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Transforming "The Book Shelf": Web Technology & Social Media Solutions

A team of consultants helping a local bookshop solve cyclical sales and competition issues by implementing a website and robust social media presence. Case studies and detailed requirements included to support online success.

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Transforming "The Book Shelf": Web Technology & Social Media Solutions

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  1. The Book Shelf RFI Makers All Consultants

  2. Our Company • 5 Social Media and Marketing Consultants • 1 Web Engineer • 2 Industrial Tech Engineers • 2 Former Fortune 500 Corporate Executives • Came Together 4 Years Ago • Over 100 Major Projects Completed • Successfully Help Local Companies • Average Profit Increase Over 20%

  3. The Book Shelf • Local, independent bookshop and gift store in a college-town of 60,000 • Carries textbooks in addition to a wide selection of classic and mainstream/genre/popular texts • Also carries used books and novelty items (booksellersblog.com, 2009)

  4. Current Problems • No Website • No Social Media Presence • Cyclical Sales • Competition with Corporate Stores

  5. Proposed Solutions • Create Website • Support existing blog • Launch Solid Social Media Presence • Facebook • Twitter • Establish Online Reputation Best Practice

  6. Case Study Companies • Sky Light Books • Established in 1996 • Local, Independent Book Store – Los Angeles, CA • Common Good Books • Established in 2006 • Local, Independent Book Store – St. Paul, MN • Tattered Cover • Established in 1971 • 3 Local Stores – Denver, CO area • All utilize Websites, Facebook, and Twitter

  7. Website

  8. Website • Company Website • Informational • Basic (starter web) • Limited information and function • eCommerce • Expand market from local to national • Complicated and expensive to maintain • Combined Informational and eCommerce Website

  9. What is required? • Web Domain, usually company name for better Search Engine Optimization (SEO). Like car license plate. (Custom name) • www.thebookshelf.com or www.westlafayettebookshelf.com • What is SEO? How get listed first in search engine, for example, Google, Yahoo, MSN. • Web Server, space that host web content similar to parking space. • PHP 5 • MySQL

  10. Web Technology • Web site powered by Word Press, an open-source content management system (CMS) or blogging system • wordpress.org • Dynamic web page with admin backend • Admin is graphical, so anyone can use • Website contents is controlled via admin portal

  11. Web Technology • Connected to Social Media • Facebook • Twitter • Blog • User input • Users can have their own account or can comment to any post

  12. Example • http://www.tatteredcover.com/ • http://www.skylightbooks.com/ • Both Tattered Cover and Sky Light Books have their own official company website • Website is similar in nature, provide company news and company background information

  13. Advantage • Create professional company image • Searchable in search engine, for example, Google, MSN, and Yahoo • Improve marketing and branding • Create additional means of communication

  14. DEMO www.designerunion.com www.designerunion.com/wp-admin

  15. Social MediaFacebook

  16. Something about Facebook • General introduction • The penetration rate is staggering – about 85% of students in supported colleges have a profile up on FaceBook. • That’s 3.85 million members. Chris tells me that 60% log in daily. About 85% log in at least once a week, and 93% log in at least once a month. (techcrunch.com, 2005)

  17. Study Case Book Store Facebook Pages • Tattered Cover Book Store • Allows followers to view current status. • Post promotions. • Allow followers to view photos and watch videos.

  18. Study Case Book Store Facebook Pages • Skylight Books • View current events– sales, guest speakers, authors and book reviews and debuts. • Help network grow through personal identification.

  19. Study Case Book Store Facebook Pages • Skylight Books • Support outline book discussions. • The functional delay of the facebook page. • Readers can post book reviews on the discussion board.

  20. Facebook page of the bookstore

  21. Advantage of a Facebook Fan Page • Allows followers to view current status. • Post promotions. • View current events– sales, guest speakers, authors and book reviews and debuts. • Help network grow through personal identification. • Support outline book discussions. • The functional delay of the facebook page.

  22. Social MediaTwitter

  23. Twitter • Online Communication Website • Allows One to Post: • Mini blogs (140 character limit) • Pictures • Links • Tweets to other pages

  24. Advantages • Creates a Venue for Promotions • Skylight: use twitter for sales and promotional purposes • One promotion used: attendees received 15% off all books in the store, and 20% off hardcover fiction and graphic novels (Bravo) • This would help with increasing year round business

  25. Advantages • Opens new markets • Allows stores to communicate with others outside of the bricks and mortar • [Twitter] has allowed me to meet and talk with people that I would never have known. (Booksellers Blog) • Increases customer base

  26. Advantages • Creates easy method of communication • With the ability to post up to date tweets • Skylight books uses twitter to hold tweet- ups and live tweet author readings • It promotes customer to store interaction and enables customers to give an up to date rating of the store

  27. Reputation Management • Keep It Professional • Promotes proactive dialogue • Keep Posts Personal • “I am looking for…a sense of that the person passing on that news is going to be part of the conversation, not just an RSS feed pass-through” (Booksellers Blog). • Keep Posts Entertaining • These are a marketing tools

  28. Reputation Management • Keep It Secure • Web admin is password protected • Comment is spam filtered, any foul language is automatically filter and can be process through admin system • Additional password protection can be added using server based firewall and password protection

  29. Budget • Facebook and Twitter are free services, so this is of no cost to The Bookshelf • The only cost is the support of technical consultants (group members). • Options to add advertisement campaign that targets specific audience • Only charges when users select the link to the advertisement.

  30. Budget • WordPress and WordPress Theme • www.woothemes.com • Theme control the look and feel of the website • Web hosting • Recommend getting a paid hosting for better speed and reliability. For example GoDaddy or BlueHost • Web Programmer • We will set up and custom the website for you • We will provide one year customer support, after one year you can purchase additional support for 20/hr

  31. Budget Overview

  32. Work cited • Bravo, Britt. “How Independent Bookstores are Using Twitter.” http://www.culturalentreprenuer.com. Cultural Entrepreneurship. n.d. Web. 17 Oct. 2010. • “Can booksellers and publishers use Twitter to drive business?” Booksellersblog.com.Booksellersblog. February 29, 2009. Web. 17 Oct. 2010. • Common Good Books Facebook screen shot. <http://www.facebook.com/pages/Saint-Paul-MN/Common-Good-Books • “How Booksellers Can Use Facebook.” booksellersblog.com. Booksellersblog, n.d. Web. 26 Oct. 2009. • Skylight Books Facebook Screen shots. http://www.facebook.com/skylightbooks • Tattered Cover Book Store Facebook Screen shots. http://www.facebook.com/tattered.cover • UseFacebook." TechChurch.com. TechChurch, n.d. Web. 26 Oct. 2009.

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