2. Book Discovery
In 2011, half of consumers changed their
book buying behavior
39% of books were sold online, 26% were
sold in-store
Of the consumers surveyed, 21% cut
down on their overall book buying, 13%
bought used books, or swapped books
5% of consumers bought more e-books
3. One Example of Book
Discovery: Goodreads
Goodreads is a social networking site for book
lovers
With over 10,000,000 members, Goodreads
is one of the largest websites for readers. It allows
them to discover new books, write reviews,
update their reading lists to include what they’re
currently reading or what they have read, and
interact with others who have the same interests
they do
Not only that, but Goodreads is a social media
site using OTHER social media sites to gain an
even wider audience
4. The Many Faces of
Goodreads
http://www.goodreads.com
http://www.goodreads.com/blog
https://twitter.com/goodreads
https://www.facebook.com/Good
reads
5. There are 44 different ways
to discover new books
People who own e-books discover books
differently than those who own tablets, those
who shop online and those who purchase books
at different retailers
People of all demographics discover books
differently: no two tablet owners will discover
books in the same way just because they own
tablets
Readers of different genres discover books
differently
6. Imagine This:
Tablet owners discover new material through free
excerpts on their devices 15% of the time
Free excerpts are a great way to market to this
audience, since it is the second largest way to
reach them, after word-of-mouth
recommendations
But not every tablet owner reads the same
genres and can’t be marketed to the same way
While 15% may discover new material through
free excerpts, readers of young adult fiction only
discover new material this way 6% of the time!
8. How the heck do I market to
all these people?
Fantastic question, and one publishers “The secret of
have to deal with every day promotion in the
age of social
It comes down to knowing your market:
media isn't to
Know who your reader is promote
yourself. It's to
Know where you can find your reader
promote others.”
Know what marketing strategies your
– Tim O’Reilly
reader will respond to
9. The Good Stuff: Social
Media and Publishers
Social media is one of the best ways for
publishers to get to know their readers
Since publishers are not just publishing
one book at a time to one specific
person, they need a variety of different
methods to reach their audience(s)
online
10. But I don’t want to talk to a
faceless drone
Neither do I. In this day and age, publishers can’t
simply create accounts on Facebook or Twitter
and then only post generic information
Consumers want and expect a more personable
approach
Online marketing is about the one-to-one
conversation between the consumer and the
business, or, in this case, between the publisher
and the reader
Companies want to add a new face or voice
online in order to find new ways to interact to
their customers, and get them more involved
11. It’s All About the Personal
Publishers need a personal
voice in order to be
successful online
Not only that, but they
need to find a personal
voice that stands out for
readers, because they are
not just competing against
each other, but everybody
else online that’s vying for a
reader’s attention
12. Social Media for Publishers:
the Nitty Gritty
So how can social media drive value for
publishers? And how can publishers utilize social
media to their advantage?
1) Use social media to source content
2) Drive traffic to main site
3) Build relationships and grow commitment
4) Research new markets and find new customers
http://www.inpublishing.co.uk/kb/articles/social_media_for_pu
blishers.aspx1. Sourcing content
13. Anything you can do I can
do better
https://twitter.com/i/#!/search/?q=%23readpeng
uin&src=typd
https://twitter.com/HarperCollins
http://randomhouse.tumblr.com
https://www.facebook.com/HarperCollins?fref=ts
https://www.facebook.com/HarperCollinsCanad
a?fref=ts
http://www.youtube.com/user/HachetteBookGr
oup?feature=BF
14.
15.
16. In Summation
Publishers need a personal voice online to be successful
Publishers should decide how social media can add value
to their business
Find out where audience is and prioritize accordingly
Determine who from the company should be in charge of
which channels
Link back to own site
Promote social media networks on all media channels
Participate in discussions
Publish social content on main website
Monitor traffic, and then try to quantify its value