Positioning your-digital-strategy david-marshall-3-10-12
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This was presented at the IBPA Publishing University Conference in San Francisco on 3-10-12 by David Marshall: Positioning Your Digital Strategy for Maximum Profits. #ibpau12
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Positioning your-digital-strategy david-marshall-3-10-12
- 1. POSITIONING YOUR DIGITAL STRATEGY FOR MAXIMUM PROFITS DAVID MARSHALL, VICE PRESIDENT, EDITORIAL AND DIGITAL BERRETT-KOEHLER PUBLISHERS March 10, 2012
- 2. Beret- erPubl s r tKoehl isher • Non- ion, independentbook publ ba in Sa Fa fict isher sed n r ncisco • Dedicaed t cr t w l t tw ks foralw h t ee a s: BKCurent BK t o eaing ord ha or l it hr genda r s, Business, a BKL – W l forbooks t tchal conv iona t nd ife e ook ha lenge ent l hinking • Publ 4 newt l peryea in pr &digit l ish 5 ites r int a • A essiv ypur neww ys t ext digit lpubl ggr el suing a o end a ishingbeyond e- books
- 3. POSITIONING YOUR DIGITAL STRATEGY FOR MAXIMUM PROFITS BIG PICTURE OF INTEGRATING YOUR PRINT BOOK AND E-BOOK MARKETING STRATEGIES FOR MAXIMUM PROFITS - Christopher Robbins MARKETING BLUEPRINT AND STRATEGIES – David Marshall and Christopher Robbins MEASURING SUCCESS Revenues, Profits, Intangibles - Staging Digital Rollout, Product/Service P&Ls Maximizing Profitability, Publisher Dashboards, Company Branding DIGITAL COMMUNITY BUILDING AND VIRAL MARKETING Community Building - Collaborative Websites: BKconnection.com and BKcommunity.com, Groups on Social Media Sites Viral Marketing - Author Videos, Trailers, Interactive Flash Movies, Mobile Apps, Games, Social Media Campaigns PRODUCTS AND SERVICES Advanced Initiatives - Enhanced E-Books, Database Delivery (B22, libraries, and online universities), Self-Assessments, Short Form Content & Whitepapers, Mobile Apps, Online Training of Book Content QUESTIONS AND ANSWERS
- 4. POSITIONING YOUR DIGITAL STRATEGY FOR MAXIMUM PROFITS MARKETING BLUEPRINT AND STRATEGIES – David Marshall and Christopher Robbins MEASURING SUCCESS Revenues, Profits, Intangibles - Staging Digital Rollout, Product/Service P&Ls, Maximizing Profitability, Publisher Dashboards, Company Branding
- 5. L ong L r R ent M ifel eaning et ion odel Active Learning 100% DO & HANDS ON Long-term Passive Learning 90% Retention and Usage LISTEN & Rate WATCH 50% READ 10% 0% 1 Day Time 1 Year
- 6. BKDigit lon t L r Spectum a he eaning r Online Community Online Training Services Directory Simulation Game Animation Self-Assessment Interactive Wiki-Cloud Book DO Book Movie Apps 90% Author Enhanced Webinar E-Book Video Digital Audio Chapter Book Database LISTEN & Content WATCH Active Text-Only 50% Learning Hardcover E-Book Paperback READ 10% Passive Learning
- 7. BKDigit lon t L r Spectum a he eaning r Online Community Online Training Services Directory Simulation Game Animation Self-Assessment Interactive Wiki-Cloud Book DO Book Movie Apps 90% Author Enhanced Webinar E-Book Video Digital Audio Chapter Book Database LISTEN & Content WATCH Active Text-Only 50% Learning Hardcover E-Book Paperback READ 10% Passive Learning
- 8. POSITIONING YOUR DIGITAL STRATEGY FOR MAXIMUM PROFITS MARKETING BLUEPRINT AND STRATEGIES – David Marshall and Christopher Robbins DIGITAL COMMUNITY BUILDING AND VIRAL MARKETING Community Building - Collaborative Websites: BKconnection.com and BKcommunity.com, Groups on Social Media Sites
- 9. ECommer Sit - ce e BKconnect ion.com
- 10. Onl Conv saion Sit ine er t e BKcommunit y.com
- 11. Communit ofInt estNet or (COIN) y er wk
- 12. POSITIONING YOUR DIGITAL STRATEGY FOR MAXIMUM PROFITS MARKETING BLUEPRINT AND STRATEGIES – David Marshall and Christopher Robbins DIGITAL COMMUNITY BUILDING AND VIRAL MARKETING Viral Marketing - Author Videos, Trailers, Interactive Flash Movies, Mobile Apps, Games, Social Media Campaigns
- 13. A horV ut ideo
