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Engaging Readers in the Digital Age

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Shiv Singh's Digital Book World Keynote Presentation …

Shiv Singh's Digital Book World Keynote Presentation
January 26, 2010
http://digitalbookworld.com

Shiv Singh
@shivsingh
http://goingsocialnow.com

Published in: Education, Business, Technology
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  • Hi Shiv,

    is it possible for you to send me the powerpoint file, I intent to use some of the ideas here in my presentation at school. my email add is the_rainmaker20@yahoo.com

    thanks!
       Reply 
    Are you sure you want to  Yes  No
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  • Very true. I haven't thought about the library space much but you're absolutely right. It is very much primed for reinvent too. Social thinking needs to permeate that space. Glad you liked the presentation.
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  • Great thoughts, Shiv! The same social engagement and community driven approach needs to adopted in the library world as well. If we hope to move from being warehouses for tangible formatted materials to becoming primarily online communities providing enriched access to books and multimedia, our digitial library platforms and catalogs need severe makeovers. Change is happening, but these platforms need to be much more open to collaborators and much more based on open standards.

    -- Ray Matthews, Utah State Library
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  • 1. January 26, 2010 // http://digitalbookworld.com
    Engaging Readers in the Digital AgeKeynote Presentation at Digital Book WorldShiv Singh@shivsinghhttp://goingsocialnow.com
  • 2. Welcome :)
    David Kenny
  • 3. These are difficult times for everyone
    US unemployment rate between 1999 and 2009.
  • 4. But social media is exploding
    Facebook’s growth rate within the United States.
  • 5. And startups are creating ripples too
    Scribd.com traffic. It is an alternative publishing model.
  • 6. We’re also spending more time online
    1999 : 7 hours
2000 : 7 hours
2001 : 7 hours
2002 : 7 hours
2003 : 9 hours
2004 : 8 hours
2005 : 9 hours
2006 : 9 hours
2007 : 11 hours
2008 : 14 hours
2009 : 13 hours
    David Kenny
  • 7. But what does this all mean for publishing?
  • 8. Businesses need to act differently in 2010 or others will displace them.It’s time to reinvent.
    Did you know that the HBR reinvented itself by dramatically changing the feel of its publication just as it ran a cover story on businesses needing to reinvent?
  • 9. We’ve seen this happen before.It could happen to you if you’re not careful.
    The best carriage manufacturers in the world still went out of business. As book publishers that’s something to worry about.
  • 10. So here are 5 ideas to help you think about how to change.Disclaimer – Applicability of some of these ideas vary by genre, publisher type, size of publisher and may apply only at the topic level.
  • 11. 1. Build consumer brands because your current value chain is breaking
  • 12. 1
    IDEA
    They don’t need you as much as they once did. Why?
    They can connect to readers directly and build their own brands. And they’re doing so today.
    YOUR AUTHORS
    YOUR B2B BRAND
    YOUR DISTRIBUTION
    YOUR CUSTOMERS
  • 13. 1
    IDEA
    Gary first created an audience (a huge one) and then signed a million dollar book contract. If you wait until your authors have audiences that are too large, you won’t be able to afford them.
    Social media lets authors create audiences. You need to find authors right before they explode.
  • 14. 1
    IDEA
    Readers can connect directly with your authors too.
    Just look at the blog or Facebook page of a popular author.
    YOUR AUTHORS
    YOUR B2B BRAND
    YOUR DISTRIBUTION
    YOUR CUSTOMERS
  • 15. 1
    IDEA
    When people read books today, they also go to the Internet to learn more about the author.
    It takes minutes to set up a fan page on Facebook and start engaging with readers. Every author is doing this.
    Authors can do this on your platforms or your Facebook pages.
  • 16. 1
    IDEA
    Your distributors are deepening their connection with readers.
    They’re learning much more about readers than you’ll ever know.
    YOUR AUTHORS
    YOUR B2B BRAND
    YOUR DISTRIBUTION
