Presented as a Marketing Masterclass at Digital Book World 2016, with the goal of providing book publishers and their staff -- marketers, publicists, salespeople -- with the digital marketing tools they need to understand readers and book buyers. Uses Sherlock Holmes books to demonstrate how to apply the following tools to book marketing: Google Google Trends Google Auto Prompts Amazon Auto Prompts Soovle ÜberSuggest KeywordTool.io Google Adwords SEMRush SimilarWeb SEMRush Google Similar Pages Google Search Google Analytics Google Display Planner BuzzSumo (Free Extension) Goodreads LibraryThing Amazon Quora Reddit Common Sense Media Wikia FollowerWonk Demographics Pro Facebook Audience Insights Facebook Ad Interface Twitter Audience Insights Pinterest Hashtagify SumoRank

1. Audience Research
Tools, Tactics, and Techniques

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Who am I?
Logical Marketing is a data-driven marketing agency focused on audience-centric
book and author marketing. We provide data, research, and insights to our clients to
inform and guide their publishing efforts. Our products and services are specifically
designed for the publishing industry and for publishing budgets.
Learn more at: www.Logical-Marketing.com
About The Logical Marketing Agency
Mike Shatzkin
@MikeShatzkin
Peter McCarthy
@PeterMcCarthy
Jess Johns
@JustJessJohns
Founders and Principals

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Let’s dive in!
Source: http://cdn.chiefmartec.com/wp-content/uploads/2015/01/marketing_technology_jan2015.png

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Nope. Let’s start here.
It is a capital mistake to theorize
before one has data. Insensibly one
begins to twist facts to suit theories,
instead of theories to suit facts.
– Sherlock Holmes,
A Scandal in Bohemia

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Understanding the audience …
• Demographics: Who are they?
– Location, gender, ethnicity, income
level, education level, marital
status, profession, family makeup
• Psychographics: How do they think?
– What do they like, love, dislike? Do
they have strong beliefs, opinions,
or causes? How do they describe
what they want?
• Behaviors: What do they do?
– How they spend their time? With
who and where?
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…using tools…
Source: www.SmithsonianMag.com

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…to identify and reach the most of the most right people.
By forming and acting on hypotheses about who, what, when, where, how…
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MR. GEEK IN THE STUDY,
ON GOOGLE,
ON iBOOKS
WITH AN iPAD
AND
GREEK GODS...
GEEK, JR. PRIOR TO
ACCOMPLICE’S
BEDTIME
And sometimes why (see accomplice).

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A note…
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Our key tool: Chrome.

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THE SUBJECT AND THE GOAL
The Thing or Things We Are Promoting
The Outcome(s) We’re Seeking

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The Subject: Sherlock Holmes
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The Sherlock Holmes works of Sir Arthur Conan Doyle
Novels
• A Study in Scarlet (1887)
• The Sign of the Four (1890)
• The Hound of the Baskervilles (1901–1902)
• The Valley of Fear (1914–1915)
Short Story Anthologies
• The Adventures of Sherlock Holmes (1891–1892)
• The Memoirs of Sherlock Holmes (1892–1893)
• The Return of Sherlock Holmes (1903–1904)
• His Last Bow: Some Later Reminiscences of Sherlock
Holmes (1908–1917)
• The Case-Book of Sherlock Holmes (1921–1927)
Goal: to reach potential book buyers and convert them to buyers/readers.

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The Goal: Understanding the Customer Journey
Discovery
Consideration
Conversion
Relationship Ensure satisfaction
Identify, understand, and .
reach the most of the most .
right people.
Show them what they are .
looking for if you have it
Tell them why it is what they are .
looking for in their language
Editorial
Marketing
PR
Sales
Editorial
Sales
Marketing
PR
Editorial
Sales
Marketing
Editorial
Marketing
Author/Brand
How consumers find, engage, decide, and buy (or not), and read (or not)

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SEARCH
Some Free Analysis and Research Tools
• Google
• Google Trends
• Google Auto Prompts
• Amazon Auto Prompts
• Soovle
• ÜberSuggest
• KeywordTool.io
• Google Adwords
• SEMRush

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“Data! Data! Data!” he cried
impatiently. “I can't make bricks
without clay.”
– Sherlock Holmes,
The Adventure of the Copper Beeches

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Google Search
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Shows us very quickly what is out there that is big enough to matter.

