So Misguided

Plain words, uncommon sense

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Ehren Cheung on Successful Online Marketing for Books

Defining Success: Accountable Online Marketing for Book Publishing was a full-day session run by BookNet Canada and the ABPBC on Thursday, September 18, 2008 at the SFU Downtown Campus, Vancouver BC.

9:00, 9:15 am: Opening Remarks from Michael Tamblyn, BookNet Canada
Michael Tamblyn couldn’t print his presentation so he read it off his phone. A perfect intro to a day about online media and the changes it has brought to consumers and book publishers.

9:15, 10:00 am: Blogs, Context and Conversations: Interaction, Change and Measuring Results from Ehren Cheung, online marketing specialist for Dundurn Press
Ehren Cheung discussed the elements required to build, maintain and grow a successful blog like Dundurn Press’ Defining Canada with a focus on how to set goals that measure what matters. Ehren has been involved with expanding Dundurn’s Internet marketing initiatives since he joined the publisher a little over two years ago. I really like following Ehren online: Dundurn blog, on Twitter, he’s great.

Key Points from Ehren Cheung:

  • Using Facebook and other social media is about sharing. I’m defining my identity. I’m telling people about myself.
  • There are 3 basic ways we discover something new: Browsing (exploring), sharing, searching
  • Defining Canada started because Dundurn was overhauling its main site. In the interim the blog was created to tell people about what was going on. Sharing the news about the news: interviews, Q&As, videos, insider news.
  • In planning a blog, started with: What do we want to do? What are our goals? What should we be measuring?
  • Start by measuring: Unique visitors, how many pages do users visit, are they loyal, are they increasing their time spent on the site, how many clicks through to ecommerce do we see, what’s the impact of blog posts from authors …
  • Ehren has worked hard on the design of Dundurn blog, which I think works for them.

Ehren’s Top Take-Away Points:

  1. Make it simple.
  2. Practice.
  3. Make use of social media: Use Twitter and Shelfari.com
  4. Listen to the conversations, connect on a genuine level, Share content and information.

Questions from the Audience

Q: How has the purpose of Defining Canada changed over time?
A: Defining Canada currently is an extension of the brand messaging. We arel slowly moving toward building community, focusing on calls to actions.

Q: How does the management view the blog and outreach?
A: We have 521 unique visitors per month. How do they feel about that? Good.

Q: Why do you suggest Twitter?
A: It’s important to my day. Monique suggests it’s like a news ticker in the background. Keep a finger on the pulse of personal contacts and business. Follow us and see what it’s all about:
@ehrenc
@definingcanada
@somisguided
@BookNet_Canada

The Book: A Week in Review

More things happened than I have links to, but here’s the skinny on the fat:

1. WeBook.com, a great collaborative writing tool or user-generated book writing tool, got a $5M deal led by Vertex and Greylock Partners.

2. Crab Whisperer: James’ exploit hand-catching crabs is caught in VanMag. (Ok, not book related but publishing related.)

3. Stowe Boyd has a great list of the tools he uses. I’m there baby! (Yup, also not book related but Stowe is awesome.)

4. ATM for books: Print on Demand. “Angus & Robertson today became the first Australian book chain to install the Espresso Book Machine (EBM), capable of printing, trimming and binding a paperback book on demand within minutes.”

5. BookNet Canada and the Association of Book Publishers of BC ran a full day session on internet marketing for book publishers. I presented on understanding and measuring results and will post those notes over the weekend.

Book Review: Graceling by Kristin Cashore

imageHarcourt continues to publish some of my favourite children’s books. In fact I would happily read any of their teen and young adult titles, especially anything by Ursula K. LeGuin (who’s coming to the Vancouver writers’ festival) and Kristin Cashore.

Kristin Cashore is the author of Graceling, a fantastic first novel about a land of seven kingdoms where only a few people are born graced. A Grace is an extreme skill, i.e., Martha Stewart would be graced with domesticity, Usain Bolt graced with speed. Of course there are graces that are frowned upon: killing being one.

Katsa is a Lady in the Kingdom of Randa, and she is graced with killing. Which makes King Randa pleased. He can be a brute to his citizens and neighbours. Katsa must do his bidding. That is until Prince Po comes along. He is graced with fighting (or so it first appears) and he reveals to Katsa that her skill is really survival.

Graceling is a fantasy books in the same vein as Ursula K. LeGuin’s Gift trilogy. I recommend it for the fast pace, adventure and solid writing.

Graceling by Kristin Cashore is published by Harcourt Books.

