2. WHO WE ARE
Micah Bowers
Founder & CEO – Bluefire
@MicahSB
Doug Lessing
President – Firebrand Technologies
@AskBurnie
Kristen McLean
Founder & CEO – Bookigee
@BKGKristen
#DigitalBook2014
8. BE A FIREBRAND
Growing Expectations
• Consumers Expect to Purchase Print and eBooks
• Publishers and Readers Benefit From Bundling
• 80% of eBook Sales at Dover are Bundles
9. BE A FIREBRAND
Do You Feel Fulfilled?
• Print Fulfillment and eBook Fulfillment in a single
Shopping Cart? How do I do that?
• Tools are available, but how do you integrate?
10. BE A FIREBRAND
Time to Get Engaged
• People Don’t Buy What You Do,
They Buy Why You Do It
16. DEFINING AND COMMUNICATING SUCCESS:
Strategy
• Defining and weighting the various goals of the
initiative
• Clearly defining how success will be measured or
expressed
• Communicating these goals and success
measurement tactics to management and across the
organization
• Revisiting and revising goals as you learn and adapt
to rapid change – and communicating about that to#DigitalBook2014
18. EMBRACING CHANGE:
• Choose vendors like choosing a mate
• Lean in or lean out, but definitely go
lean
• Map technologies to goals
Technological Solution
#DigitalBook2014
26. F+W, A Content + eCommerce Company
“F+W connects passionate, like-minded groups of
people to share an ongoing exchange of information,
ideas, and inspiration.
We are committed to providing the very best
experience for our consumers across our niche
categories – craft, art, writing, design, outdoors, and
lifestyle.”
F&W - STRATEGY
28. F&W - TECHNOLOGY
WEB-BASED, INTEGRATED SITES - COMMUNITY, CONTENT & COMMERCE
The entire
world of this
interest – in
one place
Videos, articles & how-tos
One stop
shopping
Print &
digital
magazines
Social media
integration
29. F&W – ENGAGEMENT COMMITMENT
A CONTENT TEAM OF 6-10 PEOPLE FOR EACH VERTICAL
Led by a group publisher (content) and a digital product director (structure)
Each Content Team works with:
• Shared cross-vertical marketing personnel
• Email deployment specialists
• Customer service staff
• Web developers
30. F&W – SUSTAINED EXECUTION
E-COMMERCE HAS GROWN FROM $6M TO $60M IN 6 YEARS
• F&W serves 20 million consumers annually
• Double-digit growth in organic traffic to many primary communities
• Company has completely retooled its business model
32. FARFARIA - STRATEGY
To create an immersive, game-like kids’
reading environment for home and school
that focuses on original content
and digital reading for children 2-9.
33. FARFARIA - TECHNOLOGY
MOBILE APPS FOR APPLE & ANDROID – FREEMIUM/SUBSCRIPTION
Interactive Story-World
Sort by level “Read to Me”
or read alone
700+ stories -
Five new stories
each week
34. FARFARIA – ENGAGEMENT COMMITMENT
A FULLTIME TEAM OF ELEVEN + DEVELOPERS IN BRAZIL & PHILLIPINES
• Dozens of artists and voice actors
• Technical co-founder in-house
• 33 iOS releases/versions - Android new
• Building out Common Core (CCSS) now
• Constantly using metrics to improve
35. FARFARIA – SUSTAINED EXECUTION
IN FARFARIA FAMILIES, KIDS READ MORE THAN 5X THE NATIONAL AVERAGE
• FarFaria has over 1 million reads per month
• Winner 2014 Family Choice Award
• Education.com partnership to give 10,000 teachers new digital libraries
• $3.3M A Round lead by VC Inventus Capital in February 2014
37. To create a prototype literary app that
could be used to drive engagement,
subscription conversion, and revenue
throughout the papers in The Tribune portfolio.
TRIBBOOKS - STRATEGY
38. TRIBBOOKS - TECHNOLOGY
BUILT ON PAGE FOUNDRY’S INKTERA MOBILE EBOOKSTORE PLATFORM
Curation driven by
Tribune editorial
Embedded HTML5
Tribune content
Real-time
flash sales
Trib
eBooks
free to
subscribers
1.3M
books in
catalog
39. TRIBBOOKS - TECHNOLOGY
CONTENT EXCHANGE WITH OTHER PUBLISHERS
• Publisher gives ltd. qty. of ebooks
• Tribune uses books for promotion
in the app
• Tribune underwrites major ad
campaign to 1.3M readers
• Publisher receives face-out bump
in larger market
• Publisher receives complete
engagement reporting
40. TRIBBOOKS – ENGAGEMENT COMMITMENT
FULL MARKETING & EDITORIAL INTEGRATION ACROSS THE TRIBUNE
• Core team of eight at Tribune & three at Page Foundry
• App marketing run by the Tribune staff
• Print, & digital advertising to 1.3M Tribune subscribers
• Free Tribune eBook content to subscribers
• Subscriber integration with the Tribune backend
• Event integration with TribNation & LitFest
41. TRIBBOOKS – SUSTAINED EXECUTION
EXCEEDED TRIBUNE ROLLOUT EXPECTATIONS BY 500%
Plans on drawing board for versions for other Tribune properties
6X the subscriber engagement with Tribune eBooks
Cross-platform content exchange underway with multiple publishers
Seen as important experiment among news community