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 case studies

2 new social media platforms

5 essential steps

8 key questions

1 mega-question

And a bunch o resources

3. case studies 4. I dont think I got it Patrick Walsh & Outdoor Canada 5. 6.

Joined in fall 2009

Didnt get it

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?

1,000+ followers

The RIGHT followers

A network of connections

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

• Target influencers

12. What did he do?

Build a following by following

• Target influencers

• Search for enthusiasts

13. What did he do?

Build a following by following

• Target influencers

• Search for enthusiasts

• Mine their lists and followers

14. What did he do?

Build a following by following

• Target influencers

• Search for enthusiasts

• Mine their lists and followers

• Flattery works: RT intelligently

15. What did he do?

Build a following by following

• Target influencers

• Search for enthusiasts

• 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

• #signsofhope2011

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)

Customer service

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?

11,000+ Facebook fans

Twitter:

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?

Dont get mad, get smart

39. How did they do it?

Dont get mad, get smart

• Bloggers who link to CH&H material or lift their images

40. How did they do it?

Dont get mad, get smart

• Bloggers who link to CH&H material or lift their images

• Use Google Alerts to notify

41. How did they do it?

Dont get mad, get smart

• Bloggers who link to CH&H material or lift their images

• Use Google Alerts to notify

• Ask for link and credit

42. How did they do it?

Dont get mad, get smart

• Bloggers who link to CH&H material or lift their images

• Use Google Alerts to notify

• Ask for link and credit

• Do an online gallery of, say, Design Sponges favourite CH&H rooms--piggyback on blogger traffic

43. How did they do it?

Monitor your competitors

44. How did they do it?

Monitor your competitors

Monitor your impact

45. How did they do it?

Monitor your competitors

Monitor your impact

• Facebook has 1/3 the followers but drives more referral traffic than Twitter

46. How did they do it?

Monitor your competitors

Monitor your impact

• 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?

Monitor your competitors

Monitor your impact

• 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.

Two of them are

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

3 million users

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

Monitor competition

64. Google+ 65. Google+

A social network operated by Google

Launched June 28, 2011

Built around circles

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+

Why a game-changer?

• 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?

Boost search

Connect with users

Target specific content to specific types of users

Engage directly through Hangouts

Monitor competition

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:

• Monitter.com

• Tweetbeep.com

• Google Alerts

• 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

• Keyword searches

• Followers of followers

• Competitors

81. 2. Connect

Connect with interested users

• Keyword searches

• Followers of followers

• Competitors

Understand the community culture

82. 2. Connect

Connect with interested users

• Keyword searches

• Followers of followers

• Competitors

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?

Be informative.

95. 1. What should you post?

Create online traditions

• 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

Its public, not private

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

Its public, not private

• 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

Its public, not private

• Dont snark or flame. Ever.

Have a crisis plan

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

Its public, not private

• Dont snark or flame. Ever .

Have a crisis plan

• Who watches?

• Who is informed?

• Who responds?

102. 2. How should you interact?

Conversation yes, but

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?

Emotion = distribution

105. 3. What is most likely to get shared?

Emotion = distribution

• Wow! Cool! Positive emotion drives RT more than straight information sharing

106. 3. What is most likely to get shared?

Emotion = distribution

• Wow! Cool! Positive emotion drives RT more than straight information sharing

• And I can prove it

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?

Time of day matters.

Source: http://blog.kissmetrics.com/science-of-social-timing-1/ 112. 4. When should you share?

Time of day matters.

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?

Use the right tools

• Hootsuite, Tweetdeck, Seesmic & others

116. 6. How can you manage this?

Monitor and manage staff time

• Routines help

• Be realistic

• Target your engaged employees

117. 6. How can you manage this?

Stay on top of the rules of engagement

• Mashable.com

• TechCrunch.com

• ReadWriteWeb.com

• TheNextWeb.com

118. 7. What social media should you focus on?

Facebook: Smaller numbers, tougher to grow, more organic

• But more engaged

119. 7. What social media should you focus on?

Facebook: Smaller numbers, tougher to grow, more organic

• But more engaged

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

• But more engaged

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

• But more engaged

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?

Remember YAFSMN?

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

Look for relationships

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?