Viral Marketing
with Widgets




                  Nizar Jamal
                  CTO
                  Impelsys Inc


    ...
Agenda
                                     Case Studies
             Trends & Challenges




         Formulating your St...
Who is Impelsys?
• From inception till 2008, Impelsys has powered more than
  2000 projects for large and small publishers...
We serve 200+   publishers across geographies & segments.
Key takeaways from this presentation




 Experiment               Discoverability




 Control                  Relations...
Trends
Trends in Reading
                                              Reading and buying trends of
                             ...
Trends in Reading


                Availability of different types
                of media - vying for reader's
        ...
Trends in Reading

                How do you get to understand
                your customers?
                The web is...
Web is changing reader behavior
                                                Trend is towards searching
               ...
Web is changing reader behavior
               Is making content visible the
               first step in the solution?

 ...
Web is changing reader behavior
                You must give the consumers
                what they need/require

      ...
Search
                        Trends
                        The number of people searching
                        to kn...
Source: Google Trends (June 22, 2009)
http://www.google.com/trends?q=ebook%2C+ebooks%2C+e+book&ctab=0&geo=all&geor=all&dat...
Source: Google Trends (June 22, 2009)
http://www.google.com/trends?q=ebook%2C+ebooks%2C+e+book&ctab=0&geo=it&geor=all&date...
Reference Reader Trends
Do you prefer using online resources or print for your research, class presentation
and instructio...
Market trends
US Trade Wholesale Electronic Book Sales




             Source: IDPF Industry Statistics (http://www.idpf....
Consumer Expectation


                        Interactive:                         Participative:
                       ...
Source: Vincenzo Cosenza
http://www.vincos.it/world-map-of-social-networks/
Source: Compete.com
http://siteanalytics.compete.com/facebook.com+myspace.com+blogger.com/




                           ...
Source: Compete.com
http://siteanalytics.compete.com/goodreads.com+librarything.com+shelfari.com/
Source: Forrester.com
http://www.forrester.com/Groundswell/ladder.html
Italy Social Technographics Profile




          Source: Forrester.com
          http://www.forrester.com/Groundswell/pro...
Trends



Challenges
Challenges of going digital




Multiple formats, hardware devices, software
Which one will win? What formats? How to reac...
Challenges of going digital




Production                     Marketing
Tagging/Metadata (how deep?)   From Broadcast
Tim...
Challenges of going digital




Cost and Risk
Cost of experimenting and risk of competition
Challenges of going digital



Challenges in depending on others
Who controls it?
Who is gaining insights into user behavi...
Case Studies
Anatomy
of
a Widget




      Source: Alex Iskold
      http://www.readwriteweb.com/archives/random_house_widgets_and_web_...
Case Study:
Harper Collins
Browse Inside
Harper Collins                           It brings powerful features       Amazon, who pioneered offering
launched their B...
Experiments: Harper Collins Browse Inside
                                        Browse Inside                           ...
Experiments: Harper Collins Browse Inside




    Source: Alexa.com (http://www.alexa.com/siteinfo/harpercollins.com+rando...
Case Study:
Random House
Insight
Random House Insight widget




2,824,527                         184,444                                    254, 383
Book...
Case Study:
Harlequin
Experiments: Harlequin




             Source: Alexa.com (http://www.alexa.com/siteinfo/eharlequin.com)
Experiments:
Harper Collins
Case Study:
Browse Inside
MIT Press
MIT Press, started on
iPublishCentral as a beta customer.

They helped us refine the system
and have been partners in tryi...
They went live in March 2009 and
offer 400 titles for sale in the
electronic form through
iPublishCentral.
All that MIT Press needed to
launch was their title PDF, ONIX
metadata and book covers.
They now have an electronic
book store through which they
can sell to institutions and
individual subscribers.

They also ...
Since launch...

Nearly 18000+ pages have been previewed
Since launch, towards the end of March...

Visitors from about 180 countries have viewed
widgets
Since launch...

Visitors from nearly half these countries have clicked
on the widgets to see book preview pages
Since launch...

Total time spent on the book preview
pages is 462:34:59 hours
Since launch...

Average time spent per visit is about
4.5 mins
Since launch...

Google alone has crawled through the
sample pages more than 3500 times,
apart from other search engines
Since launch…

Nearly 2% of unique visitors who saw
the preview pages have ended up
buying a title
Formulating
your
strategy




              51
Why should you experiment?

•   Others are doing it, so should
    you
•   Run your own program, along
    with other exis...
Increase Visibility
•   Increase visibility by being
    available where your
    readers are
•   Be relevant and useful
•...
Establish Relationships
•   Relationships matter
•   Listen, understand and
    respond
•   Own your readers and their
   ...
Control
•   Who controls these
    relationships?
•   Is it sufficient to have
    retailers like Amazon and
    search en...
Key takeaways from this presentation




 Experiment               Discoverability




 Control                  Relations...
Thank You
           Nizar Jamal
Email: nizar.jamal@impelsys.com
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Viral Marketing with Widgets

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Presented by Nizar Jamal at the Editech Conference, Milan.

