Social Media Strategies For Publishers


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Social Media Strategy Guide for publishers from LJ Interactive taken from the "Start Talking" Seminar on 18th March 2011 at the Oxford Internet Institute. Content delivered by Dr Bernie Hogan, David Stephens and Liz Murray.

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  • Welcome Health and Safety Notices We know that all the publishers represented here will be at different stages of social media marketing but we hope that all will find something useful. There’s some basic information in here , but in reality the seminar will be about doing , what we’ve found works, what doesn’t work and things to take away to think about. Please feel free to shout out any questions at any point, there will be a Q&A session at the end where you can ask any questions about any element of Social Media or anything specific to your organisation.
  • Introduce David Stephens, Managing Director of the Lovell Johns Group of Companies.
  • Basic overview of what we’ll be running through today.
  • Lets look at some statistics of uptake of Social Media in the UK. 70% of all UK residents currently use some sort of Social Media whether that be Facebook, Twitter, Bookmarking sites to those that actually run their own blogs, forums etc This nice widget by Forrester clearly shows the uptake of social media, it’s a little out of date now and we can expect the usage to have increased significantly.
  • Readers are looking for more diverse information now. Obviously fiction publishing is different but all the publishers in this room are reference publishers so let’s concentrate on that. The birth of Wikipedia changed the way that information is consumed, Wikipedia draws us in and then moves us around to child pages, other subjects with the use of links. All this information is coming from different places. Therefore content sale strategy really needs to be considered here, but in reality this is where publishers can excel. At the end of the day that’s what you all do, create content. The internet and Social Media thrives off content , so you’re in a far better position than many businesses – for example those that sell cars! They’ve got to generate all the content from scratch. You’re ahead of the game – use it! It’s the one place that niche groups really thrive . Niche is key for social media , I’m sure that all of you have your own outside interests whether that be skiing, cycling, bird watching etc. It’s a great opportunity to target these groups. However the niche segmentation means that careful consideration needs to happen at the start of any campaign to ensure that the correct people are being targetted. More on this later. There’s a hec of a lot of social media networks out there, many large ones that you will know such as Facebook, Twitter, Youtube etc, but also hundres if not thousands of smaller ones. These smaller networks are endless and can be targetted and relationships developed to talk to these audiences. Sometimes it’s easier to work with established networks than it is to build your own. All Marketers are probably thinking about web presence and how to build traffic up to this. In reality nowadays more brands are looking towards building Facebook / Twitter followers than they are towards web traffic as they know it’s an easier way to develop a brand following. However……. Personally we feel that websites shouldn’t be ignore and indeed websites and blogs can play a vital integral part of a social media strategy. Thus Social Media can play a key part in improving traffic, rankings – more on this later. Lead in to goals and objectives -
  • Liz Introduction to SM…….. People are looking for content that is easily accessed, shared and rated Good opportunity to build readers by connecting with own groups or external groups There are at least 10-15 key areas to target within social media this could mean 15 new revenue streams Additionally, possibilities are endless for niche groups to connect and develop relationships with It’s also about being found…… Thanks… Before Liz returns with the ‘doing’ section want to put it into context further by talking a little about goals, what they might be and how to measure them (NEW SLIDE) When asking clients about goals – usual 1st answer is extra sales…. On reflection – Brand or Title awareness, Target niche markets, Get new books to market quicker….. These are only beginning, could be many others to include – New channels to market, or Sell into new geographical areas, Generating contact lists and community, Tracking feedback to improve (relevant to academic / reference pubs), Cost effective return on marketing spend…. Others? – plenty To clarify - Goals general wider intentions – should integrate closely with business or marketing plan Next stage - Break down the business or marketing plan goals to see which SM can help with Be realistic / understand what SM can achieve Set objectives - Objectives are day to day specifics
