Facebook Promotion Payoff and a #ROW80 Update!

Adopting a Napoleonesque pose
at the Marine Corps Ball

A busy week gone by, and the little checklists have so far paid dubious dividends… Even the simple things, like “Drink 2 liters of water” are going undone, often as not. Of course, it was an odd week, what with an impromptu send-off party for a fellow officer headed to Afghanistan and my squadron’s Marine Corps Birthday Ball on Thursday night, but even so!

That said, I did get a good bit of writing done, so salvaged that end of things… I also did a little experiment, putting $5.00 of promotional money toward the Facebook post on Chapter 34 of The Perfidious Mister Wickham… The result? So far, with only about $2.50 spent, over 1000 people have seen the Facebook post, and over 100 have visited the book page – an all-time high!

With the book running an estimated 45-50 chapters, about $50 should theoretically bring in quite a lot of potential readers and future customers. Worth the price of admission? I think so, but does anyone else have experience with this feature on Facebook?

WRITING

- Posted Chapter 34 of The Perfidious Mister Wickham…

- Posted this ROW80 Update!

- Put up a new post on my GypsyDangerously blog…

- Wrote most of Chapter 35 of The Perfidious Mister Wickham.

- Wrote about a third of a non-fiction piece for Foreign Affairs.

FITNESS

- Attended yoga class on Saturday

- Tracked down a local rugby club to play for.

NEW ECONOMIC

- Well, old economic – put in an offer on a pair of little rental condos in Hilton Head!

- Reduce my personal carbon footprint – I got the electric motor and battery for my little dinghy, and took her out for a spin – read the wholestory here!

So, another somewhat useful week, but lots to do still – will put the little checklists to the test this coming week, where my big goal is to get Ho B-52 published and promoted!

Wish me luck!

Edward

Social Media for Marketing: An Overview (Part I)

Since beginning my adventure in self-publishing, I’ve identified several key tools for creating a social media network that will help market your story. I’ll touch on each aspect briefly here, and then devote a full section to each one.

Let’s start with Facebook. As tempting as it is to think your hundreds of current family and friends will be an instant market and take your story viral as soon as you put up a post on your Timeline, I’m here to tell you that simply is not going to happen. You’ll actually need to create a unique presence with an Author page (see here for an example) build up a legion of followers (people who “Like” your Author page) and then use some very specific promotions to generate downloads and sales of your story.

This leads us to Author Karma. Founded by Emlyn Chand from Novel Publicity, Author Karma is an initiative that gets indie authors supporting one another on Facebook, Twitter, Goodreads, etc. It’s an invaluable network and the best way I know to rapidly build your following. That said, remember that these aren’t “real” fans. They probably will not download your story – remember, they’re writers first, and readers second, and they’re focused on building their own networks, not reading your great American short story. However, they have lots of their own fans and followers, who are readers, and who may well discover your work through them. And, sometimes they actually will download your story – I have discovered a few authors whose work I’ve bought through Author Karma, but it’s literally a one-in-a-hundred case for me. That said, I've also found some other excellent sites and resources by reading the pages and posts of these authors, so this is high up on my "must join" groups for indie authors.

Goodreads is Facebook for readers. Well, not quite, but it is probably the biggest and best of the websites where readers congregate to list their own digital libraries, recommend books to others, search for new material, join virtual book clubs, etc. It’s a key place to establish your presence as an indie author. 

LibraryThing is a similar site, although it’s a bit more technically challenging to negotiate, and seems to attract a more high-brow crowd. That said, LibraryThing offers you the ability to offer a “book giveaway” featuring your e-book; something Goodreads does not yet do.

Twitter is a great way for getting a short message out to a lot of people. A lot of people. The beauty of Twitter is how far and fast the extended network of “followers” can distribute your message. Here’s an example. When I was testing promotional methods, I sent a Tweet about a free download for one of my stories to 44 people. Out of those 44 notes, 21 were re-Tweeted – that is, the person I sent it to forwarded it on to all of their followers. I did a little calculation to see how many people that one note reached (assuming it was never re-Tweeted by any of the people who read it on one of my followers Twitter streams) – the answer? That one note, sent to 44 of my followers was read by 97,292 of their followers. It doesn’t take a genius to see that you don’t need a very high percentage of Twitter readers to actually click through and download your story, because even a small percentage, multiplied by a big number like 97,292 is going to result in a lot of sales.

