Ken's Author's Toolkit

Get more clients/money/speaking
engagements by using social media
to promote your contribution to
The Everything Guide To Mobile Apps
MobileGroove’s Peggy Anne
Salz brings you the world’s
leading experts — including
YOU — to make YOUR app
succeed!
March 2013
#EVERYappKen’s Author’s Toolkit

WE have lift off!
The Everything Guide To Mobile Apps is available for
pre-order and will ship on March 18!
Thank you again for providing your insights. You are listed in the appendix as
an expert contributor, and we have also designed a package of banners, boxes
and badges customized with your name (and that of your company) to help
you spread the word and reap the benefits.

Of course, successful self-promotion requires much more. This is why
MobileGroove has teamed up with Ken Herron, a leading social marketer, to
produce this author’s toolkit.

Follow Ken’s tips and advice to achieve fantastic results, and remember to
share your links and tweets so we at MobileGroove can amplify your impact
using our own social media channels.

Together we can have great and lasting impact!
Ken’s Author’s Toolkit

The countdown starts!
Launch activities: We kick off on March 8 with a 10-day countdown to the release date of March 18.

To this end MobileGroove has partnered with media relations professionals (including Jeff Fishburn
(@jefffishburn) at OnPR1and Sophie Young (@PheeYoung) at éclat marketing2) to outreach to bloggers
and industry influencers to report on the book and/or write a review.

We are compiling a list that we are happy to share.

We also welcome your input, so please feel free to email me (peggy@mobilegroove.com) or Amanda
Roulstone (amanda@mobilegroove.com) the names and details of writers/bloggers/influencers you
think we should contact, and we will take it from there.

Of course, if you would like to reach out to your contacts directly, we can also provide you a review
copy of the book (a collection of excerpts in PDF format). You can circulate this among your
colleagues and community members, and copy us for follow up.

MobileGroove will also launch a microsite to promote all expert contributors and I will be reaching out
to each of you individually for guest columns, exclusive Q&As and video interviews over the next
weeks and months.
The Everything Guide to Mobile Apps: A Practical Guide to Affordable Mobile App
Development for Your Business
3
brings together the diverse insights of mobile professionals,
practitioners, and pundits to identify the market trends, best practices, and lessons learned
in developing, distributing, and marketing mobile apps. The book is available for pre-order on
Amazon at: http://amzn.to/WITAal
4
and Barnes and Noble at: http://bit.ly/XmCayn
5

Taking the plunge into the
publishing waters
To make sure you make a splash with your colleagues and communities
MobileGroove has provided you (attached to this email) a ‘starter pack’
of boxes, banners and badges personalized to your name and company. If you
require a different size artwork or want to include a company name we
missed, then just email us. We’re here to help.

And so is Ken Herron.

To help you promote your expert contribution to the book
and grow your reputation, as an industry authority Ken has
collected top tips from recent blogs and presentations.

So let’s dive in!
Ken Herron is a frequent author and popular speaker on leveraging technology for
marketing, and the leading practices to engage customers online. Follow Ken on
Twitter at @KenHerron, and listen to him on Wednesdays from 4:00 - 5:00 p.m. ET
on the LinkedIn Lady Radio Show with Carol McManus. http://bit.ly/16d2yhl6

