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YOUR STRATEGY
1. GENRE/AUDIENCE: Understanding your
audience is key to planning your social media
strategy and goals.
2. T...
WRITER SURVEY
Survey of
over 20
successful
writers on
their social
media use
First, learn where
your audience
engages: on
...
WRITER SURVEY
Survey of
over 20
successful
writers on
their social
media use
WRITER SURVEY
L.Y. MARLOW
Award-winning
Author and Founder
Saving Promise
Broadway Books, 2010
(Random House). L.Y. starte...
DEMOGRAPHICS
Slightly more
women than
men, mostly
ages 18 to 49,
but a growing
audience from
50 and up.
Similar across
edu...
USE BY ADULTS
• Use by ages 50
to 65 and over
has increased
sharply.
DEMOGRAPHICS
USE FREQUENCY
YOUR TOOLBOX
Once you have
strong engagement in
one channel, see if
there is a another
channel your target
audience uses. ...
USE ON MOBILE
• Make sure your blog and
web site are
responsive/mobile ready
• Social media channels keep
their technology...
BROWSERS &
DEVICES
Test multiple browsers,
readers, and mobile
devices. Through screen
shots and live testing,
both servic...
FACEBOOK
• 71% of online adults
now use Facebook
• Usage among seniors
up significantly in
the last year
• 45% of internet...
FACEBOOK
You can use an app
to sell your book on
Facebook. This app by
Random House on LY
Marlow’s page, includes
a featur...
FACEBOOK
• Sell your book directly
from your Facebook
page. This page uses
a free level of StoreYa.
• Include apps for oth...
FACEBOOK
Boosting your post, turns
the post into a mini ad,
to the people that like
you and their friends.
Facebook allows...
WRITER SURVEY
Women and Hollywood, one of the
most respected sites for issues related to women and
film as well as other a...
TWITTER
• 18% of online
adults currently
use Twitter
• Twitter use is
particularly high
among younger
adults and African-
...
TWITTER
• Use a scheduler for
sending tweets:
write once, tweet
multiple times a
day (Buffer,
Hootsuite)
• Tweet images an...
TWITTER - HASHTAGS
• Anyone can create a
hashtag, capital
letters do not matter,
but do not use spaces
• Good form is no m...
WRITER SURVEY
1) Do only what you enjoy, because it shows if
you don’t. 2) Choose a channel that works for
you and do it w...
INSTAGRAM
• 17% of online adults
use Instagram, up from
13% in late 2012.
• Instagram use by ages
18-29 has increased
from...
INSTAGRAM
Instagram is a
great place for
showing some
personality and
creativity.
Could be
anything from
inspirational
ima...
INSTAGRAM
I enjoy how this
author, Claire
Cameron,
mixes in more
personal shots
with her book
images.
LINKEDIN
• 22% of online adults are
LinkedIn users
• LinkedIn usage is
especially high among
people with a college
degree ...
PINTEREST
• 21% of adults use Pinterest,
up from the 15% who did so
in December 2012.
• Women continue to
dominate the sit...
PINTEREST
• Pin your blog posts
• Pin your books, you
can sell directly from
Pinterest
• Create boards around
concepts of ...
Pin a board
widget in the
sidebar of your
website.
This author,
Andrea
Pflaumer, started
writing about her
Pins & Boards i...
GOODREADS
GoodReads offers
free author support
and tips, you can run
book giveaways and
feature your social
media, site an...
GOODREADS
GoodReads offers
free author support
and tips, on how to
build your author
page, including your
blog posts.
GOODREADS
This book giveaway
helped to add to
over 430 “marked as
to-read” on
book/author page.
RSS
• Use links in your post
feed or e-newsletters
to bring readers to
your social media
pages. Don’t forget a
button to b...
RSS
• The Secret Book Club
(thesecretbookclub.org),
uses video and fun images
for their youth and family
audience.
ANALYTICS
Survey of
over 20
successful
writers on
their social
media use
ANALYTICS
Bitly is a great tool: you can create short, customized urls
and then gather analytics on the links as they are ...
