This is my final project for Social Media Winter 2011 at UCLA Extension. Here's all the steps to create a Social Media campaign for my self published book 'The Goosebump Compass Factor'

1. Monday, March 21, 2011

2. The Goosebump
Compass Factor
Monday, March 21, 2011

3. The Goosebump
Compass Factor
The Book
Social Media Marketing Plan
By Carl Alvarez
Monday, March 21, 2011

4. Monday, March 21, 2011

5. Synopsis: 'The Goosebump Compass Factor'
published by Brave Bunny is a self-help book
centered around the biological body mechanism
in each of us triggered especially by inspiration
and activated on the basis of our own life
experiences.
Book author Carl Alvarez will explain the steps
to understand this energy and guide the reader on
how to establish their own personal life path
using 'The Goosebump Compass Factor'.
- Carl Alvarez
Monday, March 21, 2011

6. Monday, March 21, 2011

7. Let the adventure of your lifetime begin now!
Monday, March 21, 2011

8. Let the adventure of your lifetime begin now!
Monday, March 21, 2011

9. Monday, March 21, 2011

10. Launch Date
Monday, March 21, 2011

11. Launch Date
September 2013
Published by
Monday, March 21, 2011

12. Launch Date
September 2013
Published by
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Monday, March 21, 2011

13. The Goosebump
Compass
Factor
Launch Date !"#$%&$'"#()
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September 2013
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Monday, March 21, 2011

14. Monday, March 21, 2011

15. Demographics
Monday, March 21, 2011

16. Audience
70% Women
30% Men
30%
70%
The Goosebump Compass Factor
Monday, March 21, 2011

17. Adult Females - 70%
10% Women 18 - 30
25% Women 30 - 45 10%
30% Women 45 - 60
5% Women 60 - 75 30%
30% Men
25%
5%
30%
The Goosebump Compass Factor
Monday, March 21, 2011

18. Adult Males - 30%
5% Men 18- 30
15% Men 30 - 45 5%
10% Men 45 - 60
70% Women 15%
10%
70%
The Goosebump Compass Factor
Monday, March 21, 2011

19. Top US Markets
30% New York City
18% Los Angeles 6% 4%
16% San Francisco 7%
10% Boston 30%
8% Seattle 8%
7% Chicago
6% Denver
4% All Other Areas 10%
16% 18%
The Goosebump Compass Factor
Monday, March 21, 2011

20. Book Publishing
Competitors
Monday, March 21, 2011

21. Book Publishing
Competitors
• Penguin
• Random House
• Chronicle Books
• Simon & Schuster
Monday, March 21, 2011

22. Book Publishing
Competitors
• Penguin
• Random House
• Chronicle Books
• Simon & Schuster
Monday, March 21, 2011

23. Book Publishing
Competitors
• Penguin
• Random House
• Chronicle Books
• Simon & Schuster
Monday, March 21, 2011

24. Book Publishing
Competitors
• Penguin
• Random House
• Chronicle Books
• Simon & Schuster
Monday, March 21, 2011

25. Book Publishing
Competitors
• Penguin
• Random House
• Chronicle Books
• Simon & Schuster
Monday, March 21, 2011

26. Competitors Strengths
Monday, March 21, 2011

27. Competitors Strengths
• Global book distribution and
traditional marketing in place
Monday, March 21, 2011

28. Competitors Strengths
• Global book distribution and
traditional marketing in place
• All have an active social media
presence
Monday, March 21, 2011

29. Competitors Strengths
• Global book distribution and
traditional marketing in place
• All have an active social media
presence
• Work with all the top book authors
Monday, March 21, 2011

30. Competitors Strengths
• Partnerships with Amazon, Apple and
Barnes & Noble for the Kindle, iPad
and Nook electronic eBook devices
The Goosebump
Compass The Goosebump
Factor The Goosebump Compass
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Monday, March 21, 2011

31. Competitors Strengths
• Partnerships with Amazon, Apple and
Barnes & Noble for the Kindle, iPad
and Nook electronic eBook devices
The Goosebump
Compass The Goosebump
Factor The Goosebump Compass
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Monday, March 21, 2011

32. Competitors Strengths
• Partnerships with Amazon, Apple and
Barnes & Noble for the Kindle, iPad
and Nook electronic eBook devices
The Goosebump
Compass The Goosebump
Factor The Goosebump Compass
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Monday, March 21, 2011

33. Competitors Strengths
• Partnerships with Amazon, Apple and
Barnes & Noble for the Kindle, iPad
and Nook electronic eBook devices
The Goosebump
Compass The Goosebump
Factor The Goosebump Compass
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Monday, March 21, 2011

