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Globolocal 2011 Social Media Cases publishing


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Social media use cases by publishers and authors. Presented at a social media workshop for publishers at Globalocal 2011.

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Globolocal 2011 Social Media Cases publishing

  1. 1. Helping createbrands for thefuture _ Globalocal Social media workshop for publishers 24 & 25 November, 2011 New Delhi Email: November 28, 2011 | All content copyright
  2. 2. InterestingCases_ November 28, 2011 | All content copyright
  3. 3. Authors_ Innovative use of new media by authors
  4. 4. Micro-fiction – Arjun Basu_ Narrating a story in 140 words - TwistersMontreal-based writer Arjun Basu composes Twitter stories in exactly 140 characters. 4
  5. 5. Micro-fiction Arjun Basu _ Narrating a story in 140 words - Twisters“If anything, my longer formwriting (I write short storiesmostly and I‟m working on anovel as well) have beenhelped by the Twitter project.A writer likes to say he‟salways writing but we all knowthat the majority of that timeis spent doing nothing. I findmy “nothing” time much moreproductive now..” - Arjun Basu 5
  6. 6. Micro-fiction Arjun Basu _ Background Squishy – his first book of short stories published in 2008“Twitter breaks the wall • Also available as an audiobookbetween writer and reader in aprofound and immediate way. Iknow when something‟s good In 2009 wrote his fist Twitter short storyand when something‟s badwithin minutes. People aren‟t • Gave Twitter stories a new name – Twistersafraid to @ me to let me how • Each story is exactly 140 wordsthey feel about certain • He has 139,680 followers on TwitterTwisters. And they let meknow when they don‟t like A Toronto filmmaker makes a film based on onethem as well. of the Twisters - Arjun Basu • Submitted to Filmminute Film Festival • It won People‟s Choice Award 6
  7. 7. Micro-fictionArjun Basu _ Created on Twitter. Archived over Blog. Image could come above text also. All of Arjun‟s Twisters are available on his website under six themes – Family, Food, Home, Love, Sex and Work 7
  8. 8. New revenue formats_ IAMBIK – beyond traditional audiobook publishingIAMBIK partners with print publishers and authors as Arjun and work on a revenue-sharing basis, withnarrators, publishers/authors. 8
  9. 9. Learnings from the case _ Leveraging new media as an author Building differentiation • No longer dependent on traditional publishers for voice to be“And then I had an image in my heardhead of a baby trying to reach • Being open to experimentation • In the new media world, everyone is an author anda cookie. It just happened and publisher, what‟s your differentiator?when you‟re a writer thesemoments happen all the time. Adaptability across mediumsIf you‟re lucky you have anotepad and you write it • Twitterdown. Well, I had Twitter. So I • Blogwrote it and it came in at over • Audio-books140 characters. I edited it Exploring new forms of interaction with readersdown to exactly 140. And thegenre was born…” - Arjun Basu • Neo-author no longer the hidden, solitary figure • Gain feedback at every stage of writing – conception, production to end-product 9
  10. 10. Deepak Chopra_ Re-inventing to stay relevant 10
  11. 11. Deepak Chopra_ Amplifying the voice. Building connect. 11
  12. 12. Deepak Chopra_ Real-time spiritual advice 12
  13. 13. Deepak Chopra_ What not to do though! 13
  14. 14. Chetan Bhagat_ Fueling controversies to stay in news 14
  15. 15. Chetan Bhagat_ Fueling controversies to stay in newsControversy #1 – #chetanblocks. 15
  16. 16. Chetan Bhagat_ Fueling controversies to stay in newsControversy #2 – Father‟s Day Tweet. 16
  17. 17. Chetan Bhagat_ Fueling controversies to stay in newsControversy #3 – Tweet about Infosys. Co-incided exactly around the launch of his latest bookRevolution 20:20 17
  18. 18. Paulo coelho_ Embracing new media to build connect with the community 18
  19. 19. Paulo coelho_ Leveraging social channels ^ publishes announcements about his different projects ^ publishes posts from other people‟s blogs that he reads and likes ^ shares ideas through posts and podcasts Facebook ^ Posts his blog entries as notes ^ Live streams his tweets and integrates it with his Flickr account Twitter ^ Tweets daily on topics that effect him, e.g. Iranian crisis ^ Daily inspirational quotes ^ Uses file sharing tools to share them with others YouTube ^ More than170 videos published on his 2 YouTube channels (paulocoelhoTV and paulabraconnot) 19
  20. 20. Paulo coelho_ A quick snapshot Total Upload 6,959,032 Views: • PauloCoelhoBlog. Likes • Twitter 1,901,674 com • Facebook • YouTube Alexa Traffic 2,668,596 Rank: 35,898 followers 20
  21. 21. Source – Tweet Reach Paulo coelho_ Steady engagement = steady increase in followersIn 2010 Forbes named him the second-most-influential celebrity on Twitter, behind only Justin Bieber. 21
  22. 22. Devdutt Embracing new media to build connect with thepattnaik_ community 22
