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Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop

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Modern Marketing has changed dramatically - and few industries have been impacted more than the publishing industry. This presentation went through the current landscape and steps necessary to create a modern marketing program that touches the consumers at all touchpoints, and uses the resources (authors, books, platforms) to truly drive Discovery, Engagement, and Sales.

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  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
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  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
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Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop

  1. 1. Driving Discoverability Engagement & SalesDIGITAL BOOK WORLD 2013 - NEW YORK
  2. 2. Announcements No LunchRestrooms Through Elevator Bank
  3. 3. If you like what you hear, pleaseTweet. Post. Blog. Like it. When We Are Done. Just Listen For Now.
  4. 4. @murrayiz @murrayiz Go ahead and follow me. Murray Izenwasser I’ll wait.Strategy Practice Lead, Founder, Biztegra
  5. 5. BIZTEGRA Solutions for the Social Web West Palm Beach, Miami, Buenos AiresEducation · Strategy · Development · Engagement
  6. 6. BIZTEGRA Solutions for the Social Web West Palm Beach, Miami, Buenos AiresEducation · Strategy · Development · Engagement
  7. 7. Iconic Brands GrowingCompanies Start-ups
  8. 8. Publishing Industry Experience
  9. 9. We Keep Hearing The Same Things: We know But we don’t Traditional there is know how to marketing value in harness and is not this ‘social leverage driving stuff’ and those growth like relationships we’ve to drive it used to. invested revenue. in it.
  10. 10. Viral Marketing?
  11. 11. Viral Marketing?
  12. 12. Part 1: Main Themes Social Media is Not What You Think It Is Find the Natural Cadence of Your Organization / Business Change Your Approach It’s All About Your Goals Marketing Is About Engagement … But It’s Really About Search and Discoverability …And Revenue
  13. 13. In the Old WorldIT WAS ABOUT THE TV MODEL ...
  14. 14. …Targeted the Masses
  15. 15. …was All About The Product…
  16. 16. …Was ONLY ONE Way…
  17. 17. …And Interrupted… …To Get Our Attention
  18. 18. What You Should Be Talking About Your Business Your Customers and Competitors Your Brand and Your ProductsAnd How to Market and Sell in a “Social” World
  19. 19. So What Are the New Rules?YOUR CUSTOMER REALLY DOESN’T LOVE YOU ANY MORE (IF THEY EVER REALLY DID)
  20. 20. So What Are the New Rules?YOUR CUSTOMER REALLY DOESN’T LOVE YOU ANY MORE (IF THEY EVER REALLY DID)
  21. 21. Traditional Marketing• One way (Brand  Customer)• Push and Interrupt• Brand Generated Advertising BRAND DIRECT Image & Reputation Lead Generation
  22. 22. Social Media:• Multi-way (Brand  Customer)• Brand and User Generated Content• Participatory BRAND DIRECT Image & Reputation Lead Generation SOCIAL Engagement & Loyalty
  23. 23. Social Marketing:• Multi-way (Brand  Customer  Customer)• Brand and User Generated Content• Participatory BRAND DIRECT Image & Reputation Lead Generation SOCIAL Engagement & Loyalty
  24. 24. Integrated Marketing:• Multi-way (Brand  Customer  Customer)• Brand and User Generated Content• Participatory• Integrated Across Channels BRAND DIRECT Image & Reputation Lead Generation Engagement & Loyalty SOCIAL
  25. 25. The One or TwoMistakes EveryoneIS MAKING
  26. 26. Mistake #1:
  27. 27. How Many? Why?
  28. 28. Start Here Goal Strategy Campaign Don’t Start HereThis is Not a Social Media Strategy Tactic
  29. 29. No Matter How Much She Believes, There is No Such Thing … … AS A UNICORN
  30. 30. No Matter How Much You Believe, There is No Such Thing … … AS A SOCIAL MEDIA STRATEGY
  31. 31. Mistake #1: Viewing Social Media as the Strategy
  32. 32. Mistake #2:
  33. 33. Get Me Some of This!!!
