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Random Buzzers:
     Driving Word of Mouth
      with a YA Audience
 Linda Leonard, Executive Director, Digital Marketing
Sonia Nash Gupta, Sr. Producer, Social Media Manager
“No marketing or advertising is more
     interesting than your friends.”
- Paul Adams, Global Brand Experience Manager, Facebook
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
Random Buzzers Ecosystem
Direct Communication w/ Authors
Direct Communication w/ Authors
 Video Blogs (Vlogs)


                       Twitter Chats
Direct Communication w/ Authors
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
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
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
  • 3.
  • 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
  • 9. Direct Communication w/ Authors Video Blogs (Vlogs) Twitter Chats
  • 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