somersault

You haven’t heard Jesu Joy of Man's Desiring like this before! The music is the centerpiece of an innovative viral video (2 million views) for NTT Docomo’s Touch Wood Phone. Adweek (@adweek) gets behind-the-scenes in this article. 

An article by bhatnaturally (@bhatnaturally) explains what makes a successful viral video:

When it comes to TV commercials, placing it on YouTube either before or after airing it has become a default option. Some videos are placed on YouTube with an express intent of making them viral. Unfortunately you cannot ‘make’ a viral video; you can only hope the video will ‘go’ viral. Going beyond mere hope, certain aspects about the ads can help it to go viral. Like in the Touch Wood ad.

·         At first pass, it’s riveting. You are intrigued to find out what’s going to happen next.

·         There are certain moments in the film which have repeat value -- for me it was when the balls go off the bridge and fall in to the ‘net’ on the sides.

·         There is a reward for the viewer’s attention and engagement in terms of a message.

·         It evokes a ‘wow, that’s cool’ reaction.

What viral video can Somersault help you produce?

The NPR program On The Media (@on_the_media) reports that professors at the Wharton School of the University of Pennsylvania have been meticulously studying what kinds of articles make the “most emailed list,” specifically at The New York Times.

They've combed through more than 7,000 stories using computers to check The Times homepage and most emailed list every 15 minutes for months. What they've found is surprising. The list does not look like Google News. It’s not heavy with Justin Bieber or top 10 Victoria’s Secret models or “Your air conditioner is killing you.” Instead, according to Professor Katherine Milkman, what gets most shared is what most inspires awe.

As publishers and authors, are you looking for manuscripts that “inspire awe”? Would what motivates people to forward emails also prompt them to buy books?

Read & hear this interview in full.

USA TODAY (@USATODAY) reports on one author, Amanda Hocking, who became frustrated in trying to find a traditional publisher to accept her young-adult paranormal novels. So last year she published them herself in the ebook format.

By May she was selling hundreds; by June, thousands. She sold 164,000 books in 2010. Most were low-priced (99 cents to $2.99) digital downloads.

More astounding: This January she sold more than 450,000 copies of her 9 titles. More than 99% were ebooks.

In fact, her Trylle Trilogy will debut in the top 50 of USA TODAY’s Best-Selling Books list on Thursday! Truly book publishing and distribution is changing. How can Somersault help you navigate these waters?

Read this article in full.

In a blog post on Publishers Weekly (@PublishersWkly), Barbara Vey expresses her frustration at authors who don’t keep their websites updated or worse, don’t have a site at all. She says, “To me, being an author is a business and as a business you need people to see the product. What’s available and what’s coming up at the very least.” She says the site doesn’t have to be complicated. “Just something that says I take my job seriously and here’s why you should read my work.”

The next worse thing is an author having a website that’s not updated. I’m embarrassed for them when I see their latest release showing 2003 when I know they’ve written more since then.  I’m not saying to blog something everyday or even update daily, but once a month would be nice. Just a little something to say, “Hey, I’m still here and working hard on getting out my next exciting book.”...[E]ven saying what they’re reading not only updates the web page, it also helps out a fellow writer.

An even easier way is to attach a Twitter feed box. That way, every time you Tweet something it shows up on your website. Instant updating and you only had to type 140 characters (or less).

Read what else she says.

 This New York Times article (http://www.nytimes.com/2010/07/11/fashion/11AuthorVideos.html?ref=media) explores what it means for reclusive authors to have to go before the unblinking eye of the camera in search of readers. Here's an excerpt:

In the streaming video era, with the publishing industry under relentless threat, the trailer is fast becoming an essential component of online marketing. Asked to draw on often nonexistent acting skills, authors are holding forth for anything from 30 seconds to 6 minutes, frequently to the tune of stock guitar strumming, soulful violin or klezmer music. And now, those who once worried about no one reading their books can worry about no one watching their trailers.

Yet...authors recognize the necessity — even the opportunity — of technologically upgrading their marketing efforts. “Any way we can reach out to readers is worth trying,” [says one author].

The Mobys are awards for book videos. This year, Dennis Cass won best performance by an author for his satirical look of "the groveling expected of modern writers." Very funny!