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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 To register for future BISG Webcasts, please visit: http://www.bisg.org/event-cat-6-webcasts.php g g g Wiley Global Finance ROB GOODMAN Director of Online Marketing Simon & Schuster
  • 2. Creating a more informed,  empowered and efficient book empowered and efficient book  industry supply chain for both  physical and digital productsphysical and digital products. BISG is committed to the development of effective industry­ wide standards best practices research and events thatwide 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 , , g p 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 theacross 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: Rise of online retail  and shrinking of bricks  Consumer fascination  with e‐readers and  Explosion of the  mobile web and social  media that transform g and mortar. tablets. how publishers relate  to customers. © 2010, the Book Industry Study Group, Inc. 7
  • 8. This webcast will focusThis webcast will focus  on the experiences andon the experiences and  successes of two majorsuccesses of two major  publishers taking activepublishers taking active  steps to embrace thesesteps to embrace these  new opportunitiesnew opportunities. © 2010, the Book Industry Study Group, Inc. 8
  • 9. Peter Milburn Digital Products Marketing Manager Wiley Global FinanceWiley Global Finance © 2010, the Book Industry Study Group, Inc. 9
  • 10. W All K P bli hi i R idl E l iWe All Know Publishing is Rapidly Evolving Illustration courtesy of http://darwinslibrary.com
  • 11. M S i f C t t C ti S Will Fl i hMany Species of Content are Competing – Some Will Flourish and Others Wither Illustration courtesy of  http://darwinslibrary.com
  • 12. N O K E tl Whi h F t Will Wi B t Th BiNo One Knows Exactly Which Formats Will Win – But The Big 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. S i l St t i f th N t 5 YSurvival Strategies for the Next 5 Years F ll th G Follow the Game  Get to Know Your Ecosystem  Become a Digital NativeBecome a Digital Native  Speak the Language  Grow a Longer Tail  Learn How to Listen  Educate Your Tribe  Sharpen Your Arrows
  • 15. M k t Lik G d H t F ll th GMarketers, Like Good Hunters, Follow the Game
  • 16. S i l N t k U G f 8% i 2005 t 46% i A ilSocial Network Usage Grew from 8% in 2005 to 46% in April 2009
  • 17. M t th N R t ilMeet the New Retailers 500 Million Users 125 Million Users 65 Million Users 2 Billion Videos Served Daily
  • 18. G t K Y E tGet Know Your Ecosystem
  • 19. S k th L b dSpeak the Language … www.urbandictionary.com Flame Troll Link Bait OMG! LOL LMAOLink Bait Google Juice Platform LMAO LMFAO ROTFLMAO Friend/Like/Follow API IMHO WTF! Fail/Win Fail Whale H htHashtag
  • 20. G L T ilGrow a Longer Tail
  • 21. Sh Y ASharpen Your Arrows http://mashable.com/guidebook/twitter
  • 22. K H t Li tKnow How to Listen
  • 23. Ed t Y T ibEducate Your Tribe authorguide.wiley.com
  • 24. E l P t S hiffExample: Peter-Schiff.com
  • 25. E l P t hiff liExample: Peterschiffonline.com
  • 26. E l P t hiff li A l tiExample: Peterschiffonline.com Analytics
  • 27. E l Th B d B bbl M k ti C i F b kExample: The Brand Bubble Marketing Campaign on Facebook
  • 28. Att t A di D ’t S d P Li t R l dAttract an Audience – Don’t Spray and Pray, Listen, Reply and Engage
  • 29. G t i th G d St t B ildi C it A d YGet in the Game and Start Building Community Around Your Content
  • 30. THANK YOU! © 2010, the Book Industry Study Group, Inc. 30
  • 31. Rob Goodman Director of Online Marketing Simon & SchusterSimon & 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 internationalKingdom Australia, and an international  sales presence in every major market. 32
  • 33. eBook Marketing In the United States and across the globe, the In the United States and across the globe, the  Connecting with Consumers in an Online World  g , way we communicate as a culture is changing  and as a publisher we are  changing with it.   g , way we communicate as a culture is changing  and as a publisher we are  changing with it.   Over 500  Million Over 500  Million Over 125  Million Over 125  Million Over 2  Billion  Videos Over 2  Billion  VideosMillion  FACEBOOK  Users Million  FACEBOOK  Users Million  TWITTER  Users Million  TWITTER  Users Videos  Served From  YouTube  Videos  Served From  YouTube  Each DayEach 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 Today publishers have the opportunity to connect with  consumers like never before. Marketing their books  online through exciting new technology and developingonline through exciting new technology and developing  innovative new reading experiences to capture  consumers’ imaginations in this digital age.   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.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 Know Your  Audience Successful  M k ti Successful  M k ti Make The  P h Make The  P h CreateCreate eMarketing Campaign eMarketing Campaign Purchase  Easy Purchase  Easy Create  Content Create  Content Connect  with  Consumers Connect  with  Consumers 35 ConsumersConsumers
