digital tools for effective marketing and promotion
DESCRIPTION
This panel will examine how digital innovations are being integrated throughout traditional marketing methods. supplementing print catalogs with their digital counterparts, this panel will also look at how presses are replacing direct mail campaigns with Constant Contact and other email promotions. Finally, we'll discuss how using blogs, enhanced e-content, and Twitter are used to drive sales and publicity and build branding.TRANSCRIPT
AAUP, 2012CHICAGO
Digital Tools for Effective Marketing and Promotion
Rachael Levay, Chair, University of Washington Press
[email protected] Devine Ellis, University of Texas Press
[email protected] Grandstaff, University of Virginia Press
[email protected] Sharp, University of Georgia Press
• Videos
• Social media• Tips• Twitter• Facebook• Pinterest• Blog
• Branding
• Author relations
• CAMPAIGNING: Where Print Publicity Meets Social Media (University of Virginia Press)
Where we’ve been… and where we are now.
The Totem Pole (June 2009) Plume (December 2011)
Video trailers
Video trailers: what you need from a trailer• Keep it short (under three minutes,
ideally).
• Unify it. No matter who creates it (you, the author, or a firm), branding it in the channel reflects your Press.
• Work with the author on the script. They need guidance and you’re the best person to give it.
• Keep timing in mind – you want to have the video available for pre-pub promotions as well as the launch. Ideally, we’re trying to get videos in place for the catalog, so we can use it as broadly as possible. Amazon needs 30 days pre-pub to get it up, too.
• Audience is key. You want the video to accurately represent the book, so be sure your author isn’t overselling or underselling their book.
• Use digital marketing tools in your print campaigns via QR codes
• Catalogs are finding more and more uses – online, on tablets for sales reps, for media, for event coordinators, etc. Give them something to go on!
YouTube Videos
YouTube Channel Home Sample Playlist
YouTube Videos
Previous efforts
Book trailersSelection readings
by authorsEnhanced content
for nature books
Current efforts
Author interview videos
Videos recorded at conferences
Author-made videos
YouTube Videos
Collaborative nature of videos—use them to promote books, authors, presses, series, and overall scholarship.
Example: Early American Places (EAP) Series
Social Media—Tips
Be sure to follow/like AAUP member presses/other publishers Authors/their books Review outlets—both scholarly and trade Major news sites University news services/alumni associations/other
campus departments Higher education publication/media Booksellers—particularly ones that host events
Social Media—Tips Twitter
Time-sensitive information• Ex. day of or next day events
Promotions/giveaways Least formal Gossip-y
Facebook Announce new information
• Ex. events within a week Promotions/giveaways Neither formal nor informal Informational
Blog Recap information from the last week or two—less frequent postings
• Ex. events over the next month or two Press releases Formal
• “Traditional journalism”
Social Media—Twitter
Some cross-postings from FacebookAlso used to publicize reviews, awards, events, and conferences
Show personality—participate in discussions, particularly with authors, reviewers, booksellers, publishers, and word games
Post a few times a day
Social Media—Facebook
Profile page provides accessibility for Press staff—few postings
Series Fan Pages maintained by series editors and Press staff
Primarily use Fan Page Posts focus on
reviews, awards, Press news, and upcoming events
Used in conjunction with Twitter for promotions/giveaways
Post a couple of times a day
Should I create a Facebook page for a single title?
What is the best way to utilize Pinterest?
Social Media—Blog
UGA Press blog EAP Series blog
Social Media—Blog
Press blog Different audience from Facebook and Twitter “Short Takes” round-up post Post press releases and Press news Recent updates since December
Twitter updates feed Links to Facebook and YouTube, along with website Tags/labels
EAP Series blog Post a couple of times a week
Branding
Block logo Script logo
• 75th anniversary in 2013—new branding to come
• Separate from the university but still related
• Series have own branding
Author Relations
Provide suggestions for authors on how to get involved in digital marketing Create YouTube videos Setup Facebook and/or Twitter accounts Help promote online/indie booksellers
Give authors digital marketing tools at time of catalog
Setup blog tours in addition to or in lieu of traditional book tours
• Provide authors tools to get started
• If you don’t have a marketing guide, consider creating one that will lay out what authors need to do to complement your department’s work
• Be sure that you can make good use of what you’re asking them to do – many authors are happy to create marketing tools, if they know they’ll be widely seen
• See marketing guide handout for examples
A pdf of a book’s catalog page/spread is a promotional tool that authors can easily utilize.
New Publicity Efforts
Working with/utilizing book bloggers to promote specialty books
Link to videos when pitching books for review and/or features
Publicize events using social media Link to organizer/venue/bookstore
CAMPAIGNING
Where Print Publicity Meets Social Media
Emily K. GrandstaffPublicity Manager
University of Virginia Press [email protected]
434-982-2932
Steinbeck in VietnamDispatches from the War
Stacking up the Trades
Trades into National Media
Online/Social Media
Advertising (Print)
Advertising (Online)
Driving Traffic - Press Blog
Capitalizing on National Media/Keep on Pitching
Hi Eric,
Can I check back with you on our lead title for the spring - STEINBECK IN VIETNAM? The book is taking off, in large part due to an interview with the editor (Thomas Barden) that ran on NPR this past weekend:
http://www.npr.org/2012/04/21/150012711/steinbeck-in-vietnam-a-great-writers-last-reports
I wonder given the controversial reactions to the material if someone at CNN.com might be interested in doing a q&a or running an excerpt?
Barden served as an artilleryman in Vietnam after the Me Lai massacre and feels strongly that there are connections between the reactions to Steinbeck's war correspondence and the recent news from Afghanistan. The book has also received coverage in the following outlets:
-- Washington Post Political Bookworm blog (post from Barden): http://wapo.st/GUz0aL
"Novelist John Steinbeck toured combat areas of South Vietnam and traveled to the north of Thailand and into Laos between December 1966 and May 1967. . . . The book’s editor, Thomas E. Barden, an English professor and dean of the Honors College at the University of Toledo, here reflects on parallels between Steinbeck’s Vietnam and today’s Afghanistan."
-- Shelf Awareness review: http://bit.ly/GU62ri
"Reading 'Steinbeck in Vietnam' is a fascinating, occasionally uncomfortable experience. . . . as powerful an evocation of the Vietnam experience as Tim O'Brien's 'The Things They Carried':
Don’t Forget Your Regional Friends
Or Your Origins
Thinking Outside the Box
http://www.upress.virginia.edu/2011/12/16/salome-live/
Social – Traditional - Social
Staying Relevant
Politics and News
News
The Wire(s)
Links
Blogs ugapress.blogspot.com www.upress.virginia.edu/blog/ http://utpressnews.blogspot.com/
Like us on Facebook (UGAPress, UniversityofWashingtonPress, UVA Press, UTexas Press)
Follow us on Twitter (@UGAPress, @UWAPress, @UVAPress, @UTexasPress)
Subscribe to us on YouTube (UGAPress, UWashingtonPress, UTexasPress)
http://www.ugapress.org http://www.washington.edu/uwpress http://www.upress.virginia.edu http://www.utexas.edu/utpress/index.html