Goodreads for Publishers, Booksellers & Librarians
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Goodreads for Publishers, Booksellers & Librarians

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Presented by Goodreads community manager Patrick Brown at Book Expo America 2012. This presentation includes case studies of successful marketing campaigns, as well as examples of online community ...

Presented by Goodreads community manager Patrick Brown at Book Expo America 2012. This presentation includes case studies of successful marketing campaigns, as well as examples of online community building.

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Goodreads for Publishers, Booksellers & Librarians Presentation Transcript

  • 1. For Publishers, Booksellers & LibrariansTuesday, June 5, 12
  • 2. Patrick Brown Community Manager & Author Program ManagerTuesday, June 5, 12
  • 3. What is Goodreads? Goodreads is the largest site for readers and book recommendations in the world. 9 million readers Recommendations Reviews Shelves Book Clubs Social Networking Around a Love of BooksTuesday, June 5, 12
  • 4. A US Top 140 site & a Top 10 social network 21 million monthly unique visitors 140 million monthly pageviewsTuesday, June 5, 12
  • 5. Deep Reading Data 200 million 315 million books shelved, growing at 17 million a month 150 million 110 million 100 million 64 million 50 million 0 2008 2009 2010 2011 2012Tuesday, June 5, 12
  • 6. Goodreads’ mission is Discovery Help people find books they love and share them with friends.Tuesday, June 5, 12
  • 7. photo by ShutterRunner 5,750,000 books marked as to-read each month books in the Chicago Public Library’s collectionTuesday, June 5, 12
  • 8. photo by o5com Every second...Tuesday, June 5, 12
  • 9. photo by o5com Every second... 2 books are discovered on GoodreadsTuesday, June 5, 12
  • 10. photo by o5com Every second... 2 books are discovered on GoodreadsTuesday, June 5, 12
  • 11. photo by o5com Every second... 2 books are discovered on GoodreadsTuesday, June 5, 12
  • 12. Your goal should be to get reviews, especially early in the life of your book.Tuesday, June 5, 12
  • 13. Your goal should be to get reviews, especially early in the life of your book. 1. Help new readers discover your bookTuesday, June 5, 12
  • 14. Your goal should be to get reviews, especially early in the life of your book. 1. Help new readers discover your bookTuesday, June 5, 12
  • 15. Your goal should be to get reviews, especially early in the life of your book. 1. Help new readers discover your book 2. Help readers decideTuesday, June 5, 12
  • 16. Your goal should be to get reviews, especially early in the life of your book. 1. Help new readers discover your book 2. Help readers decide 3. Spread beyond GoodreadsTuesday, June 5, 12
  • 17. Your goal should be to get reviews, especially early in the life of your book. 1. Help new readers discover your book 2. Help readers decide 3. Spread beyond GoodreadsTuesday, June 5, 12
  • 18. Your goal should be to get reviews, especially early in the life of your book. 1. Help new readers discover your book 2. Help readers decide 3. Spread beyond GoodreadsTuesday, June 5, 12
  • 19. Your goal should be to get reviews, especially early in the life of your book. 1. Help new readers discover your book 2. Help readers decide 3. Spread beyond GoodreadsTuesday, June 5, 12
  • 20. Your goal should be to get reviews, especially early in the life of your book. 1. Help new readers discover your book 2. Help readers decide 3. Spread beyond GoodreadsTuesday, June 5, 12
  • 21. Your goal should be to get reviews, especially early in the life of your book. 1. Help new readers discover your book 2. Help readers decide 3. Spread beyond GoodreadsTuesday, June 5, 12
  • 22. Your goal should be to get reviews, especially early in the life of your book. 1. Help new readers discover your book 2. Help readers decide 3. Spread beyond GoodreadsTuesday, June 5, 12
  • 23. drive awareness of new titles with advertising, promotions, and author engagementTuesday, June 5, 12
  • 24. Tuesday, June 5, 12
  • 25. Mobile & Interactive AdsTuesday, June 5, 12
  • 26. Before I Go to Sleep Advertising Campaign Results Goodreads, People.com, EntertainmentWeekly.com, NewYorkTimes.com, FacebookTuesday, June 5, 12
  • 27. Erica Barmash Senior Marketing Manager Harper Perennial & Harper PaperbacksTuesday, June 5, 12
  • 28. case study 300 x 250 banner ads on the Targeted by genre & homepage and run of site comparable authorsTuesday, June 5, 12
  • 29. Total impressions: 4.79 million Total # of clicks:10,315 case study Goodreads Impressions 12% Clicks 12% 17% 24% EW.com EW.com NYTimes.com NYTimes.com 17% 29% People.com People.com 7% Goodreads Goodreads Facebook 43% Facebook 29% 11% Goodreads: 29% of impressions and 43% of clicks. People: 29% of impressions, but just 11% of clicks.Tuesday, June 5, 12
  • 30. Average cost per click for campaign: $3.93 case study Average cost per click on Goodreads: $1.12 12 10 8 6 4 2 0 m m m ds ok m m m ds ok .co .co co ea .co .co co bo ea bo e. dr EW e. dr es EW ce es ce l l oo op oo im op im Fa Fa Pe G YT Pe G YT N N ● Total spend was highest on EW, NYTimes, and People, but cost per click was lowest on Goodreads and Facebook. ● Both CPCs were well below the average for the campaign, but the Goodreads click-through rate was more than 4x higher than the Facebook CTR. ● The average CTR for the NYTimes was higher, but so was the cost per click.Tuesday, June 5, 12
