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A SOCIAL MEDIA
WORKBOOK FOR
NICHE MEDIA
BRANDS
Dan McCarthy, CEO
Network Communications, Inc.
Personal Proof of Concept:
Dan McCarthy’s ViralHousingFix



•  Launched December 2008
      •  Hosted on third-party
          host.
•  Built on WordPress
•  Thesis theme
•  All-in-One SEO plug-in
•  Twitter integration
•  Facebook Connect integration




The purpose of the blog is to provide an outlet for
structured thinking and analysis about business issues
that I facing in my professional life.

The blog doesn’t address confidential information,
such as the company financials, or management and
organizational issues. It is primarily a strategy and
business information workspace.
VHF & Google Juice:
A Sample
VHF’s Digital Footprint




Channel            Participation     Comment
VHF.com            3K – 5K UV/mo     Approx 1 post per day

VHF FB page           580 fans       Auto feed of VHF posts
DRM profile         650+ friends     Redistribute most posts, share broader range of
                                     content
@danielrmccarthy    1230 followers   2,360 tweets; 7-10 per day

@viralhousingfix     65 followers    Tweets of VHF articles, interesting content

Other platforms     approx 1,000     FriendFeed, Posterous, Delicious, etc.
Definition of Social Media
Examples of social media
tools
The reasons why social
media tools matter




  Scale
  Low-cost, high-impact way to connect

   and interact
  Flexible content distribution/creation

   model
What do you already do on
the social web?

    What are your personal activities?
What new things should you
do on the social web?

  Connect your company with each
   other
  Connect your company with its market

  Connect your brands with its users.
How to build out a
Community of Interest

    The first step to experiencing the
     power of social media tools is
     identifying and connecting with your
     Community of Interest
       Personal

       Professional

       Brand-centric

    The tools
       Facebook

       Linked-In

       Twitter
The Community of Interest
How to invite your company
onto the Social Web

  Project: Massive Network
  Challenged company to create 1000

   connections in 90 days.
  Invited every one in the company to

   connect with CEO
  Offered web training through an

   outside consultant
       Verybasic how-to get started on
       Facebook, Linked-In & Twitter
  Issued progress updates every week
  Result: 2400+ connections in 45 days

   from 800 person organization
Some things to think about

  Top-down leadership by example key
   to this project
  Question: Why are we doing this?

  Policy: The less rules the better
Define your business goals

    Internal goals
       Communication
       Collaboration
       Efficiency

    External goals
       Increase awareness & contact with
        advertisers
       Increase diversity of content
       Increase contact with readers
       Increase print audience
       Increase online audience
       Increase magazine ad sales
       Increase online/supplemental sales
The Niche Media Brand
Social Media Toolkit

    A blog for frequent publishing
       Integrated
                 into or supplemental to your
       primary web site
         Technology   architecture issue
    A network of social media identities in
     order to drive your digital footprint
       Facebook
               & Twitter are the primary
       complementary distribution platforms
    A workflow that changes the content
     distribution process
       Sharing   vs. Creating
A Sharing model
The influence of networks in
driving content usage
How the brand footprint
works
       At Home in Arkansas – January 2010


    Magazine circulation:             Web visits:
         30,000                        10,536




      Facebook Fans:                 E-mail subs:
           4,410                       7,500




      Twitter followers:          Staff friends:
             460                     3,500



                     Total Network:
                        56,406
                     (47% digital)
A brand tracking model




From Dan Blank of www.danblank.com
Frequent content sharing on
the AHIA blog
Distribution & community on
Facebook fan page
Distribution on Twitter
Monthly tracking shared with
content team

       !            "#$"
                                                                                                               At Home in Arkansas
                                                                                                                Online Dashboard



     Dashboard                                                                                       December 1, 2009 - December 31, 2009

      +%%&
      *%%&
                                                                                                                                                   !"#"$#%
      )%%&
      (%%&
      !%%&
      '%%&
           %&
            '!,'&                              '!,-&                         '!,'*&                        '!,!!&                               '!,!.&


    Site Usage

                           7,295     Total Visits                                                    0:06:57          Avg Time on Site

                         16,855      Total Pageviews                                                 70.08%           % New Visits

                           2.31      Avg Pages/Visit



    Visitors Overview                                                                 Traffic Sources Overview
    +%%&

    )%%&
                                                                                                    !)/&                                      01234&536&78139&
                                                                                                              )'/&
                                                                                                                                              73:4;2&<=>8=39&
    !%%&
                                                                                                    (*/&                                      ?@A3B,CDDEF:4E3B&
      %&
       '!,'&               '!,-&      '!,'*&             '!,!!&     '!,!.&

