FOLIO: Show Daily | September 24, 2008 - (Page 4) MARKETING 2.0: RISE OF THE “GEEK MARKETER”CONTINUED FROM PAGE 1 time with my ear to the blogosphere and elsewhere, on Twitter, monitoring for when people say we suck. It’s what I do. Then I try to quantify why they are happy or unhappy with us.” One way Lenovo stirred up a lot of positive response from its visitors online was by producing a series of blogs, called “Voices of the Olympic Games,” written exclusively by 100 athletes—from 25 countries and spanning 27 sports—about their experiences at the Beijing Games. The initiative generated 1,500 blog posts and about 8,000 online “conversations.” “Traffic blew through the roof,” Churbuck said. Over the twoweek period during the Games, Lenovo’s traffic spiked 40 percent and generated 10 million impressions. “We spent maybe about half a million dollars on this, primarily on hardware,” he said. “We didn’t have to pay the athletes. We used Twitter to promote it. We created a Facebook application. We were on YouTube. This produced an incredibly positive effect for us.” Churbuck recommended that publishers adopt a “social model” and use services that are available for free online. “This is what we need to embrace,” he said. “Drop microsite thinking for social thinking. Think like bloggers and like users themselves. The opportunities here are huge.” TIME INC. AND GETTY IMAGES LAUNCH LIFE.COM T ime Inc. and Getty Images announced today a joint plan to launch Life.com. Life magazine, the iconic magazine which last appeared in 2007 as a thin newspaper insert, will be launching as a photography Web site targeted at consumers with images from the Life photo archive and Getty’s extensive library. The Web site, set to launch in early 2009, will contain historic photos from the Life archive in addition to never-before-seen images of Hollywood stars, sports heroes, and events from the ‘30’s though the ‘90’s. There will be no charge for searching and viewing images, the companies said. Only 3 percent of the Life archive has been seen by the public, according Life.com editor Bill Shapiro. Life.com will allow users to share photos, create collections of photos around special interests, and purchase user-made photo collections. Organized by topic, geographic location and date, the site’s revenue model is based on advertising and e-commerce—most notably through selling on-demand custom photo books. The site will launch with six million images from the Life archive, the companies said. Getty Images will also add roughly 3,000 new photographs to the site on a daily basis. SELLING E-MEDIA: ESSENTIALS I n an ever-evolving online world, magazine salespeople need to consider several important factors for establishing and maintaining client relationships and, of course, when selling them e-media products and services. “It’s so important, vital in fact, to sit down with your clients and assess their needs and determine how best to provide solutions for them,” F+W digital media vice president Chad Phelps said during a session Tuesday morning at the FOLIO: Show. During his presentation, Phelps shared with attendees his 10 key strategies for selling e-media. Integrated vs. dedicated online sale teams. “There are benefits and drawbacks for both. Integrated teams offer deep client relationships, integrated sales packages and clear client/territory lead lineation. Dedicated staffs offer a greater focus online and a deep product knowledge, but also require a partnership with territorial sales staffs.” Setting expectations. “The first thing I tell clients is that we’re selling audience, not the site. You should focus on the demographic profile of the site visitor and e-mail subscribers. Keep your statistics and analytics simple.” F+W DIGITAL MEDIA VICE PRESIDENT SUGGESTS 10 KEY STRATEGIES Online sales training is essential. “Everything online is constantly changing. Know the terminology and make sure your staff is consistent. Make sure they know your products, why they are valuable and why they create messaging opportunities.” E-mail sponsorship. “There are three main categories: editorial sponsorships, dedicated e-mail blasts and custom e-mail newsletters—which are targeted, segmented messaging to portions of list.” Going beyond banners. “No one says banners anymore. I train my sales staff to say display advertising. We talk about things like site takeovers, text links, in-text advertising, video, podcasts and custom solutions.” How to sell lead generation. “Understand your clients’ goals. Questions you need to ask include: Are they selling a product or a service? What volume of leads are they expecting? What is their typical conversion rate and how do they measure that?” Pricing. “We invariably always hear that everyone in the world is cheaper than us. 4 What you really need to do is to know your value, be comfortable being nebulous on pricing, watch demand and don’t look at network advertising for how to price your product. Your audience is unique.” Competing against search marketing. “Fifty to 60 percent of dollars are going to search companies. These companies are presenting their solutions to compete with the solutions we are offering. Focus on the audience and really partner with your clients.” Metrics and reporting. “Right now, there are no standards for reporting. It has been up to us individually, which has been a problem. Give your clients an easy-to-read monthly report and don’t send them raw spreadsheet data exported from a system. The salesperson should always be the person to send reports.” Showing success. “Walk your clients through everything—show them their success with your properties. Focus on filling their sales funnel. Align your reporting, communication and programs with their objectives. In the absence of results, maximize data points. You can always try again with reformatted data messaging.” http://www.life.com http://www.life.com http://www.life.com http://www.life.com
Table of Contents Feed for the Digital Edition of FOLIO: Show Daily | September 23, 2008 Folio Show '08 - Issue Two Scenes from the 2008 FOLIO: Show Selling E-Media: Essentials Time Inc. and Getty Images Launch Life.com FOLIO: Ad Sales Salary Suvey Supplier News Briefs: New Products and Services for Publishers Webinar Line-Up FOLIO: Show Daily | September 23, 2008 FOLIO: Show Daily | September 23, 2008 - Folio Show '08 - Issue Two (Page 1) FOLIO: Show Daily | September 23, 2008 - Folio Show '08 - Issue Two (Page 2) FOLIO: Show Daily | September 23, 2008 - Scenes from the 2008 FOLIO: Show (Page 3) FOLIO: Show Daily | September 23, 2008 - Time Inc. and Getty Images Launch Life.com (Page 4) FOLIO: Show Daily | September 23, 2008 - Time Inc. and Getty Images Launch Life.com (Page 5) FOLIO: Show Daily | September 23, 2008 - Supplier News Briefs: New Products and Services for Publishers (Page 6) FOLIO: Show Daily | September 23, 2008 - Webinar Line-Up (Page 7) FOLIO: Show Daily | September 23, 2008 - Webinar Line-Up (Page 8)
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