The future is social

1. The Future is Social Kat Tancock The Business of Digital February 16, 2012

2. The Future is Social? What's old is new again. Photo: Dom Dada on Flickr

3. Photo by Frederic Poirot on Flickr Social media = Conversation

4. Social media is all about connections • Provides multiple platforms of interaction Photo by ChrisK4u on Flickr

5. Social media is all about connections • Provides multiple platforms of interaction • Unites people with common interests and disparate locales Photo by ChrisK4u on Flickr

6. Social media is all about connections • Provides multiple platforms of interaction • Unites people with common interests and disparate locales • Spreads information rapidly and efﬁciently Photo by ChrisK4u on Flickr

7. Social media is all about connections • Provides multiple platforms of interaction • Unites people with common interests and disparate locales • Spreads information rapidly and efﬁciently • Strengthens loose ties Photo by ChrisK4u on Flickr

8. Social media is all about connections • Provides multiple platforms of interaction • Unites people with common interests and disparate locales • Spreads information rapidly and efﬁciently • Strengthens loose ties • Makes it easy to get in touch, stay in touch and meet new people Photo by ChrisK4u on Flickr

9. But I'm really busy. Why should I bother with social media?

10. 3 reasons to use social media: •Connect with readers, get feedback, solicit submissions and interact.

11. 3 reasons to use social media: •Connect with readers, get feedback, solicit submissions and interact. •Foster engagement – connect a community of interest around your brand and mandate.

12. 3 reasons to use social media: •Connect with readers, get feedback, solicit submissions and interact. •Foster engagement – connect a community of interest around your brand and mandate. •Facilitate sharing: turn readers into ambassadors.

13. Photo by Express Monorail on Flickr Also, it's fun.

14. "Engagement begets engagement." – Meg Pickard

15. "Be genuine" sweetspot.ca

16. Tips from Jes Watson and Mia Shulman • Grab your name early – "You don't know what's going to take off"

17. Tips from Jes Watson and Mia Shulman • Grab your name early – "You don't know what's going to take off" • Divide and conquer – share the workload logically

18. Tips from Jes Watson and Mia Shulman • Grab your name early – "You don't know what's going to take off" • Divide and conquer – share the workload logically • Your brand isn't just in your website – use social media to invigorate the conversation

19. Tips from Jes Watson and Mia Shulman • Grab your name early – "You don't know what's going to take off" • Divide and conquer – share the workload logically • Your brand isn't just in your website – use social media to invigorate the conversation • Don't be too formal. Social media lets the personal shine

20. Tips from Jes Watson and Mia Shulman • Start with Facebook and Twitter, then see what else works for your brand

21. Tips from Jes Watson and Mia Shulman • Start with Facebook and Twitter, then see what else works for your brand • Do what you naturally gravitate toward

22. Tips from Jes Watson and Mia Shulman • Start with Facebook and Twitter, then see what else works for your brand • Do what you naturally gravitate toward • Have a presence if you think it might be valuable (Google+), but not where it doesn't make sense for the brand (Tumblr)

23. Facebook: Everyone's already there • Most-used social network: ~50% penetration in Canada

24. Facebook: Everyone's already there • Most-used social network: ~50% penetration in Canada • It's not just the kids

25. Facebook: Everyone's already there • Most-used social network: ~50% penetration in Canada • It's not just the kids • More personal, oriented toward family and friends

26. Facebook: Everyone's already there • Most-used social network: ~50% penetration in Canada • It's not just the kids • More personal, oriented toward family and friends • Best opportunity for trafﬁc growth

27. "We want more Fashion engagement"

28. Integrate into your site Fashion

29. Solicit reader content for Afar editorial

30. Cross-promote Afar

31. Look for community National Geographic Traveler content

32. Create targeted incentives Best Health

33. Advertise where appropriate • Facebook ads can be targeted to speciﬁc demographics and interests • PPC/budget means no (accidental) overspending • Have a plan that maximizes conversions • Test, reﬁne, test again Photo by Mait Jüriado on Flickr

34. Treat readers as experts Allergic Living

35. Tips from Randi Bergman of Fashion • Be interesting, newsy & opinionated

36. Tips from Randi Bergman of Fashion • Be interesting, newsy & opinionated • Ask questions

37. Tips from Randi Bergman of Fashion • Be interesting, newsy & opinionated • Ask questions • Give a teaser rather than spelling it out

