Park Slop Barnes and Noble Book Club

New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

Demographics and Destinations New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

Target Audience Demographics • Adults ages 21 and up • Residents of Park Slope, Kensington, and Prospect Heights • A few areas of Manhattan Psychographics • Barnes and Noble Fans: existing club members and their network of friends and family • Bookworms, active in online discussion boards and blogs related to fiction/nonfiction • Community oriented residents of Brooklyn, looking to be more involved in the neighborhood to get to know other readers • College educated or above • Both those with and without children New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

Target Audience Park Slope Prospect Heights New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

Destinations to Promote The Barnes and Noble Book Club • Facebook • Livestream • Twitter • Goodreads New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

Facebook Product Description Impact for B&N Book Club • Originally started as a way to keep in • Will be main page for Book Club contact with college friends members to check for new information, • Has expanded to include advertising, become fans, and interact with other fan pages, applications, and developer fans APIs • 62% or 56 million monthly users are • Continues developing new features to within our desired age group of 18-49 be more brand friendly • 56% are college educated and have • Top 10 site reaches over 91 million some graduate education U.S. people each month • Users tend to be more affluent – 60% make over 60K a year New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

Destinations to Promote The Barnes and Noble Book Club • Facebook New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

Livestream New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

Twitter Product Description Impact for BN Book Club • Users “Tweet” 140 character • A place for Barnes and Noble to messages through the web, SMS, and connect with writers and readers, other applications customers, and potential book club • Has Evolved into a Unique type of members barrier-busting, real-time, • 75% of Twitters are between the ages communication service of 18-49, matching the age groups we • Embraced by individuals, brands, are targeting news organizations, TV Stations, • 58% are highly educated, having Celebrities, and more completed college or graduated school • Top 50 site that reaches over 22 • Users are 3-4x as likely to visit a million U.S. monthly people website in the Politics/News/Information Category New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

Destinations to Promote The Barnes and Noble Book Club • Twitter New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

Twitter Given recent events, such as the Iranian Election, Twitter is more popular than ever. Maintaining an active Twitter account allows B&N to not only promote its new Park Slope Book Club but also to connect with customers, listen to their feedback, and respond accordingly. As print becomes increasingly obsolete, fostering a loyal fan base is crucial to success New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

GoodReads Product Description Impact for B&N Book Club • A place where you see what your • New York is the most popular US City friends are reading with over 28,000 unique visitors each • Organize what you've read, list your month favorite books • Everyone on the site is there because • Discuss literature, form groups, and they love books, love sharing what connect with other readers they are reading and knowing what their friends are reading. A great community for B&N to be a part of • 67% of users are between 18-49 and another 16% are over 50 • 71% of users have a college or graduate education New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

Destinations to Promote The Barnes and Noble Book Club • Goodreads New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

GoodReads Goodreads is a wonderful niche site for Barnes and Noble to be a part of. Here members of the club can see one another's favorite books and form discussions around not only the book club book but also other favorites. Goodreads will also be a place where members can vote on the upcoming book of the month Members can also spread the word to those they are connected to on GoodReads, since we know they already like books and reading New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

Getting the Word Out The Theme of promotion efforts is LOCAL. We’ll be reaching out to influential blogs, community websites, and Newspapers Brownstoner The Daily Heights Kensington Terrace Blogs Only the Blog Knows Brooklyn Dumbo Books of Brooklyn Papercuts (NYTimes Blog) Outside.in/Brooklyn Community Yelp Websites Daily Candy New York Magazine (online) New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

Getting the Word Out The Theme of promotion efforts is LOCAL. We’ll be reaching out to influential blogs, community websites, and Newspapers Park Slope Courier Newspapers The Brooklyn Paper Village Voice New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

Influencers and Community Promotion Plan Invite Bloggers and Community Local Bloggers are our sites to BookClub Launch Party. influencers. We want them to Livestream party then provide have a good time, to write video coverage for posting about it and to encourage people to attend. The Community Sites are All bloggers and community sites already local networks people will be asked to write about their turn to for reviews and to find experience at the party, post some out what is happening in a pictures, and link to the facebook given area page The Barnes & Noble BookClub will closely monitor these blog and community posts for questions, suggestions, and feedback in the comment section New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

Viral Campaign The Emerging Writers Contest New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

Contest Details • Starts 6 weeks prior launch date • Aspiring Writers in Brooklyn and neighboring areas are asked to: • Submit their work to Park Slope B&N • Create a 60 second video that will be posted on Park Slope B&N social media sites • Segments of the contestants’ work will be presented on the website and Social media networks • People vote for their favorite writer on Park Slope B&N Good Reads • The work of the 3 finalists will be promoted and published by B&N New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

