SoLoMoBo(oks) Going social, local, and mobile…h"p://www.ﬂickr.com/photos/fearlesszombie/3674122871/ @skemptas@c
Mobile is a wonderland. Every adventure requires a ﬁrst step. Let reader needs guide your behavior.
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?
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/
ﬁnd social local mobile build awareness in the moment call to ac@on
Curiouser and curiouser.STATE OF THE MOBILEVERSE
42% of Americans have smartphones comScore 2012
57% of adults read for pleasureh"p://www.ﬂickr.com/photos/foolstopzanet/151936713/ NEA 2007
Reading is changingh"p://www.ﬂickr.com/photos/katerha/4254555589/
More media @me spent on mobile than on newspapers and magazines combined eMarketer h"p://www.ﬂickr.com/photos/lara604/3492303904/
Books slower to catch on than Apple Media Download Totals (Millions of Units) Months amer Launch songs, apps Million Units Downloaded Data from Asymco
What does it all mean?ownership @me discovery purchase
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?
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
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
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."
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.
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
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
Mobile works when it’simmediate interac@ve relevant updated
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)
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!"
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
“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
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
"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)
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/
Libraries…The OriginalLocal• Apps in stacks• Text msg reference desk• Holds• Ebooks• Mobile self checkoutlocal: libraries
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!
Location based marketing• Where you are is what you want
Atmosphere based storytellinghttp://www.sixtostart.com/wanderlust/The people go where the story takes placeLive your story… on the right venue?
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
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
Engaging in-store• Improves customer experience• Set platform for future interaction• Has the potential to increase spend
Search-driven mobile discovery• People seeking info on a specific topic
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?
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
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
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
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
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
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
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
Ideal model? Not one platform fits all, not one size fits all Mobile can be Books the direct Readers connec@on
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
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
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