Brent Lewis: Digital Strategy And Action

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Brent Lewis from O'Reilly's 2008 TOC Conference

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Brent Lewis: Digital Strategy And Action

  1. 1. Digital: Strategy Into Action [email_address]
  2. 2. Harlequin <ul><li>Over 120 titles published each month </li></ul><ul><li>26 languages </li></ul><ul><li>109 international markets </li></ul><ul><li>1,300 authors </li></ul><ul><li>18 branded series </li></ul><ul><li>10 imprints </li></ul>
  3. 3. Harlequin <ul><li>Loyal audience: </li></ul><ul><li>50 million women readers worldwide </li></ul><ul><li>131 million books sold </li></ul><ul><li>New Audiences: </li></ul><ul><li>NASCAR branded publishing partnership </li></ul><ul><li>Non-fiction </li></ul>
  4. 4. Harlequin is a destination Wal-Mart Series Section
  5. 5. a digital destination Harlequin Romance Radio
  6. 6. Harlequin uses digital to develop and sell entertaining content in a variety of formats, nurture reader relationships, and build our brands. playground rules
  7. 7. Environment <ul><li>fragmentation </li></ul><ul><li>entertainment competition </li></ul><ul><li>digital economics </li></ul><ul><li>discovery </li></ul><ul><li>digital generation </li></ul><ul><li>customer conversation </li></ul><ul><li>devices </li></ul>
  8. 8. Framework Technology Enablers Relationships Commerce Marketing Content
  9. 9. Outcomes & Enablers Technology Enablers <ul><li>Relationships </li></ul><ul><li>Community </li></ul><ul><li>MySpace </li></ul><ul><li>Facebook </li></ul><ul><li>Applications </li></ul><ul><li>Shelfari </li></ul><ul><li>iHeartPresents </li></ul><ul><li>Commerce </li></ul><ul><li>Sony ebooks </li></ul><ul><li>Amazon </li></ul><ul><li>Sprint </li></ul><ul><li>Audible </li></ul><ul><li>Fictionwise </li></ul><ul><li>Verizon </li></ul><ul><li>Marketing </li></ul><ul><li>Paid Search </li></ul><ul><li>Widgets </li></ul><ul><li>Natural Search </li></ul><ul><li>email </li></ul><ul><li>Banners </li></ul><ul><li>Social Media </li></ul><ul><li>Content </li></ul><ul><li>Digitaized print works </li></ul><ul><li>Bundles </li></ul><ul><li>Chunks </li></ul><ul><li>Repurposed </li></ul><ul><li>Digital Only </li></ul><ul><li>Other Entertainment </li></ul><ul><li>Audio </li></ul><ul><li>ebook </li></ul><ul><li>RSS </li></ul><ul><li>Mobile </li></ul><ul><li>Digital </li></ul><ul><li>Warehouse </li></ul>
  10. 10. Strategic Considerations <ul><li>technology will change, outcomes shouldn’t </li></ul><ul><li>no one knows how it will unfold </li></ul><ul><li>go beyond the restrictions of the physical world </li></ul><ul><li>do customers care? </li></ul><ul><li>what will you do and what won’t you do </li></ul>
  11. 11. Strategy Into Action … ebook Program
  12. 12. Myth: ebooks are only for Techno Nerds
  13. 13. Myth: only kids get ebooks
  14. 14. Reality: Women are ebook Readers
  15. 15. Myth: ebooks are for Sci Fi Geeks
  16. 16. Reality: Romance is a Fast Growing Genre in ebooks
  17. 17. Myth: No Good ebook Reading Device
  18. 18. Reality
  19. 19. ebooks are about the Benefits, not the gizmos and gadgets Immediate Volume -- Storage Portability Product Opportunities
  20. 20. Harlequin ebook Program <ul><li>Launched 9 titles/month in Oct 2005 </li></ul><ul><li>100% front-list in Sept 2007 </li></ul><ul><li>Priced lower than print version </li></ul><ul><li>Work closely with eRetailers, software providers and industry groups to learn and educate </li></ul><ul><li>Published eBook exclusive content May 06; Launched eBook originals Aug 07 </li></ul>
  21. 21. But… <ul><li>Buying process needs to be simplified </li></ul><ul><li>Interoperability </li></ul><ul><li>Price </li></ul><ul><li>Focus on benefits not technology </li></ul><ul><li>Diversity and breadth of content </li></ul>
  22. 22. Strategy Into Action … other commerce
  23. 23. mobile: Harlequin On The Go
  24. 24. audio
  25. 25. emerging opportunities
  26. 26. Strategy Into Action … marketing
  27. 27. retailer support
  28. 28. partner marketing
  29. 29. partner marketing
  30. 30. hard to ignore
  31. 31. Strategy Into Action … content
  32. 32. digital only content
  33. 33. digital content Author Collections New Seasonal Anthologies Themed Collections Popular Characters / Stories
  34. 34. mobile content
  35. 35. content considerations <ul><li>digitizing books is only the beginning </li></ul><ul><li>forget limitations of the physical world </li></ul><ul><li>embrace long-tail principles </li></ul><ul><li>attention span </li></ul><ul><li>readability on device </li></ul><ul><li>internal </li></ul>
  36. 36. Strategy Into Action … relationships
  37. 37. why did you choose that book?
  38. 38. harlequin community
  39. 39. harlequin community
  40. 40. harlequin community
  41. 41. <ul><li>Monthly podcasts </li></ul><ul><li>Author interviews </li></ul><ul><li>Behind the scenes @ Harlequin </li></ul>podcasts <ul><li>Insider Tips on how to get published from the Editors at Harlequin & Silhouette </li></ul><ul><li>Goal: Looking for new talent </li></ul>
  42. 42. myspace Brand Focused Author Focused
  43. 43. blogs
  44. 44. blogs
  45. 45. XM radio <ul><li>serialized novels </li></ul><ul><li>three times a day </li></ul>
  46. 46. second life M.J. Rose Reading Victorian Ball
  47. 47. relationship considerations <ul><li>takes time to maintain two-way dialogue </li></ul><ul><li>experiment </li></ul><ul><li>value-add – exclusivity, insight, </li></ul><ul><li>internal </li></ul>an attitude, not a technology systems get better the more people use it perpetual beta cooperate, don’t control small pieces loosely joined
  48. 48. next? <ul><li>phones are the ebook reader </li></ul><ul><li>in 2007, 5 of the year’s top ten bestsellers were originally written on and for mobile phones </li></ul><ul><li>after their mobile success the titles were published in print </li></ul>

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