Going social your publication in social media


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How to leverage a power of social media for building and expending the audience. Trends in media of the new millenium. the new millennium. Social media checklist for editorial team and publishers.

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Going social your publication in social media

  1. 1. Going SocialBusiness Of Magazine Publishing Your Publication In Social Media Advanced Magazine Publishing Institute | India 2012 Bangalore, October 10, 2012
  2. 2. Social Thunderstorm Some Striking Facts & Figures n d 2 billio the w orl 7 billion in People in the sers world tu in t erne In the U SA >1 billion or k u s e r s ttracts ebook a cial netwFac itors to more vis aper the new sp Google Sosites than
  3. 3. Average Facebook session lasts 37 minutes, Twitter 23 minutes. More than 400 million people use Facebook daily.Business Of Magazine Publishing Awareness of Facebook is close to 100% FB India Today Total Users: 51423520 More than 1 billion people (>70% of internet population) Position in the list: 3. use social networks. Penetration of 4.38% population: Penetration of online 63.49% population Bangalore, October 10, 2012
  4. 4. Goog le India P lu n ran s otal  Go o g ksLin kedIn  s of the t le Plu  at #2 in  2 in term lobally  142,3 s th 39 us  users in  e numbeInd ia ranks # ors on LinkedIn g er s . July 2 r num it ber of vis ollowing UK at # 1 011 w  of  s. untry, f lion user i th   by the co edIn has 10.6 mil Twitter ink In India L sers in India have  Since 2010, Twitter u ith more than  increased by 191%, w 0+ followers that  20 ,000 users having 50 aily read their updates d People use more than Facebook.Pinterest In Europe, people join on average sers come 4.8% of  the Pinterest u 1,9 social networks. In USA it’s 2,1; rate 3.9% from India  and they gene n Pinterest.  Brazil 3,1 and India 3,9. of the page views o nd after US. Source: InSites Consulting India ranks secoSource: WatConsult
  5. 5. Social Media Users WorldwideSource: WatConsult
  6. 6. Awareness, penetration, average Online survey; 35 countries, total sample size - 9027number of networks Aware of at least one network 98% Member of at least one network 73% Average number of networks one 1,9 is member of 86% 75% 34% 95% 44%* 1,8 76% 3,4 2,1 98% 88% 3,9 97% 86% 96% 3,1 67%Emerging markets Brazil Emerging markets Brazil 1,5and India show the highest and India show the highestawareness and penetration awareness and penetrationof social networks. of social networks. * The 44% share of social networkers in China is low compared to other countries. This might be due to the fact that some large Chinese networks (eg RenRen) were not included in this survey.
  7. 7. # of networks one is a member of average 1,8 1,5 1,9 2,2 1,9 2,1 3,1 1,5 3,4 3,9 1,8 9% 4% 7% 4% 8% 5% 5% 6% 4% 15% 8% 7% 22% 13% 14% 14% 13% 34% 24% 19% 26% 16% 18% 8% 25% 31% 26% 27% 10% 24% 18% 30% 14% 15% 66% 69% 64% 55% 18% 47% 50% 49% 45% 45% 19% 19% 13% Western Northern Eastern Europe Southern Europe United States Brazil Australia China India Japan Europe Europe Europe ■ 5 or more ■4 ■3 ■2 ■ 1 networkN Europe = 5613 / F = If member of social network(s)
  8. 8. Daily log on to social media 60% 63% 58% 67% 82% 76% 61%N Europe = 5613 / F = If member of social network(s)
  9. 9. Top 3 networks by membership 62% 96% 31% 16% 59% 80% 17% 12% 29% 59% 19% 76% 14% 13% 70% 54% 74% 93% 5% 22% 32% 57% 20% 77% 77% 93% 65% 96% 41% 67% 90% 93% 63% 59% 94% 87% 12% 34% 85% 76% Given the fact that LinkedIn is a professional 10% network, it is worth pointing out that this 79% network ranks fourth, both in terms of awareness■ Membership and membership■ Awareness
  10. 10. “India’s social media users are more engaged than their EU/US counterparts” – Forrester ResearchBusiness Of Magazine Publishing George Colony, CEO of Forrester, talked about a “Social Thunderstorm” at the LeWeb conference in Paris. He argued that social is running out of hours and running out of people. What does that mean? Well, the second one is easy: The vast majority of consumers around the world who have access to a computer use social media. And the first one? George goes on to say that Americans are spending more time on social media than volunteering, praying, talking on the phone, emailing, or even exercising. Bangalore, October 10, 2012
  11. 11. Social Network OverloadBusiness Of Magazine Publishing People without Facebook accounts are ‘suspicious.‘ – Forbes MyLife.com Bangalore, October 10, 2012
  12. 12. Business Of Magazine Publishing Social Network Overload MyLife.com Bangalore, October 10, 2012
  13. 13. Business Of Magazine Publishing How Does It Relate To Media in the III Millennium?? Bangalore, October 10, 2012
  14. 14. Media in the III Millennium Last century [and the century before] as wellBusiness Of Magazine Publishing as in Guttenberg times, the main role of the press was to inform people. Newsman in the USA; USA; Gold Rush period www.emartin.net Bangalore, October 10, 2012
