1. Self-Publishing 2.0:
How Social Media is
Reframing the New Publishing
Paradigm

2. OVERVIEW
1 REVIEW OF SOME KEY CONCEPTS
DEMOCRATIZATION DREAMS:
2
SELF-PUBLISHING AND PUBLISHING
3 SOCIALIZATION: BECOMING THE TRUE SELF
IN SELF-PUBLISHING
BACK TO THE AGORA: STORYTELLERS AND
4
ORATORS

3. REVIEW OF SOME KEY CONCEPTS
Marshall McLuhan
Open Source
Cloud Computing
Social Media
Thought Leadership

4. Marshall McLuhan
MEDIA: THE EXTENSIONS OF HUMANS
the senses and beyond (consciousness?)
"THE MEDIUM IS THE MESSAGE"
new technologies affects social
organization
GLOBAL VILLAGE
Tribal nature
“Print is the technology of individualism”

5. Exponential Growth of Adoption
To reach an audience of 50 million
38 years 13 years 4 years 3 years
Facebook: 100 million in 9 months

6. Open Source
 practices in production and development that promote
access to the end product's source materials.
 In software development is peer
production
bartering and collaboration
 Making everything available at no cost
to the public:
end-product, source-
material, "blueprints" and
documentation

7. The Cloud

8. Social Media
What is Social Media?
Social media are media for social
interaction, using highly accessible and
scalable publishing techniques. (Wikipedia)

9. Thought Leadership
Thought leader is
business jargon for an
entity that is
recognized for having
innovative ideas.
“Leaders of business ideas that merited attention.”
Joel Kurtzman, editor-in-chief of the Booz, Allen &
Hamilton magazine, 1994

10. DEMOCRATIZATION DREAMS
SELF-PUBLISHING AND PUBLISHING
THREE BASIC TYPES OF PUBLISHING
 Traditional (big house publishing)
 Subsidized (semi self-publishing)
 Self-publishing (“all my self”)

11. Distribution

12. Bookstore Shelve Space

13. Personal Library

15. POD and Self-publishing
Democratization?
WEB 1.0
 static
 read only
 published content
 going online
 Paid advertising

16. POD and Self-publishing
Democratization?
WEB 1.0 Self-Publishing 1.0
 static  Editable
 read only  Printed One at a Time
 published content  Available on Demand
 going online  Webpage - Online
 Paid advertising Bookstores
 Traditional Marketing
(Expensive)

17. The same paradigms
 Shelve space is the place to be
 Being picked up by traditional publishing house
“and retire”
 Authors' advance “I should get paid to be
published”
 ...because everyone likes it (my family and
close friends)

18. Self-Publishing 1.5
Ah-ha!
 Self-publishing as the platform into
traditional
 Retire? Author? I'm now an entrepreneur
in the field of my dreams
 Well, why go with the big 6 when they
want to cut my control and royalties
 I'm fulfilled as I help others

19. Who gets it?
 Ali Pervez - “Black Belt
Marketing”
 Stephanie Pappas -
“Assisted Yoga Postures”
 Jay Conrad Levinson -
“Guerilla Marketing Series”
(latest one with Shane
Gibson)

20. SOCIALIZATION
BECOMING THE TRUE SELF IN SELF-PUBLISHING
 The dreams of the self-publishing movement
finally happening
 Social Media has accelerated the process
Exponentially (specially in the last 2 years)
 Better opportunities for any kind of author like it
has been for small businesses too
 Traditional publishers are accepting the shifts
and learning from Music and film Industries

21. The Last Three Years
“Linchpin will be the last book I publish in
a traditional way.”
~ Seth Godin
“ The Physical Book Is Dead In 5 Years”
~ Nicholas Negroponte

22. Multi Success
 We have seen more sporadic
successes than ever before in
almost every medium
 We are seen a cross pollination of
media that resides comfortably in
the Social Media Sphere and the
new technologies
 Value, Uniqueness and
Authenticity

