Social Media Strategy Proposals

GOALS I propose adding: Creating an online foundation for the series to grow. The last goal is about structure and site design. To increase sales, you need to create buzz beyond your niche audience. Earlier, you cited young, hip urbanites as a group you want to reach. So the question is, where are they? You gave me: Increase sales Sell paperback and audio rights

I propose adding:

Creating an online foundation for the series to grow.

The last goal is about structure and site design. To increase sales, you need to create buzz beyond your niche audience. Earlier, you cited young, hip urbanites as a group you want to reach. So the question is, where are they?

You gave me:

Increase sales

Sell paperback and audio rights

HIP URBANITES: Where are they? 60-70% are either Joiners or Spectators. This means they're going to watch, but they won't necessarily comment or review. 29% of ppl in US watch user-generated video. This is the biggest category. 25% visit Social Networking Services and 22% of teens check in daily 47% of Twitter users are between the ages of 18 and 34. The second largest group is 35-49 at 31%. 35% of these people live in Urban areas.

60-70% are either Joiners or Spectators. This means they're going to watch, but they won't necessarily comment or review.

29% of ppl in US watch user-generated video. This is the biggest category.

25% visit Social Networking Services and 22% of teens check in daily

47% of Twitter users are between the ages of 18 and 34. The second largest group is 35-49 at 31%. 35% of these people live in Urban areas.

TACTICS -Creative, energetic social media marketing campaign that gets the audience talking -Generalist urban blogs and magazines -Comprehensive community with audio and visual tastes of the book. -Easy access to an external marketplace. TOOLS* -Video -Twitter -Facebook -Ratings and Reviews *based on target audience and demographic statistics

TACTICS

-Creative, energetic social media marketing campaign that gets the audience talking

-Generalist urban blogs and magazines

-Comprehensive community with audio and visual tastes of the book.

-Easy access to an external marketplace.

TOOLS*

-Video

-Twitter

-Facebook

-Ratings and Reviews

*based on target audience and demographic statistics

COMBINING TACTICS AND TOOLS: VIDEO 29% of people in the US watch user-generated videos. This is the most consumed type of social media. We already want to make a video trailer Why not have our users make it? I propose a contest amongst New York's young filmmakers. Target Tisch, New School, CUNY. Winner gets a free week at your house in Nicaragua (or an equally cool prize)

29% of people in the US watch user-generated videos. This is the most consumed type of social media.

We already want to make a video trailer

Why not have our users make it? I propose a contest amongst New York's young filmmakers. Target Tisch, New School, CUNY. Winner gets a free week at your house in Nicaragua (or an equally cool prize)

VIDEO PROS - Buying the book is essentially the entry fee. Increases sales and deposits book in the hands of your target. -Gets a trailer, which you need anywya -Capitalizes on the 29% of people who watch video CONS: -May take a while. Most students out for the summer (On the flipside, this could be a pro. Gives us time to explore and network) -Heavy resources in terms of man-hours

PROS

- Buying the book is essentially the entry fee. Increases sales and deposits book in the hands of your target.

-Gets a trailer, which you need anywya

-Capitalizes on the 29% of people who watch video

CONS:

-May take a while. Most students out for the summer (On the flipside, this could be a pro. Gives us time to explore and network)

-Heavy resources in terms of man-hours

COMBINING TACTICS AND TOOLS: TWITTER 1. You can tweet as Marc Blatte This is my recommendation. This puts the emphasis on you and all the amazing things that happen, like meeting Tavis Smiley. This builds you as a brand, and subsequently creates buzz for the books.I can teach you how to tweet and what you should be searching for. 2. Sallie Blue Eyes social media campaign. -double duty as NY travelogue -pull on police beats and micro-news sites

1. You can tweet as Marc Blatte

This is my recommendation. This puts the emphasis on you and all the amazing things that happen, like meeting Tavis Smiley. This builds you as a brand, and subsequently creates buzz for the books.I can teach you how to tweet and what you should be searching for.

2. Sallie Blue Eyes social media campaign.

-double duty as NY travelogue

-pull on police beats and micro-news sites

TWITTER MARC BLATTE TWEETS: PROS: -Makes you relatable -Reach a larger network of influential people in media and entertainment -Establishes long-term community -Fast and free CONS: -Would take up some of your time. SALLIE BLUE EYES: PROS: -New and unique=buzz -Serve as micro-news stream CONS: -Restricts your network -Heavy resources: hire someone to do it or partner with a police blotter, micro-news site -Will take longer to set up and promote

MARC BLATTE TWEETS:

PROS:

-Makes you relatable

-Reach a larger network of influential people in media and entertainment

-Establishes long-term community

-Fast and free

CONS:

-Would take up some of your time.

SALLIE BLUE EYES:

PROS:

-New and unique=buzz

-Serve as micro-news stream

CONS:

-Restricts your network

-Heavy resources: hire someone to do it or partner with a police blotter, micro-news site

-Will take longer to set up and promote

COMBINING TACTICS AND TOOLS: FACEBOOK A. Fan page: serves as long-term community. People won't just join; they have to read the book first and like it enough. As the base expands, this is the place to go. B. Ads. These pop up on profile pages, group homepages, etc. You pay per click or per thousand views and never exceed your set daily budget. For you, it would average $.61 per click, or $.28 per thousand views.

A. Fan page: serves as long-term community. People won't just join; they have to read the book first and like it enough. As the base expands, this is the place to go.

B. Ads. These pop up on profile pages, group homepages, etc. You pay per click or per thousand views and never exceed your set daily budget. For you, it would average $.61 per click, or $.28 per thousand views.

Facebook Ads contd. PROS: -easy, quick set-up -target by location, age, sex, level of education - no set cost -total control over image and link to external site -especially useful for advertising an event or contest CONS: -Skeptical about their reach. -Can't choose placement order -Ads won't appear on the News Feed -majority of Facebook users are girls ages 12-17

PROS:

-easy, quick set-up

-target by location, age, sex, level of education

- no set cost

-total control over image and link to external site

-especially useful for advertising an event or contest

CONS:

-Skeptical about their reach. -Can't choose placement order

-Ads won't appear on the News Feed

-majority of Facebook users are girls ages 12-17

RALLY CURRENT FANS Build an interactive community they want to tell their friends about. -Starts with the site: highlight 5-star ratings and recs include copy about the interviews and research behind the book in the form of an FAQ easy to navigate easy to purchase the books and tell their friends survey about what they'd like to see in the next book, a 'la Snakes on a Plane (I'll tell you the story on Thursday) -Extends to Twitter and Facebook.

Build an interactive community they want to tell their friends about.

-Starts with the site:

highlight 5-star ratings and recs

include copy about the interviews and research behind the book in the form of an FAQ

easy to navigate

easy to purchase the books and tell their friends

survey about what they'd like to see in the next book, a 'la Snakes on a Plane (I'll tell you the story on Thursday)

-Extends to Twitter and Facebook.

SUMMARY 1. Marc Blatte tweets (save Sallie Blue Eyes for a later campaign or to jump-start publicity for the 2nd book) 2. Video Trailer Contest. Start research and outreach over the summer; set to launch in August 3. Continue to build on Facebook; try a CPM ad for a month and judge response. Definitely reserve ads for the video trailer contest 4. Blog

1. Marc Blatte tweets (save Sallie Blue Eyes for a later campaign or to jump-start publicity for the 2nd book)

2. Video Trailer Contest. Start research and outreach over the summer; set to launch in August

3. Continue to build on Facebook; try a CPM ad for a month and judge response. Definitely reserve ads for the video trailer contest

4. Blog