Now, if you’re going to use Twitter, you definitely need to use Bitly. While it’s not a social networking site itself, it lets you take a long web address (like  http://www.amazon.com/Happily-Ever-After-ebook/dp/B006RQUZ3I/ ) and shorten it down to the more manageable http://amzn.to/JeTTfd. Completely free, and vital so you can make the most of your 140 text characters in a standard Tweet.

Another site that builds on the power of Twitter is Triberr, which lets you band together with other authors to share your blog posts automatically through Twitter. This does a few things; most importantly, it raises your social capital with people in your “tribes” because they see you reTweeting their posts, and will be more likely to return the favor; and their followers see your blog posts, which means (if you’ve set your blog up right) that they are being exposed to your stories, your writing style, etc. Again, case in point; my 4 tribes, which have a total of 30 members, has a social reach on Twitter of 24,824. That means every time I have a blog post, the title blurb is going out to 24,824 people. Again, even if only a small percentage are interested, that’s still a lot of traffic for my blog. Want to join a Tribe? Send me a Tweet to @E_H_Carpenter and I'll send you an invite!

OK, that's a start, and definitely enough for one post. But there's more. Stay tuned!

Best always,

Edward

KDP Select “FREE for FRIDAY” Promotion Recap

Continuing the analysis of the KDP Select program and particularly the use of “free” days to promote short stories, I recently concluded the third of my planned “FREE for FRIDAY” promotions.

The genesis, some of you might recall, was that when I released Happily Ever After as a KDP Select title, I used all 5 free days at once, and while the book did well, with 190 downloads on the first day (and 656 total) the number of books downloaded for free dropped off considerably after the first 2 days of the promotion.

Thus, with Seven Lives to Repay Our Country, I decided to test the effect of 1 and 2-day promotions, and also to find out just what effect social networking played on the efficacy of such giveaways.

Finally, I wanted to establish a baseline for the “KDP Select Bump”, if such a phenomenon actually existed.

So, what did I learn from this promotion?

Well, a few interesting things.

Results: Seven Lives to Repay Our Country rose to #8 on the Fiction/Genre Fiction/War list, and #35 on the Fiction/Short Story list, with 102 copies given away.

Observations:

• Social networking saturation. The first “FREE for FRIDAY” event got 45 signups on FB and 11 on Goodreads. This one got 5 and 6, respectively. This shows that a potential disadvantage to splitting up your promotions may be that you lose the attention of FB / GR fans on subsequent promotions. For example, suppose you have 100 fans on each site. The first time you do a promotion, you invite them all, and 60 sign up. They download your book, but on a subsequent campaign, they probably won’t sign up since they already have it.

• People don’t Share. I posted a couple of notes on FB that specifically asked people to click “SHARE” to help the note go viral. Total shares? Four. My observation is that unless something is really cute, sad, funny, or bizarre (and usually image-based) people simply don’t share. They may “LIKE”, but that doesn’t have the same impact.

• Effectiveness of Twitter. Since I didn’t really use Twitter intensively in the first promotion, it’s probable that my Tweeps didn’t suffer from the same sort of saturation, and Twitter is also a platform that lends itself better to sharing a link and a short blurb with a lot of people. This time, I sent 22 total tweets (@ an average of 2 people per tweet) and got 21 Re-Tweets as a result (about a 50% return.)

• Guest Blog / Author Interview. I had a an author interview at Shut Up & Read and a guest post at Believing in Horses, both of which referenced the promotion. Judging from the scarcity of the comments at both sites, I believe these probably did not measurably impact the current campaign, but since they’ll be out there for a while, they may lead to paid sales in the future.

• Staying Power. When the promotion ended at midnight on April 6th, this story was ranked 12th in Fiction/Genre Fiction/War list, and #35 on the Fiction/Short Story list... But the interesting thing is that it stayed on the free list for the next five hours, actually rising to #10 by 3 am, and #8 by 5 am, before finally disappearing from the list at 6 am.

