going social your publication in social media
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How to leverage a power of social media for building and expending the audience. Trends in media of the new millenium. the new millennium. Social media checklist for editorial team and publishers.TRANSCRIPT
Bangalore, October 10, 2012 Bangalore, October 10, 2012
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Your PublicationYour PublicationIn Social MediaIn Social Media
Advanced Magazine Publishing Institute | India 2012
7 billion People in the world
>1 billion
Social network users
2 billion
internet users in the world
In the USA
Facebook attracts
more visitors to
the newspaper
sites than Google
Social ThunderstormSocial ThunderstormSome Striking Facts &Some Striking Facts & FiguresFigures
Bangalore, October 10, 2012 Bangalore, October 10, 2012
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Awareness of Facebook is close to 100%
More than 1 billion people (>70% of internet population) use social networks.
Average Facebook session lasts 37 minutes, Twitter 23 minutes.More than 400 million people use Facebook daily.
Total Users: 51423520
Position in the list: 3.
Penetration of population:
4.38%
Penetration of online population
63.49%
FB India Today
People use more than Facebook. In Europe, people join on average 1,9 social networks. In USA it’s 2,1; Brazil 3,1 and India 3,9.
Source: InSites Consulting
India ranks #2 in terms of the total
number of visitors on LinkedIn globally
by the country, following UK at #1
In India LinkedIn has 10.6 million users.
TwitterSince 2010, Twitter users in India have
increased by 191%, with more than
20,000 users having 500+ followers that
read their updates daily
Google PlusIndian ranks at #2 in the number of
Google Plus users in July 2011 with
142,339 users.
Pinterest4.8% of the Pinterest users come
from India and they generate 3.9%
of the page views on Pinterest.
India ranks second after US.
Source: WatConsult
Source: WatConsult
Social Media Users Worldwide
75%
44%*
3,4
86%
34%
1,8
98%
88%
3,9
96%
67%
1,5
97%
86%
3,1
95%
76%
2,1
Aware of at least one network 98%
Member of at least one network 73%
Average number of networks one is member of
1,9
Awareness, penetration, average Awareness, penetration, average number of networksnumber of networks
Emerging markets Brazil and India show the highest awareness and penetration of social networks.
Emerging markets Brazil and India show the highest awareness and penetration 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.
Online survey; 35 countries, total sample size - 9027
■ 5 or more ■ 4■ 3■ 2■ 1 network
55%66%
47% 45%50% 49%
19%
69%
45%
13%
64%
25%
24%
31%24%
26% 27%
18%
19%
14%
19%
26%
13%
8%
14%
16%
14% 13%
30%
8%
10%
15%
6%4% 5%
7%5% 4%
18% 8%
18%
9% 4% 7%15%
22%34%
WesternEurope
NorthernEurope
Eastern Europe SouthernEurope
Europe United States Brazil Australia China India Japan
1,8 1,5 1,9 2,2 1,9 2,1 3,1 1,5 3,4 3,9 1,8
aver
age
N Europe = 5613 / F = If member of social network(s)
# of networks one is a member of# of networks one is a member of
63%
76%
60%
67%
82%
61%
58%
N Europe = 5613 / F = If member of social network(s)
Daily log on to social mediaDaily log on to social media
62%
16%
12%
96%
80%
19%
70%
22%
20%
93%
57%
77%
67%
59%
34%
93%
87%
76%
63%
12%
10%
94%
85%
79%
31%
17%
14%
59%
59%
54%
77%
65%
41%
93%
96%
90%
29%
13%
5%
76%
74%
32%
■ Membership
■ Awareness
Top 3 networks by membershipTop 3 networks by membership
Given the fact that LinkedIn is a professional network, it is worth pointing out that this network ranks fourth, both in terms of awareness and membership
Bangalore, October 10, 2012 Bangalore, October 10, 2012
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““India’s social media users are more India’s social media users are more engaged than their EU/US counterparts” – engaged than their EU/US counterparts” – Forrester ResearchForrester 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.
Bangalore, October 10, 2012 Bangalore, October 10, 2012
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Social Network OverloadSocial Network Overload
People without Facebook accounts are ‘suspicious.‘ – Forbes
MyLife.com
Bangalore, October 10, 2012 Bangalore, October 10, 2012
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Social Network OverloadSocial Network Overload
MyLife.com
Bangalore, October 10, 2012 Bangalore, October 10, 2012
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How Does It Relate ToHow Does It Relate ToMedia in the III Millennium??Media in the III Millennium??
Bangalore, October 10, 2012 Bangalore, October 10, 2012
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Media in the III MillenniumMedia 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 USANewsman in the USA; ;
GoldGold Rush period Rush period www.emartin.net
Bangalore, October 10, 2012 Bangalore, October 10, 2012
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Media in the III MillenniumMedia in the III MillenniumThe 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.
Bangalore, October 10, 2012 Bangalore, October 10, 2012
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Media in the III MillenniumMedia in the III Millennium
• learn to get from the community the information about the closest topics
• find out, assemble, and check the reader’s reaction on information by analyzing various sources
• dig deeper, weigh opinions more thoroughly, look for the topics longer.
