getting social: creating an online presence for your book

GETTING SOCIAL: CREATING AN ONLINE PRESENCE FOR YOUR BOOK – AWC 2015

GETTING SOCIAL CREATING AN ONLINE PRESENCE FOR YOUR BOOK July 18, 2015

MEGAN CARY [email protected]


HELLO I’m Megan.


DESIGNER 10+ years as a professional

designer for a variety of businesses – from small

presses to large corporations.

STRATEGIZER Social media and online

marketing expert. Consults with many clients on all types of interactive marketing plans.

EDUCATOR Earned MFA in Graphic Design. Full-time design professor at the

University of Mobile.

WHO AM I?


Book Marketing Why do I need an online presence?


American Internet usage per week

40 hours

Online adults who use social media

91%

Sales online vs. in-store (2016)

50%

ONLINE MARKETING FACTS A CONNECTED WORLD

The internet has changed the way we interact with people, gather information and purchase products.

*data via Hubspot


HARD Making time is


CREATING THE PLAN The building blocks of an online presence


1. DEFINE YOUR AUDIENCE “One of the biggest mistakes authors make when starting to market their books is believing that they will appeal to ‘everyone.’ In today’s society of copious information and thousands of products in the marketplace, it’s imperative that authors define who will likely notice, purchase, and pass along the news of their products.” – Authorhouse


DEFINING READERS Things to consider

• Authors and books within the same genre • Television shows and movies that include similar themes • Soundtracks from those TV shows and movies • Décor, color-schemes, imagery from magazines that relate to the demographic


Joe Amanda


AGE 12–27 years old

Teens, New and Young Adults

GENDER Female

Female protagonist/point of view

INTERESTS Fantasy/Paranormal/Romance

Reader enjoys fantastical creatures and characters, as well as romance.

AUTHORS Popular authors within the genre Melissa de la Cruz, Amelia Atwater Rhodes, Claudia Gray, P.C. Cast, Neil Gaiman

MEDIA Entertainment Influences Vampire Diaries, Buffy, Being Human Paramore, Christina Perry, Muse

COLORS How would your reader decorate their house? Rich tones like black and red, gothic/romantic influences like brocade, lace, velvet, antique frames with quotes


2. MAKE A LIST OF EVERYONE YOU KNOW. Or want to know… Your friends, family and colleagues will be your biggest supporters in this venture – let them help you build your fanbase.


MAKING THE LIST Organization

This data should be stored in a table, preferably in a spreadsheet program like Microsoft Excel, Apple Numbers or Google Sheets. Include the following columns: • First & Last Name • Company Name • Category (friends, family, colleagues, bookstores, reviewers) • Email Address • Physical Address Maintain consistently for use in future online and print marketing efforts.


Example List


3. CREATE A WEBSITE


Content Management Systems The easiest solution

Unless you are very familiar with web code (html & css) I highly recommend using a Content Management System Solution or CMS: • A CMS is a web-based software solution that lets you build & manage a website without knowing code • Usually allows you to choose from pre-built templates or “themes” • Often allows for you to upload graphics or change colors/drag & drop elements to create a somewhat personalized site • Allows you to manage your own site, posts, updates and store


Wordpress.com

•  Most popular CMS

•  Most people associate it with blogs

•  Hundreds of companies like Toyota, Target and The New Yorker use it

•  Free basic site (with ads), no custom domain: ex. jimsmith.wordpress.com

•  Custom domain, no ads for $99 per year: ex. jimsmith.com


Weebly.com

•  Blog-based Wordpress alternative

•  More modern templates, very simple interface

•  Free basic site, no custom domains, ex: jimsmith.weebly.com

•  Custom sites for $8 per month, includes domain, ex: jimsmith.com


Squarespace.com

•  My preferred CMS

•  Modern, highly customizable

•  Less associated with traditional blogging

•  Drag & Drop interface

•  Cheapest package is $8 per month, custom domains available, ex: jimsmith.com


WEBSITE ELEMENTS Essential things to include

• Author Bio • Book List (published and upcoming, with dates) • Blog • Social Media Links • Media Page (press kit, interview excerpts, photos, etc.) • Email Newsletter Subscription Form • Search Function • Store or how to purchase your books • Branding Most importantly… keep it updated!


