1. Social Media:
The Web Ahead for Writers
Presented by Ian Huckabee
Chief Weejee, Weejee Media
@ihuckabee • @IanHuckabee • @WeejeeMedia • @WeejeeLearning
Ian@WeejeeMedia.com
WeejeeMedia.com
2. Today’s Agenda
This morning This afternoon
10 AM – 11 AM 1 PM – 1:45 PM
The Website Content Strategy
•Today’s Web •Content strategy for writers
• Website and Blog Basics • Facebook ideas
• Let’s create a blog • Twitter content curation
11:15 AM – 12:15 PM 2 PM – 2:30 PM
Social Media Infrastructure Marketing
•The social media infrastructure •Social media marketing
• Monitoring and measuring • Facebook ads
• Let’s create a Facebook page • Google AdWords overview
and 2:30 PM – 3 PM: Q & A
a Twitter channel
3.
4. weejeemedia.com/writers
• PDF of these slides
• Links to resources mentioned here
• Other resources from time to time
5.
6. The Internet vs. The Web
Sources: Cisco estimates based on CAIDA publications, Andrew Odlyzko
7. Strategy
•Monitoring, Targeting
• Message, Engagement, Campaigns
• Measurement
Social Media Infrastructure
•Set up Branded Social Media Channels
• Optimize for Social Media (SMO)
• Social Media Matrix
Website
•Content Management System (CMS)
• Optimize for Search (SEO)
• Social Tools for Social Media
8. Why have a blog?
• So people can find you • Book promotion
on the web • Online sales channel
• Connect with like- • Writing practice
minded people • Blog about your book
• Two-way interaction • Build an audience
and feedback
• Help build your social
• Marketing! graph
Source: Joann Penn, The Creative Penn
9. Web page
Great Keyworded Headline
Buy it today. 704.555.1212
Blog post About Buy Book!
the
Author
Share this:
10. Cross-promote
content between
the site and your Syndicate content
social media automatically to
channels. certain social
media channels.
Introduce content
The website is
to others people’s
easily updated with
social graphs.
fresh content.
11. Blogging Tips
• Blog design
• Advertise your books and services
• Offer a free giveaway to build your list
• Comment on other blogs
• Link to your blog from social media
33. Quick! Which one would you click?
facebook.com/pages/WeejeeLearning/281241938601910
facebook.com/WeejeeLearning
34.
35.
36. Social Media Infrastructure
• Branded Social Media channels
• Monitoring tools
• Twitter Search • HootSuite
• Google Blog Search •TweetDeck
•SocialMention • Tweet Adder
• Measuring tools
• Google Analytics • HootSuite
•AddThis •SocialMention
• Facebook Insights
37. Klout Score
• “The Klout Score measures
influence based on your ability to
drive action.” - Klout
• The standard for measuring
influence on the social Web.
– Forbes
• Measuring over 100 million people
• More than 2000 companies using
the data
• True Reach
• Amplification
• Network Impact
38. Writing and Book Communities
Writing Communities Book Communities
• WritersCafe • LibraryThing
• Scribophile • Shelfari
• Authonomy • Goodreads
• Writing.com
• The Write Idea
• Facebook groups
• LinkedIn groups
57. Strategy
Determine objectives
• Build awareness
• Reach new audience channels
• Generate sales
• Educate your audience
• Establish expertise
Target based on your objectives
Develop a content strategy
58. Facebook Page Ideas
Wall
• Ask questions
• Ask people to act on your content
Custom tabs
• Landing tab – “Please Like!”
• About the Author
• About the Book
• Buy a Copy – eCommerce tabs
• YouTube, Flickr
59. Engage Influencers
• “The Klout Score measures
influence based on your ability to
drive action.” - Klout
• The standard for measuring
influence on the social Web.
– Forbes
• Measuring over 100 million people
• More than 2000 companies using
the data
• True Reach
• Amplification
• Network Impact
60. Twitter Strategy
Follow campaign
• Target based on your objectives
Curate and publish engaging content
• Alerts, Aggregation
• Analysis
• Automation
Use a social media dashboard
71. Integrated Marketing
Integrate social media into all marketing efforts
• Website • Mobile marketing
• Market Research • Print, TV Radio
• SEM, SEO, SMO ... OMG! • Sponsorships
• Email Marketing • Point-of-sale
• eCommerce • Group sales
72. Facebook Ads
• Target your audience very specifically
• Crisp, eye-catching headline
• Eye-catching image
• Well-crafted copy
• Multiple ads (A/B testing)
• Budget and duration
73. Google AdWords
• Research your keywords
• Create 5 ad groups with 4 ads each
• Spend the money!
• Delete non-performing ads and create
new ones
• Bid higher on well-performing
keywords
74.
75.
76.
77.
78.
79.
