Social media use cases by publishers and authors. Presented at a social media workshop for publishers at Globalocal 2011.

1. Helping create
brands for the
future _
Globalocal
Social media workshop for publishers
24 & 25 November, 2011
New Delhi
Email: amita.malhotra@blogworks.in
November 28, 2011 | All content copyright

2. Interesting
Cases_
November 28, 2011 | All content copyright

3. Authors_
Innovative use of new media
by authors

4. Micro-fiction –
Arjun Basu_ Narrating a story in 140 words - Twisters
Montreal-based writer Arjun Basu composes Twitter stories in exactly 140 characters.
4

5. Micro-fiction
Arjun Basu _ Narrating a story in 140 words - Twisters
“If anything, my longer form
writing (I write short stories
mostly and I‟m working on a
novel as well) have been
helped by the Twitter project.
A writer likes to say he‟s
always writing but we all know
that the majority of that time
is spent doing nothing. I find
my “nothing” time much more
productive now..”
- Arjun Basu
5

6. Micro-fiction
Arjun Basu _ Background
Squishy – his first book of short stories published
in 2008
“Twitter breaks the wall
• Also available as an audiobook
between writer and reader in a
profound and immediate way. I
know when something‟s good In 2009 wrote his fist Twitter short story
and when something‟s bad
within minutes. People aren‟t • Gave Twitter stories a new name – Twisters
afraid to @ me to let me how • Each story is exactly 140 words
they feel about certain • He has 139,680 followers on Twitter
Twisters. And they let me
know when they don‟t like
A Toronto filmmaker makes a film based on one
them as well.
of the Twisters
- Arjun Basu
• Submitted to Filmminute Film Festival
• It won People‟s Choice Award
6

7. Micro-fiction
Arjun Basu _ Created on Twitter. Archived over Blog.
Image could come
above text also.
All of Arjun‟s Twisters are available on his website under six themes –
Family, Food, Home, Love, Sex and Work
7

8. New revenue
formats_ IAMBIK – beyond traditional audiobook publishing
IAMBIK partners with print publishers and authors as Arjun and work on a revenue-sharing basis, with
narrators, publishers/authors.
8

9. Learnings from
the case _ Leveraging new media as an author
Building differentiation
• No longer dependent on traditional publishers for voice to be
“And then I had an image in my heard
head of a baby trying to reach
• Being open to experimentation
• In the new media world, everyone is an author and
a cookie. It just happened and
publisher, what‟s your differentiator?
when you‟re a writer these
moments happen all the time.
Adaptability across mediums
If you‟re lucky you have a
notepad and you write it • Twitter
down. Well, I had Twitter. So I • Blog
wrote it and it came in at over • Audio-books
140 characters. I edited it
Exploring new forms of interaction with readers
down to exactly 140. And the
genre was born…”
- Arjun Basu • Neo-author no longer the hidden, solitary figure
• Gain feedback at every stage of writing – conception,
production to end-product
9

10. Deepak Chopra_
Re-inventing to stay relevant
10

11. Deepak Chopra_
Amplifying the voice. Building connect.
11

12. Deepak Chopra_
Real-time spiritual advice
12

13. Deepak Chopra_
What not to do though!
13

14. Chetan Bhagat_
Fueling controversies to stay in news
14

15. Chetan Bhagat_
Fueling controversies to stay in news
Controversy #1 – #chetanblocks.
15

16. Chetan Bhagat_
Fueling controversies to stay in news
Controversy #2 – Father‟s Day Tweet.
16

17. Chetan Bhagat_
Fueling controversies to stay in news
Controversy #3 – Tweet about Infosys. Co-incided exactly around the launch of his latest book
Revolution 20:20
17

18. Paulo coelho_ Embracing new media to build connect with the
community
18

19. Paulo coelho_
Leveraging social channels
PauloCoelhoBlog.com
^ publishes announcements about his different projects
^ publishes posts from other people‟s blogs that he reads and likes
^ shares ideas through posts and podcasts
Facebook
^ Posts his blog entries as notes
^ Live streams his tweets and integrates it with his Flickr account
Twitter
^ Tweets daily on topics that effect him, e.g. Iranian crisis
^ Daily inspirational quotes
^ Uses file sharing tools to share them with others
YouTube
^ More than170 videos published on his 2 YouTube channels (paulocoelhoTV
and paulabraconnot)
19

20. Paulo coelho_
A quick snapshot
Total Upload
6,959,032 Views:
• PauloCoelhoBlog.
Likes • Twitter 1,901,674
com
• Facebook • YouTube
Alexa Traffic 2,668,596
Rank: 35,898 followers
20

21. Source – Tweet Reach
Paulo coelho_
Steady engagement = steady increase in followers
In 2010 Forbes named him the second-most-influential celebrity on Twitter, behind only Justin Bieber.
21

