social media for writers

Social Media:The Web Ahead for Writers

Presented by Ian Huckabee

@ihuckabee • @IanHuckabee • @WeejeeMedia • @WeejeeLearningIan@WeejeeMedia.com

WeejeeMedia.com

Chief Weejee, Weejee Media

Today’s Agenda

10 AM – 11 AM

The Website• Today’s Web• Website and Blog Basics• Let’s create a blog

11:15 AM – 12:15 PM

Social Media Infrastructure• The social media infrastructure• Monitoring and measuring• Let’s create a Facebook page and

a Twitter channel

1 PM – 1:45 PM

Content Strategy• Content strategy for writers• Facebook ideas• Twitter content curation

2 PM – 2:30 PM

Marketing• Social media marketing• Facebook ads• Google AdWords overview2:30 PM – 3 PM: Q & A

This morning This afternoon

weejeemedia.com/writers

• PDF of these slides• Links to resources mentioned here• Other resources from time to time

The Internet vs. The Web

Sources: Cisco estimates based on CAIDA publications, Andrew Odlyzko

Website• Content Management System (CMS)• Optimize for Search (SEO)• Social Tools for Social Media

Social Media Infrastructure• Set up Branded Social Media Channels• Optimize for Social Media (SMO)• Social Media Matrix

Strategy• Monitoring, Targeting• Message, Engagement, Campaigns• Measurement

Why have a blog?

• So people can find you on the web

• Connect with like-minded people

• Two-way interaction and feedback

• Marketing!

• Book promotion• Online sales channel• Writing practice• Blog about your book• Build an audience• Help build your social

graph

Source: Joann Penn, The Creative Penn

Web page

Blog post About theAuthor

Buy Book!

Buy it today. 704.555.1212

Share this:

Great Keyworded Headline

Cross-promote content between the site and your social media channels.

Introduce content to others people’s social graphs.

Syndicate content automatically to certain social media channels.

The website is easily updated with fresh content.

Blogging Tips

• Blog design• Advertise your books and services• Offer a free giveaway to build your list• Comment on other blogs• Link to your blog from social media

Let’s create a blog.

Time for a break

Social Media Infrastructure

• Branded Social Media channels

• Monitoring tools

• Measuring tools

facebook.com/pages/WeejeeLearning/281241938601910

facebook.com/WeejeeLearning

Quick! Which one would you click?

Social Media Infrastructure

• Branded Social Media channels

• Monitoring tools• Twitter Search• Google Blog Search• SocialMention

• HootSuite• TweetDeck• Tweet Adder

• Measuring tools• Google Analytics• AddThis• Facebook Insights

• HootSuite• SocialMention

Klout Score

• “The Klout Score measures influence based on your ability to drive action.” - Klout

• The standard for measuring influence on the social Web. – Forbes

• Measuring over 100 million people• More than 2000 companies using

the data• True Reach• Amplification• Network Impact

Writing and Book Communities

Writing Communities• WritersCafe• Scribophile• Authonomy• Writing.com• The Write Idea• Facebook groups• LinkedIn groups

Book Communities• LibraryThing• Shelfari• Goodreads

Let’s create a Facebook page and a Twitter channel.

Map It!

Website and the Social Media Infrastructure

Lunch, anyone?

Strategy

Determine objectives• Build awareness• Reach new audience channels• Generate sales• Educate your audience• Establish expertise

Target based on your objectives

Develop a content strategy

Facebook Page Ideas

• Landing tab – “Please Like!”• About the Author• About the Book• Buy a Copy – eCommerce tabs• YouTube, Flickr

Custom tabs

Wall• Ask questions• Ask people to act on your content

Engage Influencers

• “The Klout Score measures influence based on your ability to drive action.” - Klout

• The standard for measuring influence on the social Web. – Forbes

• Measuring over 100 million people• More than 2000 companies using

the data• True Reach• Amplification• Network Impact

Twitter Strategy

• Alerts, Aggregation• Analysis• Automation

Curate and publish engaging content

Use a social media dashboard

Follow campaign• Target based on your objectives

Content Pyramid

Let’s curate some content.

Time for a break. (Almost done!)

Integrated Marketing

Integrate social media into all marketing efforts

• Website• Market Research• SEM, SEO, SMO ... OMG!• Email Marketing• eCommerce

• Mobile marketing• Print, TV Radio• Sponsorships• Point-of-sale• Group sales

Facebook Ads

• Target your audience very specifically• Crisp, eye-catching headline• Eye-catching image• Well-crafted copy• Multiple ads (A/B testing)• Budget and duration

Google AdWords

• Research your keywords• Create 5 ad groups with 4 ads each• Spend the money!• Delete non-performing ads and create

new ones• Bid higher on well-performing

keywords

Summary

• Don’t lose site of the Big Idea• Make your website social• Build your social media infrastructure• Engage with your audience• Integrate social media in all marketing• Measure your performance

weejeemedia.com/writers

• PDF of these slides• Links to resources mentioned here

Thanks. Ian HuckabeeWeejee Media

646.535.6862ian@weejeemedia.com

@ihuckabee@WeejeeMediawww.weejeemedia.com

Questions?