social media for b2b publications - alliance...
TRANSCRIPT
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Social Media for B2B Publications
Trish Snyder Editor & Writer
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Trish Snyder Editor & Writer Trish Snyder has been telling stories for more than 20 years. She was a senior editor at Chatelaine, Today's Parent and House & Home, and oversaw redesigns at chatelaine.com and houseandhome.com. Her digital clients include the LCBO, TD and BayBridge Senior Living. She was once shortlisted — alongside Rick Mercer and Colin Mochrie — for the National Magazine Award for Humour. Not surprisingly, she didn’t win. Surprisingly, neither did they.
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Agenda
• Social media then and now • Is social different for B2B? • Defining and understanding audience • Setting goals • Measuring success • A platform-by-platform approach
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From social media back then...
• Twitter and Facebook • Desktop first • Everything organic/chronological feeds • Everyone equal • Simple or nonexistent ads/payment • Fun, experimental approach • Receptive, tech-savvy audiences
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... to social media now • Facebook, Twitter, Instagram, Periscope, Snapchat,
Pinterest, LinkedIn, Google+, YouTube, Tumblr, Vine + … • Mobile first • Engagement- and interest-based algorithms • Sophisticated ad systems and paid promotion • Rigidly templated, endless “best practices” • Overwhelmed audiences • Part of everyday life; many people’s primary source
of news
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Some relevant data...
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“56% of time Canadians spend online is spent on a smartphone or tablet.”
– Comscore, October 19, 2015
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“Social media accounts for 35% of all time spent on mobile devices.”
– Comscore, October 19, 2015
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In an increasingly crowded social media space, how can media brands survive and
thrive?
How can B2B publications create successful – yet realistic – social
strategies?
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Cover what’s most important to consumers
• Brand shares new content • Content is relevant to the brand • Brand engages with followers
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Social media for B2B
• Niche vs mass audiences • Focus on utility over entertainment • Audience often at work – affects choice of
platform and time of day • Networking vs socializing – can you be the
facilitator that helps your readership get to know each other?
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It’s not that B2B publications are so different from B2C when it comes to
social media.
It’s that targeted efforts are that much more important.
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Know your audience
• Social media in 2016 is all about targeting, and engagement over reach.
• Think about your readership: What is their day-to-day like? Where do they spend their time online?
• What can you offer your (current and potential) readership via social media to make their work lives better?
• What can you offer them to help them look smarter?
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Know your goals
• Understand what you’re trying to achieve: clicks and traffic? Community and audience loyalty to your brand? Exposure to new readers? A monetizable following? Promotion of print?
• Write down your goals, and keep them in mind when writing posts; e.g., is this written so that someone will click on it, or share?
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Print promotion
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Know your goals
• Tailor social media to your own uses; for instance, Tavanberg uses Facebook as a place to save interesting articles for use in the monthly newsletter.
• If paid exposure is part of the plan, be sure the math works out in your favour.
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Measure success
• Likes and follows don’t matter – it’s having the right likes and follows that counts.
• Based on your goals, decide what success means to you, and how you’ll measure it: raw numbers, percentage of audience, comments, etc. Think both qualitatively and quantitatively.
• Listen to negative feedback, but not too hard; its voice is amplified online.
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Things to remember
• You can’t trust a social media company to have your best interests at heart – don’t put all your eggs in one basket.
• Social media changes fast, so be agile with your strategy. • Better to do less things well than to do a mediocre job
on many platforms. • Your social media experience depends on your network.
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Best Practices
• Sign up for accounts on every platform – you never know what might take off and it’s best to claim your name.
• Get efficient by building social media into your workflow; e.g., write tweets while you’re editing stories.
• Don’t get stuck in a bubble. Always ask yourself: Why will anyone care about this?
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Best Practices • Reply to feedback and comments promptly, even if it’s
just to direct people to a phone number or email. • Don’t forget about your website! Make sure that articles
look good when people post them on social media. • Participate and engage: by sharing, commenting on and
liking posts from others, you’re more likely to get amplification back.
