how publishers can make money using social media & mobile phones

How Publishers Can Use the Web, Social

Networks and Mobile Tools to Understand Their Audience, and

Sell More Books

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mailto:[email protected]


©ApolloMedia.net 2009

Rolfe Swinton


Apollo Media


INSEAD


Evolution of supply chain data


What happened?


How many? Where?


Why is this happening?


Seasonality


Longtail


XeroxDelphax

Oce


Why is this happening?


BOOKSURGE

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?

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

Does a Musician Need a Label?

©ApolloMedia.net


• Was...

©ApolloMedia.net


• Was...

• Get radio play

©ApolloMedia.net


• Was...

• Get radio play

• Rolling Stone

©ApolloMedia.net


• Was...

• Get radio play

• Rolling Stone

• Saturday Night Live (Top of the Pops long gone...)

©ApolloMedia.net


• Was...

• Get radio play

• Rolling Stone


• Now...

©ApolloMedia.net


• Was...

• Get radio play

• Rolling Stone


• Now...

• Video on YouTube

©ApolloMedia.net


• Was...

• Get radio play

• Rolling Stone


• Now...


• MySpace page

©ApolloMedia.net


• Was...

• Get radio play

• Rolling Stone


• Now...


• MySpace page

• Facebook deal

©ApolloMedia.net


• Was...

• Get radio play

• Rolling Stone


• Now...


• MySpace page

• Facebook deal

• Touring

©ApolloMedia.net


• Was...

• Get radio play

• Rolling Stone


• Now...


• MySpace page

• Facebook deal

• Touring

• And...

©ApolloMedia.net


Crowd Funding Music

• iLike

• OpenMusic Factory

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?


BOOKSURGE

Facebook

LinkedIn


Google

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


Vast data source


http://www.thehotelcafetour.com/images/myspace/facebook_logo.jpg

http://www.thehotelcafetour.com/images/myspace/facebook_logo.jpg


where are your readers?


what are they saying?


what do they want?


are you making a difference?


what best communicates to them?


Profile of Total ample

100% 32% 22% 5% 12% 21% 18% 21% 0%

Proportion of each demographic group selecting this jacket as first-choice

©ApolloMedia.net 2009- 15 -

Was it the book or the cover?


Data supported the publisher’s confidence in the book

Profile of Total Sample 50% 50% 0% 7% 29% 29% 29% 7% 0% 0%

% saying certain would buy it

Propensity to buy the book after reading an extract by demographic sub-group


Entered best seller chart at #40

Richard & Judy, selected the book

Sold over 300,000 copies

so more book sales…


And We Did This For Stories Too!


how can you get readers to try & to

discuss your content?


• Finish technology

• In use by a range of media companies - music, newspapers, publishing, etc.

• Technology runs on all kinds of mobile phones


turn audiences into communities


Film

mCommerce SelectandpayusingpremiumSMS,PayPal,orCreditCard

Deliverdigital,physicalproducts,orbarcodetickets

Lockpurchasetoaspecificuser(handset)ifrequired

Content & Community Contentoverview

Usercomments

Userrating

Sharecontentwithothersvirally(viatextmessagefromtheuser’sownphone)

Findcontentsimilar(basedondatabaseoronotheruserswithsimilarpreferences)

Upload photos, video, audio Alluserdatacanbemonitoredto

ensureitisappropriate–repeatoffenderscanbepreventedfromenteringnewcontent


understand readers’ behaviour

KeyMobileNumbers50%

30%‐70%

84©ApolloMedia.net 2009

OneHen

85


link


community


test


expensive?


easy?


•organisation

•people

•technology


join us


experiment


publishing analytics


Ostritch


OstritchX


simple


measurable


low-risk


see what’s happening


listen


try


test


learn


talk


[email protected]




from what happened?


to what’s going to happen?


to what’s the best that can happen?


[email protected]





how publishers can make money using social media & mobile phones

Technology

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radio playapollomedia

netwhats apple

low barriers

music cos

social networks

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