creating online book communities through new media marketing
TRANSCRIPT
Creating online book communities through new media marketing
@nicolebasarabaBA, MA, University of Albertanicolebasaraba.com 1
New Media“media we do not yet know how to talk about”
(Peters,2009,p.18)2
Book Trailer®
“an acted-out dramatization of a book synopsis”
(English, 2008) 3
Five types of book trailers
1.Cinematic2.Slideshow3.Narrated4.Author interview5.Author vlog
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Main research question
How can publishers create persuasive book trailers with the potential to turn viewers into readers?
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Literature●Book trailers as marketing tool●Word of mouth marketing
(eWOM)●BookTubers
Publishers on book trailers“we need to embrace technology to tell stories [...] if we are to foster a new generation of readers and storytellers” (Dubelman, 2009)
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Word of Mouth Marketing
“consumers perceive WOM as more trustworthy and persuasive than traditional media”
(Cheung & Thadani, 2012, p. 462)9
● Goal: open a dialogue with people who love to read
● Publishers see recruiters for new readers
(Perazo, 2014) 10
BookTuber Communit
y
Research sample30 book trailers
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Methodology
Step 1
Qualitative coding
Step 2
Quantitative coding
Step 3
Analysis
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Results
Focusing on the viewers
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Trailer type
70%
10%
10%
10%
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Number of views
15
Thumbs up/down
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Viewer engagement
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To read or not to read
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Creating online book communitiesBook Trailers
New media
New markets
BookTubers & eWOM
Earned media
High impact
Qualitative data
YouTube statistics
Measuring marketing success
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Thank you@nicolebasaraba
nicolebasaraba.com
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ReferencesAllen, K. (2009, December 3). Coming attractions. The Bookseller. Retrieved from http://www.thebookseller.com/feature/coming-attractions.html
Booksandquills. (n.d.). Retrieved from https://www.youtube.com/user/booksandquills/about
Cheung MK, and Thadani, Dimple R (2012) The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1): 461-470.
Davila, D. (2010). Not so innocent: Book trailers as promotional text and anticipatory stories. The ALAN Review, 38(1), 32-42.
Dubelman, L. (2009, October 23). Book trailers and future of publishing. Huffington Post. Retrieved from http://www.huffingtonpost.com/liz-dubelman/book-trailers-and-future_b_330738.html21
References continuedEdelman, D. C. (2010, December). Branding in the digital age: You’re spending your money in all the wrong places. Harvard Business Review, 62-69.
English, S. C. (2008). The book trailer revolution: Book marketing and promotion through digital video. Retrieved from http://www.cosproductions.com/pdf/BookTrailerRevolution_DigitalVideoMarketing.pdf
Pace, S. YouTube: an opportunity for consumer narrative analysis? Qualitative Market Research: An International Journal, 11(2), 213-226.
Perazo, C. (2014). Booktubers: la nouvelle génération des critiques littéraires. Courrier International. Retrieved from http://www.courrierinternational.com/article/2014/08/22/booktubers-la-nouvelle-generation-de-critiques-litteraires
Scott, D. M. (2009) The new rules of marketing & PR: How to use new releases, blogs, podcasting, viral marketing & online media to reach buyers directly. New Jersey, NY: John Wiley & Sons, Inc.
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