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You Can't Manage What You Don't Measure: How publishers can use social media to meet key business objectives.
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Making the Direct Connection:Social Media and Publishing
Guy LeCharles Gonzalez | loudpoet.com | @glecharlesNYU, 11/26/2012
Twitter bird, "Dave," by Matt Joyce via Inspired Magazine.
loudpoet.comBlogging it Like it is Since 2003
Guy LeCharles Gonzalez is an old/new media pragmatist who works in publishing and plays the field. He’s sometimes loud, sometimes poet, and always opinionated.
He can be rather outspoken at times and does not suffer fools gladly, so nothing he says is meant to be representative of his employers — past, present or future.
Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/26/2012
EXPERIENCE• Director, Content & Digital Product Dev, Media Source / Library Journals, LLC.
(Present)• Director of Programming & Business Development, Digital Book World (2009-
2011)• Publisher & Editorial Director, Horticulture (2008-2009)• Advertising Sales Director, Writer’s Digest (2007-2008)• Marketing Manager, SourceMedia (2004-2007)• Membership Manager, The Academy of American Poets (1998-1999)• Circulation Assistant and Fulfillment Manager, Poets & Writers (1997-1998)
Also…• Founder, curator and host of a little bit louder (1998-2001)• Co-author of Burning Down the House (Soft Skull Press, 2000)• Contributing Editor for PopCultureShock.com (2005-2007)
Content, Context, Community
READER
MAGAZINESWEBSITES
EVENTSBOOKS
GOODRE
ADS
VENDOR
VENDOR
AUTHORS
VENDOR
VENDOR
ASSOCIATIONS
Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/26/2012
BOOKSELLERS
LIBRARIANS
Making the Direct Connection
Guy LeCharles Gonzalez | loudpoet.com | @glecharles
Sales Support
Content DevelopmentEvents
MarketingProduct
MarketingList Development
User Experience
Analytics
NYU, 11/26/2012
Engagement Strategy Listening - using social media as “real time” research and
gaining insights from listening to the community. Talking - using conversations within the community to
promote products or services, authentically. Energizing - building brand stewardship; identifying
enthusiastic readers and using them to persuade others. Supporting - making it possible for readers to help each
other. Embracing - turning readers into a resource for
innovation.
Via Forrester Research/Groundswell
Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/26/2012
Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/26/2012
Also, Customer Service…
Companies that provide customer service on social sites have customer satisfaction and loyalty in mind, though 16.9% said their primary goal in using social media for this purpose was to meet customer expectations.
Certainly, some consumers expect that they will be able to voice a complaint on Twitter and get a response, or write on a brand’s Facebook wall and have their issue resolved. Companies have moved to offer these services, but must remember they remain just one channel among many through which they must serve customers.
Social Is Still a Small Part of Customer Service – eMarketer http://bit.ly/TfWxaA
Community Engagement & Development #book2 | @glecharles
“Some of these conversations ended in a sale, but don’t let that fool you. The sale was merely the exclamation mark at the end of the sentence.”
Markets Are Conversations, CLUETRAIN MANIFESTO
http://www.flickr.com/photos/nic/230233024/
“Most companies can’t sustain social media engagement because they lack the internal editorial infrastructure to support it.
They don’t have a content strategy.”
“Content strategy is, in fact, the next big thing”Kristina Halvorson
http://bit.ly/az7U68
Content is [Still] King
Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/26/2012
Guy LeCharles Gonzalez | loudpoet.com | @glecharles
Free – News, commentary, blogs, public forums, podcasts, webcasts, social media; all open access and socialized for comments and sharing.
Registered – Enewsletters, moderated forums, promotional downloads, introductory webinars, research and white paper summaries, product demos and samples. User-Generated Content: blogs, reviews, op-eds, images, links
Paid – Books, magazines, databases, professional development programs, intensive webinars, research and white papers, events.
Content Strategy
NYU, 11/26/2012
Video is Content, Too.
Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/21/2011
You Can't ManageWhat You Don't Measure
Social Media
Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/21/2011
Website / Blog
• Audience Development?• Audience Engagement?• Commerce?
Analytics
• Visits / Unique Visits• Pageviews / Views• Pages/Visit• Time on Site / Retention• New vs. Return Visits• Followers, Likes, etc.• Reach
• Google Analytics• Keyword Tool • Google Alerts• Facebook Insights• Hootsuite• Topsy• Email Service Provider
• Referral Sources• Keywords• Goals• Events• List Growth• Unsubscribes• Inactives
Video
Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/26/2012
Know Your Audience
134k+ Followers
8.7k+ Likes
Brand A
News, professional development resources, and book reviews for librarians and publishing industry professionals.
Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/26/2012
Srsly… Know Your Audience
18k+ Likes
54k+ Followers
1.7k+ Followers
Brand B
Business information, up-to-date technology tips, the creative whys and hows behind noteworthy projects for design professionals.
You Can’t Measure Influence
Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/21/2011
Badges? We don’t need no stinkin’ badges!
“The Problem With Klout? It Has None”Guy LeCharles Gonzalez
http://bit.ly/sh1IyF
Measuring Success
Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/26/2012
Marketers Seek to Better Measure Social Media Success - eMarketer http://bit.ly/trqMy8
How do we measure these?
Email Marketing Analytics Total Sent Total Delivered
Deliverable % Unique Opens
Open % Total Clicks
Clickthrough (CTR) % Click-to-Open (CTOR) %
Inactives Unsubscribes Net Growth
Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/26/2012
B2Bs and B2Cs Diverge in Social Network Usage, Lead Gen Success - eMarketer http://bit.ly/udCuDl
Return on Investment
Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/26/2012
Metrics & ROI - Three Myths of Social Media ROI [Infographic] : http://
bit.ly/TpNY0H
Resources & Examples Facebook: http://bit.ly/TpMxj3
Penguin: http://on.fb.me/TpNesy Writer’s Digest: http://on.fb.me/TpNiZc
Tumblr: http://bit.ly/TpMrb2 W.W. Norton: http://wwnorton.tumblr.com/ Library Journal: http://tumblr.libraryjournal.com/
Pinterest: Penguin: http://bit.ly/TpN5oX Runner’s World: http://bit.ly/TpMLGI
Your Own Website: http://bit.ly/TpNt6X Google Analytics: http://bit.ly/TpMDqV
Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/26/2012
Professional Resources
Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/26/2012
THANKS!
Guy LeCharles GonzalezDirector, Content & Digital Product Development
Library Journal | School Library Journal | The Horn BookMedia Source, Inc.
loudpoet.com@glecharles
Twitter bird, "Dave," by Matt Joyce via Inspired Magazine.