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Presentation of the blog For the Love of Writing. Highlights blogs metrics and analytics, as well as offers recommendations to social media campaigns.
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For the Love of Writing…
Dedicated to readers, writers, and publishers alike.
h"p://crea*velystrategic.blogspot.ca/SarahTu"yTuesday,April24,2012
OVERVIEW1. ImportanceofInternetMarke6nginCanada2. OverviewofBlog
• Analy6cs&Metrics
3. BusinessReview• Findings
4. Recommenda6ons&Ra6onaliza6on• Choiceinternetmarke6ngtools&strategies
Internet2.0
Whyisitimportant?BecauseEVERYONEisonline!Canadiansespecially…
• Canadianswerethemostengagedusersintheworldin2010• Morehoursonline/person• Moresitevisits/person• #2forpages/visit
• BroadbandConnec6on:WorldLeaders• 2000–12%• 2008–81%
IAMCANADIAN…
• Evensplitbetweenmalesandfemales• Differintypesofsitesvisited
• Incomeisalmostirrelevant
• Ages25‐54=55%ofusers
• Evendistribu6onacrossprovincesinUsage:Popula6onra6o
• SocialMediadominates• Directories• Newspapers• Technology• Movies/Entertainment
Growth&Opportunity
• Video YouTubebrandchannels Videocontentisdomina6ngtheweb
• 55yo+ 12%increaseinusers
• SocialNetworks Crea6ngConversa6ons
Mobile2.0?
Everyonehasaphone!
• IncreaseinSmartPhonepurchases
• Technology:CanusephonetoPay
• Increasedconsumertrust
• Accessibleandconvenient
For the Love of Writing…
Topic:Reading,wri*ng,andpublishing.
Why?
• BecauseIamabookaddict!
• PostGraduatecourseCrea*veBookPublishing
Persona
Hello!MynameisEvelyn. Iama25yearold book loving, wine drinking, craPsmaking, chocolate ea*ng, itchy feetpossessingCanadian,livinginTorontoandlovingmy life. Likemostpeople, inordertopaymyrent,Ispendmydayspu"eringabout in an office, where I secretly readbooks under my desk, drink horrificamounts of coffee, espresso, andcappuccino, all while looking terriblyinterested in spreadsheets and targets.Myfirstandgreatestlovehasalwaysbeenliterature,andmydream is tocontributeto the literary landscapewith a piece offic*on of my own. I am an unashamedBook Snob, and I will be as relentless inmyaddic*onashumanlypossible.
TargetMarket
BlogPostTitles
1. Procras*na*on&Fear2. E‐bookse‐vil?3. CanadaReadseh?4. WhatGoodisaBookReview?5. Sowhatexactlyisanovel?6. TopBookReviewSites7. HighestPaidAuthorsof20118. Ineedagoodbooktoaddtomy
readinglist!Help!9. KeepTorontoReadingFes*val10. The49thShelf:TheCanadian
LiteraryScene11. Amazonvs.Apple:IsThere
ReallyaPriceFixingWar?12. Crea*veBookPublishing:
HumberCollege
h"ps://www.facebook.com/4theloveofwri*ng
@4LoveofWri*ng
• Steadyincreaseinfollowers
• InconsistentTweets
• Increaseduseofmen6ons&hastags
h"p://www.youtube.com/user/fortheloveofwri*ng8
h"p://pinterest.com/tu"ysarah/
DidnotaddtraffictoblogIll‐matchedSocialMedia
KeyLearning’s‐ Mostappropriatesocialnetworksfortheblog‐ RequireDAILYefforts‐ Timed/scheduled‐ FacebooklinkedtoTwieer
SEO&ContentAclearfocus/direc6onSharelinks
• ContentisKing!• Mobileconversion
Website:YES,YES,YES!
TargetMarketNeedscontentWillingtobeengagedGimmick'swillnotwork
Added‐value
– Wri6ngprompts– Wri6ngcontestupdates
– Twieerfeed– DiscussionForum
– DailyWri6ng6ps
– Bookreviews
Content&Focus– Twieerfeed– 2posts/wkminimum
– Tipsonwri6ngandhowtogetyourworkpublished.
– AffiliateAdCampaign
Blog:WheretoImprove
SocialMedia‐Campaign‐Createconversa6on‐Regularac6vity
PostSEOTitle
SearchablewordsRepeatedinfirstandlastsentenceUsewordsaslabels
LabelsUseofGoogleAdwordLevelofcompe66venessHowarepeoplesearchingforyourtopic?
Alwayswritethepostfirst,op1mizeita4er!
PPCAdCampaign• Targetfocusonwriters
• Stress‘newsy’content:wri6ngpublica6on
• Keywordselec6on
• Avg.Cost/Click0.17‐0.20cents
DisplayAdCampaign
Top10Websites
• Amazon• Quill&Quire• Readerviews.com• Google&Bing• OnaBookBender• TheBookSeller• PublishersWeekly• Idealog• Readerviews• ZouchMagazine
PRMARKETING
Introduc6onofMicrosite
Inrela6ontoevents
Importantcontentaddi6ons
Drivetraffictosite Regularupdates Createevents/informofupcomingevents Interestpieces Addedinterestlinks
E‐MAILMonthlynewsleeer
MobileApp:No
• Needtoprovidefunc6onality
• CanIaddvalue?
• Androidvs.iPhone
• $$Expensive$$‐Moneybeeerspentelsewhere?
Summary‐ Content,Content,CONTENT!
‐ SEO
‐ Appropriatesocialmediausage
‐ Createconversa6ons
‐ Knowyourfocus&audience