This document provides guidance on using bloggers to promote books. It discusses the benefits of working with bloggers, how to find and reach bloggers, craft effective pitches, and organize blog events beyond just reviews. Key recommendations include creating a target blogger list, initiating relationships before pitching books, tailoring pitches to individual blogs, and suggesting follow-up opportunities to maintain the relationship. Blog events like interviews, guest posts, and giveaways can generate more engagement than just reviews. Tools for finding influential bloggers and connecting with them are also outlined.

1. S
All About the Blogs
A Guide to Using Blogger Influence

2. Meet Kellie
Kellie Celia: Marketing Communications Manager, Publishing
Walden Media/Walden Pond Press

3. Walden Pond Press

4. Overview
S Blogger Influence and Benefits
S Finding and Reaching Bloggers
S Pitching Bloggers
S Blog Events
S Q&A with Top Children’s Book Blogger: Danielle Smith

5. Working With Bloggers:
Benefits
S Low/No Cost
S Provides a Platform
S Multiple Posts from One Source
S Many Different Choices: Thousands of Blogs
S Wide Reach to Different Reading Audiences
S Career-Building Contacts
S Many Different Ways to Work with Blogs
S Symbiotic Partnership

6. Defining “Influencer”:
“A person who has a greater than average
reach or impact through word of mouth in a
relevant marketplace.”
Source: Word of Mouth Marketing Association

7. Source: Technorati's 2013 Digital Influence Report

8. Source: Technorati's 2013 Digital Influence Report
More Statistics
S 86% of Online Influencers Blog
S Other Blogs are Most Influential when Choosing Their Own
Content
S Online Services Shared From the Most:
S #1 Facebook – 57%
S #2 YouTube – 40%
S #3 Blogs – 26%

9. Source: Blogging.org

10. S
Finding and Reaching
Bloggers
Step 1: Create a Target List
Step 2: Know Where to Look
Step 3: Initiate the Relationship

11. Create a Target List
S Start Reading
S Check out “About Me” and “Review Policy”
S Look at Follower Counts
S Look at Comments Per Post
S Check Post Frequency
S Check Out Other Social Media Profiles
S Put Potential Blogs into a Reader
S Google Reader
S Feedly

12. Ana Grilo and Thea James, The Book Smugglers, are currently open to receiving
solicited Advance Reading Copies and Review Copies of books. Our preferred
genres are Speculative Fiction (Horror, Fantasy, Urban Fantasy, Science Fiction),
Young Adult (Speculative Fiction/Paranormal and Contemporary), with the
occasional Romance novel (Paranormal, Historical, Contemporary).
This does not, however, mean that we will not consider books from other genres! We
love graphic novels, manga, mysteries, historical fiction, and will consider any book
with a great synopsis.
We cannot promise to agree to every review request, nor can we guarantee to
review unsolicited review copies of books sent to us. We will consider all queries and
review copies sent our way but we regret that we are not able to respond to all email
enquiries. If you don’t hear from us in a timely fashion please assume we are not
able to accept your request/offer. We regret to say that we are not accepting self-
published inquiries at the moment. Our review copy preference is for ebooks,
followed by print copies. As such, digital ARCs/review copies will be given
precedence over print copies. Our preferred format is EPUB. In order to
contact us with a review query, please see our Contact Page.
Review Policy - Example

13. Create a Target List
S Start Reading
S Check out “About Me” and “Review Policy”
S Look at Follower Counts
S Look at Comments Per Post
S Check Post Frequency
S Check Out Other Social Media Profiles
S Put Potential Blogs into a Reader
S Google Reader
S Feedly

14. URL: http://www.google.com/reader

15. URL: http://www.feedly.com/

16. Know Where to Look
S Kidlitosphere Central
S Technorati
S Blogrolls
S Twitter Lists
S Independent Book Blogger Awards
S Nerdy Book Club
S Check Out Other Options in the “Resources” Section

