Publishing and Marketing in the Digital Age

Debbie Elicksen

Description

Though the term Electronic Age might harken back to a time that makes the Jetson’s seemed futuristic, there is no doubt that this millennium is anything but. Debbie Elicksen has built a career on pioneering digital content for marketing and publishing strategies. Recognized as a visionary for her use of transmedia, this book joins her long list of titles already popular for helping to usher in out-of-the-box thinking for publishing and marketing in today’s digital-based marketplace.
Contents
Foreword xi
Preface xv
Introduction xix
1. The Internet Has Made Us Global xxii
2. Business Development Is Still Conducted with Boots
on the Ground, Sort Of xxiii
3. Spam Isn’t Just Another Monty Python Skit xxv
4. Zip It to Me xxv
5. From Analog to Digital xxvii
6. Assumptions Are Sales Killers xxviii
7. Good Marketing Meets the Internet xxx
8. People Want It Here and They Want It Now xxx
1 Content Creation 1
1. Spreadable Storytelling 3
2. Be Consistently Good 5
3. What Should You Create? 6
iv Publishing & Marketing in the Digital Age
4. When All Else Fails at Getting a Publisher,
Do It Yourself 8
5. The New Hard Copy 10
6. Organize Your Thoughts 11
7. If You Can’t Create Content on Your Own,
Partner with Someone 13
8. Maintain Your Computer Better Than Your Car 15
8.1 Blood-sucking files 16
8.2 Back up your files or hear me say,
“I told you so” 17
8.3 Account safety and password organization 17
2 Publishing Platforms 19
1. Traditional Book Publishing 19
2. The Ebook Revolution 22
2.1 Ebook formats 23
2.2 Ebook conversion and vanity presses 24
3. Gamification of Books 25
4. Apps 26
5. Digital Comics 27
6. Photography 28
7. Music 29
8. Film 30
9. What Other People Are Doing 30
3 Position Yourself 37
1. Find Your Target Market and Anticipate
Where It Is Going 38
2. Discover Your Selling Feature 39
3. Plan for Success 40
3.1 Preparing your business plan and marketing
and publicity plan 40
4. You Need the Internet More Than the Internet
Needs You 42
5. Internet Trolls: Cyber Libel and Cyberbullying 44
6. Content Curation 46
4 Finding Monetary Resources and How to Get Paid 49
1. Crowdfunding 50
2. Electronic Banking 51
Contents v
3. Merchant Accounts 52
4. PayPal 53
5. PayLoadz 53
5 Be Seen and Be Heard 55
1. Plant Seeds 56
6 Create a Website 59
1. Map Your Website 60
2. Balance All the Elements of Your Website 60
3. Measure How Well Your Website Is Doing 64
4. Should You Create Your Own Website or
Hire Someone? 65
7 Blogging 67
1. Blog Well and Blog Often 68
2. Track Your Blog’s Statistics 70
3. What Other Bloggers Are Doing 71
3.1 Advice from an avid blogger 72
8 Audio and Podcasts 77
1. Planning a Show and Interviewing Guests 77
2. Pay Attention to Sound 79
2.1 Practice your voice delivery 79
2.2 Purchase good recording equipment 80
3. Online Radio Broadcasts 81
4. iTunes 82
9 YouTube 83
1. Make the YouTube Platform Work for You 85
10 Webcasts and Webinars 89
1. Google+ Hangouts on Air 90
2. Spreecast 98
3. Webinars 103
11 Social Media Overview 105
1. Build a Social Media Platform 107
1.1 Share your knowledge 112
1.2 Attract, engage, convert 114
vi Publishing & Marketing in the Digital Age
1.3 Driving traffic 115
1.4 Geolocation 116
2. It’s a Lifestyle, Not a Job 117
3. Helping Others Can Turn Business Relationships
into Friendships 118
12 Google+ 119
1. Create a Google+ Profile 120
2. Elements That Make a Good Post 121
3. Circle-icious 123
4. Google+ Trolls 124
5. Launching a Music Career on Google 125
13 Facebook 127
1. Facebook Tips 128
1.1 Create a fan page 129
1.2 Invite others to your Facebook group 129
2. Give Purpose to Your Pages 131
3. Networking Takes Time 133
14 Twitter 135
1. Set up a Twitter Account 137
2. Twitter Tips 141
3. Twitter Management System 141
15 LinkedIn 145
1. Keep Active on LinkedIn 146
16 Transmedia 149
1. Transmedia through Television and Movies 150
2. Creating Awareness through Transmedia 151
3. Design Your Own Transmedia Campaign 153
17 Public Relations 157
1. Old Media Rules Still Apply 158
2. The Media Landscape 159
3. User-Generated Content 160
Conclusion 163
Download Kit 167

