Social Media and Publishing

Social Media and Publishing:Connecting Readers to Content

Guy LeCharles Gonzalez | loudpoet.com | @glecharlesNYU, 11/21/2011

loudpoet.comBlogging it Like it is Since 2003

Guy LeCharles Gonzalez is an old/new media pragmatist;(still a) publishing optimist, and a library advocate...

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, 11/21/2011

• Circulation Assistant and Fulfillment Manager, Poets & Writers (1997-1998)

• Membership Manager, The Academy of American Poets (1998-1999)• Marketing Manager, SourceMedia (2004-2007)• Advertising Sales Director, Writer’s Digest (2007-2008)• Publisher & Editorial Director, Horticulture (2008-2009)• Director of Programming & Business Development, Digital Book World

(2009-2011)• Director, Content & Digital Product Development, Media Source / Library

Journals, LLC. (Present)

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)


“Most people never chose a side; they just chose to participate. No one joined Facebook in the hope of destroying the publishing industry.”

“Facebook and the Epiphanator: An End to Endings?”Paul Ford

http://bit.ly/tk5cJe

It’s Not a Zero-Sum Game


http://bit.ly/tk5cJe

“Not only has social media failed to challenge mass media it is helping to amplify its reach. Several studies have shown that the vast majority of media shared through social networks is links to big media, sources such as New York Times, CNN, etc.”

“McLuhan’s Relevance In Today’s Media Mess Age…”Tom Foremskihttp://bit.ly/u9XMj2

Reputation is [Still] Important


http://bit.ly/u9XMj2

Content, Context, Community

READER

COMMUNITY

MAGAZINESWEBSITES

EVENTSBOOKS

FACEBOOK

GOOGLE

TWITTER

GOODREADS

COMMUNITY

VENDOR

VENDOR

VENDOR

ASSOCIATION

VENDOR

VENDOR

VENDOR

ASSOCIATION


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


“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





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

The Digital Shift | thedigitalshift.comOn Libraries and New Media

Home for technology and digital content-related editorial and products, including events, research and publications.

Social Media (Aug 20 – Nov 18, 2011)• Twitter: 1,214 followers

• 7.39% of total visits• Facebook: 901 Like The Digital Shift

• 3.29% of total visits• Google+: No presence

• 0.06% of total visits• Email: Integrated w/ several LJ/SLJ newsletters

• 12.5% of total visits


TOR*COM | tor.comScience fiction. Fantasy. The universe. And related

subjects.

Tor.com’s philosophy is one of publisher agnosticism, and as such, boasts contributors and content from many different SF/F publishers, as well as fans from all corners of fandom.

Social Media• Twitter: 9,282 followers• Facebook: 5,123 Like Tor.com• Google+: 734 have Tor.com in circles• Forum: 4,086 registered members

Relevant Content


Chuck Wendig | terribleminds.com

• Chuck Wendig’s debut novel, DOUBLE DEAD, was published in November, 2011 by Abaddon Books, and he has a two-book deal for with Angry Robot Books.

• He has self-published three e-books, including CONFESSIONS OF A FREELANCE PENMONKEY and 250 THINGS YOU SHOULD KNOW ABOUT WRITING, and the short story collection IRREGULAR CREATURES.

• He blogs daily and is VERY active on Twitter and Google+.

Average rating: 4.11396 ratings 79 reviews38 distinct works


2,808 people have Chuck in Circles

412 posts | 4,527 comments1,275 reshares1,541 +1s

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/

Social Media Analytics


Marketers Seek to Better Measure Social Media Success - eMarketer http://bit.ly/trqMy8

How do we measure these?

http://bit.ly/trqMy8

http://bit.ly/trqMy8

Social Media AnalyticsTwitter• Hootsuite• Topsy• Twitter

CounterTotal Likes/Unlikes

DemographicsReach

“Talking About…”

FollowersFollowing

ListsTotal Clicks

VisitsPageviewsPages/Visit

Time on SiteReturn Visits

ReferrersKeywords

Website / Blog• Content• Commerce• Community• Emails…?

Google• Google Analytics• Keyword Tool • Feedburner• Google Alerts• Google+

Facebook• Facebook

Insights• Social Plugins

What will THEY measure…?What will WE measure…?

Google+• Google Analytics


Email Marketing Analytics Total Sent Total Delivered

Deliverable % Unique Opens

Open % Total Clicks

Clickthrough (CTR) % Click-to-Open (CTOR) %

Inactives Unsubscribes Net Growth


B2Bs and B2Cs Diverge in Social Network Usage, Lead Gen Success - eMarketer http://bit.ly/udCuDl

http://bit.ly/udCuDl

http://bit.ly/udCuDl

Gamification is Bullsh!t


Badges? We don’t need no stinkin’ badges!

“The Problem With Klout? It Has None”Guy LeCharles Gonzalez

http://bit.ly/sh1IyF




Professional Resources


Contact

Guy LeCharles GonzalezDirector, Content & Digital Product Development

Library Journal | School Library Journal | The Horn BookMedia Source, Inc.

loudpoet.comguygonzalez.com

@glecharles