Social media success does not happen by chance, it starts with the right foundation. Read more.

1. UNLOCKING ENGAGEMENT:
SOLUTIONS FOR PUBLISHERS & MEDIA
Alisa Leonard
@alisamleo alisa.leonard@icrossing.com

2. The question is…
CAN SOCIAL MEDIA DRIVE REAL BUSINESS VALUE FOR
PUBLISHERS AND MEDIA COMPANIES?

3. Yes.
BUT LET’S ACKNOWLEDGE SOME OF THE CHALLENGES…

4. DISINTERMEDIATION

5. CONTENT OVERLOAD, EVERYDAY…
 4 billion pieces of content shared on Facebook
 3 billion searches
 2 billion video views on YouTube
 70 million tweets

6. FRAGMENTATION OR FACEBOOK?

7. WE’RE NOT SURE HOW (WHAT) TO
MEASURE

8. LACK OF FORMAL, MEASURABLE
ENGAGEMENT BEST PRACTICES

9. But what about the
opportunities?
UNLOCK THE POWER OF SOCIAL MEDIA TO DRIVE RESULTS

10. What if social media could…
 Drive traffic
 Increase reach / create social inventory
 Increase conversions
 Drive audience development and insights
 Provide CRM
 Fuel new content ideas and products

11. The path forward
BUSINESS
VALUE
EXECUTION &
OPTIMIZATION MEASUREMENT &
PERFORMANCE
FOUNDATION ANALYSIS
FOR SUCCESS EDITORIAL
PROGRAMMING &
ENGAGEMENT
GOVERNANCE, BEST PRACTICES
INSIGHTS,
STRATEGY &
TRAINING

12. Social media success starts
with the right foundation
BUILDING A FOUNDATION WITH
GOVERNANCE, STRATEGY & TRAINING

13. GOVERNANCE
The Playbook…
 Rules of engagement
 Best practices
 Moderation
 Escalation
 Localization
 Permissioning
 Scalability

14. AGILE STRATEGY
Gather insights
Evaluate Prioritize strategic
performance opportunities
Publish & Develop editorial &
Propagate engagement plan
Produce content

15. TRAINING
Beyond the basics, does your social media manager
know how to…
 Optimize for EdgeRank
 Utilize analytics to drive engagement
decisions
 Build, Engage, Influence and Amplify an
audience or audience segments
 Maximize visibility and traffic through key
practices like day-parting
 Conduct influencer outreach for audience
extension and link building

16. There is a better way to
execute (and optimize)
DATA AND INSIGHTS-DRIVEN
CONTENT STRATEGY & ENGAGEMENT BEST PRACTIECS

17. EDITORIAL PROGRAMMING
AUDIENCE SEGMENT
SEARCH & SOCIAL
INFORMED THEMES
AUDIENCE TECHNOGRAPHICS & CHANNELS
FORMATS
TOPICS
AWARENESS
CONSIDERATION
RATIONALE PREFERENCE
ACTION
ADVOCACY

18. AUDIENCE
MANAGEMENT
Processes and practices for…
 Real-time research
 Analysis
 Planning
 Publishing
 Propagating
 Engaging
 Reporting

19. AUDIENCE MANAGEMENT BEST
PRACTICES
 Balanced Diet
 EdgeRank Reach = Friends of Fans
optimization (Impressions)
 A/B testing
 Day-parting
 Engagement
primetime # Daily
Active Fans
 Audience
segmentation

20. TALENT + TECHNOLOGY

21. BIG BOX RETAILER AS PUBLSIHER?
 FB Audience: Females 25-34 in metropolitan areas:
Dallas, New York, Seattle, Chicago, Los Angeles,
San Francisco; 70% college educated; 72% married
 FB “verified circ”: 200,000+ daily active Fans
(readers & active participants)
 FB Total reach: 6 million monthly post impressions
 Sellable inventory on FB: Wall posts/takeovers,
Live events, polls, Q&A’s, sponsored videos

22. Unlocking business value:
don’t count your social
media metrics
MEASUREMENT & ANALYSIS

23. WHAT ARE THE RIGHT METRICS?
 Fans
 Likes
 Re-tweets Are these good
 Comments metrics?
 Shares
 Views
 Referral traffic (segmented by post? By
audience?)

24. DEVELOP MEASUREMENT STRATEGY
KPI’s
REACH TRAFFIC EXTENSION
Leading Indicators AWARENESS ACTION ADVOCACY
(Metric Categories)
AMOUNT PUBLISHED & OPTIMAL
PRODUCED PROPAGATED EFFICIENCY
Internal KPI’s
(Content Process)
Short-term Long-term

25. TEST, LEARN, ITERATE
 Define tests to assess the validity of social media
metrics against your KPI’s (should you care about
number of Fans or just % active fans? Do certain
social metrics impact other channels more than
others?)
 Refine social media executions based on testing
 Formalize best practices out of performance
findings

26. Case Study
SOUNDS GREAT, DOES IT WORK?

27. BILLBOARD.COM
SITUATION
 Goals: increase traffic & time
spent on-site
 Facebook & Twitter #14 and
24 referrers
RESULTS
 Doubled traffic in 4 months
all through earned, organic
social media traffic
 Social visitors spent 4.2X time
on site as search referrals
 Facebook & Twitter became
the #2 and 4 top referrers

28. KEY TAKE-AWAYS
 Set a foundation for success with governance,
strategy and training
 Take a data-driven approach to execution;
utilize insights for content development and
publishing, cultivate performance-driving best
practices for engagement
 Develop a measurement strategy, test learn
and repeat

29. THANK YOU!
Alisa Leonard
iCrossing
@alisamleo
alisa.leonard@icrossing.com