Driving Discoverability    Engagement & SalesDIGITAL BOOK WORLD 2013 - NEW YORK
Announcements    No LunchRestrooms Through  Elevator Bank
If you like what you hear, pleaseTweet. Post. Blog. Like it.       When We Are Done. Just Listen For Now.
@murrayiz             @murrayiz                                            Go ahead and follow me.         Murray Izenwass...
BIZTEGRA                             Solutions for the Social Web                        West Palm Beach, Miami, Buenos Ai...
BIZTEGRA                             Solutions for the Social Web                        West Palm Beach, Miami, Buenos Ai...
Iconic    Brands  GrowingCompanies  Start-ups
Publishing Industry Experience
We Keep Hearing The Same Things:                  We know          But we don’t  Traditional      there is        know how...
Viral Marketing?
Viral Marketing?
Part 1: Main Themes                      Social Media is Not What You                               Think It Is           ...
In the Old WorldIT WAS ABOUT THE TV MODEL ...
…Targeted the Masses
…was All About The Product…
…Was ONLY ONE Way…
…And Interrupted…                    …To Get                       Our                    Attention
What You Should Be Talking         About  Your Business  Your Customers and Competitors Your Brand and  Your ProductsAnd H...
So What Are the New Rules?YOUR CUSTOMER REALLY DOESN’T LOVE YOU ANY MORE               (IF THEY EVER REALLY DID)
So What Are the New Rules?YOUR CUSTOMER REALLY DOESN’T LOVE YOU ANY MORE               (IF THEY EVER REALLY DID)
Traditional Marketing• One way (Brand  Customer)• Push and Interrupt• Brand Generated Advertising                        ...
Social Media:• Multi-way (Brand  Customer)• Brand and User Generated Content• Participatory                             ...
Social Marketing:• Multi-way (Brand  Customer  Customer)• Brand and User Generated Content• Participatory             ...
Integrated Marketing:• Multi-way (Brand  Customer  Customer)• Brand and User Generated Content• Participatory• Integra...
The One or TwoMistakes EveryoneIS MAKING
Mistake #1:
How Many? Why?
Start Here                   Goal                                       Strategy                                      Camp...
No Matter How Much She Believes, There is No Such Thing …                       … AS A UNICORN
No Matter How Much You Believe, There is No Such Thing …                       … AS A SOCIAL MEDIA STRATEGY
Mistake #1:  Viewing Social Media as the   Strategy
Mistake #2:
Get Me Some of This!!!
Mistake #2:     Starting at theWrong End
“Today, I’m gonna print         1 millionpost cards and mail them out.”      (no-one would say this)
So, WhatShould You   Do?
You Need This…                                          Current                                         Strategy?         ...
… To make sense of this …
… To Be Able To Get To This!
What are you                  currently doing?                   What are your                 competitors doing?   Questi...
Owned   Bought   Earned
You Need To…                    Change                     your                     thinking.Flickr / @boetter
Flickr / Mark Gstohl
Before You• And What Do You Get                  Do?                Started
You Should Already Have This…                                       Current                                      Strategy?...
A Social / Integrated Program Isn’t:            Free / Easy / Immediate                         What it is:               ...
Before You Get StartedYou have running at 100%• Website Optimized• Analytics / Measurement• Reporting• Listening• Email Pr...
1. Take A Step Back             2. Take a Look Around             3. Fix Up The House             4. Natural Cadence and C...
An Important Concept…You Need To Find …              … The Natural Cadence                     Of Your Businessflickr.com/...
Part 1: Main Themes                      Social Media is Not What You                               Think It Is           ...
Questions?             Let’s Take a Break
Part 2: Where Should you be Focusing?                          Website                          Content                   ...
Web
Remember This?
It’s (Still) All About Your Site
Website - ConsiderationsResponsive DesignCatalog, Cart, & Checkout – multi deviceEmail RegistrationSocial IntegrationAutho...
Responsive Website?            Not Responsive!
Responsive Website!              Responsive!
Responsive Website • Responsive Web   Design (RWD) • Dedicated Mobile   Site • RESShttp://sixrevisions.com/design-showcase...
Why A Responsive Website?
Why A Responsive Website?
Website – On-Page SEO“Standard” SEO Items     Domain InformationOptimize Titles & URLs       URLs / StructureMeta: Descrip...
Website – On-Page SEO
Website – On-Page SEOPublishing Specific1. Use Structured Data   • www.schema.org   • http://www.google.com/webmasters/too...
Structured Data & Authorship
It’s (Still) All About Your Site
Advertising: Search, Display & Social
Advertising: Search, Display & Social• Facebook• LinkedIn• Twitter• YouTube
Advertising: Search, Display & Social• Facebook• LinkedIn• Twitter• YouTube                              On-Platform Adver...
Advertising: Search, Display & Social• Facebook• LinkedIn• Twitter• YouTube
An ExampleMy Favorite Author
Advertising: Search, Display & Social
Content Drives Search
Content
Video Content
VIDEO        (And Social Search)
Go Big!          Go Viral!Flickr / dicktay2000
YOUTUBE IS THE…  2ND LARGEST SEARCH ENGINE      YOUTUBE IS THE…  3RD MOST VISITED SITE
Video and Search                   What 1 Little                   Video Can Do…
1
After 60 Minutes…        45            3                2                    1
After 5 Hours…            46       5                3                     2                         1
After 7 Hours…    4            2                15        3
After 24 Hours…6          4              3                  2                      1      5
After 24 Hours…    6        5            4                3                    27                        1
Social PR            1            2            3            4            5            6            7            8         ...
Social Drives Engagement
Main PlatformsFacebookTwitterLinkedInGoogle+YouTubeBlogPinterestInstagramTumblr
Publishing Specific
Social Drives Engagement
Where is Matt? (Authenticity)
Listening, Monitoring, Analytics
Listening Brands            Set up Alerts Industry          Identify Blogs Niches / Topics   Identify Forums Books        ...
State of the Art Listening
Insights           •   Create a Dashboard           •   But What Are You Actually Measuring?
INFORMATION (leads to Insight)                            DataGives Us a view of Data that allows us to make decisions bas...
Reporting, As A Business DriverActivityEngagementConversionPerformance
Reporting, As A Business Driver(Activity) x(Engagement) x(Conversion) =(Performance)
Tools and Techniques
ToolsTrack Everything• Landing Pages• Bitly.com• Google Link Generator• Schedule Posts• Buffer
Publishing Industry Specific
Event Planning
Event Planning
Engaging Authors        http://bit.ly/BookMarketingPlan
Other Channels
Bringing It Home…
Here’s Your Magic Bullet(There Isn’t One)
Final Thoughts?                     You Tell MeFlickr / jimharmer
Thank You                                                                                           Very much!Flickr / med...
Murray Izenwasser     @murrayizMurray@biztegra.com    561.452.2662
www.biztegra.com  561.452.2662
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Driving Discoverability, Engagement, and Revenue in Publishing - Digital Book World 2013 Workshop
Upcoming SlideShare
Loading in …5
×

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

1,145 views

Published on

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.

Published in: Education
  • Be the first to comment

  • Be the first to like this

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

×