independent booksellers 5.27.11

8/6/2019 Independent Booksellers 5.27.11

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Atria

Marketing Strategies for Publishers

and Independent Booksellers

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Microsoft Tag

2D barcode technology

Links any physical product to any virtual element:

video, website, chapter excerpt, social media

Free and works on all smartphones

Gaining popularity: Entertainment Weeklyis using formovie preview issues

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Book Jackets

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Book Interiors

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Advertising

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Handouts

Postcard distributed at theRomance Writers of

America conference, linking

readers to Judes website

Postcard distributed on the

Tom Joyner cruise by the

author, linking to a book trailer Postcard distributed on the

Hampton Jitney bus, linking

readers to the first chapter of

Laurens new book. 6


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Suggestions for Bookstores

Include Tags in any print advertising you do in local

publications

Use Tags on your shelftalkers or other signage to link toinformation about the book or for customers to purchase

ebooks from your website

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Facebook

Facebooks platform allows brands to showcase

personality, inform fans of events and information and

grow their audience.

Many people prefer to interact rather than visit a static

website.

Facebook also allows for inexpensive targeted advertisingcampaigns.

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Measurable Impact

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Facebook Best Practices Authors should set up afan page (not a

personal profile) under their names (not the

book title). There are several benefits to

setting up afan page, including thefollowing:

Using ones name provides continuity

from book to book

Facebook limits personal profiles to 5,000

friends, whereas fan pages can haveunlimited fans

Fans are more likely to search for your

name than your book title

Having a fan page gives the author access

to reporting capabilities, expansion

options, and advertising opportunities

To convert a profile to a fan page,

http://mashable.com/2011/03/31/facebo

ok-profile-to-page-migration/

Sarah Pekkanen, pictured here, uses both

her personal page and fan page topromote her book

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http://mashable.com/2011/03/31/facebook-profile-to-page-migration/http://mashable.com/2011/03/31/facebook-profile-to-page-migration/http://mashable.com/2011/03/31/facebook-profile-to-page-migration/http://mashable.com/2011/03/31/facebook-profile-to-page-migration/http://mashable.com/2011/03/31/facebook-profile-to-page-migration/http://mashable.com/2011/03/31/facebook-profile-to-page-migration/http://mashable.com/2011/03/31/facebook-profile-to-page-migration/http://mashable.com/2011/03/31/facebook-profile-to-page-migration/http://mashable.com/2011/03/31/facebook-profile-to-page-migration/http://mashable.com/2011/03/31/facebook-profile-to-page-migration/http://mashable.com/2011/03/31/facebook-profile-to-page-migration/http://mashable.com/2011/03/31/facebook-profile-to-page-migration/


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GROWING/MANAGING YOUR FAN PAGE

Reach out to existing fans, by

mentioning your Facebook page on your

website and anywhere else you can

(business card, email signature, etc)

Facebook Best Practices

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- Use extended image and tabimages to create interestingcontent (1)

- Tag fans in photos and poststo encourage interactivity (2)

- Interact ask questions,

respond to questions andcomments (3)

- Explore all features ofFacebook (Notes,Discussions, Events, Photos,Videos, etc) to take full

advantage of the platform

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2

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Things to keep in mind

Focus on building useful

content for your fansmake sure that the tone

and communication style

is consistent and that the

content is varied. While

its a good idea to alert

your fans to book releases

and events, try to keep

your content varied and

interesting so that your

fans keep coming back.

Engage your fans.

Respond to their questions

or simply pose one of your

own.


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Things to keep in mind

Plan and stagger your posts so that

the updates are being updated

consistently. We recommend 3-5Facebook posts per week, and no

more than one post per day in

general.

Consider using a URL shortening

service like http://bit.ly or

http://tinurl.com when sharinglinks. This will allow you to keep

track of click-thrus and see what

content keeps your fans most

engaged.

USEFUL LINKS

http://mashable.com/guidebook/

facebook/

www.facebook.com/help


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http://bit.ly/http://tinurl.com/http://mashable.com/guidebook/facebook/http://mashable.com/guidebook/facebook/http://www.facebook.com/helphttp://www.facebook.com/helphttp://mashable.com/guidebook/facebook/http://mashable.com/guidebook/facebook/http://mashable.com/guidebook/facebook/http://tinurl.com/http://bit.ly/


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- Authors are encouraged to Like

bookstore Facebook pages bookstores

should Like authors by clicking Add to

My Pages Favorites

-Pages can be tagged in photos now

so stores can tag photos of authors from

events

- Stores can use

regional and keyword

targeted ads to promote

events

Suggestions for Bookstores

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Twitter

Twitter is a 140-character micro-blogging platform.

