Social networking and online community-building


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Facebook, Twitter, Ning. Online social networks are seeing huge growth and smart book marketers are joining their readers online and building communities. Random House Canada's Heather Sanderson is a hands-on practitioner with plenty of experience of what works and what's hype. In this session, Heather explains how these social media work in book marketing, gives do's and don'ts for their successful use, and lifts the hood on some real-life case studies.

Heather Sanderson, Manager, Digital Sales and Business Development, Random House of Canada

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  • Since Facebook and Twitter are large social networks already, I’ll talk mostly about how to use these tools for marketing, and will touch very briefly on building a social network in Ning. What your authors can be doing and keys to success. But first - a very brief history.
  • Social networks are not new. You might recognize some of these - that started at least 10 years ago all with different business models.
  • There are now an endless number of social networks that you can become a part of.
  • So many that social networking sites now account for 10% of all internet traffic.
  • So once a day or once every other day is fine.
  • While it is important to have a company presence on facebook, your authors are a key brand - and they need to be equiped to build their own profile online.
  • Create discussions here for all of your authors to come and participate in.
  • In May 2007, Facebook opened up their platform to developers to build applications themselves. There are over 400,000 developers now building hundreds of thousands of applications.
  • Twitter is a free social networking and micro-blogging service that enables its users to send and read messages known as tweets. Tweets are text-based posts of up to 140 characters displayed on the author's profile page and delivered to the author's subscribers who are known as followers. But really, twitter is….
  • By the end of 2009, there should be 18 million users on twitter. Growth is over 1000% per month.
  • Who should you follow? People you know and companies you like. Then people you’re interested in following.
  • This is where you enter your tweet.
  • Usre your real name - but keep it short so that when people retweet you, it all still fits.
  • Content can be updated quickly and easily and fed to multiple places via RSS. Instead of waiting to update your website or to send out a newsletter you can get news and info out right away. We also encourage consumers to sign up and follow us on twitter and on facebook from our newsletters and websites.
  • Tweetdeck - allows you to organize the people you follow into groups. Twitpic - allows you to upload photos. Hootsuite - schedule tweets in advance. Tiny URLs. Uber Twiter or Twitter berry. Twhirl allows you to manage multiple twitter accounts.
  • Customize Google Analytics.
  • People often argue that the ROI is difficult to meausre in social marketing. I would say that it’s not difficult, it’s just different.
  • Social networking and online community-building

    1. 1. facebook, twitter and ning, oh my Internet Marketing of Books and Ebooks December 2, 2009
    2. 2. Social Marketing <ul><li>A brief history </li></ul><ul><li>Quick tips to promote your company, authors, and books via Facebook & Twitter </li></ul><ul><li>Build your own social network in Ning </li></ul><ul><li>Authors </li></ul><ul><li>Keys to success </li></ul>
    3. 5. History <ul><li>Social networking sites (including blogs, facebook, twitter, etc.) now account for 10% of all Internet traffic </li></ul>
    4. 6. Facebook Overview <ul><li>Why Facebook? </li></ul><ul><li>The basics </li></ul><ul><li>What should I promote? (and how) </li></ul><ul><li>Social ads </li></ul>
    5. 7. Why Facebook? <ul><li>13.8 million Canadians on Facebook (population is 33 million) </li></ul><ul><li>578,000 Canadians on Facebook indicate that they like reading, books, and writing </li></ul>
    6. 8. Why Facebook (NZ)? <ul><li>1.2 million New Zealanders on Facebook (population is 4.3 million) </li></ul><ul><li>39,000 New Zealanders on Facebook indicate that they like reading, books, and writing </li></ul>
    7. 9. Facebook: The Basics <ul><li>Closed network, you have to sign up </li></ul><ul><li>Important Terms: </li></ul><ul><ul><li>Profile Page </li></ul></ul><ul><ul><li>“ Friends” </li></ul></ul><ul><ul><li>News Feed/Live Feed </li></ul></ul><ul><ul><li>Groups </li></ul></ul><ul><ul><li>Pages </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Applications </li></ul></ul>
