- 1.Kim Pittaway www. kimpittaway .com Twitter: @kimpittaway
Thursday, January 26, 2012The future is social: Whats your
strategy? 1:00-2:00
2. What well cover
- 2 new social media platforms
3. case studies 4. I dont think I got it Patrick Walsh &
Outdoor Canada 5. 6.
- Wasnt until fall 2010 that he ramped up his efforts
7. I treat it like a game. And I want to win. 8. What does
winning look like?
9. I look at it as a link in the chain to move people to the
magazine and the website 10. What did he do?
- Build a following by following
11. What did he do?
- Build a following by following
12. What did he do?
- Build a following by following
13. What did he do?
- Build a following by following
-
- Mine their lists and followers
14. What did he do?
- Build a following by following
-
- Mine their lists and followers
-
- Flattery works: RT intelligently
15. What did he do?
- Build a following by following
-
- Mine their lists and followers
-
- Flattery works: RT intelligently
-
- M and DM to ask smart questions, point them to key
resources
16. What did he do?
- Create connections by creating content
17. What did he do?
- Create connections by creating content
-
- 30 best fishing spots in magazine
18. What did he do?
- Create connections by creating content
-
- 30 best fishing spots in magazine
-
- Blog post listing locations--but pushing back to mag for
details
19. The blog post was my excuse to bug people 20. 21. What did
he do?
- Tweet to be RTed--all to drive web traffic
22. What did he do?
- Tweet to be RTed--all to drive web traffic
-
- Twitter messages to key provincial tourism and conservation
groups pointing them to the content. Why? To get them to RT--&
follow
23. What did he do?
- Tweet to be RTed--all to drive web traffic
-
- Twitter messages to key provincial tourism and conservation
groups pointing them to the content. Why? To get them to RT--&
follow
-
- Links get RTed more often than comments
24. What did he do?
- Created long-term narrative arc
-
- #signsoftheapocolypse2011
- Created unexpected event-based tweets
-
- Fishing&Hunting Oscar tweets
-
- Fishing&Hunting Juno tweets
25. Dont forget to have fun 26. And the results?
- 2 years in: Almost 2500 followers
- Twitter is in Top 10 referrers of traffic to Outdoor Canada
site, ranking with Bing search, Yahoo search, Facebook and OC
newsletter
27. Why do it?
- Establishes presence in wider (in Canada and beyond) fishing
& hunting community
- Engages with users (note from Emma Woolley, online content
director at OC: esp. great for web editors who may not be fully
immersed in the magazines world)
28. Right now, Im the only editorial person at OC on Twitter,
but Im encouraging the others to get on. Its still at the
encouragement rather than the enforcement stage. 29. Its all about
visibility Lisa Murphy andCanadian House & Home 30. 31. What
does visibility look like?
