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Momentum on Social Media Unlocks
attending can be tough for booksellers in tourist areas such as Manasquan,
on the Jersey Shore, where the summer season for Book Towne has already
begun. Its owner, Rita Maggio, said, “I always find BEA frustrating, with not
enough time to see the authors who are there.” She plans to spend a single
hectic day at the show on Friday. And though the midweek schedule works
well for some booksellers, others, such as Tova Beiser, manager of Brown
Bookstore, in Providence, R.I., miss the Saturday option. “It means I have
to miss an extra day of the week,” she said. Beiser views the show changes
as more about selling than learning. She does plan to place some orders for
sidelines and to find another remainder line.
Many booksellers accept the changes to BEA as reflective of broader
industry changes. Matt Norcross, co-owner of McLean & Eakin Booksellers,
in Petoskey, Mich., said that he’s not concerned about the show floor opening midweek. He described it as “the evolution of the show” and plans to fill
his time doing business. Similarly, ABA board member Sarah Bagby, owner
of Watermark Books & Cafe, in Wichita, Kans., noted, “There have always
been choices to make about what to attend. And this year is no different. I
plan to use my time wisely and get my business done.”
—Judith Rosen, with reporting by Jim Milliot, Tiffany Razzano, and Claire Kirch
BEA schedule changes continued from p. 1
Today at BEA, a Chicago web development company called Mess is launching Momentum, a turnkey subscription service that can be used to generate
social media campaigns, and manage and track social engagement.
Promoting books on social media has never been more important.
Momentum offers publishers the ability to create and manage “social
unlock” campaigns—essentially asking people on Twitter, Facebook, Pinter-est, or elsewhere to share, retweet, comment, or like a social media page in
exchange for a reward. After a certain number of actions have been
achieved—say 1,000 likes or 1,000 RTs—the publisher will unlock some kind
of desirable content for the fans.
Social unlock campaigns have proven to be successful for publishers,
according to Jack Shedd, director of Made by Mess, the Mess unit that created Momentum. Unlock the One, a social unlock campaign run last year
by Harper Teen, generated more than 300,000 shares around the globe.
Fans of novelist Kiera Cass’s Selection series were promised the first 10
chapters of her next book if they would share the hashtag #Unlock The-One.
Publishers can deliver desirable content to fans—excerpts, videos, or any
kind of content reward—and track the activities online in real-time through
social unlocks. But, says Shedd, up until now creating social unlock campaigns and tracking them involved customized coding at great expense.
“Our social unlock campaigns were very successful, but our clients had to
pay us a lot of money to do them,” he notes.
Shedd’s company—which has worked with a variety of large trade publishers over the years—rebuilt the technology it was using to make it more
robust and cheaper to use. The result, Shedd explains, is Momentum, a subscription service he claims will reduce the cost of managing and tracking
social unlocks. For a monthly fee, Momentum offers a tiered level of services aimed at attracting small presses, as well as big publishers; users can
track one campaign on one network or pay extra to track 25 campaigns on
Subscribers to Momentum get access to a dashboard that allows them to
easily create and manage social unlock campaigns. The user logs in, clicks
“create campaign,” indicates which social networks to track, creates a chal-
lenge—choose to tweet, share, post, like, etc.—picks the number of actions
needed to unlock content, and the reward fans will get when that number is
achieved. Next, the user creates a widget—a short piece of code that can be
dropped on any website and show up as an icon offering the social unlock
challenge. Momentum also offers analytics that track down to individual
users and their social media activities and then store all this data from
across every social network.
Momentum will be showing off the platform during BEA at booth
DZ1971C. —Calvin Reid