80. Summary
• Don’t lose site of the Big Idea
• Make your website social
• Build your social media infrastructure
• Engage with your audience
• Integrate social media in all marketing
• Measure your performance
82. Thanks. Ian Huckabee
Weejee Media
646.535.6862
ian@weejeemedia.com
@ihuckabee
@WeejeeMedia
www.weejeemedia.com
Questions?
Notas do Editor
Dicy McCullough- children's book authorPam Boulleau- marketingKaronLuddy- fiction writer and teacher Greta DuckwallJames - fiction writerEdie Kello- Fiberon Industry marketingJoe Hudson - Newspaper columnist JoAnnNealis - Healing therapistMichael Coombs - Fiberon Industry marketingBarbara Zerfoss - local writerMark Williams - audio engineerDon Parker - fiction writer
THE WEBSITEWe’ll look at the state of the web and the internet todayWe’ll talk about how the website fits in to today’s overall mix of online destinations and how you don’t want to compete with Facebook and other sites, but instead how you want to work with them to drive traffic to your siteAnd then we’re going to create a blogSOCIAL MEDI INFRASTRUCTUREThis is simply setting up the appropriate social media channels, like Facebook and TwitterWe’re also going to touch on monitoring social media for conversations you may want to participate in, we’ll touch on measuring performance as wellCONTENT STRATEGYThis is where the approaches will become a little more individualized based on what you’re trying to accomplish – whether you promoting a book, branding yourself as an author or as an expert in a particular area.MARKETINGHere we’re going to look at social media marketing in the broader context of online marketing and how the two can be integrated for stronger results. We’re going to look at Facebook Ads and Google AdWords as OPTIONS to organic social media marketingQ&A
I’m going to throw a lot at you today. But I want you to remember to keep the big ideas in mind. Community wants to happen. We’re gregarious. We want to form groups around aligned interests. As writers – or business people or politicians or civil activists – we put forth our own interests. What are the big ideas?
I’m going to throw a lot at you today. But I want you to remember to keep the big ideas in mind. Community wants to happen. We’re gregarious. We want to form groups around aligned interests. As writers – or business people or politicians or civil activists – we put forth our own interests. What are the big ideas?
Sept 2010
Everything I’m going to show you today is something that can be done at your desk, or even at your kitchen table with an Internet connection
DISSEMINATE INFORMATION QUICKLY AND EASILY Not just to followers and readers of your blog or blog search engines, but to your entire social graph! Through the RSS feed.1. People can find you on the internet. Google loves blogs and regular content updates. Blog software allows you to update your blog whenever you like, creating extra pages for your website. These are indexed and over time you can build up a great internet presence so people can find you when searching.2. Connect with like-minded people. Being a blogger opens up a new world of networking. You can connect with other authors who blog, or literary agents, publishers and communities all over the world.3. Two way interaction and feedback.You can allow comments on your blog so people can connect with you directly by leaving a message. You can also comment on other blogs. This allows an interaction that cannot be achieved by a static website or email.4. Marketing you as an author. You can add all sorts of information about yourself at your blog, including photos, videos and examples of your work. You can list your publishing credits, your ebooks, articles, media appearances and anything else you want to use to market yourself as an author.5. Book promotion. Have a special page for your book where you can add photos, your book trailer, downloads of chapters and any other information on your book. You can do special blog posts, for example, an interview with you talking about your book, or a giveaway.6. Online sales channel.You can use your blog as a place to sell your books and services. If you integrate with a shopping cart or use a service like Smashwords or Clickbank, you can add links for these Buy Now pages.7. Writing practice. Blogging is a very dynamic way of writing. Sometimes you will get an idea and want to blog on it immediately. You will do some research, try to write something catchy or useful, and then post it all very quickly. Sometimes you might spend a lot longer on one piece, but generally you write between 500-800 words and get it out there. If you get “bloggers block”, then chances are you are not interested enough in the material to sustain a blog on it, so move on!8. Blog your book. You can use your book as the key material for your blog. Take excerpts and use them as posts, and then spin off from those posts into new things. This will get you traffic related to your topic/book subject so make sure you have a sales page that allows people to buy your book.9. Build an audience. People can subscribe to your blog through an RSS feed which means you can build a following who read your work. You can build relationships with these people and get direct feedback through comments and seeing how people respond to your posts.10. Build your platform. Publishers these days want a “platform” meaning that you have a following, people who will buy your books. If you are self-published, this is even more important as you will need to sell it yourself. Blogging enables you to build this platform in terms of a body of work, an online presence, knowledge of the industry and marketing as well as hopefully some people who are interested in what you have to say.
BLOG DESIGN: clean, easy to navigateNO ADSENSE – JUST PROMOTE YOUR BOOKS, SPEAKING, TRAINING COURSES, SEMINARS, WEBINARS, ETC.OFFER A FREE GIVEAWY – this helps you build your list which will help with blog search. COMMENT ON OTHER BLOGS
Click on Appearance to select a theme.