    8. 10. Facebook: The basics <ul><li>Why are friends so important anyway? </li></ul><ul><ul><li>The power of the news feed/live feed </li></ul></ul>
    9. 13. Facebook is… <ul><li>A large community to build word of mouth </li></ul><ul><ul><li>Sharing </li></ul></ul><ul><ul><li>Authority/Trust </li></ul></ul><ul><li>A way to promote our events and books in a very targeted and trackable way </li></ul>
    10. 14. What works best? <ul><li>Set up a fan page for your company </li></ul><ul><ul><li>Update status frequently (but don’t be annoying) </li></ul></ul><ul><ul><li>Feeds out to all of your fans in their live feed or news feed </li></ul></ul>
    11. 16. What works best? <ul><li>Events </li></ul><ul><ul><li>Book signings, readings etc. </li></ul></ul><ul><ul><li>Make sure to set events up attached to your page </li></ul></ul><ul><ul><li>RSVP attending go on profile pages and in news feed </li></ul></ul><ul><li>Tips: </li></ul><ul><ul><li>Always use the book cover as the image </li></ul></ul><ul><ul><li>Search to make sure no one else has already set up the same event </li></ul></ul><ul><ul><li>Invite, but don’t exploit friends </li></ul></ul>
    12. 18. What works best? <ul><li>Empower your authors to set up an account and Fan pages for individual books </li></ul><ul><ul><li>Update status to include updates about the progress of the book/promote its on-sale date </li></ul></ul><ul><ul><li>Post links to their website and to your book page(s) </li></ul></ul><ul><ul><li>Post links to reviews </li></ul></ul><ul><ul><li>Import their blog into the Notes section </li></ul></ul>
    13. 19. Facebook for Authors <ul><li>Post & tag photos of themselves at events/writing their book etc. </li></ul><ul><li>Post the book cover </li></ul><ul><li>Post & tag videos of author interviews etc. (if available) </li></ul>
    14. 20. Facebook for Authors <ul><li>Groups and Pages </li></ul><ul><ul><li>Join your corporate page </li></ul></ul><ul><ul><ul><li>Create discussions there </li></ul></ul></ul>
    15. 21. Other Applications <ul><li>Developers </li></ul><ul><li>Quizzes </li></ul><ul><li>Reading applications </li></ul><ul><ul><li>WeRead </li></ul></ul><ul><ul><li>Visual Bookshelf </li></ul></ul><ul><ul><li>GoodReads </li></ul></ul>
    16. 22. Social Ads: How they Work <ul><li>Allow you to target Facebook users based on: </li></ul><ul><ul><li>Location (great for promoting events!) </li></ul></ul><ul><ul><li>Gender </li></ul></ul><ul><ul><li>Age </li></ul></ul><ul><ul><li>Educational Status/School </li></ul></ul><ul><ul><li>Workplace </li></ul></ul><ul><ul><li>Political View </li></ul></ul><ul><ul><li>Relationship Status </li></ul></ul><ul><ul><li>Interests </li></ul></ul>
    17. 24. Social Ads: Useful For… Events Contests D2C Offer Groups/Pages Content Offer Announcements
    18. 25. Social Ads: Keys to Success <ul><li>Successful marketing </li></ul><ul><ul><li>Think like a user </li></ul></ul><ul><ul><ul><li>What would you want to see/not want to see? </li></ul></ul></ul><ul><ul><ul><li>What would you click on? </li></ul></ul></ul><ul><ul><li>Selective and Targeted </li></ul></ul><ul><ul><li>Don’t want to dilute the message </li></ul></ul><ul><li>Integrated with our online efforts </li></ul><ul><li>Drives traffic to specific promotion </li></ul>
    19. 26. Constantly Changing <ul><li>Have to always been in there all the time, using it on a daily basis </li></ul><ul><li>Useful tools: </li></ul><ul><ul><li>Sign up for Facebook Fan Pages </li></ul></ul><ul><ul><ul><li>Social Ads </li></ul></ul></ul><ul><ul><ul><li>Developers </li></ul></ul></ul><ul><ul><ul><li>Fan Pages </li></ul></ul></ul>
    20. 27. Twitter <ul><li>What is Twitter? </li></ul><ul><li>Why should I care? </li></ul><ul><li>How it works: </li></ul><ul><ul><li>What the heck is a tweet? RT? #? @? </li></ul></ul><ul><li>I don’t know what to say… </li></ul>
    21. 28. Twitter <ul><li>Word of Mouth on steroids </li></ul><ul><ul><li>Open network, you don’t have to sign up to read </li></ul></ul><ul><ul><li>Updated & Feeds out Instantly </li></ul></ul><ul><ul><li>Short consumable bits of information </li></ul></ul><ul><ul><li>Relevant </li></ul></ul><ul><li>18 million Twitter users - fastest growing social networking site </li></ul><ul><li>Median age of a user is 31 </li></ul><ul><li>Just 11 percent of Twitter's users are aged 12 to 17 </li></ul>
