Park Slop Barnes and Noble Book Club

Park Slope Barnes and Noble, Brooklyn, NY New Media Presentation for


Demographics and

Destinations


Target Audience

Demographics• Adults ages 21 and up• Residents of Park Slope, Kensington, and Prospect Heights• A few areas of Manhattan

Psychographics• Barnes and Noble Fans: existing club members and their network of friends

and family• Bookworms, active in online discussion boards and blogs related to

fiction/nonfiction• Community oriented residents of Brooklyn, looking to be more involved in

the neighborhood to get to know other readers• College educated or above• Both those with and without children


Target Audience

Park Slope Prospect Heights


Destinations to Promote The Barnes and Noble Book Club

• Facebook• Livestream• Twitter• Goodreads



Facebook

• Originally started as a way to keep in contact with college friends

• Has expanded to include advertising, fan pages, applications, and developer APIs

• Continues developing new features to be more brand friendly

• Top 10 site reaches over 91 million U.S. people each month

• Will be main page for Book Club members to check for new information, become fans, and interact with other fans

• 62% or 56 million monthly users are within our desired age group of 18-49

• 56% are college educated and have some graduate education

• Users tend to be more affluent – 60% make over 60K a year

Product Description Impact for B&N Book Club



• Facebook


Livestream



Twitter

• Users “Tweet” 140 character messages through the web, SMS, and other applications

• Has Evolved into a Unique type of barrier-busting, real-time, communication service

• Embraced by individuals, brands, news organizations, TV Stations, Celebrities, and more

• Top 50 site that reaches over 22 million U.S. monthly people

• A place for Barnes and Noble to connect with writers and readers, customers, and potential book club members

• 75% of Twitters are between the ages of 18-49, matching the age groups we are targeting

• 58% are highly educated, having completed college or graduated school

• Users are 3-4x as likely to visit a website in the Politics/News/Information Category

Product Description Impact for BN Book Club



• Twitter


Twitter

Given recent events, such as the Iranian Election, Twitter is more popular than ever. Maintaining an active Twitter account allows B&N to not only promote its new Park Slope Book Club but also to connect with customers, listen to their feedback, and respond accordingly.

As print becomes increasingly obsolete, fostering a loyal fan base is crucial to success



GoodReads

• A place where you see what your friends are reading

• Organize what you've read, list your favorite books

• Discuss literature, form groups, and connect with other readers

• New York is the most popular US City with over 28,000 unique visitors each month

• Everyone on the site is there because they love books, love sharing what they are reading and knowing what their friends are reading. A great community for B&N to be a part of

• 67% of users are between 18-49 and another 16% are over 50

• 71% of users have a college or graduate education

Product Description Impact for B&N Book Club



• Goodreads


GoodReads

Goodreads is a wonderful niche site for Barnes and Noble to be a part of.

Here members of the club can see one another's favorite books and form discussions around not only the book club book but also other favorites.

Goodreads will also be a place where members can vote on the upcoming book of the month

Members can also spread the word to those they are connected to on GoodReads, since we know they already like books and reading


Getting the Word OutThe Theme of promotion efforts is LOCAL. We’ll be reaching out to influential blogs, community websites, and Newspapers

Brownstoner

The Daily Heights

Kensington Terrace

Only the Blog Knows Brooklyn

Dumbo Books of Brooklyn

Papercuts (NYTimes Blog)

Outside.in/Brooklyn

Yelp

Daily Candy

New York Magazine (online)

Blogs

Community Websites


Getting the Word OutThe Theme of promotion efforts is LOCAL. We’ll be reaching out to influential blogs, community websites, and Newspapers

Newspapers

Park Slope Courier

The Brooklyn Paper

Village Voice


Influencers and CommunityPromotion Plan

Invite Bloggers and Community sites to BookClub Launch Party. Livestream party then provide video coverage for posting

Local Bloggers are our influencers. We want them to have a good time, to write about it and to encourage people to attend.

The Community Sites are already local networks people turn to for reviews and to find out what is happening in a given area

All bloggers and community sites will be asked to write about their experience at the party, post some pictures, and link to the facebook page

The Barnes & Noble BookClub will closely monitor these blog and community posts for questions, suggestions, and feedback in the comment section


Viral CampaignThe Emerging Writers Contest


Contest Details

• Starts 6 weeks prior launch date

• Aspiring Writers in Brooklyn and neighboring areas are asked to:

• Submit their work to Park Slope B&N

• Create a 60 second video that will be posted on Park Slope B&N social media sites

• Segments of the contestants’ work will be presented on the website and Social media networks

• People vote for their favorite writer on Park Slope B&N Good Reads• The work of the 3 finalists will be promoted and published by B&N


