Social media insights for newspaper media sales professionals

Social Media Landscape

May 11, 2012

Maura Hanley
 20+ years experience
 Full service agency, client, media management agency, consultancy
 Brand & Direct Response
 Traditional & Digital Media
 Telecommunications, financial services, retail, travel, package goods,
pharmaceutical

 Active in the marketing community
 IAB and LBMA board member
 CMA speaker, seminar leader, past awards judge & committee member
 Presenter at NextMedia, MESH, Open Dialogue, IAB, CMA conferences

www.bigreachlearning.com

www.maurahanley.ca

Debbie Horovitch
 15+ years experience
 Full service agency, client, media management agency, consultancy
 Traditional, Digital Media and Social Media
 Automotive, homes, retail, financial, telecommunications, TV/media, brand
launches, international clients and special events: Olympics, TIFF, etc.

 Founder of Social Sparkle & Shine / The Sparkle Agency
 Social Media Concierge specializing in strategic social media support for
special events: brand launches, international events & festivals, charity
fundraising gala events, etc.
 Consulting, training and social media community management services
 Public speaker and corporate trainer for Toyota/Scion Dealers of Canada,
mobiZONE digital agency, PodCamp Toronto, etc.

http://theSparkleAgency.com

Social Media is more than a
channel
Consumer
A source of Owned &
consumer earned media
insight for brands

Channel Brand

Social Media is more than a
channel

A marketing tool for you

Leveraging social media growth & attention to support

PAID MEDIA SALES

PLEASE TWEET IDEAS, KUDOS AND USING #SPARKLEMEDIASALES AND @SPARKLE_AGENCY

Overview
• Social Media in Spring 2012:
– Where consumers are spending time (online)
– Where advertisers are spending money
– Examples of results (ROI) brands are experiencing
– Key social networks that deserve your attention in 2012
– National, retail and B2B examples
– Brand examples of successful and not-so-successful social media campaigns

• What this means to you
– Connecting with client contacts, brands and competitive set on social media can
allow you to immediately gain competitive intelligence & competitive advantage
• Researching client / brand campaigns to propose impactful opportunities
• The benefits of using social media daily to leverage competitive information
– Searching Facebook, Searching Twitter, etc.
– Using knowledge of social media
– Integrated opportunities
• Custom content development
– Leveraging your knowledge to find new sales opportunity markets: mobile apps

Note: Not all measurements and examples are from 2012.
PLEASE TWEET IDEAS, KUDOS AND USING #SPARKLEMEDIASALES AND @SPARKLE_AGENCY AND
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Social Media is a Part of Every Marketer’s Day

• Social media gives business owners, marketers, agencies and media equal
access to build and participate in worldwide audiences and communities of
influencers.
– Globe & Mail social media communities/audience are borderless

• Business owners & marketers are under increasing pressure from friends,
family, coworkers, etc. to take better advantage of the “free” business
marketing opportunities that exist in social media.

• Marketers and media buyers are beginning to recognize the long-tail, long-
term impact that social media can have on brand/consumer relationships.
– Once the campaign tone & message are set by traditional media investments,
social media allows brand-engagement time spent and conversation to continue
after the initial traditional media exposure / interruption

• Media Sales / Account Managers participating in Facebook & Twitter (and
other networks) are actively networking with clients, brand managers, buyers,
CEO’s, etc.

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“Social Media is Important for my Business”

83% of marketers say social
media is important to their
business

2012 Social Media Marketing Report
Social Media Examiner

6 National Brand Examples of Social Media ROI
1. Best Buy’s innovative “Twelpforce” enlists knowledgeable, everyday employees to answer customer
support questions via Twitter. Best Buy estimates that this “social help desk” saves them $5 million
annually in support. [1]
2. Bonobo’s social business became 13 times more cost effective (CPA) in acquiring a new customer from
Twitter than from other marketing channels. [2]
3. Paramount Pictures’ #Super8Secret (hashtag) Promoted Trend created a tremendous spike in
conversations: Tweets of the hashtag reached nearly nine million impressions in less than 24 hours and
mentions of the movie skyrocketed to more than 150 per minute. Receipts for the sneak preview
exceeded $1 million, and Paramount said weekend box office surpassed expectations by 52%. [2]
4. Petco’s 1% of shoppers use “Ask and Answer,” that influences a 10% increase of revenue on their
website. [3]
5. Sprint’s monitoring of online conversations about their brand enabled them to tweak their social media
campaign messaging. As a result, the company says it picked up an extra $133 million in revenue. [4]
6. Sephora Community Users spend 2.5 times more than average customers, and their superfans spend 10
times more. [1]

