Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.

The Social Media Publishing Model for Publishers

7 771 vues

Publié le

Presentation given by Joe Pulizzi at the Minnesota Magazine and Publishing Association. Covers 5 steps to leveraging social media and process changes to expand your online footprint as a publisher. Also includes other new ideas where leveraging social media tools can create new revenue opportunities.

The Social Media Publishing Model for Publishers

  1. Joe Pulizzi Founder, Junta42 | Content Marketing Institute Co-Author, Get Content Get Customers The Social Media Publishing Model Kicking & Screaming Into Social
  2. Who’s Joe Pulizzi? (@juntajoe) <ul><li>Speaker, blogger, evangelist, entrepreneur for content marketing. </li></ul>
  3. Start with Questions
  4. Today’s Goal <ul><li>There are a ton of internal reasons to use social media, but today we are trying to… </li></ul><ul><li>Attract and retain more (readers, attendees, subscribers) by leveraging social media channels. </li></ul>
  5. WARNING <ul><li>This is not easy </li></ul><ul><li>You need to let go of your control issues. </li></ul><ul><li>It’s not cheap…just a different kind of expensive.* </li></ul><ul><li>BUT, if you do it right, this will work. </li></ul>Jay Baer
  6. Today’s Agenda <ul><li>First, five steps to a social media model that rocks. </li></ul><ul><li>Second, a bunch of ideas for you to steal. </li></ul>
  8. What Business Are You In?
  9. What Business Are You In? Publishing? or Customer Brand Engagement
  10. The Ultimate Goal <ul><li>The trusted, expert resource in your niche wherever your customers are at online. </li></ul>
  11. How Many Tickets Do You Have?
  12. How Many Tickets Do You Have? More Content + More Connections Powerful Online Footprint
  13. Become the Magnet Hubspot
  14. Don’t Forget about Search
  15. What Social Media Sites Do You Use to Distribute Content? Twitter 55% Facebook 54% Blogs 51% LinkedIn 51% BtoB Content Marketing Survey | 2010
  16. 1. Find Your Customers! <ul><li>Target the top 10 – 15 blogs or websites in Your Niche </li></ul><ul><li>Read and Get Active…start commenting </li></ul>
  17. Where Are They Hanging Out? Brian Solis
  18. <ul><li>LinkedIn Groups </li></ul><ul><li>Yahoo! / LinkedIn Answers </li></ul><ul><li>Google Groups </li></ul><ul><li>Niche Online Communities (Ning?) </li></ul><ul><li>Twitter/Facebook </li></ul><ul><li>StumbleUpon </li></ul><ul><li>BusinessWeek Xchange </li></ul>Where Are They Hanging Out?
  19. 2. Sign Up Key Bloggers/Niche Sites Work for them, not against them…
  20. Think Like MarketingProfs…or
  21. Think Like AOL (Believe it or Not)
  22. 3. Change Your Content Process Viralhousingfix.com
  23. 4. Create Employee Rock Stars <ul><li>Set up blogs for ALL your employees on your platform. </li></ul><ul><li>Create a Social Media Policy (see IBM’s for an example) </li></ul><ul><li>Teach them how to leverage social media (ACTUAL TRAINING) </li></ul>By Giving Up Control You Can Take Back Control
  24. Employees Are Your Marketing
  25. 5. Assign an Internal Champion <ul><li>Someone in your company needs to be a social media ambassador. </li></ul><ul><li>Training, support and guidance. </li></ul><ul><li>Identify the employees in your organization now that “get” this. </li></ul>
  26. Ideas You Can Use
  27. Twitter
  28. Tip #1 – Try not to answer the question Focus on what your audience cares about… and that’s it.
  29. Tip #2 – Be Democratic <ul><li>Mix in other’s content, not just your own. </li></ul><ul><li>Use title, then via @ so the person knows you are talking about them. </li></ul>
  30. Tip #3 – Listen, Listen, Listen
  31. Tip #4 – Use a Management System Tweetdeck, Tweetgrid, Hootsuite
  32. Tip #5 – Integrate with Content
  33. Five Twitter DO NOTS <ul><li>Constant Tweeting about You </li></ul><ul><li>Mistaking Public Tweets and Direct Messages </li></ul><ul><li>Cryptic Replies (@you “I know”) </li></ul><ul><li>Links only i.e., http://bit.ly/jkl7 </li></ul><ul><li>Auto Direct Messages </li></ul>http://www.socialmediatoday.com/SMC/118535
  34. Facebook
  35. Integrate FB with Your Content
  37. Blogs
  38. Blogs Get More Business
  39. Blogs Get More Traffic
  40. Blogs Get More Twitter Followers
  41. Blogging Tips <ul><li>Shorter is often better (250 words) </li></ul><ul><li>Bullets/Lists do better </li></ul><ul><li>Titles are like magazine covers </li></ul><ul><li>Shake it up (video/audio) </li></ul><ul><li>Link to other bloggers </li></ul><ul><li>Link to other articles </li></ul><ul><li>Conversion blogging! </li></ul>
  42. Conversion Blogging Hubspot
  43. LinkedIn
  44. Sharing on LinkedIn <ul><li>60 million+ members in over 200 countries. </li></ul><ul><li>Consistently share posts and information through status updates. </li></ul><ul><li>Integrate with Twitter by using #in </li></ul>
  45. Choose Key Groups and Actively Share <ul><li>Assign employees to certain groups. </li></ul><ul><li>Share relevant content. </li></ul>
  46. Be the Expert using LinkedIn Answers
  47. Even More Ideas
  48. Be Where Your Readers Are
  49. Slideshare Channel
  50. Twitter Accounts One account for readers One for customers
  51. Something Remarkable (not content)
  52. Drive Custom Programs w/Social <ul><li>Social Media doesn’t work without the creation of consistent, valuable content. </li></ul><ul><li>YOU help them create their content. </li></ul><ul><li>Then help them distribute that content through Twitter, Facebook, etc. </li></ul>Sell content programs, but lead with social media
  53. Listening Techniques (a service?) Create a monthly fee to listen for customers
  54. UDiligence – Reputation Mgmt
  55. Suggestion Box Could be sponsored. Add a question for sponsor or develop specifically for the sponsor.
  56. Deal of the Day/Special Feature
  57. Namechk Reserve Your Brand Across Multiple Social Media Sites
  58. A Final, Helpful Resource http://contentplaybook.com
  59. Joe Pulizzi [email_address] (216) 941-5842 Ways to Connect: http://joepulizzi.com Twitter: juntajoe Thank You & Questions Joe in Amsterdam - 2009