Making the Direct Connection: Social Media and Publishing

Making the Direct Connection:
Social Media and Publishing
Guy LeCharles Gonzalez | loudpoet.com | @glecharles
NYU, 11/26/2012

Twitter bird, "Dave," by Matt Joyce via Inspired Magazine.

loudpoet.com
Blogging it Like it is Since 2003

Guy LeCharles Gonzalez is an old/new media pragmatist who works in
publishing and plays the field. He’s sometimes loud, sometimes poet,
and always opinionated.

He can be rather outspoken at times and does not suffer fools gladly,
so nothing he says is meant to be representative of his employers —
past, present or future.

EXPERIENCE
• Director, Content & Digital Product Dev, Media Source / Library Journals, LLC.
(Present)
• Director of Programming & Business Development, Digital Book World (2009-2011)
• Publisher & Editorial Director, Horticulture (2008-2009)
• Advertising Sales Director, Writer’s Digest (2007-2008)
• Marketing Manager, SourceMedia (2004-2007)
• Membership Manager, The Academy of American Poets (1998-1999)
• Circulation Assistant and Fulfillment Manager, Poets & Writers (1997-1998)

Also…
• Founder, curator and host of a little bit louder (1998-2001)
• Co-author of Burning Down the House (Soft Skull Press, 2000)
• Contributing Editor for PopCultureShock.com (2005-2007)

Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/26/2012

Content, Context, Community

VENDOR MAGAZINES
WEBSITES

BOOKSELLERS
AUTHORS
FACEBOOK

GOODREADS
VENDOR TWITTER
READER VENDOR

ASSOCIATIONS GOOGLE
LIBRARIANS

EVENTS
BOOKS
VENDOR


Making the Direct Connection
User Experience

Content Development
Product List Development Events
Marketing Analytics Marketing

Sales Support


Engagement Strategy
 Listening - using social media as ―real time‖ research and
gaining insights from listening to the community.
 Talking - using conversations within the community to
promote products or services, authentically.
 Energizing - building brand stewardship; identifying
enthusiastic readers and using them to persuade others.
 Supporting - making it possible for readers to help each
other.
 Embracing - turning readers into a resource for
innovation.

Via Forrester Research/Groundswell


Also, Customer Service…
Companies that provide customer service on
social sites have customer satisfaction and loyalty
in mind, though 16.9% said their primary goal in
using social media for this purpose was to meet
customer expectations.

Certainly, some consumers expect that they will
be able to voice a complaint on Twitter and get a
response, or write on a brand’s Facebook wall
and have their issue resolved. Companies have
moved to offer these services, but must
remember they remain just one channel among
many through which they must serve customers.

Social Is Still a Small Part of Customer Service
– eMarketer http://bit.ly/TfWxaA


―Some of these conversations ended in a sale, but don’t let that fool you. The sale was
merely the exclamation mark at the end of the sentence.‖
Markets Are Conversations, CLUETRAIN MANIFESTO

Community Engagement & Development #book2 | @glecharles
http://www.flickr.com/photos/nic/230233024/

Content is [Still] King
―Most companies can’t sustain social media
engagement because they lack the internal
editorial infrastructure to support it.

They don’t have a content strategy.‖

“Content strategy is, in fact, the next big thing”
Kristina Halvorson
http://bit.ly/az7U68


Content Strategy
 Free – News, commentary, blogs, public forums,
podcasts, webcasts, social media; all open access and
socialized for comments and sharing.
 Registered – Enewsletters, moderated forums,
promotional downloads, introductory webinars, research
and white paper summaries, product demos and
samples.
 User-Generated Content: blogs, reviews, op-eds, images, links
 Paid – Books, magazines, databases, professional
development programs, intensive webinars, research
and white papers, events.


Video is Content, Too.


You Can't Manage
What You Don't Measure
Social Media Website / Blog Video
• Audience Development?
• Audience Engagement?
• Commerce?

Analytics

• Google Analytics • Visits / Unique Visits • Referral Sources
• Keyword Tool • Pageviews / Views • Keywords
• Google Alerts • Pages/Visit • Goals
• Facebook Insights • Time on Site / Retention • Events
• Hootsuite • New vs. Return Visits • List Growth
• Topsy • Followers, Likes, etc. • Unsubscribes
• Email Service Provider • Reach • Inactives


Know Your Audience

134k+ Followers
8.7k+ Likes

Brand A

News, professional development
resources, and book reviews for
librarians and publishing
industry professionals.


Srsly… Know Your Audience

18k+ Likes
54k+ Followers

1.7k+ Followers

Brand B

Business information, up-to-date
technology tips, the creative whys
and hows behind noteworthy
projects for design professionals.


You Can’t Measure Influence

Badges? We don’t need no stinkin’ badges!
“The Problem With Klout? It Has None”
Guy LeCharles Gonzalez
http://bit.ly/sh1IyF


Measuring Success

How do we
measure
these?

Marketers Seek to Better Measure Social
Media Success - eMarketer
http://bit.ly/trqMy8


Email Marketing Analytics
 Total Sent
 Total Delivered
 Deliverable %

 Unique Opens
 Open %

 Total Clicks
 Clickthrough (CTR) %
B2Bs and B2Cs Diverge in Social
 Click-to-Open (CTOR) % Network Usage, Lead Gen Success -
eMarketer http://bit.ly/udCuDl
 Inactives
 Unsubscribes
 Net Growth


Return on Investment

Metrics & ROI - Three Myths of Social
Media ROI [Infographic] :
http://bit.ly/TpNY0H


Resources & Examples
 Facebook: http://bit.ly/TpMxj3
 Penguin: http://on.fb.me/TpNesy

 Writer’s Digest: http://on.fb.me/TpNiZc

 Tumblr: http://bit.ly/TpMrb2
 W.W. Norton: http://wwnorton.tumblr.com/

 Library Journal: http://tumblr.libraryjournal.com/

 Pinterest:
 Penguin: http://bit.ly/TpN5oX

 Runner’s World: http://bit.ly/TpMLGI

 Your Own Website: http://bit.ly/TpNt6X
 Google Analytics: http://bit.ly/TpMDqV


Professional Resources


THANKS!

Guy LeCharles Gonzalez
Director, Content & Digital Product Development
Library Journal | School Library Journal | The Horn Book
Media Source, Inc.

loudpoet.com
@glecharles

Twitter bird, "Dave," by Matt Joyce via Inspired Magazine.

Making the Direct Connection: Social Media and Publishing

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