Modern Marketing has changed dramatically - and few industries have been impacted more than the publishing industry. This presentation went through the current landscape and steps necessary to create a modern marketing program that touches the consumers at all touchpoints, and uses the resources (authors, books, platforms) to truly drive Discovery, Engagement, and Sales.

1. Driving Discoverability
Engagement & Sales
DIGITAL BOOK WORLD 2013 - NEW YORK

2. Announcements
No Lunch
Restrooms Through
Elevator Bank

3. If you like what you hear, please
Tweet. Post. Blog. Like it.
When We Are Done. Just Listen For Now.

4. @murrayiz
@murrayiz
Go ahead and follow me.
Murray Izenwasser I’ll wait.
Strategy Practice Lead, Founder, Biztegra

5. BIZTEGRA
Solutions for the Social Web
West Palm Beach, Miami, Buenos Aires
Education · Strategy · Development · Engagement

6. BIZTEGRA
Solutions for the Social Web
West Palm Beach, Miami, Buenos Aires
Education · Strategy · Development · Engagement

7. Iconic
Brands
Growing
Companies
Start-ups

8. Publishing Industry Experience

9. We Keep Hearing The Same Things:
We know But we don’t
Traditional there is know how to
marketing value in harness and
is not this ‘social leverage
driving stuff’ and those
growth like relationships
we’ve
to drive
it used to. invested revenue.
in it.

10. Viral Marketing?

11. Viral Marketing?

12. Part 1: Main Themes
Social Media is Not What You
Think It Is
Find the Natural Cadence of
Your Organization / Business
Change Your Approach
It’s All About Your Goals
Marketing Is About
Engagement … But It’s Really
About Search and
Discoverability …And Revenue

13. In the Old World
IT WAS ABOUT THE TV MODEL ...

14. …Targeted the Masses

15. …was All About The Product…

16. …Was ONLY ONE Way…

17. …And Interrupted…
…To Get
Our
Attention

19. What You Should Be Talking
About
Your Business
Your Customers
and Competitors
Your Brand and
Your Products
And How to Market
and Sell in a
“Social” World

20. So What Are the New Rules?
YOUR CUSTOMER REALLY DOESN’T LOVE YOU ANY MORE
(IF THEY EVER REALLY DID)

21. So What Are the New Rules?
YOUR CUSTOMER REALLY DOESN’T LOVE YOU ANY MORE
(IF THEY EVER REALLY DID)

22. Traditional Marketing
• One way (Brand  Customer)
• Push and Interrupt
• Brand Generated Advertising
BRAND DIRECT
Image & Reputation Lead Generation

23. Social Media:
• Multi-way (Brand  Customer)
• Brand and User Generated Content
• Participatory
BRAND DIRECT
Image & Reputation Lead Generation
SOCIAL
Engagement & Loyalty

24. Social Marketing:
• Multi-way (Brand  Customer  Customer)
• Brand and User Generated Content
• Participatory
BRAND DIRECT
Image & Reputation Lead Generation
SOCIAL
Engagement & Loyalty

25. Integrated Marketing:
• Multi-way (Brand  Customer  Customer)
• Brand and User Generated Content
• Participatory
• Integrated Across Channels
BRAND DIRECT
Image & Reputation
Lead Generation
Engagement &
Loyalty
SOCIAL

26. The One or Two
Mistakes Everyone
IS MAKING

27. Mistake #1:

28. How Many?
Why?

29. Start Here Goal
Strategy
Campaign
Don’t Start Here
This is Not a Social Media Strategy Tactic

31. No Matter How Much She Believes, There is No Such Thing …
… AS A UNICORN

32. No Matter How Much You Believe, There is No Such Thing …
… AS A SOCIAL MEDIA STRATEGY

33. Mistake #1:
Viewing Social Media as the Strategy

34. Mistake #2:

35. Get Me Some of This!!!

36. Mistake #2:
Starting at the
Wrong End

37. “Today, I’m gonna print
1 million
post cards and mail them out.”
(no-one would say this)

38. So, What
Should You
Do?

39. You Need This…
Current
Strategy?
Business Different than last Current
Goals? year’s? Marketing
Specific & Programs /
Measurable Campaigns?
Your
How Are You Customers?
unique?
Geographic
Your Brand?
Demographic
Psychographic
Integrated
Marketing
What Your Program Your
Business Does
Competition?
/ Industry? Goals, Strategies,
Metrics, Concepts,
…

40. … To make sense of this …

41. … To Be Able To Get To This!

42. What are you
currently doing?
What are your
competitors doing?
Questions
That need to
be answered. How can your
programs be more
(That nobody
ever answers)
‘Social’?
Where are the Gaps &
Opportunities?

45. Owned Bought Earned

50. You Need To…
Change
your
thinking.
Flickr / @boetter

51. Flickr / Mark Gstohl

52. Before You
• And What Do You Get
Do?
Started

53. You Should Already Have This…
Current
Strategy?
Business Different than last Current
Goals? year’s? Marketing
Specific & Programs /
Measurable Campaigns?
Your
How Are You Customers?
unique?
Geographic
Your Brand?
Demographic
Psychographic
(Social)
Marketing
What Your Program 4 – 5 Top
Business Does Competitors?
/ Industry? Goals
Concept
…

54. A Social / Integrated Program Isn’t:
Free / Easy / Immediate
What it is:
Hard to Measure &
Maintain
What It Won’t Do:
“You Are Building Give You an Immediate
For Next Year” Return

