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This presentation was give to an international audience of publishing professionals working in cross-media from Greece, Italy, Slovenia, Germany, France, USA, Australia, UK and Sweden. The purpose of the presentation was to show how old media models are being disrupted and that there is no turning back from disintermediation. Case studies demonstrate the new rules of free market publishing.
Welcome to Disruption Stephen Bateman Paris March 2011Perspectives for Authors in the Post-Digital-Age
Talk outline1. Disruption2. Old and New business models3. Examples and decisions about what content to put out, for whom, at what time, in what form4. Examples of online community building and monetisation5. Consumer trends and the competitive landscape6. How to develop new revenue generating opportunities7. Want to elicit knowledge and experience from participants
Google Becomes Your Sous Chef with Recipe Search
Why?• People search for food related content, a lot• People search food but really want recipes• Specific “vegan curry, potatoes, peas and coconut”• Search by ingredients they have “oatmeal, peanut butter, applesauce, vanilla, yoghurt”• Help with special diet low-carb, gluten-free or vegetarian• Interested in calories and time to cook: all located in left- hand column• Great for consumers but what’s in it for Google and where does the content come from?
Sources• Food Network• Food.com• AllRecipes.com• iFood• Consumer and retail• Blogs• Many other places
Friend or Foe?• Friend or Foe?• What about Amazon, Kindle, Apple, iPad, Twitter, Facebook• Depends
borderless world disintermediation end of scarcityIt’s the new physics of business.
Not a quote from the book, but it sums up the problem (It)upsets all conditions of location, all cost calculations, all production functions within its radius of influence; and hardly any “ways of doing things” which have been optimal before remain so afterward.
• Amanda Hocking - best-selling "indie" writer on the Kindle store, no publisher• She sells around 100,000 copies/month• $3 and $0.99• No intermediaries, nothing to print, no shelf space, inventory• Low prices, volume, impulse, self-purchase; she gets to keep 70% of revenues• Where did she come from?
• 10 of the top 25 best-selling indie Kindle writers have never been affiliated to a publisher. Previously, she published stories on her blog.• 100,000 copies a month at average $2 retail @ 70% = $millions• Welcome to the digital age: the age that scares traditional publishers but which makes the world better for writers and readers alike.• Congratulations to Amazon for making it possible.
• Losers are the intermediaries• Intermediaries find themselves fighting rivals that have completely different operating models• Amazon is not just a book store but a very different consumer experience. Merchandising, recommendations, collaborative filtering and word or mouth.hardly any “ways of doing things” which have beenoptimal before remain so afterward
My French Table• Dorie Greenspan beautiful book 544 pages, best enjoyed in print• #13 spot on the New York Timess hardcover list +60,000 since launch (Oct 2010)• No TV show or magazine, not quite a household name• 36,000 Twitter fans• Blog (2008): In the Kitchen and On the Road with Dorie: 70,000 visitors/ month• Martoin: “All of the sales [of Around My French Table] were pretty much created online.” Adapted: No Platform? No Problem Nov 22, 2010 By Lynn Andriani Pub Weekly
My French Table• Fans buy the books. Online fans blog and tweet about their adventures cooking Dorie’s recipes, creating a powerful community. Dorie: "Every place Ive gone on book tour, Ive met people whove been part of this group."• But trade accounts lukewarm about My French Table. "French food is scary, complicated, not spicy, not ingredient-driven." Niche• Dorie says putting recipes online "entices people to look for more." Adapted: No Platform? No Problem Nov 22, 2010 By Lynn Andriani Pub Weekly
Niche and mega-nicheBusiness built on beingable to leverage theInternet to transform aniche into a mega-niche.Publisher sold tens ofthousands of copies of apremium-priced book andsold only to people whocared.
Digital Marketing“I’ve decided not to publish anymore books in the traditionalway...I can’t abide the long wait,the filters, the big push at launch,the nudging to get people to go to astore they don’t usually visit tobuy something they don’tusually buy, to get them to payfor an idea in a form that’s hardto spread … I really don’t think theprocess is worth the effort that itnow takes to make it work. I canreach 10 or 50 times as manypeople electronically”(2010).
What changes the world?The idea of findingand connectinglike-minded people,leading them andcreating value.Adapted: Wired Kim Zetter 2009
Are your target audience online? If so, where? Technoratis State of the Blogosphere 2010
Secrets• Can you commit to on going conversations?• Use tools to discover new people to interact with• Online community building is a long term engagement: few people will get to understand you instantly!
Use it• Highlight expertise / experience• Become leader within your sector / area• Build a following, tribe, community• Seed out news / PR pieces of interest• Have people do your marketing for you
Conclusion and Implications• Digital allows us to build relations with like-minded people• Take independence, innovate the product, the packaging, and the user experience• In time, understanding what your followers will pay for: users are reluctant to pay for digital content but they will spend money on products and services around content, and this is where to focus.• Great content builds an audience, but monetising that audience not the content is the key. Adapted from Forrester
Stephen Bateman @concentricdots For a free copy of this presentation, send me an email or visit my blog www.concentricdots.com