Launch of Self-Published Book

Experimentation of Variables
Related to Launch of
Self-Published Book
Esteban Sosa | Texas Tech University | MCOM 6050 Master’s Report

Introduction
š Transformation of publishing world
š Traditional houses are highly controlled
and structured, selective works released
š Control all aspects of publishing, design,
format, artwork, distribution, etc.

Introduction
š Authors have direct access to audiences
š Integration of technology, ease of
distribution, and mobile ebook devices
š Self-publishing today is a potential reality
for anyone
š Fifty Shades of Grey trilogy is perfect
example of a breakout self-published
success story

Introduction
š Sosa-Nakata Publishing, established in
2019, supports creativity at all age levels
š “we believe every child is a storyteller”
(Sosa-Nakata Publishing, 2019)
š First featured author is Hiroshi Sosa-
Nakata, age 10, with I Saved the World
and I’m Only in 4th Grade!

Problem
š Sosa-Nakata Publishing, does not have
a proven strategy in place
š First author, first self-published work
š Determine best launch strategy, learn
from others in the field, existing
research, and engage with audience

Literature Review
Ease of Self-Publishing
š Every major industry is being disrupted (YouTube, iTunes, Airbnb, Uber, Netflix)
š In fact, “book publishers are losing ground to independent authors and watching their
powerful status as literary gatekeepers wither” (Alter, 2011)
š “The most impactful credibility marketing strategy is to write and launch a book,
specifically, an e-book, now that the production process has become easy, cost effective
and fast” (Bowen, 2014)

Literature Review
Breakaway Successes
š Relatively unknown author, J. K. Rowling, could achieve mainstream success
š Ignited and inspired the next generation of authors
š Impressively, “a total of 1,777,541 copies of the book were sold in the UK in the first 24
hours” (Books in a brave new world, 2003)
š “The event reaffirmed the increasing trend for reviewers and the public to take children’s
books more seriously, and the need for marketers to change tactics” (Books in a brave
new world, 2003)

Literature Review
Digital Engagement
š “Social media and other online tools have made it easier than ever for authors to connect
with readers” (Not child’s play, 2015)
š “we’re seeing more interactive content set in the world of the book or series, such as
trailers and microvideos” (Maughan, 2018)
š “Today there is no longer a question whether “to screen or not to screen”; in fact, online
efforts are now an essential-at times predominant-part of a publisher’s marketing toolkit”
(Rosen, 2011)
š “Publishers are striving to make themselves part of young people’s increasingly digital
lifestyle with marketing campaigns utilizing blogs, podcasts, instant messaging, viral
marketing campaigns, video sharing, ad-on third-party URLs, video book trailers and social
networking sites” (Maughan, 2007)

Literature Review
Flexibility of Formats
š “The current generation of kids has grown up thinking hardcovers were special,
prominently displaying them on their shelves” (Springen, 2011)
š Best solution is to offer self-published works in variety of formats (print, Apple Books,
Amazon Kindle, Kobo, Barnes & Nobles, etc.) and to enhance digitally

Literature Review
Going Viral
š “Social media has played an increasingly important role in the marketing” (Edghill, 2016)
world of product releases and buzz generation
š New authors might opt to, “find the strengths of your product and leverage them in a
clever, creative way that speaks to its target audience” (Edghill, 2016)
š “This kind of buzz is the essential fuel behind viral marketing, which has largely become an
online phenomenon-it's word-of-mouth in the digital age” (Maughan, 2007)

Through experimentation
of variables, what
combination of content
category and social
media platform is most
effective in engaging
consumers?
Research
Question

Uses and
Gratification
Theory
o In support of experimentation
of independent variables
(content categories) and
dependent variables (social
media engagement)
o UGT deals with understanding
people’s needs and how they
seek out content
o Audience-centered approach
focuses on reaction, response,
and engagement to stimuli

Research
š Experimentation to manipulate variables
š Independent variables: discrete data
(categorical data)
š Text-based content
š Video-based content
š Artwork-based content
š Photo-based content
š Dependent variables: social media
engagement
š Unit of analysis included posts (likes,
comments, and shares across platforms)

Research
š Inductive research method as Sosa-Nakata Publishing has no existing strategy

Research
š Population and sample frame across all social media platforms
š Complete census included 2,167 social media connections

Research
š Text-based blog post with theme of
bullying and empowerment

Research
š Video-based teaser trailers driven by
each book character

Research
š Artwork-based promotional image
driven by book characters

Research
š Photo-based product shot
of physical printed books

Research
Validity
š Supported through utilization of standard unit of measurement,
views and engagements (like, comment, share), across all platforms
Reliability
š All data collected came from analytic reports (Twitter, Facebook, YouTube, LinkedIn,
Instagram)
Experimentation
š Allowed publisher control of all aspects of variables to manipulate, easily repeatable
Uses and Gratification Theory
š Attempted to appeal to needs of audience (childhood themes, parenting, bullying,
socialization, entertainment)

Application
Sosa-Nakata Publishing
š Research perfectly summarizes effective content
categories and social media platform potential
š Allows publisher to repeat efforts for future book
launches
Limitations
š Single, very specific case related to self-published
children’s book from single author
š Population validity limited to existing social contacts
š Expectancy bias was factor since UGT relied on
existing relationship

References
Allyson Dooley, J., Jones, S.,C., & Iverson, D. (2012). Web 2.0: An assessment of social marketing principles. Journal of Social Marketing, 2(3), 207.
doi:http://dx.doi.org.lib-e2.lib.ttu.edu/10.1108/20426761211265195
Alter, A. (2011, Dec 09). FRIDAY JOURNAL --- how I became a best-selling author --- self-publishing is upending the book industry; one woman's unlikely
road to a hit novel. Wall Street Journal Retrieved from https://search-proquest-com.lib-e2.lib.ttu.edu/docview/909730331?accountid=7098
Bacon, J. (2014, Feb 19). Pre-launch publicity on a low budget. Marketing Week (Online), Retrieved from
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References
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References
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