Engaging Readers in the Digital Age

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Shiv Singh's Digital Book World Keynote Presentation
January 26, 2010
http://digitalbookworld.com

Shiv Singh
@shivsingh
http://goingsocialnow.com

Published in: Education, Business, Technology
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  • Hi Shiv,

    is it possible for you to send me the powerpoint file, I intent to use some of the ideas here in my presentation at school. my email add is the_rainmaker20@yahoo.com

    thanks!
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  • Very true. I haven't thought about the library space much but you're absolutely right. It is very much primed for reinvent too. Social thinking needs to permeate that space. Glad you liked the presentation.
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  • Great thoughts, Shiv! The same social engagement and community driven approach needs to adopted in the library world as well. If we hope to move from being warehouses for tangible formatted materials to becoming primarily online communities providing enriched access to books and multimedia, our digitial library platforms and catalogs need severe makeovers. Change is happening, but these platforms need to be much more open to collaborators and much more based on open standards.

    -- Ray Matthews, Utah State Library
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Engaging Readers in the Digital Age

  1. 1. January 26, 2010 // http://digitalbookworld.com<br />Engaging Readers in the Digital AgeKeynote Presentation at Digital Book WorldShiv Singh@shivsinghhttp://goingsocialnow.com<br />
  2. 2. Welcome :)<br />David Kenny<br />
  3. 3. These are difficult times for everyone<br />US unemployment rate between 1999 and 2009.<br />
  4. 4. But social media is exploding<br />Facebook’s growth rate within the United States.<br />
  5. 5. And startups are creating ripples too<br />Scribd.com traffic. It is an alternative publishing model.<br />
  6. 6. We’re also spending more time online<br />1999 : 7 hours
2000 : 7 hours
2001 : 7 hours
2002 : 7 hours
2003 : 9 hours
2004 : 8 hours
2005 : 9 hours
2006 : 9 hours
2007 : 11 hours
2008 : 14 hours
2009 : 13 hours<br />David Kenny<br />
  7. 7. But what does this all mean for publishing?<br />
  8. 8. Businesses need to act differently in 2010 or others will displace them.It’s time to reinvent.<br />Did you know that the HBR reinvented itself by dramatically changing the feel of its publication just as it ran a cover story on businesses needing to reinvent?<br />
  9. 9. We’ve seen this happen before.It could happen to you if you’re not careful.<br />The best carriage manufacturers in the world still went out of business. As book publishers that’s something to worry about.<br />
  10. 10. So here are 5 ideas to help you think about how to change.Disclaimer – Applicability of some of these ideas vary by genre, publisher type, size of publisher and may apply only at the topic level.<br />
  11. 11. 1. Build consumer brands because your current value chain is breaking<br />
  12. 12. 1<br />IDEA<br />They don’t need you as much as they once did. Why?<br />They can connect to readers directly and build their own brands. And they’re doing so today.<br />YOUR AUTHORS<br />YOUR B2B BRAND<br />YOUR DISTRIBUTION<br />YOUR CUSTOMERS<br />
  13. 13. 1<br />IDEA<br />Gary first created an audience (a huge one) and then signed a million dollar book contract. If you wait until your authors have audiences that are too large, you won’t be able to afford them.<br />Social media lets authors create audiences. You need to find authors right before they explode.<br />
  14. 14. 1<br />IDEA<br />Readers can connect directly with your authors too. <br />Just look at the blog or Facebook page of a popular author.<br />YOUR AUTHORS<br />YOUR B2B BRAND<br />YOUR DISTRIBUTION<br />YOUR CUSTOMERS<br />
  15. 15. 1<br />IDEA<br />When people read books today, they also go to the Internet to learn more about the author.<br />It takes minutes to set up a fan page on Facebook and start engaging with readers. Every author is doing this.<br />Authors can do this on your platforms or your Facebook pages.<br />
  16. 16. 1<br />IDEA<br />Your distributors are deepening their connection with readers.<br />They’re learning much more about readers than you’ll ever know.<br />YOUR AUTHORS<br />YOUR B2B BRAND<br />YOUR DISTRIBUTION<br />YOUR CUSTOMERS<br />
  17. 17. 1<br />IDEA<br />The Kindle, the Nook and the iPad are changing the dynamics of your industry. You can fight it or leverage it.<br />It may appear that your distribution channels are moving into the digital age more quickly than you are.<br />