Published in: Technology, Business

Viral Marketing with Widgets

  1. 1. Viral Marketing with Widgets Nizar Jamal CTO Impelsys Inc 1
  2. 2. Agenda Case Studies Trends & Challenges Formulating your Strategy Questions?
  3. 3. Who is Impelsys? • From inception till 2008, Impelsys has powered more than 2000 projects for large and small publishers. • We have invested in our core products: iPlatform, VirtualPages and iDAMS and built them over the past 4 years. These products are serving millions of readers worldwide. • We launched iPublishCentral (ipublishcentral.com) as a Software as a Service (SaaS) model leveraging our years of experience. The goal is to bring down costs of delivery so that any publisher can build an online strategy.
  4. 4. We serve 200+ publishers across geographies & segments.
  5. 5. Key takeaways from this presentation Experiment Discoverability Control Relationship
  6. 6. Trends
  7. 7. Trends in Reading Reading and buying trends of books not encouraging Less than 6 Italians out of 10 read 1 book a month Strong readers, who read one or more books a month, read (possibly buy) more Not including “soft reading” and other types of reading (Source: Elaboration AIE Research Department based on Istat data. doi: 10.1390/gdl1008UK_Reading)
  8. 8. Trends in Reading Availability of different types of media - vying for reader's attention and wallet-share
  9. 9. Trends in Reading How do you get to understand your customers? The web is changing consumption and your future markets will change.
  10. 10. Web is changing reader behavior Trend is towards searching and foraging for information Increased use of Google and Wikipedia for reading and research Bits and pieces of information are weaved together from multiple sources like scent trails (Source: Xerox PARC, http://www-users.cs.umn.edu/%7Eechi/papers/chi2000/scent.pdf)
  11. 11. Web is changing reader behavior Is making content visible the first step in the solution? Will it provide a strong enough “scent” for people to browse and ultimately buy? Google Book Search
  12. 12. Web is changing reader behavior You must give the consumers what they need/require Provide content and not “books” From „Merchants of Venice‟ to the „Fashion industry of Milan‟ ?
  13. 13. Search Trends The number of people searching to know more about ebooks has doubled in the last 4 years according to google trends. Source: Google Trends
  14. 14. Source: Google Trends (June 22, 2009) http://www.google.com/trends?q=ebook%2C+ebooks%2C+e+book&ctab=0&geo=all&geor=all&date=all&sort=1
  15. 15. Source: Google Trends (June 22, 2009) http://www.google.com/trends?q=ebook%2C+ebooks%2C+e+book&ctab=0&geo=it&geor=all&date=all&sort=1
  16. 16. Reference Reader Trends Do you prefer using online resources or print for your research, class presentation and instruction? No. of respondents 831 1 in 2 people or around 50% prefer doing research reading online. (Source: Global Faculty eBook Survey, 2007, February (http://www.surveymonkey.com/s.aspx?sm=wS8CU8W9N_2fIwRuMq5gNMsw_3d_3d)
  17. 17. Market trends US Trade Wholesale Electronic Book Sales Source: IDPF Industry Statistics (http://www.idpf.org/doc_library/industrystats.htm)
  18. 18. Consumer Expectation Interactive: Participative: audio, video, animations “I matter and so does my opinion” Cost: Available: Anywhere, Anytime micro-payments (source: www.idpf.org/events/presentations/Frankfurt08/FBF08_RandomHouseUK_Duggan.ppt - )
  19. 19. Source: Vincenzo Cosenza http://www.vincos.it/world-map-of-social-networks/
  20. 20. Source: Compete.com http://siteanalytics.compete.com/facebook.com+myspace.com+blogger.com/ Source: Compete.com http://blog.compete.com/2009/02/09/facebook-myspace-twitter-social-network/
  21. 21. Source: Compete.com http://siteanalytics.compete.com/goodreads.com+librarything.com+shelfari.com/
  22. 22. Source: Forrester.com http://www.forrester.com/Groundswell/ladder.html
  23. 23. Italy Social Technographics Profile Source: Forrester.com http://www.forrester.com/Groundswell/profile_tool.html
  24. 24. Trends Challenges
  25. 25. Challenges of going digital Multiple formats, hardware devices, software Which one will win? What formats? How to reach customers and provide content „Anytime‟/‟Anywhere‟?
  26. 26. Challenges of going digital Production Marketing Tagging/Metadata (how deep?) From Broadcast Time to Market To Conversations
  27. 27. Challenges of going digital Cost and Risk Cost of experimenting and risk of competition
  28. 28. Challenges of going digital Challenges in depending on others Who controls it? Who is gaining insights into user behavior? Who understands the market needs? Who can develop products that meet these needs?
  29. 29. Case Studies
  30. 30. Anatomy of a Widget Source: Alex Iskold http://www.readwriteweb.com/archives/random_house_widgets_and_web_services.php