     6,179          Total Visitors                                                     16,855    Total Pageviews


    Content Channels
    STYLE & SHOPPING                                                                  HOMES & GARDENS
                           1,360     Total Pageviews                                                  3,846           Total Pageviews

                            790      Total Visits                                                     1,602           Total Visits

                            1.7      Avg Pages/Visit                                                    2.4           Avg Pages/Visit

    !%%&                                                                              +%%&

                                                                                      )%%&
    '%%&
                                                                                      !%%&

      %&                                                                                %&
       '!,'&               '!,-&     '!,'*&            '!,!!&     '!,!.&                 '!,'&        '!,-&          '!,'*&          '!,!!&              '!,!.&
Focus on key content areas

    At Home in Arkansas - Page 2                                               December 1, 2009 - December 31, 2009


    MY NEIGHBORHOOD                                             BLOG
                     85      Total Pageviews                                     4,548          Total Pageviews

                     49      Total Visits                                        2,966          Total Visits

                    1.7      Avg Pages/Visit                                          1.5       Avg Pages/Visit

    $#"                                                         *!!"

    $!"                                                         )!!"

     #"                                                         %!!"

     !"                                                              !"
       $%&$"      $%&'"     $%&$#"          $%&%%"    $%&%("          $%&$"     $%&'"        $%&$#"            $%&%%"   $%&%("




    TRAVEL & ENTERTAINING                                       FASHION & BEAUTY
                    694      Total Pageviews                                      594           Total Pageviews

                    491      Total Visits                                         362           Total Visits

                    1.4      Avg Pages/Visit                                          1.6       Avg Pages/Visit

    *!"                                                         $!!"

    )!"
                                                                 #!"
    %!"

     !"                                                              !"
       $%&$"      $%&'"     $%&$#"          $%&%%"    $%&%("          $%&$"     $%&'"        $%&$#"            $%&%%"   $%&%("




    FIND A PROFESSIONAL / FIND SHOPS AND SHOWROOMS              Featured Video Plays
                   1,458     Total Pageviews

                    783      Total Visits                                             12        Featured Video Plays

                    1.9      Avg Pages/Visit

     $!!"                                                       *"

                                                                )"
      #!"
                                                                %"
       !"                                                       !"
          $%&$"    $%&'"     $%&$#"          $%&%%"    $%&%("    $%&$"        $%&'"         $%&$#"        $%&%%"        $%&%("
AHIA:
Google Juice
AHIA:
Multiple web traffic sources

                  Jan 2010   Jun 2009   % CH
Unique visitors     7,173      4,019       78%
Visits              10,536     4,419      138%
Page views          21,610    12,500       73%


Traffic sources
Other web sites     4,105      1,458      182%
Search               3813      2908        31%
Direct               2618      932        181%


Top sections
Home page            2675      1807        48%
Blog                 4107      351        1170%
Homes & gardens      6038      3572        69%
Sample work plan

Week      Social             Network             Link building
          distribution       building
#1        Room of week       Invitation to new 2 reciprocal link
          5 - 10 sharing     e-mail subscribers offers
          elements           1 hour of Twitter 1 blog feature
          Three magazine     following
          features           1 hour of FB
          Resource           friend
          directory          prospecting
#2        Room of the week   1 hour of Twitter   Blog prospecting
          5 - 10 sharing     following           Link offers
          elements           1 hour FB friend
          2 features         prospecting

#3        Room of the week Invitation to new 1 Blog feature
          5 - 10 sharing   e-mail subscribers
          elements
          E-mail link to
          social network

#4        Room of the week Twitter following     Review new links
          5 – 10 sharing   FB prospecting        & traffic
          elements                               Blog prospecting
Sample tracking &
measuring

          Social       Network                Link
          distribution building               building
Weekly    Total referrals   FB friends        # of blogs
          in week           Twitter           linked
          Most active       followers         Blog referral
          sharing           E-mail            traffic
          elements          subscribers       Most active
                                              blogs
Monthly   Unique visits     Totals Friends    Blog referral
          Page views        Total followers   traffic as a %
          Popular           Total e-mail      of UV’s
          pages/sections    subscribers       Google
          Traffic sources                     PageRank
Using social media tools to
build & maintain Audience

    Share content regularly
       Create multiple social identities to share
       content into
  Supplement with regular subscription
   newsletters
  Create brand blog

  Use polls, discussions to engage
   audience
  Promote print features in advance
   using Sharing Model
       Web   is not only for news
    Feature print features multiple times
     across digital footprint
Using social media to amplify
and improve marketing