  18. 18. 1<br />IDEA<br />And readers are letting them control much more.<br />They’re giving them more information than they realize.<br />YOUR AUTHORS<br />YOUR B2B BRAND<br />YOUR DISTRIBUTION<br />YOUR CUSTOMERS<br />
  19. 19. 1<br />IDEA<br />What my book retailer will know about me:<br /><ul><li>Usage Data
  20. 20. They know how many pages I’ve read
  21. 21. Which books I’m reading this minute
  22. 22. When do I drop off from reading a book
  23. 23. Where I choose to read books
  24. 24. Social Media data
  25. 25. Which reviews most influence me to purchase
  26. 26. Whether I am an influencer getting people to buy
  27. 27. How tight is my relationship to an author or a bookstore</li></li></ul><li>1<br />IDEA<br />You’re losing control of your own destiny. Authors, distributors and readers are getting closer to each other.<br />YOUR AUTHORS<br />YOUR B2B BRAND<br />YOUR DISTRIBUTION<br />YOUR CUSTOMERS<br />
  28. 28. 1<br />IDEA<br />That’s why you need to be a consumer brand. <br />http://www.goingsocialnow.com/2010/01/sim-trends-for-2010-keynote-pr.php<br />
  29. 29. 1<br />IDEA<br />SIM Voices<br /><ul><li>Multiple, authentic individual voices
  30. 30. Transparent and googleable
  31. 31. Engaging and conversational
  32. 32. Appears where conversations are
  33. 33. Unique to the person not the company
  34. 34. Manifested in a real person
  35. 35. Used only by real people</li></ul>Brand Voices<br /><ul><li>Singular company voice
  36. 36. Reflects the brand personality
  37. 37. Everybody follows the brand voice
  38. 38. Appears in all brand touch points
  39. 39. Usually unique to the company
  40. 40. Sometimes manifested in a person
  41. 41. Used everywhere –signage to ads</li></li></ul><li>1<br />IDEA<br /> Brand VoicesSocial Voices Social Brand<br />Who will be your social voices? Your marketers and editors? Remember you need to have a voice too, as author/reader relationships aren’t typically 24/7 365 days a year. Yours can be. Your audiences need to be a 100 times larger than any single authors.<br />
  42. 42. 2. Take consumers from one book to another<br />
  43. 43. 2<br />IDEA<br />Today your business is Product Manager Driven<br />Product<br />Customers<br />Source: Rethinking Marketing, Harvard Business Review. January 2010<br />
  44. 44. 2<br />This happens with every book in isolation<br />IDEA<br />Book 1<br />Book 2<br />Book 3<br />Book 4<br />Book 5<br />Book 6<br />Book 7<br />Book 8<br />And you rarely know how many readers of one book, migrate to the next book or influence others to buy books. You do not know your customer lifetime value.<br />
  45. 45. 2<br />IDEA<br />Tomorrow you may be Customer Manager Driven<br />Customers<br />Can you put your customers at the center of your business? Your customers matter more than what you publish. You need to know how much they’ve bought from you and how much they influence others to purchase.<br />Products<br />Source: Rethinking Marketing, Harvard Business Review. January 2010<br />
  46. 46. 2<br />IDEA<br />But what I feel you really need is a Community Manager Driven model<br />Customers<br />We act and behave in groups online across social networks. You must understand the community dynamics that surround your customers if you want to sell more books and develop a B2C brand.<br />Community<br />Products<br />
  47. 47. 2<br />IDEA<br />There are precedents in your space – book clubs. They are communities. Now they’re online. And just as in the wine business where there are wine clubs from producers, there’s no reason why there can’t be book clubs from publishers. <br />You can provide your members with discounts based on their lifetime value to you.<br />
  48. 48. 2<br />IDEA<br />What does this mean:1. Consumers act not as individuals but as communities too2. You need to find the communities online and market to them3. You must know the lifetime value of a customer and a community4. And provide discounts based on that lifetime value too<br />Just because the customer has already bought the book, it doesn&apos;t mean you should forget about him or her. That’s extremely key.<br />
  49. 49. 3. Bring your readers into the book development process<br />
  50. 50. 3<br />IDEA<br />1<br />2<br />3<br />4<br />5<br />6<br />7<br />Publisher identifies opportunity<br />Author contract signed<br />Author writes the book<br />Book is published<br />Book is bought by retailers<br />Book is sold to readers<br />Book goes into second print run<br />The book publishing process<br />