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Google Trends
We’ll check Google Trends…. “Sherlock holmes books”, “Sherlock holmes stories”, and The
complete Sherlock Holmes (Novel).
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Data: Google Search Volume, 2004 - Present
Comparing search volume of terms and entities.

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Google Trends
Looking at regional hot spots.
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Data: Google Search Volume, 2004 - Present
Regional data is indexed to reflect “popularity.” For example, users in the Singapore and the United States have the same search
“score” because they're equally likely to see searches for a given title coming from their population.
However, they may not have the same number of total searches for the term.

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Google Trends
Which may differ within an author’s works.
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Data: Google Search Volume, 2004 - Present

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Google Trends
Helping to “aim” our efforts.
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Data: Google Search Volume, 2004 - Present

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Google Trends
• We’re curious which of these novels enjoys the most search volume in Google.
Comparing search volume for entities.
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Data: Google Search Volume, 2004 - Present

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Google Trends
• Where do these searchers live?
Regionality – drilling in.
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Data: Google Search Volume, 2004 - Present

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Google Trends
Regionality – getting granular.
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Data: Google Search Volume, 2004 - Present

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Google Trends
Regionality – very granular.
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Data: Google Search Volume, 2004 - Present

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Google Trends
Comparing against a category baseline. “sherlock holmes” search term against
Books & Literature baseline here.
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Data: Google Search Volume, 2004 - Present

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Google Trends
And, TV Shows & Programs
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Data: Google Search Volume, 2004 - Present

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Google Trends
Media War!
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Data: Google Search Volume, 2004 - Present

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Google Auto-Prompts + Related Searches
• Google suggests search terms that are related to what you typed in
• These suggestions are based on what people most frequently search for
• Helps us understand the terminology people use AND what they’re most interested in
Refining and Triangulating
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Google Related Searches
• Searching for sherlock holmes 3 gives us
another set of related terms.
• Turns out, it’s a possible new movie, but
also related to the 3rd season of the
series.
Another level down
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• Searching for sherlock holmes series
shows what people are most interested
in.
• A 4th season, watching online, older
versions of the series, and the cast.
• Searching for sherlock holmes books
expands our understanding further.
• People want a list of the books in order.

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Google Related Searches
Diving into book titles
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We want to finding keywords for specific titles: The Hound of the Baskervilles,
The Sign of the Four, and A Study in Scarlet.
Common themes appear immediately: PDF, Spark Notes, summary, quotes, characters …
topics students would be interested in?

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Google Auto-Prompts
Exploratory…

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Amazon Auto-Prompts
Subtle differences

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Soovle
“One-stop shopping” for auto-prompts.
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Übersuggest
• Übersuggest extends the usage of Google auto-
prompts.
• The tool takes your base term, adds a letter or a
digit after it, and extracts suggestions for it.
• You can also get suggestions based on shopping,
recipes, news, and other “vertical search
intentions” and results.
Letter-by-letter suggestions
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Google Adwords
• Google Adwords comes with a Keyword Planner
• Use it to get hard data for your keyword list
• Use it to get more keyword ideas
More ideas and hard data
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Now that you’ve
found a bunch of
keywords, see how
often people
actually search for
them
Get even
more
suggestions
You must create an Adwords account and enter credit card information,
but you DO NOT need to ever purchase/run ads.

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Google Adwords
• Find out how often people
search for your keywords
• Enter your keywords
• Select Targeting options
Get Search Volume
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Google Adwords
• High number of searches + low
typically optimal
• The competition level is
intended for paid ads, but it
can be a useful indicator for
organic searches.
Get Search Volume
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KeywordTool.io
• KeywordTool.io combines the function of ÜberSuggest and Google’s Keyword Tool.
• The paid version will give you suggestions plus search volume and competition.
Best of both (for a price)
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KeywordTool.io
• KeywordTool.io has an option for
“Questions”
• One of the recent Google algorithm
updates added more focus on
questions that people ask in natural
language, especially on mobile devices
• These are great ideas for landing
pages or blog posts
Questions
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We would assume so!

