Going social your publication in social media

Bangalore, October 10, 2012 Bangalore, October 10, 2012

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Your PublicationYour PublicationIn Social MediaIn Social Media

Advanced Magazine Publishing Institute | India 2012

7 billion People in the world

>1 billion

Social network users

2 billion

internet users in the world

In the USA

Facebook attracts

more visitors to

the newspaper

sites than Google

Social ThunderstormSocial ThunderstormSome Striking Facts &Some Striking Facts & FiguresFigures


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Awareness of Facebook is close to 100%

More than 1 billion people (>70% of internet population) use social networks.

Average Facebook session lasts 37 minutes, Twitter 23 minutes.More than 400 million people use Facebook daily.

Total Users: 51423520

Position in the list: 3.

Penetration of population:

4.38%

Penetration of online population

63.49%

FB India Today

People use more than Facebook. In Europe, people join on average 1,9 social networks. In USA it’s 2,1; Brazil 3,1 and India 3,9.

Source: InSites Consulting

LinkedIn

India ranks #2 in terms of the total

number of visitors on LinkedIn globally

by the country, following UK at #1

In India LinkedIn has 10.6 million users.

TwitterSince 2010, Twitter users in India have

increased by 191%, with more than

20,000 users having 500+ followers that

read their updates daily

Google PlusIndian ranks at #2 in the number of

Google Plus users in July 2011 with

142,339 users.

Pinterest4.8% of the Pinterest users come

from India and they generate 3.9%

of the page views on Pinterest.

India ranks second after US.

Source: WatConsult

Source: WatConsult

Social Media Users Worldwide

75%

44%*

3,4

86%

34%

1,8

98%

88%

3,9

96%

67%

1,5

97%

86%

3,1

95%

76%

2,1

Aware of at least one network 98%

Member of at least one network 73%

Average number of networks one is member of

1,9

Awareness, penetration, average Awareness, penetration, average number of networksnumber of networks

Emerging markets Brazil and India show the highest awareness and penetration of social networks.

Emerging markets Brazil and India show the highest awareness and penetration of social networks. * The 44% share of social networkers in China is low compared to other

countries. This might be due to the fact that some large Chinese networks (eg RenRen) were not included in this survey.

Online survey; 35 countries, total sample size - 9027

http://www.insites.eu/

■ 5 or more ■ 4■ 3■ 2■ 1 network

55%66%

47% 45%50% 49%

19%

69%

45%

13%

64%

25%

24%

31%24%

26% 27%

18%

19%

14%

19%

26%

13%

8%

14%

16%

14% 13%

30%

8%

10%

15%

6%4% 5%

7%5% 4%

18% 8%

18%

9% 4% 7%15%

22%34%

WesternEurope

NorthernEurope

Eastern Europe SouthernEurope

Europe United States Brazil Australia China India Japan

1,8 1,5 1,9 2,2 1,9 2,1 3,1 1,5 3,4 3,9 1,8

aver

age

N Europe = 5613 / F = If member of social network(s)

# of networks one is a member of# of networks one is a member of


63%

76%

60%

67%

82%

61%

58%

N Europe = 5613 / F = If member of social network(s)

Daily log on to social mediaDaily log on to social media


62%

16%

12%

96%

80%

19%

70%

22%

20%

93%

57%

77%

67%

59%

34%

93%

87%

76%

63%

12%

10%

94%

85%

79%

31%

17%

14%

59%

59%

54%

77%

65%

41%

93%

96%

90%

29%

13%

5%

76%

74%

32%

■ Membership

■ Awareness

Top 3 networks by membershipTop 3 networks by membership

Given the fact that LinkedIn is a professional network, it is worth pointing out that this network ranks fourth, both in terms of awareness and membership



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““India’s social media users are more India’s social media users are more engaged than their EU/US counterparts” – engaged than their EU/US counterparts” – Forrester ResearchForrester Research

George Colony, CEO of Forrester, talked about a “Social Thunderstorm” at the LeWeb conference in Paris. He argued that social is running out of hours and running out of people. What does that mean? Well, the second one is easy: The vast majority of consumers around the world who have access to a computer use social media. And the first one? George goes on to say that Americans are spending more time on social media than volunteering, praying, talking on the phone, emailing, or even exercising.