  • Objectives are the precise measurable steps required to achieve the SM goals Important to set these otherwise danger of lots of chat with few results SMART Specific Measurable Achievable Realistic Time Objectives drive the campaign But Keep goals in mind as will direct & inform the day to day objectives Objectives could be – list 4 objectives below then detail… More traffic to the hub site Community and word of mouth activity Search visibility Sales increase However, not always obvious how to measure a conversation More traffic to the hub site (e.g. microsite with blog) Measure: visitors and sources of traffic Tools: Google Analytics / Alexa – balance between too much info and not enough Track activity on own pages (NEW SLIDE) Community and word of mouth activity Facebook (other networks exist!) M: network size = likes (on display) T: auto email weekly activity report – active users, likes, comments, visits Twitter (other networks exist!) M: quantity // (and quality) of commentary T: followers (or fans) on display, // (RT, listed?) Blogs M: quantity // (and quality) of commentary T: volume of traffic // Ping Back (others write blog and link to yours) Little about SEO here…design with key phases in mind – check with Google rankings M: engagement with influential bloggers / web sites / twitter feeds etc T: research, look at competitors, draw up target lists and go after LJI tool to manage this and integrate activity into traditional marketing team (NEW SLIDE)
  • Search visibility (unpaid and paid) M: ranking T: Google Adwords (paid key words) Paid for services to track (unpaid key words) Sales increase M: ranking T: voucher codes only work it own site is eComm enabled Specific landing pages on site eComm Other possibilities could be track outbound links (eg to Amazon) However….. Traffic and activity can be measured in various ways BUT Sales more difficult Other objectives and tools possible / available…… Justify the campaign by results Summing up Set goals that fit with marketing plan Set objectives suitable for SM that work towards goals Monitor and track Use tools consistently, Measure on a regular basis, Monitor change (trends), Perhaps compare to competitors Moveable feast – review and modify plan on a regular basis ------------------------------------------------------------ Follower engagement strategies Connecting with established external Social Media networks Cohesiveness with your offline marketing strategy Key note speech from Dr Bernie Hogan, Oxford Internet Institute Q&A session with all speakers
  • Ok, so where to start! First of all as a publisher you need to look at the titles you want to promote. Some of you here work for large publishers and therefore will have different marketing departments for different areas. This actually makes your life slightly easier as it clearly defines the paths forward. For those that have one marketing department for all titles, then you have some serious decisions to make. In our opinion – Social Networks are niche and having generic social media pages will really not do you any favours. As we have with one client, currently (we’re trying to move them away from this) their feeds can be telling you information about craft one moment and then horror films the next. This really doesn’t encourage niche followers, why would you follow a feed like this if you were just really interested in craft. Of course the bigger branded publishers,i.e. Penguin have less to worry about here and they have great brand affinity. And some of you might have this too, but I still think it will get you into trouble. We’re not suggesting you don’t have corporate pages just that if you do, have the niche ones too. There are plenty of tools (we’ll cover this later) that will help you work the corporate page at the same time as the niche pages. Our suggestion is to segment as much as you can in reality manage, this gives you the best chance of developing a niche audience and becoming an expert in your subject matter. Ok, so do you just delve in and get on with it or you plan first. Well the correct answer is to plan, but it reality, if you’re doing all this off your own back then hey why not dip your toe in and grow your knowledge and reach as you do. However always always always look at your audiences even if you are just planning to dip your toe in, no point developing a small audience in one area only to have to move them over to another. We’ve seen this happen far too many times and it really takes you many steps back. If you are going for the planning method, then one of the easiest ways to do it is just to create effectively a worksheet with all the social media avenues there are and what you plan to do with each one, if anything. Later on we’ll run through the main areas of what you could be doing first off and give you some tips to help you create this plan – or just start! Now – once you’ve worked out what you’re going to do, you really need to allocate some time to it like all marketing plans. Many people will tell you to allocate 2 hours a day or 1 day a week to social media in blocks. But this is wrong. Social media just doesn’t work like that! It’s like grazing, people pop in and out of it. You’ll see some posting 10 times between 9-11am because that’s what they do. However social media is a conversation between you and many not just you shouting. If people respond to your posts on any network you need to be there to interact with them always. So although you should plan to allocate time, this time needs to be grazed across the week. At any time, you should expect to need to use your social networks. You’ll find as you get into Social Media that you can’t do it all on your own. And not only that, but actually there are people within your business that are actually much better qualified to talk about your niceh areas than you are. Editors, Writers, Publishers etc. Use them. Not only that but plan them into your activities and allocate tasks to them. Effectively you need to start project managing those around you to help. We’d recommend sending out a Social Media memo or arranging a conference, which we’ve done in the past, to inform other members of staff about what Social Media is and how they can help. Probably the best thing to do is dictate to them some structure, i.e. these are the networks I’d like you to involve your self in and we’d like to do x number of unique posts per day / week / month – whatever your metric is.
