How Publishers Can Make Money Using Social Media & Mobile Phones

How Publishers Can Use the Web, Social Networks and Mobile Tools to Understand Their Audience, and Sell More Books rolfe@swinton.org apollomedia.net

Rolfe Swinton ©ApolloMedia.net 2009

©ApolloMedia.net 2009

Apollo Media ©ApolloMedia.net 2009

INSEAD ©ApolloMedia.net 2009

Evolution of supply chain data ©ApolloMedia.net 2009

What happened? ©ApolloMedia.net 2009

How many? Where? ©ApolloMedia.net 2009

Why is this happening? ©ApolloMedia.net 2009

Seasonality ©ApolloMedia.net 2009

Longtail ©ApolloMedia.net 2009

Xerox Delphax Oce ©ApolloMedia.net 2009

Why is this happening? ©ApolloMedia.net 2009

BOOKSURGE ©ApolloMedia.net 2009

Markets 2.0 • Disintermediation of traditional gatekeepers • Transformation of consumers into producers • Isn’t this what Amazon is doing / has done? ©ApolloMedia.net

What will happen next? ©ApolloMedia.net 2009

Markets 2.0 • Low barriers to entry • Low distribution costs • Unlimited inventory capacity • Encourages new entrants & disruptive business models ©ApolloMedia.net

Let’s Look at Music ©ApolloMedia.net 2009

Does a Musician Need a Label? ©ApolloMedia.net

Does a Musician Need a Label? • Was... ©ApolloMedia.net

Does a Musician Need a Label? • Was... • Get radio play ©ApolloMedia.net

Does a Musician Need a Label? • Was... • Get radio play • Rolling Stone ©ApolloMedia.net

Does a Musician Need a Label? • Was... • Get radio play • Rolling Stone • Saturday Night Live (Top of the Pops long gone...) ©ApolloMedia.net

Does a Musician Need a Label? • Now... • Was... • Get radio play • Rolling Stone • Saturday Night Live (Top of the Pops long gone...) ©ApolloMedia.net

Does a Musician Need a Label? • Now... • Was... • Video on YouTube • Get radio play • Rolling Stone • Saturday Night Live (Top of the Pops long gone...) ©ApolloMedia.net

Does a Musician Need a Label? • Now... • Was... • Video on YouTube • Get radio play • MySpace page • Rolling Stone • Saturday Night Live (Top of the Pops long gone...) ©ApolloMedia.net

Does a Musician Need a Label? • Now... • Was... • Video on YouTube • Get radio play • MySpace page • Rolling Stone • Facebook deal • Saturday Night Live (Top of the Pops long gone...) ©ApolloMedia.net

Does a Musician Need a Label? • Now... • Was... • Video on YouTube • Get radio play • MySpace page • Rolling Stone • Facebook deal • Saturday Night Live (Top of the Pops long gone...) • Touring ©ApolloMedia.net

Does a Musician Need a Label? • Now... • Was... • Video on YouTube • Get radio play • MySpace page • Rolling Stone • Facebook deal • Saturday Night Live (Top of the Pops long gone...) • Touring • And... ©ApolloMedia.net

Crowd Funding Music • iLike • OpenMusic Factory ©ApolloMedia.net 2009

What’s Apple Done? ©ApolloMedia.net

What did Music Cos Do? • Started investing in social media • Universal invested in Loud.com • Sony BMG, Warner, EMI in Imeem.com • CBS bought LastFM (?) • MySpace & Google have a $900M ad deal... • MySpace & Bebo has become content producer already with TV shows Roommates & Kate Modern ©ApolloMedia.net

MySpace, Pandora, etc. Offers Music for Free

And What Has Been the Impact? • iPhone now offers instant gratiﬁcation! • Tower Records, Zavvi, Musicland... are all closing down • So can book retailers be far behind? ©ApolloMedia.net 2009

BOOKSURGE Facebook LinkedIn ©ApolloMedia.net 2009

Google ©ApolloMedia.net 2009

It is Worth Acting • C. K. Pralahad “Consumers now initiate the dialog, they have moved out ✴ of the audience, onto the stage” • Stern Business School Study: “Chatter does have an impact” 40 legitimate blog postings ➙ 500% higher record sales ✴ ↑ MySpace friends = ↑ higher sales ✴ ©ApolloMedia.net

Still, you don’t have to be Amazon or Google ©ApolloMedia.net 2009

Vast data source ©ApolloMedia.net 2009

where are your readers? ©ApolloMedia.net 2009

what are they saying? ©ApolloMedia.net 2009

what do they want? ©ApolloMedia.net 2009

are you making a difference? ©ApolloMedia.net 2009

what best communicates to them? ©ApolloMedia.net 2009

Proportion of each demographic group selecting this jacket as first-choice Profile of 100% 32% 22% 5% 12% 21% 18% 21% 0% Total ample ©ApolloMedia.net 2009

Was it the book or the cover? ©ApolloMedia.net 2009 - 15 -

Data supported the publisher’s conﬁdence in the book Propensity to buy the book after reading an extract by demographic sub-group % saying certain would buy it Profile of 50% 50% 0% 7% 29% 29% 29% 7% 0% 0% Total Sample ©ApolloMedia.net 2009 - 16 -

©ApolloMedia.net 2009 - 17 -

so more book sales… Entered best seller chart at #40 Richard & Judy, selected the book Sold over 300,000 copies ©ApolloMedia.net 2009 - 18 -

And We Did This For Stories Too! ©ApolloMedia.net 2009

how can you get readers to try & to discuss your content? ©ApolloMedia.net 2009

• Finish technology • In use by a range of media companies - music, newspapers, publishing, etc. • Technology runs on all kinds of mobile phones ©ApolloMedia.net 2009

turn audiences into communities ©ApolloMedia.net 2009

Film ©ApolloMedia.net 2009

mCommerce  Select and pay using  premium SMS, PayPal, or  Credit Card  Deliver digital, physical  products, or barcode tickets  Lock purchase to a speciﬁc  user (handset) if required 

Content & Community  Content overview  User comments  User rating  Share content with others virally  (via text message from the user’s  own phone)  Find content similar (based on  database or on other users with  similar preferences)  Upload photos, video, audio  All user data can be monitored to  ensure it is appropriate – repeat  oﬀenders can be prevented from  entering new content

understand readers’ behaviour ©ApolloMedia.net 2009

Key Mobile Numbers 50% 30% ‐ 70% ©ApolloMedia.net 2009 84

One Hen 85

How Publishers Can Make Money Using Social Media & Mobile Phones

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