How Publishers Can Make Money Using Social Media & Mobile Phones

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Information about How Publishers Can Make Money Using Social Media & Mobile Phones
Technology

Published on January 15, 2009

Author: rolfesw

Source: slideshare.net

Description

Publishers can make more money by using the internet, social networks, and mobile applications - in fact, this is the only cost effective way that publishers can market the majority of their books.

Some publishers claim that they cannot afford to do on-line marketing. In this slideshow, I outline some of the reasons why they must, but also how they should be able to make more than enough money to cover all costs. Furthermore, they can track the effectiveness of their work!

How Publishers Can Use the Web, Social Networks and Mobile Tools to Understand Their Audience, and Sell More Books rolfe@swinton.org apollomedia.net

Rolfe Swinton ©ApolloMedia.net 2009

©ApolloMedia.net 2009

Apollo Media ©ApolloMedia.net 2009

©ApolloMedia.net 2009

INSEAD ©ApolloMedia.net 2009

©ApolloMedia.net 2009

©ApolloMedia.net 2009

Evolution of supply chain data ©ApolloMedia.net 2009

What happened? ©ApolloMedia.net 2009

©ApolloMedia.net 2009

How many? Where? ©ApolloMedia.net 2009

©ApolloMedia.net 2009

©ApolloMedia.net 2009

©ApolloMedia.net 2009

©ApolloMedia.net 2009

Why is this happening? ©ApolloMedia.net 2009

Seasonality ©ApolloMedia.net 2009

Longtail ©ApolloMedia.net 2009

©ApolloMedia.net 2009

©ApolloMedia.net 2009

©ApolloMedia.net 2009

Xerox Delphax Oce ©ApolloMedia.net 2009

Xerox Delphax Oce ©ApolloMedia.net 2009

Why is this happening? ©ApolloMedia.net 2009

©ApolloMedia.net 2009

©ApolloMedia.net 2009

©ApolloMedia.net 2009

©ApolloMedia.net 2009

©ApolloMedia.net 2009

©ApolloMedia.net 2009

BOOKSURGE ©ApolloMedia.net 2009

BOOKSURGE ©ApolloMedia.net 2009

BOOKSURGE ©ApolloMedia.net 2009

BOOKSURGE ©ApolloMedia.net 2009

BOOKSURGE ©ApolloMedia.net 2009

BOOKSURGE ©ApolloMedia.net 2009

BOOKSURGE ©ApolloMedia.net 2009

Markets 2.0 • Disintermediation of traditional gatekeepers • Transformation of consumers into producers • Isn’t this what Amazon is doing / has done? ©ApolloMedia.net

What will happen next? ©ApolloMedia.net 2009

Markets 2.0 • Low barriers to entry • Low distribution costs • Unlimited inventory capacity • Encourages new entrants & disruptive business models ©ApolloMedia.net

Let’s Look at Music ©ApolloMedia.net 2009

Does a Musician Need a Label? ©ApolloMedia.net

Does a Musician Need a Label? • Was... ©ApolloMedia.net

Does a Musician Need a Label? • Was... • Get radio play ©ApolloMedia.net

Does a Musician Need a Label? • Was... • Get radio play • Rolling Stone ©ApolloMedia.net

Does a Musician Need a Label? • Was... • Get radio play • Rolling Stone • Saturday Night Live (Top of the Pops long gone...) ©ApolloMedia.net

Does a Musician Need a Label? • Now... • Was... • Get radio play • Rolling Stone • Saturday Night Live (Top of the Pops long gone...) ©ApolloMedia.net

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

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

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

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

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

Crowd Funding Music • iLike • OpenMusic Factory ©ApolloMedia.net 2009

What’s Apple Done? ©ApolloMedia.net

What’s Apple Done? ©ApolloMedia.net

What’s Apple Done? ©ApolloMedia.net

What’s Apple Done? ©ApolloMedia.net

What’s Apple Done? ©ApolloMedia.net

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

MySpace, Pandora, etc. Offers Music for Free

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

BOOKSURGE Facebook LinkedIn ©ApolloMedia.net 2009

BOOKSURGE Facebook LinkedIn ©ApolloMedia.net 2009

Google ©ApolloMedia.net 2009

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

Still, you don’t have to be Amazon or Google ©ApolloMedia.net 2009

Vast data source ©ApolloMedia.net 2009

©ApolloMedia.net 2009

©ApolloMedia.net 2009

©ApolloMedia.net 2009

©ApolloMedia.net 2009

©ApolloMedia.net 2009

where are your readers? ©ApolloMedia.net 2009

©ApolloMedia.net 2009

what are they saying? ©ApolloMedia.net 2009

©ApolloMedia.net 2009

what do they want? ©ApolloMedia.net 2009

©ApolloMedia.net 2009

are you making a difference? ©ApolloMedia.net 2009

©ApolloMedia.net 2009

©ApolloMedia.net 2009

©ApolloMedia.net 2009

©ApolloMedia.net 2009

©ApolloMedia.net 2009

what best communicates to them? ©ApolloMedia.net 2009

©ApolloMedia.net 2009

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

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

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

©ApolloMedia.net 2009

Was it the book or the cover? ©ApolloMedia.net 2009 - 15 -

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 -

©ApolloMedia.net 2009 - 17 -

so more book sales… Entered best seller chart at #40 Richard & Judy, selected the book Sold over 300,000 copies ©ApolloMedia.net 2009 - 18 -

And We Did This For Stories Too! ©ApolloMedia.net 2009

how can you get readers to try & to discuss your content? ©ApolloMedia.net 2009

©ApolloMedia.net 2009

©ApolloMedia.net 2009

©ApolloMedia.net 2009

• 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

turn audiences into communities ©ApolloMedia.net 2009

©ApolloMedia.net 2009

©ApolloMedia.net 2009

©ApolloMedia.net 2009

Film ©ApolloMedia.net 2009

Film ©ApolloMedia.net 2009

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


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


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


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


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

understand readers’ behaviour ©ApolloMedia.net 2009

Key
Mobile
Numbers 50% 30%
‐
70% ©ApolloMedia.net 2009 84

One
Hen 85

©ApolloMedia.net 2009

link ©ApolloMedia.net 2009

©ApolloMedia.net 2009

community ©ApolloMedia.net 2009

©ApolloMedia.net 2009

test ©ApolloMedia.net 2009

©ApolloMedia.net 2009

expensive? ©ApolloMedia.net 2009

easy? ©ApolloMedia.net 2009

• organisation • people • technology ©ApolloMedia.net 2009

join us ©ApolloMedia.net 2009

experiment ©ApolloMedia.net 2009

publishing analytics ©ApolloMedia.net 2009

Ostritch ©ApolloMedia.net 2009

X Ostritch ©ApolloMedia.net 2009

simple ©ApolloMedia.net 2009

measurable ©ApolloMedia.net 2009

low-risk ©ApolloMedia.net 2009

see what’s happening ©ApolloMedia.net 2009

©ApolloMedia.net 2009

©ApolloMedia.net 2009

listen ©ApolloMedia.net 2009

try ©ApolloMedia.net 2009

©ApolloMedia.net 2009

test ©ApolloMedia.net 2009

©ApolloMedia.net 2009

learn ©ApolloMedia.net 2009

©ApolloMedia.net 2009

talk ©ApolloMedia.net 2009

rolfe@swinton.org ©ApolloMedia.net 2009

from what happened? ©ApolloMedia.net 2009

to what’s going to happen? ©ApolloMedia.net 2009

to what’s the best that can happen? ©ApolloMedia.net 2009

rolfe@swinton.org www.apollomedia.net ©ApolloMedia.net 2009

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