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It’s All About the Social Network : marketing books in a digital world

October 29th, 2010 |  Published in Media 2.0






29 October 2010 — There was a brilliant webcast this week by the Book Industry Study Group.  The program (“Marketing in a Digital World”)  covered a range of tactics publishers are taking to get their books into readers’ hands.  But topic #1 : social networking. Rob Goodman, director of online marketing at Simon & Schuster, revealed a battery of impressive figures about how social networking influences consumer buying habits:

— consumers are 67% more likely to buy from the brands they follow on Twitter

— 51% more likely to buy from a brand they fan on Facebook

— 79% more likely to recommend brands and products they follow on social media.

Other speakers called Facebook, Twitter, YouTube, LinkedIn, etc. the “new retailers”.   The primary advice:  know your ecosystem, learn to speak the language that consumers are speaking.  That might mean using to understand phrases and words like IMHO, hashtag, and API, or reading’s Twitter guide book, which explains basics, building a Twitter community, Twitter for business, and more.  Being involved in consumers’ world also lets marketers see what people are saying about their books and brands online. 

But it’s more than just setting up a Facebook page or Twitter account.  An example of creativity at work:  Peter Schiff, whose book “How an Economy Grows and Why It Crashes” was published by Wiley this past May. Schiff created his own Web site and made sure that as people searched online for terms related to his book’s topic, they would land on his site.   Reply.  Enage.

Most publishers have increased their online advertising in the past three years with good results.  But  this is all a further example of  the most successful brands on FB and Twitter having significant traditional marketing budgets (click here).

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