How publishers can get more from their social media
Transcript of How publishers can get more from their social media
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Presented by Caroline Li – Tack (formerly Snap Skout)
Association of Alternative Newsweeklies
Digital Conference 2015
San Francisco, CA
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Presented by Caroline Li – Tack (formerly Snap Skout)
Association of Alternative Newsweeklies
Digital Conference 2015
San Francisco, CA
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1. Social Media Advertising Spend Projections
1. 2014 Social Media Marketing Report Findings
1. Social Media Networks & Trends
1. The Publisher’s Opportunity
1. Why Small Businesses Use Social Media
1. Publisher Tips: Going the Extra Mile With Your Social Media
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SOCIAL MEDIA ALLOWS COMPANIES AND BRANDS TO:• Share content easily: Conversations are started organically and marketing
materials are easily shared.• Reach audiences cheaper: Compared to traditional channels, social media is
affordable and effective if done the right way.• Play on a level playing field: for brands of every size and industry.• Self-promote more frequently: empowers companies and brands to highlight
sprinkles of great content and build personality. • Be in the moment/transparent: Real-time communications and customer
service.• Collect Info: learn more about target audiences easier and for less money.
WHY COMPANIES USE SOCIAL MEDIA
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A LOOK AT SOCIAL ADVERTISING SPEND (GLOBAL)
Digital to account for third of all revenue by 2018
Worldwide social network ad spending reached $16.10 billion in 2014, a 45.3% increase from 2013. - eMarketer.com
Digital ads will lead the way for global media growth in the next four years, accounting for 33% of total advertising revenue by 2018. -
Price Waterhouse Coppers
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A LOOK AT SOCIAL ADVERTISING SPENDING (U.S)
Social media marketing spending in the United States from 2014 to 2019 (in billion U.S. dollars).Forrester Research projected the spending would increase from 7.52 billion U.S. dollars in 2014 to 17.34 billion U.S. dollars in 2019.
A forecast of social media marketing expenditure in the United States from 2014 to 2019.
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A LOOK AT SOCIAL ADVERTISING SPENDING
Nearly 9 in 10 marketers use social media marketing. -emarketer.com
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SOCIAL MEDIA EXAMINER
Social Media Marketing Industry Report 2014
Major findings
• Marketers place very high value on social media.• Tactics and engagement are top areas marketers want to master.• Blogging holds the top spot for future plans.• Podcasting on growth trajectory.• Facebook and LinkedIn are the two most important social networks for
marketers.• Original written content is most important for social media marketing.• Most marketers aren't sure their Facebook marketing is effective: Only 34% of marketers (slightly more than one in three) think that their Facebook efforts are effective.
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SOCIAL MEDIA EXAMINER
Social Media Marketing Industry Report 2014
Top 5 social media questions marketers want answered:
At least 83% of marketers surveyed felt they are struggling to answer all of the following questions:
#1: TACTICS: What social tactics are most effective?The number-one question marketers want answered (91%) is which tactics work best. This high number is likely in response to the constant changes taking place across many social networks.
#2: ENGAGEMENT: What are the best ways to engage my audience with social media? Figuring out how to best connect with people remains high on the list of questions marketers want answered (89%). As more businesses become social, those that best engage will stand out.
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SOCIAL MEDIA EXAMINER
Social Media Marketing Industry Report 2014
Top 5 social media questions marketers want answered cont.
#3: MEASUREMENT: How do I measure the return on my social media marketing?A significant 88% of marketers want to know how to measure their return on investment for social media activities. This question has been top of mind for marketers for the last four years. Clearly very few marketers have figured this one out.
#4: TOOLS: What are the best social management tools? As interactions increase and newer social networks continue to grow, the need for tools to simplify social media marketers' jobs becomes more important. A whopping 85% feel like they don't know what tools are best.
#5: AUDIENCE: How do I find my target audience with social media? Figuring out how to target customers and prospects is a big concern for marketers (83%). Because of the enormous size of social networks combined with ever-changing ways to connect with people, marketers need guidance.
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SOCIAL MEDIA EXAMINER
Social Media Marketing Industry Report 2014
“83% of marketers agreed that they had integrated their social media and traditional marketing activities, slightly up from 79% in 2013.” – Social Media Examiner
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SOCIAL MEDIA EXAMINER
Social Media Marketing Industry Report 2014
“The top two benefits of social media marketing are increasing exposure and increasing traffic. 92% of all marketers indicated that their social media efforts have generated more exposure for their businesses. Increasing traffic was the second major benefit, with 80% reporting positive results. Most marketers are using social media to develop loyal fans (72%) and gain marketplace intelligence (71%).” – Social Media Examiner
Download Report Here:http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2014.pdf
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Companies advertising on Facebook will increase, and so will the price• Organic post reach will continue to decrease significantly.• “Pay to play” model with their promoted posts will become standard.• Facebook’s ad revenue was $2.96 billion (up 64% year-over-year) and it’s expected to
grow exponentially in 2015.• Facebook native videoTwitter advertising• Pick what you pay for: performance-based actions like followers, leads, conversions,
and engagement rather than just retweets or clicks.Instagram• Is killing it with younger users. Has more young users than FB and Twitter. 83% of US
teens in wealthy households are on Instagram. LinkedIn• From B2B to B2C
SOCIAL MEDIA TRENDS
FACEBOOK, TWITTER, INSTAGRAM
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Are social networks the only ones that are able to generate revenue
from social media?