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Social Network OverloadSocial Network Overload

People without Facebook accounts are ‘suspicious.‘ – Forbes

MyLife.com


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Social Network OverloadSocial Network Overload

MyLife.com


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How Does It Relate ToHow Does It Relate ToMedia in the III Millennium??Media in the III Millennium??


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Media in the III MillenniumMedia in the III Millennium

Last century [and the

century before] as well

as in Guttenberg times,

the main role of the press

was to inform people.

Newsman in the USANewsman in the USA; ;

GoldGold Rush period Rush period www.emartin.net


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Media in the III MillenniumMedia in the III MillenniumThe last century has seen three important changes for the media industry. It has moved…

• from a world of information scarcity to information overload,

• from a world where commercial and government bodies needed the media to disseminate information, to one where they can disseminate information themselves.

• from a world where people needed the media for information, to one where they can access – and produce – it themselves

In this environment the professional journalist can no longer justify a role simply processing content from source to consumer.

Instead, the modern journalist’s role needs to move above the content.


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Media in the III MillenniumMedia in the III Millennium

• learn to get from the community the information about the closest topics

• find out, assemble, and check the reader’s reaction on information by analyzing various sources

• dig deeper, weigh opinions more thoroughly, look for the topics longer.

• shift from content providers to community discussion facilitators

• develop skills of community management

• bring together bloggers, social media and official sources

• establish rules for information supply and processing

Moving above the content means to…Moving above the content means to…


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Communications Yesterday And TodayCommunications Yesterday And TodayGood Old Days…Good Old Days…

www.emartin.net

• You organize a resource – your publication/ministry presence in Global Network

• The resource attract visitors

• SEO, design development, other content optimization


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Communications Yesterday And TodayCommunications Yesterday And TodayStrategy And Tactics are going to change…Strategy And Tactics are going to change…

www.emartin.net

• explore outer communities

• go where the life exists

• SMO, SMM, content aggregation and multiplication


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Communications Yesterday And TodayCommunications Yesterday And Today

How Today’s Media Utilize ItHow Today’s Media Utilize It

Not only communication with every type of client…

www.emartin.net


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How Today’s Media Utilize ItHow Today’s Media Utilize It

…but also organizing communications between them

www.emartin.net


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Communications Yesterday And TodayCommunications Yesterday And TodayHow Today’s Media Utilize ItHow Today’s Media Utilize It

All the groups within the community – clients, readers, market are engaged in communication

Two types of communication:

• Content discussion

• Communications and relations between community members (content creation)

“Party Tigers”: It takes to support, organize and manage both!!

www.emartin.net


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Communications Yesterday And TodayCommunications Yesterday And TodayThere Are Many Channels And Tools AvailableThere Are Many Channels And Tools Available


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Communications Yesterday And TodayCommunications Yesterday And TodayOutpost/Basecamp StrategyOutpost/Basecamp Strategy

• Go where your readers are or want to be

• Out of all tools available choose the most effective

• Create and develop communities on outposts providing the basecamp support and aggregating all the feedback there

www.emartin.net


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Effectively trigger discussions

Support communications on your own and distant (social) resources, using

• print • online• mobile• real / virtual events

Produce more attractive, action-appealing materials (remember AIDA principle)

Increase the share of citizen journalism, reader’s opinions, etc.

Communications Yesterday And TodayCommunications Yesterday And TodayRequirements To The ContentRequirements To The Content


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Communications Yesterday And TodayCommunications Yesterday And TodayTo Do: Some Practical RecommendationsTo Do: Some Practical Recommendations

• Remember that every instrument has its own peculiarities and limitations.

• Be wise in finding the most effective tools for your purposes and then act

BlogsSocial

Networks Virus videoMicro

blogging Communities

Coverage Better

Perception Not bad Better Not bad

Word of mouth Not bad Better Not bad

Accessibility Better

Remember: If all you have is a pickaxe then no matter what you’re trying to do, you’re just picking!


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Sharethis.com: the universal content sharing tool

Bookmark Tools And ServicesBookmark Tools And Services


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Communications Yesterday And TodayCommunications Yesterday And TodayBookmark Tools And ServicesBookmark Tools And Services

AdThis.com: another content sharing tool; easy to use and plenty ofstyles


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Communications Yesterday And TodayCommunications Yesterday And TodayTools, means and channelsTools, means and channels: : TumblrTumblr

Tumblr.com: automatic aggregation of your content…without your direct involvement!

