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Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
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Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop

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Modern Marketing has changed dramatically - and few industries have been impacted more than the publishing industry. This presentation went through the current landscape and steps necessary to create …

Modern Marketing has changed dramatically - and few industries have been impacted more than the publishing industry. This presentation went through the current landscape and steps necessary to create a modern marketing program that touches the consumers at all touchpoints, and uses the resources (authors, books, platforms) to truly drive Discovery, Engagement, and Sales.

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  • 1. Driving Discoverability Engagement & SalesDIGITAL BOOK WORLD 2013 - NEW YORK
  • 2. Announcements No LunchRestrooms Through Elevator Bank
  • 3. If you like what you hear, pleaseTweet. Post. Blog. Like it. When We Are Done. Just Listen For Now.
  • 4. @murrayiz @murrayiz Go ahead and follow me. Murray Izenwasser I’ll wait.Strategy Practice Lead, Founder, Biztegra
  • 5. BIZTEGRA Solutions for the Social Web West Palm Beach, Miami, Buenos AiresEducation · Strategy · Development · Engagement
  • 6. BIZTEGRA Solutions for the Social Web West Palm Beach, Miami, Buenos AiresEducation · Strategy · Development · Engagement
  • 7. Iconic Brands GrowingCompanies Start-ups
  • 8. Publishing Industry Experience
  • 9. We Keep Hearing The Same Things: We know But we don’t Traditional there is know how to marketing value in harness and is not this ‘social leverage driving stuff’ and those growth like relationships we’ve to drive it used to. invested revenue. in it.
  • 10. Viral Marketing?
  • 11. Viral Marketing?
  • 12. Part 1: Main Themes Social Media is Not What You Think It Is Find the Natural Cadence of Your Organization / Business Change Your Approach It’s All About Your Goals Marketing Is About Engagement … But It’s Really About Search and Discoverability …And Revenue
  • 13. In the Old WorldIT WAS ABOUT THE TV MODEL ...
  • 14. …Targeted the Masses
  • 15. …was All About The Product…
  • 16. …Was ONLY ONE Way…
  • 17. …And Interrupted… …To Get Our Attention
  • 18. What You Should Be Talking About Your Business Your Customers and Competitors Your Brand and Your ProductsAnd How to Market and Sell in a “Social” World
  • 19. So What Are the New Rules?YOUR CUSTOMER REALLY DOESN’T LOVE YOU ANY MORE (IF THEY EVER REALLY DID)
  • 20. So What Are the New Rules?YOUR CUSTOMER REALLY DOESN’T LOVE YOU ANY MORE (IF THEY EVER REALLY DID)
  • 21. Traditional Marketing• One way (Brand  Customer)• Push and Interrupt• Brand Generated Advertising BRAND DIRECT Image & Reputation Lead Generation
  • 22. Social Media:• Multi-way (Brand  Customer)• Brand and User Generated Content• Participatory BRAND DIRECT Image & Reputation Lead Generation SOCIAL Engagement & Loyalty
  • 23. Social Marketing:• Multi-way (Brand  Customer  Customer)• Brand and User Generated Content• Participatory BRAND DIRECT Image & Reputation Lead Generation SOCIAL Engagement & Loyalty
  • 24. Integrated Marketing:• Multi-way (Brand  Customer  Customer)• Brand and User Generated Content• Participatory• Integrated Across Channels BRAND DIRECT Image & Reputation Lead Generation Engagement & Loyalty SOCIAL
  • 25. The One or TwoMistakes EveryoneIS MAKING
  • 26. Mistake #1:
  • 27. How Many? Why?
  • 28. Start Here Goal Strategy Campaign Don’t Start HereThis is Not a Social Media Strategy Tactic
  • 29. No Matter How Much She Believes, There is No Such Thing … … AS A UNICORN
  • 30. No Matter How Much You Believe, There is No Such Thing … … AS A SOCIAL MEDIA STRATEGY
  • 31. Mistake #1: Viewing Social Media as the Strategy
  • 32. Mistake #2:
  • 33. Get Me Some of This!!!
  • 34. Mistake #2: Starting at theWrong End
  • 35. “Today, I’m gonna print 1 millionpost cards and mail them out.” (no-one would say this)
  • 36. So, WhatShould You Do?
  • 37. You Need This… Current Strategy? Business Different than last Current Goals? year’s? Marketing Specific & Programs / Measurable Campaigns? Your How Are You Customers? unique? Geographic Your Brand? Demographic Psychographic Integrated Marketing What Your Program Your Business Does Competition? / Industry? Goals, Strategies, Metrics, Concepts, …
  • 38. … To make sense of this …
  • 39. … To Be Able To Get To This!
  • 40. What are you currently doing? What are your competitors doing? QuestionsThat need tobe answered. How can your programs be more(That nobodyever answers) ‘Social’? Where are the Gaps & Opportunities?
  • 41. Owned Bought Earned
  • 42. You Need To… Change your thinking.Flickr / @boetter
  • 43. Flickr / Mark Gstohl
  • 44. Before You• And What Do You Get Do? Started
  • 45. You Should Already Have This… Current Strategy? Business Different than last Current Goals? year’s? Marketing Specific & Programs / Measurable Campaigns? Your How Are You Customers? unique? Geographic Your Brand? Demographic Psychographic (Social) Marketing What Your Program 4 – 5 Top Business Does Competitors? / Industry? Goals Concept …
