Geek Final Presentation!

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Final Presentation for Random House Internship completed with fellow interns in my Summer 2008 intern class. The objective was to create marketing and promotional materials for a new book.

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  • Geek Final Presentation!

    1. 1. The Geeks Guide to World Domination: Be Afraid, Beautiful People A Glimpse into Product Development and Marketing Strategies Elizabeth Gabster Kathryn Sugino Aaron Weinstein Ginalysse Ingles Shannon Elliot Lana Keselman Alisssandra Maffuci Barnaby Grzaslewicz Laura Kessel Nandanie Khilall Kaitlin McQuade Nora Brennan Sean Burns Emily Cohen Auzelle Epeneter Courteney Ervin Lauren Hayes Jessica Morel Michael Novak Kylah Shenkin Nichole Walford Catherine Walker Andrew Wickenden Daren McGregor Caitlin Sweeny
    2. 2. <ul><li>Genre: humor/trivia </li></ul><ul><li>Comparative Titles: </li></ul><ul><ul><li>The Zombie Survival Guide </li></ul></ul><ul><ul><li>World War Z </li></ul></ul><ul><ul><li>How to Survive a Robot Uprising </li></ul></ul><ul><li>Audience </li></ul><ul><ul><li>College students </li></ul></ul><ul><ul><li>Adults with specialized interests </li></ul></ul>The Geek’s Guide to World Domination
    3. 3. Product Concept: Customizable Book The Geek’s Guide to World Domination
    4. 4. <ul><li>Personalized: The Poky Little Puppy </li></ul><ul><li>Unique covers: My Penguin </li></ul><ul><li>Selling a book in chunks: Made to Stick </li></ul>The Customizable Book Market
    5. 5. <ul><li>Why the Geek’s Guide? </li></ul><ul><ul><li>No plot </li></ul></ul><ul><ul><li>No chapters </li></ul></ul><ul><ul><ul><li>Book is segmented into page-long stand-alone “lists” </li></ul></ul></ul><ul><ul><li>Broad target audience </li></ul></ul>The Customizable Book Market
    6. 6. Market Research for the Customizable Book C) No, but I would try it B) No, and I do not plan to A) Yes *93.8% responses from a 19-25 year old market
    7. 7. <ul><li>Customizable cover </li></ul><ul><li>Themed interior </li></ul><ul><li>Dedication page </li></ul><ul><li>Categorized sections </li></ul><ul><li>Photo & Webcomic Insets </li></ul>Features of the Customizable Book
    8. 8. <ul><li>Customizable cover </li></ul><ul><ul><li>Choose between the standard cover, a themed template, or a photo of your own </li></ul></ul><ul><ul><ul><li>Possible templates would appeal to various types of geeks, including: the physicist, the mathematician, the gamer, the fanboy, and the bookworm </li></ul></ul></ul><ul><ul><li>Customized title text </li></ul></ul><ul><ul><ul><li>John’s Geek’s Guide to World Domination </li></ul></ul></ul><ul><ul><ul><li>By Garth Sundem & Sue Smith </li></ul></ul></ul>Features of the Customizable Book
    9. 9. Features of the Customizable Book
    10. 10. <ul><li>Themed interior </li></ul><ul><ul><li>Themed interior background images </li></ul></ul><ul><ul><li>Dedication page </li></ul></ul><ul><ul><li>Text customization: size, font, style, color, and more </li></ul></ul>Features of the Customizable Book
    11. 11. <ul><li>Categorized sections </li></ul><ul><ul><li>Select the sections that best fit your needs and interests </li></ul></ul><ul><ul><li>Rather than chapters, section the book into thematically-related “chunks” of about 20 pages of text each </li></ul></ul><ul><ul><li>Because the categories are best-fit, within a single category, the spirit of trivia in the book is maintained </li></ul></ul>Features of the Customizable Book
