HMH Web Content Administrator Job Description

A fuller description of my role at HMH:

· Orchestrated exciting promotions, with highlights including 2500 Twitter followers extravaganza, Jeopardy!’s Watson Event viewing kit, and interview with Egyptian revolutionary Wael Ghonim

· Authored the Marketing blog http://hmhbooks.tumblr.com, with features including weekly giveaways, sneak peek excerpts, book recommendations, guest blog posts, staff surveys and more

· Wrote, scheduled and monitored content daily on Twitter, Facebook and weekly on over ten other social networks (Scribd.com, YouTube, Goodreads, Vimeo, TeacherTube, LibraryThing, HMH Discussion Forums, and more)

· Researched social media trends and tools

· Managed 200-page company website, including installation of total site redesign and Jahia CMS during summer 2011

· Formulated style guides and best practices documents for company web presence

· Coordinated and posted weekly content updates for website home page and eight other portals

· Designed and coded promotional websites for Marketing and Publicity use, often on tight deadlines

· Liaised with eight departments for web projects, social media promotions and digital catalogs

· Troubleshot errors and crashes for company website

· Oversaw large-scaled document storage

· Maintained the company’s public-facing Webmaster email account

· Assisted with digital partnerships, from external web designers to digital manuscript distributors

· Developed COPPA-compliant guidelines with Legal team for contests, now used company-wide

· Budgeted, planned and executed marketing campaigns for book releases: ads, promotional videos, postcards, downloadable materials, placement on consumer sites, and blog coverage

· Hired and mentored department interns, organizing company-wide informational interview schedule

HMH Marketing Blog

Houghton Mifflin Harcourt Marketing Blog

In the summer of 2010 I began the Houghton Mifflin Harcourt Marketing blog. The blog served as a home-base for sweepstakes info, images, videos, and other material that can then be easily shared on Twitter or Facebook. For over a year I created fun weekly features to post along with daily publication announcements. Read all of my posts here: http://hmhbooks.tumblr.com/archive/2011/9

Meet Us Mondays

http://hmhbooks.tumblr.com/tagged/staff_survey

I wanted an easy way to provide insights into the publishing world and HMH’s corporate culture, and came up with the idea for a weekly survey. Collaborating with other members of the marketing team, I composed a survey about office anecdotes and reading preferences and circulated it throughout the company.  Everyone from the interns to the president has participated.

HMH Marketing Blog | Lexie Winslow

Bookpets

http://hmhbooks.tumblr.com/tagged/bookpets

In a lighter feature, I’ve invited our fans and followers to send in photos of their pets with a book to be posted on the blog. The response has been enthusiastic, and I’ve gotten to see some adorable animals!

Win-a-Book Wednesdays

http://hmhbooks.tumblr.com/tagged/win-a-book

I have been able to explore social media for HMH in a very creative and experimental way, which has been challenging and fulfilling. I have approached this new marketing technique with limited resources as I foster a level of engagement that can yield a quantifiable return on investment.  To that end, I have tapped into the one item we have an abundance of: books! Every week I offer a new release to our fans, with the winner chosen in a random drawing.

Friday Excerpts

http://hmhbooks.tumblr.com/tagged/excerpt

Always on the lookout for existing material that can be packaged and shared in a new way, I have organized the creation and distribution of an excerpt from a new release every week. Our design team assembles the digital excerpts using the jacket and final page layout, resembling the experience of reading the finished book.

HMH Twitter Account

This is a selection of my corporate tweets for @hmhbooks. Read them all here: http://twitter.com/lexiewinslow/favorites

I WILL NOT READ THIS BOOK: the ultimate reluctant reader becomes a book lover! Perfect for 1st graders with attitude bit.ly/qCSoRZ

New #winabook today – music lovers (and aspiring music lovers) enter now bit.ly/hmhgiveaway

Pirate-girl Charlotte Jane the Hearty loves Feats of Daring and hates bedtime. Perfect for ur wee scalliwags!bit.ly/pC2aHu #kidlit

DAMASCUS GATE “delivers revelations about character and culture [as only] a dense, textured novel can”-@PhillyInquirer bit.ly/oK3R8K

’90s hit DAMASCUS GATE by Robert Stone is rereleased in paperback today bit.ly/oK3R8K

JANE FONDA gives new insight into the celeb’s life and her tumultuous role in American pop culture. Win it: bit.ly/hmhgiveaway

Curious what this week’s #winabook could be? If you love #celebs, this is the one for youbit.ly/hmhgiveaway

Celebrate a summer of surveys w/us: who at HMH answered, if u were in #LordOfTheRings which character would u be? bit.ly/hmhstaff #lotr

An earthquake jolts Addie back to WWI-era Seattle – and deep into a mystery – in THE JEWEL AND THE KEY bit.ly/od0J4E

“Mommy lit meets THE OMNIVORE’S DILEMMA” says @BostonGlobe – enter to win EATING FOR BEGINNERS bit.ly/hmhgiveaway

