Building Author Web Presence

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This workshop was presented at TOC 2010. The workshop covers all aspects of an author's digital platform, with an emphasis on the hub of every author's online presence -- the author website.

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Building Author Web Presence

  1. 1. Building Author Pages Kassia Krozser & Kirk Biglione
  2. 2. Overview Author information around the web Author websites Publisher websites Retail websites Challenges and solutions Helping authors get it right
  3. 3. Why Authors?
  4. 4. Authors Sell Books
  5. 5. What Is an Author Page?
  6. 6. It Depends...
  7. 7. Who Are You?
  8. 8. Roles Author Agent Publisher/Publishing Professional Publicist Bookseller
  9. 9. Each Role Has a Different View
  10. 10. Don’t Forget The Users
  11. 11. User roles Readers/Consumers Media Reviewers Academics Other authors
  12. 12. Two Views
  13. 13. Publisher View Publisher Author Retail Website
  14. 14. Author View Author Retailer Publisher Website
  15. 15. The Author Website
  16. 16. Role of The Author Website Hub of author’s online activity Central point of information for readers Media resource Key asset in building the author brand Should be first result when author is Googled
  17. 17. The Basics
  18. 18. Domain name
  19. 19. Basic Content
  20. 20. First, Consider the Reader
  21. 21. Author Information Bio Press kit Contact information Agent Speaking Agent Publicist
  22. 22. Author Content Blog Media: video/audio (including podcast) Interviews Links to related websites
  23. 23. Book Information Title Cover Blurb Excerpt / Sample ISBN(s) Publisher Buy links
  24. 24. Extended Book Info Series and related titles Related media Interviews Book Trailers Link to book mini-site Reviews Awards
  25. 25. Marketing Information Mailing list signup Event listing Social media links Contests
  26. 26. Community Blog comments Forums Wiki Social features
  27. 27. Content Management
  28. 28. WordPress Easy to use Open Source (free) Social media integration Design flexibility
  29. 29. Design
  30. 30. WORDPRESS THEME DIRECTORY WORDPRESS.ORG/EXTEND/THEMES/
  31. 31. WOO THEMES WOOTHEMES.COM
  32. 32. WPIZED WPIZED.COM
  33. 33. Case Study
  34. 34. Bestselling Author with No Website
  35. 35. The Social Web
  36. 36. Social Media Extends the author’s online presence Reaches readers in their preferred environment Not all opportunities are right for all authors Leading sites require at least a minimal presence
  37. 37. The Problem with Facebook
  38. 38. Add Up the Faux Steph*nie Meyer(s)
  39. 39. What To Do? Create a Fan Page not Profile Create pages for author and books Link directly from official site Verify with Facebook Post on unofficial pages directing users to official page Work with FB to direct traffic to official page
  40. 40. So, What About Twitter?
  41. 41. Best Practices Reserve the author name on the main networks (Twitter, Facebook, LinkedIn, maybe MySpace) Consider reserving common mis-spellings Point profile to official author website Link author website to active social profiles Obtain verified accounts where possible
  42. 42. More Author Pages
  43. 43. The Publisher Website
  44. 44. Why author pages? Readers love authors SEO for publisher and book Improves discovery Improves author relations (when done right)
  45. 45. Core content Author bio Photo Web link Social media links Upcoming events Author RSS feed (caution!) Oh, and books
  46. 46. Publisher Specific Content Author articles Interviews Book related extras Media: audio/video Mailing lists
  47. 47. Anatomy of an Author Section
  48. 48. Featured Authors
  49. 49. Author Index
  50. 50. On-Site Search
  51. 51. Types of search Global Author Event Advanced
  52. 52. Appearances
  53. 53. Author Page
  54. 54. Unique Content
  55. 55. Publisher Specific Content Interviews: Video/Audio Original articles Reading guides Extended story information (character profiles, back story, etc.)
  56. 56. The Retail Website
  57. 57. Why author pages? Enhanced information for customers Enhanced discovery = additional sales Customer engagement, increase time on site SEO benefits
  58. 58. What we see Author name
  59. 59. What we’d like to see Author bio Author photo Link to website and social media profiles Curated content (interviews, media, essays)
  60. 60. Challenges Aggregating data Authenticating data Maintaining data
  61. 61. Challenges & Possible Solutions
  62. 62. Author Metadata
  63. 63. Author Identity
  64. 64. Numbers: Lots of authors
  65. 65. Content Management
  66. 66. Tech-Challenged Authors
  67. 67. Time-Challenged Authors
  68. 68. Apathy
  69. 69. What To Do When an Author Opts Out?
  70. 70. Just Say No
  71. 71. Helping Authors Get It Right
  72. 72. Who’s Responsible?
  73. 73. Digital Assessment Domain name Website Is it usable? Is it current? Social media presence Quality and frequency of interaction
  74. 74. Website Checklist Domain name Hosting Core content: Bio,Photos, Press Kit, Bibliography Site management (WordPress or other OS CMS) Usability and accessibility review (includes browser support & mobile) Design options (premium themes)
  75. 75. Create Support Resources Author portal Digital concierge Digital media training
  76. 76. Questions? Kassia Krozser: booksquare@booksquare.com twitter: @booksquare Kirk Biglione kirkb@oxfordmediaworks.com twitter: @kirkbiglione Booksquare University booksquareuniversity.com

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