- Both almost doubled since last year
32. But thats not all 33. How did they do it?
- Building a following by following
34. How did they do it?
- Building a following by following
-
- RT strategically: influential people in their category
35. How did they do it?
- Building a following by following
-
- RT strategically: influential people in their category
- Be seen as experts with answers
36. How did they do it?
- Building a following by following
-
- RT strategically: influential people in their category
- Be seen as experts with answers
-
- Key word searches for dcor, decorating, paint & other
design keywords
37. How did they do it?
- Building a following by following
-
- RT strategically: influential people in their category
- Be seen as experts with answers
-
- Key word searches for dcor, decorating, paint & other
design keywords
-
- Spontaneously provide expert advice when someone poses a
question or has a problem
38. How did they do it?
39. How did they do it?
-
- Bloggers who link to CH&H material or lift their
images
40. How did they do it?
-
- Bloggers who link to CH&H material or lift their
images
-
- Use Google Alerts to notify
41. How did they do it?
-
- Bloggers who link to CH&H material or lift their
images
-
- Use Google Alerts to notify
42. How did they do it?
-
- Bloggers who link to CH&H material or lift their
images
-
- Use Google Alerts to notify
-
- Do an online gallery of, say, Design Sponges favourite CH&H
rooms--piggyback on blogger traffic
43. How did they do it?
44. How did they do it?
45. How did they do it?
-
- Facebook has 1/3 the followers but drives more referral traffic
than Twitter
46. How did they do it?
-
- Facebook has 1/3 the followers but drives more referral traffic
than Twitter
-
- Twitter provides connections to key influencers
47. How did they do it?
-
- Facebook has 1/3 the followers but drives more referral traffic
than Twitter
-
- Twitter provides connections to key influencers
-
- Pinterest has tapped a visually-driven female-heavy audience
that is well aligned with H&Hs brand
48. And the result is
- Aside from search engines, Facebook, contest sites, Twitter and
Pinterest are top traffic referral sources for houseandhome.com and
maisonetdemeure.com
- Staffed with one dedicated social media staffer, with rest of
web team contributing
49. Promotion, promotion, promotion Plus special contests and
offers specific toFacebook and Twitter 50. When we do our next site
redesign, well boost the visibility of Twitter and Facebook on our
homepage. 51. Case study bonus round
- This Magazine Groupon offer: 260 new subs. But only 17 renewals
(6%)--well below usual 35% 1st renewal average for them
52. 2 new social media platforms 53. My favourite acronym:
YAFSMN
- How do you know what the next hot social media network will
be?
54. My favourite acronym: YAFSMN
- How do you know what the next hot social media network will
be?
- You dont. Many are hyped. Few are chosen
55. But
- Watching the buzz on Mashable.com, Techcrunch.com,
Thenextweb.com, Readwriteweb.com and others will help you spot the
likely bets.
56. Pinterest and Google+ 57. Pinterest 58. Pinterest
- A virtual pinboard: Lets users organize and share images from
the web, browse pinboards of others, follow others and be
inspired.
- Mission: to connect everyone in the world through the things
they find interesting. We think that a favorite book, toy, or
recipe can reveal a common link between two people. With millions
of new pins added every week, Pinterest is connecting people all
over the world based on shared tastes and interests.
59. How big is it?
- Launched in 2010; still Invite only mode; recently got $37
million in funding
- In the top 10 websites in the category of social networking and
forums (Experian Hitwise)
- 59% of users women aged 25-44
- In Oct, surpassed 421 million pageviews
- Simple, intuitive, user-friendly. Kind of cracky.
60. How are magazines using it?
- Create an account and start pinning
- Followers find you and repin your stuff
61. Whos on it? 62. Why be on it?
- Real Simple got more traffic from Pinterest in October than any
other social media source
- For House&Home, traffic referrals from Pinterest now almost
rival Twitter
63. Why be on it?
- Another place to connect with fans and industry professionals
(depending on niche). Chance to thank & praise.
- Another place to promote subs & contests
- A place to discover new inspiration
64. Google+ 65. Google+
- A social network operated by Google
- Hangouts--group video chat of up to 10 users
- According to the title of NYTs bestselling author Chris Brogans
new book, its a game changer:Google+ for Business: How Googles
Social Network Changes Everything
66. Google+
-
- Influences search: Google+ posts set public rank well in Google
search results (Wow. Really? I wonder why)
-
- Backed by Google which is pushing it to change the way we share
info online
-
- Theyre integrating it heavily with other Google products
-
- For brands, deeper interactions than Twitter, better
prospecting to find community members than Facebook because more
open
-
- Brogan suggests strong focus on key brand employees as personal
brands ie Scott Monty at Ford, Jennifer Cisney at Kodak
67. How are brands using it?
- Create an account and start posting
- Michael Dell spends time in Hangouts with real customers
- TV stations and others have used Hangouts for on-air
interviews
- Targeting specific content to specific Circles of users
68. Whos on it? 69. Why be on it?
- Total US visits in Dec: 49 million+, up 55% from Nov
- Analysts say site is at 62 million+ members, with 25% of those
signing on in Dec 2011 alone. Some predict will hit 400 million
members by end of 2012.
- Appears to tip male in users. Also seems to tip young adult
(but based on early numbers)
- Excellent resource: Mashable.coms Google+:The Complete
Guide
70. Why be on it?
- Target specific content to specific types of users
- Engage directly through Hangouts
71. 5 essential steps 72. 1. Listen
- Where are your readers already congregating?