Sujets

• E-Commerce
• Internet marketing
• Publishing
• Electronic commerce
• Référence

Informations

• Publié par: Self-Counsel Press
• Date de parution: 15 avril 2015
• Nombre de lectures: 18
• EAN13: 9781770409521
• Langue: English
• Poids de l'ouvrage: 1 Mo

Extrait

Publishing & Marketing in the Digital Age
Debbie Elicksen
Self-Counsel Press
(a division of)
International Self-Counsel Press Ltd.
USA Canada

Copyright © 2015

International Self-Counsel Press
All rights reserved.
Contents

Cover

Title Page

Foreword

Preface

Introduction

1. The Internet Has Made Us Global

2. Business Development Is Still Conducted with Boots on the Ground, Sort Of

3. Spam Isn’t Just Another Monty Python Skit

4. Zip It to Me

5. From Analog to Digital

6. Assumptions Are Sales Killers

7. Good Marketing Meets the Internet

8. People Want It Here and They Want It Now

Chapter 1: Content Creation

1. Spreadable Storytelling

2. Be Consistently Good

3. What Should You Create?

4. When All Else Fails at Getting a Publisher, Do It Yourself

5. The New Hard Copy

6. Organize Your Thoughts

7. If You Can’t Create Content on Your Own, Partner with Someone

8. Maintain Your Computer Better Than Your Car

Chapter 2: Publishing Platforms

1. Traditional Book Publishing

2. The Ebook Revolution

3. Gamification of Books

4. Apps

5. Digital Comics

6. Photography

7. Music

8. Film

9. What Other People Are Doing

Chapter 3: Position Yourself

1. Find Your Target Market and Anticipate Where It Is Going

2. Discover Your Selling Feature

3. Plan for Success

4. You Need the Internet More Than the Internet Needs You

5. Internet Trolls: Cyber Libel and Cyberbullying

6. Content Curation

Chapter 4: Finding Monetary Resources and How to Get Paid

1. Crowdfunding

2. Electronic Banking

3. Merchant Accounts

4. PayPal

5. PayLoadz

Chapter 5: Be Seen and Be Heard

1. Plant Seeds

Chapter 6: Create a Website

1. Map Your Website

2. Balance All the Elements of Your Website

3. Measure How Well Your Website Is Doing

4. Should You Create Your Own Website or Hire Someone?

Chapter 7: Blogging

1. Blog Well and Blog Often

2. Track Your Blog’s Statistics

3. What Other Bloggers Are Doing

Chapter 8: Audio and Podcasts

1. Planning a Show and Interviewing Guests

2. Pay Attention to Sound

3. Online Radio Broadcasts

4. iTunes

Chapter 9: YouTube

1. Make the YouTube Platform Work for You

Chapter 10: Webcasts and Webinars

1. Google+ Hangouts on Air

2. Spreecast

3. Webinars

Chapter 11: Social Media Overview

1. Build a Social Media Platform

2. It’s a Lifestyle, Not a Job

3. Helping Others Can Turn Business Relationships into Friendships

Chapter 12: Google+

1. Create a Google+ Profile

2. Elements That Make a Good Post

3. Circle-icious

4. Google+ Trolls

5. Launching a Music Career on Google

Chapter 13: Facebook

1. Facebook Tips

2. Give Purpose to Your Facebook Pages

3. Networking Takes Time

Chapter 14: Twitter

1. Set up a Twitter Account

2. Twitter Tips

3. Twitter Management System

Chapter 15: LinkedIn

1. Keep Active on LinkedIn

Chapter 16: Transmedia

1. Transmedia through Television and Movies

2. Creating Awareness through Transmedia

3. Design Your Own Transmedia Campaign

Chapter 17: Public Relations

1. Old Media Rules Still Apply

2. The Media Landscape

3. User-Generated Content

Conclusion

Download Kit

Acknowledgments

About the Author

Notice to Readers

Self-Counsel Press thanks you for purchasing this ebook.
Foreword

Before Wayne Gretzky, winning at hockey was all about being stronger and faster than the other guy. All you had to do to win on the ice was to out-muscle your opponent to put the puck in the net.
Business was the same way. The large corporations would spend tens of millions of dollars in radio, television, and magazine ads to out-muscle the competition and keep everyone else out of the arena. Small- and medium-sized family run businesses rarely had a legitimate shot at competing with the bigger and stronger players.
Then along came “The Great One.” Gretzky brought to hockey what the Internet and social media has brought to business. He was never the biggest, fastest, or strongest player on the ice, but by anticipating where the puck would be and approaching the game differently than everyone else he dominated and changed the game forever.
