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Rolfe Swinton Presentation at Frankfurt Book Fair

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How Book Publishers Can Use Web and Mobile Tools to Understand their Readers\' Needs and Preferences, and to Enable Sampling of their Content

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Rolfe Swinton Presentation at Frankfurt Book Fair

  1. 1. How can publishers make money from reader data (and not leave it to the others...) Frankfurt Book Fair 2008 - Rolfe Swinton - 1
  2. 2. Rolfe Swinton co-founder, Apollo Mobile 2
  3. 3. 3
  4. 4. Apollo Media 4
  5. 5. 5
  6. 6. INSEAD 6
  7. 7. 7
  8. 8. 7
  9. 9. A view on the evolution of supply chain and the use of data 8
  10. 10. Our sophistication has evolved from asking... 9
  11. 11. What happened? 10
  12. 12. 11
  13. 13. How many? Where? 12
  14. 14. 13
  15. 15. 14
  16. 16. 15
  17. 17. 16
  18. 18. Why is this happening? 17
  19. 19. Seasonality 18
  20. 20. The Longtail - can this save us? 19
  21. 21. 20
  22. 22. 21
  23. 23. 21
  24. 24. Xerox Delphax Oce 22
  25. 25. Xerox Delphax Oce 22
  26. 26. Still asking Why is this happening? 23
  27. 27. 24
  28. 28. 25
  29. 29. 26
  30. 30. 27
  31. 31. 28
  32. 32. BOOKSURGE 28
  33. 33. What will happen next? 29
  34. 34. BOOKSURGE 30
  35. 35. 31
  36. 36. You don’t have to be Amazon or Google 32
  37. 37. We Have Tools To Help You Harness Reader Data to Gain Insight 33
  38. 38. Using The Vast Data Source - The Internet and People’s Mobile Phones 34
  39. 39. 35
  40. 40. 36
  41. 41. 37
  42. 42. 38
  43. 43. 39
  44. 44. There are other ways to answer key questions such as... 40
  45. 45. where are your readers? 41
  46. 46. what are they saying? 42
  47. 47. Our tools can help... 43
  48. 48. 44
  49. 49. see if you are making a difference? 45
  50. 50. 46
  51. 51. 47
  52. 52. 48
  53. 53. 49
  54. 54. 50
  55. 55. 51
  56. 56. what best communicates to them? 51
  57. 57. You can see if people are judging your book fairly by its cover 52
  58. 58. 53
  59. 59. Proportion of each demographic group selecting this jacket as first-choice Profile of 100% 32% 22% 5% 12% 21% 18% 21% 0% Total ample 54
  60. 60. Proportion of each demographic group selecting this jacket as first-choice Profile of 100% 32% 22% 5% 12% 21% 18% 21% 0% Total ample 55
  61. 61. Proportion of each demographic group selecting this jacket as first-choice Profile of 100% 32% 22% 5% 12% 21% 18% 21% 0% Total ample 56
  62. 62. 57
  63. 63. Was it the book or the cover? - 15 - 58
  64. 64. Data supported the publisher’s confidence in the book Propensity to buy the book after reading an extract by demographic sub-group % saying certain would buy it Profile of 50% 50% 0% 7% 29% 29% 29% 7% 0% 0% Total Sample - 16 - 59
  65. 65. - 17 - 60
  66. 66. so more book sales… Entered best seller chart at #40 Richard & Judy, selected the book Sold over 300,000 copies - 18 - 61
  67. 67. how can you get them to try, to share, to discuss? 62
  68. 68. 63
  69. 69. • Finish mobile technology • In use by a range of media companies • Technology runs on all kinds of mobile phones • Makes it easy to let people sample, share, discuss, and buy books 64
  70. 70. 65
  71. 71. turn audiences into communities 66
  72. 72. Media sampling, consumption 67
  73. 73. Media sampling, consumption 67
  74. 74. Realtime Interactivity Competitions  Push
or
pull
people
to
 events,
chats,
competitions  Hold
events
that
connect
 groups
of
users
as
managed
 by
the
application
or
users
of
 the
system  Can
be
controlled
manually
 or
automatically 68
  75. 75. Realtime Interactivity Competitions  Push
or
pull
people
to
 events,
chats,
competitions  Hold
events
that
connect
 groups
of
users
as
managed
 by
the
application
or
users
of
 the
system  Can
be
controlled
manually
 or
automatically 68
  76. 76. Realtime Interactivity Competitions  Push
or
pull
people
to
 events,
chats,
competitions  Hold
events
that
connect
 groups
of
users
as
managed
 by
the
application
or
users
of
 the
system  Can
be
controlled
manually
 or
automatically 68
  77. 77. mCommerce  Select
and
pay
using
 premium
SMS,
PayPal,
or
 Credit
Card  Deliver
digital,
physical
 products,
or
barcode
tickets  Lock
purchase
to
a
specific
 user
(handset)
if
required
