Post on 18-Nov-2014
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K A U R I P O I N TBusiness Empowerment Specialists
Publishing with Social Media
People Publishing Limited
K A U R I P O I N TBusiness Empowerment Specialists
K A U R I P O I N TBusiness Empowerment Specialists
Outline
• Web 2.0 & Social Media• Strategy• Opportunities in Electronic Publishing– Exporter– Central City Magazine
K A U R I P O I N TBusiness Empowerment Specialists
“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.
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“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!
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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
K A U R I P O I N TBusiness Empowerment Specialists
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
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(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
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Your Social Media Strategy
Listen Participate Share Story Generate Buzz
Community Building &
Social Networking
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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!
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LinkedIn – build your business network
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• 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
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SlideShare – Online Presentations Sharing
Finding Export MarketsFor NZ Companies
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YouTube
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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
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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
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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
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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
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Social Media JourneyAdvocate
“Converted”
Subscriber
Return Visitor
Visitor
Take your audience on a journey
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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
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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
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Great Examples of Paper/Online Magazine
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Fast Company
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K A U R I P O I N TBusiness Empowerment Specialists
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
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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
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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
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K A U R I P O I N TBusiness Empowerment Specialists
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
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Time Out New York
• THE bible to New York – sold in magazine for $7.95USD weekly• www.newyork.timeout.com
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www.aucklandnz.com
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www.viewauckland.co.nz
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www.auckland.co.nz
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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
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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“ “