the Island as both a location and an entity with its own characteristics and influence
Methods of putting yourself in the spotlight through social media
Frequently used by authors and publishers to promote themselves and their books.
Wikipedia has a list of 150 social networks, but you don’t need them all social networks for people who love books: social media sites focused on books. Members can build virtual bookshelves, discover , rate, review and discuss books, and participate in online groups or book clubs.
Facebook is the largest social network and the one of which your customers are most likely to be members already Many publishers are able to spend a lot of money on setting up new channels.
the world’s largest book club, where members can c reate a virtual shelf to show off their books, can find people with similar tastes and add them as friends, discover new books to read LibraryThing Local: favorites & upcoming events
Trust, personality and reputation are pillars vital to an independent business.
Who of you has a blog? A blog, unlike a website, combines… Easy to set up, Everyone can join in dynamic: it encourages users to revisit frequently because the content is always changing, More visible in search engines
Who has joined Twitter? People are allowed to reply to a tweet, what makes it a lot more involving Do share stuff you find interesting, people can retweet it
The tweets of up to 140 characters are to be compared with wall posts on Facebook,
Widgets that can be dropped into social networks
Widgets om boeken te laten zien (nieuwe titels) of boeken te laten zoeken
Bruna’s gadget (Mijn Boeken Top 3) on Hyves, chain of bookshops
Create a sense of involvement, Increase the involvement of customers
rate & review, Personal thoughts,
somehow become an advocate of your brand, People can/may share negative ideas and thoughts about your business Viral marketing: word spreads by personal recommendation, Digital word-of-mouth recommendation, follow up comments of customers, listen, join in the conversation, reply if needed
Social network particularly about bookshops, to nose about stock, knowledge, atmosphere, interior
Put yourself in the spotlight
The online version may well be inferior as an experience, e.g. - most people would rather hear a live reading than listen to a podcast
Extinction timeline -> bibliotheken verdwijnen in 2019, samen met De Post “ Verdwijnt de boekhandel uit het straatbeeld?” high street
Are they thinking of joining it? If not, you might be well advised to forget it.
What am I aiming to achieve through social media? I ought to be on Twitter/Facebook because so is erverybody else You need to build it into your business plan and know why you’re doing it, Your use of social media in your business needs to be strategic and planned
Many blogs run out of steam.
Facebook, Twitter et al. have millions of users
People that do nothing but try and sell their services are ignored, Can you say more than just add updates to your self-promotion all the time? Holding people’s interest on your Twitter or blog can be tricky if you’re only going to make company announcements.
Don’t underestimate the time and effort it’s going to take to supervise it and pull together some sort of online community. These things don’t just happen. Energy / Man-hours
Another question than ‘How much work it could take’ On average 30 minutes per post, monitoring: a few minutes per day
To make your business multi-channel: A different mind-set, Huge financial investment is not necessary, but Be prepared to spend considerable time on developing and maintaining your multi-channel business
Mention it everywhere where your bookshop name appears
Start by asking what would be helpful to the customers of a bookshop? Blog readers look to be informed, inspired and entertained. Keep it local:Our town’s florist pops in to tell us what their favourite gardening book is, School, Class xxx tell us what their favourite story books are…, show yourself as an Active and involved member of the local community Competition for photos of locally home grown veg (gardening books) Seasonal: spooky stories for Halloween Opinion: vote for (run polls on books/issues), Do you reread books (our favourites to go back to), tissues essential (books that always make me cry)
outsource the writing to a professional
customers who value personal approach direct their business to local and independent suppliers, perhaps feeling they are to be trusted more than large faceless corporate organisations
Present a completely different alternative to amazon, Building a relationship with the person and not the business is the way to go The subject you cover, your voice and tone will be as customers experience you in person, you start to affect the company’s image because you’re so well known as part of the organization; it becomes your business, not you, that’s associated with ‘hangover every morning’.
Social media need to be part of your mix and not all you do, Use on-site in-store and online experiences to complement each other and make your business stronger
Social media as part of your marketing mix how to ensure that your bookstore isn’t lost
“ When you write, your personality comes through, blog readers begin to feel they know you, through knowing you, they come to trust you.” The independent booksellers guide to multi-channel bookselling
“ One huge advantage a bookshop has over any other business seeking to connect with customers is knowing they like reading and therefore seek out text as a source of information and entertainment.” The independent booksellers guide to multi-channel bookselling
“ Publishers who have been exploiting widget technology in tandem with social netware claim that it enhances sales by between 7% and 17%.” The independent booksellers guide to multi-channel bookselling
Mention your link to Facebook, blog, Twitter, etc. on all your promotional literature, on printed materials such as bags, posters, flyers, receipts, bookmarks, business cards, newsletters, catalogues, …
Mention it in-store on the door, at the till, …
Mention it at any outside events, in newspaper and radio ads, in your voicemail, …