Emerging Writers Night • The Event will be broadcasted on Live Stream Park Slope B&N channel • Winners of the emerging writers contest will be announced • Special appearance by a famous Brooklyn writer Suggested Writers: Prize: • Paul Auster • Jonathan Letham Four new club members will be • Gary Shteyngart randomly selected to win a dinner • Jonathan Safran Foer with the celebrity author attending • Nicole Kruass the event New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

Campaign Outreach Plan • Announce contest on Barnes and Noble Website • Send blast emails to existing Barnes& Noble members in Brooklyn and neighboring areas using Company’s database • Send announcement press releases to local bloggers and community sites • Use Famous Writer attending the event to promote the launch party and encourage aspiring writers to participate in the contest New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

Campaign Tracking • Monitoring Park Slope B&N website and Social Media networks • Number of writers participating in the contest and the votes • How many people joined the club since the contest has been announcement • What is being said on targeted blogs and main stream media • Is there any famous writers supporting the event New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

Ownership of Social Media Strategy within Barnes & Noble New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

• Social Media Director will work out of the Park Slope B&N and report to Director of Communications at the B & N Headquarters • This will ensure the PR Social Media Management follows brand mission, guidelines & customer service – As well as being able to answer readers concerns or customer service in a timely matter New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

Availability to PR Contacts and General Public New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

Strategy for PR Contact availability • B&N Park slope will hire a dedicated PR 2.0 Social Media Manager to take care of Social Media Campaign and costumers New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

Strategy for PR Contact availability • We will have presence and contact information in targeted social media – Facebook – Twitter – Good Reads websites – Park Slope B & N website page – making sure this has a link to all above Social Media conversations – Livestream – Blogs New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

Two prong approach strategy for PR contacts and communication with general public on blogs New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

Pitch B&N Book Club and Contest to: New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

1. Local Blogs 2. Book Blogs • Brownstoner • Books on the Brain • The Daily Heights (blog) • Kensington Terrace (blog) •Book Club Girl • Only the blog knows • A lifetime of Books brooklyn •BookStack: • Clinton Hill Blog • MC Brooklyn •200 Books: • Papercuts •bookwormscarnival.wordpre • Village Voice Blog ss.com • Outside.in/Brooklyn New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

Dealing with Crisis New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

Crisis & Opportunity • The Book Club itself is not a revenue- driven operation. • Response to a crisis can center around these components: New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

Crisis & Opportunity • The book club does not generate profit • The book club is run jointly by the local Barnes and Noble and club members • Barnes and Noble strives to provide value in its products and services New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

Crisis & Opportunity • Value in the book club can be demonstrated by comparing a club member with a non-club member purchasing the same products New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

Crisis & Opportunity • Barnes and Noble makes every attempt to provide the resources necessary for the club to operate. • The club makes full attempt to retain the services of authors, representatives of the Barnes and Noble publishing arm and others for the book club meetings, but can’t control scheduling conflicts or cancellations. In the event of a cancellation, every attempt to provide a suitable replacement will be made. • Barnes and Noble memberships are provided on an at- will basis and can be cancelled by either party at any time. New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

Responding to a Crisis New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

Crisis & Opportunity • Respond directly to criticism through phone and email • Respond by commenting to specific blog or Facebook page posts • Respond through other local blogs • Response to negative publicity for the book club may be best addressed by testimonials from club members, local writers and/or club officers New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

Crisis & Opportunity • Drawing attention to existing video footage may also prove effective in demonstrating the authenticity of the club (livestream) • In extreme cases, a video address and statement from a Barnes and Noble executive at the corporate level may be appropriate New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

Promoting with Traditional Media New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

Brooklyn Newspapers • Park Slope Courier • Brooklyn Paper • Clinton Hill News • Brooklyn Eagle • Brooklyn Downtown Star • Brooklyn Rail New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

Brooklyn Newspapers New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

Brooklynpaper.com Demographics New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

Traditional Media Approach • Solicit stories through the use of press releases • Seek paper to sponsor “book of the week or month” • Send press releases about aspiring Brooklyn writers • Invite members of the press to cover events New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

Traditional Media Approach • Purchase advertisements announcing the launch of the book club • Small papers are more likely to run stories from paid advertisers New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

Timeline New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

Timeline • July-Aug, 2009 Initial Planning and Discussion • Recruit core participants (so no one comes to an empty book club) • August-Sept, 2009 Set up social media accounts • Mid Sept Blogger kick off party • Test accounts and begin process of attracting followers and participants • Solicit input New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

Timeline • Send initial round of press releases and purchase advertising • Print membership cards specific to Park Slope Barnes and Noble • October, 2009 Hold first meeting/celebration and announce winners of writers contest New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

Timeline • Provide footage of first meeting on Livestream and post links via Facebook and Twitter • Encourage member interaction via Goodreads (supported by Social Media Director) New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

Thank You! New Media Presentation for Park Slope Barnes and Noble, Brooklyn, NY

Park Slop Barnes and Noble Book Club

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