@jennybullough @angelajames Introduction Decisions.
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Transcript of @jennybullough @angelajames Introduction Decisions.
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@jennybullough @angelajames
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Introduction
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Decisions
Decisions
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Why Do Digital First Who’s Going to Do It Budget and Business Plan Contracts Accounting Format Retail Marketing
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Challenges and Roadblocks
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It’s tough to be first! Getting buy-in
› Company commitment to it as a real business (not a hobby or sideline)
Money › Expectations of immediate return
Perception of quality
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Thinking outside the box Helping readers discover your product Pricing – what price will the consumer
accept (and expect)? Royalties
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Scheduling systems ISBNs – by product or by format? Changing your workflow or creating a
new one
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Who’s Going to Do It?
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Editorial Marketing Social media / community / blogs Production Merchandising Website Affiliates Who’s in charge?
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Adapt, Adjust, Alter
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Product – think about it differently Contracts Royalties Job descriptions Marketing techniques Consumer relationships Deadlines
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Find your allies/advocates Work within the existing system
› Develop workarounds› But!
Develop and use your own systems & processes while you work to change the system to incorporate digital
@jennybullough
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Production database/tracking systems
ISBNs
Metadata
Formatting
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Proofreading / QC workflow
Ensure that you are delivering a quality product to the end-consumer – the reader
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Author copies› How will you handle this digitally?
Author promotional support› How much and how soon?
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Do it Yourself
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Take ownership of processes as soon as possible › Metadata, conversion, warehousing,
distribution› Make it manually if necessary› work directly with partners
Take ownership of marketing
Educate› be an in-house evangelist› work your grassroots —start with
authors
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Guerrilla marketing Direct relationships with bloggers vs.
going through PRDirect control of metadata› Adjust taxonomy on the fly to respond to
market Reflowable text = adaptable content
› Repackage, chunk
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Not Done Yet
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“not real books” Quality Getting to the reader Innovating
› Marketing› Business model – contracts› Keep business going while constantly
looking to the future
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Industry data standards out of date
Adapting to a constantly changing market
Time and Energy
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Advice
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Be in it for the long haul Stay the course! BUT don’t be afraid to admit
something’s not working Adapt, be agile Never lose sight of the future!
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