22. Devdutt Embracing new media to build connect with the
pattnaik_ community
22

23. Devdutt pattnaik
_ Community participation
“TED was fun as I did not realize
how big it was. And how
international it was until I really
got there”.
- Devdutt Pattnaik
The TED video has 1,00,000+ views on YouTube and 5,00,000+ views on the TED Talks channel.
23

24. Devdutt pattnaik
_ Blog
While the blog has been re-designed, it has been in existence for over 5 years. Though he has been a
regular author for leading publications as The Economic Times, Hindustan Times, Mid-Day among
others, he embraced the new medium to share his thoughts and recent work.
24

25. Devdutt pattnaik
_ Twitter
Though he has been present on Twitter since May 2010, he uses it intermittently to share thoughts than
to engage at this point.
25

26. How a social
media expert Case of Michael Stelzner, Founder, Social Media
launched his Examiner
book
Source: Social Media Examiner
The landing page for the book is the new launch venue for books today -
http://www.socialmediaexaminer.com/launch/
26

27. Enabling Social
sharing Facebook plug-in for the landing page
Using a Facebook plug-in you can create a direct commenting system on your webpage/landing page to
enable easy sharing with readers and engagement with the author/publisher.
27

28. Enabling social
sharing Social-plug-ins – to spread the word
Social sharing tools allow to multiply your message. In this case the re-tweet button was clicked by
more than 27,000 people within two weeks.
28

29. Creative
contests Facebook contest
In this case the since the focus of the book was how to „launch‟ your business, an innovative contest was
undertaken asking people to take a photo seeking help for launch.
29

30. Creative
contests_ Facebook Contest
Image box type 2. Width
should not exceed more
than this one.
Image box type 2. Width
should not exceed more
than this one.
https://apps.facebook.com/elevationprinciple/about
30

31. Blogger outreach Inviting neo-reviewers
In this case more than 120 bloggers applied to do reviews
31

32. Content_ Visual content works effectively
Photographs penetrate the news feeds on Facebook more effectively
32

33. Content_ Fun videos
33

34. Content_ Live broadcast to build buzz
Used Tiny Chat, a live video chat platform to interview three experts around theme of the book.
34

35. Interesting
cases _
Innovative use of new media
by publishers

36. Chelsea Green_
Using Twitter to promote books
“About the Publisher: For 25 years Chelsea Green Publishing Company has been dedicated to the politics
and practice of sustainable living. Chelsea Green is recognized as an industry leader in the use of web-
based social networking technology to develop and grow a community of readers and activists for
progressive change.”
36

37. Chelsea green_
Twitter Promotion
Concept
• Tweet about a book from Chelsea Green website that you would
like to read
• The 10th person to tweet a book wins the book retweeted
How Chelsea promoted it
• To be eligible, participants had to follow them on Twitter
• “Tweet this book” links built into each product page including
link to the book and hashtags on the Chelsea website
• Total contest time was approximately 4 minutes
• They built the contest with a countdown which was re-tweeted
several times to create buzz
Participation stats
• Total contestants – 27
• Total Tweets – 45
Results
• 45 tweets generated reached 14,216 Twitter users
• Each of the 14,000+ users was sent a book title, hashtags, and a
direct link to the book‟s product page
• Huffington Post retweeted one of the entries extending reach of
the promotion (5000 followers of the 14,000+ total)
Reached 14,000 people on Twitter in a span of less than 5 minutes.
37

38. Enabling social
sharing_ Links to Facebook & Twitter
38

39. Chelsea green_
Using Technology to build engagement & participation
“In the old days (circa
2008), you‟d have to put down
the book and Google an
organization that‟s friendly to
your cause. But it‟s 2009, and
you don‟t have time to put
down the paperback, slog over
to the desktop, boot up, and
log on. You want your activism
fresh, and you want it now.”
- Press release, launch of
Howard Dean‟s new book
Vermont Governor Howard Dean teamed up with Chelsea Green to release his new book in print, but
also as a first-ever iPhone application that included an ebook with an interactive activist toolkit
included.
39

40. Chelsea green_
Using Technology to build engagement & participation
Contact their member of congress
• The iphone application would use either the user‟s current
location or zip code to generate telephone number for
Congressional representatives
• Users could call the member‟s office right from their iPhone
Sign the petition
• They could join more than 350,000 people in signing Governor
Dean‟s petition at www.standwithdrdean.com, for including
public health insurance option in healthcare reform
Involve Friends
• Application enabled users to forward an email to their contacts
about the book, the healthcare reform debate and post
information on Facebook and Twitter accounts
Watch the video
• The application also features two videos by Governor
Dean, outlining what real reforms look like and thanking
readers for their activism
An activist tool-kit which was part of the app allowed readers to do the above.
40

41. Thank you _