The document discusses strategies for city and regional magazines to leverage social media. It recommends developing a social media presence across major networks like Facebook and Twitter as well as location-based services. Magazines should share local content and happenings to engage local audiences. Partnering with other magazines and sharing content/promotions across regions can increase reach. Magazines should measure social media return on investment based on metrics like impressions, leads, and increased satisfaction rather than traditional ROI. Planning, staffing, and regularly updating social profiles are also important.

1. The Next Level of Social Evolution: I Have a Social Profile, What ’s Next? May 2nd 10:45am-12noon Chicago, 2011 Benjamin J. Weisman, [email_address] twitter.com/buckyben facbook.com/buckyben flickr.com/buckyben1 Senior Vice President, Director of Innovations, MRM Worldwide – Princeton Office, an InterPublic Group company

12. CASI Is Simplicity & Relevancy for Publications CONVERSATION ENGAGE & EDUCATE EXPERIENCE PUBLICATION & BRAND ENGAGEMENT, AFFINITY & OVER TIME PRODUCT PURCHASE & USAGE MOTIVATE SOCIAL NETWORK USERS

13. Source: http://www.briansolis.com/ & http://jess3.com/

16. Return on Investment?: results may vary, but practice is step 1

17. Socialnomics http://www.youtube.com/watch?v=lFZ0z5Fm-Ng And http://www.youtube.com/watch?v=ypmfs3z8esI

23. MEASURE: planning & insight fuels your goals

25. Plan With A Content Calendar Execute Content Q4 Q1 Q2 Q3 Q4 Execute Content Execute Content Connect Execute Content Execute Content Execute Content Execute Content Execute Content Execute Content Execute Content Execute Content Execute Content Execute Content Execute Content Execute Content Execute Content Execute Content TBC TBC Execute Content Execute Content Execute Content Execute Content Execute Content Goal #5 Goal #3 Goal #4 Goal #5 Goal #2 Goal #1 Execute Content Partnership Execute Content Execute Content Engagement Execute Content

31. Re-Think Inventory: it ’s not an ad, it’s an engagement

34. Philadelphia magazine & Melitta: applying these basic tactics

38. Seventeen Magazine Is Representing

39. Nike & Its Ambassadors: real runners, real meet ups, mesh the physical & synthetic worlds

40. Nike Running Ambassador Program

42. The Consumer Journey: users that consume

43. REINFORCE: A strong call to an easy action - making the purchase experience as painless as possible ENGAGE: Highlight a problem Highlight a benefit Consideration Awareness Interest Consumer Decision Making Journey PROMOTE: WHY YOUR BRAND? Get your products onto the consumers ’ shortlist by generating interest and explaining how products offer a relevant solution to them Assist navigation through product portfolio Purchase

47. Starbucks

48. The Power of Mobile: location services are worth integrating

49. Find Restaurants. Represent your Publications as a user & post reviews & rate. & Yelp http://www.yelp.com/ Find Restaurants. Represent your Publications as a user & post reviews & rate. http://www.urbanspoon.com/ Find Bars, Restaurants, Events, & Museums. Represent your Publications as a user & post reviews & rate. http://www.citysearch.com

50. Learn more about where you are, discover new places, find deals, get guides & plan your trips. Loopt & Where http://where.com Learn more about what ’s around your current location, connect with friends, and get deals! http://www.loopt.com Use these services to build your brand ’s credibility with local audiences & drive more interest to your Site or Social Profiles. & Sell co-branded partnerships here with locations like restaurants and museums

51. Another location-based game, Gowalla has a lot more visual flair than Foursquare. Gowalla takes it a step further with a fun set of Trips that the Gowalla team have put together to encourage you to explore places a little further in each city. Eg: Austin City BBQ Bonanza ‘. Check-ins can be posted from the mobile App to Twitter/Facebook. A location-based game that lets you check in when you're out and about - earning you points & badges. If you check in more times than anyone else at a venue, you're promoted to Mayor status –mainly for bragging rights, some venues are offering promotions to Mayors and nearby visitors with Coupons & other offers. Check-ins can be posted from the mobile App to Twitter/Facebook. Gowalla & FourSquare http://www.gowalla.com/ http://www.foursquare.com/

52. http://www.twitter.com/

57. Customize Fan Pages: do it yourself or partner with specialists & agencies

59. What Is Going On Here? Facebook is still trying to figure it all out. Expect a lot of changes and revisions to keep coming. Facebook will continue to push its code base out into the internet to become more integrated into the World Wide Web and its users habitual behaviors and the marketers that use its platform.

61. Adding an iFrame or FBML You can still use FBML, but try an iFrame… If doesn ’t address your needs…

62. Using other Applications There are several applications that let you add HTML to your pages or iFrames and more. Just click ‘Browse More Applications ’ at the bottom of your Apps Section in your Fan Page!

67. Do-it-yourself Ads: Facebook advertising is in your reach

68. Creating an Ad

71. Conclusions Can Change, Often: every 3 to 6 months things will change, again

75. That ’s all folks! Benjamin J. Weisman Thanks for attending today.

76. Q & A Discussion What ’s up!

77. Benjamin J. Weisman , Senior Vice President, Director of Innovations, MRM Worldwide – Princeton Office, an InterPublic Group company In his role at MRM Princeton, Ben is equal parts Creative Director, Digital Strategist, Product Developer and Motion Theorist. Ben continually seeks out new and innovative ways to approach digital brand marketing in both physical and synthetic social spaces. His work embodies a respect for, and a focus on, direct marketing and social media integration. As new social media platforms emerge identifying methods that enable marketers to connect and collaborate with audiences and consumers is critical. As the marketing approaches change so too must engagement methods shift. Ben is hyper focused on adding utility to peoples lives by producing work with his clients and teams that are experiential, authentic and in sync with this dynamic marketing environment. Having honed his skills at top digital shops including Iris, Deep Focus, and Tribal DDB, Benjamin possesses an entrepreneurial curiosity that has earned him a reputation as an industry ‘trailblazer’. By employing social media tools with keen proficiency Ben helps migrate consumers to new and pre-commoditized landscapes. Ultimately, assisting consumers in best determining opportunities for his clients. Past clients have included adidas, Office Depot, COTY, HBO, Nike, SONY, Sony Ericsson, Vitamin Water, Hertz, AVIS, Applebee’s, Cuervo, Dewars, Russian Standard Vodka, BMS, Sunovion, Orencia, Plavix, Lunesta, Humira, ETS, GRE, TOEFL, PRAXIS, TOEIC and the NRDC. Ben currently lives in Central New Jersey with his wife Elise, and daughters Rose & Violet. He is a News Hound and a Naturalist who finds inspiration in Humanities roots, and Science Fiction. Instructor Bio Benjamin.Weisman@MRMWorldwide.com twitter.com/buckyben facbook.com/buckyben flickr.com/buckyben1

78. Appendix The other stuff.