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Social Media and Networking
     in PSP Publishing
Using social media to grow your business



                          Presented By: Darrell W. Gunter
                          Date: October 14, 2010
2




Our discussion today
   What if………
   Have you heard of ………..
   What is………
   Case Studies - Passenger.com, Nature Networks
   Key steps to get started
   Remember……..
3




What if you ran a business like this!
   Imagine you owned a clothing store and …….
   You ran an ad but
   Your store did not open on time
   Your store closed early
   Customers complained but you did not listen
   Your pricing was not consistent
   You did not know the names of your frequent customers
   You ignored an important segment of your business

   Well this is social media gone wrong!
4
5
6




Have you heard of Web Governance?




                       Source: Lisa Welchman http://bit.ly/936imy
7




What is social media?
                          Communication




            Brand                         Collaboration
           Monitoring



                          Social
                          Media
          Entertainment                    Multimedia




                            Reviews &
                             Opinions




                                                          Source: Wikipedia
8




What is Social Media?
Communication
   Blogs: Blogger, ExpressionEngine, LiveJournal, Open Diary,
    TypePad, Vox, WordPress, Xanga
   Microblogging: FMyLife, Foursquare, Jaiku, Plurk, Posterous,
    Tumblr, Twitter, Qaiku, Yammer, Google Buzz
   Location-based social networks: Foursquare, Gowalla,
    Facebook places, The Hotlist
   Social networking: Cyworld, Facebook, Hi5, LinkedIn,
    MySpace, Orkut, Tagged, XING
   Events: Eventful, The Hotlist, Meetup.com, Upcoming
   Information Aggregators: Netvibes, Twine (website)
   Online Advocacy and Fundraising: Causes, Kickstarter
                                                    Source: wikipedia
9




What is Social Media?
Collaboration/authority building
   Wikis: PBworks, Wetpaint, Wikia, Wikimedia
   Social bookmarking (or social tagging):[16] CiteULike,
    Delicious, Diigo, Google Reader, StumbleUpon, folkd
   Social news: Digg, Mixx, NowPublic, Reddit, Newsvine,
    MyWeboo
   Social navigation: Trapster, Waze [17]
   Content Management Systems: Wordpress
   Document Managing and Editing Tools: Google Docs,
    Syncplicity, Docs.com, Dropbox


                                                   Source: wikipedia
10




What is Social Media?
Multimedia
   Photography and art sharing: deviantArt, Flickr, Photobucket,
    Picasa, SmugMug, Zooomr, BetweenCreation
   Video sharing: sevenload, Viddler, Vimeo, YouTube,
    Dailymotion, Metacafe, Nico Nico Douga, Openfilm, TubeMogul
   Livecasting: Justin.tv, Livestream, OpenCU, Skype, Stickam,
    Ustream
   Music and audio sharing: ccMixter, Last.fm, MySpace Music,
    ReverbNation.com, ShareTheMusic, The Hype Machine
   Presentation sharing: scribd, SlideShare



                                                   Source: wikipedia
11




What is Social Media?
Reviews and opinions
   Product reviews: epinions.com, MouthShut.com
   Business reviews: Customer Lobby, Yelp, Inc.
   Community Q&A: Askville, EHow, Stack Exchange,
    WikiAnswers, Yahoo! Answers




                                               Source: wikipedia
12




What is Social Media?
Entertainment
   Media and entertainment platforms: Cisco Eos
   Virtual worlds: Active Worlds, Forterra Systems, Second Life,
    The Sims Online
   Game sharing: Kongregate, Miniclip




                                                     Source: wikipedia
13




What is Social Media?
Brand monitoring
   Social media measurement: Attensity, Statsit, Sysomos,
    Vocus, Passenger.com




                                                       Source: wikipedia
14




Social Media & Marketing
   Its about reach
        Reach more people vs. reach the right people.
        Finding more customers vs. having customers need to find you.
   Its about engagement
        Engage in a real conversation
             Listen to them
                  Answer their questions
                       Offer them superior customer service




                                                 Source: Michiel Gaasterland, http://bit.ly/9sTC0O
15




Social Media & Marketing
   Social Media Marketing allows you to build real relationships
   Social Media Marketing at its core is closely related with public
    relations
        Earn Trust
             Influence the way they think about you.
                  Influence what they tell others about you.




                                                    Source: Michiel Gaasterland, http://bit.ly/9sTC0O
16




Case Study – Passenger.com
17
18




Case Study – Nature Network
19




Case Study:




              Source: socialmediaexaminer.com
20




Case Study -




               Source: socialmediaexaminer.com
21




    Case Study Elsevier




AUTHOR
TOOLS
         EDITOR
         TOOLS
22




The Social Media / Advertising Integrated
Planning Framework
   What is the goal?
   Who is the audience?
   Where is the audience?
   How can I connect with my audience?
   How do I extend the conversation?
   How can I get my audience to introduce me to others?




                          Source: http://tommartin.typepad.com/
23




Key Steps To Get Started
   What is your organization’s mission, strategy & objectives
   Align your strategy, team & resources
   Start with Web Governance
   Create an integrated social media marketing plan
   Establish a performance dashboard
   Review, refine and redirect your efforts

        Remember Social Media is another tool and the old rules of
         creating a proper marketing mix of activities is still essential!
24




  THANK YOU
   DARRELL W. GUNTER
D.GUNTER@ELSEVIER.COM
     +1.973.454.3475

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PSP Social Media - How to grow your business.

