Monday, March 30, 2015

Week 7: Get Visual Part Two, Similar Business Websites

“In the end, I wanted a daughter that would be my best friend....” Shireen Dodson, C-Span...1998

There are two other authors who have written books on Mother Daughter Book Clubs.  The first was The Mother Daughter Book Club: How Ten Busy Mothers and Daughter Came Together to Talk, Laugh and Learn Through Their Love of Reading.  This was published by Shireen Dodson in 1997 (the year my daughter was born) and was followed the following year by 100 Books for Girls to Grow On.  The internet was in its “infancy” so Shireen never developed a website.  She is currently on the staff of the International Multicultural Institute.  My impression is that she had very short lived (and limited?) popularity.  However, I owe her a great deal as she “planted the seed” for me. I recently found a C-Span video of a talk she gave in 1998.  I will use it in a post in the next week or two.  (Actually, I am thinking of dividing it into “clips” to extend its use.) Further, it is about 15 minutes and I don’t believe that anyone would listen for that amount of time.

The next person that came along was Cindy Hudson who published the book, Book by Book, The Complete Guide to Creating Mother Daughter Book Clubs in 2009.  She began her website in 2007.http://motherdaughterbookclub.com/ which largely reviews books, offers interviews by authors, parenting resources, the sale of her book and other “guides” she has written for use by Mother Daughter Book Clubs.  This site has a very “old-fashioned” look.  The only visuals are some photographs of her and photographs of book covers.  There are two sentences in different parts of the page informing the reader that she has a twitter and facebook link. (I notice on the Facebook page that she is talking about multi-cultural books....a focus of mine too those my recommendations are better!)  The Twitter account seems to (at least recently) be notices of book reviews.

The other competitor is more recent and has come far in terms of website development and a social media presence. She wrote the book, Her Next Chapter which was released in 2014.  http://www.motherdaughterbookclubs.com/Just prior to the release last summer, she “found” me on the Internet. Her book and associated social media focuses as much if not more on “media literacy...” the portrayal of girls and teens in the media.  Her website has drawn figures which are not very visually inspiring or exciting.  It has almost a “cartoon” appearance.  On her Facebook page the “permanent” visuals are to me, very poor.  The banner photograph has a picture of her and her daughter book looking away and sitting far apart.  The daughter is looking away with a strange “smirk” on her face...I watched the video and it shows her speaking in front of a very small group with empty chairs and her daughter also looks disinterested.  One of the main benefits of a Mother Daughter Book Club is that it strengthens the bond between mothers and daughters.  Her visuals give the opposite impression. Her likes, however have grown to 3, 446 in about one year and a half.  Her website directs you to all of her social media.  Her Pinterest has 5 boards that are book recommendations in different categories and “Girl Power” advertising.  Many of her “tweets” also relate to portrayal of girls and young women in the media.  She is also on LinkedIn. Her strongest visuals are on Facebook and Pinterest.  

Originally, I felt a bit upset that these women “beat me” to the market.  However, I now see their presence (especially Lori Day) as affirmation of my ideas.  Even Cindy Hudson’s mention of multi-cultural books means I’m on the “right” track.

The above represents both opportunity and examples I can learn from.  


Thursday, March 26, 2015

Week 7: Get Visual

I found the readings this week so exciting!!!!!!!!! The possibilities and creativity just leap off the page.  However, I'm still only on the outer edge…I haven't used Tumblr, Pinterest or Instagram and still don't feel I really understand how to even get started….but I am beyond convinced of the potential!  I was particularly fascinated by the "Instameets" and the way product was combined with art and community events…..

Although I need to attract customers first, I tried to "think big" about where I would like to be or could be…Initially I didn't think any of these would apply to my business…where would the visuals come from?!  However, as I read about each of the four major visual social media platforms, I did have some ideas….the "possibilities….

TUMBLR
Mini Book Reviews…picture of book and a mini review….perhaps creative ways in which the book was discussed by a Mother Daughter Book Club.  Loved the NPR example...