  • The first place to start when looking at social media may be surprising. You need to look to home first, your website or blog. You need a place where website traffic can be collated. Many social media sites are not set up to hold information, more to inform about where all this information is. Do not neglect these sites. I imagine all publishers already have websites, but they may be stagnant corporate style sites with splash pages about book series. It’s time to start thinking about websites in a more social way. Many publishers are now starting to think about selling online…. But that’s for another day. Your website needs to be somewhere where up to date information can be published, and the easiest way to do that is add a blog. Here you should go back to thinking about what I talked about earlier, segmentation, is your website a microsite for a range of books (i.e. or is your website a corporate site. Think about whether this series of books can really stand alone. If you’re sticking with the corporate site, it doesn’t mean you can’t have more than one blog depending on segments. You need to decide whether you need 1 blog or do you need many blogs, that’s a decision that really needs to be made early on. Lets just assume you have 1 or many blogs. A blog is a place where information can be posted regularly and then disseminated to your other networks. A few doing things about blogs! The blog should always run off the domain name whether that be the corporate site or the microsite for the series i.e., otherwise all the search engine optimisation and traffic will not help your main site. You don’t need to develop your own blogs, there are already great free platforms out there, we tend to use Wordpress as it is the easiest to customise. All Wordpress and other blog platforms can be styled to look exactly like the parent pages, and sit on the correct domain as mentioned. Your readers will be able to seamlessly link from the blog to your products without feeling like they are leaving you. See for example the website and blog Think about what you are posting, remember this information is going to end up in the hands of your social media friends, what do they want to hear about, what level are they at, what tone do you need to use. Things are all a bit less formal in the social world, but if you’re selling to doctors then maybe not….. Think about it….. Blogs rank really well in the search engines, specifically google. There are a few tips for Wordpress that help them do that, mainly by use of addons such as SEO widgets that are free. Everytime a blog is posted it pings out to all the search engines and they instantly read it, unlike a webpage that can take days / weeks or months to cache depending on a sites popularity. One key benefit of this instant caching is for activity that you want to tell people about today. For example, one of our clients received some unexpected exposure on a TV programme, they didn’t find out about it until it happened but we knew that viewers would be googling the title and TV programme it appeared on. One very quick blog written, it appeared top of google within 1 hour for that keyphrase and they gained hundreds of hits through that particular blog. If they hadn’t have done that the viewer would have had to search a bit harder to find the product / site. Of course this could be achieved with Google Adwords too. Think Search Engine Optimisation when writing your blog posts. Always think about keyphrases and try and stack your posts with them. Google will place more emphasis on the title and the first 100 or so words, so make sure you think about these carefully. Make sure you add tags to the blog as when using the SEO pack these will automatically turn into meta data – no more than 5-7 words though please.
  • Here is an example of a microsite we have just completed for Wolters Kluwer. The aim of it to promote a range of nursing titles called madeincrediblyeasy. It is part of an entire social media plan that we are implementing for them. It is a key example of how a microsite can be developed with social media at the heart of it. As we move further down the page reviews can be seen, twitter feed is pulled in and the key other networks / bookmarking sites are shown. SEO has been considered and each page created with relevance to content in mind with tracking installed at all stages.
  • The blog, using Wordpress backend in this case, is clearly integrated with the rest of the site, the user does not lose brand identity. Share icons are shown lower down and search engine optimisation is considered in all postings.
  • Here is an example by local publishers Osprey of a niche blog. To be fair Osprey is a pretty niche publisher – military – so they have things a little easy. Again the blog is clearly integrated into the site with key other social networks shown to the right. So basically to sum up about your website and blog, really you should start thinking about improving or implementing these sites before you really get started on social. Although, if budgets are small then a blog can be added easily, without too much time needed.