- 14. Int a iv Book M ies er ct e ov
- 15. Int a iv Book M ies er ct e ov Calt A ion l o ct
- 16. A t nimaion
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- 18. Infinit Possibil y-3 M t er A e it D uliv se pp
- 19. POSITIONING YOUR DIGITAL STRATEGY FOR MAXIMUM PROFITS MARKETING BLUEPRINT AND STRATEGIES – David Marshall and Christopher Robbins PRODUCTS AND SERVICES Advanced Initiatives - Enhanced E-Books, Database Delivery (B2B, libraries, and online universities), Self-Assessments, Short-Form Content & Whitepapers, Mobile Apps, Online Training of Book Content
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- 25. T Pow ofPur he er pose E nced Second E ion nha dit
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- 28. Per lPr sona esence Sel A f- ssessment
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- 30. POSITIONING YOUR DIGITAL STRATEGY FOR MAXIMUM PROFITS BIG PICTURE OF INTEGRATING YOUR PRINT BOOK AND E-BOOK MARKETING STRATEGIES FOR MAXIMUM PROFITS – Christopher Robbins MARKETING BLUEPRINT AND STRATEGIES – David Marshall and Christopher Robbins QUESTIONS AND ANSWERS
Editor's Notes
- David Marshall Vice President, Editorial and Digital Berrett-Koehler Publishers 235 Montgomery Street, Suite 650 San Francisco, California 94104 415-743-6463 [email_address] http://www.bkconnection.com – BK e-commerce site http://www.bkcommunity.com – BK conversations site http://www.facebook.com/BerrettKoehler – BK Facebook http://www.facebook.com/davidpaulmarshall – my Facebook http://twitter.com/bkpub – BK Twitter http://twitter.com/dpmars – my Twitter http://www.linkedin.com/in/davidpmarshall – my LinkedIn http://www.youtube.com/user/BerrettKoehler – BK YouTube http://www.scribd.com/Berrett-Koehler – BK Scribd Follow me, friend me, and join my network.
- Background on Berrett-Koehler: Berrett-Koehler is an independent publisher dedicated to an ambitious mission: Creating a World That Works for All. We believe that to truly create a better world, action is needed at all levels--individual, organizational, and societal. At the individual level, our books help people align their lives with their values and with their aspirations for a better world. At the organizational level, our books promote progressive leadership and management practices, socially responsible approaches to business, and humane and effective organizations. At the societal level, our books advance social and economic justice, shared prosperity, sustainability, and new solutions to national and global issues. A major theme of our books is "Opening Up New Space." They challenge conventional thinking, introduce new ideas, and foster positive change. Their common quest is changing the underlying beliefs, mindsets, institutions, and structures that keep generating the same cycles of problems, no matter who our leaders are or what improvement programs we adopt. We strive to practice what we preach--to operate our publishing company in line with the ideas in our books. At the core of our approach is stewardship , which we define as a deep sense of responsibility to administer the company for the benefit of all of our "stakeholder" groups: authors, customers, employees, investors, service providers, and the communities and environment around us. We are grateful to the thousands of readers, authors, and other friends of the company who consider themselves to be part of the "BK Community." We hope that you, too, will join us in our mission. 2012 UPDATE - We are celebrating our 20th anniversary this year. Please join us on July 19 and July 20 in San Francisco for our 20 th Anniversary Celebration and Community Dialogue: http://www.bkconnection.com/20thAnniversary.asp October 2011 Update: In keeping with our mission, Berrett-Koehler Publishers is now a certified B-Corporation, meeting rigorous corporate, social, and environmental standards.
