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Social Media for Small Publishers
July 17, 2013
Welcome to the
Long Tail Alliance
Please MUTE yourselves to avoid unnecess...
Agenda
 About the Long Tail Alliance
 Presentation by Jeff Fryer, IAB
 Open discussion
1
About the Long Tail
Alliance
 5 year old program that was
started to take a position against
adverse government legislati...
Annual Washington, DC Fly In
 IAB assembles small publishers to tell your
elected representatives about the important rol...
How Can You Get More Involved
with Membership?
 Attend webinars
 Join the LTA Community
• Facebook – facebook.com/longta...
SOCIAL MEDIA SUCCESS FOR
SMALL PUBLISHERS
Presented by Jeff Fryer
@ IAB Long Tail Alliance Webinar
July 17, 2013
5
@jfryer...
6
JEFF FRYER
Sr. Marketing Manager / Social Media
@jfryer2000 | #iabLTA
7
@jfryer2000 | #iabLTA
What Are Your Concerns?
• What do I choose?
• How do I manage my time?
• How do I monitor?
8
@jfryer2000 | #iabLTA
9
@jfryer2000 | #iabLTA
10
@jfryer2000 | #iabLTA
11
@jfryer2000 | #iabLTA
• GOOGLE’S +1 button is used 5 million times a day
• Americans spend 441 minutes each and every m...
12
@jfryer2000 | #iabLTA
1. RELAX
13
@jfryer2000 | #iabLTA
1. Relax
2. GOALS
14
@jfryer2000 | #iabLTA
1. Relax
3. Brand
you
3. BRAND YOU
15
@jfryer2000 | #iabLTA
16
@jfryer2000 | #iabLTA
1. Relax
2. GOALS
4. WHEN? WHAT? WHERE? WHY? HOW?
17
@jfryer2000 | #iabLTA
18
• Email: 7 a.m. M-F
• G+: 9-11 am M-Th
• YouTube: 12n-2p W-Th
• Twitter: 1-3 pm M-Th
• Facebook: 4-5 p.m. M-Th
• Linked...
19
@jfryer2000 | #iabLTA
1. Relax
2. GOALS
2. GOALS
20
@jfryer2000 | #iabLTA
1. Relax
21
@jfryer2000 | #iabLTA
1. Relax
2. GOALS
2. GOALS
22
@jfryer2000 | #iabLTA
1. Relax
5. CALENDAR
23
CON
@jfryer2000 | #iabLTA
VERSATIONS
24
@jfryer2000 | #iabLTA
CON
25
@jfryer2000 | #iabLTA
CON TEN
T
6.
26
@jfryer2000 | #iabLTA
“Content is king, but
marketing is
queen, and she runs
THE HOUSEHOLD.”
27
“Content is king, but
marketing is
queen, and she runs
THE HOUSEHOLD.”
@jfryer2000 | #iabLTA
28
“Content IS king but
the queen is
engagement.
An engaged
community will give
you
the entire kingdom.”@jfryer2000 | #iab...
29
@jfryer2000 |
30
@jfryer2000 | #iabLTA
31
@jfryer2000 | #iabLTA
32
@jfryer2000 | #iabLTA
33
@jfryer2000 | #iabLTA
34
@jfryer2000 | #iabLTA
35
@jfryer2000 | #iabLTA
7. WHO CARES?
36
@jfryer2000 | #iabLTA
. 8.
ATTACK!
9. SOCIAL DO’S & DON’TS
37
• DON’T auto-DM
• DON’T push tweets to your FB
• DON’T delete negative comments or feedback
• D...
Summary
38
1. Relax
2. Goals
3. Brand You
4. When/Where/Why/How
5. Calendar
6. Content = Conversations
7. Ask Yourself Who...
39
@jfryer2000 | #iabLTA
10. Social Media is not
a megaphone, it’s a
telephone. Pick it up.
40 @jfryer2000 |
Thank you for
your
attention.
Questions?
Social Media Success for Small Publishers |
Jeff Fryer
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Social Media for Small Publishers

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Social Media for Small Publishers: Tools and techniques that will expand your reach, grow your audience, and raise your profitability. A presentation given by Jeff Fryer to attendees at the 2013 IAB Long Tail Alliance Fly-In.

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Social Media for Small Publishers

