2009 Electronic Marketing Workshop
June 17, 2009
Organizer: Tony Sanfilippo, Assistant Director and Marketing and Sales Director, Penn State University Press
Description: With fewer available resources and increasing economic pressure, presses are looking for the most efficient ways to market their titles to the broadest audiences possible. The Web provides many opportunities for book marketing, but how do we know which efforts are worth the time and which might be little more than the next Orkut? In this workshop we will explore various strategies and venues available for Web marketing and book promoting and talk to vendors and publishers about which choices have brought success and which may not be worth pursuing.
7:45–8:15 am Breakfast
8:30-9:00 am Introduction
Michael Jensen, National Academies Press
9:15-10:15am Data and Discovery: Book Search, Analytics, and Online Merchandising
This session will focus on online partners, measuring traffic, and the tools available to promote and sell our books. Topics will include Google Book Search, Analytics, and ebook retailing.
Panelists: Genevieve Brennan, Strategic Partner Manager, Google Book Search; SUNY Press; Paul Murphy, Associate Director, Rand Corp.; Dean Blobaum, E-commerce/E-marketing Manager, University of Chicago Press
Genevieve Brennan: Google Book Search; Google Book Preview; and Marketing Books with Google (PDFs)
10:30–11:45 am E-mail Marketing and Online Advertising: Passive Persuasion
As both the use and effectiveness of direct mail and print advertising are declining, new and more affordable opportunities for notifying audiences about our books are increasing on the Internet. E-mail marketing doesn’t have to be spam, and online advertising can precisely target an audience. Learn to how to use these tools effectively to help your content find an audience.
Panelists: Desiree Collazo-Soto, VP/Marketing Director, MicDezCo Marketing and Design; Joe Gallagher, E-marketing and Sales Coordinator, New York University Press; Christine A. Egan, Director of Electronic Marketing, University of North Carolina Press
Desiree Collazo-Soto: Slides (PDF)
Chris Egan: Slides (PDF)
12:00-1:00 pm Lunch
1:30–2:45 pm Blogging and Social Networks: Friends, Fans, and Followers
This panel will discuss integrating blogs, Facebook, and Twitter into your promotional strategies. Who is your audience, what is your message, and what can you realistically expect by using this form of communication?
Panelists: Scott McLemee, Writer/Blogger, Inside Higher Ed; John Morris, Editor/Blogger, Penn State University Press; Stephanie Brown, Publicist/Blogger, University of Pennsylvania Press; Laura Sell, Publicist/Tweeter/Facebook Editor, Duke University Press
Laura Sell: Using Social Networking to Market Academic Books (outline) and Slides (PDF)
Scott McLemee's Inside Higher Ed Column on how university presses use social media
John Morris: About our blog
3:00–4:15 pm Content About Content: Podcasts, Book Trailers, and Online Book Promotion
This session will look at the relatively new phenomenon of using non-print media to promote titles. What kind of books and authors are best suited for this kind of promotion? What’s involved in creating the content? And most importantly, can you afford it—and can you afford to ignore it?
Panelists: Tim Spalding, Founder and Developer, LibraryThing (absent); Chris Gondek , Author Interview Podcaster, Heron and Crane; Andrew Kaplan, Business Development Manager, BookVideos.tv; Siobhan Byrns, Electronic Marketing Manager, University Press of Kentucky
Andrew Kaplan: Slides (PPT) and Book Videos: Killing for Coal (Harvard); Sex Trafficking (Columbia); The Great Equations (WW Norton); and Autism's False Prophets (Columbia)
4:15–5:00 pm The Politics and Economics of “Free”: Giving it All Away During a Financial Meltdown
This final session will look at giving away content and the benefits and perils of such a strategy. Do free electronic versions always cannibalize the print market? How do we balance mission with sustainability? Is this the way we compete with the pirates?
Panelists: Paul Murphy, Associate Director, Rand Corp.; Michael Jensen, Director of Strategic Web Communications, National Academies Press; Dean Blobaum, E-commerce/E-marketing Manager, University of Chicago Press