    YOUR CUSTOMERS
  • 17. 1
    IDEA
    The Kindle, the Nook and the iPad are changing the dynamics of your industry. You can fight it or leverage it.
    It may appear that your distribution channels are moving into the digital age more quickly than you are.
  • 18. 1
    IDEA
    And readers are letting them control much more.
    They’re giving them more information than they realize.
    YOUR AUTHORS
    YOUR B2B BRAND
    YOUR DISTRIBUTION
    YOUR CUSTOMERS
  • 19. 1
    IDEA
    What my book retailer will know about me:
    • Usage Data
    • 20. They know how many pages I’ve read
    • 21. Which books I’m reading this minute
    • 22. When do I drop off from reading a book
    • 23. Where I choose to read books
    • 24. Social Media data
    • 25. Which reviews most influence me to purchase
    • 26. Whether I am an influencer getting people to buy
    • 27. How tight is my relationship to an author or a bookstore
  • 1
    IDEA
    You’re losing control of your own destiny. Authors, distributors and readers are getting closer to each other.
    YOUR AUTHORS
    YOUR B2B BRAND
    YOUR DISTRIBUTION
    YOUR CUSTOMERS
  • 28. 1
    IDEA
    That’s why you need to be a consumer brand.
    http://www.goingsocialnow.com/2010/01/sim-trends-for-2010-keynote-pr.php
  • 29. 1
    IDEA
    SIM Voices
    • Multiple, authentic individual voices
    • 30. Transparent and googleable
    • 31. Engaging and conversational
    • 32. Appears where conversations are
    • 33. Unique to the person not the company
    • 34. Manifested in a real person
    • 35. Used only by real people
    Brand Voices
    • Singular company voice
    • 36. Reflects the brand personality
    • 37. Everybody follows the brand voice
    • 38. Appears in all brand touch points
    • 39. Usually unique to the company
    • 40. Sometimes manifested in a person
    • 41. Used everywhere –signage to ads
  • 1
    IDEA
    Brand VoicesSocial Voices Social Brand
    Who will be your social voices? Your marketers and editors? Remember you need to have a voice too, as author/reader relationships aren’t typically 24/7 365 days a year. Yours can be. Your audiences need to be a 100 times larger than any single authors.
  • 42. 2. Take consumers from one book to another
  • 43. 2
    IDEA
    Today your business is Product Manager Driven
    Product
    Customers
    Source: Rethinking Marketing, Harvard Business Review. January 2010
  • 44. 2
    This happens with every book in isolation
    IDEA
    Book 1
    Book 2
    Book 3
    Book 4
    Book 5
    Book 6
    Book 7
    Book 8
    And you rarely know how many readers of one book, migrate to the next book or influence others to buy books. You do not know your customer lifetime value.
  • 45. 2
    IDEA
    Tomorrow you may be Customer Manager Driven
    Customers
    Can you put your customers at the center of your business? Your customers matter more than what you publish. You need to know how much they’ve bought from you and how much they influence others to purchase.
    Products
    Source: Rethinking Marketing, Harvard Business Review. January 2010
  • 46. 2
    IDEA
    But what I feel you really need is a Community Manager Driven model
    Customers
    We act and behave in groups online across social networks. You must understand the community dynamics that surround your customers if you want to sell more books and develop a B2C brand.
    Community
    Products
  • 47. 2
    IDEA
    There are precedents in your space – book clubs. They are communities. Now they’re online. And just as in the wine business where there are wine clubs from producers, there’s no reason why there can’t be book clubs from publishers.
    You can provide your members with discounts based on their lifetime value to you.
  • 48. 2
    IDEA
    What does this mean:1. Consumers act not as individuals but as communities too2. You need to find the communities online and market to them3. You must know the lifetime value of a customer and a community4. And provide discounts based on that lifetime value too
    Just because the customer has already bought the book, it doesn't mean you should forget about him or her. That’s extremely key.
  • 49. 3. Bring your readers into the book development process
  • 50. 3
    IDEA
    1
    2
    3
    4
    5
    6
    7
    Publisher identifies opportunity
    Author contract signed
    Author writes the book
    Book is published