Example Sources:
[1] Lithium Technologies, 2011
[2] Twitter, 2011
[3] Altimeter Group, 2011
[4] MotiveQuest, 2011

These are just six examples of hundreds of big brands that are successfully measuring the real financial impact
of their social media initiatives. If you want to explore these and other examples, contact 4thWeb.

Source: Involver blog post: http://blog.involver.com/2012/03/06/social-business-roi-myths-and-successes/

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Social Media is Important To Small Businesses Too

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But Challenging To Figure Out….

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B2B Business to Business Superbrands on Facebook

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Smartphone Adoption Drives Social Media Growth

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Mobile Tablets &Smartphones Increase Time Spent Online

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Mobile Advertising and App Development Markets

• Brands face increasing pressure to invest marketing budgets in developing
mobile social apps to help promote all campaigns.

Source: IABCanada.com
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Top Social Network - Facebook

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Facebook Canada Stats

• Display CPC & CPM ads don’t show on mobile Facebook apps – 54%
• Increasing pressure on advertisers to create mobile-optimized apps

Source: socialbakers.com
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• Facebook has overtaken all other websites for share of “time spent”
online

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Who Likes & Where
On-page Likes: Who are “Likers”?
• People who click the Facebook Like button are more engaged, active and
connected than the average Facebook user. The average “liker” has 2.4x the
amount of friends than that of a typical Facebook user. They are also more
interested in exploring content they discover on Facebook -- they click on 5.3x
more links to external sites than the typical Facebook user.

Recommended Action: Read Working Together to Build Social News

Media Integration of Social Plugins: What are the results?
• Many publishers are reporting increases in traffic since adding social plugins,
including ABC News (+190%), Gawker (+200%), TypePad (+200%), Sporting
News (+500%), and NBA.com (#2 referral source). Publishers have also told us
that people on their sites are more engaged and stay longer when their real
identity and real friends are driving the experience through social plugins. For
example, on NHL.com, Facebook visitors are reading 92% more articles,
spending 85% more time on-site, viewing 86% more videos, and generating
36% more visits than visitors other sites.

Source: Facebook + Media resource page (with 151,000 Likes)
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Globe and Mail Facebook Properties

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Twitter Local and Global

• Twitter is a medium that can be used fast or slow
• Slow for occasional community broadcasts & updates, long-term links
• Fast for real-time conversations, news updates & accessing Twitter
#hashtag conversation audiences
• Borderless, global conversation & news medium

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Spikes in Topical Tweets Are Often Predictable News Events

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LinkedIn
• Executives from every Fortune 500 company are on LinkedIn, and 82% of the Fortune
100 use LinkedIn for hiring. If you need to sell things, form business partnerships, or
raise capital, then LinkedIn is the place to be. With 49 percent of LinkedIn members
having a household income over $100,000 per year, LinkedIn is actually the most
affluent mainstream social media there is. Source:
http://www.forbes.com/sites/womensmedia/2012/04/26/linkedin-is-not-cool-unless-
you-like-cold-hard-cash/
• 5m+ members in Canada as of January 19, 2012 Source:
http://press.linkedin.com/about
• 2012 Quarter 1
– Total revenue advanced 101 percent year on year to $188.5 million. This was the seventh
straight quarter in which LinkedIn's revenues have at least doubled over the prior year.
– Hiring Solutions revenue was $102.6 million, increasing 121 percent compared to the year ago
period. In the quarter, hiring solutions comprised 54 percent of total revenues compared to 49
percent last year. At the end of March 2012, there were over 10,400 enterprises under
contract for hiring solutions.
– Marketing Solutions revenue was $48.0 million, increasing 73 percent compared to the prior
year.
– Premium Subscriptions revenues ended the quarter at $37.9 million, up 91 percent year-over-
year.
– According to comScore, unique visitors (including members and non-members) averaged
102.5 million in the first quarter of 2012. In March 2012, LinkedIn ranked as the 31st most-
visited website worldwide, according to comScore. ComScore measured 9.4 billion page views
in the first quarter.

