Tweet smell of success? London Book Fair seminar 12 April 2011
Podcast episode: 39
How to use social media to best effect
Tom Hall, Joe Pickering, Davina Quarterman - introduced by Angus Phillips
Many companies appreciate the necessity to engage with social media, including blogs, Twitter and Facebook. What is the marketing strategy behind this engagement and what kind of results can be expected? Publishers may be building their brand online, creating communities, or aiming to drive the sales of individual titles. Three experts explain the range of benefits from using social media.
This seminar is chaired by Angus Phillips, Director of the Oxford International Centre for Publishing Studies at Oxford Brookes University. He is the author of Inside Book Publishing (with Giles Clark), the editor of The Future of the Book in the Digital Age (with Bill Cope), and the Editor-in-Chief of the journal Logos.
The speakers are:
Tom Hall is a writer, spokesman and Head of Communications at Lonely Planet. He has been closely involved in the long-term evolution of the Thorn Tree, the original travel social network still going strong with a new post every 12 seconds, as well as their popular Facebook and Twitter accounts. Lonely Planet will break through the 1m community members milestone in 2011. Tom also writes the weekly Ask Tom Travel Blog on the Guardian Online, and is a frequent contributor to television and radio shows on topical travel issues.
Joe Pickering is a Publicity Manager for Penguin, working across fiction and non-fiction on the imprints Hamish Hamilton, Viking, Fig Tree and Penguin Ireland. He handles publicity for authors such as Joshua Ferris, Nick Hornby, Will Self, Catherine O’Flynn, Sathnam Sanghera, David Vann, Ross Raisin and Michael Wood. He began working part-time for Waterstone’s as a student in 2000, first in Brighton, then London, before starting in the publicity department at Simon & Schuster UK in 2005. He moved to Penguin in 2008. In 2010 he won the Publishers Publicity Circle Award for Paperback Original Fiction Campaign for his work on David Vann’s Legend of a Suicide, and went on to win the Bookseller Industry Award for Publicity Campaign of the Year.
Davina Quarterman is a Marketing Manager at Wiley-Blackwell, where she is responsible for marketing a list of scholarly journals in the Life Sciences division. With over 5 years of experience at the company and qualifications in Marketing and E-commerce, Davina has developed a detailed understanding of new media and digital marketing. Her involvement with social media activities has helped to shed light on the benefits and opportunities of integrating web 2.0 into scholarly research communication.
If you prefer you can download mp3 version here