Random Buzzers: Driving word of mouth with a YA audience

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Linda Leonard and Sonia Nash Gupta will present about teen list destination RandomBuzzers.com. They will talk about the importance of creating content that engages readers and draws in new members as well as how they are evolving and amplifying members' interests while promoting RH titles and authors.

Random Buzzers:
Driving Word of Mouth
with a YA Audience
Linda Leonard, Executive Director, Digital Marketing
Sonia Nash Gupta, Sr. Producer, Social Media Manager

Community Goals
1. Establish Random Buzzers as the place to discover
the perfect teen book before anyone else

2. Curate recommendations + encourage reviews
3. Facilitate author and reader relationships
4. Empower members to share with their friends

With the ultimate aim to Increase Sales + Word of Mouth

Target Audience
• Readers of YA/Teen Lit ages of 16 – 35 years old
• Includes tween & new adult readers

Socializing the Reading Experience

 Member Bookshelves
 Reviews & Ratings
 Weekly Author Appearances
 @RandomBuzzers
Facebook.com/RandomBuzzers

 Buzz Bucks
 Social currency for the
community rewarded with
signed books; gift cards; in-
house critiques

Direct Communication w/ Authors
Video Blogs (Vlogs)

Twitter Chats

Community Management
• Weekly
• Author Visits & Profiles
• Editorial Activities, Polls, Surveys, Blog Posts
• Email Newsletter + Advanced Copy Giveaways

• Monthly
• Video Book Reviews
• Contests

• Quarterly: Store Updates

• Ongoing
• User generated content (Groups, Send to Friend, Product
Registration, Reviews, Blogs, Forums)

What Works…
 Focus on the three A’s
 Amazement
 Amusement
 Anxiety
via…

 Exclusive Video Messages
 Themed Chats
 Contests

Questions?

Follow us:
@randombuzzers
@loolooleonard
@snash12

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Random Buzzers: Driving word of mouth with a YA audience

1. Random Buzzers: Driving Word of Mouth with a YA Audience Linda Leonard, Executive Director, Digital Marketing Sonia Nash Gupta, Sr. Producer, Social Media Manager

2. “No marketing or advertising is more interesting than your friends.” - Paul Adams, Global Brand Experience Manager, Facebook

4. Community Goals 1. Establish Random Buzzers as the place to discover the perfect teen book before anyone else 2. Curate recommendations + encourage reviews 3. Facilitate author and reader relationships 4. Empower members to share with their friends With the ultimate aim to Increase Sales + Word of Mouth

5. Target Audience • Readers of YA/Teen Lit ages of 16 – 35 years old • Includes tween & new adult readers

6. Socializing the Reading Experience  Member Bookshelves  Reviews & Ratings  Weekly Author Appearances  @RandomBuzzers Facebook.com/RandomBuzzers  Buzz Bucks  Social currency for the community rewarded with signed books; gift cards; in- house critiques

7. Random Buzzers Ecosystem

8. Direct Communication w/ Authors

9. Direct Communication w/ Authors Video Blogs (Vlogs) Twitter Chats

10. Direct Communication w/ Authors

11. Community Management • Weekly • Author Visits & Profiles • Editorial Activities, Polls, Surveys, Blog Posts • Email Newsletter + Advanced Copy Giveaways • Monthly • Video Book Reviews • Contests • Quarterly: Store Updates • Ongoing • User generated content (Groups, Send to Friend, Product Registration, Reviews, Blogs, Forums)

12. What Works…  Focus on the three A’s  Amazement  Amusement  Anxiety via…  Exclusive Video Messages  Themed Chats  Contests

13. Unique Attributes • Adopting a “Give to Get” philosophy • Willingness to talk about products we don’t sell • Exclusive reads + author interaction • Law of Small #’s: empower our most active users to be brand ambassadors (Ambuzzadors) • Encouraging critical thinking & discussion

14. Questions? Follow us: @randombuzzers @loolooleonard @snash12

Random Buzzers: Driving word of mouth with a YA audience

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