ANALYTICS
ANALYTICS
You can use the “starter” level of Hootsuite for free.
ANALYTICS
Login to admin
area of your
account. Look
for upper
menu
“Insights” tab.
ANALYTICS
Information
about how your
audience
engages with
your page is
tracked over
time.
ANALYTICS
Track key
measurements,
such as Likes,
Reach, Visits,
Posts, and
People to
stay more
connected
with how your
aud...
ANALYTICS
You can set
benchmarks to
ensure your
posts are on
track.
ANALYTICS
Google
Analytics is
free, but you
need to signup
for an account,
then install the
tracking code
on your site.
ANALYTICS
Google Analytics
is free, but you
need to install the
tracking code on
your site, to each
page you want to
track...
ANALYTICS
Google
Analytics
provides an
in-depth look
at how your
audience uses
your site.
Dashboard,
shows key
measurement...
ANALYTICS
Information
about the
traffic to
your site is
collected by
Google and
organized into
charts and
tables that
help...
ANALYTICS
Up-to-date
information
about how
your audience
uses your site
which helps
you to know
what’s working
and what is...
ANALYTICS
View most
popular pages
and traffic flow.
Check the Social
Sources for
referrals from
your social
media channels.
ANALYTICS
Each key
measurement
can be drilled
down from
site-wide
usage to
individual
pages. You
can set goals
on these ke...
LEARN ANALYTICS
LEARN ANALYTICS
THANK YOU
To all the writers that shared their
time and advice for this course.
This presentation was prepared for the
Wil...
Tactical social-media-for-writers shannon-bodie
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Tactical social-media-for-writers shannon-bodie

Tactical Social Media for Writers, Authors, and Book Publishers. Shannon Bodie, Willamette Writers Conference 2014, Social Media Engagement for writers.

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Tactical social-media-for-writers shannon-bodie

  1. 1. YOUR STRATEGY 1. GENRE/AUDIENCE: Understanding your audience is key to planning your social media strategy and goals. 2. TIME INVESTMENT: The time needed depends on your goals as a writer and your audience. Is your audience one that demands a lot of engagement (entertainment, or youth)? Can you hire out tasks that do not require your brand and personality for authenticity? 3. USE ANALYTICS/ADJUST AS NEEDED: To understand if your efforts are truly growing a following or selling books, you need to use analytics. Then try new options and adjust based on what you learn. This process helps you find new opportunities and eases stress wondering about results.
  2. 2. WRITER SURVEY Survey of over 20 successful writers on their social media use First, learn where your audience engages: on social media, on blogs, on the web.
  3. 3. WRITER SURVEY Survey of over 20 successful writers on their social media use
  4. 4. WRITER SURVEY L.Y. MARLOW Award-winning Author and Founder Saving Promise Broadway Books, 2010 (Random House). L.Y. started the Saving Promise movement to end domestic violence based on her award-winning book, Color Me Butterfly. ColorMeButterfly.com GENRE/AUDIENCE: Fiction, Women, Family Relationships 10 HOURS PER WEEK ON SOCIAL MEDIA: L.Y. feels she does not have enough time to use her social media, but she enjoys the time spent. She also feels it supports her career as a writer and that it is helping to build her following. (ALL DIY) Post often and be kind, honest, but not too personal. Draw a line. I have found tweeting during the airing of a TV series has an interesting real time, moment-to-moment reality to it. Broadway Books, April 2014 (Random House).
  5. 5. DEMOGRAPHICS Slightly more women than men, mostly ages 18 to 49, but a growing audience from 50 and up. Similar across education and income brackets.
  6. 6. USE BY ADULTS • Use by ages 50 to 65 and over has increased sharply.
  7. 7. DEMOGRAPHICS
  8. 8. USE FREQUENCY
  9. 9. YOUR TOOLBOX Once you have strong engagement in one channel, see if there is a another channel your target audience uses. Then test content to see if you can increase engagement.
