why facebook should start an affair with the magazine industry
DESCRIPTION
A presentation I gave at Magazine Week in Sydney on the 16th November 2012.TRANSCRIPT
Why the Australian Magazine industry should start an affair.
Why the Australian Magazine industry should start an affair.
With facebook.
Why?
They are perfect for each other.
Imagine a world where the majority of your magazine subscriptions came from one source.
Imagine being able to directly influence tens of thousands of your readers, every day.
Imagine having access to the largest and most powerful focus group your magazine has ever had.
Imagine using this focus group to unearth genuine consumer insights that made your magazine better than
your competitors, consistently, for free.
Imagine?
Imagine?
That world exists, right now.
That world exists, right now.
But very few realise it.
HOLD UP.....
Who is this guy?
Who is this guy?
mudomedia.com.au
Who is this guy?
Media is the most engaged industry on facebook.
Media Automotive Fashion
Why?
Emotionally engaging content.
Is social media dynamite.
Most businesses have little of this
content to share
But you, as publishers, have…
A LOT of it.
A LOT of it.
It’s your business!
You have an unfair advantage...
LEVERAGE IT
How!
Facebook Fundamentals
Advertising
Content
Community Management
Analysis
Growth
Engagement
Insights
Optimisation
= Advertising Live
= Social activity cycle
Engage with topical, linked content
Engage with topical, linked content
Facebook Your site
Deliver beautiful, relevant images
Deliver beautiful, relevant images
Facebook Your site
Gauge opinion
Gauge opinion
Facebook Your site
Develop a stronger understanding of your consumer, through analytics.
Measure how many consumers you are reaching.
Measure how many consumers you are reaching. DAILY
Measure how many consumers you are reaching. DAILY WEEKLY
Measure how many consumers you are reaching. DAILY WEEKLY MONTHLY
PROOF, IN NUMBERS
460,000+ fans
PROOF, IN NUMBERS
460,000+ fans
DAILY 38,000
REACH (in consumers)
PROOF, IN NUMBERS
460,000+ fans
DAILY 38,000 WEEKLY 266,000
REACH (in consumers)
PROOF, IN NUMBERS
460,000+ fans
DAILY 38,000 WEEKLY 266,000 MONTHLY 1,064,000
REACH (in consumers)
What does that mean in the real world?
Compare reach
Reach = 921,166* Reach = 1,064,000
*from Newspace website (official) ABC June 2012
Through facebook, your magazine can potentially reach over 1M consumers
per month.
Converting reach into magazine subscriptions
Discount Subscriptions for facebook fans.
Release code via facebook, link to
subscription signup page.
Converting reach into magazine subscriptions
Discount Subscriptions for facebook fans.
Release code via facebook, link to
subscription signup page.
Encourage reader opinion pieces to be submitted
through facebook.
Best opinion piece is published in magazine,
author receives subscription.
Converting reach into magazine subscriptions
Discount Subscriptions for facebook fans.
Release code via facebook, link to
subscription signup page.
Encourage reader opinion pieces to be submitted
through facebook.
Best opinion piece is published in magazine,
author receives subscription.
Release exclusive material to facebook first
Will drive share ability, increase reach and lead to more subscriptions.
So…
…What point are you making?
Facebook allows you to reach and influence a higher volume of qualified
readers, more often.
Facebook allows you to reach and influence a higher volume of qualified
readers, more often.
More reach equals more brand awareness and influence.
More reach equals more brand awareness and influence.
More influence leads to sales and subscriptions.
Facebook allows you to reach and influence a higher volume of qualified
readers, more often.
DO Publish as much relevant content
through your page as possible.
Give them a taste, not the full article.
This is why readers follow you!
DON’T Hold off posting content on facebook for fear it will cannibalize your print business.
GIVE THEM A TASTE.
If anything, readers will see more value –
putting your magazine on their consideration list.
REMEMBER Media is the most engaged industry on
You have an unfair advantage, your content.
Become a culture-maker.
USE IT!
Imagine a world where the majority of your magazine subscriptions came from one source.
Don’t imagine, that time is here.
THANKS! Mike Watkins Twitter.com/digiocial [email protected] 0406 734 767