Future's Katherine Raderecht at news:rewired
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Future's Katherine Raderecht at news:rewired
- 1. Building pre- launch communitiesKatherine Raderecht, Head of Women’s Lifestyle
- 2. About Future
- 3. • Award winning international media group and leading digital publisher in UK, US and Australia • We create 200 publications, apps, websites and events • We hold leading positions in Technology, Games, Film, Music, Women’s Creative, Photography, Creative & Design, Sports & Auto • Future sold more than 24m magazines last year • We reach over 51m international consumers a month • We have sold over 5m digital editions created for tablets on FutureFolio • Future exports or syndicates over 200 publications to 89 countries - UK’s number one exporter and licensor Who we are
- 5. • We create products for groups of enthusiasts • With highly targeted specialist content • To attract passionate engaged consumers • Work closely with our commercial partners • Employ staff who are also enthusiasts • We know our markets inside out We used to launch a product and the community would follow We have always been about communities
- 7. • Communities are already online ready to interact • Immediacy of digital • Increased marketing channels • Global market place • Highly measurable • Chance to be experimental • Create a PR buzz • Brand launches with ready-made audience Community comes before product launch
- 8. Our recent launch successes
- 9. • There’s a community for everyone • People who are passionate are active online • No longer any need to wait • Requires early decisions on name, logo and editorial voice • No need to mention “magazine” or “app” • Start with social media • The Simple Things Facebook & Twitter launched 6 months before launch Start by building an online community
- 10. • Curated content from blogs - allotments, simple food, interiors, well-being • Just an editorial concept • “Do you love the simple things in life?” • Soft-launch an editorial concept • Test subjects and audience reaction • The Simple Things blog launched 5 months out • Wordpress – simple to use, cost effective • Prior to print/digital magazine launch in Sept Use existing content
- 11. • Once blog established start to grow audience • Using new marketing channels • Start with Paid for Facebook ads • Cheap and controllable way to kick start building community • Get a viable sized community in days • iOS and Android • Precise targeting – on iPad, WiFi, age, location, interests • Cost effective - 6p - 80p per Like • Once Liked can re-target with marketing messages • Facebook Likes allow supertargeted delivery of ads Use new marketing channels to find followers
- 12. • Early adopters love to spread the world • Becoming your advocates • Community recommendation close second to friend recommendation • Builds critical mass of "love“ • Make them feel special • Give them offers and information first Exploit social commerce to grow audience
- 13. • The blogosphere is highly influential • Identify key bloggers and connect • Include those with large social media followings • Feature their content – and tell them you have! • Give them special content and sneak peaks • They are special members of your community • They will be your brand ambassadors • They can grow your community fast • And amplify your message Engage with the blogging community
- 14. • Establish key brands within pillars of content • Use Facebook, Twitter, Linkedin to connect • Become part of their community • Develop relationships • Create a buzz amongst the movers and shakers • They help shape the product too • It’s not just size that matters – influence is key! Commercial partners join the community
- 15. • Recruit contributors • Get feedback on ideas • Test concepts – confidence in product • Do real-time market research fast • Crowdsourcing shapes product development • Under radar of competitors • Identify distribution issues and opportunities • Evolve marketing campaigns • More risk free way of testing a concept • Great team motivator internally! The community feeds into product
- 16. The community creates a pre-launch buzz
- 17. Launch to a ready made audience
- 18. Your community does your marketing
- 19. • 20,000 Facebook Likes • 1,300 subscribers • 20,000 monthly UUs • 3,500 signed up to newsletter • 10,500 Apple Newsstand App downloads • Before a single issue has gone to press! The brand feels established from launch
