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Audience Development @glecharles | #smbtv | #dbw
Audience Development
in the Digital Age
Social Media Breakfast Tech Valley #8
November 12, 2010
Guy LeCharles Gonzalez
Director, Programming & Business Development
Digital Book World
digitalbookworld.com
@digibookworld
Audience Development @glecharles | #smbtv | #dbw
A cynic is not merely one
who reads bitter lessons
from the past, he is one
who is prematurely
disappointed in the
future.
–Sidney J. Harris
Audience Development @glecharles | #smbtv | #dbw
“Mommy, when I’m at a
bookstore, I feel like I’m
at a party with 25,000
presents.”
-Isaac Gonzalez, 9
Audience Development @glecharles | #smbtv | #dbw
http://www.flickr.com/photos/zoomar/2159635379/
Audience Development @glecharles | #smbtv | #dbw
#cmonson
Audience Development @glecharles | #smbtv | #dbw
On ebooks: A Publisher's View of the Digital Transformation
Dominique Raccah, Publisher and CEO, Sourcebooks
http://bit.ly/9VvSZZ
Audience Development @glecharles | #smbtv | #dbw
“Without great audiences we cannot have great poets.”
Walt Whitman
Audience Development @glecharles | #smbtv | #dbw
The idea that someone could have the
opportunity to make a Nuyorican team and
choose another venue, let alone another
New York City venue, was shocking. But
for louderARTS and NYC-Urbana, the
choice was extremely validating.
It proved that the new series could have
the power to be something great.
WORDS IN YOUR FACE
A Guided Tour Through Twenty Years of the New York City
Poetry Slam (Soft Skull, 2008)
Cristin O’Keefe Aptowicz
Audience Development @glecharles | #smbtv | #dbw
The social
infrastructure of
the community
is much more
important than
the technology
infrastructure.
Audience Development @glecharles | #smbtv | #dbw
Audience Development
 What is Audience Development?
 Why is it important?
 Where is our audience?
 Whose responsibility is it?
 How do we do it?
 When will it have an impact?
Audience Development @glecharles | #smbtv | #dbw
What is Audience
Development?
 Definition: To build and manage a customer base across a brand’s
media platforms—print, digital and live events.
 It involves the continual recruitment of new customers and consistent
engagement with existing customers through integrated marketing
campaigns that include direct mail, email, online messaging, face-to-
face interaction, and word of mouth.
 It includes all customer touch points—from editorial and circulation, to
ecommerce and competitions, to advertising and customer service—
via our own media platforms, and everywhere else our community
gathers.
 Community leads to commerce, not vice versa.
Audience Development @glecharles | #smbtv | #dbw
Why is it important?
Consumers are the most valuable piece of the entire media
ecosystem. Ironically, their interests are rarely brought up in
discussions about the future. But their influence will only grow
because technology is introducing more choice and voice.
“We need to stay grounded in high-level theories of what customers
want, how we can meet their needs profitably, and how we can
communicate to motivate them,” says David Meer, chief research
officer at WPP’s Enfactico.
“And we must do this in a world where consumers control the
conversation.”
The Endgame Of Media Buying And Selling
Max Kalehoff, AttentionMax
Audience Development @glecharles | #smbtv | #dbw
Where is our audience?
You Don't Build Communities, You Enable Them
from the enable-people;-don't-define-them dept
 What the rest of the internet has shown is that you build
community not by building a community, but by enabling a
group of people to do what they want. And that can include
commenting on the news, creating the news or sharing the
news among many other things.
 There isn't a magic bullet to create a community -- but
[publishers] should look to see what they can do to enable a
community to form and then get out of the way.
Mike Masnick
techdirt.com
Audience Development @glecharles | #smbtv | #dbw
Community?
“Because they are voluntary,
people do not remain in
communities that no longer
meet their emotional or
intellectual needs.”
--Henry Jenkins
Audience Development @glecharles | #smbtv | #dbw
Whose responsibility is it?
Marketing is everything a company does to
acquire customers and maintain a relationship
with them.
Investopedia.com
Audience Development @glecharles | #smbtv | #dbw
Whose responsibility is it?
YOURS. MINE. HIS. HERS. OURS.
 Community Leaders
 Editorial and Creative
 Sales
 Circulation
 eCommerce
 Events
 Competitions
 Customer service
 Online product managers
Audience
Development
Audience Development @glecharles | #smbtv | #dbw
How do we do it?
