Unraveling the Mystery of the Hinterkaifeck Murders.pptx
How do I reach my customer? Direct and consumer marketing for publishers: Social Media Marketing
1. How Do I Reach My Customers?
Direct and consumer marketing for publishers
Social Media
Marketing
Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/
Steffen Meier
Frankfurt Book Fair
Frankfurt Academy
Oktober 2013
1
2. Direct and consumer marketing for publishers
Social Media
Me, myself and I
Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/
Steffen Meier
Frankfurt Book Fair
Frankfurt Academy
Oktober 2013
2
3. Direct and consumer marketing for publishers
Social Media
In the past was no dialogue between publisher and
customer – the only form of dialog were the number of
sales
Customer
Author
Publisher
Bookstore
Customer
Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/
Steffen Meier
Frankfurt Book Fair
Frankfurt Academy
Oktober 2013
3
4. Direct and consumer marketing for publishers
Social Media
Today there are dialogues between all parties
Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/
Steffen Meier
Frankfurt Book Fair
Frankfurt Academy
Oktober 2013
4
5. Direct and consumer marketing for publishers
Social Media
These dialogues happen through
Social Media. Do you want to be
part of the party?
Copyright Domingo http://www.flickr.com/photos/epsos/4376727123/
Foto: David epsos.de http://www.flickr.com/photos/61085800@N00/97519096
Steffen Meier
Frankfurt Book Fair
Frankfurt Academy
Oktober 2013
5
6. Direct and consumer marketing for publishers
Social Media
What exactly is social media?
Steffen Meier
Frankfurt Book Fair
Frankfurt Academy
Oktober 2013
6
7. Direct and consumer marketing for publishers
Social Media
The paradigm shift:
From outbound marketing…
Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/
Steffen Meier
Frankfurt Book Fair
Frankfurt Academy
Oktober 2013
7
8. Direct and consumer marketing for publishers
Social Media
The paradigm shift:
…to inbound marketing
Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/
Steffen Meier
Frankfurt Book Fair
Frankfurt Academy
Oktober 2013
8
9. Direct and consumer marketing for publishers
Social Media
http://marketinggovernance.com
Steffen Meier
Frankfurt Book Fair
Frankfurt Academy
Oktober 2013
9
10. Direct and consumer marketing for publishers
Social Media
The communication
shift:
digital, mobile
& social
Copyright Jason Howie http://www.flickr.com/photos/jasonahowie/8583949219
Steffen Meier
Frankfurt Book Fair
Frankfurt Academy
Oktober 2013
10
11. Direct and consumer marketing for publishers
Social Media
The communication
shift:
digital, mobile
& social
Steffen Meier
Frankfurt Book Fair
Frankfurt Academy
Oktober 2013
11
12. Direct and consumer marketing for publishers
Social Media
Social Web is a general term for
new, social interactions on the
internet between customers.
Social Media describes the tools,
plattforms and systems which
customers are using to
communicate among themselves.
Steffen Meier
Frankfurt Book Fair
Frankfurt Academy
Oktober 2013
12
13. Direct and consumer marketing for publishers
Social Media
The most important fact about Social Media:
It‘s for dialogue, not for monologue, it‘s for
reputation, nor for selling
Steffen Meier
Frankfurt Book Fair
Frankfurt Academy
Oktober 2013
13
14. Direct and consumer marketing for publishers
Why
Social Media
should Publishers
use Social Media
for customer
communication?
Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/
Steffen Meier
Frankfurt Book Fair
Frankfurt Academy
Oktober 2013
14
15. Direct and consumer marketing for publishers
Social Media
Nowadays publishers aren‘t the leading multiplicators
and opinion-formers. Instead of purchasing content at
or seeking information from publishing houses,
customers adress other customers, for example via
social networks. Exchanges happen in online-based
communities and customers prefer recommendations
of other customers, not of recommendations of
publishers.
In short: publishers have lost their leading
role in the context of content, everyone can be
a publisher in the digital age.
Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/
Steffen Meier
Frankfurt Book Fair
Frankfurt Academy
Oktober 2013
15
16. Direct and consumer marketing for publishers
Social Media
Or, in other words:
we have to fish
where the fishes
(= customers) are…
Copyright Jon Bowen http://www.flickr.com/photos/localsurfer/2432654656//
Steffen Meier
Frankfurt Book Fair
Frankfurt Academy
Oktober 2013
16
17. Direct and consumer marketing for publishers
Social Media
fundamental
changes
Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/
Steffen Meier
Frankfurt Book Fair
Frankfurt Academy
Oktober 2013
17
18. Direct and consumer marketing for publishers
Social Media
1. Great importance of the knowledge about our
customers and their needs: publishers cannot
afford to blindly produce products for more and
more segmented and detailed markets
Copyright Tasmanian Archive and.. http://www.flickr.com/photos/tasmanianarchiveandheritageoffice/9420736952/
Steffen Meier
Frankfurt Book Fair
Frankfurt Academy
Oktober 2013
18
19. Direct and consumer marketing for publishers
Social Media
2. Things (that
means: our products)
that cannot be found
in social networks or
search engines
enriched with social
recommondations
don‘t exist
in future
Copyright salendron http://www.flickr.com/photos/salendron/947936275//
Steffen Meier
Frankfurt Book Fair
Frankfurt Academy
Oktober 2013
19
20. Direct and consumer marketing for publishers
Social Media
Discoverability:
Where‘s the book?
