Ten ways for booksellers to leverage social media


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Presentation delivered by Clayton Wehner to the Australian Booksellers Association Conference in Melbourne, July 2011. Contains ten simple steps for booksellers to get involved in social media.

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Ten ways for booksellers to leverage social media

  1. 1. Ten Ways for Booksellers to Leverage Social Media Clayton Wehner - Blue Train Enterprises M: 0438 925 613 E: [email_address] This presentation will be available at: http://www.bluetrainenterprises.com.au/aba
  2. 2. A short video to start… <ul><li>http://www.youtube.com/watch?v=x0EnhXn5boM&feature=player_embedded </li></ul>
  3. 3. What is Social Media? <ul><li>Social media is ‘media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques’ </li></ul><ul><li>Blogs, micro-blogging, social networking, video/file sharing, wikis, social bookmarking, community sites and more </li></ul><ul><li>Today I am going to talk about ten ways that you can use social media in your bookselling business… </li></ul>
  4. 4. 1. Dip your toe in & join the party… <ul><li>Join the online book community – learn, discuss and share info with like-minded people </li></ul><ul><li>Get a Facebook account and become a ‘fan’ of book industry pages </li></ul><ul><li>Get a Twitter account and ‘follow’ book industry people </li></ul><ul><li>Get a LinkedIn account and ‘connect’ with your business associates, suppliers, clients etc </li></ul><ul><li>Get a feed reader (Google Reader) and subscribe to industry blogs and RSS feeds </li></ul>
  5. 8. <ul><li>There’s a conversation going on online. </li></ul><ul><li>What are you missing? </li></ul><ul><li>Do you have a voice? </li></ul>
  6. 9. 2. Fix your website! <ul><li>Website is the cornerstone of your social media strategy </li></ul><ul><li>Social media will bring visitors back to your website </li></ul>
  7. 10. 3. Get bloggin’ <ul><li>Anybody can be a content publisher – not just the media companies </li></ul><ul><li>Establish yourself as an ‘authority’; build credibility </li></ul><ul><li>Write interesting, provocative posts to engage with readers </li></ul><ul><li>Write short articles; write regularly – maybe twice a week </li></ul><ul><li>Start at http://www.wordpress.com for free </li></ul><ul><li>Transition to a domain hosted blog later – ie. http://www.yourdomain.com/blog </li></ul>
  8. 12. 4. Facebook it up for your biz <ul><li>Over 750 million active users! </li></ul><ul><li>Has overtaken Google in US as most viewed website </li></ul><ul><li>‘ Facebook Pages’ are for businesses (not standard profiles or Groups) </li></ul><ul><li>Set it up in seconds at www.facebook.com/pages </li></ul>
  9. 15. Extending your Facebook presence <ul><li>Claim your vanity URL at www.facebook.com/username once you have 25 fans </li></ul><ul><li>Add custom tabs with your own content </li></ul><ul><li>Use apps to extend the functionality of the page – try North Social for sweepstakes, fan offer apps </li></ul><ul><li>Display a splash page for non-fans that asks them to become fans </li></ul>
  10. 17. 5. Start Tweet, Tweet, Tweetin’ <ul><li>Micro-blogging; 140 character limit – basically ‘SMS on the web’ (but best done via a mobile device) </li></ul><ul><li>You follow people, they follow you; your ‘tweets’ are seen by your followers, you see the ‘tweets’ of people you follow </li></ul><ul><li>Many people write off Twitter: who would be interested in this seemingly banal, nebulous information? </li></ul>
  11. 20. What are those weird characters, man? <ul><li>Hash tag # - designates a topic (eg. #abaconf11) </li></ul><ul><li>@ symbol – designates a Twitter user (eg. @boomerangbooks </li></ul><ul><li>Allows Twitter users to search for tags and to isolate tweets that contain that tag </li></ul>
  12. 22. 6. Automate & centralise posting <ul><li>Posts on a blog, Twitter, Facebook, Linkedin etc can be ‘ported’ between one another using a variety of tools, removing the requirement to post manually on multiple sites. </li></ul><ul><li>Twitterfeed ( www.twitterfeed.com ) sends blog posts to Facebook and Twitter </li></ul><ul><li>Desktop tools (and mobile phone apps) like Tweetdeck and Seesmic can be used as a central hub for posting to multiple social networks at once </li></ul>
  13. 25. 7. Integrate & enable sharing <ul><li>To grow your social media community, make it easy to connect/follow by integrating social media elements into your pages and enabling sharing options </li></ul><ul><ul><li>Social bookmarking buttons </li></ul></ul><ul><ul><li>FB Like buttons </li></ul></ul><ul><ul><li>Google+1 buttons </li></ul></ul><ul><ul><li>FB Boxes </li></ul></ul><ul><ul><li>Twitter widgets </li></ul></ul><ul><li>To implement, it’s normally just a small piece of code that is added to your page HTML – ask your geek! </li></ul>
  14. 27. 8. Publish book event video online <ul><li>Video is the biggest growth area on the web as bandwidth and online storage increases </li></ul><ul><li>Over 24 hours of video every minute is uploaded to YouTube </li></ul><ul><li>YouTube is now the world’s second largest search engine </li></ul><ul><li>Video can be done cheaply with a handheld camcorder </li></ul><ul><li>Copy the file to your computer and then upload to YouTube within minutes </li></ul><ul><li>Embed the video in your website or blog using the special code… </li></ul>
  15. 29. 9. Start an internal wiki to store stuff <ul><li>Hawaiian term for ‘quick’ </li></ul><ul><li>A website created by a group of people who have the ability to contribute and modify content </li></ul><ul><li>Often used to create collaborative and community sites – best known site is Wikipedia </li></ul><ul><li>Great for internal collaboration – think intranets, knowledge management, document sharing </li></ul>
  16. 31. 10. Manage your rep & pry on competitors <ul><li>Social media means that everybody’s talkin’ – and they might be talkin’ about you </li></ul><ul><li>Who has Googled themselves? </li></ul><ul><li>People are commenting about your organisation on the web! </li></ul><ul><li>Where appropriate, you should respond; sometimes best to ignore </li></ul><ul><li>Use Google Alerts – www.google.com/alerts </li></ul><ul><li>Use Twitter Search - http://search.twitter.com/ </li></ul>
  17. 32. That’s it… <ul><li>Questions? </li></ul>