Book Review: Downtown Owl by Chuck Klosterman

I’m ready to read anything by Chuck Klosterman. So far Downtown Owl is my favourite book of 2008.

Klosterman’s sense of place in the novel Downtown Owl is spot on. In Canadian terms, he’s the comedian that Sinclair Ross wasn’t.

Sharp, witty, observant: I can’t say enough about Klosterman’s depiction of the town of Owl, North Dakota, and 4 of its inhabitants. Everyone knows everyone but they don’t know their inner thoughts, hopes and fears:

* Mitch, the football kid who doesn’t fit in.
* Julie, the new meat woman in town who has everyone’s attention (men at the bar anyway).
* John Laidlaw and his young girl vices.
* Horace–widower.

Horace is by far the only 1 of the 4 who deserves his end.

The stories are short stories that are inter-connected to form the novel. It is a novel rather than short stories but really any chapter could stand on its own. I’m particularly fond of a chapter in the middle of the book, “November 23, 1983” (page 129). It starts:

Quote: Edgar Camaro was Satan. Or at least an idiot. Or at least he was when he rolled dice, or at least that’s how it seemed to Horace.

Horace had two secrets. One of them was dark and sinister, as most noteworthy secrets tend to be. The second was less awful but more embarrassing, which is why it became the secret he despised more.

This particular chapter is a masterpiece and I really wish I could share it with you hear, but I’ve asked and no such luck. You can, of course, have a look at this chapter on Mitch.

Downtown Owl by Chuck Klosterman is published by Scribner (S&S) and you absolutely should read it.

Book Review: Nicholas by Goscinny & Sempé

Welcome to Nicholas, or rather welcome back Nicholas. Nicholas is the energetic French schoolboy who is forever in some kind of trouble. His exploits are brought to life by Rene Goscinny, the author of Asterix. The series was originally published in France in 1959 and is now available in a gorgeous hardcover edition by Phaidon.

The cover looks like it’s covered in cloth or linen and Nicholas is set into the cover. The interior sketches are also really cool.

The Nicholas series published by Phaidon. The short stories are a bit predictable but funny nonetheless.I like Photograph to Treasure in which the boys are so misbehaved the class photographer has left by the time they’ve settled down to have the picture taken. Or Playing Cowboys in which Dad gets tied to the tree and then forgotten. Or Playing with √áuthbert, who everyone really just wants to punch in the nose.

Amazon Acquires Shelfari

imageAccording to the Shelfari email newsletter, “Shelfari joins the Amazon.com family.”

Shelfair.com, acquired by Amazon.com on August 28, is a social networking site for book lovers. You create a virtual bookshelf and share reviews with your friends. I’m also a member of GoodReads.com, which I like for the email messages I receive of friends’ book reviews.

Both systems let users pull in your Amazon reviews, which is great and saves time. It will be interesting to see what happens now with the other virtual bookshelves using Amazon’s API (will they continue, get stronger, disappear) and what will “working hand in hand” (as claimed in the Shelfari email) actually look like.

I suppose I should go update my bookshelf in all of these places.

Is there not some way to do this in one place and have all my reviews distributed and posted to all my bookshelves? Hmmm. Must be…

Craft Mafia: Handmade Nation

Handmade Nation: Sneak Peak of a d.i.y. craft documentary being released in 2009. I like the Craft Mafia mentioned and the jewellery made from bike parts. So cool.

Director: Faythe Levine
Director of Photography: Micaela O’Herlihy
Additional Camera work: Drew Rosas
Editor: Cris Siqueira
Assistant Editor: Joe Wong
Music: Wooden Robot

Video and book: Handmade Nation: The Rise of DIY Art, Craft & Design.

Visit www.indiecraftdocumentary for more information.

EE Roadshow

Another plug because I’m getting excited … I’m organizing an event called ExpressionEngine Roadshow on September 26 in Vancouver.

Are you interested?
http://www.eeroadshow.com/

ExpressionEngine is a CMS that I use for web design. I love it. SoMisguided runs on EE, as does BoxcarMarketing.com.

The event is for designers, developers, project managers and EE users who want to learn more about the tool, how to use it and design in it, what’s coming in the next release, how it performs with modules, extension and SEO capabilities, and there will be drinking and nibbling on tasty Havana treats.

Why Havana? Because it’s at Havana restaurant in the theatre there. $50 for the afternoon (1-5 pm) and then the party (5-7pm).

Registration is filling up so here’s a link if you’re keen.
http://eeroadshow.eventbrite.com/

Hope to see you there!

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