Digital Marketing Wave Handselling In A Networked World


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O'Reilly Tools of Change 02/24/2010

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  • Digital Marketing Wave Handselling In A Networked World

    1. 1. The Digital Marketing Wave Handselling in a Networked World Mila Zinkova
    2. 2. 2  How publishers can leverage the abundance of new technology options available to improve their audience reach;  Provide examples of how publishers are successfully marketing and promoting their titles on social networks, the web and on mobile devices Mila Zinkova Bob Carlton ~ LibreDigital Hashtag: #tocdmw
    3. 3. 3 Gutenberg’s World of Publishing
    4. 4. 4 “We can argue about speed and direction – but there's not much doubt that the world of books is undergoing its most profound structural shift since Gutenberg” John Makinson, Chairman & CEO of the PENGUIN GROUP
    5. 5. 5 PRINT DIGITAL Discovery has moved Online marketing away from promotion surpassing offline Legacy categories flat New business models or in decline challenging core Unit of meaning moving Rights & permissions to the article or chapter model under attack Digital printing impacts Consumers reading all markets across multiple devices ..most profound structural shift since Gutenberg..
    6. 6. Created with Wordle: This Year’s Sessions as a Word Cloud
    7. 7. 7 The customer has stepped out of the bookstore and into the foyer of the publishing houses, they are knocking on the doors of authors, and asking to be addressed as individuals. They will consent to purchase, not when coerced by a front-of-the-store display or fabulous media coverage, but when their friends start talking about how awesome/ helpful/inspiring/powerful the actual book itself is. Shelton Green
    8. 8. 9 Book buyers now 30% more likely to discover your book online than traditional offline promotions Source: 2009 Bowker PubTrack Consumer Report
    9. 9. 10
    10. 10. 11 Curation Services Galley Services Launch Services Promotion Services Sales Discovery Services Time Time Social Driving Title Sales 11
    11. 11.  Social Network Profiles - Access = 44.2% - Users = 92.1m  Photos - Access = 42.6% - Users = 79.2m  Videos - Access = 15.3% - Users = 23.5m  Blogging - Access = 12.8% - Users = 17.6m  Micro Blogging - Access 7% - Users = 10.7m The U.S. Through the Wave
    12. 12. 13 handselling: Products and services sold to consumers by direct, one-on-one contact. CONTEXT INTERFACE A shopkeeper or salesperson modified the order to the SOCIAL OBJECT customer’s wishes in what has been called.
    13. 13. 14
    14. 14. 15 3 Recent Surfers of the Digital Marketing Wave
    15. 15. 16 A New Kind of Christianity, Brian McLaren
    16. 16. 17 #3 on Kindle Bestseller List week of 1/11/10 Suite Scarlett, Maureen Johnson
    17. 17. 18 Linchpin, Seth Godin
    18. 18.  Corporations look to scale  Social business becomes serious play  Mobile becomes a social media lifeline  Sharing no longer means e-mail  Google's Great, But Facebook Rocks Guidelines for Safe Surfing
    19. 19. 20 Robin Dunbar is a British anthropologist and evolutionary biologist, specializing in primate behavior. At Oxford, Dunbar is currently Professor of Evolutionary Anthropology and Director of the Institute of Cognitive and Evolutionary Anthropology in the School of Anthropology, and a Fellow of Magdalen College. He is the author of more than a dozen books, including Primate Social Systems (1988), The Trouble with Science (1995), The Evolution of Culture: An Interdisciplinary View (1999), Human Evolutionary Psychology (2002), and The Human Story (2004). Think of How Big Your Set Might Start
    20. 20. The Ultimate Fighting Championship Cage Match
    21. 21. Disclaimer  We are not responsible for any trouble this card might get you into