4. BUILD SOCIAL MEDIA PAGES “If an author is joining Twitter the day her book comes out, it’s already too late. Authors should plan to implement a social media strategy at least a year before the book's publication...” – Publisher’s Weekly


BIG TWO FOCUS ON THE


FACEBOOK Essentials

• Create Author Pages instead of using personal profile pages Positives: - Author Pages open up paid advertising opportunities - Allow for more followers - Offer analytics/insight data Negatives: - Page posts can get buried in the newsfeed • Avoid spammy language “BUY NOW, FREE, DEAL” • Avoid excessive punctuation “???!!!OMG!!!???” • Avoid ALL CAPS

• Post 1–3x per day • Photos get more notice than long, text-based posts • Link to longer content on your website or blog


TWITTER Essentials

• Twitter is where the authors are (and the readers!) • Follow 10–15 new people a day

– look at followers of authors within the same genre • Stay active and follow people back regularly • Thank people for following you • Post frequently, 5–10x per day • Retweet other authors, most likely they will return the favor • Include hashtags (#fiction #novel #poetry #YA #scifi)


Quick Tips Managing Multiple Accounts

Social Media Management tools: - Allow you to post to multiple accounts at once - Follow, unfollow, reply to and view analytics all in one place - Examples include Hootsuite and Sprout


Quick Tips Getting graphics for your pages

Social media graphics should be consistent with your site branding - Use your author photo for your profile picture - Ask your publisher for a pre-made cover image pr banner - Indie author? Hire a freelance designer - Elance and Upwork are great freelance sites - Avoid sites like Fiverr and Tenrr


Quick Tips What to post

Content should be interesting and relevant. Here are some sample ideas: - Ask your readers questions “What is your favorite scene in my new book and why?” “What are you reading this summer?” - Post photos and videos Include some images from your daily life to create a personal connection with your audience. - Include links to relevant news and stories about your books - Answer Q&A - Run exclusive contests for followers Free signed copies of books, promotional items, etc. - Post writing tips, quotes, or interesting facts


PAID ADVERTISING


Paid Ad Basics

• Allow authors to create highly targeted ads - Remember that audience profile you created? Use it! - Target: • Age • Sex • Marital Status • Location • Interests • People who like similar authors

• Ads are measured by impressions and clicks • You can set daily or lifetime budgets

- Ex. $10 per day, ongoing - Ex. $100 for 10 days

• Many CMS services like Wordpress include $100 of free ad credit when you purchase an annual plan

Via Joanna Penn


5. SIGN UP WITH AN EMAIL MARKETING SERVICE


GETTING THE WORD OUT Now that you have your website and social media pages, its time to get the word out to your friends, family and colleagues.


Email Marketing Basics

• Popular email companies: Emma, Constant Contact and Mail Chimp • Mail Chimp offers a Forever Free plan • Import your emails list via the already completed contact spreadsheet • Send out a monthly newsletter that includes a personal message, links to blog content, interesting articles, contests, etc. • Install newsletter subscription forms on your social media pages and website • Don’t abuse the power! Spamming will get you no where.


6. MAKE A SCHEDULE AND STICK TO IT!


Creating a Calendar Implementation

• Begin 6–12 months before your book comes out • Create a calendar, digital or analog:

- Google Calendar - Spreadsheet - Dayplanner

• If your schedule is digital, set reminders to push to your phone or email for blog posts or sending email newsletters • And one more thing…


Follow through. Your online marketing success is directly connected to how well

you maintain your online content.


ADDITIONAL RESOURCES

•  Goodreads: social community for book lovers. Claim your free author profile, interact with fans, run contests, etc. https://www.goodreads.com/author/program

•  Wattpad: social community that focuses on content. Post chapters of an upcoming book, one at a time, to build interest. https://www.wattpad.com/writers

•  Amazon Author Central: claim your free author page, track sales, post updates. https://authorcentral.amazon.com/

•  BookBub: paid promotion for ebooks. https://www.bookbub.com/partners/overview

•  Indiebound: Promotes independent bookstores. Create an affiliate account, link to your books and earn referral fees. http://www.indiebound.org/affiliate

Download slides: negativecapabilitypress.org/awc2015


Q&A


THANK YOU.

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