1. This
BISG WEBCAST
Was presented by:
Marketing “Books”g
in a Digital World
JAMES LICHTENBERG
President
Lightspeed LLC
This BISG WEBCAST took place
Wednesday, October 27, 2010 at 1:00 p.m. Eastern PETER MILBURN
Digital Products Marketing Manager
To register for future BISG Webcasts, please visit:
http://www.bisg.org/event-cat-6-webcasts.php
g g g
Wiley Global Finance
ROB GOODMAN
Director of Online Marketing
Simon & Schuster

2. Creating a more informed,
empowered and efficient book empowered and efficient book
industry supply chain for both
physical and digital productsphysical and digital products.
BISG is committed to the development of effective industry­
wide standards best practices research and events thatwide standards, best practices, research and events that
enhance relationships between trading partners.
www.bisg.org
© 2010, the Book Industry Study Group, Inc. 2

3. Who you’ll be hearing from today…Who you ll be hearing from today…
JAMES LICHTENBERG
President, Lightspeed LLC
As President of Lightspeed, LLC, a consulting practice in New York City, Jim g p , , g p y,
Lichtenberg provides strategic counsel, program development and meeting
facilitation to corporate and publishing industry clients nationwide. Transformation of
business models, products, services, and corporate communications due to the
impact of new technology are his core areas of focus. The goal is successful
innovation and growth.
PETER MILBURN
Digital Products Marketing Manager, Wiley Global Finance
Peter is Digital Products Marketing Manager for Wiley Global Finance, the finance,
trading and investing publishing arm of John Wiley & Sons, Inc. Prior to joining Wiley,
Peter was founder and owner of RE:DIRECT, a Manhattan‐based direct response
creative agency that handled promotion and interactive assignments for most of the
country's major magazine publishers including Conde Nast, Hearst, Time Inc.,
Smithsonian, The Economist and others.
ROB GOODMAN
Director of Online Marketing, Simon & Schuster
Rob Goodman is Director of Online Marketing for Simon & Schuster, Inc. where he
develops digital strategies and online initiatives across all publishing units, including
Adult, Children, and Audio Divisions. Rob drives large‐scale consumer targeted
campaigns building awareness and sales for Simon & Schuster's bestselling roster
across print books eBooks and audio Rob also leads the company's marketing in theacross print books, eBooks and audio. Rob also leads the company s marketing in the
social media space, and his team is responsible for the launch of S&S on Twitter,
Ustream and Foursquare.
© 2010, the Book Industry Study Group, Inc. 3

4. © 2010, the Book Industry Study Group, Inc. 4

5. And now, on with the show…,
© 2010, the Book Industry Study Group, Inc. 5
© 2010, the Book Industry Study Group, Inc. 5

6. E‐books, themselves,
are only the tip of the
iceberg in the fast‐
changing landscape of
book publishing.
© 2010, the Book Industry Study Group, Inc. 6

7. Changing landscape g g p
also includes:
Rise of online retail
and shrinking of bricks
Consumer fascination
with e‐readers and
Explosion of the
mobile web and social
media that transform g
and mortar. tablets. how publishers relate
to customers.
© 2010, the Book Industry Study Group, Inc. 7

8. This webcast will focusThis webcast will focus
on the experiences andon the experiences and
successes of two majorsuccesses of two major
publishers taking activepublishers taking active
steps to embrace thesesteps to embrace these
new opportunitiesnew opportunities.
© 2010, the Book Industry Study Group, Inc. 8

9. Peter Milburn
Digital Products Marketing Manager
Wiley Global FinanceWiley Global Finance
© 2010, the Book Industry Study Group, Inc. 9

10. W All K P bli hi i R idl E l iWe All Know Publishing is Rapidly Evolving
Illustration courtesy of http://darwinslibrary.com

11. M S i f C t t C ti S Will Fl i hMany Species of Content are Competing – Some Will Flourish
and Others Wither
Illustration courtesy of
http://darwinslibrary.com

12. N O K E tl Whi h F t Will Wi B t Th BiNo One Knows Exactly Which Formats Will Win – But The Big
Picture Is Clear Enough …
Source: http://www.slideshare.net/digitalbookworld/the‐truth‐about‐ebooks‐devices‐formats‐pirates‐oh‐my

