How major publishers are using social media to drive traffic
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Transcript of How major publishers are using social media to drive traffic
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"Teenager finds bat asleep in bra"
or
How major publishers are using social media to drive traffic
Martin BelamInternational Social Media Summit, May 2009
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Information Architect at The Guardian
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*disclaimer
"The views expressed in this presentation are my own,and do not represent the views of Guardian News & Media"
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The Final Frontier
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What is "Social Media"?
Diagram by Brian Solis
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Let's not get over-excited here
"Nobody talks about people down the pub laughing as a 'social drinking sensation'. You don't call people giggling on the phone a 'social telecommunications sensation'."
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Social bookmarking icons
Social bookmarking icons have infected major publisherwebsites like some kind of Internet design plague
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Nobody likes to be pointed at as the odd one out
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Popular services
The services you are most likely to see are Delicious, Digg, Newsvine, Reddit and StumbleUpon. Yahoo! Buzz is popular in the US
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Popular services
Popular services will vary from country to country and from language to language. And planet to planet.
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The single icon approach
Some sites use ShareThis or AddThisto reduce the number of icons on the page
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Bookmarks give value back to your site
The BBC and The Telegraph, for example,show people on their site what has proved popular off-site
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Links drive traffic
These services can drive significant traffic.Getting on the front page of Digg can drive many new unique visitors
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Where there is traffic, there is cash, so there are cheats
Services offer to sell votes and recommendations,or build robots to do it "automagically"
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Winner: Communications Technology Media Hype Award 2009
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Announcing content on Twitter
Some publishers use Twitter as a pure 'push' medium, just like RSS
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Selective promotion of content via Twitter
@GuardianVoices points to spikes of interactivity aroundThe Guardian's blogs or Comment Is Free site
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A conversation with the audience
Channel 4 News have earned praise for their approach to Twitter
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Good use of Twitter can really enhance your brand
ITV's football coverage is often criticised, but the person (or people) running their Twitter presence are very engaged with the audience
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Counterfeit goods
You need to monitor what is happeningto your brandname in the Twittersphere
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Blogging
It turned out not to be the CB Radio of the 2000s
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Robert Peston has been the face of the "credit crunch"
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You can't force people to blog
A successful corporate blog needs to work hard on tone -a chronological list of press releases is not a blog
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Build relationships, not email lists
Don't mass email bloggers - target them.I wouldn't open a packet of crisps in London without inviting these two…
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What about when it all goes wrong?
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You will get criticised online…
…but then you used to get criticised in the pub, office and school playground, and you didn't have an opportunity to respond
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It isn't going to go away…
http://soshable.com/
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You want people to carry your content with them
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How major publishers are using social media to drive traffic
Martin BelamInternational Social Media Summit, May 2009
[email protected]/currybet