The Goosebump Compass Factor (book) - Social Media Campaign

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This is my final project for Social Media Winter 2011 at UCLA Extension. Here's all the steps to create a Social Media campaign for my self published book 'The Goosebump Compass Factor'

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The Goosebump Compass Factor (book) - Social Media Campaign

  1. 1. Monday, March 21, 2011
  2. 2. The Goosebump Compass FactorMonday, March 21, 2011
  3. 3. The Goosebump Compass Factor The Book Social Media Marketing Plan By Carl AlvarezMonday, March 21, 2011
  4. 4. Monday, March 21, 2011
  5. 5. Synopsis: The Goosebump Compass Factor published by Brave Bunny is a self-help book centered around the biological body mechanism in each of us triggered especially by inspiration and activated on the basis of our own life experiences. Book author Carl Alvarez will explain the steps to understand this energy and guide the reader on how to establish their own personal life path using The Goosebump Compass Factor. - Carl AlvarezMonday, March 21, 2011
  6. 6. Monday, March 21, 2011
  7. 7. Let the adventure of your lifetime begin now!Monday, March 21, 2011
  8. 8. Let the adventure of your lifetime begin now!Monday, March 21, 2011
  9. 9. Monday, March 21, 2011
  10. 10. Launch DateMonday, March 21, 2011
  11. 11. Launch Date September 2013 Published byMonday, March 21, 2011
  12. 12. Launch Date September 2013 Published by % !& $ # ( "" !" ♦ ! ♦ +, #$ % & ! ( ) *(Monday, March 21, 2011
  13. 13. The Goosebump Compass Factor Launch Date !"#$%&$"#() v e Bun Bra ny "" ♦! ♦ +, #$ % & ! ( ) *( September 2013 Published by % !& $ # ( "" !" ♦ ! ♦ +, #$ % & ! ( ) *(Monday, March 21, 2011
  14. 14. Monday, March 21, 2011
  15. 15. DemographicsMonday, March 21, 2011
  16. 16. Audience 70% Women 30% Men 30% 70% The Goosebump Compass FactorMonday, March 21, 2011
  17. 17. Adult Females - 70% 10% Women 18 - 30 25% Women 30 - 45 10% 30% Women 45 - 60 5% Women 60 - 75 30% 30% Men 25% 5% 30% The Goosebump Compass FactorMonday, March 21, 2011
  18. 18. Adult Males - 30% 5% Men 18- 30 15% Men 30 - 45 5% 10% Men 45 - 60 70% Women 15% 10% 70% The Goosebump Compass FactorMonday, March 21, 2011
  19. 19. Top US Markets 30% New York City 18% Los Angeles 6% 4% 16% San Francisco 7% 10% Boston 30% 8% Seattle 8% 7% Chicago 6% Denver 4% All Other Areas 10% 16% 18% The Goosebump Compass FactorMonday, March 21, 2011
  20. 20. Book Publishing CompetitorsMonday, March 21, 2011
  21. 21. Book Publishing Competitors • Penguin • Random House • Chronicle Books • Simon & SchusterMonday, March 21, 2011
  22. 22. Book Publishing Competitors • Penguin • Random House • Chronicle Books • Simon & SchusterMonday, March 21, 2011
  23. 23. Book Publishing Competitors • Penguin • Random House • Chronicle Books • Simon & SchusterMonday, March 21, 2011
  24. 24. Book Publishing Competitors • Penguin • Random House • Chronicle Books • Simon & SchusterMonday, March 21, 2011
  25. 25. Book Publishing Competitors • Penguin • Random House • Chronicle Books • Simon & SchusterMonday, March 21, 2011
  26. 26. Competitors StrengthsMonday, March 21, 2011
  27. 27. Competitors Strengths • Global book distribution and traditional marketing in placeMonday, March 21, 2011
  28. 28. Competitors Strengths • Global book distribution and traditional marketing in place • All have an active social media presenceMonday, March 21, 2011
  29. 29. Competitors Strengths • Global book distribution and traditional marketing in place • All have an active social media presence • Work with all the top book authorsMonday, March 21, 2011
  30. 30. Competitors Strengths • Partnerships with Amazon, Apple and Barnes & Noble for the Kindle, iPad and Nook electronic eBook devices The Goosebump Compass The Goosebump Factor The Goosebump Compass !"#$%&$"#() v e Bun Compass Factor Bra ny "" Factor ♦ ! ♦ e Bun !"#$%&$"#() +, % & ! ( ) *( #$ v Bra ny "" ♦ ! ♦ +, #$ % & ! ( ) *( e Bun !"#$%&$"#() v Bra ny "" ♦ ! ♦ +, #$ % & ! ( ) *(Monday, March 21, 2011
