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LibreDigital + Harlequin Author Publisher And Reader In A Bar

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O'Reilly Tools of Change 02/24/2010

O'Reilly Tools of Change 02/24/2010

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  • What was the timeline for the pilot; what were the major components?
  • So, with this as a backdrop, Harlequin set out to test an online marketing program, and worked with LibreDigital, LivingSocial and Toolbox Studios for Harlequin’s “Proof by Seduction” title authored by Courtney Milan. The initial pilot program was designed to distribute select titles of a galley (pre-release) eBook to the LivingSocial community. The proof of concept pilot program was designed to mirror LivingSocial’s existing galley program for physical books that are made available to their top readers through the “Influential Readers Program.”

    Harlequin wanted to create more buzz and get more data points for the marketing of the book release. What you’ll find is that this pilot helped them to determine that not only is online marketing valuable, running a pilot like this is helping them to test ideas that they can build into a long-term marketing strategy.

    So, let’s chat with Malle Vallik from Harlequin now and hear first-hand about the pilot and the results Harlequin saw…
  • What were some of the results of the pilot?
  • What were some of the results of the pilot?
  • What were some of the results of the pilot?
  • What were some of the results of the pilot?
  • What were some of the results of the pilot?
  • What were some of the results of the pilot?
  • What were some of the things that you learned from the pilot?
  • What were some of the things that you learned from the pilot?
  • What were some of the things that you learned from the pilot?
  • What were some of the things that you learned from the pilot?
  • What were some of the things that you learned from the pilot?
  • What were some of the things that you learned from the pilot?

