NAWE - social media marketing for writers

@lukequilter

Social Media Marketing for writers

Can you all please stand up…

How do you access the internet?

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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk

Industry statistics

-Please sit if you use only 1 device to access and use the internet

-Please sit if you use only 2 devices to access the internet

-Please sit if you use only 3 devices to access the internet

-Please sit if you use 4 devices to access the internet

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mailto:[email protected]

http://www.sleepinggiantmedia.co.uk


Industry statistics

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Smartphones have become the hub of our daily lives and are now in the pockets of two thirds (66%) of UK adults

1.3 1.2

7.4 The number of internet devices the average British household now owns. Four out of 10 households buying a tablet in the last year.



What I want to talk about

t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk 7



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Content

- Mobile has changed the world…

- Video is going to be big, how can you utilise this channel?

- Social media is much more than just posting random stuff

- It is possible to prevail against some of the larger aggregators online like Amazon

- Finally, how do you tie all these changes together to reach your readers

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We are here.


Just downloaded an ebook

Booked concert tickets online

Looking at book reviews

Looking for local restaurants




The Challenges

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Mobile


Mobile

-How many times does the average person check their mobile phone a day?

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Access to information has changed our purchase process…

Consumer consults an average of

10.4 sources before purchasing 2X

the number consulted just

one year before




94% Smartphone users

looked for local stores nearby

66% Visited a store

26% Made a

purchase in the store




MobileDesktop

“Location”“Hours” “Near Me”

Keywords contained in

searches

Keywords contained in

searches




Mobile changed the world

https://www.youtube.com/watch?v=7I19UQP-26Q



Video - and mobile video

By the time you finish reading this sentence, users around the

world will have uploaded another eight hours of video to

Youtube


Video

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69%

Video will account for

of all online data traffic

by 2017




EMEA’s Video Marketing

40% YoY increase in

people watching YouTube daily since

2014

16m people in the

UK watch online videos every

day

€331m value of the German online Video market

in 2015

Source: comScore VideoMetrix, Desktop only, UK, April 2015




50%

watch time is Mobile

50%




25% of mobile videos

are watched 5 mins or more 42%

of online shoppers use video during pre-purchase

research40 mins

the average mobile video

session

64% of online

shoppers use youtube to find

products




No. 1 Video Platform in the World

1 billion monthly users

Almost 1/3 of all people on the

internet

81% reach of global online

population using video streaming service

400 hours

of content uploaded every minute



How does this impact the way we market to readers


A few things

-You have to optimise for mobile!

- Responsive website

-Content is key to pick up readers in the research phase

- Social media content

- Consider your content in the context of mobile

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Video

-You need to be there…

- It isn’t as difficult as you may think…

- Your consumers are doing it, asking questions

- Remember though, Context

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Your customers

- They don’t go online, they live online

-We don’t measure life in year, days etc, we live it in moments

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Micro moments

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https://www.youtube.com/watch?v=mNltt5_LbG8




Where to start!?

- Each of these moments are opportunities

- Each new technology brings the reader closer to you if you are there

-As ever, we should start with the customer

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In the writing world

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Building momentum

-CUT out ranks amazon on 163 out of 245 tracked authors

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Authors - CUT vs. Amazon

CUT

CUT

AmazonAmazon



https://adwords.google.com/professionals/profile/org?id=017702451200549020354








CUT

CUTCUT

Amazon

Amazon

Amazon












CUTCUT

Amazon Amazon












CUT

CUT

Amazon

Amazon












CUT

Amazon

CUT

Amazon












Site features

- SEO optimised profile page

- Blogging ability

- Transactional site

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The community

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How do you connect with consumers when they aren’t necessarily searching for you?

79% of time online is spent on

outside search across websites, mobile, YouTube

and social

21% of time online is spent

searching

79%

21%




Old habits

- It is all about good old fashioned digital marketing

-Who are you talking to?

-What are their motivations?

-How do they try and reach their objective

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Reader journey

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Where does social fit in this ecosystem?


Awareness

Consideration

Purchase

Loyalty

See Think Do Care



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The author puts a human face behind his writing, allowing his readers to connect with him in a way

reminiscent of oral tradition— a space where audience and author share in the experience of storytelling.


Social should be used

-To build relationships

- To share ideas

- To help build awareness of you and your books

- To contribute to the conversation

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A few rules for social

- It is not about selling at this stage

- It shouldn’t replace your other standard marketing activity

-You should aim to build relevant followers, find key influencers in your space and engage with them

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More than just a book

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Social media

Blogging

Vlogging

Newsletter emails Webinars



Lets tie this all together


Content engagement

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Audience groups Topics Keywords Influencers

Identify

Create

Share

Written

Evaluate

Image Video

InfluencersTracking

and analytics

Create content that will connect and engage

Once created, share it with the people your audience listen too already

As ever, monitor what works and do more of it



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Audience groups

Topics

Gothic Girl Expert Ed

Most used horror weapons

Best horror books based on a true story

Good horror books

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Keywords

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Influencers

Find people already talking about your topic who already have followers

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Share

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Evaluation


To sum up

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Changed

Changed

Focusing on your customer No change

The devices we use to access the internet

The technology and platforms we use to access information

How customers behave offline Changed




To sum up

-Embrace mobile, embrace video, embrace social

-Use technology to Start, join and nurture conversations with your readers

- The book is just the start point, you have to work at building your personality online

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Our services

- Data is information in its Raw or Unorganised form.

- Data can be found anywhere and from pretty much anything.

-With online, data is the best way to understand what users are doing.

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London Kent

St. Pancras Folkestone, Kent

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Thanks for your time, are there any questions?