  15. 15. Media in the III Millennium The last century has seen three important changes for the media industry. It has moved… • from a world of information scarcity to information overload,Business Of Magazine Publishing • from a world where commercial and government bodies needed the media to disseminate information, to one where they can disseminate information themselves. • from a world where people needed the media for information, to one where they can access – and produce – it themselves In this environment the professional journalist can no longer justify a role simply processing content from source to consumer. Instead, the modern journalist’s role needs to move above the content. Bangalore, October 10, 2012
  16. 16. Media in the III Millennium Moving above the content means to… • learn to get from • shift from content providers toBusiness Of Magazine Publishing the community the community discussion facilitators information about the closest topics • develop skills of community management • find out, assemble, and check the reader’s • bring together bloggers, social media reaction on information and official sources by analyzing various sources • establish rules for information supply and processing • dig deeper, weigh opinions more thoroughly, look for the topics longer. Bangalore, October 10, 2012
  17. 17. Communications Yesterday And Today Good Old Days…Business Of Magazine Publishing • You organize a resource – your publication/ministry presence in Global Network • The resource attract visitors • SEO, design development, other content optimization www.emartin.net Bangalore, October 10, 2012
  18. 18. Communications Yesterday And Today Strategy And Tactics are going to change…Business Of Magazine Publishing • explore outer communities • go where the life exists • SMO, SMM, content aggregation and multiplication www.emartin.net Bangalore, October 10, 2012
  19. 19. Communications Yesterday And Today How Today’s Media Utilize ItBusiness Of Magazine Publishing www.emartin.net Not only communication with every type of client… Bangalore, October 10, 2012
  20. 20. Communications Yesterday And Today How Today’s Media Utilize ItBusiness Of Magazine Publishing …but also organizing communications between them www.emartin.net Bangalore, October 10, 2012
  21. 21. Communications Yesterday And Today How Today’s Media Utilize It All the groups within the community – clients, readers, market are engaged inBusiness Of Magazine Publishing communication Two types of communication: • Content discussion • Communications and relations between community members (content creation) “Party Tigers”: It takes to support, organize and manage www.emartin.net both!! Bangalore, October 10, 2012
  22. 22. Communications Yesterday And Today There Are Many Channels And Tools AvailableBusiness Of Magazine Publishing Bangalore, October 10, 2012
  23. 23. Communications Yesterday And Today Outpost/Basecamp Strategy • Go where your readers are or want to beBusiness Of Magazine Publishing • Out of all tools available choose the most effective • Create and develop communities on outposts providing the basecamp support and aggregating all the feedback there www.emartin.net Bangalore, October 10, 2012
  24. 24. Communications Yesterday And Today Requirements To The Content Effectively trigger discussions Support communications on your own and distant (social) resources, usingBusiness Of Magazine Publishing • print • online • mobile • real / virtual events Produce more attractive, action-appealing materials (remember AIDA principle) Increase the share of citizen journalism, reader’s opinions, etc. Bangalore, October 10, 2012
  25. 25. Communications Yesterday And Today To Do: Some Practical Recommendations • Remember that every instrument has its own peculiarities and limitations.Business Of Magazine Publishing • Be wise in finding the most effective tools for your purposes and then act Social Micro Blogs Networks Virus video blogging Communities Coverage Better Perception Not bad Better Not bad Word of mouth Not bad Better Not bad Accessibility Better Remember: If all you have is a pickaxe then no matter what you’re trying to do, you’re just picking! Bangalore, October 10, 2012
  26. 26. Communications Yesterday And Today Bookmark Tools And ServicesBusiness Of Magazine Publishing Sharethis.com: the universal content sharing tool Bangalore, October 10, 2012
  27. 27. Communications Yesterday And Today Bookmark Tools And ServicesBusiness Of Magazine Publishing AdThis.com: another content sharing tool; easy to use and plenty ofstyles Bangalore, October 10, 2012
  28. 28. Communications Yesterday And Today Tools, means and channels: TumblrBusiness Of Magazine Publishing Tumblr.com: automatic aggregation of your content …without your direct involvement! [Page okolokino.net on Tumblr] Bangalore, October 10, 2012
  29. 29. Social Media Checklist For Editorial Teams And PublishersBusiness Of Magazine Publishing So, what to do?? Here are some practical recommendations and suggestions for you Bangalore, October 10, 2012
