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June 18, 2015

112: What Content Marketers Can Learn From Publishers

112: What Content Marketers Can Learn From Publishers

 

Neal is at the Corporate Social Media Summit this week, speaking and leading panels on all things social media and content creation. In this episode, he chats with Saul Leal, the Director of the Family Share Network, a group of Facebook pages, websites, and other social media accounts. They discuss how to create engaging content, how to monetize social media content and drive traffic to a website, and why publishing is more of a dialogue now than a monologue as it used to be.

Transcript

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welcome to maximize your social actionable advice on how your business can maximize your social media presence. Now the host of Maximize Your Social Social Media Author, speaker, consultant, founder of Maximize Social Business, The Social Media Centre of Excellence and the Social Tool Summit. Neil Shaper Everybody, this is Neil Schaefer. Welcome to another episode of Maximize Your Social. I am here in Well, I won't say New York City. I'm actually in Brooklyn, which I guess is part of New York City. But I'm here at the corporate Social Media Summit, which is being held. I guess they do this annually. A few cities across United States being held by useful social media, which has just re branded as the Insight Group. And it's been great. I moderated two panels yesterday will be moderating two panels again today, yesterday with social data, Global social. Today it's about content, creation and storytelling through social and moderating. A panel is wonderful because she get to meet these amazing professionals that are doing amazing things and social media, one of the Panelist at my content panel is actually someone would like to introduce you that I'm an interview for this podcast His name is solid Leo, and he is from the family share network. So welcome to maximize your social. Thank you. Thank you. I'm very, very things for the right opportunity, Neil. So So family share network. In all honesty, When I first met you, I had no clue what that waas there's. You know, some of you listening may already actually be a member of one of your communities and social media. So please give us an introduction, Thio to the network in your company? Absolutely and no. Honestly, I do you know about the family shared network two years ago? Good. I'm not alone. Kind of low. And it's interesting. Over 100 million people know about the family shirt Network either directly or indirectly. And that is because we have over 100 million followers in social media. Most of them are on Facebook, and they're attached to our brand to what we call passion pages. And those passion players are Facebook pages. Twitter. Previous painters pages based on a passion is specifically on families like I love my family. I love my wife and my Children. I love my grandchildren. I love my sister or my brother or my cattle of my dog. And we We also have other pages like I love you, Nick Stay till of Mexico or Brazil, the Family Shirt Network. It's a network in the sense of having a Coke or of social pages. And now so a group of webpages, like family sure dot com familias a comb for music on the beer, and we own family. They're coming over 80 languages. Those pages are the repositories of the content we promote in social media. So obviously you know you are a A publisher. You are the media for lack of a better, a better category, and you've created this purely from social. You don't just obviously publishing post on social for the fun of it and build communities for the fun of it. Tell us about your business model that you have. You've created these amazingly passion communities and social. How are you monetizing that as a business? It's a very good point. It hasn't been easy to monetize thes model, but the first thing is understanding the passion, the passion off our team, passion on division of the organization, and ultimately, the patch of the consumer and ones We understand that passion, it's we provide engagement and that engagement needs a purpose. And in our case, the purpose for social is driving. Talking to our website and in our website, we crate monetization opportunities is specifically we're going after the concept of native advertising. So we sponsored content. So a lot of you listening. Hopefully you're not in because we always say that with content, marketing and with social media, every every brand is a publisher now and right here sell It is saying his objective is really clear. Its website traffic generations so in terms of a social media strategy, can't be any clearer. Ah, lot of you're trying to do the same, but perhaps you're approaching it the other way around where you're trying to bring people back to your website. But you haven't focused on the passion and the lining and insult. I know you have something to say about that alignment, and I think that might be what's missing with a lot of brands is that alignment with the passion of the consumer and being able to activate that in social? What would you say about that? Well, I'll talk about alignment. I love the conserve alignment, and I think it's part of our success. But there's a lot of this space for disruption today, and as we see, technology has enable access to audiences. So no Ripple, one of the tub YouTube channels. It's accessing in a daily basis millions of people. That's my modeling, and it's a brand. So there's a love this space for disruption in the publishing, but I think they're in the eco system, off industries and the relationship off those industries. One actually succeeds on the Internet when it's really good at one thing and brands that I believe. I mean, they can always expand, but they need to be really good, other proud of any, and making sure that there's engagement between the audience and their products and publishers. As we look at the basic concept off publishing its opening understanding and owning the loyalty of an audience, and selling the answers to the honest to advertising that's off the very simplest. The baseball publishers spool about that loyalty, and the challenge has bean publishers. They they still think that publishes the monologue and what social media has