- 20. • 11,000 Facebook Likes • 2,500 Twitter followers • 700 Pinterest followers • 1,800 subscribers • 25,000 monthly UUs • 3,000 signed up to newsletter • Before a single issue has gone to press The brand feels established from launch
- 21. 10 top tips
- 22. • Don’t force the sale • Make content easy to share • Breaking news • Photography • Infographics/instructographics • Evergreen/resource • List features • Polls/quizzes/Competitions • Glowing (or scathing) reviews/opinion • Interviews/Q&As 1. Create compelling content
- 23. • The difference between a user scrolling past your content, and interacting with it • Audience growth of little value if they’re not listening to what you’re saying • Editorialise links • Ask questions; invite responses • Be pithy; write ‘headlines’ • Encourage or reward sharing, commenting, liking • Include video and pics 2. Think about user engagement
- 24. • Post all blog posts on key social media • @mention key parties in posts • Schedule posts for optimum times for your audience • Contact anyone mentioned in content • Provide URLs for easy amplification 3. Exploit all the social networks
- 25. 4. A picture paints a thousand words
- 26. 5. And don’t forget video
- 27. 6. Create assets your audience will share
- 28. • Encourages inbound links • Worn as a badge of honour 7. And make it easy to share Share buttons
- 29. • Our bloggers get £5 a subscription as an affiliate • Discounts • Newsletters with offers 8. Reward your community
- 30. 9. Have a CRM strategy
- 31. • Marketing is now everyone's job • Crossover with PR, marketing, SEO • Everything is more measurable • Think 24 hours - don’t put up the “out to lunch sign” • Make sure they know why they are doing it • They are part of the community • Learn by experimentation - set long-term goals and KPIs, then measure • Have fun experimenting • Share results 10. Get everyone on your team involved
- 32. There’s never been a worse time to work in media
- 33. There’s never been a better time
Notas del editor
- I’m Steve Wright and my job title is Community Development Executive. I work with anything involving online communities – social media, “independent media” like websites and blogs, forums – and find ways for us to make use of them, and drive traffic and value from them. Since James Morell left last year I’ve taken on more and more of his responsibilities in this area, and seem to have become the business’ go-to guy for this sort of thing. So hopefully I’ve got some good learnings and best practice to share, with examples from within Future and elsewhere too.
- I’m Steve Wright and my job title is Community Development Executive. I work with anything involving online communities – social media, “independent media” like websites and blogs, forums – and find ways for us to make use of them, and drive traffic and value from them. Since James Morell left last year I’ve taken on more and more of his responsibilities in this area, and seem to have become the business’ go-to guy for this sort of thing. So hopefully I’ve got some good learnings and best practice to share, with examples from within Future and elsewhere too.
- Which brings me nicely to the end . It’s important to have a strategy that goes beyond “write story, post on Facebook and Twitter” There isn’t a one-size-fits-all approach – it depends on the brand. But they all start in the same place: set some long term goals and work out how to report on success. Other than traffic measurement, print or digital subscriptions or social audience growth, we might want to look at engagement, or data capture, or client partnerships. Look at the types of content that work on social media - currently the best example is Buzzfeed, which is built from the ground up to enable social sharing and treats social views as their number one metric. Apply those learnings to the content we create. It might be something as simple as a fantastic image, or something more complicated like an infographic. The ideal result is more content that is shared organically, on social media and elsewhere, without us having to lift a finger. And ultimately, don’t look at social media in isolation. It’s one element of outreach, crossing over with PR (both big brands and small blogs), brand marketing, SEO (particularly in the form of linkbuilding), relationship-building and more. All work better when the overall approach is integrated. Content creators need to be salespeople these days, to some extent, whether through cultivating a Twitter following or getting backlinks from bloggers and PRs.