PINTEREST
Group Boards around specific age groups or even types of books…novels vs. memoirs (maybe more challenging to discuss but lends itself to special "guests….")

YOUTUBE
Didn't remember it was owned by Google…now that I know, it makes sense that videos make your name/website rise in the SEO numbers….I could be giving tips about how to make a Mother Daughter Book Club successful….I believe there are "devices" that would allow me to film myself…these are what people are using for "selfless?"

INSTAGRAM
I could use the "Carousel Ad" format to showcase a book (its cover) and a brief summary…it would be great if I could somehow attract live "mini reviews" by girls reading featured books…there could also be calls for book related activities….Would love to organize an "Instameet" where Mothers and Daughters would read a book, and meet in a related place and post the photos….

Since I am just learning about all these platforms, it is difficult for me to know what is used the most.  I know FLICKR is not really used anymore.  I think there is a slightly older market that uses Pinterest as it feels like the "bulletin boards" of the last century.  I think it is easier for individuals that did not grow up with technology to adopt this digitized form….I think YouTube may be a younger market as they are more comfortable with being in front of a camera…either themselves or making a YouTube.  I think Instagram crosses age groups.  Reading about the TUMBLR applications was so enlightening.  I had no idea so many companies were using this platform.

In my business, I still need to attract the customers by convincing them this activity should be part of their lives and I can lead them along either in person locally or via the web which I am very slowly putting together.  I don't feel I can yet choose a form of social media which would be best as I see ways I can use all of them.  It seems that YouTube (with initially myself giving some "mini-tips) and either Tumblr or Instagram with mini book reviews as social media forms I could use in the absence of many customers.






Saturday, March 21, 2015

Scheduling Posts on Facebook: Done!

It has NOT taken me this long to figure out how to schedule a post!  I was preoccupied this week and just sat down to try again this afternoon.  Now I have done three (one for Sunda (3/21), one for Tuesday (3/24) and one for Thursday 3/26)  I have embedded video, edited my posts and rescheduled them…I'm a "pro!" The only feature I can't figure out is "target market" when you DO NOT pay to "boost" a post….(or am I dreaming!)  I even found a YouTube where a mother and daughter talk about their experience of being in a Mother Daughter Book Club….The other question I have is that I wanted to write a blog post on one of these topics and would like to embed the video….I could not find those instructions….Thus, I need to know, Can I embed a YouTube video in a blog post?"

Monday, March 16, 2015

"Ready Posts"

I am trying three different posts.

1)"Shared" one that was somewhat of a "call to action" asking if "my readers" (thinking positive) agree with the link I shared (but how would I have delayed that as when I click to share, it posted right away….

2)Following are two posts ready to go (but I can't figure out how to do that!)

One is sharing research related to reading

“Deep Reading” influences the developing brain
I have long observed that a major benefit of Mother Daughter Book Clubs is the development of sophisticated critical reading skills.  As the girls begin to get a “feel” for the questions posed during Book Club, they learn to give thought to plot, character development, setting and writing style as they read the book selections. This “deep reading” cited in the (June, 2013) Time article “Reading Literature Makes Us Smarter and Nicer,” is just the type of reading girls in Mother Daughter book Clubs are engaged in.  Yet another reason to either start or sustain a Mother Daughter Book Club!

One is a "featured author" piece

Get to know Blue Balliett
This interview will help you get to know Blue Balliett.  Her books are set in real places and represent both books she would have liked to read when she was young and those, as a teacher, she would have liked her students to have.  It is no wonder they have received so many awards and have been translated into over 35 languages!



Thursday, March 12, 2015

Week 6: Facebook Strategy, Businesses to "Like"

I am feeling GREAT as initially I had difficulty seeing the pages I "liked."  However, I realized I had "liked" them under my personal Facebook account, not my business account.  I solved the problem…always (to me) a sign of LEARNING!

I had been waiting to begin anything until all was perfect, had a website and was writing on my Facebook regularly but after talking with Angela, I am just going to start making some connections even as I develop my business.

