BISG WEBCAST - - Marketing Books in a Digital World
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This document summarizes a webcast presented by the Book Industry Study Group on marketing books in a digital world. It features presentations from James Lichtenberg of Lightspeed LLC, Peter Milburn of Wiley Global Finance, and Rob Goodman of Simon & Schuster. They discuss the changing landscape of publishing due to ebooks and digital formats, and how publishers can adapt strategies to engage customers online through social media, video, games and other digital content.
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BISG WEBCAST - - Marketing Books in a Digital World
- 1. This BISG WEBCAST Was presented by: Marketing “Books”g in a Digital World JAMES LICHTENBERG President Lightspeed LLC This BISG WEBCAST took place Wednesday, October 27, 2010 at 1:00 p.m. Eastern PETER MILBURN Digital Products Marketing Manager To register for future BISG Webcasts, please visit: http://www.bisg.org/event-cat-6-webcasts.php g g g Wiley Global Finance ROB GOODMAN Director of Online Marketing Simon & Schuster
- 2. Creating a more informed, empowered and efficient book empowered and efficient book industry supply chain for both physical and digital productsphysical and digital products. BISG is committed to the development of effective industry wide standards best practices research and events thatwide standards, best practices, research and events that enhance relationships between trading partners. www.bisg.org © 2010, the Book Industry Study Group, Inc. 2
- 3. Who you’ll be hearing from today…Who you ll be hearing from today… JAMES LICHTENBERG President, Lightspeed LLC As President of Lightspeed, LLC, a consulting practice in New York City, Jim g p , , g p y, Lichtenberg provides strategic counsel, program development and meeting facilitation to corporate and publishing industry clients nationwide. Transformation of business models, products, services, and corporate communications due to the impact of new technology are his core areas of focus. The goal is successful innovation and growth. PETER MILBURN Digital Products Marketing Manager, Wiley Global Finance Peter is Digital Products Marketing Manager for Wiley Global Finance, the finance, trading and investing publishing arm of John Wiley & Sons, Inc. Prior to joining Wiley, Peter was founder and owner of RE:DIRECT, a Manhattan‐based direct response creative agency that handled promotion and interactive assignments for most of the country's major magazine publishers including Conde Nast, Hearst, Time Inc., Smithsonian, The Economist and others. ROB GOODMAN Director of Online Marketing, Simon & Schuster Rob Goodman is Director of Online Marketing for Simon & Schuster, Inc. where he develops digital strategies and online initiatives across all publishing units, including Adult, Children, and Audio Divisions. Rob drives large‐scale consumer targeted campaigns building awareness and sales for Simon & Schuster's bestselling roster across print books eBooks and audio Rob also leads the company's marketing in theacross print books, eBooks and audio. Rob also leads the company s marketing in the social media space, and his team is responsible for the launch of S&S on Twitter, Ustream and Foursquare. © 2010, the Book Industry Study Group, Inc. 3
- 7. Changing landscape g g p also includes: Rise of online retail and shrinking of bricks Consumer fascination with e‐readers and Explosion of the mobile web and social media that transform g and mortar. tablets. how publishers relate to customers. © 2010, the Book Industry Study Group, Inc. 7
- 8. This webcast will focusThis webcast will focus on the experiences andon the experiences and successes of two majorsuccesses of two major publishers taking activepublishers taking active steps to embrace thesesteps to embrace these new opportunitiesnew opportunities. © 2010, the Book Industry Study Group, Inc. 8
- 10. W All K P bli hi i R idl E l iWe All Know Publishing is Rapidly Evolving Illustration courtesy of http://darwinslibrary.com
- 11. M S i f C t t C ti S Will Fl i hMany Species of Content are Competing – Some Will Flourish and Others Wither Illustration courtesy of http://darwinslibrary.com
- 12. N O K E tl Whi h F t Will Wi B t Th BiNo One Knows Exactly Which Formats Will Win – But The Big Picture Is Clear Enough … Source: http://www.slideshare.net/digitalbookworld/the‐truth‐about‐ebooks‐devices‐formats‐pirates‐oh‐my
- 14. S i l St t i f th N t 5 YSurvival Strategies for the Next 5 Years F ll th G Follow the Game Get to Know Your Ecosystem Become a Digital NativeBecome a Digital Native Speak the Language Grow a Longer Tail Learn How to Listen Educate Your Tribe Sharpen Your Arrows
- 15. M k t Lik G d H t F ll th GMarketers, Like Good Hunters, Follow the Game
- 16. S i l N t k U G f 8% i 2005 t 46% i A ilSocial Network Usage Grew from 8% in 2005 to 46% in April 2009
- 17. M t th N R t ilMeet the New Retailers 500 Million Users 125 Million Users 65 Million Users 2 Billion Videos Served Daily
- 18. G t K Y E tGet Know Your Ecosystem
- 19. S k th L b dSpeak the Language … www.urbandictionary.com Flame Troll Link Bait OMG! LOL LMAOLink Bait Google Juice Platform LMAO LMFAO ROTFLMAO Friend/Like/Follow API IMHO WTF! Fail/Win Fail Whale H htHashtag
- 20. G L T ilGrow a Longer Tail
