Seth Godin urges us to back-up one day of the year, like today.
Don't be a fool.
Friday, April 1, 2011
Thursday, March 31, 2011
How to find the audience for a book publisher
Q. Tony Levelle
How do I find the audience for a book publisher? Is it the thousands of readers? Is it bookstore owners? Is it the distributor who prints and wholesales the books? Book reviewers? Who?
...you have multiple separate conversation topics happening. How you address a bookstore to convince them that your product is worth carrying on the shelf, assuring them that you have supportive publicity efforts established to move the product, will be different from the message you send to an individual consumer. It's possibly different for a consumer who wants to purchase the book in physical form than it would be from a consumer who now only wants digital versions.
Identifying your business marketing goals and following backwards through the supply chain should help identify the segments you need to reach with separate messages. Of course there's overlap that will happen. Your messages to book distributors are so specific that they'll go into trade publications (if speaking about traditional publicity) but an article that creates awareness in general film-industry consumers may be seen widely by the targeted audience (consumer) and by bookstore owners and distributors.
Braden Wright, "The Messaging Coach" in the Social Media Marketing Boot Camp
A. Seth Godin
'Our customer is the reader, not the bookstores.'
(Where is source on this? I remember Godin answering this in a Q and A about his Domino publishing venture.)
How to get thousands of friends and followers
Q. Emily Bond:
How do you win friends (on Facebook) and influence people (on Twitter)? In the early stages of a social media campaign, how do you creep into the thousands? What's a reasonable time frame?
A. Patrice Yursik:
...to creep into the thousands you have to build buzz. How do you build buzz? By joining popular conversations on Twitter. By writing about hot button, timely topics. By using your contacts. By building relationships with popular bloggers, commenting on other bloggers blogs and offering to share information and posts with them.
My first thousand readers came from being a regular commenter on popular blogs, and when it was my turn, the creators of those blogs were only too happy to talk about me to their readers. So start reaching out!
From MediaBistro Social Media Marketing Boot Camp
How do you win friends (on Facebook) and influence people (on Twitter)? In the early stages of a social media campaign, how do you creep into the thousands? What's a reasonable time frame?
A. Patrice Yursik:
...to creep into the thousands you have to build buzz. How do you build buzz? By joining popular conversations on Twitter. By writing about hot button, timely topics. By using your contacts. By building relationships with popular bloggers, commenting on other bloggers blogs and offering to share information and posts with them.
My first thousand readers came from being a regular commenter on popular blogs, and when it was my turn, the creators of those blogs were only too happy to talk about me to their readers. So start reaching out!
From MediaBistro Social Media Marketing Boot Camp
The dog is better
Our little white dog is doing better today. He's still kind of listless, but he is improving.
Learning the skills and language of social media
People often become frustrated and overwhelmed when they try to learn social media. I think it helps to put the skill in perspective, chill out, and take it easy.
Learning to use social media is a lot like learning a new language. Say, for example, Spanish.
1. You only learn it by speaking.
2. You are going to make mistakes.
3. It takes about two years of consistent practice to get fluent.
Trying to speak Spanish overnight will only lead to failure and frustration. Trying to learn it by just reading a book will only lead to failure and frustration.
The only way to become fluent is to study, practice, and immerse yourself in the culture for a couple years.
Yes, some people can learn a language in five weeks. I had a friend like that once. He spoke 22 languages fluently, and was learning Swahili for fun. It takes the rest of us a little longer.
Learning to use social media is a lot like learning a new language. Say, for example, Spanish.
1. You only learn it by speaking.
2. You are going to make mistakes.
3. It takes about two years of consistent practice to get fluent.
Trying to speak Spanish overnight will only lead to failure and frustration. Trying to learn it by just reading a book will only lead to failure and frustration.
The only way to become fluent is to study, practice, and immerse yourself in the culture for a couple years.
Yes, some people can learn a language in five weeks. I had a friend like that once. He spoke 22 languages fluently, and was learning Swahili for fun. It takes the rest of us a little longer.
Patrice Yursik answers my Big Questions
Patrice Yursik (aka the MediaBistro Twitter Queen) answers my "big question" for the MediaBistro Social Media Marketing Boot Camp.
We all got to ask one Big Question of the advisors, and mine was:
How do you identify the people in your audience? ...how do you 1) identify those people. 2) find out where they hang out online 3) strike up conversations with them. 4) make it easy for them to find you.
