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SOCIAL MEDIA MARKETINGFor publishing houses
Final MA dissertation by Julia Zanoletti
AIM OF THE ENQUIRY
01. 02.
How gamification has changed editorial content.
Usefulness of social networks for promotional campaigns of publishing houses.
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“Places are designed as fluid, dynamic and plastic dimensions. They can be converted,
overturned, renewed”Anna Antoniazzi
Contaminazioni. Letteratura per ragazzi e crossmedialità, Apogeo, 2012
Gamification for a new profits cycle
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01
Italian case study: Geronimo Stilton World
Readers can publish short stories and articles using editing tools provided by the online platform.
Videogames (MetamouseAdventures and Il granderitorno) consolidate the engagement of young and loyal fans.
Book trailers can be voted, shared and recommended.
A social network for kids inside the website. Kids can create their own profile whose safety is certified by the trustworthiness of the brand.
SELF PUBLISHING GAMIFICATION
FAN COMMUNITY GERONIMO-PROFILE
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Results
PROFITS
ENGAGEMENT
GREATER FANS FOR LONGER
TIME
PROFITS
GREATER FANSFOR LONGER TIMEENGAGEMENT
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Young readers feel involved. Parents consider Geronimo Stilton a highly reliable brand for the fun and the growth of their children.
Creating a ‘kids social network’ extend the loyalty of 10-13 years target. It also keeps and elicits the main target’s attention (6-10 years old).
Online social engagement increases the time spent on the website, so that the brand’s demand can be kept always at a high level.
English case study: Pottermore
Exclusively managing the e-book version of Harry Potter by increasing the value of J. K. Rowling’s copyright.
Media franchise set out in March 2012. The ‘gaming approach’ has been chosen as the crucial tool to meet the interest of the future generation of readers.
COPYRIGHT
Long term loyalty project.
FOREVER FAN
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AIMS:
Strategy
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ENHANCED HOGWARDS
The user lives a full immersion in
Hogward’s world. He can follow
witchery lessons and edit his own
fiction. Extra contents can be
discovered through videogames.
The Book of Spells, created in co-partnership with Sony. Is a Playstation3 videogame made up with a software of augmented reality which displays the magic features of the narrative on a screen.
GAMIFICATION
After two weeks from the launch:
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22 millions
1 billion
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Print Ads
Print Ads
7 millions25 min
visits
unique visitors
views
page viewed
time on the website
registered users5 millions
Achievements
Long-term loyalty of the readers
Elicit the interest of next generations
Get the attention of people who don’t read but surf everyday on the Internet.
Providing a new sales cycle coming from the e-book online selling.
FAN
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Charles Redmayne, Pottermore CEO
https://www.youtube.com/watch?v=iGgunhBwJ24
01
02 PROFITS
Promotional campaigns through social networks
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02
How can social networks be useful in a promotional campaign?
What kind of achievements can a transmedia storytelling attain?
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“The logic is, if doesn’t spread, is dead; that’s the central theme.
The content that can’t be spread, can’t be circulating by your audience, is effectively cut off from the major conversation the
culture is having through the social media”
Henry Jenkins, Lucerna, June 2012
Creating a transmedia storytelling able to reach a niche audience.
Social networks for a long term,budget- free promotional campaign.
Case study 01.The Fantastic Flying Books of Mr. Morris Lessmore
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CA crew of creativeswith a low budget.
IDENTITY AIM STRATEGY
Products
Winner of the Oscar Award for best short animated
film.
It spreads and fuels the interest of a niche
audience (indie culture lovers).
Enhanced book. Sold as an app for iOS (4,49€; 4,99$).
SHORT FILM PAPER BOOK APP
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Social media campaign
TEASING
The trailer of the enhanced book was edited on YouTube.
VIRAL BUZZ
A FAN’S BRAND
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The trailer was shared online and it induced an online word of mouth. Parents started to edit videos on which they recommended Mr. Lessmore app, showing their love for the product.
Mr. Lessmore’s fans made crafts inspired by the story.
Step 01.
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Step 02.
COMMUNITY
The use of social networks has built a participative community of readers, parents, teachers, librarians, tech lovers and creatives.
