Michael Forney
Rosetta Solutions
President
Michael Forney
Rosetta Solutions
President
Recommended for:
Publicists, marketing, sales, executives leading digital initiatives
Space is Limited
Session 2:
Digital Marketing Technology: Energizing Reader/Review Communities with Real Content in Real Time
The book marketer’s lament has been heard loud and clear: less space in conventional media and traditional book-review outlets is being used to cover books while more and more conversations about books are taking place online. Furthermore, marketing budgets are tighter, and bottom-line-driven publishing executives want to know that their investments are providing returns. Publishers are faced with a challenge: how can they generate maximum publicity in this new environment while managing lean budgets and delivering accurate reporting? One way is to use digital galleys and ancillary materials—trailers, author videos, recordings—that are delivered via a secure system to a network of professional readers, and have that same system provide data about what’s working best. This is exactly what publishers like B&H, Barbour, and others are experimenting with using the new online platform NetGalley. In the session we will cover creative use cases, lessons learned and technological hurdles overcome.
Session Topics:
- Maximizing and using technology to cut costs and expand reach
- Uncovering new, more targeted, niche sources of marketing and promotion within professional reading communities including media, reviewers, bloggers, booksellers, librarians, educators, big mouths, TV/radio, and more
- Building and keeping online communities
- Energizing reader/review communities to stimulate viral growth
Michael Forney, President of Rosetta Solutions – As an avid reader, pastor, and software executive, Michael is passionate about helping publishers use technology to increase the reach of their marketing effort and connect with market influencers. “Technology today is providing a means through which publishers can connect directly with market influencers and consumers to sell more books,” Michael reminds clients, “Enabling influencers to have convenient access to upcoming titles, increases their awareness and the likelihood of a recommendation.”
Michael’s career has spread the spectrum in terms of industries (publishing software, church leadership, manufacturing, and consulting) in which Michael has provided organizational management and leadership, specializing in turn around and fast growth environments. Michael is seasoned public speaker and was panelist on technology and publishing at Book Expo America 2008.