    22. 29. Twitter = Word of Mouth <ul><li>What’s driving this phenomenal growth? </li></ul><ul><ul><li>“ Twitter lets people know what’s going on about things they care about instantly, as it happens” </li></ul></ul><ul><ul><li>“ In the best cases, Twitter makes people smarter and faster and more efficient.” </li></ul></ul><ul><ul><li>On a scale from 1 to 5 (with 1 for strongly disagree and 5 and for strongly agree), the phrase “I find it exciting to learn new things from people ” averaged a score of 4.65 and “I value getting information in a timely manner” averaged 4.58. </li></ul></ul><ul><li>Twitter is a way to converse with people, and broadcasting is secondary. </li></ul>-eMarketer/Evan Williams, CEO of Twitter
    23. 30. Just heard Mitchell on CBC-Radio - definitely going to buy her book SEA SICK - 10:49 AM Mar 4th
    24. 31. Why Tweet? <ul><li>Twitter is a quick and easy way to build loyalty with existing fans, and gain new ones. </li></ul><ul><li>You can provide frequent updates to your followers about new books, upcoming events, reviews, awards etc. </li></ul><ul><li>Include anything relevant that you also find interesting </li></ul>
    25. 32. The Lingo <ul><li>Tweet = 140 character message posted </li></ul><ul><li>Follower = “friends” or people who get to see your tweets </li></ul><ul><li>@ = reply to another user </li></ul><ul><li>DM = direct message to another user </li></ul><ul><li>RT = retweet </li></ul><ul><li># = hashtag </li></ul><ul><li>Channel </li></ul><ul><li>Tiny URL </li></ul>
    26. 33. Home
    27. 34. Profile
    28. 35. @ replies
    29. 36. Lists
    30. 37. Lists
    31. 38. Hashtag/Trending Topics
    32. 39. How much? <ul><li>Tweet at least a few times a day, or even once per day. </li></ul>
    33. 41. Twitter - External Apps <ul><li>TweetDeck </li></ul><ul><li>TwitPic </li></ul><ul><li>Hootsuite </li></ul><ul><li>Owly, Bitly, TinyURL </li></ul><ul><li>UberTwitter or Twitterberry (blackberry) </li></ul><ul><li>Twhirl </li></ul>
    34. 42. Best Practices <ul><li>Do: </li></ul><ul><ul><li>Listen as well as update, and reply to others. </li></ul></ul><ul><ul><li>Tweet regularly. </li></ul></ul><ul><ul><li>Provide value - for example, exclusive info or news, contests, fun things around the office. </li></ul></ul><ul><li>Don’t: </li></ul><ul><ul><li>Link exclusively to your own website or blog posts. </li></ul></ul><ul><ul><li>Follow too many people. </li></ul></ul><ul><ul><li>Tweet too much or too little. </li></ul></ul>
    35. 43. Twitter - Notes <ul><li>A people-based environment, not business based </li></ul><ul><li>Keeps a history of what you’ve done </li></ul><ul><li>Indexes on Google well </li></ul>
    36. 44. Ning
    37. 47. Ning <ul><li>Tips: </li></ul><ul><ul><li>Play around with the template </li></ul></ul><ul><ul><li>You can pay to buy the ad space so that the ning network ads don’t appear </li></ul></ul><ul><ul><li>Need to have a reason to set the network up/ways to promote it and have people sign up </li></ul></ul><ul><ul><li>Need to entice conversation </li></ul></ul><ul><ul><ul><li>Having the authors participate </li></ul></ul></ul><ul><ul><ul><li>Contests </li></ul></ul></ul><ul><ul><li>Have to maintain it. </li></ul></ul><ul><ul><ul><li>Can’t just build it and leave it there. </li></ul></ul></ul>
    38. 48. Key to Success <ul><li>If you build it, will they come? </li></ul><ul><ul><li>Think critically about your audience </li></ul></ul><ul><li>Be realistic about time and resources </li></ul><ul><li>You need to keep up-to-date </li></ul><ul><li>How will you know if they came? </li></ul><ul><ul><li>Measure success </li></ul></ul><ul><ul><ul><li>Web analytics </li></ul></ul></ul>
    39. 49. Measuring Success <ul><li>Unique visitors & D2C Sales </li></ul><ul><li>Engagement </li></ul><ul><ul><li>Number of </li></ul></ul><ul><ul><ul><li>Fans </li></ul></ul></ul><ul><ul><ul><li>Followers </li></ul></ul></ul><ul><ul><ul><li>Subscribers </li></ul></ul></ul><ul><ul><ul><li>Posts </li></ul></ul></ul><ul><ul><ul><li>Ratings </li></ul></ul></ul><ul><ul><ul><li>Videos viewed </li></ul></ul></ul><ul><ul><ul><li>Comments </li></ul></ul></ul><ul><ul><ul><li>Retweets </li></ul></ul></ul>
    40. 50. Social Marketing is about: <ul><li>Conversation </li></ul><ul><li>Creating Product Information/Content </li></ul><ul><li>Delivery to Target Audience </li></ul><ul><ul><li>Pushing content out </li></ul></ul><ul><ul><li>Pulling audience in </li></ul></ul><ul><li>Results? </li></ul><ul><ul><li>Book sales </li></ul></ul><ul><ul><li>Relationship with audience </li></ul></ul><ul><ul><li>Measurement </li></ul></ul>
    41. 51. The big why? <ul><li>People expect you to be there </li></ul><ul><ul><li>As important as having a website </li></ul></ul>
    42. 52. Overall tips <ul><li>You don’t use a social network, you become a part of it </li></ul><ul><li>Social media is a conversation </li></ul><ul><li>Social media is an ecosystem </li></ul><ul><li>Teach your authors the basics and interact with them across platforms </li></ul>
    43. 53. Questions? @hsanderson