The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit
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Transcript of The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit
RIP° or DIP° ?
° Rest in Paper versus Digital Innovation Player
1. High pressure on prices and margins
2. New user behaviour (Tablet reading and I need it NOW…)
3. High speed evolving business models…
but with BAD TECHNICAL SOLUTIONS
4. Winner takes it all dynamics
like in the early Internet days)
5. Plug and Play business models from
unexpected fields
6. All gets easy in the digital world … but it is
hard to recruit competent digital staff
7. National markets are dead – all is now
international supply and demand related
THE TSUNAMIS7
SO PUBLISHERS FEEL SQUEEZED
E-BOOK
TSUNAMI
PAPER
EDITIO
NS
TODAY…THERE IS NO e�BOOK CHAMPION…
only those that tried and those that are still trying…
PAPER eBOOK
…THE DITIGAL DILEMA
« Everyone is a genius. But
if you judge a fish on its
ability to climb a tree, it
will live its whole life
believing that it is stupid. »
Albert Einstein
So how SEXY publisher
Digital
Tsunami
?
GOING DIGITAL = TAKING RISKS TO BE LONELY
IN A HIGH DEMANDING MARKETPLACE
1960196019601960 1980198019801980
2000200020002000The INTERNET is
killing our books. Do
something NOW
There is a glitch..
Hmm… What is
a book again ?
2014201420142014
As Einstein said : As Einstein said : As Einstein said : As Einstein said : "We can't solve problems by using "We can't solve problems by using "We can't solve problems by using "We can't solve problems by using the same kind of thinking we used the same kind of thinking we used the same kind of thinking we used the same kind of thinking we used
when we created them.“ when we created them.“ when we created them.“ when we created them.“
NEW GENERATIONS =
NEW READING HABITS
NEW GENERATIONS =
NEW NOTE TAKING HABITS
THE « I GOOGLE SO I KNOW »
ATTITUDE TO ANSWER YOUR QUESTION
THIS WAS ONCE THE BEST
SEARCH ENGINE
THIS WAS ONCE MESSAGING
THIS WAS ONCE
« e�MAIL OVERLOAD »
To do ?
IS NEXT ?
SO WHAT … WHY ?SO WHAT… HOW ?
SO WHAT … WHEN ?
SO WHAT … WHO ?
SO WHAT … YOU !
SO WHY DO WE BUY BOOKS ?
TO
READ
FOR
FUN
TO
OFFER
TO LEARN
THINGS
TO GET
INSTRUCTED
TO KILL
TIME
TO
SHARE
PUBLISHERS
BLINDONLY
MAKING
MONEY
ON THOSE THAT READ… FORGETTING ALL OTHER USERS
HOW COULD THEY
AS IT IS ALL ABOUT
SERVICE PORTFOLIO…
NOT PHYSICAL ITEMS
LESSON 2
MODELS
CHANGE
TRUSTeBOOKGURUS
CONSULTANTS
eBooks will represent28% in 2018
BULLSHIT…
SERVICES…
The « EVERYTHING WILL BE MOBILE » revolution does
NOT make SENSE !
Books are already« mobile » since ages…
Pocket edition = to be put
in your pocket like
your phone !
None of us reads simulanuouslyseveral books… so why profile me ?
And it is not because I buy books as a gift that I read them !
The « BIG DATA
PERSONALISATION SERVICES »
do not exist !
The « SOCIAL NETWORK » revolution does not exists !
• People that read are POOR in sharing
• People that share just read the introduction… so BAD references
• Sharing & Likes do NOT bring readers (so NOrevenu) to you (shit)
« THE DIGITAL
WORLD IS
THERE TO STAY »
is UNTRUE !If I buy a hardcopy, I can still read it in 2 years’
time. Not for an e-Book
Actual eBOOK formats are
NOT RELIABLE…
just a TRANSITION to the future !
The « SHIFT » revolution doesnot fit !
YES… the Internet shifts to
tablets and smartphones…
But revenues are NOT !
WHAT IS YOUR REAL BUSINESS
MODEL ?
McDonald is in Real Estate°…
Burgers are just marketing stuff !
Amazon is not in books –
they are in logistics !
°McDonald always announces the numbers of restaurants they have… never on the number of burgers they sold !
SO PUBLISHER…
WHAT IS YOUR REAL BUSINESS MODEL ?
Printing books = The Paper and Ink Co ?
Selling books = The Logistics Co ?
Educational books = The Knowledge Co ?
Reading experience books = … hmm
you better fool yourself !
CREATE YOUROWN
MISSION STATEMENT…
One monk for texts
One monk for outlines
One monk for paintings
THE FIRST INDUSTRIAL REVOLUTION
GUTENBERG’S INVENTION
THE SECOND INDUSTRIAL REVOLUTION
LEAD TO MASS PRODUCTION
AND WHEN I SAY MASS PRODUCTION
IT MEANS CREATING REPEATABLE
STANDARDISED PRODUCTS FOR A
MASS AUDIENCE
THIRD INDUSTRIAL REVOLUTION
AMAZON
Traditional publishers were distribution champions… and with the
bookshops, they had a strong national sales network.
It all changed with Amazon – the best
logistics company in the world.
Amazon is not in books – they are in
logistics as they bring the books to you.
