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$DBW Social Amplification in Publishing Webinar v1.5

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$DBW Social Amplification in Publishing Webinar v1.5

  1. 1. murray@biztegra.com Publishr.biz Driving Discoverability, Engagement, and Revenue In The Publishing Industry (Part 2)
  2. 2. murray@biztegra.com Publishr.biz Murray Izenwasser Marketing Practice Lead & Co-Founder Biztegra (www.biztegra.com) Murray@biztegra.com 561.452.2662
  3. 3. murray@biztegra.com Publishr.biz Each of you should have 1000(?) fans. That will automatically purchase every new book you publish. The day it publishes. And (hopefully?) tell people about it. Your Goal:
  4. 4. murray@biztegra.com Publishr.biz Modern Marketing
  5. 5. murray@biztegra.com Publishr.biz It’s (Still) All About …
  6. 6. murray@biztegra.com Publishr.biz The Question is: How?
  7. 7. murray@biztegra.com Publishr.biz 2 Topics: Social Sharing Cadence & Content
  8. 8. murray@biztegra.com Publishr.biz Everyone’s Asking for the Share (But, WHY?)
  9. 9. murray@biztegra.com Publishr.biz
  10. 10. murray@biztegra.com Publishr.biz You Can’t Just Set It And Forget It!
  11. 11. murray@biztegra.com Publishr.biz When Someone Shares Something Of Yours, That Is A Big Event. It Truly Is. And It Needs To Be Treated As Such.
  12. 12. murray@biztegra.com Publishr.biz SET UP REAL SOCIAL SHARING RICH PINS TWITTER CARDS OPEN GRAPH GOOGLE+ (AMPLIFICATION)
  13. 13. murray@biztegra.com Publishr.biz Facebook / Open Graph (9 Months ago) (http://algonquin.com/book/purple-hibiscus/)
  14. 14. murray@biztegra.com Publishr.biz Facebook / Open Graph (9 Months ago)
  15. 15. murray@biztegra.com Publishr.biz Facebook / Open Graph
  16. 16. murray@biztegra.com Publishr.biz Facebook / Open Graph
  17. 17. murray@biztegra.com Publishr.biz Facebook / Open Graph
  18. 18. murray@biztegra.com Publishr.biz Facebook / Open Graph (9 Months ago) (http://www.penguin.com/book/concealed-in-death-by-j-d-robb/9780399164439)
  19. 19. murray@biztegra.com Publishr.biz Facebook / Open Graph (9 Months ago)
  20. 20. murray@biztegra.com Publishr.biz Facebook / Open Graph (9 Months ago)
  21. 21. murray@biztegra.com Publishr.biz Facebook / Open Graph
  22. 22. murray@biztegra.com Publishr.biz Facebook / Open Graph
  23. 23. murray@biztegra.com Publishr.biz Facebook / Open Graph
  24. 24. murray@biztegra.com Publishr.biz Facebook / Open Graph http://www.crcpress.com/product/isbn/9781926895505
  25. 25. murray@biztegra.com Publishr.biz title book author isbn release_date tag genre Language page_count rating release_date Sample Image Quotes rates, Reads wants_to_read Facebook / Open Graph
  26. 26. murray@biztegra.com Publishr.biz Facebook / Open Graph <head prefix="og: http://ogp.me/ns# fb: http://ogp.me/ns/fb# books: http://ogp.me/ns/books#"> <meta property="fb:app_id" content="302184056577324" /> <meta property="og:type" content="books.book" /> <meta property="og:url" content="Put your own URL to the object here" /> <meta property="og:title" content="Snow Crash" /> <meta property="og:image" content="http://en.wikipedia.org/wiki/File:Snowcrash.jpg" /> <meta property="og:description" content="In reality, Hiro Protagonist delivers pizza for Uncle Enzo’s CosoNostra Pizza Inc., but in the Metaverse he’s a warrior prince. Plunging