0
How Do I Reach My Customers?
Direct and consumer marketing for publishers

Social Media
Marketing
Copyright epsos.de http:...
Direct and consumer marketing for publishers

Social Media

Me, myself and I

Copyright epsos.de http://www.flickr.com/pho...
Direct and consumer marketing for publishers

Social Media

In the past was no dialogue between publisher and
customer – t...
Direct and consumer marketing for publishers

Social Media

Today there are dialogues between all parties

Copyright epsos...
Direct and consumer marketing for publishers

Social Media

These dialogues happen through
Social Media. Do you want to be...
Direct and consumer marketing for publishers

Social Media

What exactly is social media?
Steffen Meier

Frankfurt Book Fa...
Direct and consumer marketing for publishers

Social Media

The paradigm shift:
From outbound marketing…

Copyright epsos....
Direct and consumer marketing for publishers

Social Media

The paradigm shift:
…to inbound marketing

Copyright epsos.de ...
Direct and consumer marketing for publishers

Social Media

http://marketinggovernance.com

Steffen Meier

Frankfurt Book ...
Direct and consumer marketing for publishers

Social Media

The communication
shift:
digital, mobile
& social

Copyright J...
Direct and consumer marketing for publishers

Social Media

The communication
shift:
digital, mobile
& social

Steffen Mei...
Direct and consumer marketing for publishers

Social Media

Social Web is a general term for
new, social interactions on t...
Direct and consumer marketing for publishers

Social Media

The most important fact about Social Media:
It‘s for dialogue,...
Direct and consumer marketing for publishers

Why

Social Media

should Publishers

use Social Media
for customer
communic...
Direct and consumer marketing for publishers

Social Media

Nowadays publishers aren‘t the leading multiplicators
and opin...
Direct and consumer marketing for publishers

Social Media

Or, in other words:
we have to fish
where the fishes
(= custom...
Direct and consumer marketing for publishers

Social Media

fundamental

changes
Copyright epsos.de http://www.flickr.com/...
Direct and consumer marketing for publishers

Social Media

1. Great importance of the knowledge about our
customers and t...
Direct and consumer marketing for publishers

Social Media

2. Things (that
means: our products)
that cannot be found
in s...
Direct and consumer marketing for publishers

Social Media

Discoverability:
Where‘s the book?

Copyright mbtphoto (away a...
Direct and consumer marketing for publishers

Social Media

“There are numerous ways to
discover books, yet online

book d...
Direct and consumer marketing for publishers

Social Media

Copyright epsos.de http://www.flickr.com/photos/epsos/43767271...
Direct and consumer marketing for publishers

Social Media

Future book-purchasing

Platforms
Pirates
Publisher

Copyright...
Direct and consumer marketing for publishers

Social Media

Social Media Marketing

Do It Yourself
(in plain english)
Copy...
Direct and consumer marketing for publishers

Social Media

Define your target audience and know your
products

Define you...
Direct and consumer marketing for publishers

Social Media

Identify multipliers and influencers
(sometimes it’s easier to...
Direct and consumer marketing for publishers

Social Media

Will Social Media
make us rich?
Wrong question!
More important...
Direct and consumer marketing for publishers

Social Media

Social Media Marketing

Examples
(a very small amount)

Copyri...
Direct and consumer marketing for publishers

Social Media

Penguin USA: Mini book club meetings with the author on Twitte...
Direct and consumer marketing for publishers

Social Media

HarperCollins: connected Tumblr blogs

Copyright epsos.de http...
Direct and consumer marketing for publishers

Social Media

Chronicle Books: Tumblr blog

Copyright epsos.de http://www.fl...
Direct and consumer marketing for publishers

Social Media

Hanser Verlag: Publisher Michael Krüger on YouTube

Copyright ...
Direct and consumer marketing for publishers

Social Media

100freunde.de: Crowdfunding for books

Copyright epsos.de http...
Direct and consumer marketing for publishers

Social Media

Hermann Schmidt Verlag: Beautiful typography on Pinterest

Cop...
Direct and consumer marketing for publishers

Social Media

Springer: Every specialist field in multiple channels
Sometime...
Direct and consumer marketing for publishers

Social Media

Copyright "The Wanderer's Eye Photography" http://www.flickr.c...
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How do I reach my customer? Direct and consumer marketing for publishers: Social Media Marketing

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Social Media Marketing. Slides 11.10.2013. Frankfurt Academy. Frankfurt Bookfair. #fbm13 #fbf13

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Transcript of "How do I reach my customer? Direct and consumer marketing for publishers: Social Media Marketing"