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Johnny Walker Double Black Campaign Focuses on LinkedIn

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YouTube – Much more than stupid human tricks & cat videos

• 60 hours of video uploaded every minute, or 1 hour per second.
• Over 4 billion videos are viewed per day.
• 800 million unique users visit YouTube each month.
• 3 billion hours of video are watched each month on YouTube.
• 70% of traffic is from outside of the United States.
• In 2011, YouTube had more than 1 trillion views
• The most shareable videos are entertaining
– Flashmobs hit & miss
– Integrated campaigns like Old Spice
• Monitored Twitter for conversations 24/7
• Responded to individuals with video same
actor/character and quality as TV ads

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Google+

Launched in 2011
• Quickly growing social network, populated by Google geeks
• “Hangouts” are a group video live event

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foursquare > Exceptionally Important for Retail

• MOBILE APP for iPhone, Blackberry and Android
• foursquare (April, 2012)
– 20 million people worldwide
– 2 billion checkins, with millions more every day
– Over 750,000 businesses using the merchant platform
– 100+ employees
• foursquare is the only social network that is easy to set up AND takes very
little time to maintain. Many businesses have been mapped on foursquare
by consumers and have mayors, but aren’t participating or offering a CTA.
• Once set up, foursquare helps generate social media conversations about
retail businesses and geographic events.
• Most retail owners have never heard of foursquare.

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Pinterest

• Unlike most web startups, Pinterest’s core user base is not the typical
early adopter set from the West and East coasts of the United States.
While early Pinterest user distribution focused in the Pacific and North
East regions, East South Central and North Central states such as Kansas,
Missouri, Minnesota, and Mississippi now lead Pinterest growth.
• Pinterest is an excellent social platform to collect your most passionate,
creative readers – shoppers / collectors, gardeners, photographers,
scrappers, community addition for advertisers.
• Pinterest Hits 10 Million US Monthly Uniques Faster Than Any Standalone
Site Ever: ComScore(Source: Tech Crunch)

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Klout: The Standard for Influence

• 2010 Startup: Klout grades an individual or brands’ online activity across
several social media platforms to assign a Klout score 1-100.
• Note: Kout is a new measurement platform, that is establishing itself
– As more celebrities get on Twitter, smaller brand communities and influencers
experience a reduction in Klout score
– As Klout adds agreements with social networks and integrates their audiences,
individual brands & communities experience a reduction in Klout score,
UNLESS individual profile integrates activities on new platform
• Social networking – users can give each other +K in relevant conversation
topics (+k are points earned through actions, and can be given to others)

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Other tools and apps:

The most popular tools are the ones that allow people to share what is
unique about themselves and are the most searchable / shareable
• Instagram< recently purchased by Facebook for 1 billion dollars < pictures
• Flixel< mobile app startup out of Toronto < moving pictures
• Photosynth< featured by Amber Mac of TV < 360 degree pictures
• HireWinston< mobile app startup out of Toronto < luxury city car service

Top blogging platforms can be accessed and monetized, for free:
• Wordpress< Most popular website platform for SMEs, socialized e-comm
• Blogger < Google product, was popular & leading 3-4 years ago
• Tumblr< frequently used as the “creative outlet” for professionals
• Posterous< acquired by Twitter, startup funded by Y Combinator in SF
• Many more previously & still to come

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Top 30 Facebook Pages in Canada

• Source: http://www.socialbakers.com/facebook-pages/brands/canada/ (beta)

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Spencers – Largest Canadian Facebook Page

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Spencer’s Page “Posts by Others” – Positive Sentiment

• Positive employee feedback attracts & helps retain talent
• Likely they have distributed a list of employee social media guidelines

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Spencer’s Most-Shareable Social Content is Relatable (External)

• zdfggrg

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Spencer’s Less-Shareable Social Content is Marketing (Internal)

• Focus is all on Spencer’s!

