the publishers survival kit - or - the 101 digital ebook strategy kit

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RIP° or DIP° ? ° Rest in Paper versus Digital Innovation Player

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The publishing industry is hit hard by a Digital Tsunami. Like the Music industry, like Video distribution and like physical bookshops... the whole market got turned upside down. This 101 survival kit indicates how publishers should adapt and implement critical change to survive as eBooks will be ruling the world in the very near future.

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Page 1: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

RIP° or DIP° ?

° Rest in Paper versus Digital Innovation Player

Page 2: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

WHO AM I ?

I AM PRESIDENT OF A PUBLISHING COMPANY…PAPER + WEB + eBOOKS

[email protected]

Page 3: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit
Page 4: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

1. High pressure on prices and margins

2. New user behaviour (Tablet reading and I need it NOW…)

3. High speed evolving business models…

but with BAD TECHNICAL SOLUTIONS

4. Winner takes it all dynamics

like in the early Internet days)

5. Plug and Play business models from

unexpected fields

6. All gets easy in the digital world … but it is

hard to recruit competent digital staff

7. National markets are dead – all is now

international supply and demand related

THE TSUNAMIS7

Page 5: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit
Page 6: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit
Page 7: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

SO PUBLISHERS FEEL SQUEEZED

E-BOOK

TSUNAMI

PAPER

EDITIO

NS

Page 8: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

TODAY…THERE IS NO e�BOOK CHAMPION…

only those that tried and those that are still trying…

Page 9: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit
Page 10: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

PAPER eBOOK

…THE DITIGAL DILEMA

Page 11: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

« Everyone is a genius. But

if you judge a fish on its

ability to climb a tree, it

will live its whole life

believing that it is stupid. »

Albert Einstein

Page 12: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

So how SEXY publisher

Digital

Tsunami

?

Page 13: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit
Page 14: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

GOING DIGITAL = TAKING RISKS TO BE LONELY

IN A HIGH DEMANDING MARKETPLACE

Page 15: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

1960196019601960 1980198019801980

2000200020002000The INTERNET is

killing our books. Do

something NOW

There is a glitch..

Hmm… What is

a book again ?

2014201420142014

Page 16: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit
Page 17: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit
Page 18: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

As Einstein said : As Einstein said : As Einstein said : As Einstein said : "We can't solve problems by using "We can't solve problems by using "We can't solve problems by using "We can't solve problems by using the same kind of thinking we used the same kind of thinking we used the same kind of thinking we used the same kind of thinking we used

when we created them.“ when we created them.“ when we created them.“ when we created them.“

Page 19: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

NEW GENERATIONS =

NEW READING HABITS

Page 20: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

NEW GENERATIONS =

NEW NOTE TAKING HABITS

Page 21: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

THE « I GOOGLE SO I KNOW »

ATTITUDE TO ANSWER YOUR QUESTION

Page 22: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

THIS WAS ONCE THE BEST

SEARCH ENGINE

Page 23: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

THIS WAS ONCE MESSAGING

Page 24: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

THIS WAS ONCE

« e�MAIL OVERLOAD »

Page 25: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

To do ?

Page 26: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

IS NEXT ?

Page 27: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

SO WHAT … WHY ?SO WHAT… HOW ?

SO WHAT … WHEN ?

SO WHAT … WHO ?

SO WHAT … YOU !

Page 28: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

SO WHY DO WE BUY BOOKS ?

TO

READ

FOR

FUN

TO

OFFER

TO LEARN

THINGS

TO GET

INSTRUCTED

TO KILL

TIME

TO

SHARE

Page 29: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

PUBLISHERS

BLINDONLY

MAKING

MONEY

ON THOSE THAT READ… FORGETTING ALL OTHER USERS

Page 30: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

HOW COULD THEY

AS IT IS ALL ABOUT

SERVICE PORTFOLIO…

NOT PHYSICAL ITEMS

Page 31: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

LESSON 2

MODELS

CHANGE

Page 32: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

TRUSTeBOOKGURUS

CONSULTANTS

Page 33: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

eBooks will represent28% in 2018

BULLSHIT…

SERVICES…

Page 34: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

The « EVERYTHING WILL BE MOBILE » revolution does

NOT make SENSE !

Books are already« mobile » since ages…

Pocket edition = to be put

in your pocket like

your phone !

Page 35: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

None of us reads simulanuouslyseveral books… so why profile me ?

And it is not because I buy books as a gift that I read them !

