360 Degree Media Companies: Leveraging Social Media for Publishers
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Transcript of 360 Degree Media Companies: Leveraging Social Media for Publishers
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360 Degree MediaMore than just a Magazine
Joe PulizziExecutive Director, Content Marketing InstituteCo-Author, Get Content Get Customers
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Content Marketing
About Joe Pulizzi (@juntajoe)
September 6-8, 2011
joepulizzi.com/bio
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AGENDA
• How we’ve created a media company and magazine property leveraging social media.
• Best practices and recommendations.
• Q&A
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It’s almost impossible to be the trusted media expert today by only leveraging your own channels today.
Joe Pulizzi
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ONLINE
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IN PRINT
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IN PERSON
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SERVICES
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SERVICES
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SERVICES
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SERVICES
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ECOMMERCE
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• In order to grow from zero, we had to do things the other media companies in our industry weren’t able or willing to do.
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MindsetHow would you distribute your content if you had no current distribution assets – no email names, no print names, nothing…?
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THE BLOG
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LISTENING/FOLLOWING
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GUEST BLOGGING
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• Over 100 blogs, Over 100 Webinars
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SOCIAL MEDIA
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Be the Expert using LinkedIn Answers
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INFLUENCERSPromote the Key
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BLOG NETWORK
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5 KEY STEPS
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1. Find Your Readers!
• Target the top 10 – 15 blogs or websites in Your Niche
• Read and Get Active…start commenting
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• LinkedIn Groups• Yahoo! / LinkedIn Answers• Google Groups• Niche Online Communities (Ning?)• Twitter/Facebook• StumbleUpon• BusinessWeek Xchange
Where Are They Hanging Out?
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2. Sign Up Key Bloggers/Niche Sites
Work for them, not against them…
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3. Change Your Content Process
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4. Create Employee Rock Stars
• Set up blogs for ALL your employees on your platform.
• Create a Social Media Policy (see IBM’s for an example)
• Teach them how to leverage social media (ACTUAL TRAINING)
By Giving Up Control You Can Take Back Control
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5. Assign an Internal Champion
• Someone in your company needs to be a social media ambassador.
• Training, support and guidance.
• Identify the employees in your organization now that “get” this.
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360 IN ACTION
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• Podcasts (2)• Print Article• Digital Article• Tweet
Schedule• Facebook
Posts• Blog Posts• Guest Posts• White Paper• Case Study
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IDEAS I’M STEALING
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Design World App $2.99
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FINAL POINTS
• Need a content community manager.
• Share the process through social media (content opportunities).
• Hard to build community if you are not involved in it.