Wnba facebook marketing for writers


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This presentation addresses questions from members of the Women's National Book Association (WNBA), New York City chapter. It provides an explanation of Facebook's EdgeRank algorithm and the basics of marketing. Throughout the presentation,

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Wnba facebook marketing for writers

  1. 1. Facebook Marketing for Writers: A Hands-on Workshop Workshop Leader: Melissa A. Rosati, CPCC melissarosati@me.com Women’s National Book Association (WNBA) New York City Chapter Click Here to Join Today! Pace Universitywww.facebook.com/melissarosati Graduate Center January 16, 2013
  2. 2. Welcome!You are viewing this presentation onSlideshare. Email it to yourself for reference.Goals for Today1. Understand Facebook in a marketingcontext2. Understand how to get started onFacebook3. Learn Facebook tips4. Take quiz to test your knowledge! (There’s a first-place prize!)5. Practice, practice, practice Source: Wikimedia Commons. Artist is Alfred Sisley Tip: Use Wikimedia Commons for FREE art and music.
  3. 3. Survey Results: Apps to Market My Writing Blogging Facebook Google+ LinkedIn Pinterest Twitter YouTube 10% 14% 10% 14% 29% 19% 5%
  4. 4. Facebook: How Many Hours per Week? New to Facebook 1 to 3 hours 4 to 7 hours 13% 25% The average user spent 6.75 hours on Facebook in January. 63%
  5. 5. Pew Internet Study--Who Uses Social Networking Sites? • 12% of online adults say they use Pinterest • 12% of online adults say they use Instagram • 5% of online adults say they use Tumblr •66% of adults online say they use Facebook • 20% of online adults say they use LinkedIn • 16% of online adults say they use TwitterSource: Pew Internet: Who Uses Social New Working Sites? 2012
  6. 6. Facebook is Important for My Success as a Writer Agree Uncertain 25% 75%
  7. 7. Facebook Was Not Created for Authors
  8. 8. Facebook Was Created for Relationships Among Friends
  9. 9. New to Facebook?• Click here to go to Facebook• Sign up with your email address• Reach out to a few friends or family members you know• Answer the questions to complete your profile
  10. 10. What is the Status of Facebook? • Yesterday’s BIG ANNOUNCEMENT! • Facebook has more than one billion active users. If the company were a country, it would be the third largest in the world after China (population: 1.34 billion) and India (population: 1.17 billion). Some 600 million people use Facebook on mobile devices. • With 166 million members, the United States has the most Facebook users. Brazil is second place with 58 million, followed by India with 55 million, Indonesia with 47 million and Mexico with 38 million. • 2.7 Billion comments and likes are posted every day. • 90% of people who like your page never come back again. • An average of about 16-17% of fans will see each of your Page posts, but only if they have been engaged with you within the last 14 days.Sources: The Technology Inquirer. October, 5, 2012 and Social Ignite 20 Ways to Increase Your Facebook Visibility. January 3, 2013. Is Facebook Making Us Lonely? by Stephen Marche. AtlanticMonthly
  11. 11. The Facebook Profile is Different for a Fan Page• Profile is intended for friends and family• With your profile, you control your privacy settings• You must first establish a profile before you can set-up a Fan Page• A Fan Page is for promotion and commercial activity• A Fan Page is open to everyone to see• There are many other points for further discussion
  12. 12. EdgeRank is How Facebook Works • EdgeRank is the formula that Facebook uses to decide which posts will show up in a user’s newsfeed. There are three elements. “Affinity score measures how strong your relationship is with a user based on interaction. The people who are frequently commenting, liking or sharing your posts are going to have a stronger affinity score, and thus will be the people who are more likely to see your posts in their news feed. The next element, weight, refers to the weight of the interaction with your post (e.g., a comment or share carries more weight than a Like). So if your post is getting a lot of comments and/or shares, it will be (theoretically) shown to more people. Lastly, time is an easy one – the older the post gets, the less relevant it becomes, which means that it will appear less and less in the news feeds of fans over time.”Source: 20 Ways to Increase Your Facebook Visibility by Cara Pring. January 3, 2013. Ignite Social Media
  13. 13. Facebook Post Order of Importance• #1: Photos and Videos• #2: Links• #3: Status UpdatesSource: How Exactly Does Facebook Edgerank Work? The Undercover Recruiter
  14. 14. Facebook Actions Have Different Weight• #1: Share--People choose to share your content in their newsfeed with their friends.• #2: Comments--When people comment on your content, they are validating your credibility or the interest value of your content.• #3: Like--When people “like” your content, it’s a friendly wave that they know you are there on Facebook.• #4: Click--People click to view your content but take no further action with it.Source: How Exactly Does Facebook Edgerank Work? The Undercover Recruiter
  15. 15. Fan Pages Are For Authors!
  16. 16. The Learning Curve for Digital Immigrants Social Networking is a breeze!You don’t know what you don’t know. You Rock! You know what you don’t know.
  17. 17. DEFINITIONS A Content Creator: “Live your Personal A Content Curator is someone who Legend, pay the price of your dreams, read the omens, continually finds groups, organizes and shares the awaken your feminine side and dare to be different.” best and most relevant content on a specific issue online.Source: LifePositive Interview with Paulo Coehlo Source: Rohit Bhargava’s Manifesto of the Content Curator
  18. 18. Social Networking is about Good Listening Skills
  19. 19. Where are yourreaders?• Start with the media you consume.• Identify the influencers.• Know the keywords and trends.• Set goals and measure them.
  20. 20. Engaging Your Readership is Your Most Important Goal
  21. 21. Melissa’s Approach to the Social Learning Process Watch Listen Read
  22. 22. Click Here for Mari Smith’s Facebook Tutorials
  23. 23. Click Here for the Official Facebook YouTube Channel
