Tag Archives: Marketing

BookTube 101: An evening with Sanne Vliegenthart & BookMachine

BookTube 101

BookTube 101

On Wednesday our Administrator and Social Media Coordinator Ellie attended the BookMachine’s event: BookTube 101.

BookTube is the name given to the community of book vloggers on YouTube (channels dedicated to the discussion of books) and booktubers are the given name of the vloggers that run these channels.

One such booktuber is Sanne Vliegenthart, of BooksandQuills, who was the guest host of the event. She came to discuss the relevance of BookTube to the publishing industry and how she has developed her own BookTube channel and career.

Starting out in 2008 Sanne created her channel BooksandQuills to discuss things she was interested in. At the time she was studying for an English Literature degree, so she wanted to discuss what she was reading. Sanne also covered other topics, as BookTube was not officially a ‘thing’ until around 2011.

In 2009 she began to focus more heavily on books when she took part in the 50 Book Challenge, a challenge to read 50 books in one year. Audiences were responsive to her videos documenting her progress, and she found her subscribers growing due to the challenges popularity.

Now, in 2017, her channel has over 160,000 subscribers, 11 million views and she has created over 600 videos since 2008.

BookTube & Publishing

Sanne links her successful BookTube channel to her getting a career in publishing. She currently works as the Social Media producer for Penguin Random House, and she previously worked for Hot Key Books, an imprint of Bonnier, as Digital and Social Media Manager.

With social media being a part of our everyday lives and new jobs within publishing being created specifically to accommodate and utilise it, a background in booktubing and blogging are a growing way to break into the publishing industry. You can read our post on using blogging to get into publishing here.

Along with discussing the benefits of booktubing on her career development, Sanne also discussed the relevance of BookTube to publishers looking to develop their marketing, sales and publicity approaches.

For most booktubers in Britain, booktubing is a hobby that is done alongside a full-time job or education. Out of the close community of booktubers Sanne is a part of, none of them are professional full-time YouTubers. But many of them do have links to the publishing community.

Some are social media producers at other publishing houses, others are writers, booksellers, freelance editors, marketing assistants and more.

BookTube & Publicity

Sanne then discussed how BookTube can help publishing companies publicise books and journals, similarly, if not more so, than blogs and blog tours.

  • YouTube videos often create more comments and discussions than blog posts do.
  • They can last longer than a blog post – imagine writing a 10 minute video into a cohesive blog post.
  • It’s easy to share content and they’re visually appealing
  • Subscribers of booktubers can develop a personal connection with the booktuber, through reading tastes, professionalism and consistency of posting.

BookTube & Sales

As an example, Sanne has procured, roughly, £45,000 for the publishing industry, selling books through an affiliate link to the Book Depository.

She pointed out that this figure is from one affiliate link only. She cannot monitor the amount her subscribers are spending buying books from her recommendations in shops, online or via subscriptions to websites such as Audible.

The topic turned from how booktubers can help to how they should be approached. Since booktubing is a hobby most booktubers will only read and discuss books that they themselves want to read. Sometimes they are sent books and publicity materials from publishers, but rarely accept anything unsolicited. Often publishers will request to send a book to a booktuber, but there is no requirement that they discuss the book on their channel unless they want to.

It is clear from Sanne’s channel and statistics alone that BookTube is incredibly popular and a worthwhile consideration to the development of the publishing industry.

Our YouTube Channel

We are very interested in the topic of BookTube and hearing some tips for starting a channel from Sanne, as we ourselves have a YouTube channel. So far we have created videos on topics such as How to get a Job Interview in PublishingHow to get into Academic Publishing and shared a vlog of our time at the London Book Fair 2017, among others. We’ve recognised the potential of YouTube for the publishing industry and are utilising it for recruitment.

We want to say a big thank you to BookMachine for holding the event, and to Sanne for hosting! Ellie had a great time!

For more information contact us on any of our social media: Twitter, Facebook, LinkedIn, YouTube or Instagram.

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Atwood Tate: Blogmas 2016

Blogmas

We don’t know about you but Christmas is our favourite time of year! It is a time of family, friends, food as well as giving, sharing and fun! Hence this year Atwood Tate are taking part in Blogmas!

For anyone unaware of ‘Blogmas’, it is the term created by bloggers who attempt to blog daily over the month of December! Now we’re not sure how feasible blogging everyday would be for a working business such as ourselves…so we are taking part in our own form of Blogmas!

From the 1st of December until the 23rd, when our offices close shop for the holidays, we will be doing lots of Christmassy, fun things tying back to Publishing!

We will be running weekly competitions, quizzes, Q&As and more!

