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Deffenbaugh_ASBPE

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Deffenbaugh_ASBPE

  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>

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