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Social Media Marketing Tips for Writers, Authors & Book Publishers

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How To Develop a Fan Base On Facebook and Twitter & Launch and Promote Your Next Book With Social Media. We look at the major social media platforms and look at different tactics to market your book or ebook with social media including YouTube. This can be for self publishers or in conjunction with a publisher.
Includes Two Author Case Studies
1. Guy Kawasaki -"'Enchantment"
2. Tim Ferriss - "The 4 Hour Work Week"

Publié dans : Formation, Technologie, Business

Social Media Marketing Tips for Writers, Authors & Book Publishers

  1. 1. Social Media for Writers Don’t Wait To Be “Picked” Facebook: Jeffbullas.com Blog: Jeffbullas.com Twitter: @jeffbullas How To Develop a Fan Base On Facebook and Twitter & Launch and Promote Your Next Book With Social Media
  2. 2. Introduction: The Web’s Growth
  3. 3. Introduction: The Web <ul><li>The Numbers: What has happened since 1995? </li></ul><ul><li>First Website in 1990 </li></ul><ul><li>130 Web Sites in 1993 </li></ul><ul><li>16 Million Users in 1995 </li></ul><ul><li>738 Million Internet users in Asia in December 2009 </li></ul><ul><li>252 Million Internet users in North America in 2009 </li></ul><ul><li>1.8 Billion Users in 2010 </li></ul><ul><li>234 Million Websites in 2010 </li></ul><ul><li>247 Billion – Average number of email messages per day </li></ul><ul><li>90 trillion – The number of emails sent on the Internet in 2009 </li></ul><ul><li>30 Billion – Photos uploaded to Facebook per year 2010 </li></ul>
  4. 4. Introduction: Google The Number One Site on the Web
  5. 5. Introduction Social Media – Video <ul><li>Video: Social Media Revolution </li></ul>
  6. 6. Some Social Media Facts <ul><li>Facebook has 650 plus Million Users </li></ul><ul><li>Facebook has grown by 100 million users in last 9 months </li></ul><ul><li>If Facebook were a country it would be the 3rd largest in the world </li></ul><ul><li>The fastest growing segment on Facebook is 55-65 year-old females </li></ul><ul><li>There are over 155 Million Blogs </li></ul><ul><li>Over 30 Billion YouTube Videos are viewed every month </li></ul><ul><li>In 2010 Gen Y will outnumber Baby Boomers..96% joined a social network </li></ul><ul><li>The 2nd largest search engine in the world is YouTube </li></ul><ul><li>Twitter received 74 Million unique visitors in January, 2010 </li></ul><ul><li>Twitter passed the 10 Billion Tweets mark in March 2010 </li></ul>
  7. 7. Social Media Universe
  8. 8. Social Media Universe <ul><li>Social Media Amplifies your content. </li></ul>
  9. 9. Social Media Universe <ul><li>Social Media provides low friction, minimal cost, high leverage “World of Mouth” & spreads your content and message fast and wide. </li></ul>
  10. 10. Social Media Universe: What Technology is Driving The Growth? <ul><li>Hardware Platforms </li></ul><ul><li>Laptops </li></ul><ul><li>Netbooks </li></ul><ul><li>Smartphones </li></ul><ul><li>iPad – coming </li></ul><ul><li>Software – Open Source and open API’s </li></ul><ul><li>Broadband – Faster Cheaper </li></ul><ul><li>Processors – Speed doubles every 12 mths </li></ul><ul><li>Hard Disks – Larger & Cheaper </li></ul><ul><li>YouTube Video: My Blackberry Is Not Working </li></ul>
  11. 11. Social Media: <ul><li>Your Blog as Your Home Base </li></ul>
  12. 12. Social Media: <ul><li>Why Blog? </li></ul><ul><li>To establish a home base </li></ul><ul><li>Great for personal branding Eg.”jeffbullas.com” </li></ul><ul><li>Position you as a thought leader in your niche </li></ul><ul><li>Establishes Authority </li></ul><ul><li>Google likes fresh unique content </li></ul><ul><li>Easy to use </li></ul>
  13. 13. Social Media: <ul><li>Why Use Facebook? </li></ul><ul><li>Personal – Fun keeping in touch with friends easily and efficiently </li></ul><ul><li>Business – Generating fans spreading your unique content, blogs, videos </li></ul><ul><li>Pages and Groups </li></ul><ul><li>Multi-Media rich </li></ul><ul><li>Easy To Use </li></ul><ul><li>Growing at over 600,000 users per day and currently over 400 million users </li></ul><ul><li>YouTube Video </li></ul>
  14. 14. Social Media: <ul><li>Why Use Twitter? </li></ul><ul><li>Communicating quickly and virally </li></ul><ul><li>Distributing content </li></ul><ul><li>Connecting </li></ul><ul><li>Promoting Facebook, Blogs, Websites </li></ul><ul><li>Real time search </li></ul><ul><li>Note: More than 225 million Twitter Users 2011 </li></ul>
