nawe - social media marketing for writers
TRANSCRIPT
@lukequilter
Social Media Marketing for writers
Can you all please stand up…
How do you access the internet?
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Industry statistics
-Please sit if you use only 1 device to access and use the internet
-Please sit if you use only 2 devices to access the internet
-Please sit if you use only 3 devices to access the internet
-Please sit if you use 4 devices to access the internet
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Industry statistics
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Smartphones have become the hub of our daily lives and are now in the pockets of two thirds (66%) of UK adults
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7.4 The number of internet devices the average British household now owns. Four out of 10 households buying a tablet in the last year.
What I want to talk about
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Content
- Mobile has changed the world…
- Video is going to be big, how can you utilise this channel?
- Social media is much more than just posting random stuff
- It is possible to prevail against some of the larger aggregators online like Amazon
- Finally, how do you tie all these changes together to reach your readers
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We are here.
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Just downloaded an ebook
Booked concert tickets online
Looking at book reviews
Looking for local restaurants
Mobile
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Mobile
-How many times does the average person check their mobile phone a day?
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Access to information has changed our purchase process…
Consumer consults an average of
10.4 sources before purchasing 2X
the number consulted just
one year before
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94% Smartphone users
looked for local stores nearby
66% Visited a store
26% Made a
purchase in the store
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MobileDesktop
“Location”“Hours” “Near Me”
Keywords contained in
searches
Keywords contained in
searches
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Mobile changed the world
https://www.youtube.com/watch?v=7I19UQP-26Q
Video - and mobile video
By the time you finish reading this sentence, users around the
world will have uploaded another eight hours of video to
Youtube
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Video
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69%
Video will account for
of all online data traffic
by 2017
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EMEA’s Video Marketing
40% YoY increase in
people watching YouTube daily since
2014
16m people in the
UK watch online videos every
day
€331m value of the German online Video market
in 2015
Source: comScore VideoMetrix, Desktop only, UK, April 2015
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50%
watch time is Mobile
50%
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25% of mobile videos
are watched 5 mins or more 42%
of online shoppers use video during pre-purchase
research40 mins
the average mobile video
session
64% of online
shoppers use youtube to find
products
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No. 1 Video Platform in the World
1 billion monthly users
Almost 1/3 of all people on the
internet
81% reach of global online
population using video streaming service
400 hours
of content uploaded every minute
How does this impact the way we market to readers
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A few things
-You have to optimise for mobile!
- Responsive website
-Content is key to pick up readers in the research phase
- Social media content
- Consider your content in the context of mobile
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Video
-You need to be there…
- It isn’t as difficult as you may think…
- Your consumers are doing it, asking questions
- Remember though, Context
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Your customers
- They don’t go online, they live online
-We don’t measure life in year, days etc, we live it in moments
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Micro moments
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https://www.youtube.com/watch?v=mNltt5_LbG8
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Where to start!?
- Each of these moments are opportunities
- Each new technology brings the reader closer to you if you are there
-As ever, we should start with the customer
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In the writing world
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Building momentum
-CUT out ranks amazon on 163 out of 245 tracked authors
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Authors - CUT vs. Amazon
CUT
CUT
AmazonAmazon
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CUT
CUTCUT
Amazon
Amazon
Amazon
Authors - CUT vs. Amazon
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CUTCUT
Amazon Amazon
Authors - CUT vs. Amazon
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CUT
CUT
Amazon
Amazon
Authors - CUT vs. Amazon
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CUT
Amazon
CUT
Amazon
Authors - CUT vs. Amazon
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Site features
- SEO optimised profile page
- Blogging ability
- Transactional site
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How do you connect with consumers when they aren’t necessarily searching for you?
79% of time online is spent on
outside search across websites, mobile, YouTube
and social
21% of time online is spent
searching
79%
21%
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Old habits
- It is all about good old fashioned digital marketing
-Who are you talking to?
-What are their motivations?
-How do they try and reach their objective
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Where does social fit in this ecosystem?
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Awareness
Consideration
Purchase
Loyalty
See Think Do Care
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The author puts a human face behind his writing, allowing his readers to connect with him in a way
reminiscent of oral tradition— a space where audience and author share in the experience of storytelling.
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Social should be used
-To build relationships
- To share ideas
- To help build awareness of you and your books
- To contribute to the conversation
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A few rules for social
- It is not about selling at this stage
- It shouldn’t replace your other standard marketing activity
-You should aim to build relevant followers, find key influencers in your space and engage with them
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More than just a book
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Social media
Blogging
Vlogging
Newsletter emails Webinars
Lets tie this all together
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Content engagement
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Audience groups Topics Keywords Influencers
Identify
Create
Share
Written
Evaluate
Image Video
InfluencersTracking
and analytics
Create content that will connect and engage
Once created, share it with the people your audience listen too already
As ever, monitor what works and do more of it
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Audience groups
Topics
Gothic Girl Expert Ed
Most used horror weapons
Best horror books based on a true story
Good horror books
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Keywords
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Influencers
Find people already talking about your topic who already have followers
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Share
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Evaluation
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To sum up
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Changed
Changed
Focusing on your customer No change
The devices we use to access the internet
The technology and platforms we use to access information
How customers behave offline Changed
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To sum up
-Embrace mobile, embrace video, embrace social
-Use technology to Start, join and nurture conversations with your readers
- The book is just the start point, you have to work at building your personality online
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Our services
- Data is information in its Raw or Unorganised form.
- Data can be found anywhere and from pretty much anything.
-With online, data is the best way to understand what users are doing.
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London Kent
St. Pancras Folkestone, Kent
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Thanks for your time, are there any questions?