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Future's Katherine Raderecht at news:rewired

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Katherine Raderecht, head of lifestyle, Future on searching social

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Future's Katherine Raderecht at news:rewired

  1. 1. Building pre- launch communitiesKatherine Raderecht, Head of Women’s Lifestyle
  2. 2. About Future
  3. 3. • Award winning international media group and leading digital publisher in UK, US and Australia • We create 200 publications, apps, websites and events  • We hold leading positions in Technology, Games, Film, Music, Women’s Creative, Photography, Creative & Design, Sports & Auto • Future sold more than 24m magazines last year • We reach over 51m international consumers a month • We have sold over 5m digital editions created for tablets on FutureFolio • Future exports or syndicates over 200 publications to 89 countries - UK’s number one exporter and licensor  Who we are
  4. 4. Our best-known brands
  5. 5. • We create products for groups of enthusiasts • With highly targeted specialist content • To attract passionate engaged consumers • Work closely with our commercial partners • Employ staff who are also enthusiasts • We know our markets inside out We used to launch a product and the community would follow We have always been about communities
  6. 6. How we launch now
  7. 7. • Communities are already online ready to interact • Immediacy of digital • Increased marketing channels • Global market place • Highly measurable • Chance to be experimental • Create a PR buzz • Brand launches with ready-made audience Community comes before product launch
  8. 8. Our recent launch successes
  9. 9. • There’s a community for everyone • People who are passionate are active online • No longer any need to wait • Requires early decisions on name, logo and editorial voice • No need to mention “magazine” or “app” • Start with social media • The Simple Things Facebook & Twitter launched 6 months before launch Start by building an online community
  10. 10. • Curated content from blogs - allotments, simple food, interiors, well-being • Just an editorial concept • “Do you love the simple things in life?” • Soft-launch an editorial concept • Test subjects and audience reaction • The Simple Things blog launched 5 months out • Wordpress – simple to use, cost effective • Prior to print/digital magazine launch in Sept Use existing content
  11. 11. • Once blog established start to grow audience • Using new marketing channels • Start with Paid for Facebook ads • Cheap and controllable way to kick start building community • Get a viable sized community in days • iOS and Android • Precise targeting – on iPad, WiFi, age, location, interests • Cost effective - 6p - 80p per Like • Once Liked can re-target with marketing messages • Facebook Likes allow supertargeted delivery of ads Use new marketing channels to find followers
  12. 12. • Early adopters love to spread the world • Becoming your advocates • Community recommendation close second to friend recommendation • Builds critical mass of "love“ • Make them feel special • Give them offers and information first Exploit social commerce to grow audience
  13. 13. • The blogosphere is highly influential • Identify key bloggers and connect • Include those with large social media followings • Feature their content – and tell them you have! • Give them special content and sneak peaks • They are special members of your community • They will be your brand ambassadors • They can grow your community fast • And amplify your message Engage with the blogging community
  14. 14. • Establish key brands within pillars of content • Use Facebook, Twitter, Linkedin to connect • Become part of their community • Develop relationships • Create a buzz amongst the movers and shakers • They help shape the product too • It’s not just size that matters – influence is key! Commercial partners join the community
  15. 15. • Recruit contributors • Get feedback on ideas • Test concepts – confidence in product • Do real-time market research fast • Crowdsourcing shapes product development • Under radar of competitors • Identify distribution issues and opportunities • Evolve marketing campaigns • More risk free way of testing a concept • Great team motivator internally! The community feeds into product
  16. 16. The community creates a pre-launch buzz
  17. 17. Launch to a ready made audience
  18. 18. Your community does your marketing
  19. 19. • 20,000 Facebook Likes • 1,300 subscribers • 20,000 monthly UUs • 3,500 signed up to newsletter • 10,500 Apple Newsstand App downloads • Before a single issue has gone to press! The brand feels established from launch
  20. 20. • 11,000 Facebook Likes • 2,500 Twitter followers • 700 Pinterest followers • 1,800 subscribers • 25,000 monthly UUs • 3,000 signed up to newsletter • Before a single issue has gone to press The brand feels established from launch
  21. 21. 10 top tips
  22. 22. • Don’t force the sale • Make content easy to share • Breaking news • Photography • Infographics/instructographics • Evergreen/resource • List features • Polls/quizzes/Competitions • Glowing (or scathing) reviews/opinion • Interviews/Q&As 1. Create compelling content
  23. 23. • The difference between a user scrolling past your content, and interacting with it • Audience growth of little value if they’re not listening to what you’re saying • Editorialise links • Ask questions; invite responses • Be pithy; write ‘headlines’ • Encourage or reward sharing, commenting, liking • Include video and pics 2. Think about user engagement
  24. 24. • Post all blog posts on key social media • @mention key parties in posts • Schedule posts for optimum times for your audience • Contact anyone mentioned in content • Provide URLs for easy amplification 3. Exploit all the social networks
  25. 25. 4. A picture paints a thousand words
  26. 26. 5. And don’t forget video
  27. 27. 6. Create assets your audience will share
  28. 28. • Encourages inbound links • Worn as a badge of honour 7. And make it easy to share Share buttons
  29. 29. • Our bloggers get £5 a subscription as an affiliate • Discounts • Newsletters with offers 8. Reward your community
  30. 30. 9. Have a CRM strategy
  31. 31. • Marketing is now everyone's job • Crossover with PR, marketing, SEO • Everything is more measurable • Think 24 hours - don’t put up the “out to lunch sign” • Make sure they know why they are doing it • They are part of the community • Learn by experimentation - set long-term goals and KPIs, then measure • Have fun experimenting • Share results 10. Get everyone on your team involved
  32. 32. There’s never been a worse time to work in media
  33. 33. There’s never been a better time

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