Tag Archives: Stephenie Meyer

Measuring social media ROI

Social media ROI is a common topic in this community. How do we prove that our online efforts are making a difference? Kyle Flaherty wrote a great article at how we can look at this.

The next generation is particularly tech savvy, and a recent social media campaign for Twilight has proven that networking with your audience can prove that good social networking can turn into revenue. The social media campaign that involved widgets and networking resulted in a soundtrack that was #1 on the Billboard charts before the movie was released, high pre-sales in movie tickets and a continual presence in the best selling category for the books. Read more about it in The Standard.

The soundtrack marketing effort has been highly successful, ranging from videos released on author Stephenie Meyer’s site to exclusives available for fans depending on format and place of purchase: iTunes has a digital booklet and three additional songs, while the physical CD contains a poster from the movie, with several different posters randomly placed in the CD cases.

There was also significant buzz created by exclusively debuting the trailers online for the fans.

Online ticket sales are booming as well, spurred by everything from movie trailers debuted exclusively at different sites to widgets available for social networking sites. Those who purchase presale tickets from MovieTickets.com or Fandango receive a code for a free music remix from iTunes.

Why do you think this is such a big social media phenomenon? We already wrote in August about this community with the book series, and now it’s translated into revenue for the movie industry. Now this social media and networking has translated into revenue for the record industry and Hollywood. What can you take from this example and use for your campaigns?

Building a community in the publishing industry

This article here at Business Week shows the recent success Stephenie Meyer has seen with building a community around her vampire saga Twilight. With an estimated 1.3 copies of the latest book sold over the weekend, it’s hard not to take a look at the online community that the author has built for her books. The publishing industry, who has long suffered with adapting to the Web 2.0 world should look at the model Meyer built.

When the site provided by Little Brown was not sufficient, Meyer took to creating her own light hearted website at StephenieMeyer.com, where she would let readers know what was going on with the writing of the novels and about her family. She also took time to interact with her fans, answering questions about the books and letting them know about what was going on in her family. From there, it progressed to MySpace, online discussion groups and Amazon. Now it’s progressed to fan supported communities like Twilight Lexicon and Twilight Moms. Finding a way to connect with your customers, or your fan base, can propel your business into new areas.
With the publishing industry slowing, 247,777 books published in 2002 to 411,422 books published in 2007, with $41 billion in revenue that hasn’t grown significantly, they should find a way to bottle this success and spread it to other authors. Some are already taking the step, with sites popping up around Freakonomics, The Four Hour Work Week, and The Last Lecture. Will the publishing industry react and build up the community Meyer and others are beginning to build?