17. URL: http://www.kidlitosphere.org/bloggers/

18. URL: http://www.kidlitosphere.org/bloggers/

19. URL: http://technorati.com/blogs/directory/

20. URL: http://technorati.com/blogs/directory/entertainment/books/

21. URL: http://100scopenotes.com/

22. URL: https://twitter.com/WaldenPondPress/bloggers-reviewers

23. URL: http://www.goodreads.com/book_blogger_award?category=Young+Adult+%26+Children%27s

24. URL: http://nerdybookclub.wordpress.com/

25. Initiate the Relationship
S Before you Pitch a Book – Initiate the Relationship
S Via Social Media
S Via Blog Comments

26. S
Pitching Bloggers
The Subtle Sell

27. Craft the Pitch
S Target Your Pitch to the Blog
S Show Familiarity with the Blog
S Reference Review Policy
S Focus on the Subtle Sell
S Have a Reason to Follow Up

28. Some Phrasing Examples
S “I’ve been waiting for the right book to send your way and I think this
could be it.”
S “It seems like you focus a bit more on YA, but if you are interested in
adding a middle grade title to your stack, this could be a great one…”
S “We are running a blog tour in September. If you enjoy the book and
would be interested in taking part, I’d be happy to circle back.”
S “Even if you aren’t able to get to the book, I’d still be happy to offer a
signed copy for a giveaway.”
S “The author is open to doing interviews, guest posts, top ten lists,
podcasts, etc., I’d be happy to circle back closer to release in case
you’re interested.”

29. Craft the Pitch:
A Non-Book Blogger Example
It’s nice to meet you via email. I work for a children’s book imprint called Walden Pond
Press, we are co-published by HarperCollins and Walden Media. If you are considering
children’s fiction with bird-friendly themes (which it seems from your current featured
article that you may), I thought I would get in touch.
NEVERSINK author Barry Wolverton was inspired to appreciate the natural world by an
uncle who used to take him birding as a child. Barry is a writer (he has written for
National Geographic and Discovery Networks, among others), but it is the early
appreciation for birds and nature that eventually inspired him to write a children’s book
about, what else, the noble puffin. While the story Barry crafted is a work of fiction,
there are many learning opportunities about puffins and their fellow auks throughout the
book.
A synopsis follows:…If you would consider reading NEVERSINK for review, I would be
happy to send you an Advance Reader Copy. The book releases in March of next year,
but I like to get ARCs out early since I know reviewers like you must have lots of books
on your to-be-read list. Thanks for your time!

30. Crafting the Pitch:
Timing and Follow-up
S When to Pitch:
S From 2-4 months out from release
S When to Follow-up
S Approx. a month from release
S Track Blog Coverage
S From 6 months out
S Google Alerts
S Google Blog Search Feature
S Twitter Mentions

31. Pitching Bloggers:
What Not To Do
S Send a Form Letter
S Address Your Pitch: “To Whom It May Concern”
S Send Your Book Without Receiving an Okay
S Give a Timeframe for a Review
S Respond to a Negative Review
S Ask Why Your Book Hasn’t Been Reviewed

32. Pitching Bloggers:
What Not To Do
Hello,
I found your name searching for influential book bloggers. Below is a
link to a book I wrote. By briefly reading about you I think you
would really enjoy this book and do a good job reviewing and
writing about its concepts. Below you can find links to where you
can find the book,
[4 Links]
I believe giving is the secret and I use it in business on motivating
employees, getting through tough times and in life in forming
harmonious relationships. I hope you enjoy the book and look
forward to reading your review and post.

