These are PowerPoint slides from the presentation about social media and web marketing I gave to the SouthWest Writers group on Dec. 5.

1. BOOK MARKETING IN THE
BOOK MARKETING IN THE
AGE OF SOCIAL MEDIA
AMY LAHTI
AMYLAHTI@GMAIL.COM

2. WHY
Selling books ain’t like dusting crops, boy.
Y WE’RE H
Book marketing is a different game now
g g
HERE
that web and social media have taken
over people’s hearts and minds. Today,
we’ll talk about some simple things you
can do to market your book on the web
and through social media tools.
and through social media tools

3. WHY WE’RE HE
Our topics for today: marketing your book in the information economy
• Dedicated Author or Book Web Pages
ERE
• Facebook
•YouTube
• Twitter
• Blogs and Online Communities
• Book Design Tips
•Bonus: Booking Bookstore Events
Bonus: Booking Bookstore Events

4. WHO I AM
And why you’re here listening to me.
‐ Degree in journalism
‐ Ten years in communications and marketing
‐ G t Alb
Greater Albuquerque Chamber of Commerce
Ch b fC
‐ Clear Channel Entertainment
‐ PNM Resources
‐ etc. etc.
‐ Worked as the events and marketing coordinator for
Bookworks for about a year
B k k f b
‐ Social media/Web 2.0 early‐adopter and
over enthusiastic geek
over‐enthusiastic geek
‐ Myers‐Briggs ENTP, Enneagram Type 7 (Enthusiast)

5. A QUICK NOTE
Some quick tips for today
• We’re going to cover a lot of info in not a lot of time
•U f t
Unfortunately, there’s not enough time for step‐by‐
t l th ’ t h ti f t b
step instructions on using these tools – but lots of
tutorials are available online
•In the interests of time, please hold all questions to
the end
h d
•If you want a PDF copy of these slides
If you want a PDF copy of these slides
e‐mailed to you later, I will give my email address at
the end of the presentation

6. BOOK AND AUTHOR WEBS
The best way to market your book.
K
Having your own website: is it
worth the time and expense?
h h i d ?
SITES

7. BOOK AND AUTHOR WEBSITES
A simple answer.
K S
•Having your own website is the best way to promote
yourself and your book online
yourself and your book online
•Why NOT make it easy for people to find information
about you on the web?
Y ill h fl ibilit d t lb h i
•You will have more flexibility and control by having your
own site
•If you do no other online marketing for yourself or your
book, get your own website

8. BOOK AND AUTHOR WEBS
I’m a writer, not a web designer!
K
•Bookstore event coordinators, reporters, bloggers, agents,
publicists and others WILL look for an author or book
website for information about you and your book.
website for information about you and your book.
• What if Facebook is down the day an agent or publisher
wants to contact you?
• When YOU own the site YOU control the content you
When YOU own the site – YOU control the content – you
SITES
can make the site anything you want it to be
•Google is designed to index your site and put you at the top
of results when people search your name – use that to your
advantage
• WARNING: A bad author/book website is like showing up to
WARNING: A bad author/book website is like showing up to
a business meeting in a stained t‐shirt and sweatpants. Is this
how you want to present yourself to the world?

9. BOOK AND AUTHOR WEBSITES
K S
A website that works

10. BOOK AND AUTHOR WEBSITES
K S
A website that works

11. BOOK AND AUTHOR WEBS
Things to remember
K
•Get your own domain name (aka “yournamehere.com”) –
make it easy for people to find you online
•Hire a designer if you wish – make sure you maintain control
Hire a designer if you wish make sure you maintain control
of your own site, i.e., make sure you pay the hosting fees and
domain registration fees, and also have the passwords so you
can change content when you need to
can change content when you need to
SITES
•You can pay someone to build the site and give you the tools
to update the site yourself (Macromedia Contribute, etc.)
•Play with content – post videos of book appearances, audio
files of you reading your work, poems or short stories you
haven t published elsewhere. You can even put a discussion
haven’t published elsewhere. You can even put a discussion
board on your site and give your fans a community to discuss
your work. It’s all wide open!