 Create valuable content
 Fish where the fish are
 Give others a voice
 Spotlight your contributors
 Join your community
Mack Collier
Five Ways To Increase Engagement
And Build Community
Audience Development @glecharles | #smbtv | #dbw
“Focus less on the products [we] have created in the past, and more on
the problems and challenges [our] audience is in need of immediate
solutions for.”
Dan Blank, Publishing, Innovation & the Web
Audience Development @glecharles | #smbtv | #dbw
When will it have an impact?
Today, Tomorrow and Yesterday.
 Existing customers
 Quantify
 Identify
 Value
 Prospective customers
 Quantify
 Identify
 Value
 Organizational Assessment
 Product and marketing analysis
 Technology resources
 Staff responsibilities
Audience Development @glecharles | #smbtv | #dbw
Implementation and Impact
First steps
 Quantify, identify & segment existing customer base
 Maximize ROI for circulation and ecommerce initiatives
 Increase relevant engagement with core audience
 Identify opportunities for new content, products and services
 Quantify, identify & segment external customer base
 Maximize ROI for SEO/SEM and social media strategies
 Deeper, relevant engagement with broader community
 Identify opportunities for new content, products and service
 Review, coordinate and optimize all marketing points of contact
 Establish a consistent, authentic voice for the brand
 Establish standards for customer acquisition, service and retention
initiatives
 Develop fully integrated, community marketing strategy
Audience Development @glecharles | #smbtv | #dbw
The initial wave of consumers
using social technologies in the
US has halted.
Companies will now need to
devise strategies to extend
social applications past the early
adopters.
Forrester: The Latest Global Social
Media Trends May Surprise You
http://bit.ly/bQ4Y67
Social Media Reality Check
Audience Development @glecharles | #smbtv | #dbw
“Be aware that not only do you need to be prepared to
communicate over these platforms, but you need to be
ready to deal with the responses you get.”
--Caroline McCarthy, CNET news
FOLIO: Social Media Will be ‘Part of Virtually Everything’
http://bit.ly/cyqWeK
Social Media Reality Check
Audience Development @glecharles | #smbtv | #dbw
Email is a more targeted form of sending
content; while content-sharers may shoot
off mass emails to large distribution lists,
most email shares are likely sent to a
person or small group selected based on
the specific content being shared.
Sharing via social networks like Facebook,
by contrast, typically involves feeding
items to an entire friends list.
eMarketer: Email Still Tops Facebook for
Keeping in Touch
http://bit.ly/dpRyrB
Social Media Reality Check
Audience Development @glecharles | #smbtv | #dbw
What's a link worth?
Twitter: $.43
LinkedIn: $.90
Email: $2.34
Facebook: $2.52
Study: Facebook Sharing
Trumps Twitter, LinkedIn, E-mail
http://bit.ly/dh7mjo
Social Media Reality Check
Audience Development @glecharles | #smbtv | #dbw
In the beginning…
Audience Development @glecharles | #smbtv | #dbw
“Some of these conversations ended in a sale, but don’t let that fool you. The sale was
merely the exclamation mark at the end of the sentence.”
Markets Are Conversations, CLUETRAIN MANIFESTO
http://www.flickr.com/photos/nic/230233024/
Audience Development @glecharles | #smbtv | #dbw
Community
Manager Driven
model
Customers
Products
Community
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.
--Shiv Singh
Audience Development @glecharles | #smbtv | #dbw
How did we do it?
• Create valuable content
• Fish where the fish are
• Give others a voice
• Spotlight your contributors
• Join your community
Mack Collier
Five Ways To Increase Engagement
And Build Community
Audience Development @glecharles | #smbtv | #dbw
 Free – News, commentary, blogs, podcasts, webcasts,
social media; all open access and socialized for
comments and sharing.
 Registered – Enewsletters, forums, promotional
downloads, introductory webinars, research and white
papers, product demos and samples.
 IMPORTANT: User-Generated Content (blogs, images, links),
 Paid – Books, magazines, database access, VIP
programs, intensive webinars, competitions, events.
Content Strategy
Audience Development @glecharles | #smbtv | #dbw
Engagement Strategy
 Listening - using social media as “real time” research
and gaining insights from listening to customers.
 Talking - using conversations with customers to promote
products or services, authentically.
 Energizing - building brand stewardship; identifying
enthusiastic customers and using them to persuade
others.
 Supporting - making it possible for customers to help
each other.
 Embracing - turning customers into a resource for
innovation.
