"What I'm reading": Influencers and Originals. Word of mouth from a spectrum of influencers - everyday readers, booksellers, librarians, media and more - plays a significant role in raising awareness for books and authors. Discover how Viking Books amplified the power of influencers to help launch Adam Grant's bestselling ORIGINALS: How Non-Conformists Move the World.

1. 1May 16
April Flores
Consumer
Marketing
Development
#whatimreading:
Influencers
&Originals

2. 2May 16
ORIGINALS by Adam Grant (Viking; February 2016)

3. 3May 16
WHO are your influencers?
• Librarians
• Booksellers
• Social Media Mavens
• Subject Matter Experts
• Media
• Reader Communities

4. 4May 16
Speak their language
“So excited that I got my
hands on an advanced
copy. Can’t wait to
review!”
“Had a fascinating
interview with the
author. Read it here!”
“Proud to be the first
stop on his author
tour. Line up at the
store early to
guarantee a spot!”
“New on shelves today! Don’t
forget to put your copy on
hold.”

5. 5May 16
Take advantage of your toolkit

6. 6May 16
Use Brandwatch to track the influencers you know…

7. 7May 16
Expect the unexpected

8. 8May 16
Organize your data with metrics

9. 9May 16
Location, location, location

10. 10May 16
Find out what's popular

11. 11May 16
Conversation: A bird’s eye view

12. 12May 16
Get to know your advocates

13. 13May 16
● Understand your audience and the nature of their
conversation to build influencer categories and rules
● Let the information come to you with targeted
alerts or signals
● Keep key stakeholders aware with reports
● Establish rules of engagement for each type of
influencer
Takeaways

14. 14May 16
Thank you!
“The greatest originals are the ones who fail the most,
because they’re the ones who try the most.”
Watch
Adam’s TED
Talk for
inspiration!
aflores@penguinrandomhouse.com