Social media as part of your marketing mix


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how to ensure that your bookstore isn't lost

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  • the Island as both a location and an entity with its own characteristics and influence
  • Show yourself
  • Methods of putting yourself in the spotlight through social media
  • Frequently used by authors and publishers to promote themselves and their books.
  • Wikipedia has a list of 150 social networks, but you don’t need them all social networks for people who love books: social media sites focused on books. Members can build virtual bookshelves, discover , rate, review and discuss books, and participate in online groups or book clubs.
  • Facebook is the largest social network and the one of which your customers are most likely to be members already Many publishers are able to spend a lot of money on setting up new channels.
  • the world’s largest book club, where members can c reate a virtual shelf to show off their books, can find people with similar tastes and add them as friends, discover new books to read LibraryThing Local: favorites & upcoming events
  • Trust, personality and reputation are pillars vital to an independent business.
  • Who of you has a blog? A blog, unlike a website, combines… Easy to set up, Everyone can join in dynamic: it encourages users to revisit frequently because the content is always changing, More visible in search engines
  • Who has joined Twitter? People are allowed to reply to a tweet, what makes it a lot more involving Do share stuff you find interesting, people can retweet it
  • The tweets of up to 140 characters are to be compared with wall posts on Facebook,
  • Widgets that can be dropped into social networks
  • Widgets om boeken te laten zien (nieuwe titels) of boeken te laten zoeken
  • Bruna’s gadget (Mijn Boeken Top 3) on Hyves, chain of bookshops
  • Create a sense of involvement, Increase the involvement of customers
  • rate & review, Personal thoughts,
  • somehow become an advocate of your brand, People can/may share negative ideas and thoughts about your business Viral marketing: word spreads by personal recommendation, Digital word-of-mouth recommendation, follow up comments of customers, listen, join in the conversation, reply if needed
  • Golden pages
  • Social network particularly about bookshops, to nose about stock, knowledge, atmosphere, interior
  • Put yourself in the spotlight
  • The online version may well be inferior as an experience, e.g. - most people would rather hear a live reading than listen to a podcast
  • Extinction timeline -> bibliotheken verdwijnen in 2019, samen met De Post “ Verdwijnt de boekhandel uit het straatbeeld?” high street
  • Are they thinking of joining it? If not, you might be well advised to forget it.
  • What am I aiming to achieve through social media? I ought to be on Twitter/Facebook because so is erverybody else You need to build it into your business plan and know why you’re doing it, Your use of social media in your business needs to be strategic and planned
  • Many blogs run out of steam.
  • Facebook, Twitter et al. have millions of users
  • People that do nothing but try and sell their services are ignored, Can you say more than just add updates to your self-promotion all the time? Holding people’s interest on your Twitter or blog can be tricky if you’re only going to make company announcements.
  • Don’t underestimate the time and effort it’s going to take to supervise it and pull together some sort of online community. These things don’t just happen. Energy / Man-hours
  • Another question than ‘How much work it could take’ On average 30 minutes per post, monitoring: a few minutes per day
  • To make your business multi-channel: A different mind-set, Huge financial investment is not necessary, but Be prepared to spend considerable time on developing and maintaining your multi-channel business
  • Mention it everywhere where your bookshop name appears
  • Start by asking what would be helpful to the customers of a bookshop? Blog readers look to be informed, inspired and entertained. Keep it local:Our town’s florist pops in to tell us what their favourite gardening book is, School, Class xxx tell us what their favourite story books are…, show yourself as an Active and involved member of the local community Competition for photos of locally home grown veg (gardening books) Seasonal: spooky stories for Halloween Opinion: vote for (run polls on books/issues), Do you reread books (our favourites to go back to), tissues essential (books that always make me cry)
  • outsource the writing to a professional
  • customers who value personal approach direct their business to local and independent suppliers, perhaps feeling they are to be trusted more than large faceless corporate organisations
  • Present a completely different alternative to amazon, Building a relationship with the person and not the business is the way to go The subject you cover, your voice and tone will be as customers experience you in person, you start to affect the company’s image because you’re so well known as part of the organization; it becomes your business, not you, that’s associated with ‘hangover every morning’.
