How Publishers Can Make Money Using Social Media & Mobile Phones
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Transcript of 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
Markets 2.0• Disintermediation of traditional gatekeepers
• Transformation of consumers into producers
• Isn’t this what Amazon is doing / has done?
©ApolloMedia.net
Markets 2.0
• Low barriers to entry
• Low distribution costs
• Unlimited inventory capacity
• Encourages new entrants & disruptive business models
©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?
• Was...
• Get radio play
• Rolling Stone
• Saturday Night Live (Top of the Pops long gone...)
• Now...
©ApolloMedia.net
Does a Musician Need a Label?
• Was...
• Get radio play
• Rolling Stone
• Saturday Night Live (Top of the Pops long gone...)
• Now...
• Video on YouTube
©ApolloMedia.net
Does a Musician Need a Label?
• Was...
• Get radio play
• Rolling Stone
• Saturday Night Live (Top of the Pops long gone...)
• Now...
• Video on YouTube
• MySpace page
©ApolloMedia.net
Does a Musician Need a Label?
• Was...
• Get radio play
• Rolling Stone
• Saturday Night Live (Top of the Pops long gone...)
• Now...
• Video on YouTube
• MySpace page
• Facebook deal
©ApolloMedia.net
Does a Musician Need a Label?
• Was...
• Get radio play
• Rolling Stone
• Saturday Night Live (Top of the Pops long gone...)
• Now...
• Video on YouTube
• MySpace page
• Facebook deal
• Touring
©ApolloMedia.net
Does a Musician Need a Label?
• Was...
• Get radio play
• Rolling Stone
• Saturday Night Live (Top of the Pops long gone...)
• Now...
• Video on YouTube
• MySpace page
• Facebook deal
• Touring
• And...
©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
©ApolloMedia.net 2009
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?
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
©ApolloMedia.net 2009
©ApolloMedia.net 2009
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
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
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- 16 -
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
©ApolloMedia.net 2009- 18 -
Entered best seller chart at #40
Richard & Judy, selected the book
Sold over 300,000 copies
so more book sales…
©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
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mCommerce SelectandpayusingpremiumSMS,PayPal,orCreditCard
Deliverdigital,physicalproducts,orbarcodetickets
Lockpurchasetoaspecificuser(handset)ifrequired
mCommerce SelectandpayusingpremiumSMS,PayPal,orCreditCard
Deliverdigital,physicalproducts,orbarcodetickets
Lockpurchasetoaspecificuser(handset)ifrequired
mCommerce SelectandpayusingpremiumSMS,PayPal,orCreditCard
Deliverdigital,physicalproducts,orbarcodetickets
Lockpurchasetoaspecificuser(handset)ifrequired
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