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Social Media for Publishers


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These are the slides I presented as part of the Australian Interactive Media Industry Association Victoria's Social Media for Change event. The focus was on discussing what publishers had done in the space. They are pretty much useless without the supporting words, but might provide a few examples. :-)

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Social Media for Publishers

  1. 1. SOCIAL MEDIA FOR CHANGE @KateKendall @socialmelb
  3. 3. Deconstruction <ul><li>Thinking about content in a new light – turn the emphasis from the ‘media’ to the ‘social’ </li></ul><ul><li>Involves reworking the focus from the content onto the content delivery </li></ul><ul><li>“You are what you publish online” = mentality of “You are what you publish offline” </li></ul><ul><li>Involves thinking about masthead/brand communities instead of ‘audience’ </li></ul>
  4. 4. And? <ul><li>Broadcast media has been and is suffering </li></ul><ul><li>Cluttered environment – everyone is now a publisher </li></ul><ul><li>Engagement, engagement, engagement! </li></ul><ul><li>New mindset of sharing and collaboration – scary for institutions used to ‘owning’ </li></ul><ul><li>The external change has already happened – it’s now a question of how… </li></ul>
  5. 5. Basically…
  6. 6. Change leaders
  7. 10. Change embracers
  8. 15. Change resisters?
  9. 16. It’s early days <ul><li>Most publishers are still dipping their toe in the water </li></ul><ul><li>Many are currently experimenting with the balance of tools (no longer a case of do all – resources) </li></ul><ul><li>Resistance is not in the social activities themselves, but rather the mindset of the importance of social media e.g. Ongoing denial/negativity of Twitter in newspapers </li></ul>
  10. 17. Social media guidelines
  11. 18.
  12. 19. Uses
  13. 20. Cause
  14. 21. Comp
  15. 22. Comedic
  16. 23. What we’ll hear about tonight <ul><li>How social media is changing the way businesses communicate </li></ul><ul><li>How social media is changing the business of publishing </li></ul><ul><li>A book publisher’s perspective on the effectiveness of a social media campaign </li></ul><ul><li>A magazine publisher’s perspective on integrating strategy with social media </li></ul>
  17. 24. Thank you