Toc 2013

Winning eBook Strategies
iPublishCentral
Sameer Shariff,
Founder & CEO, Impelsys
Workshop

www.ipublishcentral.com

iPublishCentral

Publisher Infrastructure Company
www.ipublishcentral.com www.impelsys.com

iPublishCentral – Overview

Publish, Market, Deliver digital assets and access Analytics
through SaaS model.

– Content Warehouse – Retail & Institutional support
– Branded portals – Subscriptions & Purchase
– Online & Offline reading – Discounts and promotions
– DRM protection – Marketing Tools
– Desktops, iPad and Android – Back Office
No upfront or on-going costs
Transaction based model
SaaS Advantage
Rapid time to market
On-going technology refresh for new features

iPublishCentral Workflow



iPublishCentral
Success Stories


Elsevier


McGraw-Hill


MIT Press


Sesame Street


VGTU


Hamdan Bin Mohammed e-University


Encyclopedia Britannica


Powering Over 100 Publishers


Connecting Millions of Users Globally



Data Collection &
Analytics


Data Rules

Relationship Solution Analytics
Direct relationship with Right infrastructure Convert this data into
your customers solution to collect this meaningful
data information

Data Intelligence

Editorial Sales/Marketing Production
Create content that Plan Promotions & Plan and Schedule
sells Campaigns

Data | Knowledge | Decisions | Sales

Who Reads When During The Week?

2

1.8

1.6

1.4 STM
K12
1.2 Trade

1

0.8
Sun Mon Tue Wed Thu Fri Sat Sun

Reading patterns show a clear dip in reading on Saturday.
STM readers start on Sunday and peak on Tuesday. K12 readers’s reading pattern show a
peak from Monday through Thursday.
Trade content is most read on Tuesday but the deviations are not as varied as K12 or STM.

Who Reads When During The Day?

8

7

6

5

4 STM
K12
3 Trade

2

1

0

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24

K12 reading usage peaks during late morning and post lunch.
STM content usage peaks from morning through late afternoon and later before mid-night.
Trade content peaks late morning through late afternoon.
K12 reading shows the highest deviation compared while Trade shows the lowest deviation.

When During The Day Do Users Buy eBooks?

4.5
4
3.5
3
2.5
2 Number of sales

1.5
1
0.5
0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24

Most purchases are made from the afternoon through late evening, peaking at 7pm.
The least purchases are during the morning hours. 7am brings the lowest revenues.


Back Office Dashboard


Web Traffic Report


Popular Books, Searches and Geography


Book Report: Pages and Search Terms



Leveraging Your Content
iPublishCentral – Supporting Business Models


F+W Media

F+W Media, a leading trade publisher, creates
content for communities & enthusiasts.

- Decided to build content stores around specific verticals
- Did not want a general eBookstore to compete with Amazon
- Wanted to build bookclubs for each vertical
- Build the community around the bookclubs and connect with
readers directly
- Utilized iPublishCentral to manage multiple ebook club portals
through iPublishCentral Back Office

Art Book Club

140+
Titles

$19.99
Per Month


How eBooks & Magazines

100+
Titles

$19.99
Per Month


Family Tree eBooks

125+
Titles

$14.99
Per Month


Writer’s Digest

80+
Titles

$19.99
Per Month


Print eBooks & Magazines

110+
Titles

$19.99
Per Month


Popular Woodworking eBooks

170+
Titles

$19.99
Per Month


Crimson Romance eBook Club

180+
Titles

$12.99
Per Month


Business models supported in iPC

Purchase of individual books
Retail Purchase of collections
Online, Offline Books / collections rentals
Desktops, Tablets
Book Clubs subscription

Individual books subscription
Institutional Collections subscription
Online, Offline Site subscription
Desktops, Tablets
Books / collections purchase



Social Media & Marketing


Social Media & Marketing Success

Humanist Press is the publishing house of the
American Humanist Association, providing material
for the humanist/free-thought/atheist market since 1995.

Humanist Press wanted to
• engage their current community members
• to build new opportunities to connect with their customers
• work with other communities with shared interests
• tie it all back and ultimately generate revenues on their
eBookstore.

Humanist Press realized early enough the need to adopt a robust
social media strategy to meet their goals.

Social Media & Marketing Success

Sales

Sep Oct Nov Dec
Jan

The eBook digital marketing team at Impelsys used
platforms like Facebook, Twitter, Pinterest and Linkedin from
Jan 2013 onwards resulting in 42% increase in traffic.

Leveraging Google Adwords

Use Google Adwords to drive traffic
based on specific keywords.

Measure the effectiveness by
reviewing ROI

The SMM team at Impelsys generated
incremental revenues of $2,500
against the Google Adword
investment of $500 in a month.


Leveraging

Impelsys team pinned publisher eBooks to be Re-pinned on this community-based
pinboard sharing platform.
And generated 30% increase in the web traffic.


Leveraging –

Impelsys used YouTube to
• create eBook related videos
• place the videos in appropriate channels and around the other videos
• increase viewership through linking and generating awareness

Resulting in increase of book views by 3 times month-on-month


Marketing Add-on: eNewsletter


Marketing Add-on: Advertisement


Tweeting & Stumbling

Use StumbleUpon to market the titles to the
users who stumble upon them

Bookmark Stumble to
Tag Titles
Titles relevant pages


Tweeting & Stumbling

Use Twitter to generate awareness, build a
loyal following and sustain interest.

