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Cathy Ma - Audience development - Reeling in readers and advertisers

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64th World Newspaper Congress and 19th World Editors Forum

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Cathy Ma - Audience development - Reeling in readers and advertisers

  1. 1. Audience development – Reeling in readers and advertisers Cathy Ma Head of Social Media IPC Media, Time Inc. UK
  2. 2. Social Media What Your Editor Needs to Know Now Cathy Ma Head of Social Media, IPC Media @cathyma
  3. 3. What’s ? @cathyma
  4. 4. @cathyma
  5. 5. What is Social Media Social media , n. 1. media designed to be /ˈsəʊ.ʃəlˈmiː.di.ə/ disseminated through social interaction, created using highly accessible and scalable publishing techniques. 2. supports the human need for social interaction, using Internet- and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). 3. supports the democratization of knowledge and information, transforming people from content consumers into content producers. http://en.wikipedia.org/wiki/Social_media @cathyma
  6. 6. What is Social Media Social media , n. 1. media designed to be /ˈsəʊ.ʃəlˈmiː.di.ə/ disseminated through social interaction, created using highly accessible and scalable publishing techniques. 2. supports the human need for social interaction, using Internet- and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). 3. supports the democratization of knowledge and information, transforming people from content consumers into content producers. http://en.wikipedia.org/wiki/Social_media @cathyma
  7. 7. The Holy Grail to Social Media Success A Simple Strategic Framework @cathyma
  8. 8. The Holy Grail of Social Media Success Business User Objectives Needs / Value Platform / Technologies @cathyma
  9. 9. Agenda 1. Editor as Curator 2. Editor as Brand 3. Editor as Marketer @cathyma
  10. 10. Case Study 1 @cathyma
  11. 11. Sharing Passion @cathyma
  12. 12. Then Print… @cathyma
  13. 13. Case Study 2 @cathyma
  14. 14. Best Beauty Advice We’ve ever heard 14
  15. 15. On Facebook… 15
  16. 16. Then Print…
  17. 17. With Top Content… 17
  18. 18. Enhancing Brand Experience using Social From Web… Best Content… To Social Media… Then Print… @cathyma
  19. 19. 1. Editor as Curator The power of story-telling @cathyma
  20. 20. Agenda 1. Editor as Curator 2. Editor as Brand 3. Editor as Marketer @cathyma
  21. 21. 2. Editor as Brand The Power of Human Touch @cathyma
  22. 22. Agenda 1. Editor as Curator 2. Editor as Brand 3. Editor as Marketer @cathyma
  23. 23. 2008 2009 2010 2011 900 800 700 Facebook 600 Twitter 500 LinkedIn 400 300 Total Unique Visitors (MM) Source: comScore Media Metrix, March 2007 - October 2011
  24. 24. Content is still king @cathyma
  25. 25. Case Study 1 @cathyma
  26. 26. Real time feedback
  27. 27. Link to subscriptions via interactions
  28. 28. Case Study 2 @cathyma
  29. 29. goodtoknow.co.uk @cathyma
  30. 30. Real time insights
  31. 31. Facebook Open Graph integration… @cathyma
  32. 32. Distribution on Facebook
  33. 33. Multi-platform experience
  34. 34. 3. Editor as Marketer The Power of Data and Insights @cathyma
  35. 35. Key Takeaway 1. Editor as Curator 2. Editor as Brand 3. Editor as Marketer @cathyma
  36. 36. The Holy Grail of Social Media Success Business User Objectives Needs / Value Platform / Technologies
  37. 37. Our biggest challenge?
  38. 38. Getting the Right People @cathyma
  39. 39. Feedback / Questions? Cathy Ma @cathyma cathy_ma@ipcmedia.com