- David Marshall Vice President, Editorial and Digital Berrett-Koehler Publishers 235 Montgomery Street, Suite 650 San Francisco, California 94104 415-743-6463 [email_address] http://www.bkconnection.com – BK e-commerce site http://www.bkcommunity.com – BK conversations site http://www.facebook.com/BerrettKoehler – BK Facebook http://www.facebook.com/davidpaulmarshall – my Facebook http://twitter.com/bkpub – BK Twitter http://twitter.com/dpmars – my Twitter http://www.linkedin.com/in/davidpmarshall – my LinkedIn http://www.youtube.com/user/BerrettKoehler – BK YouTube http://www.scribd.com/Berrett-Koehler – BK Scribd Follow me, friend me, and join my network.
- David Marshall Vice President, Editorial and Digital Berrett-Koehler Publishers 235 Montgomery Street, Suite 650 San Francisco, California 94104 415-743-6463 [email_address] http://www.bkconnection.com – BK e-commerce site http://www.bkcommunity.com – BK conversations site http://www.facebook.com/BerrettKoehler – BK Facebook http://www.facebook.com/davidpaulmarshall – my Facebook http://twitter.com/bkpub – BK Twitter http://twitter.com/dpmars – my Twitter http://www.linkedin.com/in/davidpmarshall – my LinkedIn http://www.youtube.com/user/BerrettKoehler – BK YouTube http://www.scribd.com/Berrett-Koehler – BK Scribd Follow me, friend me, and join my network.
- Many adult learning studies have shown that people generally only retain 10% of what they read one year afterwards, but retain up to 50% of what they read, hear, and watch– and up to 90% of what they actively participate in. For non-fiction publishers that concentrate on books that teach new skills sets or ideas, it is enticing to produce products whereby readers can have up to nine times the learning and therefore up to nine times the propensity to utilize this learning in their everyday lives. Therefore, non-fiction publishers have a vested stake in moving up the learning spectrum from the lower left-hand side to the upper right-hand side.
- These are the digital initiatives that Berrett-Koehler Publishers is involved in: Viral Marketing and Community Building (free to readers): Author Videos, Interactive Book Movies (trailers with reader participation), Webinars, Apps Games, Online Prices Products and Services: Text Only E-Books, Database Content, Digital Chapters, Audio Books, Webinars, Enhanced E-Books, Apps, Wiki-Cloud Books, Services Directory, Simulations, Games, Online Training
- The digital initiatives highlighted in red will be covered during this presentation.
- David Marshall Vice President, Editorial and Digital Berrett-Koehler Publishers 235 Montgomery Street, Suite 650 San Francisco, California 94104 415-743-6463 [email_address] http://www.bkconnection.com – BK e-commerce site http://www.bkcommunity.com – BK conversations site http://www.facebook.com/BerrettKoehler – BK Facebook http://www.facebook.com/davidpaulmarshall – my Facebook http://twitter.com/bkpub – BK Twitter http://twitter.com/dpmars – my Twitter http://www.linkedin.com/in/davidpmarshall – my LinkedIn http://www.youtube.com/user/BerrettKoehler – BK YouTube http://www.scribd.com/Berrett-Koehler – BK Scribd Follow me, friend me, and join my network.
- BKconnection.com is our e-commerce site, bkconnectiion.com. BK E-Commerce Site: http://www.bkconnection.com/ BKconnection.com is where we sell products, test promotions and new products, and direct our customers from outbound marketing programs.