38. Tips from Randi Bergman of Fashion • Be interesting, newsy & opinionated • Ask questions • Give a teaser rather than spelling it out • Reﬁne frequency

39. Tips from Randi Bergman of Fashion • Be interesting, newsy & opinionated • Ask questions • Give a teaser rather than spelling it out • Reﬁne frequency • Try posting photos instead of links

40. Tips from Randi Bergman of Fashion • Be interesting, newsy & opinionated • Ask questions • Give a teaser rather than spelling it out • Reﬁne frequency • Try posting photos instead of links • Focus on quality over quantity

41. Tips from Randi Bergman of Fashion • Be interesting, newsy & opinionated • Ask questions • Give a teaser rather than spelling it out • Reﬁne frequency • Try posting photos instead of links • Focus on quality over quantity • Always rethink and make it better

42. Twitter: Be part of the conversation • Lower penetration than Facebook, but higher engagement and perceived value

43. Twitter: Be part of the conversation • Lower penetration than Facebook, but higher engagement and perceived value • Virtual water cooler

44. Twitter: Be part of the conversation • Lower penetration than Facebook, but higher engagement and perceived value • Virtual water cooler • It's where people talk about you

45. Twitter: Be part of the conversation • Lower penetration than Facebook, but higher engagement and perceived value • Virtual water cooler • It's where people talk about you • Don't just broadcast – converse, respond and share

46. Twitter: Be part of the conversation • Lower penetration than Facebook, but higher engagement and perceived value • Virtual water cooler • It's where people talk about you • Don't just broadcast – converse, respond and share • Strong penetration in media, new media, publicity, tech

47. "I can get a sense of how well a cover might do by the feedback we get from it as soon as we post it online on Twitter. It's incredibly valuable." – Lisa Tant, Flare An "instant focus group" twitter.com/lisatant

48. Be out there and aware twitter.com/besthealthmag

49. "I think it’s successful when the brand comes ﬁrst but the editor can add some personality to it." – Lisa Tant, Flare Be personal and sincere twitter.com/lisatant

50. Share and respond twitter.com/besthealthmag

51. "Respect people and engage with people. I tweet back and listen to people. I feel that they can send me information or feedback and they know I’ll pay attention." – Lisa Tant, Flare Converse and engage twitter.com/lisatant

52. Repackage and continue besthealthmag.ca the conversation

53. Tumblr: Pictures for the kids (so far) • Cross between Twitter and Wordpress

54. Tumblr: Pictures for the kids (so far) • Cross between Twitter and Wordpress • Social microblogging, mostly visually focused

55. Tumblr: Pictures for the kids (so far) • Cross between Twitter and Wordpress • Social microblogging, mostly visually focused • Younger demographic

56. Tumblr: Pictures for the kids (so far) • Cross between Twitter and Wordpress • Social microblogging, mostly visually focused • Younger demographic • More for branding than trafﬁc

57. Tumblr: Pictures for the kids (so far) • Cross between Twitter and Wordpress • Social microblogging, mostly visually focused • Younger demographic • More for branding than trafﬁc • High potential for youth- and image-oriented brands

58. "Tumblr readers are our Jennifer Campbell, Flare readers"

59. How Flare uses Tumblr • Spotlight on original photography (with watermarks) – give longer life to archives

60. How Flare uses Tumblr • Spotlight on original photography (with watermarks) – give longer life to archives • Reach out to young, web-savvy fashion lovers who may not know the brand

61. How Flare uses Tumblr • Spotlight on original photography (with watermarks) – give longer life to archives • Reach out to young, web-savvy fashion lovers who may not know the brand • Niche trafﬁc driver – link back to site

62. Tips from Jennifer Campbell • Know your content and your audience

63. Tips from Jennifer Campbell • Know your content and your audience • Get inspired by similar brands

64. Tips from Jennifer Campbell • Know your content and your audience • Get inspired by similar brands • Tailor content to your resources – do things in batches when you can

65. Tips from Jennifer Campbell • Know your content and your audience • Get inspired by similar brands • Tailor content to your resources – do things in batches when you can • Original content has best potential to be shared

