Defining Success:
Online Marketing
Going digital expands your reach and your available channels - but where are the best places to spend your energy? How do you
- Determine your goals (so you know when you achieve them)?
Find the elements of successful campaigns that can be replicated?
Measure return on investment to make sure strategy is paying off?
On Thursday, September 18th, 2008, you're invited to attend a full day dedicated to publishers helping publishers find ways to measure their online marketing impact.
As part of the project, participating publishers will be invited to identify an online marketing project they want to implement in 2009.
Download your registration form here.
Schedule of Day's Events
|
9:00 - 9:15 am |
| Opening Remarks |
| Michael Tamblyn, BookNet Canada |
|
9:15 - 10:00 am |
| Blogs, Context and Conversations: Interactive Change and Measuring Results |
Ehren Cheung, online marketing specialist for Dundurn Press, discusses the elements required to build, maintain and grow a successful blog like Dundurn Press' Defining Canada and how to set goals that measure what matters.
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|
10:00 - 10:45 am |
| Friends Let Friends Attend Launches: Marketing Events On Facebook |
The Coach House Books Facebook Group has more than 1000 members (and growing!). Coach House publicist Evan Munday discusses how to channel online passion to get the faces out of Facebook and at offline events.
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Listen to highlights...
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|
11:00 - 11:45 am |
| Sharing Strengths: Publisher and Author Collaboration |
When your authors have talent, credibility and contacts online, how do you work with them to make the most of their existing profile? Sarah Dunn, publicist at ECW Press, will share ECWs experience working in tandem with savvy self-promoters and tips to increase the profiles of slightly less web-savvy authors.
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Listen to highlights...
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|
11:45 - 12:15 pm |
| Contacts Who Want Content: eMail and Online Marketing Campaigns |
Clare Coughlan and Trevor Battye of Geist Magazine provides insight on using online communication to deliver relevant content and expand the reach of your marketing efforts.
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Listen to highlights...
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|
12:15 - 1:30 pm |
| Lunch |
| **Please note that lunch will not be provided. There are a number of restaurants in the immediate area and directions can be provided if needed.** |
|
1:30 - 2:00 pm |
| Creating ePub Documents with Adobe |
Adobe's Paul Norton gives an overview of how InDesign CS3 and Adobe Digital Editions can be used to create and display epub files and why the ePub format is important for Canadian book publishers.
Listen to highlights...
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|
2:00 - 2:45 pm |
| Tools to Use: The Google Suite |
From Analytics to Website Optimizer, Google tools offer clear methods to set goals and track results of actions. Partner manager Genevieve Brennan gives a thorough overview of the Google products relevant to online marketing for books.
Listen to highlights...
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|
3:00 - 4:00 pm |
| What's Next? Creating Your Marketing Plan |
| In this session, Boxcar Marketing president Monique Trottier will help participants to start to create a marketing plan identifying goals to be achieved, how success will be measured and timelines that make sense for the project. Come with ideas for future campaigns to make the most of this session! |
|
4:00 - 4:30 pm |
| Round Table: Successful Online Marketing Campaigns |
| Collaboration doesn't just happen online. In this round table discussion, speakers and audience members discuss the challenges of online marketing for book publishers. Does online marketing speak to a new kind of reader? Are there barriers that didn't exist 20 years ago? Is there such a thing as too much collaboration? |
About Defining Success:
BookNet Canada and Association of Book Publishers of BC have developed this day of sessions on online marketing as a first step in a year-long process that will provide participants with an opportunity to develop, implement and track results of an online marketing project specific to your company's needs.
For members of the ABPBC, a follow-up session will take place early in 2009. The objective is to make participants ready to implement their marketing project for the fall of 2009.
For more information, contact us at events@booknetcanada.ca or call Morgan Cowie at 416-362-5057 x231.
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