SIf You Build It, They WillCome:Launch Your Book With Low-Cost CommunityBuilding and Online Marketing Initiatives
Meet KellieKellie Celia: Marketing Communications Manager, PublishingWalden Media/Walden Pond Press
Walden Pond Press
RelationshipsBuzz BuildingBook LaunchCampaignTimeline
What ThisMeansCore &PeripheralYourAudienceAudienceCorePB-MG:GatekeepersYA: Teens; TeenLibrarians; AdultCrossoverPeripheral...
Reader in TargetAudienceImpressions• Social Media• Reviews• Bookstore/Library• AmazonPersonalRecommendations/Wordof MouthH...
“We got [The Hunger Games] into the hands of the rightpeople…you’re leveraging one thing to build the next.”- Tracy van St...
SBuild a Community
Defining “Influencer”:“A person who has a greater than averagereach or impact through word of mouth in arelevant marketpla...
STargeted Outreach
Build a Community:Connect via AuthorPlatformsS Online PlatformsS TwitterS Facebook PageS GoodreadsS PinterestS Tumblr and/...
Build a Community:Find Online InfluencersS Online Influencers:S Bloggers: Blogrolls, Technorati, Kidlitosphere Central, Bo...
Source: Technoratis 2013 Digital Influence ReportA Few StatisticsS 86% of Online Influencers BlogS Other Blogs Are Most In...
Build a Community:Find Online InfluencersS Online Influencers:S Bloggers: Blogrolls, Technorati, Kidlitosphere Central, Bo...
URL: http://technorati.com/blogs/directory/
URL: http://technorati.com/blogs/directory/entertainment/books/
URL: http://www.kidlitosphere.org/bloggers/
Build a Community:Find Online InfluencersS Online Influencers:S Bloggers: Blogrolls, Technorati, Kidlitosphere Central, Bo...
URL: http://nerdybookclub.wordpress.com/
Build a Community:Find Online InfluencersS Online Influencers:S Bloggers: Blogrolls, Technorati, Kidlitosphere Central, Bo...
Build a Community:Your Audience OfflineS Where to GoS Conferences – Regional Examples: MSLA; MRAS Local Kidlit Events/Meet...
Build Your Community:How to ConnectS Promote OthersS Contribute to the ConversationS Online: Provide Meaningful ContentS O...
Build a Community:Connect via AuthorPlatformsS Online PlatformsS TwitterS Facebook PageS GoodreadsS PinterestS Tumblr and/...
Build a Community:Connect via AuthorPlatformsS Online PlatformsS TwitterS Facebook PageS GoodreadsS PinterestS Tumblr and/...
SBuild Buzz
Get People to Read YourBook…
Buzz Building Begins• Approaching/PitchingInfluencersSeed YourBook• Possible PartnershipsConsider YourPeripheralAudience
Add Early/InexpensivePromotionsS Early/Inexpensive PromotionsS Goodreads GiveawayS Teaser ExcerptsS Cover/Artwork RevealsS...
Add Early/InexpensivePromotionsS Early/Inexpensive PromotionsS Goodreads GiveawayS Teaser ExcerptsS Cover/Artwork RevealsS...
And Don’t Forget…S Track Mentions of You & Your BookS Twitter Keywords(Through Hootsuite/Tweetdeck)S Google AlertsS Google...
SPlan Your Book Launch
Plan Your Book Launch:OnlineS Harness the Power of Social MediaS Twitter Promotions: Tweetstakes (can also be done in a si...
Plan Your Book Launch:OnlineS Harness the Power of Social MediaS Twitter Promotions: Tweetstakes (can also be done in a si...
Plan Your Book Launch:OnlineS Harness the Power of Social MediaS Twitter Promotions: Tweetstakes (can also be done in a si...
Plan Your Book Launch:OnlineS Harness the Power of Local and OnlinePressS PW Children’s Bookshelf/Shelf AwarenessS Local A...
Plan Your Book Launch:OfflineS Skype Visits: Schools/LibrariesS Book Launch EventS Local School VisitsS Consider the Perip...
SHelpful ToolsTwitterFacebookBlogOnline PublicityBookseller & Speaker ListsFor the Self E-PublisherOther Social NetworksHe...
Tools mentioned here are free of charge(unless otherwise noted) and are hyperlinkedto their respective websites.
Twitter ToolsS Twitter Management Tools: Helpful for tracking conversations,keywords, etc. about you and your book:S Hoots...
