1. Marketing Tactics & Principles
for Publishers
Adjunct Professor: Monique Trottier
monique@boxcarmarketing.com
You should follow me on twitter @boxcarmarketing
2. Boxcar Marketing
Photo credit: Kris Krug
monique@boxcarmarketing.com
twitter: @boxcarmarketing
8. The 7-Sentence Marketing Plan
We plan so we can measure.
We measure so we can improve.
monique@boxcarmarketing.com
twitter: @boxcarmarketing
9. The Culture of the Web
monique@boxcarmarketing.com
twitter: @boxcarmarketing
10. Theory
• Organizing without Organizations
• Markets As Conversation
• Open Brand
monique@boxcarmarketing.com
twitter: @boxcarmarketing
11. Break
After the Break, we’ll watch a 40-minute video
• "Clay Shirky on New Book Here Comes Everybody," YouTube,
http://www.youtube.com/watch?v=A_0FgRKsqqU
monique@boxcarmarketing.com
twitter: @boxcarmarketing
12. Clay Shirky
How do the social & economic effects of internet
technologies alter marketing and publishing?
monique@boxcarmarketing.com
twitter: @boxcarmarketing
13. Our Behaviour Is Different
Today Than It Was Yesterday
monique@boxcarmarketing.com
twitter: @boxcarmarketing
14. There are 4 Revolutions in
Social History
• The introduction of the printing press
(changes reading and writing)
• The telegraph and the telephone
(changes communication)
• Recorded media
(changes music, records, radio)
• The harnessing of broadcast media
(changes how we view images + sound)
monique@boxcarmarketing.com
twitter: @boxcarmarketing
15. We Are Now Living Through a 5th Revolution:
The internet revolution
monique@boxcarmarketing.com
twitter: @boxcarmarketing
16. Key Points
This revolution is a combination of the 4 previous
revolutions.
• Printing Press: The web brings us Movable
Type, Wordpress, ExpressionEngine, Blogger
and many other digital printing presses that
allow anyone to become a publisher.
• Phone: VOIP, voice over internet protocal,
allows for companies like Skype to bring us
telephone and teleconferencing.
• Recorded Media: MP3s, RealPlayer and others
brought us streaming audio, podcasts and
peer-to-peer file exchange.
• Broadcast Media: And the web is images, text
and sound. monique@boxcarmarketing.com
twitter: @boxcarmarketing
17. Freedom of the Press, Freedom of
Speech & Freedom of Assembly
1. Sharing
2. Conversation
3. Collaboration
4. Collective Action
monique@boxcarmarketing.com
twitter: @boxcarmarketing
18. 1. Sharing
• Think of delicious.com and other social bookmarking
tools like StumbleUpon, Google Bookmarks
• Social bookmarking is an example of how we do
something for ourselves that benefits the group.
• By social bookmarking, we have an easy way to see our
bookmarked webpages from any computer. If we make
the list publicly available, then we help others filter for
good content based on the wisdom of the crowd. i.e., if
more people bookmarked this article vs. that article,
then I’ll check out this one first.
• Tagging allows us to see the commonalities, which
means tagging becomes a platform for organization.
monique@boxcarmarketing.com
twitter: @boxcarmarketing
19. 2. Conversation
• Example HDR photos: Totally lovely, difficult to
produce. In the real world, it used to take 7 years for
a technique like that to move into the hands of the
masses. With tools like Flickr for online photo
sharing, it now takes 3 months.
• Online, groups get better together.
• Comment fields, like tags, are a platform for
organization. Threaded conversations are
communication and sharing.
monique@boxcarmarketing.com
Photo credit: http://www.flickr.com/photos/stuckincustoms/953669278/sizes/s/in/photostream/ twitter: @boxcarmarketing
20. 3. Collaboration
• Shirky uses the example of Aeqisub,
which is a group dedicated to
captioning Japanese anime and
bringing it to the US.
• Another example of collaboration is
Wikipedia, where there are 175
different language groups working
to add, refine and update wikipedia.
In some cases, Wikipedia is the only
encyclopedia in that language.
• Both are examples of individuals
synching with the group.
monique@boxcarmarketing.com
Photo Source: http://www.flickr.com/photos/mikeeperez/2453225976/sizes/m/in/photostream/ twitter: @boxcarmarketing
21. 4. Collective Action
• The hardest to get going.
• Shirky paraphrases William James, "thinking is for
doing." Our brains are for deciding courses of action.
• Publishing is, therefore, a course of action.
• But the media publishes not for action, but for a
journalistic notion of the news.
• Bloggers, however, leverage attention to affect change
or to reach a shared goal.
• Kiva.org or the Zombie Walk would be good examples.
monique@boxcarmarketing.com
twitter: @boxcarmarketing
22. Shirky points out that in
highly democratic
environments, new tools are
used for entertainment.
Whereas in low democratic
environments, new tools are
a potent element used for
collective action.
http://www.flickr.com/photos/wigwam/1460462925/sizes/l/in/photostream/
http://www.flickr.com/photos/irisheyes/5417964426/sizes/o/in/photostream/
monique@boxcarmarketing.com
twitter: @boxcarmarketing
23. The Tools Have Changed
Source: Darren Barefoot monique@boxcarmarketing.com
http://www.flickr.com/photos/dbarefoot/1814873464/sizes/o/in/photostream/ twitter: @boxcarmarketing
24. The Culture of the Web
monique@boxcarmarketing.com
twitter: @boxcarmarketing
25. Points to Remember
• Revolutions happen, and will continue to happen
• The tools don’t change the game, our behaviour
changes the game
• Understanding behaviour (or the motivating
factors) of why people do certain things is more
important than understanding how the tool works
• Conversation, collaboration and community are the
fundamentals of publishing & marketing
monique@boxcarmarketing.com
twitter: @boxcarmarketing
26. Group Exercise
In groups of 4, you are going to use social media tools and online
collaboration tools to create a page for a cookbook. 40 min.
As a group, agree on the type of recipe (appy, main, dessert). 5 min.
Assign each member of your group to a different task:
1. Find a recipe online. 10 min.
2. Create a Google doc (http://doc.google.com) and share with the
group. Enter the Recipe Name. 2 min.
3. Write the recipe description. 10 min.
4. Search for a creative commons photo to use on Flickr.com and
embed it in the Google doc. 5 min.
http://www.flickr.com/search/advanced/
Share with monique@boxcarmarketing.com
monique@boxcarmarketing.com
twitter: @boxcarmarketing
27. Next Steps
• Course Outline: http://bit.ly/mpub-course-outline
• Darren Barefoot and Julie Szabo, Introduction and Chapter 1,
Friends With Benefits, xxiii – 20
• Chris Anderson, "The Long Tail," Wired 12.10,
http://www.wired.com/wired/archive/12.10/tail.html
• Chris Locke, Doc Searls, David Weinberger and Rick Levine, "The Cluetrain
Manifesto," http://www.cluetrain.com/
• Kelly Mooney and Nita Rollins, Open Brand
monique@boxcarmarketing.com
twitter: @boxcarmarketing