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

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

Challenges • In-house / agency • Workloads • Author availability

Specialist interest • Take a unique position • Demonstrate expertise Ben Judah Bryony Gordon • Champion a cause Charlie Higson Philip Pullman

• 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 EXPERTISE lifestyle media Migrant Ben Judah Crisis

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

PERSONAL EXPERIENCE Mental Health Bryony Gordon Matt Haig

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

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