Presentation of the blog For the Love of Writing. Highlights blogs metrics and analytics, as well as offers recommendations to social media campaigns.

1. For the Love of
Writing…
Dedicated to readers, writers,
and publishers alike.
h"p://crea*velystrategic.blogspot.ca/
Sarah Tu"y
Tuesday, April 24, 2012

2. OVERVIEW
1. Importance of Internet Marke6ng in Canada
2. Overview of Blog
• Analy6cs & Metrics
3. Business Review
• Findings
4. Recommenda6ons & Ra6onaliza6on
• Choice internet marke6ng tools & strategies

3. Internet 2.0
Why is it important? Because EVERYONE is online!
Canadians especially…
• Canadians were the most engaged users in the world in 2010
• More hours online/person
• More site visits/person
• #2 for pages/visit
• Broadband Connec6on: World Leaders
• 2000 – 12%
• 2008 – 81%

4. I AM CANADIAN…
• Even split between males and females
• Differ in types of sites visited
• Income is almost irrelevant
• Ages 25‐54 = 55% of users
• Even distribu6on across provinces in
Usage: Popula6on ra6o
• Social Media dominates
• Directories
• Newspapers
• Technology
• Movies/Entertainment

5. Growth & Opportunity
• Video
 YouTube brand channels
 Video content is domina6ng the web
• 55yo+
 12% increase in users
• Social Networks
 Crea6ng Conversa6ons

6. Mobile 2.0?
Everyone has a phone!
• Increase in Smart Phone purchases
• Technology: Can use phone to Pay
• Increased consumer trust
• Accessible and convenient

8. For the Love of Writing…
Topic: Reading, wri*ng,
and publishing.
Why?
• Because I am a book
addict!
• Post Graduate course
Crea*ve Book Publishing

9. Persona
Hello! My name is Evelyn. I am a 25 year
old book loving, wine drinking, craPs
making, chocolate ea*ng, itchy feet
possessing Canadian, living in Toronto and
loving my life. Like most people, in order
to pay my rent, I spend my days pu"ering
about in an office, where I secretly read
books under my desk, drink horrific
amounts of coffee, espresso, and
cappuccino, all while looking terribly
interested in spreadsheets and targets.
My first and greatest love has always been
literature, and my dream is to contribute
to the literary landscape with a piece of
fic*on of my own. I am an unashamed
Book Snob, and I will be as relentless in
my addic*on as humanly possible.

10. Target Market

11. Blog Post Titles
1. Procras*na*on & Fear
2. E‐books e‐vil?
3. Canada Reads eh?
4. What Good is a Book Review?
5. So what exactly is a novel?
6. Top Book Review Sites
7. Highest Paid Authors of 2011
8. I need a good book to add to my
reading list! Help!
9. Keep Toronto Reading Fes*val
10. The 49th Shelf: The Canadian
Literary Scene
11. Amazon vs. Apple: Is There
Really a Price Fixing War?
12. Crea*ve Book Publishing:
Humber College

13. h"ps://www.facebook.com/
4theloveofwri*ng

14. @4LoveofWri*ng
• Steady increase in followers
• Inconsistent Tweets
• Increased use of men6ons
& hastags

15. h"p://www.youtube.com/user/fortheloveofwri*ng8
Did not add traffic to blog
Ill‐matched Social Media
h"p://pinterest.com/tu"ysarah/

16. Key Learning’s
‐ Most appropriate social networks for the blog
‐ Require DAILY efforts
‐ Timed/scheduled
‐ Facebook linked to Twieer
SEO & Content
A clear focus/direc6on
Share links

17. Website: YES, YES, YES!
• Content is King! Target Market
• Mobile conversion Needs content
Willing to be engaged
Gimmick's will not work
Added‐value
– Wri6ng prompts
– Wri6ng contest updates
– Twieer feed
– Discussion Forum
– Daily Wri6ng 6ps
– Book reviews

18. Blog: Where to Improve
Content & Focus
– Twieer feed
– 2 posts/wk minimum
– Tips on wri6ng and how
to get your work
published.
– Affiliate Ad Campaign
Social Media
‐ Campaign
‐ Create conversa6on
‐ Regular ac6vity

19. Post SEO
Title
Searchable words
Repeated in first and last sentence
Use words as labels
Labels
Use of Google Ad word
Level of compe66veness
How are people searching for your topic?
Always write the post first, op1mize it a4er!

20. PPC Ad
Campaign
• Target focus on writers
• Stress ‘newsy’ content:
wri6ng  publica6on
• Key word selec6on
• Avg. Cost/Click
0.17‐0.20 cents

21. Display Ad
Campaign
Top 10 Websites
• Amazon
• Quill & Quire
• Readerviews.com
• Google & Bing
• On a Book Bender
• The Book Seller
• Publishers Weekly
• Idealog
• Readerviews
• Zouch Magazine

23. PR
MARKETING
Introduc6on of Microsite
In rela6on to events
Important content
addi6ons

24. E‐MAIL
Monthly
newsleeer
 Drive traffic to
site
 Regular updates
 Create events/
inform of
upcoming events
 Interest pieces
 Added interest
links

25. Mobile App: No
• Need to provide func6onality
• Can I add value?
• Android vs. iPhone
• $$ Expensive $$
‐Money beeer spent
elsewhere?

27. Summary
‐ Content, Content, CONTENT!
‐ SEO
‐ Appropriate social media usage
‐ Create conversa6ons
‐ Know your focus & audience