  23. 23. Devdutt pattnaik _ Community participation“TED was fun as I did not realizehow big it was. And howinternational it was until I reallygot there”. - Devdutt PattnaikThe TED video has 1,00,000+ views on YouTube and 5,00,000+ views on the TED Talks channel. 23
  24. 24. Devdutt pattnaik _ BlogWhile the blog has been re-designed, it has been in existence for over 5 years. Though he has been aregular author for leading publications as The Economic Times, Hindustan Times, Mid-Day amongothers, he embraced the new medium to share his thoughts and recent work. 24
  25. 25. Devdutt pattnaik _ TwitterThough he has been present on Twitter since May 2010, he uses it intermittently to share thoughts thanto engage at this point. 25
  26. 26. How a social media expert Case of Michael Stelzner, Founder, Social Media launched his Examiner book Source: Social Media ExaminerThe landing page for the book is the new launch venue for books today - 26
  27. 27. Enabling Social sharing Facebook plug-in for the landing pageUsing a Facebook plug-in you can create a direct commenting system on your webpage/landing page toenable easy sharing with readers and engagement with the author/publisher. 27
  28. 28. Enabling social sharing Social-plug-ins – to spread the wordSocial sharing tools allow to multiply your message. In this case the re-tweet button was clicked bymore than 27,000 people within two weeks. 28
  29. 29. Creative contests Facebook contestIn this case the since the focus of the book was how to „launch‟ your business, an innovative contest wasundertaken asking people to take a photo seeking help for launch. 29
  30. 30. Creative contests_ Facebook Contest Image box type 2. Width should not exceed more than this one. Image box type 2. Width should not exceed more than this one. 30
  31. 31. Blogger outreach Inviting neo-reviewersIn this case more than 120 bloggers applied to do reviews 31
  32. 32. Content_ Visual content works effectivelyPhotographs penetrate the news feeds on Facebook more effectively 32
  33. 33. Content_ Fun videos 33
  34. 34. Content_ Live broadcast to build buzzUsed Tiny Chat, a live video chat platform to interview three experts around theme of the book. 34
  35. 35. Interestingcases _ Innovative use of new media by publishers
  36. 36. Chelsea Green_ Using Twitter to promote books“About the Publisher: For 25 years Chelsea Green Publishing Company has been dedicated to the politicsand practice of sustainable living. Chelsea Green is recognized as an industry leader in the use of web-based social networking technology to develop and grow a community of readers and activists forprogressive change.” 36
  37. 37. Chelsea green_ Twitter Promotion Concept • Tweet about a book from Chelsea Green website that you would like to read • The 10th person to tweet a book wins the book retweeted How Chelsea promoted it • To be eligible, participants had to follow them on Twitter • “Tweet this book” links built into each product page including link to the book and hashtags on the Chelsea website • Total contest time was approximately 4 minutes • They built the contest with a countdown which was re-tweeted several times to create buzz Participation stats • Total contestants – 27 • Total Tweets – 45 Results • 45 tweets generated reached 14,216 Twitter users • Each of the 14,000+ users was sent a book title, hashtags, and a direct link to the book‟s product page • Huffington Post retweeted one of the entries extending reach of the promotion (5000 followers of the 14,000+ total)Reached 14,000 people on Twitter in a span of less than 5 minutes. 37
  38. 38. Enabling socialsharing_ Links to Facebook & Twitter 38
  39. 39. Chelsea green_ Using Technology to build engagement & participation “In the old days (circa 2008), you‟d have to put down the book and Google an organization that‟s friendly to your cause. But it‟s 2009, and you don‟t have time to put down the paperback, slog over to the desktop, boot up, and log on. You want your activism fresh, and you want it now.” - Press release, launch of Howard Dean‟s new bookVermont Governor Howard Dean teamed up with Chelsea Green to release his new book in print, butalso as a first-ever iPhone application that included an ebook with an interactive activist toolkitincluded. 39
  40. 40. Chelsea green_ Using Technology to build engagement & participation Contact their member of congress • The iphone application would use either the user‟s current location or zip code to generate telephone number for Congressional representatives • Users could call the member‟s office right from their iPhone Sign the petition • They could join more than 350,000 people in signing Governor Dean‟s petition at, for including public health insurance option in healthcare reform Involve Friends • Application enabled users to forward an email to their contacts about the book, the healthcare reform debate and post information on Facebook and Twitter accounts Watch the video • The application also features two videos by Governor Dean, outlining what real reforms look like and thanking readers for their activismAn activist tool-kit which was part of the app allowed readers to do the above. 40
  41. 41. Thank you _