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Social media and content marketing for newspapers

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Talk for publishers of Inland Press Association.

Published in: Business

Social media and content marketing for newspapers

  1. 1. Social mediaand content marketingMarch 14, 2014#pointlesshashtag
  2. 2. Here we go again... SPEAKEASY
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  4. 4. Here we go again... SPEAKEASY
  5. 5. US Newspaper readers US Facebook users SPEAKEASY
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  12. 12. Here we go again... BORRELL LOCAL DIGITAL SERVICES Ad buys (display, video and search) “Digital Services” SURVEY, 10/12 SPEAKEASY
  13. 13. But fear not. SPEAKEASY
  14. 14. You are positioned to win... SPEAKEASY
  15. 15. But enough about you... SPEAKEASY
  16. 16. About me: SPEAKEASY
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  18. 18. Social media marketing is... Using social media channels to market a brand (retail, auto, b2b, even a newspaper). Multichannel. SEO-enhancing. Hybrid of sales and service. Measurable. Just another (BIG) channel where the rules still apply – The message matters. SPEAKEASY
  19. 19. Social media marketing is NOT... Free. One-size fits all. SEO. Conversion mechanism (often). Just Facebook, Twitter and whatever new launches this week. About “likes” and “follows” – or even “engagement.” Measurable* *Yes, I realize the contradiction SPEAKEASY
  20. 20. The opportunity SPEAKEASY
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  24. 24. IMAGE CREDIT: COPYBLOGGER SPEAKEASY
  25. 25. WAIT. LET THE FLASH CHEESY LOAD STOCK IMAGE BLOG NOT UPDATED KEYWORD, NO VIDEO VERB,KEYWORD GIBBERISH SPEAKEASY
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  28. 28. “MARKETING HAS BECOME A CONTENT WAR AND NOBODY IS BETTER- POSITIONED TO WIN A CONTENT WAR THAN A CONTENT COMPANY.”JIM MORONEYPUBLISHER & CEO, THE DALLAS MORNING NEWSCHAIRMAN, SPEAKEASY SPEAKEASY
  29. 29. But, he’s only half-right. SPEAKEASY
  30. 30. Your secret weapons... SPEAKEASY
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  33. 33. The opportunity: SPEAKEASY
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  42. 42. What it takes...Great contentStrong ledes24-7 operationKnowing communityRelevanceNimblenessUnderstanding of crisismanagementCustomer serviceSales relationshipsPromotions mindsetBully pulpit to amplify when Plan A fails SPEAKEASY
  43. 43. What it takes...Great contentStrong ledes24-7 operationKnowing communityRelevanceNimblenessUnderstanding of crisismanagementCustomer serviceSales relationshipsPromotions mindsetBully pulpit to amplify when Plan A fails SPEAKEASY
  44. 44. Challenges: You probably suck at social media. You probably think it’s just advertorial. Gold rush of tools Daily change Local is harder than national in social Scale Tools SPEAKEASY
  45. 45. Strategy drives: SPEAKEASY
  46. 46. Who are the customers? For self-serve tools – SMB’s For service and content – Newspaper advertisersSpeakeasy sales and pending by volume Speakeasy sales and pending by revenue Media 3% National B2B 3% 2% Media Nonprofit/Church/Cause National 3% Medical 6% 21% Real Estate 20% Home 8% 9% B2B 9% Real Estate 8% Home Nonprofit/Church/Cause 9% 17% Agency Medical 9% 20% Retail 9% Retail Auto Agency Auto 11% 9% 14% 12% SPEAKEASY
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  48. 48. Range of engagementsContent only: Typical turnkey: Specialist: Articles for $100- $2k - $5k / month Up to $250k $250 each Blog or other Using every tool (minimum $25k content site in the box to buy) Manage multiple solve a specific Video: $5k for social nets problem one day; one Promotions Very customized location; as many Deep metrics and and time videos as competitive intensive possible analysis Generally Sweet spot-- involves custom best margins software and lots of content SPEAKEASY
  49. 49. Proving it works Promotions that convert Fangated and share-encouraging Contests Coupons Deals Metrics beyond likes “Edgerank” Listening metrics and demographics Check-ins SEO Reviews / testimonials Oh, and OK, sure, if you insist– “Likes” too SPEAKEASY
  50. 50. Using your bully pulpit as a channel SPEAKEASY
  51. 51. Leveraging your organization tocreate content SPEAKEASY
  52. 52. Beware... SPEAKEASY
  53. 53. What we’ve learned at Speakeasy...Longer sales cycle than expectedHigher AVO than expectedEvery deal is customContent really is king– about 1/3 of businessis more content than socialWork is frontloadedHave to move quicklyDecision-maker must be looped inTools and metrics evolve daily SPEAKEASY
  54. 54. QUESTIONS? Mike Orren PRESIDENT MIKEO@YOURSPEAKEASY.COM WWW.YOURSPEAKEASY.COM @MIKEORRENFACEBOOK.COM/YOURSPEAKEASY SPEAKEASY

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