Patrice replied:
1 and 2 - The only thing that's truly worked for me is research. So for example, your hoped-for audience would be very interested in film from a critical and intellectual perspective. Start out by identifying the biggest names in your area of interest. For you, those people would likely be film critics so you might want to begin with following Roger Ebert, Peter Travers, Richard Roeper, the guys from Ain't It Cool News...whoever is a known quantity in your space, follow them. If you aren't sure who from a particular website or publication is online, just Google their name, and Twitter to see if they have an account, or a Facebook fan page you can join. RE: Google and Twitter, I find this is more effective than using the actual Twitter search bar. Once you've found your key players, see who they're talking to, and maybe follow them or "like" their fan page. They're most likely having those helpful conversations right now and you might be able to introduce yourself and join in.
3 - In terms of striking up conversation, think of it like you're at a really crowded party and the person you want to communicate with is most likely surrounded by an active group of people already trying to talk to them. (Roger Ebert's Twitter comes most immediately to mind). How do you stand out from the crowd? By either a. saying something interesting, or b. asking that person a question worth answering. Don't be turned off or unfollow them if they don't reply the first time or even the first few times...if you're consistently engaging and interesting, you'll most likely get a response at some point.
4 - to establish yourself as someone who's discussing relevant topics or is a go-to source for **insert topic here** you should make wise use of the Twitter search bar and see what hashtags people are using to discuss what you're interested in discussing. In my particular area of interest, #naturalhair is a popular hashtag - you can also search the hashtag to find people who are worth following and communicating with. It is also worth it to sign up for WeFollow, or any of these:
http://mashable.com/2009/01/30/twitter-people-directories/
We all got to ask one Big Question of the advisors, and mine was:
How do you identify the people in your audience? ...how do you 1) identify those people. 2) find out where they hang out online 3) strike up conversations with them. 4) make it easy for them to find you.
Patrice replied:
1 and 2 - The only thing that's truly worked for me is research. So for example, your hoped-for audience would be very interested in film from a critical and intellectual perspective. Start out by identifying the biggest names in your area of interest. For you, those people would likely be film critics so you might want to begin with following Roger Ebert, Peter Travers, Richard Roeper, the guys from Ain't It Cool News...whoever is a known quantity in your space, follow them. If you aren't sure who from a particular website or publication is online, just Google their name, and Twitter to see if they have an account, or a Facebook fan page you can join. RE: Google and Twitter, I find this is more effective than using the actual Twitter search bar. Once you've found your key players, see who they're talking to, and maybe follow them or "like" their fan page. They're most likely having those helpful conversations right now and you might be able to introduce yourself and join in.
3 - In terms of striking up conversation, think of it like you're at a really crowded party and the person you want to communicate with is most likely surrounded by an active group of people already trying to talk to them. (Roger Ebert's Twitter comes most immediately to mind). How do you stand out from the crowd? By either a. saying something interesting, or b. asking that person a question worth answering. Don't be turned off or unfollow them if they don't reply the first time or even the first few times...if you're consistently engaging and interesting, you'll most likely get a response at some point.
4 - to establish yourself as someone who's discussing relevant topics or is a go-to source for **insert topic here** you should make wise use of the Twitter search bar and see what hashtags people are using to discuss what you're interested in discussing. In my particular area of interest, #naturalhair is a popular hashtag - you can also search the hashtag to find people who are worth following and communicating with. It is also worth it to sign up for WeFollow, or any of these:
http://mashable.com/2009/01/30/twitter-people-directories/
LINKS from Social Media Class = Weeks 1-3
A collection of useful links from the social media class for weeks 1-3. If I don't put them here, I'm going to forget them. Week 4 in another post... this is way too cluttered...
The audience for a book publisher? Braden Wright
How to get thousands of friends and followers. Emily Bond and Patrice Yursik
GalleyCat. Twitter contacts for Everyone In The Book Business.
Mashable. Find 'Em On Twitter.
Ant's Eye View. Social media firm, used by Cisco.
Stephanie Marx presentation on SlideShare.
7 ways to engage with your customers.
Single best way for Writers to become a brand. Kristen Lamb
Got Social Media Policy? (for nonprofits) Beth's Blog
Social Media Policy. (creating one) The Altimiter
Finding your Audience. Patrice Yursik
Where will you engage your audience? Saul Colt, aka 'the smartest man in the world.'