12. BOOK AND AUTHOR WEBS
Helpful tips for a great website
K
1. If your website is more than 10 years old and has not
been substantially updated or overhauled in that time,
start over. Sorry.
start over Sorry
2. If your website DESIGN is salvageable, start over with
SITES
the content. New organization – new homepage text –
take updated photos/get updated cover art.
3. Keep it focused on the book. Your personal blog about
knitting probably belongs elsewhere (unless your books
are about knitting). Keep cute kittie/doggie/baby
pictures to a minimum. This is not MySpace.

13. BOOK AND AUTHOR WEBS
More fix‐it
K
4. Keep content updated. Every time something happens with
your book (publication date, paperback release, book event)
p py
update the site. Keep your fans informed!
5. Photos should be LARGE, CLEAN and CRISP. Professional
photos help for headshots. Color AND B&W. Have
photos help for headshots Color AND B&W Have
SITES
thumbnails that expand to larger photos when clicked. Make
sure you have images of your book covers!
6. Keep bios and book summaries SHORT. No more than 200
words. 100 words is better.
7. Always remember your
7 Always remember your USP

14. BOOK AND AUTHOR WEBS
What the heck is a USP?
K
Unique
q
Selling
Selling
SITES
Proposition
It’s what makes your book different from the rest!

15. GENERAL BOOK MARKETIN
More about USP
•Unique Selling Proposition is an ooooold idea that never
goes out of style.
•EVERY book or written product has a USP. You just have to
figure out what it is.
NG
•What makes your book different? Unique? Outstanding?
Why does it have a different take on a common theme or
issue? What sets it (or you) apart?
•Why should someone pay attention to YOUR book over the
Why should someone pay attention to YOUR book over the
thousands of others published each year?
•Find your USP – let that drive your book marketing.
•Find your USP let that drive your book marketing

16. FACE
You know that kid who beat you up in 2nd grade? Yes, he will send you a friend request.
EBOOK
Or, how I learned to stop worrying and just
accept the friend request

17. FACEB
My face is already on my book!
BOOK
What Facebook is:
•Social networking site that allows people to post
•Social networking site that allows people to post
information about themselves and connect to “friends”
who have also posted information
p
•Biggest growth in Facebook users is among people over
age 45
Y i b bl it if ’t
•Your mom is probably on it, even if you aren’t
•350+ million users from around the world(if Facebook
was a country, it would be the 6th‐largest country in the
y, g y
world)
•Information about every product, service, brand you
can think of
hi k f

18. FACEB
OMG
BOOK
What about MySpace?
•Ugh. Like, so five years ago
•Much more complicated to design than a
Facebook page
•Audience is much younger and less upscale
•MySpace traffic decreases by about 30%
every six months, while Facebook traffic
increases by 150%

19. FACEB
Now you can actually PROVE you have “many fans in Japan”
BOOK
Getting started on Facebook:
G i d F b k
‐Create a personal profile, then create a “fan page” OR
‐Create a “fan page” or business profile
Up to you – if you create a personal profile, expect that old
third‐grade bullies, high school sweethearts, former college
professors and rabid fans WILL find and try to friend you
professors and rabid fans WILL find and try to “friend” you

20. FACEB
No need to shove, there’s room for us all in this Fan Page
BOOK
Once you’ve created your account, it’s time to build
your Fan Page
Same guidelines as with an author/book website:
•Keep content short and simple
Keep content short and simple
•Clear pictures – especially headshots
•Some personal info is good – millions of pictures
p g p
of your kitties is not
Now, go get your fans!
N t f !
p.s. – if you have a personal profile too, don’t forget to become a fan of yourself

21. FACEB
Where the heck am I?
BOOK

22. FACEB
No art was harmed in the creation of this Fan Page
BOOK

23. FACEB
Getting fans
BOOK
•Fans will not just come to you – you have to go find them
•Find people you know on Facebook and ask them to suggest
•Find people you know on Facebook and ask them to suggest
the page to their friends
•Become a fan of other people’s pages
p p y p g y ,
•Let people know you have a fan page on your website, in
email signatures, on your business voicemail message,
business card, hire a skywriter, etc.
•Just because it’s there, that doesn’t mean people will find it.
Tap into your known fan base to get the word out.

