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The self-publishing evolution: the Lulu.com case


                                               The Network, the Communi...
The Network, the Community and the Self-Creativity



                                The Lulu.com project

              ...
The Network, the Community and the Self-Creativity



                                The Lulu.com philosophy
            ...
The Network, the Community and the Self-Creativity



                                1. The Self-publishing phenomenon


...
The Network, the Community and the Self-Creativity



                                1. The Self-publishing phenomenon

 ...
The Network, the Community and the Self-Creativity



                                1. The Self-publishing phenomenon

 ...
The Network, the Community and the Self-Creativity



                                1. The Self-publishing phenomenon

 ...
The Network, the Community and the Self-Creativity



                                1. The Self-publishing phenomenon
  ...
The Network, the Community and the Self-Creativity



                                1. The Self-publishing phenomenon

 ...
The Network, the Community and the Self-Creativity



                                2. The Lulu.com model


            ...
The Network, the Community and the Self-Creativity



                                2. The Lulu.com model - “browse”
   ...
The Network, the Community and the Self-Creativity



                                2. The Lulu.com model - “publish”
  ...
The Network, the Community and the Self-Creativity



                                2. The Lulu.com model - “services”

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The Network, the Community and the Self-Creativity



                                2. The Lulu.com model - “services”

...
The Network, the Community and the Self-Creativity



                                2. The Lulu.com model - “community”
...
The Network, the Community and the Self-Creativity



                                2. The Lulu.com model - “help”
     ...
The Network, the Community and the Self-Creativity



                                3. Building the authors networks


 ...
The Network, the Community and the Self-Creativity



                                3. Building the authors networks



...
The Network, the Community and the Self-Creativity



                                3. Building the authors networks
   ...
The Network, the Community and the Self-Creativity



                                3. Building the authors networks
   ...
The Network, the Community and the Self-Creativity



                                3. Building the authors networks



...
The Network, the Community and the Self-Creativity



                                Conclusions

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The self-publishing evolution: the Lulu.com case

                                          The Network, the Community
   ...
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The Network, the Community and the Self-Creativity

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Lulu.com is a marketplace where “authors” - individuals, companies
and groups - can publish and sell a variety of digital content including
books, music, video, software, calendars, photos and artwork...

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Transcript of "The Network, the Community and the Self-Creativity"