  24. 24. Click Here for Cindy’s SlidesListen to podcasts by publishing industry experts
  25. 25. Read Nathan Bransford’s Blog (author and agent) for valuable insights into Facebook marketing for authors.
  26. 26. Exercise #1:Define Your Wired World• What media do you consume on a daily basis?• When you are online, how are you helpful to other people?• What’s your comfort level with digital literacy?• What aspect of the digital world could you not live without?
  27. 27. Exercise #2:Define Your World• As a writer, what is your major theme?• Theme is not plot. This is the biggest mistake writers make in their marketing strategies.• Favorite writer exercise. • Identify the conflicts • Identify the outcomes
  28. 28. Exercise #3: Create Engaging Content• What is a statement of fact?• What is a provocative statistic?• What is an interesting question?• What question do you want to ask?• What is a powerful quote?• What is a milestone date?• What is an informative resource that readers will find useful?
  29. 29. Practice Easy First Steps on Facebook• Post Consistently (1 to 2 posts per • Post links day) • Use visuals as much as possible• Respond promptly to comments and questions • Share posts from others• Thank people on a regular basis • Celebrate milestones• Ask simple choice questions • Ask questions at the end of posts• Address people by name • Keep posts short • Post quotes
  30. 30. “I Don’t Want to Be at the Computer All Day!”
  31. 31. Managing Time!• Start Slow• Practice listening before you craft your strategy• Set measurement goals• Be consistent• Learn how to source content• Use an editorial calendar• Pre-schedule posts/tweets• Unplug one day each week
  32. 32. Bonus Materials to Help You!
  33. 33. Tip #1--Listen by engaging in conversations • Technorati Social media applications allow you a level of deep listening that goes beyond what you learn in a controlled focus group. People search for trusted sources, where they can exchange information and comments about what is most important to • Alltop them. This could be anything from a great travel deal to an inspirational story of personal triumph. Your challenge is to find your target audience and to start • Blogsearch.google.com engaging with them by commenting on blogs, sharing media of mutual interest, and asking genuine questions (not sales pitches disguised as questions). • Searchtwitter.com The applications listed here allow you to search by keywords. Two of my favorites are Alltop and Socialmention. Alltop allows you to create your own “magazine” from the most • Socialmention.com relevant and popular sources. Socialmention provides very helpful analytics to deepen your understanding of key topics. • Bing.com/social
  34. 34. Tip #2--WatchWhen I need to learn how to use a social media • YouTubeapplication, my first stop is always YouTube. I typethe application name into the search box. YouTubegenerates a list of all the tutorials associated with • Dailymotionthe application. For example, when you search forLinkedIn, you will find dozens of tutorials, one foreach feature of the program. In fact, LinkedIn has • Metacafeits own official channel on YouTube. Once on thechannel, click on the playlist to find the user tips. • VimeoDo this for any application. • video.yahoo.comEach application listed on the right is hot linked.You can click on each one to check out the sitesbest suited for your interests and goals. • bing.com/videos • video.aol.com
  35. 35. Tip #3-- Listen to professional perspectivesThere are hundreds of websites related to social media • Social Media Examinerapplications.Without context, I find it impossible to make sense ofanything. That’s why I like to listen to industry • Media Bistro TVprofessionals talk about why they pick certainapplications over others in order to pursue specific • BeyondtheBookCastopportunities.On the right, I provide a list of several excellent sites. • BookBlissThese examples relate to the publishing industry. Tofind examples appropriate for your industry, I suggestthat you start with the key trade associations. Today,almost all of them have videos of industry thoughtleaders.
  36. 36. Facebook Etiquette Preview It is about Relationships! Click for Video
  37. 37. Quiz Time!
  38. 38. About Melissa A. Rosati, CPCCMelissa A. Rosati, CPCC, is a certified professional co-active coach (CPCC) and the owner of Melissas CoachingStudio, LLC. Her clients are writers, artists, and social entrepreneurs.An award-winning publisher, Melissa has lead strategic initiatives and teams in the areas of business planning,reorganization, partnerships, content acquisition, print and digital product development, contract negotiation, staff trainingand development, and global market planning for publishers such as HarperCollins College, Van Nostrand Reinhold,Routledge, and McGraw-Hill International. These experiences and skills enrich her approach to coaching and consultingwith clients who face daunting professional challenges.At Pace University, where Melissa is an adjunct faculty member in the Master of Science in Publishing program, sheco-leads the U.S.-China Publishing Dialogue and designs and delivers executive training programs for Chinese publishers.She is also co-founder of Writers, Readers, Publishers: Present Tense, Future Bold, a special-interest group focused onpublishing issues in our culture and society.An Ambassador for the Leukemia & Lymphoma Society, Melissa serves her community by providing information at healthfairs and meeting with community leaders to advocate for improving healthcare access and wellness services. In additionto leading community workshops on creativity and wellness, she is also the founder of Experience the Harmonies ofHealing, a salon concert series for blood cancer patients, survivors, and caregivers.Melissa earned her coaching certification from the Coaches Training Institute, a premier global program, fully accredited bythe International Coaching Federation. Melissa is a member of the International Coaching Federation, the CreativityCoaching Association, and the Womens National Book Association.Currently, Melissa has several projects in development about women working in writing and the arts. She lives in New YorkCity with her husband Michael and her cat Social Media Max.