  • 31. Conclusions case study Goodreads: not the single highest click-through rate or the lowest cost-per-click.Tuesday, June 5, 12
  • 32. Conclusions case study BUT: When considering both CTR and CPC equally, Goodreads is the winner.Tuesday, June 5, 12
  • 33. Conclusions case study Goodreads gives additional stats on how many people added the book and marked it to-read. added rated reviewed to-read 600 450 300 150 0 7,292 books added 3,217 to-readTuesday, June 5, 12
  • 34. Video Chat adds a boost case study 242 viewers Viewed more than 800 times 221 books added on day of the chat aloneTuesday, June 5, 12
  • 35. Goodreads Author Program A free tool designed to help authors reach their target audience–passionate readers.Tuesday, June 5, 12
  • 36. 42,000 Goodreads Authors Bestsellers James Patterson, John Grisham, Nicholas Sparks, Margaret Atwood, and John Irving Meg Cabot Jim Butcher Michael Connelly Lisa SeeTuesday, June 5, 12
  • 37. The Benefits of Being a Goodreads AuthorTuesday, June 5, 12
  • 38. The Benefits of Being a Goodreads Author 1. Build your community with your author profileTuesday, June 5, 12
  • 39. The Benefits of Being a Goodreads Author 1. Build your community with your author profile 2. Find new readers with giveaways and text adsTuesday, June 5, 12
  • 40. The Benefits of Being a Goodreads Author 1. Build your community with your author profile 2. Find new readers with giveaways and text ads 3.Connect with your fans through author chats and book clubsTuesday, June 5, 12
  • 41. Advance giveaways generate pre-release buzz 35,000 people enter giveaways each day Goodreads has helped authors & publishers give away more than 200,000 books The average giveaway gets 850 entriesTuesday, June 5, 12
  • 42. 30 24 Books Added Stats for Books Added 18 Beautiful Ruins 12 6 0 Jan Feb Mar Apr MayTuesday, June 5, 12
  • 43. Anatomy of a Bestseller May 21: Berkley buys Bared, touting “2,500 reviews” on Goodreads as a major reason, hits NY Times Bestseller list Apr 23: Became top related book for Fifty Shades of Grey 100 People who added book to their shelves 80 Mar 12: Giveaway Began 60 40 to-read 20 reviews 0 Feb Mar Apr MayTuesday, June 5, 12
  • 44. Use text ads to drive readers to a giveaway Giveaways with text ads attract 40% more entries than those withoutTuesday, June 5, 12
  • 45. The Power of Groups 20,000+ book clubs on GoodreadsTuesday, June 5, 12
  • 46. New group design features masthead and prominent videosTuesday, June 5, 12
  • 47. A panel discussion allows new readers to meet you.Tuesday, June 5, 12
  • 48. Housing Works Add your events and invite friends BookcourtTuesday, June 5, 12
  • 49. Leverage your relationships with authors Host an author chat in advance of your eventTuesday, June 5, 12
  • 50. Be a tastemaker Book Soup Vroman’s RiverRun Put your staff picks to good use! Spirit of 76 Booksore Staff Picks ShelfTuesday, June 5, 12
  • 51. Salt Lake City Public Library Group Case Study Creating an online space using reading challenges, book clubs, author chats, and moreTuesday, June 5, 12
  • 52. At Salt Lake County Library Services, we use Goodreads as another way to connect to our patrons to discuss books, reading, and more. Weve had lots of fun with book clubs, reading challenges, and discussions with authors, as well as just chatting about the Hunger Games movie or Downton Abbey read-alikes. Its a great way to publicize events and new materials, as well as to provide online readers advisory, and its free and easy to use. What more could you ask for? Jennifer Fay Library Manager Salt Lake County Library SystemTuesday, June 5, 12
  • 53. Track your book club books Moderators control the content of the groupTuesday, June 5, 12
  • 54. Reading Challenges & Polls make for easy participationTuesday, June 5, 12
  • 55. The New Influencers of Fantasy & Sci-Fi 200 May 28: Vaginal Fantasy 150 Hangout (3500+ members) Books Added begins reading Kushiel’s Dart 100 50 0 Mar 1 Mar 15 Apr 1 Apr 15 May 1 May 15 200 150 Books Added May 25: Sword & Laser (9300+ 100 members) announces they’ll read Tigana next 50 0 Mar 1 Mar 15 Apr 1 Apr 15 May 1 May 15Tuesday, June 5, 12
  • 56. Tips for a successful groupTuesday, June 5, 12
  • 57. Tips for a successful group Book clubs around a single title can be stiflingTuesday, June 5, 12
  • 58. Tips for a successful group Book clubs around a single title can be stifling Reading challenges let people chooseTuesday, June 5, 12
  • 59. Tips for a successful group Book clubs around a single title can be stifling Reading challenges let people choose Don’t ignore the “long tail” readerTuesday, June 5, 12
  • 60. Tips for a successful group Book clubs around a single title can be stifling Reading challenges let people choose Don’t ignore the “long tail” reader Anticipate conflict & plan aheadTuesday, June 5, 12
  • 61. Librarians must be willing to encourage participation from all users—new, existing, inactive and unfamiliar—in order to provide a wide variety of social reading groups for readers to join.photo by ThisParticularGreg on Flickr Allison Mennella Naperville Public Library Source: http://tametheweb.comTuesday, June 5, 12
  • 62. Patrick Brown Community Manager & Author Program Manager pbrown@goodreads.com @GoodreadsTuesday, June 5, 12
  • 63. For Publishers, Booksellers & LibrariansTuesday, June 5, 12