$dbw social amplification in publishing webinar v1.5
TRANSCRIPT
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Driving Discoverability, Engagement, and Revenue
In The Publishing Industry(Part 2)
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Murray IzenwasserMarketing Practice Lead &
Co-Founder
Biztegra (www.biztegra.com)
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Each of you should have 1000(?) fans.
That will automatically purchase every new book you publish.
The day it publishes.
And (hopefully?) tell people about it.
Your Goal:
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When Someone Shares Something Of Yours, That Is A
Big Event.
It Truly Is.
And It Needs To Be Treated As Such.
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SET UP REAL
SOCIAL SHARING
RICH PINSTWITTER CARDSOPEN GRAPH
GOOGLE+
(AMPLIFICATION)
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Facebook / Open Graph
(9 Months ago)
(http://algonquin.com/book/purple-hibiscus/)
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Facebook / Open Graph
(9 Months ago) (http://www.penguin.com/book/concealed-in-death-by-j-d-robb/9780399164439)
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Facebook / Open Graph
http://www.crcpress.com/product/isbn/9781926895505
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title
book
author
isbn
release_date
tag
genre
Language
page_count
rating
release_date
Sample
Image
Quotes
rates,
Reads
wants_to_read
Facebook / Open Graph
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Facebook / Open Graph
<head prefix="og: http://ogp.me/ns# fb: http://ogp.me/ns/fb# books: http://ogp.me/ns/books#"><meta property="fb:app_id" content="302184056577324" /><meta property="og:type" content="books.book" /><meta property="og:url" content="Put your own URL to the object here" /><meta property="og:title" content="Snow Crash" /><meta property="og:image" content="http://en.wikipedia.org/wiki/File:Snowcrash.jpg" /><meta property="og:description" content="In reality, Hiro Protagonist delivers pizza for Uncle Enzo’s CosoNostra Pizza Inc., but in the Metaverse he’s a warrior prince. Plunging headlong into the enigma of a new computer virus that’s striking down hackers everywhere, he races along the neon-lit streets on a search-and-destroy mission for the shadowy virtual villain threatening to bring about infocalypse. Snow Crash is a mind-altering romp through a future America so bizarre, so outrageous…you’ll recognize it immediately." /><meta property="books:isbn" content="0553380958" /><meta property="books:rating:value" content="Sample Rating: value" /><meta property="books:rating:scale" content="Sample Rating: scale" /><meta property="books:author" content="http://samples.ogp.me/344562145628374" />
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Twitter Cards
http://www.randomhouse.com/book/206876/embassytown-by-china-mieville
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Types of Twitter CardsSummary Card
Default Card, including a title, description, thumbnail, and Twitter account attribution.
Summary Card with Large ImageSimilar to a Summary Card, but with a prominently featured image.
Photo CardA Card with a photo only.
Gallery CardA Card highlighting a collection of four photos.
App CardA Card to detail a mobile app with direct download.
Player CardA Card to provide video/audio/media.
Product CardA Card optimized for product information.
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Twitter Card
<meta name="twitter:card" content="14360757:summary"><meta name="twitter:site" content="@penguinrandom"> <meta name="twitter:site:id" content="14360757"><meta name="twitter:text:title" content="Embassytown by China Mieville"><meta name="twitter:url" content="https://www.randomhouse.com/book/excerpt-viewer/?view=excerpt&isbn=9780345524508"><meta name="twitter:url:preview" content="https://www.randomhouse.com/book/excerpt-viewer/?view=excerpt&isbn=9780345524508"><meta name="twitter:text:isbn" content="9780345524508"><meta name="twitter:text:cta" content="Start reading"><meta name="twitter:text:description" content="NEW YORK TIMES BESTSELLERIn the far future, humans have colonized a distant planet, home to the enigmatic Ariekei, sentient beings famed for a language unique in the universe, one that only a few..."><meta name="twitter:image" content="https://images.randomhouse.com/cover/9780345524508?&height=145">
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Rich Pins
Not Rich
Not Rich PublisherTitleTitle & Author
Rich Description
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url
title
price
currency_code
provider_name
description
brand
product_id
availability
quantity
standard_price
sale_start_date
sale_end_date
product_expiration
gender
geographic_availability
color
images
related_items
referenced_items
rating
rating_scale
rating_count
Rich Pins – What Can You Set?
