socialmedia jreynolds april
DESCRIPTION
Social media is a key source of website traffic, an exciting way to showcase your content, and the key to building a community around your brand. But how much time and resources should you devote to this channel? What team and what tools are required to measure and maximize your ROI? Using real-life case studies from media brands using Facebook, Twitter, and Pinterest, Jennifer Reynolds explores building a social footprint that fits your publication, will expand your audience, promote your brand, and drive more revenue.TRANSCRIPT
Making Social Media
Make Sense for Your
Business
Jennifer Reynolds Alberta Magazines Conference
Managing Editor, Digital March 2014
Reader’s Digest Canada Calgary, Alberta
@ReynoldsJenj
1
Social media dominates
time spent online
25%
13%
11%
9%
9%
6%
Social Networking
Online News
Online TV
Online Radio
Microblogging
Blogging
Canadian Internet Users (Average Time Spent Per Day)
Source: eMarketer 2013
2
Where are we ‘socializing’?
20.5
19.6
6
6
5.8
3.9
Youtube
Google+
Canadian Unique Visitors per Month (Millions)
Source: comScore February 2014
3
Social users are MOBILE
75% 75% 78% 48% mobile only
Source: Facebook, Twitter, Pinterest
4
Source: comScore
5
13 Things You Need
to Know to be
Successful
in Social Media
6
1. What are your
GOALS?
7
GOAL: Grow website traffic
8
Social Media vs. SEO
Social • Encourages creation of sharable
content
• Gain feedback through engagement
(comments, likes, shares)
• Rich data available
• Passive audience: Content finds me
through my network
• Senior execs question it
• Requires some investment (not free!):
consulting, training, tools
• Earned reach is yours to keep
SEO • Encourages cramming content with
keywords
• Understand customer intent through
keywords (if/when available)
• Keyword data less available
• Active audience: Relies on user queries
• Senior execs get it
• Requires significant investment:
consulting, training, tools
• Earned rankings can disappear with
Google algorithm updates 9
Search Results are SOCIAL
Source: Searchmetrics SEO Ranking Factors – Rank Correlation 2013
10
GOAL: Grow subscriptions
11
GOAL: Increase app
downloads
12
GOAL: Create new ad
products
13
GOAL: Collect UGC
14
GOAL: Collect UGC
15
GOAL: Collect UGC
16
GOAL: Test new content
National Magazine Award Winner
Gold – Science, Technology and the Environment
Silver – Essays
17
GOAL: Test new content
18
GOAL: Drive to offline
platforms/events
19
GOAL: Brand awareness
20
GOAL: Brand awareness
21
GOAL: Promote key
brand initiatives
22
Sometimes, you can have it
ALL
Canada’s Most Interesting Towns
1.2 million page views
669 submissions
1,453,835 votes
• RD’s most shared Facebook content (2012)
• UGC content for online and print
• Newsletter signups
• Live event in Quebec City
• Visitors received special sub offer
• Sponsored section
23
2. How will you
SELL it?
24
YOU are a
marketer
25
3. How will you
MEASURE it?
26
What are your KPI’s?
• Digital Reach: website traffic, newsletter
signups, social fans/followers, social
engagement, UGC content, app downloads
• Revenue Growth: visits, page views,
CPMs
• Offline Reach: print subscriptions,
newsstand sales
27
4. What TOOLS
will you use?
28
29
5. What are the
BENCHMARKS?
30
Okay, but is
that GOOD?
31
6. What’s the
TIME FRAME?
32
7. What are the
ACTIONABLE
insights?
33
34
35
Facebook Post Boost
36
Boost Results
37
8. How will you
build your TEAM?
38
Social Media Task Force
Content
Team
Technology
Team
Customer
Service
Team
Marketing
Team
39
Outsource or Insource?
• DO go outside for guidance and expertise
• DON’T task an outsider with managing
your brand in social media
• DO identify the most socially-savvy
resource you can afford
• DON’T let interns run your social media
40
Assign Stories
Vet Pitches Edit Stories
Layout Pages
Collaborate with art team
Writing Content Proofreading
Research Fact-Checking
Custom Publishing SIPs
Digital Editions
TWEET & RETWEET
POST TO FACEBOOK
FOLLOW INFLUENCERS
ANALYZE TRAFFIC
PIN & REPIN
CREATE HASHTAGS
POST TO YOUTUBE POST TO GOOGLE+
RESPOND TO COMMENTS
START CONVERSATIONS
The New Job Description?
MONITOR COMPETITORS
INDUSTRY AWARENESS
CORPORATE ADVOCACY
41
One Voice or Many?
42
Ongoing Training
JOURNALISM COMMUNITY
MARKETING COMMUNITY
43
9. What is your
BRAND VOICE?
44
10. Which
PLATFORMS
will you use?
45
46
Extraordinary Uses: Twitter
47
Extraordinary Uses:
48
Extraordinary Uses: Google+
49
Extraordinary Uses: Storify
50
11. What is your
CONTENT
strategy?
51
1. Entertaining
2. Informative
3. Inspiring
4. Surprising
5. Brand-relevant
6. Useful
7. Cute
8. Funny
9. Nostalgic
10. Smart
Top 10 Social Attributes
52
Make ‘em laugh
53
Make ‘em think
54
Inspire ‘em
55
Amaze ‘em
56
Make ‘em hungry
57
Surprise ‘em
58
Best Really Good Practices
• Post format matters
• Variety is important
• #Hashtag it
• Outreach
• Frequency
• Time of day
• Adapt headline/post by network
• Use platform targeting
59
12. How will you
build your
FOLLOWING?
60
Fan-Gated Content
Hashtag Photo Contest
700+ photo submissions
2,000 new page likes
• UGC content for online and print
• 400 newsletter signups
61
62
Cross-Promotion
63
More Audience Development
Tactics
• Target your niche
• Target your subscribers/visitors
• Follow influencers
• Join/start conversations
• Add sharing tools to your website
• Publish great content. Often.
64
13. How will you
LISTEN to the
community?
65
66
67
68
69
70
Key Takeaways
71
13 Things You Need to Know
to be Successful in Social
1. What are your goals?
2. How will you sell it?
3. How will you measure it?
4. What tools will you use?
5. What are the benchmarks?
6. What’s the time frame?
7. What are the actionable insights?
8. How will you build your team?
9. What is your brand voice?
10. Which platforms will you use?
11. What is your content strategy?
12. How will you build your following?
13. How will you listen to the community?
PLANNING OPERATIONAL
72
Thank YOU!
74