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The Distribution (R)evolution - 2014

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This keynote presentation is from the 2014 Firebrand 2014 Community Conference. It focuses on next generation ideas about the intersection of book distribution and large consumer brands.

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The Distribution (R)evolution - 2014

  1. 1. Distribution (r)Evolution Firebrand Community Conference 2014 Keynote - Firebrand
  2. 2. hello Kristen McLean Founder & CEO Bookigee, Inc.
  3. 3. 10,000 ft. <30,000 view image>
  4. 4. Simultaneous shifts in creation, distribution, consumption
  5. 5. Content 1.0
  6. 6. Content 2.0 mass market niche/longtail crowd Who are the facilitators? agents, packagers, editors? bloggers, reviewers, tastemakers?
  7. 7. the old model Distribution 1.0
  8. 8. Discovery Distribution 2.0
  9. 9. Consumption 2.0
  10. 10. Publishing 3.0?
  11. 11. 1450
  12. 12. 1900
  13. 13. 1966
  14. 14. 1960-1990
  15. 15. 1992
  16. 16. 1995
  17. 17. “The Internet, by connecting readers and writers one on one, offers the possibility of almost limitless choice and foreshadows a literary culture thrilling if also alarming in its potential diversity.” − Jason Epstein, Book Business, Publishing Past Present and Future, 2001
  18. 18. Our Reaction What about Quality? What about Discovery? I need to own my Customer! WTF? I better do something!!
  19. 19. #Fail
  20. 20. “We often think the internet enables you to do new things, but people just want to do the same things they’ve always done [only better].” – Evan Williams, founder of Twitter
  21. 21. Harness other [bigger] audiences
  22. 22. Shifting economies of scale
  23. 23. 80M Global Kindle installs 95M Verizon Smartphones in the US
  24. 24. ½ of the world’s population reads a daily newspaper The top 20 newspapers in the US reach 29M readers on a weekly basis
  25. 25. Opportunities • Focus on core business strengths • Access to emerging markets • Diversification of distribution portfolio • Increased transparency • Real-time feedback • Mutual cross-platform value trade
  26. 26. Risks • Seasonality • Antagonism from traditional players • Changes in brand partner priorities • Changes in platform facilitators • Narrowed content requirements • Competition for user attention
  27. 27. Case Studies
  28. 28. JP Morgan Summer Reading
  29. 29. READING FOR RICH CLIENTS [AND OTHERS]
  30. 30. THIRD PARTY FACILITATION Publishers
  31. 31. Chicago Tribune Our recommendations, Your passion.
  32. 32. TRIBBOOKS - TECHNOLOGY BUILT ON PAGE FOUNDRY’S INKTERA MOBILE EBOOKSTORE PLATFORM Curation driven by Tribune editorial Embedded HTML5 Tribune content Real-time flash sales 1.3M books in catalog Trib eBooks free to subscribers
  33. 33. TRIBBOOKS - TECHNOLOGY CONTENT EXCHANGE WITH OTHER PUBLISHERS • Publisher gives ltd. qty. of ebooks • Tribune uses books for promotion in the app • Tribune underwrites major ad campaign to 1.3M readers • Publisher receives face-out bump in larger market • Publisher receives complete engagement reporting
  34. 34. Digital Turbine
  35. 35. CONTENT SOLUTIONS TO WIRELESS 3-6 mo. Typically Achieve: • 5-20% conversion rate increase • 20-50% unit sales increase • —50% customer service enquiries • 15-30% revenue increase
  36. 36. F&W Media
  37. 37. F&W - STRATEGY 33 VERTICALS WITH DEDICATED E-COMMERCE STORES
  38. 38. F&W - TECHNOLOGY WEB-BASED, INTEGRATED SITES - COMMUNITY, CONTENT & COMMERCE The entire world of this interest – in one place Videos, articles & how-tos Social media integration One stop shopping Print & digital magazines
  39. 39. F&W – ENGAGEMENT COMMITMENT A CONTENT TEAM OF 6-10 PEOPLE FOR EACH VERTICAL Led by a group publisher (content) and a digital product director (structure) Each Content Team works with: • Shared cross-vertical marketing personnel • Email deployment specialists • Customer service staff • Web developers
  40. 40. F&W – MEASURABLE SUCCESS E-COMMERCE HAS GROWN FROM $6M TO $60M IN 6 YEARS • F&W serves 20 million consumers annually • Double-digit growth in organic traffic to many primary communities • Company has completely retooled its business model
  41. 41. thanks Kristen McLean Founder & CEO Bookigee, Inc.

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