cratcliffe@scholastic.co.uk - www.twitter.com/chrisrat - www.linkedin.com/in/chrisrat 
Summary
Pitfalls
Where are 
your 
customers?
Getting to 
know you
“Good news 
travels slowly, 
bad news 
travels fast”

THINK
How do you 
act as a 
consumer?
Complimentary
to other activity
A few stats
Social 
Networking
Viral
If at first...
over 1000 hits!
over 1000 hits!
Emails 
and tests
After the 
trial
What did we do?
emarketing
Initial successes
What do you do every day?
Purchased after recommendation from friend...at least 1 person bought after I recommended on Twitter
Social networking
=
Networking
Booksellers - blog that delivers to email inbox
Twitter feed for Understanding Education 
- for Booksellers who tweet!
Launch products (v. successfully!)
Forums
don't stop innovating
News
Blatant advertising
engagement
Tracking
More tracking
There are NO 
shortcuts - NONE!
Started with £50 in first month
try, try again
Nothing is wrong - try it, see if it works, 
test and test and test. Experiment.