brought to the table with them. No, it's not a monologue anymore. It's a day outlook, I think, for a minute on the newspaper industry. And how long will it take for another to get feedback on his article to these three days, A week, a month? Maybe never. He will never get figure. She will never get feedback for that a specific article in order to take it to the next level. When you go to Social Media, it takes around 30 to 40 seconds to know if that piece of article resonates with your audience, and then the author can can make a decision, either leave it the way or pivot and create a better article based on the type of bodies. I think that Social has brought a dialogue to an industry that always thought that communication wasn't one among. So I'm gonna take a guess here. Maybe I'm wrong, and I want you to correct correct me. A lot of companies take the editorial calendar approach to publishing and social. I'm taking it that in order to build that loyalty that need as a publisher and social, that you're allowing the engagement to guide you to what you should be publishing. You know what is your take on that. I know you're laughing here, so that's that's fascinating. You mention that because it is a constant conversation within our team and we actually call or eight or counter a special moments in our audience. Lifetime and those official moments. Maybe Fourth of July will be tense given maybe Mother's Day, but also maybe having a child for the first time. Also. Maybe when people game Mary also maybe having their third child, he may be a relationship. That moment was both fighting actually with those pounds, and those are special moments in in a way, and we will look at social. Yet we're not necessarily talking about a day in a year. We were talking about special moments in audience. Times aside, that's that's how we approach it. So how to create content that feeds all those different special moments? Exactly. In essence. Great. So what is the net net of all this? So you had mentioned I wanted you to share with the audience at o metric report that you were talking about how and this is what what I found really compelling. Ah, lot of this sounds. You know, some of you it may sound that's not applicable to your business. I think it's extremely octo applicable. And there's a lot we can learn from publishers like yourself. Tell us about you know, the success of family share, you know, on Facebook compared Thio, the buzzfeed's of the world. Well, that's it is a very good point. I I do think that the council passion pages is a very interesting concept, and anyone can can. I can't do this. Passion Pages is basically understanding. What is the competitive advantage was They get it valued that your brand being springs your users. In our case, we will provide content for families so anyone that love their families should be green or content. And that's what we call pages. I love my family, love my wife, element Children. And and there's people like those pages. They will start receiving the news feed on there or counting their newsfeed. Now that's I will say that's on Lee. 10 to 15% the strategy because at the end of days about Crane, that loyalty and it's really all about being from the computer in front, off the analytics tool and understanding why is the content that resonates with the audience. Of course, also thinking consideration your own. He'll be your own point of view in your entire strategy, So I also that that's that's part of it. And they were one and says I mentioned before its alignment and know. Everybody talks about content being king, and in my mind we never talk about the Queen and the Queen off the content. It's alignment. It's aligning that content with your audience. You can. You may have a new, incredible piece of content, but if they're right, influencers are not seen. Their content are not seen that counter relatable. They're not going to share it. And ultimately you want shares. You want time. It's been inside. You want people to share that content, feel proud about the content and to feel that that country is so good in such a great way that a little bit of that content, it's bar of them or they're part of that counter ending. That way they share it and for all is that's our objective. And I think the publishers and brands can confine the passion. If they sit down and really internalize and look at themselves, they can find okay what is the passion that they provide to their audiences and then through that, grow their exposure exponentially? Great. Well, it comes down to the passion. Doesn't it easily said about really hard to execute on? So, congratulations for what you built. I look forward to seeing your future confidence. Any other advice you'd like to offer? You know all the brands of businesses that are listening in terms of content, passion pages. Check it out. Go to facebook dot com forward slash family share or just type. I love my family in the search bottle of Facebook and you'll find our pages. There's like it and starts looking at the content or visit. Family should come great stuff. So when you're thinking about influence or marketing and reaching out to new communities, this is another type of, you know, passion page networks for lack of a better word. This'll is another sort of community that you should also look into, and I hope that you'll reach out the family share if you sell a product that you're trying to sell the families and which consumer brand isn't right. Awesome. Well, thank you very much for being on the show like four to our panel, which is coming up in, I don't know about an hour from now. And hey, negotiate for signing up for New York City. Hope you enjoyed this episode as I like to say where we Are in the world. Make it a great social day, but by everybody. Thanks for listening to maximize your social. We appreciate all of your iTunes subscriptions, ratings and comments. If you would like to appear on this show or recommend content, please contact Neil Shaper at Neil at Maximize Your social dot com. Please also make sure to check out Neil's new community, the Social Media Centre of Excellence at Social Media. C o e dot com as well as meals. First Social Media event. The Social Tool Summit, which will be in Boston on May 12 and in the Bay Area this fall. Thanks again and make it a social day