New Media Marketing Opportunities for Pan Macmillan May 30 2006
Search Engines <ul><li>For websites </li></ul><ul><ul><li>Google </li></ul></ul><ul><ul><ul><li>Similar Pages </li></ul></...
Websites Overview <ul><li>Sales </li></ul><ul><ul><li>Market specific websites </li></ul></ul><ul><ul><li>Genre specific w...
<ul><li>Online catalogues  (Appendix A) </li></ul><ul><ul><li>Matching titles or genres to each catalogue </li></ul></ul><...
Sales Opportunities  – Genre Specific Websites <ul><li>Cricket and football titles  (Appendix B) </li></ul><ul><ul><li>Sto...
<ul><li>Online version  of print newspapers and magazine (Appendix C) </li></ul><ul><ul><li>Online editorial for book revi...
<ul><li>Author Blogs </li></ul><ul><ul><li>Host by publishers </li></ul></ul><ul><ul><li>Host by author / title websites <...
<ul><li>Search for prospect bloggers </li></ul><ul><ul><li>MySpace </li></ul></ul><ul><ul><li>MSN Space </li></ul></ul><ul...
Marketing Opportunities  – Reading Groups <ul><li>Reading Group Finders </li></ul><ul><ul><li>People’s Network  – provided...
<ul><li>Chats and Forums </li></ul><ul><ul><li>The biggest groups finders are –  Yahoo ,  Google ,  MSN ,  ezboard </li></...
<ul><li>BookCrossing </li></ul><ul><ul><li>Go Book Hunting by  Derby Evening Telegraph </li></ul></ul><ul><ul><li>The book...
Idea to Steal  – Awards-Winning Websites <ul><li>Web Marketing Association’s  WebAward </li></ul><ul><ul><li>Penguin Books...
Ideas to steal <ul><li>VidLit </li></ul><ul><ul><li>A website showcasing book trailers </li></ul></ul><ul><ul><li>Short vi...
Keeping Up-to-date   - RSS Feeds <ul><li>Steps to Build a news aggregator  (Appendix I) </li></ul><ul><li>Demo link:  http...
Keeping Up-to-Date   - News Alerts Tools <ul><li>Bookmarketing  Ltd.  /  Bookseller’s  BookBlog </li></ul><ul><ul><li>Dail...
Google Trends <ul><li>Search a subject term and keep track of its searching pattern </li></ul><ul><li>News articles will s...
Appendix <ul><li>Prospects for sales_online catalogues </li></ul><ul><li>Prospects for sales_cricket and football titles <...
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New Media Marketing Opportunities For A Trade Publishing Company

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New Media Marketing Opportunities For A Trade Publishing Company

