For the Love of Writing… Dedicated to readers, writers, and publishers alike.h"p://crea*velystrategic.blogspot.ca/ Sarah Tu"y Tuesday, April 24, 2012
OVERVIEW 1. Importance of Internet Marke6ng in Canada 2. Overview of Blog • Analy6cs & Metrics 3. Business Review • Findings 4. Recommenda6ons & Ra6onaliza6on • Choice internet marke6ng tools & strategies
Internet 2.0 Why is it important? Because EVERYONE is online! Canadians especially… • Canadians were the most engaged users in the world in 2010 • More hours online/person • More site visits/person • #2 for pages/visit • Broadband Connec6on: World Leaders • 2000 – 12% • 2008 – 81%
I AM CANADIAN… • Even split between males and females • Diﬀer in types of sites visited • Income is almost irrelevant • Ages 25‐54 = 55% of users • Even distribu6on across provinces in Usage: Popula6on ra6o • Social Media dominates • Directories • Newspapers • Technology • Movies/Entertainment
Growth & Opportunity • Video YouTube brand channels Video content is domina6ng the web • 55yo+ 12% increase in users • Social Networks Crea6ng Conversa6ons
Mobile 2.0? Everyone has a phone! • Increase in Smart Phone purchases • Technology: Can use phone to Pay • Increased consumer trust • Accessible and convenient
For the Love of Writing… Topic: Reading, wri*ng, and publishing. Why? • Because I am a book addict! • Post Graduate course Crea*ve Book Publishing
Persona Hello! My name is Evelyn. I am a 25 year old book loving, wine drinking, craPs making, chocolate ea*ng, itchy feet possessing Canadian, living in Toronto and loving my life. Like most people, in order to pay my rent, I spend my days pu"ering about in an oﬃce, where I secretly read books under my desk, drink horriﬁc amounts of coﬀee, espresso, and cappuccino, all while looking terribly interested in spreadsheets and targets. My ﬁrst and greatest love has always been literature, and my dream is to contribute to the literary landscape with a piece of ﬁc*on of my own. I am an unashamed Book Snob, and I will be as relentless in my addic*on as humanly possible.
Blog Post Titles 1. Procras*na*on & Fear 2. E‐books e‐vil? 3. Canada Reads eh? 4. What Good is a Book Review? 5. So what exactly is a novel? 6. Top Book Review Sites 7. Highest Paid Authors of 2011 8. I need a good book to add to my reading list! Help! 9. Keep Toronto Reading Fes*val 10. The 49th Shelf: The Canadian Literary Scene 11. Amazon vs. Apple: Is There Really a Price Fixing War? 12. Crea*ve Book Publishing: Humber College
@4LoveofWri*ng • Steady increase in followers • Inconsistent Tweets • Increased use of men6ons & hastags
h"p://www.youtube.com/user/fortheloveofwri*ng8 Did not add traﬃc to blog Ill‐matched Social Media h"p://pinterest.com/tu"ysarah/
Key Learning’s ‐ Most appropriate social networks for the blog ‐ Require DAILY eﬀorts ‐ Timed/scheduled ‐ Facebook linked to Twieer SEO & Content A clear focus/direc6on Share links
Website: YES, YES, YES! • Content is King! Target Market • Mobile conversion Needs content Willing to be engaged Gimmicks will not work Added‐value – Wri6ng prompts – Wri6ng contest updates – Twieer feed – Discussion Forum – Daily Wri6ng 6ps – Book reviews
Blog: Where to Improve Content & Focus – Twieer feed – 2 posts/wk minimum – Tips on wri6ng and how to get your work published. – Aﬃliate Ad Campaign Social Media ‐ Campaign ‐ Create conversa6on ‐ Regular ac6vity
Post SEO Title Searchable words Repeated in ﬁrst and last sentence Use words as labels Labels Use of Google Ad word Level of compe66veness How are people searching for your topic? Always write the post ﬁrst, op1mize it a4er!
PPC Ad Campaign • Target focus on writers • Stress ‘newsy’ content: wri6ng publica6on • Key word selec6on • Avg. Cost/Click 0.17‐0.20 cents
Display Ad Campaign Top 10 Websites • Amazon • Quill & Quire • Readerviews.com • Google & Bing • On a Book Bender • The Book Seller • Publishers Weekly • Idealog • Readerviews • Zouch Magazine
PR MARKETING Introduc6on of Microsite In rela6on to events Important content addi6ons
E‐MAIL Monthly newsleeer Drive traﬃc to site Regular updates Create events/inform of upcoming events Interest pieces Added interest links
Mobile App: No • Need to provide func6onality • Can I add value? • Android vs. iPhone • $$ Expensive $$ ‐Money beeer spent elsewhere?
Summary ‐ Content, Content, CONTENT! ‐ SEO ‐ Appropriate social media usage ‐ Create conversa6ons ‐ Know your focus & audience