Hi! I’m John Foley, Jr.• Grow Socially

– We help companies (like yours) generate inquiries and leads through software and marketing services• Software (SaaS) – 1996 (interlinkONE)• Marketing services – 2010 (Grow Socially)

– Visit: GrowSocially.com Tweet: @GrowSocially

• Business Transformation Expert– Company Founder and Chief Product Architect– Author of Books and Content

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– Marketing specialist– Brand innovator

Agenda

1. Why Should You Care About Social Media?

2. How Can Publishers Use Social Media?

3. Best Practices, Strategies, and Tips

4. Final Thoughts

5. Q&A

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WHY SHOULD YOU CARE ABOUT SOCIAL MEDIA?

1

The Numbers Don’t Lie

• 47% of mobile users get news through social networks on a regular basis

• 72% of all internet users are now active on social media

• 60% of 50 to 60 year olds are active on social media

• 71% of users access social media from a mobile device

Facebook

• A social network that allows users to create profiles, upload media, and keep in touch with others

• By the end of 2013, Facebook boasted 1.23bnmonthly active users worldwide

• “One of the big plusses of having a Facebook fan page is being able to co-manage it along with the author. The community aspect is enormous.”

– Parsons (Houghton Mifflin Harcourt)

Twitter

• A social networking service that allows members to broadcast short posts in 140 characters called tweets

• There are currently over 600 million active registered Twitter users.

• “It’s the top driver for us for getting to video content. The click-throughs to view and play photos and videos for us is tremendous.” – Chou (Open Road)

YouTube

• A video sharing service that allows users to watch videos posted by others and upload videos of their own

• More than 1 billion unique users visit YouTube monthly

• “YouTube is the second-largest search engine, so video is very important. If the author is good on screen, they should be recording talks. Video book trailers are great — if they’re under a minute and very compelling.”

– Fassler (Penguin Random House)

Google+• A social networking service similar to Facebook, and

integrated into all Google services

• More than 540 million users utilize Google Plus every month.

• “Google+ is sneaky. Google+ is mandatory for search. If you want to rank in Google, you have to be on Google+. The click-through rate and sharing rate is very high on Google+.” – Sansevieri (Author Marketing Experts)

• Improves search engine ranking

• “Hangout” with customers for free

• Quick and easy access to your audience

LinkedIn• A social networking site that allows members to connect and

interact with networks of people they know professionally

• There are 200 million registered LinkedIn users worldwide.

• “One of the great things about LinkedIn is it isn’t the same kind of networking that happens at conventions, where you’re wearing a name tag, trying to meet strangers, and awkwardly attempting to make small talk. LinkedIn is networking without the pressure.” – Melanie Pinola (LinkedIn in 30 Minutes)

Pinterest• A social media website that allows users to organize

and share images and videos from around the Web.

• Pinterest accounts for 25% of retail referral traffic.

• “I’ve lost a lot of time on Pinterest. Anyone who’s been on Pinterest knows it’s a little bit of a black hole, but it’s a fantastic site. One thing Pinterest has taught us is how important visual content is.”

– Sansevieri (Author Marketing Experts)

4 Fundamentals of All Social Networks

1. Build your network

2. Engage with the network you have built

3. Be consistent

4. Track and analyze

Social Media and Search Engine Optimization (SEO)

• Social Networking Activity Helps People Find Your Stories and Publications!

• Out of the top 10 ranking factors of SEO, 7 are related to social media

Top Ten SEO Ranking Factors

SEO and Online Video

On average, having a video thumbnail in your search result will double your Google traffic

SEO and Your Website

93% of online experiences begin with a search engine

HOW CAN PUBLISHERS USE SOCIAL MEDIA?

2

Publishers Use Social Media for…

• Subscribers

• New and Existing

• Events

• Promotion Before, During, and After

• Photo Sharing

• Live streaming

• Curating and more

Subscribers – What Are Your Goals?

• Listen

– Sysomos, Radian6, Viral Heat, HootSuite

• Engage with audience

• Watch subscriptions

• Be the destination

Social CRM: Online/Social Intelligence

• Track Social Networking Profiles!

