UNLOCKING ENGAGEMENT:SOLUTIONS FOR PUBLISHERS & MEDIA

Alisa Leonard @alisamleo alisa.leonard@icrossing.com

The question is…

CAN SOCIAL MEDIA DRIVE REAL BUSINESS VALUE FOR PUBLISHERS AND MEDIA COMPANIES?

Yes.

BUT LET’S ACKNOWLEDGE SOME OF THE CHALLENGES…

DISINTERMEDIATION

CONTENT OVERLOAD, EVERYDAY…

4 billion pieces of content shared on Facebook

3 billion searches

2 billion video views on YouTube

70 million tweets

FRAGMENTATION OR FACEBOOK?

WE’RE NOT SURE HOW (WHAT) TO MEASURE

LACK OF FORMAL, MEASURABLE ENGAGEMENT BEST PRACTICES

But what about the opportunities?

UNLOCK THE POWER OF SOCIAL MEDIA TO DRIVE RESULTS

What if social media could…

Drive traffic

Increase reach / create social inventory

Increase conversions

Drive audience development and insights

Provide CRM

Fuel new content ideas and products

The path forward

GOVERNANCE, INSIGHTS, STRATEGY & TRAINING

EDITORIAL PROGRAMMING & ENGAGEMENT BEST PRACTICES

MEASUREMENT & PERFORMANCE ANALYSISFOUNDATION

FOR SUCCESS

EXECUTION & OPTIMIZATION

BUSINESS VALUE

Social media success starts with the right foundation

BUILDING A FOUNDATION WITH GOVERNANCE, STRATEGY & TRAINING

GOVERNANCE

The Playbook…

Rules of engagement Best practices Moderation Escalation Localization Permissioning Scalability

AGILE STRATEGY

Gather insights

Prioritize strategic opportunities

Develop editorial & engagement plan

Produce content

Publish &

Propagate

Evaluate performance

TRAINING

Beyond the basics, does your social media manager know how to…

Optimize for EdgeRank Utilize analytics to drive engagement

decisions Build, Engage, Influence and Amplify an

audience or audience segments Maximize visibility and traffic through key

practices like day-parting Conduct influencer outreach for audience

extension and link building

There is a better way to execute (and optimize)

DATA AND INSIGHTS-DRIVEN CONTENT STRATEGY & ENGAGEMENT BEST PRACTIECS

EDITORIAL PROGRAMMING

AUDIENCE SEGMENT

SEARCH & SOCIALINFORMED THEMES

BLOG

YOUTU

BEFA

CEBO

OK

TAB FA

CEBO

OK

WAL

LTW

ITTE

RFL

ICKR

FOUR

SQUA

R

E FORU

MS

AUDIENCE TECHNOGRAPHICS & CHANNELS

TO

PIC

S

FORMATS

RATIONALE

AWARENESS

CONSIDERATION

PREFERENCE

ACTION

ADVOCACY

AUDIENCE MANAGEMENT

Processes and practices for…

Real-time research Analysis Planning Publishing Propagating Engaging Reporting

AUDIENCE MANAGEMENT BEST PRACTICES

# Daily Active Fans

Reach = Friends of Fans (Impressions)

Balanced Diet EdgeRank

optimization A/B testing Day-parting Engagement

primetime Audience

segmentation

TALENT + TECHNOLOGY

BIG BOX RETAILER AS PUBLSIHER?

FB Audience: Females 25-34 in metropolitan areas: Dallas, New York, Seattle, Chicago, Los Angeles, San Francisco; 70% college educated; 72% married

FB “verified circ”: 200,000+ daily active Fans (readers & active participants)

FB Total reach: 6 million monthly post impressions

Sellable inventory on FB: Wall posts/takeovers, Live events, polls, Q&A’s, sponsored videos

Unlocking business value: don’t count your social media

metrics

MEASUREMENT & ANALYSIS

WHAT ARE THE RIGHT METRICS?

Fans Likes Re-tweets Comments Shares Views Referral traffic (segmented by post? By

audience?)

Are these good metrics?

DEVELOP MEASUREMENT STRATEGY

Internal KPI’s

(Content Process)

AMOUNT PRODUCED

PUBLISHED & PROPAGATED

KPI’sTRAFFICREACH

Short-term Long-term

Leading Indicators

(Metric Categories)

AWARENESS ACTION ADVOCACY

OPTIMAL EFFICIENCY

EXTENSION

TEST, LEARN, ITERATE

Define tests to assess the validity of social media metrics against your KPI’s (should you care about number of Fans or just % active fans? Do certain social metrics impact other channels more than others?)

Refine social media executions based on testing

Formalize best practices out of performance findings

Case Study

SOUNDS GREAT, DOES IT WORK?

BILLBOARD.COM

SITUATION Goals: increase traffic & time

spent on-site Facebook & Twitter #14 and

24 referrers

RESULTS Doubled traffic in 4 months

all through earned, organic social media traffic

Social visitors spent 4.2X time on site as search referrals

Facebook & Twitter became the #2 and 4 top referrers

KEY TAKE-AWAYS

Set a foundation for success with governance, strategy and training

Take a data-driven approach to execution; utilize insights for content development and publishing, cultivate performance-driving best practices for engagement

Develop a measurement strategy, test learn and repeat

THANK YOU!

Alisa LeonardiCrossing

@alisamleo alisa.leonard@icrossing.com