In the 10+ years since THE CLUETRAIN MANIFESTO first hit the Internet, marketers have grappled with how to leverage digital media to reach customers more effectively, and the majority have failed. Frequently, miserably, and sometimes even unapologetically. Traditional book publishers, most of whom have historically worked via intermediaries and been happy to do so, were relatively late to realizing the benefits of engaging directly with their real customers – readers – and have been playing catch up out of necessity as traditional sales channels are on the decline and new intermediaries like Amazon and Apple now know more about their readers than they ever have. Presented by Guy LeCharles Gonzalez at Social Media Breakfast Tech Valley #8, Troy, NY on 11/12/10

1. Audience Development @glecharles | #smbtv | #dbw
Audience Development
in the Digital Age
Social Media Breakfast Tech Valley #8
November 12, 2010
Guy LeCharles Gonzalez
Director, Programming & Business Development
Digital Book World
digitalbookworld.com
@digibookworld

2. Audience Development @glecharles | #smbtv | #dbw
A cynic is not merely one
who reads bitter lessons
from the past, he is one
who is prematurely
disappointed in the
future.
–Sidney J. Harris

3. Audience Development @glecharles | #smbtv | #dbw
“Mommy, when I’m at a
bookstore, I feel like I’m
at a party with 25,000
presents.”
-Isaac Gonzalez, 9

4. Audience Development @glecharles | #smbtv | #dbw
http://www.flickr.com/photos/zoomar/2159635379/

5. Audience Development @glecharles | #smbtv | #dbw
#cmonson

6. Audience Development @glecharles | #smbtv | #dbw
On ebooks: A Publisher's View of the Digital Transformation
Dominique Raccah, Publisher and CEO, Sourcebooks
http://bit.ly/9VvSZZ

7. Audience Development @glecharles | #smbtv | #dbw
“Without great audiences we cannot have great poets.”
Walt Whitman

8. Audience Development @glecharles | #smbtv | #dbw
The idea that someone could have the
opportunity to make a Nuyorican team and
choose another venue, let alone another
New York City venue, was shocking. But
for louderARTS and NYC-Urbana, the
choice was extremely validating.
It proved that the new series could have
the power to be something great.
WORDS IN YOUR FACE
A Guided Tour Through Twenty Years of the New York City
Poetry Slam (Soft Skull, 2008)
Cristin O’Keefe Aptowicz

9. Audience Development @glecharles | #smbtv | #dbw
The social
infrastructure of
the community
is much more
important than
the technology
infrastructure.

10. Audience Development @glecharles | #smbtv | #dbw
Audience Development
 What is Audience Development?
 Why is it important?
 Where is our audience?
 Whose responsibility is it?
 How do we do it?
 When will it have an impact?

11. Audience Development @glecharles | #smbtv | #dbw
What is Audience
Development?
 Definition: To build and manage a customer base across a brand’s
media platforms—print, digital and live events.
 It involves the continual recruitment of new customers and consistent
engagement with existing customers through integrated marketing
campaigns that include direct mail, email, online messaging, face-to-
face interaction, and word of mouth.
 It includes all customer touch points—from editorial and circulation, to
ecommerce and competitions, to advertising and customer service—
via our own media platforms, and everywhere else our community
gathers.
 Community leads to commerce, not vice versa.

12. Audience Development @glecharles | #smbtv | #dbw
Why is it important?
Consumers are the most valuable piece of the entire media
ecosystem. Ironically, their interests are rarely brought up in
discussions about the future. But their influence will only grow
because technology is introducing more choice and voice.
“We need to stay grounded in high-level theories of what customers
want, how we can meet their needs profitably, and how we can
communicate to motivate them,” says David Meer, chief research
officer at WPP’s Enfactico.
“And we must do this in a world where consumers control the
conversation.”
The Endgame Of Media Buying And Selling
Max Kalehoff, AttentionMax

13. Audience Development @glecharles | #smbtv | #dbw
Where is our audience?
You Don't Build Communities, You Enable Them
from the enable-people;-don't-define-them dept
 What the rest of the internet has shown is that you build
community not by building a community, but by enabling a
group of people to do what they want. And that can include
commenting on the news, creating the news or sharing the
news among many other things.
 There isn't a magic bullet to create a community -- but
[publishers] should look to see what they can do to enable a
community to form and then get out of the way.
Mike Masnick
techdirt.com

14. Audience Development @glecharles | #smbtv | #dbw
Community?
“Because they are voluntary,
people do not remain in
communities that no longer
meet their emotional or
intellectual needs.”
--Henry Jenkins

15. Audience Development @glecharles | #smbtv | #dbw
Whose responsibility is it?
Marketing is everything a company does to
acquire customers and maintain a relationship
with them.
Investopedia.com

16. Audience Development @glecharles | #smbtv | #dbw
Whose responsibility is it?
YOURS. MINE. HIS. HERS. OURS.
 Community Leaders
 Editorial and Creative
 Sales
 Circulation
 eCommerce
 Events
 Competitions
 Customer service
 Online product managers
Audience
Development

17. Audience Development @glecharles | #smbtv | #dbw
How do we do it?
 Create valuable content
 Fish where the fish are
 Give others a voice
 Spotlight your contributors
 Join your community
Mack Collier
Five Ways To Increase Engagement
And Build Community

18. Audience Development @glecharles | #smbtv | #dbw
“Focus less on the products [we] have created in the past, and more on
the problems and challenges [our] audience is in need of immediate
solutions for.”
Dan Blank, Publishing, Innovation & the Web

