How Book Publishers Can Use Web and Mobile Tools to Understand their Readers\' Needs and Preferences, and to Enable Sampling of their Content

1. How can publishers
make money from
reader data (and not
leave it to the others...)
Frankfurt Book Fair 2008
- Rolfe Swinton -
1

2. Rolfe Swinton
co-founder, Apollo Mobile
2

3. 3

4. Apollo Media
4

5. 5

6. INSEAD
6

7. 7

8. 7

9. A view on the evolution of
supply chain and the use of data
8

10. Our sophistication has
evolved from asking...
9

11. What happened?
10

12. 11

13. How many? Where?
12

14. 13

15. 14

16. 15

17. 16

18. Why is this happening?
17

19. Seasonality
18

20. The Longtail
- can this save us?
19

21. 20

22. 21

23. 21

24. Xerox
Delphax
Oce
22

25. Xerox
Delphax
Oce
22

26. Still asking
Why is this happening?
23

27. 24

28. 25

29. 26

30. 27

31. 28

32. BOOKSURGE
28

33. What will happen next?
29

34. BOOKSURGE
30

35. 31

36. You don’t have to be
Amazon or Google
32

37. We Have Tools To Help
You Harness Reader
Data to Gain Insight
33

38. Using The Vast Data
Source - The Internet
and People’s Mobile
Phones
34

39. 35

40. 36

41. 37

42. 38

43. 39

44. There are other ways
to answer key
questions such as...
40

45. where are your
readers?
41

46. what are they saying?
42

47. Our tools can help...
43

48. 44

49. see if you are making a
difference?
45

50. 46

51. 47

52. 48

53. 49

54. 50

55. 51

56. what best
communicates to them?
51

57. You can see if people
are judging your book
fairly by its cover
52

58. 53

59. Proportion of each demographic group selecting this jacket as first-choice
Profile of 100% 32% 22% 5% 12% 21% 18% 21% 0%
Total ample
54

60. Proportion of each demographic group selecting this jacket as first-choice
Profile of 100% 32% 22% 5% 12% 21% 18% 21% 0%
Total ample
55

61. Proportion of each demographic group selecting this jacket as first-choice
Profile of 100% 32% 22% 5% 12% 21% 18% 21% 0%
Total ample
56

62. 57

63. Was it the book or the cover?
- 15 -
58

64. Data supported the publisher’s
confidence in the book
Propensity to buy the book after reading an extract by demographic sub-group
% saying certain
would buy it
Profile of
50% 50% 0% 7% 29% 29% 29% 7% 0% 0%
Total Sample
- 16 -
59

65. - 17 -
60

66. so more book sales…
Entered best seller chart at #40
Richard & Judy, selected the book
Sold over 300,000 copies
- 18 -
61

67. how can you get them
to try, to share, to
discuss?
62

68. 63

69. • Finish mobile technology
• In use by a range of media companies
• Technology runs on all kinds of
mobile phones
• Makes it easy to let people sample,
share, discuss, and buy books
64

70. 65

71. turn audiences into
communities
66

72. Media sampling,
consumption
67

73. Media sampling,
consumption
67

74. Realtime Interactivity
Competitions
 Push or pull people to
events, chats, competitions
 Hold events that connect
groups of users as managed
by the application or users of
the system
 Can be controlled manually
or automatically
68

75. Realtime Interactivity
Competitions
 Push or pull people to
events, chats, competitions
 Hold events that connect
groups of users as managed
by the application or users of
the system
 Can be controlled manually
or automatically
68

76. Realtime Interactivity
Competitions
 Push or pull people to
events, chats, competitions
 Hold events that connect
groups of users as managed
by the application or users of
the system
 Can be controlled manually
or automatically
68

77. mCommerce
 Select and pay using
premium SMS, PayPal, or
Credit Card
 Deliver digital, physical
products, or barcode tickets
 Lock purchase to a specific
user (handset) if required
69

78. mCommerce
 Select and pay using
premium SMS, PayPal, or
Credit Card
 Deliver digital, physical
products, or barcode tickets
 Lock purchase to a specific
user (handset) if required
69

79. mCommerce
 Select and pay using
premium SMS, PayPal, or
Credit Card
 Deliver digital, physical
products, or barcode tickets
 Lock purchase to a specific
user (handset) if required
69

80. mCommerce
 Select and pay using
premium SMS, PayPal, or
Credit Card
 Deliver digital, physical
products, or barcode tickets
 Lock purchase to a specific
user (handset) if required
69

81. Content & Community
 Content overview
 User comments
 User rating
 Share content with others virally
(via text message from the user’s
own phone)
 Find content similar (based on
database or on other users with
similar preferences)
 Upload photos, video, audio
 All user data can be monitored to
ensure it is appropriate – repeat
offenders can be prevented from
entering new content
70

82. Polling & Participation
•Pre‐planned & live poll / testing
to engage audiences in novel
way
•Real‐time push to users possible
•Adjust to user profiles
•Handles multiple question types
now – could easily be expanded
(forced choice, multiple choice,
•Robust and detailed data
capture
•Send reminders via text or
71

83. Polling & Participation
•Pre‐planned & live poll / testing
to engage audiences in novel
way
•Real‐time push to users possible
•Adjust to user profiles
•Handles multiple question types
now – could easily be expanded
(forced choice, multiple choice,
•Robust and detailed data
capture
•Send reminders via text or
71

84. Polling & Participation
•Pre‐planned & live poll / testing
to engage audiences in novel
way
•Real‐time push to users possible
•Adjust to user profiles
•Handles multiple question types
now – could easily be expanded
(forced choice, multiple choice,
•Robust and detailed data
capture
•Send reminders via text or
71

85. Polling & Participation
•Pre‐planned & live poll / testing
to engage audiences in novel
way
•Real‐time push to users possible
•Adjust to user profiles
•Handles multiple question types
now – could easily be expanded
(forced choice, multiple choice,
•Robust and detailed data
capture
•Send reminders via text or
71

86. Polling & Participation
•Pre‐planned & live poll / testing
to engage audiences in novel
way
•Real‐time push to users possible
•Adjust to user profiles
•Handles multiple question types
now – could easily be expanded
(forced choice, multiple choice,
•Robust and detailed data
capture
•Send reminders via text or
71

87. Polling & Participation
•Pre‐planned & live poll / testing
to engage audiences in novel
way
•Real‐time push to users possible
•Adjust to user profiles
•Handles multiple question types
now – could easily be expanded
(forced choice, multiple choice,
•Robust and detailed data
capture
•Send reminders via text or
71

88. Polling & Participation
•Pre‐planned & live poll / testing
to engage audiences in novel
way
•Real‐time push to users possible
•Adjust to user profiles
•Handles multiple question types
now – could easily be expanded
(forced choice, multiple choice,
•Robust and detailed data
capture
•Send reminders via text or
71

89. understand readers’
behaviour
72

90. 73

91. One Hen
74
74

92. 75

93. link
76

94. 77

95. community
78

96. 79

97. test
80

98. 81

99. expensive?
82

100. easy?
83

101. • organisation
• people
• technology
84

102. join us
85

103. experiment
86

104. publishing analytics
87

105. Ostrich
88

106. X
Ostrich
88

107. simple
89

108. measurable
90

109. low-risk
91

110. see what’s happening
92

111. 93

112. 94

113. listen
95

114. 96

115. try
97

116. 98

117. test
99

118. 100

119. learn
101

120. 102

121. talk
103

122. rolfe@swinton.org
104

123. from what happened?
105

124. to what’s going to
happen?
106

125. to what’s the best that
can happen?
107

126. rolfe@swinton.org
108