publishers & social media: solutions for success
DESCRIPTION
Social media success does not happen by chance, it starts with the right foundation. Read more.TRANSCRIPT
The question is…
CAN SOCIAL MEDIA DRIVE REAL BUSINESS VALUE FOR PUBLISHERS AND MEDIA COMPANIES?
Yes.
BUT LET’S ACKNOWLEDGE SOME OF THE CHALLENGES…
DISINTERMEDIATION
CONTENT OVERLOAD, EVERYDAY…
4 billion pieces of content shared on Facebook
3 billion searches
2 billion video views on YouTube
70 million tweets
FRAGMENTATION OR FACEBOOK?
WE’RE NOT SURE HOW (WHAT) TO MEASURE
LACK OF FORMAL, MEASURABLE ENGAGEMENT BEST PRACTICES
But what about the opportunities?
UNLOCK THE POWER OF SOCIAL MEDIA TO DRIVE RESULTS
What if social media could…
Drive traffic
Increase reach / create social inventory
Increase conversions
Drive audience development and insights
Provide CRM
Fuel new content ideas and products
The path forward
GOVERNANCE, INSIGHTS, STRATEGY & TRAINING
EDITORIAL PROGRAMMING & ENGAGEMENT BEST PRACTICES
MEASUREMENT & PERFORMANCE ANALYSISFOUNDATION
FOR SUCCESS
EXECUTION & OPTIMIZATION
BUSINESS VALUE
Social media success starts with the right foundation
BUILDING A FOUNDATION WITH GOVERNANCE, STRATEGY & TRAINING
GOVERNANCE
The Playbook…
Rules of engagement Best practices Moderation Escalation Localization Permissioning Scalability
AGILE STRATEGY
Gather insights
Prioritize strategic opportunities
Develop editorial & engagement plan
Produce content
Publish &
Propagate
Evaluate performance
TRAINING
Beyond the basics, does your social media manager know how to…
Optimize for EdgeRank Utilize analytics to drive engagement
decisions Build, Engage, Influence and Amplify an
audience or audience segments Maximize visibility and traffic through key
practices like day-parting Conduct influencer outreach for audience
extension and link building
There is a better way to execute (and optimize)
DATA AND INSIGHTS-DRIVEN CONTENT STRATEGY & ENGAGEMENT BEST PRACTIECS
EDITORIAL PROGRAMMING
AUDIENCE SEGMENT
SEARCH & SOCIALINFORMED THEMES
BLOG
YOUTU
BEFA
CEBO
OK
TAB FA
CEBO
OK
WAL
LTW
ITTE
RFL
ICKR
FOUR
SQUA
R
E FORU
MS
AUDIENCE TECHNOGRAPHICS & CHANNELS
TO
PIC
S
FORMATS
RATIONALE
AWARENESS
CONSIDERATION
PREFERENCE
ACTION
ADVOCACY
AUDIENCE MANAGEMENT
Processes and practices for…
Real-time research Analysis Planning Publishing Propagating Engaging Reporting
AUDIENCE MANAGEMENT BEST PRACTICES
# Daily Active Fans
Reach = Friends of Fans (Impressions)
Balanced Diet EdgeRank
optimization A/B testing Day-parting Engagement
primetime Audience
segmentation
TALENT + TECHNOLOGY
BIG BOX RETAILER AS PUBLSIHER?
FB Audience: Females 25-34 in metropolitan areas: Dallas, New York, Seattle, Chicago, Los Angeles, San Francisco; 70% college educated; 72% married
FB “verified circ”: 200,000+ daily active Fans (readers & active participants)
FB Total reach: 6 million monthly post impressions
Sellable inventory on FB: Wall posts/takeovers, Live events, polls, Q&A’s, sponsored videos
Unlocking business value: don’t count your social media
metrics
MEASUREMENT & ANALYSIS
WHAT ARE THE RIGHT METRICS?
Fans Likes Re-tweets Comments Shares Views Referral traffic (segmented by post? By
audience?)
Are these good metrics?
DEVELOP MEASUREMENT STRATEGY
Internal KPI’s
(Content Process)
AMOUNT PRODUCED
PUBLISHED & PROPAGATED
KPI’sTRAFFICREACH
Short-term Long-term
Leading Indicators
(Metric Categories)
AWARENESS ACTION ADVOCACY
OPTIMAL EFFICIENCY
EXTENSION
TEST, LEARN, ITERATE
Define tests to assess the validity of social media metrics against your KPI’s (should you care about number of Fans or just % active fans? Do certain social metrics impact other channels more than others?)
Refine social media executions based on testing
Formalize best practices out of performance findings
Case Study
SOUNDS GREAT, DOES IT WORK?
BILLBOARD.COM
SITUATION Goals: increase traffic & time
spent on-site Facebook & Twitter #14 and
24 referrers
RESULTS Doubled traffic in 4 months
all through earned, organic social media traffic
Social visitors spent 4.2X time on site as search referrals
Facebook & Twitter became the #2 and 4 top referrers
KEY TAKE-AWAYS
Set a foundation for success with governance, strategy and training
Take a data-driven approach to execution; utilize insights for content development and publishing, cultivate performance-driving best practices for engagement
Develop a measurement strategy, test learn and repeat