  • But remember
  • Social media need to be part of your mix and not all you do, Use on-site in-store and online experiences to complement each other and make your business stronger
  • Social media as part of your marketing mix

    1. 1. Social media as part of your marketing mix how to ensure that your bookstore isn’t lost
    2. 2. Let’s say your bookstore is an island…
    3. 3. … and you are The Protector who is in charge of bringing people to The Island
    4. 4. What if you could bring your island to the people instead?
    5. 5. Well, you do have the ability to move the location of your island…
    6. 6. … to the Social Web
    7. 7. Marketing 2.0 <ul><li>Put yourself in the online spotlight, </li></ul><ul><li>don’t wait until customers come to you, </li></ul><ul><li>approach them yourself through social media </li></ul>
    8. 8. The Oceanic 6 of social media <ul><li>Go on social networks </li></ul><ul><li>Set up a blog / microblog </li></ul><ul><li>Offer photos / podcasts / vodcasts </li></ul><ul><li>Provide widgets </li></ul><ul><li>Create a sense of involvement </li></ul><ul><li>Observe the social web </li></ul>
    9. 9. Go on social networks
    10. 10. “ A shared interest in books makes rather a good social network” The independent booksellers guide to multi-channel bookselling
    11. 11. Social networks <ul><li>When you have knowledge to share, social networks provide the opportunity to point people in the direction of your business </li></ul><ul><li>Show off what you got, do, recommend, ... </li></ul><ul><li>Facebook, MySpace, Hyves, Netlog, … </li></ul><ul><li>LibraryThing, Shelfari, weRead, Goodreads, ... </li></ul>
    12. 14. Put up a blog Set up a microblog
    13. 15. “ When you write, your personality comes through, blog readers begin to feel they know you, through knowing you, they come to trust you.” The independent booksellers guide to multi-channel bookselling
    14. 16. Blogs <ul><li>Reverse chronologically ordered </li></ul><ul><li>A blog combines the best of both kinds of content: timeless, static content and fresh, ever-changing content </li></ul><ul><li>Show off what you got, do, recommend, ... </li></ul>
    15. 18. “ One huge advantage a bookshop has over any other business seeking to connect with customers is knowing they like reading and therefore seek out text as a source of information and entertainment.” The independent booksellers guide to multi-channel bookselling
    16. 19. Microblogs <ul><li>Internet services that enable users to send and read short messages from a computer or mobile phone </li></ul><ul><li>Booksellers may use it </li></ul><ul><ul><li>For market intelligence: send interesting links to check out </li></ul></ul><ul><ul><li>For sharing views on book launches, book fairs and exhibitions </li></ul></ul><ul><ul><li>For customer engagement: a way of getting customer feedback </li></ul></ul><ul><ul><li>To ask questions, launch competitions, etc. </li></ul></ul><ul><li>Twitter, Tumblr, … </li></ul>
    17. 21. Offer photos, podcasts, vodcasts
    18. 25. Provide widgets
    19. 26. “ Publishers who have been exploiting widget technology in tandem with social netware claim that it enhances sales by between 7% and 17%.” The independent booksellers guide to multi-channel bookselling
    20. 27. Widgets <ul><li>Widgets increase your range Customers add them to their start page (iGoogle, Netvibes), desktop, website, blog or social network site and can then simply click through to your website </li></ul><ul><li> / galleryhome / widgets </li></ul>
    21. 30. Create a sense of involvement
    22. 31. Stickiness <ul><li>Get your customers involved to create stickiness </li></ul><ul><ul><li>On the website of De Geus readers can start their own reading groups </li></ul></ul><ul><ul><li>Each year Amazon organizes the Breakthrough Novel Award, a writing contest in which Amazon’s audience can vote for the novels </li></ul></ul><ul><ul><li>Penguin invests in communities for youngsters, the readers of the future. Youngsters are encouraged to upload book reviews as a podcast or video to Spinebreakers </li></ul></ul>
    23. 35. Observe the social web
    24. 36. User Generated Content <ul><li>Web 2.0 is the web of the DIY’ers, everyone is </li></ul><ul><ul><li>his own journalist: (micro)blogs </li></ul></ul><ul><ul><li>his own librarian: LibraryThing </li></ul></ul><ul><ul><li>his own book reviewer: Amazon </li></ul></ul><ul><li>The web is full of social networks where people can share their preferences / experiences: </li></ul><ul><ul><li>Their sex life (with whom, where, when) via BedPosted </li></ul></ul><ul><ul><li>Their runs via Nike+ </li></ul></ul><ul><ul><li>Their music taste via </li></ul></ul>
    25. 37. Observe the social web <ul><li>You’ll see people enthused and recommending your products and services = viral marketing </li></ul><ul><li>You’ll also see people less enthused… </li></ul><ul><li>Talk back </li></ul>
    26. 40. The Oceanic 6 of social media <ul><li>Go on social networks </li></ul><ul><li>Set up a blog / microblog </li></ul><ul><li>Offer photos / podcasts / vodcasts </li></ul><ul><li>Provide widgets </li></ul><ul><li>Create a sense of involvement </li></ul><ul><li>Observe the social web </li></ul>
    27. 41. Is this all really necessary?
