Social Media for Publishers! Why, How and Best Practices

Questions or Comments?Phone 1.800.948.0113Email [email protected]

Copyright © 2011 Grow Socially, Inc. All Rights Reserved.

Social Media and Publishers!Why, How and Best Practices.



John Foley, Jr.

► Grow Socially, Inc – Support Services► Online Marketing/Social Media► Plan, Manage, Execute and Measure

I love Mar(H)keting!



Today’s Agenda

► Why You Should Care About Social Media

► How Publishers Can Use Social Media

► Best Practices, Strategies, and Tips



SOCIAL MEDIAWhy should you care about it?



Social Media Statistics

► Nearly 750 Million Users on Facebook (6/11)

► 300 million Twitter users as of (5/11)

► 30+ Hours of Video Uploaded to YouTube every minute

► 50 million people on Google+ and growing!



Social Media and Search Engine Optimization (SEO)

► Social Networking Activity Helps People Find Your Stories and Publications!

FaceBook Twitter YouTube Blog



SEO and Online Video



SEO and Your Website

1. Simple and Direct User Interface2. Keywords3. Uniqueness4. Content up Front5. Engagement opportunities

a. Download a Whitepaperb. Sign up for Newsletterc. Blog responsed. Polle. Contestf. Widgets



How It Can Help Publishers!



What Are These Sites, Anyway?



Top Channels/Medias growing

► LinkedIN Networking - Company

► Facebook: House party with a business effect

► YouTube: Your own TV Station

► Twitter: Block Party



What is Facebook?

► The Largest Social Network

► Publishers can host pages and groups to self-promote and become destinations



Get Yourself Out There

Creating a page involves:► Logo► Name► Content► … and a Plan



What is YouTube?

► Video-sharing website on which users can upload and share videos.



Why YouTube?

• Showcase Stories, Events, Services, & More!

• Destination!



What is LinkedIn?

► A business-oriented social networking site

► Mainly used for professional networking

► Has more than 43 million registered users, spanning 170 industries

► Maybe some legs here…



Publisher Profile• Overview

• Spotlight

• List of Products & Services

• YouTube Video Integration



What is Twitter?

► Share what you are doing in 140 characters or less

► A free social messaging utility for staying connected in real-time



Blogs

► Humanizing► Improves SEO

► Keywords► Links ► Updated Information

► Give Expertise► Updates on

Activities► Sharing Information► Allows for engagement



Blogs



Four Fundamentals of All Sites

1. Build your network

2. Engage with the network you have built

3. Be consistent

4. Track and analyze



HOW CAN PUBLISHERS USE SOCIAL MEDIA



What We’re Going to Discuss

► Publishers Social Media for► Subscribers – New and Existing► Events – Promotion Before, During, and After► Curating and more



Subscribers– What Are Your Goals?

► Listen► Sysomos, Radian6, Viral Heat

► Engage with audience► Watch subscriptions► Be the Destination



Social CRM: Online/Social Intelligence

► Track Social Networking Profiles!



What Should You Do Once You Have Data?

► Listen!

► Engage!

► Share Content - not always yours!



What Should You Talk About?

► Relevant (Your Publishing) Topics

► Events – Webinars, Trade Shows, Conferences

► Items that are relevant to the target audience

► Repurpose your offline to online



What Are Your Goals for Events

► Create awareness► Increase subscribers► Produce and participate► Keep the conversation going after► Be the Destination!



YouTube to Create Awareness

► Speakers► Hosts► Live Footage► Recaps► Distribute!

Improve SEO – Alternative exposure of your objective



Twitter to Create Event Awareness



Twitter to Increase Event Registration



Create Twitter Pages for Events



Create Custom Facebook Tabs for Events and More

• Drive traffic to Facebook

• Push Sign Ups, Registrations

• Additional outlet for information



Expand print Content Online

FaceBook, Blogs etc.



Social Networks Events

Expand the Offline event

YouTube videos of what was learned!



Social Networks to Create Memorable Events

► Participate in event’s hashtag

► Retweet attendees

► Post Twitpics► Announce live

timeline of sessions



7 - for Publishers

Mashable.com

7 Ways Print Magazines Are Using Social Media to Engage Readers

1. Curating Content2. Expanding Editorial Content3. Offering Expertise in Real Time4. Catalyzing Connections5. Leveraging Influence6. Extending the Editorial Experience7. Monetizing Social Media

http://mashable.com/2011/02/09/social-media-magazines/





BEST PRACTICES, STRATEGIES, AND TIPS



Best Practices

6 Social Media Best Practices for Publishers

1. Plan.2. Research. 3. Decide. 4. Get your content up to snuff. 5. Make internal changes. 6. Open up.

Date Site Designer - http://ilink.me/6best



Marketing Plan►It all starts with a plan



Expo Event8AM-6PM

Send out flyers to clients

Announce on website

Email eNewsletter (Announce)