34. Competitors Weaknesses
Monday, March 21, 2011

35. Competitors Weaknesses
• Too big, corporate and located in NYC
Monday, March 21, 2011

36. Competitors Weaknesses
• Too big, corporate and located in NYC
• Product managers are too busy with other
authors and business to give you the time you
need, when you need it
Monday, March 21, 2011

37. Competitors Weaknesses
• Too big, corporate and located in NYC
• Product managers are too busy with other
authors and business to give you the time you
need, when you need it
• Authors are locked into a contract
Monday, March 21, 2011

38. Competitors Weaknesses
• Too big, corporate and located in NYC
• Product managers are too busy with other
authors and business to give you the time you
need, when you need it
• Authors are locked into a contract
• Self published authors have a hard time
getting through their doors and publishing
houses may miss out on those rewarding
opportunities
Monday, March 21, 2011

39. Competitors Weaknesses
• Too big, corporate and located in NYC
• Product managers are too busy with other
authors and business to give you the time you
need, when you need it
• Authors are locked into a contract
• Self published authors have a hard time
getting through their doors and publishing
houses may miss out on those rewarding
opportunities
• No guarantee that your book will be released
Monday, March 21, 2011

40. Internal Stakeholders
Monday, March 21, 2011

41. Internal Stakeholders
• Author - Social media, PR, traditional
marketing, community outreach
Monday, March 21, 2011

42. Internal Stakeholders
• Author - Social media, PR, traditional
marketing, community outreach
• Art Director - book cover design,
marketing collateral, posters, book
markers, P.O.P.
Monday, March 21, 2011

43. Internal Stakeholders
• Author - Social media, PR, traditional
marketing, community outreach
• Art Director - book cover design,
marketing collateral, posters, book
markers, P.O.P.
• Book Publisher - Brave Bunny
Monday, March 21, 2011

44. Internal Stakeholders
• Author - Social media, PR, traditional
marketing, community outreach
• Art Director - book cover design,
marketing collateral, posters, book
markers, P.O.P.
• Book Publisher - Brave Bunny
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Monday, March 21, 2011

45. External Stakeholders
Monday, March 21, 2011

46. External Stakeholders
• Lulu - Book manufacturer
• Ingram & Amazon - Book distributors
• Smashwords - eBook partner
Monday, March 21, 2011

47. External Stakeholders
• Lulu - Book manufacturer
• Ingram & Amazon - Book distributors
• Smashwords - eBook partner
Monday, March 21, 2011

48. External Stakeholders
• Lulu - Book manufacturer
• Ingram & Amazon - Book distributors
• Smashwords - eBook partner
Monday, March 21, 2011

49. External Stakeholders
• Lulu - Book manufacturer
• Ingram & Amazon - Book distributors
• Smashwords - eBook partner
Monday, March 21, 2011

50. External Stakeholders
• Lulu - Book manufacturer
• Ingram & Amazon - Book distributors
• Smashwords - eBook partner
Monday, March 21, 2011

51. Community
Monday, March 21, 2011

52. Community
• Book Expo America
• American Library Association
• Mom & Pop bookstores
• Book Bloggers & Book Clubs
• Health Food, Cafe and Coffee Houses
• Fans who are part of ‘The Goosebump
Compass Factor’ movement
Monday, March 21, 2011

53. Community
• Book Expo America
• American Library Association
• Mom & Pop bookstores
• Book Bloggers & Book Clubs
• Health Food, Cafe and Coffee Houses
• Fans who are part of ‘The Goosebump
Compass Factor’ movement
Monday, March 21, 2011

54. Community
• Book Expo America
• American Library Association
• Mom & Pop bookstores
• Book Bloggers & Book Clubs
• Health Food, Cafe and Coffee Houses
• Fans who are part of ‘The Goosebump
Compass Factor’ movement
Monday, March 21, 2011

55. Community
• Book Expo America
• American Library Association
• Mom & Pop bookstores
• Book Bloggers & Book Clubs
• Health Food, Cafe and Coffee Houses
• Fans who are part of ‘The Goosebump
Compass Factor’ movement
Monday, March 21, 2011

56. Stakeholders
Strengths & Weaknesses
Monday, March 21, 2011

57. Stakeholders
Strengths & Weaknesses
• Take matters into your own hands
Monday, March 21, 2011

58. Stakeholders
Strengths & Weaknesses
• Take matters into your own hands
• The voice of the ‘Goosebump’ movement is
unrestricted by corporate bottom line
Monday, March 21, 2011

59. Stakeholders
Strengths & Weaknesses
• Take matters into your own hands
• The voice of the ‘Goosebump’ movement is
unrestricted by corporate bottom line
• Agile, able to move without bureaucracy
Monday, March 21, 2011