The « BIG DATA

PERSONALISATION SERVICES »

do not exist !

Page 36: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

The « SOCIAL NETWORK » revolution does not exists !

• People that read are POOR in sharing

• People that share just read the introduction… so BAD references

• Sharing & Likes do NOT bring readers (so NOrevenu) to you (shit)

Page 37: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

« THE DIGITAL

WORLD IS

THERE TO STAY »

is UNTRUE !If I buy a hardcopy, I can still read it in 2 years’

time. Not for an e-Book

Actual eBOOK formats are

NOT RELIABLE…

just a TRANSITION to the future !

Page 38: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

The « SHIFT » revolution doesnot fit !

YES… the Internet shifts to

tablets and smartphones…

But revenues are NOT !

Page 39: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

WHAT IS YOUR REAL BUSINESS

MODEL ?

McDonald is in Real Estate°…

Burgers are just marketing stuff !

Amazon is not in books –

they are in logistics !

°McDonald always announces the numbers of restaurants they have… never on the number of burgers they sold !

Page 40: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

SO PUBLISHER…

WHAT IS YOUR REAL BUSINESS MODEL ?

Printing books = The Paper and Ink Co ?

Selling books = The Logistics Co ?

Educational books = The Knowledge Co ?

Reading experience books = … hmm

you better fool yourself !

Page 41: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

CREATE YOUROWN

MISSION STATEMENT…

Page 42: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit
Page 43: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

One monk for texts

One monk for outlines

One monk for paintings

THE FIRST INDUSTRIAL REVOLUTION

Page 44: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

GUTENBERG’S INVENTION

THE SECOND INDUSTRIAL REVOLUTION

Page 45: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

LEAD TO MASS PRODUCTION

Page 46: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

AND WHEN I SAY MASS PRODUCTION

IT MEANS CREATING REPEATABLE

STANDARDISED PRODUCTS FOR A

MASS AUDIENCE

Page 47: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

THIRD INDUSTRIAL REVOLUTION

AMAZON

Traditional publishers were distribution champions… and with the

bookshops, they had a strong national sales network.

It all changed with Amazon – the best

logistics company in the world.

Amazon is not in books – they are in

logistics as they bring the books to you.

Page 48: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

THEY GOT A TRUCK ON EVERY CORNER…

Page 49: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

THE NEXT REVOLUTION

THE DIGITAL DISRUPTION

Page 50: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

THE INTERNET WAVE MODIFIED

Page 51: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

SO WHERE IS SO WHERE IS SO WHERE IS SO WHERE IS

PUBLISHING PUBLISHING PUBLISHING PUBLISHING

GOING TO ?GOING TO ?GOING TO ?GOING TO ?

Page 52: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit
Page 53: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

HOW

MAKE MONEY

DIGITAL PRODUCTS

WEB

Page 54: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

MONEY

ADVERTISING

like all others do !

Page 55: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

For Yourquality products

(pay yourself… not Google Adwords)

Page 56: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

On your

USERSnot on your

READERS

Page 57: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

HOW CAN YOU MAKE MONEY EVERYWHERE ?

TO

READ

TO

RELAX

TO

OFFER

TO

DISCOVER

TO GET

INSTRUCTED

TO KILL

TIME

TO

SHARE

Page 58: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

PEOPLE BOOKSGIFT

Page 59: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

e-VOUCHERS

GIVE

GIFT

Page 60: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit
Page 61: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

WHAT READING EXPERIENCE DO YOU DELIVER WITH YOUR BOOKS ?

Page 62: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

HOW IS THEIR BUYING EXPERIENCE ?

• SLOW WEBSITE(s)…

• BAD SEARCH ENGINE…

• POOR PREVIEW INTERFACE…• POOR PAYMENT INTERFACE…

• HOW LONG DOES IT TAKE TO DOWNLOAD

AND OPEN A BOOK…

• FLICKERING PAGESWIPES…

• ANNOYING INTERACTIVITIES…• HOW EASY IS IT TO READ A 981 pages ANNA

KARENINA BOOK ?

Page 63: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

NICE

SMOOTH

EXPERIENCES

Page 64: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

NEED

TOC

improve

•Extra

Page 65: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit
Page 66: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

BUT DOES IT WORK ?

Page 67: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit
Page 68: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

PEOPLEWRITEBOOKS

Page 69: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

THE SELF-PUBLISHINGTSUNAMISELF PUBLISHING NEVER

OPPORTUNITYNEW

ARE YOU READY TO DETECT IT ?