13. Source: http://www.slideshare.net/digitalbookworld/the‐truth‐about‐ebooks‐devices‐formats‐pirates‐oh‐my

14. S i l St t i f th N t 5 YSurvival Strategies for the Next 5 Years
F ll th G Follow the Game
 Get to Know Your Ecosystem
 Become a Digital NativeBecome a Digital Native
 Speak the Language
 Grow a Longer Tail
 Learn How to Listen
 Educate Your Tribe
 Sharpen Your Arrows

15. M k t Lik G d H t F ll th GMarketers, Like Good Hunters, Follow the Game

16. S i l N t k U G f 8% i 2005 t 46% i A ilSocial Network Usage Grew from 8% in 2005 to 46% in April
2009

17. M t th N R t ilMeet the New Retailers
500 Million Users
125 Million Users
65 Million Users
2 Billion Videos Served Daily

18. G t K Y E tGet Know Your Ecosystem

19. S k th L b dSpeak the Language … www.urbandictionary.com
Flame
Troll
Link Bait
OMG!
LOL
LMAOLink Bait
Google Juice
Platform
LMAO
LMFAO
ROTFLMAO
Friend/Like/Follow
API
IMHO
WTF!
Fail/Win
Fail Whale
H htHashtag

20. G L T ilGrow a Longer Tail

21. Sh Y ASharpen Your Arrows http://mashable.com/guidebook/twitter

22. K H t Li tKnow How to Listen

23. Ed t Y T ibEducate Your Tribe authorguide.wiley.com

24. E l P t S hiffExample: Peter-Schiff.com

25. E l P t hiff liExample: Peterschiffonline.com

26. E l P t hiff li A l tiExample: Peterschiffonline.com Analytics

27. E l Th B d B bbl M k ti C i F b kExample: The Brand Bubble Marketing Campaign on Facebook

28. Att t A di D ’t S d P Li t R l dAttract an Audience – Don’t Spray and Pray, Listen, Reply and
Engage

29. G t i th G d St t B ildi C it A d YGet in the Game and Start Building Community Around Your
Content

30. THANK YOU!
© 2010, the Book Industry Study Group, Inc. 30

31. Rob Goodman
Director of Online Marketing
Simon & SchusterSimon & Schuster
© 2010, the Book Industry Study Group, Inc. 31

32. SIMON & SCHUSTER
Founded in 1924 by Richard L. Simon & M.
Lincoln Schuster, Simon & Schuster has ,
publishing and distribution capabilities in
the United States, Canada, the United
Kingdom Australia and an internationalKingdom Australia, and an international
sales presence in every major market.
32

33. eBook Marketing
In the United States and across the globe, the In the United States and across the globe, the
Connecting with Consumers in an Online World
g ,
way we communicate as a culture is changing
and as a publisher we are changing with it.
g ,
way we communicate as a culture is changing
and as a publisher we are changing with it.
Over 500
Million
Over 500
Million
Over 125
Million
Over 125
Million
Over 2
Billion
Videos
Over 2
Billion
VideosMillion
FACEBOOK
Users
Million
FACEBOOK
Users
Million
TWITTER
Users
Million
TWITTER
Users
Videos
Served From
YouTube
Videos
Served From
YouTube
Each DayEach Day
33

34. Online Marketing & Digital Publishing
Today publishers have the opportunity to connect with
consumers like never before. Marketing their books
online through exciting new technology and developing
Today publishers have the opportunity to connect with
consumers like never before. Marketing their books
online through exciting new technology and developingonline through exciting new technology and developing
innovative new reading experiences to capture
consumers’ imaginations in this digital age.
online through exciting new technology and developing
innovative new reading experiences to capture
consumers’ imaginations in this digital age.
It’s the most exciting time to be a publisher and a reader.It’s the most exciting time to be a publisher and a reader.
34

35. eBook Marketing
How we connect with consumers on the web and distribute information digitally is
paramount to a successful book launch. Here are the key focus areas for success:
Know Your
Audience
Know Your
Audience
Successful
M k ti
Successful
M k ti
Make The
P h
Make The
P h
CreateCreate
eMarketing
Campaign
eMarketing
Campaign
Purchase
Easy
Purchase
Easy
Create
Content
Create
Content
Connect
with
Consumers
Connect
with
Consumers
35
ConsumersConsumers

