"Teenager finds bat asleep in bra" or How major publishers are using social media to drive traffic Martin Belam ...
Information Architect at The Guardian
*disclaimer <ul><li>&quot;The views expressed in this presentation are my own, </li></ul><ul><li>and do not represent the ...
The Final Frontier
What is &quot;Social Media&quot;? <ul><li>Diagram by Brian Solis </li></ul>
Let's not get over-excited here <ul><li>&quot;Nobody talks about people down the pub laughing as a 'social drinking sensat...
Social bookmarking icons <ul><li>Social bookmarking icons have infected major publisher </li></ul><ul><li>websites like so...
Nobody likes to be pointed at as the odd one out
Popular services <ul><li>The services you are most likely to see are Delicious, Digg, Newsvine, Reddit and StumbleUpon. Ya...
Popular services <ul><li>Popular services will vary from country to country and  </li></ul><ul><li>from language to langua...
The single icon approach <ul><li>Some sites use ShareThis or AddThis </li></ul><ul><li>to reduce the number of icons on th...
Bookmarks give value back to your site <ul><li>The BBC and The Telegraph, for example, </li></ul><ul><li>show people on th...
Links drive traffic <ul><li>These services can drive significant traffic. </li></ul><ul><li>Getting on the front page of D...
Where there is traffic, there is cash, so there are cheats <ul><li>Services offer to sell votes and recommendations, </li>...
Twitter <ul><li>Winner: Communications Technology Media Hype Award 2009 </li></ul>
Announcing content on Twitter <ul><li>Some publishers use Twitter as a pure 'push' medium, just like RSS </li></ul>
Selective promotion of content via Twitter <ul><li>@GuardianVoices points to spikes of interactivity around </li></ul><ul>...
A conversation with the audience <ul><li>Channel 4 News have earned praise for their approach to Twitter </li></ul>
Good use of Twitter can really enhance your brand <ul><li>ITV's football coverage is often criticised, but the person (or ...
Counterfeit goods <ul><li>You need to monitor what is happening </li></ul><ul><li>to your brandname in the Twittersphere <...
Blogging <ul><li>It turned out  not  to be the CB Radio of the 2000s </li></ul>
Robert Peston has been  the  face of the &quot;credit crunch&quot;
You can't force people to blog <ul><li>A successful corporate blog needs to work hard on tone - </li></ul><ul><li>a chrono...
Build relationships, not email lists <ul><li>Don't mass email bloggers - target them. </li></ul><ul><li>I wouldn't open a ...
What about when it all goes wrong?
You will get criticised online… <ul><li>… but then you used to get criticised in the pub, office and school playground, an...
It isn't going to go away… http://soshable.com/
You want people to carry your content with them
How major publishers are using social media to drive traffic Martin Belam International Social Media Summit, May 2009 curr...
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How major publishers are using social media to drive traffic

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Martin Belam's presentation featuring examples of major news publishers using social bookmarking, Twitter and blogs to drive traffic and enhance their brand. Presented at the International Social Media Summit, London, May 14th 2009

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  • How major publishers are using social media to drive traffic

    1. 1. &quot;Teenager finds bat asleep in bra&quot; or How major publishers are using social media to drive traffic Martin Belam International Social Media Summit, May 2009
    2. 2. Information Architect at The Guardian
    3. 3. *disclaimer <ul><li>&quot;The views expressed in this presentation are my own, </li></ul><ul><li>and do not represent the views of Guardian News & Media&quot; </li></ul>
    4. 4. The Final Frontier
    5. 5. What is &quot;Social Media&quot;? <ul><li>Diagram by Brian Solis </li></ul>
    6. 6. Let's not get over-excited here <ul><li>&quot;Nobody talks about people down the pub laughing as a 'social drinking sensation'. </li></ul><ul><li>You don't call people giggling on the phone a 'social telecommunications sensation'.&quot; </li></ul>
    7. 7. Social bookmarking icons <ul><li>Social bookmarking icons have infected major publisher </li></ul><ul><li>websites like some kind of Internet design plague </li></ul>
    8. 8. Nobody likes to be pointed at as the odd one out
    9. 9. Popular services <ul><li>The services you are most likely to see are Delicious, Digg, Newsvine, Reddit and StumbleUpon. Yahoo! Buzz is popular in the US </li></ul>
    10. 10. Popular services <ul><li>Popular services will vary from country to country and </li></ul><ul><li>from language to language. And planet to planet. </li></ul>
    11. 11. The single icon approach <ul><li>Some sites use ShareThis or AddThis </li></ul><ul><li>to reduce the number of icons on the page </li></ul>
    12. 12. Bookmarks give value back to your site <ul><li>The BBC and The Telegraph, for example, </li></ul><ul><li>show people on their site what has proved popular off-site </li></ul>
    13. 13. Links drive traffic <ul><li>These services can drive significant traffic. </li></ul><ul><li>Getting on the front page of Digg can drive many new unique visitors </li></ul>
    14. 14. Where there is traffic, there is cash, so there are cheats <ul><li>Services offer to sell votes and recommendations, </li></ul><ul><li>or build robots to do it &quot;automagically&quot; </li></ul>
    15. 15. Twitter <ul><li>Winner: Communications Technology Media Hype Award 2009 </li></ul>
    16. 16. Announcing content on Twitter <ul><li>Some publishers use Twitter as a pure 'push' medium, just like RSS </li></ul>
    17. 17. Selective promotion of content via Twitter <ul><li>@GuardianVoices points to spikes of interactivity around </li></ul><ul><li>The Guardian's blogs or Comment Is Free site </li></ul>
    18. 18. A conversation with the audience <ul><li>Channel 4 News have earned praise for their approach to Twitter </li></ul>
    19. 19. Good use of Twitter can really enhance your brand <ul><li>ITV's football coverage is often criticised, but the person (or people) running their Twitter presence are very engaged with the audience </li></ul>
    20. 20. Counterfeit goods <ul><li>You need to monitor what is happening </li></ul><ul><li>to your brandname in the Twittersphere </li></ul>
    21. 21. Blogging <ul><li>It turned out not to be the CB Radio of the 2000s </li></ul>
    22. 22. Robert Peston has been the face of the &quot;credit crunch&quot;
    23. 23. You can't force people to blog <ul><li>A successful corporate blog needs to work hard on tone - </li></ul><ul><li>a chronological list of press releases is not a blog </li></ul>
    24. 24. Build relationships, not email lists <ul><li>Don't mass email bloggers - target them. </li></ul><ul><li>I wouldn't open a packet of crisps in London without inviting these two… </li></ul>
    25. 25. What about when it all goes wrong?
    26. 26. You will get criticised online… <ul><li>… but then you used to get criticised in the pub, office and school playground, and you didn't have an opportunity to respond </li></ul>
    27. 27. It isn't going to go away… http://soshable.com/
    28. 28. You want people to carry your content with them
    29. 29. How major publishers are using social media to drive traffic Martin Belam International Social Media Summit, May 2009 currybet.net [email_address] twitter.com/currybet

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