Thomas Nelson Social Media Case Study

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+ ashutosh_agl3 3 weeks ago
Am not able to view the file on Windows. Can you please upload pdf version ?

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In the last few years, we have been experimenting with social media. I want to talk about three of them today:

1. Blogs
2. Twitter
3. [User-generated Product] Reviews

My story:

I wanted to experience first-hand where digital content delivery was going.

At the time, I didn’t realize that I was also signing up for a social media experiment.

Today, my blog has almost 100,000 readers a month. Compare this to the two leading trade journals in my field:

- Publishers Weekly has 19,608 subscribers
- Christian Retailing has 9,500

It has allowed me to address a number of things, including changes in our corporate strategy or new initiatives.

It has allowed me to call attention to new products that otherwise would have received little or no exposure.

It has allowed me to lead important conversations within our industry.

It has allowed me to become a thought leader in our industry and even mentor younger leaders.

Twitter

Is the one of the hottest social media services around.

What is it?

This is a short definition from Wikipedia.

I joined Twitter in April 2008.

I have approximately 45,000 followers.

I have also encouraged our employees to Twitter.
- We have about 13% of our workforce who are active on Twitter (60 people).
- We have 100 people active on Facebook.

What has been the business impact? Last Friday, I asked my followers how my involvement in Twitter has impacted their perception of Thomas Nelson. I received more than 100 responses. They boiled down to five things.

1. Visibility

“I never knew Thomas Nelson existed until I started following your Twitter and blog feeds.”

2. Personality

“Thomas Nelson has a face and a voice. It is not just a burgandy Bible cover any more.”

3. Connectivity

I have been a Thomas Nelson customer for many years. Now I feel connected.”

4. Loyalty

“[Your Twittering] makes me aware of your brand. I actively look for your books.”

5. Leadership

“Speed of the leader, speed of the team; my perception that Thomas Nelson is pushing the publishing envelope comes from your Tweets.”

I spend less than 30 minutes a day.
I average 12–13 tweets per day.
Most tweets take 20–30 seconds each. Assuming 30 seconds, I spend 6.5 minutes tweeting.
I spend another 15–20 minutes a day scanning other people’s tweets.

The origin of the idea ...

Last fall we 2 controversial titles. Many people were formulating negative opinions these books before they gave them a chance.

We felt if we seeded the market, and got some honest opinions about the titles it would change public sentiment.

We offered both books FREE to the readers of my blog in exchange for an “honest review.” We gave away hundreds of copies. Both books hit the New York Times bestseller lists and sold in excess of 100,000 copies each.

As a result of this, we decided to launch an official book review program for bloggers in October of 2009 ...

This program is called the Thomas Nelson Book Review Bloggers program.

Here’s how it works:
- We send bloggers who request the book a free copy.
- They read the book and then write a 200-word review.
- The review can be positive, negative, or somewhere in between.
- They must post the review on their blog and on at least one online bookseller’s site.

Results:
1. We have more than 6,500 bloggers enrolled in our program.
2. We have had numerous successes stories. Our biggest success—a book called Fearless by Max Lucado—had more than 850 reviews.
3. Our competitors have begun to imitate us.

We are about to launch a version 2.0 of our blog review program, which we have dubbed ...

BookSneeze: “Great books are contagious.”

We intend to open this up to our competitors.
We will charge them to participate.
We want to have 10,000 bloggers in our program.

5 Favorites & 1 Group

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Thomas Nelson Social Media Case Study - Presentation Transcript

Thomas Nelson Publishers Social Media Case Study
Three Experiments
Three Experiments 1. Blogs 2. Twitter 3. Reviews
Blogs Social Media Experiment #1
How much time?
How much time?
How much time? - I post about four times a week.
How much time? - I post about four times a week. - This takes me 4–6 hours a week.
How much time? - I post about four times a week. - This takes me 4–6 hours a week. - Much of this, I would be doing anyway.
Twitter Social Media Experiment #2
What Is Twitter?
What Is Twitter? “Twitter is a free social networking and micro-blogging service that enables its users to send and read messages known as tweets. Tweets are text-based posts of up to 140 characters displayed on the author’s proﬁle page and delivered to the author’s subscribers who are known as followers.” —Wikipedia
1. Visibility
1. Visibility
2. Personality
2. Personality
3. Connectivity
3. Connectivity
4. Loyalty
4. Loyalty
5. Leadership
5. Leadership
How much time?
How much time?
How much time? - I spend less than 30 minutes a day.
How much time? - I spend less than 30 minutes a day. - I average 12–13 tweets per day.
How much time? - I spend less than 30 minutes a day. - I average 12–13 tweets per day. - Most tweets take 20–30 seconds each. Assuming 30 seconds, I spend 6.5 minutes tweeting.
How much time? - I spend less than 30 minutes a day. - I average 12–13 tweets per day. - Most tweets take 20–30 seconds each. Assuming 30 seconds, I spend 6.5 minutes tweeting. - I spend another 15–20 minutes a day scanning other people’s tweets.
Reviews Social Media Experiment #3
Why does this work?
Why does this work?
Why does this work? 1. Permission
Why does this work? 1. Permission 2. Relevance
Why does this work? 1. Permission 2. Relevance 3. Authority
The Future? We’re building a culture where it is safe to experiment
My Contact Info
My Contact Info Blog: michaelhyatt.com Twitter: twitter.com/michaelhyatt Facebook: facebook.com/michaelhyatt Speaking: michaelhyatt.com/speaking Email: michael@michaelhyatt.com