33. S
Blog Events
More Than Reviews

34. Blog Events
S Author Generated Posts
S Interviews
S Guest Posts
S Tens Lists
S Character Interviews
S Writing Playlists
S Podcasts
S Deleted Scenes
S Editor/Author Interview
S Giveaways
S Blog Tours
S Blog Hops
S Blog Carnivals
S Exclusive Reveals

38. Blog Events
S Author Generated Posts
S Interviews
S Guest Posts
S Tens Lists
S Character Interviews
S Writing Playlists
S Deleted Scenes
S Editor/Author Interview
S Giveaways
S Blog Tours
S Blog Hops
S Blog Carnivals
S Exclusive Reveals

42. Blog Events
S Author Generated Posts
S Interviews
S Guest Posts
S Tens Lists
S Character Interviews
S Playlists
S Deleted Scenes
S Editor/Author Interview
S Giveaways
S Blog Tours
S Blog Hops
S Blog Carnivals
S Exclusive Reveals

44. Blog Events
S Author Generated Posts
S Interviews
S Guest Posts
S Tens Lists
S Character Interviews
S Playlists
S Deleted Scenes
S Editor/Author Interview
S Giveaways
S Blog Tours
S Blog Hops
S Blog Carnivals
S Exclusive Reveals

47. Meet Danielle Smith
S Blogging for more than 5 years
S Awards: Best Kidlit Book Review
Blog & Best Author Interviews
S Cybils Judge 3 Years Running
S YA Judge for 2011 INSPYs
S BEA Book Bloggers Conference:
YA Book Blogging Pros Panel
S Armchair BEA Founder

48. S
Find Kellie & WPP Online
LinkedIn: http://www.linkedin.com/in/kelliecelia
(If you enjoyed this presentation, please endorse me!)
Facebook: www.facebook.com/waldenpondpress1
www.facebook.com/kellieocelia
Twitter: @WaldenPondPress
@Kellie_Celia
Goodreads: Walden Pond Press
Blog: www.waldenpondpress.blogspot.com
Web: www.walden.com/books
Find Slides on Slideshare:

49. Blog Tools
S Find Kidlit/Yalit Blogs:
S Kidlitosphere Central
S Technorati: Search for blogs by specific topic
S Goodreads Independent Book Blogger Awards
S Walden Pond Press Twitter Lists
S Nerdy Book Club
S Listing of MG/YA Review Blogs on The Reading Tub
S Romance Times Network: Good resource if you have YA book with
romance elements
S TeenReads.com: Great spot for YA reviews
S Free Book Friday Teens : Site hosts YA book giveaways every Friday
S Book Blogger Appreciation Week
S Book Blogger Directory

50. Blog Tools
S If You Blog:
S Blog Hops at I Am a Reader Not a Writer: Hundreds of bloggers link up
every few weeks to do a book-related giveaway around a certain theme.
Without much promotion, including your blog in a hop leads to dozens of
blog hits and much visibility for your giveaway.
S Rafflecopter: Giveaway tool – allows user to enter your blog giveaway by
liking your Facebook page, tweeting about the giveaway on Twitter, etc.
S Around the World ARC Tours: Submit your book through this free service
and each blogger passes it on to another after she finishes it.
S Google Reader (only until July); Feedly: Makes it easy to read all the
blogs you follow.
S Debut Author Groups:
S The Fourteenery
S Class of 2K14

51. Blog Tools
S Blog Carnival List
S Blog Tour Examples
S The Fellowship for Alien Detection Blog Tour
S Cinder Blog Tour
S Poison Blog Tour
S Ten Blog Tour

52. Online Publicity Tools
S Blog Talk Radio: Scroll through these podcasts for book and topic related radio
shows.
S Local Associated Press Bureau
S Pitchrate and Haro: Two different sites that send daily emails listing journalists
who are looking for sources.
S Radio Guest List: Smaller radio talk shows with targeted audiences looking for
guests to interview
S Examiner.com: There are local Examiners in every major metropolitan area
who review books and cover a myriad of other topics.
S Meetup.com: Find local groups meeting about books and/or topics that pertain
to your book.
S Best Book Publicists on Twitter: From GalleyCat

53. Online Publicity Tools (cont.)
S 50 Free Press Release Submission Websites
S Great Kidlit Book Publicists:
S Deb Shapiro
S Media Masters Publicity
S Kidsbuzz
S Greg Pincus (has more of a social media focus)
S Helpful Publicity Focused Blogs:
S Publicity Hound
S Novel Publicity
S Jane Friedman