TIMELINE TYRANNY Keeping your author on the cultural agenda, - - PowerPoint PPT Presentation

TIMELINE TYRANNY

Keeping your author on the cultural agenda, year-round

Jane Acton Culture Director Jane.acton@kallaway.com Philippe Jeanjean Digital Director Philippe.jeanjean@kallaway.com @kallawaylive

BIG PUBLISHING MOMENT #1 Reviews Media Blogger Fan Event SOCIAL INFLUENCERS NEWS REACTION FAN ADVOCACY CULTURE COMENTARY PROVIDES EXPOSURE STRENGTHENS BRAND REACHES NEW AUDIENCES Timeline FEW OPPORTUNITIES BIG PUBLISHING MOMENT #2 Reviews Media Blogger Fan Event

Challenges

• In-house / agency
• Workloads
• Author availability

Specialist interest

• Take a unique position
• Demonstrate expertise
• Champion a cause

Ben Judah Bryony Gordon Philip Pullman Charlie Higson

Ben Judah EXPERTISE Migrant Crisis

• Kallaway worked with Macmillan and Ben

Judah, author of This is London, a book about migrant communities in London

• Publication coincided with the global migrant

crisis

• Ben’s first-hand experience of interviewing

and spending time with migrant communities made his comment and views more relevant than ever

• Between hardback and paperback

publication, the issues of the book were linked to events taking place in the capital at the time, positioning Ben as a leading commentator across the national press and lifestyle media

Philip Pullman Charlie Higson CHAMPIONING A CAUSE Boys reading CHAMPIONING A CAUSE Libraries

Bryony Gordon Matt Haig

PERSONAL EXPERIENCE Mental Health

Choose your channels

PRINT BROADCAST SOCIAL EVENTS

Keep on top of the news agenda

• From books to news pages
• Find your news hook
• Make your story relevant
• Use social media effectively

Rapid reaction to the news agenda

• Be prepared – expand your

contact book

• Act fast
• Get a clear brief

Keep momentum with Influencers

• Move beyond book reviewers
• Identify ‘crossover’ interests
• Partner with ‘crossover’ influencers
• Social spend to guarantee relevant reach

TIP Use Facebook ad tool to find crossovers

TIP Use Facebook Ad Tools to find crossovers

Involve fans in the discussion

• Identify fan communities across social
• Tailor discussions to reflect hot topics
• Use technology to help authors interact

with fans

• Harness fan enthusiasm

REDDIT ASK ME ANYTHING

INTERESTEING AMA PICKED UP BY PRESS

Call to action

• Maximise the opportunity
• Reference the book in interviews
• Credit the book
• Links to website
• Follows and likes

Summary

• Work with your author
• Identify areas of expertise
• Closely follow the news
• Provide a clear brief
• Act quickly
• Involve fans and influencers

@kallawaylive To hear more about Kallaway and our campaigns visit www.kallaway.com