Page 70: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit
Page 71: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

THE DIGITAL TEAM-PUBLISHINGTSUNAMI

Page 72: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit
Page 73: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit
Page 74: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit
Page 75: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

INTERNETANALYTICS

WRONG

PUBLISHERS!

Page 76: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit
Page 77: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

SO WHY SHOULD YOU ?

Page 78: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

If you click on an AD… you lose the purpose of your Internet journey

Page 79: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit
Page 80: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

« conversion rates »

measurements

Recent research mentions that people thatshare an article don’t fully read it !

°the peak of user shares/likes is at 7 seconds… impossible to have read the text !

Page 81: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

9 percent

Page 82: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit
Page 83: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

Measure how much attention and time people are actually spendinginside YOUR content

Page 84: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

Learn from others … like pley.com

THEN FORCE SALES

Page 85: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

90 percent of all major publishers embraced native advertising - the practice of selling placements of brand-sponsored content longside its editorial.

SO DO IT ALSO !

Page 86: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

Create your story !

Page 87: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

Many BRANDS° do not speak to the world… they created their

own audience…

Page 88: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

ENGAGEMENT !

how long do theyspend

reading a book

(those things can be tracked)

Page 89: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

RETURNING READERS !

how many people are getting back to yourcollection of books !

(those things can be tracked)

Page 90: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit
Page 91: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

Where does the experiencefinish ? (those things can be tracked)

+ This allows to tune your books +

AVERAGE ENDING !

Page 92: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

GUEST

Page 93: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit
Page 94: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

GUESTS VISITING YOUR

BOOK

Page 95: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

STRUCTURE

DIFFERENTLY

Page 96: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

Amazon is not longer a company… it is a marketplace for all of its competitors.

Page 97: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

LIKE A TOURIST AGENCY

They visit a village = they know your brand

They visit a street = they see your book series

They visit a house = they enter a book

If nice experience = they visit another house in the street (buy another book of your collection)

If bad experience = they will leave and you losta client !

Page 98: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

Social Networks

My Portal

Facebook drivenSocial networks

Amazon drivenSocial networks

Distribution drivenSocial networks

My Business Partnersdriven social networks

Digital

Authors

Multi-device storyteller experts

Integrators ofmultimedia content

Book Musicians

??????

Blogs

Own campaigns

Articles

Feeds for influencers

Book

creation

& distrib

THIS IS THE NEW NETWORK… FORGET THE OLD ONE

YouTube as a blogJournalists

MyDistributionnetwork

Historicalprintshops

AmazoniTunes

GooglePlay

Mobile distribution

Page 99: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

SO AIM AND SHOOT !

Page 100: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

First arrow : influence recommendations

Make every book a price winner !

Second arrow : use CRM to reward book

engagement (badges, points, reductions…)

Third arrow : analyse their behavior and tune

their engagement (and opt-in %)

Forth arrow : use your content to make them

come back (you have gold in your hands,

show it to them !

Page 101: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

Fifth arrow : create a service proposition

Give them goodies (like videos, Tshirts…)

Sixth arrow : create eco-system exclusivity !

Make them part of your club of Reader

Give them the opportunity to have a book

before others…

Seventh arrow :

use BIG DATA to become even BIGGER

Page 102: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

JUST WRITE

IT YOURSELF

Page 103: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

THE 39 LASHES

Page 104: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

LESSON 39

YES…

YOU WILL BE HURT

Page 105: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

PR

EP

AR

EY

OU

RSE

LF !

Page 106: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

NOMINATE YOUR JOCKEY

Page 107: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit
Page 108: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

DESIGN YOUR OWN WORLD ORGANIZATION

Page 109: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

GO FOR THE WORLD

Page 110: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

DON’T FORGET

Page 111: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

IT IS ALL ABOUT WINNINGAs a lager is not to drink but to get drunk !

Page 112: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit
Page 113: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit
Page 114: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

THANKS FOR READING

eMail : [email protected]

Most recent book : Transforming Dinosaurs into Vampires (available on all Amazon book stores)

SHARE ME !

Page 115: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

AT YOURSERVICE

DIGITAL BUSINESSTRANSFORMATIONS

Page 116: The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit

AND

I AM

AT YOUR

SERVICE

FOR DIGITAL

BUSINESS TRANSFORMATIONS jo

hn@

911co

bra.c

om