I chose the following Facebook Pages to like…they are either ones which will give me ideas to talk about in a post or have a following that could be my target market.  My "featured likes" are the ones where my target market may be rather than the pages where I may comment about content.

They are:
Her Next Chapter: This is the title of a book authored by Lori Day.  She does discuss how Mother Daughter Book Clubs are good antidotes to the way girls are portrayed in the media. This is mainly what she comments about.  She actually contacted me last summer as a result of my "blog."  I put "blog" in quotes as it was and is in its infancy.  I will be able to share and comment on many of her posts.

A Mighty Girl: This is a website that promotes toys, games, clothes and books that convey a message of "take charge" for girls.  They have a great suggested list of books….maybe I can affiliate with them someday?

Blue Balliett: She is an award winning children's author.  When I organized my "Chicago Comes Alive" trip, her book was one of the selections.  The parents of the kids who read her books could be of my demographic.  THIS IS A FEATURED LIKE

Huffington Post: (merged with Huffington Post Parent). I came across a wonderful article written by a woman who is doing a Book Club with her daughter.  I will comment on the content but seeing her article made me realize that the readership could be part of my target market.

Brain Child Magazine: I saw a post they wrote about reading…made me think their readership could be part of my demographic.  In addition, I think I will find content to share and comment on.

Shutterfly: Again as I think parents taking lots of pictures have kids in the age group Mother Daughter Literary Journey is targeting.  THIS IS A FEATURED LIKE

Wright 3: This is the Blue Ballett book that was part of the "Chicago Comes Alive" trip.  I believe that parents/kids reading any media by Blue Ballett could be interested in Mother Daughter Book Clubs.
THIS IS A FEATURED LIKE

As I think about it, I will probably change the "featured likes" and maybe add my "content" ones too.

Monday, March 9, 2015

Week 5: Facebook Post Reach and Post Engagement

Post Reach and Post Engagement

Learning about this is fascinating!

Post Reach is almost exclusively about getting "Likes."  It may be the result of Facebook Ads one has purchased or a "request" to "Like." The "like"  could be linked to an immediate "reward" such as a discount  While "likes" can be useful so that the business has the potential to "engage" or interact with current and potential customers, my impression is that it is not as long lasting. In a "post reach" situation, a current or potential customer is not as likely to keep returning as they don't have a reason to.  More often, this is business rather than consumer driven.  It is not about the "conversation" or building the relationship.

Post Engagement seems to be a more natural or "organic" way of getting "Likes." The current or potential customer is drawn to the Facebook page because of compelling content, requests for feedback or an "ask the expert" opportunity. It is more likely that a customer who "likes" as a result of a post engagement will be a repeat visitor as they have come to the Facebook page of their "own volition." The "like" will be a "byproduct" of their visit to the page, not the main (and possibly) only focus.

Facebook Insights

Facebook insights allow the business to analyze how their posts are being received.  By looking at the Facebook analytics, one can assess the following: Did a "like" or comment result from a particular post?  Does the type of post influence the user?  i.e. does a video result in a comment or "like" more often than text?  Does the time of day or day of week influence the user?

A business can use the above information to alter the type of Facebook posts to use and the timing of them.  Though the type of business will influence the approach, the business can design posts that better meet the needs of their customers.  For example, a service business is likely to have a different type of post than a highly visual product to insure the highest possible type of engagement.  In some businesses, the picture "says all."  In other businesses, words remain of paramount importance.  Most likely highly successful Facebook marketers use a combination of both depending on the particular goal or campaign.

One idea I had from reading the book and your lecture was offering to problem solve Mother Daughter Book Club challenges…I could "invite" (of course how do I do that) mothers (or daughters if old enough) to pose a challenge they have had in starting or sustaining their Mother Daughter Book Club. On the positive side, I could request favorite books for different grades and "start" the "conversation." I'm still not sure how I would actually do it (step 1, click x…I mean a very specific way to "start.").  One of my goals is to have a site with enough "traffic" that I could sell  recommended books via a "pass through" situation…(for example Warwicks has an affiliated marketing program).