  • 1. Social Media and Networking in PSP Publishing Using social media to grow your business Presented By: Darrell W. Gunter Date: October 14, 2010
  • 2. 2 Our discussion today  What if………  Have you heard of ………..  What is………  Case Studies - Passenger.com, Nature Networks  Key steps to get started  Remember……..
  • 3. 3 What if you ran a business like this!  Imagine you owned a clothing store and …….  You ran an ad but  Your store did not open on time  Your store closed early  Customers complained but you did not listen  Your pricing was not consistent  You did not know the names of your frequent customers  You ignored an important segment of your business  Well this is social media gone wrong!
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  • 6. 6 Have you heard of Web Governance? Source: Lisa Welchman http://bit.ly/936imy
  • 7. 7 What is social media? Communication Brand Collaboration Monitoring Social Media Entertainment Multimedia Reviews & Opinions Source: Wikipedia
  • 8. 8 What is Social Media? Communication  Blogs: Blogger, ExpressionEngine, LiveJournal, Open Diary, TypePad, Vox, WordPress, Xanga  Microblogging: FMyLife, Foursquare, Jaiku, Plurk, Posterous, Tumblr, Twitter, Qaiku, Yammer, Google Buzz  Location-based social networks: Foursquare, Gowalla, Facebook places, The Hotlist  Social networking: Cyworld, Facebook, Hi5, LinkedIn, MySpace, Orkut, Tagged, XING  Events: Eventful, The Hotlist, Meetup.com, Upcoming  Information Aggregators: Netvibes, Twine (website)  Online Advocacy and Fundraising: Causes, Kickstarter Source: wikipedia
  • 9. 9 What is Social Media? Collaboration/authority building  Wikis: PBworks, Wetpaint, Wikia, Wikimedia  Social bookmarking (or social tagging):[16] CiteULike, Delicious, Diigo, Google Reader, StumbleUpon, folkd  Social news: Digg, Mixx, NowPublic, Reddit, Newsvine, MyWeboo  Social navigation: Trapster, Waze [17]  Content Management Systems: Wordpress  Document Managing and Editing Tools: Google Docs, Syncplicity, Docs.com, Dropbox Source: wikipedia
  • 10. 10 What is Social Media? Multimedia  Photography and art sharing: deviantArt, Flickr, Photobucket, Picasa, SmugMug, Zooomr, BetweenCreation  Video sharing: sevenload, Viddler, Vimeo, YouTube, Dailymotion, Metacafe, Nico Nico Douga, Openfilm, TubeMogul  Livecasting: Justin.tv, Livestream, OpenCU, Skype, Stickam, Ustream  Music and audio sharing: ccMixter, Last.fm, MySpace Music, ReverbNation.com, ShareTheMusic, The Hype Machine  Presentation sharing: scribd, SlideShare Source: wikipedia
  • 11. 11 What is Social Media? Reviews and opinions  Product reviews: epinions.com, MouthShut.com  Business reviews: Customer Lobby, Yelp, Inc.  Community Q&A: Askville, EHow, Stack Exchange, WikiAnswers, Yahoo! Answers Source: wikipedia
  • 12. 12 What is Social Media? Entertainment  Media and entertainment platforms: Cisco Eos  Virtual worlds: Active Worlds, Forterra Systems, Second Life, The Sims Online  Game sharing: Kongregate, Miniclip Source: wikipedia
  • 13. 13 What is Social Media? Brand monitoring  Social media measurement: Attensity, Statsit, Sysomos, Vocus, Passenger.com Source: wikipedia
  • 14. 14 Social Media & Marketing  Its about reach  Reach more people vs. reach the right people.  Finding more customers vs. having customers need to find you.  Its about engagement  Engage in a real conversation  Listen to them  Answer their questions  Offer them superior customer service Source: Michiel Gaasterland, http://bit.ly/9sTC0O
  • 15. 15 Social Media & Marketing  Social Media Marketing allows you to build real relationships  Social Media Marketing at its core is closely related with public relations  Earn Trust  Influence the way they think about you.  Influence what they tell others about you. Source: Michiel Gaasterland, http://bit.ly/9sTC0O
  • 16. 16 Case Study – Passenger.com
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  • 18. 18 Case Study – Nature Network
  • 19. 19 Case Study: Source: socialmediaexaminer.com
  • 20. 20 Case Study - Source: socialmediaexaminer.com
  • 21. 21 Case Study Elsevier AUTHOR TOOLS EDITOR TOOLS
  • 22. 22 The Social Media / Advertising Integrated Planning Framework  What is the goal?  Who is the audience?  Where is the audience?  How can I connect with my audience?  How do I extend the conversation?  How can I get my audience to introduce me to others? Source: http://tommartin.typepad.com/
  • 23. 23 Key Steps To Get Started  What is your organization’s mission, strategy & objectives  Align your strategy, team & resources  Start with Web Governance  Create an integrated social media marketing plan  Establish a performance dashboard  Review, refine and redirect your efforts  Remember Social Media is another tool and the old rules of creating a proper marketing mix of activities is still essential!
  • 24. 24 THANK YOU DARRELL W. GUNTER D.GUNTER@ELSEVIER.COM +1.973.454.3475