The new digital platforms now allow all of us to do business like Wayne Gretzky played hockey. No longer do we need to be the biggest or fastest players on the ice to be heard and make an impact and difference.
Social media allows almost anyone to think ahead and anticipate where the digital puck will be. With the right approach and effort, anyone can step up and be the new Wayne Gretzky of the digital world.
Before reading this book, most people will have thought of SEO as meaning “Search Engine Optimization.” After reading this book, I think you’ll walk away with a better understanding that what SEO really stands for is “Social Engineering Optimization.” This book will show you exactly why this is the case.
The fact of the matter is that in today’s world, there’s a social media blur that’s redefining how people do business. The difference between doing business and spending time online with social media is no longer a black and white distinction. In fact, I would argue that doing one, without the other, is often a disservice to you and your customer or client.
Today, smart people and business owners use social media to inspire, inform, educate, and build new relationships. On a personal note, using social media, my law firm has shared more free resources than ever before and this has allowed us to help thousands of people with their legal problems. Along the road, we have turned these relationships into new revenue resources and the firm has prospered. We know other lawyers and business owners who are doing the same thing. Apply the knowledge and tools in this book and you can do this too.
Want to do the same thing? Want to expand your sphere of influence like never before?
Then here’s what I think you should do. Read this book. Mark it up with a yellow highlighter, fold the pages, and then read it again; take notes and, even more important, take action on the information found herein. It’s important that you do this because in my opinion, if you’re not onboard with the power of the Internet and embracing social media, you may not have a business to go to in five years. Get onboard or get run over. What happens next is entirely up to you.
When it’s all said and done, business owners who embrace social media create happy and productive lives. These smart business owners know that the “pursuit of happiness” is an inalienable right and that it’s their duty to use this right to build the best business and life possible.
In summary, I don’t want you to worry about being the biggest or fastest business out there. I do want you to lace up the skates and, using the information in this book, anticipate where the puck will be in an hour, week, and year from now. Use your head and these available tools to expand your sphere of influence, build new relationships, and increase profits. Put in the work, help others, but always skate smart. Follow the coaching you’ll get in this book and prosper, Gretzky-like, in business and life.
If you have any questions or comments, please feel free to reach out to me. I enjoy talking business and social and always look forward to connecting with people, just like you.
Jon Mitchell “Mitch” Jackson, Esq.
Senior Partner | Jackson & Wilson, Inc. (since 1986)
2013 California Lawyers Attorneys of the Year
JacksonandWilson.com
Preface

New developments and platforms present themselves every time you open a tab in your browser. New software, programs, media, algorithms, and search engine optimization rules — it’s hard to keep up. Scratch that. It is impossible to stay on top of all these changes.
Shama Kabani, the author of The Zen of Social Media Marketing , (BenBella, 2013) said it best: “Social media changes with the speed of a tweet.”
Make that: Publishing technology changes with the speed of a tweet.
There will always be room for printed books, but as newer generations take hold of the marketplace, this type of publishing will become more specialized rather than the norm.
Publishers are evolving their business practices much like the music industry reinvented theirs more than a decade ago. Today, having an Internet following and a marketing plan are every bit as important as the manuscript. A publisher like