social media for writers
TRANSCRIPT
Social Media:The Web Ahead for Writers
Presented by Ian Huckabee
@ihuckabee • @IanHuckabee • @WeejeeMedia • @[email protected]
WeejeeMedia.com
Chief Weejee, Weejee Media
Today’s Agenda
10 AM – 11 AM
The Website• Today’s Web• Website and Blog Basics• Let’s create a blog
11:15 AM – 12:15 PM
Social Media Infrastructure• The social media infrastructure• Monitoring and measuring• Let’s create a Facebook page and
a Twitter channel
1 PM – 1:45 PM
Content Strategy• Content strategy for writers• Facebook ideas• Twitter content curation
2 PM – 2:30 PM
Marketing• Social media marketing• Facebook ads• Google AdWords overview2:30 PM – 3 PM: Q & A
This morning This afternoon
weejeemedia.com/writers
• PDF of these slides• Links to resources mentioned here• Other resources from time to time
The Internet vs. The Web
Sources: Cisco estimates based on CAIDA publications, Andrew Odlyzko
Website• Content Management System (CMS)• Optimize for Search (SEO)• Social Tools for Social Media
Social Media Infrastructure• Set up Branded Social Media Channels• Optimize for Social Media (SMO)• Social Media Matrix
Strategy• Monitoring, Targeting• Message, Engagement, Campaigns• Measurement
Why have a blog?
• So people can find you on the web
• Connect with like-minded people
• Two-way interaction and feedback
• Marketing!
• Book promotion• Online sales channel• Writing practice• Blog about your book• Build an audience• Help build your social
graph
Source: Joann Penn, The Creative Penn
Web page
Blog post About theAuthor
Buy Book!
Buy it today. 704.555.1212
Share this:
Great Keyworded Headline
Cross-promote content between the site and your social media channels.
Introduce content to others people’s social graphs.
Syndicate content automatically to certain social media channels.
The website is easily updated with fresh content.
Blogging Tips
• Blog design• Advertise your books and services• Offer a free giveaway to build your list• Comment on other blogs• Link to your blog from social media
Let’s create a blog.
Time for a break
Social Media Infrastructure
• Branded Social Media channels
• Monitoring tools
• Measuring tools
facebook.com/pages/WeejeeLearning/281241938601910
facebook.com/WeejeeLearning
Quick! Which one would you click?
Social Media Infrastructure
• Branded Social Media channels
• Monitoring tools• Twitter Search• Google Blog Search• SocialMention
• HootSuite• TweetDeck• Tweet Adder
• Measuring tools• Google Analytics• AddThis• Facebook Insights
• HootSuite• SocialMention
Klout Score
• “The Klout Score measures influence based on your ability to drive action.” - Klout
• The standard for measuring influence on the social Web. – Forbes
• Measuring over 100 million people• More than 2000 companies using
the data• True Reach• Amplification• Network Impact
Writing and Book Communities
Writing Communities• WritersCafe• Scribophile• Authonomy• Writing.com• The Write Idea• Facebook groups• LinkedIn groups
Book Communities• LibraryThing• Shelfari• Goodreads
Let’s create a Facebook page and a Twitter channel.
Map It!
Website and the Social Media Infrastructure
Lunch, anyone?
Strategy
Determine objectives• Build awareness• Reach new audience channels• Generate sales• Educate your audience• Establish expertise
Target based on your objectives
Develop a content strategy
Facebook Page Ideas
• Landing tab – “Please Like!”• About the Author• About the Book• Buy a Copy – eCommerce tabs• YouTube, Flickr
Custom tabs
Wall• Ask questions• Ask people to act on your content
Engage Influencers
• “The Klout Score measures influence based on your ability to drive action.” - Klout
• The standard for measuring influence on the social Web. – Forbes
• Measuring over 100 million people• More than 2000 companies using
the data• True Reach• Amplification• Network Impact
Twitter Strategy
• Alerts, Aggregation• Analysis• Automation
Curate and publish engaging content
Use a social media dashboard
Follow campaign• Target based on your objectives
Content Pyramid
Let’s curate some content.
Time for a break. (Almost done!)
Integrated Marketing
Integrate social media into all marketing efforts
• Website• Market Research• SEM, SEO, SMO ... OMG!• Email Marketing• eCommerce
• Mobile marketing• Print, TV Radio• Sponsorships• Point-of-sale• Group sales
Facebook Ads
• Target your audience very specifically• Crisp, eye-catching headline• Eye-catching image• Well-crafted copy• Multiple ads (A/B testing)• Budget and duration
Google AdWords
• Research your keywords• Create 5 ad groups with 4 ads each• Spend the money!• Delete non-performing ads and create
new ones• Bid higher on well-performing
keywords
Summary
• Don’t lose site of the Big Idea• Make your website social• Build your social media infrastructure• Engage with your audience• Integrate social media in all marketing• Measure your performance
weejeemedia.com/writers
• PDF of these slides• Links to resources mentioned here