• Follow your industry’s influencers • If posting videos, make them work soundlessly;
especially on mobile, many users have the volume turned off.
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Participate & engage
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Best practices • Photos hugely boost engagement; use them
when you can. • Layer text on photos to boost the odds they’re
be shared. • When referencing people and brands, tag
them if you can – make the reference a clickable link (and thereby useful).
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Tag others
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Best Practices • Have fun! It’s okay to be less serious and offer
your readers an entertaining break. • Don’t be afraid to promote the archives; articles
live for a long time online. • Be a hashtag minimalist; use when appropriate
and functional, but favour easy readability. • Remember you are always trying to grab people’s
attention as they scan.
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Have fun
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Promote the archives
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You probably can’t run accounts on every platform. So
which do you choose?
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Breaking down the platforms...
• Facebook = Sharing, aggregation, conversation • Instagram = Inspiration, positivity • Twitter = Customer service, information, news • LinkedIn = Reputation, bragging, networking • Snapchat = Messaging, storytelling • Pinterest = Visual brand, food, fashion, DIY
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• Highest penetration across all age groups. • No longer trendy, but considered an essential
service by many. • Increasingly pay-to-play • Business pages often used by small businesses
as their only website.
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• Ads and promoted posts are highly targetable (by location, age, interests, etc.).
• May be potential for revenue sharing with publishers with Instant Articles.
• Facebook Groups (public, private or hidden) can be a powerful networking and collaboration tool – could you sponsor one?
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• Remember: Facebook is people’s living room, where they go to get a break from the office
• The faster posts get likes and shares, the more people will see them; timing and strong CTAs are key.
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• From a photo-sharing upstart to a major part of Facebook.
• Specialty is beautiful, well-curated, well-edited photography – though some markets defy this.
• Generally a positive space – breaking news and negativity don’t perform well.
• Profile pages make for an attractive portfolio/home page.
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• Hugely valuable for visual brands, especially those in food, fashion and travel.
• High usage, especially among younger demos. • Engagement has dropped, perhaps related to
increase in advertising. • About to roll out algorithmic feeds. • May be limited utility for most media brands.
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• Traditionally the place to go for quick, scannable news and information – 140-char limit has always facilitated efficiency.
• Favoured on Twitter: concise, smart, to-the-point posts.
• Also migrating from reverse-chronological to algorithmic feeds. (Optional for now; likely won’t always be.)
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• Engagement also seems to be dropping; Twitter still has huge potential for reach and amplification but mostly among a dedicated base – will never be a mass platform like Facebook.
• Best back-to-basics platform: can be used simply for sharing links and news and replying to comments.
• Twitter app Periscope has potential for magazines as a low-budget, easy-to-use video streaming tool.
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• All about business: promoting, networking, sharing career- and work-related stories.
• Usage varies • Can be a good platform for sharing news and moderating
discussions, and for amplification of career-related stories. • Works well for some brands; e.g., travel industry site Skift
has higher engagement here than elsewhere.
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Snapchat
• The trendy platform of 2016; a messaging app turned media behemoth.
• Best known for its private messages that disappear when read and public “stories” that disappear after 24 hours.
• Stories are almost like live TV: they can be storyboarded and pre-planned but must be broadcast in the moment.
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Snapchat
• Media integration now includes not-so-Snapchatty articles (like a Buzzfeed gallery of fashion from the ‘00s); they are trying hard to expand from their youth base.
• Getting metrics is still a challenge. • Worth playing with but limited utility at this
point for most Canadian magazines.
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To sum up… • Social media isn’t just different for B2B; it should be done
differently for every brand. • Identify your goals, choose your platforms and measure your
success. Don’t try to do everything. • Go where your readers are; easier than getting them to come to
you. • At minimum, make your web articles play nicely with Twitter and
Facebook, and start a news feed on those platforms. • Have fun, and value social platforms as a tool to easily interact
with your audience.
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For more social media news
• Follow Tavanberg on Twitter or Facebook, or sign up for our newsletter at tavanberg.com/newsletter.
• Get the SmartBrief on Social Media newsletter.
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Thank you.