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Making the Direct Connection:
 Social Media and Publishing
Guy LeCharles Gonzalez | loudpoet.com | @glecharles
                 NYU, 11/26/2012




                                    Twitter bird, "Dave," by Matt Joyce via Inspired Magazine.
loudpoet.com
                                 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 PopCultureShock.com (2005-2007)




Guy LeCharles Gonzalez | loudpoet.com | @glecharles                                               NYU, 11/26/2012
Content, Context, Community

                                                        VENDOR                  MAGAZINES
                                     WEBSITES


                        BOOKSELLERS
                                                                                          AUTHORS
                                                         FACEBOOK




                                                                    GOODREADS
                     VENDOR                  TWITTER
                                                        READER                               VENDOR


                     ASSOCIATIONS                        GOOGLE
                                                                                        LIBRARIANS

                                    EVENTS
                                                                                BOOKS
                                                       VENDOR




Guy LeCharles Gonzalez | loudpoet.com | @glecharles                                                   NYU, 11/26/2012
Making the Direct Connection
                                        User Experience




                                     Content Development
       Product                        List Development      Events
      Marketing                            Analytics       Marketing




                                         Sales Support




Guy LeCharles Gonzalez | loudpoet.com | @glecharles        NYU, 11/26/2012
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/Groundswell


Guy LeCharles Gonzalez | loudpoet.com | @glecharles                       NYU, 11/26/2012
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 http://bit.ly/TfWxaA




Guy LeCharles Gonzalez | loudpoet.com | @glecharles                                        NYU, 11/26/2012
―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
                                                              http://www.flickr.com/photos/nic/230233024/
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
                                                                  http://bit.ly/az7U68




Guy LeCharles Gonzalez | loudpoet.com | @glecharles                          NYU, 11/26/2012
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 | loudpoet.com | @glecharles               NYU, 11/26/2012
Video is Content, Too.




Guy LeCharles Gonzalez | loudpoet.com | @glecharles   NYU, 11/21/2011
You Can't Manage
   What You Don't 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                      • Inactives


Guy LeCharles Gonzalez | loudpoet.com | @glecharles                              NYU, 11/21/2011
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 | loudpoet.com | @glecharles                           NYU, 11/26/2012
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 | loudpoet.com | @glecharles                           NYU, 11/26/2012
You Can’t Measure Influence




                        Badges? We don’t need no stinkin’ badges!
                                 “The Problem With Klout? It Has None”
                                        Guy LeCharles Gonzalez
                                           http://bit.ly/sh1IyF




Guy LeCharles Gonzalez | loudpoet.com | @glecharles                      NYU, 11/21/2011
Measuring Success



                                                                                       How do we
                                                                                       measure
                                                                                       these?



                                             Marketers Seek to Better Measure Social
                                             Media Success - eMarketer
                                             http://bit.ly/trqMy8




Guy LeCharles Gonzalez | loudpoet.com | @glecharles                                      NYU, 11/26/2012
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 http://bit.ly/udCuDl
        Inactives
        Unsubscribes
        Net Growth

Guy LeCharles Gonzalez | loudpoet.com | @glecharles                          NYU, 11/26/2012
Return on Investment




                                        Metrics & ROI - Three Myths of Social
                                              Media ROI [Infographic] :
                                                 http://bit.ly/TpNY0H




Guy LeCharles Gonzalez | loudpoet.com | @glecharles                             NYU, 11/26/2012
Resources & Examples
        Facebook: http://bit.ly/TpMxj3
           Penguin: http://on.fb.me/TpNesy

           Writer’s Digest: http://on.fb.me/TpNiZc

        Tumblr: http://bit.ly/TpMrb2
           W.W. Norton: http://wwnorton.tumblr.com/

           Library Journal: http://tumblr.libraryjournal.com/

        Pinterest:
           Penguin: http://bit.ly/TpN5oX

           Runner’s World: http://bit.ly/TpMLGI

        Your Own Website: http://bit.ly/TpNt6X
           Google Analytics: http://bit.ly/TpMDqV




Guy LeCharles Gonzalez | loudpoet.com | @glecharles              NYU, 11/26/2012
Professional Resources




Guy LeCharles Gonzalez | loudpoet.com | @glecharles   NYU, 11/26/2012
THANKS!


       Guy LeCharles Gonzalez
       Director, Content & Digital Product Development
   Library Journal | School Library Journal | The Horn Book
                      Media Source, Inc.



                        loudpoet.com
                         @glecharles




                                            Twitter bird, "Dave," by Matt Joyce via Inspired Magazine.

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Making the Direct Connection: Social Media and Publishing

  • 1. Making the Direct Connection: Social Media and Publishing Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/26/2012 Twitter bird, "Dave," by Matt Joyce via Inspired Magazine.
  • 2. loudpoet.com 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 PopCultureShock.com (2005-2007) Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/26/2012
  • 3. Content, Context, Community VENDOR MAGAZINES WEBSITES BOOKSELLERS AUTHORS FACEBOOK GOODREADS VENDOR TWITTER READER VENDOR ASSOCIATIONS GOOGLE LIBRARIANS EVENTS BOOKS VENDOR Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/26/2012
  • 4. Making the Direct Connection User Experience Content Development Product List Development Events Marketing Analytics Marketing Sales Support Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/26/2012
  • 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/Groundswell Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/26/2012
  • 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 http://bit.ly/TfWxaA Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/26/2012
  • 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 http://www.flickr.com/photos/nic/230233024/
  • 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 http://bit.ly/az7U68 Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/26/2012
  • 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 | loudpoet.com | @glecharles NYU, 11/26/2012
  • 10. Video is Content, Too. Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/21/2011
  • 11. You Can't Manage What You Don't 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 • Inactives Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/21/2011
  • 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 | loudpoet.com | @glecharles NYU, 11/26/2012
  • 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 | loudpoet.com | @glecharles NYU, 11/26/2012
  • 14. You Can’t Measure Influence Badges? We don’t need no stinkin’ badges! “The Problem With Klout? It Has None” Guy LeCharles Gonzalez http://bit.ly/sh1IyF Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/21/2011
  • 15. Measuring Success How do we measure these? Marketers Seek to Better Measure Social Media Success - eMarketer http://bit.ly/trqMy8 Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/26/2012
  • 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 http://bit.ly/udCuDl  Inactives  Unsubscribes  Net Growth Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/26/2012
  • 17. Return on Investment Metrics & ROI - Three Myths of Social Media ROI [Infographic] : http://bit.ly/TpNY0H Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/26/2012
  • 18. Resources & Examples  Facebook: http://bit.ly/TpMxj3  Penguin: http://on.fb.me/TpNesy  Writer’s Digest: http://on.fb.me/TpNiZc  Tumblr: http://bit.ly/TpMrb2  W.W. Norton: http://wwnorton.tumblr.com/  Library Journal: http://tumblr.libraryjournal.com/  Pinterest:  Penguin: http://bit.ly/TpN5oX  Runner’s World: http://bit.ly/TpMLGI  Your Own Website: http://bit.ly/TpNt6X  Google Analytics: http://bit.ly/TpMDqV Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/26/2012
  • 19. Professional Resources Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/26/2012
  • 20. THANKS! Guy LeCharles Gonzalez Director, Content & Digital Product Development Library Journal | School Library Journal | The Horn Book Media Source, Inc. loudpoet.com @glecharles Twitter bird, "Dave," by Matt Joyce via Inspired Magazine.