A presentation to the Professional Publishers Association, Customer Direct Conference at The Brewery, London on 21st November 2012. This was also part of a panel session titled 'Are you afraid of talking to your customers'. For Publishers of traditional print media (be they magazines or newspapers), there are 4 areas where social media can help Publishers: 1) engage better with readers, 2) drive traffic online and offline, 3) broaden digital distribution and, 4) enhance ancillary revenue. There is debate on aggregation of titles or disaggregation of content. And so, to take advantage of this, Publishers should articulate their current position and reader experience, develop a clear integrated strategy, enhance their internal digital and social media capability and deliver outstanding community management.

1. Are You Afraid of Talking to Your Customers?
Emerging Social Media Revenue Streams
Dowshan Humzah, Director, The Worst Kept Secret Ltd.
12.00 Wednesday 21st November 2012
Wednesday 21st November 2012 – PPA Customer Direct Conference – The Brewery, London
Delivered by Dowshan Humzah © The Worst Kept Secret Ltd.
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
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2. What is ‘The Worst Kept Secret’?
TWKS
 A digital and social media lens
across an organisation
•
Working across two areas:
Capability and Community
o Delivering bespoke training,
strategic consulting and
community management
Wednesday 21st November 2012 – PPA Customer Direct Conference – The Brewery, London
Delivered by Dowshan Humzah © The Worst Kept Secret Ltd.
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
2

3. Typical Publishing Business Drivers
Improve reader experience and achieve
profitable growth
Publish/distribute more
outstanding content
(preferably paid for!)
Reach
fragmented
audiences
Across
multiple
platforms
Create a customer lifetime journey for
each audience group (conversation)
Drive
engagement
Increase
transactional
behaviour
Broaden
touch-points
Provide readers with
additional opportunities
to engage and transact
Offer relevant
products and
services
Compliment
the core title
experience
Achieve KPIs
(e.g. reader satisfaction, ad revenue, circulation, subscription, renewal, profitability, ancillary revenue)
Source: The Worst Kept Secret Ltd
Wednesday 21st November 2012 – PPA Customer Direct Conference – The Brewery, London
Delivered by Dowshan Humzah © The Worst Kept Secret Ltd.
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
3

4. Social Media Cuts Across a Publisher
Marketing
PR
Editorial
Operations
Finance
Brand/
Customer/
Acquisition
Trade/
Consumer/
Corp Comms
R&D/
Insights/
Product
Sales/
Distribution
Topline/
Cost Control/
Shareholders
Digital and social media cuts across an organisation
Readers/
Subscribers/
Prospects
Influencers/
Advocates/
Media
Readers/
Subscribers/
Prospects
Customers/
Suppliers/
Readers
Source: The Worst Kept Secret Ltd
Wednesday 21st November 2012 – PPA Customer Direct Conference – The Brewery, London
Delivered by Dowshan Humzah © The Worst Kept Secret Ltd.
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
4
Board/
Shareholders/
Media

5. Direct Communications Flow
 The focus is now on ‘conversation’ - opposed to ‘immediate conversion’
Integrated
Marketing
Conversation
Source: The Worst Kept Secret Ltd
Wednesday 21st November 2012 – PPA Customer Direct Conference – The Brewery, London
Delivered by Dowshan Humzah © The Worst Kept Secret Ltd.
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
5

6. The Traditional Communications Model
 Digital and social media overlay across all phases now
•
•
Reinforcing the need for true integrated marketing, channel and sales plans
Providing opportunities for direct feedback and increasing engagement
Narrowcast
Mainstream
Mass/Broadcast
Following Masses
Early Adopters
•Social Media
•SEO/Search
•Community
•Mobile
Key Opinion Leaders
Early Adopters
Following Masses
Source: Media Trumpet © Inspiration for Success Ltd.
Wednesday 21st November 2012 – PPA Customer Direct Conference – The Brewery, London
Delivered by Dowshan Humzah © The Worst Kept Secret Ltd.
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
6

7. Social Media and Targeting/Segmentation
 Digital and social media defy traditional B2B ‘media segmentation’
•
Representing more relevant horizontal segments especially for publishing
Function
Seniority
Industry
Location
Aspirations
May aspire to a certain ‘way-of-being’ in parts or across all walks of life
Values
Professionals' sense of personal, corporate and ‘community’ values
Opinions
Relevant local, national, international and social issues
Beliefs
Convictions linking apparently disparate individuals
B2B
Behaviour
How company budget is spent (e.g. procurement/media consumption)
Source: Media Target © Inspiration for Success Ltd.
Wednesday 21st November 2012 – PPA Customer Direct Conference – The Brewery, London
Delivered by Dowshan Humzah © The Worst Kept Secret Ltd.
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
7

8. TWKS’ 10 Elements of Social Media
6 Core
Elements
Social
Media
Strategy
1 NBT
The Search
Element
Source: The Worst Kept Secret Ltd
Wednesday 21st November 2012 – PPA Customer Direct Conference – The Brewery, London
Delivered by Dowshan Humzah © The Worst Kept Secret Ltd.
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
8
3 Value
Based
Elements

9. The 6 Core Elements of Social Media
Content
Communities
Networks
Blogs
Bookmarking
Micro
Blogging
Wikis
Source: The Worst Kept Secret Ltd
Wednesday 21st November 2012 – PPA Customer Direct Conference – The Brewery, London
Delivered by Dowshan Humzah © The Worst Kept Secret Ltd.
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
9

10. The 6 Core Elements Applied to Publishing
Content
Communities
Networks
Blogs
Bookmarking
Micro
Blogging
Wikis
Source: The Worst Kept Secret Ltd
Wednesday 21st November 2012 – PPA Customer Direct Conference – The Brewery, London
Delivered by Dowshan Humzah © The Worst Kept Secret Ltd.
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
10