  • Creating your own social network? Creating own social networks on your website, not just a blog, but a living, breathing network…. Like this example by Penguin specifically targetted at teen readers. Well Penguin is one of the largest publishers in the UK so they have the brand and the readership and budget to do this and it is always a viable consideration, but it is in our opinion brave to say the very least. Think about it, it’s all well and good having a blog where you get some traffic from Google but hopefully a lot of traffic from external networks, i.e. Facebook and Twitter. In reality you rely on their networks strength of use to help you gain fans, friends, followers etc. To try and develop your own social network would potentially take a lot of work. However for publishers who feel that their corporate brand or books series brands, like penguin, can take it then of course it should be considered. If you are considering a onsite social networking site, then these can be custom built or built using white labels such as vbulletin, which will enable you to have forums, picture sharing, logins etc etc. Potentially the hardest thing about doing this wouldn’t be in the building, but in the getting people to connect. Significant budget would need to be allocated to push traffic to the site. Don’t forget that an established network such as facebook can do most of this anyway and still have your branding visible.
  • Ok so lets assume you’re happy with your website, you have somewhere to place content, either a blog or pages on your website and now you want to start talking to people. Where do you do it??? Well that entirely depends on who your targets are……. Here we can see how many networks there are, they’ll keep popping up for a while yet. I don’t know how many you know, there are the obvious, Facebook, Twitter, Flickr, Youtube, but then there are others such as Myspace, Bebo, friendfeed, linkedin, then are the social bookmarking sites such as, digg, reddit, stumble upon etc. Basically there’s a lot. I guess you’re all shuddering with the thought of having to deal with all of them. Well….. In reality we’re not suggesting that at all. If you want to play safe then you can just start with Facebook and Twitter, although do consider your audiences, if you are selling to under 13’s you may consider myspace or bebo a better option than facebook. Social bookmarking should be considered too, but that’s a slightly easier proposition that I will go into later.
  • This, if you can see it, clearly shows the segmentation to type of each of the social networks, helping you plan your strategy worksheets and potentially decide on which networks you want to tartget. Basically the type of content you publish will help you dictate which areas to look at more. For example, seeing as we have some Wiley Marketers in the room, the Dummies series really lends itself to video (obvious costs involved there), however videos can be created by yourself or by your users and distributed on your website and through the video channels that exist. Don’t forget when considering which areas to look at to consider search again. Google, for example, owns Youtube and has in the last 2-3 years started ranking those videos high in the search rankings, it now pulls in tweets (of relative importance), it likes blogs, and obviously it still ranks webpages using it’s ever complicated and ever changing algorithms. Therefore if you make careful decisions about your social networks you can find you have your search covered at the same time. If you google social media networks, the first result is wiki, you’ll find a list of all the social media networks and the number of users. Now lets go on to the two current favourites of social media, Facebook and Twitter. If there were more time today we could run through more, but typically this is where most publishers start so it makes sense to cover these in more detail today.
  • Ok, so onto Facebook. Currently Facebook has 500million ACTIVE users across the world. Figures vary but currently over 25million of the UK population are on Facebook, that’s nearly half of the country. Of course under 13’s aren’t allowed so of the potential available users that’s a sizable portion. Again here I’m looking at the recently launched facebook page for made incredibly easy titles. A quick brief overview of how you need to set up a facebook page. First go back to the segmentation questions you should have already asked yourself, are you creating one facebook page for your publisher or are you splitting yourself into niches. This example is a niche site for a series of titles only. When you’re setting up the page there are many things you need to think about, but mainly, what subsections you need. Initially we’d suggest a welcome page, which is much like a website splash page, this states quite clearly who you are and what you do and what they can expect within the pages. Then you’ll automatically get a wall, perhaps add a discussion forum, events page, photos, and a shop. Move to next slide
  • Shop is something that facebook does like to try and make you pay for. And it is something that if you’d like to you can create an application that will allow users to buy directly from facebook without ever going onto another site. That’s one that I think will increase in the future. However it’s pretty simply to manipulate for free through one of the tabs and a bit of coding. There are many other tools and applications that you can use in facebook to enhance your page for example polls, question and answers, competitions etc. These can all be found once you have your page in the applications section on facebook. Once you’ve your facebook page set up basically get at least 25 friends, colleagues to follow it initially and then you can set the facebook page name. Don’t forget once it’s set it can’t be changed, so don’t get it wrong! So now you’ve got your basic page set up what do you do with it??? Well obviously the main aim is to get people to like your page. People can find your page by using the search facility, so try and name your page topically if a niche subject rather than corporate page. However in reality you’re going to need to do a bit of work to promote it. Make sure you cross reference it across other media, i.e. website, brochures, other social networks etc. Send an e-mail blast to your subscribers informing them about it Create content just for fans and tell people about it Run competitions for liking the page Kick start a relevant discussion forum and nurture the content Start posting - You should aim to post unique content to your twitter feed, much like you need to for facebook (this can be the same content). This content will be placed on your blog / website and then posted onto twitter and facebook. Encourage people to like posts. This is probably the most key as this is the natural way that facebook fans will grow. The more posts you make that are able to be liked, commented on etc the more the page will disseminatew to other users. Basically for those that don’t use facebook yet…. But soon will. As soon as you like or comment on a post that then appears in your feed and all your friends see it. Lets assume that friends often have friends with similar interests here’s your opportunity to get infront of more people. Engineer questions, or keep an eye on relevant topics, try something controversial etc. etc. Once you have your page up and running and the conversation is starting to move, don’t leave it, it won’t ever run itself, you need to be adding new content and stimulating the conversation regularly.
