People Publishing Limited Social Media Opportunity

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People Publishing Limited Social Media Opportunity

  1. 1. Publishing with Social Media<br />People Publishing Limited<br />KauriPoint<br />Business Empowerment Specialists<br />
  2. 2. Outline<br />Web 2.0 & Social Media<br />Strategy<br />Opportunities in Electronic Publishing<br />Exporter<br />Central City Magazine<br />
  3. 3. Web 2.0<br />“Second generation of internet based web services.”<br />Web 2.0 is a term often applied to a perceived ongoing transition of the World Wide Web from a collection of websites to a full fledged computing platform serving web applications to end users.<br />
  4. 4. “<br />The rise of Web 2.0 technology has ushered in a era where people are talking, ranting, complaining, praising, reviewing, and sharing everything online for the world to see.<br />They are talking about products, services, companies, experiences (bad or good) and providing their feedback, on their terms.<br />They demand to be heard!<br />
  5. 5. Social Media/Networking A Shift to Publishing a Conversation<br />Traditional online tactics focus on crafting institutional messages and assets then mass distributing them to a core audience.<br />Social Media focuses on enabling and publishing a conversation between multiple parties where the community has a steak in the dialogue<br />Traditional<br />Audience<br />Institutional Voice<br />Social Media<br />Communities<br />Blogs<br />
  6. 6. Understand the Difference<br />Marketing 2.0<br />Social Media<br />Audience in control<br />Two-way / being part of a conversation<br />Adapting the message<br />Focused on audience / adding value<br />Influencing and involving<br />User created content / co-creation<br />Traditional Media<br />Brand in control<br />One-way / delivering a message<br />Repeating a message<br />Focused on brand<br />Educating<br />Organisations create the content<br />
  7. 7. 7<br />(Image source: Brian Solis and Jesse Thomas)<br />http://www.briansolis.com/2008/08/introducing-conversation-prism.html<br />Components of Social Media Brian Solis’ Conversation Prism<br />
  8. 8. Your Social Media Strategy<br />Participate<br />Share Story<br />Generate Buzz<br />Listen<br />Community Building & Social Networking<br />
  9. 9. Blogs – Having your Say<br />Thought Leadership is...<br />Building a reputation in the industry that is recognised and respected. People rarely spend money or invest in a product or service if they don’t trust the people behind it. Growing your blog is growing your network!<br />
  10. 10. LinkedIn – build your business network<br />
  11. 11. Twitter<br />Research tool<br />Branding<br />Collaboration and networking<br />It’s my water cooler, place to chat<br />Building traffic to my blog<br />Described as the thing you do between blogs, Facebook and YouTube<br />
  12. 12. SlideShare – Online Presentations Sharing<br />Finding Export MarketsFor NZ Companies<br />
  13. 13. YouTube<br />
  14. 14. Creating your Social Media Campaign<br />Indentify the objectives<br />Determine your target audience and where to find them<br />Establish success criteria<br />Monitor and track online conversations<br />Analyse the results<br />Determine what places, spaces and tools need to be used<br />Prioritise action items<br />
  15. 15. Find and Engage Your Target Audience<br />Create a newsfeed and weekly digest to be emailed to subscribers<br />Keep looking at ways to get people back to your site<br />
  16. 16. Your Website (2.0)<br /><ul><li>Magazine website built as a blog
  17. 17. Built on WordPress blogging software
  18. 18. Fully interactive
  19. 19. Set up for search engine optimisation
  20. 20. News feeds
  21. 21. You manage the content
  22. 22. Social networking site</li></li></ul><li>Retain with Sticky Factor<br />Provide value with empathy, keep engaging, be inclusive<br />Guest posts<br />Success stories<br />Networking opportunities<br />Video/audio – keep on site longer, more emotive<br />Comments/polls/surveys – show interested opinion, interaction<br />Series/Related Posts/ Catagories /Tag – serialise content<br />Events/Workshops/Online Seminars - interaction<br />
  23. 23. Social Media Journey<br />Take your audience on a journey<br />
  24. 24. Moving from… To<br />Magazine<br />Purchase magazine once a month<br />Read<br />One-way / broadcast<br />Online 2.0<br />Be part of a community – many days<br />Participate<br />2-way/multiple dialogue<br />
  25. 25. You have the content<br />It needs to be configured for a participatory medium<br />And then – build 2.0 ...<br />Guest posts<br />Success stories<br />Networking opportunities<br />Video/audio – keep on site longer, more emotive<br />Comments/polls/surveys – show interested opinion, interaction<br />Series/Related Posts/ Catagories /Tag – serialise content<br />Events/Workshops/Online Seminars - interaction<br />
  26. 26. Great Examples of Paper/Online Magazine<br />
  27. 27. Fast Company<br />
  28. 28.
  29. 29. Exporter Magazine<br />Build an active exporter community<br />Tie traditional publishing to interactive social media network<br />Encourage community – sharing opportunity<br />Be about growth – not policy<br />Real stories about real businesses<br />Advertising revenue<br />Build your subscriber database<br />
  30. 30. Exporter Magazine<br />Opportunity to build an interactive exporter community by combining the quality content of Exporter magazine and the network and experience of The New Zealand Trade Centre. <br />Benefits:<br />This would give NZ exporters access to NZ’s premier export information<br />A portal of NZ to the global world of export<br />Encourage community – sharing opportunity. Watch new interest groups establish themselves and foster support for each other!<br />Access global experts and leverage their expertise into your community<br />Global real-time enquiry portal for international prospective business partners<br />Leverage opportunities for NZ Trade Centre partners – thus delivering a flagship service to the Exporter online <br />
  31. 31. Export Portal<br />New branding...<br />kiwiexporter.com<br />exportkiwi.com (co.nz)<br />nzexporter.co.nz<br />nzexports.com<br />exportus.co.nz<br />Development stages<br />Magazine blog style<br />Build community/networking<br />Advertising subscription for service providers<br />Exporter market place<br />
  32. 32.
  33. 33. City Central Magazine<br />Opportunity to take the quality and comprehensive information into a searchable format – become THE portal for all things Auckland<br />Benefits:<br />Previous issues’ information has a life beyond one issue<br />Build the most comprehensive online guide to Auckland<br />Easy to access information<br />Word of mouth referrals to site as THE reference point for Auckland’s activities<br />Provide additional value to tourists as they research their visits prior to arrival<br />Further opportunity to leverage Arrivals magazine / site – plus Weekend magazine site<br />
  34. 34. Time Out New York<br />THE bible to New York – sold in magazine for $7.95USD weekly<br />www.newyork.timeout.com<br />
  35. 35. www.aucklandnz.com<br />
  36. 36. www.viewauckland.co.nz<br />
  37. 37. www.auckland.co.nz<br />
  38. 38. Summary<br />Attract targeted visitors who have a problem to solve<br />Inform, advise, discuss, help<br />Build trust with positive experience over time<br />Demonstrate positive results<br />Make offers that match the audience needs/wants<br />
  39. 39. Next Steps<br />Examine potential competitors’ sites – audit, SWOT and report<br />Define City Central’s & Exporter unique point of differentiation<br />Scope conversion of site to web 2.0<br />Engage<br />“<br />“<br />Serve your audience needs, wants, motivations in a way that is uniquely yours<br />

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