Twitter can be used for

Information Sharing Promotion

Customer Service

Reputation Management Value-added Content

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Try to choose your name

as your Twitter handle(1)

Include your name, book

titles, etc in your bio to

improve the chances

someone will find yourpage (2)

Make your profile public.

This means that anyone

can see it and send you a

public message. (3)

Twitter Best Practices

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2

3

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GROWING YOURPRESENCE

Include yourTwitter URL onyour website,email signatures,and everywhereelse to alert your

friends and fansto your presence(1)

Customize yourbackground andavatar you canuse your bookjackets, forexample, to helppromote yourtitles. (2)


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1

2

Twitter

- Follow relevant

accounts and engage in

conversation

- Reply to @mentions,

retweets and questionsposted by users (1)

- Customize your Twitter

background and avatar

(2)

- Use hashtags so

your conversations

are searchable (3)

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Use the list featureto organize followersinto differentcategories. Forexample, Atriaincludes all Atriaauthors into one listand booksellers intoanother. Watch thisvideo forinstructions on how

to create a list. Make your lists

public so that otherscan follow them,too.


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http://twitter.com/AtriaBooks/atria-authorshttp://twitter.com/AtriaBooks/atria-authorshttp://twitter.com/http://www.youtube.com/watch?v=dgpPY8eGvjUhttp://www.youtube.com/watch?v=dgpPY8eGvjUhttp://twitter.com/http://www.youtube.com/watch?v=dgpPY8eGvjUhttp://www.youtube.com/watch?v=dgpPY8eGvjUhttp://www.youtube.com/watch?v=dgpPY8eGvjUhttp://www.youtube.com/watch?v=dgpPY8eGvjUhttp://twitter.com/http://twitter.com/AtriaBooks/atria-authors


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Using a URL shortening

service like http://bit.ly or

http://ow.ly when sharinglinks. This will allow you to

keep track of click-thrus and

see what content keeps your

fans most engaged.

Tweet daily, even multiple

times per day. You can use atwitter client such as

Tweetdeck or Hootsuite to

schedule tweets in advance.

USEFUL LINKSTwitters help page:

http://support.twitter. com/

http://www.1stwebdesigne

r.com/design/27-twitter-

tools-to-help-you-find-and-

manage-followers/


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http://bit.ly/http://ow.ly/http://support.twitter.com/http://www.1stwebdesigner.com/design/27-twitter-tools-to-help-you-find-and-manage-followers/http://www.1stwebdesigner.com/design/27-twitter-tools-to-help-you-find-and-manage-followers/http://www.1stwebdesigner.com/design/27-twitter-tools-to-help-you-find-and-manage-followers/http://www.1stwebdesigner.com/design/27-twitter-tools-to-help-you-find-and-manage-followers/http://www.1stwebdesigner.com/design/27-twitter-tools-to-help-you-find-and-manage-followers/http://www.1stwebdesigner.com/design/27-twitter-tools-to-help-you-find-and-manage-followers/http://www.1stwebdesigner.com/design/27-twitter-tools-to-help-you-find-and-manage-followers/http://www.1stwebdesigner.com/design/27-twitter-tools-to-help-you-find-and-manage-followers/http://www.1stwebdesigner.com/design/27-twitter-tools-to-help-you-find-and-manage-followers/http://www.1stwebdesigner.com/design/27-twitter-tools-to-help-you-find-and-manage-followers/http://www.1stwebdesigner.com/design/27-twitter-tools-to-help-you-find-and-manage-followers/http://www.1stwebdesigner.com/design/27-twitter-tools-to-help-you-find-and-manage-followers/http://www.1stwebdesigner.com/design/27-twitter-tools-to-help-you-find-and-manage-followers/http://www.1stwebdesigner.com/design/27-twitter-tools-to-help-you-find-and-manage-followers/http://www.1stwebdesigner.com/design/27-twitter-tools-to-help-you-find-and-manage-followers/http://www.1stwebdesigner.com/design/27-twitter-tools-to-help-you-find-and-manage-followers/http://www.1stwebdesigner.com/design/27-twitter-tools-to-help-you-find-and-manage-followers/http://www.1stwebdesigner.com/design/27-twitter-tools-to-help-you-find-and-manage-followers/http://www.1stwebdesigner.com/design/27-twitter-tools-to-help-you-find-and-manage-followers/http://www.1stwebdesigner.com/design/27-twitter-tools-to-help-you-find-and-manage-followers/http://www.1stwebdesigner.com/design/27-twitter-tools-to-help-you-find-and-manage-followers/http://www.1stwebdesigner.com/design/27-twitter-tools-to-help-you-find-and-manage-followers/http://www.1stwebdesigner.com/design/27-twitter-tools-to-help-you-find-and-manage-followers/http://www.1stwebdesigner.com/design/27-twitter-tools-to-help-you-find-and-manage-followers/http://support.twitter.com/http://ow.ly/http://bit.ly/