headlong into the enigma of a new computer virus that’s striking down hackers everywhere, he races along the neon-lit streets on a search-and-destroy mission for the shadowy virtual villain threatening to bring about infocalypse. Snow Crash is a mind-altering romp through a future America so bizarre, so outrageous…you’ll recognize it immediately." /> <meta property="books:isbn" content="0553380958" /> <meta property="books:rating:value" content="Sample Rating: value" /> <meta property="books:rating:scale" content="Sample Rating: scale" /> <meta property="books:author" content="http://samples.ogp.me/344562145628374" />
  27. 27. murray@biztegra.com Publishr.biz Twitter Cards http://www.randomhouse.com/book/206876/embassytown-by-china-mieville
  28. 28. murray@biztegra.com Publishr.biz Twitter Cards (9 Months ago)
  29. 29. murray@biztegra.com Publishr.biz Twitter Cards (9 Months ago) (9 Months ago)
  30. 30. murray@biztegra.com Publishr.biz Twitter Cards
  31. 31. murray@biztegra.com Publishr.biz Twitter Cards
  32. 32. murray@biztegra.com Publishr.biz Twitter Cards
  33. 33. murray@biztegra.com Publishr.biz Twitter Cards Source: Moz.com
  34. 34. murray@biztegra.com Publishr.biz Types of Twitter Cards Summary Card Default Card, including a title, description, thumbnail, and Twitter account attribution. Summary Card with Large Image Similar to a Summary Card, but with a prominently featured image. Photo Card A Card with a photo only. Gallery Card A Card highlighting a collection of four photos. App Card A Card to detail a mobile app with direct download. Player Card A Card to provide video/audio/media. Product Card A Card optimized for product information.
  35. 35. murray@biztegra.com Publishr.biz Twitter Card <meta name="twitter:card" content="14360757:summary"> <meta name="twitter:site" content="@penguinrandom"> <meta name="twitter:site:id" content="14360757"> <meta name="twitter:text:title" content="Embassytown by China Mieville"> <meta name="twitter:url" content="https://www.randomhouse.com/book/excerpt- viewer/?view=excerpt&isbn=9780345524508"> <meta name="twitter:url:preview" content="https://www.randomhouse.com/book/excerpt- viewer/?view=excerpt&isbn=9780345524508"> <meta name="twitter:text:isbn" content="9780345524508"> <meta name="twitter:text:cta" content="Start reading"> <meta name="twitter:text:description" content="NEW YORK TIMES BESTSELLERIn the far future, humans have colonized a distant planet, home to the enigmatic Ariekei, sentient beings famed for a language unique in the universe, one that only a few..."> <meta name="twitter:image" content="https://images.randomhouse.com/cover/9780345524508?&height=145">
  36. 36. murray@biztegra.com Publishr.biz Rich Pins
  37. 37. murray@biztegra.com Publishr.biz Rich Pins Not Rich Not Rich Publisher Title Title & Author Rich Description
  38. 38. murray@biztegra.com Publishr.biz url title price currency_code provider_name description brand product_id availability quantity standard_price sale_start_date sale_end_date product_expiration gender geographic_availability color images related_items referenced_items rating rating_scale rating_count Rich Pins – What Can You Set?
  39. 39. murray@biztegra.com Publishr.biz If you have set up Open Graph metatags you are basically set up for Rich Pins. (But You Could Do More.) Rich Pins – So Easy!