  • Facebook pages might try and generate interest through other areas, i.e. Random house has created a readers group to try and engage keen readers.
  • This is an example of an author (in this case published by Bloomsbury) looking at her own social media. Isobel Losada runs a popular facebook fan page, twitter feed and blog. It’s something to really consider within your marketing plans. Can your authors help you market the titles. A social media guide for authors can be created to help them along in the right direction. At the end of the day authors also want to sell books Ok, so you’ve got facebook and your blog and website sorted, twitters up…. After the break we’ll be running through twitter, other social networks, communicating with external networks and tools that you can use. Then Dr Bernie Hogan will be delivering his keynote speech.
  • Twitter currently has over 200million worldwide users with on average 1 billion tweets being sent per week. A year ago this was half of this value so you can see how fast this particular network is growing. So what is twitter? Twitter is basically a microblogging site. You get all of 140 characters to get your message across. Sometimes that’s pretty hard! Again, and I don’t mean to bang on, you really need to think about segmentation. Is one twitter feed going to do it or should you have many. This Usborne feed is an example of when they’ve decided that a book title is worthy / popular enough to generate their own feed. If your titles are niche varities then you have to consider this. Twitter feeds off niche interests, if you’re posting about random stuff then the chances are that followers either won’t follow you or will follow you but not interact because most of the time you’re posting content of no interest to them at all.
  • So lets run through some basics first. Again it’s free, registration takes all of 2 minutes, just remember to keep your usernames consistent although you only have 14 characters for a username so shortening is pretty normal compared to facebook. You can change your username at any point, but try not to once you have some followers Ensure your info section is succinct and also packed full of all those key phrases you’d like to optimise. Twitter ranks in google too. Then where do you start. Well some basics that you may or may not know are……….
  • Explain…………….. Ok, so now you vaguely know what you’re doing on twitter but what do you do now.
  • First of all start talking, post content, reply to other followers, do a bit of retweeting, generally get used to it all. Once you start it’s a pretty steep learning curve. You learn what works, what people like etc. At the same time start following some people you may be interested in. We usually start with popular feeds in niche areas, for example if you publish titles about gardening, follow gardening feeds. Then start following the people that follow those feeds. Now, this can be seen as spamming so it is something that can be done over a period of time, not all in one go. You can follow up to 2,000 feeds, once you reach 2,000 you are only allowed to follow 10% more feeds than those that follow you. We reckon that about 30-40% of people that we follow will automatically follow us back. Therefore you can start building a relevant audience for your feed. However….. That’s just to kick start it off. Twitter feeds off conversation and content. You should aim to post the same content to your twitter feed as you do to facebook. This content is already on your blog as you are now updating that regularly with interesting content. You have 140 characters to summarise your content in the most interesting way and keyword packed way (don’t forget google ranks these tweets) and put a link in. Always use a link shortening service otherwise you’re not going to have much room – these services have other reporting benefits too which shall be revealed in the tools section! We’d actually recommend using around 120 characters for posts you’d like people to RT, the equivalent of liking on facebook, as it someone retweets your username will appear at the front of the tweet. But also start talking, build up relationships with other users, answer questions, generally get involved. You should be aiming for 30% content posting, 40% of conversation and 30% of shameless self promotion, though discounts, links straight to books etc.
