SoLoMoBooks: Discovering Books on the Go

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SXSW Mini TOC presentation on the need for and techniques related to promoting books using mobile.

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SoLoMoBooks: Discovering Books on the Go

  1. 1. SoLoMoBo(oks) Going social, local, and mobile…h"p://www.flickr.com/photos/fearlesszombie/3674122871/       @skemptas@c                      
  2. 2. Mobile  is  a  wonderland.  Every  adventure  requires  a  first  step.     Let  reader  needs  guide  your  behavior.  
  3. 3. Books: The Original “SoLoMo” Experience? Books have always been –  Social: Lend to friends; discuss in depth –  Local: Before Amazon, h"p://www.flickr.com/photos/shu"erhacks/4474421855/   there were local bookstores –  Mobile: Take it anywhere; no charger or device needed How  can  “solomo”  technology  help   books  get  discovered  and  read?  
  4. 4. SoLoMoBooks should… Be easy to find –  Social discovery (social reading) find   –  Local discovery (where you are is what you read) –  Mobile discovery (relevant ads and engagement) Be easy to get –  Device compatibility get   –  One-click buy –  Fast downloads Provide a great reading experienceexperience   –  Proper formatting –  Notes and highlights –  Storage and sharing h"p://www.flickr.com/photos/nseika/5234548420/  
  5. 5. find   social   local   mobile   build  awareness   in  the  moment   call  to  ac@on  
  6. 6. Curiouser and curiouser.STATE OF THE MOBILEVERSE
  7. 7. 42% of Americans have smartphones comScore  2012  
  8. 8. 57% of adults read for pleasureh"p://www.flickr.com/photos/foolstopzanet/151936713/    NEA  2007  
  9. 9. Reading is changingh"p://www.flickr.com/photos/katerha/4254555589/  
  10. 10. Tablet ownership is up
  11. 11. % U.S. Adults with Tablets 29%   18%   Dec-­‐2011   Jan-­‐2012   Pew  Internet  and  American  Life  Project  
  12. 12. E-book Purchasing Shifts: Apps & Amazon up; chains & indies down %  of  Audience  Repor;ng  Shi=  in  Channel  Usage   50%   33%   Apps   Amazon   Indies   Chains   -­‐29%   -­‐33%  BISG  Consumer  A`tudes  Toward  E-­‐Book  Reading  Study,  Volume  Three  (2/28/12)  
  13. 13. Print vs. E-book Revenue: Print down; e up Overall  Revenue  Growth   117%   Print   E-­‐book   -­‐17.50%  •  Print decrease in certain print categories (adult trade fiction) nearly matched e-book increase (AAP)•  Digital content & subscriptions market grew 26% in 2011 (comScore)•  eBook revenue expected to grow 300% by 2015 (Goldman Sachs)
  14. 14. E-Reader & Tablet Owners Spend More January  2012  Amazon  Spend  by  Device  Type     $151     $136     $87    No  device   Kindle   Kindle  Fire   Codex-­‐Group  LLC  
  15. 15. Device Usage: E-Readers down; tablets/smartphones up Preferred  E-­‐Reading  Device  80.00%   2010   2011   71.60%  70.00%   60.90%  60.00%  50.00%  40.00%  30.00%  20.00%   17%   13%   9.20%  10.00%   5.30%   0.00%   Dedicated  E-­‐Readers   Tablets   Smartphones   BISG  Consumer  A`tudes  Toward  E-­‐Book  Reading  Study,  Volume  Three  (2/28/12)  
  16. 16. So, besides read……what  do  people  do  on  mobile?     How  can  we  reach  them?  