    28. 42. “ The significant advantages left to the bookstore will be the superior browsing experience, the help desk and the cafe.” Bob Stein
    29. 44. So you might not need social media at all
    30. 45. Questions to ask (1) <ul><li>Who exactly are your customers? How old are they? How do they behave? What do they do in terms of ordinary media and social media? </li></ul><ul><li>Do they read (micro)blogs? </li></ul><ul><li>Are they interested in what you have to say on social networks? </li></ul>
    31. 46. Put it into a business plan (1) <ul><li>Look for an objective, put the desired outcome first </li></ul><ul><ul><li>Getting more / new customers </li></ul></ul><ul><ul><li>Making more money out of your existing customers </li></ul></ul><ul><ul><li>Sustaining contact and taking part in a conversation with your customers </li></ul></ul>
    32. 47. Questions to ask (2) <ul><li>Do you have anything interesting to say? </li></ul><ul><li>Can you sustain a blog or microblog over a long period of time? </li></ul><ul><li>Will you still be generating inventive ideas by the end of your first year? </li></ul>
    33. 48. You need to be a bit ruthless with yourself. Are you, or have you ever been, a good writer? This is social media: how to tweet, post, link and blog your way to business success
    34. 49. Put in into a business plan (2) <ul><li>Skills of personnel </li></ul><ul><ul><li>This isn’t a technology job </li></ul></ul><ul><ul><li>You need someone who can communicate, someone who can manage an online community, someone who has a lot of imagination </li></ul></ul><ul><li>People have to be persuaded to come to your blog, Twitter or Facebook page. Then you have to keep them there with compelling information, competitions, whatever is appropriate. </li></ul>
    35. 50. “ Remember the ‘social’ bit, so no hard sell: think Tupperware Party rather than door-to-door hawking.” This is social media: tweet, blog, link and post your way to business success
    36. 51. Questions to ask (3) <ul><li>Is it budgeted? </li></ul><ul><li>How much will it cost to set up your social media activities and keep them up to date? </li></ul>
    37. 52. Put it into a business plan (3) <ul><li>Budget / finance </li></ul><ul><ul><li>Much of it – the blogging space, Twitter and Facebook membership won’t cost a penny. But the overall effort has to be resourced properly. </li></ul></ul><ul><ul><li>Content writing and monitoring means extra duties for staff or you may need new people. </li></ul></ul>
    38. 53. Question to ask (4) <ul><li>How much work is it going to take? </li></ul><ul><li>How labour intensive is it to implement social media in your marketing plan? </li></ul>
    39. 54. Put it into a business plan (4) <ul><li>Time / workload </li></ul><ul><ul><li>Social networking is almost ‘free’ in cash terms, but it can seriously eat into your time. </li></ul></ul><ul><ul><li>How much work it is going to take <--> How much work it could take </li></ul></ul>
    40. 55. Questions to ask (5) <ul><li>What equipment do you need? </li></ul><ul><li>What kind of hardware, software, internet connection, devices do you need? </li></ul>
    41. 56. Put it into a business plan (5) <ul><li>(New) equipment </li></ul><ul><ul><li>Computer </li></ul></ul><ul><ul><li>Broadband access to the Internet </li></ul></ul><ul><ul><li>A relatively inexpensive digital camera (compact is fine) </li></ul></ul><ul><ul><li>Optional: </li></ul></ul><ul><ul><ul><li>Webcam </li></ul></ul></ul><ul><ul><ul><li>External microphone </li></ul></ul></ul><ul><ul><ul><li>Video camera / camcorder </li></ul></ul></ul><ul><ul><ul><li>Smartphone </li></ul></ul></ul>