• The “Kindle Select Bump” - it's too early in the month to tell, but past data indicates there should be an increase of about 4 times sales over months without a "free" promotion.

Analysis:

There was little apparent impact from the Facebook / Goodreads events and the guest post / author interview. And based on the second “FREE for FRIDAY” (where I intentionally did no promotion) we know that no promotion = low free downloads. Thus, the only factor that seems to have driven downloads was the Twitter campaign.

Those 22 Tweets to 44 followers generated Re-Tweets that reached approximately 97,292 people. If we subtract out the number of people who probably downloaded just based on the story being on Amazon’s “free” list (using the number from the un-promoted free day as our baseline) we see that about 80 downloads were probably due to Tweets that sparked a reaction.

Thus, we hypothesize that in the future, we can expect 4 downloads per Tweet sent out, and of course, we’ll test this with our final promotion.

Finally, we may have a partial explanation for the “Kindle Select Bump” – if the book stays on the “FREE” list (even though the price shows 99 cents) for 5 hours Pacific Standard time, that means anyone picking books off that list as late as 8:59 am on the East Coast, or 1:59 pm in Europe will see the book at or near the top of the list, but if they click to get it, they’ll see that it costs something – a price they may be willing to pay based on its ranking.

Future Plans:

Based on this information, I will plan to use the last 2 “free” days for this title to run a promotion that ties together everything learned from this one and the 3 promotions which have preceded it, and tests the hypothesis about the “return on investment” for Tweets, the optimal length of a promotion, use of a “Core Group” of supporters, and the extent of the “KDP Select Bump”, which so far appears to increase sales of all books by 4 times the number sold in a month without a promotion.

Hopefully this synopsis will be valuable food for thought for any authors currently planning their own future promotions, so if you know anyone who might benefit from this information, please forward them the link!

Best to all,

Edward

KDP Select "Free for Friday" Follow-up...

A few weeks ago, I wrote a post to share the results of the first "Free for Friday" promotion for Seven Lives to Repay Our Country, which I had re-released as a KDP Select title after seeing negligible sales through Barnes & Noble, iBooks, etc.

To recap, with an aggressive promotion through Facebook, Twitter, Goodreads, and this blog, the story was downloaded 166 times in the US, and hit #6 in its genre. But, I was curious to know how much the hard work of promoting actually helped.

In order to see whether the book would have received almost as many downloads simply by appearing as a free title on Amazon, I set up a "Free for Friday" promotion for last week - when I knew that I'd be in Hong Kong watching a rugby tournament, and as far away from my computer and the temptation to promote the book as possible.

The result? A mere 20 downloads. Promotional efforts, even if they weren't optimal, had generated 8 times the interest in the book as it would receive otherwise.

Or was that actually the case? What if the niche for this book was really saturated, and the low number of downloads only reflected this, not a difference in the value of promotional efforts?

Clearly, it's time for another round of testing!

Thus, in April, I'll run another pair of "Free for Friday" events, with promotional techniques refined based on my learning experiences from the first event.

• Synchronized and relevant "guest blogging" or author interviews.
• Development of a Core Group of readers willing to help with promotion.
• Use of a Facebook post designed to go viral through "shares" vs. "likes."
• Segmented promotional help requests.

If this third event also results in a high number of downloads, it will lend credence to the idea that promotion makes an impact, and may show that some techniques are better than others when it comes to promoting a book.

Stay tuned!

Edward

Celebrity Status?

Almost everyone these days has a Facebook page; I now have two.

First, there's my own, with the usual assortment of family and friends... But now, there's another one, my "public figure" page as an author.

Not what I was expecting when I started my little experiment in self-publishing, which began with the release of Seven Lives to Repay Our Country, and will presently be continued with a new historical fiction short story (this one set in World War One).

However, if you're following me here, (or even just visiting) I'd cordially invite you to quickly pop over to https://www.facebook.com/pages/Edward-H-Carpenter/277473955631214 and become a fan!

And for those of you who are authors, if you haven't created your "public figure" page on Facebook, you might consider doing so as a method to (a) gain publicity for your work, and (b) develop a degree of separation between your personal and professional life.

That's my perspective, but of course I'm very interested in hearing your thoughts on the topic.

Best always,

Edward