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The Long Tail of Publishing Insights and strategies from Chris Anderson’s bestselling book The Long Tail Presented by a nerdy YA writer who likes to read economy books for fun-Serena Robar
The evolution of markets Location, Location, Location We go to the goods=the goods come to us We are turning from a mass market back to a niche , defined not by our geography but by our own interests.
New growth market:Products you can’t find anywhere but online Amazon: 5 million titles Avg. Superstore B&N store: 100,000 titles 30% Products not available in largest offline retail stores * 3/2008
80-20 sales Traditional Brick and Mortar sales model vs Long Tail Both are here, which can you influence?
The evolution of the 80/20 rule Bricks & mortar retailer Long Tail retailer 25% 33% 80% 20% 100% 90% 33% 33% 20% 8% 2%
Hits are not dead, but their monopoly is over Type 1: Authentic Top down products that are excellent and resonate with a broad audience (Harry Potter and Twilight series) **Type 2: Synthetic top down hits: lame products with lots of marketing that get people to try them (but regret that they did) Type 3:Bottom Up hits that rise from word of mouth and grassroots efforts (13 Reasons Why, True Blood)
Three Forces of the Long Tail Make it Get it out there Help me find it
How to find it Aggregates for everyone Online sellers for physical goods Filters such as keywords, recommendations based on other people’s purchases, etc Blogs/social networking for information Filters such as by topic or niche (ie: romance novels and smart bitches, trashy books)
Filters in a niche market: Without filters, everything in the long tail is just noise. One size filters do not fit all Don’t compare apples to oranges
Pre filters and Post filters We go from predicting tastes(pre-filters) to measuring tastes(post-filters) Once something is measured or quantified, it creates a market. Vampires anyone?
6 rules of successful Long Tail authors Your books, your backlist Let the fans do the work One distribution method doesn’t fit all One book=many opportunities Understand the power of free Art of social networking
Your books and backlist Don’t keep your backlist from the readers because a publisher doesn’t have it in print Strategies
Let fans do the work Make banner ads to give away on your site Encourage fan fiction Get a street team going Allow comments and interact Yahoo groups or forums
One distribution method doesn’t fit all Make books available in all formats Print (traditional) POD E-books E-Readers Cellphone Audio iTunes Mp3 CD
One book=many opportunities Manga Magazine excerpts Movie/tv options Video game tie ins Merchandising tie ins
Understand the power of free Online excerpts Deleted scenes Interviews with characters Free book, novella, backlist Graphics Podcasts Video Niche things (recipes, knitting patterns, etc)
Art of social networking Who is influential in our space? How do I influence them? Effective blogging Building your customer list Art of begging for links Contests, gimmicks, meme and other link bait ???