B2B Marketing Magazine - Social Media Monitoring Tools Review
Social & magazine media
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SOCIAL & MAGAZINE MEDIAMORE TO GAIN - WHERE & HOW?
Michiel Buitelaar, SanomaRome, 25 September 2013
THOUGHTS ON TAKING FORWARD SOCIAL MEDIA USE
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scope: social & mediatentative views in an evolving universe
INTRODUCTION
big and more than chatting away
much more to get from if done professionally
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BACKGROUND
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SOCIAL IS...
(and these are only the usual suspects)
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BEWARE OF:
but, think streamsand sharingand devices
and new formats: video supercuts,140-character statements, 1-page blog posts, second screen,snapchats, 6-second videos, etc. etc.
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content productioncontent distribution
WHAT IS SOCIAL USED FOR?
branding (of magazines, media & people)
(and how do we differentiate for that?)
branding (for advertisers)
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HOW DO WE VALUE THE USE OF SOCIAL
49%
36%
15%
we haven’t been ableto show the impact yet
we have proventhe impact quantitatively
we have a good qualitative sense of the impact, but not of the quantitative impact
the impact of social media on the business in the US
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SOCIAL & CONTENT PRODUCTION
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SOCIAL & CONTENT PRODUCTION
search + algorithm + journalistautomated Twitter track: RT Reporteroptimize texts: Visual Revenue
social first, then SEO
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SOCIAL & CONTENT DISTRIBUTION
velocity graph: predicts popularitydetermines home page, with some human curation
distinguish: like to read vs like to share
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SOCIAL & YOUR BRANDING
magazine and online brands in the social spacepersons (editors) can even be bigger
become more social yourselfassociated bloggers (‘influencers’) too
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SOCIAL & YOUR BRANDING
social requires listeningno longer fully in control
COMMUNITIES
1% freaks, set the tone but have limited connection
hardly monetisable
can be triggered
9% active users
monetisable reach
90% passive users
forum is where peoplediscuss your themes
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SOCIAL & YOUR CUSTOMERS’ ADVERTISING
forums again - as extension of brands
‘knowledge partners’ can drive questions: dialogue
FORUMS
key: honesty, authenticity and opennessmanaging for relevancenext step: test panels (quantitative)
underestimated type of market research?
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SOCIAL & YOUR CUSTOMERS’ ADVERTISINGBLOGS
focused, special interest reachmajor advertisers have overcome their reluctance
blogs & magazines & online publishing: mutually beneficial
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PROFESSIONALISE
good things happening but...
set your own scenelet there be (more) blogsdifferentiate devicesbe open: inviteuse KPIsquantifyfacilitate ‘social nerds’
RAMPING UP SOCIAL
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create & driveyour own forums
SET YOUR OWN SCENE
include the bestsocial content
produce for social, even before search (SEO)
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LET THERE BE (MORE) BLOGS
(mutual) fit with magazines and typical magazine subjectsgoing into the long tailblogging networks coming into playauthenticity: good enough = good enoughare all your magazine editors already blogging?
blog ‘evolution’+ forums + other social
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DIFFERENTIATE DEVICES (PLATFORMS)
many people start on one device, finish on anothera ‘portable experience’ is keyresponsive design
use specific qualities
- Windows 8 live tiles- Android widgets- smartwatch notifications- Google Glass headlines- IFTT triggers
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BE OPEN
provide APIs
invite: leverage the crowd
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USE KPIsREAL ONES
IPM, interactions per mille *
assisted social mediaconversions *
sentiment analysis sector comparison
share of voice social value (Google Analytics)*
visual reach (Pinterest Analytics)
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QUANTIFY - SENTIMENTS
more-or-less unsolicited data‘listening’ & acting on that 43% motivating
34% fashionable9% innovative7% addictive7% fun
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QUANTIFY - SENTIMENTS
what do users dislike about Nike+ Fuelband?
price
limited activities
accuracy
water resistance
design/looks
data sync/upload
reliability/quality
calories
battery life
visible on wrist
powered by
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QUANTIFY - SENTIMENTS
what do users like about Nike+ Fuelband?
motivational tool
app/site features
data sync/upload
design/looks
comfortable
battery life
easy to use
LED display
time display
fuel metric
powered by
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QUANTIFY...CLUSTER OF TWEEPS, FOLLOWERS, FRIENDS AND THEIR BEHAVIOUR
1425 FIPP followers2773 tweets from FIPP
7590 average followers3482 average friends7 clusters
online version: http://goo.gl/Xi47Nq
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get young people inwho breathe ‘social’give them spacebe inspired by themmanage them on performanceallow for experiments
FACILITATE ‘SOCIAL NERDS’
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running ‘social’ is a craft
WRAP-UP
potential is bigger than reality of todayyour brands and your advertisers’ brands will benefitexperiment
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CLOSINGTHANK YOU!
?thanks to:Jurriaan BernsonLeonard BukenyaKirsten JassiesMichiel KoemanBrechtje de LeijDavid RemmerSam WarnaarsJoep ArtsBob Rietveld
feedback to:[email protected]@buitelaar+31 648 000 005