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Tools That Can HelpHootsuite, Cotweet or Tweetdeck

-Allow you to divide people you follow into lists for easymonitoring (1)

-Schedule posts for later

-Cotweet helps multiple people manage a single account

-Monitor specific hashtag searches (2)

Authors S&S Twitters Librarians Booksellers

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2

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Ultimately, as with books, great content is

what engages fans on social media

Great content is:-Timely (current, news-worthy)

-Relevant (of interest to your fans)

-Personal (first person, not third person)

-Behind-the-scenes (cover reveal, mention of meeting with publisher)-Interactive (ask questions, answer questions)

-Not exclusively sales-oriented (interact at all times, not just when a book is

coming out)

-Inclusive (thank fans by name, highlight them)

#1 Rule For Both Facebook and Twitter

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Livestreamed Events

Livestreamed events allow virtual audiences to gather

with your physical audience to experience an event.

Online attendees can ask questions of the presenterduring the event.

Recorded video can be used for additional content after

the event.

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Literary salon pre-event promotionJodi promotion of event

Jodis newsletter eblastJodis Twitter

Atria publicity/Jodis publicist promotion of event

Press release

Banner ads to promote event sent to bloggers

Blogger promotion (promotion leading up to the

event and embedding on various blogs)

Cross promotion with Bethanne Patrick ofBookMavenMedia.com

Livestream promotion of event

Newsletter (900,000) day of the event

Twitter 2 accounts @livestream and

@twitcam (1.4 million) tweeted the day of

the eventFacebook 86,000 fans (about an hour

before event)

Website integrated into promotional

tools on homepage of Livestream.com

Online, Literary Salon Focus

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Trevor Project CollaborationThe Trevor Project is the leading national organization focused on crisis intervention and suicide prevention

efforts among LGBTQ youth..

Signed copy sales during Livestream event byPremiere Marketing contributed $2 per sale to

The Trevor Project.

The Trevor Project promoted the Livestream event

through

- Twitter (30K+ followers)

- Facebook (135K+ fans)- Newsletter

- on www.TheTrevorProject.org (including live

broadcasting)

Two questions from The Trevor Project community

were chosen to be asked during Livestream.

The Trevor Project launched their official book club

by choosing Sing You Home as their first

selection.

Jodi was interviewed by their participating blog Im

Here, Im Queer, Now What Do I Read?

Jodi participated in a live chat on TheAdvocate.com,

sponsored by The Trevor Project, on March 22.

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http://www.thetrevorproject.org/http://www.thetrevorproject.org/


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Literary salon post-event promotionUpload short edited videos from salon to the following places

Atria Facebook

Twitter

YouTube

Jodis website

App

The Trevor Project

Offer exclusives to relevant blogs and websites

Upload full interview after short edited exclusives have been posted

Post photos/non-streamed video to Facebook/Twitter

Cross-promote/thank blogger partners

Online, Literary Salon Focus

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Galley Alley

Atria Galley Alley is an annual service from Atria to get

our galleys to more people.

Other programs to build buzz and get reads can benefitany publisher or bookstore.

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Timeline December/January book advertising

January finalize titles to include January RZ to contact BoomBox re: back end build

March finalize e-galley inclusion and test

April contract TSI or other fulfillment house

April 1, 2011 all art and copy sent to RZ

April 15, 2011 all art and copy sent to BoomBox May 1, 2011 BoomBox testing of final site, ads due to publications

May 20 ads go live, site goes live

June 10 ads stop running

June 10 site comes down (three weeks after going live)

June 11 and on List scrubbing and fulfillment, reporting June 28 and on being postcard/email campaign announcing pub date,

requesting feedback, etc.

August post-mortem

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Visit www AtriaGalleyAlley com by June 10 to order your galleys!
http://www.atriagalleyalley.com/http://www.atriagalleyalley.com/


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Visit www.AtriaGalleyAlley.com by June 10 to order your galleys!
http://www.atriagalleyalley.com/http://www.atriagalleyalley.com/


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Thank you

Please stay in touch!

Facebook.com/AtriaBooks

Twitter.com/AtriaBooks

Facebook.com/JudithCurr

Twitter.com/JudithCurr

Access and share this presentation at scr.bi/IndieAtria.

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independent booksellers 5.27.11

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