  15. 15. Social Media: <ul><li>Why Use Linked In? </li></ul><ul><li>Over 100 Million professionals are members worldwide </li></ul><ul><li>Great for networking professionally </li></ul><ul><li>Finding Opportunities </li></ul><ul><li>Positioning you as an Expert </li></ul><ul><li>Integrate your other sites including company, blog and facebook </li></ul><ul><li>Average income of LinkedIn member: over $100,000 </li></ul>
  16. 16. Social Media: <ul><li>Why Use YouTube? </li></ul><ul><li>Second Largest Search engine in the world </li></ul><ul><li>Easier to rank higher in organic search than Google </li></ul><ul><li>Important if you are connecting to “Gen Y” </li></ul><ul><li>Free </li></ul><ul><li>Easy to use </li></ul>
  17. 17. <ul><li>So you have written your book! </li></ul><ul><li>What next? </li></ul>
  18. 18. <ul><li>Ideas and Tips To Promote Your Book On the Major Social Media Channels </li></ul>
  19. 19. Growing & Optimising Your Social Media Audience and Assets “before you even write your book” <ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><li>Blog </li></ul><ul><li>LinkedIn </li></ul>
  20. 20. Optimizing Your Social Media <ul><li>Facebook has over 650 million Members </li></ul><ul><li>Use a group or page profile for your business </li></ul><ul><li>Choose a vanity URL eg “ writer.com.au” </li></ul><ul><li>Exclusive offers for Fans only is great Fan bait – to read the first chapter you have to ‘like’ the page </li></ul><ul><li>When you post content, always include video or imagery. Facebook users are very visual. </li></ul><ul><li>Publish fresh content at least 2-3 times per week </li></ul><ul><li>Analyze, iterate and optimize using the Facebook Insights Tool </li></ul><ul><li>Tip: Start building a Facebook Fan following and grow your tribe on Facebook. Make it easy for people to ‘like’ your page on your blog, email and other online properties. So when you launch your book you have Facebook fanbase. </li></ul>
  21. 21. Optimizing Your Social Media <ul><li>Over 225 Million Users in February, 2011 </li></ul><ul><li>Include a photo on your Twitter account </li></ul><ul><li>In the account settings, be sure to add your Facbook or Website’s URL </li></ul><ul><li>Write a “Great Headline” </li></ul><ul><li>Place a retweet button on your blog articles and integrate your Twitter URL within your site’s Global Footer, which appears at the bottom of every page of your site. Both of these options offer usability to your site visitors and help drive your Twitter URL up in the search engines. </li></ul><ul><li>Include “Follow me on Twitter” buttons on your emails and blog </li></ul><ul><li>Leave at least 20 characters spare (make your tweet no longer than 120 charcters), so that it allows room for people to “Retweet” your “Tweet” with comments like “Great post” </li></ul><ul><li>Almost always include a link back to your blog, or Facebook page in your tweet (don’t waste a Tweet), this is a significant traffic driver for bloggers. </li></ul><ul><li>Tip: Develop a targeted Twitter following even before writing and launching your book for more on this read </li></ul><ul><li>http://www.jeffbullas.com/2010/10/18/todays-twitter-tip-how-to-get-targeted-niche-followers/ </li></ul>
  22. 22. Optimizing Your Social Media <ul><li>Comscore announced in August, 2009 that over 25.4 Billion video views ocurred in the USA alone in 1 month </li></ul><ul><li>Create your own YouTube Channel </li></ul><ul><li>In your description section for your video, always put your link to your Blog, Facebook fanpage or your website to make it easy for people to link back to your site </li></ul><ul><li>Put the category such as [Social Media Marketing] in Brackets before each Title of your video </li></ul><ul><li>Put “Tags” in your video tags section, make them relevant to your video title, fill up your tag allotment quota allowed and optimize them </li></ul><ul><li>Again promote your YouTube video on Twitter and place them on your blog in a Video or YouTube Channel section </li></ul><ul><li>Tip: Get a well known person (s) to review prior to launch </li></ul>
