MPub Last Class: pulling it together

Marketing for Publishers
Putting it all together
by Monique Trottier

Marketing is how we relate to each other and how we
relate to the organizations that serve us.

• Conversation
• Collaboration
• Community
monique@boxcarmarketing.com
twitter: @boxcarmarketing

It’s not the tools,
it’s how we use them


The Culture of the Web


If we believe Clay Shirky ...
that the web is a network of people who organize themselves

The Cluetrain Manifesto

• Markets are conversations.

• Markets are networks of people.

• Markets make buying decisions by
talking amongst each other.

• Companies are networks of people.

• Companies should use a human voice
instead of corporate-speak.

Monique Trottier
@BoxcarMarketing

Open Brand

• On-demand: Brands need to be
accessible, immediate, & ﬁndable.

• Personal: Brands need to build
relationships with consumers.

• Engaging: Brands need to be interactive
and provide meaningful experiences that
foster relationships.

• Networked: Brands need to leverage the
potential of word-of-mouth marketing –
market to ‘true fans’ who will spread the
word for them. Monique Trottier
@BoxcarMarketing

Positioning Statement Exercise
1. For (who is the customer?)

2. Who need (what is their pain?)

3. Product X is (what is your product?)

4. That provides (how does it solve the pain?)

5. Unlike competitors (what competes with your product?)

6. Our product (what makes your product superior?)

7. The company also provides (what added punch is provided
to seal the deal?) Monique Trottier
@BoxcarMarketing

7-Sentence Marketing Plan
Goals > Actions > Response > KPIs
Sentence 1: What is the purpose of your marketing? (1, 2, 5, 7)

Sentence 2: How will you accomplish your purpose?

Sentence 3: Who is your target market?

Sentence 4: What is your niche in the marketplace? (4, 6)

Sentence 5: What tools and tactics will you use to carry out your marketing?

Sentence 6: What is your business identity?

Sentence 7: How will you measure success and allocate time and budget?

Monique Trottier
@BoxcarMarketing

Remember all the math

• Proﬁt and Loss Statement

• Click through rate (CTR)

• Conversion rate, abandonment rate

• ROI

• Cost per lead (action), cost per conversion (sale)

Monique Trottier
@BoxcarMarketing

What haven’t I told you yet?

1. Start early

2. Market longer

3. Engage authors

4. Connect directly with readers

5. Collaborate with partners to kickstart new channels

1. Start earlier. 2. Do it longer.

1. Start earlier. Do it longer.

Stretch your marketing program:

• Start planning in acquisitions

• Digitize as much as you can

• Release early, release often

• Author, author, author

• Partner, partner, partner

• Leverage everything

• Focus resources

4. Connect directly with readers

• Make available everywhere

• Cultivate your communities of interest

• Give something of value

• The real risk is being ignored

5. Collaborate to open up new channels

• Open new channels to the market

• Create new platforms for books

• Find non-industry partners

Collaborate to kickstart new channels

• Try different models.

• Search for Freakers on kickstarter.com

• Watch TOC interview with Harvard Common Press Associate Publisher.
http://www.youtube.com/watch?v=Rk-9cWGgyUI&feature=youtu.be

• Watch for people who get technology (ﬁrst adopters, advocates) and have
experience (work experience, experience rallying different stakeholders across
an org, experience leading teams, experience in social media)

• Watch for people who are multi-disciplinary and can wear many hats

• Watch for people will to take risks and understand rewards (KPIs, goals)

Monique Trottier
@BoxcarMarketing

Understand the Tools and How to Select Them

Monique Trottier
@BoxcarMarketing

Online Public Relations
PRWeb, PRLeap


Content Sharing
SocialCollider.com


Facebook & Twitter

Monique Trottier
@BoxcarMarketing

Facebook Case Study: Scholastic
Goals > Actions > Response > KPI
Goals (#1) > Actions (#2, 5, 6) > Response (#3, 4) > KPI (#7)