- Which brings me nicely to the end . It’s important to have a strategy that goes beyond “write story, post on Facebook and Twitter” There isn’t a one-size-fits-all approach – it depends on the brand. But they all start in the same place: set some long term goals and work out how to report on success. Other than traffic measurement, print or digital subscriptions or social audience growth, we might want to look at engagement, or data capture, or client partnerships. Look at the types of content that work on social media - currently the best example is Buzzfeed, which is built from the ground up to enable social sharing and treats social views as their number one metric. Apply those learnings to the content we create. It might be something as simple as a fantastic image, or something more complicated like an infographic. The ideal result is more content that is shared organically, on social media and elsewhere, without us having to lift a finger. And ultimately, don’t look at social media in isolation. It’s one element of outreach, crossing over with PR (both big brands and small blogs), brand marketing, SEO (particularly in the form of linkbuilding), relationship-building and more. All work better when the overall approach is integrated. Content creators need to be salespeople these days, to some extent, whether through cultivating a Twitter following or getting backlinks from bloggers and PRs.
- Which brings me nicely to the end . It’s important to have a strategy that goes beyond “write story, post on Facebook and Twitter” There isn’t a one-size-fits-all approach – it depends on the brand. But they all start in the same place: set some long term goals and work out how to report on success. Other than traffic measurement, print or digital subscriptions or social audience growth, we might want to look at engagement, or data capture, or client partnerships. Look at the types of content that work on social media - currently the best example is Buzzfeed, which is built from the ground up to enable social sharing and treats social views as their number one metric. Apply those learnings to the content we create. It might be something as simple as a fantastic image, or something more complicated like an infographic. The ideal result is more content that is shared organically, on social media and elsewhere, without us having to lift a finger. And ultimately, don’t look at social media in isolation. It’s one element of outreach, crossing over with PR (both big brands and small blogs), brand marketing, SEO (particularly in the form of linkbuilding), relationship-building and more. All work better when the overall approach is integrated. Content creators need to be salespeople these days, to some extent, whether through cultivating a Twitter following or getting backlinks from bloggers and PRs.
- I’m Steve Wright and my job title is Community Development Executive. I work with anything involving online communities – social media, “independent media” like websites and blogs, forums – and find ways for us to make use of them, and drive traffic and value from them. Since James Morell left last year I’ve taken on more and more of his responsibilities in this area, and seem to have become the business’ go-to guy for this sort of thing. So hopefully I’ve got some good learnings and best practice to share, with examples from within Future and elsewhere too.
- Which brings me nicely to the end . It’s important to have a strategy that goes beyond “write story, post on Facebook and Twitter” There isn’t a one-size-fits-all approach – it depends on the brand. But they all start in the same place: set some long term goals and work out how to report on success. Other than traffic measurement, print or digital subscriptions or social audience growth, we might want to look at engagement, or data capture, or client partnerships. Look at the types of content that work on social media - currently the best example is Buzzfeed, which is built from the ground up to enable social sharing and treats social views as their number one metric. Apply those learnings to the content we create. It might be something as simple as a fantastic image, or something more complicated like an infographic. The ideal result is more content that is shared organically, on social media and elsewhere, without us having to lift a finger. And ultimately, don’t look at social media in isolation. It’s one element of outreach, crossing over with PR (both big brands and small blogs), brand marketing, SEO (particularly in the form of linkbuilding), relationship-building and more. All work better when the overall approach is integrated. Content creators need to be salespeople these days, to some extent, whether through cultivating a Twitter following or getting backlinks from bloggers and PRs.
- Which brings me nicely to the end . It’s important to have a strategy that goes beyond “write story, post on Facebook and Twitter” There isn’t a one-size-fits-all approach – it depends on the brand. But they all start in the same place: set some long term goals and work out how to report on success. Other than traffic measurement, print or digital subscriptions or social audience growth, we might want to look at engagement, or data capture, or client partnerships. Look at the types of content that work on social media - currently the best example is Buzzfeed, which is built from the ground up to enable social sharing and treats social views as their number one metric. Apply those learnings to the content we create. It might be something as simple as a fantastic image, or something more complicated like an infographic. The ideal result is more content that is shared organically, on social media and elsewhere, without us having to lift a finger. And ultimately, don’t look at social media in isolation. It’s one element of outreach, crossing over with PR (both big brands and small blogs), brand marketing, SEO (particularly in the form of linkbuilding), relationship-building and more. All work better when the overall approach is integrated. Content creators need to be salespeople these days, to some extent, whether through cultivating a Twitter following or getting backlinks from bloggers and PRs.