    Book is bought by retailers
    Book is sold to readers
    Book goes into second print run
    The book publishing process
  • 51. 3
    IDEA
    1
    2
    3
    4
    5
    6
    7
    Publisher identifies opportunity
    Author contract signed
    Author writes the book
    Book is published
    Book is bought by retailers
    Book is sold to readers
    Book goes into second print run
    Author involvement
    Consumer participation
    With some author/consumer involvement
  • 52. 3
    IDEA
    1
    2
    3
    4
    5
    6
    7
    Publisher identifies opportunity
    Author contract signed
    Author writes the book
    Book is published
    Book is bought by retailers
    Book is sold to readers
    Book goes into second print run
    Social Media
    Author involvement
    Consumer participation
    The ideal state in the future
  • 53. 3
    IDEA
    1
    2
    3
    4
    5
    6
    7
    Publisher identifies opportunity
    Author contract signed
    Author writes the book
    Book is published
    Book is bought by retailers
    Book is sold to readers
    Book goes into second print run
    Conversation Mining to choose topics that would make popular books
    Listening tools to identify authors who are about to explode
    Publish the book as it’s written. Test outlines, titles and concepts
    Leverage SIM strategies. Using the social platforms and influencers
    Map sales based on social activity. Use social metrics to project sales
    Use the community for the next edition. Ask readers what to publish next and how
    Repeat but with readers who participate even more in the process
  • 54. 4. Leverage social influencers at every step
  • 55. 4
    IDEA
    It is not just about a platform; yours or anyone else's.
  • 56. 4
    IDEA
    72% of internet users say they are exposed to too much advertising
    Are you doing anything about that?
  • 57. 4
    IDEA
    We haven’t known how to reach these people. (Think Amazon star ranked reviewers. They are the cool kids.)
    And these have typically been ignored. (Friends & family who drive many decisions)
    CUSTOMER
    Do you know who the influencers are for each book? With social technologies you can find these people.
    These continue to get the most attention
    (The book review editor at the NY Times for example.)
  • 58. 4
    IDEA
    You probably don’t know her. But she’s an example of an influencer who’s affecting book sales more than you probably realize. Who are the new influencers for the books you publish?
  • 59. 5. Use the new form of measurement
  • 60. 5
    IDEA
    What’s your SIM Score?
    SIM Score = Conversation Share + Sentiment*
    *Adjusted for influence
  • 61. 5
    IDEA
    Trade Publisher SIM Scores
    The people who do talk about publishers do so in favorable light. You have the right ingredients to become consumer brands.And you can use any major conversation monitoring vendor to get the data to compute your SIM Score. The formula is available at http://www.goingsocialnow.com
  • 62. 5
    IDEA
    Trade Publisher SIM Scores over time
  • 63. 5
    IDEA
    SIM Score questions to ask yourself
    • How does book PR impact the SIM Score?
    • 64. Does the SIM Score change over the lifetime of a book?
    • 65. Is the SIM Score a predictor of future book sales?
    • 66. Can an author’s SIM Score be used to determine a book’s success?
    • 67. How does your B2B SIM Score stack up against your competitors?
  • So are you evolving at the pace SIM is?
    1
    Experiments
    The nephew tests
    2
    Social Platform Rush for Brands
    3
    SIM Strategy
    Integrated Marketing
    You’re somewhere on this continuum
    4
    Social Brands
    Becoming more human
    5
    Real time Brands
    with real time products
    6
    Managing the Community Model
    And probably need to move into these areas too
  • 68. 5 IDEAS for Engaging readers in the digital age
    Build consumer brands
    Take consumers from one book to another
    Bring readers into the book development process
    Leverage social influencers at every step
    Use the new forms of measurement
    @shivsingh http://goingsocialnow.com
  • 69. Thank You"Special thanks to Andy Dutter who provided valuable suggestions for this presentation"
    Shiv Singh
    http://goingsocialnow.com
    twitter.com/shivsingh

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