The Digital Marketing Wave

Handselling in a Networked World

Mila Zinkova
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! How publishers can leverage the

abundance of new technology
options available to improve
their audience reach;

! Provide examples of how

publishers are successfully
marketing and promoting their
titles on social networks, the
web and on mobile devices

Mila Zinkova

http://www.slideshare.net/libredigital/libre-digital-digital-marketing-wave-handselling-in-a-networked-world-021810

Bob Carlton ~ LibreDigital Hashtag: #tocdmw

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Gutenberg’s World of Publishing

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“We can argue about speed and direction – but

there's not much doubt that the world of books
is undergoing its most profound structural shift
since Gutenberg”
John Makinson, Chairman & CEO of the PENGUIN GROUP
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PRINT DIGITAL

Discovery has moved Online marketing

away from promotion surpassing offline

Legacy categories flat New business models

or in decline challenging core

Unit of meaning moving Rights & permissions

to the article or chapter model under attack

Digital printing impacts Consumers reading

all markets across multiple devices

..most profound structural shift since Gutenberg..

 Created with Wordle: www.wordle.net

This Year’s Sessions as a Word Cloud

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The customer has stepped out of the
bookstore and into the foyer of the
publishing houses, they are knocking on the
doors of authors, and asking to be
addressed as individuals.

They will consent to purchase, not when

coerced by a front-of-the-store display or
fabulous media coverage, but when their
friends start talking about how awesome/
helpful/inspiring/powerful the actual book
itself is.

Shelton Green
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Book buyers now 30%

more likely to
discover your book online than traditional
offline promotions
Source: 2009 Bowker PubTrack Consumer Report
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Curation Services

Galley Services

Launch Services

Promotion Services
Sales
Discovery Services

Time

Time
Social Driving Title Sales 11
 ! Social Network Profiles
- Access = 44.2%
- Users = 92.1m
! Photos
- Access = 42.6%
- Users = 79.2m
! Videos
- Access = 15.3%
- Users = 23.5m
! Blogging
- Access = 12.8%
- Users = 17.6m
! Micro Blogging
- Access 7%
- Users = 10.7m

http://www.briansolis.com/2010/02/the-internationalization-of-social-media/

The U.S. Through the Wave

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handselling:
Products and services sold
to consumers by direct,
one-on-one contact.
CONTEXT INTERFACE

A shopkeeper or
salesperson modified
the order to the SOCIAL
OBJECT
customer’s wishes in
what has been called.
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3 Recent Surfers
of the Digital Marketing Wave
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A New Kind of Christianity, Brian McLaren

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#3 on Kindle
Bestseller List
week of 1/11/10

Suite Scarlett, Maureen Johnson

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Linchpin, Seth Godin

 ! Corporations look to scale
! Social business becomes
serious play
! Mobile becomes a social
media lifeline
! Sharing no longer
means e-mail
! Google's Great, But
Facebook Rocks

Guidelines for Safe Surfing

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Robin Dunbar is a British anthropologist and evolutionary biologist,

specializing in primate behavior. At Oxford, Dunbar is currently Professor of
Evolutionary Anthropology and Director of the Institute of Cognitive and
Evolutionary Anthropology in the School of Anthropology, and a Fellow of
Magdalen College. He is the author of more than a dozen books, including
Primate Social Systems (1988), The Trouble with Science (1995), The
Evolution of Culture: An Interdisciplinary View (1999), Human Evolutionary
Psychology (2002), and The Human Story (2004).

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