73. 1. Listen
- * Use free tools to set up searches to see what people are
saying about you and the topics important to you:
-
- Keyword searches on Twitter
74. 2. Connect
- Who are you trying to reach?
75. 2. Connect
- Who are you trying to reach?
- Is there a platform that aligns particularly well with your
audience?
76. 2. Connect
- Who are you trying to reach?
- Is there a platform that aligns particularly well with your
audience?
- Who on your chosen platform is already reaching those
folks?
77. 2. Connect
- Who are you trying to reach?
- Is there a platform that aligns particularly well with your
audience?
- Who on your chosen platform is already reaching those
folks?
- Connect with key influencers
78. 2. Connect
- Who are you trying to reach?
- Is there a platform that aligns particularly well with your
audience?
- Who on your chosen platform is already reaching those
folks?
- Connect with key influencers
-
- Patrick and Lisas strategies
79. 2. Connect
- Connect with interested users
80. 2. Connect
- Connect with interested users
81. 2. Connect
- Connect with interested users
- Understand the community culture
82. 2. Connect
- Connect with interested users
- Understand the community culture
- If youre not on it, you dont get it
83. 3. Share
- Share real insight, real information
84. 3. Share
- Share real insight, real information
- Be real: human personality is essential
85. 3. Share
- Share real insight, real information
- Be real: human personality is essential
-
- Establish internal guidelines for tone & voice
86. 3. Share
- Share real insight, real information
- Be real: human personality is essential
-
- Establish internal guidelines for tone & voice
- Everyone wants to be an insider: Share behind the scenes stuff,
advance info, sneak peeks
87. 3. Share
- Tolerate positive & negative comments
88. 4. Ask
- People like to be asked for advice
89. 4. Ask
- People like to be asked for advice
- Test covers, test content, get story ideas, story content
90. 5. Respond
- Respond to specific requests & complaints
91. 5. Respond
- Respond to specific requests & complaints
-
- Have guidelines in place for who responds to what
92. 5. Respond
- Respond to specific requests & complaints
-
- Have guidelines in place for who responds to what
- Spontaneously respond: Help out a stranger and turn them into a
friend
93. 8 key questions 94. 1. What should you post?
95. 1. What should you post?
-
- Shared traditions foster community
-
- Outdoor Canadas Oscar & Juno tweets; signs of the
apocolypse/hope
96. 2. How should you interact?
- Its a 2-way conversation, not a 1-way broadcast
97. 2. How should you interact?
- Its a 2-way conversation, not a 1-way broadcast
-
- Solicit input, respond to questions & complaints
-
- Dont be afraid to take it offline
98. 2. How should you interact?
- Its a 2-way conversation, not a 1-way broadcast
-
- Solicit input, respond to questions & complaints
-
- Dont be afraid to take it offline
99. 2. How should you interact?
- Its a 2-way conversation, not a 1-way broadcast
-
- Solicit input, respond to questions & complaints
-
- Dont be afraid to take it offline
-
- Dont snark or flame. Ever.
100. 2. How should you interact?
- Its a 2-way conversation, not a 1-way broadcast
-
- Solicit input, respond to questions & complaints
-
- Dont be afraid to take it offline
-
- Dont snark or flame. Ever.
101. 2. How should you interact?
- Its a 2-way conversation, not a 1-way broadcast
-
- Solicit input, respond to questions & complaints
-
- Dont be afraid to take it offline
-
- Dont snark or flame. Ever .
102. 2. How should you interact?
Source: danzarrella.com, Jan 11, 2012, sample size 100K tweets
selected randomly 103. 3. What is most likely to get shared? 104.
3. What is most likely to get shared?
105. 3. What is most likely to get shared?
-
- Wow! Cool! Positive emotion drives RT more than straight
information sharing
106. 3. What is most likely to get shared?
-
- Wow! Cool! Positive emotion drives RT more than straight
information sharing
107. 3. What is most likely to be shared?
- Anatoliy Gruzd @ Dal: 46,000 tweets during VanOc. Positive
tweets RTed avg 6.6 times, 2.6 for neg, 2.2 for neutral
108. 3. What is most likely to be shared?