Facebook ToolsS Facebook Ads: The tools to creating an affordable FB ad campaignS Always base your payment on click-throug...
Blog ToolsS Technorati’s 2013 Digital Influence Report: Stats on the State of BloggingS If You Blog:S Blog Hops at I Am a ...
Blog ToolsS Find Kidlit/Yalit Blogs:S Kidlitosphere CentralS Technorati: Search for blogs by specific topicS Goodreads Ind...
Blog ToolsS Blog Carnival ListS Communal Author BlogsS Project Middle Grade MayhemS From the Mixed-Up Files of Middle Grad...
Online Publicity ToolsS Blog Talk Radio: Scroll through these podcasts for book and topic related radio shows.S Local Asso...
Online Publicity Tools (cont.)S 50 Free Press Release Submission WebsitesS Great Kidlit Book Publicists:S Media Masters Pu...
Booksellers and Speaker ListsS American Booksellers Association Member DirectoryS New England Children’s Bookseller’s Asso...
For E-Pub BooksS Kindle Boards – Writer’s CaféS eReader Daily NewsS Ereader News TodayS Kindle Daily DealsS Ganxy – E-book...
Other Social Networks:S Informational Networks:S RedditS QuoraS StumbleUponS Skype:S Skype an Author NetworkS Authors who ...
Other Social Networks (cont.)S Writer Communities:S Verla Kay Blue Boards: Engage with other members in the writer communi...
Helpful ArticlesS The Making of a Blockbuster: The behind the scenes story of the readers andbooksellers who launched The ...
SFind Kellie and WPP:LinkedIn:LinkedIn: http://www.linkedin.com/in/kelliecelia(If you enjoyed this presentation, please en...
Ny scbwi   low cost marketing
Ny scbwi   low cost marketing
Ny scbwi   low cost marketing
Ny scbwi   low cost marketing
Ny scbwi   low cost marketing
Ny scbwi   low cost marketing
Ny scbwi   low cost marketing
Ny scbwi   low cost marketing
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Ny scbwi low cost marketing

  1. 1. SIf You Build It, They WillCome:Launch Your Book With Low-Cost CommunityBuilding and Online Marketing Initiatives
  2. 2. Meet KellieKellie Celia: Marketing Communications Manager, PublishingWalden Media/Walden Pond Press
  3. 3. Walden Pond Press
  4. 4. RelationshipsBuzz BuildingBook LaunchCampaignTimeline
  5. 5. What ThisMeansCore &PeripheralYourAudienceAudienceCorePB-MG:GatekeepersYA: Teens; TeenLibrarians; AdultCrossoverPeripheralInterest in TopicKnow Your Audience
  6. 6. Reader in TargetAudienceImpressions• Social Media• Reviews• Bookstore/Library• AmazonPersonalRecommendations/Wordof MouthHow Readers FindNew Authors
  7. 7. “We got [The Hunger Games] into the hands of the rightpeople…you’re leveraging one thing to build the next.”- Tracy van Straaten, Scholastic publicist
  8. 8. SBuild a Community
  9. 9. Defining “Influencer”:“A person who has a greater than averagereach or impact through word of mouth in arelevant marketplace.”Source: Word of Mouth Marketing Association
  10. 10. STargeted Outreach
  11. 11. Build a Community:Connect via AuthorPlatformsS Online PlatformsS TwitterS Facebook PageS GoodreadsS PinterestS Tumblr and/or BlogS Google+S LinkedInS YouTube Account
  12. 12. Build a Community:Find Online InfluencersS Online Influencers:S Bloggers: Blogrolls, Technorati, Kidlitosphere Central, BookBlogger Awards (more options in resource section)S Teachers and Librarians: Nerdy Book Club, Kidlitosphere Central,Twitter Lists, School Library Journal blogrollsS Teens: Tumblr, Forever YA, Teen bloggers, YA BloggersS Booksellers: ABA and Member Sites, Twitter, FacebookS Other Writers: Verla Kay Blue Boards, Kindle Boards, OnlineWriter Communities, Debut Author Groups, Communal AuthorBlogs
  13. 13. Source: Technoratis 2013 Digital Influence ReportA Few StatisticsS 86% of Online Influencers BlogS Other Blogs Are Most Influential When Choosing Their Own ContentS Online Services Most Likely to Influence a Purchase:S Retail Sites – 56%S Brand Sites – 34%S Blogs – 31.1%S Online Services Shared From the Most:S #1 Facebook – 57%S #2 YouTube – 40%S #3 Blogs – 26%
