unleashingthe Niche Community to Optimize SEO/SEM,
paradigm
and Acquisition of Eyeballs,to Synergistically Monetize Your Content
Or, “A semi-serious discussion about your future in publishing.”Guy LeCharles Gonzalez | loudpoet.com | @glecharles
NYU, 10/17/2011
Guy LeCharles GonzalezDirector, Content & Digital Product Development
Library Journal | School Library Journal | The Horn Book
• Circulation Assistant and Fullfillment Manager, Poets & Writers (1997-1998)• Membership Manager, The Academy of American Poets (1998-1999)• Marketing Manager, SourceMedia (2004-2007)• Advertising Sales Director, Writer’s Digest (2007-2008)• Publisher & Editorial Director, Horticulture (2008-2009)• Director of Programming & Business Development, Digital Book World (2009-2011)• Director, Content & Digital Product Development, Media Source / Library Journals, LLC.
(Present)
Also…• Founder, curator and host of a little bit louder (1998-2001)• Co-author of Burning Down the House (Soft Skull Press, 2000)• Contributing Editor for PopCultureShock.com (2005-2007)
Guy LeCharles Gonzalez | loudpoet.com | @glecharles
Everyone has an opinion…
loudpoet.com: Blogging it Like it is Since 2003
Guy LeCharles Gonzalez is an old/new media pragmatist; (still a) publishing optimist, and a library advocate...
He can be rather outspoken at times and does not suffer fools gladly, so nothing on this site is meant to be representative of his employers — past, present or future.
Guy LeCharles Gonzalez | loudpoet.com | @glecharles
Guy LeCharles Gonzalez | loudpoet.com | @glecharles
50 Ideas on Using Twitterfor Business
#19. Don’t toot your own horn too much. (Man, I can’t believe I’m saying this. I do it all the time. – Side note: I’ve gotta stop tooting my own horn).
Guy LeCharles Gonzalez | loudpoet.com | @glecharles
Guy LeCharles Gonzalez | loudpoet.com | @glecharles
#fail #cmonson
Most companies can’t sustain social media engagement because they lack the internal editorial infrastructure to support it.
They don’t have a content strategy.
“Content strategy is, in fact, the next big thing”Kristina Halvorson
http://bit.ly/az7U68
Guy LeCharles Gonzalez | loudpoet.com | @glecharles
CRUSHING IT?
Guy LeCharles Gonzalez | loudpoet.com | @glecharles
FL
Guy LeCharles Gonzalez | loudpoet.com | @glecharles
FL
Guy LeCharles Gonzalez | loudpoet.com | @glecharles
Guy LeCharles Gonzalez | loudpoet.com | @glecharles
Content, Context, Community
READER
COMMUNITY
MAGAZINESWEBSITES
EVENTSBOOKS
TW
ITTER
LIN
KED
IN
COMMUNITY
VENDOR
VENDOR
VENDOR
ASSOCIATION
VENDOR
VENDOR
VENDOR
ASSOCIATION “Our goal is to place our authoritative journalism at the center of a social media experience.”
–Lewis DVorkin, Chief Product OfficerForbes Media
Guy LeCharles Gonzalez | loudpoet.com | @glecharles
Where We’re GoingIt’s not just about having nice magazines and websites, and being on the social media platforms du jour.
It’s not just about increasing pageviews and ad impressions.
It’s REALLY about:
• Focusing on serving our core readership’s needs, first and foremost• Establishing and nurturing direct relationships across multiple platforms• Empowering and rewarding our most engaged subscribers• Making SEO and data analysis a core discipline across all departments• Identifying new opportunities and new audiences to profitably expand
our content’s reach
Guy LeCharles Gonzalez | loudpoet.com | @glecharles
The Digital ShiftOn Libraries and New Media
Tracking the “digital shift” from the perspective of libraries: content, consumers, controversy
GOAL: Consolidated , socialized online presence for targeted LJ/SLJ content; go-to source for all library “stakeholders”• Revised taxonomy for optimal targeting• Standard ad units• Modular site design for faster
development/deployment
NEW PRODUCTS• RESEARCH: Patron Profiles; Ebook
Penetration• EVENT: Tech Summit• NL: The Digital Shift• RESOURCES: Toolkits, White papers,
Webcasts
Guy LeCharles Gonzalez | loudpoet.com | @glecharles
In conclusion…
1. Get Around2. Get Connected3. Get Online
Guy LeCharles Gonzalez | loudpoet.com | @glecharles
Professional Resources
Guy LeCharles Gonzalez | loudpoet.com | @glecharles
Contact
Guy LeCharles GonzalezDirector, Content & Digital Product Development
Library Journal | School Library Journal | The Horn Book
loudpoet.com@glecharles