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BISG WEBCAST -- Marketing Books in a Digital World



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  • 1. This BISG WEBCAST Was presented by: Marketing “Books” g in a Digital World JAMES LICHTENBERG President Lightspeed LLC This BISG WEBCAST took place Wednesday, October 27, 2010 at 1:00 p.m. Eastern PETER MILBURN Digital Products Marketing Manager g g g Wiley Global Finance To register for future BISG Webcasts, please visit: http://www.bisg.org/event-cat-6-webcasts.php ROB GOODMAN Director of Online Marketing Simon & Schuster
  • 2. Creating a more informed,  empowered and efficient book  industry supply chain for both  physical and digital products. physical and digital products BISG is committed to the development of effective industry­ wide standards, best practices, research and events that  wide standards best practices research and events that enhance relationships between trading partners. www.bisg.org © 2010, the Book Industry Study Group, Inc. 2
  • 3. Who you ll be hearing from today… Who you’ll be hearing from today… JAMES LICHTENBERG President, Lightspeed LLC  As President of Lightspeed, LLC, a consulting practice in New York City, Jim  g p , , gp y, Lichtenberg provides strategic counsel, program development and meeting  facilitation to corporate and publishing industry clients nationwide. Transformation of  business models, products, services, and corporate communications due to the  impact of new technology are his core areas of focus. The goal is successful  innovation and growth.  PETER MILBURN Digital Products Marketing Manager, Wiley Global Finance Peter is Digital Products Marketing Manager for Wiley Global Finance, the finance,  trading and investing publishing arm of John Wiley & Sons, Inc. Prior to joining Wiley,  Peter was founder and owner of RE:DIRECT, a Manhattan‐based direct response  creative agency that handled promotion and interactive assignments for most of the  country's major magazine publishers including Conde Nast, Hearst, Time Inc.,  Smithsonian, The Economist and others. ROB GOODMAN Director of Online Marketing, Simon & Schuster Rob Goodman is Director of Online Marketing for Simon & Schuster, Inc. where he  develops digital strategies and online initiatives across all publishing units, including  Adult, Children, and Audio Divisions. Rob drives large‐scale consumer targeted  campaigns building awareness and sales for Simon & Schuster's bestselling roster  across print books, eBooks and audio. Rob also leads the company s marketing in the  across print books eBooks and audio Rob also leads the company's marketing in the social media space, and his team is responsible for the launch of S&S on Twitter,  Ustream and Foursquare. © 2010, the Book Industry Study Group, Inc. 3
  • 4. © 2010, the Book Industry Study Group, Inc. 4
  • 5. And now, on with the show… , © 2010, the Book Industry Study Group, Inc. 5 © 2010, the Book Industry Study Group, Inc. 5
  • 6. E‐books, themselves,  are only the tip of the  iceberg in the fast‐ changing landscape of  book publishing. © 2010, the Book Industry Study Group, Inc. 6
  • 7. Changing landscape  g g p also includes: Explosion of the  Rise of online retail  Consumer fascination  mobile web and social  and shrinking of bricks  g with e‐readers and  media that transform  and mortar. tablets. how publishers relate  to customers. © 2010, the Book Industry Study Group, Inc. 7
  • 8. This webcast will focus  This webcast will focus on the experiences and  on the experiences and successes of two major of two major  publishers taking active  publishers taking active steps to embrace these  steps to embrace these new opportunities. new opportunities 8 © 2010, the Book Industry Study Group, Inc.
