A presentation for Magazines Canada's The Business of Digital on February 16, 2012

1. The Future is Social
Kat Tancock
The Business of Digital
February 16, 2012

2. The Future
is Social?
What's old is new again.
Photo: Dom Dada on Flickr

3. Photo by Frederic Poirot on Flickr
Social media = Conversation

4. Social media is all
about connections
• Provides multiple platforms of
interaction
Photo by ChrisK4u on Flickr

5. Social media is all
about connections
• Provides multiple platforms of
interaction
• Unites people with common
interests and disparate locales
Photo by ChrisK4u on Flickr

6. Social media is all
about connections
• Provides multiple platforms of
interaction
• Unites people with common
interests and disparate locales
• Spreads information rapidly
and efficiently
Photo by ChrisK4u on Flickr

7. Social media is all
about connections
• Provides multiple platforms of
interaction
• Unites people with common
interests and disparate locales
• Spreads information rapidly
and efficiently
• Strengthens loose ties
Photo by ChrisK4u on Flickr

8. Social media is all
about connections
• Provides multiple platforms of
interaction
• Unites people with common
interests and disparate locales
• Spreads information rapidly
and efficiently
• Strengthens loose ties
• Makes it easy to get in touch,
stay in touch and meet new
people
Photo by ChrisK4u on Flickr

9. But I'm really busy.
Why should I bother
with social media?

10. 3 reasons to use social media:
•Connect with readers, get feedback, solicit submissions
and interact.

11. 3 reasons to use social media:
•Connect with readers, get feedback, solicit submissions
and interact.
•Foster engagement – connect a community of interest
around your brand and mandate.

12. 3 reasons to use social media:
•Connect with readers, get feedback, solicit submissions
and interact.
•Foster engagement – connect a community of interest
around your brand and mandate.
•Facilitate sharing: turn readers into ambassadors.

13. Photo by Express Monorail on Flickr
Also, it's fun.

14. "Engagement begets engagement."
– Meg Pickard

15. "Be genuine" sweetspot.ca

16. Tips from Jes Watson
and Mia Shulman
• Grab your name early – "You
don't know what's going to
take off"

17. Tips from Jes Watson
and Mia Shulman
• Grab your name early – "You
don't know what's going to
take off"
• Divide and conquer – share the
workload logically

18. Tips from Jes Watson
and Mia Shulman
• Grab your name early – "You
don't know what's going to
take off"
• Divide and conquer – share the
workload logically
• Your brand isn't just in your
website – use social media to
invigorate the conversation

19. Tips from Jes Watson
and Mia Shulman
• Grab your name early – "You
don't know what's going to
take off"
• Divide and conquer – share the
workload logically
• Your brand isn't just in your
website – use social media to
invigorate the conversation
• Don't be too formal. Social
media lets the personal shine

20. Tips from Jes Watson
and Mia Shulman
• Start with Facebook and
Twitter, then see what else
works for your brand

21. Tips from Jes Watson
and Mia Shulman
• Start with Facebook and
Twitter, then see what else
works for your brand
• Do what you naturally gravitate
toward

22. Tips from Jes Watson
and Mia Shulman
• Start with Facebook and
Twitter, then see what else
works for your brand
• Do what you naturally gravitate
toward
• Have a presence if you think it
might be valuable (Google+),
but not where it doesn't make
sense for the brand (Tumblr)

23. Facebook: Everyone's already there
• Most-used social network: ~50% penetration in Canada

24. Facebook: Everyone's already there
• Most-used social network: ~50% penetration in Canada
• It's not just the kids

25. Facebook: Everyone's already there
• Most-used social network: ~50% penetration in Canada
• It's not just the kids
• More personal, oriented toward family and friends

26. Facebook: Everyone's already there
• Most-used social network: ~50% penetration in Canada
• It's not just the kids
• More personal, oriented toward family and friends
• Best opportunity for traffic growth

27. "We want more
Fashion
engagement"

28. Integrate into your site Fashion

29. Solicit reader content for
Afar
editorial

30. Cross-promote Afar

31. Look for community
National Geographic Traveler
content

32. Create targeted incentives Best Health

33. Advertise where
appropriate
• Facebook ads can be targeted
to specific demographics and
interests
• PPC/budget means no
(accidental) overspending
• Have a plan that maximizes
conversions
• Test, refine, test again
Photo by Mait Jüriado on Flickr

