The Future of Digital Distribution
                                     and eBook Marketing

                             ...
Why There Will Always Be Publishers

                                                        Tim O’Reilly
                ...
What Publishers Need To Do To Survive
                                                          Tim O’Reilly
             ...
Create the coolest new enhanced ebooks? NOT.




Thursday, March 4, 2010
Thursday, March 4, 2010
Thursday, March 4, 2010
Thursday, March 4, 2010
Thursday, March 4, 2010
Thursday, March 4, 2010
ΩΩ




Thursday, March 4, 2010
You’re betting that you’re going to be smarter, and
        faster, and more creative than all the young
        developer...
“The ugly stuff will always need to be done.”

                                                     -John Ingram




Thurs...
Your job as a publisher is to do things for authors that
        they can’t do for themselves:
           – Things that re...
Production
                          Distribution
                          Pricing
                          Channel mana...
Why?




Thursday, March 4, 2010
“No place affords a more striking conviction of the
         vanity of human hopes than a public library.”



            ...
“Obscurity is a bigger problem for authors than
         piracy.”



                                  Tim O’Reilly, 11 De...
Does anyone see a problem with this?




Thursday, March 4, 2010
Thursday, March 4, 2010
Thursday, March 4, 2010
Why does new media always display power laws?




                          Figure #1: 433 weblogs arranged in rank order ...
Thursday, March 4, 2010
Thursday, March 4, 2010
Publishing with the Huffington Post gives authors
        more visibility than they can get on their own.




Thursday, Ma...
Thursday, March 4, 2010
Thursday, March 4, 2010
Thursday, March 4, 2010
Thursday, March 4, 2010
It’s all in the math!




Thursday, March 4, 2010
The mathematics of complex social organization

        “Relationships between a band of 20 people involve only 190
      ...
Your mission, should you choose to accept it, is to get
        more visibility and sales for authors than they can get
  ...
Distribution




Thursday, March 4, 2010
Thursday, March 4, 2010
Thursday, March 4, 2010
O’Reilly eBook revenue sources




Thursday, March 4, 2010
Thursday, March 4, 2010
“the minimum viable product is that version of a new product
                               which allows a team to collect...
Thursday, March 4, 2010
Thursday, March 4, 2010
The capability to create product in new formats, and
                      sell it into emerging channels.




Thursday, M...
Marketing




Thursday, March 4, 2010
Social Media Marketing




Thursday, March 4, 2010
Thursday, March 4, 2010
retweetradar




Thursday, March 4, 2010
nivi and the @timoreilly bump




Thursday, March 4, 2010
This is important!
     In social networks, you gain and bestow status
      through those you associate with
     A key...
Thursday, March 4, 2010
Thursday, March 4, 2010
Thursday, March 4, 2010
Thursday, March 4, 2010
Thursday, March 4, 2010
Analytics are the heart of SEO.




Thursday, March 4, 2010
They are also at the heart of social media marketing.




Thursday, March 4, 2010
Thursday, March 4, 2010
Thursday, March 4, 2010
Thursday, March 4, 2010
The
PeopleBrowsr
Cycle
            •
Historical
and
                              •
Campaigns
to
Build

            Ongoin...
There will be ebook reader analytics tools as well.




Thursday, March 4, 2010
Pay attention.




Thursday, March 4, 2010
Analytics will help you find what products are working
                                      what channels are working
   ...
Thursday, March 4, 2010
The secret of social media is that it's not about you,
        your product, or your story. It's about how you can
       ...
Create more value than you capture.




Thursday, March 4, 2010
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What Publishers Need to do to Survive

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My keynote from the O'Reilly Tools of Change for Publishing Conference in NYC on February 23, 2010.

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What Publishers Need to do to Survive