66. Tips from Jennifer Campbell • Know your content and your audience • Get inspired by similar brands • Tailor content to your resources – do things in batches when you can • Original content has best potential to be shared • "Fish where the ﬁsh are"

67. Instagram: A visual showcase • Currently iPhone only with impending plans for Android

68. Instagram: A visual showcase • Currently iPhone only with impending plans for Android • Super simple: Take, ﬁlter and share beautiful photos

69. Instagram: A visual showcase • Currently iPhone only with impending plans for Android • Super simple: Take, ﬁlter and share beautiful photos • Focus on photography, with some subcultures

70. Instagram: A visual showcase • Currently iPhone only with impending plans for Android • Super simple: Take, ﬁlter and share beautiful photos • Focus on photography, with some subcultures • Primarily positive

71. Instagram: A visual showcase • Currently iPhone only with impending plans for Android • Super simple: Take, ﬁlter and share beautiful photos • Focus on photography, with some subcultures • Primarily positive • Use to feed photos to other networks

72. Instagram: A visual showcase • Currently iPhone only with impending plans for Android • Super simple: Take, ﬁlter and share beautiful photos • Focus on photography, with some subcultures • Primarily positive • Use to feed photos to other networks • So far, can't link out

73. Showcase your brand Montreal Gazette

74. "I really enjoy it – Alana Coates, Montreal Gazette I saw possibilities"

75. "I knew we had a Alana Coates, Montreal Gazette community there"

76. Crowdsourced editorial Montreal Gazette

77. Recognize the tool's Wall Street Journal potential

78. The Wall Street Journal's New York Fashion Week blog

79. Tips from Alana Coates • "We were taking all these beautiful photos anyway."

80. Tips from Alana Coates • "We were taking all these beautiful photos anyway." • A way to showcase (staff) photographers' work

81. Tips from Alana Coates • "We were taking all these beautiful photos anyway." • A way to showcase (staff) photographers' work • Enjoy yourself – make it personal

82. Tips from Alana Coates • "We were taking all these beautiful photos anyway." • A way to showcase (staff) photographers' work • Enjoy yourself – make it personal • Respect the space – be positive

83. Tips from Alana Coates • "We were taking all these beautiful photos anyway." • A way to showcase (staff) photographers' work • Enjoy yourself – make it personal • Respect the space – be positive • Make sure communication goes both ways

84. Pinterest: Now hot and happening • Collect, organize, search and share images

85. Pinterest: Now hot and happening • Collect, organize, search and share images • All (are supposed to) link back to original source

86. Pinterest: Now hot and happening • Collect, organize, search and share images • All (are supposed to) link back to original source • Fastest-growing website ever

87. Pinterest: Now hot and happening • Collect, organize, search and share images • All (are supposed to) link back to original source • Fastest-growing website ever • Predominantly female, non-geeky

88. Pinterest: Now hot and happening • Collect, organize, search and share images • All (are supposed to) link back to original source • Fastest-growing website ever • Predominantly female, non-geeky • Becoming a good source of trafﬁc for many websites

89. Bring it all together Wall Street Journal

90. Be the expert Today's Parent

91. Tips from Amanda Factor • Pick topics that ﬁt your brand

92. Tips from Amanda Factor • Pick topics that ﬁt your brand • Participate: Like and repin other people's pins

93. Tips from Amanda Factor • Pick topics that ﬁt your brand • Participate: Like and repin other people's pins • Position yourself as a curator/ tastemaker

94. Tips from Amanda Factor • Pick topics that ﬁt your brand • Participate: Like and repin other people's pins • Position yourself as a curator/ tastemaker • Create unique, targeted boards

95. Tips from Amanda Factor • Pick topics that ﬁt your brand • Participate: Like and repin other people's pins • Position yourself as a curator/ tastemaker • Create unique, targeted boards • Put Pinterest share buttons on your site

96. How to get started • Pick your platforms Photo by gruntzooki on Flickr

97. How to get started • Pick your platforms • Create an account Photo by gruntzooki on Flickr

98. How to get started • Pick your platforms • Create an account • Follow the leaders Photo by gruntzooki on Flickr

99. How to get started • Pick your platforms • Create an account • Follow the leaders • Learn the culture Photo by gruntzooki on Flickr

100. How to get started • Pick your platforms • Create an account • Follow the leaders • Learn the culture • Tell people you're there Photo by gruntzooki on Flickr

101. Photo by daniel-weber on Flickr First and foremost: Make sharing easy If nothing else, test and enable your site so that readers can easily share across popular platforms. This is where the bulk of trafﬁc comes from.

