1. Social Media for Small Publishers July 17, 2013 Welcome to the Long Tail Alliance Please MUTE yourselves to avoid unnecessary background noise

2. Agenda About the Long Tail Alliance Presentation by Jeff Fryer, IAB Open discussion 1 3. About the Long Tail Alliance 5 year old program that was started to take a position against adverse government legislation and regulation Open to web publishers with under $1 million in advertising revenue Grown to over 1200 companies Provides educational webinars, events & networking opportunities2 4. Annual Washington, DC Fly In IAB assembles small publishers to tell your elected representatives about the important role played by the advertising-supported Internet in empowering small business growth in America. Full day of sessions, strategic planning panels and roundtable discussions created specifically to address the business interests of small publishers. The two-day event also served as a unique networking opportunity to meet other small business owners like yourselves. Read the wrap up from the 2013 Fly In3 5. How Can You Get More Involved with Membership? Attend webinars Join the LTA Community Facebook facebook.com/longtailalliance LinkedIn Group: IAB Long Tail Alliance longtailalliance.com Attend events & networking receptions Participate in the Annual Washington, DC Fly In LET US HEAR FROM YOU! WERE HERE TO HELP YOU GROW your business! Write to us! longtailalliance@iab.net Tweet us at @iabLTA 4 6. SOCIAL MEDIA SUCCESS FOR SMALL PUBLISHERS Presented by Jeff Fryer @ IAB Long Tail Alliance Webinar July 17, 2013 5 @jfryer2000 | #iabLTA 7. 6 JEFF FRYER Sr. Marketing Manager / Social Media @jfryer2000 | #iabLTA 8. 7 @jfryer2000 | #iabLTA What Are Your Concerns? What do I choose? How do I manage my time? How do I monitor? 9. 8 @jfryer2000 | #iabLTA 10. 9 @jfryer2000 | #iabLTA 11. 10 @jfryer2000 | #iabLTA 12. 11 @jfryer2000 | #iabLTA GOOGLES +1 button is used 5 million times a day Americans spend 441 minutes each and every month using Facebook on their mobile phones 12% of users have looked for deals on social media using their smartphones 47% of social media users say Facebook has the greatest impact on their buying behaviors But Pinterest buyers spend more money, more often, on more items than any of the top 5 social sites Companies that use Twitter generate 2x more leads than companies who DONT People are most likely to engage with branded content on social media that contains pictures (44%), status updates (40%) and videos 36% OF SMBS SAY ACQUIRING AND ENGAGING OF NEW CUSTOMERS IS primary goal of using social media; gaining lead generations was second (19%) Consider THIS 13. 12 @jfryer2000 | #iabLTA 1. RELAX 14. 13 @jfryer2000 | #iabLTA 1. Relax 2. GOALS 15. 14 @jfryer2000 | #iabLTA 1. Relax 3. Brand you 3. BRAND YOU 16. 15 @jfryer2000 | #iabLTA 17. 16 @jfryer2000 | #iabLTA 1. Relax 2. GOALS 4. WHEN? WHAT? WHERE? WHY? HOW? 18. 17 @jfryer2000 | #iabLTA 19. 18 Email: 7 a.m. M-F G+: 9-11 am M-Th YouTube: 12n-2p W-Th Twitter: 1-3 pm M-Th Facebook: 4-5 p.m. M-Th LinkedIn: 7-9a & 5-6 pm Tu-Th Tumblr: 7 pm M-F Instagram: 8 pm M Pinterest: 8 pm 11 p.m. M-F; 9 am Sat. @jfryer2000 | #iabLTA Best Times for Social Sharing 20. 19 @jfryer2000 | #iabLTA 1. Relax 2. GOALS 2. GOALS 21. 20 @jfryer2000 | #iabLTA 1. Relax 22. 21 @jfryer2000 | #iabLTA 1. Relax 2. GOALS 2. GOALS 23. 22 @jfryer2000 | #iabLTA 1. Relax 5. CALENDAR 24. 23 CON @jfryer2000 | #iabLTA VERSATIONS 25. 24 @jfryer2000 | #iabLTA CON 26. 25 @jfryer2000 | #iabLTA CON TEN T 6. 27. 26 @jfryer2000 | #iabLTA Content is king, but marketing is queen, and she runs THE HOUSEHOLD. 28. 27 Content is king, but marketing is queen, and she runs THE HOUSEHOLD. @jfryer2000 | #iabLTA 29. 28 Content IS king but the queen is engagement. An engaged community will give you the entire kingdom.@jfryer2000 | #iabLTA 30. 29 @jfryer2000 | 31. 30 @jfryer2000 | #iabLTA 32. 31 @jfryer2000 | #iabLTA 33. 32 @jfryer2000 | #iabLTA 34. 33 @jfryer2000 | #iabLTA 35. 34 @jfryer2000 | #iabLTA 36. 35 @jfryer2000 | #iabLTA 7. WHO CARES? 37. 36 @jfryer2000 | #iabLTA . 8. ATTACK! 38. 9. SOCIAL DOS & DONTS 37 DONT auto-DM DONT push tweets to your FB DONT delete negative comments or feedback DONT be inauthentic with fans and followers DONT be inconsistent in terms of design and voice across networks ------------------------------------------------------------------------------------------------------- DO stick to your brand voice DO respond to everyone DO create consistent content DO include strong CTA DO adapt. Analyze what has & hasnt worked DO create a clear picture for each social channel DO get a good Klout score @jfryer2000 | #iabLTA 39. Summary 38 1. Relax 2. Goals 3. Brand You 4. When/Where/Why/How 5. Calendar 6. Content = Conversations 7. Ask Yourself Who The Hell Cares? 8. Attack! 9. DOS & DONTS 10. AND. @jfryer2000 | #iabLTA 40. 39 @jfryer2000 | #iabLTA 10. Social Media is not a megaphone, its a telephone. Pick it up. 41. 40 @jfryer2000 | Thank you for your attention. Questions? Social Media Success for Small Publishers | Jeff Fryer