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Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 1
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How Do I Reach My Customers?
Direct and consumer marketing for publishers
Social Media Marketing
Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 2
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Social Media
Direct and consumer marketing for publishers
Me, myself and I
Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 3
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Social Media
Direct and consumer marketing for publishers
In the past was no dialogue between publisher and
customer – the only form of dialog were the number of sales
Author Publisher Bookstore
Customer
Customer
Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 4
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Social Media
Direct and consumer marketing for publishers
Today there are dialogues between all parties
Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 5
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Social Media
Direct and consumer marketing for publishers
These dialogues happen through
Social Media. Do you want to be
part of the party? Foto: David Domingo http://www.flickr.com/photos/61085800@N00/97519096
Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 6
Social Media
Direct and consumer marketing for publishers
What exactly is social media?
Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 7
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Social Media
Direct and consumer marketing for publishers
The paradigm shift: From outbound marketing…
Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 8
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Social Media
Direct and consumer marketing for publishers
The paradigm shift: …to inbound marketing
Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 9
http://marketinggovernance.com
Social Media
Direct and consumer marketing for publishers
Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 10
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Social Media
Direct and consumer marketing for publishers
The communication
shift:
digital, mobile & social
Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 11
Social Media
Direct and consumer marketing for publishers
The communication
shift:
digital, mobile & social
Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 12
Social Media
Direct and consumer marketing for publishers
Social Web is a general term for
new, social interactions on the
internet between customers.
Social Media describes the tools,
plattforms and systems which
customers are using to
communicate among themselves.
Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 13
Social Media
Direct and consumer marketing for publishers
The most important fact about Social Media:
It‘s for dialogue, not for monologue, it‘s for reputation, nor for selling
Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 14
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Social Media
Direct and consumer marketing for publishers
Why should Publishers
use Social Media
for customer communication?
Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 15
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Social Media
Direct and consumer marketing for publishers
Nowadays publishers aren‘t the leading multiplicators
and opinion-formers. Instead of purchasing content at
or seeking information from publishing houses,
customers adress other customers, for example via
social networks. Exchanges happen in online-based
communities and customers prefer recommendations
of other customers, not of recommendations of
publishers.
In short: publishers have lost their leading
role in the context of content, everyone can be
a publisher in the digital age.
Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 16
Social Media
Direct and consumer marketing for publishers
Or, in other words:
we have to fish
where the fishes
(= customers) are…
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fundamental
changes
Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 17
Social Media
Direct and consumer marketing for publishers
Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 18
Direct and consumer marketing for publishers
1. Great importance of the knowledge about our
customers and their needs: publishers cannot
afford to blindly produce products for more and
more segmented and detailed markets
Social Media
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Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 19
Direct and consumer marketing for publishers
2. Things (that
means: our products)
that cannot be found
in social networks or
search engines
enriched with social
recommondations
don‘t exist in future
Social Media
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Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 20
Social Media
Direct and consumer marketing for publishers
Discoverability:
Where‘s the book?
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Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 21
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Social Media
Direct and consumer marketing for publishers
“There are numerous ways to
discover books, yet online
book discovery
continues to be one of the
biggest challenges that
publishers, authors, and
booksellers face.”
Judith Rosen
Publishers Weekly
Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 22
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Social Media
Direct and consumer marketing for publishers
Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 23
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Social Media
Direct and consumer marketing for publishers
Future book-purchasing Platforms Pirates Publisher
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Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 24
Social Media
Direct and consumer marketing for publishers
Social Media Marketing
Do It Yourself (in plain english)
Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 25
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Social Media
Direct and consumer marketing for publishers
Define your target audience and know your
products
Define your targets (brand, traffic to your website, leads, more customers,
more revenue from your customers, followers, fans)
Define your communication channels based on your targeted audience
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Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 26
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Social Media
Direct and consumer marketing for publishers
Identify multipliers and influencers (sometimes it’s easier to let blogger do your job – perhaps they have a wider range than you)
Determine ressources and budgets
Define workflows, tools, editorial
calendar – and the social media policy for the
employees
Measure your target
achievement
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Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 27
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Social Media
Direct and consumer marketing for publishers
Will Social Media
make us rich?
Wrong question!
More important is what
will happen if publishers
don‘t have dialogue with
their customer ?
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Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 28
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Social Media
Direct and consumer marketing for publishers
Social Media Marketing
Examples (a very small amount)
Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 29
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Social Media
Direct and consumer marketing for publishers
Penguin USA: Mini book club meetings with the author on Twitter
Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 30
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Social Media
Direct and consumer marketing for publishers
HarperCollins: connected Tumblr blogs
Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 31
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Social Media
Direct and consumer marketing for publishers
Chronicle Books: Tumblr blog
Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 32
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Social Media
Direct and consumer marketing for publishers
Hanser Verlag: Publisher Michael Krüger on YouTube
Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 33
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Social Media
Direct and consumer marketing for publishers
100freunde.de: Crowdfunding for books
Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 34
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Social Media
Direct and consumer marketing for publishers
Hermann Schmidt Verlag: Beautiful typography on Pinterest
Steffen Meier Frankfurt Book Fair Frankfurt Academy Oktober 2013 35
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Social Media
Direct and consumer marketing for publishers
Springer: Every specialist field in multiple channels
Sometimes less is more…
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Social Media
Direct and consumer marketing for publishers