  • 36. Content is Key In order to get the attention of fans and 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 g consumers you have to create content that will  engage and get them talking.  Word of mouth  tools are key to spreading sales and  awarenessawareness.awareness. 36
  • 37. S&S Content Syndication and Online Partner Network CBSi/CNET Properties CBS Audience Network 37
  • 38. Video Performance G C li L t W d T ib t id Mi h l I Bl k id f P lGeorge Carlin Last Words Tribute video reached hundreds of millions of fans with featured homepage placement on: Michael Ian Black videos for Purple Kangaroo and Chicken Cheeks 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 newexperience their favorite author or book in a creative, new  way. Developed for maximum sharing and embedding  across the web. Over 1 Million Plays For Pendragon Britto Game Just Launched  For Pendragon  Games!   On Yahoo!  Kids 40
  • 41. Connecting ‐ Social Media Consumers are using social media to discover, recommend, and 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.  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 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 •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  b i i T i T iweb community is Twitter. Twitter  is an integral part of our viral  marketing force online.  • We utilize Twitter as a platform to  l h hlaunch promotions, share news,  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 b d d d b k• Members can read, rate, and discuss books,  and connect with fellow readers and fans • Every month, site offers free books, two free  h f l kchapters of up to six current titles and a sneak  peek from a soon‐to‐be published book  • Participate in live chats with bestselling  authors • Earn points based on site activity.  • Includes the entire catalog of S&S’s romance g 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  e citing ad antage o er marketing a print book eBook Marketing Strategies provide us with an  e citing ad antage o er marketing a print bookexciting advantage over marketing a print book  online. That advantage being ‐ instant  gratification. With eBook Marketing we can  drive consumers to purchase and they will  exciting advantage over 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. p y immediately have access after downloading to  that content live on the spot. 44
  • 45. Different Marketing Strategies ‐ eBooks vs Print Social MediaSocial Media eRetailer Promotions  on Sites eRetailer Promotions  on Sites eGalley ReadseGalley Reads Sample eBook Marketing Campaign  3rd Party  Website  Promotions 3rd Party  Website  Promotions ContentContent 45 Author  Outreach Author  Outreach Online  Advertising Online  Advertising
  • 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 •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 •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 • 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 inthrough 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 marketersstaggering 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  the touch interface of device Upsell Print Books & Audio Books • Sold well as an App 50
  • 51. Online Marketing - What’s New & Next Online Marketing in Publishing TodayOnline 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… Engaging Interactive Ad Units • Location Based Social Media Live Web Content • Digital Apps • Connecting Real World &  Digital • Augmented Reality • So much more…g g yg 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 ProductBundling Digital Content with Print Product •Animated Interactive Children’s Books •New Devices, New Digital Publishing g g Platforms, New Software….  54
  • 55. THANK YOU! © 2010, the Book Industry Study Group, Inc. 55
  • 56. Peter MilburnPeter Milburn Digital Products Marketing Manager Wiley Global Finance pmilburn@wiley.com @redirectny linkedin.com/in/petermilburn Rob Goodman Director of Online Marketing Simon & Schuster Rob.Goodman@SimonandSchuster.com Angela Bole Deputy Executive Director Book Industry Study Group, Inc. www bisg org James Litchtenberg President Lightspeed LLC jimlichtenberg@mac.com BISG WEBCAST www.bisg.org www.bisg.org angela@bisg.org © 2010, the Book Industry Study Group, Inc. 56

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