  14. 14. Build a Community:Find Online InfluencersS Online Influencers:S Bloggers: Blogrolls, Technorati, Kidlitosphere Central, BookBlogger Awards (more options in resource section)S Teachers and Librarians: Nerdy Book Club, Kidlitosphere Central,Twitter Lists, School Library Journal blogrollsS Teens: Tumblr, Forever YA, Teen bloggers, YA BloggersS Booksellers: ABA and Member Sites, Twitter, FacebookS Other Writers: Verla Kay Blue Boards, Kindle Boards, OnlineWriter Communities, Debut Author Groups, Communal AuthorBlogs
  15. 15. URL: http://technorati.com/blogs/directory/
  16. 16. URL: http://technorati.com/blogs/directory/entertainment/books/
  17. 17. URL: http://www.kidlitosphere.org/bloggers/
  18. 18. Build a Community:Find Online InfluencersS Online Influencers:S Bloggers: Blogrolls, Technorati, Kidlitosphere Central, BookBlogger Awards (more options in resource section)S Teachers and Librarians: Nerdy Book Club, Kidlitosphere Central,Twitter Lists, School Library Journal blogrollsS Teens: Tumblr, Forever YA, Teen bloggers, YA BloggersS Booksellers: ABA and Member Sites, Twitter, FacebookS Other Writers: Verla Kay Blue Boards, Kindle Boards, OnlineWriter Communities, Debut Author Groups, Communal AuthorBlogs
  19. 19. URL: http://nerdybookclub.wordpress.com/
  20. 20. Build a Community:Find Online InfluencersS Online Influencers:S Bloggers: Blogrolls, Technorati, Kidlitosphere Central, BookBlogger Awards (more options in resource section)S Teachers and Librarians: Nerdy Book Club, Kidlitosphere Central,Twitter Lists, School Library Journal blogrollsS Teens: Tumblr, Forever YA, Teen bloggers, YA BloggersS Booksellers: ABA and Member Sites, Twitter, FacebookS Other Writers: Verla Kay Blue Boards, Kindle Boards, OnlineWriter Communities, Debut Author Groups, Communal AuthorBlogs
  21. 21. Build a Community:Your Audience OfflineS Where to GoS Conferences – Regional Examples: MSLA; MRAS Local Kidlit Events/Meet-ups/Book-ClubsS Local Booksellers/School Librarians/PTA MembersS Peripheral Audience: Non-profits/Signing Locations
  22. 22. Build Your Community:How to ConnectS Promote OthersS Contribute to the ConversationS Online: Provide Meaningful ContentS Offline: Network (Informational Interviews)
  23. 23. Build a Community:Connect via AuthorPlatformsS Online PlatformsS TwitterS Facebook PageS GoodreadsS PinterestS Tumblr and/or BlogS Google+S LinkedInS YouTube Account
  24. 24. Build a Community:Connect via AuthorPlatformsS Online PlatformsS TwitterS Facebook PageS GoodreadsS PinterestS Tumblr and/or BlogS Google+S LinkedInS YouTube Account
  25. 25. SBuild Buzz
  26. 26. Get People to Read YourBook…
  27. 27. Buzz Building Begins• Approaching/PitchingInfluencersSeed YourBook• Possible PartnershipsConsider YourPeripheralAudience
  28. 28. Add Early/InexpensivePromotionsS Early/Inexpensive PromotionsS Goodreads GiveawayS Teaser ExcerptsS Cover/Artwork RevealsS Pinterest BoardsS Skype/Speaker Lists
  29. 29. Add Early/InexpensivePromotionsS Early/Inexpensive PromotionsS Goodreads GiveawayS Teaser ExcerptsS Cover/Artwork RevealsS Pinterest BoardsS Skype/Speaker Lists
  30. 30. And Don’t Forget…S Track Mentions of You & Your BookS Twitter Keywords(Through Hootsuite/Tweetdeck)S Google AlertsS Google Blog and News Searches
  31. 31. SPlan Your Book Launch
  32. 32. Plan Your Book Launch:OnlineS Harness the Power of Social MediaS Twitter Promotions: Tweetstakes (can also be done in a similarfashion on Tumblr and Pinterest); Twitter ChatsS Goodreads: Giveaway, Book Lists, Book Clubs, Q&A, EventsS Facebook: Promoted Posts, Ads, Sweepstakes, EventsS YouTube/SchoolTube/Animoto: Book Trailer ContestsS Harness the Power of BlogsS Blog Hops using RafflecopterS Blog ToursS Other Blog EventsS Harness the Power of Local and Online Press