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Spencer’s Twitter Community is Surprising Small

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Airmiles Canada – 4nd Largest Canadian Facebook Page

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Airmiles Canada “Posts by Others” – Negative Sentiment

• Primarily Customer Service type of posts/comments

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Airmiles Canada Posts – Positive Efforts and CSR

• afSDFS

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Airmiles Canada on Twitter > Less active than anticipated

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Airmiles Canada - Maybe new to Twitter

• Airmiles has great consumer
feedback content readily available
to share: rewards.
• To support CSR efforts they could
try Twitter engagement activities:
– Tweet to Earn Airmiles
– Tweet to donate Airmiles to a cause

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Volkswagen Canada – 5th Largest Canadian Facebook Page

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Volkswagen Canada – Shareable & Welcomes Consumers into Process

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Awesome Twitter Engagement, But Small Community

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Accessing Social Media Tools for Prospecting, Proposals & Sales!

MEDIA ADVERTISING SALES

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Relationship Management

• Media Sales Reps and Account Managers can participate in social media
daily to connect with buyers, brands and clients and use these added
communications to develop trust, top-of-mind awareness and to have
daily access to the unique “buttons” / buying triggers of each contact.
– Frequently like, comment or share on their personal, agency & client brand updates
– Frequently favourite &retweet their tweets, Tweet @them before, during & after calls
– Network with clients / buyers by participating in the same Twitter chats they’re in
– Checkin on Foursquare, confirm / share on Twitter, every time you visit with them
• Jokes, Thanks, links to relevant or helpful articles

• National proposals for clients/brands > be sure to check out the brand &
comp’s social media activities to determine opportunities (need) for Globe
and Mail to support their objectives in digital & social.
• Retail sales reps can get more face time with prospects by engaging and
helping them on social media channels where they need help: Twitter.

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Who To Check Out & Promote w/+Ks on Klout

• To have Klout scores displayed in your Twitter feed (so you don’t have to
visit klout.com to see a score), download the app on klout.com under the
home page (click on logo) in the section called “Goodies”
– Klout for Firefox or Klout for Chrome, etc.

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Who Should You Tweet With?

The Globe and Mail on Twitter:
• https://twitter.com/#!/search/users/globe%20and%20mail%20journalists
• https://twitter.com/#!/susinsky
• https://twitter.com/#!/iainmarlow
• Etc. > Search for & engage in conversation with your favourite journalists,
policymakers, leaders, CEOs., entrepreneurs, local celebrities, students, etc.

Clients:
• Agency CEO’s: https://twitter.com/#!/search/users/toronto%20agency%20CEO
• Media Planners / Buyers
• Advertiser & Comp Brand Marketing departments Twitter profiles
• Advertiser @Twitter and event #hashtags (supporting your client’s events)

Newspaper Industry:
• Newspaper Association: https://twitter.com/#!/NewspaperCanada

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Who Should You Tweet With? Pt. 2

• The best way to learn social media is to consume the information
published by the experts! Tweet with them in real-time.

MitchJoel @MariSmith

@Sparkle_Agency
@GaryVee

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Participate in “Predictable Twitter Events” #HashtagSurfing
• TV shows that integrate Twitter hashtags experience a 300%-600% increase in
social engagement. Source: http://youtu.be/NA1JujH0pck
• <iframe width="640" height="360"
src="http://www.youtube.com/embed/NA1JujH0pck?rel=0" frameborder="0"
allowfullscreen></iframe>
• PLEASE EMBED VIDEO SHOWING SOCIAL BROADCAST ACTIVITIES & ROI

• Be sure to use #Hashtags or create or suggest them, for Globe and Mail
relevant conversations > live-tweeting
– reporting / sharing events, conferences, updates
– News & Business events #Hashtags
• Live streaming video from events, Tweeting short videos & pictures
• Globe & Mail created and branded #hashtags
• #Hashtag promotions on media broadcast
• News events #hashtags i.e. #earthquake #RoyalWedding #Snowmageddon
• Chats live & promoted during broadcast
• Scheduled Tweetchats

Note: Many people use hashtags to express sarcasm or irony #subtweets

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Even B2B People Are Finding Communities of Coworkers

• Twitter is where “Birds of a feather flock together.” What ever you are doing
that you are passionate about, working on, or looking for in your life right now,
Tweet it. I guarantee eventually you’ll start getting answers and finding
interesting people, who want to watch and see you succeed.
– Twitter
– Toronto tech Startup Communities
– #LeanCoffeeTO
– Small Business
• Many B2B clients are struggling with & will be thrilled to chat about it with you.
• Promote and share Globe and Mail content frequently to begin your “brand”.
• Those people who don’t like you won’t follow you, unless they’re Trolls.

