Kristen McLean - Moving the dial for the future of publishing - 8-4-13

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This deck is from Kristen McLean's talk at the International Digital Chat Series 2013 at the Copyright Agency | Viscopy in Sydney on 8-4-13.

This deck is from Kristen McLean's talk at the International Digital Chat Series 2013 at the Copyright Agency | Viscopy in Sydney on 8-4-13.

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  • 1. + Moving the Dial: The Future of Publishing Kristen McLean International Digital Chat Copyright Agency, Viscopy @BKGKristen
  • 2. Hello! Kristen McLean Founder & CEO Bookigee, Inc.
  • 3. <30,000 view image>
  • 4. + The Old versus the New Fundamental SHIFT
  • 5. the old model
  • 6. Discovery
  • 7. + New Patterns of Content Emergence TREND #CanadaRocks
  • 8. Publishing 1.0
  • 9. Publishing 2.0 mass market niche/longtail crowd Who are the facilitators? agents, packagers, editors? bloggers, reviewers, tastemakers?
  • 10. +Three things will move the dial Takeaway 1)  Better profitability 2)  Ownership of customer 3)  Transparent access to data
  • 11. + The Rise of Mobile TREND “I make my own decision with no other input.”
  • 12. 12 4-Wave trend of recommendations “Where do you go for recommendations of new books?” (Kids 0-6) 13% 8% 19% 14% 15% 24% 26% 29% 8% 9% 12% 14% 17% 19% 27% 38% 0% 5% 10% 15% 20% 25% 30% 35% 40% Public Librarian Parenting Magazine Teacher On-line research School Book Fairs/Clubs* Bookstore - browsing the shelf Friend/family I make my own decision with no other input Fall 2011 Spring 2012 Fall 2012 Spring 2013
  • 13. 13 Percent saying their kids have done the following around the most recent book they read…..(7 – 12) 19% 19% 18% 10% 26% 17% 15% 0% 17% 18% 17% 8% 24% 14% 12% 0% 16% 16% 13% 8% 20% 14% 12% 10% 11% 12% 10% 6% 16% 11% 11% 8% 0% 5% 10% 15% 20% 25% 30% Gone to book/author website Read sample chapter of book online Visited a fan websiteParticipated in blog/ chat Gone to website to find out about other books Read online reviews about the book Wrote a review about the book Participated in a book discussion/ reading club Fall 11 Spring 12 Fall 12 Spring 13 Why is behavior changing?
  • 14. +
  • 15. Africa – 64% Asia & Pacific – 90% Arab States – 105% The Americas –109% Europe – 126% CIS – 170%2012 Global Cell Stats: mobithinking.com G l o b a l A d o p t i o n
  • 16. +How do we reach these customers? Key Question
  • 17. + Option 1: Market Research
  • 18. + Option 2: Social Campaigns
  • 19. + Option 3:Taking it to the streets
  • 20. + Fundamental Problems n  Cost – what is the actionable return? n  Don’t own the channel – restricted data n  Don’t own the customer – limited communication n  Not systematic – narrow or erratic feedback
  • 21. + The “App”
  • 22. +What is an app? What can it do for me? Do we have a cohesive strategy? Key Questions
  • 23. + The Lean Cycle Marketing
  • 24. + The Lean Cycle Plan a campaign Push to social media Optimize App in real time for sales & data Build Analyze & push to app Learn
  • 25. + Bookigee & Page Foundry
  • 26. + Bookigee & Page Foundry
  • 27. + Why this is interesting…. •  Publisher control of merchandising •  Brand-based discovery strategy •  Transparent access to full data •  A global platform – 160 countries •  First pile of mobile e-book data available to the open marketplace
  • 28. Thanks! Kristen McLean Founder & CEO Bookigee, Inc.