    Have sales team connect with
     marketplace using social identities
       Facebook   a strong tool
  Give sales team access to Brand fan
   page
  Create marketing content on brand
   blog
  Promote relationships, events in your
   marketplace
  Photos, photos, photos

  As team gains expertise, organize
   social media webinars, learning
   sessions
Strategies for increasing
Web traffic and sales

  Implement sharing model
  Build Digital Footprint

  Build volume of shared content and
   links
  Create content relationships with other

   leading bloggers in your market
  Outcome is more inventory and more

   business activity for your advertisers
  Design web presence to drive one or

   two key actions
       Search  professional directory
       Access contextually relevant advertising
Strategies for building
interactive Community

  Share
  Invite perspective and interaction

  Profile Community submissions on blog
   and in printed product
Strategies for creating new
Revenue sources

  Basic directory listings
  Basic web sponsorships & display

   advertsing
  Online promotion packages that take

   advantage of digital footprint
       Facebook  & Twitter promotion
       Blog promotion

       Time-sensitive announcements
Understanding skill and resource
requirements to implement social
media tools

     New technology resources
              Open-source content management system
                Wordpress
                Drupal
              Hosting environment
                Cloud resources allow for minimal capital
                 investment
                        Amazon
              HTML/PHP programming experience
                Social media experience
     New processes & skills
              Social-media enabled organization
              Content & marketing teams trained on
               using web publishing & content sharing
               tools
              Openness
              Willingness to experiment
              New inteactive product packaging
Thinking about Cost &
Approach
    Low-cost, rapid development
       Focus
            on getting the content tools into the
       market as quickly as possible
         Reduce  focus on design, functionality
         Characteristics of social media tools allow for
          quick changes of design & functionality
       Adapt  and change as you gain experience
       in the market
    Time-Neutral Method
       Sharing   process should not create more
        work
       Determine how much time to create an edit
        page
       Identify content sourced through Sharing
        Process & incorporate it into print feature
         Usethe content-sharing process to create print-
         ready content
Communicating organizational &
personal benefits

  Connection with the market
  Broaden personal portfolio of skills

  Personal brand
Summary &
Recommended Sources
    Social media can increase the connectedness and
     relevance of your organization and brand.
    Social media will drive your brand’s digital
     footprint.
    Social media will expand your digital revenue
     opportunities.
    Your existing business processes and technology
     investments can be adapted to leverage social
     media tools at little additional expense.



     Some Sources:

     Dan McCarthy’s ViralHousingFix (www.viralhousingfix.com)
     DigitalSherpa (www.digital-sherpa.com)
     Dan Blank (www.danblank.com)
     Greg Satell (www.digitaltonto,.com)
     Eric Brown (www.apartmentveteran.com)
     Olivier Blanchard (www.thebrandbuilder.com)
     Mack Collier (www.mackcollier.com)
     eMedia Vitals (www.emediavitals.com)
     Folio (www.foliomag.com)
A SOCIAL MEDIA
WORKBOOK FOR
NICHE MEDIA
BRANDS
Dan McCarthy, CEO
Network Communications, Inc.

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Social Media Workbook for Niche Media Brands

