Mobile Strategies for Digital Publishing, ACP presentation, June, 2015
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Transcript of Mobile Strategies for Digital Publishing, ACP presentation, June, 2015
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Mobile Strategies for Digital Publishing
Thad McIlroy
June 10, 2015
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A Bit About Me
Started in publishing in the ’70s Ran Virgo Press and Beatty & Church
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My Church & Richmond Office
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TheFutureofPublishing.com
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A Proud Publication
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My Recent Books
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My Recent Books
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What I’ve Learned About Mobile
1. Mobile may appear obvious: beware 2. It is confusing & is changing daily 3. The “value proposition” is sketchy 4. The social media crossover is complex 5. What applies there may not apply here 6. Content is core, but perhaps not king
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Let’s Take it One Step at a Time
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Accept Complexity
Mobile’s multifarious impact is unprecedented;
it touches everything
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Device Diversity From desktops to tablets, smartphones, ereaders,
gaming consoles, watches and sensors
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Devices Matter for Content
Among all ebook readers, the % who read ebooks frequently on each device. Source: Pew
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Ereaders for the Heavy Users
(87m) Kobo Glo
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Tablets in the #2 Spot
(300m+)
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Phones Win Because of Volume
2.1 billion
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Attention Deficit
The trend: People connect to mobile
while simultaneously engaging with other media
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The Age of Distraction
Source: Marketing Land
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5 Seconds Users spend 5 seconds evaluating an image or piece of text before deciding whether to engage or to move on
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Content
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Books Need to Compete
Source: Amazon
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The Entertainment Spectrum
Source: Adapted from Wattpad
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The Mobile Content Divide
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The Content Conundrum
What’s the best format? • Best format for that device? • Best format for that content? • Best format for that audience? • Or what is the best content for that
device?
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The Grandeur of Ereading
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Read 'em and Weep
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Ebook Formatting Hell
Source: Ebook Architects
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Textbooks
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Textbooks Are Very Different
• Authoring, design, production, and... • Sales and marketing and adoptions • Students don’t even like ebooks • A vast amount of experimentation by
the “buyers” and other players
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Social Media
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Social Media & Mobile
First there was social media Then there was mobile
And then they were one
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Facebook Mobile-ONLY Users
App-access accounts for 40% of total users
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Social Media Per Platform
Source: comScore
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The Print Tradition Remains Strong
Fernando Botero
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The Economics of Print
Since desktop publishing The cost of creative -75% The cost of prepress -85% Since on-press automation The cost of print -30%
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Some Recommendations
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Digital-First
• Publishers still think print-first • Digital is too often an afterthought Turn this on its head • What’s our ebook strategy? And
then our print strategy • What’s our online strategy? And
then the Globe & Mail review
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The Iterative Approach
No longer a straight line • Test different covers • Test different online resellers • Test different price points • Test Google AdWords • Test Facebook advertising • Test print/ebook bundles
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The Wattpad Use Case
Source: Wattpad
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What Matters Most
1. It’s complex; don’t be frightened off 2. Everything matters 3. Print publishing still at the core
BUT 4. Publishing must become digital-first
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Infomercial
• Free digital version for all seminar attendees
• Book = $34.99 paper • Telephone consult
with print book included = $195
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Some Resources
• Social Media Marketing…In Brief (Digital Book World)
• Big Ideas from Big (or Small) Data, Pete McCarthy
• Bookishness: The Future of Print & Digital Books, Thad McIlroy
• The Secrets of Word-of-Mouth Marketing, George Silverman
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The Slides that Wouldn’t Fit
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Apps are Broken A small handful of apps
dominate usage; the ecosystem doesn’t
support small developers
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Mobile Time Spend
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Social Media for Books
Adapted from The Secrets of Word-of-Mouth Marketing (George Silverman)
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Sensors Increase Engagement
Source: Samsung
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Whither the Enhanced Ebook?
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Taschen Looking Good
Source: Taschen
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Enhanced Kids Books?
Source: The Fantastic Flying Books of Mr. Morris Lessmore