How to Use Influencer Marketing To Promote Your Book

1. How to Use Influencer Marketing To Promote Your Book #outreachmarketing @chrisabraham ProprietaryandConfidential How to Use Influencer Marketing To Promote Your Book (Engaging Influencers for my Publishing Clients) PREPARED FOR GroupHigh Virtual Summit April 28, 2015 @ChrisAbraham @GroupHigh #OutreachMarketing

2. #outreachmarketing @chrisabraham ProprietaryandConfidential Chris Abraham @chrisabraham @gerrisdigital chris@gerr.is slideshare.net/chrisabraham youtube.com/chrisabraham #outreachmarketing 2 linkedIn.com/in/chrisabraham google.com/+chrisabraham facebook.com/chrisabraham twitter.com/chrisabraham linkedin.com/company/gerris google.com/+gerrisdigital facebook.com/gerris twitter.com/gerrisdigital #outreachmarketing @chrisabraham ProprietaryandConfidential Chris Abraham @chrisabraham @gerrisdigital chris@gerr.is slideshare.net/chrisabraham youtube.com/chrisabraham #outreachmarketing 2 linkedIn.com/in/chrisabraham google.com/+chrisabraham facebook.com/chrisabraham twitter.com/chrisabraham linkedin.com/company/gerris google.com/+gerrisdigital facebook.com/gerris twitter.com/gerrisdigital

3. #outreachmarketing @chrisabraham ProprietaryandConfidential • The publishing industry has changed in the last decade • With eBooks, self-publishing, and a decrease in traditional book reading, the margins on all but the top-sellers is paper thin • First-time and niche authors have much less support and resources towards book- promotion • Marketing budgets have been slashed or preserved for top sellers and top earners (that’s assuming you can even get a book deal these days) 3 GLOCK: THE RISE OF AMERICA’S GUN BY PAUL M. BARRETT #outreachmarketing @chrisabraham ProprietaryandConfidential • The publishing industry has changed in the last decade • With eBooks, self-publishing, and a decrease in traditional book reading, the margins on all but the top-sellers is paper thin • First-time and niche authors have much less support and resources towards book- promotion • Marketing budgets have been slashed or preserved for top sellers and top earners (that’s assuming you can even get a book deal these days) 3 GLOCK: THE RISE OF AMERICA’S GUN BY PAUL M. BARRETT

4. #outreachmarketing @chrisabraham ProprietaryandConfidential • Unlike advertising or a book tour, there is no barrier to entry to social media • Social media enables both intimate one-to-one relationships with online influencers • Social also enables access to one-to-many and many-to-many social media shares • Influencer marketing allows authors to identify and then engage topically-relevant online influencers and bloggers 4 LAW OF THE JUNGLE BY PAUL M. BARRETT #outreachmarketing @chrisabraham ProprietaryandConfidential • Unlike advertising or a book tour, there is no barrier to entry to social media • Social media enables both intimate one-to-one relationships with online influencers • Social also enables access to one-to-many and many-to-many social media shares • Influencer marketing allows authors to identify and then engage topically-relevant online influencers and bloggers 4 LAW OF THE JUNGLE BY PAUL M. BARRETT

5. #outreachmarketing @chrisabraham ProprietaryandConfidential • Time, talent, and treasure are all you need to support your online “shadow” book launch and book tour • You can do it on the cheap using just your time and talent or you can subscribe to a dedicated blogger outreach platform like GroupHigh with a little bit of treasure • Or, you can open your wallet and either collaborate with an expert or hire a publicist to do the outreach on your behalf (I’m always happy to help) 5 SEARCH ENGINE MARKETING BY MIKE MORAN & BILL HUNT #outreachmarketing @chrisabraham ProprietaryandConfidential • Time, talent, and treasure are all you need to support your online “shadow” book launch and book tour • You can do it on the cheap using just your time and talent or you can subscribe to a dedicated blogger outreach platform like GroupHigh with a little bit of treasure • Or, you can open your wallet and either collaborate with an expert or hire a publicist to do the outreach on your behalf (I’m always happy to help) 5 SEARCH ENGINE MARKETING BY MIKE MORAN & BILL HUNT

6. #outreachmarketing @chrisabraham ProprietaryandConfidential • While social media marketing lacks formal protocol, there are three essentials: 1. Treat everyone as if they’re a Kardashian: be excited and grateful and don’t take anyone for granted – no matter how little clout (or Klout) -- and be willing to lavish time & attention on everyone 2. Be responsive and follow up more than once: “no reply” doesn’t mean “no” 3. Provide an exceptional gift: bloggers love bound galleys, they love hardcover copies drop-shipped. They’ll take paperbacks, some prefer Amazon- compatible downloads – but nobody at all loves a PDF attachment 6 MINDFUL WORK BY DAVID GELLES #outreachmarketing @chrisabraham ProprietaryandConfidential • While social media marketing lacks formal protocol, there are three essentials: 1. Treat everyone as if they’re a Kardashian: be excited and grateful and don’t take anyone for granted – no matter how little clout (or Klout) -- and be willing to lavish time & attention on everyone 2. Be responsive and follow up more than once: “no reply” doesn’t mean “no” 3. Provide an exceptional gift: bloggers love bound galleys, they love hardcover copies drop-shipped. They’ll take paperbacks, some prefer Amazon- compatible downloads – but nobody at all loves a PDF attachment 6 MINDFUL WORK BY DAVID GELLES

