building author web presence
DESCRIPTION
This workshop was presented at TOC 2010. The workshop covers all aspects of an author's digital platform, with an emphasis on the hub of every author's online presence -- the author website.TRANSCRIPT
Building Author PagesKassia Krozser & Kirk Biglione
Overview
Author information around the web
Author websites
Publisher websites
Retail websites
Challenges and solutions
Helping authors get it right
Why Authors?
Authors Sell Books
What Is an Author Page?
It Depends...
Who Are You?
Author
Agent
Publisher/Publishing Professional
Publicist
Bookseller
Roles
Each Role Has a Different View
Don’t Forget The Users
User roles
Readers/Consumers
Media
Reviewers
Academics
Other authors
Two Views
Publisher View
Author Website
Publisher
Retail
Author View
Author Website
Retailer Publisher
The Author Website
Role of The Author Website
Hub of author’s online activity
Central point of information for readers
Media resource
Key asset in building the author brand
Should be first result when author is Googled
The Basics
Domain name
Basic Content
First, Consider the Reader
Author Information
Bio
Press kit
Contact information
Agent
Speaking Agent
Publicist
Author Content
Blog
Media: video/audio (including podcast)
Interviews
Links to related websites
Book InformationTitle
Cover
Blurb
Excerpt / Sample
ISBN(s)
Publisher
Buy links
Extended Book InfoSeries and related titles
Related media
Interviews
Book Trailers
Link to book mini-site
Reviews
Awards
Marketing Information
Mailing list signup
Event listing
Social media links
Contests
Community
Blog comments
Forums
Wiki
Social features
Content Management
WordPress
Easy to use
Open Source (free)
Social media integration
Design flexibility
Design
WORDPRESS THEME DIRECTORYWORDPRESS.ORG/EXTEND/THEMES/
WOO THEMESWOOTHEMES.COM
WPIZEDWPIZED.COM
Case Study
Bestselling Author with No Website
The Social Web
Social Media
Extends the author’s online presence
Reaches readers in their preferred environment
Not all opportunities are right for all authors
Leading sites require at least a minimal presence
The Problem with Facebook
Add Up the Faux Steph*nie Meyer(s)
What To Do?
Create a Fan Page not Profile
Create pages for author and books
Link directly from official site
Verify with Facebook
Post on unofficial pages directing users to official page
Work with FB to direct traffic to official page
So, What About Twitter?
Best Practices
Reserve the author name on the main networks (Twitter, Facebook, LinkedIn, maybe MySpace)
Consider reserving common mis-spellings
Point profile to official author website
Link author website to active social profiles
Obtain verified accounts where possible
More Author Pages
The Publisher Website
Why author pages?
Readers love authors
SEO for publisher and book
Improves discovery
Improves author relations (when done right)
Core contentAuthor bio
Photo
Web link
Social media links
Upcoming events
Author RSS feed (caution!)
Oh, and books
Publisher Specific ContentAuthor articles
Interviews
Book related extras
Media: audio/video
Mailing lists
Anatomy of an Author Section
Featured Authors
Author Index
On-Site Search
Types of search
Global
Author
Event
Advanced
Appearances
Author Page
Unique Content
Publisher Specific ContentInterviews: Video/Audio
Original articles
Reading guides
Extended story information (character profiles, back story, etc.)
The Retail Website
Why author pages?
Enhanced information for customers
Enhanced discovery = additional sales
Customer engagement, increase time on site
SEO benefits
What we see
Author name
What we’d like to see
Author bio
Author photo
Link to website and social media profiles
Curated content (interviews, media, essays)
Challenges
Aggregating data
Authenticating data
Maintaining data
Challenges &Possible Solutions
Author Metadata
Author Identity
Numbers: Lots of authors
Content Management
Tech-Challenged Authors
Time-Challenged Authors
Apathy
What To Do When an Author Opts Out?
Just Say No
Helping Authors Get It Right
Who’s Responsible?
Digital Assessment
Domain name
Website
Is it usable?
Is it current?
Social media presence
Quality and frequency of interaction
Website Checklist
Domain name
Hosting
Core content: Bio,Photos, Press Kit, Bibliography
Site management (WordPress or other OS CMS)
Usability and accessibility review (includes browser support & mobile)
Design options (premium themes)
Create Support Resources
Author portal
Digital concierge
Digital media training
Questions?Kassia Krozser: [email protected]: @booksquare
Kirk [email protected]: @kirkbiglione
Booksquare Universitybooksquareuniversity.com