Cathy Ma - Audience development - Reeling in readers and advertisers

Audience development – Reeling in readers and

advertisers

Cathy MaHead of Social MediaIPC Media, Time Inc.UK

Social Media What Your Editor Needs to Know Now

Cathy Ma Head of Social Media, IPC Media

@cathyma

What’s ?

@cathyma

@cathyma

Social media /ˈsəʊ.ʃəlˈmiː.di.ə/ , n. 1. media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. 2. supports the human need for social interaction, using Internet- and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). 3. supports the democratization of knowledge and information, transforming people from content consumers into content producers.

http://en.wikipedia.org/wiki/Social_media

What is Social Media

@cathyma

Social media /ˈsəʊ.ʃəlˈmiː.di.ə/ , n. 1. media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. 2. supports the human need for social interaction, using Internet- and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). 3. supports the democratization of knowledge and information, transforming people from content consumers into content producers.

http://en.wikipedia.org/wiki/Social_media

What is Social Media

@cathyma

The Holy Grail to Social Media Success

A Simple Strategic Framework

@cathyma

Business Objectives/ Value

User Needs

Platform / Technologies

The Holy Grail of Social Media Success

@cathyma

Agenda

1. Editor as Curator

2. Editor as Brand

3. Editor as Marketer

@cathyma

Case Study 1

@cathyma

Sharing PassionSharing Passion

@cathyma

@cathyma

Then Print…Then Print…

Case Study 2

@cathyma

14

Best Beauty Advice We’ve ever heardBest Beauty Advice We’ve ever heard

15

On Facebook…On Facebook…

Then Print…Then Print…

17

With Top Content…With Top Content…

From Web…From Web…

To Social Media…To Social Media…

Then Print…Then Print…

Best Content…Best Content…

Enhancing Brand Experience using Social

@cathyma

1. Editor as CuratorThe power of story-telling

@cathyma

Agenda

1. Editor as Curator

2. Editor as Brand

3. Editor as Marketer

@cathyma

2. Editor as BrandThe Power of Human Touch

@cathyma

Agenda

1. Editor as Curator

2. Editor as Brand

3. Editor as Marketer

@cathyma

Content is still king

@cathyma

Case Study 1

@cathyma

Real time feedbackReal time feedback

Link to subscriptions via interactions

Case Study 2

@cathyma

goodtoknow.co.ukgoodtoknow.co.uk

@cathyma

Real time insightsReal time insights

@cathyma

Facebook Open Graph integration…Facebook Open Graph integration…

Distribution on FacebookDistribution on Facebook

Multi-platform experienceMulti-platform experience

3. Editor as MarketerThe Power of Data and Insights

@cathyma

Key Takeaway

1. Editor as Curator

2. Editor as Brand

3. Editor as Marketer

@cathyma

Business Objectives/ Value

User Needs

Platform / Technologies

The Holy Grail of Social Media Success

Our biggest challenge?

Getting the Right People

@cathyma

Feedback / Questions?

Cathy Ma @cathyma

cathy_ma@ipcmedia.com