  • 9. Peter Milburn Digital Products Marketing Manager Wiley Global Finance Wiley Global Finance © 2010, the Book Industry Study Group, Inc. 9
  • 10. We W All K Know P bli hi i R idl E l i Publishing is Rapidly Evolving Illustration courtesy of http://darwinslibrary.com
  • 11. Many Species of C t t are Competing – S M S i f Content C ti Some Will Fl i h Flourish and Others Wither Illustration courtesy of  http://darwinslibrary.com
  • 12. No One K N O Knows Exactly Which Formats Will Wi – B t The Big E tl Whi h F t Win But Th Bi Picture Is Clear Enough … Source: http://www.slideshare.net/digitalbookworld/the‐truth‐about‐ebooks‐devices‐formats‐pirates‐oh‐my
  • 13. Source: http://www.slideshare.net/digitalbookworld/the‐truth‐about‐ebooks‐devices‐formats‐pirates‐oh‐my
  • 14. Survival Strategies for th Next Years S i l St t i f the N t 5 Y  F ll Follow th G the Game  Get to Know Your Ecosystem  Become a Digital Native  Speak the Language  Grow a Longer Tail  Learn How to Listen  Educate Your Tribe  Sharpen Your Arrows
  • 15. Marketers, Like G d H t M k t Lik Good Hunters, F ll Follow th G the Game
  • 16. Social Network U S i lN t k Usage G Grew f from 8% i 2005 t 46% i A il in to in April 2009
  • 17. Meet th N M t the New R t il Retailers 500 Million Users 125 Million Users 65 Million Users 2 Billion Videos Served Daily
  • 18. Get K G t Know Your Ecosystem Y E t
  • 19. k th Language … www.urbandictionary.com Speak the L S b d Flame OMG! Troll LOL Link Bait LMAO Google Juice LMFAO Platform ROTFLMAO Friend/Like/Follow IMHO API WTF! Fail/Win Fail Whale Hashtag H ht
  • 20. Grow a Longer T il G L Tail
  • 21. Sharpen Y Sh Your A Arrows http://mashable.com/guidebook/twitter
  • 22. Know H K How t Li t to Listen
  • 23. Educate Y Ed t Your T ib authorguide.wiley.com Tribe
  • 24. Example: P t S hiff E l Peter-Schiff.com
  • 25. Example: P t E l Peterschiffonline.com hiff li
  • 26. Example: P t E l Peterschiffonline.com A l ti hiff li Analytics
  • 27. Example: Th Brand B bbl M k ti C E l The B d Bubble Marketing Campaign on F i Facebook b k
  • 28. Attract Att t an Audience – D ’t S A di Don’t Spray and P d Pray, Li t Listen, R l and Reply d Engage
  • 29. Get i th G G t in the Game and Start Building Community A d St t B ildi C it Around Y d Your Content
  • 30. THANK YOU! © 2010, the Book Industry Study Group, Inc. 30
  • 31. Rob Goodman Director of Online Marketing Simon & Schuster Simon & Schuster © 2010, the Book Industry Study Group, Inc. 31
  • 32. SIMON & SCHUSTER  Founded in 1924 by Richard L. Simon & M.  Lincoln Schuster, Simon & Schuster has  , publishing and distribution capabilities in  the United States, Canada, the United  Kingdom Australia, and an international  Kingdom Australia and an international sales presence in every major market. 32
  • 33. eBook Marketing Connecting with Consumers in an Online World  In the United States and across the globe, the  g , way we communicate as a culture is changing  and as a publisher we are  changing with it.   Over 2  Over 500  Over 125  Billion  Million  Million Million  Million Videos  Videos FACEBOOK  TWITTER  Served From  Users Users YouTube  Each Day 33
  • 34. Online Marketing & Digital Publishing Today publishers have the opportunity to connect with  consumers like never before. Marketing their books  online through exciting new technology and developing  online through exciting new technology and developing innovative new reading experiences to capture  consumers’ imaginations in this digital age.   It’s the most exciting time to be a publisher and a reader. 34
  • 35. eBook Marketing How we connect with consumers on the web and distribute information digitally is  paramount to a successful book launch.  Here are the key focus areas for success: Know Your  Audience Successful  Make The  Create  Create Content eMarketing M k ti Purchase  P h Easy Campaign Connect  with  Consumers 35
  • 36. Content is Key In order to get the attention of fans and  g consumers you have to create content that will  engage and get them talking.  Word of mouth  tools are key to spreading sales and  awareness. awareness 36
  • 37. S&S Content Syndication and Online Partner Network CBSi/CNET CBS Properties Audience Network 37
  • 38. Video Performance George Carlin L t W d T ib t video G C li Last Words Tribute id Michael I Bl k id Mi h l Ian Black videos f P l for Purple reached hundreds of millions of fans Kangaroo and Chicken Cheeks with featured homepage placement on: received over 350,000 views on: 38
  • 39. Content Syndication: Articles • Using short excerpts of book  content to create 500‐1,000  word  “articles” • Includes links to buy the book,  watch author videos, browse the  book – all designed to: g – Build awareness for books  and authors – Enable sampling – Drive sales • Distributing articles to partners in  exchange for promotion and  traffic • Current categories:   Lifestyle;  Health;  Business / Personal  Finance; Spirituality  39
  • 40. Content ‐ Web games • Creation of web games – giving fans the chance to  experience their favorite author or book in a creative, new  experience their favorite author or book in a creative new way. Developed for maximum sharing and embedding  across the web. Over Britto Game 1 Million Plays Just Launched  For Pendragon  For Pendragon On Yahoo!  Games!   Kids 40