34. Treat readers as experts Allergic Living

35. Tips from Randi
Bergman of Fashion
• Be interesting, newsy & opinionated

36. Tips from Randi
Bergman of Fashion
• Be interesting, newsy & opinionated
• Ask questions

37. Tips from Randi
Bergman of Fashion
• Be interesting, newsy & opinionated
• Ask questions
• Give a teaser rather than spelling it
out

38. Tips from Randi
Bergman of Fashion
• Be interesting, newsy & opinionated
• Ask questions
• Give a teaser rather than spelling it
out
• Refine frequency

39. Tips from Randi
Bergman of Fashion
• Be interesting, newsy & opinionated
• Ask questions
• Give a teaser rather than spelling it
out
• Refine frequency
• Try posting photos instead of links

40. Tips from Randi
Bergman of Fashion
• Be interesting, newsy & opinionated
• Ask questions
• Give a teaser rather than spelling it
out
• Refine frequency
• Try posting photos instead of links
• Focus on quality over quantity

41. Tips from Randi
Bergman of Fashion
• Be interesting, newsy & opinionated
• Ask questions
• Give a teaser rather than spelling it
out
• Refine frequency
• Try posting photos instead of links
• Focus on quality over quantity
• Always rethink and make it better

42. Twitter: Be part of the conversation
• Lower penetration than Facebook, but higher engagement and perceived
value

43. Twitter: Be part of the conversation
• Lower penetration than Facebook, but higher engagement and perceived
value
• Virtual water cooler

44. Twitter: Be part of the conversation
• Lower penetration than Facebook, but higher engagement and perceived
value
• Virtual water cooler
• It's where people talk about you

45. Twitter: Be part of the conversation
• Lower penetration than Facebook, but higher engagement and perceived
value
• Virtual water cooler
• It's where people talk about you
• Don't just broadcast – converse, respond and share

46. Twitter: Be part of the conversation
• Lower penetration than Facebook, but higher engagement and perceived
value
• Virtual water cooler
• It's where people talk about you
• Don't just broadcast – converse, respond and share
• Strong penetration in media, new media, publicity, tech

47. "I can get a sense of how well a
cover might do by the feedback we
get from it as soon as we post it
online on Twitter. It's incredibly
valuable." – Lisa Tant, Flare
An "instant focus group" twitter.com/lisatant

48. Be out there and aware twitter.com/besthealthmag

49. "I think it’s successful when the
brand comes first but the editor
can add some personality to it."
– Lisa Tant, Flare
Be personal and sincere twitter.com/lisatant

50. Share and respond twitter.com/besthealthmag

51. "Respect people and engage with
people. I tweet back and listen to
people. I feel that they can send me
information or feedback and they
know I’ll pay attention."
– Lisa Tant, Flare
Converse and engage twitter.com/lisatant

52. Repackage and continue
besthealthmag.ca
the conversation

53. Tumblr: Pictures for the kids (so far)
• Cross between Twitter and Wordpress

54. Tumblr: Pictures for the kids (so far)
• Cross between Twitter and Wordpress
• Social microblogging, mostly visually focused

55. Tumblr: Pictures for the kids (so far)
• Cross between Twitter and Wordpress
• Social microblogging, mostly visually focused
• Younger demographic

56. Tumblr: Pictures for the kids (so far)
• Cross between Twitter and Wordpress
• Social microblogging, mostly visually focused
• Younger demographic
• More for branding than traffic

57. Tumblr: Pictures for the kids (so far)
• Cross between Twitter and Wordpress
• Social microblogging, mostly visually focused
• Younger demographic
• More for branding than traffic
• High potential for youth- and image-oriented brands

58. "Tumblr readers are our
Jennifer Campbell, Flare
readers"

59. How Flare uses
Tumblr
• Spotlight on original
photography (with watermarks)
– give longer life to archives

60. How Flare uses
Tumblr
• Spotlight on original
photography (with watermarks)
– give longer life to archives
• Reach out to young, web-savvy
fashion lovers who may not
know the brand

61. How Flare uses
Tumblr
• Spotlight on original
photography (with watermarks)
– give longer life to archives
• Reach out to young, web-savvy
fashion lovers who may not
know the brand
• Niche traffic driver – link back
to site

62. Tips from Jennifer
Campbell
• Know your content and your
audience

63. Tips from Jennifer
Campbell
• Know your content and your
audience
• Get inspired by similar brands

64. Tips from Jennifer
Campbell
• Know your content and your
audience
• Get inspired by similar brands
• Tailor content to your resources
– do things in batches when
you can

65. Tips from Jennifer
Campbell
• Know your content and your
audience
• Get inspired by similar brands
• Tailor content to your resources
– do things in batches when
you can
• Original content has best
potential to be shared

