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Mobile Strategies for Digital Publishing, ACP presentation, June, 2015

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For book publishers: understanding the opportunities and challenges in the world where mobile technology interesects with content and with social media. A presentation to the Association of Canadian Publishers.

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Mobile Strategies for Digital Publishing, ACP presentation, June, 2015

  1. 1. Mobile Strategies for Digital Publishing Thad McIlroy June 10, 2015
  2. 2. A Bit About Me Started in publishing in the ’70s Ran Virgo Press and Beatty & Church
  3. 3. My Church & Richmond Office
  4. 4. TheFutureofPublishing.com
  5. 5. A Proud Publication
  6. 6. My Recent Books
  7. 7. My Recent Books
  8. 8. What I’ve Learned About Mobile 1. Mobile may appear obvious: beware 2. It is confusing & is changing daily 3. The “value proposition” is sketchy 4. The social media crossover is complex 5. What applies there may not apply here 6. Content is core, but perhaps not king
  9. 9. Let’s Take it One Step at a Time
  10. 10. Accept Complexity Mobile’s multifarious impact is unprecedented; it touches everything
  11. 11. Device Diversity From desktops to tablets, smartphones, ereaders, gaming consoles, watches and sensors
  12. 12. Devices Matter for Content Among all ebook readers, the % who read ebooks frequently on each device. Source: Pew
  13. 13. Ereaders for the Heavy Users (87m) Kobo Glo
  14. 14. Tablets in the #2 Spot (300m+)
  15. 15. Phones Win Because of Volume 2.1 billion
  16. 16. Attention Deficit The trend: People connect to mobile while simultaneously engaging with other media
  17. 17. The Age of Distraction Source: Marketing Land
  18. 18. 5 Seconds Users spend 5 seconds evaluating an image or piece of text before deciding whether to engage or to move on
  19. 19. Content
  20. 20. Books Need to Compete Source: Amazon
  21. 21. The Entertainment Spectrum Source: Adapted from Wattpad
  22. 22. The Mobile Content Divide
  23. 23. The Content Conundrum What’s the best format? • Best format for that device? • Best format for that content? • Best format for that audience? • Or what is the best content for that device?
  24. 24. The Grandeur of Ereading
  25. 25. Read 'em and Weep
  26. 26. Ebook Formatting Hell Source: Ebook Architects
  27. 27. Textbooks
  28. 28. Textbooks Are Very Different • Authoring, design, production, and... • Sales and marketing and adoptions • Students don’t even like ebooks • A vast amount of experimentation by the “buyers” and other players
  29. 29. Social Media
  30. 30. Social Media & Mobile First there was social media Then there was mobile And then they were one
  31. 31. Facebook Mobile-ONLY Users App-access accounts for 40% of total users
  32. 32. Social Media Per Platform Source: comScore
  33. 33. Print
  34. 34. The Print Tradition Remains Strong Fernando Botero
  35. 35. The Economics of Print Since desktop publishing The cost of creative -75% The cost of prepress -85% Since on-press automation The cost of print -30%
  36. 36. Some Recommendations
  37. 37. Digital-First • Publishers still think print-first • Digital is too often an afterthought Turn this on its head • What’s our ebook strategy? And then our print strategy • What’s our online strategy? And then the Globe & Mail review
  38. 38. The Iterative Approach No longer a straight line • Test different covers • Test different online resellers • Test different price points • Test Google AdWords • Test Facebook advertising • Test print/ebook bundles
  39. 39. The Wattpad Use Case Source: Wattpad
  40. 40. What Matters Most 1. It’s complex; don’t be frightened off 2. Everything matters 3. Print publishing still at the core BUT 4. Publishing must become digital-first
  41. 41. Infomercial • Free digital version for all seminar attendees • Book = $34.99 paper • Telephone consult with print book included = $195
  42. 42. Thank You! Thad McIlroy The Future of Publishing thad@thefutureofpublishing.com
  43. 43. Some Resources • Social Media Marketing…In Brief (Digital Book World) • Big Ideas from Big (or Small) Data, Pete McCarthy • Bookishness: The Future of Print & Digital Books, Thad McIlroy • The Secrets of Word-of-Mouth Marketing, George Silverman
  44. 44. The Slides that Wouldn’t Fit
  45. 45. Apps are Broken A small handful of apps dominate usage; the ecosystem doesn’t support small developers
  46. 46. Mobile Time Spend
  47. 47. Social Media for Books Adapted from The Secrets of Word-of-Mouth Marketing (George Silverman)
  48. 48. Sensors Increase Engagement Source: Samsung
  49. 49. Whither the Enhanced Ebook?
  50. 50. Taschen Looking Good Source: Taschen
  51. 51. Enhanced Kids Books? Source: The Fantastic Flying Books of Mr. Morris Lessmore

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