How Publishers Can Make Money Using Social Media & Mobile Phones
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This document discusses how publishers can use online tools and social media to better understand their audiences and sell more books. It provides examples of how music publishers have adapted to digital platforms like YouTube, MySpace and Facebook to promote musicians. It also examines how reader data from these sources can help publishers determine where their readers are located, what they are interested in, and how to best communicate with them. The document advocates that publishers experiment with these new technologies to gain insights into reader behavior.
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How Publishers Can Make Money Using Social Media & Mobile Phones
- 1. How Publishers Can Use the Web, Social Networks and Mobile Tools to Understand Their Audience, and Sell More Books rolfe@swinton.org apollomedia.net
- 2. Rolfe Swinton ©ApolloMedia.net 2009
- 4. Apollo Media ©ApolloMedia.net 2009
- 6. INSEAD ©ApolloMedia.net 2009
- 9. Evolution of supply chain data ©ApolloMedia.net 2009
- 10. What happened? ©ApolloMedia.net 2009
- 12. How many? Where? ©ApolloMedia.net 2009
- 17. Why is this happening? ©ApolloMedia.net 2009
- 18. Seasonality ©ApolloMedia.net 2009
- 19. Longtail ©ApolloMedia.net 2009
- 23. Xerox Delphax Oce ©ApolloMedia.net 2009
- 24. Xerox Delphax Oce ©ApolloMedia.net 2009
- 25. Why is this happening? ©ApolloMedia.net 2009
- 39. Markets 2.0 • Disintermediation of traditional gatekeepers • Transformation of consumers into producers • Isn’t this what Amazon is doing / has done? ©ApolloMedia.net
- 40. What will happen next? ©ApolloMedia.net 2009
- 41. Markets 2.0 • Low barriers to entry • Low distribution costs • Unlimited inventory capacity • Encourages new entrants & disruptive business models ©ApolloMedia.net
- 42. Let’s Look at Music ©ApolloMedia.net 2009
- 43. Does a Musician Need a Label? ©ApolloMedia.net
- 44. Does a Musician Need a Label? • Was... ©ApolloMedia.net
- 45. Does a Musician Need a Label? • Was... • Get radio play ©ApolloMedia.net
- 46. Does a Musician Need a Label? • Was... • Get radio play • Rolling Stone ©ApolloMedia.net
- 47. Does a Musician Need a Label? • Was... • Get radio play • Rolling Stone • Saturday Night Live (Top of the Pops long gone...) ©ApolloMedia.net
- 48. Does a Musician Need a Label? • Now... • Was... • Get radio play • Rolling Stone • Saturday Night Live (Top of the Pops long gone...) ©ApolloMedia.net
- 49. Does a Musician Need a Label? • Now... • Was... • Video on YouTube • Get radio play • Rolling Stone • Saturday Night Live (Top of the Pops long gone...) ©ApolloMedia.net
- 50. Does a Musician Need a Label? • Now... • Was... • Video on YouTube • Get radio play • MySpace page • Rolling Stone • Saturday Night Live (Top of the Pops long gone...) ©ApolloMedia.net
- 51. Does a Musician Need a Label? • Now... • Was... • Video on YouTube • Get radio play • MySpace page • Rolling Stone • Facebook deal • Saturday Night Live (Top of the Pops long gone...) ©ApolloMedia.net
- 52. Does a Musician Need a Label? • Now... • Was... • Video on YouTube • Get radio play • MySpace page • Rolling Stone • Facebook deal • Saturday Night Live (Top of the Pops long gone...) • Touring ©ApolloMedia.net
- 53. Does a Musician Need a Label? • Now... • Was... • Video on YouTube • Get radio play • MySpace page • Rolling Stone • Facebook deal • Saturday Night Live (Top of the Pops long gone...) • Touring • And... ©ApolloMedia.net
- 54. Crowd Funding Music • iLike • OpenMusic Factory ©ApolloMedia.net 2009
- 55. What’s Apple Done? ©ApolloMedia.net
- 56. What’s Apple Done? ©ApolloMedia.net
- 57. What’s Apple Done? ©ApolloMedia.net
- 58. What’s Apple Done? ©ApolloMedia.net
- 59. What’s Apple Done? ©ApolloMedia.net
- 60. What did Music Cos Do? • Started investing in social media • Universal invested in Loud.com • Sony BMG, Warner, EMI in Imeem.com • CBS bought LastFM (?) • MySpace & Google have a $900M ad deal... • MySpace & Bebo has become content producer already with TV shows Roommates & Kate Modern ©ApolloMedia.net
- 61. MySpace, Pandora, etc. Offers Music for Free
- 62. And What Has Been the Impact? • iPhone now offers instant gratification! • Tower Records, Zavvi, Musicland... are all closing down • So can book retailers be far behind? ©ApolloMedia.net 2009
- 63. BOOKSURGE Facebook LinkedIn ©ApolloMedia.net 2009
- 64. BOOKSURGE Facebook LinkedIn ©ApolloMedia.net 2009
