sepa summit 2011
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Spanish Evangelical Publishers Association SummitNovember 2011sepaweb.orgTRANSCRIPT
To 20:20 And Beyond
‣Where are we ?
‣Reading device threshold
‣Our stories transform lives
‣Some milemarkers ahead
#SEPA20111
Tuesday, November 15, 11
LMK Consulting
• Digital transformation
• Social media
2
Stories of faith &
transformation, across
digital platforms
Bob Carlton 27 years in publishing
17 years digital7 startups
Author, bloggerAustin, TX
#SEPA2011
Tuesday, November 15, 11
• Where are we ?
• 2011 Threshold
• U.S. eBook market
• The Waves Ahead
3
Hawaiian surfer Garrett McNamara, Nazare Canyon off Portugal
The 1000-ft deep and 3-mile wide underwater canyon – which stretches for 105 miles – acts likes a funnel when it receives
Atlantic swells, creating huge waves. Some estimate that McNamara's wave was 27-metre (90ft) high, which would top the current Guinness World Records holder
Mike Parson's 77ft monster at Cortez Bank in 2001
#SEPA2011
Tuesday, November 15, 11
Where are we ?• Economy Only Certainty is Uncertainty
• Globality Aren’t In Kansas Anymore…
•Mega-Trend of 21st Century Empowerment of People
via Connected Mobile Devices
Source: KPCB Annual Outlook, 10/18/11 Mary Meeker 4
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• Mobile: Early Innings Growth, Still…
• User Interface: Text > Graphical > Touch / Sound / Move
• Commerce: Fast / Easy / Fun / Savings
• More Important Than Ever…
• Advertising: Lookin’ Good…Fb, Mobile
• Content Creation – Changed Forever
• Authentic Identity – The Good / Bad / Ugly. But Mostly Good?
Source: KPBC Annual Outlook, 10/18/11 Mary Meeker 5
Where are we ?
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• Mobile: Latinos/Latinas in U.S. have their mobile phones with them more than African Americans and even more than non-Hispanic whites
• Social: 67% of Latinos/Latinas in U.S use social networking sites, slightly above the average rate
• Video: 64% of Spanish-speaking internet users visited a video site in the past month, compared with 50% of the general population
6
Where are we ?
Source: eMarketer 2011
Tuesday, November 15, 11
• 70% of eReader device market is Kindle
• nook & Kobo gaining
• 97% of tablet market currently is iPad
• Average user has downloaded 60 apps on average. In Q410, number was 10
✓ older readers read faster than normal on an iPad, than they do when using a Kindle or traditional paper book - greater retention as well
✓ 77% of tablet owners use their tablets every day
✓ 27% of tablet users use their tablets for reading books daily
7Source: Gartner study, Sept 2011
2011: Device Threshold
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iPad Kindle nook
Launched Q210 Q407 Q309
Units 29MM 16MM ~6MM
Positioning Apps AMZN Media Hybrid
✓creating direct to consumer channels - app store still very inefficient
✓competition for content locker in the cloud and differentiated content
✓ self-publishing conduit for AMZN (CreateSpace), B&N (PubIT)
✓Google & Microsoft both appear on sidelines
2011: Device Threshold
8Source: Gartner study, Sept 2011
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9Source: AAP study, Oct 2011
eBook Wave Has Hit U.S.
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• Fiction is the leading sales driver of e-books, with 61% of unit sales in 2010 and 51% of revenue
• Nonfiction accounted for the second highest amount of e-book revenue in 2010, with the segment representing 14% of sales
• Children's segment generated 12% of unit sales in 2010
Source: AAP study, Oct 2011
Wave By Content Area
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Source: Context, Not a Container, Brian O’Leary 9
Wave By Content Area
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12Source: PWC study, August 2011
What’s Behind Wave ?
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13Source: Bowker/BISG Pubtrack, May 2011
Power Surfer Profile
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14Source: Bowker/BISG Pubtrack, May 2011
Power Surfer Profile
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15Source: Bowker/BISG Pubtrack, May 2011
Power Surfer Profile
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16Source: Bowker/BISG Pubtrack, May 2011
More Frequent Purchases
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17Source: Bowker/BISG Pubtrack, May 2011
Publishers’ Shifting Water
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18Source: Bowker/BISG Pubtrack, May 2011
Publishers’ Shifting Water
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19Source: Bowker/BISG Pubtrack, May 2011
Publishers’ Promos
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Academic trailing
20Source: Bowker/BISG Pubtrack, May 2011
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some waves ahead
21#SEPA2011
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22#SEPA2011
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• $111: median cost per title
• Simple title: $55
• Moderate titles: $97
• Complex titles: $181
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Digital Conversion Costs
#SEPA2011
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• Top 10 title: 480 units
• Top 50 title: 235
• Average for all ISBN: 13
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Typical Digital Sales
#SEPA2011
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• Competing harder in fewer segments ?
• Greater need/opportunity for partnerships
• Digital shift = cultural shift for organizations
25#SEPA2011
Navigating These Waters
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publishers link content to markets
far too often
+ markets are something we outsource
+ context is the last thing we think about
#SEPA2011 26
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major change in the way consumers make decisions ➡ marketers must move aggressively
➡ beyond purely push-style communication
➡ learn to influence consumer-driven touch points, such as word-of-mouth & Internet information sites
67% of of the touch points during the active-evaluation phase involve consumer-driven marketing activities
postpurchase experience shapes their opinion for every subsequent decision in the category
Source: McKinsey Digital Marketing27
Content to Markets
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• both business-to-consumer (B2C) and business-to-business
(B2B) purchasers increasingly want marketers to help
them make smart decisions
• tailor message to audiences and stage in consideration process
• be much more specific about the touch points used to influence consumers as
they move through initial consideration to active evaluation to closure
• invest in vehicles that let marketers interact with consumers as they learn about
brands
Content to Markets
28Source: McKinsey Digital Marketing
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29Source: McKinsey Digital Marketing
Navigating These Waters
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• "release early. release often. and listen to your customers, not your developers."
• customer development always trumps product dev
• minimum viable book
• smallest in-progress subset of your book that you could sell and be able to claim with a straight face that it is worth the money right now
• copy editing, indexing and distribution
• areas that publishers may continue to add value in for a long time
Lessons from Lean Startup & Open Source
30Source: McKinsey Digital Marketing
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31#SEPA2011
...2 last things
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kids storybook apps
cinderella ~ nosy crow
morris lessmore ~ moonbot
our choice - push pop press
wasteland - touch press
budhify
holiday eats - big oven
speakeasy - open air
adult story apps
YouVersion
mission st clare
Next Waves in U.S. 32
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• Write ourselves into the story world and infuse it with your soul • in most media what's missing is the pain -- not yearning, but true loss
• story crucial to transmedia• project should not originate from the desire to make use of new technology,
but from the desire to tell a captivating story
• collaboration is the only path forward• complex (who owns the story?)
Our stories transform lives
33#SEPA2011
Tuesday, November 15, 11
Bob Carlton
Cadabra Media @cadabramediaLMK Consulting @bobcarlton
Tuesday, November 15, 11