- BKcommunity.com is conversations-based site to augment our e-commerce site, bkconnectiion.com. BK Community Site: http://www.bkcommunity.com/ BK E-Commerce Site: http://www.bkconnection.com/ BKcommunity.com was created so that readers authors, reviewers, partners, BK staff members, investors, and other BK stakeholders could interact. It includes features for member to post events, videos, images, blogs, conversations, and to start discussion groups. It helps foster community involvement and provides insights for the authors and publishers about what kinds of books to write and publish in the future.
- Howard Rheingold wrote a seminar book in 1993 called The Virtual Community back when he was part a a group called The Well before the Internet even became popular. He predicted the rise of online community of networks grouped around specific interests. Fast forward to 2010 – The same guy who popularized the Internet, Marc Andreessen through the first widespread browser Netscape, create Ning.com, which allows people to create their own social networking sites without programming skills. There are now 300,000 Ning communities around the world. Many of them are linked together like a neural network, not in a hierarchical fashion but in a dynamic networked fashion, where any point in the network can communicate with any other node or the whole network. I want to show you several of these today from BK community members. The World Café – Juanita Brown, David Isaacs, and our very own Amy Lenzo, on camera today. Presencing Institute Community – Otto Scharmer – Theory U Heartland Network – Patricia and Craig Neal – The Art of Convening The Field –Sheryl Erickson, BK co-author of The Power of Collective Wisdom Arbinger Community – Leadership and Self-Deception and Anatomy of Peace; 3,000 members BK Community – new in June 2010 Neural network is a biological network that is a living organism. A conversion that starts in one node concludes in another node.
- David Marshall Vice President, Editorial and Digital Berrett-Koehler Publishers 235 Montgomery Street, Suite 650 San Francisco, California 94104 415-743-6463 [email_address] http://www.bkconnection.com – BK e-commerce site http://www.bkcommunity.com – BK conversations site http://www.facebook.com/BerrettKoehler – BK Facebook http://www.facebook.com/davidpaulmarshall – my Facebook http://twitter.com/bkpub – BK Twitter http://twitter.com/dpmars – my Twitter http://www.linkedin.com/in/davidpmarshall – my LinkedIn http://www.youtube.com/user/BerrettKoehler – BK YouTube http://www.scribd.com/Berrett-Koehler – BK Scribd Follow me, friend me, and join my network.
- Cost estimate to authors: $0 to $400 The author video lasts two to five minutes (should not exceed five minutes), and covers: The big idea How the idea came about How the author is qualified to write about the big idea The intended reader takeaway These videos can be produced for as little as $200-$400 by a professional videographer, or can be produced even less expensively with a personal video camera. The videos can be posted on Amazon ($1,000 cost), or free at Barnes&Noble.com, Powell's, YouTube, blogs, websites, and social media sites. BK Author Videos: http://www.bkconnection.com/AuthVids.asp Here is a videographer directory: http://www.videographers.net/
- Cost estimate to authors or publishers - $500 to $1,000 Touched one million souls with these book-based Internet movies. The latest one is for Stepping Up: How Taking Responsibility Changes Everything. They each give the Cliff’s Notes version of the book within 2-3 minutes in a provocative way that makes the viewer want to share it with others. Based on Flash technology from Adobe Systems. Watch our BK Book Internet Movies here: http://www.bkconnection.com/FlashMovies.asp Kaizen Marketing is the Flash technology partner we use for our BK Internet Movies: http://www.kaizen-marketing.com/
- Each of these online movies has a “call to action” page at the end that offers the viewers an opportunity to get a chapter for free, engage with others about the book, and buy the book for a discount. For the author and the publisher, it is an opportunity to connect with readers and strengthen the community.
