SOCIAL & MAGAZINE MEDIAMORE TO GAIN - WHERE & HOW?

Michiel Buitelaar, SanomaRome, 25 September 2013

THOUGHTS ON TAKING FORWARD SOCIAL MEDIA USE

scope: social & mediatentative views in an evolving universe

INTRODUCTION

big and more than chatting away

much more to get from if done professionally

BACKGROUND

SOCIAL IS...

(and these are only the usual suspects)

BEWARE OF:

but, think streamsand sharingand devices

and new formats: video supercuts,140-character statements, 1-page blog posts, second screen,snapchats, 6-second videos, etc. etc.

content productioncontent distribution

WHAT IS SOCIAL USED FOR?

branding (of magazines, media & people)

(and how do we differentiate for that?)

branding (for advertisers)

HOW DO WE VALUE THE USE OF SOCIAL

49%

36%

15%

we haven’t been ableto show the impact yet

we have proventhe impact quantitatively

we have a good qualitative sense of the impact, but not of the quantitative impact

the impact of social media on the business in the US

SOCIAL & CONTENT PRODUCTION

SOCIAL & CONTENT PRODUCTION

search + algorithm + journalistautomated Twitter track: RT Reporteroptimize texts: Visual Revenue

social first, then SEO

SOCIAL & CONTENT DISTRIBUTION

velocity graph: predicts popularitydetermines home page, with some human curation

distinguish: like to read vs like to share

SOCIAL & YOUR BRANDING

magazine and online brands in the social spacepersons (editors) can even be bigger

become more social yourselfassociated bloggers (‘influencers’) too

SOCIAL & YOUR BRANDING

social requires listeningno longer fully in control

COMMUNITIES

1% freaks, set the tone but have limited connection

hardly monetisable

can be triggered

9% active users

monetisable reach

90% passive users

forum is where peoplediscuss your themes

SOCIAL & YOUR CUSTOMERS’ ADVERTISING

forums again - as extension of brands

‘knowledge partners’ can drive questions: dialogue

FORUMS

key: honesty, authenticity and opennessmanaging for relevancenext step: test panels (quantitative)

underestimated type of market research?

SOCIAL & YOUR CUSTOMERS’ ADVERTISINGBLOGS

focused, special interest reachmajor advertisers have overcome their reluctance

blogs & magazines & online publishing: mutually beneficial

PROFESSIONALISE

good things happening but...

set your own scenelet there be (more) blogsdifferentiate devicesbe open: inviteuse KPIsquantifyfacilitate ‘social nerds’

RAMPING UP SOCIAL

create & driveyour own forums

SET YOUR OWN SCENE

include the bestsocial content

produce for social, even before search (SEO)

LET THERE BE (MORE) BLOGS

(mutual) fit with magazines and typical magazine subjectsgoing into the long tailblogging networks coming into playauthenticity: good enough = good enoughare all your magazine editors already blogging?

blog ‘evolution’+ forums + other social

DIFFERENTIATE DEVICES (PLATFORMS)

many people start on one device, finish on anothera ‘portable experience’ is keyresponsive design

use specific qualities

- Windows 8 live tiles- Android widgets- smartwatch notifications- Google Glass headlines- IFTT triggers

BE OPEN

provide APIs

invite: leverage the crowd

USE KPIsREAL ONES

IPM, interactions per mille *

assisted social mediaconversions *

sentiment analysis sector comparison

share of voice social value (Google Analytics)*

visual reach (Pinterest Analytics)

QUANTIFY - SENTIMENTS

more-or-less unsolicited data‘listening’ & acting on that 43% motivating

34% fashionable9% innovative7% addictive7% fun

QUANTIFY - SENTIMENTS

what do users dislike about Nike+ Fuelband?

price

limited activities

accuracy

water resistance

design/looks

data sync/upload

reliability/quality

calories

battery life

visible on wrist

powered by

QUANTIFY - SENTIMENTS

what do users like about Nike+ Fuelband?

motivational tool

app/site features

data sync/upload

design/looks

comfortable

battery life

easy to use

LED display

time display

fuel metric

powered by

QUANTIFY...CLUSTER OF TWEEPS, FOLLOWERS, FRIENDS AND THEIR BEHAVIOUR

1425 FIPP followers2773 tweets from FIPP

7590 average followers3482 average friends7 clusters

online version: http://goo.gl/Xi47Nq

get young people inwho breathe ‘social’give them spacebe inspired by themmanage them on performanceallow for experiments

FACILITATE ‘SOCIAL NERDS’

running ‘social’ is a craft

WRAP-UP

potential is bigger than reality of todayyour brands and your advertisers’ brands will benefitexperiment

CLOSINGTHANK YOU!

?thanks to:Jurriaan BernsonLeonard BukenyaKirsten JassiesMichiel KoemanBrechtje de LeijDavid RemmerSam WarnaarsJoep ArtsBob Rietveld

feedback to:michiel.buitelaar@sanoma.com@buitelaar+31 648 000 005