TWITTEROn Twitter, Mr. Lessmore has become a mediatic icon through which people can talk about the pleasure of reading and learning.
Social media campaign
Achievements
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Facebook and Twitter helped a nicheproduct reaching its main target. They’veturned customers into a loyal fanscommunity.
Better chance to extend the target.
Customer loyalty built everyday.
Promotional costs knocked down.
Prompt infos on the evolution of the audience.
Black Box is a short story all written in tweets by Jennifer
Egan. It’s been firstly published, both on paper and online, by the
New Yorker.
The Italian publishing house Minimum Fax bought and
translated it, editing the tweets online.
Twitter became a tool for a transmedia promotional
campaign.
Case study 02.Black Box
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Minimum Fax campaign
IDENTITY FACEBOOK
Account since 2008 but rarely used.
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1 32
The company has always invested in experimental storytelling and new
communication patterns.
A previous viral campaign realized for A Visit from the Goon
Squad by Jennifer Egan.
Aims and Strategy
brand image
teasingloyalty
+ selling
viral buzz+ readers
Social Media
AIMS
STRATEGY
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reaching a new target segment for the launch of Look at Meincreasing the selling of Jennifer Egan’s titlesrewarding loyal readersget a stronger brand image
viral buzz on Twitter and Facebookteasing through the editing of extra content every day
The promotional campaign
Paper press of Look at Me
October 22th -31
2012
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*
paper press of Black Box
* A discount on Look at Me for customers who bought Black Box. This project wasn’t eventually realized due to problems with the Italian distributor Book Republic.
Twitter campaign, from the 25th to the 31 of October, 2012.24 tweets per night, each one published every two minutes.
1st of November: Black Box’se-book is sold at 1.99€
Preview of Look at Me on Twitter and
Results
The retweets instantly reached a wider audience who had never heard about
Jennifer Egan.
Reading the tweets became a rite to share. The seriality of the chapters teased the followers,
eliciting the same suspense of a TV series.
01. Readers reaction
VIRAL BUZZ A SOCIAL RITUAL
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Results
22,540 followers at the end of 2013
8,500
22,540
spring 2012
fall 2013
28,800 5,600
Sold copies of A Visit from the Goon Squad at the end of 2013.
The Twitter campaign has spread Mrs. Egan’s audience.
Sold copies of Look at Me.
discards
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02. Twitter and copies sold
Almost nobody stopped following Minimum Fax
profile during the campaign.
Results
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THE RADERIS THE BEST TEASER
03. The long tail of online comments
The Black Box campaign provided a pattern of viral buzz, giving Minimum Fax the chance to count on long-term
online conversations all focused on Jennifer Egan.
This pattern was used also for the launch of another title, Fine impero by
Giuseppe Genna.
Conclusion
18€A Visit from
the Goon Squad
18€Look at Me
7.50€/1,99€
Black Box
THE GOOD BUZZ
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In a long term outlook, customers who buy Black Box increase the
selling of other Egan’s titles, as well as the amount of their purchases.
As a matter of fact, most of the fans have discovered Jennifer Egan online, it’s on the social networks that they
share their enthusiasm with Minimum Fax, and it’s always online that they recommend A Visit from the Goon
Squad and Look at Me.
They read the Twitter
comments and become
fansa fan spends 5 times more than his first
purchase
Reach
Amount of money spent by customers whodiscover Jennifer Egan.
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For a future publishing. The Silent History
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WHAT IS IT COMMENTS
“Tecnology is intended to serve the story„Eli Horowitz
Serialized storytelling with a plot fixed by the authors Eli Horowitz, Russell Quinn and Matthew Derby.
Each episode is built around a real place in the United States and can be discovered through a GPS technology.
Readers who are in one of the places described in the episodes can read the chapters and then publish their on story about that place.
“There is something wonderful about having an app like this that slowly reveals a bit of the story everyday. I am always looking forward to each new part.”Skillz4201
“I lived this wild ride and was surprised by more haunting ending. This is a paradigm shifter for apps and storytelling.”Carmen1963
Comments published on iTunes.
Julia Zanoletti
“Content is simply a resource we use to communicate with each other. It’s a
vehicle through which we express our sense of the world, and so in that sense
what people do with your content is the central thing.”
Henry Jenkins
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Thank You
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