- Which brings me nicely to the end . It’s important to have a strategy that goes beyond “write story, post on Facebook and Twitter” There isn’t a one-size-fits-all approach – it depends on the brand. But they all start in the same place: set some long term goals and work out how to report on success. Other than traffic measurement, print or digital subscriptions or social audience growth, we might want to look at engagement, or data capture, or client partnerships. Look at the types of content that work on social media - currently the best example is Buzzfeed, which is built from the ground up to enable social sharing and treats social views as their number one metric. Apply those learnings to the content we create. It might be something as simple as a fantastic image, or something more complicated like an infographic. The ideal result is more content that is shared organically, on social media and elsewhere, without us having to lift a finger. And ultimately, don’t look at social media in isolation. It’s one element of outreach, crossing over with PR (both big brands and small blogs), brand marketing, SEO (particularly in the form of linkbuilding), relationship-building and more. All work better when the overall approach is integrated. Content creators need to be salespeople these days, to some extent, whether through cultivating a Twitter following or getting backlinks from bloggers and PRs.
- Which brings me nicely to the end . It’s important to have a strategy that goes beyond “write story, post on Facebook and Twitter” There isn’t a one-size-fits-all approach – it depends on the brand. But they all start in the same place: set some long term goals and work out how to report on success. Other than traffic measurement, print or digital subscriptions or social audience growth, we might want to look at engagement, or data capture, or client partnerships. Look at the types of content that work on social media - currently the best example is Buzzfeed, which is built from the ground up to enable social sharing and treats social views as their number one metric. Apply those learnings to the content we create. It might be something as simple as a fantastic image, or something more complicated like an infographic. The ideal result is more content that is shared organically, on social media and elsewhere, without us having to lift a finger. And ultimately, don’t look at social media in isolation. It’s one element of outreach, crossing over with PR (both big brands and small blogs), brand marketing, SEO (particularly in the form of linkbuilding), relationship-building and more. All work better when the overall approach is integrated. Content creators need to be salespeople these days, to some extent, whether through cultivating a Twitter following or getting backlinks from bloggers and PRs.
- Which brings me nicely to the end . It’s important to have a strategy that goes beyond “write story, post on Facebook and Twitter” There isn’t a one-size-fits-all approach – it depends on the brand. But they all start in the same place: set some long term goals and work out how to report on success. Other than traffic measurement, print or digital subscriptions or social audience growth, we might want to look at engagement, or data capture, or client partnerships. Look at the types of content that work on social media - currently the best example is Buzzfeed, which is built from the ground up to enable social sharing and treats social views as their number one metric. Apply those learnings to the content we create. It might be something as simple as a fantastic image, or something more complicated like an infographic. The ideal result is more content that is shared organically, on social media and elsewhere, without us having to lift a finger. And ultimately, don’t look at social media in isolation. It’s one element of outreach, crossing over with PR (both big brands and small blogs), brand marketing, SEO (particularly in the form of linkbuilding), relationship-building and more. All work better when the overall approach is integrated. Content creators need to be salespeople these days, to some extent, whether through cultivating a Twitter following or getting backlinks from bloggers and PRs.
- Which brings me nicely to the end . It’s important to have a strategy that goes beyond “write story, post on Facebook and Twitter” There isn’t a one-size-fits-all approach – it depends on the brand. But they all start in the same place: set some long term goals and work out how to report on success. Other than traffic measurement, print or digital subscriptions or social audience growth, we might want to look at engagement, or data capture, or client partnerships. Look at the types of content that work on social media - currently the best example is Buzzfeed, which is built from the ground up to enable social sharing and treats social views as their number one metric. Apply those learnings to the content we create. It might be something as simple as a fantastic image, or something more complicated like an infographic. The ideal result is more content that is shared organically, on social media and elsewhere, without us having to lift a finger. And ultimately, don’t look at social media in isolation. It’s one element of outreach, crossing over with PR (both big brands and small blogs), brand marketing, SEO (particularly in the form of linkbuilding), relationship-building and more. All work better when the overall approach is integrated. Content creators need to be salespeople these days, to some extent, whether through cultivating a Twitter following or getting backlinks from bloggers and PRs.
