"Let's All Be Different People: Readers and Writers in an Internet Age" - Baldur Bjarnason (Unbound) at BookNet Canada's Tech Forum - March 6, 2014.

1. Let's All Be Different People
Readers, Writers, and Publishers in an Internet Age

2. Warning!
Jeremiad ahead

3. It’s getting very complicated out
there

4. Problem
The publishing industry has a chronic aversion to facts, research, and statistics.

5. The Social Media Fantasy

6. Reality is different from our
made up fantasy
How is it different? We don’t know

7. What do we know?

8. Allen Curve

9. Money & Marketing

10. –Seth Godin
http://sethgodin.typepad.com/seths_blog/2008/01/blogs-and-self.html
“Last month, I posted excerpts from my new book. I also wrote a
glowing post about Garr's new book on presentations. Guess
what? My stats show that I sold more copies of Garr's book than
mine.”

11. –Nielsen study in 2012 (via Business News Daily)
“92 percent of people trust recommendations from friends and
family above all other forms of advertising when making a
purchase decision.”

12. Influencers aren’t that effective
Only 3x more connections than non-influencers

13. Generic social media just
doesn’t sell that many books
Specialised social media, however, does

14. Wet pavements make it rain
Reversing cause and effect

15. There are other problems here…

16. Discrimination

17. Context Collapse

18. Partial solution?
Civil Inattention

19. Most of the advice out there is
despicable

20. What to do?

21. 1. Read the research others
have done

22. It’s Complicated
by danah boyd
!
http://www.danah.org/itscomplicated/

23. 2. Do your own research

24. Just Enough
Research
Erika Hall
!
http://www.abookapart.com/products/
just-enough-research

25. 3. Hire somebody
This is actually the hardest option

26. Thank you!