  31. 31. Competitors Strengths • Partnerships with Amazon, Apple and Barnes & Noble for the Kindle, iPad and Nook electronic eBook devices The Goosebump Compass The Goosebump Factor The Goosebump Compass !"#$%&$"#() v e Bun Compass Factor Bra ny "" Factor ♦ ! ♦ e Bun !"#$%&$"#() +, % & ! ( ) *( #$ v Bra ny "" ♦ ! ♦ +, #$ % & ! ( ) *( e Bun !"#$%&$"#() v Bra ny "" ♦ ! ♦ +, #$ % & ! ( ) *(Monday, March 21, 2011
  32. 32. Competitors Strengths • Partnerships with Amazon, Apple and Barnes & Noble for the Kindle, iPad and Nook electronic eBook devices The Goosebump Compass The Goosebump Factor The Goosebump Compass !"#$%&$"#() v e Bun Compass Factor Bra ny "" Factor ♦ ! ♦ e Bun !"#$%&$"#() +, % & ! ( ) *( #$ v Bra ny "" ♦ ! ♦ +, #$ % & ! ( ) *( e Bun !"#$%&$"#() v Bra ny "" ♦ ! ♦ +, #$ % & ! ( ) *(Monday, March 21, 2011
  33. 33. Competitors Strengths • Partnerships with Amazon, Apple and Barnes & Noble for the Kindle, iPad and Nook electronic eBook devices The Goosebump Compass The Goosebump Factor The Goosebump Compass !"#$%&$"#() v e Bun Compass Factor Bra ny "" Factor ♦ ! ♦ e Bun !"#$%&$"#() +, % & ! ( ) *( #$ v Bra ny "" ♦ ! ♦ +, #$ % & ! ( ) *( e Bun !"#$%&$"#() v Bra ny "" ♦ ! ♦ +, #$ % & ! ( ) *(Monday, March 21, 2011
  34. 34. Competitors WeaknessesMonday, March 21, 2011
  35. 35. Competitors Weaknesses • Too big, corporate and located in NYCMonday, March 21, 2011
  36. 36. Competitors Weaknesses • Too big, corporate and located in NYC • Product managers are too busy with other authors and business to give you the time you need, when you need itMonday, March 21, 2011
  37. 37. Competitors Weaknesses • Too big, corporate and located in NYC • Product managers are too busy with other authors and business to give you the time you need, when you need it • Authors are locked into a contractMonday, March 21, 2011
  38. 38. Competitors Weaknesses • Too big, corporate and located in NYC • Product managers are too busy with other authors and business to give you the time you need, when you need it • Authors are locked into a contract • Self published authors have a hard time getting through their doors and publishing houses may miss out on those rewarding opportunitiesMonday, March 21, 2011
  39. 39. Competitors Weaknesses • Too big, corporate and located in NYC • Product managers are too busy with other authors and business to give you the time you need, when you need it • Authors are locked into a contract • Self published authors have a hard time getting through their doors and publishing houses may miss out on those rewarding opportunities • No guarantee that your book will be releasedMonday, March 21, 2011
  40. 40. Internal StakeholdersMonday, March 21, 2011
  41. 41. Internal Stakeholders • Author - Social media, PR, traditional marketing, community outreachMonday, March 21, 2011
  42. 42. Internal Stakeholders • Author - Social media, PR, traditional marketing, community outreach • Art Director - book cover design, marketing collateral, posters, book markers, P.O.P.Monday, March 21, 2011
  43. 43. Internal Stakeholders • Author - Social media, PR, traditional marketing, community outreach • Art Director - book cover design, marketing collateral, posters, book markers, P.O.P. • Book Publisher - Brave BunnyMonday, March 21, 2011
  44. 44. Internal Stakeholders • Author - Social media, PR, traditional marketing, community outreach • Art Director - book cover design, marketing collateral, posters, book markers, P.O.P. • Book Publisher - Brave Bunny % !& $ # ( "" !" ♦ ! ♦ +, #$ % & ! ( ) *(Monday, March 21, 2011
  45. 45. External StakeholdersMonday, March 21, 2011
  46. 46. External Stakeholders • Lulu - Book manufacturer • Ingram & Amazon - Book distributors • Smashwords - eBook partnerMonday, March 21, 2011