Thanks again!

iris

Sunday, March 8, 2015

Week 5: Alternate Assignment

WEEK FIVE ALTERNATE ASSIGNMENT
In addition the alternate assignment includes analyzing other pages similar to yours. Please look at the following pages and see if you can offer suggestions to their pages based on our lecture. (Ie, how is their cover photo? Is it positioned correctly? Do they use any custom apps? etc) Are they doing anything you like and you could tweak to make your own as a strategy on your page?

IMPLICATIONS FOR MOTHER DAUGHTER LITERARY JOURNEYS FACEBOOK PAGE

1)I love that thanks to Tracy I have “apps” that match my
2)I went through and looked at all the features on my page that you discussed in the PDF...
3)How do I unpublish this!!!! 
This is what I was afraid of!  That will totally destroy me before I get started!
4)How do I “like” someone as my business?  For example, Her Next Chapter (see below) and Mighty Girl (see below)?  I want to SHARE/REPURPOSE and COMMENT ON THEIR POSTS...IS THAT OK IN FACEBOOK ETIQUETTE?
5)I tried to add Apps for fun...added the event and deleted it....
6)Need to add Mother Daughter to Literary Journeys banner, how do I do that?
7)Can I take off where it says 3 or 4 people reached on some of my posts?
8)How can I see Literary Journeys page as the public sees it?
9)I did find the “Create page” but I am afraid to set it up (see above!)


COMMENTS ABOUT OTHER FACEBOOK PAGES
HER NEXT CHAPTER (2,846 likes)

Lori Day, author of Her Next Chapter actually found me! from my (very outdated and to me, quite “unstellar” blog) and I talked with her several times so this is a meaningful page for me to analyze.  She lives on the east coast and initially I was hopeful we could collaborate in some way but it did not work out.  She does talk about Mother Daughter Book Clubs in Her Next Chapter but not in the detail that I have in my (unpublished) manual.  What she does say, concurs with my thoughts almost exactly.

There are several concerns about her Facebook page:
1)The photo does not convey a clear message and in fact I think has a negative impact.  Lori and her daughter look “disconnected” and her daughter appears to be bored and is not even facing the camera.  There is no sense of the closeness of their relationship which is the crux of her message.  I think she should have just used her book cover or a better photo of her and her daughter in which they appear close.  
2)”About” section:  She says she discusses various issues related to girls (media literacy, mother-daughter book clubs, etc.) but she doesn’t really explain what her business is.  To me, that would not help sell her book or engage her for consulting or presentation “gigs.”  It makes me think I need to go back and explain what my business is so that people know I am available or is that “bad manners” on Facebook?
3)Video: Her video talks a “bit” about Mother Daughter Book Clubs and a “bit” about how girls and boys are portrayed in the media...but there is not a cohesive message.  Her daughter just sits next to the podium, looking a bit bored and uninvolved.  Considering that they wrote the book together, I think she should have picked several ‘issues” and they could have addressed them together.  It would have been a much better message.  In addition, you can see that the audience is very small and there are empty chairs....not a good message.  I think it would have been better if Lori and her daughter spoke without an audience.  If I didn’t know her, this video would not have prompted me to explore her book or her message in greater depth.
4)Photos on the side...the one of her book, Twitter and 2000 likes support her business but I clicked on one of the others and I couldn’t find the post she was referring to and I don’t think associating with Steve Daniell helps her message....don’t know if one can take those off?

HOWEVER, THERE ARE MANY ARTICLES SHE POSTS THAT I WOULD LIKE TO REPOST OR COMMENT ON.....HOW CAN I DO THAT AND IS THAT PROPER ETIQUETTE?


MOMS WITH AWESOME DAUGHTERS (10,744 likes)
I feel neutral about this page...the banner photo is cute though it doesn’t really convey what the Facebook page is for....though the text does...it is just for fun....celebrating girls/daughters....There are no custom apps but it is interesting to see they have over 10,000 likes!

