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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