  10. 10. USE ON MOBILE • Make sure your blog and web site are responsive/mobile ready • Social media channels keep their technology current and compatible, you will need to check your site. View on multiple mobile devices/browsers, and/or use browser and device testing: crossbrowsertesting.com, browserstack.com • Short content is better for demographics who consume content on mobile. Try breaking longer posts into 2 parts or a series. • Pictures/video also work well on mobile.
  11. 11. BROWSERS & DEVICES Test multiple browsers, readers, and mobile devices. Through screen shots and live testing, both services have free trial levels: crossbrowsertesting.com browserstack.com
  12. 12. FACEBOOK • 71% of online adults now use Facebook • Usage among seniors up significantly in the last year • 45% of internet users age 65 or older now use Facebook, up from 35% who did so in late 2012 • Women are more likely to use Facebook
  13. 13. FACEBOOK You can use an app to sell your book on Facebook. This app by Random House on LY Marlow’s page, includes a feature to tab between books, the reader guides and synopsis. Also a menu to filter for purchase by retailer and format.
  14. 14. FACEBOOK • Sell your book directly from your Facebook page. This page uses a free level of StoreYa. • Include apps for other social channels in your tabs, Pinterest and GoodReads are shown in the apps widget and are placed in the page tabs.
  15. 15. FACEBOOK Boosting your post, turns the post into a mini ad, to the people that like you and their friends. Facebook allows you to narrow this down and target, by certain demographics. The more you pay the wider your reach, so you can experiment. You can review your effectiveness, then adjust the next boost using Insights.
  16. 16. WRITER SURVEY Women and Hollywood, one of the most respected sites for issues related to women and film as well as other areas of pop culture. Women and Hollywood educates, advocates, and agitates for gender parity across the entertainment industry. In Her Voice: Women Directors Talk Directing a compilation of over 40 interviews that have appeared on the site. I wish I’d known before I started blogging, how much work it is to keep a brand going and to keep people interested in what you have to say. Be authentic. . MELISSA SILVERSTEIN Blogger and founder Women and Hollywood blogs.indiewire.com/wo menandhollywood/ GENRE/AUDIENCE: Film Industry/Women/Media “WAY TOO MANY/OVER 4 HOURS PER WEEK: Melissa feels she has enough time to use social media well, and really enjoys the time spent. She strongly agrees her time spent supports her career as a writer. (All DIY)
  17. 17. TWITTER • 18% of online adults currently use Twitter • Twitter use is particularly high among younger adults and African- Americans
  18. 18. TWITTER • Use a scheduler for sending tweets: write once, tweet multiple times a day (Buffer, Hootsuite) • Tweet images and video (Vine) • You can tweet your posts too
  19. 19. TWITTER - HASHTAGS • Anyone can create a hashtag, capital letters do not matter, but do not use spaces • Good form is no more than 2 per tweet
  20. 20. WRITER SURVEY 1) Do only what you enjoy, because it shows if you don’t. 2) Choose a channel that works for you and do it well. Better to do one well than spread yourself too thin. . CLAIRE CAMERON Award-winning Author, Freelance for Publishers Claire-Cameron.com THE LINE PAINTER, 2007, HarperCollins Canada. Won the Northern Lit Award and was nominated for an Arthur Ellis Crime Writing Award for best first novel. THE BEAR, is published Little Brown & Co in the US, Random House in Canada and Harvill Secker in the UK. GENRE/AUDIENCE: Fiction/Media/Readers 3 – 4 HOURS PER WEEK ON SOCIAL MEDIA: Claire feels she has enough time to use social media well, and really enjoys the time spent. (All DIY)
  21. 21. INSTAGRAM • 17% of online adults use Instagram, up from 13% in late 2012. • Instagram use by ages 18-29 has increased from 28% in late 2012 to 37% in 2013, and African American users has increased from 23% to 34% over the same time period. • Instagram was acquired by Facebook in April 2012.
  22. 22. INSTAGRAM Instagram is a great place for showing some personality and creativity. Could be anything from inspirational images to family fun. Images in header can rotate for movement.
  23. 23. INSTAGRAM I enjoy how this author, Claire Cameron, mixes in more personal shots with her book images.
  24. 24. LINKEDIN • 22% of online adults are LinkedIn users • LinkedIn usage is especially high among people with a college degree or higher, with an annual household income of $75,000 or more. • The only social networking site PEW measured where usage among 50-64 year olds is higher than usage among ages 18-29 • Great option for professional and business authors.
  25. 25. PINTEREST • 21% of adults use Pinterest, up from the 15% who did so in December 2012. • Women continue to dominate the site: fully 33% of online women are Pinterest users, compared to just 8% of men. • Pinterest users skew slightly towards the affluent side – those in the highest income bracket are more likely to use, with a college degree or higher. (I think this will be much higher in 2014 data.)
  26. 26. PINTEREST • Pin your blog posts • Pin your books, you can sell directly from Pinterest • Create boards around concepts of your characters, settings from your books, or costume styles, what your characters favorite menu might be, etc. Have fun and explore! • Use widgets of boards on your blog/web site
  27. 27. Pin a board widget in the sidebar of your website. This author, Andrea Pflaumer, started writing about her Pins & Boards in her posts, linking directly to them to build even more visual engagement.
  28. 28. GOODREADS GoodReads offers free author support and tips, you can run book giveaways and feature your social media, site and blog on your author page. You can run ads targeted to your audience.
  29. 29. GOODREADS GoodReads offers free author support and tips, on how to build your author page, including your blog posts.
  30. 30. GOODREADS This book giveaway helped to add to over 430 “marked as to-read” on book/author page.
  31. 31. RSS • Use links in your post feed or e-newsletters to bring readers to your social media pages. Don’t forget a button to buy your book too. • I recommend MailChimp. You can include share buttons, images, video, and links to other posts to increase engagement.
  32. 32. RSS • The Secret Book Club (thesecretbookclub.org), uses video and fun images for their youth and family audience.
  33. 33. ANALYTICS Survey of over 20 successful writers on their social media use
  34. 34. ANALYTICS Bitly is a great tool: you can create short, customized urls and then gather analytics on the links as they are used.
  35. 35. ANALYTICS
  36. 36. ANALYTICS You can use the “starter” level of Hootsuite for free.
  37. 37. ANALYTICS Login to admin area of your account. Look for upper menu “Insights” tab.
  38. 38. ANALYTICS Information about how your audience engages with your page is tracked over time.
  39. 39. ANALYTICS Track key measurements, such as Likes, Reach, Visits, Posts, and People to stay more connected with how your audience engages with your content.
  40. 40. ANALYTICS You can set benchmarks to ensure your posts are on track.
  41. 41. ANALYTICS Google Analytics is free, but you need to signup for an account, then install the tracking code on your site.
  42. 42. ANALYTICS Google Analytics is free, but you need to install the tracking code on your site, to each page you want to track. If you use Wordpress.org many themes have a special area to add the code that covers the entire site.
  43. 43. ANALYTICS Google Analytics provides an in-depth look at how your audience uses your site. Dashboard, shows key measurements including: demographics, interests, geo, behavior and technology.
  44. 44. ANALYTICS Information about the traffic to your site is collected by Google and organized into charts and tables that help you keep on top of your site’s effectiveness.
  45. 45. ANALYTICS Up-to-date information about how your audience uses your site which helps you to know what’s working and what isn’t. View most popular pages and traffic flow. Check for any urls that had FB post boosts.
  46. 46. ANALYTICS View most popular pages and traffic flow. Check the Social Sources for referrals from your social media channels.
  47. 47. ANALYTICS Each key measurement can be drilled down from site-wide usage to individual pages. You can set goals on these key measurements to track over time.
  48. 48. LEARN ANALYTICS
  49. 49. LEARN ANALYTICS
  50. 50. THANK YOU To all the writers that shared their time and advice for this course. This presentation was prepared for the Willamette Writers Conference 2014. If you have any questions please contact: Shannon@BookWiseDesign.com

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Tactical Social Media for Writers, Authors, and Book Publishers. Shannon Bodie, Willamette Writers Conference 2014, Social Media Engagement for writers.

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