  47. 47. External Stakeholders • Lulu - Book manufacturer • Ingram & Amazon - Book distributors • Smashwords - eBook partnerMonday, March 21, 2011
  48. 48. External Stakeholders • Lulu - Book manufacturer • Ingram & Amazon - Book distributors • Smashwords - eBook partnerMonday, March 21, 2011
  49. 49. External Stakeholders • Lulu - Book manufacturer • Ingram & Amazon - Book distributors • Smashwords - eBook partnerMonday, March 21, 2011
  50. 50. External Stakeholders • Lulu - Book manufacturer • Ingram & Amazon - Book distributors • Smashwords - eBook partnerMonday, March 21, 2011
  51. 51. CommunityMonday, March 21, 2011
  52. 52. Community • Book Expo America • American Library Association • Mom & Pop bookstores • Book Bloggers & Book Clubs • Health Food, Cafe and Coffee Houses • Fans who are part of ‘The Goosebump Compass Factor’ movementMonday, March 21, 2011
  53. 53. Community • Book Expo America • American Library Association • Mom & Pop bookstores • Book Bloggers & Book Clubs • Health Food, Cafe and Coffee Houses • Fans who are part of ‘The Goosebump Compass Factor’ movementMonday, March 21, 2011
  54. 54. Community • Book Expo America • American Library Association • Mom & Pop bookstores • Book Bloggers & Book Clubs • Health Food, Cafe and Coffee Houses • Fans who are part of ‘The Goosebump Compass Factor’ movementMonday, March 21, 2011
  55. 55. Community • Book Expo America • American Library Association • Mom & Pop bookstores • Book Bloggers & Book Clubs • Health Food, Cafe and Coffee Houses • Fans who are part of ‘The Goosebump Compass Factor’ movementMonday, March 21, 2011
  56. 56. Stakeholders Strengths & WeaknessesMonday, March 21, 2011
  57. 57. Stakeholders Strengths & Weaknesses • Take matters into your own handsMonday, March 21, 2011
  58. 58. Stakeholders Strengths & Weaknesses • Take matters into your own hands • The voice of the ‘Goosebump’ movement is unrestricted by corporate bottom lineMonday, March 21, 2011
  59. 59. Stakeholders Strengths & Weaknesses • Take matters into your own hands • The voice of the ‘Goosebump’ movement is unrestricted by corporate bottom line • Agile, able to move without bureaucracyMonday, March 21, 2011
  60. 60. Stakeholders Strengths & Weaknesses • Take matters into your own hands • The voice of the ‘Goosebump’ movement is unrestricted by corporate bottom line • Agile, able to move without bureaucracy • I’m just a small guy, in a small fry worldMonday, March 21, 2011
  61. 61. Stakeholders Strengths & Weaknesses • Take matters into your own hands • The voice of the ‘Goosebump’ movement is unrestricted by corporate bottom line • Agile, able to move without bureaucracy • I’m just a small guy, in a small fry world • Fierce, in the face of naysayersMonday, March 21, 2011
  62. 62. Stakeholders Strengths & Weaknesses • Take matters into your own hands • The voice of the ‘Goosebump’ movement is unrestricted by corporate bottom line • Agile, able to move without bureaucracy • I’m just a small guy, in a small fry world • Fierce, in the face of naysayers • and we have a bunny as our logoMonday, March 21, 2011
  63. 63. Stakeholders Strengths & Weaknesses • Take matters into your own hands • The voice of the ‘Goosebump’ movement is unrestricted by corporate bottom line • Agile, able to move without bureaucracy • I’m just a small guy, in a small fry world • Fierce, in the face of naysayers $ % !& # ( "" • !" and we have a bunny as our logo ♦ ! ♦ +, #$ % & ! ( ) *(Monday, March 21, 2011
  64. 64. Social Media CampaignMonday, March 21, 2011
  65. 65. Social Media Campaign Word Press Blog Twitter YouTube Facebook Fan Page E-Commerce WebsiteMonday, March 21, 2011
  66. 66. Social Media Campaign The Goosebump Compass Word Press Blog Factor e Bun !"#$%&$"#() v Bra ny "" Twitter ♦ ! ♦ +, #$ % & ! ( ) *( YouTube Facebook Fan Page E-Commerce WebsiteMonday, March 21, 2011