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WEBSITES
Your Own and Others
• SimilarWeb
• SEMRush
• Google Similar Pages
• Google Search
• Google Analytics
• Google Display Planner
• BuzzSumo (Free Extension)

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What one man can invent
another can discover.
– Sherlock Holmes,
The Adventure of the Dancing Man

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SimilarWeb
Sherlockian.net shows up on Google page 1 for “Sherlock Holmes” so let’s see what
we can find out about it.
Websites Behind the Scenes
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Using the free SimilarWeb
Chrome Extension, we can
get website traffic data for
one site or a comparison of
up to five sites.

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SimilarWeb
Sherlockian.net visitors mostly
live in the United States.
Visitor Locations
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SimilarWeb
Where do they come
from and where do they
go next?
Book sites.
Referrals
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SimilarWeb
The majority of this
site’s traffic comes
from search.
Acquisition
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SimilarWeb
Top keywords driving
to the site.
Search – keywords and phrases
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SimilarWeb
These are similar sites in
terms of content and rank,
and can be additional sources
of information.
Similar Sites
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SimilarWeb
Based on other sites they
visit.
Audience Interests
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SEMRush
This Chrome extension is
another great source of
information about any website.
Chrome Extension SEMRush
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Top organic keywords sending traffic
to the site
Organic keyword competitors are
good places to investigate

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SEMRush
We can get more details about keywords, traffic, and volume.
Deeper Into Keywords
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SEMRush
A common question:
How popular is a site? Are they worth looking at? (And, why do they rank higher than me?!?!)
This is largely outside the scope of this discussion, but…there are lots of possible answers. LOTS!
But one is frequently related to the number of backlinks the site has.
Backlinks
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Mozbar
So, how “powerful” is a site or a given page?
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Page & Domain
Authority in SERP
context.

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Google Similar Pages
Another Chrome extension, Google Similar Pages, finds similar pages to your current page.
It’s another easy way to delve into visitor’s interests and find more websites to investigate.
Find More Interests
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Google Search
Don’t forget a Google Search to find similar pages.

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Google Analytics
For when you own the site.
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Google Analytics
How did folks arrive? Where? And what did they do?
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Google Analytics
(A few) search terms.

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Google Display Planner
(A few) search terms.

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BuzzSumo (Free Extension)
What’s “popping?”

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COMMUNITIES
What people say
Semantics, sentiment, data
• Goodreads
• LibraryThing
• Amazon
• Quora
• Reddit
• Common Sense Media
• Wikia

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It is the unofficial force – the
Baker Street irregulars.
– Sherlock Holmes,
The Sign of Four

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Goodreads
Related Shelves
A Good Source of “What else do they like” info
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Goodreads
Title-specific insights: related books, genres, and lists

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Goodreads
Reader reviews
Discover how readers talk about a
book (or a comp), what they care
about, and what else they connect it
to
• “crime/noir/mystery”
• History of crime
• Forensic anthropology and
profiling
• Holmes is “multifaceted”
– Boxer
– Violin player
– Chemistry experiments
• Patricia Cornwell’s Kay Scarpetta

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Goodreads
Similar authors
Who else do
they like to
read?

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Goodreads
Similar authors

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Goodreads
• People create lists of books
they like
• If they like Sherlock Holmes,
what else do they put on
their lists?
• Browse around and discover
Listopia
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Goodreads
• Has potential to help us
understand the mind of the
reader and what they find
important
Quotes
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Goodreads
Groups
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Goodreads
Groups
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Lots of stuff to poke around and discover …

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LibraryThing
Use LibraryThings’ tags and “tagmashes” in your investigation.
Powerful Tool: Tags
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LibraryThing
• The tags in
LibraryThing’s system
are entered by users
• Tagmashes are great for
finding broad related
areas
• Related subjects shows
us more reader interests
Tags, tagmashes, related subjects
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LibraryThing
Discover many more works that
readers consider related to
sherlock holmes and young adult
Tagmash
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LibraryThing
Related Tagmashes
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LibraryThing
Book-specific tags and recommended titles

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LibraryThing
Author-specific tags

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LibraryThing
Related authors

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Amazon Reviews
Insight: people might be
concerned about the age of
the books
A Source of Reader Language
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Comparison to movie

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Amazon Reviews
Lots of keywords
peppered throughout
this review
A Source of Reader Language
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Quora
Questions, answers, authorities…

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Reddit
Often esoteric…and just as often quite meaningful.