Transcript

  • 1. So an Author, a Publisher and a Reader Walk into a Bar… TEDDYS BAR & GRILL Chelsea Eldwi
  • 2. Disclaimer We are not responsible for any trouble this card might get you into.
  • 3. Malle Vallik Director of Digital Content & Social Media Bob Carlton Vice President – Product & Marketing Hashtag:
  • 4. Book buyers now 30% more likely to discover Annotation Services your book online than traditional offline Galley Services promotions Source: Launch Services 2009 Bowker PubTrack Consumer Report Promotion Services Sales Discovery Services Time Time Social Driving Title Sales 02/18/10 4
  • 5. with over 100 million Facebook mobile users The New Focal Point for Handselling
  • 6. 1. Test the effectiveness of an online marketing program 2. Try to build buzz before the release of a book from a new author 3. Get reader comments that we can incorporate into our overall marketing of the book
  • 7. What Readers are Saying
  • 8. (compilation video here)
  • 9. Instant Gratification “Couldn’t put it down…” “I read this in less than 24 hours and I had to make myself go to bed.” “I couldn’t stop reading it until I was finished.” “Readers beware, once you begin this book you may not be able to put it down until you have read it cover to cover.” “Really great book. I stayed up until 4 AM twice to finish it.” “I read it in less than one afternoon on a sick day.”
  • 10. (Paige 1 video here)
  • 11. Try Something New “I generally do not read romance novels, but when I was offered this one for free, I figured that I would give it a shot.” “This book is not the type of book that I would usually pick up, but wow, was it a fun read.” “It is really not a genre I typically read, but I thought I would give it a chance...” “I was pleasantly surprised by this book. Knowing it’s a romance novel, I came in with low expectations, but it really packed a punch.” “This was my first time reading a historical romance…”
  • 12. (Paige 2 video here)
  • 13. …and, um, about that cover… “Please stop with the overtly sexy, half-naked-women/couples covers!” “Okay, I’ve got to admit: if a book has a half-naked woman (or man) on the cover, I usually don’t read it.” “It wasn’t that steamy trash the cover leads it on to be.” As you can imagine, the cover received a lot of attention. The author reacted with a blog post of a fake cover that readers could use to hide the racy cover. The new title: “This Book Is A Completely Serious Compendium of Utterly Dire Events.” www.courtneymilan.com
  • 14. Planning / Coordination Notifications Sent (1000) Registration (921) Acceptance (288 downloaded) Reviews (113) Launch Oct 2009 Nov 2010 Dec 2010 Jan 2010 o Oct 1, 2009: Preliminary planning for pilot program o Nov 10, 2009: LivingSocial distributed messages to the target audience, inviting them to participate in the program o Nov 18, 2009: Instructions to download the eGalley were provided to the 921 LivingSocial members that signed up for the eGalley program o Nov 19, 2009: Within 36 hours, the first review was posted on LivingSocial o Nov 23, 2009: The first tweets about “Proof by Seduction” appear on Twitter o Jan 1, 2010: Official release date of “Proof by Seduction” Pilot Milestones
  • 15. Define Project Select Book Define Page Define Constraints Generate URLs Setup LTO Proof By ISBN LQO Seduction None URLs Send E-Mail Receive E-Mail Get Content Read Content Execution URLs E-Mail Consumers Contacts Pilot Process
  • 16. Notification
  • 17. Registration
  • 18. Landing Page
  • 19. Accessing & Reading in Adobe Digital Editions
  • 20. Proof by Seduction Conversation Page
  • 21. Results
  • 22. Results Buzz prior to book release:
  • 23. Results Buzz prior to book release: 921 LivingSocial members registered for eGalley
  • 24. Results Buzz prior to book release: 921 LivingSocial members registered for eGalley 288 Downloads of the eGalley by program participants – 31.3% of participants
  • 25. Results Buzz prior to book release: 921 LivingSocial members registered for eGalley 288 Downloads of the eGalley by program participants – 31.3% of participants 113 Reviews posted in Living Social – 12.4% of participants and 39.2% of downloads
  • 26. Results Buzz prior to book release: 921 LivingSocial members registered for eGalley 288 Downloads of the eGalley by program participants – 31.3% of participants 113 Reviews posted in Living Social – 12.4% of participants and 39.2% of downloads 275 Average number of Facebook friends by reviewers
  • 27. Results Buzz prior to book release: 921 LivingSocial members registered for eGalley 288 Downloads of the eGalley by program participants – 31.3% of participants 113 Reviews posted in Living Social – 12.4% of participants and 39.2% of downloads 275 Average number of Facebook friends by reviewers Comments on numerous private blogs, Twitter, the author’s blog, other author’s blog sites and goodreads.com
  • 28. Takeaways
  • 29. Takeaways You can reach a lot of people quickly on Facebook – more than you probably think.
  • 30. Takeaways You can reach a lot of people quickly on Facebook – more than you probably think. It is vital to select the appropriate editorial to appeal to a targeted segment.
  • 31. Takeaways You can reach a lot of people quickly on Facebook – more than you probably think. It is vital to select the appropriate editorial to appeal to a targeted segment. Reaching the right community of online users gets results the fastest, and gets the best results.
  • 32. Takeaways You can reach a lot of people quickly on Facebook – more than you probably think. It is vital to select the appropriate editorial to appeal to a targeted segment. Reaching the right community of online users gets results the fastest, and gets the best results. Authors who are native to the Social Web are crucial.
  • 33. Takeaways You can reach a lot of people quickly on Facebook – more than you probably think. It is vital to select the appropriate editorial to appeal to a targeted segment. Reaching the right community of online users gets results the fastest, and gets the best results. Authors who are native to the Social Web are crucial. Avid readers are open to new genres and likely to read and provide reviews.
  • 34. Takeaways You can reach a lot of people quickly on Facebook – more than you probably think. It is vital to select the appropriate editorial to appeal to a targeted segment. Reaching the right community of online users gets results the fastest, and gets the best results. Authors who are native to the Social Web are crucial. Avid readers are open to new genres and likely to read and provide reviews. Never underestimate the likelihood technology will fail.
  • 35. Q&A
  • 36. Malle Vallik Director of Digital Content & Social Media Bob Carlton Vice President – Product & Marketing This presentation can be found at: Hashtag: