O'Reilly Tools of Change 02/24/2010

1. So an Author, a Publisher and
a Reader Walk into a Bar…
TEDDYS BAR & GRILL Chelsea Eldwi

2. Disclaimer
We are not responsible for any trouble
this card might get you into.

3. Malle Vallik
Director of Digital Content & Social Media
Bob Carlton
Vice President – Product & Marketing
Hashtag:

4. Book buyers now 30%
more likely to discover
Annotation Services your book online than
traditional offline
Galley Services promotions
Source:
Launch Services 2009 Bowker PubTrack Consumer Report
Promotion Services
Sales
Discovery Services
Time
Time
Social Driving Title Sales
02/18/10 4

5. with over 100 million
Facebook mobile users
The New Focal Point for Handselling

6. 1. Test the effectiveness of an online
marketing program
2. Try to build buzz before the release
of a book from a new author
3. Get reader comments that we can
incorporate into our overall marketing
of the book

7. What Readers are Saying

8. (compilation video here)

9. Instant Gratification
“Couldn’t put it down…”
“I read this in less than 24 hours and
I had to make myself go to bed.”
“I couldn’t stop reading it until I was finished.”
“Readers beware, once you begin this book
you may not be able to put it down until
you have read it cover to cover.”
“Really great book. I stayed up
until 4 AM twice to finish it.”
“I read it in less than one
afternoon on a sick day.”

10. (Paige 1 video here)

11. Try Something New
“I generally do not read romance novels, but
when I was offered this one for free, I figured
that I would give it a shot.”
“This book is not the type of book that I would
usually pick up, but wow, was it a fun read.”
“It is really not a genre I typically read, but I
thought I would give it a chance...”
“I was pleasantly surprised by this book.
Knowing it’s a romance novel, I came in with
low expectations, but it really packed a punch.”
“This was my first time reading
a historical romance…”

12. (Paige 2 video here)

13. …and, um, about that cover…
“Please stop with the overtly sexy,
half-naked-women/couples covers!”
“Okay, I’ve got to admit: if a book has a
half-naked woman (or man) on the cover,
I usually don’t read it.”
“It wasn’t that steamy trash the
cover leads it on to be.”
As you can imagine, the cover
received a lot of attention.
The author reacted with a blog
post of a fake cover that readers
could use to hide the racy cover.
The new title: “This Book Is A
Completely Serious
Compendium of Utterly
Dire Events.”
www.courtneymilan.com

14. Planning / Coordination
Notifications Sent (1000)
Registration (921)
Acceptance (288 downloaded)
Reviews (113) Launch
Oct 2009 Nov 2010 Dec 2010 Jan 2010
o Oct 1, 2009: Preliminary planning for pilot program
o Nov 10, 2009: LivingSocial distributed messages to the target audience,
inviting them to participate in the program
o Nov 18, 2009: Instructions to download the eGalley were provided to the
921 LivingSocial members that signed up for the eGalley program
o Nov 19, 2009: Within 36 hours, the first review was posted on
LivingSocial
o Nov 23, 2009: The first tweets about “Proof by Seduction” appear on
Twitter
o Jan 1, 2010: Official release date of “Proof by Seduction”
Pilot Milestones

15. Define Project Select Book Define Page Define Constraints Generate URLs
Setup
LTO
Proof By
ISBN LQO
Seduction
None
URLs
Send E-Mail Receive E-Mail Get Content Read Content
Execution
URLs
E-Mail
Consumers
Contacts
Pilot Process

16. Notification

17. Registration

18. Landing Page

19. Accessing & Reading in Adobe Digital Editions

20. Proof by Seduction Conversation Page

21. Results

22. Results
Buzz prior to book release:

23. Results
Buzz prior to book release:
921 LivingSocial members
registered for eGalley

24. Results
Buzz prior to book release:
921 LivingSocial members
registered for eGalley
288 Downloads of the eGalley by program
participants – 31.3% of participants

25. Results
Buzz prior to book release:
921 LivingSocial members
registered for eGalley
288 Downloads of the eGalley by program
participants – 31.3% of participants
113 Reviews posted in Living Social –
12.4% of participants and 39.2% of downloads

26. Results
Buzz prior to book release:
921 LivingSocial members
registered for eGalley
288 Downloads of the eGalley by program
participants – 31.3% of participants
113 Reviews posted in Living Social –
12.4% of participants and 39.2% of downloads
275 Average number of Facebook
friends by reviewers

27. Results
Buzz prior to book release:
921 LivingSocial members
registered for eGalley
288 Downloads of the eGalley by program
participants – 31.3% of participants
113 Reviews posted in Living Social –
12.4% of participants and 39.2% of downloads
275 Average number of Facebook
friends by reviewers
Comments on numerous private blogs, Twitter,
the author’s blog, other author’s blog sites
and goodreads.com

28. Takeaways

29. Takeaways
You can reach a lot of people quickly on
Facebook – more than you probably think.

30. Takeaways
You can reach a lot of people quickly on
Facebook – more than you probably think.
It is vital to select the appropriate editorial
to appeal to a targeted segment.

31. Takeaways
You can reach a lot of people quickly on
Facebook – more than you probably think.
It is vital to select the appropriate editorial
to appeal to a targeted segment.
Reaching the right community of online
users gets results the fastest, and gets the
best results.

32. Takeaways
You can reach a lot of people quickly on
Facebook – more than you probably think.
It is vital to select the appropriate editorial
to appeal to a targeted segment.
Reaching the right community of online
users gets results the fastest, and gets the
best results.
Authors who are native to the Social Web
are crucial.

33. Takeaways
You can reach a lot of people quickly on
Facebook – more than you probably think.
It is vital to select the appropriate editorial
to appeal to a targeted segment.
Reaching the right community of online
users gets results the fastest, and gets the
best results.
Authors who are native to the Social Web
are crucial.
Avid readers are open to new genres and
likely to read and provide reviews.

34. Takeaways
You can reach a lot of people quickly on
Facebook – more than you probably think.
It is vital to select the appropriate editorial
to appeal to a targeted segment.
Reaching the right community of online
users gets results the fastest, and gets the
best results.
Authors who are native to the Social Web
are crucial.
Avid readers are open to new genres and
likely to read and provide reviews.
Never underestimate the
likelihood technology will fail.

35. Q&A

37. Malle Vallik
Director of Digital Content & Social Media
Bob Carlton
Vice President – Product & Marketing
This presentation can be found at:
Hashtag: