People Magazine Launches Custom Social Platform
Designed for in-site interaction and sponsorship opportunities.
As more and more women turn to social media for information and interaction, so is People magazine. The Time Inc. title has launched â€śYour Turnâ€ť within its websiteâ€”its own social platform that allows users to contribute to and share with People.com.
By visiting YourTurn.People.com users can upload photos for various â€śchallengesâ€ť that are tied to engaging news or trending topics on the site. To participate, a user shares images from Facebook, Twitter, Instagram or a desktop computer. Submissions are also collected from different social networks by using a People.com determined hash tag that coincides with a specific challenge.
â€śWeâ€™ve been collecting user photos over the past few yearsâ€”weâ€™ve offered a lot of different challenges for readers, from Halloween to show us your cute pets,â€ť says Janice Morris, managing editor for People Digital. â€śBut we never had one place to house all the images and we never did it consistently, instead treating it as a special event. We wanted to give readers more of a turnkey platform to work with because itâ€™s so easy to upload now with all the social tools, and hash tags make it easy to share and communicate.â€ť
To take advantage of the presidential election buzz, for example, People asked readers to share pictures of themselves voting. Using the hash tag #YTIVoted, users could tweet or use Instagram to share their images with the magazine, which were then uploaded to this social platform in the â€śShare Your Voting Picsâ€ť challenge section. Morris says the brand hopes to roll out a new challenge everyday, though testing is still taking place to determine the best frequency.
â€śIf you look at the main page of Your Turn, one of the tabs is called partners,â€ť says Morris. â€śIf you click on that you will see that Cotton is there. Itâ€™s built so multiple advertising partners can live in that space.â€ť
There are also banner ads on the Your Turn site from its sponsorship partner and the company also has a user challenge associated with it: â€śGot the hottest cotton street style in the country?â€ť Users are encouraged to post outfits that have a cotton element for a chance to win a trip to a Cotton runway show.
It took People about six months to develop and execute the plan, which uses a landing page within its site and Olapic software, which is designed for posting customer photos to a brand site. Since users can upload photos through an existing profile account by using a social login, People will also have access to data from social networks like Facebook. Additionally, in order to submit a photo, a user must input their name, location and email address, providing more data points for the brand.
â€śWeâ€™re going for the greatest reach possible with this one,â€ť says Morris of the groupâ€™s promotional efforts. â€śWe have dedicated space on the homepage itself and throughout the site there are call-outs on the main channel pages. Weâ€™ll also try to catch readers as they come to the site through articles and galleries with visual cues. Weâ€™re using our social outlets like Instagram as well as Twitter and Facebook. More importantly, weâ€™re moving it into the print spaceâ€”we have taken over our dedicated dot-com space in the magazine and are asking readers to participate in addition to the Web users. Weâ€™re taking advantage of what our readers are already doing and trying to encourage them to do it more.â€ť