  • 41. Connecting ‐ Social Media Consumers are using social media to discover, recommend, and  purchase books. S&S is contributing to the conversations on  Facebook, Twitter, Ustream, and more.  We are also working with  our authors to expand their reach and impact online.  •Consumers are 67% more likely to buy from the brands they follow on Twitter •Consumers are 67% more likely to buy from the brands they follow on Twitter •Consumers are 51% more likely to buy from a brand they fan on Facebook •Consumers are 79% more likely to recommend brands & products they follow on social media ‐Chadwick Martin Bailey & iModerate Research Technologies, March 2010 Report 41
  • 42. Social Media – S&S Twitter • At the center of the S&S social  web community is Twitter. Twitter  b i i T i T i is an integral part of our viral  marketing force online.  • We utilize Twitter as a platform to  launch promotions, share news,  l h h author appearances, premiere  content, and let our fans socialize  around our books and authors  online and on the go. 42
  • 43. Building Online Communities ‐ Pocket After Dark • New online book community for romance and  urban fantasy readers • Members can read, rate, and discuss books,  b d dd b k and connect with fellow readers and fans • Every month, site offers free books, two free  chapters of up to six current titles and a sneak  h f l k peek from a soon‐to‐be published book  • Participate in live chats with bestselling  authors • Earn points based on site activity.  • g Includes the entire catalog of S&S’s romance  and fantasy books • Users can buy the books directly from the site  or an online retailer of their choice.  or an online retailer of their choice. 43
  • 44. Different Marketing Strategies ‐ eBooks vs Print eBook Marketing Strategies provide us with an  exciting advantage over marketing a print book  e citing ad antage o er marketing a print book online. That advantage being ‐ instant  gratification. With eBook Marketing we can  drive consumers to purchase and they will  p y immediately have access after downloading to  that content live on the spot. 44
  • 45. Different Marketing Strategies ‐ eBooks vs Print Social Media eRetailer eGalley Reads Promotions  on Sites Sample eBook Marketing Campaign  3rd Party  Content Website  Promotions Online  Author  Advertising Outreach 45
  • 46. New Strategies ‐ Online Advertising Consumer Research & Industry Trends •U.S. Internet users viewed a total of 4.3 trillion  display ads in 2009 ‐ 21% growth from 2008 •New web technology for interactive ad units are  driving higher conversions to sales • 8% increase from  08 to  09 in the # of people  • 8% increase from ‘08 to ’09 in the # of people exposed to display ads overall ‐ComScore 2009 US Digital Year in Review 46
  • 47. New Strategies ‐ Online Advertising • Targeted advertising campaigns across  the web and social media.  Leveraging  content and messaging to connect with  fans and drive sales and awareness. • Over the last 3 years, S&S has increased  our overall online advertising spend  over traditional print advertising. Vince Flynn ‐ Pursuit Of Honor • Over 151 Million targeted impressions • Facebook, Drudge, Glenn Beck, Google, and more.  Jennifer Weiner ‐ Best Friends Forever • 247 Million impression • Food Network, Scripps.com, Google, Facebook, Perez Hilton 47
  • 48. The Mobile Web The Mobile Web is a key touch point for reaching the new digital consumer. Globally, nearly 500 million people accessed the Internet  through mobile devices in 2009 ‐‐ up from only 100 million in  through mobile devices in 2009 up from only 100 million in 2005, according to PricewaterhouseCoopers. The projection is  that number will reach 1.4 billion by 2014, bringing with it  staggering opportunities for advertisers and marketers.  staggering opportunities for advertisers and marketers ‐PricewaterhouseCoopers, August 2010 48
  • 49. Mobile Applications in Action  Example: Bro2Go iPhone / iTouch Mobile Application Original Print Book Adapted iPhone App For Sale on Apple App Store 49
  • 50. Bro2Go - Mobile Applications in Action  •Chapters into Articles by Topic • Used to Promote, Market, and  •New features added that utilize  Upsell Print Books & Audio Books the touch interface of device • Sold well as an App 50
  • 51. Online Marketing - What’s New & Next Online Marketing in Publishing Today Engaging Interactive Ad Units • Location Based Social Media Live Web Content • Digital Apps • Connecting Real World &  Digital • Augmented Reality • So much more… g g y 51
  • 52. Connecting Physical Books To Online • Partnering with Microsoft Tag to enhance the physical book with  instant access to digital content including videos, excerpts, and more. • Smartphones can scan the Tag icon featured on our books, print ads,  merchandising and promotional materials, and in store displays. • Driving awareness for our authors and increasing sales with digital Driving awareness for our authors and increasing sales with digital  point of purchase materials and content. 52
  • 53. Connecting Physical Books To Online 53
  • 54. What’s Next – Digital Publishing What’s Next? So Much More… S b i ti B d B k •Subscription Based eBooks •Advertising Based Revenue Models for eBooks •Bundling Digital Content with Print Product Bundling Digital Content with Print Product •Animated Interactive Children’s Books g •New Devices, New Digital Publishing g Platforms, New Software….  54
  • 55. THANK YOU! © 2010, the Book Industry Study Group, Inc. 55
  • 56. Peter Milburn Digital Products Marketing Manager Wiley Global Finance pmilburn@wiley.com @redirectny Rob Goodman linkedin.com/in/petermilburn Director of Online Marketing Simon & Schuster Rob.Goodman@SimonandSchuster.com James Litchtenberg President Angela Bole Lightspeed LLC Deputy Executive Director jimlichtenberg@mac.com Book Industry Study Group, Inc. www.bisg.org www bisg org angela@bisg.org BISG WEBCAST www.bisg.org © 2010, the Book Industry Study Group, Inc. 56