Via Forrester Research/Groundswell
Audience Development @glecharles | #smbtv | #dbw
Engagement Strategy
Audience Development @glecharles | #smbtv | #dbw
Listening…
Audience Development @glecharles | #smbtv | #dbw
Talking…
Audience Development @glecharles | #smbtv | #dbw
Energizing…
Audience Development @glecharles | #smbtv | #dbw
Supporting…
Audience Development @glecharles | #smbtv | #dbw
Embracing…
Audience Development @glecharles | #smbtv | #dbw
Community FTW!
Audience Development @glecharles | #smbtv | #dbw
Free Content
DBW Rountable:
The DBW Roundtable is webcast live every Thursday @ 1pm EST / 10am PST,
and is now available as a podcast at:
http://feeds.feedburner.com/DBWRoundtable
Keep in Touch
Follow us on Twitter, join our LinkedIn Group, and subscribe to our blog feed to
receive the latest information on our events, and insights on the latest news and
trends from top publishing strategists and technology experts.
Audience Development @glecharles | #smbtv | #dbw
Registered & Paid Content
The publishing community for the 21st
Century.
Digital Book World’s unique membership platform offers access to exclusive
content, Resources and industry experts, as well as discounts to all DBW
Intensive WEBcasts, Forums, and the Annual Conference.
Benefits:
•Unlimited Access to On-Demand Digital Book World Conference Video and
Audio
•Unlimited Access to On-Demand DBW WEBcast archives
•Unlimited Access to The Roundtable archives
•40% Discount on all DBW Intensive WEBcasts
•10% Discount on all Books
•Exclusive early bird rates for the Annual Conference
Join Today: http://digitalbookworld.com/join/
Audience Development @glecharles | #smbtv | #dbw
Digital Book World 2011 will present the proven innovators
working at the intersection of publishing and technology who
have the experience, insights and strategies to meet the
challenge of successfully managing risks and seizing
opportunities.
January 24-26, 2011 | http://dbw2011.com
Premium Content
Audience Development @glecharles | #smbtv | #dbw
Professional Resources
Audience Development @glecharles | #smbtv | #dbw
Contact / Q&A
Guy LeCharles Gonzalez
Director, Programming & Business Development
Digital Book World
digitalbookworld.com
@digibookworld
guy.gonzalez@fwmedia.com
loudpoet.com
@glecharles
glecharles@loudpoet.com

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Audience Development in the Digital Age

  • 1. Audience Development @glecharles | #smbtv | #dbw Audience Development in the Digital Age Social Media Breakfast Tech Valley #8 November 12, 2010 Guy LeCharles Gonzalez Director, Programming & Business Development Digital Book World digitalbookworld.com @digibookworld
  • 2. Audience Development @glecharles | #smbtv | #dbw A cynic is not merely one who reads bitter lessons from the past, he is one who is prematurely disappointed in the future. –Sidney J. Harris
  • 3. Audience Development @glecharles | #smbtv | #dbw “Mommy, when I’m at a bookstore, I feel like I’m at a party with 25,000 presents.” -Isaac Gonzalez, 9
  • 4. Audience Development @glecharles | #smbtv | #dbw http://www.flickr.com/photos/zoomar/2159635379/
  • 5. Audience Development @glecharles | #smbtv | #dbw #cmonson
  • 6. Audience Development @glecharles | #smbtv | #dbw On ebooks: A Publisher's View of the Digital Transformation Dominique Raccah, Publisher and CEO, Sourcebooks http://bit.ly/9VvSZZ
  • 7. Audience Development @glecharles | #smbtv | #dbw “Without great audiences we cannot have great poets.” Walt Whitman
  • 8. Audience Development @glecharles | #smbtv | #dbw The idea that someone could have the opportunity to make a Nuyorican team and choose another venue, let alone another New York City venue, was shocking. But for louderARTS and NYC-Urbana, the choice was extremely validating. It proved that the new series could have the power to be something great. WORDS IN YOUR FACE A Guided Tour Through Twenty Years of the New York City Poetry Slam (Soft Skull, 2008) Cristin O’Keefe Aptowicz
  • 9. Audience Development @glecharles | #smbtv | #dbw The social infrastructure of the community is much more important than the technology infrastructure.
  • 10. Audience Development @glecharles | #smbtv | #dbw Audience Development  What is Audience Development?  Why is it important?  Where is our audience?  Whose responsibility is it?  How do we do it?  When will it have an impact?
