1. Driving Discovery through Social
Media
Or… What’s the Haps?

2. Book Discovery
 In 2011, half of consumers changed their
book buying behavior
 39% of books were sold online, 26% were
sold in-store
 Of the consumers surveyed, 21% cut
down on their overall book buying, 13%
bought used books, or swapped books
 5% of consumers bought more e-books

3. One Example of Book
Discovery: Goodreads
 Goodreads is a social networking site for book
lovers
 With over 10,000,000 members, Goodreads
is one of the largest websites for readers. It allows
them to discover new books, write reviews,
update their reading lists to include what they’re
currently reading or what they have read, and
interact with others who have the same interests
they do
 Not only that, but Goodreads is a social media
site using OTHER social media sites to gain an
even wider audience

4. The Many Faces of
Goodreads
http://www.goodreads.com
http://www.goodreads.com/blog
https://twitter.com/goodreads
https://www.facebook.com/Good
reads

5. There are 44 different ways
to discover new books
 People who own e-books discover books
differently than those who own tablets, those
who shop online and those who purchase books
at different retailers
 People of all demographics discover books
differently: no two tablet owners will discover
books in the same way just because they own
tablets
 Readers of different genres discover books
differently

6. Imagine This:
 Tablet owners discover new material through free
excerpts on their devices 15% of the time
 Free excerpts are a great way to market to this
audience, since it is the second largest way to
reach them, after word-of-mouth
recommendations
 But not every tablet owner reads the same
genres and can’t be marketed to the same way
 While 15% may discover new material through
free excerpts, readers of young adult fiction only
discover new material this way 6% of the time!

7. Confused Yet?

8. How the heck do I market to
all these people?
 Fantastic question, and one publishers “The secret of
have to deal with every day promotion in the
age of social
 It comes down to knowing your market:
media isn't to
 Know who your reader is promote
yourself. It's to
 Know where you can find your reader
promote others.”
 Know what marketing strategies your
– Tim O’Reilly
reader will respond to

9. The Good Stuff: Social
Media and Publishers
 Social media is one of the best ways for
publishers to get to know their readers
 Since publishers are not just publishing
one book at a time to one specific
person, they need a variety of different
methods to reach their audience(s)
online

10. But I don’t want to talk to a
faceless drone
 Neither do I. In this day and age, publishers can’t
simply create accounts on Facebook or Twitter
and then only post generic information
 Consumers want and expect a more personable
approach
 Online marketing is about the one-to-one
conversation between the consumer and the
business, or, in this case, between the publisher
and the reader
 Companies want to add a new face or voice
online in order to find new ways to interact to
their customers, and get them more involved

11. It’s All About the Personal
 Publishers need a personal
voice in order to be
successful online
 Not only that, but they
need to find a personal
voice that stands out for
readers, because they are
not just competing against
each other, but everybody
else online that’s vying for a
reader’s attention

12. Social Media for Publishers:
the Nitty Gritty
 So how can social media drive value for
publishers? And how can publishers utilize social
media to their advantage?
1) Use social media to source content
2) Drive traffic to main site
3) Build relationships and grow commitment
4) Research new markets and find new customers
http://www.inpublishing.co.uk/kb/articles/social_media_for_pu
blishers.aspx1. Sourcing content

13. Anything you can do I can
do better
 https://twitter.com/i/#!/search/?q=%23readpeng
uin&src=typd
 https://twitter.com/HarperCollins
 http://randomhouse.tumblr.com
 https://www.facebook.com/HarperCollins?fref=ts
 https://www.facebook.com/HarperCollinsCanad
a?fref=ts
 http://www.youtube.com/user/HachetteBookGr
oup?feature=BF

16. In Summation
 Publishers need a personal voice online to be successful
 Publishers should decide how social media can add value
to their business
 Find out where audience is and prioritize accordingly
 Determine who from the company should be in charge of
which channels
 Link back to own site
 Promote social media networks on all media channels
 Participate in discussions
 Publish social content on main website
 Monitor traffic, and then try to quantify its value