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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, PublishingWalden Media/Walden Pond Press
Walden Pond Press
Timeline
Know Your Audience
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
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Build a Community
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
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Targeted Outreach
Build a Community: Connect via Author
Platforms Online Platforms
Twitter Facebook Page Goodreads Pinterest Tumblr and/or Blog Google+ LinkedIn YouTube Account
Build a Community: Find Online Influencers
Online Influencers: Bloggers: Blogrolls, Technorati, Kidlitosphere Central,
Book Blogger Awards (more options in resource section) Teachers and Librarians: Nerdy Book Club, Kidlitosphere
Central, Twitter Lists, School Library Journal blogrolls Teens: Tumblr, Forever YA, Teen bloggers, YA Bloggers Booksellers: ABA and Member Sites, Twitter, Facebook 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
86% of Online Influencers Blog Other Blogs Are Most Influential When Choosing Their Own Content
Online Services Most Likely to Influence a Purchase: Retail Sites – 56% Brand Sites – 34% Blogs – 31.1%
Online Services Shared From the Most: #1 Facebook – 57% #2 YouTube – 40% #3 Blogs – 26%
Build a Community: Find Online Influencers
Online Influencers: Bloggers: Blogrolls, Technorati, Kidlitosphere Central,
Book Blogger Awards (more options in resource section) Teachers and Librarians: Nerdy Book Club, Kidlitosphere
Central, Twitter Lists, School Library Journal blogrolls Teens: Tumblr, Forever YA, Teen bloggers, YA Bloggers Booksellers: ABA and Member Sites, Twitter, Facebook Other Writers: Verla Kay Blue Boards, Kindle Boards,
Online Writer Communities, Debut Author Groups, Communal Author Blogs
URL: http://technorati.com/blogs/directory/
URL: http://technorati.com/blogs/directory/entertainment/books/
URL: http://www.kidlitosphere.org/bloggers/
Build a Community: Find Online Influencers
Online Influencers: Bloggers: Blogrolls, Technorati, Kidlitosphere Central,
Book Blogger Awards (more options in resource section) Teachers and Librarians: Nerdy Book Club, Kidlitosphere
Central, Twitter Lists, School Library Journal blogrolls Teens: Tumblr, Forever YA, Teen bloggers, YA Bloggers Booksellers: ABA and Member Sites, Twitter, Facebook Other Writers: Verla Kay Blue Boards, Kindle Boards,
Online Writer Communities, Debut Author Groups, Communal Author Blogs
URL: http://nerdybookclub.wordpress.com/
Build a Community: Find Online Influencers
Online Influencers: Bloggers: Blogrolls, Technorati, Kidlitosphere Central,
Book Blogger Awards (more options in resource section) Teachers and Librarians: Nerdy Book Club, Kidlitosphere
Central, Twitter Lists, School Library Journal blogrolls Teens: Tumblr, Forever YA, Teen bloggers, YA Bloggers Booksellers: ABA and Member Sites, Twitter, Facebook Other Writers: Verla Kay Blue Boards, Kindle Boards,
Online Writer Communities, Debut Author Groups, Communal Author Blogs
Build a Community: Your Audience Offline
Where to Go Conferences – Regional Examples: MSLA; MRA Local Kidlit Events/Meet-ups/Book-Clubs Local Booksellers/School Librarians/PTA Members Peripheral Audience: Non-profits/Signing Locations
Build Your Community: How to Connect
Promote Others
Contribute to the Conversation
Online: Provide Meaningful Content
Offline: Network (Informational Interviews)
Build a Community: Connect via Author
Platforms Online Platforms
Twitter Facebook Page Goodreads Pinterest Tumblr and/or Blog Google+ LinkedIn YouTube Account
Build a Community: Connect via Author
Platforms Online Platforms
Twitter Facebook Page Goodreads Pinterest Tumblr and/or Blog Google+ LinkedIn YouTube Account
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Build Buzz
Get People to Read Your Book…
Buzz Building Begins