#1 Visualize, visualize, visualize
#2 Share. DON’T sell!
#3 Post FRESH content daily
#4 Directly target your key influencers
#5 Leverage your email sig line
You already know that people are social. Well, people are also visual. Read C.C. Chapman’s NMX presentation on
visual content
7
. As C.C. says, “create an emotional response, look for ‘moments’, and share what no one else can.”
Find ways to share your story visually (which is why MobileGroove has provided you with a ‘starter pack’ of impactful
and personalized artwork). It has never been easier post [in real-time if you choose] photos and videos on every
single social network, from your own blog to Instagram.
It’s only natural to want to promote your contribution to the book in every single social post. But you should also
use your blog posts and socialmedia updates to provide valuable insights around the book. Don’t know what to write?
Start off with short posts sharing the key takeaways in your section of the book. Build on this material to provide
your readers with your “top do’s and don’ts”. Compelling content, combined with your own personal story as an
expert contributor, will boost your profile, drive interest and increase your social currency.
How can you keep your content fresh and relevant and continue to promote your contribution to the book? Even if
you’re time-crunched, social media enables you to both share new, original content AND to participate in the larger
discussion in your industry, by showing how the content you contributed relates to current events and trending
topics. Post often and participate in forums at every opportunity.
It used to be difficult to target reviewers, critics, the media, and industry influencers. Now you can engage all of
them directly on social media. Remember, however, the definition of “targeting8
”. This isn’t about “friending”
everyone on the planet. Instead, use tools like Klout9
, Kred
10
, and PeerIndex
11
to identify the social influencers for
your specific niche. Connect with these influencers, and use Twitter Lists to monitor their tweets so you can more
easily engage with them.
And finally, the one place where you absolutely MUST promote your contribution to the
book is your email signature line. Keep it simple. Share your excitement. Remember to use
a URL shortener such at http://bit.ly12
. You can even get fancy with a custom link with the
book’s hashtag (#EVERYapp — http://bit.ly/HASHTAG13
), so you can track the clicks!

Ken’s Cheat Sheet
Remember, YOU are the brand, your book contribution is one of your brand’s
products. Therefore, all websites and social media accounts are in the brand’s
name, YOUR name, and not that of the book (The Everything Guide To Mobile
Apps). However, you should add the hashtag (#EVERYapp) to all your tweets so
MobileGroove can track and amplify them.

So many social networks, so little time (?) Don’t get caught in a spiral of
diminishing return on the time you invest in social media. Instead, focus on the
social networks whose demographics best match your target audience (i.e.,
Snapchat for tweens, Pinterest for women, LinkedIn for professionals, etc.)
Here’s an overview of how you should approach each
social network to drive real results.

Social Network What can you do to grow your audience?
Make sure your profile is complete/up-to-date (including the
book’s hashtagged keywords)
Grow your friends
Comment on topic subject matter experts/social influencers’ posts
Make sure your profile is complete/up-to-date (including your
book’s keywords)
Be sure to ‘like’ and ‘follow’ MobileGroove
Check in to all relevant events
Comment on topic subject matter experts/social influencers’
check ins
Ken’s Cheat Sheet

Grow your connections
Make sure your profile is complete and up-to-date (including your
book’s keywords)
Create circles for:
Target readers
Brand fans
Reviewers
Media
Booksellers
Fellow authors/contributors
Topic area leaders/social influencers
Grow your followers
Make sure your profile is complete/up-to-date (including the book’s
hashtagged keywords)
Post the book’s front and back cover
Post the book’s photos, graphics, and illustrations (including the
‘starter pack’ badge and banner)
Comment on topic subject matter experts/social influencers’ photos

Grow your connections
Make sure your profile is complete and up-to-date
Add the relevant keywords for your book as “Skills” on your profile
Include a preferred purchase link in your post sig line for all group posts
Upload your badge to your Professional Gallery
Ask reviewers to co-publish their reviews as recommendations of the
book (or your contribution) under a new Current Job of “Book Title
Contributor”
Make sure your profile is complete and up-to-date (including the
book’s keywords)
Grow your followers
Pin the book’s front and back cover
Pin the book’s photos, graphics, and illustrations (including your
‘starter kit’)
Pin all book reviews
Comment on topic subject matter experts/social influencers’ pins
Pin photos from all live book events

Make sure your profile is complete and up-to-date (including
the book’s keywords)
Grow your followers
Post infographics/visuals of the book’s content (including the
‘starter kit’)
Comment on topic subject matter experts/social influencers’
presentations
Make sure your profile is complete and up-to-date (including the
book’s keywords)
Grow your followers
Post disposable “flash sale” book discounts [off of retail price] to
accelerate book sales at live events

Grow your followers
Tweet [links to] all book reviews (MobileGroove will also circulate
links for you to retweet etc.)
Proactively engage topic subject matter experts/social influencers
Respond to topic subject matter experts/social influencers’ tweets
You can upload three images to Twitter. Your badge makes an
excellent background photo, so try it for a few weeks :)
Create Twitter lists of:
Brand Fans
Reviewers
Media
Booksellers
Fellow Authors
Topic subject matter experts/social influencers
Note: MobileGroove will also create and share lists so you don’t have to start
from scratch

Grow your subscribers
Create videos of your events, including book signings and readings,
focusing on your audiences’ reactions
Record readers’ oral book reviews
Actively monitor comments

<a href=”[your profile URL]?rel=author”>Google</a>
Google authorship allows you to connect content that you create to your Google+ profile. By making this
connection, you allow searchers to get a number of pieces of information about you right there on the search
results.
It will allow you to tie the content you create to your online identity and provide a snippet full of details about
you as an author. But the real benefit is visibility. Including an author detail snippet in organic search results will
make your content stand out from the rest of the search results and encourage searchers to click on the link.
Links with verified authors often appear higher in search results and will include the profile picture from your
Google+ profile.
Google Authorship can be set up in two simple steps.
First, visit the Profile section of your Google Plus account and click the Edit Profile button. Tell Google that you
are an author for the sites that are posting your content by adding their URLs to the Contributor to section.
Why Google authorship is a BIG deal, and what to do
How to Set Up Google Authorship
It is now time to create a link from your content to your Google Plus page. This can be easily accomplished if you
have email addresses on the same domains as the sites you added to the Contributor to section; visit the Google
Plus Authorship
14
page and enter these email addresses there. Otherwise, you will need to add the following
HTML code to the text of every article you write:
Note that the key piece of code in this link is the “?rel=author” snippet. Authorship will not function if this
snippet is not included in the link.
Test your content to verify that Authorship has been successfully set up by entering one of your article URLs
into Google’s Structured Data Testing Tool
15
. Your Google Plus profile picture, byline, and “More by [your profile
name]” will appear in the mockup search engine result if it has.

And finally,
Books are coming to life on platforms like Kindle, and emerging as THE final step in an effective
self-promotion strategy to cement your reputation as an authority, influencer and subject matter
expert. Forget the business cards in 2013!

Make a lasting impression by telling your prospective client or employer about your contribution to
The Everything Guide To Mobile Apps. Even better if you use Ken’s Author’s Toolkit to generate buzz
around your personal brand.

Whether you’re looking for new customers, more clients, or just more public speaking engagements
in the year ahead, there is no better ‘sales and marketing strategy’ than one that showcases your
expertise and proves your ability to successfully take a great idea from concept to execution. Your
contribution to The Everything Guide To Mobile Apps does both.

Any way you look at it, self-publishing and self-marketing are colliding to create new opportunities for
YOU to drive your brand. We hope we have equipped you with the tips you need to go out there and
leave your mark — and we are always here to help you every step of the way.

All links can be found at:
http://bit.ly/KensAuthorsToolkit
http://onpr.com/
http://www.eclat.co.uk/
http://www.mobilegroove.com/the-everything-guide-to-mobile-apps-for-developers-businesses-
brands-13851
http://www.amazon.com/The-Everything-Guide-Mobile-Apps/dp/1440555338
http://www.barnesandnoble.com/w/the-everything-guide-to-mobile-apps-peggy-anne-salz/1111936115
http://toginet.com/shows/thelinkedinladyshow
http://www.slideshare.net/cc_chapman/how-to-add-photography-into-your-marketing-mix
http://en.wikipedia.org/wiki/Targeted_advertising
http://klout.com/home
http://kred.com/
http://www.peerindex.com/
https://bitly.com/
http://mashable.com/2009/05/17/twitter-hashtags/
https://plus.google.com/authorship
http://www.google.com/webmasters/tools/richsnippets
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