Using Digital Publishing to Distribute Your Photography and Extend Your Brand


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In this session you learn how tools like Apple iBooks Author and Adobe Creative Cloud make it easy to publish your images and creative work. Whether you want to distribute your photos or do work for your clients the topic of digital publishing has never been hotter. This class serves as a jump in point for those who want to start to create digital publications and applications. No coding experience required, this is all about using easy tools and new business opportunities. If you’ve always wanted to publish that book, or reach a whole new audience, this is the session for you.

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Using Digital Publishing to Distribute Your Photography and Extend Your Brand

  1. 1. Using Digital Publishing to Distribute YourPhotography & Extend Your BrandRichard Harrington - RHED Pixel | |
  2. 2. Goals of WorkshopThe task of writing a book can seem a bit likeclimbing a mountain, but just like that journey itall begins with a few steps (and a lot of repetition).In this class you’ll learn how to tackle writing a bookfrom a veteran author with more than 50 books andebooks released.
  3. 3. Goals of WorkshopLearn how tools like Apple iBooks Author andAdobe Creative Cloud make it easy to publish yourimages and creative workDistribute your photosDo work for your clientsThis class serves as a jump in point for those whowant to start to create digital publications andapplications.No coding experience required, this is all aboutusing easy tools and new business opportunities.© RHED Pixel
  4. 4. Why Are You Here?I’m here to publish for myself.I’m here to publish for my clients.I’m here because I thought Scott Kelbywas teaching this class.© RHED Pixel
  5. 5. Richard HarringtonRHED Pixel ( Certified Expert & TrainerApple Certified InstructorNAPP InstructorProject Management ProfessionalConsult on digital media production and web contentPersonal blog – www.RichardHarringtonBlog.comSocial media – rhedpixel© Scott Kelby
  6. 6. Writing ExperienceEditor High School NewspaperWriter and advertising College NewspaperPublisher independent ‘zinePublisher (website and newspaper)Writer for several trade magazines including Digital Video,Photoshop User, and Creative COW MagazineWriter of 37 traditional print booksCo-publisher of Photofocus blog and podcastEditor of Think Tap Learn
  7. 7. About You – Books FinishedThinking about itUnderwayMore than 3More than 10
  8. 8. What pageis this onin theworkbook?
  9. 9. Download this presentation and all the links weeksonly
  10. 10. Digital Publishing
  11. 11. What is Digital Publishing?Digital Publications can contain:TextPhotosVideoAudio3D modelsInteractive elementsLive web content
  12. 12. Tools of ChoiceApple iBooks AuthorAdobe Digital Publishing SuiteAquafadas Digital Publishing SystemQuark App Studio
  13. 13. “FREE”
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  22. 22. Search Mac App Store
  23. 23. Getting Started with Apple iBooks
  24. 24. In-Depth Class
  25. 25. The Spark of Invention
  26. 26. The Spark ofInventionPublic speakingBlog postsForums and networksEmail from readersSelf discovery
  27. 27. Public SpeakingTrade associationsMeetup.comUser groupsConferencesGoogle+ Hangouts
  28. 28. The Benefits ofPublic SpeakingIdeas are challengedReaction can be measuredInteraction leads to inspirationQuestions lead to better approaches
  29. 29. Blog PostsYour own postsPosts by others you admire or trustA chance to explore an ideaA chance to test early concepts
  30. 30. Advice onBlog PostsRemember, a few responses means alot... most don’t commentBe sure to measure social media likesand retweetsLook at traffic garnered by a post byusing URL shorteners such as HootSuite
  31. 31. Why Have a Blog?Search engines love blogsHaving a blog will increase the search enginerank of your Web siteBlogs are a quick and affordable way topresent your message to an audienceBlogs help demonstrate the value andengender trust in your contentBlogs allow you to collect and respond tocomments and feedback from the public
  32. 32. Forums andNetworksA chance to interact with people whoshare same interestsThese are often the most passionatepeople for your topicRemember to discount opinions slightlydue to enthusiasm of audienceMost people do not comment
  33. 33. Email from ReadersUnusual questions are bestSet up a dedicated boxBe careful with engagementSet boundariesSense of entitlementMental health issues
  34. 34. Self DiscoveryAllow time for personal explorationJournal thoughts or progressData-mine your social media activityLook for trendsLook for areas of interestWrite about what makes you passionate