  • 1. A SOCIAL MEDIA WORKBOOK FOR NICHE MEDIA BRANDS Dan McCarthy, CEO Network Communications, Inc.
  • 2. Personal Proof of Concept: Dan McCarthy’s ViralHousingFix •  Launched December 2008 •  Hosted on third-party host. •  Built on WordPress •  Thesis theme •  All-in-One SEO plug-in •  Twitter integration •  Facebook Connect integration The purpose of the blog is to provide an outlet for structured thinking and analysis about business issues that I facing in my professional life. The blog doesn’t address confidential information, such as the company financials, or management and organizational issues. It is primarily a strategy and business information workspace.
  • 3. VHF & Google Juice: A Sample
  • 4. VHF’s Digital Footprint Channel Participation Comment VHF.com 3K – 5K UV/mo Approx 1 post per day VHF FB page 580 fans Auto feed of VHF posts DRM profile 650+ friends Redistribute most posts, share broader range of content @danielrmccarthy 1230 followers 2,360 tweets; 7-10 per day @viralhousingfix 65 followers Tweets of VHF articles, interesting content Other platforms approx 1,000 FriendFeed, Posterous, Delicious, etc.
  • 6. Examples of social media tools
  • 7. The reasons why social media tools matter   Scale   Low-cost, high-impact way to connect and interact   Flexible content distribution/creation model
  • 8. What do you already do on the social web?   What are your personal activities?
  • 9. What new things should you do on the social web?   Connect your company with each other   Connect your company with its market   Connect your brands with its users.
  • 10. How to build out a Community of Interest   The first step to experiencing the power of social media tools is identifying and connecting with your Community of Interest   Personal   Professional   Brand-centric   The tools   Facebook   Linked-In   Twitter
  • 11. The Community of Interest
  • 12. How to invite your company onto the Social Web   Project: Massive Network   Challenged company to create 1000 connections in 90 days.   Invited every one in the company to connect with CEO   Offered web training through an outside consultant   Verybasic how-to get started on Facebook, Linked-In & Twitter   Issued progress updates every week   Result: 2400+ connections in 45 days from 800 person organization
  • 13. Some things to think about   Top-down leadership by example key to this project   Question: Why are we doing this?   Policy: The less rules the better
  • 14. Define your business goals   Internal goals   Communication   Collaboration   Efficiency   External goals   Increase awareness & contact with advertisers   Increase diversity of content   Increase contact with readers   Increase print audience   Increase online audience   Increase magazine ad sales   Increase online/supplemental sales
  • 15. The Niche Media Brand Social Media Toolkit   A blog for frequent publishing   Integrated into or supplemental to your primary web site   Technology architecture issue   A network of social media identities in order to drive your digital footprint   Facebook & Twitter are the primary complementary distribution platforms   A workflow that changes the content distribution process   Sharing vs. Creating
  • 17. The influence of networks in driving content usage
  • 18. How the brand footprint works At Home in Arkansas – January 2010 Magazine circulation: Web visits: 30,000 10,536 Facebook Fans: E-mail subs: 4,410 7,500 Twitter followers: Staff friends: 460 3,500 Total Network: 56,406 (47% digital)
  • 19. A brand tracking model From Dan Blank of www.danblank.com
  • 20. Frequent content sharing on the AHIA blog
  • 21. Distribution & community on Facebook fan page
  • 23. Monthly tracking shared with content team ! "#$" At Home in Arkansas Online Dashboard Dashboard December 1, 2009 - December 31, 2009 +%%& *%%& !"#"$#% )%%& (%%& !%%& '%%& %& '!,'& '!,-& '!,'*& '!,!!& '!,!.& Site Usage 7,295 Total Visits 0:06:57 Avg Time on Site 16,855 Total Pageviews 70.08% % New Visits 2.31 Avg Pages/Visit Visitors Overview Traffic Sources Overview +%%& )%%& !)/& 01234&536&78139& )'/& 73:4;2&<=>8=39& !%%& (*/& ?@A3B,CDDEF:4E3B& %& '!,'& '!,-& '!,'*& '!,!!& '!,!.& 6,179 Total Visitors 16,855 Total Pageviews Content Channels STYLE & SHOPPING HOMES & GARDENS 1,360 Total Pageviews 3,846 Total Pageviews 790 Total Visits 1,602 Total Visits 1.7 Avg Pages/Visit 2.4 Avg Pages/Visit !%%& +%%& )%%& '%%& !%%& %& %& '!,'& '!,-& '!,'*& '!,!!& '!,!.& '!,'& '!,-& '!,'*& '!,!!& '!,!.&
  • 24. Focus on key content areas At Home in Arkansas - Page 2 December 1, 2009 - December 31, 2009 MY NEIGHBORHOOD BLOG 85 Total Pageviews 4,548 Total Pageviews 49 Total Visits 2,966 Total Visits 1.7 Avg Pages/Visit 1.5 Avg Pages/Visit $#" *!!" $!" )!!" #" %!!" !" !" $%&$" $%&'" $%&$#" $%&%%" $%&%(" $%&$" $%&'" $%&$#" $%&%%" $%&%(" TRAVEL & ENTERTAINING FASHION & BEAUTY 694 Total Pageviews 594 Total Pageviews 491 Total Visits 362 Total Visits 1.4 Avg Pages/Visit 1.6 Avg Pages/Visit *!" $!!" )!" #!" %!" !" !" $%&$" $%&'" $%&$#" $%&%%" $%&%(" $%&$" $%&'" $%&$#" $%&%%" $%&%(" FIND A PROFESSIONAL / FIND SHOPS AND SHOWROOMS Featured Video Plays 1,458 Total Pageviews 783 Total Visits 12 Featured Video Plays 1.9 Avg Pages/Visit $!!" *" )" #!" %" !" !" $%&$" $%&'" $%&$#" $%&%%" $%&%(" $%&$" $%&'" $%&$#" $%&%%" $%&%("