7. #outreachmarketing @chrisabraham ProprietaryandConfidential • In each of the preceding books, each author was willing to lavish as many books, at much attention, and as much time was as required to make a connection and honor each influencer: • Paul M. Barrett was willing to brave the gun message boards for Glock • Amy Wilkinson hosted a reddit IAmA question and answer session • Mike Moran & Bill Hunt never met an interview they weren’t willing to take • David Gelles took podcast interviews as readily as NPR interviews 7 THE CREATOR’S CODE BY AMY WILKINSON #outreachmarketing @chrisabraham ProprietaryandConfidential • In each of the preceding books, each author was willing to lavish as many books, at much attention, and as much time was as required to make a connection and honor each influencer: • Paul M. Barrett was willing to brave the gun message boards for Glock • Amy Wilkinson hosted a reddit IAmA question and answer session • Mike Moran & Bill Hunt never met an interview they weren’t willing to take • David Gelles took podcast interviews as readily as NPR interviews 7 THE CREATOR’S CODE BY AMY WILKINSON

8. #outreachmarketing @chrisabraham ProprietaryandConfidential 8 WHY YOU SHOULD REACH FURTHER THAN THE A-LIST • Top newspapers, journals, celebrity sites, and high-status A-level blogs are highly competitive • Don’t forsake the crème de la crème but don’t only rely on them to fuel your book’s promotion – everyone’s fighting to go to prom with the prom King and prom Queen • If you don’t already have a brand, it’s entirely possible to build a powerful brand from the bottom up: blog by blog, influencer by influencer • Social media goes beyond blogs, Facebook, and Twitter – don’t ignore message boards and specialty sites #outreachmarketing @chrisabraham ProprietaryandConfidential 8 WHY YOU SHOULD REACH FURTHER THAN THE A-LIST • Top newspapers, journals, celebrity sites, and high-status A-level blogs are highly competitive • Don’t forsake the crème de la crème but don’t only rely on them to fuel your book’s promotion – everyone’s fighting to go to prom with the prom King and prom Queen • If you don’t already have a brand, it’s entirely possible to build a powerful brand from the bottom up: blog by blog, influencer by influencer • Social media goes beyond blogs, Facebook, and Twitter – don’t ignore message boards and specialty sites

9. #outreachmarketing @chrisabraham ProprietaryandConfidential 9 RULE #34B - IF IT EXISTS THERE IS BLOG OF IT Internet rule #34 - If it exists there IS porn of it #outreachmarketing @chrisabraham ProprietaryandConfidential 9 RULE #34B - IF IT EXISTS THERE IS BLOG OF IT Internet rule #34 - If it exists there IS porn of it

10. . #outreachmarketing @chrisabraham ProprietaryandConfidential 10 THERE’S SO MUCH MORE THAN MOMMY BLOGGERS • Paul M. Barrett made best mates with both the pro-gun and anti-gun online – I helped him connect with shooting sport hobbyists on both general sports shooting and Glock- specific message boards for his book Glock • I found David Gelles hundreds of influencers connected with the mindfulness movement, both spiritual and secular • I helped Amy Wilkinson connect with both entrepreneurs and women with the goal of connecting with women entrepreneurs • Mike Moran tapped me to help him and Bill Hunt track down everyone outside of their personal SEO/SEM database of contacts

11. . #outreachmarketing @chrisabraham ProprietaryandConfidential 11 AS CHEAPLY OR AS EASILY AS YOU WANT TO SO IT • For years, I did all of my blogger outreach campaigns using Excel spreadsheets and then Google Sheets • I discovered bloggers using keywords on Google and blog search engines and tracked engagements on those blasted spreadsheets • You can do it cheap and hard or spend a little money to make it easier • I currently use a combination of Google, SDL SM2, InkyBee, and GroupHigh to do my blog and blogger research • I use GroupHigh to manage my outreach campaigns, including contacts & follow-ups

12. . #outreachmarketing @chrisabraham ProprietaryandConfidential 12 REACH OUT TO WHEREVER THEY ARE

13. . #outreachmarketing @chrisabraham ProprietaryandConfidential 13 REACH OUT TO WHEREVER THEY ARE

14. . #outreachmarketing @chrisabraham ProprietaryandConfidential 14 MAKE YOUR PITCH AS PERSONABLE AS POSSIBLE

15. . #outreachmarketing @chrisabraham ProprietaryandConfidential 15 MOST OF THE MAGIC HAPPENS IN THE INBOX – MAKE IT HAPPEN!

16. . #outreachmarketing @chrisabraham ProprietaryandConfidential 16 TWO FINAL MANTRAS TO LEAVE YOU WITH (AND REMEMBER) “Hugs not horns” – Chris Abraham “Be kind, for everyone you meet is fighting a hard battle” – Philo of Alexandria (or Plato or Ian MacLaren or John Watson)

17. . #outreachmarketing @chrisabraham ProprietaryandConfidential THANK YOU! ANY QUESTIONS? YES, YOU CAN START WITH ME: Gerris digital @gerrisdigital www.gerr.is info@gerr.is 17 youtube.com/chrisabraham linkedIn.com/in/chrisabraham google.com/+chrisabraham facebook.com/chrisabraham twitter.com/chrisabraham flickr.com/chrisabraham slideshare.net/chrisabraham linkedin.com/company/gerris google.com/+gerris facebook.com/gerris twitter.com/gerrisdigital chris-abraham.com Chris Abraham @chrisabraham chris@gerr.is +1 202-352-5051