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How do I reach my customer? Direct and consumer marketing for publishers: Social Media Marketing
This document discusses how publishers can use social media to connect with customers. It notes that in the past, communication was one-way from publisher to customer, but now all parties can engage in dialogue through social media. The document outlines how publishers have lost their role as sole information providers, as customers now rely more on recommendations from other customers on social platforms. It emphasizes that social media is about dialogue rather than selling. The document provides examples of how some publishers are using social media platforms like Twitter, Tumblr, YouTube and crowdfunding sites to better engage customers.
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How do I reach my customer? Direct and consumer marketing for publishers: Social Media Marketing
- 1. How Do IReach My Customers? Direct and consumer marketing for publishers Social Media Marketing Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 1
- 2. Direct and consumermarketing for publishers Social Media Me, myself and I Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 2
- 3. Direct and consumermarketing for publishers Social Media In the past was no dialogue between publisher and customer – the only form of dialog were the number of sales Customer Author Publisher Bookstore Customer Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 3
- 4. Direct and consumermarketing for publishers Social Media Today there are dialogues between all parties Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 4
- 5. Direct and consumermarketing for publishers Social Media These dialogues happen through Social Media. Do you want to be part of the party? Copyright Domingo http://www.flickr.com/photos/epsos/4376727123/ Foto: David epsos.de http://www.flickr.com/photos/61085800@N00/97519096 Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 5
- 6. Direct and consumermarketing for publishers Social Media What exactly is social media? Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 6
- 7. Direct and consumermarketing for publishers Social Media The paradigm shift: From outbound marketing… Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 7
- 8. Direct and consumermarketing for publishers Social Media The paradigm shift: …to inbound marketing Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 8
- 9. Direct and consumermarketing for publishers Social Media http://marketinggovernance.com Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 9
- 10. Direct and consumermarketing for publishers Social Media The communication shift: digital, mobile & social Copyright Jason Howie http://www.flickr.com/photos/jasonahowie/8583949219 Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 10
- 11. Direct and consumermarketing for publishers Social Media The communication shift: digital, mobile & social Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 11
- 12. Direct and consumermarketing for publishers Social Media Social Web is a general term for new, social interactions on the internet between customers. Social Media describes the tools, plattforms and systems which customers are using to communicate among themselves. Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 12
- 13. Direct and consumermarketing for publishers Social Media The most important fact about Social Media: It‘s for dialogue, not for monologue, it‘s for reputation, nor for selling Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 13
- 14. Direct and consumermarketing for publishers Why Social Media should Publishers use Social Media for customer communication? Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 14
- 15. Direct and consumermarketing for publishers Social Media Nowadays publishers aren‘t the leading multiplicators and opinion-formers. Instead of purchasing content at or seeking information from publishing houses, customers adress other customers, for example via social networks. Exchanges happen in online-based communities and customers prefer recommendations of other customers, not of recommendations of publishers. In short: publishers have lost their leading role in the context of content, everyone can be a publisher in the digital age. Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 15
- 16. Direct and consumermarketing for publishers Social Media Or, in other words: we have to fish where the fishes (= customers) are… Copyright Jon Bowen http://www.flickr.com/photos/localsurfer/2432654656// Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 16
- 17. Direct and consumermarketing for publishers Social Media fundamental changes Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 17
- 18. Direct and consumermarketing for publishers Social Media 1. Great importance of the knowledge about our customers and their needs: publishers cannot afford to blindly produce products for more and more segmented and detailed markets Copyright Tasmanian Archive and.. http://www.flickr.com/photos/tasmanianarchiveandheritageoffice/9420736952/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 18
- 19. Direct and consumermarketing for publishers Social Media 2. Things (that means: our products) that cannot be found in social networks or search engines enriched with social recommondations don‘t exist in future Copyright salendron http://www.flickr.com/photos/salendron/947936275// Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 19
- 20. Direct and consumermarketing for publishers Social Media Discoverability: Where‘s the book? Copyright mbtphoto (away a lot) http://www.flickr.com/photos/marybaileythomas/3304919701/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 20
- 21. Direct and consumermarketing for publishers Social Media “There are numerous ways to discover books, yet online book discovery continues to be one of the biggest challenges that publishers, authors, and booksellers face.” Judith Rosen Publishers Weekly Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 21
- 22. Direct and consumermarketing for publishers Social Media Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 22
- 23. Direct and consumermarketing for publishers Social Media Future book-purchasing Platforms Pirates Publisher Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 23
- 24. Direct and consumermarketing for publishers Social Media Social Media Marketing Do It Yourself (in plain english) Copyright Government Press Office http://www.flickr.com/photos/government_press_office/7535117422 Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 24
- 25. Direct and consumermarketing for publishers Social Media Define your target audience and know your products Define your targets (brand, traffic to your website, leads, more customers, more revenue from your customers, followers, fans) Define your communication channels based on your targeted audience Copyright epsos.de Kitazume http://www.flickr.com/photos/21232564@N06/2235514062/ Copyright Christian http://www.flickr.com/photos/epsos/4376727123/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 25
- 26. Direct and consumermarketing for publishers Social Media Identify multipliers and influencers (sometimes it’s easier to let blogger do your job – perhaps they have a wider range than you) Determine ressources and budgets Define workflows, tools, editorial calendar – and the social media policy for the employees Measure your target achievement Copyright epsos.de Kitazume http://www.flickr.com/photos/21232564@N06/2235514062/ Copyright Christian http://www.flickr.com/photos/epsos/4376727123/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 26
- 27. Direct and consumermarketing for publishers Social Media Will Social Media make us rich? Wrong question! More important is what will happen if publishers don‘t have dialogue with their customer ? Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/ Copyright Andrew Macgill http://www.flickr.com/photos/amagill/3367543296 Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 27
- 28. Direct and consumermarketing for publishers Social Media Social Media Marketing Examples (a very small amount) Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 28
- 29. Direct and consumermarketing for publishers Social Media Penguin USA: Mini book club meetings with the author on Twitter Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 29
- 30. Direct and consumermarketing for publishers Social Media HarperCollins: connected Tumblr blogs Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 30
- 31. Direct and consumermarketing for publishers Social Media Chronicle Books: Tumblr blog Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 31
- 32. Direct and consumermarketing for publishers Social Media Hanser Verlag: Publisher Michael Krüger on YouTube Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 32
- 33. Direct and consumermarketing for publishers Social Media 100freunde.de: Crowdfunding for books Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 33
- 34. Direct and consumermarketing for publishers Social Media Hermann Schmidt Verlag: Beautiful typography on Pinterest Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 34
- 35. Direct and consumermarketing for publishers Social Media Springer: Every specialist field in multiple channels Sometimes less is more… Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 35
- 36. Direct and consumermarketing for publishers Social Media Copyright "The Wanderer's Eye Photography" http://www.flickr.com/photos/the-wanderers-eye/7227886422 epsos.de http://www.flickr.com/photos/epsos/4376727123/ Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 36