24. FACEB
The dirty secret about Facebook
BOOK
People will not stay engaged (i.e., pay attention to) your
Facebook page unless you do something with it. You MUST
update co te t o t e page to co t ue to appea o you a s
update content for the page to continue to appear on your fans’
“News Feed.”
Suggestions for content updates:
Suggestions for content updates:
‐Book events you’re participating in
‐When your new book is coming out
‐When your book is coming out in paperback
Wh b ki i i b k
‐A great new book you just read, or that your friend is publishing
‐Any book‐related news you think is interesting
Aim to update the page at least four times a week when you are
actively touring or have a new book coming out. Once a day is
actively touring or have a new book coming out. Once a day is
good, five times a day is probably too much.

25. FACEB
The cardinal rule of Facebook
BOOK
•Remember: this is about two‐way communication – Facebook
is not a way for you to broadcast and never listen
•Pay attention to what people say on your fan page – respond
back to them when they ask a question or make a comment.
You have a responsibility to be responsive and engage people –
You have a responsibility to be responsive and engage people
no different than interacting with fans and colleagues in the
offline world
•Be supportive of other local authors, organizations etc. –
become their fans, re post, comment on, or like their events
become their fans, re‐post, comment on, or “like” their events
and links. The effort will pay off
•Let your personality shine through!
•Let your personality shine through!

26. YOUTUBE
In the future, everyone will be famous for 15 minutes
T

27. YOUTUBE
YouTube in a Nutshell
T
• Site that allows users to post videos of just about
anything (except copyrighted material)
• Over ONE BILLION “views” (i.e. eyeballs looking at
videos) per day
•100 million users and counting
100 million users and counting
•Integrates “social media” features, including the ability
to add other users to a “friend” list, commenting, ability
to post “video responses” to posted videos, etc.
• Ten hours of video is uploaded to YouTube every
minute
•YouTube is owned by Google
•Also a great resource for training videos on how to use
other online services, i.e. Facebook, Twitter, etc.

28. YOUTUBE
YouTube.com
T

29. YOUTUBE
How can authors use YouTube?
T
Post videos related to your books:
•Book readings/signings
Interviews
•Interviews
•You reading your work
•You talking about your work
•Travels on your book tour
•Travels on your book tour
•Tours of places that inspired you in your writing
•Etc. etc. etc.
Videos should be 2 minutes to 6 minutes in length. When in
doubt, shorter is better.
doubt, shorter is better.
Just like a Facebook Fan Page, you MUST promote your
videos or no one will watch them. Hint: posting videos to
videos or no one will watch them Hint: posting videos to
Facebook or a blog is a good way to promote them.

30. YOUTUBE
A few tips and caveats
T
•All you need to get started on YouTube is a $100 Flip video camera
and some movie editing software (Microsoft Movie Maker works
just fine)
•Try to use a dedicated video camera and not the video camera on
y
your phone, so the quality will be decent
p q y
•Make your videos interesting – think visual!
•Don’t forget to “embed” your YouTube videos into your personal
website or Facebook Fan Page once they’re uploaded
•Some people do get famous from their YouTube video – unless
you are a dancing baby or a Lady GaGa lookalike you are probably
not going to be one of them.
not going to be one of them.