    42. 57. Questions to ask (6) <ul><li>Are your expectations realistic? </li></ul><ul><li>Is the expected outcome measurable? </li></ul><ul><li>Is it something you can actually justify? </li></ul>
    43. 58. Put it into a business plan (6) <ul><li>Achieved / actual outcome </li></ul><ul><ul><li>The effectiveness of social media is difficult to quantify -> ‘maybe’ sales </li></ul></ul><ul><ul><li>It can be disappointingly hit-and-miss </li></ul></ul>
    44. 59. Work out a formula based on <ul><li>Desired outcome </li></ul><ul><li>Skills of personnel </li></ul><ul><li>Budget / finance </li></ul><ul><li>Time / workload </li></ul><ul><li>(New) equipment </li></ul><ul><li>Achieved / actual outcome </li></ul>
    45. 60. Tips & tricks
    46. 61. Don’t forget about ordinary marketing
    47. 62. <ul><li>Mention your link to Facebook, blog, Twitter, etc. on all your promotional literature, on printed materials such as bags, posters, flyers, receipts, bookmarks, business cards, newsletters, catalogues, … </li></ul><ul><li>Mention it in-store on the door, at the till, … </li></ul><ul><li>Mention it at any outside events, in newspaper and radio ads, in your voicemail, … </li></ul>
    48. 63. Connect your web 2.0 applications
    49. 64. <ul><li>blog to newsletter </li></ul><ul><li>blog to Facebook </li></ul><ul><li>Facebook to blog </li></ul><ul><li>Twitter to blog </li></ul><ul><li>Twitter to Facebook (#fb) </li></ul><ul><li>YouTube videos to blog (‘embed’ code) </li></ul><ul><li>LibraryThing books to blog (widget) </li></ul><ul><li>… </li></ul>
    50. 65. Get readers / fans for your (micro)blog or Facebook page
    51. 66. <ul><li>Commenting on forums, blogs and pages enables you to build a presence which points other contributors back to your blog and page </li></ul><ul><li>Guest posting: writing a post for another blog - e.g., write a post for a parenting blog on the most popular ‘expecting a baby’ titles </li></ul><ul><li>Invite another blogger to guest post on your blog – e.g., ask a personal finance blogger to write a piece on their favourite personal finance books </li></ul>
    52. 67. Write about…
    53. 68. <ul><li>New Releases </li></ul><ul><li>Local </li></ul><ul><li>Competition </li></ul><ul><li>Children </li></ul><ul><li>Seasonal </li></ul><ul><li>Opinion </li></ul><ul><li>Short, in depth, independent, authentic, friendly book knowledge </li></ul>
    54. 69. Don’t let your social media operations run by…
    55. 70. <ul><li>The overworked owner/manager who already has too much to do </li></ul><ul><li>The overworked cynic who hasn’t really bought into this new social networking stuff </li></ul><ul><li>The office junior who hasn’t yet got the hang of who does what, so can’t handle customer issues </li></ul><ul><li>The PR in an outsourced office who is completely outside of the day-to-day running of your business </li></ul>
    56. 71. Don’t compete with Amazon
    57. 72. <ul><li>Think niche </li></ul><ul><ul><li>You probably have some specialisms </li></ul></ul><ul><li>Develop your relationship with your local community first and ‘work outwards’ </li></ul><ul><li>Build an online identity with which your customers can engage </li></ul><ul><li>Represent the brand whilst retaining your personal voice </li></ul><ul><li>Don’t be too personal about things </li></ul>
    58. 73. You might not need social media at all
    59. 74. If you want to embrace your global village…
    60. 75. … then put it into a business plan
    61. 76. Social media as part of your marketing mix
    62. 77. Good luck! [email_address] Pictures: