Ny scbwi low cost marketing

S
If You Build It, They Will
Come:
Launch Your Book With Low-Cost Community
Building and Online Marketing Initiatives

Meet Kellie
Kellie Celia: Marketing Communications Manager, Publishing
Walden Media/Walden Pond Press

Relationships
Buzz Building
Book Launch
Campaign
Timeline

What This
Means
Core &
Peripheral
Your
Audience
Audience
Core
PB-MG:
Gatekeepers
YA: Teens; Teen
Librarians; Adult
Crossover
Peripher
al
Interest in Topic
Know Your Audience

Reader in Target
Audience
Impressions
• Social Media
• Reviews
• Bookstore/Library
• Amazon
Personal
Recommendations/Word
of Mouth
How Readers Find
New Authors

“We got [The Hunger Games] into the hands of the right
people…you’re leveraging one thing to build the next.”
- Tracy van Straaten, Scholastic publicist

Defining “Influencer”:
“A person who has a greater than average
reach or impact through word of mouth in a
relevant marketplace.”
Source: Word of Mouth Marketing Association

Build a Community:
Connect via Author
Platforms
S Online Platforms
S Twitter
S Facebook Page
S Goodreads
S Pinterest
S Tumblr and/or Blog
S Google+
S LinkedIn
S YouTube Account

Build a Community:
Find Online Influencers
S Online Influencers:
S Bloggers: Blogrolls, Technorati, Kidlitosphere Central, Book
Blogger Awards (more options in resource section)
S Teachers and Librarians: Nerdy Book Club, Kidlitosphere Central,
Twitter Lists, School Library Journal blogrolls
S Teens: Tumblr, Forever YA, Teen bloggers, YA Bloggers
S Booksellers: ABA and Member Sites, Twitter, Facebook
S Other Writers: Verla Kay Blue Boards, Kindle Boards, Online
Writer Communities, Debut Author Groups, Communal Author
Blogs

Source: Technorati's 2013 Digital Influence Report
A Few Statistics
S 86% of Online Influencers Blog
S Other Blogs Are Most Influential When Choosing Their Own Content
S Online Services Most Likely to Influence a Purchase:
S Retail Sites – 56%
S Brand Sites – 34%
S Blogs – 31.1%
S Online Services Shared From the Most:
S #1 Facebook – 57%
S #2 YouTube – 40%
S #3 Blogs – 26%

URL: http://technorati.com/blogs/directory/

URL: http://technorati.com/blogs/directory/entertainment/books/

URL: http://www.kidlitosphere.org/bloggers/

URL: http://nerdybookclub.wordpress.com/

Build a Community:
Your Audience Offline
S Where to Go
S Conferences – Regional Examples: MSLA; MRA
S Local Kidlit Events/Meet-ups/Book-Clubs
S Local Booksellers/School Librarians/PTA Members
S Peripheral Audience: Non-profits/Signing Locations

Build Your Community:
How to Connect
S Promote Others
S Contribute to the Conversation
S Online: Provide Meaningful Content
S Offline: Network (Informational Interviews)

Get People to Read Your
Book…

Buzz Building Begins
• Approaching/Pitching
InfluencersSeed Your
Book
• Possible PartnershipsConsider Your
Peripheral
Audience

Add Early/Inexpensive
Promotions
S Early/Inexpensive Promotions
S Goodreads Giveaway
S Teaser Excerpts
S Cover/Artwork Reveals
S Pinterest Boards
S Skype/Speaker Lists

And Don’t Forget…
S Track Mentions of You & Your Book
S Twitter Keywords
(Through Hootsuite/Tweetdeck)
S Google Alerts
S Google Blog and News Searches

Plan Your Book Launch:
Online
S Harness the Power of Social Media
S Twitter Promotions: Tweetstakes (can also be done in a similar
fashion on Tumblr and Pinterest); Twitter Chats
S Goodreads: Giveaway, Book Lists, Book Clubs, Q&A, Events
S Facebook: Promoted Posts, Ads, Sweepstakes, Events
S YouTube/SchoolTube/Animoto: Book Trailer Contests
S Harness the Power of Blogs
S Blog Hops using Rafflecopter
S Blog Tours
S Other Blog Events
S Harness the Power of Local and Online Press

Online
S Harness the Power of Local and Online
Press
S PW Children’s Bookshelf/Shelf Awareness
S Local Associated Press Bureau
S Blog Talk Radio
S Pitchrate/HARO
S Radio Guest List
S Press Releases

Offline
S Skype Visits: Schools/Libraries
S Book Launch Event
S Local School Visits
S Consider the Peripheral Audience

S
Helpful Tools
Twitter
Facebook
Blog
Online Publicity
Bookseller & Speaker Lists
For the Self E-Publisher
Other Social Networks
Helpful Articles

Tools mentioned here are free of charge
(unless otherwise noted) and are hyperlinked
to their respective websites.

Twitter Tools
S Twitter Management Tools: Helpful for tracking conversations,
keywords, etc. about you and your book:
S Hootsuite
S Tweetdeck
S Twitter Hashtags About Children’s Books & Writing (LoreenLeedy’s
Blog)
S A Writer’s Guide to Twitter (by Debbie Ohi): Best Practices Guide
S Twitter chats: A list of all Twitter chats on all topics – kid book related:
S #mglitchat– Thurs. 9pm ET
S #kidlitchat – Tues. 9pm ET
S #yalitchat – Weds. 9pm ET

Facebook Tools
S Facebook Ads: The tools to creating an affordable FB ad campaign
S Always base your payment on click-throughs, not impressions
S Target with keywords, rather than broad categories
S Involver: Get two free Facebook apps for your author page
S Creating Your Own Facebook Sweepstakes/Contests:
S Scribd: Good for uploading PDF excerpts/artwork
S Shortstack: Good for sweepstakes – they have templates so you don’t
need a designer
S Woobox: To upload an excerpt, pull SCRIBD file and use the “create a
custom tab” option on Woobox to upload it. Woobox can also help you
upload sweepstakes announcements and more.
S For a fee:
S Northsocial
S Wildfire

Blog Tools
S Technorati’s 2013 Digital Influence Report: Stats on the State of Blogging
S If You Blog:
S Blog Hops at I Am a Reader Not a Writer: Hundreds of bloggers link up every few weeks
to do a book-related giveaway around a certain theme. Without much promotion,
including your blog in a hop leads to dozens of blog hits and much visibility for your
giveaway.
S Rafflecopter: Giveaway tool – allows user to enter your blog giveaway by liking your
Facebook page, tweeting about the giveaway on Twitter, etc.
S Around the World ARC Tours: Submit your book through this free service and each
blogger passes it on to another after she finishes it.
S Google Reader (only until July); Feedly: Makes it easy to read all the blogs you follow.
S Debut Author Groups:
S The Fourteenery
S Class of 2K14

Blog Tools
S Find Kidlit/Yalit Blogs:
S Kidlitosphere Central
S Technorati: Search for blogs by specific topic
S Goodreads Independent Book Blogger Awards
S Walden Pond Press Twitter Lists
S Nerdy Book Club
S Listing of MG/YA Review Blogs on The Reading Tub
S Romance Times Network: Good resource if you have YA book with
romance elements
S TeenReads.com: Great spot for YA reviews
S Free Book Friday Teens : Site hosts YA book giveaways every Friday
S Book Blogger Appreciation Week
S Book Blogger Directory

Blog Tools
S Blog Carnival List
S Communal Author Blogs
S Project Middle Grade Mayhem
S From the Mixed-Up Files of Middle Grade Authors
S The Enchanted Inkpot
S Blog Tour Examples
S The Fellowship for Alien Detection Blog Tour
S Cinder Blog Tour
S Poison Blog Tour
S Ten Blog Tour

