Presentation on theme: "The Tools Are Everywhere: Social Networking Isn’t Just Facebook and Twitter Mike Shatzkin Supply Chain Seminar 13 October 2009."— Presentation transcript:
The Tools Are Everywhere: Social Networking Isn’t Just Facebook and Twitter Mike Shatzkin Supply Chain Seminar 13 October 2009
“Word of mouth” goes digital Publishers require that authors have “platform”, which means online presence “Social networks” are often still seen (by too many) as particular web places Every author is told to develop a Facebook and Twitter presence But that’s “horizontal”; is it the right way?
Lots of sites enable marketers to find readers Shelfari Revish.com Goodreads.com Librarything.com Filedby.com Scribd.com
Some publishers are building their own social networks Tor.com F+W Media: various enthusiast communities Harlequin’s community.eharlequin.com Chelsea Green: Authors blog, but little interaction
A place to find networks of the interested: Ning Can create instant “community” sites 638 sites for Breaking Dawn; 188,000 members of Twilight Saga network 10,411 “Book Clubs” (many niched) 13,747 “Reading Group” 634 “Romance Novel” Communities under any subject of interest
Case study: Idea Logical promotes fotoLibra Started out with 150 photographic web sites Target audience: photogs who want to sell rights, willing to invest time and $s to do it Found 14 regular posting opportunities Drove regular conversations and dozens of signups Investment in knowledge; payoff is in reuse
A jump start from Verso Media? Verso creates “channels”: groups of web sites by verticals Verso uses them to place ads intelligently Exploring collaboration with a major social networking site Our idea: publishers could use them as starter databases for social networking
Takeaways for publishers Work the book networks book by book Mine the Ning communities; set up your own if it can be reused Create databases of sites for verticals and then tag subsets for more specific interests Use Facebook and Twitter to drive traffic to more robust offerings Drive traffic to your Ning site from other posting opportunities.