• shift from content providers to community discussion facilitators
• develop skills of community management
• bring together bloggers, social media and official sources
• establish rules for information supply and processing
Moving above the content means to…Moving above the content means to…
Bangalore, October 10, 2012 Bangalore, October 10, 2012
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Communications Yesterday And TodayCommunications Yesterday And TodayGood Old Days…Good Old Days…
www.emartin.net
• You organize a resource – your publication/ministry presence in Global Network
• The resource attract visitors
• SEO, design development, other content optimization
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Communications Yesterday And TodayCommunications Yesterday And TodayStrategy And Tactics are going to change…Strategy And Tactics are going to change…
www.emartin.net
• explore outer communities
• go where the life exists
• SMO, SMM, content aggregation and multiplication
Bangalore, October 10, 2012 Bangalore, October 10, 2012
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Communications Yesterday And TodayCommunications Yesterday And Today
How Today’s Media Utilize ItHow Today’s Media Utilize It
Not only communication with every type of client…
www.emartin.net
Bangalore, October 10, 2012 Bangalore, October 10, 2012
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Communications Yesterday And TodayCommunications Yesterday And Today
How Today’s Media Utilize ItHow Today’s Media Utilize It
…but also organizing communications between them
www.emartin.net
Bangalore, October 10, 2012 Bangalore, October 10, 2012
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Communications Yesterday And TodayCommunications Yesterday And TodayHow Today’s Media Utilize ItHow Today’s Media Utilize It
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 both!!
www.emartin.net
Bangalore, October 10, 2012 Bangalore, October 10, 2012
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Communications Yesterday And TodayCommunications Yesterday And TodayThere Are Many Channels And Tools AvailableThere Are Many Channels And Tools Available
Bangalore, October 10, 2012 Bangalore, October 10, 2012
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Communications Yesterday And TodayCommunications Yesterday And TodayOutpost/Basecamp StrategyOutpost/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
Bangalore, October 10, 2012 Bangalore, October 10, 2012
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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.
Communications Yesterday And TodayCommunications Yesterday And TodayRequirements To The ContentRequirements To The Content
Bangalore, October 10, 2012 Bangalore, October 10, 2012
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Communications Yesterday And TodayCommunications Yesterday And TodayTo Do: Some Practical RecommendationsTo 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
BlogsSocial
Networks Virus videoMicro
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!
Bangalore, October 10, 2012 Bangalore, October 10, 2012
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Communications Yesterday And TodayCommunications Yesterday And Today
Sharethis.com: the universal content sharing tool
Bookmark Tools And ServicesBookmark Tools And Services
Bangalore, October 10, 2012 Bangalore, October 10, 2012
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Communications Yesterday And TodayCommunications Yesterday And TodayBookmark Tools And ServicesBookmark Tools And Services
AdThis.com: another content sharing tool; easy to use and plenty ofstyles
Bangalore, October 10, 2012 Bangalore, October 10, 2012
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Communications Yesterday And TodayCommunications Yesterday And TodayTools, means and channelsTools, means and channels: : TumblrTumblr
Tumblr.com: automatic aggregation of your content…without your direct involvement!
[Page okolokino.net on Tumblr]
Bangalore, October 10, 2012 Bangalore, October 10, 2012
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Social Media ChecklistSocial Media ChecklistFor Editorial Teams And Publishers For Editorial Teams And Publishers
So, what to do??Here are some practical recommendations and suggestions for you
Bangalore, October 10, 2012 Bangalore, October 10, 2012
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Social Media ChecklistSocial Media Checklist
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
For Editorial Teams And Publishers For Editorial Teams And Publishers
Bangalore, October 10, 2012 Bangalore, October 10, 2012
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Social Media ChecklistSocial Media ChecklistFor Editorial Teams And Publishers For Editorial Teams And Publishers
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!
Bangalore, October 10, 2012 Bangalore, October 10, 2012
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Social Media ChecklistSocial Media Checklist
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
For Editorial Teams And Publishers For Editorial Teams And Publishers
Bangalore, October 10, 2012 Bangalore, October 10, 2012
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Social Media ChecklistSocial Media ChecklistFor Editorial Teams And Publishers For Editorial Teams And Publishers
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.
Bangalore, October 10, 2012 Bangalore, October 10, 2012
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Social Media ChecklistSocial Media Checklist
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
For Editorial Teams And Publishers For Editorial Teams And Publishers
Bangalore, October 10, 2012 Bangalore, October 10, 2012
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Social Media ChecklistSocial Media ChecklistFor Editorial Teams And Publishers For Editorial Teams And Publishers
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
Bangalore, October 10, 2012 Bangalore, October 10, 2012
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Social Media ChecklistSocial Media Checklist
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
For Editorial Teams And Publishers For Editorial Teams And Publishers
Bangalore, October 10, 2012 Bangalore, October 10, 2012
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Social Media ChecklistSocial Media ChecklistFor Editorial Teams And Publishers For Editorial Teams And Publishers
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
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
Bangalore, October 10, 2012 Bangalore, October 10, 2012
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Social Media ChecklistSocial Media ChecklistFor Editorial Teams And Publishers For Editorial Teams And Publishers
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!
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!
Bangalore, October 10, 2012 Bangalore, October 10, 2012
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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
Bangalore, October 10, 2012 Bangalore, October 10, 2012
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Thank you!