  17. 17. Pew  Research  Center  Global  A`tudes  Project   75% texth"p://www.flickr.com/photos/kamshots/204036348/  
  18. 18. h"p://www.flickr.com/photos/tonythemisfit/3427097197/  80% use during downtime Compete  Jan  2010  
  19. 19. 52% play gameslimfy.com/2011/04/download-­‐angry-­‐birds-­‐desktop-­‐wallpapers/   Flurry  2012  
  20. 20. 22% use socialnetworks Flurry 2012
  21. 21. More  media  @me  spent  on  mobile  than  on     newspapers     and     magazines     combined     eMarketer   h"p://www.flickr.com/photos/lara604/3492303904/  
  22. 22. Books   slower  to   catch  on   than   Apple  Media  Download  Totals  (Millions  of  Units)  Months  amer  Launch   songs,   apps   Million  Units  Downloaded  Data  from  Asymco  
  23. 23. What does it all mean?ownership   @me   discovery   purchase  
  24. 24. Competition for discovery“The crucial principle at work [in newpublishing, journalism] is the idea that yourreal competition isn’t the book or news outletthat is better than you, it’s the one that isgood enough for a majority of your audience.” – Mathew Ingram for GigaOm Good enough… or discoverable enough? Is the first found the first bought?
  25. 25. Not everyone needs to discover the same thing. Suddenly, there isn’t one bestseller list. There are a million. And almost all of them aren’t relevant to you. Except the few that are, and those lists are the lists that matter…. The person who knows what’s hot right now, and has permission to talk about it, has earned an asset that will be valuable for a long time. – Seth Godin http://www.thedominoproject.com/2012/01/rethinking- the-bestseller-list.html
  26. 26. To get found Be where customers are (on mobile) find   –  Social, local, mobile: SMS, games, social, media, apps Provide what customers want get   –  Updates, relevance, deals Make it easy to find and buyexperience   –  Device optimization, few clicks, reasonable choices
  27. 27. Marketing is already huge
  28. 28. Adding mobile can be overwhelming"Would  you  tell  me,  please,  which  way  I  ought  to  go  from  here?”    "That  depends  a  good  deal  on  where  you  want  to  get  to,"  said  the  Cat.    "I  don’t  much  care  where—"  said  Alice.    "Then  it  doesn’t  ma"er  which  way  you  go,"  said  the  Cat.    ”—so  long  as  I  get  SOMEWHERE,"  Alice  added  as  an  explana@on.    "Oh,  you’re  sure  to  do  that,"  said  the  Cat,  "if  you  only  walk  long  enough."  
  29. 29. Actual quotes, actual publishers•  I am sorry to tell you we are horrible about keeping statistics and tracking sales.•  We have struggled with QR codes… we haven’t really done any separate tracking.•  Our need for mobile is not very large at the moment.•  Its not something that is on our radar at the moment, but definitely something we would like to explore down the line.
  30. 30. Primary   Website   3 4 5 6 7+ Easy Steps Text   Going Mobile in Apps   Search   Ads     Emerging   LBS   Camera   QR   AR   NFC     Components   Social   Contests   Coupons   Vo@ng  @raypunsd  for  Adobe  mobile   Mul@media  
  31. 31. Mobile Modes of Discovery LBS    bring  them   site   search   app   QR   AR          they’re  there     LBS     social   text   media   QR   AR  cool  content excerpts,   interviews   mul@media   blurbs   related  
  32. 32. Mobile works when it’simmediate   interac@ve   relevant   updated  
  33. 33. What’s different about mobile with books? Social: Build awareness –  Dedicated social reading sitessocial   –  Broader social networking sites –  Recommendations from these or other sites / contacts –  Following authors/publishers, not just titles Local: Capture in the moment –  Location based recommendations (events, bookstores) local   –  Locally relevant content, books related to events or venues –  QR codes and AR to enhance in-store or reading experiences –  Games or challenges related to book content Mobile: Elicit actionmobile   –  Mobile optimized content –  Apps –  Ads –  Connect real world and mobile (QR, text offers in-store/at-event)
  34. 34. facebook   twi"er  Build awareness.BE SOCIAL“Well!  Ive  omen  seen  a  cat  without  a  grin,"  thought   apps  Alice;  "  but  a  grin  without  a  cat!  Its  the  most  curious  thing  I  ever  saw  in  my  life!"  
