Building Local and Global Communities around Your Brand, Business, and Properties Bethanne Guinevere de la Julia von dem Knesebeck

How do we define community? »It’s not just the people who buy our books. »(They’re important, too.)

Community is all of the people who: »Read… »Write… »Illustrate… »Make… »Sell… »Love… our books,

and our brand.

Why develop a publisher brand? »70% of consumers say they actively avoid products if they don't like the parent company. –Harvard Business Review (HBR.org)

Why is community important? »Communicating »Listening »Customer Service »Building Loyalty »Brand Awareness »Selling Books

Where is our community? »Website »Blog »Twitter »Facebook »YouTube »Instagram »Pinterest

Twitter »Conversation »Customer Service »Product Innovation »Feedback

Twitter

Facebook »Photos »Contests & Giveaways »Exclusive Content »Customer Service »Feedback

Facebook

YouTube »Title Marketing »Author Promotion »Branding »Exclusive Content

YouTube

Instagram »Inspiration »Photos »Branding »Sharing

Pinterest »Inspiration »Photos »Branding »Product Innovation »Feedback

Pinterest

How to build your community »Know your brand »Set clear objectives »Understand your audience »Listen to your consumers »Add value to the conversation »Build a strategy for each platform you use »Test and measure »Be authentic and transparent

Join our community »Facebook.com/ChronicleBooks »YouTube.com/ChronicleBooks »Pinterest.com/ChronicleBooks Guinevere de la Mare,

Communities What and where are they?

New Publishing Perspective(s) The Social Web creates new pathways of communication and community building

Reach and Communication There are as many ways to reach a community as there are forms of communication

Diary of a Wimpy Kid Find and grow the Community

Diary of a Wimpy Kid Keep the Community engaged

Diary of a Wimpy Kid Match your Communication with your Goals

Case Study: Martin Calsow (Aufbau) The Author Campaign: creating an online persona Objectives Create multi-platform online presence for the author to support and build on publisher‘s marketing efforts Idea Seed author persona across a range of social networks Communication Approach Use widgets as force multipliers across platforms Create blog facebook Fansite (set up, built up and managed) Social Media Campaign on bilandia.de Microsite with facebook connection How we reached the readers Social Media Widgets Exklusive online press conference with the author for ca. 100 bloggers How we directed attention to the campaign Display campaign on bilandia.de SMM SEM SEO facebook Ad-Campaign

Case Study: Zoe Beck (Bastei Lübbe) The Publisher Campaign: an author invites her readers on a treasure hunt Objectives Create interest Playfully explain content of book Present author Establish link to previous book Idea Online Treasure hunt with author at heart of the campaign Communication Approach Series of three videos with hints of the authors Live reading with the authro as prize Multi-platform How we reached the readers Interactive widget (embeddable, postable) Video websites facebook Blogger campaign including 400 German literature blogs How we directed attention to the campaign SEM/SMM SMO BlogS Publisher Author (facebook) Cross-media elements Blogger campaign (sending out books) Offline prize (private author‘s reading)

bilandia-media examples facebook fansite targetting girls between the age of 13 and 17 (Bastei Lübbe) facebook fansite for Diary of a Wimpy Kid (Germany) facebook fansite for Dummies Series (Wiley Germany) Interactive Quiz (Sony) +Das+H%C3%B6rbuch&img=http%3A%2F%2Fmedia.kickstatic.com%2Fkickapps%2Fimages%2F159042%2Fphotos%2FWIDGET_505336_ap_160X160.jpg%3Ftimestamp%3D & widgetHost=http%3A%2F%2Fserve.a-widget.com&wmode=transparent&as=159042&wid=505336&cVars=n%26revision%3D250

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