- 21. Sh Y ASharpen Your Arrows http://mashable.com/guidebook/twitter
- 22. K H t Li tKnow How to Listen
- 23. Ed t Y T ibEducate Your Tribe authorguide.wiley.com
- 24. E l P t S hiffExample: Peter-Schiff.com
- 25. E l P t hiff liExample: Peterschiffonline.com
- 26. E l P t hiff li A l tiExample: Peterschiffonline.com Analytics
- 27. E l Th B d B bbl M k ti C i F b kExample: The Brand Bubble Marketing Campaign on Facebook
- 28. Att t A di D ’t S d P Li t R l dAttract an Audience – Don’t Spray and Pray, Listen, Reply and Engage
- 29. G t i th G d St t B ildi C it A d YGet in the Game and Start Building Community Around Your Content
- 32. SIMON & SCHUSTER Founded in 1924 by Richard L. Simon & M. Lincoln Schuster, Simon & Schuster has , publishing and distribution capabilities in the United States, Canada, the United Kingdom Australia and an internationalKingdom Australia, and an international sales presence in every major market. 32
- 34. Online Marketing & Digital Publishing Today publishers have the opportunity to connect with consumers like never before. Marketing their books online through exciting new technology and developing Today publishers have the opportunity to connect with consumers like never before. Marketing their books online through exciting new technology and developingonline through exciting new technology and developing innovative new reading experiences to capture consumers’ imaginations in this digital age. online through exciting new technology and developing innovative new reading experiences to capture consumers’ imaginations in this digital age. It’s the most exciting time to be a publisher and a reader.It’s the most exciting time to be a publisher and a reader. 34
- 35. eBook Marketing How we connect with consumers on the web and distribute information digitally is paramount to a successful book launch. Here are the key focus areas for success: Know Your Audience Know Your Audience Successful M k ti Successful M k ti Make The P h Make The P h CreateCreate eMarketing Campaign eMarketing Campaign Purchase Easy Purchase Easy Create Content Create Content Connect with Consumers Connect with Consumers 35 ConsumersConsumers
- 38. Video Performance G C li L t W d T ib t id Mi h l I Bl k id f P lGeorge Carlin Last Words Tribute video reached hundreds of millions of fans with featured homepage placement on: Michael Ian Black videos for Purple Kangaroo and Chicken Cheeks received over 350,000 views on: 38
- 39. Content Syndication: Articles • Using short excerpts of book content to create 500‐1,000 word “articles” • Includes links to buy the book, watch author videos, browse the book – all designed to:g – Build awareness for books and authors – Enable sampling – Drive sales • Distributing articles to partners in exchange for promotion and traffic • Current categories: Lifestyle; Health; Business / Personal Finance; Spirituality 39
- 40. Content ‐ Web games • Creation of web games – giving fans the chance to experience their favorite author or book in a creative newexperience their favorite author or book in a creative, new way. Developed for maximum sharing and embedding across the web. Over 1 Million Plays For Pendragon Britto Game Just Launched For Pendragon Games! On Yahoo! Kids 40
- 41. Connecting ‐ Social Media Consumers are using social media to discover, recommend, and Consumers are using social media to discover, recommend, and purchase books. S&S is contributing to the conversations on Facebook, Twitter, Ustream, and more. We are also working with our authors to expand their reach and impact online. purchase books. S&S is contributing to the conversations on Facebook, Twitter, Ustream, and more. We are also working with our authors to expand their reach and impact online. •Consumers are 67% more likely to buy from the brands they follow on Twitter•Consumers are 67% more likely to buy from the brands they follow on Twitter•Consumers are 67% more likely to buy from the brands they follow on Twitter •Consumers are 51% more likely to buy from a brand they fan on Facebook •Consumers are 79% more likely to recommend brands & products they follow on social media ‐Chadwick Martin Bailey & iModerate Research Technologies, March 2010 Report •Consumers are 67% more likely to buy from the brands they follow on Twitter •Consumers are 51% more likely to buy from a brand they fan on Facebook •Consumers are 79% more likely to recommend brands & products they follow on social media ‐Chadwick Martin Bailey & iModerate Research Technologies, March 2010 Report 41
- 42. Social Media – S&S Twitter • At the center of the S&S social b i i T i T iweb community is Twitter. Twitter is an integral part of our viral marketing force online. • We utilize Twitter as a platform to l h hlaunch promotions, share news, author appearances, premiere content, and let our fans socialize around our books and authors online and on the go. 42
- 43. Building Online Communities ‐ Pocket After Dark • New online book community for romance and urban fantasy readers b d d d b k• Members can read, rate, and discuss books, and connect with fellow readers and fans • Every month, site offers free books, two free h f l kchapters of up to six current titles and a sneak peek from a soon‐to‐be published book • Participate in live chats with bestselling authors • Earn points based on site activity. • Includes the entire catalog of S&S’s romance g and fantasy books • Users can buy the books directly from the site or an online retailer of their choice.or an online retailer of their choice. 43