Actions that Desired
Goals will achieve Why Audience KPIs
the goal Response
• Connect with existing • Introduce new • Teachers and parents • Email subscribers also • Initial # fans notiﬁed
community of teachers community to existing are brand become FB fans about FB
and parents community ambassadors; • Share FB page with • # FB fans during initial
• Support a long-term, • Give loyal email recommendation friends campaign period
loyal base of brand subscribers the sneak between friends is • Actively engage on the • # page impressions
ambassadors peak at FB stronger than from page; supporting each • # shares to other
• Share resources with • Giveaway incentive to Scholastic directly other friends
core fans generate excitement • Reward the existing • Redeem promotions • # referrals to online
• Increase sales • Share exclusive content base with previews and • Sales store
promotions • # sales
• Great content • Average order value
encourages repeat • Lifetime value of
visits customer
• Supporting fan base
leads to them
supporting Scholastic
through sales

Read a full case study:
http://smartblogs.com/socialmedia/2010/12/23/andys-answers-how-scholastic-is-using-facebook-to-create-loyal-brand-ambassadors/

Social Media Best Practices
• Post helpful, valuable information

• Give your fans a reason to become fans

• Create conversation: Use updates to ask questions and
elicit responses

• Have an editorial strategy

• Be fan-centric not brand-centric

• Integrate Online Offers with Ofﬂine Experiences

Monique Trottier
@BoxcarMarketing

Integrate Ofﬂine & Online
Justalilhype! is on online magazine on the street
culture of Vancouver, Montreal and Toronto.

Monique Trottier
@BoxcarMarketing

Start with a solid base.

Monique Trottier
@BoxcarMarketing

Create an ecosystem.
Use tools to bring your audience back to your base

Flickr.com

Monique Trottier
@BoxcarMarketing

Video

Monique Trottier
@BoxcarMarketing

Embed Code

Monique Trottier
@BoxcarMarketing

Other Marketing Tactics
Facebook ads, Eventbrite, QR Codes


Online / Ofﬂine Tactics

Monique Trottier
@BoxcarMarketing

Ecommerce Store
BigCartel.com


Goals

What can we do to acquire
Acquisition Visitors to the site?

Do Visitors take action, like
Activation follow us, friend us,
subscribe?

Retention Can we retain visitors
attention?

Do they like us enough to
Referral recommend us?

Revenue Do they buy something?

Monique Trottier
@BoxcarMarketing

Goals > KPI > Tools
(Sentence #1) (Sentence #7) (Sentence #5)

Website Visitors, time on site,
Acquisition referral traﬃc from YouTube,
Flickr and other social media

Number of pageviews,
Activation repeat visits, subscription
(email, blog), Fan/Follower

Retention Email Opens, Click-throughs,
Repeat visits, Unsubscribes

Press Mention, Likes &
Referral Shares, Retweets,
Refers 1+visitors to the site;
Refers 1+ visitors who
activate

Revenue Event tickets, eCommerce
purchases

What’s Next?
HOW TO PREPARE FOR THE TEST (Oct 5)

• P&L scenario: tell me X (i.e., calculate net proﬁt or ROI)
• Write subject line for email newsletter, tweet, FB status
• Write press release or blogger outreach letter
• Based on a given scenario, write a 7 Sentence Plan

EMAIL REVISED 7 SENTENCE PLAN (Oct 7, 5 pm)
monique@boxcarmarketin.com

OPTIONAL READINGS
Top 10 Facebook Pages and Why They’re Successful
http://www.socialmediaexaminer.com/top-10-facebook-pages/

An Insider’s Guide to Social Media Etiquette
http://www.chrisbrogan.com/socialmediaetiquette/

Presentation on Metrics with Audio: http://blip.tv/ﬁle/5079381

Olivier Blanchard’s Basics of Social Media ROI
http://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-
social-media-roi

MPub Last Class: pulling it together

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