- Anatoliy Gruzd @ Dal: 46,000 tweets during VanOc. Positive
tweets RTed avg 6.6 times, 2.6 for neg, 2.2 for neutral
- Facebook internal data: Major news sites--provocative or
passionate stories generated 2-3 times more engagement
109. 3. What is most likely to be shared?
- Anatoliy Gruzd @ Dal: 46,000 tweets during VanOc. Positive
tweets Rted avg 6.6 times, 2.6 for neg, 2.2 for neutral
- Facebook internal data: Major news sites--provocative or
passionate stories generated 2-3 times more engagement
- Study of NYT most emailed: Stories that inspired awe were more
likely to be shared
110. 3. What is most likely to be shared?
- Links get RTed more than comments or replies
Source: danzarrella.com, Jan 11, 2012, sample size 100K tweets
selected randomly 111. 4. When should you share?
Source: http://blog.kissmetrics.com/science-of-social-timing-1/
112. 4. When should you share?
Source: http://blog.kissmetrics.com/science-of-social-timing-1/
113. 5. Why do people quit you? 114. 5. Why do people quit you?
- Other studies have shown that more than 90% of quitters do so
because of too frequent, irrelevant or boring communications
- Consumers are more cautious about liking brands on Facebook
because of being swamped by self-serving promo (ExactTarget
study)
115. 6. How can you manage this?
-
- Hootsuite, Tweetdeck, Seesmic & others
116. 6. How can you manage this?
- Monitor and manage staff time
-
- Target your engaged employees
117. 6. How can you manage this?
- Stay on top of the rules of engagement
118. 7. What social media should you focus on?
- Facebook: Smaller numbers, tougher to grow, more organic
119. 7. What social media should you focus on?
- Facebook: Smaller numbers, tougher to grow, more organic
- Twitter: Bigger numbers, quicker to grow
-
- But good for familiarizing
120. 7. What social media should you focus on?
- Facebook: Smaller numbers, tougher to grow, more organic
- Twitter: Bigger numbers, quicker to grow
-
- But good for familiarizing
- Pinterest: Comparatively small but growing
-
- Especially good for visually driven brands with female-heavy
readership/user base
121. 7. What social media should you focus on?
- Facebook: Smaller numbers, tougher to grow, more organic
- Twitter: Bigger numbers, quicker to grow
-
- But good for familiarizing
- Pinterest: Comparatively small but growing
-
- Especially good for visually driven brands with female-heavy
readership/user base
- Google+: Googles baby. Oh, and search
-
- Could it be 2012s big story?
122. 7. What social media should you focus on?
- Postling: Average link on Twitter got 117 clicks, while average
link to Facebook got 250 clicks
123. 7. What social media should you focus on?
- Facebook is your inner circle, most committed
- Twitter is your wider circle, less committed but still
important
124. 8. What about the others?
- But do keep an eye out for social media opportunities that
could be distinctively useful or engaging for your audience
-
- Challenge: barrier of getting them to join
-
- Opportunity: break new ground, do something cool
125. 1 mega-question 126. What is the ROI?
- Only 12% of companies surveyed feel their orgs use SM
effectively (Harvard Business Review Analytic Services study)
127. What is the ROI? 128. Small tangent 129. You need to be in
the 13% who are very effective measurers 130. Whats the R in your
ROI? 131. Whats the I in your ROI? 132. You cant track what you
havent measured 133. You cant track what you havent measured
- Establish your baseline metrics
134. You cant track what you havent measured
- Establish your baseline metrics
- Track and chart your key investments and actions by date
135. You cant track what you havent measured
- Establish your baseline metrics
- Track and chart your key investments and actions by date
- Overlay your investments and actions on your metrics
136. You cant track what you havent measured
- Establish your baseline metrics
- Track and chart your key investments and actions by date
- Overlay your investments and actions on your metrics
137. And a bunch o resources 138. Find
- This presentation atwww.slideshare.net/KimPittaway
- The links (and other articles)
atwww.delicious.com/kimpittaway/AMA
- Me on Twitter @kimpittaway
- Me on LinkedIn atwww.linkedin.com/in/kimpittaway
- My website at www.kimpittaway.com
139. Questions?