ny scbwi low cost marketing

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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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