C. Grant & Company
Marketing
Communications
Social Media Marketing
for Publishers

Mostly-True Things You
Know About Book
People don’t buy books in bookstores.
Book reviews aren’t done by book reviewers.
There’s no such thing as frontlist or backlist online.
Blog tours are becoming as important as radio tours.
Web marketing started as a way to stretch budgets; now it’s a way to
increase sales.
Publishers aren’t staffed to do social media marketing for the bulk of
their titles.
2

Why Social Network Optimization
is Important in the Sales Funnel
July 2009 Razorfish Survey
http://www.mediapost.com/publications/?
fa=Articles.showArticle&art_aid=109574
3

We can help.
4

Our Services
Research/ Advertising
Online Reputation and Search Engine
Management Optimization
Digital Audit
Social Media
Optimization
5

Our Services
Digital Audit: Evaluation of web presence in online and consumer-
generated media, including websites (publisher, author, and related),
blogs (influencers and general), search engines, and online reviews.
Social Media Optimization: Generating publicity for authors, books,
or publishers through social media, blogging, reviews, and other
non-search engine related vehicles.
Research/Online Reputation Management: Analyzing consumer
website posts and reviews to gain insight into consumer trends;
tracking and responding to online posts, reviews, and articles related
to client products, authors, or brands.
Advertising and Search Engine Optimization: Increasing web traffic to
websites or blogs through improved coding and keyword content and
through online advertising placement and Adwords campaigns.
6

Objectives
Consistently put the right content in the right
context for the right community.
Increase web presence with increased, quality traffic.
Gain actionable insights into consumer needs and
wants through web monitoring and research;
improve or correct negative perceptions.
7

Typical Marketing
Work with publisher’s marketing group to develop strategy that
integrates social media marketing with media relations, trade and
retail promotion, and existing online efforts (see Publisher’s
Checklist and Sample Project slides)
Create, design and execute innovative social media and web
advertising campaigns to build opt-in subscriber lists, build
group membership, and effectively build brand awareness and
encourage product purchase (see Social Network Optimization
Map slide and examples)
Create measurable objectives and report (see Metrics slide)
8

Social Network
Optimization Map Blogger Book
(Actual Client)
Reviews
Web Expert
[Author] Blog
Articles
[Topical]
Reviews
Facebook
(Multiple
Page
sites)
Blog
Postings Twitter
(multiple Feed
communities)
[Author] [Publisher]
Website Website
9

Our Social Media Marketing Roadmap
Research Campaigns Programs
Identify Understand Interact Engage Resource
Customer Type Prospect Suspect Buyer Retained Evangelist
Customer Activity Search Request Info Transaction (Trial) Repeat Recommend
Define emotional
Build and connect Facilitate and contribute Transfer product
Key Objective Locate affinity groups relevance and unique
networks to conversations ownership to market
organization contribution
Prioritize highest ROI Grow lists and Provide tools and
Key Tasks Develop key insights Retain and grow sales
and potential groups memberships platform for evangelists
Study current customers Sell, communicate, and Provide new or Collaborate on product
Key Tactics Market research
and similar profiles cross-promote improved products and marketing
Consumer- and
Customer and opt-in Guided Blog and Group
Promotion Source Media/Web Search Organization-Generated Community-generated
Lists Contributions
Groups
10

Our Publisher Marketing
Checklist
11

MicroSites (Sample Projects)
12

Blogs and Online
Newsletters(Sample Projects)
13

Expert Articles (Sample Projects)
14

Eblasts and Banner Ads
(Sample Projects)
15

Social Networks (Sample Projects)
16

User-Contributed (Sample Projects)
17

Blog Posts/Tours/
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Metrics
Short-term measures: Increased revenue and list/
membership growth
Long-term “denominator”: Profit per customer
19

About Us
Founded 2001 by Christopher Grant, former Senior Vice President,
Marketing at ServiceMaster and Vice President of Marketing at
Zondervan (HarperCollins)
Full-service integrated marketing and research firm (website here)
Office located in historic building in the Chicago suburb of Wheaton,
IL
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The “&”
Our experienced team has held professional titles including:
Director of Media Relations, Wheaton College
Columnist, Chicago Sun-Times Media Group
Marketing Manager, Amoco
VP of Marketing, ZonderKidz (HarperCollins)
Art Director, SpringHill Camps
Adjunct Writing Faculty, Wheaton College
Co-owner, Gap Digital Recording
Creative Director, Tyndale House
Adjunct Marketing Professor, Calvin College
Consultant, Douglas Shaw & Associates
Senior Associate Editor, Leadership Journal
Author, “An Educator’s Guide to the Internet” (Simon & Schuster) and “A Rookie’s Guide to the
Internet” (Radio Shack)
Professor, School of Electrical Engineering and Computer Science, Washington State University
Senior Director, Corporate and Internet Communications, Zondervan
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Our Capabilities
Marketing Strategy
Brand Strategy Literary Representation
Advertising and Promotion Identity/Logo Development
Media Relations/PR Event Marketing
Social Network Marketing Website Design
Broadcast Advertising Web Games
Direct Mail Video Production
Web Marketing
Blogging/Content Development
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Partial Client List
Zondervan* Associated Agencies* Pine Cove
Willow Creek Association Meisner Aircraft* Jossey-Bass
Wheaton College Center for Student Redeemer Church/NYC
Missions* Sandy Cove
Heartland Alliance for
Human Needs and Human ServiceMaster* Kanakuk Kamps*
Rights
Aramark TH Hilson Company
Raging Waves Waterpark*
MicroTek* LeaderTreks
SpringHill Camps*
Tyndale House Publishers*
Leadership Network
Wheaton Eye Clinic * Social media/web
Covenant College
TruGreen marketing clients
Mount Hermon Camps and
Conferences* Forest Home*
Glocal.net Baker Publishing
Pioneer Clubs* Muskoka Woods*
City of West Chicago, IL John Brown University
23

Thanks
Contact: chris@cgrantandcompany.com
www.cgrantandcompany.com