Spanish Evangelical Publishers Association Summit November 2011 sepaweb.org

1. To 20:20 And Beyond
‣Where are we ?
‣Reading device threshold
‣Our stories transform lives
‣Some milemarkers ahead
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#SEPA2011
Tuesday, November 15, 11

2. Stories of faith &
transformation, across
digital platforms
Bob Carlton LMK Consulting
27 years in publishing
17 years digital
7 startups • Digital
transformation
Author, blogger
Austin, TX • Social media
#SEPA2011
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3. • Where are we ?
• 2011 Threshold
• U.S. eBook market Hawaiian surfer Garrett McNamara,
Nazare Canyon off Portugal
• The Waves Ahead The 1000-ft deep and 3-mile wide underwater canyon – which
stretches for 105 miles – acts likes a funnel when it receives
Atlantic swells, creating huge waves.
Some estimate that McNamara's wave was 27-metre (90ft) high,
which would top the current Guinness World Records holder
Mike Parson's 77ft monster at Cortez Bank in 2001
#SEPA2011
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4. Where are we ?
• Economy Only Certainty is Uncertainty
• Globality Aren’t In Kansas Anymore…
• Mega-Trend of 21st Century
Empowerment of People
via Connected Mobile Devices
Source: KPCB Annual Outlook, 10/18/11 Mary Meeker
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5. Where are we ?
• Mobile: Early Innings • Advertising: Lookin’
Growth, Still… Good…Fb, Mobile
• User Interface: Text > • Content Creation –
Changed Forever
Graphical > Touch /
Sound / Move
• Authentic Identity – The
Good / Bad / Ugly. But
• Commerce: Fast / Easy /
Fun / Savings Mostly Good?
• More Important Than Ever…
Source: KPBC Annual Outlook, 10/18/11 Mary Meeker
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6. Where are we ?
• Mobile: Latinos/Latinas in U.S. have their mobile
phones with them more than African Americans
and even more than non-Hispanic whites
• Social: 67% of Latinos/Latinas in U.S use social
networking sites, slightly above the average rate
• Video: 64% of Spanish-speaking internet users
visited a video site in the past month, compared
with 50% of the general population
Source: eMarketer 2011
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7. 2011: Device Threshold
• 70% of eReader device market is
Kindle
• nook & Kobo gaining
• 97% of tablet market currently is
iPad
• Average user has downloaded 60 apps
on average. In Q410, number was 10
✓ older readers read faster than normal on an iPad, than they do when using
a Kindle or traditional paper book - greater retention as well
✓ 77% of tablet owners use their tablets every day
✓ 27% of tablet users use their tablets for reading books daily
Source: Gartner study, Sept 2011
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8. 2011: Device Threshold
iPad Kindle nook
Launched Q210 Q407 Q309
Units 29MM 16MM ~6MM
AMZN
Positioning Apps Hybrid
Media
✓creating direct to consumer channels - app store still very inefficient
✓competition for content locker in the cloud and differentiated content
✓ self-publishing conduit for AMZN (CreateSpace), B&N (PubIT)
✓Google & Microsoft both appear on sidelines
Source: Gartner study, Sept 2011
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9. eBook Wave Has Hit U.S.
Source: AAP study, Oct 2011
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10. Wave By Content Area
• Fiction is the leading sales driver of e-
books, with 61% of unit sales in 2010 and
51% of revenue
• Nonfiction accounted for the second
highest amount of e-book revenue in 2010,
with the segment representing 14% of sales
• Children's segment generated 12% of unit
sales in 2010
Source: AAP study, Oct 2011
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11. Wave By Content Area
Source: Context, Not a Container, Brian O’Leary
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12. What’s Behind Wave ?
Source: PWC study, August 2011
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13. Power Surfer Profile
Source: Bowker/BISG Pubtrack, May 2011
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14. Power Surfer Profile
Source: Bowker/BISG Pubtrack, May 2011
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15. Power Surfer Profile
Source: Bowker/BISG Pubtrack, May 2011
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16. More Frequent Purchases
Source: Bowker/BISG Pubtrack, May 2011
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17. Publishers’ Shifting Water
Source: Bowker/BISG Pubtrack, May 2011
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18. Publishers’ Shifting Water
Source: Bowker/BISG Pubtrack, May 2011
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19. Publishers’ Promos
Source: Bowker/BISG Pubtrack, May 2011
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20. Academic trailing
Source: Bowker/BISG Pubtrack, May 2011
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21. some
waves
ahead
#SEPA2011
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22. #SEPA2011
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23. Digital Conversion Costs
• $111: median cost
per title
• Simple title: $55
• Moderate titles: $97
• Complex titles: $181
#SEPA2011
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24. Typical Digital Sales
• Top 10 title: 480
units
• Top 50 title: 235
• Average for all
ISBN: 13
#SEPA2011
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25. Navigating These Waters
• Competing harder in fewer segments ?
• Greater need/opportunity for partnerships
• Digital shift = cultural shift for organizations
#SEPA2011
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26. publishers link content to markets
far too often
+ markets are something we outsource
+ context is the last thing we think about
#SEPA2011
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27. Content to Markets
major change in the way
consumers make decisions
➡ marketers must move aggressively
➡ beyond purely push-style
communication
➡ learn to influence consumer-driven
touch points, such as word-of-mouth
& Internet information sites
67% of of the touch points during
the active-evaluation phase involve
consumer-driven marketing
activities
postpurchase experience shapes
their opinion for every subsequent
decision in the category
Source: McKinsey Digital Marketing
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28. Content to Markets
• both business-to-consumer (B2C) and business-to-business
(B2B) purchasers increasingly want marketers to help
them make smart decisions
• tailor message to audiences and stage in consideration process
• be much more specific about the touch points used to influence consumers as
they move through initial consideration to active evaluation to closure
• invest in vehicles that let marketers interact with consumers as they learn about
brands
Source: McKinsey Digital Marketing
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29. Navigating These Waters
Source: McKinsey Digital Marketing
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30. Lessons from Lean Startup &
Open Source
• "release early. release often. and listen to your customers,
not your developers."
• customer development always trumps product dev
• minimum viable book
• smallest in-progress subset of your book that you could sell and be able to claim
with a straight face that it is worth the money right now
• copy editing, indexing and distribution
• areas that publishers may continue to add value in for a long time
Source: McKinsey Digital Marketing
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31. ...2 last things
#SEPA2011
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32. kids storybook apps adult story apps
mission st clare
cinderella ~ nosy crow holiday eats - big oven
wasteland - touch press
morris lessmore ~ moonbot
budhify
speakeasy - open air our choice - push pop press
YouVersion
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Next Waves in U.S. 32

33. Our stories transform lives
• Write ourselves into the story world and infuse
it with your soul
• in most media what's missing is the pain -- not yearning, but true loss
• story crucial to transmedia
• project should not originate from the desire to make use of new technology,
but from the desire to tell a captivating story
• collaboration is the only path forward
• complex (who owns the story?)
#SEPA2011
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34. Bob Carlton
bob@cadabramedia.com
Cadabra Media @cadabramedia
LMK Consulting @bobcarlton
Tuesday, November 15, 11