  34. 34. Mistake #2: Starting at theWrong End
  35. 35. “Today, I’m gonna print 1 millionpost cards and mail them out.” (no-one would say this)
  36. 36. So, WhatShould You Do?
  37. 37. You Need This… Current Strategy? Business Different than last Current Goals? year’s? Marketing Specific & Programs / Measurable Campaigns? Your How Are You Customers? unique? Geographic Your Brand? Demographic Psychographic Integrated Marketing What Your Program Your Business Does Competition? / Industry? Goals, Strategies, Metrics, Concepts, …
  38. 38. … To make sense of this …
  39. 39. … To Be Able To Get To This!
  40. 40. What are you currently doing? What are your competitors doing? QuestionsThat need tobe answered. How can your programs be more(That nobodyever answers) ‘Social’? Where are the Gaps & Opportunities?
  41. 41. Owned Bought Earned
  42. 42. You Need To… Change your thinking.Flickr / @boetter
  43. 43. Flickr / Mark Gstohl
  44. 44. Before You• And What Do You Get Do? Started
  45. 45. You Should Already Have This… Current Strategy? Business Different than last Current Goals? year’s? Marketing Specific & Programs / Measurable Campaigns? Your How Are You Customers? unique? Geographic Your Brand? Demographic Psychographic (Social) Marketing What Your Program 4 – 5 Top Business Does Competitors? / Industry? Goals Concept …
  46. 46. A Social / Integrated Program Isn’t: Free / Easy / Immediate What it is: Hard to Measure & Maintain What It Won’t Do:“You Are Building Give You an Immediate For Next Year” Return
  47. 47. Before You Get StartedYou have running at 100%• Website Optimized• Analytics / Measurement• Reporting• Listening• Email Programs• Search / SEM / SEO• Affiliate Programs• Direct Response• Broadcast• Print• Public Relations• CRM
  48. 48. 1. Take A Step Back 2. Take a Look Around 3. Fix Up The House 4. Natural Cadence and Content8 Steps GenerationTo Getting 5. Listen, Monitor, Measure, Report Started 6. Enhance Existing Programs 7. OnGoing Engagement & New Platforms 8. Evaluate 9. Shift and Improve
  49. 49. An Important Concept…You Need To Find … … The Natural Cadence Of Your Businessflickr.com/ jenny downing
  50. 50. Part 1: Main Themes Social Media is Not What You Think It Is Find the Natural Cadence of Your Organization / Business Change Your Approach It’s All About Your Goals Marketing Is About Engagement … But It’s Really About Search and Discoverability …And Revenue
  51. 51. Questions? Let’s Take a Break
  52. 52. Part 2: Where Should you be Focusing? Website Content Social & Mobile Author EcoSystem Listening, Monitoring, Reporting Email Online Advertising Tools & Techniques Events Other Channels
  53. 53. Web
  54. 54. Remember This?
  55. 55. It’s (Still) All About Your Site
  56. 56. Website - ConsiderationsResponsive DesignCatalog, Cart, & Checkout – multi deviceEmail RegistrationSocial IntegrationAuthor Engagement & ContentOn-Page SEOUser Centric Navigation
  57. 57. Responsive Website? Not Responsive!
  58. 58. Responsive Website! Responsive!
  59. 59. Responsive Website • Responsive Web Design (RWD) • Dedicated Mobile Site • RESShttp://sixrevisions.com/design-showcase-inspiration/responsive-webdesign-examples/http://sixrevisions.com/mobile/methods-mobile-websites/
  60. 60. Why A Responsive Website?
  61. 61. Why A Responsive Website?
