Power Social Media Marketing with Sociative
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Sociative Content Sourcing & Leverage • Integrate Social Web into Magazine Brands • Power Social Media Marketing
Transcript of Power Social Media Marketing with Sociative
Sociative Content Sourcing & Leverage• Integrate Social Web into Magazine Brands• Power Social Media Marketing
Social Curation
• Crowd sourcing news by tracking the URLs tweeted by influential people in a topic area
Martin Hensel, Presenter
[email protected] -- Cell: 508-654-8520
Founded Texterity. Expert in digital publishing. Builds new products and services for publishers.
Resources:Sociative.netTexterity
Dennis O’Brien, Presenter
[email protected] Cell: 203-906-4141http://www.linkedin.com/in/piperobrien
18 years experience in publishing, including VP Consumer Marketing & E-Commerce; New Track Media and VP Circulation; The Taunton Press – see more
AgendaMartin1 Web – standalone ad models
CRNBuzz.comhttp://www.7x7.com/seattle/
2 Digital Edition Context
Hockey East AcademyInsulin Nation
3 Workflow for Moderation
Opt-out (CRNBuzz and 7x7)Opt-In (Insulin Nation) Dennis
1 Getting Started
2 Social Media Plan
3 Initial Results
4 Customer Path
5 Virtuous Loop
6 Growth Metrics
7 Program Results
CRNBUZZ.com
7x7.com/seattle
Insulin Nation
Moderation Interface
Moderation Article Editing
Editing Window
Moderating – How to
1. Connect to the system via twitter2. Identify Stories3. Apply Source URL4. Review image5. Review for format6. Categorize the article7. Collect Twitter handle(s)
Editing Fields
Listen, learn, and join
• Getting started– Provided a list of twitter handles to Sociative to build the
initial feed• Observe the category wide discussions
– Determine the launch categories based on the initial feed• Defined the social media schedule and topics• Uncover audience development opportunities
– Bloggers, journalists to like and to follow– New twitter handles for Sociative feed
Launch Social Media Calendar
PROMOTION Theme TYPE Facebook Twitter YoutubeSunday Featured Post x x
Monday Youth Post x x
Tuesday NHL Post x x
Wednesday College Post x x
Thursday Skills/Safety Post x x
Friday Juniors Post x x
Saturday HS Post x x
Once Per Week Question of the Week Post x x
Once Per Week Video of the Week Post x x x
Once per Month Fan of the Month Post x x
Follower Spotlight Follower of the Week Post x x
Content Sources Owner(s) Channel
Sociative Ideas for daily posts Online Content
Questions Intern/Chris/Dennis FB Question
Daily Posts Cam/Dennis Facebook/Twitter
Follower / Fan Spotlight Cam/Dennis Facebook/Twitter
Issue Photos - Outakes etc… Chris / Sean Deliver to Dennis/Cam
Cover Images Chris / Sean Deliver to Dennis/Cam
Videos Chris / Sean Sean to upload to Youtube
Issue 'chunked' content Chris / Martin Web linked articles
Promotion/Contest Dennis Facebook/Twitter
Highly Cost Effective• No incremental editorial costs
– Post content from available feed inventory• Use highly engaged but low cost interns to execute
the daily posts– Expertise and/or passion for the topic– They add ‘voice’ of the brand– Provided boundaries– Collaborate on marketing promotions
• Promotional spend was highly effective due to content rich pages
Customer Path
• Tweeting/Posting Sociative content to reach new prospects
• Opportunity to RT • Banner offer FREE
registration
Sample Facebook Post
Viral Marketing
• Custom Welcome landing tab– Maximize registration and app
downloads– Leverages video content
www.facebook.com/insulinnation
Registration Page• Collect minimum
data required• Add to customer
record through surveys and future transactions
Email Cascade
• Welcome includes ‘how to’ get apps
• Sharing options• Issue notifications• Bounce back
surveys• In book surveys
Virtuous Loop• Continuously adding new feed sources
– Sociative feed authors and journalists– New Twitter handles found outside of the Sociative feed are added as
well (driven by RT and Autofollow)– Increasing and the size and scope of feed content
• Monitor topical trends to inform social media efforts– Daily post content – jump on ‘hot topics’– Engagement posts (questions, contests, etc..)
• Fine tune categories and improve content selection– Hockey East Academy: Expand to include: Youth, Women’s, NHL
Prospects• Improve quality and selection available for use in social media
marketing
HEA Twitter Followers
IN Twitter Followers
IN – Facebook Fans
Impact of Sociative• Improves customer engagement
– Virality of Facebook posts continues to grow– Strength of content driving on page ‘Likes’
accounting for over 20% of the fans of the page• Drives audience growth via effective reader
conversion opportunities– Facebook users convert at rate of +25%– 37% of Facebook registrants take the App
Next Steps
• Texterity is the exclusive source to integrate Sociative Content feeds into digital and app editions of magazines
• O’Brien Media Group can provide moderation and social marketing campaign management for any magazine
