This panel will examine how digital innovations are being integrated throughout traditional marketing methods. supplementing print catalogs with their digital counterparts, this panel will also look at how presses are replacing direct mail campaigns with Constant Contact and other email promotions. Finally, we'll discuss how using blogs, enhanced e-content, and Twitter are used to drive sales and publicity and build branding.

1. Digital Tools for Effective
Marketing and Promotion
Rachael Levay, Chair, University of Washington Press
remann@uw.edu
Colleen Devine Ellis, University of Texas Press
cdevine@utpress.utexas.edu
Emily Grandstaff, University of Virginia Press
egrandstaff@virginia.edu
Amanda Sharp, University of Georgia Press
asharp@ugapress.uga.edu
AAUP, 2012
CHICAGO

2. • Videos
• Social media
• Tips
• Twitter
• Facebook
• Pinterest
• Blog
• Branding
• Author relations
• CAMPAIGNING: Where Print Publicity Meets Social Media (University of
Virginia Press)

3. Where we’ve been… and where we are now.
The Totem Pole (June 2009) Plume (December 2011)

4. Video trailers

5. Video trailers: what you need from a trailer
• Keep it short (under three minutes,
ideally).
• Unify it. No matter who creates it (you,
the author, or a firm), branding it in the
channel reflects your Press.
• Work with the author on the script.
They need guidance and you’re the best
person to give it.
• Keep timing in mind – you want to have
the video available for pre-pub
promotions as well as the launch.
Ideally, we’re trying to get videos in
place for the catalog, so we can use it as
broadly as possible. Amazon needs 30
days pre-pub to get it up, too.

6. • Audience is key. You want the video to
accurately represent the book, so be sure
your author isn’t overselling or underselling
their book.
• Use digital marketing tools in your print
campaigns via QR codes
• Catalogs are finding more and more
uses – online, on tablets for sales reps,
for media, for event coordinators, etc.
Give them something to go on!

7. YouTube Videos
YouTube Channel Home Sample Playlist

8. YouTube Videos
Previous efforts Current efforts
 Book trailers  Author interview
 Selection readings by videos
authors  Videos recorded at
 Enhanced content for conferences
nature books  Author-made videos

9. YouTube
Videos
Collaborative nature of
videos—use them to
promote
books, authors, presses,
series, and overall
scholarship.
Example: Early
American Places (EAP)
Series

10. Social Media—Tips
 Be sure to follow/like
 AAUP member presses/other publishers
 Authors/their books
 Review outlets—both scholarly and trade
 Major news sites
 University news services/alumni associations/other campus
departments
 Higher education publication/media
 Booksellers—particularly ones that host events

11. Social Media—Tips
 Twitter
 Time-sensitive information
• Ex. day of or next day events
 Promotions/giveaways
 Least formal
 Gossip-y
 Facebook
 Announce new information
• Ex. events within a week
 Promotions/giveaways
 Neither formal nor informal
 Informational
 Blog
 Recap information from the last week or two—less frequent postings
• Ex. events over the next month or two
 Press releases
 Formal
• ―Traditional journalism‖

12. Social Media—Twitter
Some cross-postings from Facebook
Also used to publicize
reviews, awards, events, and conferences
Show personality—participate in
discussions, particularly with
authors, reviewers, booksellers, publishers, and
word games
Post a few times a day

13. Social Media—Facebook
 Profile page provides  Primarily use Fan
accessibility for Press Page
staff—few postings  Posts focus on reviews,
awards, Press news,
 Series Fan Pages and upcoming events
maintained by series  Used in conjunction
editors and Press staff with Twitter for
promotions/giveaways
 Post a couple of times a
day

14. Should I create a Facebook page
for a single title?

16. What is the best way to utilize Pinterest?

17. Social Media—Blog
UGA Press blog EAP Series blog

18. Social Media—Blog
 Press blog
 Different audience from Facebook and Twitter
 ―Short Takes‖ round-up post
 Post press releases and Press news
 Recent updates since December
 Twitter updates feed
 Links to Facebook and YouTube, along with website
 Tags/labels
 EAP Series blog
 Post a couple of times a week

