Newspapers atlantic halifax may 2012

Social Media Marketing:

For you and your advertisers

Halifax, NS May 11, 2012

Shannon Kinney

[email protected]

The Giveaway:

Free consultation on how to generate revenue with


social media for your market!

Times have changed,

media use has changed

Old marketing tactics

New marketing tactics

Advertiser Needs

• Print is recognized as a brand builder and important

part of marketing mix, but is farther away from sale

in many cases

• Ability to generate leads/calls/walk-ins and

measure resultsmeasure results

• Flexibility in contracts, billing, packages

• Multi-media approach and solutions

• Consultative selling – help me understand all of my

options and create custom solutions for me

In this climate,

every business

is re-thinking all of their budgets,

and they will never return to the and they will never return to the

way they once were.

Where Should We Be?

• You need to aggressively review our operations in

all departments to seek efficiencies, new ideas,

and best practices (and likely already have been)

• Online revenue should be growing to be larger

percentage of overall revenue, less reliance on percentage of overall revenue, less reliance on

print only

• Creating new products on our own or through

partnerships to grow audience and revenue

It’s less about selling space

and more about

selling solutionsselling solutions

…and working with your customers

…in ways you have NEVER done

beforebefore

It’s NOT about the

distribution vehicledistribution vehicle

It’s about continuing

your deep relationship with

your audienceyour audience

and your advertisers

The question for businesses

used to be:

how do your customers find you?how do your customers find you?

Now is:

where do your

current and future customers current and future customers

find what they need?

Questions get answered.Recommendations are made.

Conversations happen.

Are you there?

http://www.youtube.com/watch?v=lFZ0z5Fm-Ng

Facebook now has more than

901 million 901 million ACTIVE

users

Facebook• Do I need to use it? YES! If

you advertisers are

responsible for marketing

your business, absolutely.

• Do my clients’ businesses

need to be there now? Yes.

There are no ifs, ands, or There are no ifs, ands, or

buts. Regardless of your

business, you need to be

represented here. We can

help!

• Top benefit: You stay top of

mind with people as they

browse – you’re part of the

conversation

Facebook: Statistics

• More than 50% of active users log in each day

• 125 billion friend connections

• People spend over 700 billion minutes per month on Facebook

• 2.7 billion posts are “liked” or commented on each day

• 2.7 billion posts are “liked” or commented on each day

• 250 million photos are shared each day

• 1 million business page “likes” are happening each day – and that is shared with all of their friends

Source: Facebook

Facebook: Timeline for Business Pages

Do Facebook - WELL

• Professionally designed page

• Thoughtful content strategy that incorporates

the personal touch, sales and marketing, and

outbound marketing strategyoutbound marketing strategy

• Listen and respond, stimulate conversation

• Utilize the new feature of outbound

commenting as your page

• WOW your fans!

Twitter

• Do I need to use it? It is

powerful but not for

everyone


need to be there now?

Depends on their Depends on their

business. If you create

and write a lot of

content, Twitter is a

fantastic tool. It works

extremely well for

searching, listening and

communicating quickly

with your customers

LinkedIn• Do I need to use it? If you

would benefit from

sharing your background,

establishing your

expertise, and showing

who you are connected

to professionally, yes.to professionally, yes.


need to be there now?

It’s much more important

for companies interested

in hiring, and/or

conducting b2b business,

but can be a very

powerful tool for

establishing expertise as

well

Foursquare• Do I need to use it? If you

enjoy showing businesses

that you frequent them, and

if you’re just a wee bit

competitive, it is a fun tool to

use. Great for deals or

visiting new areas

• Do my client’s businesses • Do my client’s businesses

need to be there now? If

their business is retail,

hospitality oriented, a

restaurant or bar, we highly

recommend leveraging

Foursquare. It is a powerful

tool to offer deals, recognize

your best customers, and

monitor what customers are

saying about you on the

Web.

Google+ (G+)

• Do I need to use it? If you

enjoy Facebook for the

social aspect, or Twitter

for the opportunity to see

the news and content you

should be reading, you’ll should be reading, you’ll

enjoy G+


need to be there now? If

they have the time yes

due to it’s close tie with

search results

YouTube: 2nd largest search engine

Professionally designed page

What works and what doesn’t

The key is Reputation Management…

And you need it now more than EVER!

Facebook now has over

488 million 488 million

MOBILE usersDo you have a usable

mobile web site?

Emerging mobile

activities

•Location based services•Quick Response (QR) codes & barcodes•Comparison Shopping•Comparison Shopping•Mobile Coupons•Push Notifications

28% of smartphoneowners have used their phone at least once to check in

Source: ExactTarget

So what?

What does this mean to your

newspapers? To small – medium newspapers? To small – medium

businesses?

The rules of marketing have

changed.changed.

We help businesses

play the game by the new rules.

AND, save them time. AND, save them time.

Can you?

Should you?

The agency model:Solution based selling

Is a MUSTIs a MUST

And unlike larger newspapers,Many of you already do it!

Why Agency?

• Serving local businesses is core to your mission

and role in your community

• Maintaining the relationship as the trusted

advisor and partner is critical to your long term

successsuccess

• Filling the advertiser need and guiding them

through the process will solidify your position

• Solution-based selling builds trust

• Can ultimately sell more print

Revenue opportunities• Sell social media services, reputation

management

• Added distribution of listings via social media

(Washington Post Twitter channels)

• Sponsored posts and tweets?• Sponsored posts and tweets?

Solution ComponentsCore Offering

• Online marketing strategy

development

• Social Media channel

enhancement and ongoing

management

Optional

• Video optimization, distribution,

marketing

• Photography

• Mobile marketing solutions (sites,

promotions)

• PRmanagement

• Reputation Management

and SEO

• Email marketing

• Blog posting management

• PR

• SEO / SEM

• Agency level service (media

planning, etc)

• Event promotion (flyers, etc)

• Print ad design

• Web site & landing page

development

We offer

•Agency model: evaluation and plan development

• Agency: outsource it to us, we will fulfill what you

sell

• Small business services

• Social media strategy, planning, channel design

• Staff training on social media and effective usage

• Webinars and resources

• Channel management

Action items – what to do now1. Consider your sales methods, are you

solution selling or space selling?

2. Are your advertisers confused by the online marketing landscape and options?

3. Could you gain market share by offering social solutions?social solutions?

4. Do you have the resources to lead the charge? Build or buy?

5. If you aren’t sure what to do OR you don’t have resources – we can help!

The Giveaway:



social media for your market!

Shannon Kinney, Dream Local

[email protected]

207-354-7073

Thank you! You survived!

Questions?

207-354-7073

www.dreamlocal.comTwitter: @shannonkin

Facebook: facebook.com/shannonkinney, facebook.com/dreamlocal

Foursquare: Shannonkin

LinkedIn: www.linkedin.com/in/shannonkinney

Google+ www.gplus.to/shannonkinney

Newspapers atlantic halifax may 2012

Business

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