Online Publicity Tools
S Blog Talk Radio: Scroll through these podcasts for book and topic related radio shows.
S Local Associated Press Bureau
S Pitchrate and Haro: Two different sites that send daily emails listing journalists who are looking for
sources.
S Radio Guest List: Smaller radio talk shows with targeted audiences looking for guests to interview
S Examiner.com: There are local Examiners in every major metropolitan area who review books and
cover a myriad of other topics.
S Meetup.com: Find local groups meeting about books and/or topics that pertain to your book.
S Best Book Publicists on Twitter: From GalleyCat
S Publisher’s Weekly: Sign up for PW Children’s Bookshelf
S Shelf Awareness: Check out their “Picture of the Day” section

Online Publicity Tools (cont.)
S 50 Free Press Release Submission Websites
S Great Kidlit Book Publicists:
S Media Masters Publicity
S Kidsbuzz
S Greg Pincus (has more of a social media focus)
S Deb Shapiro
S Helpful Publicity Focused Blogs:
S Publicity Hound
S Novel Publicity
S Jane Friedman

Booksellers and Speaker Lists
S American Booksellers Association Member Directory
S New England Children’s Bookseller’s Association
Interactive Author Touring Map
S Skype and Speaker Lists to Join
S Skype an Author Network
S Authors Who Skype With Book Clubs for Free
S SCBWI Speaker’s Directory
S Children’s Book Guild Speaker’s Directory
S Author School Visits By State Blog

For E-Pub Books
S Kindle Boards – Writer’s Café
S eReader Daily News
S Ereader News Today
S Kindle Daily Deals
S Ganxy – E-book Giveaways
S Articles:
S The Rise of E-Reading – Pew Internet Libraries
S Blogs:
S A Writer’s Guide to Publishing

Other Social Networks:
S Informational Networks:
S Reddit
S Quora
S StumbleUpon
S Skype:
S Skype an Author Network
S Authors who Skype for Free with Classes and Book Clubs
S Visual Networks:
S Tumblr
S Pinterest
S YouTube
S Instagram

Other Social Networks (cont.)
S Writer Communities:
S Verla Kay Blue Boards: Engage with other members in the writer community.
S Wattpad: Post excerpts of your work and build readership.
S Figment: Post excerpts of your work and build readership - this is a particularly
good network for YA authors
S Scribd: Post excerpts of your work
S Reader Communities:
S Goodreads
S Run a Goodreads Giveaway with Maximal Results - Novel Publicity
S Young Adult Book Club on Goodreads
S Shelfari
S LibraryThing
S Children’s Book Wiki – Children’s Book Discovery Wiki

Helpful Articles
S The Making of a Blockbuster: The behind the scenes story of the readers and
booksellers who launched The Hunger Games franchise (Salon.com)
S How Do Books Get Discovered? A Guide for Publishers and Authors Who Want
Their Books to Find an Audience (Goodreads.com)
S The Author-Indie Bookstore Connection: Eric Luper Talks Promotion (Shelf Talker
– Publisher’s Weekly Blog)
S Connecting with Young Readers Through Social Media (Women On Writing) – A
MUST READ article for YA writers
S Publisher Simon & Schuster says Authors Should Blog and Social Network (The
Creative Penn)
S The Children’s Digital Market: Still Uncharted Territory (Publisher’s Weekly)
S Consumer Shifts for Children’s Books (Publisher’s Weekly)

S
Find Kellie and WPP:
LinkedIn:LinkedIn: http://www.linkedin.com/in/kelliecelia
(If you enjoyed this presentation, please endorse me!)
Facebook: www.facebook.com/waldenpondpress1
www.facebook.com/kellieocelia
Twitter: @WaldenPondPress
@Kellie_Celia
Goodreads: Walden Pond Press
Pinterest: Walden Pond Press
Blog: www.waldenpondpress.blogspot.com
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