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Common Sense Media
CSM, parents, and kids…

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Wikia
Fans
v

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SOCIAL MEDIA
Your Own and Others
• FollowerWonk
• Demographics Pro
• Facebook Audience Insights
• Facebook Ad Interface
• Twitter Audience Insights
• Pinterest
• Hashtagify
• SumoRank

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He [Holmes] loved to lie in the
very centre of five millions of
people, with his filaments
stretching out and running
through them, responsive to
every little rumor or suspicion of
unsolved crime.
– Dr. Watson,
“The Resident Patient”

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FollowerWonk
• With FollowerWonk, we can
analyze a popular (Followership +
Authority) Twitter account
• This is @sherlockology, an account
focused on the BBC series with a
large following
@sherlockology
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Followerwonk
@sherlockology follower locations
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Followerwonk
How followers of @sherlockology describe themselves
@sherlockology
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Followerwonk

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Demographics Pro
Not free, but very useful and not terribly expensive.

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Facebook Audience Insights
The demographics between Sherlock Holmes books, series, and movies are very different.
These screens focus on the interests of Sherlock Holmes and detective fiction to narrow
down the audience.
Sherlock Holmes + Detective Fiction
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This audience is likely to be 18-34 (“millennial” range)
To access Facebook Audience Insights, you must be logged-in to a FB account
with management privileges for a Facebook page.

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Facebook Audience Insights
Sherlock Holmes + Detective Fiction
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Lots of younger family groups

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Facebook Audience Insights
Sherlock Holmes + Detective Fiction
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Common jobs show average working singles or young families

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Facebook Ad Manager
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Twitter Audience Insights

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Twitter Ad Manager
Get suggestions for related keywords/hashtags and Twitter brands

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Twitter Ad Manager
Recommended keywords / hashtags
Enter a “seed” keyword or
phrase to get suggested
terms and hashtags to
expand your reach

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Twitter Ad Manager
Find related @ handles and influencers

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Pinterest
• With Pinterest, we can find long tail
keywords
• Understand the semantic
relationship between terms
• Pinterest users buy more than
Facebook users
Suggested Searches
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Pinterest
Ideas
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Sherlock
Holmes
jewelry? This
one has 473
pins.
Popular
related topics
and tags

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Pinterest
Ideas
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Art, fan art, drawings … who would have thought?

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Hashtagify
Find Related Hashtags
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Investigate fans of this show too
Another Spanish hashtag
Spanish hashtag
Both ebooks and
paperbacks are here

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Tagboard
Find Related Hashtags – Cross-network
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SumoRank
SumoRank lets us check out the stats for a Facebook Page. Here we have the main page
for the Sherlock BBC series – it has lots of good data to work with, being so popular.
“Analyze What Works Best for a Page”
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SumoRank
What works best for the audience?
In this case, it’s image posts.
“Analyze What Works Best for a Page”
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SumoRank
These fans are most likely to engage with on a post on Saturday.
“Analyze What Works Best for a Page”
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SumoRank
People are very happy about new episode releases J
“Analyze What Works Best for a Page”
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TECHNIQUE
A suggested approach

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Get agile
Photo: Marius Bugge
Hedgehogs are Type A personalities who believe in Big
Ideas—in governing principles about the world that
behave as though they were physical laws and undergird
virtually every interaction in society.
Foxes, on the other hand, are scrappy creatures
who believe in a plethora of little ideas and in taking
a multitude of approaches toward a problem. They
tend to be more tolerant of nuance, uncertainty ,
complexity, and dissenting opinion. If hedgehogs
are hunters, always looking out for the big kill, then
foxes are gatherers.
– Nate Silver, The Signal and the Noise

109. Thank you very much. Questions?
Peter McCarthy
@PeterMcCarthy
www.logical-marketing.com