66. Tips from Jennifer
Campbell
• Know your content and your
audience
• Get inspired by similar brands
• Tailor content to your resources
– do things in batches when
you can
• Original content has best
potential to be shared
• "Fish where the fish are"

67. Instagram: A visual showcase
• Currently iPhone only with impending plans for Android

68. Instagram: A visual showcase
• Currently iPhone only with impending plans for Android
• Super simple: Take, filter and share beautiful photos

69. Instagram: A visual showcase
• Currently iPhone only with impending plans for Android
• Super simple: Take, filter and share beautiful photos
• Focus on photography, with some subcultures

70. Instagram: A visual showcase
• Currently iPhone only with impending plans for Android
• Super simple: Take, filter and share beautiful photos
• Focus on photography, with some subcultures
• Primarily positive

71. Instagram: A visual showcase
• Currently iPhone only with impending plans for Android
• Super simple: Take, filter and share beautiful photos
• Focus on photography, with some subcultures
• Primarily positive
• Use to feed photos to other networks

72. Instagram: A visual showcase
• Currently iPhone only with impending plans for Android
• Super simple: Take, filter and share beautiful photos
• Focus on photography, with some subcultures
• Primarily positive
• Use to feed photos to other networks
• So far, can't link out

73. Showcase your brand Montreal Gazette

74. "I really enjoy it –
Alana Coates, Montreal Gazette
I saw possibilities"

75. "I knew we had a
Alana Coates, Montreal Gazette
community there"

76. Crowdsourced editorial Montreal Gazette

77. Recognize the tool's
Wall Street Journal
potential

78. The Wall Street Journal's New York Fashion Week blog

79. Tips from Alana
Coates
• "We were taking all these
beautiful photos anyway."

80. Tips from Alana
Coates
• "We were taking all these
beautiful photos anyway."
• A way to showcase (staff)
photographers' work

81. Tips from Alana
Coates
• "We were taking all these
beautiful photos anyway."
• A way to showcase (staff)
photographers' work
• Enjoy yourself – make it
personal

82. Tips from Alana
Coates
• "We were taking all these
beautiful photos anyway."
• A way to showcase (staff)
photographers' work
• Enjoy yourself – make it
personal
• Respect the space – be
positive

83. Tips from Alana
Coates
• "We were taking all these
beautiful photos anyway."
• A way to showcase (staff)
photographers' work
• Enjoy yourself – make it
personal
• Respect the space – be
positive
• Make sure communication
goes both ways

84. Pinterest: Now hot and happening
• Collect, organize, search and share images

85. Pinterest: Now hot and happening
• Collect, organize, search and share images
• All (are supposed to) link back to original source

86. Pinterest: Now hot and happening
• Collect, organize, search and share images
• All (are supposed to) link back to original source
• Fastest-growing website ever

87. Pinterest: Now hot and happening
• Collect, organize, search and share images
• All (are supposed to) link back to original source
• Fastest-growing website ever
• Predominantly female, non-geeky

88. Pinterest: Now hot and happening
• Collect, organize, search and share images
• All (are supposed to) link back to original source
• Fastest-growing website ever
• Predominantly female, non-geeky
• Becoming a good source of traffic for many websites

89. Bring it all together Wall Street Journal

90. Be the expert Today's Parent

91. Tips from
Amanda Factor
• Pick topics that fit your brand

92. Tips from
Amanda Factor
• Pick topics that fit your brand
• Participate: Like and repin other
people's pins

93. Tips from
Amanda Factor
• Pick topics that fit your brand
• Participate: Like and repin other
people's pins
• Position yourself as a curator/
tastemaker

94. Tips from
Amanda Factor
• Pick topics that fit your brand
• Participate: Like and repin other
people's pins
• Position yourself as a curator/
tastemaker
• Create unique, targeted boards

95. Tips from
Amanda Factor
• Pick topics that fit your brand
• Participate: Like and repin other
people's pins
• Position yourself as a curator/
tastemaker
• Create unique, targeted boards
• Put Pinterest share buttons on
your site

96. How to get started
• Pick your platforms
Photo by gruntzooki on Flickr

97. How to get started
• Pick your platforms
• Create an account
Photo by gruntzooki on Flickr

98. How to get started
• Pick your platforms
• Create an account
• Follow the leaders
Photo by gruntzooki on Flickr

99. How to get started
• Pick your platforms
• Create an account
• Follow the leaders
• Learn the culture
Photo by gruntzooki on Flickr

100. How to get started
• Pick your platforms
• Create an account
• Follow the leaders
• Learn the culture
• Tell people you're there
Photo by gruntzooki on Flickr

101. Photo by daniel-weber on Flickr
First and foremost:
Make sharing easy
If nothing else, test and enable
your site so that readers can
easily share across popular
platforms. This is where the bulk
of traffic comes from.