You can add additional services. For follow buttons, see my website for instruction.
I’m going to throw a lot at you today. But I want you to remember to keep the big ideas in mind. Community wants to happen. We’re gregarious. We want to form groups around aligned interests. As writers – or business people or politicians or civil activists – we put forth our own interests. What are the big ideas?
PROMOTING A BOOKLANDING PAGE – WELCOME TABASK FOR VISITORS TO LIKE
Build community by keeping the content compelling.Start interesting conversations and keep the conversation going!
Here’s The Girl With the Dragon Tattoo, a book that has a major motion picture behind it.
PROMOTING THE AUTHORLanding page – welcome tabAsks for the Like
DISCUSS BING AS THE SEARCH ENGINE THAT POWERS FACEBOOK.DISCUSS SOCIAL SEARCHDISCUSS CUSTOM USER NAME – Need 25 Likes. See next slide ...
I’m going to throw a lot at you today. But I want you to remember to keep the big ideas in mind. Community wants to happen. We’re gregarious. We want to form groups around aligned interests. As writers – or business people or politicians or civil activists – we put forth our own interests. What are the big ideas?
Now, we scale down to an unpublished author ... Yours truly.This is a channel where I publish short bursts of fiction. I’ve created a character called Man on the Bench, who has a few fans.
And then this channel is one I use to publish news items that are mostly related to writing at some level, everything from books to magazine articles to high school writing contests.
EXPLAIN MONITORINGEXPLAIN MEASURINGMETRICSBloggingKey metricsNumber of postsAudience growthConversations – commentsSubscribersInbound linksDirectory listings – Technorati, AlltopSEO improvementsFacebookMetrics? See Facebook Insights for your pageUsers InteractionsImpressionsFeedbackMAU (Monthly Active Users)TwitterMetricsKlout scoreFollowersListsSee Twitter Technique handoutYouTubeMetricsReferrals from YouTube (and other video sites, like Vimeo)Number of views as tallied by YouTubePage ranking on key search terms in YouTubeSubscribersFlickrMetricsReferrals from Flickr and other photo sharing sitesNumber of viewsPage ranking on key search terms in FlickrMonitoring and measuring tools are listed on my website
Join or create groups. Most let you add links in your profile information.WritersCafeYou can put your story up on the website for review. When you read a story, you have the option to "share" it with your friends through email, Facebook.SCRIBOPHILECritique site. Critique other people's work to get a certain number of 'points.' Once you've gained enough points, you can post your own workAUTHONOMYThere's critiquing and you can chat with people in the community. If your book gets in the top ten, it is read by Harper Collins editors.WRITING.COMWith more than 900,000 members, this is a fairly active writing critique groupTHE WRITE IDEAa forum for writers, where you can meet people and solicit advice in addition to posting your story for critique. There is a tight community here, and the number of stories isn't overwhelming.LIBRARY THINGLibraryThingcatalogs your books online, easily, quickly and for free.SHELFARISee what your friends are reading. Create virtual bookshelves for your books to keep track of what you've read. Discuss your favorite books in a book club.GOODREADSSee what your friends are reading. Keep track of what you've read and organize your books into virtual bookshelves. Join a book club to discuss your favorite ...
When you first create a Facebook page, you’ll be walked through much of the process.GO OVER:TAB ITEMSFEATURED LIKES
Be sure to fill out ALL fields with as keyword-rich text.All fields.Some fields expand, while others don’t, so place longer content into the fields that do expand. People don’t click on “Read More”
Add photos whenever possible. Write descriptions with keywords!
Get the conversation going. Post interesting material to your wall. Ask questions. Say controversial things! Invite:FRIENDSCOLLEAGUESMOMDADUNCLE JOEANYONE... And have them join the conversationYou need 25 Likes to create a custom username for your page
I’m going to throw a lot at you today. But I want you to remember to keep the big ideas in mind. Community wants to happen. We’re gregarious. We want to form groups around aligned interests. As writers – or business people or politicians or civil activists – we put forth our own interests. What are the big ideas?
This is very important in social media.And a very goodway to engage influencers and establish influence is using Twitter.
Decide on your niche and stick with itIf you want to grow followers, tweet useful information regularlyFind new followers and people to connect with through #tagsAttribute posts to othersUse a social media dashboard for easy management
CONTENT CURATIONProvide useful information to your target audience.There is so much information on the web that it’s becoming increasingly difficult to sift through it all and pull in the best information that’s-- RELEVANT-- OBJECTIVE-- PRESENTS BOTH SIDESIn the beginning, with Web 1.0, we copied bits and pieces some of our offline relationships onto the web. Then, with Social Media 1.5, we began building out our SOCIAL GRAPH, friendling people we hadn’t seen since high school, etc. Then we started friending friends of friends, and so on. And so this huge social connectedness exposed us to more and more sources of information. Information became easier and easier to share. And so now, one of the biggest opportunities on the web lies in filtering. So we go from building our social graphs and learning to mechanics of social media to filtering content – not only for ourselves but for our audience. And those who can consistently provide useful content to a specific audience are the ones to most quickly establish expertise, thought leadership, and a strong base of followers.