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If you have set up
Open Graph metatags
you are basically set up for Rich
Pins.
(But You Could Do More.)
Rich Pins – So Easy!
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How Does it Figure Out What To Share?
Google+
1. Schema.org / Structured Data2. Open Graph3. Title and meta “Description” tags4. Best Guess
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<!-- Update your html tag to include the itemscope and itemtype attributes. --><html itemscope itemtype="http://schema.org/Book">
<!-- Place this data between the <head> tags of your website --><title>Page Title. Maximum length 60-70 characters</title><meta name="description" content="Page description. No longer than 155 characters." />
<!-- Schema.org markup for Google+ --><meta itemprop="name" content="The Name or Title Here"><meta itemprop="description" content="This is the page description"><meta itemprop="image" content="http://www.example.com/image.jpg">
<!-- Twitter Card data --><meta name="twitter:card" content="summary_large_image"><meta name="twitter:site" content="@publisher_handle"><meta name="twitter:title" content="Page Title"><meta name="twitter:description" content="Page description less than 200 characters"><meta name="twitter:creator" content="@author_handle"><!-- Twitter summary card with large image must be at least 280x150px --><meta name="twitter:image:src" content="http://www.example.com/image.html">
<!-- Open Graph data -->
<meta property="fb:app_id" content=" Facebook numberic ID " /> <meta property="og:type" content="book" /> <meta property="book:release_date" content="2014-02-25" /><meta property="book:isbn" content="9781926895505" /> <meta property="og:title" content="Title Here" /><meta property="og:url" content="http://www.example.com/" /><meta property="og:image" content="http://example.com/image.jpg" /><meta property="og:description" content="Description Here" /><meta property="og:site_name" content="Site Name, i.e. Moz" /><meta property="fb:admins" content="Facebook numberic ID" />
The Code:
From: http://moz.com/blog/meta-data-templates-123
www.schema.org
http://www.google.com/webmasters/tools/richsnippets#
https://developers.pinterest.com/rich_pins/
https://dev.twitter.com/docs/cards
http://ogp.me/
http://bit.ly/biztegraOGBook
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Points of Content• Sign Author• Author Writing • First Draft / Manuscript• Cover Art• Book Art• Charts / Diagrams / Maps• Book Matter (Front/Back)• Author Speaks / Readings• Conferences• Pre-order Available• Release• Reviews (Editorial, Reader,
Endorsements)• Author Interview• Book Promotions• …
• Blog Posts
• Tweets
• Videos
• Images
• Podcasts
• GIFs
• Memes
• Comics / Cartoons
• Infographics
• …
Types of Content
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Editorial Questionnaire / Inventory• Publisher Social Media Accounts• Authors’ Social Media Accounts• Authors’ Web Sites / Blogs• Images• Videos• Events
– Organizational– Industry– Genre– Fan– Author
• News• Speaking Engagements
– Publisher– Author
• Publishing Calendar / Schedule• Other?
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Editorial Calendar•Day• Publish Date•Due Date•Draft Complete
Date•Author/Assigned to•Article type• Possible Title• Keywords• Topic/Category• Primary Topic• Related Book(s)• Topic Notes•Video?• Image(s)?• Links• Sites Posted To•Uploaded by•Other Comments
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Murray IzenwasserMarketing Practice Lead &
Co-Founder
Biztegra (www.biztegra.com)
Publishr (www.publishr.biz)
[email protected] Publishr.biz
is a Marketing and Technology Agency Focused on the Publishing Industry
We also have an online marketing platform for Publishers called
(find out more and book a demo at publishr.biz)