  67. 67. .Monday, March 21, 2011
  68. 68. . • Launch March 2012 to begin to promote the book and GBCF movementMonday, March 21, 2011
  69. 69. . • Launch March 2012 to begin to promote the book and GBCF movement • Blog own my personal stories, pictures and video related to the book at least once a weekMonday, March 21, 2011
  70. 70. . • Launch March 2012 to begin to promote the book and GBCF movement • Blog own my personal stories, pictures and video related to the book at least once a week • Identify the fan community using Google AnalyticsMonday, March 21, 2011
  71. 71. . • Launch March 2012 to begin to promote the book and GBCF movement • Blog own my personal stories, pictures and video related to the book at least once a week • Identify the fan community using Google Analytics • Build and generate feed back from followersMonday, March 21, 2011
  72. 72. . • Launch March 2012 to begin to promote the book and GBCF movement • Blog own my personal stories, pictures and video related to the book at least once a week • Identify the fan community using Google Analytics • Build and generate feed back from followers • Allow faithful followers the ability to contribute their own personal storiesMonday, March 21, 2011
  73. 73. . • Launch March 2012 to begin to promote the book and GBCF movement • Blog own my personal stories, pictures and video related to the book at least once a week • Identify the fan community using Google Analytics • Build and generate feed back from followers • Allow faithful followers the ability to contribute their own personal stories • Embed Twitter and Facebook widgets onto the blogMonday, March 21, 2011
  74. 74. -Monday, March 21, 2011
  75. 75. -Monday, March 21, 2011
  76. 76. - Launch March 2012Monday, March 21, 2011
  77. 77. - Launch March 2012 Follow book bloggers, buyers, book clubs, reviewers, media outlets, health food stores, cafe and coffee housesMonday, March 21, 2011
  78. 78. - Launch March 2012 Follow book bloggers, buyers, book clubs, reviewers, media outlets, health food stores, cafe and coffee houses Broadcast quotes, daily messages utilizing planned dates from GBCF event calendar 8 - 15 times dailyMonday, March 21, 2011
  79. 79. - Launch March 2012 Follow book bloggers, buyers, book clubs, reviewers, media outlets, health food stores, cafe and coffee houses Broadcast quotes, daily messages utilizing planned dates from GBCF event calendar 8 - 15 times daily A scheduled book tour planned for Sept. 2013, doing readings and signings at book stores and coffee houses from city to cityMonday, March 21, 2011
  80. 80. - Launch March 2012 Follow book bloggers, buyers, book clubs, reviewers, media outlets, health food stores, cafe and coffee houses Broadcast quotes, daily messages utilizing planned dates from GBCF event calendar 8 - 15 times daily A scheduled book tour planned for Sept. 2013, doing readings and signings at book stores and coffee houses from city to city Broadcast dates, times of each appearance and post quick personal captions during my tourMonday, March 21, 2011
  81. 81. Monday, March 21, 2011
  82. 82. Monday, March 21, 2011
  83. 83. • Launch March 2012Monday, March 21, 2011
  84. 84. • Launch March 2012 • Show behind the scenes footage from my perspective, book tour, etcMonday, March 21, 2011
  85. 85. • Launch March 2012 • Show behind the scenes footage from my perspective, book tour, etc • Interview people of all walks of life talking about their experiences related to the ‘The Goosebump Compass Factor’Monday, March 21, 2011
  86. 86. • Launch March 2012 • Show behind the scenes footage from my perspective, book tour, etc • Interview people of all walks of life talking about their experiences related to the ‘The Goosebump Compass Factor’ • Measure audience interest using YouTube statsMonday, March 21, 2011