  23. 23. Optimizing Your Social Media <ul><li>According to Wikipedia there are over 155 million blogs worldwide </li></ul><ul><li>Buy your own domain name not a subdomain or name under typepad or wordpress .. buying a homebase is a lot better than renting one. </li></ul><ul><li>Purchase a theme such as WordPress theme that can be optimised for SEO such as URL’s and  meta descriptions </li></ul><ul><li>Post content regularly (at least once a week) .. Search engines love new unique content </li></ul><ul><li>Promote your Blog on Twitter regularly (Google now has real time search feed into Twitter API) </li></ul><ul><li>Include share buttons to other social media channels on  each blog post so visitors can add your blog and posts </li></ul><ul><li>Start building your email subscriber database </li></ul><ul><li>Tip: Start a blog and publish and promote blog posts and developing multimedia rich content for your target audience before writing and promoting you book </li></ul>
  24. 24. Optimizing Your Social Media <ul><li>There are now over 100 million members on LinkedIn </li></ul><ul><li>Create a public profile (don’t lock it away) </li></ul><ul><li>Use the questions and answers feature to start conversations, create community, and </li></ul><ul><li>Position yourself as a Thought Leader or expert by answering questions, </li></ul><ul><li>This can also be used to drive traffic to your blog when you leave your answer or when you place your question. </li></ul><ul><li>In your homepage activate your Twitter and LinkedIn interfaces . </li></ul><ul><li>Activate your blog feed to your homepage on linkedIn </li></ul><ul><li>Make sure your websites and blogs (you can enter 3) includes My Company , My Blog (jeffbullas.com) and My Facebook “Page” URLs </li></ul><ul><li>Tip: integrate your blog posts and Twitter into LinkedIn and update your posts on LinkedIn. Also you can participate in one of the 900,000 groups that is suitable for your target audience </li></ul>
  25. 25. Marketing With Social Media Video: Social Media ROI: Socialnomics
  26. 26. Writer Case Studies Case Study One: Tim Ferriss Book: The 4 Hour Work Week Case Study Two: Guy Kawasaki Book: Enchantment
  27. 27. Case Study One <ul><li>Tim Ferriss: Four Hour Work Week </li></ul><ul><li>His 4 Key Secrets </li></ul><ul><li>Know Your Target Audience </li></ul><ul><li>Produce Evergreen Content </li></ul><ul><li>Reach out Personally to Bloggers </li></ul><ul><li>Give Away so much you are Uncomfortable </li></ul><ul><li>Resources </li></ul><ul><li>The 4 Social Media Marketing Secrets Of A New York Times Best Seller </li></ul><ul><li>http://www.jeffbullas.com/2010/12/21/the-4-social-media-marketing-secrets-of-a-new-york-times-best-seller/ </li></ul>
  28. 28. Case Study Two Guy Kawasaki: Enchantment 12 Social Media & Other Marketing Tactics Guy Kawasaki Implemented To Launch & Promote his book “Enchantment”
  29. 29. Case Study Two <ul><li>Guy Kawasaki - “Enchantment” </li></ul><ul><li>Facebook - http:// www.facebook.com/enchantment?sk =app_4949752878 </li></ul><ul><li>Website/Blog - http:// www.guykawasaki.com /enchantment/ </li></ul><ul><li>Review Copies – 20,000 bloggers invited,1,600 copies sent, 150 interviews, 200 reviews of the book </li></ul><ul><li>Email Marketing – 160,000 emails </li></ul><ul><li>Pay Per Click – Google Adwords </li></ul><ul><li>Photo Contest – 1,150 entries, 35,000 visits, 70,000 entry views, and 10,500 votes http://apps.facebook.com/enchantmentcontest/about </li></ul><ul><li>Quizzes- 700 took the Facebook version, 2,900 took the website version http:// great.guykawasaki.com / </li></ul><ul><li>Infographic - http:// www.guykawasaki.com/enchantment/infographic / </li></ul><ul><li>Badges, Buttons and Stickers - http:// www.guykawasaki.com /enchantment/badges/ </li></ul><ul><li>Wallpapers - http:// www.guykawasaki.com /enchantment/wallpaper/ </li></ul><ul><li>PowerPoint - http://www.slideshare.net/GKawasaki/enchantment-v2 </li></ul><ul><li>Thank You Slideshow – YouTube http:// www.youtube.com/watch?v =_KiJo7zH8uM </li></ul>
  30. 30. Four Major Benefits of Social Media <ul><ul><li>Immediate </li></ul></ul><ul><ul><li>Leverage </li></ul></ul><ul><ul><li>Longevity </li></ul></ul><ul><ul><li>Creates a valuable online asset </li></ul></ul>
  31. 31. The Future of Books? <ul><li>What is a Book? </li></ul><ul><li>Is the Convenience of the eBook enough? </li></ul><ul><li>What is a Book Worth? </li></ul><ul><li>Is a 400 Page Book an Obligation </li></ul><ul><li>Niche Books are becoming a Profitable </li></ul><ul><li>Is this the Future of Books? </li></ul><ul><li>More Resources </li></ul><ul><li>Is This The Future of Books http://www.jeffbullas.com/2011/05/13/is-this-the-future-of-books/ </li></ul><ul><li>The Ipad Digital Interactive Book http:// www.youtube.com/watch?v =LV-RvzXGH2Y&feature= player_embedded </li></ul>