THEY GOT A TRUCK ON EVERY CORNER…
THE NEXT REVOLUTION
THE DIGITAL DISRUPTION
THE INTERNET WAVE MODIFIED
SO WHERE IS SO WHERE IS SO WHERE IS SO WHERE IS
PUBLISHING PUBLISHING PUBLISHING PUBLISHING
GOING TO ?GOING TO ?GOING TO ?GOING TO ?
HOW
MAKE MONEY
DIGITAL PRODUCTS
WEB
MONEY
ADVERTISING
like all others do !
For Yourquality products
(pay yourself… not Google Adwords)
On your
USERSnot on your
READERS
HOW CAN YOU MAKE MONEY EVERYWHERE ?
TO
READ
TO
RELAX
TO
OFFER
TO
DISCOVER
TO GET
INSTRUCTED
TO KILL
TIME
TO
SHARE
PEOPLE BOOKSGIFT
e-VOUCHERS
GIVE
GIFT
WHAT READING EXPERIENCE DO YOU DELIVER WITH YOUR BOOKS ?
HOW IS THEIR BUYING EXPERIENCE ?
• SLOW WEBSITE(s)…
• BAD SEARCH ENGINE…
• POOR PREVIEW INTERFACE…• POOR PAYMENT INTERFACE…
• HOW LONG DOES IT TAKE TO DOWNLOAD
AND OPEN A BOOK…
• FLICKERING PAGESWIPES…
• ANNOYING INTERACTIVITIES…• HOW EASY IS IT TO READ A 981 pages ANNA
KARENINA BOOK ?
NICE
SMOOTH
EXPERIENCES
NEED
TOC
improve
•Extra
BUT DOES IT WORK ?
PEOPLEWRITEBOOKS
THE SELF-PUBLISHINGTSUNAMISELF PUBLISHING NEVER
OPPORTUNITYNEW
ARE YOU READY TO DETECT IT ?
THE DIGITAL TEAM-PUBLISHINGTSUNAMI
INTERNETANALYTICS
WRONG
PUBLISHERS!
SO WHY SHOULD YOU ?
If you click on an AD… you lose the purpose of your Internet journey
« conversion rates »
measurements
Recent research mentions that people thatshare an article don’t fully read it !
°the peak of user shares/likes is at 7 seconds… impossible to have read the text !
9 percent
Measure how much attention and time people are actually spendinginside YOUR content
Learn from others … like pley.com
THEN FORCE SALES
90 percent of all major publishers embraced native advertising - the practice of selling placements of brand-sponsored content longside its editorial.
SO DO IT ALSO !
Create your story !
Many BRANDS° do not speak to the world… they created their
own audience…
ENGAGEMENT !
how long do theyspend
reading a book
(those things can be tracked)
RETURNING READERS !
how many people are getting back to yourcollection of books !
(those things can be tracked)
Where does the experiencefinish ? (those things can be tracked)
+ This allows to tune your books +
AVERAGE ENDING !
GUEST
GUESTS VISITING YOUR
BOOK
STRUCTURE
DIFFERENTLY
Amazon is not longer a company… it is a marketplace for all of its competitors.
LIKE A TOURIST AGENCY
They visit a village = they know your brand
They visit a street = they see your book series
They visit a house = they enter a book
If nice experience = they visit another house in the street (buy another book of your collection)
If bad experience = they will leave and you losta client !
Social Networks
My Portal
Facebook drivenSocial networks
Amazon drivenSocial networks
Distribution drivenSocial networks
My Business Partnersdriven social networks
Digital
Authors
Multi-device storyteller experts
Integrators ofmultimedia content
Book Musicians
??????
Blogs
Own campaigns
Articles
Feeds for influencers
Book
creation
& distrib
THIS IS THE NEW NETWORK… FORGET THE OLD ONE
YouTube as a blogJournalists
MyDistributionnetwork
Historicalprintshops
AmazoniTunes
GooglePlay
Mobile distribution
SO AIM AND SHOOT !
First arrow : influence recommendations
Make every book a price winner !
Second arrow : use CRM to reward book
engagement (badges, points, reductions…)
Third arrow : analyse their behavior and tune
their engagement (and opt-in %)
Forth arrow : use your content to make them
come back (you have gold in your hands,
show it to them !
Fifth arrow : create a service proposition
Give them goodies (like videos, Tshirts…)
Sixth arrow : create eco-system exclusivity !
Make them part of your club of Reader
Give them the opportunity to have a book
before others…
Seventh arrow :
use BIG DATA to become even BIGGER
JUST WRITE
IT YOURSELF
THE 39 LASHES
LESSON 39
YES…
YOU WILL BE HURT
PR
EP
AR
EY
OU
RSE
LF !
NOMINATE YOUR JOCKEY
DESIGN YOUR OWN WORLD ORGANIZATION
GO FOR THE WORLD
DON’T FORGET
IT IS ALL ABOUT WINNINGAs a lager is not to drink but to get drunk !
THANKS FOR READING
eMail : [email protected]
Most recent book : Transforming Dinosaurs into Vampires (available on all Amazon book stores)
SHARE ME !
AT YOURSERVICE
DIGITAL BUSINESSTRANSFORMATIONS
AND
I AM
AT YOUR
SERVICE
FOR DIGITAL
BUSINESS TRANSFORMATIONS jo
hn@
911co
bra.c
om