A note on competition: treat the competition on social media the same way you would
face to face > they are professional colleagues who are creating business
opportunities and media events you may want to take advantage of/collaborate on.
Those individual people who are the most relevant and important to you should be
the people & accounts you engage & share most frequently.

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YouTube – Enable clients and buyers to be G&M experts!

• Professionals in a business mind-set search Google for instructions and
often find relevant search Videos are being returned
• Globe and Mail opportunity to post videos:
– Enable buyers to purchase G&M media faster, easier and with better results
– Announce G&M milestones, achievements
– Document and share events Globe and Mail sponsors
– Invite contacts to a party or event with an invitation video
– Happy Holidays video online and in emails
– Make a funny or entertaining video
– Potentially VIRAL like john st. (image link)

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Google+

• Connect with clients and brands, share Globe and Mail content
• “Hangouts” present an opportunity to connect live
• Limited to 10 people at one time, but unlimited live observers
– Release new Globe and Mail media products / announcements with a
scheduled, promoted Google+ Hangout with registered media buyers
– Audience can pre-submit questions, then moderator brings the person from
the audience queue to the video viewer to ask their question live

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Foursquare > Untapped Opportunity for Retail Businesses

• Opportunity for reps to participate in foursquare when they go on calls
– Helps keep you top of mind with contacts who you’ve connected to on
Facebook, Twitter and foursquare.
– Bring them window clings, check in and ask them if they have a mobile phone
• National Post is currently experimenting with local audience development
via foursquare

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Proposal Opportunity: Support Their Social Investments

• Facebook is where most resources and attention are paid, so many brands
are disproportionately strong on Facebook (like the consumer brands).
Currently, Twitter is frequently an opportunity to support your personal
and Globe and Mail clients & brands.
• Propose digital and print display media purchased in Globe & Mail include
support of client’s social communities
– f&tchicklets on ad
– Digital display ads on G&M properties can
link to Twitter or Facebook of clients
• Social media communities grow = ROI

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Opportunity Market: Brand Mobile Apps & App Developers
Two groups of potential marketers:
• Brand marketers and agencies are investing heavily in Facebook and
mobile apps, to encourage “better” engagement than traditional media.
• Most app developers underestimate the need to allocate time & money
resources to marketing the app, whether it is branded, paid or free.
– With increasing investment in apps, the need to show ROI increases.

• For app developers, the increased competition for consumer awareness
and trial downloads makes marketing a much more necessary activity.
• Prior to social (potentially viral) advertising, most online websites invested
and advertised on traditional broadcast, print and other media.
– Newspapers continue to be an appealing option > high-reaching mass media,
low production cost, short timelines, flexible investments
• Many unsuccessful app developers advertise ONLY on social media /
online
• Investment in app development & marketing increases ROI
• Merchandise G&M case studies / successes in promoting app downloads

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Mobile App Developers NEED To Advertise!

• What works to market
digital media & products?
> Traditional Media!
• Multiplying numbers of
app releases makes the
consumer market much
more competitive >
marketers find less
“digital clutter” in
traditional media
• App Promo infographic
illustrates how many app
dev professionals are
misinformed and feel they
can invest little time or $
to marketing to succeed.

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Key Takeaways
Social media marketing
 takes time (it’s earned media, not free media!)
 is not always easy to measure success
 is constantly changing

BUT

 It’s a source of valuable insights
 About your clients, their brands and their customers

 It presents an opportunity to amplify your client’s success

 It’s a potential source of new business – new kinds of campaigns that
need your paid media support

Social media insights for newspaper media sales professionals

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