  • 26. AHIA: Multiple web traffic sources Jan 2010 Jun 2009 % CH Unique visitors 7,173 4,019 78% Visits 10,536 4,419 138% Page views 21,610 12,500 73% Traffic sources Other web sites 4,105 1,458 182% Search 3813 2908 31% Direct 2618 932 181% Top sections Home page 2675 1807 48% Blog 4107 351 1170% Homes & gardens 6038 3572 69%
  • 27. Sample work plan Week Social Network Link building distribution building #1 Room of week Invitation to new 2 reciprocal link 5 - 10 sharing e-mail subscribers offers elements 1 hour of Twitter 1 blog feature Three magazine following features 1 hour of FB Resource friend directory prospecting #2 Room of the week 1 hour of Twitter Blog prospecting 5 - 10 sharing following Link offers elements 1 hour FB friend 2 features prospecting #3 Room of the week Invitation to new 1 Blog feature 5 - 10 sharing e-mail subscribers elements E-mail link to social network #4 Room of the week Twitter following Review new links 5 – 10 sharing FB prospecting & traffic elements Blog prospecting
  • 28. Sample tracking & measuring Social Network Link distribution building building Weekly Total referrals FB friends # of blogs in week Twitter linked Most active followers Blog referral sharing E-mail traffic elements subscribers Most active blogs Monthly Unique visits Totals Friends Blog referral Page views Total followers traffic as a % Popular Total e-mail of UV’s pages/sections subscribers Google Traffic sources PageRank
  • 29. Using social media tools to build & maintain Audience   Share content regularly   Create multiple social identities to share content into   Supplement with regular subscription newsletters   Create brand blog   Use polls, discussions to engage audience   Promote print features in advance using Sharing Model   Web is not only for news   Feature print features multiple times across digital footprint
  • 30. Using social media to amplify and improve marketing   Have sales team connect with marketplace using social identities   Facebook a strong tool   Give sales team access to Brand fan page   Create marketing content on brand blog   Promote relationships, events in your marketplace   Photos, photos, photos   As team gains expertise, organize social media webinars, learning sessions
  • 31. Strategies for increasing Web traffic and sales   Implement sharing model   Build Digital Footprint   Build volume of shared content and links   Create content relationships with other leading bloggers in your market   Outcome is more inventory and more business activity for your advertisers   Design web presence to drive one or two key actions   Search professional directory   Access contextually relevant advertising
  • 32. Strategies for building interactive Community   Share   Invite perspective and interaction   Profile Community submissions on blog and in printed product
  • 33. Strategies for creating new Revenue sources   Basic directory listings   Basic web sponsorships & display advertsing   Online promotion packages that take advantage of digital footprint   Facebook & Twitter promotion   Blog promotion   Time-sensitive announcements
  • 34. Understanding skill and resource requirements to implement social media tools   New technology resources   Open-source content management system   Wordpress   Drupal   Hosting environment   Cloud resources allow for minimal capital investment   Amazon   HTML/PHP programming experience   Social media experience   New processes & skills   Social-media enabled organization   Content & marketing teams trained on using web publishing & content sharing tools   Openness   Willingness to experiment   New inteactive product packaging
  • 35. Thinking about Cost & Approach   Low-cost, rapid development   Focus on getting the content tools into the market as quickly as possible   Reduce focus on design, functionality   Characteristics of social media tools allow for quick changes of design & functionality   Adapt and change as you gain experience in the market   Time-Neutral Method   Sharing process should not create more work   Determine how much time to create an edit page   Identify content sourced through Sharing Process & incorporate it into print feature   Usethe content-sharing process to create print- ready content
  • 36. Communicating organizational & personal benefits   Connection with the market   Broaden personal portfolio of skills   Personal brand
  • 37. Summary & Recommended Sources   Social media can increase the connectedness and relevance of your organization and brand.   Social media will drive your brand’s digital footprint.   Social media will expand your digital revenue opportunities.   Your existing business processes and technology investments can be adapted to leverage social media tools at little additional expense. Some Sources: Dan McCarthy’s ViralHousingFix (www.viralhousingfix.com) DigitalSherpa (www.digital-sherpa.com) Dan Blank (www.danblank.com) Greg Satell (www.digitaltonto,.com) Eric Brown (www.apartmentveteran.com) Olivier Blanchard (www.thebrandbuilder.com) Mack Collier (www.mackcollier.com) eMedia Vitals (www.emediavitals.com) Folio (www.foliomag.com)
  • 38. A SOCIAL MEDIA WORKBOOK FOR NICHE MEDIA BRANDS Dan McCarthy, CEO Network Communications, Inc.