New media marketing — wisdom from SXSW
Today’s post is late because I’m in Austin for the South by Southwest Interactive conference!!! Imagine my excitement being in a room surrounded by hundreds of bloggers with laptops and / or iPhones. It’s just heavenly. Almost better than chocolate. Almost.
Thanks (or not, depending on one’s point of view) to the virus that has been wreaking havoc on the Eastern Seaboard, I found myself an 11th-hour replacement jetting to the Kingdom of Heaven—by which I mean SXSW—late Saturday night. By late, I mean too late to get a room at my overbooked hotel. So I found myself in a cab, at 1 a.m. in the morning (Eastern Time? Central Time? I forget which) to a place that was distinctly not my hotel. (Note to book publicists: remind your authors check in early whenever possible.)
No matter. New Hotel (I forget which) overlooked the Town Lake Hike and Bike Trail (to which my Austin-based buddies at Phenix & Phenix Literary Publicity had directed me when I requested a suggestion for a not-hotel-gym place to run). Kismet, no? Thus, Sunday morning found me sightseeing, i.e., hitting the trail for a 13-mile jog.
That afternoon, I attended the Marketing Meets New Media: Building Your Audience Online panel. It was geared more to artists, musicians and film makers, but there were takeaways for those of us in the book publishing business. The discussion soon turned to methods of communication with fans since some people like receiving email messages while others prefer accessing news via RSS or on a social network like Facebook or Twitter. The panelists agreed that it made sense to reach out to fans in as many formats as possible … but also that doing so is extremely time consuming. So one panelist suggested taking one day every so often to connect with fans (rather than feeling compelled to, say, Tweet every day). Another panelist advised linking content—posting a Twitter feed on a website, for example—to generate as much traffic as possible for each effort.
Another online must do for authors: setting up a program like Google Analytics to research who goes to your website and how they get there. Panelists at this morning’s Beyond Aggregation–Finding the Web’s Best Content talk seconded this suggestion. They also advised checking to see which blogs and websites link to yours (which can be done with a service like del.i.cious, among other methods) and researching and reaching out to those blogs. The panelists also talked up FriendFeed, which aggregates information from multiple social networks. I must admit that although I’ve signed up for FriendFeed, I, uh, haven’t quite had the time to try it out.
Another important issue: how do you engage an audience and get them to help spread the word about a product or issue? Suggestions from the panelists: get the audience involved. Start a project that allows them to interact with the creator. Hold contests. Make up trivia questions. If a fan / readers feels like s/he is part of the experience, s/he will talk about it. And bring it to other communities. Also, depending on the situation, authors can explicitly ask readers to talk up / review a book.
Lastly, for authors who still equate new media, i.e., blogs, social networks, etc., with mumbo jumbo, you are actually in good company. Panelist and gamer Burnie Burns of Rooster Teeth Productions admitted he only signed up for Twitter two days ago—when he heard someone talking about how sick they were of it.
“I can’t learn how to use this stuff as fast as other people can learn to hate it,” Burns concluded.
Stay tuned for a recap of the New Think for Old Publishers panel …
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Fall 2012: I’ve really enjoyed writing about book publicity and meeting (0nline and in person) writers, publicists, editors, agents and others in the publishing industry, but I’ve — reluctantly — come to the conclusion that I just don’t have the time to maintain this blog.
I imagine there is some information that will remain the same and that will remain useful, but there is much more that is or will become out of date, so please keep that in mind if you find yourself perusing my posts.
For some time now, I’ve closely followed a lot of very informative sites about media and about the publishing industry. Since I find myself quite voluble at times about issues that pertain to my job in the publicity department at a large publishing house, I thought I’d set up a book publicity blog. The purpose of this blog is provide tips, primarily, but also information about publishing / marketing trends that will help book publicists — and hopefully others in media and publishing — do our jobs with greater ease and efficiency. Please note that the opinions expressed on this blog are my own, not those of my company.
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