11. Industry Insight
“We are now in the content business.
We are all publishers and
broadcasters by default.”
Source: The Worst Kept Secret Ltd
Wednesday 21st November 2012 – PPA Customer Direct Conference – The Brewery, London
Delivered by Dowshan Humzah © The Worst Kept Secret Ltd.
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
11

12. What is Online Content
Surveys
Status
updates
(links)
Images
Video
Blogging
(Guest)
Content
Podcasts
Infographs
Apps
Wednesday 21st November 2012 – PPA Customer Direct Conference – The Brewery, London
Delivered by Dowshan Humzah © The Worst Kept Secret Ltd.
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
12
Webinars

13. The 4Cs Maximise Content Effectiveness
Source: The Worst Kept Secret Ltd
Wednesday 21st November 2012 – PPA Customer Direct Conference – The Brewery, London
Delivered by Dowshan Humzah © The Worst Kept Secret Ltd.
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
13

14. Context: Being Recognised Online
Search
Share
Source: The Worst Kept Secret Ltd
Wednesday 21st November 2012 – PPA Customer Direct Conference – The Brewery, London
Delivered by Dowshan Humzah © The Worst Kept Secret Ltd.
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
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Discover

15. Industry Insight
“People now decide when they
consume content... we just need to
be there.”
Source: The Worst Kept Secret Ltd
Wednesday 21st November 2012 – PPA Customer Direct Conference – The Brewery, London
Delivered by Dowshan Humzah © The Worst Kept Secret Ltd.
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
15

16. Three Basic Principles of an Online Conversation
Digital Chatter Principles
Listen
Interpret
Source: The Worst Kept Secret Ltd
Wednesday 21st November 2012 – PPA Customer Direct Conference – The Brewery, London
Delivered by Dowshan Humzah © The Worst Kept Secret Ltd.
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
16
Respond

17. Conversation: Community Management
Blogs
Bookmarking
Networks
Micro
Blogging
Content
Communities
Wikis
 “To keep the
conversations going…”
Source: The Worst Kept Secret Ltd
Wednesday 21st November 2012 – PPA Customer Direct Conference – The Brewery, London
Delivered by Dowshan Humzah © The Worst Kept Secret Ltd.
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
17

18. Conversion: The So What!
 “…to ensure conversion
given an organisation’s
objectives.”
Business
Objectives
Digital and
Social Media
Objectives
Marketing
Objectives
Sales
Objectives
Customer
Service
Objectives
Source: The Worst Kept Secret Ltd
Wednesday 21st November 2012 – PPA Customer Direct Conference – The Brewery, London
Delivered by Dowshan Humzah © The Worst Kept Secret Ltd.
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
18

19. Social Media and Your Website
 Marketing and social media drive
visitors to your website
•
Tools deliver volume and variety
 Content no longer sits solely in the
publication or the website
•
Can reside around the hub
 Websites should deliver the core
functions
•
•
Engagement
Conversion
Source: The Worst Kept Secret Ltd
Wednesday 21st November 2012 – PPA Customer Direct Conference – The Brewery, London
Delivered by Dowshan Humzah © The Worst Kept Secret Ltd.
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
19

20. The Next 18 Months: Final 4 Elements and Mobile
Location
Based
Service
s
Social
Comme
rce
Social
Gaming
Source: The Worst Kept Secret Ltd
Wednesday 21st November 2012 – PPA Customer Direct Conference – The Brewery, London
Delivered by Dowshan Humzah © The Worst Kept Secret Ltd.
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
20

21. Learn from Other Industries
 Could publishing go the way of music?
Disaggregation
Aggregation
Source: The Worst Kept Secret Ltd
Wednesday 21st November 2012 – PPA Customer Direct Conference – The Brewery, London
Delivered by Dowshan Humzah © The Worst Kept Secret Ltd.
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
21

22. Emerging Social Media Revenue Streams for Publishing
Listening
Traffic Driving
-Reader Engagement
-Editorial Input
-Community Management
-Online Monetisation (‘6 Elements’)
-Conversations
-Advertising
Multi-Directional
Conversations
Ancillary Revenue
-New Product Lines
-Brand Experience
-Cross Sell
Digital Content
-Mobile devices
-Bundled content
-Enhanced Experience
(Location/Augmented Reality)
Source: The Worst Kept Secret Ltd
Wednesday 21st November 2012 – PPA Customer Direct Conference – The Brewery, London
Delivered by Dowshan Humzah © The Worst Kept Secret Ltd.
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
22

23. Next Steps
 Social media enhances your core revenue and reader experience
• Listening is key across the 4 areas
 Firstly, map and understand current activity (offline and online)
• Integrate given your publications’ business objectives
 Build capability internally
• Improve skills in line with business, advertiser and reader objectives
 Develop a clear strategy going forward
• Have a programme for all relevant brands/titles
 Develop digital and social media activity: community management
• Strengthen engagement and readership
Wednesday 21st November 2012 – PPA Customer Direct Conference – The Brewery, London
Delivered by Dowshan Humzah © The Worst Kept Secret Ltd.
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
23

24. Many Thanks
 Please contact us if you have
any questions
Dowshan Humzah
Director, The Worst Kept Secret
Email: dowshan@twks.co.uk
www.linkedin.com/in/dowshan
@worstkeptsecret
Wednesday 21st November 2012 – PPA Customer Direct Conference – The Brewery, London
Delivered by Dowshan Humzah © The Worst Kept Secret Ltd.
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
24