6 tactics for achieving social media success in professional publishing
DESCRIPTION
TRANSCRIPT
6 Tactics for Achieving
SOCIAL MEDIA SUCCESS IN PROFESSIONAL PUBLISHING
Heather Cooper, Social Media Strategist
Find your Audience
ProvideValue
Blog, Blog, Blog
Generate Leads
Leverage Trade Shows
Track Metrics
Find your Audience
ProvideValue
Blog, Blog, Blog
Generate Leads
Leverage Trade Shows
Track Metrics
Go to where the people are
Be discoverable
“Within search results, information tied to verified online profiles will be ranked higher
than content without such verification, which will result in most users naturally clicking on the top (verified) results. The true cost of remaining
anonymous, then, might be irrelevance.”
—Eric SchmidtExecutive Chairman, Google
Use hyper-targeted ads to reach your market
MCGRAW-HILL NURSE CENTRAL
Mon
70
FriTue Wed Thu
# of
Fac
eboo
k Fa
ns
850
Find your Audience
ProvideValue
Blog, Blog, Blog
Generate Leads
Leverage Trade Shows
Track Metrics
“Last year, brands tried to push the technical limits of Facebook, and digital platforms overall. Now, in just one year’s time, we were pleased with the renewed focus on the craft of great
storytelling through publishing.”
—Mark D’ArcyHead of Global Creative Solutions, Facebook
HighSales
LowSales
Excellent Content
Poor Content
HighEngagement
LowEngagement
Excellent Content
Poor Content
LowEngagement
Poor Content
LowEngagement
Poor Content
LowEngagement
Poor Content
LowEngagement
Poor Content
HighEngagement
Poor Content
HighEngagement
Poor Content
LowEngagement
Excellent Content
Excellent Content
HighEngagement
Excellent Content
HighEngagement
Excellent Content
HighEngagement
Great content:-educates-inspires-engages
-lets customers inside
Educates
Educates
Educates
Educates
Educates
Educates
Inspires
Inspires
Engages
Engages
Lets Customers
Inside
Lets Customers
Inside
Lets Customers
Inside
Lets Customers
Inside
Lets Customers
Inside
Find your Audience
ProvideValue
Blog, Blog, Blog
Generate Leads
Leverage Trade Shows
Track Metrics
BOOK
BLOG
FACEBOOK POST
TWEET
WHY BLOG?
- Every post is another web page- Unlike website copy, blogs are personal, insightful, and
relevant- A good blog adds value to a brand- It can be the extended version of your social posts- It can be a place to convert readers to leads
Find your Audience
ProvideValue
Blog, Blog, Blog
Generate Leads
Leverage Trade Shows
Track Metrics
Find your Audience
ProvideValue
Blog, Blog, Blog
Generate Leads
Leverage Trade Shows
Track Metrics
Find your Audience
ProvideValue
Blog, Blog, Blog
Generate Leads
Leverage Trade Shows
Track Metrics
“The problem with trying to determine ROI for Social Media is you are trying to put numeric
quantities around human interactions and conversations, which are not quantifiable.”
—Jason FallsOwner of socialmediaexplorer.com
IN 2 MONTHS:1500 Answers
IN 2 MONTHS:700 Clicks to retail pages
“If you do build a great experience, customers tell each other about that. Word of mouth is
very powerful.”
—Jeff BezosCEO Amazon.com
Find your Audience
ProvideValue
Blog, Blog, Blog
Generate Leads
Leverage Trade Shows
Track Metrics
“Friendly makes sales—and friendly generates repeat business.”
—Jeffrey Gitomer
