Social Media Case Study #1: The launch of SUCCESS Book (Part 1)

by Andrew Chow | July 2, 2019

Scenario

In any launch of a brand new book by a new author, the pre-launch publicity is more important than post-launch publicity and promotion. Social Media can be used to support both the pre and post launch. It will be deployed alongside with public relations, event management, and other sponsorship. The book – “SUCCESS” showcase the integrated publicity approaching using social media and mass media appeal to promote the book way before it is launched.

Challenges

  • Though Richard Gavriel is a leading Speaker Manager in the professional speaking landscape in Singapore, he has never written a book before until Dec 2013; he is a novice author.
  • There have been many books written about SUCCESS both in Singapore and internationally
  • It will be a published book and not an ebook.
  • It was to be launched in Dec 2013

Best Practices

  • Every book should have a fan page by itself. This should be different from the author’s page
  • Share first; Sell later.
  • A video channel by the same name may not be necessary unless the content of the book requires a lot of “How to…..”. Showing is always more impressive than telling.
  • User-generated content has more social appeal than original ones. Audience are more interested in what others say or what the brand says.
  • Online pre-order of a new book is essential with testimonials from the best client at least 6 weeks before the launch – http://www.richardgavriel.com/book
  • Video is more engaging than text or static visual. Youtube is the 2nd largest search engine in the world behind Google and they are of the same family.

Strategy

  • The launch is postponed a month back to end of Jan 2014 to catch the Christmas season pre-order and also to give more shelf life recency to the book.
  • A series of videos discussing different aspects of achieving SUCCESS in life.
  • Construct a list of keywords relating to “SUCCESS”
      • success quotes
      • success
      • succession
      • success factors
      • success magazine
      • success academy
      • success quotes
      • success maker
      • success factors
      • success magazine
      • success academy
      • success kid
      • success synonym
      • success for all
      • success academy
      • success at the core
      • success and failure quotes
      • success articles
      • success affirmations
      • success by design
      • success books
      • success criteria
      • success chess
      • success connect
      • success communications group
      • success coach
      • success definition
      • success defined
      • success dictionary
      • success driven
      • success definition for kids
      • success express
      • success essentials
      • success equation
      • success factors
      • success for all
      • success guru
      • success games
      • success guide
      • success has a thousand fathers
      • success habits
      • success hypnosis
      • success has many fathers
      • success hard work quotes
      • success is counted sweetest
      • success is the best revenge
      • success is a journey not a destination
      • success in life
      • success journal
      • success jokes
      • success link
      • success learning center
      • success life quotes
      • success labs
      • success learning
      • success learning academy
      • success magazine
      • success motivational quotes
      • success network
      • success on demand
      • success poems
      • success principles
      • success pictures
      • success portal
      • success posters
      • success quotes
      • success quotes for women
      • success quotes for men
      • success quote of the day
      • success quotes pinterest
      • success quotes for kids
      • success quotes for students
      • success questions
      • success quotes for work
      • success synonym
      • success stories
      • success speech
      • success songs
      • success strategies
      • success schools
      • success sayings
      • success systems
      • success tips
      • success tracker
      • success unlimited
      • success university
      • success under stress
      • success vision
      • success video
      • success vs failure
      • success vs happiness
      • success vs excellence
      • success vs significance
      • success words
      • success wizard
      • success quotes
      • success with honor
      • success your way
      • success synonym
      • success zone
  • Weave in as many relevant keywords as tags into the youtube videos
  • Promote the book only at the very end of the video with a call for action
  • Connect the audience to the microsite
  • Create a playlist with the 4 video in the following order:
    • Is achieving SUCCESS a Science to follow?
    • Is achieving SUCCESS an Art to master?
    • Is achieving SUCCESS pure hard work?
    • Achieving SUCCESS is a balance of Science, Art and Hard Work