19. Branding
Block logo Script logo
• 75th anniversary in 2013—new
branding to come
• Separate from the university but
still related
• Series have own branding

20. Author Relations
 Provide suggestions for authors on how to get
involved in digital marketing
 Create YouTube videos
 Setup Facebook and/or Twitter accounts
 Help promote online/indie booksellers
 Give authors digital marketing tools at time of
catalog
 Setup blog tours in addition to or in lieu of
traditional book tours

21. • Provide authors tools to get started
• If you don’t have a marketing guide, consider creating one that will lay out
what authors need to do to complement your department’s work
• Be sure that you can make good use of what you’re asking them to do –
many authors are happy to create marketing tools, if they know they’ll be
widely seen
• See marketing guide handout for examples

22. A pdf of a book’s catalog page/spread is a promotional tool
that authors can easily utilize.

23. New Publicity Efforts
 Working with/utilizing book bloggers to promote
specialty books
 Link to videos when pitching books for review
and/or features
 Publicize events using social media
 Link to organizer/venue/bookstore

24. CAMPAIGNING
Where Print Publicity Meets Social Media
Emily K. Grandstaff
Publicity Manager
University of Virginia Press
egrandstaff@virginia.edu
434-982-2932

25. Steinbeck in Vietnam
Dispatches from the War

26. Stacking up the Trades

27. Trades into National Media

28. Online/Social Media

29. Advertising (Print)

30. Advertising (Online)

31. Driving Traffic - Press Blog

32. Capitalizing on National Media/Keep on Pitching
Hi Eric,
Can I check back with you on our lead title for the spring - STEINBECK IN VIETNAM? The book is taking off,
in large part due to an interview with the editor (Thomas Barden) that ran on NPR this past weekend:
http://www.npr.org/2012/04/21/150012711/steinbeck-in-vietnam-a-great-writers-last-reports
I wonder given the controversial reactions to the material if someone at CNN.com might be interested in doing
a q&a or running an excerpt?
Barden served as an artilleryman in Vietnam after the Me Lai massacre and feels strongly that there are
connections between the reactions to Steinbeck's war correspondence and the recent news from Afghanistan.
The book has also received coverage in the following outlets:
-- Washington Post Political Bookworm blog (post from Barden): http://wapo.st/GUz0aL
"Novelist John Steinbeck toured combat areas of South Vietnam and traveled to the north of Thailand and
into Laos between December 1966 and May 1967. . . . The book’s editor, Thomas E. Barden, an English
professor and dean of the Honors College at the University of Toledo, here reflects on parallels between
Steinbeck’s Vietnam and today’s Afghanistan."
-- Shelf Awareness review: http://bit.ly/GU62ri
"Reading 'Steinbeck in Vietnam' is a fascinating, occasionally uncomfortable experience. . . . as powerful an
evocation of the Vietnam experience as Tim O'Brien's 'The Things They Carried':

33. Don’t Forget Your Regional Friends

34. Or Your Origins

35. Thinking Outside the Box
http://www.upress.virginia.edu/2011/12/16/salome-live/

36. Social – Traditional - Social

37. Staying Relevant

38. Politics and News

39. News

40. The Wire(s)

41. Links
 Blogs
 ugapress.blogspot.com
 www.upress.virginia.edu/blog/
 http://utpressnews.blogspot.com/
 Like us on Facebook (UGAPress, UniversityofWashingtonPress, UVA Press,
UTexas Press)
 Follow us on Twitter (@UGAPress, @UWAPress, @UVAPress, @UTexasPress)
 Subscribe to us on YouTube (UGAPress, UWashingtonPress, UTexasPress)
 http://www.ugapress.org
 http://www.washington.edu/uwpress
 http://www.upress.virginia.edu
 http://www.utexas.edu/utpress/index.html