  87. 87. _ • Launch March 2012 • Show behind the scenes footage from my perspective, book tour, etc • Interview people of all walks of life talking about their experiences related to the ‘The Goosebump Compass Factor’ • Measure audience interest using YouTube statsMonday, March 21, 2011
  88. 88. .Monday, March 21, 2011
  89. 89. .Monday, March 21, 2011
  90. 90. . August 2013 Facebook fan page launchMonday, March 21, 2011
  91. 91. . August 2013 Facebook fan page launch Leading up to the book release in September of 2013, post at least 5 x daily and activate cross platform promotingMonday, March 21, 2011
  92. 92. . August 2013 Facebook fan page launch Leading up to the book release in September of 2013, post at least 5 x daily and activate cross platform promoting Interact with fans on thread postsMonday, March 21, 2011
  93. 93. . August 2013 Facebook fan page launch Leading up to the book release in September of 2013, post at least 5 x daily and activate cross platform promoting Interact with fans on thread posts During my book tour, post video and photos from ‘on the road’Monday, March 21, 2011
  94. 94. . August 2013 Facebook fan page launch Leading up to the book release in September of 2013, post at least 5 x daily and activate cross platform promoting Interact with fans on thread posts During my book tour, post video and photos from ‘on the road’ Measure interest on links with bit.ly metricsMonday, March 21, 2011
  95. 95. Monday, March 21, 2011
  96. 96. Mitsubishi iMiev Co-Sponsor Tour Opportunity to cross promoteMonday, March 21, 2011
  97. 97. Mitsubishi iMiev Co-Sponsor Tour Opportunity to cross promoteMonday, March 21, 2011
  98. 98. March 2011 - Book writing starts March 2012 - Blog, Twitter and YouTube launch May 2012 - Attend Book Expo America in NYC, make book industry contacts June 2012 - Attend American Library Association Conference May 2013 - Attend Book Expo America in NYC with Brave Bunny booth handing out pre-release copies of the book, flyers, etc. promoting the GBCF book June 2013 - Attend American Library Association Conference with Brave Bunny booth handing out pre-release copies of the book, flyers, etc. promoting the GBCF book August 2013 - Launch Facebook fan page and press release announcing the upcoming book release and tour September 2013 - Book release and book tour startsMonday, March 21, 2011
  99. 99. GBCF Event Calendar March 2011 - Book writing starts March 2012 - Blog, Twitter and YouTube launch May 2012 - Attend Book Expo America in NYC, make book industry contacts June 2012 - Attend American Library Association Conference May 2013 - Attend Book Expo America in NYC with Brave Bunny booth handing out pre-release copies of the book, flyers, etc. promoting the GBCF book June 2013 - Attend American Library Association Conference with Brave Bunny booth handing out pre-release copies of the book, flyers, etc. promoting the GBCF book August 2013 - Launch Facebook fan page and press release announcing the upcoming book release and tour September 2013 - Book release and book tour startsMonday, March 21, 2011
  100. 100. GBCF BUDGET (IN-HOUSE) UP TO 20 MONTH CAMPAIGNMonday, March 21, 2011
  101. 101. GBCF BUDGET (IN-HOUSE) UP TO 20 MONTH CAMPAIGN • Twitter: average 2 hrs a day = 1,200 hrs • Word Press: average 1 time a week = 80 hrs • Facebook: average 3 hrs a day = 1800 hrs • YouTube: average 1 time every mo. = 20 hrs • Total = 3,100 hrs (12.5 days)Monday, March 21, 2011
  102. 102. GBCF BUDGET (IN-HOUSE) UP TO 20 MONTH CAMPAIGN The Goosebump Compass Factor • Twitter: average 2 hrs a day = 1,200 hrs !"#$%&$"#() v e Bun Bra ny "" ♦ ! ♦ +, #$ % & ! ( ) *( • Word Press: average 1 time a week = 80 hrs • Facebook: average 3 hrs a day = 1800 hrs • YouTube: average 1 time every mo. = 20 hrs • Total = 3,100 hrs (12.5 days)Monday, March 21, 2011
  103. 103. The EndMonday, March 21, 2011

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