- Cost estimate to authors: $1,000 to $10,000 This is an example of viral marketing from the readers themselves. Some animators from a design firm in Australia read Confessions of an Economic Hit Man and were so impacted by it that they created this animation, which as received over half a million views. Economic Hit Man animation: http://www.youtube.com/watch?v=n7Fzm1hEiDQ Good Company animation: http://www.youtube.com/watch?v=eSmQocqv_fM We expect to see more of this in the future. Animation vendor directory: https://www.animationmagazine.net/directory/
- Games – Cost estimate $1,000 to $10,000+ Play the Share This ! Game: http://www.deannazandt.com/sharethischange/extra-bits/share-this-the-game-what-kind-of-social-networker-are-you/ Based on the Share This! Book: http://www.bkconnection.com/ProdDetails.asp?ID=9781605094168
- Cost estimate: $1,000 to $10,000 Link to 3D Multiverse App based on BK book Infinite Possibility: http://www.bkconnection.com/ProdDetails.asp?ID=9781605095639 In 1999 Joseph Pine and Jim Gilmore identified a seismic shift in the modern economy. To set yourself apart from your competition, you needed to offer your customers more than just great goods or attentive service. You needed to offer experiences— memorable events that engage people in inherently personal ways. We’re now deep into this Experience Economy. But the physical world, bounded as it is by matter, space, and time, offers limited opportunities for creating experiences. Digital technology, on the other hand, offers limitless opportunities—you can create anything you want with immaterial bits, in virtual places, without the constraints of linear time. Which is precisely the problem. How do you make sense of and sort through such infinite possibility? What kinds of experiences can you create? Which ones should you offer? In Infinite Possibility , Pine and coauthor Kim Korn provide a profound new tool geared to the task of exploring what they call the cosmos incogniti of the digital frontier, the unknown worlds out there to be discovered, explored, and exploited. They delineate eight different realms of experience encompassing various aspects of Reality and Virtuality and, using scores of examples, show how innovative companies operate within and across each realm to create extraordinary customer value. Think of the Xbox Kinect, which combines virtual video games with a powerful physical dimension—you play by moving your own body. Or new apps that, when you point your smartphone camera at a real street, lay digital information about the scene over the image. Follow Pine and Korn out onto the digital frontier to discover the opportunities that abound for your business.
- David Marshall Vice President, Editorial and Digital Berrett-Koehler Publishers 235 Montgomery Street, Suite 650 San Francisco, California 94104 415-743-6463 [email_address] http://www.bkconnection.com – BK e-commerce site http://www.bkcommunity.com – BK conversations site http://www.facebook.com/BerrettKoehler – BK Facebook http://www.facebook.com/davidpaulmarshall – my Facebook http://twitter.com/bkpub – BK Twitter http://twitter.com/dpmars – my Twitter http://www.linkedin.com/in/davidpmarshall – my LinkedIn http://www.youtube.com/user/BerrettKoehler – BK YouTube http://www.scribd.com/Berrett-Koehler – BK Scribd Follow me, friend me, and join my network.
- Cost estimate to author: $1,000 to $5,000 Berrett-Koehler budget: $2,000 Enhanced e-books today consist primarily of 1) video, 2) audio, and 3) animation. In the future, they will include more interactive features such as games, simulations, self-assessments, and community portals. See more about the Full Voice, Enhanced Edition : http://www.bkconnection.com/full-voice_enhanced.asp
- Click on black video poster art to start video in small window in slide presentation mode.
- Click on black video poster art to start video in large screen window in slide presentation mode.
- See more about Walk Out Walk On, Enhanced Edition : http://www.bkconnection.com/Walk-Out-Walk-On_Enhanced.asp Click on black video poster art to start video in small window in slide presentation mode.
- Click on black video poster art to start video in large window in slide presentation mode.
- See more about The Power of Purpose, Enhanced Second Edition : http://www.bkconnection.com/Power-of-Purpose_Enhanced.asp Click on black video poster art to start video in small window in slide presentation mode.
- Click on black video poster art to start video in large window in slide presentation mode.