36. Content is Key
In order to get the attention of fans and In order to get the attention of fans and g
consumers you have to create content that will
engage and get them talking. Word of mouth
tools are key to spreading sales and
awareness
g
consumers you have to create content that will
engage and get them talking. Word of mouth
tools are key to spreading sales and
awarenessawareness.awareness.
36

37. S&S Content Syndication and Online Partner Network
CBSi/CNET
Properties
CBS
Audience
Network
37

38. Video Performance
G C li L t W d T ib t id Mi h l I Bl k id f P lGeorge Carlin Last Words Tribute video
reached hundreds of millions of fans
with featured homepage placement on:
Michael Ian Black videos for Purple
Kangaroo and Chicken Cheeks
received over 350,000 views on:
38

39. Content Syndication: Articles
• Using short excerpts of book
content to create 500‐1,000
word “articles”
• Includes links to buy the book,
watch author videos, browse the
book – all designed to:g
– Build awareness for books
and authors
– Enable sampling
– Drive sales
• Distributing articles to partners in
exchange for promotion and
traffic
• Current categories: Lifestyle;
Health; Business / Personal
Finance; Spirituality
39

40. Content ‐ Web games
• Creation of web games – giving fans the chance to
experience their favorite author or book in a creative newexperience their favorite author or book in a creative, new
way. Developed for maximum sharing and embedding
across the web.
Over
1 Million Plays
For Pendragon
Britto Game
Just Launched
For Pendragon
Games!
On Yahoo!
Kids
40

41. Connecting ‐ Social Media
Consumers are using social media to discover, recommend, and Consumers are using social media to discover, recommend, and
purchase books. S&S is contributing to the conversations on
Facebook, Twitter, Ustream, and more. We are also working with
our authors to expand their reach and impact online.
purchase books. S&S is contributing to the conversations on
Facebook, Twitter, Ustream, and more. We are also working with
our authors to expand their reach and impact online.
•Consumers are 67% more likely to buy from the brands they follow on Twitter•Consumers are 67% more likely to buy from the brands they follow on Twitter•Consumers are 67% more likely to buy from the brands they follow on Twitter
•Consumers are 51% more likely to buy from a brand they fan on Facebook
•Consumers are 79% more likely to recommend brands & products they follow on social media
‐Chadwick Martin Bailey & iModerate Research Technologies, March 2010 Report
•Consumers are 67% more likely to buy from the brands they follow on Twitter
•Consumers are 51% more likely to buy from a brand they fan on Facebook
•Consumers are 79% more likely to recommend brands & products they follow on social media
‐Chadwick Martin Bailey & iModerate Research Technologies, March 2010 Report
41

42. Social Media – S&S Twitter
• At the center of the S&S social
b i i T i T iweb community is Twitter. Twitter
is an integral part of our viral
marketing force online.
• We utilize Twitter as a platform to
l h hlaunch promotions, share news,
author appearances, premiere
content, and let our fans socialize
around our books and authors
online and on the go.
42

43. Building Online Communities ‐ Pocket After Dark
• New online book community for romance and
urban fantasy readers
b d d d b k• Members can read, rate, and discuss books,
and connect with fellow readers and fans
• Every month, site offers free books, two free
h f l kchapters of up to six current titles and a sneak
peek from a soon‐to‐be published book
• Participate in live chats with bestselling
authors
• Earn points based on site activity.
• Includes the entire catalog of S&S’s romance g
and fantasy books
• Users can buy the books directly from the site
or an online retailer of their choice.or an online retailer of their choice.
43

44. Different Marketing Strategies ‐ eBooks vs Print
eBook Marketing Strategies provide us with an
e citing ad antage o er marketing a print book
eBook Marketing Strategies provide us with an
e citing ad antage o er marketing a print bookexciting advantage over marketing a print book
online. That advantage being ‐ instant
gratification. With eBook Marketing we can
drive consumers to purchase and they will
exciting advantage over marketing a print book
online. That advantage being ‐ instant
gratification. With eBook Marketing we can
drive consumers to purchase and they will p y
immediately have access after downloading to
that content live on the spot.
p y
immediately have access after downloading to
that content live on the spot.
44

45. Different Marketing Strategies ‐ eBooks vs Print
Social MediaSocial Media
eRetailer
Promotions
on Sites
eRetailer
Promotions
on Sites
eGalley ReadseGalley Reads
Sample eBook Marketing Campaign
3rd Party
Website
Promotions
3rd Party
Website
Promotions
ContentContent
45
Author
Outreach
Author
Outreach
Online
Advertising
Online
Advertising