102. Rules to follow • Experiment and reﬁne Photo by swh on Flickr

103. Rules to follow • Experiment and reﬁne • Play around, but focus your efforts Photo by swh on Flickr

104. Rules to follow • Experiment and reﬁne • Play around, but focus your efforts • Work with your brand and audience Photo by swh on Flickr

105. Rules to follow • Experiment and reﬁne • Play around, but focus your efforts • Work with your brand and audience • Respect the local culture Photo by swh on Flickr

106. Rules to follow • Experiment and reﬁne • Play around, but focus your efforts • Work with your brand and audience • Respect the local culture • Track goals and results Photo by swh on Flickr

107. Rules to follow • Experiment and reﬁne • Play around, but focus your efforts • Work with your brand and audience • Respect the local culture • Track goals and results • Have a plan Photo by swh on Flickr

108. Grow and promote • Promote on all platforms Photo by wackybadger on Flickr

109. Grow and promote • Promote on all platforms • Move in both directions Photo by wackybadger on Flickr

110. Grow and promote • Promote on all platforms • Move in both directions • Use free widgets Photo by wackybadger on Flickr

111. Grow and promote • Promote on all platforms • Move in both directions • Use free widgets • Give and receive Photo by wackybadger on Flickr

112. Grow and promote • Promote on all platforms • Move in both directions • Use free widgets • Give and receive • Seek out your audience Photo by wackybadger on Flickr

113. "Communities already exist. Think about how you can help that community do what it wants to do." – Mark Zuckerberg

114. Look for creative facebook.com/travelandleisure twitter.com/upmagazine revenue opportunities

115. Dos and don'ts • Don't just broadcast Photo by Jonathan_W on Flickr

116. Dos and don'ts • Don't just broadcast • Do respect people's time and space Photo by Jonathan_W on Flickr

117. Dos and don'ts • Don't just broadcast • Do respect people's time and space • Don't go off brand or get too personal Photo by Jonathan_W on Flickr

118. Dos and don'ts • Don't just broadcast • Do respect people's time and space • Don't go off brand or get too personal • Do put yourself in readers' shoes – and be realistic Photo by Jonathan_W on Flickr

119. Dos and don'ts • Don't just broadcast • Do respect people's time and space • Don't go off brand or get too personal • Do put yourself in readers' shoes – and be realistic • Don't be annoying Photo by Jonathan_W on Flickr

120. Social media for busy people • Create a lineup Photo by billy liar on Flickr

121. Social media for busy people • Create a lineup • Have a schedule Photo by billy liar on Flickr

122. Social media for busy people • Create a lineup • Have a schedule • Share the workload Photo by billy liar on Flickr

123. Social media for busy people • Create a lineup • Have a schedule • Share the workload • Set limits Photo by billy liar on Flickr

124. Social media for busy people • Create a lineup • Have a schedule • Share the workload • Set limits • Utilize tools (e.g. Hootsuite) Photo by billy liar on Flickr

125. Social media for busy people • Create a lineup • Have a schedule • Share the workload • Set limits • Utilize tools (e.g. Hootsuite) • Repurpose Photo by billy liar on Flickr

126. With thanks to: • Jes Watson and Mia Shulman, Sweetspot.ca • Alana Coates, Montreal Gazette • Lisa Tant and Jennifer Campbell, Flare • Randi Bergman, Fashion • Amanda Factor, Today's Parent Photo by jessamyn on Flickr

127. Recommended reading • "Build a better tweet" (Freelance Switch) • "Inside Instagram" (Gizmodo) • "The Wall Street Journal covers Fashion Week" (Nieman Journalism Lab) • "Brave new world of digital intimacy" (a classic) (New York Times Magazine) • Playboy social media Q&A (Sparksheet)

128. kattancock.com Thank you @kattancock kat.tancock@gmail.com

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