10 Ways to Jumpstart Digital Revenue: Publishers Offer Insight into Social Sharing Tips, Sponsored Apps and More
Botelho, Stefanie, Folio: the Magazine for Magazine Management
To conclude min day's Digital Summit in New York City last month, three digital publishing executives shared actionable tips on how to ramp up revenue, regardless of company scale. Here, John Haskin, VP digital sales and marketing with Bonnier; Dan Hickey, SVP/GM, digital food platform at Meredith; and Martha Stewart Living Omnimedia's SVP of digital Missy Forestall share what worked for their companies and what may work for yours.
1. "Spend money to make money. Invest wisely in measurement tools to enable yourself to play digital Darwinism," says MSLO's Forestall. She suggests measuring ideas at the end of execution. After this analysis, start feeding what's working for you, and killing what's not.
2. "Leverage the new Facebook analytics, especially 'people are talking about this' for better social/ website integrations. Use this social content to support earned/owned media platforms," suggests Bonnier's Haskin. The trick is to think about content development, and who is developing that content. He asserts the difference between online editorial teams: Those who specialize in getting increased page views for the month, and those who create content that encourages sharing.
3. "Include marketers into social. Get advertisers into conversations on Facebook and help clients drive fans," says Meredith's Hickey. He cites the success of a recent social campaign for Boca Burger, a division of Kraft Foods.
"We created a person on the message boards called 'Boca Girl'. We were very transparent, going into different groups and contributing content. We took the brand and socialized it for them," says Hickey.
4. "Collaborate across all business units to create a marketing 'boomerang effect' among all entities," says Forestall. …