Connect With Your Customers Through Video: A Q&A with Suzie Sisoler, HarperCollins’ director of online consumer marketing.
Extra: Why do video now?
Sisoler: I think video, in general across the Web, has grown as many more people have gotten broadband Internet. Now, consumers expect to have some kind of visual along with the text. It’s added content, so it’s a benefit for these other sties and for our own site to host these videos. People like to watch TV. [The author videos are] another means of reaching out to them. But it’s all about increased broadband penetration across the board.
Extra: What type of reader response have you received so far?
Sisoler: The response has been [that] people are excited about books coming out. They’ve said “This is great.” …
Extra: Do these videos help to build the relationship between reader and author?
Sisoler: We’re looking at incorporating questions from readers [in the videos] moving forward. That way, you have this connection with consumers communicating with authors. An author can’t visit every single city in the country while on a tour. Having them on video kind of helps us solve that problem. If you were someone in a part of the country that the author won’t be visiting, you can still see the author via the computer.
Extra: How important is it to team up with social-networking sites?
Sisoler: We have partnerships with MySpace. … In terms of video, we of course have a lot of profile pages out there. We make sure the video gets posted there so that it reaches the community directly. Because we’ve hosted on YouTube and MySpace, [readers are] able to imbed the videos on their own sites and blogs. It’s important because you’re providing them with a tool to show their point of view and share their interest. They can say, “Oh, look—this author has a video.” There’s great word-of-mouth potential. We try to make sure that there’s a mention of our URL so that we drive traffic back to our Web site.