"Sound strategy: How an 11-minute podcast can change a book's life" by Anshuman Iddamsetty (Hazlitt) for Tech Forum 2015, presented by BookNet Canada - March 12, 2015

3. Why Sound?
• Introduce readers to our authors and extensive backlist

4. Why Sound?
• Introduce readers to our authors and extensive backlist
• Also introduce them to authors between books, between marketing
cycles

5. Why Sound?
• Introduce readers to our authors and extensive backlist
• Also introduce them to authors between books, between marketing
cycles
• Signalling fluency in what’s next is necessary

6. Why Sound?
• Introduce readers to our authors and extensive backlist
• Also introduce them to authors between books, between marketing
cycles
• Signalling fluency in what’s next is mandatory
• An opportunity presented itself

8. But Sound Is… Tricky
• The Internet is hostile to podcasts

9. But Sound Is… Tricky
• The Internet is hostile to podcasts
• Difficult to get nuanced data about consumer behaviour

10. But Sound Is… Tricky
• The Internet is hostile to podcasts
• Difficult to get nuanced data about consumer behaviour
• Podcasts ultimately favour incumbents

11. But Sound Is… Tricky
• The Internet is hostile to podcasts
• Difficult to get nuanced data about consumer behaviour
• Podcasts ultimately favour incumbents
• Technology is expensive

12. Unprecedented Access

13. Intimacy

14. Trust

15. Loyalty

16. Intimacy

17. Trust

18. Loyalty

21. “I have already told you of the
sickness and confusion that comes
with time travelling.”
The Time Machine, H.G. Wells

22. First, Some Housekeeping

23. Oh, About Listener Behaviour

24. • There’s no guarantee a listener will finish an
episode of a podcast
• This informs its structure

26. The Clip

27. “I have already told you of the
sickness and confusion that comes
with time travelling.”
The Time Machine, H.G. Wells

28. What Do I Have to Hit?
• Introduce William Gibson as this week’s guest
• Explain why he wrote a book about time-travel
• Introduce that H.G. Wells quote and its significance
• Evoke the mystery and suspense of a looming apocalypse
• Insert the fear and confusion of time travel, of meddling with things
beyond our control

29. And I Have About Five Minutes

38. Post-mortem

42. Does This Work With Every
Author?

43. Nope

44. (Sorry)

45. Intimacy

46. Trust

47. Loyalty