  • 11. Audience Development @glecharles | #smbtv | #dbw What is Audience Development?  Definition: To build and manage a customer base across a brand’s media platforms—print, digital and live events.  It involves the continual recruitment of new customers and consistent engagement with existing customers through integrated marketing campaigns that include direct mail, email, online messaging, face-to- face interaction, and word of mouth.  It includes all customer touch points—from editorial and circulation, to ecommerce and competitions, to advertising and customer service— via our own media platforms, and everywhere else our community gathers.  Community leads to commerce, not vice versa.
  • 12. Audience Development @glecharles | #smbtv | #dbw Why is it important? Consumers are the most valuable piece of the entire media ecosystem. Ironically, their interests are rarely brought up in discussions about the future. But their influence will only grow because technology is introducing more choice and voice. “We need to stay grounded in high-level theories of what customers want, how we can meet their needs profitably, and how we can communicate to motivate them,” says David Meer, chief research officer at WPP’s Enfactico. “And we must do this in a world where consumers control the conversation.” The Endgame Of Media Buying And Selling Max Kalehoff, AttentionMax
  • 13. Audience Development @glecharles | #smbtv | #dbw Where is our audience? You Don't Build Communities, You Enable Them from the enable-people;-don't-define-them dept  What the rest of the internet has shown is that you build community not by building a community, but by enabling a group of people to do what they want. And that can include commenting on the news, creating the news or sharing the news among many other things.  There isn't a magic bullet to create a community -- but [publishers] should look to see what they can do to enable a community to form and then get out of the way. Mike Masnick techdirt.com
  • 14. Audience Development @glecharles | #smbtv | #dbw Community? “Because they are voluntary, people do not remain in communities that no longer meet their emotional or intellectual needs.” --Henry Jenkins
  • 15. Audience Development @glecharles | #smbtv | #dbw Whose responsibility is it? Marketing is everything a company does to acquire customers and maintain a relationship with them. Investopedia.com
  • 16. Audience Development @glecharles | #smbtv | #dbw Whose responsibility is it? YOURS. MINE. HIS. HERS. OURS.  Community Leaders  Editorial and Creative  Sales  Circulation  eCommerce  Events  Competitions  Customer service  Online product managers Audience Development
  • 17. Audience Development @glecharles | #smbtv | #dbw How do we do it?  Create valuable content  Fish where the fish are  Give others a voice  Spotlight your contributors  Join your community Mack Collier Five Ways To Increase Engagement And Build Community
  • 18. Audience Development @glecharles | #smbtv | #dbw “Focus less on the products [we] have created in the past, and more on the problems and challenges [our] audience is in need of immediate solutions for.” Dan Blank, Publishing, Innovation & the Web
  • 19. Audience Development @glecharles | #smbtv | #dbw When will it have an impact? Today, Tomorrow and Yesterday.  Existing customers  Quantify  Identify  Value  Prospective customers  Quantify  Identify  Value  Organizational Assessment  Product and marketing analysis  Technology resources  Staff responsibilities
  • 20. Audience Development @glecharles | #smbtv | #dbw Implementation and Impact First steps  Quantify, identify & segment existing customer base  Maximize ROI for circulation and ecommerce initiatives  Increase relevant engagement with core audience  Identify opportunities for new content, products and services  Quantify, identify & segment external customer base  Maximize ROI for SEO/SEM and social media strategies  Deeper, relevant engagement with broader community  Identify opportunities for new content, products and service  Review, coordinate and optimize all marketing points of contact  Establish a consistent, authentic voice for the brand  Establish standards for customer acquisition, service and retention initiatives  Develop fully integrated, community marketing strategy
  • 21. Audience Development @glecharles | #smbtv | #dbw The initial wave of consumers using social technologies in the US has halted. Companies will now need to devise strategies to extend social applications past the early adopters. Forrester: The Latest Global Social Media Trends May Surprise You http://bit.ly/bQ4Y67 Social Media Reality Check
  • 22. Audience Development @glecharles | #smbtv | #dbw “Be aware that not only do you need to be prepared to communicate over these platforms, but you need to be ready to deal with the responses you get.” --Caroline McCarthy, CNET news FOLIO: Social Media Will be ‘Part of Virtually Everything’ http://bit.ly/cyqWeK Social Media Reality Check
