For the Love of Writing…

Dedicated to readers, writers, and publishers alike.

h"p://crea*velystrategic.blogspot.ca/SarahTu"yTuesday,April24,2012

OVERVIEW1.  ImportanceofInternetMarke6nginCanada2.  OverviewofBlog

•  Analy6cs&Metrics

3.  BusinessReview•  Findings

4.  Recommenda6ons&Ra6onaliza6on•  Choiceinternetmarke6ngtools&strategies

Internet2.0

Whyisitimportant?BecauseEVERYONEisonline!Canadiansespecially…

• Canadianswerethemostengagedusersintheworldin2010• Morehoursonline/person• Moresitevisits/person• #2forpages/visit

• BroadbandConnec6on:WorldLeaders• 2000–12%• 2008–81%

IAMCANADIAN…

• Evensplitbetweenmalesandfemales• Differintypesofsitesvisited

• Incomeisalmostirrelevant

• Ages25‐54=55%ofusers

• Evendistribu6onacrossprovincesinUsage:Popula6onra6o

• SocialMediadominates• Directories• Newspapers• Technology• Movies/Entertainment

Growth&Opportunity

• Video YouTubebrandchannels Videocontentisdomina6ngtheweb

• 55yo+ 12%increaseinusers

• SocialNetworks Crea6ngConversa6ons

Mobile2.0?

Everyonehasaphone!

• IncreaseinSmartPhonepurchases

• Technology:CanusephonetoPay

• Increasedconsumertrust

• Accessibleandconvenient

For the Love of Writing…

Topic:Reading,wri*ng,andpublishing.

Why?

•  BecauseIamabookaddict!

•  PostGraduatecourseCrea*veBookPublishing

Persona

Hello!MynameisEvelyn. Iama25yearold book loving, wine drinking, craPsmaking, chocolate ea*ng, itchy feetpossessingCanadian,livinginTorontoandlovingmy life. Likemostpeople, inordertopaymyrent,Ispendmydayspu"eringabout in an office, where I secretly readbooks under my desk, drink horrificamounts of coffee, espresso, andcappuccino, all while looking terriblyinterested in spreadsheets and targets.Myfirstandgreatestlovehasalwaysbeenliterature,andmydream is tocontributeto the literary landscapewith a piece offic*on of my own. I am an unashamedBook Snob, and I will be as relentless inmyaddic*onashumanlypossible.

TargetMarket

BlogPostTitles

1.  Procras*na*on&Fear2.  E‐bookse‐vil?3.  CanadaReadseh?4.  WhatGoodisaBookReview?5.  Sowhatexactlyisanovel?6.  TopBookReviewSites7.  HighestPaidAuthorsof20118.  Ineedagoodbooktoaddtomy

readinglist!Help!9.  KeepTorontoReadingFes*val10. The49thShelf:TheCanadian

LiteraryScene11. Amazonvs.Apple:IsThere

ReallyaPriceFixingWar?12. Crea*veBookPublishing:

HumberCollege

h"ps://www.facebook.com/4theloveofwri*ng

@4LoveofWri*ng

• Steadyincreaseinfollowers

• InconsistentTweets

• Increaseduseofmen6ons&hastags

h"p://www.youtube.com/user/fortheloveofwri*ng8

h"p://pinterest.com/tu"ysarah/

DidnotaddtraffictoblogIll‐matchedSocialMedia

KeyLearning’s‐ Mostappropriatesocialnetworksfortheblog‐ RequireDAILYefforts‐ Timed/scheduled‐ FacebooklinkedtoTwieer

SEO&ContentAclearfocus/direc6onSharelinks

•  ContentisKing!•  Mobileconversion

Website:YES,YES,YES!

TargetMarketNeedscontentWillingtobeengagedGimmick'swillnotwork

Added‐value

– Wri6ngprompts– Wri6ngcontestupdates

–  Twieerfeed–  DiscussionForum

–  DailyWri6ng6ps

–  Bookreviews

Content&Focus–  Twieerfeed–  2posts/wkminimum

–  Tipsonwri6ngandhowtogetyourworkpublished.

–  AffiliateAdCampaign

Blog:WheretoImprove

SocialMedia‐Campaign‐Createconversa6on‐Regularac6vity

PostSEOTitle

SearchablewordsRepeatedinfirstandlastsentenceUsewordsaslabels

LabelsUseofGoogleAdwordLevelofcompe66venessHowarepeoplesearchingforyourtopic?

Alwayswritethepostfirst,op1mizeita4er!

PPCAdCampaign•  Targetfocusonwriters

•  Stress‘newsy’content:wri6ngpublica6on

•  Keywordselec6on

•  Avg.Cost/Click0.17‐0.20cents

DisplayAdCampaign

Top10Websites

• Amazon• Quill&Quire• Readerviews.com• Google&Bing• OnaBookBender• TheBookSeller• PublishersWeekly• Idealog• Readerviews• ZouchMagazine

PRMARKETING

Introduc6onofMicrosite

Inrela6ontoevents

Importantcontentaddi6ons

 Drivetraffictosite Regularupdates Createevents/informofupcomingevents Interestpieces Addedinterestlinks

E‐MAILMonthlynewsleeer

MobileApp:No

• Needtoprovidefunc6onality

• CanIaddvalue?

• Androidvs.iPhone

• $$Expensive$$‐Moneybeeerspentelsewhere?

Summary‐ Content,Content,CONTENT!

‐ SEO

‐ Appropriatesocialmediausage

‐ Createconversa6ons

‐ Knowyourfocus&audience