BITS AND BYTESSarah brittenJuly 12 2013

What I’ll Cover

ABOUT ME

HOW TO USE TWITTER TO GET MORE AD REVENUE

HOW TO USE TWITTER

My experiences using Twitter

Shopper marketing

How to use Twitter for both you and your title

Examples

Magazines and social in the path

to purchase

Tips

1.

2.

3.

WORKSHOP What are your current challenges?

Some potential solutions4.

My golden rule for social media (and anything)

Be useful or interesting. Preferably both.

If you can’t be either, forget it.

Content

UsefulInteresting

Why Twitter?

• Increasingly, it’s the source of influence.

Twitter makes stuff like this possible

And this

And, yes, this

Key reasons to use twitter

1. Create and leverage influence2. Build an audience3. Promote yourself and your work4. Get creative ideas

About me• Writer, communication

strategist, speaker and artist• Published author of 5 books• PhD from Wits University• Range Rover social media

brand ambassador 2010-2012• TEDxJohannesburg speaker

August 15 2013• PR and Media for The Loeries

Kyknet Dagbreek, June 2013. (Yes, Riaan looks younger than me).

2012 Cosmo Twitter Queen

My Blogs and Platforms

• Thoughtleader (Mail & Guardian)• Sarah Britten Art• Women24• Creativity Project• Red Robot Project• Trekking Across Gondwanaland• Car Date (to be launched)

How I got my strange Twitter handle

Ornithorhyncus anatinus

@Anatinus

(Made sure the car was parked where he would see it)

Thanks to Twitter, I got to drive a really nice car, for free, for a year.

Y&R | How to tweet about brands (without making everybody hate you)

Y&R | How to tweet about brands (without making everybody hate you)

I even did an art exhibition inspired by the car

(I paint with lipstick. )

I paint stuff like this

This was painted while I had a panic attack.

As most things do, it started by accident.

+

=

+

It has since evolved to fundraising• This project was for

Lawyers Against Abuse

This is my Twitter strategy in a word.

My (tentative) brand DNA

Essence Smart

Positioning Always an interesting angle

Pillars Smart Funny Real

Personality Quirky, Critical, Self-deprecating

Tonality Witty, dry

My favourite trend ever.

What I’ll Cover

ABOUT ME

HOW TO USE TWITTER TO GET MORE AD REVENUE

HOW TO USE TWITTER

My experiences using Twitter

Shopper marketing

How to use Twitter for both you and your title

Examples

Magazines and social in the path

to purchase

Tips

1.

2.

3.

WORKSHOP What are your current challenges?

Some potential solutions4.

There are 2 aspects to this

• Using Twitter for yourself

• Personal brand• Personal narrative

• Using Twitter to promote your title

• The stories you’re working on

• Integrated brand projects

Example: Lerato Tshabalala

Example: eusebius mckaiser

First of all, it helps to be good at telling stories

.

“…storytelling is a uniquely powerful form of persuasive jujitsu”

It’s amazingly easy to interest people

Find the quirky details.

The next morning

Engagement

Some enjoyed the brand association.

I did encounter a bit of resistance

Some things to remember.

Some rules for tweeting and being liked

1. Be credible2. Be yourself3. Get the tonality right4. Try to understand what your audience is

interested in (often this is accidental)

Find the quirky details.

This was one of my road trips

PR is the kryptonite of social media credibility.

The only thing worse than being talked about is not being talked about. (Ask Oscar Wilde.)

Have a clear idea about where the narrative you ends and the real you begins.

How twitter can be a creative tool• Expose yourself to

new ideas and new people

• Crowdsource opinion

• Look for inspiration

Use pacing to increase interest in your stories

Write about what you’re working on, while you’re

working on it.

Build up interest ahead of publication.

Publicise the fact that the story is out.

Tag any relevant people mentioned in it on Twitter

and Facebook

Drive follow up discussions and

conversation around the piece.

BEFORE WHEN TITLE COMES OUT

AFTER

USE YOUR STORIES AS SOCIAL OBJECTS

Print edition

Additional content on blog

Facebook discussionTwitter

Responses with hashtag

What I’ll Cover

ABOUT ME

HOW TO USE TWITTER TO GET MORE AD REVENUE

HOW TO USE TWITTER

My experiences using Twitter

Shopper marketing

How to use Twitter for both you and your title

Examples

Magazines and social in the path

to purchase

Tips

1.

2.

3.

WORKSHOP What are your current challenges?

Some potential solutions4.

First the good news.

• Everyone wants content, and you’re better at producing content than anyone else.

And the not so good news.

• Print is under pressure. Readership is declining Media planners still use it, but creatives in the industry are all in love with digital.

• So you need to integrate digital better with your print editions and the needs of your readers and advertisers

1. Big new focus in marketing2. Focuses on sales3. Huge for many of your advertisers4. If you can show how your titles help sell

product and integrate with a brand’s shopper programmes, you’ll have a much stronger proposition

What is Shopper Marketing and why should magazines understand it?

A new way of marketing

• Advertisers want engagement, and traditional advertising isn’t the best way to do it.

• Collaborative programmes make more sense now.

• How do you use your platforms in ways that are credible to deliver value to readers, increase advertising revenue, and ensure the sustainability of your titles?

The Path to Purchase

PLAN

PLACE

BUY

USEENGAGE

EVALUATE

PURCHASE

DEMAND

Choice drivers Purchase drivers

Research

Satisfaction drivers

Adapted from Nielsen

Social mediaUsage & product

experience

Traditional & digital influencers

CRM

ADVERTISING

OPPORTUNITY

OPPORTUNITY

OVERALL RECOMMENDATIONS• Have a sense of how you’d like to position

yourself– As an individual– In terms of the work you do

• Look for opportunities to drive interest in your stories through creating anticipation in social media

• Integrate shopper thinking into the way you approach advertisers and collaborative projects

In the end, all we have are our stories, and all we can do is tell them as well as we can.

Thank you