  51. 51. 3<br />IDEA<br />1<br />2<br />3<br />4<br />5<br />6<br />7<br />Publisher identifies opportunity<br />Author contract signed<br />Author writes the book<br />Book is published<br />Book is bought by retailers<br />Book is sold to readers<br />Book goes into second print run<br />Author involvement<br />Consumer participation<br />With some author/consumer involvement<br />
  52. 52. 3<br />IDEA<br />1<br />2<br />3<br />4<br />5<br />6<br />7<br />Publisher identifies opportunity<br />Author contract signed<br />Author writes the book<br />Book is published<br />Book is bought by retailers<br />Book is sold to readers<br />Book goes into second print run<br />Social Media<br />Author involvement<br />Consumer participation<br />The ideal state in the future<br />
  53. 53. 3<br />IDEA<br />1<br />2<br />3<br />4<br />5<br />6<br />7<br />Publisher identifies opportunity<br />Author contract signed<br />Author writes the book<br />Book is published<br />Book is bought by retailers<br />Book is sold to readers<br />Book goes into second print run<br />Conversation Mining to choose topics that would make popular books<br />Listening tools to identify authors who are about to explode<br />Publish the book as it’s written. Test outlines, titles and concepts<br />Leverage SIM strategies. Using the social platforms and influencers<br />Map sales based on social activity. Use social metrics to project sales<br />Use the community for the next edition. Ask readers what to publish next and how<br />Repeat but with readers who participate even more in the process<br />
  54. 54. 4. Leverage social influencers at every step<br />
  55. 55. 4<br />IDEA<br />It is not just about a platform; yours or anyone else&apos;s.<br />
  56. 56. 4<br />IDEA<br />72% of internet users say they are exposed to too much advertising<br />Are you doing anything about that?<br />
  57. 57. 4<br />IDEA<br />We haven’t known how to reach these people. (Think Amazon star ranked reviewers. They are the cool kids.)<br />And these have typically been ignored. (Friends & family who drive many decisions)<br />CUSTOMER<br />Do you know who the influencers are for each book? With social technologies you can find these people.<br />These continue to get the most attention<br />(The book review editor at the NY Times for example.)<br />
  58. 58. 4<br />IDEA<br />You probably don’t know her. But she’s an example of an influencer who’s affecting book sales more than you probably realize. Who are the new influencers for the books you publish?<br />
  59. 59. 5. Use the new form of measurement<br />
  60. 60. 5<br />IDEA<br />What’s your SIM Score?<br />SIM Score = Conversation Share + Sentiment*<br />*Adjusted for influence<br />
  61. 61. 5<br />IDEA<br />Trade Publisher SIM Scores<br />The people who do talk about publishers do so in favorable light. You have the right ingredients to become consumer brands.And you can use any major conversation monitoring vendor to get the data to compute your SIM Score. The formula is available at http://www.goingsocialnow.com<br />
  62. 62. 5<br />IDEA<br />Trade Publisher SIM Scores over time<br />
  63. 63. 5<br />IDEA<br />SIM Score questions to ask yourself<br /><ul><li>How does book PR impact the SIM Score?
  64. 64. Does the SIM Score change over the lifetime of a book?
  65. 65. Is the SIM Score a predictor of future book sales?
  66. 66. Can an author’s SIM Score be used to determine a book’s success?
  67. 67. How does your B2B SIM Score stack up against your competitors?</li></li></ul><li>So are you evolving at the pace SIM is?<br />1<br />Experiments<br />The nephew tests<br />2<br />Social Platform Rush for Brands<br />3 <br />SIM Strategy<br />Integrated Marketing<br />You’re somewhere on this continuum<br />4<br />Social Brands<br />Becoming more human<br />5<br />Real time Brands<br />with real time products<br />6<br />Managing the Community Model<br />And probably need to move into these areas too<br />
  68. 68. 5 IDEAS for Engaging readers in the digital age<br />Build consumer brands<br />Take consumers from one book to another<br />Bring readers into the book development process<br />Leverage social influencers at every step<br />Use the new forms of measurement<br />@shivsingh http://goingsocialnow.com<br />
  69. 69. Thank You&quot;Special thanks to Andy Dutter who provided valuable suggestions for this presentation&quot;<br />Shiv Singh<br />http://goingsocialnow.com<br />twitter.com/shivsingh<br />

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