  40. 40. murray@biztegra.com Publishr.biz Google+ (9 Months ago and today)
  41. 41. murray@biztegra.com Publishr.biz Google+
  42. 42. murray@biztegra.com Publishr.biz How Does it Figure Out What To Share? Google+ 1. Schema.org / Structured Data 2. Open Graph 3. Title and meta “Description” tags 4. Best Guess
  43. 43. murray@biztegra.com Publishr.biz <!-- Update your html tag to include the itemscope and itemtype attributes. --> <html itemscope itemtype="http://schema.org/Book"> <!-- Place this data between the <head> tags of your website --> <title>Page Title. Maximum length 60-70 characters</title> <meta name="description" content="Page description. No longer than 155 characters." /> <!-- Schema.org markup for Google+ --> <meta itemprop="name" content="The Name or Title Here"> <meta itemprop="description" content="This is the page description"> <meta itemprop="image" content="http://www.example.com/image.jpg"> <!-- Twitter Card data --> <meta name="twitter:card" content="summary_large_image"> <meta name="twitter:site" content="@publisher_handle"> <meta name="twitter:title" content="Page Title"> <meta name="twitter:description" content="Page description less than 200 characters"> <meta name="twitter:creator" content="@author_handle"> <!-- Twitter summary card with large image must be at least 280x150px --> <meta name="twitter:image:src" content="http://www.example.com/image.html"> <!-- Open Graph data --> <meta property="fb:app_id" content=" Facebook numberic ID " /> <meta property="og:type" content="book" /> <meta property="book:release_date" content="2014-02-25" /> <meta property="book:isbn" content="9781926895505" /> <meta property="og:title" content="Title Here" /> <meta property="og:url" content="http://www.example.com/" /> <meta property="og:image" content="http://example.com/image.jpg" /> <meta property="og:description" content="Description Here" /> <meta property="og:site_name" content="Site Name, i.e. Moz" /> <meta property="fb:admins" content="Facebook numberic ID" /> The Code: murray@biztegra.com From: http://moz.com/blog/meta-data- templates-123 www.schema.org http://www.google.com/webm asters/tools/richsnippets# https://developers.pinterest.co m/rich_pins/ https://dev.twitter.com/docs/c ards http://ogp.me/ http://bit.ly/biztegraOGBook
  44. 44. murray@biztegra.com Publishr.biz So What??
  45. 45. murray@biztegra.com Publishr.biz THIS IS ALREADY HAPPENING!!! But Not In Publishing (Yet)
  46. 46. murray@biztegra.com Publishr.biz That’s The Opportunity
  47. 47. murray@biztegra.com Publishr.biz Cadence & Content
  48. 48. murray@biztegra.com Publishr.biz Points of Content • Sign Author • Author Writing • First Draft / Manuscript • Cover Art • Book Art • Charts / Diagrams / Maps • Book Matter (Front/Back) • Author Speaks / Readings • Conferences • Pre-order Available • Release • Reviews (Editorial, Reader, Endorsements) • Author Interview • Book Promotions • … • Blog Posts • Tweets • Videos • Images • Podcasts • GIFs • Memes • Comics / Cartoons • Infographics • … Types of Content
  49. 49. murray@biztegra.com Publishr.biz Editorial Questionnaire / Inventory • Publisher Social Media Accounts • Authors’ Social Media Accounts • Authors’ Web Sites / Blogs • Images • Videos • Events – Organizational – Industry – Genre – Fan – Author • News • Speaking Engagements – Publisher – Author • Publishing Calendar / Schedule • Other?
  50. 50. murray@biztegra.com Publishr.biz Editorial Calendar • Day • Publish Date • Due Date • Draft Complete Date • Author/Assigned to • Article type • Possible Title • Keywords • Topic/Category • Primary Topic • Related Book(s) • Topic Notes • Video? • Image(s)? • Links • Sites Posted To • Uploaded by • Other Comments
  51. 51. murray@biztegra.com Publishr.biz Daily / Weekly Posting Schedule
  52. 52. murray@biztegra.com Publishr.biz 2 Topics: Social Sharing Cadence & Content
  53. 53. murray@biztegra.com Publishr.biz
  54. 54. murray@biztegra.com Publishr.biz Murray Izenwasser Marketing Practice Lead & Co-Founder Biztegra (www.biztegra.com) Publishr (www.publishr.biz) Murray@biztegra.com 561.452.2662
  55. 55. murray@biztegra.com Publishr.biz is a Marketing and Technology Agency Focused on the Publishing Industry We also have an online marketing platform for Publishers called (find out more and book a demo at publishr.biz)
  56. 56. murray@biztegra.com Publishr.biz Publishing Clients Publishing Clients
  57. 57. murray@biztegra.com Publishr.biz QUESTIONS?QUESTIONS?

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