23. POD and Self-publishing
Democratization?
WEB 2.0
 dynamic, interactive
 read -write 2 way
 user generated content
 being online
 collective intelligence, collaboration
 noisy and messy
 information overload

24. POD and Self-publishing
Democratization?
WEB 2.0 Self-Publishing 2.0
 dynamic, interactive  Blogs, Forums
 read -write 2 way  Forums, comments, measuri
 user generated content ng tools
 being online  Instant feedback
 collective, collaboration  Online Distribution
 noisy and messy  Open source and Free Amp
 information overload  Free social media
promotions

25. Opportunity for Authors
SOCIAL MEDIA SUCCESSES BECOME
THOUGHT LEADERS
OPEN SOURCE and THE CLOUD
ANYONE HAS A LOUD VOICE (Authors and Readership)
Pop Culture is fragmenting
Low Risk even for traditional publishers
Promotion Via Traditional Channels is Too Noisy
There’s infinite shelf space - Infinite Storage Kindle (80% more than
Hardcover)

26. Authors Role: Curation

27. Leadership
Uniqueness and Authenticity

28. Connection - Matchmaking
Connecting to others by connecting them

29. Creating a Movement
Movement – a tribe of individuals together for a
common cause or interest

30. Permission Marketing is a
Priviledge
AUTHORS MUST CONNECT WITH READERS:
Learn about your readers and write for them to
accomplish connection, build your tribes to set
yourself as a Thought Leader
BECOME A WRITER FOR YOUR READERS
INSTEAD OF SEARCHING FOR THE
READERS OF YOUR WRITING

31. Social Media Strategy
1.Determine your Goals & Objective
2.Research and research
3.Create your list of Contacts and Content
4.Join the Conversations to Develop &
Strengthen Relationships
5.Manage Time / Resources
6.Measure
7.Analyze and Improve

32. Sending relevant, valuable Website
traffic to your own website /Blog
 Blogging
 Social Bookmarking
 Social Networks
 Shared Calendars
and Events
 Micro-blogging and
Live blogging
 Photo Sharing
 Wikis
 Podcasting / Video
Blogging
 Webinars

33. Who Really Gets It!
 Seth Godin
http://sethgodin.typepad.com/
 Chris Brogan & Julien Smith
http://www.chrisbrogan.com/
 Guy Kawasaky
http://www.guykawasaki.com/
 Sh*tmydadsays
http://twitter.com/shitmydadsays

34. BACK TO THE AGORA
STORYTELLERS AND ORATORS

35. Storytellers and Orators
with their audience in one space
WEB 3.0
 mobile & multiple devices  3D
 semantic web  Voice recognition
 Flow of information  Order
 intelligent browsing  Personal
 Cloud computing  Intimate
 users preferences & needs  Connected
 OpenID (portable identity)  The mess becomes organized
(Google again?)

36. The New Spaces
Alive Communities
Community of
Readers Reader
Moderator Community of
Authors
(Google?)
Open Source The
Author
Cloud

37. The New Spaces – A New Agora
Alive Communities
Readers /
Audience Citizen
Agora
Political Fiction
Non-Fiction +Commercial
+Social
Orators Storytellers

38. The Self-Publishing
Tribes: Writing - Publishing-
Author-Reader Distributing from interacting
with Audience
Social
/Community
Environments
Homer (curators):
Synergistic communities of
Author-Author authors and collaborators
(bartering)

39. The New Definition Author 3.0
An author entrepreneur
knowledgable of film, music,
Multidisciplinary graphic design, color theory
/ Multilingual – able to communicate in the
global community of media
The New Autheur
= Author
+ Entrepreneur
Storyteller: animated, musical
Multimedia for an Agora mindset – video
games, choose your own
adventure

40. Thank you !
And now some Q & A
Ask me more @josealbis or
jose@albisgroup.com