46. New Strategies ‐ Online Advertising
Consumer Research & Industry Trends
•U.S. Internet users viewed a total of 4.3 trillion
display ads in 2009 ‐ 21% growth from 2008
•U.S. Internet users viewed a total of 4.3 trillion
display ads in 2009 ‐ 21% growth from 2008
•New web technology for interactive ad units are
driving higher conversions to sales
• 8% increase from ‘08 to ’09 in the # of people
•New web technology for interactive ad units are
driving higher conversions to sales
• 8% increase from ‘08 to ’09 in the # of people• 8% increase from 08 to 09 in the # of people
exposed to display ads overall
‐ComScore 2009 US Digital Year in Review
• 8% increase from 08 to 09 in the # of people
exposed to display ads overall
‐ComScore 2009 US Digital Year in Review
46

47. New Strategies ‐ Online Advertising
• Targeted advertising campaigns across
the web and social media. Leveraging
content and messaging to connect with
fans and drive sales and awareness.
• Over the last 3 years, S&S has increased
our overall online advertising spend
over traditional print advertising.
Vince Flynn ‐ Pursuit Of Honor
• Over 151 Million targeted impressions
• Facebook, Drudge, Glenn Beck, Google, and more.
Jennifer Weiner ‐ Best Friends Forever
• 247 Million impression
• Food Network, Scripps.com, Google, Facebook, Perez Hilton
47

48. The Mobile Web
The Mobile Web is a key touch point for reaching the new digital consumer.
Globally, nearly 500 million people accessed the Internet
through mobile devices in 2009 up from only 100 million inthrough mobile devices in 2009 ‐‐ up from only 100 million in
2005, according to PricewaterhouseCoopers. The projection is
that number will reach 1.4 billion by 2014, bringing with it
staggering opportunities for advertisers and marketersstaggering opportunities for advertisers and marketers.
‐PricewaterhouseCoopers, August 2010
48

49. Mobile Applications in Action
Example: Bro2Go iPhone / iTouch Mobile Application
Original Print Book Adapted iPhone App For Sale on Apple App Store
49

50. Bro2Go - Mobile Applications in Action
•Chapters into Articles by Topic • Used to Promote, Market, and
•New features added that utilize
the touch interface of device
Upsell Print Books & Audio Books
• Sold well as an App
50

51. Online Marketing - What’s New & Next
Online Marketing in Publishing TodayOnline Marketing in Publishing Today
Engaging Interactive Ad Units • Location Based Social Media
Live Web Content • Digital Apps • Connecting Real World &
Digital • Augmented Reality • So much more…
Engaging Interactive Ad Units • Location Based Social Media
Live Web Content • Digital Apps • Connecting Real World &
Digital • Augmented Reality • So much more…g g yg g y
51

52. Connecting Physical Books To Online
• Partnering with Microsoft Tag to enhance the physical book with
instant access to digital content including videos, excerpts, and more.
• Smartphones can scan the Tag icon featured on our books, print ads,
merchandising and promotional materials, and in store displays.
• Driving awareness for our authors and increasing sales with digital• Driving awareness for our authors and increasing sales with digital
point of purchase materials and content.
52

53. Connecting Physical Books To Online
53

54. What’s Next – Digital Publishing
What’s Next? So Much More…
S b i ti B d B k•Subscription Based eBooks
•Advertising Based Revenue Models for eBooks
•Bundling Digital Content with Print ProductBundling Digital Content with Print Product
•Animated Interactive Children’s Books
•New Devices, New Digital Publishing g g
Platforms, New Software….
54

55. THANK YOU!
© 2010, the Book Industry Study Group, Inc. 55

56. Peter MilburnPeter Milburn
Digital Products Marketing Manager
Wiley Global Finance
pmilburn@wiley.com
@redirectny
linkedin.com/in/petermilburn
Rob Goodman
Director of Online Marketing
Simon & Schuster
Rob.Goodman@SimonandSchuster.com
Angela Bole
Deputy Executive Director
Book Industry Study Group, Inc.
www bisg org
James Litchtenberg
President
Lightspeed LLC
jimlichtenberg@mac.com
BISG WEBCAST
www.bisg.org
www.bisg.org
angela@bisg.org
© 2010, the Book Industry Study Group, Inc. 56