What Publishers Need to do to Survive

The Future of Digital Distribution and eBook Marketing Tim O’Reilly www.oreilly.com Tools of Change for Publishing February 24, 2010 Thursday, March 4, 2010

Why There Will Always Be Publishers Tim O’Reilly www.oreilly.com Tools of Change for Publishing February 24, 2010 Thursday, March 4, 2010

What Publishers Need To Do To Survive Tim O’Reilly www.oreilly.com Tools of Change for Publishing February 24, 2010 Thursday, March 4, 2010

Create the coolest new enhanced ebooks? NOT. Thursday, March 4, 2010

Thursday, March 4, 2010

ΩΩ Thursday, March 4, 2010

You’re betting that you’re going to be smarter, and faster, and more creative than all the young developers and entrepreneurs out there. Thursday, March 4, 2010

“The ugly stuff will always need to be done.” -John Ingram Thursday, March 4, 2010

Your job as a publisher is to do things for authors that they can’t do for themselves: – Things that require special expertise – Things that require scale – Things that are expensive – Things that require marketplace leverage – Things that are boring and time-consuming Thursday, March 4, 2010

Production Distribution Pricing Channel management Marketing Sales Thursday, March 4, 2010

Why? Thursday, March 4, 2010

“No place affords a more striking conviction of the vanity of human hopes than a public library.” Samuel Johnson, 23 March 1751 Rambler No. 106 Thursday, March 4, 2010

“Obscurity is a bigger problem for authors than piracy.” Tim O’Reilly, 11 December 2002 Piracy is Progressive Taxation Thursday, March 4, 2010

Does anyone see a problem with this? Thursday, March 4, 2010

Why does new media always display power laws? Figure #1: 433 weblogs arranged in rank order by number of inbound links. The data is drawn from N.Z Bear's 2002 work on the blogosphere ecosystem. The current version of this project can now be found at http://www.myelin.co.nz/ecosystem/. Clay Shirky, Power Laws, Weblogs, and Inequality, February 8, 2003 http://www.shirky.com/writings/powerlaw_weblog.html Thursday, March 4, 2010

Publishing with the Huffington Post gives authors more visibility than they can get on their own. Thursday, March 4, 2010

It’s all in the math! Thursday, March 4, 2010

The mathematics of complex social organization “Relationships between a band of 20 people involve only 190 two-person interactions (20 people times 19 divided by 2), but a band of 2000 would have 1,999,000 dyads.... In small societies with few pairs of members, the resulting necessary transfer of goods can be engaged directly between pairs of individuals or families, by reciprocal exchanges. But the same mathematics that makes direct pairwise conflict resolution difficult in large societies makes pairwise economic transfers also inefficient. Large societies can function economically only if they have a redistributive economy in addition to a reciprocal economy.” Jared Diamond: From Egalitarianism to Kleptocracy in Guns, Germs and Steel, pp 286-287 Thursday, March 4, 2010

Your mission, should you choose to accept it, is to get more visibility and sales for authors than they can get on their own. Thursday, March 4, 2010

Distribution Thursday, March 4, 2010

O’Reilly eBook revenue sources Thursday, March 4, 2010

“the minimum viable product is that version of a new product which allows a team to collect the maximum amount of validated learning about customers with the least effort.” Thursday, March 4, 2010

The capability to create product in new formats, and sell it into emerging channels. Thursday, March 4, 2010

Marketing Thursday, March 4, 2010

Social Media Marketing Thursday, March 4, 2010

retweetradar Thursday, March 4, 2010

nivi and the @timoreilly bump Thursday, March 4, 2010

This is important!  In social networks, you gain and bestow status through those you associate with  A key function of a publishing brand is the bestowal of status by who and what you pay attention to  If you only pay attention to yourself, you aren’t as valuable to your community – You don’t learn as much from your readers – You don’t bind them to you by amplifying their voice Thursday, March 4, 2010

Analytics are the heart of SEO. Thursday, March 4, 2010

They are also at the heart of social media marketing. Thursday, March 4, 2010

The PeopleBrowsr Cycle • Historical and  • Campaigns to Build  Ongoing Sen9ment  Followers Analysis •  Campaigns to Direct  Message • Custom Monitoring  Dashboards • Repor9ng on ROI for  tradi9onal and Social  Media 1 Thursday, March 4, 2010

There will be ebook reader analytics tools as well. Thursday, March 4, 2010

Pay attention. Thursday, March 4, 2010

Analytics will help you find what products are working what channels are working what prices are working who is spreading the word about you what your readers think Thursday, March 4, 2010

The secret of social media is that it's not about you, your product, or your story. It's about how you can add value to the communities that happen to include you. If you want to make a positive impact, forget about what you can get out of social media, and start thinking about what you can contribute. Not surprisingly, the more value you create for your community, the more value they will create for you. Thursday, March 4, 2010

Create more value than you capture. Thursday, March 4, 2010

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What Publishers Need to do to Survive

by Tim O'Reilly

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