As a Barnes & Noble member card holder, I regularly receive e-mails about discounts, special deals and new arrivals from the bookstore chain. Recently I got an email invitation to book club discussions on bn.com. With one click, I was transferred to a page buzzing with reader comments on fiction, non-fiction, classics and books about writing. The book club is also supported by a blog that functions as a live help line, dating back to October 2006.
The B&N campaign is smart. Its messages are directed to those readers who frequently buy books and would join an online forum about books. The email invitation serves as a gateway to an enhanced user experience and it’s on target.
Some might say online book clubs lack the intimacy of those formed by old friends who enjoy having an excuse to get together on a regular basis. However, these types of Web areas can play a pivotal role in sustaining interest in books. Online clubs present users with a practical, easy-to-access platform to network with hundreds of other readers and communicate one-on-one with their favorite authors. Meanwhile, online book stores get longer visits, showcase advertisers, increase awareness of new releases and draw customers to their shopping areas.
Well-known bookstores and publishing companies have the brand equity and traffic volume to boost and foster communities online. But what happens when regular readers and cybercitizens want to set up their own book clubs? There is already a variety of software techie book readers can download to set up shop.Once customizing the look and feel of the discussion area, they can populate the board area and grow membership through in-person conversations, recommendations, friendly email notices and even flyers posted on local community boards. Traffic may not boom overnight, but they can surely have a steady flow of discussion with the benefit of having an always-on, convenient discussion area.
Book aficionados can take online chats a step further by developing a full-scale hub that extends beyond a discussion area. A more evolved online club can have writers showcasing and getting feedback on their work, editors coaching aspiring writers in a collaborative space and visitors reading select chapters from published books. These sites can eventually generate revenue through memberships, online coaching fees, podcast download sales, sponsored links and online advertising. With the help of easy-to-use, flexible and affordable software solutions, B&N is sure to have competitors leading book discussions from their kitchens and home offices.