60. Stakeholders
Strengths & Weaknesses
• Take matters into your own hands
• The voice of the ‘Goosebump’ movement is
unrestricted by corporate bottom line
• Agile, able to move without bureaucracy
• I’m just a small guy, in a small fry world
Monday, March 21, 2011

61. Stakeholders
Strengths & Weaknesses
• Take matters into your own hands
• The voice of the ‘Goosebump’ movement is
unrestricted by corporate bottom line
• Agile, able to move without bureaucracy
• I’m just a small guy, in a small fry world
• Fierce, in the face of naysayers
Monday, March 21, 2011

62. Stakeholders
Strengths & Weaknesses
• Take matters into your own hands
• The voice of the ‘Goosebump’ movement is
unrestricted by corporate bottom line
• Agile, able to move without bureaucracy
• I’m just a small guy, in a small fry world
• Fierce, in the face of naysayers
• and we have a bunny as our logo
Monday, March 21, 2011

63. Stakeholders
Strengths & Weaknesses
• Take matters into your own hands
• The voice of the ‘Goosebump’ movement is
unrestricted by corporate bottom line
• Agile, able to move without bureaucracy
• I’m just a small guy, in a small fry world
• Fierce, in the face of naysayers $
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Monday, March 21, 2011

64. Social Media Campaign
Monday, March 21, 2011

65. Social Media Campaign
Word Press Blog
Twitter
YouTube
Facebook Fan Page
E-Commerce
Website
Monday, March 21, 2011

66. Social Media Campaign
The Goosebump
Compass
Word Press Blog Factor
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YouTube
Facebook Fan Page
E-Commerce
Website
Monday, March 21, 2011

67. .
Monday, March 21, 2011

68. .
• Launch March 2012 to begin to promote the book
and GBCF movement
Monday, March 21, 2011

69. .
• Launch March 2012 to begin to promote the book
and GBCF movement
• Blog own my personal stories, pictures and video
related to the book at least once a week
Monday, March 21, 2011

70. .
• Launch March 2012 to begin to promote the book
and GBCF movement
• Blog own my personal stories, pictures and video
related to the book at least once a week
• Identify the fan community using Google Analytics
Monday, March 21, 2011

71. .
• Launch March 2012 to begin to promote the book
and GBCF movement
• Blog own my personal stories, pictures and video
related to the book at least once a week
• Identify the fan community using Google Analytics
• Build and generate feed back from followers
Monday, March 21, 2011

72. .
• Launch March 2012 to begin to promote the book
and GBCF movement
• Blog own my personal stories, pictures and video
related to the book at least once a week
• Identify the fan community using Google Analytics
• Build and generate feed back from followers
• Allow faithful followers the ability to contribute their
own personal stories
Monday, March 21, 2011

73. .
• Launch March 2012 to begin to promote the book
and GBCF movement
• Blog own my personal stories, pictures and video
related to the book at least once a week
• Identify the fan community using Google Analytics
• Build and generate feed back from followers
• Allow faithful followers the ability to contribute their
own personal stories
• Embed Twitter and Facebook widgets onto the blog
Monday, March 21, 2011

74. -
Monday, March 21, 2011

75. -
Monday, March 21, 2011

76. -
Launch March 2012
Monday, March 21, 2011

77. -
Launch March 2012
Follow book bloggers, buyers, book clubs, reviewers,
media outlets, health food stores, cafe and coffee houses
Monday, March 21, 2011

78. -
Launch March 2012
Follow book bloggers, buyers, book clubs, reviewers,
media outlets, health food stores, cafe and coffee houses
Broadcast quotes, daily messages utilizing planned dates from
GBCF event calendar 8 - 15 times daily
Monday, March 21, 2011

79. -
Launch March 2012
Follow book bloggers, buyers, book clubs, reviewers,
media outlets, health food stores, cafe and coffee houses
Broadcast quotes, daily messages utilizing planned dates from
GBCF event calendar 8 - 15 times daily
A scheduled book tour planned for Sept. 2013, doing readings
and signings at book stores and coffee houses from city to city
Monday, March 21, 2011

80. -
Launch March 2012
Follow book bloggers, buyers, book clubs, reviewers,
media outlets, health food stores, cafe and coffee houses
Broadcast quotes, daily messages utilizing planned dates from
GBCF event calendar 8 - 15 times daily
A scheduled book tour planned for Sept. 2013, doing readings
and signings at book stores and coffee houses from city to city
Broadcast dates, times of each appearance and post quick
personal captions during my tour
Monday, March 21, 2011

