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.

1. Social Media for Small Publishers
July 17, 2013
Welcome to the
Long Tail Alliance
Please MUTE yourselves to avoid unnecessary background noise

2. Agenda
 About the Long Tail Alliance
 Presentation by Jeff Fryer, IAB
 Open discussion
1

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. 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. 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. SOCIAL MEDIA SUCCESS FOR
SMALL PUBLISHERS
Presented by Jeff Fryer
@ IAB Long Tail Alliance Webinar
July 17, 2013
5
@jfryer2000 | #iabLTA

7. 6
JEFF FRYER
Sr. Marketing Manager / Social Media
@jfryer2000 | #iabLTA

8. 7
@jfryer2000 | #iabLTA
What Are Your Concerns?
• What do I choose?
• How do I manage my time?
• How do I monitor?

9. 8
@jfryer2000 | #iabLTA

10. 9
@jfryer2000 | #iabLTA

11. 10
@jfryer2000 | #iabLTA

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. 12
@jfryer2000 | #iabLTA
1. RELAX

14. 13
@jfryer2000 | #iabLTA
1. Relax
2. GOALS

15. 14
@jfryer2000 | #iabLTA
1. Relax
3. Brand
you
3. BRAND YOU

16. 15
@jfryer2000 | #iabLTA

17. 16
@jfryer2000 | #iabLTA
1. Relax
2. GOALS
4. WHEN? WHAT? WHERE? WHY? HOW?

18. 17
@jfryer2000 | #iabLTA

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. 19
@jfryer2000 | #iabLTA
1. Relax
2. GOALS
2. GOALS

21. 20
@jfryer2000 | #iabLTA
1. Relax

22. 21
@jfryer2000 | #iabLTA
1. Relax
2. GOALS
2. GOALS

23. 22
@jfryer2000 | #iabLTA
1. Relax
5. CALENDAR

24. 23
CON
@jfryer2000 | #iabLTA
VERSATIONS

25. 24
@jfryer2000 | #iabLTA
CON

26. 25
@jfryer2000 | #iabLTA
CON TEN
T
6.

27. 26
@jfryer2000 | #iabLTA
“Content is king, but
marketing is
queen, and she runs
THE HOUSEHOLD.”

28. 27
“Content is king, but
marketing is
queen, and she runs
THE HOUSEHOLD.”
@jfryer2000 | #iabLTA

29. 28
“Content IS king but
the queen is
engagement.
An engaged
community will give
you
the entire kingdom.”@jfryer2000 | #iabLTA

30. 29
@jfryer2000 |

31. 30
@jfryer2000 | #iabLTA

32. 31
@jfryer2000 | #iabLTA

33. 32
@jfryer2000 | #iabLTA

34. 33
@jfryer2000 | #iabLTA

35. 34
@jfryer2000 | #iabLTA

36. 35
@jfryer2000 | #iabLTA
7. WHO CARES?

37. 36
@jfryer2000 | #iabLTA
. 8.
ATTACK!

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. 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. 39
@jfryer2000 | #iabLTA
10. Social Media is not
a megaphone, it’s a
telephone. Pick it up.

41. 40 @jfryer2000 |
Thank you for
your
attention.
Questions?
Social Media Success for Small Publishers |
Jeff Fryer