AAUP, 2012CHICAGO

Digital Tools for Effective Marketing and Promotion

Rachael Levay, Chair, University of Washington Press

remann@uw.eduColleen Devine Ellis, University of Texas Press

cdevine@utpress.utexas.eduEmily Grandstaff, University of Virginia Press

egrandstaff@virginia.eduAmanda Sharp, University of Georgia Press

asharp@ugapress.uga.edu

• Videos

• Social media• Tips• Twitter• Facebook• Pinterest• Blog

• Branding

• Author relations

• CAMPAIGNING: Where Print Publicity Meets Social Media (University of Virginia Press)

Where we’ve been… and where we are now.

The Totem Pole (June 2009) Plume (December 2011)

Video trailers

Video trailers: what you need from a trailer• Keep it short (under three minutes,

ideally).

• Unify it. No matter who creates it (you, the author, or a firm), branding it in the channel reflects your Press.

• Work with the author on the script. They need guidance and you’re the best person to give it.

• Keep timing in mind – you want to have the video available for pre-pub promotions as well as the launch. Ideally, we’re trying to get videos in place for the catalog, so we can use it as broadly as possible. Amazon needs 30 days pre-pub to get it up, too.

• Audience is key. You want the video to accurately represent the book, so be sure your author isn’t overselling or underselling their book.

• Use digital marketing tools in your print campaigns via QR codes

• Catalogs are finding more and more uses – online, on tablets for sales reps, for media, for event coordinators, etc. Give them something to go on!

YouTube Videos

YouTube Channel Home Sample Playlist

YouTube Videos

Previous efforts

Book trailersSelection readings

by authorsEnhanced content

for nature books

Current efforts

Author interview videos

Videos recorded at conferences

Author-made videos

YouTube Videos

Collaborative nature of videos—use them to promote books, authors, presses, series, and overall scholarship.

Example: Early American Places (EAP) Series

Social Media—Tips

Be sure to follow/like AAUP member presses/other publishers Authors/their books Review outlets—both scholarly and trade Major news sites University news services/alumni associations/other

campus departments Higher education publication/media Booksellers—particularly ones that host events

Social Media—Tips Twitter

Time-sensitive information• Ex. day of or next day events

Promotions/giveaways Least formal Gossip-y

Facebook Announce new information

• Ex. events within a week Promotions/giveaways Neither formal nor informal Informational

Blog Recap information from the last week or two—less frequent postings

• Ex. events over the next month or two Press releases Formal

• “Traditional journalism”

Social Media—Twitter

Some cross-postings from FacebookAlso used to publicize reviews, awards, events, and conferences

Show personality—participate in discussions, particularly with authors, reviewers, booksellers, publishers, and word games

Post a few times a day

Social Media—Facebook

Profile page provides accessibility for Press staff—few postings

Series Fan Pages maintained by series editors and Press staff

Primarily use Fan Page Posts focus on

reviews, awards, Press news, and upcoming events

Used in conjunction with Twitter for promotions/giveaways

Post a couple of times a day

Should I create a Facebook page for a single title?

What is the best way to utilize Pinterest?

Social Media—Blog

UGA Press blog EAP Series blog

Social Media—Blog

Press blog Different audience from Facebook and Twitter “Short Takes” round-up post Post press releases and Press news Recent updates since December

Twitter updates feed Links to Facebook and YouTube, along with website Tags/labels

EAP Series blog Post a couple of times a week

Branding

Block logo Script logo

• 75th anniversary in 2013—new branding to come

• Separate from the university but still related

• Series have own branding

Author Relations

Provide suggestions for authors on how to get involved in digital marketing Create YouTube videos Setup Facebook and/or Twitter accounts Help promote online/indie booksellers

Give authors digital marketing tools at time of catalog

Setup blog tours in addition to or in lieu of traditional book tours

• Provide authors tools to get started

• If you don’t have a marketing guide, consider creating one that will lay out what authors need to do to complement your department’s work

• Be sure that you can make good use of what you’re asking them to do – many authors are happy to create marketing tools, if they know they’ll be widely seen

• See marketing guide handout for examples

A pdf of a book’s catalog page/spread is a promotional tool that authors can easily utilize.

New Publicity Efforts

Working with/utilizing book bloggers to promote specialty books

Link to videos when pitching books for review and/or features

Publicize events using social media Link to organizer/venue/bookstore

CAMPAIGNING

Where Print Publicity Meets Social Media

Emily K. GrandstaffPublicity Manager

University of Virginia Press egrandstaff@virginia.edu

434-982-2932

Steinbeck in VietnamDispatches from the War

Stacking up the Trades

Trades into National Media

Online/Social Media

Advertising (Print)

Advertising (Online)

Driving Traffic - Press Blog

Capitalizing on National Media/Keep on Pitching

Hi Eric,

Can I check back with you on our lead title for the spring - STEINBECK IN VIETNAM? The book is taking off, in large part due to an interview with the editor (Thomas Barden) that ran on NPR this past weekend:

http://www.npr.org/2012/04/21/150012711/steinbeck-in-vietnam-a-great-writers-last-reports

I wonder given the controversial reactions to the material if someone at CNN.com might be interested in doing a q&a or running an excerpt?

Barden served as an artilleryman in Vietnam after the Me Lai massacre and feels strongly that there are connections between the reactions to Steinbeck's war correspondence and the recent news from Afghanistan. The book has also received coverage in the following outlets:

-- Washington Post Political Bookworm blog (post from Barden): http://wapo.st/GUz0aL

"Novelist John Steinbeck toured combat areas of South Vietnam and traveled to the north of Thailand and into Laos between December 1966 and May 1967. . . . The book’s editor, Thomas E. Barden, an English professor and dean of the Honors College at the University of Toledo, here reflects on parallels between Steinbeck’s Vietnam and today’s Afghanistan."

-- Shelf Awareness review: http://bit.ly/GU62ri

"Reading 'Steinbeck in Vietnam' is a fascinating, occasionally uncomfortable experience. . . . as powerful an evocation of the Vietnam experience as Tim O'Brien's 'The Things They Carried':

Don’t Forget Your Regional Friends

Or Your Origins

Thinking Outside the Box

http://www.upress.virginia.edu/2011/12/16/salome-live/

Social – Traditional - Social

Staying Relevant

Politics and News

News

The Wire(s)

Links

Blogs ugapress.blogspot.com www.upress.virginia.edu/blog/ http://utpressnews.blogspot.com/

Like us on Facebook (UGAPress, UniversityofWashingtonPress, UVA Press, UTexas Press)

Follow us on Twitter (@UGAPress, @UWAPress, @UVAPress, @UTexasPress)

Subscribe to us on YouTube (UGAPress, UWashingtonPress, UTexasPress)

http://www.ugapress.org http://www.washington.edu/uwpress http://www.upress.virginia.edu http://www.utexas.edu/utpress/index.html