  30. 30. Social Media Checklist For Editorial Teams And PublishersBusiness Of Magazine Publishing Your own resources Organize yourself, so that every step you do in completing your editorial and/or marketing projects would get an adequate coverage in your posts. Include social widgets on every page of your site Include Commentary section (with crosspost capabilities) in every article Place some sort of ShareThis button next to every publication on your web site Write _____ new blog posts each week Share the link of (or crosspost) each post on FB, Twitter, LinkedIn, Google+, Orkut, etc. Publish your Delicious selections for every article in printed issue, provide a link on your site Define your target keywords: 1._____________ 2.____________ 3.____________ ProTip: Use your target keywords in post titles and blog content Bangalore, October 10, 2012
  31. 31. Social Media Checklist For Editorial Teams And Publishers FacebookBusiness Of Magazine Publishing Find and “like” 5 new pages Post about 2 interesting topics related to the publications in your magazine per week Update your magazine page status daily (new ideas, plans, articles in preparations, discussions, hot topics, etc.) Ask people to comment, like and share posts ProTip: Don’t forget to tag people and pages in your posts! Bangalore, October 10, 2012
  32. 32. Social Media Checklist For Editorial Teams And PublishersBusiness Of Magazine Publishing Twitter Send at least 3 new tweets daily - news of the Christian world - hot topics discussed - promo of the materials - fun & interesting Re-tweet 2-3 interesting twests a day Follow 10 new people per week ProTip: Don’t forget to add #hashtags so your posts appear in trending topics Bangalore, October 10, 2012
  33. 33. Social Media Checklist For Editorial Teams And Publishers LinkedIn Update your company profile and statusBusiness Of Magazine Publishing Connect with 3-5 new people per week Follow 3 new Christian organizations/ministry Ask for 1-2 professional recommendations for your staff members and company Join 3 new groups ProTip: Post relevant blog posts in groups in which you belong, and ask for feedback. Bangalore, October 10, 2012
  34. 34. Social Media Checklist For Editorial Teams And Publishers Google+Business Of Magazine Publishing Add 5 new people to your circles each week Offer a G+ Hangout session for topics related to your publications, events, topics discussed, etc. Host a monthly G+ Hangout session for the top topic of the next issue of your publication, round table on hot topics Share content at least twice a day to your personal G+ profile and company/publication page ProTip: Maje sure your posts are set to “public” to reach maximum users/search Bangalore, October 10, 2012
  35. 35. Social Media Checklist For Editorial Teams And PublishersBusiness Of Magazine Publishing Pinterest Each month, post interesting photos you use in your materials from your website as pins leading back to the site Follow 5 new interesting and inspiring pin boards each week from other users related to your field Add 1 new board that contains at least 6 new pins each week ProTip: Always use keywords in your pin descriptions and board titles Bangalore, October 10, 2012
  36. 36. Social Media Checklist For Editorial Teams And Publishers YouTubeBusiness Of Magazine Publishing Subscribe to 3 new channels related to concept of your publication each week Find 3 new videos relevant to the topics you cover each week to share on Facebook, Twitter or Google+. ProTip: Keep your videos relevant to your topics but don’t forget to sprinkle in some fun Plan a video that showcases the area of your expertise Have video capability at special events you’re invited to, interviews, opinion sharing. Ask for brief interviews to post to Youtube Bangalore, October 10, 2012
  37. 37. Social Media Checklist For Editorial Teams And PublishersBusiness Of Magazine Publishing Delicious Save every link you come across while preparing the materials Tag your saves appropriately; include the name of your editorial project Publish your Delicious selections for every article in printed issue, provide a link on your site ProTip: Look for similar saves and find 3 new people to follow every month Bangalore, October 10, 2012
  38. 38. Social Media Checklist For Editorial Teams And PublishersBusiness Of Magazine Publishing Sensitive Outcome Audience expansion Awareness increase = circulation growth Influence increase = ad growth New persuasive arguments when you talk to advertisers and donors Powerful source of new content and ideas! Bangalore, October 10, 2012
  39. 39. Resources: 1.www.emartin.net – great aggregation of tips and info for publishers struggling with modern trends 2.Inside Forbes: How a Social Media Strategy Can Work for a Magazine, Too 3.The Forbes Model For Journalism In The Digital Age – great e-book withBusiness Of Magazine Publishing some free chapters. Too good to be true but nice read anyway 4.Study shows China and India’s social media users are more engaged than US counterparts 5.Future of Social Media in India - A Report 6.Latest Social Media Statistics India 7.Sensible Social Media Checklist for Business v.2.0 [INFOGRAPHIC] 8.www.socialbakers.com – stats on social media by country 9.Social Media Usage in India 10.The Guide To 88 Social Media & Monitoring Tools 11.Social media around the world 2011 – great presentation with lots of stats 12.Social Network Overload Infographic Bangalore, October 10, 2012
  40. 40. Questions?..Business Of Magazine Publishing Thank you! Bangalore, October 10, 2012