Social media and content marketing for newspapers
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Talk for publishers of Inland Press Association.
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Social media and content marketing for newspapers
- 1. Social media and content marketing March 14, 2014 #pointlesshashtag
- 2. Here we go again... SPEAKEASY
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- 4. Here we go again... SPEAKEASY
- 5. US Newspaper readers US Facebook users SPEAKEASY
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- 12. Here we go again... BORRELL LOCAL DIGITAL SERVICES Ad buys (display, video and search) “Digital Services” SURVEY, 10/12 SPEAKEASY
- 13. But fear not. SPEAKEASY
- 14. You are positioned to win... SPEAKEASY
- 15. But enough about you... SPEAKEASY
- 16. About me: SPEAKEASY
- 17. SPEAKEASY
- 18. Social media marketing is... Using social media channels to market a brand (retail, auto, b2b, even a newspaper). Multichannel. SEO-enhancing. Hybrid of sales and service. Measurable. Just another (BIG) channel where the rules still apply – The message matters. SPEAKEASY
- 19. Social media marketing is NOT... Free. One-size fits all. SEO. Conversion mechanism (often). Just Facebook, Twitter and whatever new launches this week. About “likes” and “follows” – or even “engagement.” Measurable* *Yes, I realize the contradiction SPEAKEASY
- 20. The opportunity SPEAKEASY
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- 24. IMAGE CREDIT: COPYBLOGGER SPEAKEASY
- 25. WAIT. LET THE FLASH CHEESY LOAD STOCK IMAGE BLOG NOT UPDATED KEYWORD, NO VIDEO VERB, KEYWORD GIBBERISH SPEAKEASY
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- 28. “MARKETING HAS BECOME A CONTENT WAR AND NOBODY IS BETTER- POSITIONED TO WIN A CONTENT WAR THAN A CONTENT COMPANY.” JIM MORONEY PUBLISHER & CEO, THE DALLAS MORNING NEWS CHAIRMAN, SPEAKEASY SPEAKEASY
- 29. But, he’s only half-right. SPEAKEASY
- 30. Your secret weapons... SPEAKEASY
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- 33. The opportunity: SPEAKEASY
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- 42. What it takes... Great content Strong ledes 24-7 operation Knowing community Relevance Nimbleness Understanding of crisis management Customer service Sales relationships Promotions mindset Bully pulpit to amplify when Plan A fails SPEAKEASY
- 43. What it takes... Great content Strong ledes 24-7 operation Knowing community Relevance Nimbleness Understanding of crisis management Customer service Sales relationships Promotions mindset Bully pulpit to amplify when Plan A fails SPEAKEASY
- 44. Challenges: You probably suck at social media. You probably think it’s just advertorial. Gold rush of tools Daily change Local is harder than national in social Scale Tools SPEAKEASY
- 45. Strategy drives: SPEAKEASY
- 46. Who are the customers? For self-serve tools – SMB’s For service and content – Newspaper advertisers Speakeasy sales and pending by volume Speakeasy sales and pending by revenue Media 3% National B2B 3% 2% Media Nonprofit/Church/Cause National 3% Medical 6% 21% Real Estate 20% Home 8% 9% B2B 9% Real Estate 8% Home Nonprofit/Church/Cause 9% 17% Agency Medical 9% 20% Retail 9% Retail Auto Agency Auto 11% 9% 14% 12% SPEAKEASY
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- 48. Range of engagements Content only: Typical turnkey: Specialist: Articles for $100- $2k - $5k / month Up to $250k $250 each Blog or other Using every tool (minimum $25k content site in the box to buy) Manage multiple solve a specific Video: $5k for social nets problem one day; one Promotions Very customized location; as many Deep metrics and and time videos as competitive intensive possible analysis Generally Sweet spot-- involves custom best margins software and lots of content SPEAKEASY
- 49. Proving it works Promotions that convert Fangated and share-encouraging Contests Coupons Deals Metrics beyond likes “Edgerank” Listening metrics and demographics Check-ins SEO Reviews / testimonials Oh, and OK, sure, if you insist– “Likes” too SPEAKEASY
- 50. Using your bully pulpit as a channel SPEAKEASY
- 51. Leveraging your organization to create content SPEAKEASY
- 52. Beware... SPEAKEASY
- 53. What we’ve learned at Speakeasy... Longer sales cycle than expected Higher AVO than expected Every deal is custom Content really is king– about 1/3 of business is more content than social Work is frontloaded Have to move quickly Decision-maker must be looped in Tools and metrics evolve daily SPEAKEASY
- 54. QUESTIONS? Mike Orren PRESIDENT MIKEO@YOURSPEAKEASY.COM WWW.YOURSPEAKEASY.COM @MIKEORREN FACEBOOK.COM/YOURSPEAKEASY SPEAKEASY