  1. 1. New Media Marketing Opportunities for Pan Macmillan May 30 2006
  2. 2. Search Engines <ul><li>For websites </li></ul><ul><ul><li>Google </li></ul></ul><ul><ul><ul><li>Similar Pages </li></ul></ul></ul><ul><ul><li>Alexa </li></ul></ul><ul><ul><ul><li>Directory Search </li></ul></ul></ul><ul><ul><ul><li>Site Info – “Ranking”, “Related Links”, & “Sites Linking In” </li></ul></ul></ul><ul><ul><li>Ask.com </li></ul></ul><ul><li>For blogs </li></ul><ul><ul><li>Technorati > Blog Finder > crime fiction </li></ul></ul><ul><ul><li>Google’s BlogSearch > crime fiction </li></ul></ul><ul><ul><li>Blog Top Sites </li></ul></ul><ul><li>For podcasts </li></ul><ul><ul><li>Podscope > Book Review </li></ul></ul>
  3. 3. Websites Overview <ul><li>Sales </li></ul><ul><ul><li>Market specific websites </li></ul></ul><ul><ul><li>Genre specific websites </li></ul></ul><ul><li>Publicity </li></ul><ul><ul><li>Online newspapers and magazines </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><li>Marketing </li></ul><ul><ul><li>Reading groups / Book clubs </li></ul></ul><ul><ul><li>Social networking websites </li></ul></ul>
  4. 4. <ul><li>Online catalogues (Appendix A) </li></ul><ul><ul><li>Matching titles or genres to each catalogue </li></ul></ul><ul><li>Online book clubs </li></ul><ul><ul><li>A sample listing of online book clubs in the UK </li></ul></ul><ul><ul><li>The reading group online (also for publicity and marketing) </li></ul></ul>Sales Opportunities – Market Specific Websites
  5. 5. Sales Opportunities – Genre Specific Websites <ul><li>Cricket and football titles (Appendix B) </li></ul><ul><ul><li>Store section or library section as an identifier </li></ul></ul>
  6. 6. <ul><li>Online version of print newspapers and magazine (Appendix C) </li></ul><ul><ul><li>Online editorial for book reviews </li></ul></ul><ul><ul><li>Blogs (written by their journalists) </li></ul></ul><ul><ul><li>Own book clubs and bookstores </li></ul></ul><ul><ul><li>Podcasts (supplementary to their print content) </li></ul></ul><ul><li>Online magazines / Review websites </li></ul><ul><ul><li>Teen readers: MyKindaPlace </li></ul></ul><ul><ul><li>Female readers: </li></ul></ul><ul><ul><ul><li>iVillage .co. uk </li></ul></ul></ul><ul><ul><ul><li>FemaleFirst </li></ul></ul></ul><ul><ul><li>Mass readers: Wanadoo </li></ul></ul><ul><ul><li>Book review websites – General (Appendix D)/ Genre Specific (Appendix E) </li></ul></ul>Publicity Opportunities – Online Newspapers and Magazines
  7. 7. <ul><li>Author Blogs </li></ul><ul><ul><li>Host by publishers </li></ul></ul><ul><ul><li>Host by author / title websites </li></ul></ul><ul><ul><li>Host by AmazonConnect </li></ul></ul><ul><li>The consumers Blogging about Authors and Books </li></ul><ul><ul><li>For reviews and author interviews </li></ul></ul><ul><ul><li>BritLit Six Blogs Ring </li></ul></ul><ul><ul><li>BoingBoing </li></ul></ul>Publicity Opportunities – Blogs (Appendix F)
  8. 8. <ul><li>Search for prospect bloggers </li></ul><ul><ul><li>MySpace </li></ul></ul><ul><ul><li>MSN Space </li></ul></ul><ul><ul><li>Yahoo!360° </li></ul></ul><ul><ul><li>Blogger </li></ul></ul><ul><ul><li>Xanga </li></ul></ul><ul><li>Example: Brixton Book Club – Black British Books Photo Album </li></ul>Publicity Opportunities – Blogs
  9. 9. Marketing Opportunities – Reading Groups <ul><li>Reading Group Finders </li></ul><ul><ul><li>People’s Network – provided by Museums Libraries Archive Council </li></ul></ul><ul><ul><li>Bookgroup .info – provided by the Arts Council </li></ul></ul><ul><ul><li>Meetup .com > London > Reading Group </li></ul></ul><ul><li>Online Reading Groups </li></ul>
  10. 10. <ul><li>Chats and Forums </li></ul><ul><ul><li>The biggest groups finders are – Yahoo , Google , MSN , ezboard </li></ul></ul><ul><ul><li>Example: Book Break Reading Group – a Yahoo group </li></ul></ul><ul><li>Community Sites (Appendix G) </li></ul><ul><ul><li>Useful source to find both book groups & genre reader groups </li></ul></ul>Marketing Opportunities – Social Networking Websites
  11. 11. <ul><li>BookCrossing </li></ul><ul><ul><li>Go Book Hunting by Derby Evening Telegraph </li></ul></ul><ul><ul><li>The bookmark (Appendix H) </li></ul></ul><ul><ul><li>Also attracting a big reading community </li></ul></ul><ul><li>ReadItSwapIt </li></ul><ul><ul><li>38835 titles to be swapped </li></ul></ul><ul><ul><li>FreeForum </li></ul></ul><ul><li>What Should I Read Next? </li></ul><ul><li>Second Life </li></ul>Marketing Opportunities – Social Networking Websites
  12. 12. Idea to Steal – Awards-Winning Websites <ul><li>Web Marketing Association’s WebAward </li></ul><ul><ul><li>Penguin Books – Supernaturalist </li></ul></ul><ul><li>Webby Awards > Celebrity/Fans </li></ul><ul><ul><li>Haruki Murakami – Official Website </li></ul></ul><ul><ul><li>A collaboration between Random House and iTune </li></ul></ul><ul><li>Revolution Magazine Awards </li></ul><ul><ul><li>Penguin UK is awarded the Best branding using digital channels through their podcast </li></ul></ul><ul><li>Favourite Website Awards </li></ul><ul><ul><li>Cutting-edge websites </li></ul></ul>
  13. 13. Ideas to steal <ul><li>VidLit </li></ul><ul><ul><li>A website showcasing book trailers </li></ul></ul><ul><ul><li>Short video clips that have entertainment value </li></ul></ul><ul><ul><li>US-focus and unclear target market </li></ul></ul><ul><li>BMW Audio Books </li></ul><ul><ul><li>Produced in conjunction with Random House </li></ul></ul><ul><ul><li>An example of cross-over marketing </li></ul></ul>
  14. 14. Keeping Up-to-date - RSS Feeds <ul><li>Steps to Build a news aggregator (Appendix I) </li></ul><ul><li>Demo link: http://uk.my.yahoo.com </li></ul><ul><ul><li>User name: DemoPanMac </li></ul></ul><ul><ul><li>Password: 20N19RR </li></ul></ul>
  15. 15. Keeping Up-to-Date - News Alerts Tools <ul><li>Bookmarketing Ltd. / Bookseller’s BookBlog </li></ul><ul><ul><li>Daily UK news about books </li></ul></ul><ul><li>The International Conference on the Book </li></ul><ul><ul><li>Academic research about books and the industry </li></ul></ul><ul><li>Google news alert - demopanmac @ googlemail .com </li></ul><ul><ul><li>international book news </li></ul></ul><ul><ul><li>UserName: DemoPanMac </li></ul></ul><ul><ul><li>Password: 20N19RR </li></ul></ul><ul><ul><li>Alerts Terms chosen </li></ul></ul><ul><ul><ul><li>“ Book” “Reading” “Publisher” </li></ul></ul></ul>
  16. 16. Google Trends <ul><li>Search a subject term and keep track of its searching pattern </li></ul><ul><li>News articles will sometimes be found to match the trend. </li></ul><ul><li>Google Labs’ products </li></ul>
  17. 17. Appendix <ul><li>Prospects for sales_online catalogues </li></ul><ul><li>Prospects for sales_cricket and football titles </li></ul><ul><li>Online newspaper contact list </li></ul><ul><li>Book review websites_general </li></ul><ul><li>Book review websites_Mystery titles </li></ul><ul><li>Blogs about books and authors </li></ul><ul><li>Social Networking Sites </li></ul><ul><li>Bookmark of BookCrossing </li></ul><ul><li>Steps to build a news aggregators </li></ul>

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