Editor's Notes

  • To give you some context to the credibility of our learning
  • There are 60+ iconic brands within IPC Media, and we reach over 26 million unique monthly visitors a month. It provides us with a great environment for learning and experimentation.
  • But in what is Social Media? There is a lot of noise surrounding the concept on Social Media.
  • Today, I’d like to keep thing simple. Social media is the highly accessible and scalable, many-to-many, democratisation of content.
  • And I’d like to start with a simple strategic framework which I coin as the Holy Grail to Social Media success.
  • First of all, why is social media relevant to audience development? People always ask me, ‘how to run a Facebook Page?’ ‘What apps should I be using?’ ‘What data should we be tracking?’ While these are all valid questions, we should start with WHY, and a sense of purpose. How does your business sustain itself? What is your bottom line? I.e. How do you make money? What do your customers want? How can you help them? No one wants to be a friend of someone who only cares about himself/herself. (Surprisingly many people don’t think about this) THEN we talk about how platforms and technologies can help That’s what I coin as the Holy Grail to Social Media Success
  • With that in mind, I’d like share with you three trends I’ve observed recently that are highly relevant to publishing businesses. 1. Editors as Curators.
  • Our first example, NME. NME is the longest published and most respected music weekly in the world that reaches over 1.1 million music fans every week. We have also been awarded the Social Media Award from the Association of Online Publishers this year.
  • Started as a series of blog posts in November last year, we asked our audience one simple question – tell us the one song that changed your live. The blog post generated over 13k tweets and people are still talking about this today.
  • We didn’t stop there. NME then published their special issue on ‘The Record that changed my life’. The resulting issue is a resounding one. One of our best selling issues of all time. Our editors select what’s inspirational to share with the wider NME fan base, truly engaging our readers but also be an inspiration for them to ponder, dream, and share. Social media is just a platform, it is old fashion story-telling that makes the it engaging and relevant to both business and audience.
  • Our second example, InStyle UK
  • We created a franchise called ‘The Best Beauty Advice We’ve Ever Heard’. We kick-started the concept on our website, then ask people to share their tips on our Facebook page created specifically for this campaign.
  • We’ve set up a Facebook Brand page prior to the campaign. As you know, setting up a Facebook page is free and it’s quite easy, especially when you have defined a clear proposition. We promote via our brand to gather tips from the audience as the campaign continued.
  • We didn’t stop there. We leverage our print heritage and published a supplement to highlight the best content.
  • Inside you’d see all the best tips, and our link back to the facebook page. As a result, this campaign helped us acquire new audience, make money, and create great content. This would not have been made possible if without our editorial expertise contributing and curate user generated content, together with the power of brand.
  • Social Media cannot be a useful standalone proposition. It’s most powerful when integrated to deliver a purpose for business and for your audience. I’m going to show you a few example of how social media is integrated into our concepts so that Social, Web and Print can interplay and create a powerful concept in enhancing brand experience and help us make money.
  • That concludes our first trend - Editors as curators. The power of story-telling
  • Second, Editors as Brands and a few examples I’ve observed.
  • Arianna Huffington, although she is not straightly an editor, is the face of the Huffington Post. She has enabled users on Facebook to subscribe to her profile and has acquired over a million subscribers. What she says on a day to day basis might be viewed by more than a million people. This is the power of a person as brand, multiplied by the power of social media.
  • For IPC, we have partnered with Facebook and have launched the subscribe button for our Web Editor on NME. As a result, over 41k followers might potentially see a update from Luke. This blurs the boundary of personal, social, and brand, creating an exciting world of opportunities and challenges for us.
  • What I like the most, is this example. I’ve shared with our shopping magazine, LOOK, that Porsche as a sport car brand has celebrated their 1 million fans by printing their names on a special edition Porsche, which is now placed in the Porsche Museum in Germany. We might not have that budget, but I was really chuffed to see that the LOOK team posted this heartfelt picture to thank their 100k fans. Which of course delighted their audience, and made us proud, too.
  • This conclude the second trend, Editors as Brands, and The power of Human Touch
  • Final trend, and perhaps the most controversial one I propose to invite discussion today, Editors as Marketers.
  • Is social media our friends or our enemy?
  • Content is still king. Our quest is now on how to we monetise online content, or how we use our online presence to better monetise our existing revenue streams. We don’t have all the answers, but we’d like to share some examples.
  • How can social media provide us with more insights about our readers?
  • Example 1, for Golf Monthly magazine, we’ve uploaded the images of our subscribers’ and news stands editions of the Golf Monthly Magazine as a collage. Our readers love the fact that they can to see something that only normally brands get to, but also the fact that we are learning from them and taking on board their feedback.
  • In fact, we often got readers asking us how they can get hold of the subscribers editions, and we then contextually provide readers link to drive subscriptions.
  • Final Example, Goodtoknow, UK’s largest woman lifestyle website.
  • Offering a compelling mix of content across recipes, money, family and wellbeing, goodtoknow entertains, offers value and gives practical advice on getting the most out of busy family life. We have started Goodtoknow as a web online brand, and used our digital insights to create our print presence.
  • Our editorial team are equipped with the right tools and training to track what content drive most interest and engagement from the audience.
  • Since June this year, we have experimented very selectively on Facebook Open Graph integration, which allows readers to interact with our recipes. I.e. they can log in to facebook to start saving our recipes, or to let their friends know that they have cooked the recipes.
  • And these actions, should the users choose to opt in, will be shared on their social networks. Users also can change their app privacy settings at any time.
  • In July, we have extended this project to also our mobile optimised website to create an engaging, relevant and unified experience across mobile and web. We track what recipes are most popularly cooked and saved, as a result informing us on our content and editorial strategies on both print and digital. Within these 3 months, over 13k recipes have been saved, driving some good quality traffic back to our site.
  • Just to sum this up, we’ve gone through the 3 key trends.
  • And the importance on clear business strategy and user focus.
  • But I’ll conclude this presentation with our biggest challenge
  • I hope I’ve succeeded in inviting more questions and ideas. Thank you for your kind attention.
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