81. Monday, March 21, 2011

82. Monday, March 21, 2011

83. • Launch March 2012
Monday, March 21, 2011

84. • Launch March 2012
• Show behind the scenes footage from my
perspective, book tour, etc
Monday, March 21, 2011

85. • Launch March 2012
• Show behind the scenes footage from my
perspective, book tour, etc
• Interview people of all walks of life talking
about their experiences related to the
‘The Goosebump Compass Factor’
Monday, March 21, 2011

86. • Launch March 2012
• Show behind the scenes footage from my
perspective, book tour, etc
• Interview people of all walks of life talking
about their experiences related to the
‘The Goosebump Compass Factor’
• Measure audience interest using YouTube
stats
Monday, March 21, 2011

87. _
• Launch March 2012
• Show behind the scenes footage from my
perspective, book tour, etc
• Interview people of all walks of life talking
about their experiences related to the
‘The Goosebump Compass Factor’
• Measure audience interest using YouTube
stats
Monday, March 21, 2011

88. .
Monday, March 21, 2011

89. .
Monday, March 21, 2011

90. .
August 2013 Facebook fan page launch
Monday, March 21, 2011

91. .
August 2013 Facebook fan page launch
Leading up to the book release in September of 2013,
post at least 5 x daily and activate cross platform
promoting
Monday, March 21, 2011

92. .
August 2013 Facebook fan page launch
Leading up to the book release in September of 2013,
post at least 5 x daily and activate cross platform
promoting
Interact with fans on thread posts
Monday, March 21, 2011

93. .
August 2013 Facebook fan page launch
Leading up to the book release in September of 2013,
post at least 5 x daily and activate cross platform
promoting
Interact with fans on thread posts
During my book tour, post video and photos from
‘on the road’
Monday, March 21, 2011

94. .
August 2013 Facebook fan page launch
Leading up to the book release in September of 2013,
post at least 5 x daily and activate cross platform
promoting
Interact with fans on thread posts
During my book tour, post video and photos from
‘on the road’
Measure interest on links with bit.ly metrics
Monday, March 21, 2011

95. Monday, March 21, 2011

96. Mitsubishi iMiev Co-Sponsor Tour
Opportunity to cross promote
Monday, March 21, 2011

97. Mitsubishi iMiev Co-Sponsor Tour
Opportunity to cross promote
Monday, March 21, 2011

98. March 2011 - Book writing starts
March 2012 - Blog, Twitter and YouTube launch
May 2012 - Attend Book Expo America in NYC, make book industry contacts
June 2012 - Attend American Library Association Conference
May 2013 - Attend Book Expo America in NYC with Brave Bunny booth
handing out pre-release copies of the book, flyers, etc. promoting the GBCF book
June 2013 - Attend American Library Association Conference with Brave Bunny
booth handing out pre-release copies of the book, flyers, etc. promoting the GBCF
book
August 2013 - Launch Facebook fan page and press release announcing the
upcoming book release and tour
September 2013 - Book release and book tour starts
Monday, March 21, 2011

99. GBCF Event Calendar
March 2011 - Book writing starts
March 2012 - Blog, Twitter and YouTube launch
May 2012 - Attend Book Expo America in NYC, make book industry contacts
June 2012 - Attend American Library Association Conference
May 2013 - Attend Book Expo America in NYC with Brave Bunny booth
handing out pre-release copies of the book, flyers, etc. promoting the GBCF book
June 2013 - Attend American Library Association Conference with Brave Bunny
booth handing out pre-release copies of the book, flyers, etc. promoting the GBCF
book
August 2013 - Launch Facebook fan page and press release announcing the
upcoming book release and tour
September 2013 - Book release and book tour starts
Monday, March 21, 2011

100. GBCF BUDGET (IN-HOUSE)
UP TO 20 MONTH CAMPAIGN
Monday, March 21, 2011

101. GBCF BUDGET (IN-HOUSE)
UP TO 20 MONTH CAMPAIGN
• Twitter: average 2 hrs a day = 1,200 hrs
• Word Press: average 1 time a week = 80 hrs
• Facebook: average 3 hrs a day = 1800 hrs
• YouTube: average 1 time every mo. = 20 hrs
• Total = 3,100 hrs (12.5 days)
Monday, March 21, 2011

102. GBCF BUDGET (IN-HOUSE)
UP TO 20 MONTH CAMPAIGN
The Goosebump
Compass
Factor
• Twitter: average 2 hrs a day = 1,200 hrs !"#$%&$'"#()
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• Word Press: average 1 time a week = 80 hrs
• Facebook: average 3 hrs a day = 1800 hrs
• YouTube: average 1 time every mo. = 20 hrs
• Total = 3,100 hrs (12.5 days)
Monday, March 21, 2011

103. The End
Monday, March 21, 2011