Copyright mbtphoto (away a lot) http://www.flickr.com/photos/marybaileythomas/3304919701/
Steffen Meier
Frankfurt Book Fair
Frankfurt Academy
Oktober 2013
20
21. Direct and consumer marketing for publishers
Social Media
“There are numerous ways to
discover books, yet online
book discovery
continues to be one of the
biggest challenges that
publishers, authors, and
booksellers face.”
Judith Rosen
Publishers Weekly
Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/
Steffen Meier
Frankfurt Book Fair
Frankfurt Academy
Oktober 2013
21
22. Direct and consumer marketing for publishers
Social Media
Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/
Steffen Meier
Frankfurt Book Fair
Frankfurt Academy
Oktober 2013
22
23. Direct and consumer marketing for publishers
Social Media
Future book-purchasing
Platforms
Pirates
Publisher
Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/
Steffen Meier
Frankfurt Book Fair
Frankfurt Academy
Oktober 2013
23
24. Direct and consumer marketing for publishers
Social Media
Social Media Marketing
Do It Yourself
(in plain english)
Copyright Government Press Office http://www.flickr.com/photos/government_press_office/7535117422
Steffen Meier
Frankfurt Book Fair
Frankfurt Academy
Oktober 2013
24
25. Direct and consumer marketing for publishers
Social Media
Define your target audience and know your
products
Define your targets
(brand, traffic to your website, leads, more customers,
more revenue from your customers, followers, fans)
Define your communication channels
based on your targeted audience
Copyright epsos.de Kitazume http://www.flickr.com/photos/21232564@N06/2235514062/
Copyright Christian http://www.flickr.com/photos/epsos/4376727123/
Steffen Meier
Frankfurt Book Fair
Frankfurt Academy
Oktober 2013
25
26. Direct and consumer marketing for publishers
Social Media
Identify multipliers and influencers
(sometimes it’s easier to let blogger do your job – perhaps they have a wider range than you)
Determine ressources and budgets
Define workflows, tools, editorial
calendar – and the social media policy for the
employees
Measure your target
achievement
Copyright epsos.de Kitazume http://www.flickr.com/photos/21232564@N06/2235514062/
Copyright Christian http://www.flickr.com/photos/epsos/4376727123/
Steffen Meier
Frankfurt Book Fair
Frankfurt Academy
Oktober 2013
26
27. Direct and consumer marketing for publishers
Social Media
Will Social Media
make us rich?
Wrong question!
More important is what
will happen if publishers
don‘t have dialogue with
their customer ?
Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/
Copyright Andrew Macgill http://www.flickr.com/photos/amagill/3367543296
Steffen Meier
Frankfurt Book Fair
Frankfurt Academy
Oktober 2013
27
28. Direct and consumer marketing for publishers
Social Media
Social Media Marketing
Examples
(a very small amount)
Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/
Steffen Meier
Frankfurt Book Fair
Frankfurt Academy
Oktober 2013
28
29. Direct and consumer marketing for publishers
Social Media
Penguin USA: Mini book club meetings with the author on Twitter
Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/
Steffen Meier
Frankfurt Book Fair
Frankfurt Academy
Oktober 2013
29
30. Direct and consumer marketing for publishers
Social Media
HarperCollins: connected Tumblr blogs
Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/
Steffen Meier
Frankfurt Book Fair
Frankfurt Academy
Oktober 2013
30
31. Direct and consumer marketing for publishers
Social Media
Chronicle Books: Tumblr blog
Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/
Steffen Meier
Frankfurt Book Fair
Frankfurt Academy
Oktober 2013
31
32. Direct and consumer marketing for publishers
Social Media
Hanser Verlag: Publisher Michael Krüger on YouTube
Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/
Steffen Meier
Frankfurt Book Fair
Frankfurt Academy
Oktober 2013
32
33. Direct and consumer marketing for publishers
Social Media
100freunde.de: Crowdfunding for books
Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/
Steffen Meier
Frankfurt Book Fair
Frankfurt Academy
Oktober 2013
33
34. Direct and consumer marketing for publishers
Social Media
Hermann Schmidt Verlag: Beautiful typography on Pinterest
Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/
Steffen Meier
Frankfurt Book Fair
Frankfurt Academy
Oktober 2013
34
35. Direct and consumer marketing for publishers
Social Media
Springer: Every specialist field in multiple channels
Sometimes less is more…
Copyright epsos.de http://www.flickr.com/photos/epsos/4376727123/
Steffen Meier
Frankfurt Book Fair
Frankfurt Academy
Oktober 2013
35
36. Direct and consumer marketing for publishers
Social Media
Copyright "The Wanderer's Eye Photography" http://www.flickr.com/photos/the-wanderers-eye/7227886422
epsos.de http://www.flickr.com/photos/epsos/4376727123/
Steffen Meier
Frankfurt Book Fair
Frankfurt Academy
Oktober 2013
36