Dr. Barbara O'Neill is launching a new book titled "Flipping a Switch" about financial, social, and lifestyle transitions in later life. She is promoting the book through a 35-day Twitter campaign called #35DaysofFlippedSwitches that will involve daily graphics and tweets discussing transitions and including a question. The campaign is modeled after a previous successful savings challenge. Initial data shows the book reaching Amazon best seller lists and the campaign gaining a large Twitter reach and impressions through retweets by influential financial accounts. Recommendations are given for replicating a similar promotional campaign.

1. #35DaysofFlippedSwitches
Dr. Barbara O’Neill, CFP®
Distinguished Professor Emerita, Rutgers Univ.
Owner/CEO, Money Talk
moneytalk1@juno.com
boneill@njaes.rutgers.edu
@moneytalk1

2. Coming Soon: My New Book
Amazon Pre-Order
Page:
https://www.amazon
.com/gp/product/16
20236869

3. Three Book Sections
 Financial Transitions
 Social Transitions
 Lifestyle Transitions
Amazon Link:
https://www.amazon.com/gp/pr
oduct/1620236869

4. One-Hour Webinar
Podcast and About
Flipping a Switch:
https://www.youtube.com/watch?v=TsQYmwA
mmrs&feature=youtu.be
42-Minute Podcast:
https://laceylangford.com/podcast/how-to-find-
financial-security/

5. #35DaysofFlippedSwitches
 35-day Twitter campaign to market my book from
4/27/20 -5/31/20
 Modeled on #30DaysofSavings grant project in
2019

6. Project Method
Create an introductory graphic and 35
daily graphics with a “flipped switch” (later
life transition)action step
Tweet the graphics 8 times a day for 35
days (total of 280 tweets)
Track impressions on the
#35DaysofFlippedSwitches hashtag

7. Sample Graphics
Includes a “What if…”
Book Hook

8. Impact Data
Starting to get an Amazon Best Sellers Rank
Estimated 33,380 unique potential reach
Estimated 520,100 total potential impressions
Several tweeters with large followings
retweeted my tweets (e.g. Liz Weston, Geri
Detweiler, IPI News)

9. Replication Recommendations
Consider a Twitter campaign for information
that can be “chopped up” into small bites”
Involve social media friends/followers with a
daily question and/or prizes (grant dollars)
Track engagement with TweetReach, DMs,
notifications, website traffic, etc.
Use consistent graphics to build brand identity

10. Questions and Comments?
@moneytalk1 (on Twitter)
moneytalk1@juno.com or boneill@njaes.rutgers.edu
https://moneytalk1.blogspot.com/