To see a full run-down of what we have planned see our Events Calendar! Or follow us on Twitter, Facebook and Instagram for daily graphics and tweets about our exciting events!

Blogmas: Giveaway

But the biggest thing we’re doing – starting from today – is running a Christmas Giveaway! It is open from the 1st until the 16th of December (Christmas Jumper Day!) and involves a large prize of Stocking Goodies!

The Prize includes: a free CV/Cover letter review, bookmarks, vouchers, gift sets and more!

We’ll be revealing more about the prizes as we go along! All you have to do to enter is complete the tasks in the Rafflecopter box below! Two are compulsory and the rest are voluntary – but the more you do the more likely you are to win the prize!

We’ll be running our Blogmas across all social media platforms, and each event will be individual to that platform so make sure you follow them all so you don’t miss out!

  • Instagram: Advent Calendar – Competition every Tuesday!
  • Facebook: Specially made Infographics about Publishing on Monday and Xmas Quiz/Competition on Friday!
  • Twitter: Q&A at 12:30-1:30pm every Wednesday about any Publishing related topic! Plus daily catch-up of blogs, news and jobs!
  • Blog: 3 blogs will be going up weekly! Monday, Wednesday & Friday! And our Giveaway will be hosted here!

Make sure you don’t miss out! Join in! Say hello! Let’s have some fun and spread some Christmas cheer this year!

Merry Christmas!

a Rafflecopter giveaway

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PPA Master Class: The Marketing One Summary

 

ppa-masterclass

The PPA recently launched a new series of half day conferences specifically for senior professionals, and last Friday was one for Marketing.

A range of professionals from across the industry came together to share their experiences in a morning ably chaired by Ruth Mortimer, Content Director, Centaur Media. The first panel focused on the key skills the panel of Caroline Hird  (BMJ), Kendal Mott (Procurement Leaders), and Ian McGowan, (Merit Group) felt marketing professionals needed. Marketing automation, data analytics, and strategic thinkers were all things the panel felt were crucial. Indeed, these three things were mentioned repeatedly throughout the morning.

Nick Varney and Amanda Munoz of Dow Jones, then led a panel discussing subscriptions, using their experience with the Wall Street Journal as an example to illustrate how membership can revitalise revenue streams. The importance of personalisation, exclusivity of content, and engendering a sense of customer loyalty were the key take-aways from this panel.

Caroline Hird, Marketing Director of the BMJ spoke on the importance of community and driving customer engagement to increase revenues, build customer loyalty, and drive innovation. Caroline’s three key points about communities:

1)    Be clear why you are doing this – and be able to report on your successes (and failures)

2)    Have a unique value proposition – know your niche and offer them something they cannot get elsewhere

3)    Be focused – just because you can do something, it doesn’t mean you should

Nik Dinning, Marketing Director of Retail Week/New Civil Engineer explored how using targeted content strategies – both exploiting back catalogue content and developing new partner content – to drive revenue and substantial return on investment. Again, Nik talked about the importance of knowing your niche and doing your research to find out what the market wants.

Lastly, Ruth Mortimer looked at the difference between customer engagement and customer numbers, driving home the message that a targeted group of engaged consumers can be vastly more valuable than a high CPM. She also talked a little about the importance of measuring the right things to help make fully informed marketing choices.

All-in-all it was a fascinating morning, and if you get the opportunity to go to the Tech & Data one in November, do so!

Make sure to let us know if you attended the conference on twitter @AtwoodTate 

Now if you’ll excuse me, I am off to read Mary Meeker’s 2016 Internet Trends  because Ruth Mortimer told me to!

 

 

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PPA Business Class: Marketing Conference

ppa-business-class-atwood-tate-header

The PPA has launched a new series of half day conferences specifically for senior professionals – this one on Friday 21st October is for Marketing and one in November for Tech.

See: www.ppa.co.uk/events/businessmedia2016 for more details.

Here’s a taste of what will be covered:

Shiny Happy People

Faced with an increasing array of new marketing tools and the requirement for smarter, savvier marketing to cut through the noise surrounding customers, getting the right skills has never been more important. Our panel of experts tackle the key issues:

  • Business strategist…customer insight expert…innovation leader…what is the role of a marketing director in 2016?
  • What marketing skills are needed right now?
  • How do you address the digital skills gap?

Other sessions on:

  • Subscriptions
  • ‘Community’
  • Putting The Commercial Into Content Marketing

Speakers include:

We’re pleased to be an official sponsor for both events and Olivia Constantinides from our London office and Claire Louise Kemp from our Oxford office will be attending the Marketing one, so do request a meeting or get in touch on the day.

Let us know how if you’re attending by using the PPA twitter hashtag #PPABusinessClass. Don’t forget to add @PPABusiness and us too @AtwoodTate!

 

 

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‘Publishing for Kids: how to reach book buyers online’ at BookMachine

Children's

For those of you that missed last night’s BookMachine event, here are a few notes on what we picked up from the four excellent speakers on the subject of ‘Publishing for Kids: how to reach book buyers online’

Steve Bohme, UK Research Director at Nielsen Book Research presented some interesting statistics on children’s online habits.

You Tube and video sharing featured consistently as the most popular online habit for 0-17 years-olds.  Use of WhatsApp and Netflix is also on the rise.

However, whilst children’s book buyers are more engaged in the online world than other book buyers and spend a lot of their online time on You Tube, only 33% of children’s books are purchased online and browsing video sites is very low on the list of places that kids discover books online.  Is there an untapped opportunity here for children’s publishers?

Next up was Claire Morrison, Senior Marketing Manager for DK Books, who confirmed that for this well-established brand, physical books were still their biggest seller with sales still on the rise.  DK is one of a few trade book publishers to have a search and analytics team and Claire described the work that this team carries out on identifying the personae of their buyers. Ensuring their content is in line with the consumer’s expectations is vital to maintaining DK’s strong and trusted brand. Claire stressed the importance of the brand’s online presence as a means of interacting with customers and DK prides itself on have a 100% rating on giving feedback via its social media channels.  Claire also introduced DK’s online encyclopaedia project DKFindOut!.

After a break and a mingle, Charlotte Hoare the Digital Marketing Manager at Hachette Children’s Books warned about the perils of static websites, which may seem a cheaper option than a proper CMS, but will prove more costly in the long run.  She also noted the tendency for marketers to set up websites for one short marketing campaign only for this website to be forgotten and not updated until a reminder arrives that the domain name is about to expire.  Her advice was to be braver and be wiser when devising digital marketing campaigns.

The final speaker of the evening was Sven Huber, founder and CEO of Boolino.  Boolino was launched in the Spanish market in 2011 and its vision is “to become globally the leading online platform about children’s books and reading, for both parents and all the people involved in the education of children aged between 0 and 12 years”.  The founders of Boolino realised that very few readers were discovering books online and most publishers find it challenging to connect with consumers online (and in particular parents).  In addition, they felt that the majority of children’s publishers were lacking in good segmented email marketing lists. By bringing together on their website content relating to children’s books and parents, Boolino aims to provide that age segmented data.  Boolino has created an ecosystem of more than 1000 bloggers and is attempting to simulate the discovery process you get in bookstores.

The next BookMachine event is BookMachine at The London Book Fair 2016 on April 13 @ 4.30 pm – 5.30 pm.  See you there!

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IPG DMQ – Selling direct to consumers

Last week I attended the IPG’s Digital and Marketing Quarterly (@ipghq #ipgdmq), hosted at the offices of Faber and Faber. The theme of the event was selling direct to consumers and there was a great range of talks from experts in different fields of publishing.

The evening kicked off with Gareth Cuddy, CEO of Vearsa, who spoke about the promise and pitfalls of selling direct to consumers and the increase in “social” or “recommendation” based selling. He ran through a list of different platforms for selling books online and advised that publishers should not be afraid to outsource parts of their business where possible. Tech start-ups rely heavily on outsourcing and it works well for them!

This was followed by James Woolham, MD of F+W Media. He talked about how they have built a successful direct to consumer business based on a series of online craft brands and he demonstrated how publishers can build an interactive online community of fans and customers. It is not an expensive process but it does require time and commitment and the revenue gained will be far greater than any risks.

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Next up was Jaime Marshall (MD of Higher Education) and Katie Thorn (Marketing Director) at Macmillan. They gave an insight into the 3 categories of higher education books they publish and how best to market each category to their desired consumer. Selling to lecturers and students is both an art and a science and a blend of B2B and B2C tactics are required.

1. Core adoptable textbooks: The single source of reading for a course.

2. Recommended reading: Optional reading which doesn’t fit a whole module

3. ‘Trade’: Scaled out titles, generally sold in bookshops to trade consumers

The increase in tuition fees and the closing of campus bookshops has changed the landscape of academic bookselling. One way they have overcome the challenges is by partnering with John Smith & Son and setting up virtual campus bookstores online.

The evening finished off with Steve Bohme, Research Director at Nielsen, who spoke about the trends in book buying across different formats and the fact that eBook sales have slowed due to a slowdown in ownership of reading devices. He also urged publishers to think more resourcefully and creatively about how they make use of their data for marketing purposes.

Thanks to all the speakers for their contribution to a very interesting evening, full of useful tips and facts for selling direct to consumers.

The next DMQ is on 26th November.

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