  35. 35. Twitter and Facebook (and LinkedIn)… Oh my!•  Dominant social networks•  Millions of regular users•  Millions of regular mobile users•  Targeted mobile promotions: –  Raise awareness of titles, authors, events –  Enter contests/giveaways –  Trivia contests, votes –  Cross-media promotions –  Anything interactive: grab attention, keep coming back –  Particular item: pinning, promotion•  Mobile concerns: –  Optimized sites –  Easy actions –  Compatibility
  36. 36. Taft 2012 social:  facebook  
  37. 37. Tweeting the Rev social:  twiRer  
  38. 38. “I braced myself for widespread ridicule(‘What kind of morons ever going to reada novel on Twitter?’) and was accordinglyastonished when the feedback wassupportive. I wound up making headlinesworldwide and landing a book deal withthe ballsiest publisher of them all (SoftSkull).”"It was extremely empowering andliberating” social:  twiRer  
  39. 39. Goodreads Giveaway social:  goodreads  
  40. 40. Social Reading Sites/Apps•  GoodReads, LibraryThing, Shelfari, etc.•  2 books discovered on GoodReads every second; 1 book finished every 2 seconds•  19% of GoodReads recommendations at signup, 19% from search•  Additional room for social recommendations•  Need to share from mobile devices, apps•  Creating own app has potential, but should have specific/unique capabilites; requires dedicated promotion*h"p://www.slideshare.net/PatrickBR/goodreads-­‐how-­‐people-­‐discover-­‐books  
  41. 41. Once people are hooked… you’ve got ‘em.
  42. 42. "Who are YOU?" said theCaterpillar.This was not an encouragingopening for a conversation.Alice replied, rather shyly,”I—I hardly know, sir, just atpresent—at least I know who IWAS when I got up thismorning, but I think I musthave been changed severaltimes since then."GO LOCALBe in the moment(even as the moment changes)
  43. 43. Local: Everywhere’s a bookstore •  Where you are is what you read •  Travel book downloads on touchdown •  Baby books with doctor visits •  Historical texts for tourist visits •  Running plan upon marathon signup •  Improve: Instant recs based on where and what (boundless), though this isn’t always what people wanth"p://www.flickr.com/photos/brewbooks/305504788/  
  44. 44. Libraries…The OriginalLocal•  Apps in stacks•  Text msg reference desk•  Holds•  Ebooks•  Mobile self checkoutlocal:  libraries  
  45. 45. local:  scvngr   SCVNGR + Scholastic•  Scholastic SCVNGR challenges•  Interact with authors•  In-store & live book tour challenges•  “Dark and Stormy Night:” Give us your best opening line for a story. Need inspiration? Check out “this is teen” titles like “Abandon,” “Forever,” and “Beauty Queens.”•  “Essential Item:” “Beauty Queens” centers around a plane crash on a desert island. If you were trapped with the group, what one item from the mainland would you miss the most?•  “Get it Signed” (at tour locations): Meg Cabot, Maggie Stiefvater and Libba Bray are here and signing their books!
  46. 46. Location based marketing•  Where you are is what you want
  47. 47. Atmosphere based storytellinghttp://www.sixtostart.com/wanderlust/The people go where the story takes placeLive your story… on the right venue?
  48. 48. Call to action.MOBILE
  49. 49. Books Born Digitalh"p://www.flickr.com/photos/80565685@N00/3186540497/   The immediate effect of books born digital is that they can flow onto any screen, anytime. A book will appear when summoned. The need to purchase or stockpile a book before you read it is gone. A books is less an artifact and more a stream that flows into your view…. Reading becomes more social. We can share not just the titles of books we are reading, but our reactions and notes as we read them. Today, we can highlight a passage. Tomorrow we will be able to link passages. We can add a link from a phrase in the book we are reading to a contrasting phrase in another book weve read; from a word in a passage to an obscure dictionary, from a scene in a book to a similar scene in a movie. (All these tricks will require tools for finding relevant passages.) We might subscribe to the marginalia feed from someone we respect, so we get not only their reading list, but their marginalia—highlights, notes, questions, musings… Ebooks wont be owned. Theyll be accessed. –Kevin Kelly
  50. 50. Real-world driven mobile discoveryUse existing content or services to driveaccess (QR, SMS, URL) on mobile•  Serials•  Previews•  Giveaways•  Commute•  Related content•  Supplemental content•  Author interviews
  51. 51. Engaging in-store•  Improves customer experience•  Set platform for future interaction•  Has the potential to increase spend
  52. 52. Search-driven mobile discovery•  People seeking info on a specific topic
  53. 53. Device Discovery: Kindle + iPad•  Succeed by making it easy to find and buy on device•  Device usage constitutes/continues discovery•  Lack of external data on path: “I have absolutely no context for my buyers. Where are they coming to Amazon from? Are they finding me here on this blog and then clicking through to Amazon? Searching for me or [title] on Amazon itself? Coming from some other site? Finding me from some other page on Amazon…? Amazon knows, but it won’t tell me. –Suw Charman-Anderson•  Kindle Singles opening new discovery channel, perhaps also with incomplete data•  Survey readers to find out about discovery points?