  33. 33. Plan Your Book Launch:OnlineS Harness the Power of Social MediaS Twitter Promotions: Tweetstakes (can also be done in a similarfashion on Tumblr and Pinterest); Twitter ChatsS Goodreads: Giveaway, Book Lists, Book Clubs, Q&A, EventsS Facebook: Promoted Posts, Ads, Sweepstakes, EventsS YouTube/SchoolTube/Animoto: Book Trailer ContestsS Harness the Power of BlogsS Blog Hops using RafflecopterS Blog ToursS Other Blog EventsS Harness the Power of Local and Online Press
  34. 34. Plan Your Book Launch:OnlineS Harness the Power of Social MediaS Twitter Promotions: Tweetstakes (can also be done in a similarfashion on Tumblr and Pinterest); Twitter ChatsS Goodreads: Giveaway, Book Lists, Book Clubs, Q&A, EventsS Facebook: Promoted Posts, Ads, Sweepstakes, EventsS YouTube/SchoolTube/Animoto: Book Trailer ContestsS Harness the Power of BlogsS Blog Hops using RafflecopterS Blog ToursS Other Blog EventsS Harness the Power of Local and Online Press
  35. 35. Plan Your Book Launch:OnlineS Harness the Power of Local and OnlinePressS PW Children’s Bookshelf/Shelf AwarenessS Local Associated Press BureauS Blog Talk RadioS Pitchrate/HAROS Radio Guest ListS Press Releases
  36. 36. Plan Your Book Launch:OfflineS Skype Visits: Schools/LibrariesS Book Launch EventS Local School VisitsS Consider the Peripheral Audience
  37. 37. SHelpful ToolsTwitterFacebookBlogOnline PublicityBookseller & Speaker ListsFor the Self E-PublisherOther Social NetworksHelpful Articles
  38. 38. Tools mentioned here are free of charge(unless otherwise noted) and are hyperlinkedto their respective websites.
  39. 39. Twitter ToolsS Twitter Management Tools: Helpful for tracking conversations,keywords, etc. about you and your book:S HootsuiteS TweetdeckS Twitter Hashtags About Children’s Books & Writing (LoreenLeedy’sBlog)S A Writer’s Guide to Twitter (by Debbie Ohi): Best Practices GuideS Twitter chats: A list of all Twitter chats on all topics – kid book related:S #mglitchat– Thurs. 9pm ETS #kidlitchat – Tues. 9pm ETS #yalitchat – Weds. 9pm ET
  40. 40. Facebook ToolsS Facebook Ads: The tools to creating an affordable FB ad campaignS Always base your payment on click-throughs, not impressionsS Target with keywords, rather than broad categoriesS Involver: Get two free Facebook apps for your author pageS Creating Your Own Facebook Sweepstakes/Contests:S Scribd: Good for uploading PDF excerpts/artworkS Shortstack: Good for sweepstakes – they have templates so you don’tneed a designerS Woobox: To upload an excerpt, pull SCRIBD file and use the “create acustom tab” option on Woobox to upload it. Woobox can also help youupload sweepstakes announcements and more.S For a fee:S NorthsocialS Wildfire
  41. 41. Blog ToolsS Technorati’s 2013 Digital Influence Report: Stats on the State of BloggingS If You Blog:S Blog Hops at I Am a Reader Not a Writer: Hundreds of bloggers link up every few weeksto do a book-related giveaway around a certain theme. Without much promotion,including your blog in a hop leads to dozens of blog hits and much visibility for yourgiveaway.S Rafflecopter: Giveaway tool – allows user to enter your blog giveaway by liking yourFacebook page, tweeting about the giveaway on Twitter, etc.S Around the World ARC Tours: Submit your book through this free service and eachblogger passes it on to another after she finishes it.S Google Reader (only until July); Feedly: Makes it easy to read all the blogs you follow.S Debut Author Groups:S The FourteeneryS Class of 2K14
  42. 42. Blog ToolsS Find Kidlit/Yalit Blogs:S Kidlitosphere CentralS Technorati: Search for blogs by specific topicS Goodreads Independent Book Blogger AwardsS Walden Pond Press Twitter ListsS Nerdy Book ClubS Listing of MG/YA Review Blogs on The Reading TubS Romance Times Network: Good resource if you have YA book withromance elementsS TeenReads.com: Great spot for YA reviewsS Free Book Friday Teens : Site hosts YA book giveaways every FridayS Book Blogger Appreciation WeekS Book Blogger Directory
