Mashable CMO Stacy Martinet talks to Lindsay Stein about how the brand is using its website to further engage the connected generation.
What are your goals for 2013?
Continue to grow our community - the people who come to Mashable, as well as our community that exists on social.
Then increase our brand proposition and continue to be thought of as a leader in media, and increasingly in technology and advertising. Within that, we want increased readership and awareness of our verticals.
As Mashable has grown, we have expanded the breadth and depth of our reporting because digital and social media touch all parts of business, our lives, and society.
Tell me about the new Mashable site
We launched a new site in December. From a marketing communications viewpoint, it really shows off what Mashable is about.
It's moving away from a social media blog to a website for the connected generation. It's more than just a redesign. The strategy is social, mobile, and visual.
We know mobile usage is going gangbusters as 50% of people in the US have smartphones, which means they are consuming our content in all different ways.
We wanted a site that was responsive and had an adaptive design so it looks amazing on any screen size, whether it's on your TV, smartphone, or tablet.
The site knows what screen or device you are on. If you are on a touchscreen, the content will be optimized for it.
How does marketing and PR work together?
The big trend we're seeing for social media is visual as things such as Pinterest rise up and Facebook increases investment in photos. That's a big source of engagement.
We wanted to make a site that has nice visuals. And we introduced something called micro content, where people can share different elements of an article, not just the text.
We also use social media for fun marketing programs. Last year we did an April Fools' Day joke with Conan O'Brien where the joke was he became the CEO of Mashable and we changed CEO Pete Cashmore's Twitter avatar to O'Brien's.