    12. 12. <ul><li>Photo & Webcomic Insets </li></ul><ul><ul><li>Upload personal photos to be placed onto pre-selected pages. </li></ul></ul><ul><ul><li>Select your favorite webcomics and add a few of their strips to your book. </li></ul></ul>Features of the Customizable Book
    13. 13. <ul><li>Webcomics: WereGeek, Penny Arcade, xkcd, Real Life, etc. </li></ul><ul><li>Lulu </li></ul><ul><ul><li>The topmost company in print-on-demand publishing </li></ul></ul><ul><ul><li>Large web community </li></ul></ul><ul><li>Picaboo </li></ul><ul><ul><li>Photobook publisher with strong digital presence and established interface </li></ul></ul><ul><ul><li>As photobook publisher, there is a large focus on individual effort and photo-specific layout </li></ul></ul>Customizable Book Partnership Options
    14. 14. Product Concept: Enhanced eBook The Geek’s Guide to World Domination
    15. 15. <ul><li>Challenge: Turning book into an online product </li></ul><ul><li>Redefines digital text—completely interactive online medium </li></ul><ul><li>Our most ambitious and forward-looking product </li></ul><ul><li>Engages reader on multiple levels: </li></ul><ul><ul><li>Visual (video, images, animation) </li></ul></ul><ul><ul><li>Audio (sound clips, music) </li></ul></ul><ul><ul><li>Cognitive (logic games, puzzles) </li></ul></ul>Enhanced eBook
    16. 16. Enhanced eBook <ul><li>In a Book form: </li></ul><ul><ul><li>Pages bend </li></ul></ul><ul><ul><li>Can be written in </li></ul></ul><ul><ul><li>And you can search for words or phrases! </li></ul></ul><ul><li>Increase in eBook Sales </li></ul><ul><li>Redefine and Expand the current eBook </li></ul><ul><ul><li>This is the new direction of eBook technology </li></ul></ul>
    17. 17. Enhanced eBook <ul><li>The Geek’s Guide is ideal </li></ul><ul><ul><li>Type of information </li></ul></ul><ul><ul><li>Format of book </li></ul></ul><ul><ul><li>Target market </li></ul></ul><ul><li>Free downloadable reader </li></ul>
    18. 18. Enhanced eBook <ul><li>Demo Version 1 ( click here ) </li></ul><ul><ul><li>Flash Page Flip </li></ul></ul><ul><ul><li>Flash Based </li></ul></ul><ul><ul><li>Can’t download, only view via internet </li></ul></ul><ul><ul><li>PC & Mac compatible </li></ul></ul><ul><ul><li>Pro PHP initial cost- $99. Includes membership options, add notes, underline words </li></ul></ul>
    19. 19. Enhanced eBook <ul><li>Demo Version 2 ( click here ) </li></ul><ul><ul><li>DNL </li></ul></ul><ul><ul><li>Electronic publishing software </li></ul></ul><ul><ul><li>Can download, need to download reader to view it </li></ul></ul><ul><ul><li>Only PC compatible </li></ul></ul><ul><ul><li>No realistic page turner. </li></ul></ul><ul><ul><li>Software initial cost - $233 </li></ul></ul>
    20. 20. Enhanced eBook <ul><li>Hachette Book Group- Nextville -$22.95 DNL </li></ul><ul><li>Pros and Cons of Flash and DNL </li></ul><ul><ul><li>Online vs. downloadable </li></ul></ul><ul><ul><li>Lower vs. higher quality </li></ul></ul><ul><li>Partner with Apple </li></ul><ul><ul><li>New iPhone and iPod Touch </li></ul></ul><ul><ul><li>Audio, video, text </li></ul></ul><ul><li>Other partner options </li></ul><ul><ul><li>Microsoft Silverlight </li></ul></ul><ul><ul><li>Adobe </li></ul></ul>
    21. 21. Product Concept: Website The Geek’s Guide to World Domination
