2011 IBPA - Shelly Francis, Sounds True

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Using LinkedIn, Twitter and YouTube for Publishers - a panel discussion at IBPA 2011 Publishing University. This slideshow is from a publisher's perspective (see SoundsTrue.com).

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2011 IBPA - Shelly Francis, Sounds True

  1. 1. Linked In, Twitter and You Tube for Publishers<br />Shelly FrancisAssociate Director of Marketing Sounds True Boulder, Colorado<br />
  2. 2. Sounds True exists to inspire, support & serve personal transformation and spiritual awakening<br />Books, Spoken-Word Audio, Music, DVDs, Kits, and Online Courses & Events<br />
  3. 3. SoundsTrue.com<br />
  4. 4. SoundsTrue.com<br />
  5. 5. ALSO withinsight.com<br />
  6. 6. 4 sections at withinsight.com<br />
  7. 7. Many Free Downloads<br />
  8. 8. Weekly Podcast<br />soundstrue.com/podcast/<br />
  9. 9. Facebook is our #1 Social Media<br />
  10. 10. Facebook Fan Page<br />facebook.com/pages/Sounds-True/182708684718<br />
  11. 11. FB feeds to Twitter<br />twitter.com/#!/soundstrue<br />
  12. 12. Twitter Feeds to Publicity Blog<br />press.soundstrue.com<br />
  13. 13. FB feeds to LinkedIn<br />www.linkedin.com/company/sounds-true<br />
  14. 14. YouTube feeds to FaceBook<br />youtube.com/user/SoundsTrueVideos<br />
  15. 15. Facebook Fan Growth<br />Now have over 8,000 FB fans<br />
  16. 16. Facebook Traffic to Website<br />Gaining new website visitors<br />
  17. 17. New Email Subscribers from FB<br />
  18. 18. Text follow soundstrue to 40404 in the United States<br />
  19. 19. Typical Tweets<br />Our latest episode of Weekly Wisdom: Mariana Caplan on the guru, Gregg Braden on 2012, Peter Levine on trauma and more! http://bit.ly/e5ijb2<br />We're very happy to be working with AH Almaas (Hameed Ali) and to be offering his work on the Diamond Approach.... http://fb.me/NNtyl4on<br />Unconditional confidence, a beautiful new audio program from PemaChodron, working w fear and uncertainty. Sample here: http://bit.ly/lqmd1h<br />Universal love, kindness, and compassion are some of the highest wonders that we can find in this world. Here,... http://fb.me/tvbtDUcE<br />A free resource guide for those interested in meditation, whether beginner or advanced. Enjoy these 21 guided... http://fb.me/W8ILpWFv<br />
  20. 20. Twitter Followers<br />Grew from 700 to 3,000 followers in a year<br />
  21. 21. Twitter Conversion Rate<br />Soundstrue.com has a 4.5% conversion rate (4.5% of visitors make a purchase) while only 1.5% of visitors who come from Twitter make a purchase at our store.<br />
  22. 22. Twitter Tips<br />Create an editorial calendar <br />Get authors & staff to write tweets<br />Use FB to feed Tweets automatically<br />Tweet 5-7 times a day for best results<br />Use http://bit.ly to create short links so you can track click-thru<br />Create #hashtags for your topics<br />
  23. 23. More Twitter Tips<br />Use TweetDeck to track re-tweets<br />Use Hootsuite to manage sending<br />Follow leading publishers doing it well: Algonquin Books @algonquinbooksAlfred A. Knopf @aaknopf<br /> Read this “Does Twitter Sell Books?”http://www.huffingtonpost.com/fauzia-burke/does-twitter-sell-books-y_b_630759.html?vie<br />
  24. 24. Sounds True Channel on<br />http://www.youtube.com/user/SoundsTrueVideos#p<br />
  25. 25. Sounds True Videos at<br /><ul><li>Channel Views: 57,721
  26. 26. Total Upload Views: 2,242,795
  27. 27. Joined: Oct 4, 2007
  28. 28. Subscribers as of May 2011: 4,566
  29. 29. # Videos ~ 40</li></ul>Tip: Have a good link for each video to product page or value-added content<br />
  30. 30.
  31. 31.
  32. 32. Email Signups from YouTube <br />
  33. 33. Sounds True at LinkedIn<br />www.linkedin.com/company/sounds-true<br />
  34. 34. Least used at ST, next to explore for B2B<br />Push our Twitter feed automatically<br />Amazon Reading List plug-in<br />Human Resources for job recruitment<br />Trade Sales connect with reps & vendors<br />About one-third of employees on LI<br />
  35. 35.
  36. 36. It’s All About Content<br />What can you offer online for free?<br />Free downloads<br />Podcast of author interviews (+ transcripts)<br />Audio (ST: guided meditations & practices)<br />Articles, excerpts<br />Publisher, Publicity, Editor Blogs<br />Social Conversations & Inspiration<br />
  37. 37. Can Social Media Sell Books?<br />Publishers need to consider these aspects before spending resources on social media: <br />Why – define your goals & expectations<br />What do you have to offer online?<br />Who do you expect to find you online?<br />How many staff, how often, how much<br />
  38. 38. Why?<br />To…<br />Sell more books (can you measure?)<br />Build your brand<br />Create an online community of fans<br />Communicate with your sales team and distributors<br />Or just because you think you should? <br />
  39. 39. Who?<br />Are your authors online (how well?)<br />Are your end-users, the readers, people who are typically online? <br />Or are you trying to reach the media for publicity? <br />Or trying to stay in touch with other people in the industry? <br />
  40. 40. Factors that Sway Success<br />More digital content<br />More staff resources<br />More of our audience is now online – more than the early adopters<br />More of our authors are online-savvy<br />
  41. 41. Reality & ROI Check<br />More branding than sales<br />Have conversations & freebies, not just “buy now” links<br />New email subscribers is best bonus<br />Time-intensive – can you dedicate staff?<br />Experiment & think long-term<br />Online community, priceless<br />

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