Tell colleagues you’re attending

Send thank you cards

Enter new contacts in CRM

Mail -Monthly Newsletter

Marketing Calendar



Expo Event8AM-6PM

Send out flyers to clients

Announce on website

Email eNewsletter (Announce)

Tell colleagues you’re attending

Send thank you cards

Enter new contacts in Excel

Mail -Monthly Newsletter

Marketing Calendar

Create Post, Link back to website

Announce on &

Comment on event’s page

Connect with Keynote Speakers on

Join in on event’s hashtag

Share speaking presentation on

Friend new contacts on

Share event article on

Share event article on

Announce booth # with video post

Follow-Up with Post & Post Pictures



Social Media Marketing Plan

► Describe Business and Its Goals► Know Your Audience► The One Thing► Humanize Your Brand► Content Resource &

Distribution Strategy ► Measure Your Success

Strategy Before Tactics!



Know Your Audience

► Who Are They?

► Where Are They Cyclically?

► How Do They Use Social Media?



Your Target Audience

Define Target Audience► Subscribers

Audience Acquisition ► Discover► Engage► Get Found



Is everyone interested in the same communication?

I’m on Twitter

I still email

I use Facebook,Twitter & LinkedIn

I love my mail

I Google for my

information

Where are your prospects and customers getting their information?



The One Thing

Competition

Keywords



Humanizing Your Brand



Content Resource Library Visit Resources Daily

Pull Content Make Links Measurable Push Content Out

Content Distribution StrategyResources are monitored. Content is identified and pulled, made trackable, and pushed out across platforms.

Content A

Content B

Content C



How to Measure Success?

► Site Traffic► Downloads► eNewsletter Sign-Ups► Blog Comments► Questions► Shared Links► Re-Tweets► Followers► Who’s talking about you and

how► Show me the money


Copyright © 2011 Grow Socially, Inc. All Rights Reserved.Questions or Comments?Phone 1.800.948.0113Email [email protected]

Copyright © 2010 Grow Socially, Inc. All Rights Reserved.Questions or Comments?Phone 1.800.948.0113Email [email protected]


$

Optimize / Social FriendlyeNewsletter Sign-Ups

White PapersOffersEmailsPollsBlogs

Landing Pages

Get Noticed

Engageand

Nurture

Inquiries

Engageand

Nurture

Integrated Multi-Channel MarketingAction – Publish – Engage – Converse – Share

Social Media Blogging Analytics Content Mgmt SEO

Start with MKTG Plan

Product?Service?Asset?

Qualified and Budgeted

Buyers



Effective Online Marketing Strategy

► Online/Social Media Marketing Plan► Website► Search Engine Optimization

Online Marketing Plan



Search Engine Optimization

► Get found► Using specified keywords► Consistently updating ► Using links to other

pages of site or other websites



COMPANY WEBSITE

Social Media

SEO

DM/Flyer

E-mail

Links

Other

Inbound and Outbound

Whitepapers,eBooks

Downloads

eNewsletter Sign-Ups

Comments & Questions on

Blog

Info/Inquiries

Webinar Sign-Ups

100 Visitors

2000 Visitors

800 Visitors

3500 Visitors

CRM



Use Social Media Effectively

► Start with a Plan► Address Goals► Make a Schedule► Know What You Want

to Do ► Cross Promote

Across All Pages► Integrate with Website► Include in Offline

Marketing Efforts



Tools & Techniques

Tools► Cameras, Video Cameras► Link Shorteners► Platforms – Hoot Suite –

Tweetdeck► Listening – Radian6,

Sysomos, Viral Heat► Wordpress, Drupal

Techniques► Daily Management ► Consistent Monitoring► Integration of Social

Media and Multi-Media Channels

► Consistent Online Look► Dedicate Resource(s) or

Find a partner



Best Practices

► Listen► Share Relevant Content► Industry Specific

Content► Marketing Information► Consistently monitor for

customers► Continually post

relevant content

► Link all pages back to corporate site

► DON’T talk about yourself all the time

► Secure Branded URLs for each Channel

► Promote Monthly Newsletters

► Listen More► Be the Destination



Tools for Measuring Effectiveness

► Link Shorteners► iLink.Me► TinyURL.com

► Google Analytics► Website

► Insights► LinkedIn, Facebook, Twitter, YouTube



Measure Your Success Tools: Google Analytics

Measure the quantity and quality of the traffic that social networks

are driving to your website.



Tools for Listening


Copyright © 2011 Grow Socially, Inc. All Rights Reserved.61

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Twitter Background

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• Social Listening • Brand Awareness

Measurement• Lead Generation

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