Don’t worry, it’s legit RT @ABAOProductions want to believe that @ahdictionary is the twitter account for The American Heritage Dictionary

EATING FOR BEGINNERS is “hilarious, moving and full of life” says @gretchenrubin. Enter to win a copy! bit.ly/hmhgiveaway

GIRL SLEUTH author @melanierehak is back and writing about eating local, win a copy! bit.ly/hmhgiveaway

Odd Girl Out author Rachel Simmons talks bullying on @NPRatc npr.org/blogs/alltechc…

Lowly prince & motley entourage grab 4 power in 1800s Bucharest: excerpt from historical romp THE DAYS OF THE KING t.co/JczAAAf

THE DAYS OF THE KING by Filip Florian is our #fridayreads – and it can be yours too! Check our the excerpt: bit.ly/hmhexcerpt

Have you submitted to #bookpets yet? Take a cute animal, add a good book, snap a pic, and send! bit.ly/bpsubmit

What could this week’s #winabook be? If you are a parent and/or eat food, we bet you’ll enjoy it bit.ly/hmhgiveaway

Last chance to enter for a chance to win JUST GRACE AND THE DOUBLE SURPRISE bit.ly/hmhgiveaway

This week’s #rabbit theme continues in #bookpets – this time a bunny named Donkey http://t.co/t0c

Now in #paperback A MOSQUE IN MUNICH – the story of America’s dealings with radical Muslims is older than you think http://bit.ly/nUMlTe

BAD INTENTIONS – Bodies pile up in local lakes, but is it a suicide epidemic or #murder? Inspector Sejer’s on the case http://t.co/Y

Find out what #publishing #internships are like in this week’s Meet Us Monday survey from #Publicityintern Nell! http://t.co/dv0

Rachel Simmons was the 1st to address girl vs girl aggression in the 90s; find out what has changed in ODD GIRL OUT http://bit.ly/pnsdNM

The groundbreaking work about girl bullies is back with updates: ODD GIRL OUT http://bit.ly/pnsdNM#bullying #angrygirls

This week HMH President Gary Gentel is in the hot seat! Check out the latest HMH Meet Us Monday posthttp://t.co/dv0

A new wknd, a new #friday #excerpt, & a new start for Cara in POPULAZZI. “Macbeth meets#MeanGirls” @PublishersWkly http://bit.ly/hmhexcerpt

Shamus – pooch in residence at Minneapolis’s Once Upon a Crime – is one of today’s #bookpetshttp://t.co/t0c

Today’s #bookpets theme is cats! It’s making us wonder, is a cat a mandatory staff member at indies?http://t.co/t0cGFTq

Have you submitted your #bookpets photo yet? An animal and a book, it’s a winning combination http://bit.ly/bpsubmit

Are you on our Children’s mailing list? View today’s e-newsletter here: http://bit.ly/qjE6g0

If u send a pic of ur fridge & a book, we may consider it ;) RT @gadabout_Dom @unbridledbooks my mouse is hiding behind the kitchen cupboard

Our thoughts exactly. http://t.co/x54AEkE RT @PWreviews @thebookmaven bechdel? as in alison?? #bestillmyheart.

Curious about our new #winabook? It’s one that everybody is dying to get their hands onhttp://t.co/vmATzk

PIGEON ENGLISH is the perfect summer pick, abt friendship, adventure, mystery, and danger at the end of childhood http://bit.ly/pfkhTL

Curious which new book is this week’s #winabook giveaway? Hint hint, we’ve been talking about it all dayhttp://t.co/vmATzkm #win #freebook

Our new #YA novel is all about alternate realities, rock ‘n’ roll & mythical characters MY FAVORITE BAND DOES NOT EXIST http://bit.ly/nvEPZy

School of Rock meets World of Warcraft in edgy, highly original YA novel MY FAVORITE BAND DOES NOT EXIST http://bit.ly/nvEPZy

Beloved Nat’l Accts Manager Ellen @bookred has submitted a staff survey for this week’s Meet Us Monday feature http://t.co/dv0

A story of near-death, rebirth, & the choice to forgive. Enter to win this spectacular #YA giveaway nowhttp://bit.ly/hmhgiveaway #mermaids

Laurence Bartram returns from WWI broken inside and out, but the mysterious death of a friend brings him back to life http://bit.ly/iTyhkV

Out now an elegant whodunit set in 1920s London THE RETURN OF CAPTAIN JOHN EMMETT http://bit.ly/iTyhkV

5 yrs of research, access to Church officials & confidential docs, extensive interviews make INSIDE #SCIENTOLOGY juicy http://bit.ly/jhJaZy

The celeb followers, the good charitable works, the severe penalties for misbehavior – it’s all in INSIDE #SCIENTOLOGY http://bit.ly/jhJaZy

Philip K. Dick Website

Philip K. Dick Website

Philip K. Dick Website | Lexie WinslowFor websites that are meant to exist for a long-term promotion with frequent content updates, I utilized the blogging platform WordPress. Relying WordPress’s easy-to-use infrastructure and plethora of visual designs, I created distinct-looking websites for a variety of promotions. I walked the Marketing staff through the basic update process, letting the organizer of the promotion control the content on the website. Updating a WordPress site is as simple as writing a blog post or updating a Facebook profile, so it allowed for very dynamic content management.

