This presentation shows some highlights from my Masters research on Book Trailers as a type of new media marketing for publishers. It was presented on May 28 at the Canadian Communication Association Conference at Congress 2016, University of Calgary, Alberta. Read my full Masters thesis on the topic here: https://era.library.ualberta.ca/downloads/79408092c Website: www.nicolebasaraba.com

1. Creating online book communities
through new media marketing
@nicolebasaraba
BA, MA, University of Alberta
nicolebasaraba.com 1

2. New Media
“media we do
not yet know
how to talk
about”
(Peters,2009,p.18)
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3. Book Trailer®
“an acted-out dramatization
of a book synopsis”
(English, 2008)
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4. Five types of
book trailers
1.Cinematic
2.Slideshow
3.Narrated
4.Author interview
5.Author vlog
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5. 5

6. Main research
question
How can publishers
create persuasive
book trailers with
the potential to turn
viewers into readers?
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7. 7
Literature
● Book trailers as marketing tool
● Word of mouth marketing (eWOM)
● BookTubers

8. Publishers on book trailers
“we need to embrace technology to tell stories
[...] if we are to foster a new generation of
readers and storytellers” (Dubelman, 2009)
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9. Word of Mouth Marketing
“consumers perceive WOM as more
trustworthy and persuasive than
traditional media”
(Cheung & Thadani, 2012, p. 462)
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10. ● Goal: open a dialogue with
people who love to read
● Publishers see recruiters
for new readers
(Perazo, 2014)
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BookTuber
Community

11. Research sample
30 book trailers
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12. Methodology
Step 1
Qualitative
coding
Step 2
Quantitative
coding
Step 3
Analysis
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13. Results
Focusing on the viewers
13

14. Trailer type
70%
10%
10%
10%
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15. Number of views
15

16. Thumbs up/down
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17. Viewer
engagement
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18. To read or not to read
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19. Creating online book communities
Book
Trailers
New media
New markets
BookTubers
& eWOM
Earned media
High impact
Qualitative
data
YouTube
statistics
Measuring
marketing
success
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20. Thank you
@nicolebasaraba
nicolebasaraba.com
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21. References
Allen, K. (2009, December 3). Coming attractions. The Bookseller. Retrieved from
http://www.thebookseller.com/feature/coming-attractions.html
Booksandquills. (n.d.). Retrieved from https://www.youtube.com/user/booksandquills/about
Cheung MK, and Thadani, Dimple R (2012) The impact of electronic word-of-mouth communication: A
literature analysis and integrative model. Decision Support Systems, 54(1): 461-470.
Davila, D. (2010). Not so innocent: Book trailers as promotional text and anticipatory stories. The
ALAN Review, 38(1), 32-42.
Dubelman, L. (2009, October 23). Book trailers and future of publishing. Huffington Post. Retrieved
from http://www.huffingtonpost.com/liz-dubelman/book-trailers-and-future_b_330738.html
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22. References continued
Edelman, D. C. (2010, December). Branding in the digital age: You’re spending your money in all the
wrong places. Harvard Business Review, 62-69.
English, S. C. (2008). The book trailer revolution: Book marketing and promotion through digital video.
Retrieved from http://www.cosproductions.com/pdf/BookTrailerRevolution_DigitalVideoMarketing.pdf
Pace, S. YouTube: an opportunity for consumer narrative analysis? Qualitative Market Research: An
International Journal, 11(2), 213-226.
Perazo, C. (2014). Booktubers: la nouvelle génération des critiques littéraires. Courrier International.
Retrieved from http://www.courrierinternational.com/article/2014/08/22/booktubers-la-nouvelle-
generation-de-critiques-litteraires
Scott, D. M. (2009) The new rules of marketing & PR: How to use new releases, blogs, podcasting, viral
marketing & online media to reach buyers directly. New Jersey, NY: John Wiley & Sons, Inc.
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