 69
  78. 78. mCommerce  Select
and
pay
using
 premium
SMS,
PayPal,
or
 Credit
Card  Deliver
digital,
physical
 products,
or
barcode
tickets  Lock
purchase
to
a
specific
 user
(handset)
if
required
 69
  79. 79. mCommerce  Select
and
pay
using
 premium
SMS,
PayPal,
or
 Credit
Card  Deliver
digital,
physical
 products,
or
barcode
tickets  Lock
purchase
to
a
specific
 user
(handset)
if
required
 69
  80. 80. mCommerce  Select
and
pay
using
 premium
SMS,
PayPal,
or
 Credit
Card  Deliver
digital,
physical
 products,
or
barcode
tickets  Lock
purchase
to
a
specific
 user
(handset)
if
required
 69
  81. 81. Content & Community  Content
overview  User
comments  User
rating  Share
content
with
others
virally
 (via
text
message
from
the
user’s
 own
phone)  Find
content
similar
(based
on
 database
or
on
other
users
with
 similar
preferences)  Upload photos, video, audio  All
user
data
can
be
monitored
to
 ensure
it
is
appropriate
–
repeat
 offenders
can
be
prevented
from
 entering
new
content 70
  82. 82. Polling & Participation •Pre‐planned
&
live
poll
/
testing
 to
engage
audiences
in
novel
 way •Real‐time
push
to
users
possible
 •Adjust
to
user
profiles •Handles
multiple
question
types
 now
–
could
easily
be
expanded
 (forced
choice,
multiple
choice,
 •Robust
and
detailed
data
 capture •Send
reminders
via
text
or
 71
  83. 83. Polling & Participation •Pre‐planned
&
live
poll
/
testing
 to
engage
audiences
in
novel
 way •Real‐time
push
to
users
possible
 •Adjust
to
user
profiles •Handles
multiple
question
types
 now
–
could
easily
be
expanded
 (forced
choice,
multiple
choice,
 •Robust
and
detailed
data
 capture •Send
reminders
via
text
or
 71
  84. 84. Polling & Participation •Pre‐planned
&
live
poll
/
testing
 to
engage
audiences
in
novel
 way •Real‐time
push
to
users
possible
 •Adjust
to
user
profiles •Handles
multiple
question
types
 now
–
could
easily
be
expanded
 (forced
choice,
multiple
choice,
 •Robust
and
detailed
data
 capture •Send
reminders
via
text
or
 71
  85. 85. Polling & Participation •Pre‐planned
&
live
poll
/
testing
 to
engage
audiences
in
novel
 way •Real‐time
push
to
users
possible
 •Adjust
to
user
profiles •Handles
multiple
question
types
 now
–
could
easily
be
expanded
 (forced
choice,
multiple
choice,
 •Robust
and
detailed
data
 capture •Send
reminders
via
text
or
 71
  86. 86. Polling & Participation •Pre‐planned
&
live
poll
/
testing
 to
engage
audiences
in
novel
 way •Real‐time
push
to
users
possible
 •Adjust
to
user
profiles •Handles
multiple
question
types
 now
–
could
easily
be
expanded
 (forced
choice,
multiple
choice,
 •Robust
and
detailed
data
 capture •Send
reminders
via
text
or
 71
  87. 87. Polling & Participation •Pre‐planned
&
live
poll
/
testing
 to
engage
audiences
in
novel
 way •Real‐time
push
to
users
possible
 •Adjust
to
user
profiles •Handles
multiple
question
types
 now
–
could
easily
be
expanded
 (forced
choice,
multiple
choice,
 •Robust
and
detailed
data
 capture •Send
reminders
via
text
or
 71
  88. 88. Polling & Participation •Pre‐planned
&
live
poll
/
testing
 to
engage
audiences
in
novel
 way •Real‐time
push
to
users
possible
 •Adjust
to
user
profiles •Handles
multiple
question
types
 now
–
could
easily
be
expanded
 (forced
choice,
multiple
choice,
 •Robust
and
detailed
data
 capture •Send
reminders
via
text
or
 71
  89. 89. understand readers’ behaviour 72
  90. 90. 73
  91. 91. One
Hen 74 74
  92. 92. 75
  93. 93. link 76
  94. 94. 77
  95. 95. community 78
  96. 96. 79
  97. 97. test 80
  98. 98. 81
  99. 99. expensive? 82
  100. 100. easy? 83
  101. 101. • organisation • people • technology 84
  102. 102. join us 85
  103. 103. experiment 86
  104. 104. publishing analytics 87
  105. 105. Ostrich 88
  106. 106. X Ostrich 88
  107. 107. simple 89
  108. 108. measurable 90
  109. 109. low-risk 91
  110. 110. see what’s happening 92
  111. 111. 93
  112. 112. 94
  113. 113. listen 95
  114. 114. 96
  115. 115. try 97
  116. 116. 98
  117. 117. test 99
  118. 118. 100
  119. 119. learn 101
  120. 120. 102
  121. 121. talk 103
  122. 122. rolfe@swinton.org 104
  123. 123. from what happened? 105
  124. 124. to what’s going to happen? 106
  125. 125. to what’s the best that can happen? 107
  126. 126. rolfe@swinton.org 108

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