The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
Making the Direct Connection: Social Media and Publishing
1. Making the Direct Connection:
Social Media and Publishing
Guy LeCharles Gonzalez | loudpoet.com | @glecharles
NYU, 11/26/2012
Twitter bird, "Dave," by Matt Joyce via Inspired Magazine.
2. loudpoet.com
Blogging 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.
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)
Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/26/2012
3. Content, Context, Community
VENDOR MAGAZINES
WEBSITES
BOOKSELLERS
AUTHORS
FACEBOOK
GOODREADS
VENDOR TWITTER
READER VENDOR
ASSOCIATIONS GOOGLE
LIBRARIANS
EVENTS
BOOKS
VENDOR
Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/26/2012
4. Making the Direct Connection
User Experience
Content Development
Product List Development Events
Marketing Analytics Marketing
Sales Support
Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/26/2012
5. 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
Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/26/2012
6. 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
Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/26/2012
7. ―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
Community Engagement & Development #book2 | @glecharles
http://www.flickr.com/photos/nic/230233024/
8. Content is [Still] King
―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
Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/26/2012
9. Content Strategy
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.
Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/26/2012
10. Video is Content, Too.
Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/21/2011
11. You Can't Manage
What You Don't Measure
Social Media Website / Blog Video
• Audience Development?
• Audience Engagement?
• Commerce?
Analytics
• Google Analytics • Visits / Unique Visits • Referral Sources
• Keyword Tool • Pageviews / Views • Keywords
• Google Alerts • Pages/Visit • Goals
• Facebook Insights • Time on Site / Retention • Events
• Hootsuite • New vs. Return Visits • List Growth
• Topsy • Followers, Likes, etc. • Unsubscribes
• Email Service Provider • Reach • Inactives
Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/21/2011
12. Know Your Audience
134k+ Followers
8.7k+ Likes
Brand A
News, professional development
resources, and book reviews for
librarians and publishing
industry professionals.
Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/26/2012
13. 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.
Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/26/2012
14. 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
Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/21/2011
15. Measuring Success
How do we
measure
these?
Marketers Seek to Better Measure Social
Media Success - eMarketer
http://bit.ly/trqMy8
Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/26/2012
16. Email Marketing Analytics
Total Sent
Total Delivered
Deliverable %
Unique Opens
Open %
Total Clicks
Clickthrough (CTR) %
B2Bs and B2Cs Diverge in Social
Click-to-Open (CTOR) % Network Usage, Lead Gen Success -
eMarketer http://bit.ly/udCuDl
Inactives
Unsubscribes
Net Growth
Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/26/2012
17. Return on Investment
Metrics & ROI - Three Myths of Social
Media ROI [Infographic] :
http://bit.ly/TpNY0H
Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/26/2012
20. THANKS!
Guy LeCharles Gonzalez
Director, Content & Digital Product Development
Library Journal | School Library Journal | The Horn Book
Media Source, Inc.
loudpoet.com
@glecharles
Twitter bird, "Dave," by Matt Joyce via Inspired Magazine.