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Social Media and Publishing:
Connecting Readers to Content
Guy LeCharles Gonzalez | loudpoet.com | @glecharles
                 NYU, 11/21/2011
loudpoet.com
                                       Blogging it Like it is Since 2003

                                       Guy LeCharles Gonzalez is an old/new media pragmatist;
                                       (still a) publishing optimist, and a library advocate...

                                       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.


                                       • Circulation Assistant and Fulfillment Manager, Poets & Writers (1997-1998)
                                       • Membership Manager, The Academy of American Poets (1998-1999)
                                       • Marketing Manager, SourceMedia (2004-2007)
                                       • Advertising Sales Director, Writer’s Digest (2007-2008)
                                       • Publisher & Editorial Director, Horticulture (2008-2009)
                                       • Director of Programming & Business Development, Digital Book World
                                       (2009-2011)
                                       • Director, Content & Digital Product Development, Media Source / Library
                                       Journals, LLC. (Present)

                                       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, 11/21/2011
Guy LeCharles Gonzalez | loudpoet.com | @glecharles   NYU, 11/21/2011
It’s Not a Zero-Sum Game
          ―Most people never chose a side; they just
          chose to participate. No one joined
          Facebook in the hope of destroying the
          publishing industry.‖

                        “Facebook and the Epiphanator: An End to Endings?”
                                                                  Paul Ford
                                                             http://bit.ly/tk5cJe




Guy LeCharles Gonzalez | loudpoet.com | @glecharles                     NYU, 11/21/2011
Reputation is [Still] Important
          ―Not only has social media failed to
          challenge mass media it is helping to amplify
          its reach. Several studies have shown that
          the vast majority of media shared through
          social networks is links to big media, sources
          such as New York Times, CNN, etc.‖

                        “McLuhan’s Relevance In Today’s Media Mess Age…”
                                                            Tom Foremski
                                                           http://bit.ly/u9XMj2




Guy LeCharles Gonzalez | loudpoet.com | @glecharles                   NYU, 11/21/2011
Content, Context, Community

                                                    VENDOR         MAGAZINES
                              WEBSITES


                       VENDOR
                                                                              ASSOCIATION
                               COMMUNITY            FACEBOOK




                                                               GOODREADS
                     VENDOR              TWITTER
                                                     READER                      VENDOR


                         ASSOCIATION                 GOOGLE
                                                                              VENDOR
                                                            COMMUNITY
                               EVENTS
                                                                      BOOKS
                                                   VENDOR




Guy LeCharles Gonzalez | loudpoet.com | @glecharles                                         NYU, 11/21/2011
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, 11/21/2011
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, 11/21/2011
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, 11/21/2011
The Digital Shift | thedigitalshift.com
                                           On Libraries and New Media

                                           Home for technology and digital content-related editorial
                                           and products, including events, research and publications.

                                           Social Media (Aug 20 – Nov 18, 2011)
                                           • Twitter: 1,214 followers
                                                 • 7.39% of total visits
                                           • Facebook: 901 Like The Digital Shift
                                                 • 3.29% of total visits
                                           • Google+: No presence
                                                 • 0.06% of total visits
                                           • Email: Integrated w/ several LJ/SLJ newsletters
                                                 • 12.5% of total visits




Guy LeCharles Gonzalez | loudpoet.com | @glecharles                                            NYU, 11/21/2011
TOR*COM | tor.com
                                              Science fiction. Fantasy. The universe. And related
                                                     subjects.

                                              Tor.com’s philosophy is one of publisher
                                              agnosticism, and as such, boasts contributors and
                                              content from many different SF/F publishers, as
                                              well as fans from all corners of fandom.

                                              Social Media
                                              • Twitter: 9,282 followers
                                              • Facebook: 5,123 Like Tor.com
                                              • Google+: 734 have Tor.com in circles
                                              • Forum: 4,086 registered members


                                                                 Relevant Content




Guy LeCharles Gonzalez | loudpoet.com | @glecharles                                                 NYU, 11/21/2011
Chuck Wendig | terribleminds.com
                                                • Chuck Wendig’s debut novel, DOUBLE DEAD,
                                                  was published in November, 2011 by Abaddon
                                                  Books, and he has a two-book deal for with
                                                  Angry Robot Books.
                                                • He has self-published three e-books, including
                                                  CONFESSIONS OF A FREELANCE
                                                  PENMONKEY and 250 THINGS YOU
                                                  SHOULD KNOW ABOUT WRITING, and the
                                                  short story collection IRREGULAR
                                                  CREATURES.
                                                • He blogs daily and is VERY active on Twitter
                                                  and Google+.




                   Average rating: 4.11
                   396 ratings                                      2,808 people have Chuck in Circles
                   79 reviews
                   38 distinct works                                412 posts | 4,527 comments
                                                                    1,275 reshares
                                                                    1,541 +1s



Guy LeCharles Gonzalez | loudpoet.com | @glecharles                                         NYU, 11/21/2011
―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/
Social Media Analytics



                                                                                    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, 11/21/2011
Social Media Analytics
              Twitter                Facebook            Google+
              • Hootsuite            • Facebook Insights • Google Analytics
              • Topsy                • Social Plugins
              • Twitter Counter
                   Followers           Total Likes/Unlikes   What will THEY
                   Following              Demographics        measure…?
                     Lists                    Reach           What will WE
                  Total Clicks          “Talking About…”      measure…?




