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Making the Direct Connection: Social Media and Publishing


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You Can't Manage What You Don't Measure: How publishers can use social media to meet key business objectives.

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Making the Direct Connection: Social Media and Publishing

  1. 1. Making the Direct Connection: Social Media and PublishingGuy LeCharles Gonzalez | | @glecharles NYU, 11/26/2012 Twitter bird, "Dave," by Matt Joyce via Inspired Magazine.
  2. 2. Blogging it Like it is Since 2003 Guy LeCharles Gonzalez is an old/new media pragmatist who works in publishing and plays the field. He’s sometimes loud, sometimes poet, and always opinionated. He can be rather outspoken at times and does not suffer fools gladly, so nothing he says is meant to be representative of his employers — past, present or future. EXPERIENCE • Director, Content & Digital Product Dev, Media Source / Library Journals, LLC. (Present) • Director of Programming & Business Development, Digital Book World (2009-2011) • Publisher & Editorial Director, Horticulture (2008-2009) • Advertising Sales Director, Writer’s Digest (2007-2008) • Marketing Manager, SourceMedia (2004-2007) • Membership Manager, The Academy of American Poets (1998-1999) • Circulation Assistant and Fulfillment Manager, Poets & Writers (1997-1998) Also… • Founder, curator and host of a little bit louder (1998-2001) • Co-author of Burning Down the House (Soft Skull Press, 2000) • Contributing Editor for (2005-2007)Guy LeCharles Gonzalez | | @glecharles NYU, 11/26/2012
  4. 4. Making the Direct Connection User Experience Content Development Product List Development Events Marketing Analytics Marketing Sales SupportGuy LeCharles Gonzalez | | @glecharles NYU, 11/26/2012
  5. 5. Engagement Strategy  Listening - using social media as ―real time‖ research and gaining insights from listening to the community.  Talking - using conversations within the community to promote products or services, authentically.  Energizing - building brand stewardship; identifying enthusiastic readers and using them to persuade others.  Supporting - making it possible for readers to help each other.  Embracing - turning readers into a resource for innovation. Via Forrester Research/GroundswellGuy LeCharles Gonzalez | | @glecharles NYU, 11/26/2012
  6. 6. Also, Customer Service… Companies that provide customer service on social sites have customer satisfaction and loyalty in mind, though 16.9% said their primary goal in using social media for this purpose was to meet customer expectations. Certainly, some consumers expect that they will be able to voice a complaint on Twitter and get a response, or write on a brand’s Facebook wall and have their issue resolved. Companies have moved to offer these services, but must remember they remain just one channel among many through which they must serve customers. Social Is Still a Small Part of Customer Service – eMarketer LeCharles Gonzalez | | @glecharles NYU, 11/26/2012
  7. 7. ―Some of these conversations ended in a sale, but don’t let that fool you. The sale was merely the exclamation mark at the end of the sentence.‖ Markets Are Conversations, CLUETRAIN MANIFESTO Community Engagement & Development #book2 | @glecharles
  8. 8. Content is [Still] King ―Most companies can’t sustain social media engagement because they lack the internal editorial infrastructure to support it. They don’t have a content strategy.‖ “Content strategy is, in fact, the next big thing” Kristina Halvorson LeCharles Gonzalez | | @glecharles NYU, 11/26/2012
  9. 9. Content Strategy  Free – News, commentary, blogs, public forums, podcasts, webcasts, social media; all open access and socialized for comments and sharing.  Registered – Enewsletters, moderated forums, promotional downloads, introductory webinars, research and white paper summaries, product demos and samples.  User-Generated Content: blogs, reviews, op-eds, images, links  Paid – Books, magazines, databases, professional development programs, intensive webinars, research and white papers, events.Guy LeCharles Gonzalez | | @glecharles NYU, 11/26/2012
  10. 10. Video is Content, Too.Guy LeCharles Gonzalez | | @glecharles NYU, 11/21/2011
  11. 11. You Cant Manage What You Dont Measure Social Media Website / Blog Video • Audience Development? • Audience Engagement? • Commerce? Analytics • Google Analytics • Visits / Unique Visits • Referral Sources • Keyword Tool • Pageviews / Views • Keywords • Google Alerts • Pages/Visit • Goals • Facebook Insights • Time on Site / Retention • Events • Hootsuite • New vs. Return Visits • List Growth • Topsy • Followers, Likes, etc. • Unsubscribes • Email Service Provider • Reach • InactivesGuy LeCharles Gonzalez | | @glecharles NYU, 11/21/2011
  12. 12. Know Your Audience 134k+ Followers 8.7k+ Likes Brand A News, professional development resources, and book reviews for librarians and publishing industry professionals.Guy LeCharles Gonzalez | | @glecharles NYU, 11/26/2012
  13. 13. Srsly… Know Your Audience 18k+ Likes 54k+ Followers 1.7k+ Followers Brand B Business information, up-to-date technology tips, the creative whys and hows behind noteworthy projects for design professionals.Guy LeCharles Gonzalez | | @glecharles NYU, 11/26/2012
  14. 14. You Can’t Measure Influence Badges? We don’t need no stinkin’ badges! “The Problem With Klout? It Has None” Guy LeCharles Gonzalez LeCharles Gonzalez | | @glecharles NYU, 11/21/2011
  15. 15. Measuring Success How do we measure these? Marketers Seek to Better Measure Social Media Success - eMarketer LeCharles Gonzalez | | @glecharles NYU, 11/26/2012
  16. 16. Email Marketing Analytics  Total Sent  Total Delivered  Deliverable %  Unique Opens  Open %  Total Clicks  Clickthrough (CTR) % B2Bs and B2Cs Diverge in Social  Click-to-Open (CTOR) % Network Usage, Lead Gen Success - eMarketer  Inactives  Unsubscribes  Net GrowthGuy LeCharles Gonzalez | | @glecharles NYU, 11/26/2012
  17. 17. Return on Investment Metrics & ROI - Three Myths of Social Media ROI [Infographic] : LeCharles Gonzalez | | @glecharles NYU, 11/26/2012
  18. 18. Resources & Examples  Facebook:  Penguin:  Writer’s Digest:  Tumblr:  W.W. Norton:  Library Journal:  Pinterest:  Penguin:  Runner’s World:  Your Own Website:  Google Analytics: LeCharles Gonzalez | | @glecharles NYU, 11/26/2012
  19. 19. Professional ResourcesGuy LeCharles Gonzalez | | @glecharles NYU, 11/26/2012
  20. 20. THANKS! Guy LeCharles Gonzalez Director, Content & Digital Product Development Library Journal | School Library Journal | The Horn Book Media Source, Inc. @glecharles Twitter bird, "Dave," by Matt Joyce via Inspired Magazine.