Add Early/Inexpensive Promotions
Early/Inexpensive Promotions Goodreads Giveaway Teaser Excerpts Cover/Artwork Reveals Pinterest Boards Skype/Speaker Lists
Add Early/Inexpensive Promotions
Early/Inexpensive Promotions Goodreads Giveaway Teaser Excerpts Cover/Artwork Reveals Pinterest Boards Skype/Speaker Lists
And Don’t Forget…
Track Mentions of You & Your Book Twitter Keywords (Through Hootsuite/Tweetdeck) Google Alerts Google Blog and News
Searches
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Plan Your Book Launch
Plan Your Book Launch: Online
Harness the Power of Social Media Twitter Promotions: Tweetstakes (can also be done in a similar
fashion on Tumblr and Pinterest); Twitter Chats Goodreads: Giveaway, Book Lists, Book Clubs, Q&A, Events Facebook: Promoted Posts, Ads, Sweepstakes, Events YouTube/SchoolTube/Animoto: Book Trailer Contests
Harness the Power of Blogs Blog Hops using Rafflecopter Blog Tours Other Blog Events
Harness the Power of Local and Online Press
Plan Your Book Launch: Online
Harness the Power of Social Media Twitter Promotions: Tweetstakes (can also be done in a similar
fashion on Tumblr and Pinterest); Twitter Chats Goodreads: Giveaway, Book Lists, Book Clubs, Q&A, Events Facebook: Promoted Posts, Ads, Sweepstakes, Events YouTube/SchoolTube/Animoto: Book Trailer Contests
Harness the Power of Blogs Blog Hops using Rafflecopter Blog Tours Other Blog Events
Harness the Power of Local and Online Press
Plan Your Book Launch: Online
Harness the Power of Social Media Twitter Promotions: Tweetstakes (can also be done in a similar
fashion on Tumblr and Pinterest); Twitter Chats Goodreads: Giveaway, Book Lists, Book Clubs, Q&A, Events Facebook: Promoted Posts, Ads, Sweepstakes, Events YouTube/SchoolTube/Animoto: Book Trailer Contests
Harness the Power of Blogs Blog Hops using Rafflecopter Blog Tours Other Blog Events
Harness the Power of Local and Online Press
Plan Your Book Launch: Online
Harness the Power of Local and Online Press PW Children’s Bookshelf/Shelf Awareness Local Associated Press Bureau Blog Talk Radio Pitchrate/HARO Radio Guest List Press Releases
Plan Your Book Launch: Offline
Skype Visits: Schools/Libraries
Book Launch Event
Local School Visits
Consider the Peripheral Audience
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Helpful ToolsTwitter
FacebookBlog
Online PublicityBookseller & Speaker Lists
For the Self E-PublisherOther Social Networks
Helpful Articles
Tools mentioned here are free of charge (unless otherwise noted) and are hyperlinked to their respective websites.
Twitter Tools
Twitter Management Tools: Helpful for tracking conversations, keywords, etc. about you and your book: Hootsuite Tweetdeck
Twitter Hashtags About Children’s Books & Writing (Loreen Leedy’s Blog)
A Writer’s Guide to Twitter (by Debbie Ohi): Best Practices Guide
Twitter chats: A list of all Twitter chats on all topics – kid book related: #mglitchat – Thurs. 9pm ET #kidlitchat – Tues. 9pm ET #yalitchat – Weds. 9pm ET
Facebook Tools
Facebook Ads: The tools to creating an affordable FB ad campaign Always base your payment on click-throughs, not impressions Target with keywords, rather than broad categories
Involver: Get two free Facebook apps for your author page
Creating Your Own Facebook Sweepstakes/Contests: Scribd: Good for uploading PDF excerpts/artwork Shortstack: Good for sweepstakes – they have templates so you don’t
need a designer 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.
For a fee: Northsocial Wildfire
Blog Tools
Technorati’s 2013 Digital Influence Report: Stats on the State of Blogging
If You Blog: 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.
Rafflecopter: Giveaway tool – allows user to enter your blog giveaway by liking your Facebook page, tweeting about the giveaway on Twitter, etc.
Around the World ARC Tours: Submit your book through this free service and each blogger passes it on to another after she finishes it.
