This deck is from Kristen McLean's talk at the International Digital Chat Series 2013 at the Copyright Agency | Viscopy in Sydney on 8-4-13.

1. +
Moving the Dial:
The Future of Publishing
Kristen McLean
International Digital Chat
Copyright Agency, Viscopy
@BKGKristen

2. Hello!
Kristen McLean
Founder & CEO
Bookigee, Inc.

3. <30,000 view image>

4. + The Old versus the New
Fundamental SHIFT

5. the old model

6. Discovery

7. + New Patterns of
Content Emergence
TREND
#CanadaRocks

8. Publishing 1.0

9. Publishing 2.0
mass market
niche/longtail
crowd
Who are the
facilitators?
agents,
packagers,
editors?
bloggers,
reviewers,
tastemakers?

10. +Three things will move the dial
Takeaway
1) Better profitability
2) Ownership of customer
3) Transparent access to data

11. + The Rise of Mobile
TREND
“I make my own decision with no other input.”

12. 12
4-Wave trend of recommendations
“Where do you go for recommendations of new books?” (Kids 0-6)
13%
8%
19%
14%
15%
24%
26%
29%
8%
9%
12%
14%
17%
19%
27%
38%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Public Librarian Parenting
Magazine
Teacher On-line
research
School Book
Fairs/Clubs*
Bookstore -
browsing the
shelf
Friend/family I make my own
decision with no
other input
Fall 2011 Spring 2012 Fall 2012 Spring 2013

13. 13
Percent saying their kids have done the
following around the most recent book they
read…..(7 – 12)
19%
19% 18%
10%
26%
17%
15%
0%
17%
18%
17%
8%
24%
14%
12%
0%
16% 16%
13%
8%
20%
14%
12%
10%
11%
12%
10%
6%
16%
11% 11%
8%
0%
5%
10%
15%
20%
25%
30%
Gone to book/author
website
Read sample
chapter of book
online
Visited a fan websiteParticipated in blog/
chat
Gone to website to
find out about other
books
Read online reviews
about the book
Wrote a review
about the book
Participated in a
book discussion/
reading club
Fall 11 Spring 12 Fall 12 Spring 13
Why is
behavior
changing?

14. +

15. Africa – 64%
Asia & Pacific – 90%
Arab States – 105%
The Americas –109%
Europe – 126%
CIS – 170%2012 Global Cell Stats: mobithinking.com
G
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o
b
a
l
A
d
o
p
t
i
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n

16. +How do we reach these customers?
Key Question

17. +
Option 1: Market Research

18. +
Option 2: Social Campaigns

19. +
Option 3:Taking it to the streets

20. +
Fundamental Problems
n Cost – what is the actionable return?
n Don’t own the channel – restricted data
n Don’t own the customer – limited communication
n Not systematic – narrow or erratic feedback

21. +
The “App”

22. +What is an app?
What can it do for me?
Do we have a cohesive strategy?
Key Questions

23. +
The Lean Cycle
Marketing

24. +
The Lean Cycle
Plan a
campaign
Push to
social
media
Optimize App
in real time
for sales
& data
Build
Analyze
& push
to app
Learn

25. + Bookigee & Page Foundry

26. + Bookigee & Page Foundry

27. +
Why this is interesting….
• Publisher control of merchandising
• Brand-based discovery strategy
• Transparent access to full data
• A global platform – 160 countries
• First pile of mobile e-book data
available to the open marketplace

28. Thanks!
Kristen McLean
Founder & CEO
Bookigee, Inc.