31. TWITT
Your life in 140 characters or less
TER

32. TWITT
Twitter in brief
TER
•“Microblogging” service that allows people to send 140‐
character messages to “followers” or read messages from
people they are “following”
l th “f ll i ”
•People use Twitter to share news, links, items of interest,
opinions
•Approximately 20 million users – number of users is
dropping* month‐over‐month
•Somewhere between 60 and 80 percent of Twitter users
Somewhere between 60 and 80 percent of Twitter users
abandon the service within or after the first month of usage
•Average Twitter user has 126 followers
*http://www.boston.com/business/technology/articles/2009/11/13/twitters_users_drop_79_in_october/

33. TWITT
A quick glance
TER

34. TWITT
Is Twitter the right tool for you?
TER
•Twitter requires more time and more thought than
Facebook, your own website, or a blog
•You should aim to “tweet” 4‐6 times a day – that includes
“re‐tweeting” and replying to other’s tweets – like Facebook,
this is not a one‐way conversation
this is not a one way conversation
•The interactions on Twitter are fast‐moving and continue 24
hours a day
•Probably best for a limited campaign when you are trying to
Probably best for a limited campaign when you are trying to
promote a new book launch or group of appearances – unless
you start tweeting and just like it

35. TWITT
Why I’m lukewarm about Twitter
TER
•Decline in users and user abandonment rate is troubling –
hard to maintain a decent follower base unless you are on all
the time (or you are Ashton Kutcher)
the time (or you are Ashton Kutcher)
•Getting followers takes time and in the end, most people only
end up with about 125 – what is the return on the time
end up with about 125 what is the return on the time
invested?
•“Pointless babble” comprises most Twitter content
•Twitter can become a chore unless you are naturally funny,
Twitter can become a chore unless you are naturally funny,
have a lot of followers, a lot of time, and really like it
•Good add‐on for a book marketing plan – not a good
•Good add on for a book marketing plan not a good
centerpiece to a campaign

36. TWITT
Some good things about Twitter
TER
•Connect to literary agents, publicists at major publishers,
other authors, etc. and create two‐way communication
•Keep abreast of the absolute most‐up‐to‐date info in the
publishing world
•Great way to communicate last‐minute or “breaking” news
to fans/followers
•You can link your Facebook and Twitter accounts so you can
post your Facebook updates on Twitter and vice versa, saving
post your Facebook updates on Twitter and vice‐versa, saving
time and effort

37. BLOGS AND ONLINE COMMUNITIES
Getting in touch with your public
S L M
Blogs and Online Communities

38. BLOGS AND ONL COMM
Blogs
S
•Blogs are a great way to communicate about your book and
your ideas in a longer format than Facebook or Twitter
generally allow
generally allow
LINE
•The same rules for getting fans/followers apply to getting
blog readers – you must work to get attention for your blog
blog readers you must work to get attention for your blog
MUNITIES
•Blogs are great “embeds” into your own book/author
website or into Facebook; can be linked to Twitter
•Cardinal rule of blogging: don’t start unless you plan to
Cardinal rule of blogging: don t start unless you plan to
continue!

39. BLOGS AND ONLINE COMM
Do as I say, not as I do
S L
BUSTED!
MUNITIES

40. BLOGS AND ONLINE COMMUNITIES
The right way
S L M
•Blogs are great if you keep up with them!
•You can also read other blogs pertaining to your book’s subject or area of
expertise and comment, adding a link to your own blog (thi i OK l
ti d t ddi li k t bl (this is OK as long
as you are contributing to the conversation, not just advertising yourself.

41. BLOGS AND ONL COMM
Blog “book tours”
S
•This entails simply getting in contact with a blogger and asking him/her to
review your book – the blogger will then write a review for his/her blog,
and also sometimes do an interview with you as well
LINE
• Audience is everything! Don’t pitch a fantasy book to a romance‐novel
blogger. Read the blog to see what the blogger is interested in, and if your
book fits, then make the pitch.
book fits then make the pitch
MUNITIES
•Some book bloggers also post video interviews, host online chats, etc.
•Popular book blogs:
Bookslut.com/blogg
Bookclubgirl.com
Blog.mawbooks.com
Thebooksmugglers.com
Smartbitchestrashybooks.com

42. BLOGS AND ONL COMM
Building community
S
•Online communities can be chat rooms, message/bulletin
boards, newsgroups
LINE
•Not as sexy as Twitter but the aggregate number of users is
much bigger – in the hundreds of millions
MUNITIES
•Groups are comprised of people who are specifically
interested in your subject matter or type of book – less of a
“shotgun” approach
•Pitfalls: joining a group just to promote yourself is VERY
Pitfalls: joining a group just to promote yourself is VERY
frowned‐upon and will result in you being “flamed” or banned
from the group. Join communities ONLY if you have the time
and inclination to really participate, not if you just want to
and inclination to really participate not if you just want to
advertise your book.