  • Some ideas for engaging readers Try Competitions as displayed nicely here by penguin. By asking for people to send you something by using @username and their answer your username will appear to all their users. Think of something topical and something they might like to win. Sometimes the books won’t just do it, think of anything else you can get your hands on. Or work with relevant other businesses to do a bit of cross promotion. Encourage RT’s of your content by making sure it’s really interesting to your readers, key an eye on the news and if anything relevant appears get on the case and write something about it or you can actively ask and see how that goes. RT’s means you get your tweet posted to someone elses feed, if you get Retweeted by someone with a large following this can really help your standing and your following. RT other users, they will see you have and in a way of stating a better relationship enabling you to work with them in the future – a bit of massaging of egos. Keep your twitter feed moving. This comes back to the not being able to allocate segments of the day, you really need to keep talking to your followers, especially if some are replying to you, you need to answer them. Twitter is fast moving and if you’re not you’re not in the game. Encourage users to social bookmark your content. Just ask, no harm in asking on twitter. If you can get x number of followers to do this this will help your social bookmarking strategy. Twitter relies on relationships and this is what you want to do. These valuable relationships will help you with other areas of your social strategy. Most of these twitter feeds will have blogs behind them, so once you’ve made the relationship on twitter try and move it past this. We’ll talk about connecting with external networks later on. Other things to think about. Your PR staff / agency should be on twitter and they should be talking too. There are many journalists lurking on there and it’s very easy to start a conversation with them. Get to know them first, but then you may be able to develop a relationship with them. Doing this may well be easier than landing a press release on their desk all the time. Twitter’s a great leveller for all. Phew and now you’ve got twitter going, and facebook, and your blog. What next!!!!
  • As revealed earlier there are many other social media sites, we’ve only had time to look at Facebook and Twitter along with your own website and / or blog. However other key sites are obviously apparent depending on the nature of your publishing program. Use the link mentioned earlier on Wiki listing all the social networks to help you understand which networks you could also be targetting. Social bookmarking is a method for Internet users to organize, store, manage and search for bookmarks of resources online. Unlike file sharing , the resources themselves aren't shared, merely bookmarks that reference them. Social Bookmarking has two main effects, firstly it can drive relevant traffic to your website from those that are interested in the subject matter. Secondly it can help you do one thing that all website managers are interested in, drive one way links to your site. You should always include the social bookmarking links at the bottom of each page of content to allow users to quickly add to their own pages. You can also start it off by bookmarking some content yourself or asking colleagues to. As stated earlier you can use your twitter following to help you do this too!. Social Search
  • There is a defined difference between online activity and social media activity. For example online activity may be updating of your website, google adwords etc. Whereas social media is an action that’s defined by its socialness, i.e. communicating directly with other users or listeners. Too many businesses keep these two areas separate which can only lead to confusion amongst users. Lets talk specifics here…… All key own branded social networks, i.e. Facebook, Twitter etc should be using brand names, and they should all be consistent. Your key sites should be clearly identified on marketing literature whether that be your website, emails or hard copy advertising you use. We are very much encouraging publishers to promote these networks on books, potentially on the cover, always remember it’s much easier to retain a customer than gain one, so remember to involve them after purchase as well as before. If you’re running book launches or other offline PR activity remember to have focuses throughout your entire marketing spectrum. No point just posting it on twitter and forgetting most people that are interested will probably look at your website after, make sure it is there too. Inform your staff about information that is being collated for non social purposes, i.e. the press releases, the book signings, the advert in that magazine etc. Much of it can be used for social purposes such as article marketing etc. Content shouldn’t be seen as being able to be used for one method, you should be taking content and disseminating it through all the marketing streams you have.
  • Blogs Facebook pages Forums Websites Organisations Etc etc User offers Competitions (allows e-mail database generation) Book reviews Offer of free content to use on site, serialisations etc.
  • We do all of the social media marketing for New Holland Publishers, a small to medium sized, reference publisher with around 70 titles a year. Our key aim is to develop traffic to their ecommerce website through external social networks. We achieved this by using some of the methods I have just spoken about. The traffic we gain from these social network peaks and troughs but you can clearly see here that the traffic is sizable comaparatively to the number of visits. In this particular week view on Google Analytics over 60% of all traffic was driven from niche networks.