MIGHTY GIRL (988,455 likes)
I find this page a bit more engaging as it seems to not just be “preaching” but has a nice combination of information and subtle “calls to action” in the book reviews they do.  It is clear that they have a business that sells products (I know it is toys, books and clothing) that supports their philosophy. 
1)Banner photo...I like that the photo conveys what they are about...strong women...with their logo in the lower left....
2)There are no custom apps
3)I would also like to reuse and comment on their posts....I NEED HELP IN HOW TO DO THIS ACCORDING TO FACEBOOK ETIQUETTE.....

I WOULD SOMEHOW LIKE TO ASSOCIATE WITH THEM....

Thursday, March 5, 2015

Week 5: Facebook Page/Hopes for the Semester

I have an already established Facebook page (though it has not been used which is why I am taking this class!)  It is Mother Daughter Literary Journeys

Here is the URL
https://www.facebook.com/LiteraryJourneys

I have done some minor editing…chaining the name and adding a Mission Statement.

Goals for Facebook this semester

The most significant reason I wanted to take this class was for the structure the homework would provide in forcing me to use tools like Facebook.  Tracy helped me set it up but I have never really used it with regularity.  While there are many reasons for this (not all limited to the "mechanics" of Facebook), I am now much more ready to move forward.
My Goals are:
1)To reintroduce myself to how to post…particularly in linking and commenting on something I have read on someone else's page.  There is one FB in particular that often has posts I would like to comment and expand upon.  I need to 1) know if this is proper etiquette and 2)refresh my memory on the mechanics of doing this.
2)I need to understand how to "make conversation" with people I find who fit my demographic target market.  I found someone today through the Huffington Post (she had a post about how satisfying and worthwhile her Mother Daughter Book Club has been).  She does have a Facebook Page and Twitter account…How do I "make (social media) friends" with her?
3)To understand how to draw people to my page…both the mechanics of an ad and given my business, what could it be?
4)To be posting once weekly by the end of the semester….

Sunday, March 1, 2015

Focus Business: Mother Daughter Literary Journeys

Name: Mother Daughter Literary Journeys

Social Media Use
I have made attempts to use social media (thanks to Tracy) but I still have significant gaps in my knowledge. Though I have Facebook, Twitter and Constant Contact accounts, I have not used them with any consistency.  Part of my problem is that I don’t really understand how you have “conversations” though I grasp the concept in theory, I don’t understand how to implement it.

I want to create a social network around reading for girls aged 7-12 and their mothers.  Through the network, I can drive the sale of various products.

Mission Statement
The purpose of Mother Daughter Literary Journeys is to provide mothers and daughters with a shared reading experience by teaching women with second through sixth graders how to start and sustain a Mother Daughter Book Club.

Definition of Business
We are creating a social network around reading for girls aged 7-12 and their mothers. Through the network, we will drive the sales of various products.

Potential Revenue Sources
-Consulting fee from 2 hour presentation (+ two followups) to help a group start and (most importantly) sustain a Mother Daughter Book Club
-“Kindle Book?” How to Create and Sustain a Mother Daughter Book Club”
(This is about a 7,000 word “document/manual” I have written.) This could be broken up into chapters.
-Webinars based on Kindle ebook
-Webinars with ongoing book suggestions and creative ideas to incorporate into the Book Club discussions
-Memberships which will give access to monthly book recommendations, special author access/interviews) This is only possible once a “critical mass” is reached.
-
-Matching service by zip code (part of “memberships?”)
-Affiliate marketing of recommended books
-Develop a series of trips....(that could be taken or explored virtually) based on books, 
I.e. “Chicago Comes Alive.”..”New York Comes Alive”

Target Market
-Women 30-45 years of age(50 if have young daughters) who have daughters between the ages of 7 and 12 (the following all assume this first characteristic)
-Family income of $75,000 and up
-Women who are avid readers and understand the value of pleasure reading for their children

-Women who love to travel