making the direct connection: social media and publishing

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.

http://www.themeekshall.co.uk/


http://www.inspiredm.com/2009/04/12/the-social-bird-icon-set-the-first-inspired-release/

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

FACEBOOK

GOOGLE

TWITTER

GOODRE

ADS

VENDOR

VENDOR

AUTHORS

VENDOR

VENDOR

ASSOCIATIONS


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



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

http://bit.ly/TfWxaA

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

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.


You Can't ManageWhat You Don't Measure

Social Media


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


Know Your Audience

134k+ Followers

8.7k+ Likes

Brand A

News, professional development resources, and book reviews for librarians and publishing industry professionals.


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


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

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

http://bit.ly/sh1IyF

http://bit.ly/sh1IyF

Measuring Success


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

How do we measure these?

http://bit.ly/trqMy8

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

Return on Investment


Metrics & ROI - Three Myths of Social Media ROI [Infographic] : http://

bit.ly/TpNY0H

http://bit.ly/TpNY0H

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


http://bit.ly/TpMxj3

http://bit.ly/TpMxj3

http://on.fb.me/TpNesy

http://on.fb.me/TpNesy

http://on.fb.me/TpNiZc

http://on.fb.me/TpNiZc

http://bit.ly/TpMrb2

http://bit.ly/TpMrb2

http://wwnorton.tumblr.com/

http://wwnorton.tumblr.com/

http://tumblr.libraryjournal.com/

http://tumblr.libraryjournal.com/

http://bit.ly/TpN5oX

http://bit.ly/TpN5oX

http://bit.ly/TpMLGI

http://bit.ly/TpMLGI

http://bit.ly/TpNt6X

http://bit.ly/TpNt6X

http://bit.ly/TpMDqV

Professional Resources


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.



http://www.inspiredm.com/2009/04/12/the-social-bird-icon-set-the-first-inspired-release/