Barnes and Noble social media campaign developed for my New Media Drivers License class at Michigan State University.

3. CDs, DVDs, children’s books, etc directly to customers

4. Holds 36% of the market share in the book store industry

5. Broke in to the electronic reader market in 2009

6. Has the internet’s largest bookstore – over 1 million books

7. In 2009 became the leader in e-books

8. Annually pours 60 million beverages & bake more than 6 million cookies Nicole Brooks April 11, 2011 Adv 492: New Media Drivers License

10. Have their own e-reader, the Nook

11. Partnership with Starbucks

12. Offer free wi-fi

13. Offer rewards membership

15. Offer expensive electronics, such as CDs and DVDs

16. Cannot use Starbucks gift cards in coffee shop

18. Increasing use of the internet allows for online shopping

19. Other book stores are closing, decreasing physical retail competitionThreats - Industry has negative growth rate - Increased competition of online retailers - Poor economic situation - The popularity of e-readers - Time spent on leisure activities is decreasing - Electronic books are cheaper than paper books - Many magazines are being read electronically

20. CAMPAIGN STRATEGY Must promote the Nook while also not losing sight of that “in-store, coffee lounge” feel. THEME AND TONE: “Come grab a cup of coffee, on us” We invite you to come curl up, relax, and unwind with your favorite book – whether it be paperback, hardcover, leather bound, or electronic

22. Create company blog

23. Utilize electronic check in applications

24. Twitter

26. ELECTRONIC CHECK-INS A motivating way to get consumers to physically go to the store. Offer deals such as: “On your fourth check in receive 10% off your final purchase” “Check in to the B&N café today to receive a free tall beverage of your choice” These check in applications also have a ‘consumer comment’ section, and like previously stated, positive reviews are key.

28. At least 10 Tweets a day

30. Content is key to drive action

31. Should update page daily

32. Before students go back to school, and before the holiday shopping season offer promotions through check-in applications, and make people aware through status updates- Facebook’s mobile application lets consumers get updates on the go

34. launch and maintain comments

35. Electronic Check-Ins: $6,500

36. get connected with existing check in sites and cover the cost of the deals

37. Twitter: $2,000

38. reconstruct existing Twitter to meet campaign needs

39. Facebook: $1,000

40. revamp existing Facebook page to include content relevant to electronic check-ins

41. Become leader in e-reader market and grow market share by 10%

42. Increase sales by 15%, which is 1.6% higher growth than last year

43. In a declining market that is a lot to ask for

44. Increase number of internet sales to 15% of total profit, a 5.2% increase from last year