What Should You Do Once You Have Data?

• Listen!

• Engage!

• Share Content - not always yours!

What Should You Talk About?

• Relevant (Your Publishing) Topics

• Events – Webinars, Trade Shows, Conferences

• Items that are relevant to the target audience

• Repurpose your offline to online

What Are Your Goals for Events

• Create awareness

• Increase subscribers

• Produce and participate

• Keep the conversation going after

• Be the Destination!

YouTube to Create Awareness

• Speakers

• Hosts

• Live Footage

• Recaps

• Distribute!

Twitter to Create Event Awareness

Create Twitter Pages for Events

Create Custom Facebook Pages for Events and More

• Drive traffic to Facebook

• Push Sign Ups, Registrations

• Additional outlet for information

Social Networks to Create Memorable Events

• Participate in event’s #hashtag

• Retweet attendees

• Post Pictures

• Announce live timeline of sessions

• Expanding editorial content

• Offering expertise in real time

• Authors and editors are retweeting!

• QR Codes

• Book Clubs on Twitter

How is Print Using Social Media to Engage Readers?

BEST PRACTICES, STRATEGIES, AND TIPS

3

Best Practices6 Social Media Best Practices for Publishers

1. Plan

2. Research

3. Decide

4. Get your content up to snuff

5. Make internal changes

6. Open up

The Key to Success is a PLAN

Social Media Marketing Plan

• Describe Business and Its Goals

• Know Your Audience

• The One Thing

• Humanize Your Brand

• Content Resource and Distribution Strategy

• Measure Your Success

Know Your Audience

• Who Are They?

• Where Are They Cyclically?

• How Do They Use Social Media?

Your Target Audience

Is everyone interested in the same communication?

Humanizing Your Brand

A Component, But Not the Whole Thing…

• Social is only a piece to this puzzle

• We call the puzzle “Online Marketing”

• What is online marketing? Great question!

Effective Online Marketing Strategy

• Online/Social Media Marketing Plan

• Website

• Search Engine Optimization

With an Effective Strategy…

Inbound and Outbound

Use Social Media Effectively

• Start with a Plan

• Cross Promote Across All Pages

• Integrate with Website

• Include in Offline Marketing Efforts

Tools & Techniques

Tools

• Cameras, Video Cameras

• Link Shorteners

• Platforms – Hoot Suite –Tweetdeck

• Listening – Radian6, Sysomos, Viral Heat

• Wordpress, Drupal

Techniques

• Daily Management

• Consistent Monitoring

• Integration of Social Media and Multi-Media Channels

• Consistent Online Look

• Dedicated Resource(s) or find a partner

Best Practices

• Listen

• Share Relevant Content

• Industry Specific Content

• Marketing Information

• Consistently monitor for customers

• Continually post relevant content

• Link all pages back to corporate site

• DON’T talk about yourself all the time

• Secure Branded URLs for each Channel

• Promote Monthly Newsletters

• Listen More

• Be the Destination

How to Measure Success?• Site Traffic

• Downloads

• eNewsletter Sign-Ups

• Blog Comments

• Questions

• Shared Links

• Re-Tweets

• Followers

• Show me the money

• How are you being talked about?

Tools for Measuring Effectiveness

• Link Shorteners

– iLink.Me

• Google Analytics

– Website

• Insights

– LinkedIn, Facebook, Twitter, YouTube, Google+

Search Engine Optimization

• Get found

• Using specified keywords

• Consistently updating

• Using links to other pages of site or other websites

Social Media Badge Examples

58

Banner Ad

Website

Twitter Background

Print Ad

Email Signature

Listening & Monitoring

FINAL THOUGHTS

5

If You Remember Nothing Else, Remember These 5 Things:

1. Get Social!

2. Come up with a plan

3. Get results

4. Utilize social media for events

5. Take the time to listen

6

Connect With Me!

• Twitter @JohnFoleyJr

• Email: JohnF@interlinkONE.com

• LinkedIn.com/in/JohnFoleyJr

• Facebook.com/JohnFoleyJr