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Social Media Marketing For Publishers
 

Social Media Marketing For Publishers

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Social media is a new--and frustrating--tool for marketers in publishing. This is an overview of what C. Grant & Company is doing on behalf of our publishing clients to maximize effectiveness in this ...

Social media is a new--and frustrating--tool for marketers in publishing. This is an overview of what C. Grant & Company is doing on behalf of our publishing clients to maximize effectiveness in this area.

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Social Media Marketing For Publishers Social Media Marketing For Publishers Presentation Transcript

  • Social Media Marketing for Publishers C. Grant & Company Marketing Communications
  • 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 more important than 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 (Actual Client) Blogger Book 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 14
  • Eblasts and Banner Ads (Sample Projects) 15
  • Social Networks (Sample Projects) 16
  • User-Contributed (Sample Projects) 17
  • Blog Posts/Tours/ Contests 18
  • Virtual Street Teams 19
  • Other Event Promotion/ Widgets Twitter Treasure Hunt 20
  • Metrics Short-term measures: Increased revenue and list/ membership growth Long-term “denominator”: Profit per customer 21
  • 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 Office located in historic building in the Chicago suburb of Wheaton, IL 22
  • 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 23
  • 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 24
  • Partial Client List Zondervan* Associated Agencies* Willow Creek Association Pine Cove Meisner Aircraft* Wheaton College Jossey-Bass Center for Student Missions* Redeemer Church/NYC Heartland Alliance for Human Needs and Human ServiceMaster* Kanakuk Kamps Rights InterVarsity Press* TH Hilson Company Raging Waves Waterpark* Aramark LeaderTreks SpringHill Camps* MicroTek* Leadership Network Wheaton Eye Clinic * Social media/web Covenant College marketing clients TruGreen Mount Hermon Camps and Conferences* Forest Home* Glocal.net* Tyndale House Publishers* Pioneer Clubs* Baker Publishing Thomas Nelson* Muskoka Woods* City of West Chicago, IL John Brown University 25
  • Thanks Contact: chris@cgrantandcompany.com www.cgrantandcompany.com