  35. 35. Distribution OptionsHow to Identify your Distribution Options
  36. 36. Mobile Application MarketplacesApple App StoreApple iTunesAmazon Appstore for AndroidAmazon Kindle Direct Publishing
  37. 37. Appleavailable through iTunes
  38. 38. Developing for iOSSign up at access to Dev CenterCost is $99 or $299 per year (with free option as well – limited)Access to SDK as well as testing toolsOnline library with training resources
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  41. 41. Amazon
  42. 42. Selling apps through AmazonSign up at is $99 per year (current offer of free)Currently available for customers in the United States onlyOnline library with training resourcesAmazon Appstore Distribution Agreement is non-exclusive
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  44. 44. People Still Read
  45. 45. The Growth in eBooks23% of Americans read an e-book in past yearThe number of e-book readers grew after a majorincrease in ownership of e-book reading devicesand tablet computers during the holiday seasonPEW INTERNET & AMERICAN LIFE PROJECT | The rise of e-reading
  46. 46. The Growth in eBooksOwnership of e-book readers like the originalKindle and Nook jumped from 10% in December2011 to 19% in December 2012Ownership of tablet computers such as iPads andKindle Fires increased from 10% in mid-December2011 to 25% in December 201233% of Americans age 18 and older own at leastone specialized device for e-book reading – eithera tablet or an e-book readerPEW INTERNET & AMERICAN LIFE PROJECT | The rise of e-reading | April 5, 2012
  47. 47. How Much Does anReader Read?Women reported reading more books thanmen30% of those who read e-content say theynow spend more time reading42% of readers of e-books said they arereading more now that long-form readingmaterial is available in digital formatPEW INTERNET & AMERICAN LIFE PROJECT | The rise of e-reading | April 5, 2012
  48. 48. Where Do eReaders ReadTheir Books?42% of e-book readers said they consumetheir books on a computer41% consume their e-books on ane-book reader like original Kindles or Nooks29% consume their books on their cell phones23% of readers of e-books consume theirbooks on a tablet computerPEW INTERNET & AMERICAN LIFE PROJECT | The rise of e-reading | April 5, 2012
  49. 49. Most Book ReadersPrefer to Buy48% bought it. Owners of e-book readers andtablets were much more likely than others tohave bought it24% borrowed it from family, friends, or co-workers14% borrowed it from a library13% got it from another sourcePEW INTERNET & AMERICAN LIFE PROJECT | The rise of e-reading | April 5, 2012
  50. 50. The Internet is EssentialHow Users View the Mobile Computing Experience
  51. 51. CallsText MessagesInternetSocial NetworkingMusicPhotosGamesVideoPurchase Apps0 25 50 75 1001126345345941121232534467886Smartphone Owners Use Features% Who (Item) on a (Cell Phone/Smartphone) Several Times per Day or More Cell Phone
  52. 52. 0%25%50%75%100%2002 2007 2012463320 is Most Essential Delivery Vehicle% Saying the Internet Is the Most Essential Medium to Their Lives
  53. 53. 0%25%50%75%100%12–34 35+3368 is Most Essential Delivery Vehicle% Saying the Internet Is the Most Essential Medium to Their Lives
  54. 54. 112Million
  55. 55. 0%25%50%75%100%2006 20124312 Video Watching% Who Have Watched Online Video in Last Week
  56. 56. 6%36%58%Eliminate iPhone or TV Up TV Before SmartphonesTV or Smartphone – Which would you be more willing to eliminate?Eliminate TV Eliminate iPhone Don’t Know2%40%58%Eliminate iPhone or TVEliminate TV Eliminate Smartphone Don’t Know
  57. 57. Tablets are GrowingOn Track to Dominate
  58. 58. 41%59%Men WomenBreakdown ofOwnershipeReadersPEW INTERNET & AMERICAN LIFE PROJECT | A Snapshot of Ereader and Tablet Owners | January 27, 2012
  59. 59. Breakdown ofOwnershipTablets 49%51%Men WomenPEW INTERNET & AMERICAN LIFE PROJECT | A Snapshot of Ereader and Tablet Owners | January 27, 2012
  60. 60. Don’t  know6%Other11%Nook  Color1%Motorola  Xoom1%HP  Touchpad2%Samsung  Galaxy5%Kindle  Fire14%iPad60% iPadKindle  FireSamsung  GalaxyHP  TouchpadMotorola  XoomNook  ColorOtherDon’t  knowWhat  kind  of  tablet  computer  do  you  own?%  of  American  adult  tablet  owners  age  18+  who  own  each  type  oftablet  computer
  61. 61. Don’t  know9%Other3%Kobo  Reader1%Pandigital2%Sony  Reader2%Nook22%Kindle61%KindleNookSony  ReaderPandigitalKobo  ReaderOtherDon’t  knowWhat  kind  of  e-­‐reader  do  you  own?%  of  American  adult  e-­‐reader  owners  age  18+  who  own  each  type  ofe-­‐book  reader
  62. 62. When to Make a Native ApplicationWhen is building an app the right choice?
