Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.



Published on

Published in: Business, News & Politics
  • Be the first to comment


  1. 1. Paul Deffenbaugh Editorial Director Reed Residential Construction Group ASBPE Winter Workshop Presented by
  2. 2. B2B Social Media <ul><li>Audience Development </li></ul><ul><li>Content Provider </li></ul><ul><li>Reporting </li></ul><ul><li>Editor </li></ul><ul><li>Platform Agnostic </li></ul><ul><li>Folio/Magazines </li></ul><ul><li>Community Development </li></ul><ul><li>Content Platform </li></ul><ul><li>Aggregator </li></ul><ul><li>Host </li></ul><ul><li>Platform Provider </li></ul><ul><li>Web/Electronic Newsletters/etc. </li></ul>
  3. 3. Introduction <ul><li>Take advantage of electronic media opportunities to serve our readers better with more timely information. </li></ul><ul><li>Develop online community that would facilitate sharing of information from our audience </li></ul><ul><li>Phase out print media that pushes to the audience without losing their interest </li></ul>Solution : Create a digital magazine that acts as a portal to more information and delivers timely information
  4. 4. Advantages <ul><li>Greatly reduced production costs </li></ul><ul><li>Ability to reach beyond existing audience </li></ul><ul><li>Take advantage of viral marketing aspects of electronic media </li></ul><ul><li>Connect our readers seamlessly to wider information base </li></ul><ul><li>Can deliver more timely information </li></ul><ul><li>Differentiation in the marketplace </li></ul><ul><li>Establish footprint as innovative and forward-thinking </li></ul><ul><li>Ability to track readership – open rates, click-throughs, etc. </li></ul><ul><li>Deliver readers directly to advertisers </li></ul>
  5. 5. Obstacles <ul><li>Visibility – Make the translation from written page to monitor </li></ul><ul><li>Vendor – Identify vendor who can deliver high quality consistently </li></ul><ul><li>Enriched media – Create design and methodology that supports enriched media </li></ul><ul><li>Scheduling – Fit semi-monthly project into a monthly workflow </li></ul><ul><li>Staffing – Rework staffing structure to meet information requirements and scheduling needs </li></ul><ul><li>Circulation – Ensure we keep existing readers and grow our list </li></ul><ul><li>Coordinating with other online media – Develop growth plan to create online community that is driven by </li></ul>