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Get a Clue(train): Developing an Effective and Sustainable Digital Strategy

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Twenty years ago, The Cluetrain Manifesto proclaimed, "Some of these conversations ended in a sale, but don’t let that fool you. The sale was merely the exclamation mark at the end of the sentence." With myriad social networks and online forums competing for readers’ attention, knowing which conversations to engage in—and on which platforms—can seem like an insurmountable challenge, but it’s one every writer (and publisher) has to figure out and develop a digital strategy that fits your goals, resources, and available time. Presented on Sept. 30, 2018 @ Writer's Digest's indieLAB conference.

Published in: Marketing
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Get a Clue(train): Developing an Effective and Sustainable Digital Strategy

  1. 1. #WDindieLAB | @glecharles #WDindieLAB | @glecharles Guy LeCharles Gonzalez September 30, 2018 GET A CLUE(TRAIN) Developing an effective and sustainable digital strategy.
  2. 2. #WDindieLAB | @glecharles As in “guillotine” Old/new media pragmatist Cluetrain Manifesto Acolyte CONTACT • Email: glecharles@gmail.com • Twitter: @glecharles • LinkedIn: guylgonzalez • Web: loudpoet.com guy lecharles gonzalez
  3. 3. #WDindieLAB | @glecharles the cluetrain manifesto
  4. 4. #WDindieLAB | @glecharles the cluetrain manifesto we are not seats or eyeballs or end users or consumers. we are human beings — and our reach exceeds your grasp. deal with it. Markets are conversations.
  5. 5. #WDindieLAB | @glecharles the cluetrain manifesto “Some of these conversations ended in a sale, but don’t let that fool you. The sale was merely the exclamation mark at the end of the sentence.” Cluetrain Manifesto: Markets Are Conversations Doc Searls and David Weinberger, 1999
  6. 6. #WDindieLAB | @glecharles markets are conversations CUSTOMERS
  7. 7. #WDindieLAB | @glecharles markets consist of human beings READER MAGAZINES WEBSITES EVENTS BOOKS SOCIAL SEARCH EMAIL IRL REVIEWERS PUBLISHERS AUTHORS BLOGS EDUCATION ASSOCIATIONS BOOKSTORES LIBRARIES You Are Here And Here? And Here? And Here? And Here?
  8. 8. #WDindieLAB | @glecharles which conversations are important? “Not everything that can be counted counts, and not everything that counts can be counted.” Informal Sociology: A Casual Introduction to Sociological Thinking William Bruce Cameron, 1963
  9. 9. #WDindieLAB | @glecharles so, which conversations are important? • Authentic • Sustainable • Consistent Photo by Daniil Silantev on Unsplash
  10. 10. #WDindieLAB | @glecharles A WEBSITE Your own website, hosted on your own domain, with interesting information about yourself, your books, links to everything you’ve written elsewhere, and direct contact information. It should also have a way to capture email addresses. A DEDICATED EMAIL ACCOUNT Whether you’re using Gmail, Yahoo or an email account associated with your website domain, have one dedicated email account that’s specifically for your writing career. Keep it separate from the one you use to communicate with family or friends, and make it the primary email address for your contact information as well as any accounts explicitly related to your writing career. A SOCIAL MEDIA ACCOUNT Pick your personal favorite—not the one everyone tells you is the best one for authors—and make it a part of your daily routine. Don’t worry about its marketing potential, focus on your own engagement with it and make sure it’s a pleasure. thebasics
  11. 11. #WDindieLAB | @glecharles BE YOURSELF Engage on your own terms—don't try to be someone else or follow some guru's marketing template. Play to your strengths, minimize your weaknesses, and always find opportunities to challenge yourself and broaden your horizons. OWN YOUR DOMAIN Social media platforms come and go, but the website(s) you own will still be there when the latest fad fades into the past. Establish a relevant hub and keep it up-to-date, linking all of your online activity back to it. Keep it simple; if you can't manage it yourself, it’s not sustainable. GO ANALOG From industry conferences and book festivals, to personal relationships with your local booksellers and/or librarians, never underestimate the value of the in-person experience. Attend readings, host readings, support local bookstores and libraries, seek out fellow writers, publishing professionals, and communities of interest. Maintain a physical connection to the world around you, and share those experiences with your online community. keytakeaways
  12. 12. #WDindieLAB | @glecharles QUESTIONS? CONTACT • Email: glecharles@gmail.com • Twitter: @glecharles • LinkedIn: guylgonzalez • Web: loudpoet.com q&a HANDMADE MEMORIES Poems & Essays, 1997 – 2011 by Guy LeCharles Gonzalez Available at Amazon, B&N

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