    22. 22. The Geek’s Guide Website <ul><li>Objective </li></ul><ul><ul><li>To create a website that not only promotes the book, but builds a long-lasting community of users and readers around it. </li></ul></ul><ul><li>List of contents </li></ul><ul><ul><li>Book information </li></ul></ul><ul><ul><li>Author blog </li></ul></ul><ul><ul><li>Products & Merchandise </li></ul></ul><ul><ul><li>Mailing list </li></ul></ul><ul><ul><li>Message boards </li></ul></ul><ul><ul><li>Geek’s Guide Challenge </li></ul></ul><ul><ul><li>Geocaching codes </li></ul></ul><ul><ul><li>Sam Loyd Puzzles </li></ul></ul><ul><ul><li>Flickr Photo Contest </li></ul></ul><ul><ul><li>YouTube Video Contest </li></ul></ul><ul><ul><li>GeekEcards </li></ul></ul>
    23. 23. Main page Navigation bar Updates Mailing list Advertising Message boards Flickr Photo Contest Sam Loyd Top Scores RSS feeds Social Networks
    24. 24. Message Board <ul><li>Keystone to building a website community </li></ul><ul><li>Give readers the opportunity to meet and interact with other geeks from around the world </li></ul><ul><li>Discuss the book, current events, geek news, and more </li></ul><ul><li>For example: </li></ul><ul><ul><li>A forum dedicated to geocaching—new codes, what they’ve found, any problems finding it </li></ul></ul><ul><ul><li>A thread to pose questions to the author that he could answer in his blog posts </li></ul></ul>
    25. 25. Geek’s Guide Challenge <ul><li>Special area: “Geek’s Guide Challenge” </li></ul><ul><ul><li>Users are encouraged to post new ideas, debate lists in book </li></ul></ul><ul><ul><li>After a year, author will select the best user-submitted lists for the opportunity to publish a second Geek’s Guide , written by many authors </li></ul></ul><ul><li>Example of a submission: </li></ul><ul><ul><li>“ More ways to spell words on your calculator” </li></ul></ul><ul><ul><li>“ The geekiest animals” </li></ul></ul><ul><ul><li>“ Things to do with your empty plastic computer game cases” </li></ul></ul>
    26. 26. Contests & Games <ul><li>Sam Loyd Puzzles </li></ul><ul><ul><li>Weekly contest; users collect points for each puzzle they solve correctly </li></ul></ul><ul><ul><li>Top 10 fastest responders are listed on main page each week </li></ul></ul><ul><li>Flickr Photo Contest </li></ul><ul><ul><li>Inspired by “Seven Must-See Sights of Geek World Pilgrimage” </li></ul></ul><ul><ul><li>Photoshop-friendly </li></ul></ul><ul><ul><li>Photos cross-posted to book’s website </li></ul></ul><ul><li>YouTube Video Contest </li></ul><ul><ul><li>Readers create videos of themselves or others acting out a section of the book </li></ul></ul><ul><ul><li>Favorites are embedded on website; video with the most views wins </li></ul></ul>
    27. 27. Sam Loyd Puzzles
    28. 28. Flickr Photo Contest
    29. 29. GeekEcards <ul><li>Send electronic greeting cards based off funny or interesting geeky quotes from the book </li></ul><ul><li>How to make GeekEcards </li></ul><ul><ul><li>Pre-made cards with quotes from book </li></ul></ul><ul><ul><li>Use a template to add your own geeky quotes </li></ul></ul><ul><ul><li>Upload new GeekEcards that you created </li></ul></ul><ul><li>Add to your message board signature and Facebook profile </li></ul><ul><ul><li>Facebook application similar to SomeEcards or Bumper Stickers </li></ul></ul>
    30. 30. GeekEcard Examples
    31. 31. Marketing Strategies The Geek’s Guide to World Domination
    32. 32. <ul><li>Key lesson: Online Marketing requires Social Networking Sites. We need Facebook, Myspace, Blogs, and others. </li></ul>Online Marketing
    33. 33. <ul><li>Garnering Readership: </li></ul><ul><li>Advertising and Outreach </li></ul><ul><li>Banner Ads </li></ul><ul><li>YouTube Contest </li></ul><ul><li>Facebook Ads </li></ul>Online Marketing
