Social media and content marketing for newspapers

transcript

Social media and content marketingMarch 14, 2014#pointlesshashtag

SPEAKEASY

Here we go again...

SPEAKEASY

Here we go again...

SPEAKEASY

US Newspaper readers US Facebook users

SPEAKEASY

Here we go again...

Ad buys (display, video and search) “Digital Services”

BORRELL LOCAL DIGITAL SERVICES

SURVEY, 10/12

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But fear not.

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You are positioned to win...

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But enough about you...

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About me:

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Social media marketing is...Using social media channels to market a brand (retail, auto, b2b, even a newspaper).

Multichannel.

SEO-enhancing.

Hybrid of sales and service.

Measurable.

Just another (BIG) channel where the rules still apply – The message matters.

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Social media marketing is NOT...Free.One-size fits all.SEO.Conversion mechanism (often).Just Facebook, Twitter andwhatever new launches this week.About “likes” and “follows” – or even “engagement.”Measurable*

*Yes, I realize the contradiction

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The o$ortunity

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IMAGE CREDIT: COPYBLOGGER

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CHEESY STOCKIMAGE

WAIT.LET THEFLASH LOAD

BLOG NOTUPDATED

KEYWORD,VERB,

KEYWORD GIBBERISH

NO VIDEO

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“MARKETING HAS BECOME A CONTENT WAR AND NOBODY IS BETTER-POSITIONED TO WIN A CONTENT WAR THAN A CONTENT COMPANY.”

JIM MORONEYPUBLISHER & CEO, THE DALLAS MORNING NEWSCHAIRMAN, SPEAKEASY

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But, he’s only half-right.

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Your secret weapons...

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The o$ortunity:

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What it takes...Great contentStrong ledes24-7 operationKnowing communityRelevanceNimblenessUnderstanding of crisis managementCustomer serviceSales relationshipsPromotions mindsetBully pulpit to amplify when Plan A fails

SPEAKEASY

What it takes...Great contentStrong ledes24-7 operationKnowing communityRelevanceNimblenessUnderstanding of crisis managementCustomer serviceSales relationshipsPromotions mindsetBully pulpit to amplify when Plan A fails

SPEAKEASY

Cha%enges:You probably suck at social media.You probably think it’s just advertorial.Gold rush of toolsDaily changeLocal is harder than national in social

ScaleTools

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Strate& drives:

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Who are the custome(?For self-serve tools – SMB’sFor service and content – Newspaper advertisers

Media3%

Nonprofit/Church/Cause6%

Home8%

Real Estate8%

Agency9%

Retail11% Auto

Medical20%

National21%

Speakeasy sales and pending by revenue

National3%

Media3%

Real Estate9%

Home9%

Retail9%

Auto9%

Agency14%

Nonprofit/Church/Cause17%

Medical20%

Speakeasy sales and pending by volume

SPEAKEASY

Range of engagementsContent only:

Articles for $100-$250 each (minimum $25k buy)Video: $5k for one day; one location; as many videos as possible

Typical turnkey:$2k - $5k / monthBlog or other content siteManage multiple social netsPromotionsDeep metrics and competitive analysisSweet spot-- best margins

Specialist:Up to $250kUsing every tool in the box to solve a specific problemVery customized and time intensiveGenerally involves custom software and lots of content

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Proving it worksPromotions that convert

Fangated and share-encouragingContestsCouponsDeals

Metrics beyond likes“Edgerank”Listening metrics and demographicsCheck-insSEOReviews / testimonialsOh, and OK, sure, if you insist– “Likes” too

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Using your bu%y pulpit as a cha)el

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Leveraging your organization to create content

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Beware...

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What we’ve learned at Speakeasy...Longer sales cycle than expectedHigher AVO than expectedEvery deal is customContent really is king– about 1/3 of business is more content than socialWork is frontloadedHave to move quicklyDecision-maker must be looped inTools and metrics evolve daily

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QUESTIONS?

Mike O*enPRESIDENT

MIKEO@YOURSPEAKEASY.COMWWW.YOURSPEAKEASY.COM

@MIKEORRENFACEBOOK.COM/YOURSPEAKEASY

Social media and content marketing for newspapers

Business