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SOCIAL NETWORKING FOR TRAVEL MAGAZINES
New Mexico Magazine
• Goals– Create community– Grow Web traffic, product sales, and subscriptions
• Golden Tickets– Authority on New Mexico travel – Audience who loves our state and magazine
@ambiggers @NMMagazine
Strategy
• Play to our strengths– Support our brand as the authority on New
Mexico travel• Embrace the off-beat• Highlight Web exclusives• Events• Practical travel tips and deals
@ambiggers @NMMagazine
Best Practices
Create community– Welcome followers/fans and tell them how they
can participate
@ambiggers @NMMagazine
Best Practices: Arizona Highways
Establish and maintain a consistent, approachable voice across multiple social networking platforms
@ambiggers @NMMagazine
Best Practices
Promote online extras (Web exclusives, blogs, multi-media content)
@ambiggers @NMMagazine
Best Practices
“Turn the bullhorn around” - Ask readers for input
Best Practices: Sunset
@ambiggers @NMMagazine
Best Practices: Nevada Magazine Show them you value them
Best Practices
Give ‘em the scoop
@ambiggers @NMMagazine
Best Practices
Oh, you wacky readers. I’m glad you don’t know where I live. • Respond to fans/followers thoughtfully and promptly
@ambiggers @NMMagazine
Results
• Who we’re reaching– 1/3 of social networking audience replicates our
print edition reader demographics– 2/3 of audience represents demographics we can
grow• Younger users than average reader• Locals
@ambiggers @NMMagazine
Results
• Web Traffic– Facebook and Twitter are our 11th and 12th most
popular referral sites– Twitter users spend six times longer on the site
than our average users– Twitter and Facebook fans are coming back to the
site throughout the month
• User generated content
@ambiggers @NMMagazine