So here’s the Twitter channel I use to publish useful writing news to my followers.Why Twitter? I’ve found – in the several years that I’ve been managing social media programs – that Twitter is the quickest and easiest channel for building your social graph: Targeting a specific audience, engaging them with quick updates. And I think the reason for this is it’s simplicity.The founders of Twitter left the company sometime last year. And around that time, Kai Rizdal from Market Place interviewed thema and asked, “What IS Twitter, exactly?” And you could, in a sense, hear them looking at each other and then one finally said, “Well, we don’t really know.”This is a good way of looking at all of social media. The options are myriad. The possibilities endless. As for this channel, I don’t sit there all day reading articles. I curate the content and send it out Automatically. And my followers like it.
NEWSBLOGSWEB
CHECK OUT THE TITLEFREQUENCY OF POSTSCLICK THROUGH TO READ ARTICLESDoes this source consistently publish articles you feel comfortable sharing with your target audience?
SOCIAL MEDIA DASHBOARDS
So rememberingthe big ideas. So far, we’ve covered:BUILDING A SOCIAL-FRIENDLY WEBSITEBUILDING YOUR SOCIAL MEDIA INFRASTRUCTUREWE’VE COVERED ASPECTS OF GOOD CONTENT STRATEGYNow I want to give sort of an overview on online advertising, which may be something that you’ll want to add into the mix at a certain point.Specifically we’re going to look at Facebook ads and GoogelAdWords.
Integrate your social media marketing into all of your marketing efforts. Whenever possible, drive traffic to your social media channels, including your website. And from each of those, cross-promote your content so that you drive traffic from one channel to the next.
TARGET YOUR AUDIENCECRISP, EYE-CATCHING HEADLINEUse the name of a famous author who your work is like, target people who have Liked that author, and write the headline, “Like John Irving?”EYE-CATCHING IMAGEProbably NOT the cover of your book. Pictures of attractive women create the most clickthroughs for both men and women.WELL-CRAFTED COPYBe clever with what you sayMULTIPLE ADS (A/B TESTING)BUDGET AND DURATIONBid at the high end of what’s recommended.
AdWordsThe tree:AccountCampaignAd Groups (5 or so per campaign)Keywords (5 to 10 per ad group)Ads (2 to 4 per ad group)The ads25 characters – headline35 characters – display line 135 characters – display line 2display URL (can be anything – keyworded)destination URL Weejee Media tips: Spend the money! Bid higher than the total budget divided by the number of days in the campaign. You’ll never make you daily max.Go to each ad group, Ads tab, sort CTR descending, pause all low performers.Create new ads, i.e. same headline, shorter display lines, etc.Go to each ad group, Keywords tab:Sort impressions descending and pause keywords with lots of impressions but 0 clicks (bagel hunting)Sort Qual score ascending and pause 3’s and 4’s – gray area, feel your way along: look at clicks NOTE: YOU WANT AVG POSITION TO BE 2.9 OR BETTER (LOWER NUMBER, 3 IS OKAY)Raise all low bids to amount at or just above first page bidCampaign: Click “See search terms – All”, select all keywords unless obvious not to, bid and saveFor some campaigns, go to Campaign settings, Networks, Edit, Let me choose, and uncheck Content (the are contextual ads on third-party sites)To get daily spend up: Settings, Bidding & budget, “Position preference, delivery method”, Delivery method, choose Accelerated: gets daily spend up.Rollups: look at ADS tab, sort CTR descending: test these high performing ads in other ad groupsKEYWORDS tab: bid higher and get more traffic – on good words, get higher position; start at .80 to 1.00 on the best keywords (to bid: Ad Group/Keyword/check box/edit, then click on the number in the Max CPC columnTo add good keywords (expand a campaign): Ad Group/Keywords/See Search Terms (link)/AllQuality Score: Add this column to all campaigns by going to Filter & Views/???, then checking the Qual Score boxHeadlines: go to Ad Groups/Keywords/Sort By Clicks: use these strong keywords as headlines in new adsOn landing page, have words that match the search terms. Also, button should contain the search term if possible (“Buy Mamma Mia Tickets”).
I’m going to throw a lot at you today. But I want you to remember to keep the big ideas in mind. Community wants to happen. We’re gregarious. We want to form groups around aligned interests. As writers – or business people or politicians or civil activists – we put forth our own interests. What are the big ideas?
