BITS AND BYTESSarah brittenJuly 12 2013
What I’ll Cover
ABOUT ME
HOW TO USE TWITTER TO GET MORE AD REVENUE
HOW TO USE TWITTER
My experiences using Twitter
Shopper marketing
How to use Twitter for both you and your title
Examples
Magazines and social in the path
to purchase
Tips
1.
2.
3.
WORKSHOP What are your current challenges?
Some potential solutions4.
My golden rule for social media (and anything)
Be useful or interesting. Preferably both.
If you can’t be either, forget it.
Content
UsefulInteresting
Why Twitter?
• Increasingly, it’s the source of influence.
Twitter makes stuff like this possible
And this
And, yes, this
Key reasons to use twitter
1. Create and leverage influence2. Build an audience3. Promote yourself and your work4. Get creative ideas
About me• Writer, communication
strategist, speaker and artist• Published author of 5 books• PhD from Wits University• Range Rover social media
brand ambassador 2010-2012• TEDxJohannesburg speaker
August 15 2013• PR and Media for The Loeries
Kyknet Dagbreek, June 2013. (Yes, Riaan looks younger than me).
2012 Cosmo Twitter Queen
My Blogs and Platforms
• Thoughtleader (Mail & Guardian)• Sarah Britten Art• Women24• Creativity Project• Red Robot Project• Trekking Across Gondwanaland• Car Date (to be launched)
How I got my strange Twitter handle
Ornithorhyncus anatinus
@Anatinus
(Made sure the car was parked where he would see it)
Thanks to Twitter, I got to drive a really nice car, for free, for a year.
Y&R | How to tweet about brands (without making everybody hate you)
Y&R | How to tweet about brands (without making everybody hate you)
I even did an art exhibition inspired by the car
(I paint with lipstick. )
I paint stuff like this
This was painted while I had a panic attack.
As most things do, it started by accident.
+
=
+
It has since evolved to fundraising• This project was for
Lawyers Against Abuse
This is my Twitter strategy in a word.
My (tentative) brand DNA
Essence Smart
Positioning Always an interesting angle
Pillars Smart Funny Real
Personality Quirky, Critical, Self-deprecating
Tonality Witty, dry
My favourite trend ever.
What I’ll Cover
ABOUT ME
HOW TO USE TWITTER TO GET MORE AD REVENUE
HOW TO USE TWITTER
My experiences using Twitter
Shopper marketing
How to use Twitter for both you and your title
Examples
Magazines and social in the path
to purchase
Tips
1.
2.
3.
WORKSHOP What are your current challenges?
Some potential solutions4.
There are 2 aspects to this
• Using Twitter for yourself
• Personal brand• Personal narrative
• Using Twitter to promote your title
• The stories you’re working on
• Integrated brand projects
Example: Lerato Tshabalala
Example: eusebius mckaiser
First of all, it helps to be good at telling stories
.
“…storytelling is a uniquely powerful form of persuasive jujitsu”
It’s amazingly easy to interest people
Find the quirky details.
The next morning
Engagement
Some enjoyed the brand association.
I did encounter a bit of resistance
Some things to remember.
Some rules for tweeting and being liked
1. Be credible2. Be yourself3. Get the tonality right4. Try to understand what your audience is
interested in (often this is accidental)
Find the quirky details.
This was one of my road trips
PR is the kryptonite of social media credibility.
The only thing worse than being talked about is not being talked about. (Ask Oscar Wilde.)
Have a clear idea about where the narrative you ends and the real you begins.
How twitter can be a creative tool• Expose yourself to
new ideas and new people
• Crowdsource opinion
• Look for inspiration
Use pacing to increase interest in your stories
Write about what you’re working on, while you’re
working on it.
Build up interest ahead of publication.
Publicise the fact that the story is out.
Tag any relevant people mentioned in it on Twitter
and Facebook
Drive follow up discussions and
conversation around the piece.
BEFORE WHEN TITLE COMES OUT
AFTER
USE YOUR STORIES AS SOCIAL OBJECTS
Print edition
Additional content on blog
Facebook discussionTwitter
Responses with hashtag
What I’ll Cover
ABOUT ME
HOW TO USE TWITTER TO GET MORE AD REVENUE
HOW TO USE TWITTER
My experiences using Twitter
Shopper marketing
How to use Twitter for both you and your title
Examples
Magazines and social in the path
to purchase
Tips
1.
2.
3.
WORKSHOP What are your current challenges?
Some potential solutions4.
First the good news.
• Everyone wants content, and you’re better at producing content than anyone else.
And the not so good news.
• Print is under pressure. Readership is declining Media planners still use it, but creatives in the industry are all in love with digital.
• So you need to integrate digital better with your print editions and the needs of your readers and advertisers
1. Big new focus in marketing2. Focuses on sales3. Huge for many of your advertisers4. If you can show how your titles help sell
product and integrate with a brand’s shopper programmes, you’ll have a much stronger proposition
What is Shopper Marketing and why should magazines understand it?
A new way of marketing
• Advertisers want engagement, and traditional advertising isn’t the best way to do it.
• Collaborative programmes make more sense now.
• How do you use your platforms in ways that are credible to deliver value to readers, increase advertising revenue, and ensure the sustainability of your titles?
The Path to Purchase
PLAN
PLACE
BUY
USEENGAGE
EVALUATE
PURCHASE
DEMAND
Choice drivers Purchase drivers
Research
Satisfaction drivers
Adapted from Nielsen
Social mediaUsage & product
experience
Traditional & digital influencers
CRM
ADVERTISING
OPPORTUNITY
OPPORTUNITY
OVERALL RECOMMENDATIONS• Have a sense of how you’d like to position
yourself– As an individual– In terms of the work you do
• Look for opportunities to drive interest in your stories through creating anticipation in social media
• Integrate shopper thinking into the way you approach advertisers and collaborative projects
In the end, all we have are our stories, and all we can do is tell them as well as we can.
Thank you
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