43. DESIG FOR ONLINE
People do judge your book by its cover
GN

44. DESIG
A few quick notes about your book cover
GNING FOR ONLINE
ll b k !
•Great covers DO sell books!
•“Good Enough” is not going to cut it any more – your book
Good Enough is not going to cut it any more your book
cover needs to look professional and polished.
•The book s cover is what will be portrayed online on your
•The book’s cover is what will be portrayed online on your
website, Facebook, blogs, Amazon/BN.com, etc. – the cover is
what people see at first glance, not the content.
•If you are not happy with your cover – “push back” to your
p
publicist/agent/designer and keep throwing out ideas until
/ g / g p g
you get something you are happy with.
•Books are no different than any other consumer product –
•Books are no different than any other consumer product
good packaging moves units!

45. BOOK
The best for last
KSTORE EVENTS
E
Making bookstore events work

46. BOOK
The burden is on you
KSTORE EVE
Bookstore events only work when YOU do
The most successful events happen when authors do their own
publicity work to get people to the event. If you, as an author,
publicity work to get people to the event If you as an author
ENTS
have:
•A website
•A Facebook page
•A Facebook
•A Twitter feed
•A blog
D t t d bli l ti ti it i bli h d
•Demonstrated public relations activity, i.e., published
reviews, interviews, blog book tours, etc.
You become a MUCH more attractive candidate to the store for an
event.
Most stores expect authors to invite their friends and get AT LEAST
30 people to the event IN ADDITION to who will come to the store
just by seeing the event advertised.

47. BOOK
Getting an event booked
KSTORE EVE
Competition for event slots is fierce. You MUST distinguish yourself
as a serious, hardworking author to be seriously considered for an
event.
ENTS
DO’s and DON’Ts of getting an event booked:
•DO call the store and ask to speak specifically to the person who
coordinates events. It is usually no good to talk to floor staff.
•DON T show up at the store without calling ahead for an
•DON’T show up at the store without calling ahead for an
appointment. Coordinators are busy and they may not have time to
talk to you. Or they may not even be there!
•DO provide a copy of your book DON’T expect to get it back
provide a copy of your book. DON T expect to get it back
promptly (or maybe even at all).
•DON’T bother with complicated or elaborate press kits. They
usually don’t influence someone that much. Definitely DON’T
s all don’t infl ence someone that m ch Definitel DON’T
expect people to send them back if you do send one.

48. BOOK
Do’s and Don’ts Continued
KSTORE EVE
•DO present a detailed plan for who you will invite to the event and
how you will reach them, and also any PR you plan to do on your
own for your event.
ENTS
•DON’T drop names or make threats (yes, it happened) to get an
event booked. Strong‐arming isn’t going to work. Even if you get the
event, it probably won’t be the experience you want it to be.
p y p y
•DO follow‐up on requests if you don’t hear back.
•DON’T pester or protest once you’ve been told it’s not possible.
Sometimes it’s not the coordinator who made that decision. And it’s
usually not reversible. Try again in a few months or when your next
book comes out.
•The biggest DO: DO REMEMBER YOUR USP! Talk about what sets
The biggest DO: DO REMEMBER YOUR USP! Talk about what sets
your book apart and sell it to the coordinator. An enthusiastic,
articulate author who listens and is willing to work to make the
event successful is a joy to work with and can make any event great!
event successful is a joy to work with and can make any event great!

49. THE END
Good night Albuquerque!
E
Thank you for your time and
attention
If you have questions or want a PDF
copy of the presentation sent to you,
copy of the presentation sent to you
please email amylahti@gmail.com
Happy Holidays!
ppy y