  • Social Media Strategies For Publishers

    1. 1. Start Talking Seminar Social Media for Publishers March 18 th 2011 Key Note Speech from Oxford Internet Institute’s Dr Bernie Hogan
    2. 2. Introduction from David Stephens Managing Director Lovell Johns Group of Companies
    3. 3. <ul><li>Why bother? Benefits of Social Media </li></ul><ul><li>How on earth do I quantify success? Goals </li></ul><ul><li>Where do I start? Planning of a campaign </li></ul><ul><li>I’ve heard of some of these Major Social Media Platforms </li></ul><ul><li>Can I ditch the dull offline stuff now? Integration </li></ul><ul><li>But… what else is there? External Social Networks </li></ul><ul><li>Pleeeease make my life easier Tools </li></ul><ul><li>Let the expert take the strain Dr Bernie Hogan </li></ul><ul><li>Your turn…… Time to pick our brains </li></ul>
    4. 4. Why Social Media? <ul><li>Your audience is probably there already! </li></ul><ul><li>Stats Widget </li></ul>
    5. 5. <ul><li>People are looking for content that is easily accessed, shared and rated </li></ul><ul><li>Good opportunity to build readers by connecting with own groups or external groups </li></ul><ul><li>There are at least 10-15 key areas to target within social media this could mean 15 new revenue streams </li></ul><ul><li>Additionally, possibilities are endless for niche groups to connect and develop relationships with </li></ul><ul><li>It’s also about being found…… </li></ul>
    6. 6. Goals and Objectives <ul><li>Goals </li></ul><ul><li>Objectives </li></ul><ul><li>Measuring </li></ul>
    7. 9. Planning of a campaign <ul><li>Segmentation </li></ul><ul><li>Plan or just do? </li></ul><ul><li>Scheduling / time allocation </li></ul><ul><li>Involving others </li></ul>
    8. 10. Your Website / Blog <ul><li>Use your website / blog to help your social media efforts </li></ul><ul><li>Search engine optimisation </li></ul><ul><li>Dissemination of content </li></ul><ul><li>Creating your own social network? </li></ul>
    9. 15. Social Media Platforms
    10. 16. The Social Media Wheel
    11. 17. Facebook
    12. 21. Twitter
    13. 23. Twitter speak <ul><li>@USERNAME – this is how you can talk to someone </li></ul><ul><li>To follow – to follow someone elses feed </li></ul><ul><li>RT@USERNAME – retweet someone elses content </li></ul><ul><li>#HASHTAG – tag something – useful for users and google (i.e. #LBF2011) </li></ul><ul><li>DM – Direct message – can only be done if users follow each other </li></ul><ul><li>Follow Friday – a weekly event where tweeters recommend others to follow </li></ul>
    14. 26. Other areas to consider <ul><li>Other Social Media sites </li></ul><ul><li>Social Bookmarking </li></ul><ul><li>Social Search </li></ul>
    15. 27. Integration <ul><li>Integration between all your social media activities </li></ul><ul><li>Social and Online integration </li></ul><ul><li>Social and Offline integration </li></ul><ul><li>Think social, online and offline all at once! </li></ul>
    16. 28. External Niche Networks <ul><li>Identify key external target groups </li></ul><ul><li>Connect with these groups </li></ul><ul><li>Continue and develop relationships </li></ul><ul><li>There are endless possibilities here………. </li></ul>
    17. 30. Tools
    18. 36. Summary <ul><li>Decide on goals </li></ul><ul><li>Planning how to get there </li></ul><ul><li>Segment, segment and segment </li></ul><ul><li>Continuing execution </li></ul><ul><li>Results </li></ul><ul><li>Moving forward / keeping up to date </li></ul>
    19. 37. Key Note Speech from Dr Bernie Hogan Research Fellow Oxford Internet Institute
    20. 38. Your turn……. <ul><li>Any questions please </li></ul>
    21. 39. Thankyou for listening <ul><li>In order of socialness you can: </li></ul><ul><li>Follow us on twitter - @ljinteractive </li></ul><ul><li>Visit our website – </li></ul><ul><li>E-mail us - [email_address] </li></ul><ul><li>Phone us - 01993 880 929 </li></ul><ul><li>Visit us in Long Hanborough. </li></ul><ul><li>Or come and find us at London Book Fair – Stand F200 </li></ul>