SOCIAL MEDIA TRENDS
Traditional Media Publishers?
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1. What do small businesses need?
1. How are they currently marketing to new customers?
1. What kind of customers do they want?
1. What more could they be doing?
1. What tools are easily available and convenient?
1. What tools do big companies have access to that smaller ones don’t?
1. Is social media marketing here to stay?
WHAT WE ASK OURSELVES AT TACK
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SOCIAL MEDIA & THE PUBLISHER’S ADVANTAGE
Social media companies are networks for self-promotion, but publishers have the brand recognition and influence that gives them leverage with advertisers and the public.
Facebook is a free for all, like a random bulletin board.
Publishers have standards and character that brands want to be associate with.
The opportunity with social:• Offer existing advertisers new options or added services.• Capture the rest of the business community that has not historically advertised with your
publication.• Start to close the gap between social media and traditional media.• Promote social without compromising editorial / own social media network.
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NATIONAL VS LOCAL SOCIAL MEDIA NEEDS
National Advertisers Local Advertisers
Scalability Pleasing the right crowd, can’t afford to play the numbers game
Advanced targeting Some targeting
National & local reach Local reach
Quantity of customers Quality of customers/Returning customers
Care Most About: reputation and competition over competitors.
Care Most About: customers in their neighborhood, day-to-day sales, foot traffic, reviews
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WHY SMALL BUSINESSES USE SOCIAL MEDIA
When you think about why small businesses use social media vs why big corporations use it, the reason are slightly different.
1. PEER PRESSURE (everyone else is doing it and my customers expect me to be on some form of social media.)
2. COMPETITION (If everyone else’s exposure is increased due to social media, then I can’t fall behind. If they can do it, I can do it.)
3. INTELLIGENCE (this is why they should be using it)
Social media has the freshest, most relevant customer data: users are supplying data about their preferences, demographics, behaviors, emails, relationships and more. Small businesses get this kind of data through social media and email subscribers. These personal communications are extremely important to small businesses.
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What small businesses will soon realize:
It’s not just a popularity contest.
You’ve mastered how to do social media. Now what do you do with the results?
LEVERAGE DATA COLLECTED FROM YOUR SOCIAL MEDIA CHANNELS TO CREATE MORE MEANINGFUL RELATIONSHIPS AND HIGHER ENGAGEMENT.
WHY SMALL BUSINESSES USE SOCIAL MEDIA
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SOCIAL MEDIA TOOLS
Social media has become the most used advertising tool for small
businesses because of its accessibility, and now they want more!
New customer needs:
• Seeking new ways to bring more followers to my social media.
• Getting more exposure outside of the social network.
• Reaching the right new customers without annoying them.
• More proof that my social media efforts are effective.
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ARE YOU READY TO SELL
SOCIAL?
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BEFORE YOU START SELLING…
TIP: You can talk the talk, but you gotta walk the walk, too.
Put your company through social media 101 before you attempt to sell social media.
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PUBLISHERS:
GOING THE EXTRA MILE WITH SOCIAL MEDIA
Simple things you could be doing: keep two-way communication
“title of article” www.yourmagazine.com/story-link by @MagazineTwitter@AuthorTwitter
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PUBLISHERS:
GOING THE EXTRA MILE WITH SOCIAL MEDIA
Simple things you could be doing: “Tweet This”
The LA Times website allows readers to tweet stories using prewritten tweets that aren’t just the article headline.
Other publishers can do this by using services like Click to Tweet: https://clicktotweet.com/
You can also track the activity of each link over time.
Think about selling: Embedded tweets on sponsored posts and event listings/articles.
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PUBLISHERS:
GOING THE EXTRA MILE WITH SOCIAL MEDIA
Simple things you could be doing: Social comments with options to monetize
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ADVERTISERS PUBLISHERS
PUBLISHERS:
GOING THE EXTRA MILE WITH SOCIAL MEDIA
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TACK IS…
Real time instead of static
Social instead of selly
Transparent instead of tricky (not sponsored post. What you see is what you get.)
Contextual instead of creepy (referring to retargeting). Tack uses NLP (Natural Language Processing) to find out what the article is about so it can best match social offers to extend the content.
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Make your
readers happy.
Deliver a useful
experience.
Advertising can
be helpful.
Make your readers
happy.
Deliver a useful
experience.
Advertising can be
helpful.
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http://www.slideshare.net/carolineli1
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Tweet This!
So glad I woke up for this 9AM social media #AANDigitalSession with @TheCarolineLi from @TackLocal
“Get more from your social media.” says @TackLocal at #AANDigital. Cool tool!”
Time to get creative. Time to think about the potential of your social media. Thanks @TheCarolineLi & @TackLocal