This particular example has been built to support the major HMH publishing program, reissuing classic Philip K. Dick science fiction novels.

Lost Voices Website

Lost Voices Website | Lexie WinslowLost Voices Website

Lost Voices is a popular new young adult novel about a young woman who becomes a mermaid. To support the marketing effort for that book, I created a promotional website. I incorporated the book description, jacket image, promotional video, author information, excerpt and more.

Additionally, I created a special sweepstakes for this title that allowed readers 13 and up to enter to name a character in the sequel. I took pains to make sure that this sweepstakes is COPPA-compliant, not only specifying that under 13s are not eligible, but actively turning them away from the entry form by requiring a birth date verification and installing a preventative cookie on under 13s’ computers. The entry form for the sweepstakes was created using Google Docs, meaning that I could share it with whomever I wanted and that the live data was easy to download in a variety of file formats.

 

Chimps of Fauna Sanctuary Smartphone Site

Chimps of Fauna Sanctuary Smartphone Site | Lexie WinslowThe Chimps of Fauna Sanctuary Smartphone Website

Acclimating to cutting-edge technology has been a major priority during my time at HMH, and to that end I’ve been able to test out some more experimental marketing tactics. In the case of The Chimps of Fauna Sanctuary, which I served as the marketing manager for, we placed a quick response (QR) code, a special bar code that smartphones can scan, on the book’s back cover. Readers and book browsers who scan the QR code with a smartphone are directed to a special smartphone-friendly website with videos, ebook download info, links to the author’s blog, and other resources. I can track the number of times the QR code is scanned, and in the two months since the book has published there has been at least one scan every day.

Final Jeopardy Viewing Kit

Final Jeopardy Viewing Kit | Lexie WinslowFinal Jeopardy Viewing Kit

Beyond the technical side of web marketing, I had the opportunity for fun and creative collaborations on unusual promotions. One of my favorite projects was for HMH’s nonfiction book profiling the supercomputer Watson’s creation,Final Jeopardy. I worked with the marketing team to create an event kit for viewing parties during the week that Watson competed on the game show Jeopardy! The kit includes trivia, a score card, cut-and-tape Alex Trebek-inspired mustaches and more. I oversaw the design of the kit, and distributed it via our social networks. The kit has been downloaded over 3000 times.

The Best American Series Website

The Best American Series Website

The Best American Series Website | Lexie WinslowI directed a professional design team to create unique visual designs for the eight books in the series: Short Stories, Essays, Mystery Writing, Sports Writing, Travel Writing, Science and Nature Writing, and Nonrequired Reading. I gathered, installed and maintained the content. The creation of this website marked a major milestone in the nearly 100-year history of the Best American series. I included excerpts, special information about events, and biographies on not only the twenty authors in each book, but the one hundred runners up.

Houghton Mifflin Harcourt Website

Houghton Mifflin Harcourt Trade Website

Houghton Mifflin Harcourt Website 2010 | Lexie WinslowStarting in May 2010, I was the sole administrator for HMH Trade’s company website. I updated the home page content frequently, maintained other promotional and internal web pages belonging to six departments, moderated our discussion forums, and created dozens of promotional websites annually for the Marketing Department. Altogether there were over 200 pages on the company website written in HTML and ColdFusion, which I managed using FTP software.

Houghton Mifflin Harcourt Website | Lexie WinslowBeginning in August 2011, HMH switched to the content management system (CMS) Jahia. I was the only staff member trained in Jahia, and uploaded all content for the redesigned domain single-handedly. Now the site has an on-trend appearance and content that updates itself dynamically every day.

Dolphin in the Mirror Pitch

Dolphin in the Mirror Pitch | Lexie WinslowThe Dolphin in the Mirror by Diana Reiss (HMH)

The Dolphin in the Mirror should be read by everyone who loves animals. Diana Reiss’ observations and research will illuminate the world of the dolphin’s amazing intelligence and playfulness.”

-Temple Grandin, author of Animals in Translation and Animals Make us Human

Dear Bookseller,

In this fall’s must-read animal book, dolphin intelligence expert Diana Reiss combines her science and activism to show just how smart dolphins really are—and why we must stop mistreating them.

Readers of The Dolphin in the Mirror: Exploring Dolphin Minds and Saving Dolphin Lives (9780547445724, $27.00, 9/20/2011) will be astonished at the creatures’ sophisticated creativity and lifelong playfulness, their emotional intelligence, their level of self-awareness, and their ability to communicate with humans. Yet these remarkable beings are hunted for meat annually in a brutal, archaic ritual in Japan.

The Dolphin in the Mirror is both a scientific revelation and an emotional eye-opener, exploring one of the greatest intelligences on the planet.

 

Thank you for reading, and enjoy.