10 Things Seth Godin Taught Me About Social Media, Neal Schaffer
Definition of Twitter Tags The easy Twitter Directory
Measuring Social Media and It's Impact on Your Brand Cisco
Cross Linking SEO FAQ SEO Marketing World
What are twitter lists and how do you use them?
Five steps to a social media strategy. Amy Sample Ward
When Social Media Backfires. New York Times
Cisco Fatty, or Nothing Is Private
NPR's Social Media Strategy
How to create a social media strategy. David Griner
http://oneforty.com/item/tweet-reach#toolkits One Forty is a respected reviewer of listening tools. This link is a list of 30 different Twitter toolkits used by community managers, and appropriate for SMB's. Start with Janet Aronica's Toolkit. She is smart, motivated, and helpful on Twitter. The trick is to a) define the problem and b) then choose the best tools to solve that problem. Just compiling a bunch of metrics will not provide an in depth analysis.
Janet Aronica's Community Manager Toolkit at One Forty
What fans want from social media. (h/t Alison Ashton)
7 ways to destroy your reputation on twitter (h/t Patrice Yurik)
Mari Smith's Top Ten Social Media Tools Facebook expert Mari Smith's top 10 tools
How to use social media to break into the music business
How to use social media to brand yourself as a writer Roy Peter Clark
Building a FaceBook Fan Page #1 free 10 part video series (start at 5). Requires email and account.
Building a Facebook Fan Page #2 another app for building facebook fan page. Requires email and account
Dirty Little Secrets of Search The JC Penny SEO debacle.
KD Paines checklist for social media monitoring
Marshall Sponder Web Metrics guru
Gary Vaynerchuk web page A social media success story. Good example of a page that sells books.
Gary Vaynerchuk facebook page. Key takeaway here is HAVE A CLEAR OBJECTIVE and then A SIMPLE PAGE DESIGN.
Gary Vaynerchuck twitter.
MediaBistro's All Facebook dot com. Landing tab design (Q: still ok since fb went to iFrame?)
Top 75 apps for Facebook Mari Smith
Networked blogs app
21 ways to increase your Facebook visibility Mari Smith
The audience for a book publisher? Braden Wright
How to get thousands of friends and followers. Emily Bond and Patrice Yursik
GalleyCat. Twitter contacts for Everyone In The Book Business.
Mashable. Find 'Em On Twitter.
Ant's Eye View. Social media firm, used by Cisco.
Stephanie Marx presentation on SlideShare.
7 ways to engage with your customers.
Single best way for Writers to become a brand. Kristen Lamb
Got Social Media Policy? (for nonprofits) Beth's Blog
Social Media Policy. (creating one) The Altimiter
Finding your Audience. Patrice Yursik
Where will you engage your audience? Saul Colt, aka 'the smartest man in the world.'
10 Things Seth Godin Taught Me About Social Media, Neal Schaffer
Definition of Twitter Tags The easy Twitter Directory
Measuring Social Media and It's Impact on Your Brand Cisco
Cross Linking SEO FAQ SEO Marketing World
What are twitter lists and how do you use them?
Five steps to a social media strategy. Amy Sample Ward
When Social Media Backfires. New York Times
Cisco Fatty, or Nothing Is Private
NPR's Social Media Strategy
How to create a social media strategy. David Griner
http://oneforty.com/item/
Janet Aronica's Community Manager Toolkit at One Forty
What fans want from social media. (h/t Alison Ashton)
7 ways to destroy your reputation on twitter (h/t Patrice Yurik)
Mari Smith's Top Ten Social Media Tools Facebook expert Mari Smith's top 10 tools
How to use social media to break into the music business
How to use social media to brand yourself as a writer Roy Peter Clark
Building a FaceBook Fan Page #1 free 10 part video series (start at 5). Requires email and account.
Building a Facebook Fan Page #2 another app for building facebook fan page. Requires email and account
Dirty Little Secrets of Search The JC Penny SEO debacle.
KD Paines checklist for social media monitoring
Marshall Sponder Web Metrics guru
Gary Vaynerchuk web page A social media success story. Good example of a page that sells books.
Gary Vaynerchuk facebook page. Key takeaway here is HAVE A CLEAR OBJECTIVE and then A SIMPLE PAGE DESIGN.
Gary Vaynerchuck twitter.
MediaBistro's All Facebook dot com. Landing tab design (Q: still ok since fb went to iFrame?)
Top 75 apps for Facebook Mari Smith
Networked blogs app
21 ways to increase your Facebook visibility Mari Smith
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