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