Your SlideShare is downloading. ×
0
+
Moving the Dial:
The Future of Publishing
Kristen McLean
International Digital Chat
Copyright Agency, Viscopy
@BKGKristen
Hello!
Kristen McLean
Founder & CEO
Bookigee, Inc.
<30,000 view image>
+ The Old versus the New
Fundamental SHIFT
the old model
Discovery
+ New Patterns of
Content Emergence
TREND
#CanadaRocks
Publishing 1.0
Publishing 2.0
mass market
niche/longtail
crowd
Who are the
facilitators?
agents,
packagers,
editors?
bloggers,
reviewers,...
+Three things will move the dial
Takeaway
1)  Better profitability
2)  Ownership of customer
3)  Transparent access to data
+ The Rise of Mobile
TREND
“I make my own decision with no other input.”
12
4-Wave trend of recommendations
“Where do you go for recommendations of new books?” (Kids 0-6)
13%
8%
19%
14%
15%
24%
2...
13
Percent saying their kids have done the
following around the most recent book they
read…..(7 – 12)
19%
19% 18%
10%
26%
...
+
Africa – 64%
Asia & Pacific – 90%
Arab States – 105%
The Americas –109%
Europe – 126%
CIS – 170%2012 Global Cell Stats: mob...
+How do we reach these customers?
Key Question
+
Option 1: Market Research
+
Option 2: Social Campaigns
+
Option 3:Taking it to the streets
+
Fundamental Problems
n  Cost – what is the actionable return?
n  Don’t own the channel – restricted data
n  Don’t own...
+
The “App”
+What is an app?
What can it do for me?
Do we have a cohesive strategy?
Key Questions
+
The Lean Cycle
Marketing
+
The Lean Cycle
Plan a
campaign
Push to
social
media
Optimize App
in real time
for sales
& data
Build
Analyze
& push
to a...
+ Bookigee & Page Foundry
+ Bookigee & Page Foundry
+
Why this is interesting….
•  Publisher control of merchandising
•  Brand-based discovery strategy
•  Transparent access ...
Thanks!
Kristen McLean
Founder & CEO
Bookigee, Inc.
Upcoming SlideShare
Loading in...5
×

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

645

Published on

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.

Published in: Education, Technology, Business
1 Comment
0 Likes
Statistics
Notes
  • Thanks for this. I was disappointed to miss this talk.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

No Downloads
Views
Total Views
645
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
30
Comments
1
Likes
0
Embeds 0
No embeds

No notes for slide

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

  1. 1. + Moving the Dial: The Future of Publishing Kristen McLean International Digital Chat Copyright Agency, Viscopy @BKGKristen
  2. 2. Hello! Kristen McLean Founder & CEO Bookigee, Inc.
  3. 3. <30,000 view image>
  4. 4. + The Old versus the New Fundamental SHIFT
  5. 5. the old model
  6. 6. Discovery
  7. 7. + New Patterns of Content Emergence TREND #CanadaRocks
  8. 8. Publishing 1.0
  9. 9. Publishing 2.0 mass market niche/longtail crowd Who are the facilitators? agents, packagers, editors? bloggers, reviewers, tastemakers?
  10. 10. +Three things will move the dial Takeaway 1)  Better profitability 2)  Ownership of customer 3)  Transparent access to data
  11. 11. + The Rise of Mobile TREND “I make my own decision with no other input.”
  12. 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. 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. 14. +
  15. 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. 16. +How do we reach these customers? Key Question
  17. 17. + Option 1: Market Research
  18. 18. + Option 2: Social Campaigns
  19. 19. + Option 3:Taking it to the streets
  20. 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. 21. + The “App”
  22. 22. +What is an app? What can it do for me? Do we have a cohesive strategy? Key Questions
  23. 23. + The Lean Cycle Marketing
  24. 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. 25. + Bookigee & Page Foundry
  26. 26. + Bookigee & Page Foundry
  27. 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. 28. Thanks! Kristen McLean Founder & CEO Bookigee, Inc.
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×