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.
Transcript of "Social Media Marketing For Publishers"
Social Media Marketing
C. Grant & Company
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
Publishers aren’t staffed to do social media marketing for the bulk of
Why Social Network Optimization
is Important in the Sales Funnel
July 2009 Razorfish Survey
Online Reputation and Search Engine
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.
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.
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)
Social Network Optimization
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
Build and connect Facilitate and contribute Transfer product
Key Objective Locate afﬁnity groups relevance and unique
networks to conversations ownership to market
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
Customer and opt-in Guided Blog and Group
Promotion Source Media/Web Search Organization-Generated Community-generated
Twitter Treasure Hunt
Short-term measures: Increased revenue and list/
Long-term “denominator”: Proﬁt per customer
Founded 2001 by Christopher Grant, former Senior Vice President,
Marketing at ServiceMaster and Vice President of Marketing at
Full-service integrated marketing and research ﬁrm
Office located in historic building in the Chicago suburb of Wheaton,
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
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
Partial Client List
Zondervan* Associated Agencies*
Willow Creek Association Pine Cove
Wheaton College Jossey-Bass
Center for Student
Missions* Redeemer Church/NYC
Heartland Alliance for
Human Needs and Human ServiceMaster* Kanakuk Kamps
InterVarsity Press* TH Hilson Company
Raging Waves Waterpark*
Wheaton Eye Clinic * Social media/web
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