, we'll give you a second subscription for free. Details here https://subscribe.hearstmags.com/subscribe/elle/119790?source=fb 324 1 Subscribe to House Beautiful and you could win a Mediterranean towel set. Details here: http://www.housebeautiful.com/sweepstakes/25395 17 0 A subscription to Popular Mechanics makes a great stocking stuffer. https://subscribe.hearstmags.com/subscribe/popularmechanics/119794?source=fb 27 0 Subscribe today and give a gift for free! https://subscribe.hearstmags.com/subscribe/harpersbazaar/119815?source=twitter 29 0 Need a last minute gift? Try a Popular Mechanics subscription. https://subscribe.hearstmags.com/subscribe/popularmechanics/119794?source=fb 46 0 Top 10 CTA Posts that Contained the Word “Subscribe”
  • 12. 11 • Editorial posts drove considerably more engagement than consumer marketing (CM) posts • Status updates ranked lowest, with photo and video updates ranking highest, among both editorial and CM posts • Direct CTAs to subscribe performed worst among CM posts • Comments on direct CTAs to subscribe tend to be questions and complaints pertaining to subscriptions or cover art, or from excited fans who already have the issue
  • 13. 12 • All top-performing CM posts referenced contests • Contests link to trial subscription pages as the sweepstakes entry • Top-performing CM posts maintained brand voice, whereas worst-performing posts adopted a marketing tone and/or hard sell • “Like this” calls to action generated the greatest engagement among CM posts @xochiadame #CDSGlobalSummit
  • 14. 13 • Install Twitter Cards for site content • Include photos, videos and links in tweets • Photo/video tweets get 4-5x the engagement • “RT” calls to action generated the greatest engagement among CM posts
  • 15. 14 Seventeen – Bring Me to 1D • No. 1 post that drove most engagement and subscriptions • Top performing FB post: "Like this post if you wish you could meet Zayn in person! Click here to enter for your chance to meet him (plus the rest of 1D!!) >> [url]” • Top performing tweet: "Retweet this if you want to meet @onedirection! Enter the Bring Me to 1D sweeps here: [url]”
  • 16. 15 Cosmopolitan – How to Tell if a Guy is Cheating • Results: 57,307 click-thrus and 18 new subscribers • Social media post: “5 tell-tale signs a man is cheating: [URL]” • Editorial/content landing pages incorporate ads  • Content/editorial post that drove the most subscriptions
  • 17. 16 @xochiadame #CDSGlobalSummit
  • 18. Country Living on • Focus on editorial content for greatest engagement • Pin-to-Win contests link to subscription pages • DIY pins link to content pages with embedded subscription banner ads or widgets EDITORIAL CONTESTS COVERS @xochiadame #CDSGlobalSummit
  • 19. • Custom Facebook tabs not successful • Facebook ads using 8th Bridge social shopping solution not successful • Facebook-sponsored ads had limited success – Social Advertising @xochiadame #CDSGlobalSummit
  • 20. • Facebook Gifts showing promise – plans to double up during holiday season • Facebook Offers show greatest success to date • Facebook Custom Audiences, Saved Target Groups, Lookalike Audiences and Power Editor – Social Advertising @xochiadame #CDSGlobalSummit
  • 21. 20 @xochiadame #CDSGlobalSummit
  • 22. 21 #1: Design Media-rich Creative Content for Editorial and Sweepstakes that Link to Subscriptions Pages • Focus on interactive, shareworthy experiences • Harness the short-form explosion • Design engaging storytelling campaigns • Create mix of content mediums for each campaign • Always speak in the brand’s voice, never in a marketing tone "Magazines need to abandon the write-read model [for digital content] for an inspire-connect strategy." – Troy Young, President of Hearst Magazines Digital Media
  • 23. 22 #2 Build Influencer Marketing Strategies for Editorial and Sweepstakes Campaigns • Experts and trendsetters whose loyal audiences are composed of your ideal consumers • Identify and court your niche’s influencers • Awareness, crisis mitigation, audience insight • Incentivize influencers and brand advocates (not on payroll) • Traackr and Klout for Business “In this highly social web, information travels like waves. These waves are created by people who generate content and build followings. A subset of these people create stronger waves than others.” – Traackr
  • 24. 23 “You cannot trust algorithms alone. Regardless of the tool you use, you must add a layer of human analysis and investigation to verify the Lists and to ensure the results you’re working with are legitimate influencers in the space. And, of course, none of these tools will do your outreach for you.” – Jason Falls Leading digital marketing strategist, bestselling author of No Bullshit Social Media and The Rebel's Guide to Email Marketing @xochiadame #CDSGlobalSummit
  • 25. 24 • Miley appealed to her 13,197,465 fan base on Twitter • More than14,000 RTs, 6,000 faves and 1,000 replies to the @Cosmopolitan handle of Miley-related content, and 34,000 mentions of #MileyCosmo hashtag • 19,000 new Twitter followers in 3 days (more than double normal rate) • More than 90 million total impressions Cosmopolitan – Miley Cyrus Influencer Campaign @xochiadame #CDSGlobalSummit
  • 26. 25 #3 Increase User-generated (UGC) and Co-created Mobile Content to Inspire High-volume Engagement in Sweeps and Editorial • Brands are now co-created • Overwhelming content volume needed • UGC = awareness, loyalty, credibility • Harness the mobile app explosion iTunes: 48K photo apps 33K video apps 3K editor apps • 2016: 1.5 billion online video users • 2017: Mobile video will be two-thirds global mobile traffic @xochiadame #CDSGlobalSummit
  • 27. Watch the Video on YouTube
  • 28. 27 Xochi (sōchē) Adamé xadame@cds-global.com @xochiadame