                                            Visits                   Google
    Website / Blog                        Pageviews                  • Google Analytics
    • Content                            Pages/Visit
                                                                     • Keyword Tool
    • Commerce                           Time on Site
                                         Return Visits               • Feedburner
    • Community
                                           Referrers                 • Google Alerts
    • Emails…?                            Keywords                   • Google+


Guy LeCharles Gonzalez | loudpoet.com | @glecharles                           NYU, 11/21/2011
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, 11/21/2011
Gamification is Bullsh!t




                        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
Professional Resources




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


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



                         loudpoet.com
                       guygonzalez.com
                          @glecharles

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Social Media and Publishing

  • 1. Social Media and Publishing: Connecting Readers to Content Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/21/2011
  • 2. loudpoet.com Blogging it Like it is Since 2003 Guy LeCharles Gonzalez is an old/new media pragmatist; (still a) publishing optimist, and a library advocate... 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. • Circulation Assistant and Fulfillment Manager, Poets & Writers (1997-1998) • Membership Manager, The Academy of American Poets (1998-1999) • Marketing Manager, SourceMedia (2004-2007) • Advertising Sales Director, Writer’s Digest (2007-2008) • Publisher & Editorial Director, Horticulture (2008-2009) • Director of Programming & Business Development, Digital Book World (2009-2011) • Director, Content & Digital Product Development, Media Source / Library Journals, LLC. (Present) 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, 11/21/2011
  • 3. Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/21/2011
  • 4. It’s Not a Zero-Sum Game ―Most people never chose a side; they just chose to participate. No one joined Facebook in the hope of destroying the publishing industry.‖ “Facebook and the Epiphanator: An End to Endings?” Paul Ford http://bit.ly/tk5cJe Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/21/2011
  • 5. Reputation is [Still] Important ―Not only has social media failed to challenge mass media it is helping to amplify its reach. Several studies have shown that the vast majority of media shared through social networks is links to big media, sources such as New York Times, CNN, etc.‖ “McLuhan’s Relevance In Today’s Media Mess Age…” Tom Foremski http://bit.ly/u9XMj2 Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/21/2011
  • 6. Content, Context, Community VENDOR MAGAZINES WEBSITES VENDOR ASSOCIATION COMMUNITY FACEBOOK GOODREADS VENDOR TWITTER READER VENDOR ASSOCIATION GOOGLE VENDOR COMMUNITY EVENTS BOOKS VENDOR Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/21/2011
  • 7. 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, 11/21/2011
  • 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, 11/21/2011
  • 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, 11/21/2011
  • 10. The Digital Shift | thedigitalshift.com On Libraries and New Media Home for technology and digital content-related editorial and products, including events, research and publications. Social Media (Aug 20 – Nov 18, 2011) • Twitter: 1,214 followers • 7.39% of total visits • Facebook: 901 Like The Digital Shift • 3.29% of total visits • Google+: No presence • 0.06% of total visits • Email: Integrated w/ several LJ/SLJ newsletters • 12.5% of total visits Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/21/2011
  • 11. TOR*COM | tor.com Science fiction. Fantasy. The universe. And related subjects. Tor.com’s philosophy is one of publisher agnosticism, and as such, boasts contributors and content from many different SF/F publishers, as well as fans from all corners of fandom. Social Media • Twitter: 9,282 followers • Facebook: 5,123 Like Tor.com • Google+: 734 have Tor.com in circles • Forum: 4,086 registered members Relevant Content Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/21/2011
  • 12. Chuck Wendig | terribleminds.com • Chuck Wendig’s debut novel, DOUBLE DEAD, was published in November, 2011 by Abaddon Books, and he has a two-book deal for with Angry Robot Books. • He has self-published three e-books, including CONFESSIONS OF A FREELANCE PENMONKEY and 250 THINGS YOU SHOULD KNOW ABOUT WRITING, and the short story collection IRREGULAR CREATURES. • He blogs daily and is VERY active on Twitter and Google+. Average rating: 4.11 396 ratings 2,808 people have Chuck in Circles 79 reviews 38 distinct works 412 posts | 4,527 comments 1,275 reshares 1,541 +1s Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/21/2011
  • 13. ―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/
  • 14. Social Media Analytics 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, 11/21/2011
  • 15. Social Media Analytics Twitter Facebook Google+ • Hootsuite • Facebook Insights • Google Analytics • Topsy • Social Plugins • Twitter Counter Followers Total Likes/Unlikes What will THEY Following Demographics measure…? Lists Reach What will WE Total Clicks “Talking About…” measure…? Visits Google Website / Blog Pageviews • Google Analytics • Content Pages/Visit • Keyword Tool • Commerce Time on Site Return Visits • Feedburner • Community Referrers • Google Alerts • Emails…? Keywords • Google+ Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/21/2011
  • 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, 11/21/2011
  • 17. Gamification is Bullsh!t 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
  • 18. Professional Resources Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/21/2011
  • 19. Contact Guy LeCharles Gonzalez Director, Content & Digital Product Development Library Journal | School Library Journal | The Horn Book Media Source, Inc. loudpoet.com guygonzalez.com @glecharles