SEPA Summit 2011

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Spanish Evangelical Publishers Association Summit
November 2011
sepaweb.org

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SEPA Summit 2011

  1. 1. To 20:20 And Beyond ‣Where are we ? ‣Reading device threshold ‣Our stories transform lives ‣Some milemarkers ahead 1 #SEPA2011Tuesday, November 15, 11
  2. 2. Stories of faith & transformation, across digital platforms Bob Carlton LMK Consulting 27 years in publishing 17 years digital 7 startups • Digital transformation Author, blogger Austin, TX • Social media #SEPA2011 2Tuesday, November 15, 11
  3. 3. • Where are we ? • 2011 Threshold • U.S. eBook market Hawaiian surfer Garrett McNamara, Nazare Canyon off Portugal • The Waves Ahead The 1000-ft deep and 3-mile wide underwater canyon – which stretches for 105 miles – acts likes a funnel when it receives Atlantic swells, creating huge waves. Some estimate that McNamaras wave was 27-metre (90ft) high, which would top the current Guinness World Records holder Mike Parsons 77ft monster at Cortez Bank in 2001 #SEPA2011 3Tuesday, November 15, 11
  4. 4. Where are we ? • Economy Only Certainty is Uncertainty • Globality Aren’t In Kansas Anymore… • Mega-Trend of 21st Century Empowerment of People via Connected Mobile Devices Source: KPCB Annual Outlook, 10/18/11 Mary Meeker 4Tuesday, November 15, 11
  5. 5. Where are we ? • Mobile: Early Innings • Advertising: Lookin’ Growth, Still… Good…Fb, Mobile • User Interface: Text > • Content Creation – Changed Forever Graphical > Touch / Sound / Move • Authentic Identity – The Good / Bad / Ugly. But • Commerce: Fast / Easy / Fun / Savings Mostly Good? • More Important Than Ever… Source: KPBC Annual Outlook, 10/18/11 Mary Meeker 5Tuesday, November 15, 11
  6. 6. Where are we ? • Mobile: Latinos/Latinas in U.S. have their mobile phones with them more than African Americans and even more than non-Hispanic whites • Social: 67% of Latinos/Latinas in U.S use social networking sites, slightly above the average rate • Video: 64% of Spanish-speaking internet users visited a video site in the past month, compared with 50% of the general population Source: eMarketer 2011 6Tuesday, November 15, 11
  7. 7. 2011: Device Threshold • 70% of eReader device market is Kindle • nook & Kobo gaining • 97% of tablet market currently is iPad • Average user has downloaded 60 apps on average. In Q410, number was 10 ✓ older readers read faster than normal on an iPad, than they do when using a Kindle or traditional paper book - greater retention as well ✓ 77% of tablet owners use their tablets every day ✓ 27% of tablet users use their tablets for reading books daily Source: Gartner study, Sept 2011 7Tuesday, November 15, 11
  8. 8. 2011: Device Threshold iPad Kindle nook Launched Q210 Q407 Q309 Units 29MM 16MM ~6MM AMZN Positioning Apps Hybrid Media ✓creating direct to consumer channels - app store still very inefficient ✓competition for content locker in the cloud and differentiated content ✓ self-publishing conduit for AMZN (CreateSpace), B&N (PubIT) ✓Google & Microsoft both appear on sidelines Source: Gartner study, Sept 2011 8Tuesday, November 15, 11
  9. 9. eBook Wave Has Hit U.S. Source: AAP study, Oct 2011 9Tuesday, November 15, 11
  10. 10. Wave By Content Area • Fiction is the leading sales driver of e- books, with 61% of unit sales in 2010 and 51% of revenue • Nonfiction accounted for the second highest amount of e-book revenue in 2010, with the segment representing 14% of sales • Childrens segment generated 12% of unit sales in 2010 Source: AAP study, Oct 2011 10Tuesday, November 15, 11
  11. 11. Wave By Content Area Source: Context, Not a Container, Brian O’Leary 9Tuesday, November 15, 11
  12. 12. What’s Behind Wave ? Source: PWC study, August 2011 12Tuesday, November 15, 11
  13. 13. Power Surfer Profile Source: Bowker/BISG Pubtrack, May 2011 13Tuesday, November 15, 11
  14. 14. Power Surfer Profile Source: Bowker/BISG Pubtrack, May 2011 14Tuesday, November 15, 11
