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Penguin Authors Guide to Online Marketing
Penguin Group USA
Spring/Summer 2008

Getting Started, Getting Online, and Getting Noticed

© 2008 Penguin Group (USA) Inc. All rights reserved.

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Copyright © 2008 Penguin Group (USA) Inc.
Prepared by the Penguin Group USA Online Marketing Department

PUBLISHER’S NOTES
This guide is distributed with the understanding that thepublisher is not engaged in rendering legal, technical or other professional services. If you require legal advice or other technical or expert assistance, you should seek the services of a competent professional. This guide may not be reproduced, distributed, displayed, or published in whole or in part without the prior written permission of Penguin Group (USA) Inc. However, Penguin authors may copyand print material from the guide for their personal, noncommercial use only. Links to Web sites other than those owned by Penguin Group (USA) are offered as a service to Penguin authors. Penguin is not responsible for their content. References to products and services and their approximate prices and other timely facts in this guide are current as of Spring 2008 and are likely to change in thefuture.

us.penguingroup.com

© 2008 Penguin Group (USA) Inc. All rights reserved.

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Contents
Getting Started
1. What is Online Marketing? Why you need to be on the Web - How we can help - Basic decisions 2. Domain Names How to register a domain name - Choosing a domain name - What to do if your domain name is taken - You have your domain name. Now what?

Getting Online
3. WebSites Working with a designer - What should the site consist of? - Pointing your domain name to your Web site (“Hosting”) 4. Blogs How to set up a blog - Blogging best practices - Marketing to blogs 5. Multimedia Photos - Audio – Video - Flash

Getting Noticed
6. How to Use Third-Party Sites Amazon – Facebook – Myspace – Google – Wikipedia – Youtube – iTunes - Flickr 7. A Few Words from OurLawyers 8. Final Thoughts

© 2008 Penguin Group (USA) Inc. All rights reserved.

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Getting Started
Penguin Authors Guide to Online Marketing
1. WHAT IS ONLINE MARKETING?

When Allen Lane created Penguin Books in 1935, some of the biggest inventions of that year included radar and the world’s first nonleaking ballpoint pen. Since then, the world has changed in unimaginable ways, andwe now find ourselves surrounded by new technology and machines the likes of which Lane could only have dreamed of. Indeed, our world – with all of its modern-day conveniences – seems like something Penguin authors Jules Verne or H. G. Wells might have imagined in a futuristic novel. And yet, despite the ubiquitous personal computer and other digital gadgets – from cell phones to iPods – peopleare still buying and reading
Portrait of Allen Lane by Douglas Glass © J.C.C Glass

books. In fact, one of the many things people are using their computers for is to find out about and buy books online. Readers are also using the Web to write about and discuss books in a giant, networked online book club that can travel to the farthest reaches of the globe in a matter of seconds. Because ofthis, Penguin encourages its authors to have a presence on the Internet and to be part of the online discussion.
© 2008 Penguin Group (USA) Inc. All rights reserved.

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Online marketing (for books as well as just about everything else these days) is incredibly important. Why? Because online communities are growing at a rapid rate, so rapid that – no matter what the area of interest is –chances are there’s a Web site, blog, social networking site, message board, chat room, forum, or podcast that revolves around that subject. Therefore, you need to know how to find the communities discussing the topic you’ve chosen to write about. You also need to have the online tools and experience that will enable you to let those online communities know about you and your book. Because once...
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