[Page okolokino.net on Tumblr]


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Social Media ChecklistSocial Media ChecklistFor Editorial Teams And Publishers For Editorial Teams And Publishers

So, what to do??Here are some practical recommendations and suggestions for you


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Social Media ChecklistSocial Media Checklist

Your own resources

Organize yourself, so that every step you do in completing your editorial and/or marketing projects would get an adequate coverage in your posts.

Include social widgets on every page of your site

Include Commentary section (with crosspost capabilities) in every article

Place some sort of ShareThis button next to every publication on your web site

Write _____ new blog posts each week

Share the link of (or crosspost) each post on FB, Twitter, LinkedIn, Google+, Orkut, etc.

Publish your Delicious selections for every article in printed issue, provide a link on your site

Define your target keywords: 1._____________ 2.____________ 3.____________

ProTip: Use your target keywords in post titles and blog content

For Editorial Teams And Publishers For Editorial Teams And Publishers


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Facebook

Find and “like” 5 new pages

Post about 2 interesting topics related to the publications in your magazine per week

Update your magazine page status daily (new ideas, plans, articles in preparations, discussions, hot topics, etc.)

Ask people to comment, like and share posts

ProTip: Don’t forget to tag people and pages in your posts!


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Twitter

Send at least 3 new tweets daily- news of the Christian world- hot topics discussed- promo of the materials- fun & interesting

Re-tweet 2-3 interesting twests a day

Follow 10 new people per week

ProTip: Don’t forget to add #hashtags so your posts appear in trending topics



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LinkedIn

Update your company profile and status

Connect with 3-5 new people per week

Follow 3 new Christian organizations/ministry

Ask for 1-2 professional recommendations for your staff members and company

Join 3 new groups

ProTip: Post relevant blog posts in groups in which you belong, and ask for feedback.


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Google+

Add 5 new people to your circles each week

Offer a G+ Hangout session for topics related to your publications, events, topics discussed, etc.

Host a monthly G+ Hangout session for the top topic of the next issue of your publication, round table on hot topics

Share content at least twice a day to your personal G+ profile and company/publication page

ProTip: Maje sure your posts are set to “public” to reach maximum users/search



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Pinterest

Each month, post interesting photos you use in your materials from your website as pins leading back to the site

Follow 5 new interesting and inspiring pin boards each week from other users related to your field

Add 1 new board that contains at least 6 new pins each week

ProTip: Always use keywords in your pin descriptions and board titles


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YouTube

Subscribe to 3 new channels related to concept of your publication each week

Find 3 new videos relevant to the topics you cover each week to share on Facebook, Twitter or Google+.

ProTip: Keep your videos relevant to your topics but don’t forget to sprinkle in some fun

Plan a video that showcases the area of your expertise

Have video capability at special events you’re invited to, interviews, opinion sharing. Ask for brief interviews to post to Youtube



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Delicious

Save every link you come across while preparing the materials

Tag your saves appropriately; include the name of your editorial project


ProTip: Look for similar saves and find 3 new people to follow every month

Delicious

Save every link you come across while preparing the materials

Tag your saves appropriately; include the name of your editorial project


ProTip: Look for similar saves and find 3 new people to follow every month


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Sensitive Outcome

Audience expansion

Awareness increase = circulation growth

Influence increase = ad growth

New persuasive arguments when you talk to advertisers and donors

Powerful source of new content and ideas!

Sensitive Outcome

Audience expansion

Awareness increase = circulation growth

Influence increase = ad growth

New persuasive arguments when you talk to advertisers and donors

Powerful source of new content and ideas!


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Resources:1.www.emartin.net – great aggregation of tips and info for publishers struggling with modern trends

2.Inside Forbes: How a Social Media Strategy Can Work for a Magazine, Too

3.The Forbes Model For Journalism In The Digital Age – great e-book with some free chapters. Too good to be true but nice read anyway

4.Study shows China and India’s social media users are more engaged than US counterparts

5.Future of Social Media in India - A Report

6.Latest Social Media Statistics India

7.Sensible Social Media Checklist for Business v.2.0 [INFOGRAPHIC]

8.www.socialbakers.com – stats on social media by country

9.Social Media Usage in India

10.The Guide To 88 Social Media & Monitoring Tools

11.Social media around the world 2011 – great presentation with lots of stats

12.Social Network Overload Infographic


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Thank you!

Documents

Going social your publication in social media