Google Reader (only until July); Feedly: Makes it easy to read all the blogs you follow.
Debut Author Groups: The Fourteenery Class of 2K14
Blog Tools
Find Kidlit/Yalit Blogs: Kidlitosphere Central Technorati: Search for blogs by specific topic Goodreads Independent Book Blogger Awards Walden Pond Press Twitter Lists Nerdy Book Club Listing of MG/YA Review Blogs on The Reading Tub Romance Times Network: Good resource if you have YA book with
romance elements TeenReads.com: Great spot for YA reviews Free Book Friday Teens : Site hosts YA book giveaways every Friday Book Blogger Appreciation Week Book Blogger Directory
Blog Tools
Blog Carnival List
Communal Author Blogs Project Middle Grade Mayhem From the Mixed-Up Files of Middle Grade Authors The Enchanted Inkpot
Blog Tour Examples The Fellowship for Alien Detection Blog Tour Cinder Blog Tour Poison Blog Tour Ten Blog Tour
Online Publicity Tools
Blog Talk Radio: Scroll through these podcasts for book and topic related radio shows.
Local Associated Press Bureau
Pitchrate and Haro: Two different sites that send daily emails listing journalists who are looking for sources.
Radio Guest List: Smaller radio talk shows with targeted audiences looking for guests to interview
Examiner.com: There are local Examiners in every major metropolitan area who review books and cover a myriad of other topics.
Meetup.com: Find local groups meeting about books and/or topics that pertain to your book.
Best Book Publicists on Twitter: From GalleyCat
Publisher’s Weekly: Sign up for PW Children’s Bookshelf
Shelf Awareness: Check out their “Picture of the Day” section
Online Publicity Tools (cont.)
50 Free Press Release Submission Websites
Great Kidlit Book Publicists: Media Masters Publicity Kidsbuzz Greg Pincus (has more of a social media focus) Deb Shapiro
Helpful Publicity Focused Blogs: Publicity Hound Novel Publicity Jane Friedman
Booksellers and Speaker Lists
American Booksellers Association Member Directory
New England Children’s Bookseller’s Association Interactive Author Touring Map
Skype and Speaker Lists to Join Skype an Author Network Authors Who Skype With Book Clubs for Free SCBWI Speaker’s Directory Children’s Book Guild Speaker’s Directory Author School Visits By State Blog
For E-Pub Books
Kindle Boards – Writer’s Café
eReader Daily News
Ereader News Today
Kindle Daily Deals
Ganxy – E-book Giveaways
Articles: The Rise of E-Reading – Pew Internet Libraries
Blogs: A Writer’s Guide to Publishing
Other Social Networks:
Informational Networks: Reddit Quora StumbleUpon
Skype: Skype an Author Network Authors who Skype for Free with Classes and Book Clubs
Visual Networks: Tumblr Pinterest YouTube Instagram
Other Social Networks (cont.)
Writer Communities: Verla Kay Blue Boards: Engage with other members in the writer
community. Wattpad: Post excerpts of your work and build readership. Figment: Post excerpts of your work and build readership - this is a
particularly good network for YA authors Scribd: Post excerpts of your work
Reader Communities: Goodreads
Run a Goodreads Giveaway with Maximal Results - Novel Publicity Young Adult Book Club on Goodreads
Shelfari LibraryThing Children’s Book Wiki – Children’s Book Discovery Wiki
Helpful Articles
The Making of a Blockbuster: The behind the scenes story of the readers and booksellers who launched The Hunger Games franchise (Salon.com)
How Do Books Get Discovered? A Guide for Publishers and Authors Who Want Their Books to Find an Audience (Goodreads.com)
The Author-Indie Bookstore Connection: Eric Luper Talks Promotion (Shelf Talker – Publisher’s Weekly Blog)
Connecting with Young Readers Through Social Media (Women On Writing) – A MUST READ article for YA writers
Publisher Simon & Schuster says Authors Should Blog and Social Network (The Creative Penn)
The Children’s Digital Market: Still Uncharted Territory (Publisher’s Weekly)
Consumer Shifts for Children’s Books (Publisher’s Weekly)
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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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