102. Rules to follow
• Experiment and refine
Photo by swh on Flickr

103. Rules to follow
• Experiment and refine
• Play around, but focus your
efforts
Photo by swh on Flickr

104. Rules to follow
• Experiment and refine
• Play around, but focus your
efforts
• Work with your brand and
audience
Photo by swh on Flickr

105. Rules to follow
• Experiment and refine
• Play around, but focus your
efforts
• Work with your brand and
audience
• Respect the local culture
Photo by swh on Flickr

106. Rules to follow
• Experiment and refine
• Play around, but focus your
efforts
• Work with your brand and
audience
• Respect the local culture
• Track goals and results
Photo by swh on Flickr

107. Rules to follow
• Experiment and refine
• Play around, but focus your
efforts
• Work with your brand and
audience
• Respect the local culture
• Track goals and results
• Have a plan
Photo by swh on Flickr

108. Grow and promote
• Promote on all platforms
Photo by wackybadger on Flickr

109. Grow and promote
• Promote on all platforms
• Move in both directions
Photo by wackybadger on Flickr

110. Grow and promote
• Promote on all platforms
• Move in both directions
• Use free widgets
Photo by wackybadger on Flickr

111. Grow and promote
• Promote on all platforms
• Move in both directions
• Use free widgets
• Give and receive
Photo by wackybadger on Flickr

112. Grow and promote
• Promote on all platforms
• Move in both directions
• Use free widgets
• Give and receive
• Seek out your audience
Photo by wackybadger on Flickr

113. "Communities already exist.
Think about how you can
help that community do
what it wants to do."
– Mark Zuckerberg

114. Look for creative facebook.com/travelandleisure
twitter.com/upmagazine
revenue opportunities

115. Dos and don'ts
• Don't just broadcast
Photo by Jonathan_W on Flickr

116. Dos and don'ts
• Don't just broadcast
• Do respect people's time and
space
Photo by Jonathan_W on Flickr

117. Dos and don'ts
• Don't just broadcast
• Do respect people's time and
space
• Don't go off brand or get too
personal
Photo by Jonathan_W on Flickr

118. Dos and don'ts
• Don't just broadcast
• Do respect people's time and
space
• Don't go off brand or get too
personal
• Do put yourself in readers'
shoes – and be realistic
Photo by Jonathan_W on Flickr

119. Dos and don'ts
• Don't just broadcast
• Do respect people's time and
space
• Don't go off brand or get too
personal
• Do put yourself in readers'
shoes – and be realistic
• Don't be annoying
Photo by Jonathan_W on Flickr

120. Social media for busy
people
• Create a lineup
Photo by billy liar on Flickr

121. Social media for busy
people
• Create a lineup
• Have a schedule
Photo by billy liar on Flickr

122. Social media for busy
people
• Create a lineup
• Have a schedule
• Share the workload
Photo by billy liar on Flickr

123. Social media for busy
people
• Create a lineup
• Have a schedule
• Share the workload
• Set limits
Photo by billy liar on Flickr

124. Social media for busy
people
• Create a lineup
• Have a schedule
• Share the workload
• Set limits
• Utilize tools (e.g. Hootsuite)
Photo by billy liar on Flickr

125. Social media for busy
people
• Create a lineup
• Have a schedule
• Share the workload
• Set limits
• Utilize tools (e.g. Hootsuite)
• Repurpose
Photo by billy liar on Flickr

126. With thanks to:
• Jes Watson and Mia Shulman,
Sweetspot.ca
• Alana Coates, Montreal Gazette
• Lisa Tant and Jennifer
Campbell, Flare
• Randi Bergman, Fashion
• Amanda Factor, Today's Parent
Photo by jessamyn on Flickr

127. Recommended reading
• "Build a better tweet" (Freelance Switch)
• "Inside Instagram" (Gizmodo)
• "The Wall Street Journal covers Fashion Week" (Nieman Journalism Lab)
• "Brave new world of digital intimacy" (a classic) (New York Times Magazine)
• Playboy social media Q&A (Sparksheet)

128. kattancock.com
Thank you @kattancock
kat.tancock@gmail.com