  1. 1. Social Media for Small Publishers July 17, 2013 Welcome to the Long Tail Alliance Please MUTE yourselves to avoid unnecessary background noise
  2. 2. Agenda  About the Long Tail Alliance  Presentation by Jeff Fryer, IAB  Open discussion 1
  3. 3. About the Long Tail Alliance  5 year old program that was started to take a position against adverse government legislation and regulation  Open to web publishers with under $1 million in advertising revenue  Grown to over 1200 companies  Provides educational webinars, events & networking opportunities2
  4. 4. Annual Washington, DC Fly In  IAB assembles small publishers to tell your elected representatives about the important role played by the advertising-supported Internet in empowering small business growth in America.  Full day of sessions, strategic planning panels and roundtable discussions created specifically to address the business interests of small publishers.  The two-day event also served as a unique networking opportunity to meet other small business owners like yourselves.  Read the wrap up from the 2013 Fly In3
  5. 5. How Can You Get More Involved with Membership?  Attend webinars  Join the LTA Community • Facebook – facebook.com/longtailalliance • LinkedIn Group: IAB Long Tail Alliance • longtailalliance.com  Attend events & networking receptions  Participate in the Annual Washington, DC Fly In  LET US HEAR FROM YOU! WE’RE HERE TO HELP YOU GROW your business!  Write to us! longtailalliance@iab.net  Tweet us at @iabLTA 4
  6. 6. SOCIAL MEDIA SUCCESS FOR SMALL PUBLISHERS Presented by Jeff Fryer @ IAB Long Tail Alliance Webinar July 17, 2013 5 @jfryer2000 | #iabLTA
  7. 7. 6 JEFF FRYER Sr. Marketing Manager / Social Media @jfryer2000 | #iabLTA
  8. 8. 7 @jfryer2000 | #iabLTA What Are Your Concerns? • What do I choose? • How do I manage my time? • How do I monitor?
  9. 9. 8 @jfryer2000 | #iabLTA
  10. 10. 9 @jfryer2000 | #iabLTA
  11. 11. 10 @jfryer2000 | #iabLTA
  12. 12. 11 @jfryer2000 | #iabLTA • GOOGLE’S +1 button is used 5 million times a day • Americans spend 441 minutes each and every month using Facebook on their mobile phones • 12% of users have looked for deals on social media using their smartphones • 47% of social media users say Facebook has the greatest impact on their buying behaviors • But Pinterest buyers spend more money, more often, on more items than any of the top 5 social sites • Companies that use Twitter generate 2x more leads than companies who DON’T • People are most likely to engage with branded content on social media that contains pictures (44%), status updates (40%) and videos • 36% OF SMB’S SAY ACQUIRING AND ENGAGING OF NEW CUSTOMERS IS primary goal of using social media; gaining lead generations was second (19%) Consider THIS…
  13. 13. 12 @jfryer2000 | #iabLTA 1. RELAX
  14. 14. 13 @jfryer2000 | #iabLTA 1. Relax 2. GOALS
  15. 15. 14 @jfryer2000 | #iabLTA 1. Relax 3. Brand you 3. BRAND YOU
  16. 16. 15 @jfryer2000 | #iabLTA
  17. 17. 16 @jfryer2000 | #iabLTA 1. Relax 2. GOALS 4. WHEN? WHAT? WHERE? WHY? HOW?
  18. 18. 17 @jfryer2000 | #iabLTA
  19. 19. 18 • Email: 7 a.m. M-F • G+: 9-11 am M-Th • YouTube: 12n-2p W-Th • Twitter: 1-3 pm M-Th • Facebook: 4-5 p.m. M-Th • LinkedIn: 7-9a & 5-6 pm Tu-Th • Tumblr: 7 pm M-F • Instagram: 8 pm M • Pinterest: 8 pm – 11 p.m. M-F; 9 am Sat. @jfryer2000 | #iabLTA Best Times for Social Sharing
  20. 20. 19 @jfryer2000 | #iabLTA 1. Relax 2. GOALS 2. GOALS
  21. 21. 20 @jfryer2000 | #iabLTA 1. Relax
  22. 22. 21 @jfryer2000 | #iabLTA 1. Relax 2. GOALS 2. GOALS
  23. 23. 22 @jfryer2000 | #iabLTA 1. Relax 5. CALENDAR
  24. 24. 23 CON @jfryer2000 | #iabLTA VERSATIONS
  25. 25. 24 @jfryer2000 | #iabLTA CON
  26. 26. 25 @jfryer2000 | #iabLTA CON TEN T 6.
  27. 27. 26 @jfryer2000 | #iabLTA “Content is king, but marketing is queen, and she runs THE HOUSEHOLD.”
  28. 28. 27 “Content is king, but marketing is queen, and she runs THE HOUSEHOLD.” @jfryer2000 | #iabLTA
  29. 29. 28 “Content IS king but the queen is engagement. An engaged community will give you the entire kingdom.”@jfryer2000 | #iabLTA
  30. 30. 29 @jfryer2000 |
  31. 31. 30 @jfryer2000 | #iabLTA
  32. 32. 31 @jfryer2000 | #iabLTA
  33. 33. 32 @jfryer2000 | #iabLTA
  34. 34. 33 @jfryer2000 | #iabLTA
  35. 35. 34 @jfryer2000 | #iabLTA
  36. 36. 35 @jfryer2000 | #iabLTA 7. WHO CARES?
  37. 37. 36 @jfryer2000 | #iabLTA . 8. ATTACK!
  38. 38. 9. SOCIAL DO’S & DON’TS 37 • DON’T auto-DM • DON’T push tweets to your FB • DON’T delete negative comments or feedback • DON’T be inauthentic with fans and followers • DON’T be inconsistent in terms of design and voice across networks ------------------------------------------------------------------------------------------------------- • DO stick to your brand voice • DO respond to everyone • DO create consistent content • DO include strong CTA • DO adapt. Analyze what has & hasn’t worked • DO create a clear picture for each social channel • DO get a good Klout score @jfryer2000 | #iabLTA
  39. 39. Summary 38 1. Relax 2. Goals 3. Brand You 4. When/Where/Why/How 5. Calendar 6. Content = Conversations 7. Ask Yourself Who The Hell Cares? 8. Attack! 9. DO’S & DON’TS 10. AND…. @jfryer2000 | #iabLTA
  40. 40. 39 @jfryer2000 | #iabLTA 10. Social Media is not a megaphone, it’s a telephone. Pick it up.
  41. 41. 40 @jfryer2000 | Thank you for your attention. Questions? Social Media Success for Small Publishers | Jeff Fryer

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