Digital bits and bytes

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This is a talk I did for Caxton Magazines division last year. My brief was to look at how to use social media to market their magazines. Print is under pressure, so this is a major concern for publishers. I contextualised the opportunity within the path to purchase, a concept from shopper marketing.

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Digital bits and bytes

  1. 1. BITS AND BYTES Sarah britten July 12 2013
  2. 2. What I’ll Cover 1. ABOUT ME My experiences using Twitter Examples 2. HOW TO USE TWITTER How to use Twitter for both you and your title Tips 3. HOW TO USE TWITTER TO GET MORE AD REVENUE Shopper marketing Magazines and social in the path to purchase 4. WORKSHOP What are your current challenges? Some potential solutions
  3. 3. My golden rule for social media (and anything) Be useful or interesting. Preferably both. If you can’t be either, forget it.
  4. 4. Content Useful Interesting
  5. 5. Why Twitter? • Increasingly, it’ s the source of influence.
  6. 6. Twitter makes stuff like this possible
  7. 7. And this
  8. 8. And, yes, this
  9. 9. Key reasons to use twitter 1. 2. 3. 4. Create and leverage influence Build an audience Promote yourself and your work Get creative ideas
  10. 10. About me 2012 Cosmo Twitter Queen • Writer, communication strategist, speaker and artist • Published author of 5 books • PhD from Wits University • Range Rover social media brand ambassador 20102012 • TEDxJohannesburg speaker August 15 2013 • PR and Media for The Loeries KyknetDagbreek, June 2013. (Yes, Riaan looks younger than
  11. 11. My Blogs and Platforms • • • • • • • Thoughtleader (Mail & Guardian) Sarah Britten Art Women24 Creativity Project Red Robot Project Trekking Across Gondwanaland Car Date (to be launched)
  12. 12. How I got my strange Twitter handle
  13. 13. Ornithorhyncusanatinus @Anatinus
  14. 14. Thanks to Twitter, I got to drive a really nice car, for free, for a year. (Made sure the car was parked where he would see it)
  15. 15. Y&R | How to tweet about brands (without making everybody hate you)
  16. 16. Y&R | How to tweet about brands (without making everybody hate you)
  17. 17. I even did an art exhibition inspired by the car (I paint with lipstick. )
  18. 18. I paint stuff like this
  19. 19. This was painted while I had a panic attack.
  20. 20. As most things do, it started by accident. + = +
  21. 21. It has since evolved to fundraising • This project was for Lawyers Against Abuse
  22. 22. This is my Twitter strategy in a word.
  23. 23. My (tentative) brand DNA Essence Positioning Pillars Personality Tonality Smart Always an interesting angle Smart Funny Real Quirky, Critical, Self-deprecating Witty, dry
  24. 24. My favourite trend ever.
  25. 25. What I’ll Cover 1. ABOUT ME My experiences using Twitter Examples 2. HOW TO USE TWITTER How to use Twitter for both you and your title Tips 3. HOW TO USE TWITTER TO GET MORE AD REVENUE Shopper marketing Magazines and social in the path to purchase 4. WORKSHOP What are your current challenges? Some potential solutions
  26. 26. There are 2 aspects to this • Using Twitter for yourself • Using Twitter to promote your title • Personal brand • Personal narrative • The stories you’re working on • Integrated brand projects
  27. 27. Example: LeratoTshabalala
  28. 28. Example: eusebiusmckaiser
  29. 29. First of all, it helps to be good at telling stories .
  30. 30. “…storytelling is a uniquely powerful form of persuasive jujitsu”
  31. 31. It’s amazingly easy to interest people
  32. 32. Find the quirky details.
  33. 33. The next morning
  34. 34. Engagement
  35. 35. Some enjoyed the brand association.
  36. 36. I did encounter a bit of resistance
  37. 37. Some things to remember.
  38. 38. Some rules for tweeting and being liked 1. 2. 3. 4. Be credible Be yourself Get the tonality right Try to understand what your audience is interested in (often this is accidental)
  39. 39. Find the quirky details. This was one of my road trips
  40. 40. PR is the kryptonite of social media credibility.
  41. 41. The only thing worse than being talked about is not being talked about. (Ask Oscar Wilde.)
  42. 42. Have a clear idea about where the narrative you ends and the real you begins.
  43. 43. How twitter can be a creative tool • Expose yourself to new ideas and new people • Crowdsource opinion • Look for inspiration
  44. 44. Use pacing to increase interest in your stories BEFORE WHEN TITLE COMES OUT Write about what you’re working on, while you’re working on it. Publicise the fact that the story is out. Build up interest ahead of publication. Tag any relevant people mentioned in it on Twitter and Facebook AFTER Drive follow up discussions and conversation around the piece.
  45. 45. USE YOUR STORIES AS SOCIAL OBJECTS Responses with hashtag Twitter Additional content on blog Print edition Facebook discussion
  46. 46. What I’ll Cover 1. ABOUT ME My experiences using Twitter Examples 2. HOW TO USE TWITTER How to use Twitter for both you and your title Tips 3. HOW TO USE TWITTER TO GET MORE AD REVENUE Shopper marketing Magazines and social in the path to purchase 4. WORKSHOP What are your current challenges? Some potential solutions
  47. 47. First the good news. • Everyone wants content, and you’re better at producing content than anyone else.
  48. 48. And the not so good news. • Print is under pressure. Readership is declining Media planners still use it, but creatives in the industry are all in love with digital. • So you need to integrate digital better with your print editions and the needs of your readers and advertisers
  49. 49. What is Shopper Marketing and why should magazines understand it? 1. 2. 3. 4. Big new focus in marketing Focuses on sales Huge for many of your advertisers If you can show how your titles help sell product and integrate with a brand’s shopper programmes, you’ll have a much stronger proposition
  50. 50. A new way of marketing • Advertisers want engagement, and traditional advertising isn’t the best way to do it. • Collaborative programmes make more sense now. • How do you use your platforms in ways that are credible to deliver value to readers, increase advertising revenue, and ensure the sustainability of your titles?
  51. 51. The Path to Purchase Choice drivers OPPORTUNITY PLACE ADVERTISING PURCHASE PLAN Traditional & digital influencers DEMAND ENGAGE USE CRM EVALUATE OPPORTUNITY Satisfaction drivers Adapted from Nielsen BUY
  52. 52. OVERALL RECOMMENDATIONS • Have a sense of how you’d like to position yourself – As an individual – In terms of the work you do • Look for opportunities to drive interest in your stories through creating anticipation in social media • Integrate shopper thinking into the way you approach advertisers and collaborative projects
  53. 53. In the end, all we have are our stories, and all we can do is tell them as well as we can.
  54. 54. Thank you

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