  1. 1. How Do I Reach My Customers? Direct and consumer marketing for publishers Social Media Marketing Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 1
  2. 2. Direct and consumer marketing for publishers Social Media Me, myself and I Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 2
  3. 3. Direct and consumer marketing for publishers Social Media In the past was no dialogue between publisher and customer – the only form of dialog were the number of sales Customer Author Publisher Bookstore Customer Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 3
  4. 4. Direct and consumer marketing for publishers Social Media Today there are dialogues between all parties Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 4
  5. 5. Direct and consumer marketing for publishers Social Media These dialogues happen through Social Media. Do you want to be part of the party? Copyright Domingo http://www.flickr.com/photos/epsos/4376727123/ Foto: David epsos.de http://www.flickr.com/photos/61085800@N00/97519096 Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 5
  6. 6. Direct and consumer marketing for publishers Social Media What exactly is social media? Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 6
  7. 7. Direct and consumer marketing for publishers Social Media The paradigm shift: From outbound marketing… Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 7
  8. 8. Direct and consumer marketing for publishers Social Media The paradigm shift: …to inbound marketing Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 8
  9. 9. Direct and consumer marketing for publishers Social Media http://marketinggovernance.com Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 9
  10. 10. Direct and consumer marketing for publishers Social Media The communication shift: digital, mobile & social Copyright Jason Howie http://www.flickr.com/photos/jasonahowie/8583949219 Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 10
  11. 11. Direct and consumer marketing for publishers Social Media The communication shift: digital, mobile & social Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 11
  12. 12. Direct and consumer marketing for publishers Social Media Social Web is a general term for new, social interactions on the internet between customers. Social Media describes the tools, plattforms and systems which customers are using to communicate among themselves. Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 12
  13. 13. Direct and consumer marketing for publishers Social Media The most important fact about Social Media: It‘s for dialogue, not for monologue, it‘s for reputation, nor for selling Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 13
  14. 14. Direct and consumer marketing for publishers Why Social Media should Publishers use Social Media for customer communication? Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 14
  15. 15. Direct and consumer marketing for publishers Social Media Nowadays publishers aren‘t the leading multiplicators and opinion-formers. Instead of purchasing content at or seeking information from publishing houses, customers adress other customers, for example via social networks. Exchanges happen in online-based communities and customers prefer recommendations of other customers, not of recommendations of publishers. In short: publishers have lost their leading role in the context of content, everyone can be a publisher in the digital age. Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 15
  16. 16. Direct and consumer marketing for publishers Social Media Or, in other words: we have to fish where the fishes (= customers) are… Copyright Jon Bowen http://www.flickr.com/photos/localsurfer/2432654656// Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 16
  17. 17. Direct and consumer marketing for publishers Social Media fundamental changes Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 17
  18. 18. Direct and consumer marketing for publishers Social Media 1. Great importance of the knowledge about our customers and their needs: publishers cannot afford to blindly produce products for more and more segmented and detailed markets Copyright Tasmanian Archive and.. http://www.flickr.com/photos/tasmanianarchiveandheritageoffice/9420736952/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 18
  19. 19. Direct and consumer marketing for publishers Social Media 2. Things (that means: our products) that cannot be found in social networks or search engines enriched with social recommondations don‘t exist in future Copyright salendron http://www.flickr.com/photos/salendron/947936275// Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 19
  20. 20. Direct and consumer marketing for publishers Social Media Discoverability: Where‘s the book? Copyright mbtphoto (away a lot) http://www.flickr.com/photos/marybaileythomas/3304919701/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 20
  21. 21. Direct and consumer marketing for publishers Social Media “There are numerous ways to discover books, yet online book discovery continues to be one of the biggest challenges that publishers, authors, and booksellers face.” Judith Rosen Publishers Weekly Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 21
  22. 22. Direct and consumer marketing for publishers Social Media Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 22
  23. 23. Direct and consumer marketing for publishers Social Media Future book-purchasing Platforms Pirates Publisher Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 23
  24. 24. Direct and consumer marketing for publishers Social Media Social Media Marketing Do It Yourself (in plain english) Copyright Government Press Office http://www.flickr.com/photos/government_press_office/7535117422 Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 24
  25. 25. Direct and consumer marketing for publishers Social Media Define your target audience and know your products Define your targets (brand, traffic to your website, leads, more customers, more revenue from your customers, followers, fans) Define your communication channels based on your targeted audience Copyright epsos.de Kitazume http://www.flickr.com/photos/21232564@N06/2235514062/ Copyright Christian http://www.flickr.com/photos/epsos/4376727123/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 25
  26. 26. Direct and consumer marketing for publishers Social Media Identify multipliers and influencers (sometimes it’s easier to let blogger do your job – perhaps they have a wider range than you) Determine ressources and budgets Define workflows, tools, editorial calendar – and the social media policy for the employees Measure your target achievement Copyright epsos.de Kitazume http://www.flickr.com/photos/21232564@N06/2235514062/ Copyright Christian http://www.flickr.com/photos/epsos/4376727123/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 26
  27. 27. Direct and consumer marketing for publishers Social Media Will Social Media make us rich? Wrong question! More important is what will happen if publishers don‘t have dialogue with their customer ? Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/ Copyright Andrew Macgill http://www.flickr.com/photos/amagill/3367543296 Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 27
  28. 28. Direct and consumer marketing for publishers Social Media Social Media Marketing Examples (a very small amount) Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 28
  29. 29. Direct and consumer marketing for publishers Social Media Penguin USA: Mini book club meetings with the author on Twitter Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 29
  30. 30. Direct and consumer marketing for publishers Social Media HarperCollins: connected Tumblr blogs Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 30
  31. 31. Direct and consumer marketing for publishers Social Media Chronicle Books: Tumblr blog Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 31
  32. 32. Direct and consumer marketing for publishers Social Media Hanser Verlag: Publisher Michael Krüger on YouTube Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 32
  33. 33. Direct and consumer marketing for publishers Social Media 100freunde.de: Crowdfunding for books Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 33
  34. 34. Direct and consumer marketing for publishers Social Media Hermann Schmidt Verlag: Beautiful typography on Pinterest Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 34
  35. 35. Direct and consumer marketing for publishers Social Media Springer: Every specialist field in multiple channels Sometimes less is more… Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 35
  36. 36. Direct and consumer marketing for publishers Social Media Copyright "The Wanderer's Eye Photography" http://www.flickr.com/photos/the-wanderers-eye/7227886422 epsos.de http://www.flickr.com/photos/epsos/4376727123/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 36
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