- 65. Google ©ApolloMedia.net 2009
- 66. It is Worth Acting • C. K. Pralahad “Consumers now initiate the dialog, they have moved out ✴ of the audience, onto the stage” • Stern Business School Study: “Chatter does have an impact” 40 legitimate blog postings ➙ 500% higher record sales ✴ ↑ MySpace friends = ↑ higher sales ✴ ©ApolloMedia.net
- 67. Still, you don’t have to be Amazon or Google ©ApolloMedia.net 2009
- 68. Vast data source ©ApolloMedia.net 2009
- 74. where are your readers? ©ApolloMedia.net 2009
- 76. what are they saying? ©ApolloMedia.net 2009
- 78. what do they want? ©ApolloMedia.net 2009
- 80. are you making a difference? ©ApolloMedia.net 2009
- 86. what best communicates to them? ©ApolloMedia.net 2009
- 88. Proportion of each demographic group selecting this jacket as first-choice Profile of 100% 32% 22% 5% 12% 21% 18% 21% 0% Total ample ©ApolloMedia.net 2009
- 89. Proportion of each demographic group selecting this jacket as first-choice Profile of 100% 32% 22% 5% 12% 21% 18% 21% 0% Total ample ©ApolloMedia.net 2009
- 90. Proportion of each demographic group selecting this jacket as first-choice Profile of 100% 32% 22% 5% 12% 21% 18% 21% 0% Total ample ©ApolloMedia.net 2009
- 92. Was it the book or the cover? ©ApolloMedia.net 2009 - 15 -
- 93. Data supported the publisher’s confidence in the book Propensity to buy the book after reading an extract by demographic sub-group % saying certain would buy it Profile of 50% 50% 0% 7% 29% 29% 29% 7% 0% 0% Total Sample ©ApolloMedia.net 2009 - 16 -
- 94. ©ApolloMedia.net 2009 - 17 -
- 95. so more book sales… Entered best seller chart at #40 Richard & Judy, selected the book Sold over 300,000 copies ©ApolloMedia.net 2009 - 18 -
- 96. And We Did This For Stories Too! ©ApolloMedia.net 2009
- 97. how can you get readers to try & to discuss your content? ©ApolloMedia.net 2009
- 101. • Finish technology • In use by a range of media companies - music, newspapers, publishing, etc. • Technology runs on all kinds of mobile phones ©ApolloMedia.net 2009
- 102. turn audiences into communities ©ApolloMedia.net 2009
- 106. Film ©ApolloMedia.net 2009
- 107. Film ©ApolloMedia.net 2009
- 108. mCommerce Select and pay using premium SMS, PayPal, or Credit Card Deliver digital, physical products, or barcode tickets Lock purchase to a specific user (handset) if required
- 109. mCommerce Select and pay using premium SMS, PayPal, or Credit Card Deliver digital, physical products, or barcode tickets Lock purchase to a specific user (handset) if required
- 110. mCommerce Select and pay using premium SMS, PayPal, or Credit Card Deliver digital, physical products, or barcode tickets Lock purchase to a specific user (handset) if required
- 111. mCommerce Select and pay using premium SMS, PayPal, or Credit Card Deliver digital, physical products, or barcode tickets Lock purchase to a specific user (handset) if required
- 112. Content & Community Content overview User comments User rating Share content with others virally (via text message from the user’s own phone) Find content similar (based on database or on other users with similar preferences) Upload photos, video, audio All user data can be monitored to ensure it is appropriate – repeat offenders can be prevented from entering new content
- 113. understand readers’ behaviour ©ApolloMedia.net 2009
- 115. Key Mobile Numbers 50% 30% ‐ 70% ©ApolloMedia.net 2009 84
- 116. One Hen 85
- 118. link ©ApolloMedia.net 2009
- 120. community ©ApolloMedia.net 2009
- 122. test ©ApolloMedia.net 2009
- 124. expensive? ©ApolloMedia.net 2009
- 125. easy? ©ApolloMedia.net 2009
- 126. • organisation • people • technology ©ApolloMedia.net 2009
- 127. join us ©ApolloMedia.net 2009
- 128. experiment ©ApolloMedia.net 2009
- 129. publishing analytics ©ApolloMedia.net 2009
- 130. Ostritch ©ApolloMedia.net 2009
- 131. X Ostritch ©ApolloMedia.net 2009
- 132. simple ©ApolloMedia.net 2009
- 133. measurable ©ApolloMedia.net 2009
- 134. low-risk ©ApolloMedia.net 2009
- 135. see what’s happening ©ApolloMedia.net 2009
- 138. listen ©ApolloMedia.net 2009
- 140. try ©ApolloMedia.net 2009
- 142. test ©ApolloMedia.net 2009
- 144. learn ©ApolloMedia.net 2009
- 146. talk ©ApolloMedia.net 2009
- 147. rolfe@swinton.org ©ApolloMedia.net 2009
- 148. from what happened? ©ApolloMedia.net 2009
- 149. to what’s going to happen? ©ApolloMedia.net 2009
- 150. to what’s the best that can happen? ©ApolloMedia.net 2009
- 151. rolfe@swinton.org www.apollomedia.net ©ApolloMedia.net 2009