- Cost estimate: $1,000 to $10,000 This free companion app for the enhanced e-book, The Power of Purpose Activity App , provides a WATCH, CHECK and PRACTICE sections. WATCH – View one of the five videos from the enhanced e-book, and then jump to the Apple iBookstore to purchase the enhanced e-book. CHECK – Take three mini-self-assessments and save your answers. PRACTICE – Community portal to talk to author, other readers, and spread the word using popular social media sites such as Facebook and Twitter. More information about The Power of Purpose Activity App : http://itunes.apple.com/us/app/the-power-purpose-activity/id402004777?mt=8 App developer directory: http://www.mobiledevelopersdirectory.com/ App developer of this app: Tiny Mission: http://tinymission.com/
- Link to Creating Personal Presence Self-Assessment: http://www.bkconnection.com/ProdDetails.asp?ID=9781609943103 BASED ON THE BOOK : It may be difficult to define, but we all know presence when we encounter it. Someone walks into the room and people step aside. Heads turn. When those with presence speak, people listen. When they ask, people answer. When they lead, people follow. People with presence look confident and comfortable, speak persuasively, think clearly even under pressure, and act with intention and integrity. Presence is not something you have to be born with. It’s not about status symbols or position. It’s not about who you are but about how you are. And it’s something anyone can learn. Award-winning speaker and consultant Dianna Booher provides scores of practical tips on the physical qualities, communication techniques, thought processes, and attitudes that underlie powerful personal presence. This comprehensive guide will enable readers to become compelling leaders no matter what their current position. Booher shows how to master the dozens of small and significant things that work together to convey personal presence. She details how dress, body language, manners, and even your surroundings enhance credibility and build rapport. You’ll learn to use voice and language to demonstrate competence and deliver clear and memorable messages, think strategically and organize ideas coherently, and relate to others in ways that convey genuine interest, respect, good humor, and reliability. Personal presence can help you get a date, a mate, a job, or a sale. It can help you lead a meeting, a movement, an organization, or a nation. Presence can take you wherever you want to go. With Dianna Booher’s expert, entertaining advice, you can have the same kind of influence as the most successful CEOs, celebrities, and civic leaders. Product : Online streamed application (not downloaded), limited one-year subscription (5 tests or 12 months, whichever comes first), password controlled Duration : 27 questions, takes 10-15 minutes to answer Results : Visual funnel graphic with four layers of Personal Presence layers; includes interpretation from author, growth path, and frequently asked questions, print option
- Link to Fast Fundamentals: BK Whitepaper Series http://www.bkconnection.com/fastfundamentals/ Welcome to the Fast Fundamentals: BK Whitepaper Series. Now you can find and purchase information from Berrett-Koehler and partner books in article-length sizes. We’ve created a graphic navigator to help you search by general topic, business challenge, and potential solution. The 261 whitepapers covering diverse topics such as change management, workplace learning, time management, employee retention, organizational research, and training program evaluation come from eight best-selling Berrett-Koehler and ASTD books: The Change Handbook , ASTD Handbook , Eat That Frog , Love ’Em or Lose ’Em , Research in Organizations , Useful Research , Evaluating Training Programs , and The ASTD Leadership Handbook . Prices vary by the length of document: $1.95 (8 pages or less), $3.95 (9-15 pages), and $5.95 (16 pages or more).
- David Marshall Vice President, Editorial and Digital Berrett-Koehler Publishers 235 Montgomery Street, Suite 650 San Francisco, California 94104 415-743-6463 [email_address] http://www.bkconnection.com – BK e-commerce site http://www.bkcommunity.com – BK conversations site http://www.facebook.com/BerrettKoehler – BK Facebook http://www.facebook.com/davidpaulmarshall – my Facebook http://twitter.com/bkpub – BK Twitter http://twitter.com/dpmars – my Twitter http://www.linkedin.com/in/davidpmarshall – my LinkedIn http://www.youtube.com/user/BerrettKoehler – BK YouTube http://www.scribd.com/Berrett-Koehler – BK Scribd Follow me, friend me, and join my network.