Driving Discoverability, Engagement, and Revenue In Publishing

murray@biztegra.com Publishr.biz
Driving Discoverability,
Engagement, and Revenue
In The Publishing Industry
(Part 2)

Murray Izenwasser
Marketing Practice Lead &
Co-Founder
Biztegra (www.biztegra.com)
Murray@biztegra.com
561.452.2662

Each of you should have 1000(?) fans.
That will automatically purchase every new
book you publish.
The day it publishes.
And (hopefully?) tell people about it.
Your Goal:

Modern Marketing

It’s (Still) All About …

The
Question
is:
How?

2 Topics:
Social Sharing
Cadence & Content

Everyone’s
Asking for
the Share
(But, WHY?)

You Can’t Just
Set It And
Forget It!

When Someone Shares Something
Of Yours, That Is A
Big Event.
It Truly Is.
And It Needs To Be Treated As Such.

SET UP REAL
SOCIAL SHARING
RICH PINS
TWITTER CARDS
OPEN GRAPH
GOOGLE+
(AMPLIFICATION)

Facebook / Open Graph
(9 Months ago)
(http://algonquin.com/book/purple-hibiscus/)

(9 Months ago)

(9 Months ago) (http://www.penguin.com/book/concealed-in-death-by-j-d-robb/9780399164439)

http://www.crcpress.com/product/isbn/9781926895505

title
book
author
isbn
release_date
tag
genre
Language
page_count
rating
release_date
Sample
Image
Quotes
rates,
Reads
wants_to_read

Twitter Cards
http://www.randomhouse.com/book/206876/embassytown-by-china-mieville

Twitter Cards
(9 Months ago)

Twitter Cards
(9 Months ago)
(9 Months ago)

Twitter Cards

Twitter Cards
Source: Moz.com

Types of Twitter Cards
Summary Card
Default Card, including a title,
description, thumbnail, and
Twitter account attribution.
Summary Card with Large
Image
Similar to a Summary Card, but
with a prominently featured
image.
Photo Card
A Card with a photo only.
Gallery Card
A Card highlighting a collection of
four photos.
App Card
A Card to detail a mobile app with
direct download.
Player Card
A Card to provide
video/audio/media.
Product Card
A Card optimized for product
information.

Twitter Card
<meta name="twitter:card" content="14360757:summary">
<meta name="twitter:site" content="@penguinrandom">
<meta name="twitter:site:id" content="14360757">
<meta name="twitter:text:title" content="Embassytown by China Mieville">
<meta name="twitter:url" content="https://www.randomhouse.com/book/excerpt-
viewer/?view=excerpt&isbn=9780345524508">
<meta name="twitter:url:preview"
content="https://www.randomhouse.com/book/excerpt-
viewer/?view=excerpt&isbn=9780345524508">
<meta name="twitter:text:isbn" content="9780345524508">
<meta name="twitter:text:cta" content="Start reading">
<meta name="twitter:text:description" content="NEW YORK TIMES BESTSELLERIn the
far future, humans have colonized a distant planet, home to the enigmatic
Ariekei, sentient beings famed for a language unique in the universe, one that
only a few...">
<meta name="twitter:image"
content="https://images.randomhouse.com/cover/9780345524508?&height=145">

Rich Pins

Rich Pins
Not Rich
Not Rich Publisher
Title
Title & Author
Rich
Description

url
title
price
currency_code
provider_name
description
brand
product_id
availability
quantity
standard_price
sale_start_date
sale_end_date
product_expiration
gender
geographic_availability
color
images
related_items
referenced_items
rating
rating_scale
rating_count
Rich Pins – What Can You Set?

If you have set up
Open Graph metatags
you are basically set up for Rich
Pins.
(But You Could Do More.)
Rich Pins – So Easy!

Google+
(9 Months ago and today)

Google+

How Does it
Figure Out
What To
Share?
Google+
1. Schema.org / Structured Data
2. Open Graph
3. Title and meta “Description” tags
4. Best Guess

<html itemscope itemtype="http://schema.org/Book">

<title>Page Title. Maximum length 60-70 characters</title>
<meta name="description" content="Page description. No longer than 155
characters." />

<meta itemprop="name" content="The Name or Title Here">
<meta itemprop="description" content="This is the page description">
<meta itemprop="image" content="http://www.example.com/image.jpg">

<meta name="twitter:card" content="summary_large_image">
<meta name="twitter:site" content="@publisher_handle">
<meta name="twitter:title" content="Page Title">
<meta name="twitter:description" content="Page description less than 200
characters">
<meta name="twitter:creator" content="@author_handle">

<meta name="twitter:image:src" content="http://www.example.com/image.html">

<meta property="fb:app_id" content=" Facebook numberic ID " />
<meta property="og:type" content="book" />
<meta property="book:release_date" content="2014-02-25" />
<meta property="book:isbn" content="9781926895505" />
<meta property="og:title" content="Title Here" />
<meta property="og:url" content="http://www.example.com/" />
<meta property="og:image" content="http://example.com/image.jpg" />
<meta property="og:description" content="Description Here" />
<meta property="og:site_name" content="Site Name, i.e. Moz" />
<meta property="fb:admins" content="Facebook numberic ID" />
The Code:
murray@biztegra.com
From:
http://moz.com/blog/meta-data-
templates-123
www.schema.org
http://www.google.com/webm
asters/tools/richsnippets#
https://developers.pinterest.co
m/rich_pins/
https://dev.twitter.com/docs/c
ards
http://ogp.me/
http://bit.ly/biztegraOGBook

So What??

THIS IS ALREADY HAPPENING!!!
But Not In Publishing (Yet)

That’s
The Opportunity

Cadence & Content

Points of Content
• Sign Author
• Author Writing
• First Draft / Manuscript
• Cover Art
• Book Art
• Charts / Diagrams / Maps
• Book Matter (Front/Back)
• Author Speaks / Readings
• Conferences
• Pre-order Available
• Release
• Reviews (Editorial, Reader,
Endorsements)
• Author Interview
• Book Promotions
• …
• Blog Posts
• Tweets
• Videos
• Images
• Podcasts
• GIFs
• Memes
• Comics / Cartoons
• Infographics
• …
Types of Content

Editorial Questionnaire / Inventory
• Publisher Social Media Accounts
• Authors’ Social Media Accounts
• Authors’ Web Sites / Blogs
• Images
• Videos
• Events
– Organizational
– Industry
– Genre
– Fan
– Author
• News
• Speaking Engagements
– Publisher
– Author
• Publishing Calendar / Schedule
• Other?

Editorial Calendar
• Day
• Publish Date
• Due Date
• Draft Complete
Date
• Author/Assigned to
• Article type
• Possible Title
• Keywords
• Topic/Category
• Primary Topic
• Related Book(s)
• Topic Notes
• Video?
• Image(s)?
• Links
• Sites Posted To
• Uploaded by
• Other Comments

Daily / Weekly Posting Schedule

Murray Izenwasser
Marketing Practice Lead &
Co-Founder
Biztegra (www.biztegra.com)
Publishr (www.publishr.biz)
Murray@biztegra.com
561.452.2662

is a
Marketing and Technology Agency
Focused on the Publishing Industry
We also have an online marketing platform
for Publishers called
(find out more and book a demo at publishr.biz)

Publishing
Clients
Publishing
Clients

QUESTIONS?QUESTIONS?

Driving Discoverability, Engagement, and Revenue In Publishing

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