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Social Media Ideas for Niche Publishers - Be the Trusted Resource Everywhere


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Presentation by Joe Pulizzi originally presented at the Niche Digital Conference in Minneapolis. The presentation helps publishers figure out the importance of integrating social media into their publishing strategies, and gives some ideas on how best to leverage online tools. Includes a few revenue-generating tips as well.

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Social Media Ideas for Niche Publishers - Be the Trusted Resource Everywhere

  1. Social Media Shuffle: What you could and should do Joe Pulizzi Co-Author, Get Content Get Customers Founder, Junta42
  2. Hi! I’m Joe Pulizzi (@juntajoe) <ul><li>Founder and Chief Content Officer for Junta42, the custom-content matchmaking service. </li></ul><ul><li>CEO, Z Squared Media Consulting </li></ul><ul><li>Co-author of Get Content Get Customers (McGraw-Hill) </li></ul><ul><li>Former Vice President at Penton Media, Inc. </li></ul>
  3. <ul><li>For those of you following along in your conference handbook, I’m sorry. </li></ul>
  4. Let’s Start Off with Some Questions
  5. Concerns | Questions | Needs
  7. Why Should You Care?
  8. The Possibilities… <ul><li>20 / 20 / 20 </li></ul><ul><li>Direct Social </li></ul><ul><li>Search Engines </li></ul><ul><li>Blogs </li></ul>
  9. The Goal <ul><li>The Trusted Content Provider – Everywhere related to your niche </li></ul>
  12. <ul><li>The people you want to connect with through social media are seeking information that is </li></ul><ul><li>Relevant </li></ul><ul><li>Compelling </li></ul><ul><li>Educational </li></ul><ul><li>Entertaining </li></ul>Social Media Truth #1
  13. Social Media Truth #2 Forrester Research
  14. Social Media Truth #3 <ul><li>Most Marketers are Horrible Publishers </li></ul>
  15. Social Media does not work without having something valuable to say!
  16. Decide Your Goals <ul><li>Social networking sites are about people communicating with one another and sharing information. It's not a format that's suited for ad messages. In that environment, advertising becomes social interference, in some ways akin to eavesdropping, and it has the potential to backfire. </li></ul><ul><li>- Josh Gordon, Folio:, August 2009 </li></ul>
  17. Some thoughts for publishers… <ul><li>“Social media tools are simplified tools of content production and distribution.” – Dan McCarthy </li></ul><ul><li>“No ads on the social sharing sections of the site but use the site as a hub to attract an audience. Once you have an audience, go make money in all the usual ways; webinars, newsletters, e-blasts etc.” – Josh Gordon </li></ul>1 2
  18. The Basics
  19. Be Where Your Readers Are
  20. Facebook
  21. LinkedIn
  22. Slideshare Channel
  23. friendfeed Set up your Brand friendfeed account (Facebook)
  24. Squidoo/Knol
  25. Blog to Expert Status Why Your Salespeople & Editors should have blogs
  26. Tip - Blog RSS to Twitterfeed
  27. Tip – Track Performance
  28. Tip – Length and Style <ul><li>Shorter is often better (250 words) </li></ul><ul><li>Bullets/Lists do better </li></ul><ul><li>Titles are like magazine covers </li></ul><ul><li>Shake it up (video/audio) </li></ul><ul><li>Link to other bloggers </li></ul><ul><li>Link to other articles </li></ul><ul><li>Proofread </li></ul>
  29. Be the Thought Leader <ul><li>Follow and Comment on Top 10 – 20 Blogs where Your Customers Are At. </li></ul><ul><li>Answer Questions </li></ul>
  30. Commenting on Customer Blogs
  31. Twitter One account for readers One for customers
  33. Targeted Twitter Feeds
  34. Tweetdeck Easily manage your Twitter Account
  35. Twitterfeed
  36. Signing Up and Getting Things Right
  37. Tip – Try not to answer the question
  38. Tip – Be Democratic
  39. Tip – Link updates to Facebook
  40. Five Twitter DO NOTS <ul><li>Constant Tweeting about You </li></ul><ul><li>Mistaking Public Tweets and Direct Messages </li></ul><ul><li>Cryptic Replies (@you “I know”) </li></ul><ul><li>Links only i.e., </li></ul><ul><li>Auto Direct Messages </li></ul>
  41. Intelligence Tools
  42. Twitter Search Know More About Your Customers Than They Do
  46. delicious
  47. Website Grader
  49. Alexa
  51. Ideas You Can Use
  52. Forums Mountain Bike Review Forum Sports 200,000 members and robust advertising
  53. Drive Custom Programs w/Social <ul><li>Social Media doesn’t work without the creation of consistent, valuable content. </li></ul><ul><li>YOU help them create their content. </li></ul><ul><li>Then help them distribute that content through Twitter, Facebook, etc. </li></ul>Sell content programs, but lead with social media
  54. Listening Techniques (a service?) Create a monthly fee to listen for customers
  55. eBook 2010
  56. Suggestion Box Could be sponsored. Add a question for sponsor or develop specifically for the sponsor.
  57. Widget People Share Your Content (can be sponsored)
  58. Deal of the Day/Special Feature
  59. Namechk Reserve Your Brand Across Multiple Social Media Sites
  60. Spread Your Content
  61. Spread Your Content Help Your Readers Spread Your Content
  62. The Blog Network
  63. The Blog Network
  64. The Digital Magazine Rack
  65. Free eBook <ul><li>Ways to Build Trust Online with Content and Social Media </li></ul><ul><li> </li></ul><ul><li>Final Slide Deck available at </li></ul><ul><li> </li></ul>
  66. Questions? Joe Pulizzi [email_address] (216) 941-5842 Site: About: Blog: Book Site: Ways to Connect: LinkedIn: Joe Pulizzi Facebook: juntajoe Twitter: juntajoe