  1. The Future of Digital Distribution and eBook Marketing Tim O’Reilly www.oreilly.com Tools of Change for Publishing February 24, 2010 Thursday, March 4, 2010
  2. Why There Will Always Be Publishers Tim O’Reilly www.oreilly.com Tools of Change for Publishing February 24, 2010 Thursday, March 4, 2010
  3. What Publishers Need To Do To Survive Tim O’Reilly www.oreilly.com Tools of Change for Publishing February 24, 2010 Thursday, March 4, 2010
  4. Create the coolest new enhanced ebooks? NOT. Thursday, March 4, 2010
  5. Thursday, March 4, 2010
  6. Thursday, March 4, 2010
  7. Thursday, March 4, 2010
  8. Thursday, March 4, 2010
  9. Thursday, March 4, 2010
  10. ΩΩ Thursday, March 4, 2010
  11. You’re betting that you’re going to be smarter, and faster, and more creative than all the young developers and entrepreneurs out there. Thursday, March 4, 2010
  12. “The ugly stuff will always need to be done.” -John Ingram Thursday, March 4, 2010
  13. Your job as a publisher is to do things for authors that they can’t do for themselves: – Things that require special expertise – Things that require scale – Things that are expensive – Things that require marketplace leverage – Things that are boring and time-consuming Thursday, March 4, 2010
  14. Production Distribution Pricing Channel management Marketing Sales Thursday, March 4, 2010
  15. Why? Thursday, March 4, 2010
  16. “No place affords a more striking conviction of the vanity of human hopes than a public library.” Samuel Johnson, 23 March 1751 Rambler No. 106 Thursday, March 4, 2010
  17. “Obscurity is a bigger problem for authors than piracy.” Tim O’Reilly, 11 December 2002 Piracy is Progressive Taxation Thursday, March 4, 2010
  18. Does anyone see a problem with this? Thursday, March 4, 2010
  19. Thursday, March 4, 2010
  20. Thursday, March 4, 2010
  21. Why does new media always display power laws? Figure #1: 433 weblogs arranged in rank order by number of inbound links. The data is drawn from N.Z Bear's 2002 work on the blogosphere ecosystem. The current version of this project can now be found at http://www.myelin.co.nz/ecosystem/. Clay Shirky, Power Laws, Weblogs, and Inequality, February 8, 2003 http://www.shirky.com/writings/powerlaw_weblog.html Thursday, March 4, 2010
  22. Thursday, March 4, 2010
  23. Thursday, March 4, 2010
  24. Publishing with the Huffington Post gives authors more visibility than they can get on their own. Thursday, March 4, 2010
  25. Thursday, March 4, 2010
  26. Thursday, March 4, 2010
  27. Thursday, March 4, 2010
  28. Thursday, March 4, 2010
  29. It’s all in the math! Thursday, March 4, 2010
  30. The mathematics of complex social organization “Relationships between a band of 20 people involve only 190 two-person interactions (20 people times 19 divided by 2), but a band of 2000 would have 1,999,000 dyads.... In small societies with few pairs of members, the resulting necessary transfer of goods can be engaged directly between pairs of individuals or families, by reciprocal exchanges. But the same mathematics that makes direct pairwise conflict resolution difficult in large societies makes pairwise economic transfers also inefficient. Large societies can function economically only if they have a redistributive economy in addition to a reciprocal economy.” Jared Diamond: From Egalitarianism to Kleptocracy in Guns, Germs and Steel, pp 286-287 Thursday, March 4, 2010
  31. Your mission, should you choose to accept it, is to get more visibility and sales for authors than they can get on their own. Thursday, March 4, 2010
  32. Distribution Thursday, March 4, 2010
  33. Thursday, March 4, 2010
  34. Thursday, March 4, 2010
  35. O’Reilly eBook revenue sources Thursday, March 4, 2010
  36. Thursday, March 4, 2010
  37. “the minimum viable product is that version of a new product which allows a team to collect the maximum amount of validated learning about customers with the least effort.” Thursday, March 4, 2010
  38. Thursday, March 4, 2010
  39. Thursday, March 4, 2010
  40. The capability to create product in new formats, and sell it into emerging channels. Thursday, March 4, 2010
  41. Marketing Thursday, March 4, 2010
  42. Social Media Marketing Thursday, March 4, 2010
  43. Thursday, March 4, 2010
  44. retweetradar Thursday, March 4, 2010
  45. nivi and the @timoreilly bump Thursday, March 4, 2010
  46. This is important!  In social networks, you gain and bestow status through those you associate with  A key function of a publishing brand is the bestowal of status by who and what you pay attention to  If you only pay attention to yourself, you aren’t as valuable to your community – You don’t learn as much from your readers – You don’t bind them to you by amplifying their voice Thursday, March 4, 2010
  47. Thursday, March 4, 2010
  48. Thursday, March 4, 2010
  49. Thursday, March 4, 2010
  50. Thursday, March 4, 2010
  51. Thursday, March 4, 2010
  52. Analytics are the heart of SEO. Thursday, March 4, 2010
  53. They are also at the heart of social media marketing. Thursday, March 4, 2010
  54. Thursday, March 4, 2010
  55. Thursday, March 4, 2010
  56. Thursday, March 4, 2010
  57. The
PeopleBrowsr
Cycle •
Historical
and
 •
Campaigns
to
Build
 Ongoing
Sen9ment
 Followers Analysis •

Campaigns
to
Direct
 Message •
Custom
Monitoring
 Dashboards •
Repor9ng
on
ROI
for
 tradi9onal
and
Social
 Media 1 Thursday, March 4, 2010
  58. There will be ebook reader analytics tools as well. Thursday, March 4, 2010
  59. Pay attention. Thursday, March 4, 2010
  60. Analytics will help you find what products are working what channels are working what prices are working who is spreading the word about you what your readers think Thursday, March 4, 2010
  61. Thursday, March 4, 2010
  62. The secret of social media is that it's not about you, your product, or your story. It's about how you can add value to the communities that happen to include you. If you want to make a positive impact, forget about what you can get out of social media, and start thinking about what you can contribute. Not surprisingly, the more value you create for your community, the more value they will create for you. Thursday, March 4, 2010
  63. Create more value than you capture. Thursday, March 4, 2010

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