Using Apple iBooks as a Corporate Sales Tool.

1. MAKING A MORE POWERFUL POINT
Using Apple iBooks as a Corporate Sales Tool
Apple, iBooks, iBook and Mac are registered trademarks for Apple Inc.
Copyright 2012 The North Highland Company

2. THE 3 i‘s OF STORYTELLING
The most innovative and memorable presenters connect with
their audience, engaging them one-on-one, without relying
solely on the “crutch” that slides provide. In fact, compelling
communication is characterized by what Sparks Grove refers
to as the “3 I’s”. This communication is:
impactful
Key messages pop clearly and unambiguously from the storyline. The
audience is left with little doubt about what has been communicated
and the implications of the message. Any visual medium has served
to reinforce key messages in a way that enhances the story, without
distraction or interference.
interactive
The presenter is not “telling” a story; rather the audience and the presenter
flow throughout the story together. Context becomes paramount, as the
story is not limited to a linear progression, and rabbit holes can create
welcome, and relevant, diversions. The story is also more interesting as
it’s told through video, audio and other multimedia capabilities.
innovative
Newer technologies and platforms are great conversation-starters,
and usually leave a more lasting impression than more common
communications tools. When something is new or unfamiliar, people
often stop in their tracks to ask questions: “What is this tool?” “How
does it work…Where did you get it…And how can I get one?!?”. If you
are pitching a service or product to a prospect, an innovative tool alone
can often provide you with a distinct edge.
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3. + iBOOKS AS A PRESENTATION TOOL
An emerging platform with high potential to be a more engaging
corporate presentation tool is Apple’s iBooks. Apple’s development
program, iBooks Author, allows anyone to quickly and easily create
engaging multi-touch books. Originally launched as a self-publishing tool
targeting textbook publishers, iBooks Author is interesting,
visually-engaging and flexible enough to use for sales presentations or
other critical corporate communications. The key features and benefits of
iBooks are numerous. They include:
flexibility
iBooks can be used for a wide variety of communications, including sales presentations
(stand out from the competition), training sessions (increase retention of subject matter
and provide a digital leave-behind to reinforce concepts), product launches (demo the
product using a 3D model ) and vision and strategy communications (inspire the audience
by showing a video of the the vision). And that’s just the beginning.
modularity
One of the key features of iBooks is the variety of widgets the author can use to provide
a richer experience.
Widgets are the interactive elements that embed into iBooks - essentially the heart and soul
of the platform. Currently, many widget types are available, and the list should only grow.
Video/Audio 3D Objects Interactive Image Live Twitter Feed
YouTube/Vimeo Google Maps Keynote Progressive Slider
Photo Gallery HTML & Interactive Quiz
Custom Widgets
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4. non-linear storylines
With traditional communications mechanisms it’s often tricky to match any unexpected
flow in the conversation with a pre-built slide deck. This can severely disrupt the
continuity of dialogue. iBooks provides a more flexible navigation that can easily
accommodate jumping around, while still lending structure through “chapters” and
“sections”. Using these elements, it’s easy to move between content areas. iBooks
also allows deep-linking within the platform, so you or your sales team can more
directly navigate through the content as you might with a website or mobile app.
mobility
With industry experts forecasting a greater than 1500% growth in tablets by 2015, it’s
clear that iPad and other tablet usage will be the new norm, in both the personal and
professional realms. By allowing your audience to download the iBook presentation to
their personal iPads, your key messages are always reachable and reinforceable in an
on-demand setting. This is especially important when a key prospect needs to
champion your company to their internal stakeholders (whip out the iPad and show
them!), or when your training must now be used in a real-word setting (open the iPad
and review the training again!). And for those without iPads, the iBook can be
downloaded into a static PDF format – which, if nothing else, puts it at least on
par with PowerPoint.
ease of use
Simply hook up an iPad to an overhead projector using a VGA adaptor to present using
iBooks. Touch interfaces allow fast and easy navigation across a spectrum of content,
enabling the presenter to stretch, zoom and jump back and forth.
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5. + THINGS TO CONSIDER
As with any new medium, a few limitations with the iBook
platform exist. Here’s a few things that should be factored in
when building an iBook asset for your team:
iBook presentations are platform-centric. At a minimum, the presenter needs an
iPad to show the presentation, whether directly or via overhead projector. If you
want the audience to get the full interactive experience beyond the presentation
session itself, they will need an iPad to view the iBook. At this point, iBooks cannot
be viewed on PCs, Apple laptops or iPhones. The back-up static PDF is the current
work-around for this limitation.
Remote audiences may miss the “wow” factor. Currently, WebEx and other web
conferencing providers only allow people to view a web conference on their tablets.
Presenters are not yet able to drive a presentation via their iPads or other tablets with
these web conferencing providers. As such, if the audience for the presentation is
largely remote, and most do not have an iPad to follow along with, the back-up PDF
must be used, and much of the experience and interactivity can be lost.
Presentation builders need a Mac. iBooks Author, which is used to create iBooks,
requires a Mac to download and use. Edits to the iBook must also be created on a
Mac with no ability yet to create iBooks via just an iPad.
A learning curve exists. As with any innovation designers, authors and editors will
need to learn the platform’s capabilities. iBooks Author is widely recognized as easy
to use, but it does take some time to understand the platform, and adding more
complex functionality such as HTML widgets can require some light coding.
But importantly, most of these limitations are either easily
overcome, or will likely be solved for in the near future as Apple and
other providers (such as web conferencing companies) incorporate
additional mobile features and functions into their products.
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6. + THE FUTURE OF iBOOKS?
At Sparks Grove, we expect iBooks to grow quickly as a corporate
communications platform. An increasing number of organizations
are seeking an alternative to the traditional PowerPoint, using other
platforms such as Prezi, traditional videos and motion stories
(illustrated whiteboard videos). iBooks are still in their infancy as a
communications tool, but we expect more players to catch on and
quickly. As this occurs, Apple and other developers should
increase the number of widgets and support options to make it an
easier tool for companies to leverage in B2B and B2E situations.
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7. + GETTING STARTED
To get started, consider piloting a communications
program using an iBook. The situations that are a good fit
are endless, limited only by your corporation’s collective
imagination.
Sparks Grove brings a deep experience in both the design
and the technology development of iBooks. We have
created iBooks for Fortune 100 clients, all interested in
trying out a newer, more impactful way to communicate
with customers, prospects and employees. Please contact
us if you are interested in learning more about how we
might help you improve the messaging and delivery of your
communications programs.
+
contact info
If you’re interested in learning more about Sparks Grove or how we
can help you solve a pressing business challenge, please visit us at
sparksgrove.com
3333 Peachtree Road NE, Suite 800
Atlanta, GA 30305, USA
404.961.9900
info@sparksgrove.com
Sparks Grove is a revolutionary strategic marketing agency and the branded
marketing division of The North Highland Company – a global consulting company
with over 2,200 consultants and offices in over 50 cities around the world.
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