- 44. Different Marketing Strategies ‐ eBooks vs Print eBook Marketing Strategies provide us with an e citing ad antage o er marketing a print book eBook Marketing Strategies provide us with an e citing ad antage o er marketing a print bookexciting advantage over marketing a print book online. That advantage being ‐ instant gratification. With eBook Marketing we can drive consumers to purchase and they will exciting advantage over marketing a print book online. That advantage being ‐ instant gratification. With eBook Marketing we can drive consumers to purchase and they will p y immediately have access after downloading to that content live on the spot. p y immediately have access after downloading to that content live on the spot. 44
- 45. Different Marketing Strategies ‐ eBooks vs Print Social MediaSocial Media eRetailer Promotions on Sites eRetailer Promotions on Sites eGalley ReadseGalley Reads Sample eBook Marketing Campaign 3rd Party Website Promotions 3rd Party Website Promotions ContentContent 45 Author Outreach Author Outreach Online Advertising Online Advertising
- 46. New Strategies ‐ Online Advertising Consumer Research & Industry Trends •U.S. Internet users viewed a total of 4.3 trillion display ads in 2009 ‐ 21% growth from 2008 •U.S. Internet users viewed a total of 4.3 trillion display ads in 2009 ‐ 21% growth from 2008 •New web technology for interactive ad units are driving higher conversions to sales • 8% increase from ‘08 to ’09 in the # of people •New web technology for interactive ad units are driving higher conversions to sales • 8% increase from ‘08 to ’09 in the # of people• 8% increase from 08 to 09 in the # of people exposed to display ads overall ‐ComScore 2009 US Digital Year in Review • 8% increase from 08 to 09 in the # of people exposed to display ads overall ‐ComScore 2009 US Digital Year in Review 46
- 47. New Strategies ‐ Online Advertising • Targeted advertising campaigns across the web and social media. Leveraging content and messaging to connect with fans and drive sales and awareness. • Over the last 3 years, S&S has increased our overall online advertising spend over traditional print advertising. Vince Flynn ‐ Pursuit Of Honor • Over 151 Million targeted impressions • Facebook, Drudge, Glenn Beck, Google, and more. Jennifer Weiner ‐ Best Friends Forever • 247 Million impression • Food Network, Scripps.com, Google, Facebook, Perez Hilton 47
- 48. The Mobile Web The Mobile Web is a key touch point for reaching the new digital consumer. Globally, nearly 500 million people accessed the Internet through mobile devices in 2009 up from only 100 million inthrough mobile devices in 2009 ‐‐ up from only 100 million in 2005, according to PricewaterhouseCoopers. The projection is that number will reach 1.4 billion by 2014, bringing with it staggering opportunities for advertisers and marketersstaggering opportunities for advertisers and marketers. ‐PricewaterhouseCoopers, August 2010 48
- 49. Mobile Applications in Action Example: Bro2Go iPhone / iTouch Mobile Application Original Print Book Adapted iPhone App For Sale on Apple App Store 49
- 50. Bro2Go - Mobile Applications in Action •Chapters into Articles by Topic • Used to Promote, Market, and •New features added that utilize the touch interface of device Upsell Print Books & Audio Books • Sold well as an App 50
- 51. Online Marketing - What’s New & Next Online Marketing in Publishing TodayOnline Marketing in Publishing Today Engaging Interactive Ad Units • Location Based Social Media Live Web Content • Digital Apps • Connecting Real World & Digital • Augmented Reality • So much more… Engaging Interactive Ad Units • Location Based Social Media Live Web Content • Digital Apps • Connecting Real World & Digital • Augmented Reality • So much more…g g yg g y 51
- 52. Connecting Physical Books To Online • Partnering with Microsoft Tag to enhance the physical book with instant access to digital content including videos, excerpts, and more. • Smartphones can scan the Tag icon featured on our books, print ads, merchandising and promotional materials, and in store displays. • Driving awareness for our authors and increasing sales with digital• Driving awareness for our authors and increasing sales with digital point of purchase materials and content. 52
- 54. What’s Next – Digital Publishing What’s Next? So Much More… S b i ti B d B k•Subscription Based eBooks •Advertising Based Revenue Models for eBooks •Bundling Digital Content with Print ProductBundling Digital Content with Print Product •Animated Interactive Children’s Books •New Devices, New Digital Publishing g g Platforms, New Software…. 54
- 56. Peter MilburnPeter Milburn Digital Products Marketing Manager Wiley Global Finance pmilburn@wiley.com @redirectny linkedin.com/in/petermilburn Rob Goodman Director of Online Marketing Simon & Schuster Rob.Goodman@SimonandSchuster.com Angela Bole Deputy Executive Director Book Industry Study Group, Inc. www bisg org James Litchtenberg President Lightspeed LLC jimlichtenberg@mac.com BISG WEBCAST www.bisg.org www.bisg.org angela@bisg.org © 2010, the Book Industry Study Group, Inc. 56