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Making Media Social @CPIElizabeth DrescherAugust 17, 2011

+Who is the Customer?

+What Don’t Readers Want from Publishers? Advertisements for products

Announcements of new releases

+Product Advertisements

+New Release Announcements

+What Do People Want from Publishers? News about authors

Content– “Sticky Features” Quotes Excerpts Blog posts Surveys/Questionnaires Discounts

Contact– “Relational Features” Interviews Interactive chats Personal attention

+News About Authors

+Content: Excerpts

+Contact: Webinar with Author

+Contact: Blog Posts

+E.P.I.C.: Content Beyond Words Experiential—authentic, transparent, life-

enhancing engagement with others and the world

Participatory—provide opportunities for people to express their own perspectives, have their voices heard, and influence outcomes

Image-Rich—still worth a thousand words, contributes to experiential “feel”

Connective—enriching experience and participation by extending relationships across platforms

Source: Leonard Sweet, The Gospel According to Starbucks: Living with A Grande Passion

+Experiential/Participatory

+Image-Rich/Multi-Media

+Image Poor

+Connective 1405People Like This

11,388People Like This

1059Followers

1523Following 305

Subscribers

6442Views

95,995Visits in 2011

+Disconnects

+Connecting with Influencers Facebook Communities

People Who Are Very Fond of the Episcopal Church

Episcopal Foodie Network Episcopal Priests Unapologetically

Episcopalian

Twitter Influencers Bosco Peters Andy Doyle Dan Hayward Kirk Smith Sarah Zarr

Bloggers Keith Anderson (ELCA) Maggie Dawn (Yale) Scott Gunn (TEC) Fred Schmidt (Patheos) Phil Ritchie (UK) Adam Copeland (PCUSA) Terry Martin (TEC)

Public Intellectuals Maggie Dawn Diana Butler Bass Darleen Pryds Most CPI Authors

+Measuring Success Count interactions before fans or followers

Likes on FB Shares on FB Comments on FB RTs on Twitter

Measure Influence Mentions/links in influential blogs Mentions by influential Tweeters Mentions on Facebook

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Acquisition—Users come from various sites E.g., TEC Facebook Communities & Twitter Influencers

Activation—Users have a meaningful experience on the site E.g., they get something meaningful like content, conversation

Retention—Users come back regularly Track with FB Insights

Referral—Users share links, content with friends on blogs, FB, Twitter Set Google alerts to track CPI, titles, authors

Revenue—Users purchase products Need I say more?

Measurement Strategy

Source: Dave McClure, “Startup Metrics for Pirates,” StartOnomics Conference, October 2, 2009, San Francisco, CA

AARRR!!!

+Social Practice: Website

Website Optimization BIG, visible links to FB, Twitter, Blog on every page Visible tabs for blogs Feature free content Highlight book/product/author links to Twitter & Facebook

+Social Practice: Facebook

Facebook Optimization Photo or video with every post Not more than 20 words Daily quotes Questionnaires Sharable content, especially on Friday and late

afternoon Link to blog posts on a regular day and time Visit other pages & comment

+Social Practice: Twitter Tweet Optimization

Respond/RT others at least twice a day Tweet at least five times a day

NB: Tweets related to current news are most likely to be retweeted.

Lesson: Link tweets about CPI to current issues. Late in the day is most tweetable Never less than 5 mins apart unless in conversation Less than 120 characters Include hashtag Include shortened link Ask for RTs Follow more than you are followed

+Social Practice: Blog Blog Optimization

At least once a weeko once a day is optimal for tracking in

Technorati and connection to other blogs, news outlets (See, e.g., Rachel Held Evans)

< 350 words 2 pictures 1 video Internal links in every posts Guest blogs Post blog early in the morning Announce with a morning and afternoon Tweet Post on Facebook in the afternoon

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K.I.S.S.

Keep it SOCIAL, sweetie…