Emerging Writers Night

• The Event will be broadcasted on Live Stream Park Slope B&N channel

• Winners of the emerging writers contest will be announced

• Special appearance by a famous Brooklyn writer

Suggested Writers:• Paul Auster• Jonathan Letham• Gary Shteyngart• Jonathan Safran Foer• Nicole Kruass

Prize:

Four new club members will be randomly selected to win a dinner with the celebrity author attending the event


Campaign Outreach Plan

• Announce contest on Barnes and Noble Website• Send blast emails to existing Barnes& Noble members in Brooklyn

and neighboring areas using Company’s database• Send announcement press releases to local bloggers and

community sites• Use Famous Writer attending the event to promote the launch party

and encourage aspiring writers to participate in the contest


Campaign Tracking

• Monitoring Park Slope B&N website and Social Media networks• Number of writers participating in the contest and the votes• How many people joined the club since the contest has been

announcement• What is being said on targeted blogs and main stream media• Is there any famous writers supporting the event


Ownership of Social Media Strategy within Barnes & Noble


• Social Media Director will work out of the Park Slope B&N and report to Director of Communications at the B & N Headquarters

• This will ensure the PR Social Media Management follows brand mission, guidelines & customer service

– As well as being able to answer readers concerns or customer service in a timely matter


Availability to PR Contacts and General Public


Strategy for PR Contact availability

• B&N Park slope will hire a dedicated PR 2.0 Social Media Manager to take care of Social Media Campaign and costumers


Strategy for PR Contact availability

• We will have presence and contact information in targeted social media

– Facebook– Twitter– Good Reads websites – Park Slope B & N website page – making sure this

has a link to all above Social Media conversations– Livestream– Blogs


Two prong approach strategy for PR contacts and

communication with general public on blogs


Pitch B&N Book Club and Contest to:


1. Local Blogs

• Brownstoner

• The Daily Heights (blog)

• Kensington Terrace (blog)

• Only the blog knows brooklyn

• Clinton Hill Blog

• MC Brooklyn

• Papercuts

• Village Voice Blog

• Outside.in/Brooklyn

• Books on the Brain

•Book Club Girl

• A lifetime of Books

•BookStack:

•200 Books:

•bookwormscarnival.wordpre

ss.com

2. Book Blogs




Dealing with

Crisis


• The Book Club itself is not a revenue-driven operation.

• Response to a crisis can center around these components:

Crisis & Opportunity


• The book club does not generate profit

• The book club is run jointly by the local Barnes and Noble and club members

• Barnes and Noble strives to provide value in its products and services



• Value in the book club can be demonstrated by comparing a club member with a non-club member purchasing the same products



• Barnes and Noble makes every attempt to provide the resources necessary for the club to operate.

• The club makes full attempt to retain the services of authors, representatives of the Barnes and Noble publishing arm and others for the book club meetings, but can’t control scheduling conflicts or cancellations. In the event of a cancellation, every attempt to provide a suitable replacement will be made.

• Barnes and Noble memberships are provided on an at-will basis and can be cancelled by either party at any time.



Responding to a Crisis


• Respond directly to criticism through phone and email

• Respond by commenting to specific blog or Facebook page posts

• Respond through other local blogs• Response to negative publicity for the book club

may be best addressed by testimonials from club members, local writers and/or club officers



• Drawing attention to existing video footage may also prove effective in demonstrating the authenticity of the club (livestream)

• In extreme cases, a video address and statement from a Barnes and Noble executive at the corporate level may be appropriate



Promoting with Traditional Media


Brooklyn Newspapers

• Park Slope Courier

• Brooklyn Paper

• Clinton Hill News

• Brooklyn Eagle

• Brooklyn Downtown Star

• Brooklyn Rail


Brooklyn Newspapers


Brooklynpaper.com Demographics


Traditional Media Approach

• Solicit stories through the use of press releases• Seek paper to sponsor “book of the week or

month”• Send press releases about aspiring Brooklyn

writers• Invite members of the press to cover events


• Purchase advertisements announcing the launch of the book club

• Small papers are more likely to run stories from paid advertisers

Traditional Media Approach


Timeline


Timeline

• July-Aug, 2009 Initial Planning and Discussion• Recruit core participants (so no one comes to an

empty book club)• August-Sept, 2009 Set up social media accounts• Mid Sept Blogger kick off party• Test accounts and begin process of attracting

followers and participants• Solicit input


• Send initial round of press releases and purchase advertising

• Print membership cards specific to Park Slope Barnes and Noble

• October, 2009 Hold first meeting/celebration and announce winners of writers contest

Timeline


• Provide footage of first meeting on Livestream and post links via Facebook and Twitter

• Encourage member interaction via Goodreads (supported by Social Media Director)

Timeline


Thank You!

Date post:	15-May-2015
Category:	Design
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Park Slop Barnes and Noble Book Club

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