By: Joe Braue –
For years, vertical industry marketers seeking to drive thought leadership in a hot sub-segment of their markets have worked with B2B media companies to create microsites on the topic on media company sites. These microsites usually involved the single sponsorship of a jump page or small sites that included media company content and vendor content on the hot subject.
Now, with almost all content being Tweeted or posted to Facebook or LinkedIn, social media curation platforms can be used by editors to curate a wide range of content about specific hot topics and arrange it on a website. And vertical industry marketers can sponsor the hubs to drive thought leadership, visibility, as well as expand social media reach in these hot segments.
Here at NewBay Plus, our leading brands have been producing social media hubs for more than two years covering major industry association shows (TWICE Magazine for CES, Tech & Learning for ISTE, and our AV Group for InfoComm) as well as for other industry happenings (for example, Broadcasting & Cable Magazine for the 2016 Upfronts season, from March to May of this year).
But the biggest use of social media curation platforms may be as the successor to the B2B microsite. Check out NDIcentral (see: http://www.tvtechnology.com/NDIcentral/), a new social media hub that partners TVTechnology, the Creative Planet Network and our client, NewTek. TVT and CPN editors are curating social media posts about the NDI (Network Device Technology) a video over IP standard being driven by NewTek and allied companies. NDIcentral was launched at the IBC Show in Amsterdam (see the press release: http://www.newbaymedia.com/ndicentral-launches-at-ibc/). NewTek is the sponsor of the site, and TVT and CPN are looking to sign up additional companies who are part of the NDI initiative to participate. To post to the site, use the hashtag: #NDIcentral.
There are three key innovations for the social media hub vs. the traditional microsite:
- First is the fact that the social media hub can reside on the media company website, vendor website, and any other partner or alliance website. For vendors and their partners, that can be a huge infusion of content about a hot topic to show the industry that you are the leader in the space.
- Second, using the curation tool, there is a much wider amount of content available for the site via the entire social media universe, and posts are pulled into the site in real time via Twitter or another social feed.
- Finally, the hub can actually drive the social outreach for the vendor in the hot segment.
If this sounds interesting, email me at firstname.lastname@example.org and I can walk you through the concept and discuss how we at NewBay Plus could put it to use for your next major vertical marketing push.