AAUP 2013: Digital Marketing for Beginners (L. Sell)

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AAUP 2013: Digital Marketing for Beginners (L. Sell)

  1. 1. AAUP Electronic Marketing Workshop June 20, 2013 Laura Sell Publicity and Marketing Manager Duke University Press Using Social Media to Drive Sales and Build a Brand
  2. 2. Duke University Press Spring Sale April 15-May 15, 2013
  3. 3. • Our first online 50% off sale launched at 12:01 a.m. April 15, 2013. • We posted to our blog and Twitter immediately.
  4. 4. We also posted to Tumblr and Google +
  5. 5. Our fans begin to retweet, often quite humorously.
  6. 6. Reading Lists • 26 Reading Lists created by staff or authors • 30 Reading Lists created by customers • (124 Reading Lists had been created in total before the sale, over a 3 year period) • Reading Lists were among the top 5 item detail pages on our site 15 days of the sale.
  7. 7. Keeping things fresh, we engaged our followers in a little game.
  8. 8. Help from authors and a co-publisher
  9. 9. Using Twitter for customer service
  10. 10. Top Referring Sites During the Sale • 1. Facebook • 2. Twitter • 3. Wikipedia
  11. 11. Duke University Press http://dukeupress.typepad.com/ https://www.facebook.com/DukeUniversityPress https://twitter.com/DUKEpress http://dukeupress.tumblr.com/ http://pinterest.com/dukepress/ http://www.youtube.com/user/DukeUPressPublicity Duke University Press
  12. 12. Questions? Laura Sell Publicity and Advertising Manager lsell@dukeupress.edu @LauraSell http://www.facebook.com/laura.sell Questions?

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