- Which brings me nicely to the end . It’s important to have a strategy that goes beyond “write story, post on Facebook and Twitter” There isn’t a one-size-fits-all approach – it depends on the brand. But they all start in the same place: set some long term goals and work out how to report on success. Other than traffic measurement, print or digital subscriptions or social audience growth, we might want to look at engagement, or data capture, or client partnerships. Look at the types of content that work on social media - currently the best example is Buzzfeed, which is built from the ground up to enable social sharing and treats social views as their number one metric. Apply those learnings to the content we create. It might be something as simple as a fantastic image, or something more complicated like an infographic. The ideal result is more content that is shared organically, on social media and elsewhere, without us having to lift a finger. And ultimately, don’t look at social media in isolation. It’s one element of outreach, crossing over with PR (both big brands and small blogs), brand marketing, SEO (particularly in the form of linkbuilding), relationship-building and more. All work better when the overall approach is integrated. Content creators need to be salespeople these days, to some extent, whether through cultivating a Twitter following or getting backlinks from bloggers and PRs.
- Which brings me nicely to the end . It’s important to have a strategy that goes beyond “write story, post on Facebook and Twitter” There isn’t a one-size-fits-all approach – it depends on the brand. But they all start in the same place: set some long term goals and work out how to report on success. Other than traffic measurement, print or digital subscriptions or social audience growth, we might want to look at engagement, or data capture, or client partnerships. Look at the types of content that work on social media - currently the best example is Buzzfeed, which is built from the ground up to enable social sharing and treats social views as their number one metric. Apply those learnings to the content we create. It might be something as simple as a fantastic image, or something more complicated like an infographic. The ideal result is more content that is shared organically, on social media and elsewhere, without us having to lift a finger. And ultimately, don’t look at social media in isolation. It’s one element of outreach, crossing over with PR (both big brands and small blogs), brand marketing, SEO (particularly in the form of linkbuilding), relationship-building and more. All work better when the overall approach is integrated. Content creators need to be salespeople these days, to some extent, whether through cultivating a Twitter following or getting backlinks from bloggers and PRs.
- Which brings me nicely to the end . It’s important to have a strategy that goes beyond “write story, post on Facebook and Twitter” There isn’t a one-size-fits-all approach – it depends on the brand. But they all start in the same place: set some long term goals and work out how to report on success. Other than traffic measurement, print or digital subscriptions or social audience growth, we might want to look at engagement, or data capture, or client partnerships. Look at the types of content that work on social media - currently the best example is Buzzfeed, which is built from the ground up to enable social sharing and treats social views as their number one metric. Apply those learnings to the content we create. It might be something as simple as a fantastic image, or something more complicated like an infographic. The ideal result is more content that is shared organically, on social media and elsewhere, without us having to lift a finger. And ultimately, don’t look at social media in isolation. It’s one element of outreach, crossing over with PR (both big brands and small blogs), brand marketing, SEO (particularly in the form of linkbuilding), relationship-building and more. All work better when the overall approach is integrated. Content creators need to be salespeople these days, to some extent, whether through cultivating a Twitter following or getting backlinks from bloggers and PRs.
