CONTENT MARKETING
LITERARY CALENDAR
TASK
I was tasked to create a 2021 and 2022 calendar detailing literary and other relevant events that would impact the marketing, sales and tech teams. The type of events I researched and added to my calendar:
- Bookish/Consumer/Statutory/Religious Holidays
- Upcoming theatrical adaptations of books
- Book festivals, awards and conventions
- Author and book anniversaries
- Pop culture and sporting events
Given that AbeBooks has multiple domains and sells on a global scale, I ensured my calendar included events and holidays from all around the world. My manager was very impressed by my calendar and the amount of detail and effort I put into this task. She encouraged me to share my calendar with the rest of the ABeBook organization, so I did a 10-minute presentation during a company wide meeting.
I explained how I created the calendar, the structure and the potential uses. After my presentation, I incorporated my team mate’s suggestions to my calendar.
I also shared my calendar to other organizations within Amazon Books like Goodreads and Amazon Publishing. Additionally, I created documentation to help the next person create a literary calendar for the following years.
IMPACT
- Help tech teams plan rollouts that could impede website functionality away from dates that drive traffic and sales ie. Nobel Prize for Literature
- Help tech teams plan major technical changes that require both the Victoria and Munich office by listing stat holidays in Canada and Germany
- Plan marketing campaigns (Email, social, paid search) around bookish and consumer holidays ie. Halloween, World Book Day, etc
- Ensure that social media schedule is topical and appropriate ie. Post respectful things on Remembrance Day or don’t post anything at all. By posting topical content on social media, Abe gets higher engagement and interactions on our social media posts
- Increased the calendar by 10x and improved upon the previous co-op student’s format
SOCIAL MEDIA
TASK
I was in charge of creating daily content for AbeBook’s Twitter, Instagram and Facebook pages. To prepare me for this role. I learned AbeBook’s social voice and tone from our PR expert. I researched books extensively and referred to my literary calendar to create interesting and topical bookish posts. I also planned and executed social media campaigns around topical events like Halloween, Christmas and AbeBook’s 25th Anniversary. I also created a social media one-pager to help on-board the next person to manage this channel. I also created a social media one-pager to help on-board the next person to manage this channel. My one-pager included writing tips, potential topics to write about, resources to find topics to write about, and guidelines for posting schedule, links and photos.
IMPACT
- Increased Facebook reach by 141%
- Increased Facebook post frequency by 162.5%
- Social media post increasing traffic to Book Detail Pages (BDPs) by 12X
- Snow Queen tweet reached 10X more people in comparison to other posts
- Mother’s Day tweet reached 4X more people in comparison to other posts
- Edith Wharton tweet reached 3X more people in comparison to other posts
- Dune post has a higher impression and engagement rate than other posts on average
HALLOWEEN CAMPAIGN
IMPACT
I tweeted about AbeBook’s mystery novel reading list and tagged Patricia Cornwell who is one of the biggest names in crime writing. She has sold 100 million books. The next day, Patricia Cornwell followed our twitter right after my tweet about another reading list went live
One of my Halloween book posts (The Phantom of the Opera Question and Answer) made it to our Frequently viewed by Customers widget on the home page. It is a dynamic widget that shows customers trending items on our website. Another one of my Halloween book posts (Dracula first edition) made it to the widget. Both items were trending for a couple of weeks
TASK
The retention team asked me to create a Halloween social media schedult to support their Halloween campaign. They briefed me that they wanted to promote their Halloween event page and Halloween articles on AbeBooks.com and AbeBooks.co.uk.
25TH ANNIVERSARY CAMPAIGN
SITUATION
I was apart of the team to launch our multi-channel marketing campaign to celebrate AbeBook’s 25th anniversary. The campaign included email, social, print ads as well as sending gifts to sellers and employees. I was in charge of creating the social media schedule for our week long campaign (Sept 13-17, 2021).
BEHAVIOUR
The PR specialist briefed me on his overarching vision and I created content that aligned with his vision. Richard wanted a weeklong campaign celebrating our sellers, customers and major books int eh past 25 years. We brainstormed bookish contents that would appeal to our customers like bookseller spotlights, bestselling books in 1996 (the year ABeBooks was created), and most expensive sales in the history of AbeBooks. I also attended team meetings to understand the type of content the team wanted for social media.
IMPACT
The anniversary was celebrated over 5 days with 16 themed posts on Twitter and 6 on facebook combined. There were also 2 posts to Linkedin (previously dormant) and 1 on Instagram. The Instagram post of a professionally taken photo of Russell Books won more likes (676) than any other post in our Instagram account’s history.
- Total reach was 83.5K
- Twitter: 20K impressions / 630 engagements. 1.2K impressions per tweet is slightly better than our recent benchmark of 1.1K per post
- Facebook: 48.3 impressions / 1.2K engagements. On average, these 6 posts reached 25% more people than our other posts in Sept/October
- Instagram: 8.2K impressions / 856 engagements
- Linkedin: 7K impressions