to 2020 and beyond
DESCRIPTION
Evangelical Christian Publishers Association's annual CEO Symposium which gathers CEO / COO / CFOsTRANSCRIPT
To 20:20 And Beyond‣Where are we ?
‣Reading device threshold
‣Our stories transform lives
‣Some milemarkers ahead
#ecpafuture
Slideshare1Monday, November 7, 11
Where are we ?Economy Only Certainty is UncertaintyGlobality 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 2
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Mobile: Early Innings Growth, Still…
User Interface: Text > Graphical > Touch / Sound / Move
Commerce: Fast / Easy / Fun / Savings
More Important Than Ever…
Advertising: Lookin’ Good…Fb, Mobile
Content Creation – Changed Forever
Authentic Identity – The Good / Bad / Ugly. But Mostly Good?
3Source: KPBC Annual Outlook, 10/18/11 Mary Meeker
Where are we ?
3Monday, November 7, 11
Reading device threshold97% of tablet market currently is iPad
iPad units ramping from 11MM units in the September quarter to 14MM units in the December quarter
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 daily4
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iPad Kindle nook
Launched Q210 Q407 Q309
Units 29MM 16MM ~6MM
Positioning Apps AMZN Media Hybrid
✓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
Reading device threshold
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Our stories transform lives6
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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 transmediaproject 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 forwardcomplex (who owns the story?)
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Our stories transform lives
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some milemarkers
forward
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new story models
kids storybook apps
cinderella ~ nosy crow
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morris lessmore ~ moonbot
our choice - push pop press
wasteland - touch press
budhify
holiday eats - big oven
speakeasy - open air
adult story apps
YouVersion
mission st clare
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not simply being digital
being demonstrably relevant to customers
who turn to digital first to find context & content
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Source: Context, Not a Container, Brian O’Leary
faith & practice - sweet spot11
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publishers link content to markets
far too often
+ markets are something we outsource
+ context is the last thing we think about
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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, David Court, Dave Elzinga, Susan Mulder, and Ole Jørgen Vetvik 13
Linking markets to content
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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
14Source: McKinsey Digital Marketing, David Court, Dave Elzinga, Susan Mulder, and Ole Jørgen Vetvik
Linking content to markets
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marketing in 20:20
Source: McKinsey Digital Marketing, David Court, Dave Elzinga, Susan Mulder, and Ole Jørgen Vetvik 15
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"release early. release often. and listen to your customers, not your developers."
customer development always trumps product dev
minimum viable booksmallest 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 distributionareas that publishers may continue to add value in for a long time
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Lessons from Lean Startup & Open Source
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Bob Carlton
Cadabra Media @cadabramediaLMK Consulting @bobcarlton
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