People Publishing Limited Social Media Opportunity

K A U R I P O I N TBusiness Empowerment Specialists

Publishing with Social Media

People Publishing Limited



Outline

• Web 2.0 & Social Media• Strategy• Opportunities in Electronic Publishing– Exporter– Central City Magazine


“Second generation of internet based web services.”

Web 2.0

Web 2.0 is a term often applied to a perceived ongoing transition of the World Wide Web from a collection of websites to a full fledged computing platform serving web applications to end users.


“The rise of Web 2.0 technology has ushered in a era where people are talking, ranting, complaining, praising, reviewing, and sharing everything online for the world to see.

They are talking about products, services, companies, experiences (bad or good) and providing their feedback, on their terms.

They demand to be heard!


Social Media/Networking A Shift to Publishing a Conversation

Institutional Voice AudienceTrad

ition

alSo

cial

Med

ia

Blogs Communities

Traditional online tactics focus on crafting institutional messages and assets then mass distributing them to a core audience.

Social Media focuses on enabling and publishing a conversation between multiple parties where the community has a steak in the dialogue


Understand the Difference

Traditional Media

Brand in control

One-way / delivering a message

Repeating a message

Focused on brand

Educating

Organisations create the content

Social Media

Audience in control

Two-way / being part of a conversation

Adapting the message

Focused on audience / adding value

Influencing and involving

User created content / co-creation

Marketing 2.0

K A U R I P O I N TBusiness Empowerment Specialists7

(Image source: Brian Solis and Jesse Thomas)http://www.briansolis.com/2008/08/introducing-conversation-prism.html

Components of Social Media Brian Solis’ Conversation Prism

http://www.briansolis.com/2008/08/introducing-conversation-prism.html


Your Social Media Strategy

Listen Participate Share Story Generate Buzz

Community Building &

Social Networking


Blogs – Having your Say

Thought Leadership is...Building a reputation in the industry

that is recognised and respected.

People rarely spend money or invest

in a product or service if they don’t

trust the people behind it. Growing

your blog is growing your network!


LinkedIn – build your business network


Twitter

• Research tool• Branding• Collaboration and

networking• It’s my water cooler,

place to chat• Building traffic to my

blog• Described as the thing

you do between blogs, Facebook and YouTube


SlideShare – Online Presentations Sharing

Finding Export MarketsFor NZ Companies


YouTube


Creating your Social Media Campaign

• Indentify the objectives• Determine your target audience and where to find them• Establish success criteria• Monitor and track online conversations• Analyse the results• Determine what places, spaces and tools need to be used• Prioritise action items


Find and Engage Your Target Audience

Create a newsfeed and weekly digest to be emailed to subscribers

Keep looking at ways to get people back to your site


Your Website (2.0)

• Magazine website built as a blog• Built on WordPress blogging software• Fully interactive• Set up for search engine optimisation• News feeds• You manage the content• Social networking site


Retain with Sticky Factor

Provide value with empathy, keep engaging, be inclusive• Guest posts• Success stories• Networking opportunities• Video/audio – keep on site longer, more emotive• Comments/polls/surveys – show interested opinion,

interaction• Series/Related Posts/ Catagories /Tag – serialise content• Events/Workshops/Online Seminars - interaction


Social Media JourneyAdvocate

“Converted”

Subscriber

Return Visitor

Visitor

Take your audience on a journey


Moving from… To

Magazine• Purchase magazine once a

month• Read• One-way / broadcast

Online 2.0• Be part of a community –

many days• Participate• 2-way/multiple dialogue


You have the content

• It needs to be configured for a participatory medium• And then – build 2.0 ...– Guest posts– Success stories– Networking opportunities– Video/audio – keep on site longer, more emotive– Comments/polls/surveys – show interested opinion,

interaction– Series/Related Posts/ Catagories /Tag – serialise content– Events/Workshops/Online Seminars - interaction


Great Examples of Paper/Online Magazine


Fast Company


Exporter Magazine

• Build an active exporter community• Tie traditional publishing to interactive social media

network• Encourage community – sharing opportunity• Be about growth – not policy• Real stories about real businesses• Advertising revenue• Build your subscriber database


Exporter Magazine

• Opportunity to build an interactive exporter community by combining the quality content of Exporter magazine and the network and experience of The New Zealand Trade Centre.

• Benefits:– This would give NZ exporters access to NZ’s premier export information– A portal of NZ to the global world of export– Encourage community – sharing opportunity. Watch new interest

groups establish themselves and foster support for each other!– Access global experts and leverage their expertise into your community– Global real-time enquiry portal for international prospective business

partners– Leverage opportunities for NZ Trade Centre partners – thus delivering a

flagship service to the Exporter online


Export Portal

New branding...• kiwiexporter.com• exportkiwi.com (co.nz)• nzexporter.co.nz• nzexports.com• exportus.co.nz Development stages

1. Magazine blog style2. Build community/networking3. Advertising subscription for

service providers4. Exporter market place


City Central Magazine

• Opportunity to take the quality and comprehensive information into a searchable format – become THE portal for all things Auckland

• Benefits:– Previous issues’ information has a life beyond one issue– Build the most comprehensive online guide to Auckland– Easy to access information– Word of mouth referrals to site as THE reference point for Auckland’s activities– Provide additional value to tourists as they research their visits prior to arrival– Further opportunity to leverage Arrivals magazine / site – plus Weekend

magazine site


Time Out New York

• THE bible to New York – sold in magazine for $7.95USD weekly• www.newyork.timeout.com


www.aucklandnz.com


www.viewauckland.co.nz


www.auckland.co.nz


Summary

• Attract targeted visitors who have a problem to solve• Inform, advise, discuss, help• Build trust with positive experience over time• Demonstrate positive results• Make offers that match the audience needs/wants


Next Steps

• Examine potential competitors’ sites – audit, SWOT and report

• Define City Central’s & Exporter unique point of differentiation

• Scope conversion of site to web 2.0• Engage

Serve your audience needs, wants, motivations in a way

that is uniquely yours“ “

People Publishing Limited Social Media Opportunity

Business

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