  1. 1. The self-publishing evolution: the Lulu.com case The Network, the Community and the Self-Creativity Over the Print on Demand, more than the User Generated Content Università Master Digital della of Science in Marketing ©2006 by Svizzera Communication Vincenzo Cammarata, Veronika Kurucz, Elisa Vinciarelli Italiana and Economics SI 2006-07
  2. 2. The Network, the Community and the Self-Creativity The Lulu.com project Lulu.com is a marketplace where “authors” - individuals, companies and groups – can publish and sell a variety of digital content including books, music, video, software, calendars, photos and artwork. > PoD = Printon Demand technology > Self-Publishing Industry Università Master Digital della of Science in Marketing ©2006 by Svizzera Communication Vincenzo Cammarata, Veronika Kurucz, Elisa Vinciarelli Italiana and Economics SI 2006-07
  3. 3. The Network, the Community and the Self-Creativity The Lulu.com philosophy Founded by Bob Young (Linux Red Hat) 2002 > Open Source Philosophy >“Lulu” : “remarkable person, object or idea” > Author in control of his digital contents (creation > pricing > royalties) The phenomenon > 100,000 new titles in the last 6 months > 2,000 new titles added each week > 110,000 items sold last month Università Master Digital della of Science in Marketing ©2006 by Svizzera Communication Vincenzo Cammarata, Veronika Kurucz, Elisa Vinciarelli Italiana and Economics SI 2006-07
  4. 4. The Network, the Community and the Self-Creativity 1. The Self-publishing phenomenon A ‘Long-Tail’ Technology - moderately popular publications, often very difficult to get hold of, given that demand is too low for it to be profitable PoD change Self-publishing Università Master Digital della of Science in Marketing ©2006 by Svizzera Communication Vincenzo Cammarata, Veronika Kurucz, Elisa Vinciarelli Italiana and Economics SI 2006-07
  5. 5. The Network, the Community and the Self-Creativity 1. The Self-publishing phenomenon PoD change Self-publishing How > No unsold products > low costs stock) > Reduce inventories and storage expenses (no > quicker and cheaper technical set-up > print out-of-stock titles in small > quickly reprint (inventory runs low/exceeds forecasts) > test-market > short-runs (look like final product - galleys) > economically fulfil (niche markets) pre-publish advantage (less than 1,500 units) > Università Master Digital della of Science in Marketing ©2006 by Svizzera Communication Vincenzo Cammarata, Veronika Kurucz, Elisa Vinciarelli Italiana and Economics SI 2006-07
  6. 6. The Network, the Community and the Self-Creativity 1. The Self-publishing phenomenon Print-On-Demand companies are often considered as vanity publishers. That means you pay them to publish your book. Drawbacks > no bookstore distribution > shoddy product > large setup fees for small print runs > no marketing or distributing support Università Master Digital della of Science in Marketing ©2006 by Svizzera Communication Vincenzo Cammarata, Veronika Kurucz, Elisa Vinciarelli Italiana and Economics SI 2006-07
  7. 7. The Network, the Community and the Self-Creativity 1. The Self-publishing phenomenon Competitors & Benchmarking Università Master Digital della of Science in Marketing ©2006 by Svizzera Communication Vincenzo Cammarata, Veronika Kurucz, Elisa Vinciarelli Italiana and Economics SI 2006-07
  8. 8. The Network, the Community and the Self-Creativity 1. The Self-publishing phenomenon “Lulus” Segmentation – the > Authorpreneurs > Extrovert individualists/entertainers > The Experts > Community Seekers > Families How Lulu.com reach Lulus? > intermediary rule > important asset = community Università Master Digital della of Science in Marketing ©2006 by Svizzera Communication Vincenzo Cammarata, Veronika Kurucz, Elisa Vinciarelli Italiana and Economics SI 2006-07
  9. 9. The Network, the Community and the Self-Creativity 1. The Self-publishing phenomenon The double side of Positioning The link between company positioning and positioning one’s Creativity on the web is: value of the community The based on the network Università Master Digital della of Science in Marketing ©2006 by Svizzera Communication Vincenzo Cammarata, Veronika Kurucz, Elisa Vinciarelli Italiana and Economics SI 2006-07
  10. 10. The Network, the Community and the Self-Creativity 2. The Lulu.com model Marketplace - “browse” > where buyers can see the shelves Self-Publishing - “publish” > where “authors” can manage creativity Services - tools for the business > Community - the soul of the network > Università Master Digital della of Science in Marketing ©2006 by Svizzera Communication Vincenzo Cammarata, Veronika Kurucz, Elisa Vinciarelli Italiana and Economics SI 2006-07
  11. 11. The Network, the Community and the Self-Creativity 2. The Lulu.com model - “browse” The marketplace as other online bookshops is organized In five categories: books, calendars, images, music and audio, video. > Best sellers (top 100) > File of product > Rating of the product > Comments on the author > Link to author’s store front Università Master Digital della of Science in Marketing ©2006 by Svizzera Communication Vincenzo Cammarata, Veronika Kurucz, Elisa Vinciarelli Italiana and Economics SI 2006-07