  63. 63. When to Make a Native Application?Charging MoneyGameLocation-based ServicesCamerasAccelerometersDevice FilesystemOffline Access
  64. 64. Apps are more popular than mobile webAccording to Flurry Analytics reports94 minutes per day are spent on apps72 minutes on the webUsers are spending more time going directly to an app that gives them the information they want ratherthan searching on the mobile web. Apple offers more apps, and more are downloaded from Apple. Apple offers 550K apps for the iPhone and iPad, and 25B have been downloadedGoogle offers 440K and 10B have been downloaded
  65. 65. Refining the Idea
  66. 66. Refining the IdeaNot all ideas workHow “big” is the idea?How marketable is your concept?Mind-mapping the topicHas it all been done before?
  67. 67. Not All Ideas WorkSometimes what excites you, pretty muchjust excites you (vanity press)Be sure to have a group of peers or trustedsources of feedbackAn editor telling you “no” is not the definitiveanswer howeverWrite ideas down and leave them sit for afew days
  68. 68. How “Big” isthe Idea?What does the topic warrant?Blog postArticleeBookVideo courseFull length bookSeries
  69. 69. How “Big” isthe Idea?Decide how much coverage you’ll give to topicAvoid bloating the ideaCan you release the content in stages?What do you want to explore?
  70. 70. How Marketable isYour Concept?Who do you need to sell?Traditional publisherSelf-publishingEvaluate competing titlesWhat can you do differently?Is there still a demand?
  71. 71. Mind-mappingthe TopicKeep splitting the idea into smaller ideasHow much is there to write about?What ground do you want to cover?What topics are you going to consciouslyleave out of your book?Is there room for a series or additional/companion products?
  72. 72. Has It All BeenDone Before?First to market may be too earlySecond to market may winAfter third place, there’s rarely successAcknowledge your competition and choosea deliberate plan to differentiate yourapproach
  73. 73. Creating the Publication
  74. 74. Creating the OutlineOrganize the informationFind a balance of topicsUse of heading levelsThe value of sidebars and notesA multimedia approachEvaluate any constraintsA feasibility check
  75. 75. Organize theInformationCard and stack based approachPinboard approachOutlining toolsKeep all idea, even those discarded for useon side or future projects
  76. 76. Find a Balanceof TopicsWhile all chapters don’t need to be thesame length, you should have someconsistencyIs there a critical order that the informationneeds to be deliveredHow much of an introduction is needed
  77. 77. Use ofHeading LevelsWhen creating an outline, look for balanceIf you’re going to use headings as anorganizational tool, you need pairingsMake sure when using Level 2 heads, youalways have at least two per instanceUse of headings helps organize theinformation for the reader
  78. 78. A MultimediaApproachThe barriers to rich media are all butremoved from authorsBlog or websiteCD-ROM or DVD-ROMElectronic booksCompanion podcast
  79. 79. Evaluate AnyConstraintsPage countDigital allotment for extra contentPhysical mediaDownload limitsPhotography and illustrationProject or companion filesRich media content
  80. 80. A Feasibility CheckCan you get it all done within the timeyou’ve allowed?Do you have the budget for everything youwant to do?Are you putting it all into one book when itsreally three?Can you segment and shorten?
  81. 81. What pageis this onin theworkbook?
  82. 82. Download this presentation and all the links weeksonly
  83. 83. 1. Follow Follow Tweet “I want to win a@drobo from @rhedpixel at#PSW13”
  84. 84. Resources
  85. 85. www.RHEDPixel.comwww.KelbyTraining.comwww.Photofocus.comwww.Lynda.comwww.Peachpit.comwww.CreativeCloudUser.comResources
  86. 86. RHED Pixel ( Questions via Creative CowAll Resources link fromwww.RichardHarringtonBlog.comAvailable for consultationFeel free to grab a business cardRichard Harrington© Scott Kelby
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  89. 89. Using Digital Publishing to Distribute YourPhotography & Extend Your BrandRichard Harrington - RHED Pixel | |