Social media as part of your marketing mix
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how to ensure that your bookstore isn't lost
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Social media as part of your marketing mix
- 1. Social media as part of your marketing mix how to ensure that your bookstore isn’t lost
- 2. Let’s say your bookstore is an island…
- 3. … and you are The Protector who is in charge of bringing people to The Island
- 4. What if you could bring your island to the people instead?
- 5. Well, you do have the ability to move the location of your island…
- 6. … to the Social Web
- 9. Go on social networks
- 10. “ A shared interest in books makes rather a good social network” The independent booksellers guide to multi-channel bookselling
- 14. Put up a blog Set up a microblog
- 15. “ When you write, your personality comes through, blog readers begin to feel they know you, through knowing you, they come to trust you.” The independent booksellers guide to multi-channel bookselling
- 18. “ One huge advantage a bookshop has over any other business seeking to connect with customers is knowing they like reading and therefore seek out text as a source of information and entertainment.” The independent booksellers guide to multi-channel bookselling
- 21. Offer photos, podcasts, vodcasts
- 25. Provide widgets
- 26. “ Publishers who have been exploiting widget technology in tandem with social netware claim that it enhances sales by between 7% and 17%.” The independent booksellers guide to multi-channel bookselling
- 30. Create a sense of involvement
- 35. Observe the social web
- 41. Is this all really necessary?
- 42. “ The significant advantages left to the bookstore will be the superior browsing experience, the help desk and the cafe.” Bob Stein
- 44. So you might not need social media at all
- 48. You need to be a bit ruthless with yourself. Are you, or have you ever been, a good writer? This is social media: how to tweet, post, link and blog your way to business success
- 50. “ Remember the ‘social’ bit, so no hard sell: think Tupperware Party rather than door-to-door hawking.” This is social media: tweet, blog, link and post your way to business success
- 60. Tips & tricks
- 61. Don’t forget about ordinary marketing
- 63. Connect your web 2.0 applications
- 65. Get readers / fans for your (micro)blog or Facebook page
- 67. Write about…
- 69. Don’t let your social media operations run by…
- 71. Don’t compete with Amazon
- 73. You might not need social media at all
- 74. If you want to embrace your global village…
- 75. … then put it into a business plan
- 76. Social media as part of your marketing mix
- 77. Good luck! [email_address] Pictures: http://lostpedia.wikia.com
Notes de l'éditeur
- the Island as both a location and an entity with its own characteristics and influence
- Show yourself
- Methods of putting yourself in the spotlight through social media
- Frequently used by authors and publishers to promote themselves and their books.
- Wikipedia has a list of 150 social networks, but you don’t need them all social networks for people who love books: social media sites focused on books. Members can build virtual bookshelves, discover , rate, review and discuss books, and participate in online groups or book clubs.
- Facebook is the largest social network and the one of which your customers are most likely to be members already Many publishers are able to spend a lot of money on setting up new channels.
- the world’s largest book club, where members can c reate a virtual shelf to show off their books, can find people with similar tastes and add them as friends, discover new books to read LibraryThing Local: favorites & upcoming events
- Trust, personality and reputation are pillars vital to an independent business.
- Who of you has a blog? A blog, unlike a website, combines… Easy to set up, Everyone can join in dynamic: it encourages users to revisit frequently because the content is always changing, More visible in search engines
- Who has joined Twitter? People are allowed to reply to a tweet, what makes it a lot more involving Do share stuff you find interesting, people can retweet it
- The tweets of up to 140 characters are to be compared with wall posts on Facebook,
- Widgets that can be dropped into social networks
- Widgets om boeken te laten zien (nieuwe titels) of boeken te laten zoeken
- Bruna’s gadget (Mijn Boeken Top 3) on Hyves, chain of bookshops
- Create a sense of involvement, Increase the involvement of customers
- rate & review, Personal thoughts,
- somehow become an advocate of your brand, People can/may share negative ideas and thoughts about your business Viral marketing: word spreads by personal recommendation, Digital word-of-mouth recommendation, follow up comments of customers, listen, join in the conversation, reply if needed
- Golden pages
- Social network particularly about bookshops, to nose about stock, knowledge, atmosphere, interior
- Put yourself in the spotlight
- The online version may well be inferior as an experience, e.g. - most people would rather hear a live reading than listen to a podcast
- Extinction timeline -> bibliotheken verdwijnen in 2019, samen met De Post “ Verdwijnt de boekhandel uit het straatbeeld?” high street
- Are they thinking of joining it? If not, you might be well advised to forget it.
- What am I aiming to achieve through social media? I ought to be on Twitter/Facebook because so is erverybody else You need to build it into your business plan and know why you’re doing it, Your use of social media in your business needs to be strategic and planned
- Many blogs run out of steam.
- Facebook, Twitter et al. have millions of users
- People that do nothing but try and sell their services are ignored, Can you say more than just add updates to your self-promotion all the time? Holding people’s interest on your Twitter or blog can be tricky if you’re only going to make company announcements.
- Don’t underestimate the time and effort it’s going to take to supervise it and pull together some sort of online community. These things don’t just happen. Energy / Man-hours
- Another question than ‘How much work it could take’ On average 30 minutes per post, monitoring: a few minutes per day
- To make your business multi-channel: A different mind-set, Huge financial investment is not necessary, but Be prepared to spend considerable time on developing and maintaining your multi-channel business
- Mention it everywhere where your bookshop name appears
- Start by asking what would be helpful to the customers of a bookshop? Blog readers look to be informed, inspired and entertained. Keep it local:Our town’s florist pops in to tell us what their favourite gardening book is, School, Class xxx tell us what their favourite story books are…, show yourself as an Active and involved member of the local community Competition for photos of locally home grown veg (gardening books) Seasonal: spooky stories for Halloween Opinion: vote for (run polls on books/issues), Do you reread books (our favourites to go back to), tissues essential (books that always make me cry)
- outsource the writing to a professional
- customers who value personal approach direct their business to local and independent suppliers, perhaps feeling they are to be trusted more than large faceless corporate organisations
- Present a completely different alternative to amazon, Building a relationship with the person and not the business is the way to go The subject you cover, your voice and tone will be as customers experience you in person, you start to affect the company’s image because you’re so well known as part of the organization; it becomes your business, not you, that’s associated with ‘hangover every morning’.
- But remember
- Social media need to be part of your mix and not all you do, Use on-site in-store and online experiences to complement each other and make your business stronger