Going social your publication in social media

Going Social
Business Of Magazine Publishing

Your Publication
In Social Media

Advanced Magazine Publishing Institute | India 2012
Bangalore, October 10, 2012

Social Thunderstorm
Some Striking Facts & Figures

n d
2 billio the w orl 7 billion
in People in the
sers
world
tu
in t erne

In the U
SA
>1 billion
or k u s e r s
ttracts
ebook a
cial netw
Fac
itors to
more vis aper
the new
sp
Google
So
sites than

Average Facebook session lasts
37 minutes, Twitter 23 minutes.
More than 400 million people use
Facebook daily.

Awareness of Facebook
is close to 100%
FB India Today
Total Users: 51423520
More than 1 billion people
(>70% of internet population) Position in the list: 3.

use social networks. Penetration of
4.38%
population:

Penetration of online
63.49%
population


Goog
le
India P lu
n ran s
otal Go o g ks
Lin kedIn s of the t le Plu at #2 in
2 in term lobally 142,3 s th
39 us users in e numbe
Ind ia ranks # ors on LinkedIn g er s . July 2 r
num
it
ber of vis ollowing UK at #
1 011 w of
s.
untry, f lion user i th
by the co edIn has 10.6 mil Twitter
ink
In India L sers in India have
Since 2010, Twitter u
ith more than
increased by 191%, w
0+ followers that
20 ,000 users having 50
aily
read their updates d
People use more than Facebook.
Pinterest In Europe, people join on average
sers come
4.8% of the Pinterest u 1,9 social networks. In USA it’s 2,1;
rate 3.9%
from India and they gene
n Pinterest. Brazil 3,1 and India 3,9.
of the page views o
nd after US.
Source: InSites Consulting

India ranks seco

Source: WatConsult

Social Media Users Worldwide

Source: WatConsult

Awareness, penetration, average Online survey; 35 countries,
total sample size - 9027
number of networks

Aware of at least one network 98%
Member of at least one network 73%
Average number of networks one
1,9
is member of
86%
75% 34%
95% 44%* 1,8
76% 3,4
2,1 98%
88%
3,9

97%
86% 96%
3,1 67%
Emerging markets Brazil
Emerging markets Brazil
1,5
and India show the highest
and India show the highest
awareness and penetration
awareness and penetration
of social networks.
of social networks. * The 44% share of social networkers in China is low compared to other
countries. This might be due to the fact that some large Chinese networks
(eg RenRen) were not included in this survey.

# of networks one is a member of
average

1,8 1,5 1,9 2,2 1,9 2,1 3,1 1,5 3,4 3,9 1,8

9% 4% 7%
4% 8% 5% 5% 6%
4% 15% 8%
7% 22%
13% 14% 14% 13% 34%
24% 19% 26%
16% 18%
8%
25%
31% 26% 27% 10%
24% 18%
30% 14%

15%
66% 69%
64%
55% 18%
47% 50% 49%
45% 45% 19%

19%
13%

Western Northern Eastern Europe Southern Europe United States Brazil Australia China India Japan
Europe Europe Europe

■ 5 or more
■4
■3
■2
■ 1 network
N Europe = 5613 / F = If member of social network(s)

Daily log on to social media

60%

63%

58%

67%

82%

76%

61%

N Europe = 5613 / F = If member of social network(s)

Top 3 networks by membership

62%
96%
31%
16%
59%
80%
17%
12% 29%
59%
19% 76%
14%
13%
70% 54%
74%
93%
5%
22% 32%
57%
20%
77%

77%
93%
65%
96%
41%
67% 90%
93% 63%
59% 94%
87% 12%
34% 85%
76% Given the fact that LinkedIn is a professional 10%
network, it is worth pointing out that this 79%
network ranks fourth, both in terms of awareness
■ Membership and membership
■ Awareness

“India’s social media users are more
engaged than their EU/US counterparts” –
Forrester Research

George Colony, CEO of Forrester, talked about a “Social Thunderstorm” at the LeWeb
conference in Paris. He argued that social is running out of hours and running out of people.
What does that mean? Well, the second one is easy: The vast majority of consumers around
the world who have access to a computer use social media. And the first one? George goes on
to say that Americans are spending more time on social media than volunteering, praying,
talking on the phone, emailing, or even exercising.

Social Network Overload

People
without
Facebook
accounts
are
‘suspicious.‘
– Forbes

MyLife.com


Business Of Magazine Publishing Social Network Overload

MyLife.com



How Does It Relate To
Media in the III Millennium??


Media in the III Millennium

Last century [and the
century before] as well

as in Guttenberg times,
the main role of the press
was to inform people.

Newsman in the USA;
USA;
Gold Rush period
www.emartin.net


The last century has seen three important changes for the media
industry. It has moved…

• from a world of information scarcity to information overload,

• from a world where commercial and government bodies needed
the media to disseminate information, to one where they can
disseminate information themselves.

• from a world where people needed the media for information, to
one where they can access – and produce – it themselves

In this environment the professional journalist can no longer
justify a role simply processing content from source to consumer.

Instead, the modern journalist’s role needs to move above the
content.


Moving above the content means to…

• learn to get from • shift from content providers to

the community the community discussion facilitators
information about
the closest topics • develop skills of community
management
• find out, assemble,
and check the reader’s • bring together bloggers, social media
reaction on information and official sources
by analyzing various
sources • establish rules for information supply
and processing
• dig deeper, weigh opinions
more thoroughly, look for the
topics longer.


