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Publishing Context To Using Social Media

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Publishing Context To Using Social Media

  1. 1. Using Social Media <br />A Publishing Context to <br />Davina Quarterman<br />Marketing Manager<br />
  2. 2. Introduction<br />Word of Mouse <br />People are talking about your company, products, published research and books everyday across numerous platforms<br />Define a Clear Road Map<br />No quick wins<br />
  3. 3. Social Media Trends<br />Regional differences<br />Facebook and Twitter are popular in US, UK and Northern Europe<br />Friendfeed popular in APAC<br />Subject differences<br />LinkedIn<br />LabRoots <br />Sermo<br />
  4. 4. Challenges<br />Increasing distractions<br />Increased expectation<br />New communities/new opinions<br />Measurability (ROI)<br />
  5. 5. Social Media Cycle<br /><ul><li>Leverage social media to meet objectives</li></ul>SOURCE: Virtuous Cycle of Social Media<br />Diagram adapted from www.zacharyclayton.com<br />
  6. 6. Before you start <br />Set SMART objectives<br />
  7. 7. SMART Objectives<br />
  8. 8. Before you start <br />Set SMART objectives<br />Need to S.T.P audience<br />
  9. 9. What is STP?<br />Segment<br />Listen and watch them<br />Target<br />Social Technographics™ Ladder<br />Which groups are most active<br />What do we want to achieve<br />
  10. 10. Social Technographic™ Ladder<br />Creators<br />Use to help generate good content<br />Critics<br />Use to help endorse you<br />Collectors<br />Joiners<br />Spectators<br />Inactives<br />Avoid!<br />Most Active<br />Least Active<br />SOURCE: Forrester Research Inc<br />Adapted from diagram in Groundswell by C. Li and J. Bernoff<br />
  11. 11. What is STP?<br />Segment<br />Listen and watch them<br />Target<br />Social Technographics™ Ladder<br />Which groups are most active<br />What do we want to achieve<br />Position<br />Which platform or technology is best suited?<br />Be where your audience are<br />
  12. 12. Before you start <br />Set SMART objectives<br />Need to STP audience<br />Integrate with traditional methods<br />
  13. 13. Social Networking<br />For selling<br />Provide open and honest communication channel with customers<br />Build and enhance relationships with Librarians<br />For commissioning<br />Connect with new/potential authors<br />Provide post-publication self-promotion advice <br />Discover research trends and hot topics<br />SOURCE: Erik Qualon<br />
  14. 14. Social Media Marketing<br />The new rules of online communication and engagement: <br />Nobody cares about your products (except you)<br />No coercion required<br />Lose control<br />Put down roots<br />Create triggers that encourage people to share<br />Point the world to your (virtual) doorstep <br />SOURCE: World Wide Rave by David Meerman Scott<br />
  15. 15. Start the Conversation<br />Engagement <br />Tone of voice <br />Content<br />Lead Nurturing and Call to Actions<br />
  16. 16. Listening Tools & Apps<br />General<br />RSS feeds aggregators, Social Mention, Technorati, BackType<br />Twitter<br />Twitterfall, TweetDeck, Seesmic<br />Facebook<br />Facebook search<br />
  17. 17. Time Management Tips<br />Schedule posts<br />Twitterfeed, Hootsuite<br />Let the updates come to you<br />Aggregate listening tools<br />
  18. 18. Measuring Success<br />Website Traffic<br /># views, visits, returning visitors, drop rate, time spent on site, location of users, referrer reports, SEO ranking<br />Branding<br /># external mentions, # conversations about brand, quality of conversations<br />Customer Satisfaction<br />Returning customer rate, reviews and opinion votes<br />
  19. 19. Measuring ROI<br />Proof of concept<br />Establish a baseline before SM<br />Create Activity Timeline<br />Plot dates of activities, click throughs, website traffic fluctuations, retweets, blog mentions<br />Look at Sales Revenue<br /># transactions, gross income, new customers<br />Also consider non-financial rewards<br />Post sales support, future R&D ideas, lead nurturing, market research<br />SOURCE: Oliver Blanchards Basics Of Social Media ROI. Available via Slide Share<br />
  20. 20. Analytic Tools & Apps<br />URL Click-throughs<br />Bit.ly, Hootsuite<br />Website Traffic<br />Google Analytics<br />Conversations and Blog Mentions<br />Social Mention, Topsy.com, Google Alerts, Omniture, PostRank Analytics<br />Follower Trends<br />Twitter Karma, Foller.me<br />
  21. 21. Future of Social Media<br />Is this just a fad?<br />Audience<br />Mobile usage, platforms<br />Key Players<br />Google, iPhone App Store, Android Market<br />Business Models<br />Advertising, Publishing 2.0<br />
  22. 22. Key Points to Remember<br />Social media is not controlled or owned by you. You are contributing to existing conversations<br />Set clear objectives from the outset (helps with ROI)<br />ROI may not be the same as traditional methods<br />Don’t be scared!<br />
  23. 23. LinkedInwww.uk.linkedin.com/in/dquarterman<br />Twitter@dquarter<br />Davina Quarterman<br />Wiley-Blackwell<br />