  43. 43. Blog ToolsS Blog Carnival ListS Communal Author BlogsS Project Middle Grade MayhemS From the Mixed-Up Files of Middle Grade AuthorsS The Enchanted InkpotS Blog Tour ExamplesS The Fellowship for Alien Detection Blog TourS Cinder Blog TourS Poison Blog TourS Ten Blog Tour
  44. 44. Online Publicity ToolsS Blog Talk Radio: Scroll through these podcasts for book and topic related radio shows.S Local Associated Press BureauS Pitchrate and Haro: Two different sites that send daily emails listing journalists who are looking forsources.S Radio Guest List: Smaller radio talk shows with targeted audiences looking for guests to interviewS Examiner.com: There are local Examiners in every major metropolitan area who review books andcover a myriad of other topics.S Meetup.com: Find local groups meeting about books and/or topics that pertain to your book.S Best Book Publicists on Twitter: From GalleyCatS Publisher’s Weekly: Sign up for PW Children’s BookshelfS Shelf Awareness: Check out their “Picture of the Day” section
  45. 45. Online Publicity Tools (cont.)S 50 Free Press Release Submission WebsitesS Great Kidlit Book Publicists:S Media Masters PublicityS KidsbuzzS Greg Pincus (has more of a social media focus)S Deb ShapiroS Helpful Publicity Focused Blogs:S Publicity HoundS Novel PublicityS Jane Friedman
  46. 46. Booksellers and Speaker ListsS American Booksellers Association Member DirectoryS New England Children’s Bookseller’s AssociationInteractive Author Touring MapS Skype and Speaker Lists to JoinS Skype an Author NetworkS Authors Who Skype With Book Clubs for FreeS SCBWI Speaker’s DirectoryS Children’s Book Guild Speaker’s DirectoryS Author School Visits By State Blog
  47. 47. For E-Pub BooksS Kindle Boards – Writer’s CaféS eReader Daily NewsS Ereader News TodayS Kindle Daily DealsS Ganxy – E-book GiveawaysS Articles:S The Rise of E-Reading – Pew Internet LibrariesS Blogs:S A Writer’s Guide to Publishing
  48. 48. Other Social Networks:S Informational Networks:S RedditS QuoraS StumbleUponS Skype:S Skype an Author NetworkS Authors who Skype for Free with Classes and Book ClubsS Visual Networks:S TumblrS PinterestS YouTubeS Instagram
  49. 49. Other Social Networks (cont.)S Writer Communities:S Verla Kay Blue Boards: Engage with other members in the writer community.S Wattpad: Post excerpts of your work and build readership.S Figment: Post excerpts of your work and build readership - this is a particularlygood network for YA authorsS Scribd: Post excerpts of your workS Reader Communities:S GoodreadsS Run a Goodreads Giveaway with Maximal Results - Novel PublicityS Young Adult Book Club on GoodreadsS ShelfariS LibraryThingS Children’s Book Wiki – Children’s Book Discovery Wiki
  50. 50. Helpful ArticlesS The Making of a Blockbuster: The behind the scenes story of the readers andbooksellers who launched The Hunger Games franchise (Salon.com)S How Do Books Get Discovered? A Guide for Publishers and Authors Who WantTheir Books to Find an Audience (Goodreads.com)S The Author-Indie Bookstore Connection: Eric Luper Talks Promotion (Shelf Talker– Publisher’s Weekly Blog)S Connecting with Young Readers Through Social Media (Women On Writing) – AMUST READ article for YA writersS Publisher Simon & Schuster says Authors Should Blog and Social Network (TheCreative Penn)S The Children’s Digital Market: Still Uncharted Territory (Publisher’s Weekly)S Consumer Shifts for Children’s Books (Publisher’s Weekly)
  51. 51. SFind Kellie and WPP:LinkedIn:LinkedIn: http://www.linkedin.com/in/kelliecelia(If you enjoyed this presentation, please endorse me!)Facebook: www.facebook.com/waldenpondpress1www.facebook.com/kellieoceliaTwitter: @WaldenPondPress@Kellie_CeliaGoodreads: Walden Pond PressPinterest: Walden Pond PressBlog: www.waldenpondpress.blogspot.comFind Slides on Slideshare
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