19. Audience Development @glecharles | #smbtv | #dbw
When will it have an impact?
Today, Tomorrow and Yesterday.
 Existing customers
 Quantify
 Identify
 Value
 Prospective customers
 Quantify
 Identify
 Value
 Organizational Assessment
 Product and marketing analysis
 Technology resources
 Staff responsibilities

20. Audience Development @glecharles | #smbtv | #dbw
Implementation and Impact
First steps
 Quantify, identify & segment existing customer base
 Maximize ROI for circulation and ecommerce initiatives
 Increase relevant engagement with core audience
 Identify opportunities for new content, products and services
 Quantify, identify & segment external customer base
 Maximize ROI for SEO/SEM and social media strategies
 Deeper, relevant engagement with broader community
 Identify opportunities for new content, products and service
 Review, coordinate and optimize all marketing points of contact
 Establish a consistent, authentic voice for the brand
 Establish standards for customer acquisition, service and retention
initiatives
 Develop fully integrated, community marketing strategy

21. Audience Development @glecharles | #smbtv | #dbw
The initial wave of consumers
using social technologies in the
US has halted.
Companies will now need to
devise strategies to extend
social applications past the early
adopters.
Forrester: The Latest Global Social
Media Trends May Surprise You
http://bit.ly/bQ4Y67
Social Media Reality Check

22. Audience Development @glecharles | #smbtv | #dbw
“Be aware that not only do you need to be prepared to
communicate over these platforms, but you need to be
ready to deal with the responses you get.”
--Caroline McCarthy, CNET news
FOLIO: Social Media Will be ‘Part of Virtually Everything’
http://bit.ly/cyqWeK
Social Media Reality Check

23. Audience Development @glecharles | #smbtv | #dbw
Email is a more targeted form of sending
content; while content-sharers may shoot
off mass emails to large distribution lists,
most email shares are likely sent to a
person or small group selected based on
the specific content being shared.
Sharing via social networks like Facebook,
by contrast, typically involves feeding
items to an entire friends list.
eMarketer: Email Still Tops Facebook for
Keeping in Touch
http://bit.ly/dpRyrB
Social Media Reality Check

24. Audience Development @glecharles | #smbtv | #dbw
What's a link worth?
Twitter: $.43
LinkedIn: $.90
Email: $2.34
Facebook: $2.52
Study: Facebook Sharing
Trumps Twitter, LinkedIn, E-mail
http://bit.ly/dh7mjo
Social Media Reality Check

25. Audience Development @glecharles | #smbtv | #dbw
In the beginning…

26. Audience Development @glecharles | #smbtv | #dbw
“Some of these conversations ended in a sale, but don’t let that fool you. The sale was
merely the exclamation mark at the end of the sentence.”
Markets Are Conversations, CLUETRAIN MANIFESTO
http://www.flickr.com/photos/nic/230233024/

27. Audience Development @glecharles | #smbtv | #dbw
Community
Manager Driven
model
Customers
Products
Community
We act and behave in groups
online across social networks. You
must understand the community
dynamics that surround your
customers if you want to sell more
books and develop a B2C brand.
--Shiv Singh

28. Audience Development @glecharles | #smbtv | #dbw
How did we do it?
• Create valuable content
• Fish where the fish are
• Give others a voice
• Spotlight your contributors
• Join your community
Mack Collier
Five Ways To Increase Engagement
And Build Community

29. Audience Development @glecharles | #smbtv | #dbw
 Free – News, commentary, blogs, podcasts, webcasts,
social media; all open access and socialized for
comments and sharing.
 Registered – Enewsletters, forums, promotional
downloads, introductory webinars, research and white
papers, product demos and samples.
 IMPORTANT: User-Generated Content (blogs, images, links),
 Paid – Books, magazines, database access, VIP
programs, intensive webinars, competitions, events.
Content Strategy

30. Audience Development @glecharles | #smbtv | #dbw
Engagement Strategy
 Listening - using social media as “real time” research
and gaining insights from listening to customers.
 Talking - using conversations with customers to promote
products or services, authentically.
 Energizing - building brand stewardship; identifying
enthusiastic customers and using them to persuade
others.
 Supporting - making it possible for customers to help
each other.
 Embracing - turning customers into a resource for
innovation.
Via Forrester Research/Groundswell

31. Audience Development @glecharles | #smbtv | #dbw
Engagement Strategy

32. Audience Development @glecharles | #smbtv | #dbw
Listening…

33. Audience Development @glecharles | #smbtv | #dbw
Talking…

34. Audience Development @glecharles | #smbtv | #dbw
Energizing…

35. Audience Development @glecharles | #smbtv | #dbw
Supporting…

36. Audience Development @glecharles | #smbtv | #dbw
Embracing…

37. Audience Development @glecharles | #smbtv | #dbw
Community FTW!

38. Audience Development @glecharles | #smbtv | #dbw
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Digital Book World 2011 will present the proven innovators
working at the intersection of publishing and technology who
have the experience, insights and strategies to meet the
challenge of successfully managing risks and seizing
opportunities.
January 24-26, 2011 | http://dbw2011.com
Premium Content

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Professional Resources

42. Audience Development @glecharles | #smbtv | #dbw
Contact / Q&A
Guy LeCharles Gonzalez
Director, Programming & Business Development
Digital Book World
digitalbookworld.com
@digibookworld
guy.gonzalez@fwmedia.com
loudpoet.com
@glecharles
glecharles@loudpoet.com