55. Before You Get Started
You have running at 100%
• Website Optimized
• Analytics / Measurement
• Reporting
• Listening
• Email Programs
• Search / SEM / SEO
• Affiliate Programs
• Direct Response
• Broadcast
• Print
• Public Relations
• CRM

56. 1. Take A Step Back
2. Take a Look Around
3. Fix Up The House
4. Natural Cadence and Content
8 Steps Generation
To Getting
5. Listen, Monitor, Measure, Report
Started
6. Enhance Existing Programs
7. OnGoing Engagement & New
Platforms
8. Evaluate
9. Shift and Improve

57. An Important Concept…
You Need To Find …
… The Natural Cadence
Of Your Business
flickr.com/ jenny downing

58. Part 1: Main Themes
Social Media is Not What You
Think It Is
Find the Natural Cadence of
Your Organization / Business
Change Your Approach
It’s All About Your Goals
Marketing Is About
Engagement … But It’s Really
About Search and
Discoverability …And Revenue

59. Questions?
Let’s Take a Break

60. Part 2: Where Should you be Focusing?
Website
Content
Social & Mobile
Author EcoSystem
Listening, Monitoring, Reporting
Email
Online Advertising
Tools & Techniques
Events
Other Channels

61. Web

62. Remember This?

63. It’s (Still) All About Your Site

64. Website - Considerations
Responsive Design
Catalog, Cart, & Checkout – multi device
Email Registration
Social Integration
Author Engagement & Content
On-Page SEO
User Centric Navigation

65. Responsive Website?
Not Responsive!

66. Responsive Website!
Responsive!

67. Responsive Website
• Responsive Web
Design (RWD)
• Dedicated Mobile
Site
• RESS
http://sixrevisions.com/design-showcase-inspiration/responsive-webdesign-examples/
http://sixrevisions.com/mobile/methods-mobile-websites/

68. Why A Responsive Website?

69. Why A Responsive Website?

70. Website – On-Page SEO
“Standard” SEO Items Domain Information
Optimize Titles & URLs URLs / Structure
Meta: Description Keywords
Headings Long Tail
CSS Content
Images & Multimedia Internal Links

71. Website – On-Page SEO

72. Website – On-Page SEO
Publishing Specific
1. Use Structured Data
• www.schema.org
• http://www.google.com/webmasters/tools/richsnippets#
2. Set Up Authorship

73. Structured Data & Authorship

74. It’s (Still) All About Your Site

75. Advertising: Search, Display & Social

76. Advertising: Search, Display & Social
• Facebook
• LinkedIn
• Twitter
• YouTube

77. Advertising: Search, Display & Social
• Facebook
• LinkedIn
• Twitter
• YouTube
On-Platform Advertising
Facebook
LinkedIn
Twitter
YouTube

78. Advertising: Search, Display & Social
• Facebook
• LinkedIn
• Twitter
• YouTube

79. An Example
My Favorite Author

82. Advertising: Search, Display & Social

83. Content Drives Search

84. Content

85. Video Content

86. VIDEO
(And Social Search)

87. Go Big! Go Viral!
Flickr / dicktay2000

88. YOUTUBE IS THE…
2ND LARGEST SEARCH ENGINE
YOUTUBE IS THE…
3RD MOST VISITED SITE

89. Video and Search
What 1 Little
Video Can Do…

90. 1

91. After 60 Minutes…
4
5
3
2
1

92. After 5 Hours…
4
6
5
3
2
1

93. After 7 Hours…
4
2
1
5
3

94. After 24 Hours…
6
4
3
2
1
5

95. After 24 Hours…
6
5
4
3
2
7
1

96. Social PR
1
2
3
4
5
6
7
8
9
10

97. Social Drives Engagement

98. Main Platforms
Facebook
Twitter
LinkedIn
Google+
YouTube
Blog
Pinterest
Instagram
Tumblr

99. Publishing Specific

100. Social Drives Engagement

101. Where is Matt? (Authenticity)

102. Listening, Monitoring, Analytics

103. Listening
Brands Set up Alerts
Industry Identify Blogs
Niches / Topics Identify Forums
Books Platform Searches
Authors Listening Station
Influencers Google Alerts
Google Reader
Twitter Search
Hootsuite / Tweetdeck
Listening Tools: Sysomos, Radian 6, etc.

104. State of the Art Listening

105. Insights
• Create a Dashboard
• But What Are You Actually Measuring?

106. INFORMATION (leads to Insight) Data
Gives Us a view of Data that allows
us to make decisions based on Context History
where we want to be (Context) Relationship to Relationship to the
PROGRAMS PAST
where we came from (History)
where/who we are (Relevance). Relevance
Relationship to
Someone’s
JOB

107. Reporting, As A Business Driver
Activity
Engagement
Conversion
Performance

108. Reporting, As A Business Driver
(Activity) x
(Engagement) x
(Conversion) =
(Performance)

109. Tools and Techniques

110. Tools
Track Everything
• Landing Pages
• Bitly.com
• Google Link Generator
• Schedule Posts
• Buffer

111. Publishing Industry Specific

112. Event Planning

113. Event Planning

114. Engaging Authors
http://bit.ly/BookMarketingPlan

115. Other Channels

116. Bringing It Home…

117. Here’s Your Magic Bullet
(There Isn’t One)

118. Final Thoughts?
You Tell Me
Flickr / jimharmer

119. Thank You
Very much!
Flickr / meddygarnet
© 2011 Biztegra Partners – All Rights Reserved - Do Not Reproduce

120. Murray Izenwasser
@murrayiz
Murray@biztegra.com
561.452.2662

121. www.biztegra.com
561.452.2662