- Which brings me nicely to the end . It’s important to have a strategy that goes beyond “write story, post on Facebook and Twitter” There isn’t a one-size-fits-all approach – it depends on the brand. But they all start in the same place: set some long term goals and work out how to report on success. Other than traffic measurement, print or digital subscriptions or social audience growth, we might want to look at engagement, or data capture, or client partnerships. Look at the types of content that work on social media - currently the best example is Buzzfeed, which is built from the ground up to enable social sharing and treats social views as their number one metric. Apply those learnings to the content we create. It might be something as simple as a fantastic image, or something more complicated like an infographic. The ideal result is more content that is shared organically, on social media and elsewhere, without us having to lift a finger. And ultimately, don’t look at social media in isolation. It’s one element of outreach, crossing over with PR (both big brands and small blogs), brand marketing, SEO (particularly in the form of linkbuilding), relationship-building and more. All work better when the overall approach is integrated. Content creators need to be salespeople these days, to some extent, whether through cultivating a Twitter following or getting backlinks from bloggers and PRs.
- Which brings me nicely to the end . It’s important to have a strategy that goes beyond “write story, post on Facebook and Twitter” There isn’t a one-size-fits-all approach – it depends on the brand. But they all start in the same place: set some long term goals and work out how to report on success. Other than traffic measurement, print or digital subscriptions or social audience growth, we might want to look at engagement, or data capture, or client partnerships. Look at the types of content that work on social media - currently the best example is Buzzfeed, which is built from the ground up to enable social sharing and treats social views as their number one metric. Apply those learnings to the content we create. It might be something as simple as a fantastic image, or something more complicated like an infographic. The ideal result is more content that is shared organically, on social media and elsewhere, without us having to lift a finger. And ultimately, don’t look at social media in isolation. It’s one element of outreach, crossing over with PR (both big brands and small blogs), brand marketing, SEO (particularly in the form of linkbuilding), relationship-building and more. All work better when the overall approach is integrated. Content creators need to be salespeople these days, to some extent, whether through cultivating a Twitter following or getting backlinks from bloggers and PRs.
- Which brings me nicely to the end . It’s important to have a strategy that goes beyond “write story, post on Facebook and Twitter” There isn’t a one-size-fits-all approach – it depends on the brand. But they all start in the same place: set some long term goals and work out how to report on success. Other than traffic measurement, print or digital subscriptions or social audience growth, we might want to look at engagement, or data capture, or client partnerships. Look at the types of content that work on social media - currently the best example is Buzzfeed, which is built from the ground up to enable social sharing and treats social views as their number one metric. Apply those learnings to the content we create. It might be something as simple as a fantastic image, or something more complicated like an infographic. The ideal result is more content that is shared organically, on social media and elsewhere, without us having to lift a finger. And ultimately, don’t look at social media in isolation. It’s one element of outreach, crossing over with PR (both big brands and small blogs), brand marketing, SEO (particularly in the form of linkbuilding), relationship-building and more. All work better when the overall approach is integrated. Content creators need to be salespeople these days, to some extent, whether through cultivating a Twitter following or getting backlinks from bloggers and PRs.
- I’m Steve Wright and my job title is Community Development Executive. I work with anything involving online communities – social media, “independent media” like websites and blogs, forums – and find ways for us to make use of them, and drive traffic and value from them. Since James Morell left last year I’ve taken on more and more of his responsibilities in this area, and seem to have become the business’ go-to guy for this sort of thing. So hopefully I’ve got some good learnings and best practice to share, with examples from within Future and elsewhere too.
- Which brings me nicely to the end . It’s important to have a strategy that goes beyond “write story, post on Facebook and Twitter” There isn’t a one-size-fits-all approach – it depends on the brand. But they all start in the same place: set some long term goals and work out how to report on success. Other than traffic measurement, print or digital subscriptions or social audience growth, we might want to look at engagement, or data capture, or client partnerships. Look at the types of content that work on social media - currently the best example is Buzzfeed, which is built from the ground up to enable social sharing and treats social views as their number one metric. Apply those learnings to the content we create. It might be something as simple as a fantastic image, or something more complicated like an infographic. The ideal result is more content that is shared organically, on social media and elsewhere, without us having to lift a finger. And ultimately, don’t look at social media in isolation. It’s one element of outreach, crossing over with PR (both big brands and small blogs), brand marketing, SEO (particularly in the form of linkbuilding), relationship-building and more. All work better when the overall approach is integrated. Content creators need to be salespeople these days, to some extent, whether through cultivating a Twitter following or getting backlinks from bloggers and PRs.