    34. 34. <ul><li>Facebook Strategy </li></ul><ul><ul><li>80 Million active accounts. </li></ul></ul><ul><ul><li>Facebook Fan Page : would capture the attention of millions, especially those who have not found the Official Site. </li></ul></ul><ul><ul><li>Facebook Applications : Sam Loyd Logic Puzzles online, Geek quizzes, and others. </li></ul></ul><ul><ul><li>Facebook Ad: With a daily budget of $25 dollars, we can purchase 80,645 ads. $100 results in 320,000. </li></ul></ul>Online Marketing: Advertising
    35. 36. <ul><li>YouTube : The democratization of Marketing </li></ul><ul><ul><li>The YouTube Contest would be judged by everyone – NOT officials on the site. </li></ul></ul><ul><ul><ul><li>Reduces cost and provides freedom. </li></ul></ul></ul><ul><ul><li>Technologically savvy individuals will love it! </li></ul></ul><ul><ul><li>Other video sites: Collegehumor.com, Funnyordie.com, and Facebook. </li></ul></ul>Online Marketing: Advertising
    36. 37. <ul><li>Blogger Outreach </li></ul><ul><ul><li>For some, blogs are the Online version of the New York Times Book Review. </li></ul></ul><ul><ul><li>Getting favorite bloggers to review The Geek’s Guide would increase readership. </li></ul></ul><ul><ul><ul><li>Give a select few advance copies of the eBook and an order for customizable book. </li></ul></ul></ul>Online Marketing: Outreach
    37. 38. <ul><li>Partnerships </li></ul><ul><li>Freerice.com </li></ul><ul><li>Ask a Ninja </li></ul><ul><li>Wired.com </li></ul><ul><li>College Humor </li></ul><ul><li>Playmagazine.com </li></ul><ul><li>Prima Games </li></ul>Online Marketing
    38. 39. <ul><li>Prima Games </li></ul><ul><ul><li>Random House owned: same target demographic of 18-49. </li></ul></ul><ul><ul><li>Cross-pollinate the audiences. </li></ul></ul><ul><ul><ul><li>Allow Prima to advertise on Geeks Guide Website for a reduced cost; in turn, they allow us to advertise in their news letters. </li></ul></ul></ul><ul><ul><li>All in-house! </li></ul></ul>Online Marketing: Partnerships
    39. 40. <ul><li>Digital Television (DTV) Advertising </li></ul><ul><ul><li>Specifically for Digital Televisions. </li></ul></ul><ul><ul><ul><li>Upcoming 2009 signal transfer. </li></ul></ul></ul><ul><ul><li>Features: telescoped ads, find retailers . . . </li></ul></ul><ul><ul><ul><li>Order a catalogue or view sample chapters. </li></ul></ul></ul><ul><ul><li>Demographic information to target the audience. </li></ul></ul><ul><ul><li>Partner with Google, Amazon, </li></ul></ul><ul><ul><li>or Microsoft. </li></ul></ul><ul><ul><li>All from the biggest screen </li></ul></ul><ul><ul><li>in the HOUSE. </li></ul></ul>Offline Marketing
    40. 41. <ul><li>Partnering with The Big Bang Theory </li></ul><ul><ul><li>A television show on CBS about Geeks. </li></ul></ul><ul><ul><ul><li>Both target the same audience, (18-49) </li></ul></ul></ul><ul><ul><ul><li>Both are funny. </li></ul></ul></ul><ul><ul><li>Get a joke or reference on the show. </li></ul></ul><ul><ul><li>The Big Bang Theory reaches 9 million viewers every Monday night. </li></ul></ul><ul><ul><ul><li>We could even create a commercial spot, with Neil Patrick Harris, to air. Contact information in proposal. </li></ul></ul></ul>Offline Marketing
    41. 42. <ul><li>Videos: </li></ul><ul><li>YouTube 1 </li></ul><ul><li>YouTube 2 </li></ul>The Geek’s Guide to World Domination
    42. 43. <ul><li>Conclusion: </li></ul><ul><li>We hope you enjoyed </li></ul><ul><li>our presentation . . . </li></ul><ul><li>Thank you! </li></ul>The Geek’s Guide to World Domination

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