  • 23. Audience Development @glecharles | #smbtv | #dbw Email is a more targeted form of sending content; while content-sharers may shoot off mass emails to large distribution lists, most email shares are likely sent to a person or small group selected based on the specific content being shared. Sharing via social networks like Facebook, by contrast, typically involves feeding items to an entire friends list. eMarketer: Email Still Tops Facebook for Keeping in Touch http://bit.ly/dpRyrB Social Media Reality Check
  • 24. Audience Development @glecharles | #smbtv | #dbw What's a link worth? Twitter: $.43 LinkedIn: $.90 Email: $2.34 Facebook: $2.52 Study: Facebook Sharing Trumps Twitter, LinkedIn, E-mail http://bit.ly/dh7mjo Social Media Reality Check
  • 25. Audience Development @glecharles | #smbtv | #dbw In the beginning…
  • 26. Audience Development @glecharles | #smbtv | #dbw “Some of these conversations ended in a sale, but don’t let that fool you. The sale was merely the exclamation mark at the end of the sentence.” Markets Are Conversations, CLUETRAIN MANIFESTO http://www.flickr.com/photos/nic/230233024/
  • 27. Audience Development @glecharles | #smbtv | #dbw Community Manager Driven model Customers Products Community 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. --Shiv Singh
  • 28. Audience Development @glecharles | #smbtv | #dbw How did we do it? • Create valuable content • Fish where the fish are • Give others a voice • Spotlight your contributors • Join your community Mack Collier Five Ways To Increase Engagement And Build Community
  • 29. Audience Development @glecharles | #smbtv | #dbw  Free – News, commentary, blogs, podcasts, webcasts, social media; all open access and socialized for comments and sharing.  Registered – Enewsletters, forums, promotional downloads, introductory webinars, research and white papers, product demos and samples.  IMPORTANT: User-Generated Content (blogs, images, links),  Paid – Books, magazines, database access, VIP programs, intensive webinars, competitions, events. Content Strategy
  • 30. Audience Development @glecharles | #smbtv | #dbw Engagement Strategy  Listening - using social media as “real time” research and gaining insights from listening to customers.  Talking - using conversations with customers to promote products or services, authentically.  Energizing - building brand stewardship; identifying enthusiastic customers and using them to persuade others.  Supporting - making it possible for customers to help each other.  Embracing - turning customers into a resource for innovation. Via Forrester Research/Groundswell
  • 31. Audience Development @glecharles | #smbtv | #dbw Engagement Strategy
  • 32. Audience Development @glecharles | #smbtv | #dbw Listening…
  • 33. Audience Development @glecharles | #smbtv | #dbw Talking…
  • 34. Audience Development @glecharles | #smbtv | #dbw Energizing…
  • 35. Audience Development @glecharles | #smbtv | #dbw Supporting…
  • 36. Audience Development @glecharles | #smbtv | #dbw Embracing…
  • 37. Audience Development @glecharles | #smbtv | #dbw Community FTW!
  • 38. Audience Development @glecharles | #smbtv | #dbw Free Content DBW Rountable: The DBW Roundtable is webcast live every Thursday @ 1pm EST / 10am PST, and is now available as a podcast at: http://feeds.feedburner.com/DBWRoundtable Keep in Touch Follow us on Twitter, join our LinkedIn Group, and subscribe to our blog feed to receive the latest information on our events, and insights on the latest news and trends from top publishing strategists and technology experts.
  • 39. Audience Development @glecharles | #smbtv | #dbw Registered & Paid Content The publishing community for the 21st Century. Digital Book World’s unique membership platform offers access to exclusive content, Resources and industry experts, as well as discounts to all DBW Intensive WEBcasts, Forums, and the Annual Conference. Benefits: •Unlimited Access to On-Demand Digital Book World Conference Video and Audio •Unlimited Access to On-Demand DBW WEBcast archives •Unlimited Access to The Roundtable archives •40% Discount on all DBW Intensive WEBcasts •10% Discount on all Books •Exclusive early bird rates for the Annual Conference Join Today: http://digitalbookworld.com/join/
  • 40. Audience Development @glecharles | #smbtv | #dbw Digital Book World 2011 will present the proven innovators working at the intersection of publishing and technology who have the experience, insights and strategies to meet the challenge of successfully managing risks and seizing opportunities. January 24-26, 2011 | http://dbw2011.com Premium Content
  • 41. Audience Development @glecharles | #smbtv | #dbw Professional Resources
  • 42. Audience Development @glecharles | #smbtv | #dbw Contact / Q&A Guy LeCharles Gonzalez Director, Programming & Business Development Digital Book World digitalbookworld.com @digibookworld guy.gonzalez@fwmedia.com loudpoet.com @glecharles glecharles@loudpoet.com

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