  31. 31. Case Study: Harper Collins Browse Inside
  32. 32. Harper Collins It brings powerful features Amazon, who pioneered offering launched their Browse that retail aggregators, like samples on a large scale in Inside program in 2006, Amazon, offer on their site 2003, reported about 9% becoming one of the increase of print sales across first publisher to do so 120,000 titles in 5 days after the Search Inside capability was available on their site (http://findarticles.com/p/articles/mi_m0EIN/is_/ ai_109467316) Experiments: Harper Collins Browse Inside Harper Collins had a similar experience with sales They were also able to gain valuable insights into Harper Collins reported print sales increase of 30% and 250% what the market wants for specific titles using their Browse Inside functionality (http://www.idpf.org/events/presentations/digitalbook08/lHulse08.pdf)
  33. 33. Experiments: Harper Collins Browse Inside Browse Inside PDF Free Download Visitors 83,102 20,000 Visits 85,867 30,000 Downloads 0 15,000 Page Views 3,827,306 Avg Page Views per Visit 46 Avg. Visit Duration 15:55 Clicks on Buy Link 1,177 Emailed to a Friend 16,236 (Source: Experiments with free digital content, presented at IDPF Digital Book 2008 by Leslie Hulse, VP Digital Business Development, Harper Collins, http://www.idpf.org/events/presentations/digitalbook08/lHulse08.pdf)
  34. 34. Experiments: Harper Collins Browse Inside Source: Alexa.com (http://www.alexa.com/siteinfo/harpercollins.com+randomhouse.com+eharlequin.com)
  35. 35. Case Study: Random House Insight
  36. 36. Random House Insight widget 2,824,527 184,444 254, 383 Book Pages Viewed People who have viewed a widget Number of widgets viewed Random House has effectively increased page views and in turn the popularity of their content by being visible (Source: Matt Shatz, IDPF Digital Book2007, http://www.idpf.org/events/presentations/digitalbook07/Matt%20Shatz%20-%20Random%20House.pdf)
  37. 37. Case Study: Harlequin
  38. 38. Experiments: Harlequin Source: Alexa.com (http://www.alexa.com/siteinfo/eharlequin.com)
  39. 39. Experiments: Harper Collins Case Study: Browse Inside MIT Press
  40. 40. MIT Press, started on iPublishCentral as a beta customer. They helped us refine the system and have been partners in trying out what works and what does not.
  41. 41. They went live in March 2009 and offer 400 titles for sale in the electronic form through iPublishCentral.
  42. 42. All that MIT Press needed to launch was their title PDF, ONIX metadata and book covers.
  43. 43. They now have an electronic book store through which they can sell to institutions and individual subscribers. They also offer free content samples that can travel as widgets.
  44. 44. Since launch... Nearly 18000+ pages have been previewed
  45. 45. Since launch, towards the end of March... Visitors from about 180 countries have viewed widgets
  46. 46. Since launch... Visitors from nearly half these countries have clicked on the widgets to see book preview pages
  47. 47. Since launch... Total time spent on the book preview pages is 462:34:59 hours
  48. 48. Since launch... Average time spent per visit is about 4.5 mins
  49. 49. Since launch... Google alone has crawled through the sample pages more than 3500 times, apart from other search engines
  50. 50. Since launch… Nearly 2% of unique visitors who saw the preview pages have ended up buying a title
  51. 51. Formulating your strategy 51
  52. 52. Why should you experiment? • Others are doing it, so should you • Run your own program, along with other existing strategies – it does not hurt • It helps in gaining visibility and establishing a relationship with your readers • The world is changing and you can leverage this change • Your networks are your future currency
  53. 53. Increase Visibility • Increase visibility by being available where your readers are • Be relevant and useful • Introduce your books and create brand awareness • Increase page views to gain SEO and SEM • Get insight into what your readers are doing • Offer value to potentially increase sales
  54. 54. Establish Relationships • Relationships matter • Listen, understand and respond • Own your readers and their mind share • Reach out to readers with news and updates • Word-of-Mouth works and social media is the easiest way to get it started • Targeted marketing is better than broadcast advertising
  55. 55. Control • Who controls these relationships? • Is it sufficient to have retailers like Amazon and search engines like Google manage them? • How do you build your infrastructure for the future - the investment does not have to be great
  56. 56. Key takeaways from this presentation Experiment Discoverability Control Relationship
  57. 57. Thank You Nizar Jamal Email: nizar.jamal@impelsys.com
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