4 steps to digital innovation without breaking the bank, hatchette book group

Lisa Faith Phillips

Director of Digital Strategy and Development

@faithindigital

July 19, 2013

4 Steps to Digital Innovationwithout Breaking the Bank

“You had me at the font.”

-Katherine Fugate, Valentine’s Day

2Hachette Book Group - 4 Steps to Digital Innovation

At Hachette Book Group, we sell words

that make you stay up until 4:00 AM

to find out how the story turns out

-even though you have towork tomorrow.



From blockbuster thrillers

The Bourne Imperative is the tenth novel in the Bourne series and seventh by Eric Van Lustbader

http://www.youtube.com/watch?v=VkjulrcIn3k







Hachette Book Group - 4 Steps to Digital Innovation

5

Popular romance

Grand Central Publishing Launches Forever Romance Digital Imprint

Hachette Book Group - 4 Steps to Digital Innovation 6

Bestselling illustrated books

Fixed format on ipad


7

Thrilling science fiction and Manga


8

Award-winning children’s books and mega-selling YA


9

Inspiring self-help and Christian titles

David Sedaris Let’s Explore Diabetes with Owls

“I should be used to the way

Americans dress when traveling, yet it

still manages to amaze me. It’s as if the

person next to you had been washing

shoe polish off a pig, then suddenly

threw down his sponge saying, “F*

this. I’m going to Los Angeles!”

- David Sedaris, Standing By

10Hachette Book Group - 4 Steps to Digital

Innovation

Crowd-pleasing humor

http://www.youtube.com/watch?v=uL6R6X1x6gE


$0

$200,000,000

$400,000,000

$600,000,000

$800,000,000

$1,000,000,000

$1,200,000,000

$1,400,000,000

$1,600,000,000

Children & YA

Adult

Total Ebook Sales

2008 2009 2010 2011 2012

In 2012 US

ebook sales

increased

by $439

million.

US Ebook

Sales

2008-2012

178%167%

134%

42%

Words continue to sell

Rank Publisher Appearances Points

1 Hachette 88 1301

2 Random House 87 823

3 Penguin 42 421

4 Self-published 22 393

5 Macmillan 18 213

6 Scholastic 17 259

7 HarperCollins 15 151

All data provided by Iobyte Solutions.


Innovation

Hachette No. 1 in ebook publisher power rankings first part of 2013

http://www.iobyte.com/

4 Steps to Digital Innovation


(sometimes almost breaking the bank)

Step 1. Listen

your consumers

your colleagues

your world


your communities

to

“Listen aggressively.”

-Mark McCormack, What They Don’t Teach You in

Harvard Business School


To understand


and let it guide your evolving ecosystem of content

what the consumer wants

What we heard and understood

Great Content

Digitalized

ebooks

enhanced ebooks

videos

apps

printcontent

marketing all

channels


print on demand

audio

Value your past


1942 19711969

Little, Brown and Company 175th Anniversary

1930 1938

“Frankly, I have no use for Messrs. Little and Brown … it’s the ‘and Company’ I’m fond of.” -- Ogden Nash

Innovate for your present and future

19

Enhanced Content

App DevelopmentNew Content

Marketing Apps


Promotions

Co-publishingDigital Originals

and Short Form

Create new value from your content


Quoto ™ allows consumer

to add quotes to photos

and share on social media

20,000 curated quotations.

Recently updated with

2,500 new entries

Shake to get a

new quote. Get a

quote a day

pushed to your

phone

Bartlett’s Familiar Quotations App

Communicate continuously


21

Step 2. Collaborate

Internal and external partnerships

let you try new ideas

and learn from your communities

with lower investment costs.


Innovation


Innovation

Recent HBG Digital Originals

Be intrapreneurial

Be open to the unexpectedfor innovative content and marketing channels


Totsy.com, flash-sale site for

mothers, and HBG create an

ebook of their blogger’s stories

for their 3 million subscribers

with a targeted ad for another

HBG title.

Partnering with Citia, we

chunked our bestselling book

5 Levels of Leadership’s into

key lessons that can be

explored in any order and

shared via social media.


Partner to reduce the cost of testing new ideas

Step 3. Be agile

Content development

Project management

Systems programming

Partnerships


Innovation

Marketing through all channels

Success is three-fourths hard work, and the rest is whatever ingredient you need to complete the requirement.

- Ginger Rogers


Innovation

Ideas come from everywhere

Respond quickly


Innovation

Slice content in new ways to fit demand


29

Working with Penthouse, HBG

repackaged content for erotic

digital shorts series “Quickies”

from the best-selling series

Penthouse Letters.


Adapt app strategy to consumer utility

Free marketing apps with games, photos and author

backlist encourage discovery, sharing and buying.

Target common useful features to scale production of digital assets

Quiz and Photo Marketing Book as app Title CatalogsEnhanced Readers


Step 4. Just f* try it



“We still haven’t figured out what this thing (the Internet) is, but I think it’s because it has so much unfathomed potential.”

-Jerry Seinfeld

Experiment with new formats


Frank Viva’s beautiful scroll art

makes an exciting interactive

ebook as the story moves

forward or back as you tilt your

iPad.

Explore new channels

Livrada’s ebook gift cards offer an easy

way to give ebooks as gifts and

encourage new digital adopters.


“The secret of success is constancy of purpose.”

- Benjamin Disraeli, Earl of Beaconsfield


Good stories have a constancy of purpose


to entertain and enlighten.

Thank you!

Any questions?

[email protected]@faithindigital


mailto:[email protected]