  15. 15. Power Surfer Profile Source: Bowker/BISG Pubtrack, May 2011 15Tuesday, November 15, 11
  16. 16. More Frequent Purchases Source: Bowker/BISG Pubtrack, May 2011 16Tuesday, November 15, 11
  17. 17. Publishers’ Shifting Water Source: Bowker/BISG Pubtrack, May 2011 17Tuesday, November 15, 11
  18. 18. Publishers’ Shifting Water Source: Bowker/BISG Pubtrack, May 2011 18Tuesday, November 15, 11
  19. 19. Publishers’ Promos Source: Bowker/BISG Pubtrack, May 2011 19Tuesday, November 15, 11
  20. 20. Academic trailing Source: Bowker/BISG Pubtrack, May 2011 20Tuesday, November 15, 11
  21. 21. some waves ahead #SEPA2011 21Tuesday, November 15, 11
  22. 22. #SEPA2011 22Tuesday, November 15, 11
  23. 23. Digital Conversion Costs • $111: median cost per title • Simple title: $55 • Moderate titles: $97 • Complex titles: $181 #SEPA2011 23Tuesday, November 15, 11
  24. 24. Typical Digital Sales • Top 10 title: 480 units • Top 50 title: 235 • Average for all ISBN: 13 #SEPA2011 24Tuesday, November 15, 11
  25. 25. Navigating These Waters • Competing harder in fewer segments ? • Greater need/opportunity for partnerships • Digital shift = cultural shift for organizations #SEPA2011 25Tuesday, November 15, 11
  26. 26. publishers link content to markets far too often + markets are something we outsource + context is the last thing we think about #SEPA2011 26Tuesday, November 15, 11
  27. 27. Content to Markets major change in the way consumers make decisions ➡ marketers must move aggressively ➡ beyond purely push-style communication ➡ learn to influence consumer-driven touch points, such as word-of-mouth & Internet information sites 67% of of the touch points during the active-evaluation phase involve consumer-driven marketing activities postpurchase experience shapes their opinion for every subsequent decision in the category Source: McKinsey Digital Marketing 27Tuesday, November 15, 11
  28. 28. Content to Markets • both business-to-consumer (B2C) and business-to-business (B2B) purchasers increasingly want marketers to help them make smart decisions • tailor message to audiences and stage in consideration process • be much more specific about the touch points used to influence consumers as they move through initial consideration to active evaluation to closure • invest in vehicles that let marketers interact with consumers as they learn about brands Source: McKinsey Digital Marketing 28Tuesday, November 15, 11
  29. 29. Navigating These Waters Source: McKinsey Digital Marketing 29Tuesday, November 15, 11
  30. 30. Lessons from Lean Startup & Open Source • "release early. release often. and listen to your customers, not your developers." • customer development always trumps product dev • minimum viable book • smallest in-progress subset of your book that you could sell and be able to claim with a straight face that it is worth the money right now • copy editing, indexing and distribution • areas that publishers may continue to add value in for a long time Source: McKinsey Digital Marketing 30Tuesday, November 15, 11
  31. 31. ...2 last things #SEPA2011 31Tuesday, November 15, 11
  32. 32. kids storybook apps adult story apps mission st clare cinderella ~ nosy crow holiday eats - big oven wasteland - touch press morris lessmore ~ moonbot budhify speakeasy - open air our choice - push pop press YouVersionTuesday, November 15, 11 Next Waves in U.S. 32
  33. 33. Our stories transform lives • Write ourselves into the story world and infuse it with your soul • in most media whats missing is the pain -- not yearning, but true loss • story crucial to transmedia • project should not originate from the desire to make use of new technology, but from the desire to tell a captivating story • collaboration is the only path forward • complex (who owns the story?) #SEPA2011 33Tuesday, November 15, 11
  34. 34. Bob Carlton bob@cadabramedia.com Cadabra Media @cadabramedia LMK Consulting @bobcarltonTuesday, November 15, 11

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