  • 46. A Social / Integrated Program Isn’t: Free / Easy / Immediate What it is: Hard to Measure & Maintain What It Won’t Do:“You Are Building Give You an Immediate For Next Year” Return
  • 47. Before You Get StartedYou have running at 100%• Website Optimized• Analytics / Measurement• Reporting• Listening• Email Programs• Search / SEM / SEO• Affiliate Programs• Direct Response• Broadcast• Print• Public Relations• CRM
  • 48. 1. Take A Step Back 2. Take a Look Around 3. Fix Up The House 4. Natural Cadence and Content8 Steps GenerationTo Getting 5. Listen, Monitor, Measure, Report Started 6. Enhance Existing Programs 7. OnGoing Engagement & New Platforms 8. Evaluate 9. Shift and Improve
  • 49. An Important Concept…You Need To Find … … The Natural Cadence Of Your Businessflickr.com/ jenny downing
  • 50. Part 1: Main Themes Social Media is Not What You Think It Is Find the Natural Cadence of Your Organization / Business Change Your Approach It’s All About Your Goals Marketing Is About Engagement … But It’s Really About Search and Discoverability …And Revenue
  • 51. Questions? Let’s Take a Break
  • 52. Part 2: Where Should you be Focusing? Website Content Social & Mobile Author EcoSystem Listening, Monitoring, Reporting Email Online Advertising Tools & Techniques Events Other Channels
  • 53. Web
  • 54. Remember This?
  • 55. It’s (Still) All About Your Site
  • 56. Website - ConsiderationsResponsive DesignCatalog, Cart, & Checkout – multi deviceEmail RegistrationSocial IntegrationAuthor Engagement & ContentOn-Page SEOUser Centric Navigation
  • 57. Responsive Website? Not Responsive!
  • 58. Responsive Website! Responsive!
  • 59. Responsive Website • Responsive Web Design (RWD) • Dedicated Mobile Site • RESShttp://sixrevisions.com/design-showcase-inspiration/responsive-webdesign-examples/http://sixrevisions.com/mobile/methods-mobile-websites/
  • 60. Why A Responsive Website?
  • 61. Why A Responsive Website?
  • 62. Website – On-Page SEO“Standard” SEO Items Domain InformationOptimize Titles & URLs URLs / StructureMeta: Description KeywordsHeadings Long TailCSS ContentImages & Multimedia Internal Links
  • 63. Website – On-Page SEO
  • 64. Website – On-Page SEOPublishing Specific1. Use Structured Data • www.schema.org • http://www.google.com/webmasters/tools/richsnippets#2. Set Up Authorship
  • 65. Structured Data & Authorship
  • 66. It’s (Still) All About Your Site
  • 67. Advertising: Search, Display & Social
  • 68. Advertising: Search, Display & Social• Facebook• LinkedIn• Twitter• YouTube
  • 69. Advertising: Search, Display & Social• Facebook• LinkedIn• Twitter• YouTube On-Platform Advertising Facebook LinkedIn Twitter YouTube
  • 70. Advertising: Search, Display & Social• Facebook• LinkedIn• Twitter• YouTube
  • 71. An ExampleMy Favorite Author
  • 72. Advertising: Search, Display & Social
  • 73. Content Drives Search
  • 74. Content
  • 75. Video Content
  • 76. VIDEO (And Social Search)
  • 77. Go Big! Go Viral!Flickr / dicktay2000
  • 78. YOUTUBE IS THE… 2ND LARGEST SEARCH ENGINE YOUTUBE IS THE… 3RD MOST VISITED SITE
  • 79. Video and Search What 1 Little Video Can Do…
  • 80. 1
  • 81. After 60 Minutes… 45 3 2 1
  • 82. After 5 Hours… 46 5 3 2 1
  • 83. After 7 Hours… 4 2 15 3
  • 84. After 24 Hours…6 4 3 2 1 5
  • 85. After 24 Hours… 6 5 4 3 27 1
  • 86. Social PR 1 2 3 4 5 6 7 8 9 10
  • 87. Social Drives Engagement
  • 88. Main PlatformsFacebookTwitterLinkedInGoogle+YouTubeBlogPinterestInstagramTumblr
  • 89. Publishing Specific
  • 90. Social Drives Engagement
  • 91. Where is Matt? (Authenticity)
  • 92. Listening, Monitoring, Analytics
  • 93. Listening Brands Set up Alerts Industry Identify Blogs Niches / Topics Identify Forums Books Platform Searches Authors Listening Station Influencers Google Alerts Google Reader Twitter Search Hootsuite / Tweetdeck Listening Tools: Sysomos, Radian 6, etc.
  • 94. State of the Art Listening
  • 95. Insights • Create a Dashboard • But What Are You Actually Measuring?
  • 96. INFORMATION (leads to Insight) DataGives Us a view of Data that allows us to make decisions based on Context History where we want to be (Context) Relationship to Relationship to the PROGRAMS PAST where we came from (History) where/who we are (Relevance). Relevance Relationship to Someone’s JOB
  • 97. Reporting, As A Business DriverActivityEngagementConversionPerformance
  • 98. Reporting, As A Business Driver(Activity) x(Engagement) x(Conversion) =(Performance)
  • 99. Tools and Techniques
  • 100. ToolsTrack Everything• Landing Pages• Bitly.com• Google Link Generator• Schedule Posts• Buffer
  • 101. Publishing Industry Specific
  • 102. Event Planning
  • 103. Event Planning
  • 104. Engaging Authors http://bit.ly/BookMarketingPlan
  • 105. Other Channels
  • 106. Bringing It Home…
  • 107. Here’s Your Magic Bullet(There Isn’t One)
  • 108. Final Thoughts? You Tell MeFlickr / jimharmer
  • 109. Thank You Very much!Flickr / meddygarnet © 2011 Biztegra Partners – All Rights Reserved - Do Not Reproduce
  • 110. Murray Izenwasser @murrayizMurray@biztegra.com 561.452.2662
  • 111. www.biztegra.com 561.452.2662

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