Using LinkedIn, Twitter and YouTube for Publishers - a panel discussion at IBPA 2011 Publishing University. This slideshow is from a publisher's perspective (see SoundsTrue.com).

1. Linked In, Twitter and You Tube for Publishers Shelly FrancisAssociate Director of Marketing Sounds True Boulder, Colorado

2. Sounds True exists to inspire, support & serve personal transformation and spiritual awakening Books, Spoken-Word Audio, Music, DVDs, Kits, and Online Courses & Events

3. SoundsTrue.com

4. SoundsTrue.com

5. ALSO withinsight.com

6. 4 sections at withinsight.com

7. Many Free Downloads

8. Weekly Podcast soundstrue.com/podcast/

9. Facebook is our #1 Social Media

10. Facebook Fan Page facebook.com/pages/Sounds-True/182708684718

11. FB feeds to Twitter twitter.com/#!/soundstrue

12. Twitter Feeds to Publicity Blog press.soundstrue.com

13. FB feeds to LinkedIn www.linkedin.com/company/sounds-true

14. YouTube feeds to FaceBook youtube.com/user/SoundsTrueVideos

15. Facebook Fan Growth Now have over 8,000 FB fans

16. Facebook Traffic to Website Gaining new website visitors

17. New Email Subscribers from FB

18. Text follow soundstrue to 40404 in the United States

19. Typical Tweets Our latest episode of Weekly Wisdom: Mariana Caplan on the guru, Gregg Braden on 2012, Peter Levine on trauma and more! http://bit.ly/e5ijb2 We're very happy to be working with AH Almaas (Hameed Ali) and to be offering his work on the Diamond Approach.... http://fb.me/NNtyl4on Unconditional confidence, a beautiful new audio program from PemaChodron, working w fear and uncertainty. Sample here: http://bit.ly/lqmd1h Universal love, kindness, and compassion are some of the highest wonders that we can find in this world. Here,... http://fb.me/tvbtDUcE A free resource guide for those interested in meditation, whether beginner or advanced. Enjoy these 21 guided... http://fb.me/W8ILpWFv

20. Twitter Followers Grew from 700 to 3,000 followers in a year

21. Twitter Conversion Rate Soundstrue.com has a 4.5% conversion rate (4.5% of visitors make a purchase) while only 1.5% of visitors who come from Twitter make a purchase at our store.

22. Twitter Tips Create an editorial calendar Get authors & staff to write tweets Use FB to feed Tweets automatically Tweet 5-7 times a day for best results Use http://bit.ly to create short links so you can track click-thru Create #hashtags for your topics

23. More Twitter Tips Use TweetDeck to track re-tweets Use Hootsuite to manage sending Follow leading publishers doing it well: Algonquin Books @algonquinbooksAlfred A. Knopf @aaknopf Read this “Does Twitter Sell Books?”http://www.huffingtonpost.com/fauzia-burke/does-twitter-sell-books-y_b_630759.html?vie

24. Sounds True Channel on http://www.youtube.com/user/SoundsTrueVideos#p

26. Total Upload Views: 2,242,795

27. Joined: Oct 4, 2007

28. Subscribers as of May 2011: 4,566

29. # Videos ~ 40Tip: Have a good link for each video to product page or value-added content

32. Email Signups from YouTube

33. Sounds True at LinkedIn www.linkedin.com/company/sounds-true

34. Least used at ST, next to explore for B2B Push our Twitter feed automatically Amazon Reading List plug-in Human Resources for job recruitment Trade Sales connect with reps & vendors About one-third of employees on LI

36. It’s All About Content What can you offer online for free? Free downloads Podcast of author interviews (+ transcripts) Audio (ST: guided meditations & practices) Articles, excerpts Publisher, Publicity, Editor Blogs Social Conversations & Inspiration

37. Can Social Media Sell Books? Publishers need to consider these aspects before spending resources on social media: Why – define your goals & expectations What do you have to offer online? Who do you expect to find you online? How many staff, how often, how much

38. Why? To… Sell more books (can you measure?) Build your brand Create an online community of fans Communicate with your sales team and distributors Or just because you think you should?

39. Who? Are your authors online (how well?) Are your end-users, the readers, people who are typically online? Or are you trying to reach the media for publicity? Or trying to stay in touch with other people in the industry?

40. Factors that Sway Success More digital content More staff resources More of our audience is now online – more than the early adopters More of our authors are online-savvy

41. Reality & ROI Check More branding than sales Have conversations & freebies, not just “buy now” links New email subscribers is best bonus Time-intensive – can you dedicate staff? Experiment & think long-term Online community, priceless