To 20:20 And Beyond‣Where are we ?

‣Reading device threshold

‣Our stories transform lives

‣Some milemarkers ahead

#ecpafuture

Slideshare1Monday, November 7, 11

Where are we ?Economy Only Certainty is UncertaintyGlobality 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 2

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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?

3Source: KPBC Annual Outlook, 10/18/11 Mary Meeker

Where are we ?

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Reading device threshold97% of tablet market currently is iPad

iPad units ramping from 11MM units in the September quarter to 14MM units in the December quarter

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 daily4

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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

Reading device threshold

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Our stories transform lives6

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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 transmediaproject 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 forwardcomplex (who owns the story?)

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Our stories transform lives

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some milemarkers

forward

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new story models

kids storybook apps

cinderella ~ nosy crow

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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

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not simply being digital

being demonstrably relevant to customers

who turn to digital first to find context & content

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Source: Context, Not a Container, Brian O’Leary

faith & practice - sweet spot11

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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

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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 Marketing, David Court, Dave Elzinga, Susan Mulder, and Ole Jørgen Vetvik 13

Linking markets to content

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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

14Source: McKinsey Digital Marketing, David Court, Dave Elzinga, Susan Mulder, and Ole Jørgen Vetvik

Linking content to markets

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marketing in 20:20

Source: McKinsey Digital Marketing, David Court, Dave Elzinga, Susan Mulder, and Ole Jørgen Vetvik 15

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"release early. release often. and listen to your customers, not your developers."

customer development always trumps product dev

minimum viable booksmallest 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 distributionareas that publishers may continue to add value in for a long time

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Lessons from Lean Startup & Open Source

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Bob Carlton

bob@cadabramedia.com

Cadabra Media @cadabramediaLMK Consulting @bobcarlton

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