how major publishers are using social media to drive traffic

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currybet.net "Teenager finds bat asleep in bra" or How major publishers are using social media to drive traffic Martin Belam International Social Media Summit, May 2009

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Martin Belam's presentation featuring examples of major news publishers using social bookmarking, Twitter and blogs to drive traffic and enhance their brand. Presented at the International Social Media Summit, London, May 14th 2009

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Page 1: How major publishers are using social media to drive traffic

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"Teenager finds bat asleep in bra"

or

How major publishers are using social media to drive traffic

Martin BelamInternational Social Media Summit, May 2009

Page 2: How major publishers are using social media to drive traffic

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Information Architect at The Guardian

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*disclaimer

"The views expressed in this presentation are my own,and do not represent the views of Guardian News & Media"

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The Final Frontier

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What is "Social Media"?

Diagram by Brian Solis

Page 6: How major publishers are using social media to drive traffic

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Let's not get over-excited here

"Nobody talks about people down the pub laughing as a 'social drinking sensation'. You don't call people giggling on the phone a 'social telecommunications sensation'."

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Social bookmarking icons

Social bookmarking icons have infected major publisherwebsites like some kind of Internet design plague

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Nobody likes to be pointed at as the odd one out

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Popular services

The services you are most likely to see are Delicious, Digg, Newsvine, Reddit and StumbleUpon. Yahoo! Buzz is popular in the US

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Popular services

Popular services will vary from country to country and from language to language. And planet to planet.

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The single icon approach

Some sites use ShareThis or AddThisto reduce the number of icons on the page

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Bookmarks give value back to your site

The BBC and The Telegraph, for example,show people on their site what has proved popular off-site

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Links drive traffic

These services can drive significant traffic.Getting on the front page of Digg can drive many new unique visitors

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Where there is traffic, there is cash, so there are cheats

Services offer to sell votes and recommendations,or build robots to do it "automagically"

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Twitter

Winner: Communications Technology Media Hype Award 2009

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Announcing content on Twitter

Some publishers use Twitter as a pure 'push' medium, just like RSS

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Selective promotion of content via Twitter

@GuardianVoices points to spikes of interactivity aroundThe Guardian's blogs or Comment Is Free site

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A conversation with the audience

Channel 4 News have earned praise for their approach to Twitter

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Good use of Twitter can really enhance your brand

ITV's football coverage is often criticised, but the person (or people) running their Twitter presence are very engaged with the audience

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Counterfeit goods

You need to monitor what is happeningto your brandname in the Twittersphere

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Blogging

It turned out not to be the CB Radio of the 2000s

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Robert Peston has been the face of the "credit crunch"

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You can't force people to blog

A successful corporate blog needs to work hard on tone -a chronological list of press releases is not a blog

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Build relationships, not email lists

Don't mass email bloggers - target them.I wouldn't open a packet of crisps in London without inviting these two…

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What about when it all goes wrong?

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You will get criticised online…

…but then you used to get criticised in the pub, office and school playground, and you didn't have an opportunity to respond

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It isn't going to go away…

http://soshable.com/

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You want people to carry your content with them

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How major publishers are using social media to drive traffic

Martin BelamInternational Social Media Summit, May 2009

[email protected]/currybet