  54. 54. Facebook Mobile Ads•  "We are evolving from advertising to stories…"Ads are good, but stories are better.” – Mike Hoefflinger•  Reach: Hit 75% of fans per month / 50% per week by page posts that become ads•  Upside: reach; downside: cost•  “Among the many admirable things about books, they don’t metamorphose into ads for Omaha Steaks when you aren’t grasping them in your optimistic fingers.” – Dwight Garner
  55. 55. Do mobile ads work?
  56. 56. Mobile email campaign•  Drives to site
  57. 57. Use mobile in the real world•  Books•  Bookstores•  Author events•  Festivals•  Products•  Stores•  Connect with QR, checkins, geolocation•  If someone visits in reality, connect virtually•  Your customer never leaves your store
  58. 58. Mobile Discovery Platforms•  Texting•  Apps•  Mobile sites•  E-books•  Author sites•  Related products•  Reviews•  Recommendations•  Social media•  Email•  Way more than ads•  Anything can go mobile
  59. 59. example:  hypothe;cal   Let’s tell a story.•  Alice just signed up for a half marathon•  Alice RSVPs for it on Facebook•  Facebook uses this data to show her a relevant status update•  Alice buys a training book and reads on her commute•  A QR code on her half marathon bib leads to an interactive training program where she can sign up•  Alice gets mobile optimized email about a new book•  Alice buys the book•  Alice runs a marathon
  60. 60. example:  hypothe;cal   Let’s tell a story 2. •  Alice listened to Fresh Air podcast on mobile •  Alice heard about a book •  Ad told her to text NPR to 3984 for $5 off •  Alice texts, buys, reads •  Publisher now knows where Alice found the book •  Can continue similar promos
  61. 61. Content – Device RelationshipsReaders of fiction, she went on, seem to prefer Kindle andNook devices, while nonfiction readers like using tabletreaders like the iPad.Angela Bole, BISGs Deputy Executive Director, “In thesereports, the data have suggested that dedicated e-readers maybe better optimized for narrative reading, while the richermedia capabilities of tablets may be more appropriate fornonfiction, education, and scientific and professional titles,”said Boyle. “The greatest interest today seems to lie innarrative fiction and nonfiction, with interest in moreinteractive nonfiction and education taking longer to develop.”http://www.csmonitor.com/Books/chapter-and-verse/2012/0229/E-book-readers-are-buying-plenty-but-not-in-bookstores
  62. 62. Mobile is continuous.TRACK IT ALL
  63. 63. Importance of tracking
  64. 64. Typical items to track•  How you act / what you do / what you buy•  Who you are•  Where you live•  Who you seem like•  Social proximity•  Now data gathers•  Re/targeting•  Publication gathers, advertiser advertises•  Adjust based on results
  65. 65. Ideal model? Not one platform fits all, not one size fits all Mobile  can  be   Books   the  direct   Readers   connec@on    
  66. 66. Mobile: The new marketing frontierThe people [who] read, rate, review,recommend and refer books are the newgatekeepers of the industry. The power ofthe old gatekeepers (Agents & PublishingHouses) is in decline, and will neverrecover. —WaveCloud
  67. 67. What if everything could be a hit?•  “The long tail”•  Create once publish everywhere –  Books –  Ebooks –  Mobile•  Create once promote everywhere?•  No mobile web, no e-books•  Just books, accessible in print or online
  68. 68. As mobile creates opportunities, it also creates problems•  Device/format compatibility•  Apps as barrier to accessing content•  Tablets•  No standard marketplaces•  Sometimes simplicity is better•  Just buy a book•  But mobile can lead to that book too
  69. 69. And so what?
  70. 70. So readers can find more books.•  Social connections (outside of dedicated sites)•  Location awareness and recommendations•  Device/platform agnostic download options
  71. 71. Listen to Google… Let’s play.

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