  12. 12. The Network, the Community and the Self-Creativity 2. The Lulu.com model - “publish” > The core of the model > Totally free Steps 1. Information (product & author) 2. Content Upload 3. Binding & colors 4. Cover art 5. Pricing & finishing Università Master Digital della of Science in Marketing ©2006 by Svizzera Communication Vincenzo Cammarata, Veronika Kurucz, Elisa Vinciarelli Italiana and Economics SI 2006-07
  13. 13. The Network, the Community and the Self-Creativity 2. The Lulu.com model - “services” Free …. Write a Press Release < Set up “Storefront” < Collateral (Lulu.com material) < Visiting Marketing Central (!) < Università Master Digital della of Science in Marketing ©2006 by Svizzera Communication Vincenzo Cammarata, Veronika Kurucz, Elisa Vinciarelli Italiana and Economics SI 2006-07
  14. 14. The Network, the Community and the Self-Creativity 2. The Lulu.com model - “services” …& fee Author marketing kits < Pre-publishing services < Graphic Services < Publishing Services < Mktg and publicity Services < Providers by Countries < Università Master Digital della of Science in Marketing ©2006 by Svizzera Communication Vincenzo Cammarata, Veronika Kurucz, Elisa Vinciarelli Italiana and Economics SI 2006-07
  15. 15. The Network, the Community and the Self-Creativity 2. The Lulu.com model - “community” The Soul of the network > Forum & Blog > Newsletter “LuluCreators” > LuluRadio – LuluTv (podcast) > LuluTeam (leaders, promoters and testers) “the world’s fastest-growing provider of print-on-demand books” Università Master Digital della of Science in Marketing ©2006 by Svizzera Communication Vincenzo Cammarata, Veronika Kurucz, Elisa Vinciarelli Italiana and Economics SI 2006-07
  16. 16. The Network, the Community and the Self-Creativity 2. The Lulu.com model - “help” Increasing the Publics’ learning process > Getting started > Product cost calculator > LiveHelp > LuluWorkshop Università Master Digital della of Science in Marketing ©2006 by Svizzera Communication Vincenzo Cammarata, Veronika Kurucz, Elisa Vinciarelli Italiana and Economics SI 2006-07
  17. 17. The Network, the Community and the Self-Creativity 3. Building the authors networks Costs & Benefits Mktg & promotion < > High Usability Only upload technical time < > “Vanity fair” - protagonist Content developing efforts < > Knowledge Sharing Risk for quality delivered < > Niche Content Needs of trust < > Community Relationship Università Master Digital della of Science in Marketing ©2006 by Svizzera Communication Vincenzo Cammarata, Veronika Kurucz, Elisa Vinciarelli Italiana and Economics SI 2006-07
  18. 18. The Network, the Community and the Self-Creativity 3. Building the authors networks Università Master Digital della of Science in Marketing ©2006 by Svizzera Communication Vincenzo Cammarata, Veronika Kurucz, Elisa Vinciarelli Italiana and Economics SI 2006-07
  19. 19. The Network, the Community and the Self-Creativity 3. Building the authors networks The generated value for the “Lulus” The success: is on the value of his network and community Università Master Digital della of Science in Marketing ©2006 by Svizzera Communication Vincenzo Cammarata, Veronika Kurucz, Elisa Vinciarelli Italiana and Economics SI 2006-07
  20. 20. The Network, the Community and the Self-Creativity 3. Building the authors networks The neo-publisher experience > Easy to use (Usability policy) > High involvement to discover the web service > Familiar atmosphere – testimonials “one like you” > Not sophisticated, but a Lab “open source” style > habit for experiment user creativity > Community content quality control Università Master Digital della of Science in Marketing ©2006 by Svizzera Communication Vincenzo Cammarata, Veronika Kurucz, Elisa Vinciarelli Italiana and Economics SI 2006-07
  21. 21. The Network, the Community and the Self-Creativity 3. Building the authors networks Università Master Digital della of Science in Marketing ©2006 by Svizzera Communication Vincenzo Cammarata, Veronika Kurucz, Elisa Vinciarelli Italiana and Economics SI 2006-07
  22. 22. The Network, the Community and the Self-Creativity Conclusions > More straightforward concept about: Servicies offered / Prices > Find out the way of differentiation: Eg. Focus on that is tha main asset = community > “Lulu.com” - the website easily recognizable that is designed by engineers Therefore there needs look & feel design. Università Master Digital della of Science in Marketing ©2006 by Svizzera Communication Vincenzo Cammarata, Veronika Kurucz, Elisa Vinciarelli Italiana and Economics SI 2006-07
  23. 23. The self-publishing evolution: the Lulu.com case The Network, the Community and the Self-Creativity Over the Print on Demand, more than the User Generated Content Thanks for your attention. Università Master Digital della of Science in Marketing ©2006 by Svizzera Communication Vincenzo Cammarata, Veronika Kurucz, Elisa Vinciarelli Italiana and Economics SI 2006-07
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