- Which brings me nicely to the end . It’s important to have a strategy that goes beyond “write story, post on Facebook and Twitter” There isn’t a one-size-fits-all approach – it depends on the brand. But they all start in the same place: set some long term goals and work out how to report on success. Other than traffic measurement, print or digital subscriptions or social audience growth, we might want to look at engagement, or data capture, or client partnerships. Look at the types of content that work on social media - currently the best example is Buzzfeed, which is built from the ground up to enable social sharing and treats social views as their number one metric. Apply those learnings to the content we create. It might be something as simple as a fantastic image, or something more complicated like an infographic. The ideal result is more content that is shared organically, on social media and elsewhere, without us having to lift a finger. And ultimately, don’t look at social media in isolation. It’s one element of outreach, crossing over with PR (both big brands and small blogs), brand marketing, SEO (particularly in the form of linkbuilding), relationship-building and more. All work better when the overall approach is integrated. Content creators need to be salespeople these days, to some extent, whether through cultivating a Twitter following or getting backlinks from bloggers and PRs.
- Which brings me nicely to the end . It’s important to have a strategy that goes beyond “write story, post on Facebook and Twitter” There isn’t a one-size-fits-all approach – it depends on the brand. But they all start in the same place: set some long term goals and work out how to report on success. Other than traffic measurement, print or digital subscriptions or social audience growth, we might want to look at engagement, or data capture, or client partnerships. Look at the types of content that work on social media - currently the best example is Buzzfeed, which is built from the ground up to enable social sharing and treats social views as their number one metric. Apply those learnings to the content we create. It might be something as simple as a fantastic image, or something more complicated like an infographic. The ideal result is more content that is shared organically, on social media and elsewhere, without us having to lift a finger. And ultimately, don’t look at social media in isolation. It’s one element of outreach, crossing over with PR (both big brands and small blogs), brand marketing, SEO (particularly in the form of linkbuilding), relationship-building and more. All work better when the overall approach is integrated. Content creators need to be salespeople these days, to some extent, whether through cultivating a Twitter following or getting backlinks from bloggers and PRs.
- Which brings me nicely to the end . It’s important to have a strategy that goes beyond “write story, post on Facebook and Twitter” There isn’t a one-size-fits-all approach – it depends on the brand. But they all start in the same place: set some long term goals and work out how to report on success. Other than traffic measurement, print or digital subscriptions or social audience growth, we might want to look at engagement, or data capture, or client partnerships. Look at the types of content that work on social media - currently the best example is Buzzfeed, which is built from the ground up to enable social sharing and treats social views as their number one metric. Apply those learnings to the content we create. It might be something as simple as a fantastic image, or something more complicated like an infographic. The ideal result is more content that is shared organically, on social media and elsewhere, without us having to lift a finger. And ultimately, don’t look at social media in isolation. It’s one element of outreach, crossing over with PR (both big brands and small blogs), brand marketing, SEO (particularly in the form of linkbuilding), relationship-building and more. All work better when the overall approach is integrated. Content creators need to be salespeople these days, to some extent, whether through cultivating a Twitter following or getting backlinks from bloggers and PRs.