Create Tag Include Tweet &
Tweets Keywords Title Links Retweet

Sample
F W Media - >@dcm_Pauline 179 Ways to Save a #Novel bit.ly/Il42tl,
>@Darescofield Improve Your #Writing and Get #Published with #Writer's Digest eBooks
bit.ly/IN2hbX



Building Your Direct
Channel


Innovations – Online Promotions

Thieme wanted to
• build direct relationship with readers
• acquire new customers
• monetize content through their iPublishCentral store

Working with Impelsys SMM team, Thieme decided to run strategic
promotional campaigns on Thieme eBookStore:

• Holiday promotions
• Event-based promotions

The results were astounding with sales reporting solid growth in a direct
response to promotions.


Impact of Online Promotions

Holidays & Event based promotional campaigns
To increase traffic to their eBookstore.

20 days
Sales (in 1,000$) Holiday
Sale
40 (30%)

30 16 days
Fall
Sale
10 days (20%) 4 days
20 Summer Sale
Sale 2 days
Sale (30%)
(10%)
(20%)
10

0



Institutional Markets


McGraw-Hill
Selling Direct to Libraries & Institutions

Impressive collections of books on
• Business
• Engineering & Computing
• Medical
• Student Study Aids

Traditionally used aggregators to sell
subscriptions

Shifted to iPublishCentral
- Direct relationship with libraries
- Self Serve: Manage collections & pricing
- Gain: Insight into valuable analytics


Encyclopedia Britannica
State Adoptions

550+ educational to year book
titles
State-wide adoption

iPublishCentral helped
• Support state adoption criteria
• Content protected using
iPublishCentral DRM for
online reading
• Access usage statistics and
institutional analytics


Marshall Cavendish
Economical DRM for Downloaded Titles

600+ Reference books for School &
Libraries subscription

iPublishCentral helped support
• PDF & ePub content
• Offline downloads to library system
& patron devices
• DRM protection for downloads
• Automatic content expiry
• PO workflow for library subscription
• Counter reports


American Academy of Pediatrics
Hospitals & Clinics

100+ premier titles
Users: Association
members

iPublishCentral helped
support
- Sell to hospitals & clinics
worldwide.
- Opened up the global
markets

Impelsys’ Publisher Sales
team helped tap into new
markets and demography.


iPublishCentral 4.2
Beta


Continuous Innovation – 1.0 to 4.2

4.1 Release – 1st Half 2013
• Android support for institutional users
• Google & Facebook login support
• Portal enhancements
• Citations, Dictionary support
• Notes & Highlights for ePub reader
• iPC iPad & Android readers
• ePub3 support for iPad app

4.2 Release – 1st Half 2013
• Enhanced eBook support on iPad
• International payment gateway
• Admin Console functionality
enhancements


Phase 1 of eBooks

• Establishing basic infrastructure of eBook delivery.
• 2008 to 2012:
o Kindle introduction, iPad introduction, Android

• Content Repository, Distribution Platform, eBook
Delivery to portals on Desktops and mobile devices
• Delivery of simple PDF’s/ePub files – simply
duplicating print books
• Connecting directly to end customers
• Publishers options to execute – build in house OR
outsource to IT services company


Phase 2 of eBooks - Content becomes software

• Basic Infrastructure already set up in Phase 1
• Phase 2 is focused on content and analytics driven dynamic
rendering
• Content becomes software with ePub 3 which will support
increasingly complex content structures and organization
• Solution should allow you to capture the data on how readers
interact with the content software and then deliver content
more appropriate to the customers needs.
• This require critical components needed for ebook delivery –
content repository, DRM, reader & analytic engine. Analytics

• This intelligence on reader’s interactions can make
content more dynamic to support adaptive learning
for educational books, alternate book endings for Intelligence
fictions, additional reference content for academic
titles and more.
eBook Delivery Components

iPublishCentral Core Values


Rich eTextBook

iPublishCentral rich eTextbooks allows
the reader to:
Navigate easily
Search quickly
Discover content
Access ancillary material integrated
within the eBook
Organize the content
Sequencing the content
Build Lesson Plans
Preview of chapter through
images, videos, audios, context, diagr
ams and much more!

Rich Content. Richer experience.

Rich eTextBook – Enhanced TOC

• Enhanced Table of Contents
for easier discoverability
• Users can see important
images, videos, and other
materials right in the ToC
• Users can use filters to find the
information required
• Users can search the Table of
Content to quickly find
information

Easier Navigation. Easier Search. Information at the fingertips.

Rich eTextBook – Reader

Ease of Use. Simplicity Redefined.

Rich eTextBook – Embedded Videos

• Audio, Videos and interactive
elements embedded right in
the reader
• Can be inline with the content
or rendered as a popup

Integrated media enriched content.

Rich eTextBook – Quizzes & Flashcards

An eBook that tests your knowledge

Rich eTextBook – Quizzes & Flashcards

All-in-one resource for learning and assessing


Conclusion


Conclusion

Winning eBook Strategies

Content Infrastructure solution Services
- Engaging - Allows you to connect to your readers - Marketing
- Dynamic - Support your business models - Sales
- Rich - Let you try out new models - Content
- Offer flexibility of usage enrichment
- Support today’s dynamic content
- Support evolving platforms & devices
- Content protection – online & offline
- Generate analytics


Contact Us

marketing@impelsys.com, sales@impelsys.com, info@impelsys.com


Toc 2013

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