The Digital Marketing Wave Handselling in a Networked World Mila - - PowerPoint PPT Presentation

The Digital Marketing Wave

Handselling in a Networked World

Mila Zinkova

How publishers can leverage the

abundance of new technology

• ptions available to improve

their audience reach;

Provide examples of how

publishers are successfully marketing and promoting their titles on social networks, the web and on mobile devices

Mila Zinkova

Hashtag: #tocdmw

Bob Carlton ~ LibreDigital 2

http://www.slideshare.net/libredigital/libre-digital-digital-marketing-wave-handselling-in-a-networked-world-021810

Gutenberg’s World of Publishing 3

“We can argue about speed and direction – but there's not much doubt that the world of books is undergoing its most profound structural shift since Gutenberg”

John Makinson, Chairman & CEO of the PENGUIN GROUP

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Discovery has moved away from promotion Legacy categories flat

• r in decline

Unit of meaning moving to the article or chapter Digital printing impacts all markets

PRINT

Online marketing surpassing offline New business models challenging core Rights & permissions model under attack Consumers reading across multiple devices

DIGITAL

..most profound structural shift since Gutenberg.. 5

This Year’s Sessions as a Word Cloud

Created with Wordle: www.wordle.net

The customer has stepped out of the bookstore and into the foyer of the publishing houses, they are knocking on the doors of authors, and asking to be addressed as individuals. They will consent to purchase, not when coerced by a front-of-the-store display or fabulous media coverage, but when their friends start talking about how awesome/ helpful/inspiring/powerful the actual book itself is.

Shelton Green

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Book buyers now 30% more likely to discover your book online than traditional

• ffline promotions

Source: 2009 Bowker PubTrack Consumer Report

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10

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Curation Services Galley Services Launch Services Promotion Services

Sales Time

Discovery Services

Time

Social Driving Title Sales 11

Social Network Profiles

• Access = 44.2%
• Users = 92.1m

Photos

• Access = 42.6%
• Users = 79.2m

Videos

• Access = 15.3%
• Users = 23.5m

Blogging

• Access = 12.8%
• Users = 17.6m

Micro Blogging

• Access 7%
• Users = 10.7m

http://www.briansolis.com/2010/02/the-internationalization-of-social-media/

The U.S. Through the Wave

handselling: Products and services sold to consumers by direct,

• ne-on-one contact.

A shopkeeper or salesperson modified the order to the customer’s wishes in what has been called.

SOCIAL OBJECT CONTEXT INTERFACE 13

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3 Recent Surfers

• f the Digital Marketing Wave

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A New Kind of Christianity, Brian McLaren 16

Suite Scarlett, Maureen Johnson 17

#3 on Kindle Bestseller List week of 1/11/10

18 Linchpin, Seth Godin

Corporations look to scale Social business becomes

serious play

Mobile becomes a social

media lifeline

Sharing no longer

means e-mail

Google's Great, But

Facebook Rocks

Guidelines for Safe Surfing

Think of How Big Your Set Might Start

Robin Dunbar is a British anthropologist and evolutionary biologist, specializing in primate behavior. At Oxford, Dunbar is currently Professor of Evolutionary Anthropology and Director of the Institute of Cognitive and Evolutionary Anthropology in the School of Anthropology, and a Fellow of Magdalen College. He is the author of more than a dozen books, including Primate Social Systems (1988), The Trouble with Science (1995), The Evolution of Culture: An Interdisciplinary View (1999), Human Evolutionary Psychology (2002), and The Human Story (2004).

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