- Which brings me nicely to the end . It’s important to have a strategy that goes beyond “write story, post on Facebook and Twitter” There isn’t a one-size-fits-all approach – it depends on the brand. But they all start in the same place: set some long term goals and work out how to report on success. Other than traffic measurement, print or digital subscriptions or social audience growth, we might want to look at engagement, or data capture, or client partnerships. Look at the types of content that work on social media - currently the best example is Buzzfeed, which is built from the ground up to enable social sharing and treats social views as their number one metric. Apply those learnings to the content we create. It might be something as simple as a fantastic image, or something more complicated like an infographic. The ideal result is more content that is shared organically, on social media and elsewhere, without us having to lift a finger. And ultimately, don’t look at social media in isolation. It’s one element of outreach, crossing over with PR (both big brands and small blogs), brand marketing, SEO (particularly in the form of linkbuilding), relationship-building and more. All work better when the overall approach is integrated. Content creators need to be salespeople these days, to some extent, whether through cultivating a Twitter following or getting backlinks from bloggers and PRs.
- Social media, particularly Facebook, makes a huge amount of data available to us, and we can harvest it fairly painlessly.
- Which brings me nicely to the end . It’s important to have a strategy that goes beyond “write story, post on Facebook and Twitter” There isn’t a one-size-fits-all approach – it depends on the brand. But they all start in the same place: set some long term goals and work out how to report on success. Other than traffic measurement, print or digital subscriptions or social audience growth, we might want to look at engagement, or data capture, or client partnerships. Look at the types of content that work on social media - currently the best example is Buzzfeed, which is built from the ground up to enable social sharing and treats social views as their number one metric. Apply those learnings to the content we create. It might be something as simple as a fantastic image, or something more complicated like an infographic. The ideal result is more content that is shared organically, on social media and elsewhere, without us having to lift a finger. And ultimately, don’t look at social media in isolation. It’s one element of outreach, crossing over with PR (both big brands and small blogs), brand marketing, SEO (particularly in the form of linkbuilding), relationship-building and more. All work better when the overall approach is integrated. Content creators need to be salespeople these days, to some extent, whether through cultivating a Twitter following or getting backlinks from bloggers and PRs.
- Which brings me nicely to the end . It’s important to have a strategy that goes beyond “write story, post on Facebook and Twitter” There isn’t a one-size-fits-all approach – it depends on the brand. But they all start in the same place: set some long term goals and work out how to report on success. Other than traffic measurement, print or digital subscriptions or social audience growth, we might want to look at engagement, or data capture, or client partnerships. Look at the types of content that work on social media - currently the best example is Buzzfeed, which is built from the ground up to enable social sharing and treats social views as their number one metric. Apply those learnings to the content we create. It might be something as simple as a fantastic image, or something more complicated like an infographic. The ideal result is more content that is shared organically, on social media and elsewhere, without us having to lift a finger. And ultimately, don’t look at social media in isolation. It’s one element of outreach, crossing over with PR (both big brands and small blogs), brand marketing, SEO (particularly in the form of linkbuilding), relationship-building and more. All work better when the overall approach is integrated. Content creators need to be salespeople these days, to some extent, whether through cultivating a Twitter following or getting backlinks from bloggers and PRs.
- Which brings me nicely to the end . It’s important to have a strategy that goes beyond “write story, post on Facebook and Twitter” There isn’t a one-size-fits-all approach – it depends on the brand. But they all start in the same place: set some long term goals and work out how to report on success. Other than traffic measurement, print or digital subscriptions or social audience growth, we might want to look at engagement, or data capture, or client partnerships. Look at the types of content that work on social media - currently the best example is Buzzfeed, which is built from the ground up to enable social sharing and treats social views as their number one metric. Apply those learnings to the content we create. It might be something as simple as a fantastic image, or something more complicated like an infographic. The ideal result is more content that is shared organically, on social media and elsewhere, without us having to lift a finger. And ultimately, don’t look at social media in isolation. It’s one element of outreach, crossing over with PR (both big brands and small blogs), brand marketing, SEO (particularly in the form of linkbuilding), relationship-building and more. All work better when the overall approach is integrated. Content creators need to be salespeople these days, to some extent, whether through cultivating a Twitter following or getting backlinks from bloggers and PRs.