How Publishers Can Make Money Using Social Media & Mobile Phones

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Publishers can make more money by using the internet, social networks, and mobile applications - in fact, this is the only cost effective way that publishers can market the majority of their books.

Some publishers claim that they cannot afford to do on-line marketing. In this slideshow, I outline some of the reasons why they must, but also how they should be able to make more than enough money to cover all costs. Furthermore, they can track the effectiveness of their work!

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How Publishers Can Make Money Using Social Media & Mobile Phones

  1. 1. How Publishers Can Use the Web, Social Networks and Mobile Tools to Understand Their Audience, and Sell More Books rolfe@swinton.org apollomedia.net
  2. 2. Rolfe Swinton ©ApolloMedia.net 2009
  3. 3. ©ApolloMedia.net 2009
  4. 4. Apollo Media ©ApolloMedia.net 2009
  5. 5. ©ApolloMedia.net 2009
  6. 6. INSEAD ©ApolloMedia.net 2009
  7. 7. ©ApolloMedia.net 2009
  8. 8. ©ApolloMedia.net 2009
  9. 9. Evolution of supply chain data ©ApolloMedia.net 2009
  10. 10. What happened? ©ApolloMedia.net 2009
  11. 11. ©ApolloMedia.net 2009
  12. 12. How many? Where? ©ApolloMedia.net 2009
  13. 13. ©ApolloMedia.net 2009
  14. 14. ©ApolloMedia.net 2009
  15. 15. ©ApolloMedia.net 2009
  16. 16. ©ApolloMedia.net 2009
  17. 17. Why is this happening? ©ApolloMedia.net 2009
  18. 18. Seasonality ©ApolloMedia.net 2009
  19. 19. Longtail ©ApolloMedia.net 2009
  20. 20. ©ApolloMedia.net 2009
  21. 21. ©ApolloMedia.net 2009
  22. 22. ©ApolloMedia.net 2009
  23. 23. Xerox Delphax Oce ©ApolloMedia.net 2009
  24. 24. Xerox Delphax Oce ©ApolloMedia.net 2009
  25. 25. Why is this happening? ©ApolloMedia.net 2009
  26. 26. ©ApolloMedia.net 2009
  27. 27. ©ApolloMedia.net 2009
  28. 28. ©ApolloMedia.net 2009
  29. 29. ©ApolloMedia.net 2009
  30. 30. ©ApolloMedia.net 2009
  31. 31. ©ApolloMedia.net 2009
  32. 32. BOOKSURGE ©ApolloMedia.net 2009
  33. 33. BOOKSURGE ©ApolloMedia.net 2009
  34. 34. BOOKSURGE ©ApolloMedia.net 2009
  35. 35. BOOKSURGE ©ApolloMedia.net 2009
  36. 36. BOOKSURGE ©ApolloMedia.net 2009
  37. 37. BOOKSURGE ©ApolloMedia.net 2009
  38. 38. BOOKSURGE ©ApolloMedia.net 2009
  39. 39. Markets 2.0 • Disintermediation of traditional gatekeepers • Transformation of consumers into producers • Isn’t this what Amazon is doing / has done? ©ApolloMedia.net
  40. 40. What will happen next? ©ApolloMedia.net 2009
  41. 41. Markets 2.0 • Low barriers to entry • Low distribution costs • Unlimited inventory capacity • Encourages new entrants & disruptive business models ©ApolloMedia.net
  42. 42. Let’s Look at Music ©ApolloMedia.net 2009
  43. 43. Does a Musician Need a Label? ©ApolloMedia.net
  44. 44. Does a Musician Need a Label? • Was... ©ApolloMedia.net
  45. 45. Does a Musician Need a Label? • Was... • Get radio play ©ApolloMedia.net
  46. 46. Does a Musician Need a Label? • Was... • Get radio play • Rolling Stone ©ApolloMedia.net
  47. 47. Does a Musician Need a Label? • Was... • Get radio play • Rolling Stone • Saturday Night Live (Top of the Pops long gone...) ©ApolloMedia.net
  48. 48. Does a Musician Need a Label? • Now... • Was... • Get radio play • Rolling Stone • Saturday Night Live (Top of the Pops long gone...) ©ApolloMedia.net
  49. 49. 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
  50. 50. 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
  51. 51. 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
  52. 52. 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
  53. 53. 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
  54. 54. Crowd Funding Music • iLike • OpenMusic Factory ©ApolloMedia.net 2009
  55. 55. What’s Apple Done? ©ApolloMedia.net
  56. 56. What’s Apple Done? ©ApolloMedia.net
  57. 57. What’s Apple Done? ©ApolloMedia.net
  58. 58. What’s Apple Done? ©ApolloMedia.net
  59. 59. What’s Apple Done? ©ApolloMedia.net
  60. 60. 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
  61. 61. MySpace, Pandora, etc. Offers Music for Free
  62. 62. 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
  63. 63. BOOKSURGE Facebook LinkedIn ©ApolloMedia.net 2009
  64. 64. BOOKSURGE Facebook LinkedIn ©ApolloMedia.net 2009
  65. 65. Google ©ApolloMedia.net 2009
  66. 66. 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
  67. 67. Still, you don’t have to be Amazon or Google ©ApolloMedia.net 2009
  68. 68. Vast data source ©ApolloMedia.net 2009
  69. 69. ©ApolloMedia.net 2009
  70. 70. ©ApolloMedia.net 2009
  71. 71. ©ApolloMedia.net 2009
  72. 72. ©ApolloMedia.net 2009
  73. 73. ©ApolloMedia.net 2009
  74. 74. where are your readers? ©ApolloMedia.net 2009
  75. 75. ©ApolloMedia.net 2009
  76. 76. what are they saying? ©ApolloMedia.net 2009
  77. 77. ©ApolloMedia.net 2009
  78. 78. what do they want? ©ApolloMedia.net 2009
  79. 79. ©ApolloMedia.net 2009
  80. 80. are you making a difference? ©ApolloMedia.net 2009
  81. 81. ©ApolloMedia.net 2009
  82. 82. ©ApolloMedia.net 2009
  83. 83. ©ApolloMedia.net 2009
  84. 84. ©ApolloMedia.net 2009
  85. 85. ©ApolloMedia.net 2009
  86. 86. what best communicates to them? ©ApolloMedia.net 2009
  87. 87. ©ApolloMedia.net 2009
  88. 88. 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
  89. 89. 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
  90. 90. 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
  91. 91. ©ApolloMedia.net 2009
  92. 92. Was it the book or the cover? ©ApolloMedia.net 2009 - 15 -
  93. 93. 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 -
  94. 94. ©ApolloMedia.net 2009 - 17 -
  95. 95. so more book sales… Entered best seller chart at #40 Richard & Judy, selected the book Sold over 300,000 copies ©ApolloMedia.net 2009 - 18 -
  96. 96. And We Did This For Stories Too! ©ApolloMedia.net 2009
  97. 97. how can you get readers to try & to discuss your content? ©ApolloMedia.net 2009
  98. 98. ©ApolloMedia.net 2009
  99. 99. ©ApolloMedia.net 2009
  100. 100. ©ApolloMedia.net 2009
  101. 101. • 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
  102. 102. turn audiences into communities ©ApolloMedia.net 2009
  103. 103. ©ApolloMedia.net 2009
  104. 104. ©ApolloMedia.net 2009
  105. 105. ©ApolloMedia.net 2009
  106. 106. Film ©ApolloMedia.net 2009
  107. 107. Film ©ApolloMedia.net 2009
  108. 108. 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