  62. 62. Website – On-Page SEO“Standard” SEO Items Domain InformationOptimize Titles & URLs URLs / StructureMeta: Description KeywordsHeadings Long TailCSS ContentImages & Multimedia Internal Links
  63. 63. Website – On-Page SEO
  64. 64. Website – On-Page SEOPublishing Specific1. Use Structured Data • www.schema.org • http://www.google.com/webmasters/tools/richsnippets#2. Set Up Authorship
  65. 65. Structured Data & Authorship
  66. 66. It’s (Still) All About Your Site
  67. 67. Advertising: Search, Display & Social
  68. 68. Advertising: Search, Display & Social• Facebook• LinkedIn• Twitter• YouTube
  69. 69. Advertising: Search, Display & Social• Facebook• LinkedIn• Twitter• YouTube On-Platform Advertising Facebook LinkedIn Twitter YouTube
  70. 70. Advertising: Search, Display & Social• Facebook• LinkedIn• Twitter• YouTube
  71. 71. An ExampleMy Favorite Author
  72. 72. Advertising: Search, Display & Social
  73. 73. Content Drives Search
  74. 74. Content
  75. 75. Video Content
  76. 76. VIDEO (And Social Search)
  77. 77. Go Big! Go Viral!Flickr / dicktay2000
  78. 78. YOUTUBE IS THE… 2ND LARGEST SEARCH ENGINE YOUTUBE IS THE… 3RD MOST VISITED SITE
  79. 79. Video and Search What 1 Little Video Can Do…
  80. 80. 1
  81. 81. After 60 Minutes… 45 3 2 1
  82. 82. After 5 Hours… 46 5 3 2 1
  83. 83. After 7 Hours… 4 2 15 3
  84. 84. After 24 Hours…6 4 3 2 1 5
  85. 85. After 24 Hours… 6 5 4 3 27 1
  86. 86. Social PR 1 2 3 4 5 6 7 8 9 10
  87. 87. Social Drives Engagement
  88. 88. Main PlatformsFacebookTwitterLinkedInGoogle+YouTubeBlogPinterestInstagramTumblr
  89. 89. Publishing Specific
  90. 90. Social Drives Engagement
  91. 91. Where is Matt? (Authenticity)
  92. 92. Listening, Monitoring, Analytics
  93. 93. Listening Brands Set up Alerts Industry Identify Blogs Niches / Topics Identify Forums Books Platform Searches Authors Listening Station Influencers Google Alerts Google Reader Twitter Search Hootsuite / Tweetdeck Listening Tools: Sysomos, Radian 6, etc.
  94. 94. State of the Art Listening
  95. 95. Insights • Create a Dashboard • But What Are You Actually Measuring?
  96. 96. INFORMATION (leads to Insight) DataGives Us a view of Data that allows us to make decisions based on Context History where we want to be (Context) Relationship to Relationship to the PROGRAMS PAST where we came from (History) where/who we are (Relevance). Relevance Relationship to Someone’s JOB
  97. 97. Reporting, As A Business DriverActivityEngagementConversionPerformance
  98. 98. Reporting, As A Business Driver(Activity) x(Engagement) x(Conversion) =(Performance)
  99. 99. Tools and Techniques
  100. 100. ToolsTrack Everything• Landing Pages• Bitly.com• Google Link Generator• Schedule Posts• Buffer
  101. 101. Publishing Industry Specific
  102. 102. Event Planning
  103. 103. Event Planning
  104. 104. Engaging Authors http://bit.ly/BookMarketingPlan
  105. 105. Other Channels
  106. 106. Bringing It Home…
  107. 107. Here’s Your Magic Bullet(There Isn’t One)
  108. 108. Final Thoughts? You Tell MeFlickr / jimharmer
  109. 109. Thank You Very much!Flickr / meddygarnet © 2011 Biztegra Partners – All Rights Reserved - Do Not Reproduce
  110. 110. Murray Izenwasser @murrayizMurray@biztegra.com 561.452.2662
  111. 111. www.biztegra.com 561.452.2662

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