Communications Yesterday And Today
Good Old Days…

• You organize a resource –
your publication/ministry
presence in Global Network

• The resource attract visitors

• SEO, design development,
other content optimization

www.emartin.net


Strategy And Tactics are going to change…

• explore outer communities

• go where the life exists

• SMO, SMM, content
aggregation and multiplication

www.emartin.net


How Today’s Media Utilize It

www.emartin.net

Not only communication with every type of client…



…but also organizing
communications
between them

www.emartin.net



All the groups within the
community – clients, readers,
market are engaged in

communication

Two types of communication:
• Content discussion
• Communications and
relations between
community members
(content creation)

“Party Tigers”: It takes to
support, organize and manage www.emartin.net

both!!


There Are Many Channels And Tools Available


Outpost/Basecamp Strategy

• Go where your
readers are or want
to be

• Out of all tools
available choose the
most effective

• Create and develop
communities on
outposts providing
the basecamp
support and
aggregating all the
feedback there

www.emartin.net


Requirements To The Content

Effectively trigger discussions
Support communications on your own
and distant (social) resources, using

• print
• online
• mobile
• real / virtual events

Produce more attractive, action-appealing
materials (remember AIDA principle)

Increase the share of citizen journalism,
reader’s opinions, etc.


To Do: Some Practical Recommendations

• Remember that every instrument has its own peculiarities
and limitations.

• Be wise in finding the most effective tools for your
purposes and then act

Social Micro
Blogs Networks Virus video blogging Communities
Coverage Better

Perception Not bad Better Not bad

Word of mouth Not bad Better Not bad

Accessibility Better

Remember: If all you have is a pickaxe then no matter what
you’re trying to do, you’re just picking!


Bookmark Tools And Services

Sharethis.com:
the universal
content
sharing tool


Bookmark Tools And Services

AdThis.com:
another content
sharing tool; easy
to use and plenty
ofstyles


Tools, means and channels: Tumblr

Tumblr.com: automatic aggregation of your content
…without your direct involvement!

[Page okolokino.net on Tumblr]

Social Media Checklist
For Editorial Teams And Publishers

So, what to do??
Here are some practical
recommendations and
suggestions for you



Your own resources
Organize yourself, so that every step you do in completing your editorial and/or marketing
projects would get an adequate coverage in your posts.

Include social widgets on every page of your site

Include Commentary section (with crosspost capabilities) in every article

Place some sort of ShareThis button next to every publication on your web site

Write _____ new blog posts each week

Share the link of (or crosspost) each post on FB, Twitter, LinkedIn, Google+, Orkut, etc.

Publish your Delicious selections for every article in printed issue, provide a link on your
site

Define your target keywords:
1._____________ 2.____________ 3.____________

ProTip: Use your target keywords in post titles and blog content



Facebook

Find and “like” 5 new pages

Post about 2 interesting topics related to the
publications in your magazine per week

Update your magazine page status daily (new ideas,
plans, articles in preparations, discussions, hot topics,
etc.)

Ask people to comment, like and share posts

ProTip: Don’t forget to tag people and pages in your
posts!



Twitter
Send at least 3 new tweets daily
- news of the Christian world
- hot topics discussed
- promo of the materials
- fun & interesting

Re-tweet 2-3 interesting twests a day

Follow 10 new people per week

ProTip: Don’t forget to add #hashtags so
your posts appear in trending topics



LinkedIn
Update your company profile and status

Connect with 3-5 new people per week

Follow 3 new Christian organizations/ministry

Ask for 1-2 professional recommendations for
your staff members and company

Join 3 new groups

ProTip: Post relevant blog posts in groups in
which you belong, and ask for feedback.



Google+

Add 5 new people to your circles each week

Offer a G+ Hangout session for topics related to
your publications, events, topics discussed, etc.

Host a monthly G+ Hangout session for the top
topic of the next issue of your publication, round
table on hot topics

Share content at least twice a day to your personal
G+ profile and company/publication page

ProTip: Maje sure your posts are set to “public” to
reach maximum users/search



Pinterest
Each month, post interesting photos you use in
your materials from your website as pins leading
back to the site

Follow 5 new interesting and inspiring pin boards
each week from other users related to your field

Add 1 new board that contains at least 6 new pins
each week

ProTip: Always use keywords in your pin
descriptions and board titles



YouTube

Subscribe to 3 new channels related to concept of
your publication each week

Find 3 new videos relevant to the topics you cover
each week to share on Facebook, Twitter or Google+.

ProTip: Keep your videos relevant to your topics
but don’t forget to sprinkle in some fun

Plan a video that showcases the area of your
expertise

Have video capability at special events you’re
invited to, interviews, opinion sharing. Ask for brief
interviews to post to Youtube



Delicious
Save every link you come across while preparing the
materials

Tag your saves appropriately; include the name of your
editorial project

Publish your Delicious selections for every article in
printed issue, provide a link on your site

ProTip: Look for similar saves and find 3 new people to
follow every month



Sensitive Outcome
Audience expansion

Awareness increase = circulation growth

Influence increase = ad growth

New persuasive arguments when you talk to advertisers and
donors

Powerful source of new content and ideas!


Resources:
1.www.emartin.net – great aggregation of tips and info for publishers
struggling with modern trends
2.Inside Forbes: How a Social Media Strategy Can Work for a Magazine, Too

3.The Forbes Model For Journalism In The Digital Age – great e-book with

some free chapters. Too good to be true but nice read anyway
4.Study shows China and India’s social media users are more engaged than
US counterparts
5.Future of Social Media in India - A Report
6.Latest Social Media Statistics India
7.Sensible Social Media Checklist for Business v.2.0 [INFOGRAPHIC]
8.www.socialbakers.com – stats on social media by country
9.Social Media Usage in India
10.The Guide To 88 Social Media & Monitoring Tools
11.Social media around the world 2011 – great presentation with lots of
stats
12.Social Network Overload Infographic


Questions?..

Thank you!


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