  109. 109. 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

  110. 110. 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

  111. 111. 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

  112. 112. 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
  113. 113. understand readers’ behaviour ©ApolloMedia.net 2009
  114. 114. Key
Mobile
Numbers 50% 30%
‐
70% ©ApolloMedia.net 2009 84
  115. 115. One
Hen 85
  116. 116. ©ApolloMedia.net 2009
  117. 117. link ©ApolloMedia.net 2009
  118. 118. ©ApolloMedia.net 2009
  119. 119. community ©ApolloMedia.net 2009
  120. 120. ©ApolloMedia.net 2009
  121. 121. test ©ApolloMedia.net 2009
  122. 122. ©ApolloMedia.net 2009
  123. 123. expensive? ©ApolloMedia.net 2009
  124. 124. easy? ©ApolloMedia.net 2009
  125. 125. • organisation • people • technology ©ApolloMedia.net 2009
  126. 126. join us ©ApolloMedia.net 2009
  127. 127. experiment ©ApolloMedia.net 2009
  128. 128. publishing analytics ©ApolloMedia.net 2009
  129. 129. Ostritch ©ApolloMedia.net 2009
  130. 130. X Ostritch ©ApolloMedia.net 2009
  131. 131. simple ©ApolloMedia.net 2009
  132. 132. measurable ©ApolloMedia.net 2009
  133. 133. low-risk ©ApolloMedia.net 2009
  134. 134. see what’s happening ©ApolloMedia.net 2009
  135. 135. ©ApolloMedia.net 2009
  136. 136. ©ApolloMedia.net 2009
  137. 137. listen ©ApolloMedia.net 2009
  138. 138. try ©ApolloMedia.net 2009
  139. 139. ©ApolloMedia.net 2009
  140. 140. test ©ApolloMedia.net 2009
  141. 141. ©ApolloMedia.net 2009
  142. 142. learn ©ApolloMedia.net 2009
  143. 143. ©ApolloMedia.net 2009
  144. 144. talk ©ApolloMedia.net 2009
  145. 145. rolfe@swinton.org ©ApolloMedia.net 2009
  146. 146. from what happened? ©ApolloMedia.net 2009
  147. 147. to what’s going to happen? ©ApolloMedia.net 2009
  148. 148. to what’s the best that can happen? ©ApolloMedia.net 2009
  149. 149. rolfe@swinton.org www.apollomedia.net ©ApolloMedia.net 2009

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