@jennybullough @angelajames Introduction Decisions.
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Transcript of @jennybullough @angelajames Introduction Decisions.
@jennybullough @angelajames
Introduction
Decisions
Decisions
Why Do Digital First Who’s Going to Do It Budget and Business Plan Contracts Accounting Format Retail Marketing
Challenges and Roadblocks
It’s tough to be first! Getting buy-in
› Company commitment to it as a real business (not a hobby or sideline)
Money › Expectations of immediate return
Perception of quality
Thinking outside the box Helping readers discover your product Pricing – what price will the consumer
accept (and expect)? Royalties
Scheduling systems ISBNs – by product or by format? Changing your workflow or creating a
new one
Who’s Going to Do It?
Editorial Marketing Social media / community / blogs Production Merchandising Website Affiliates Who’s in charge?
Adapt, Adjust, Alter
Product – think about it differently Contracts Royalties Job descriptions Marketing techniques Consumer relationships Deadlines
Find your allies/advocates Work within the existing system
› Develop workarounds› But!
Develop and use your own systems & processes while you work to change the system to incorporate digital
@jennybullough
Production database/tracking systems
ISBNs
Metadata
Formatting
Proofreading / QC workflow
Ensure that you are delivering a quality product to the end-consumer – the reader
Author copies› How will you handle this digitally?
Author promotional support› How much and how soon?
Do it Yourself
Take ownership of processes as soon as possible › Metadata, conversion, warehousing,
distribution› Make it manually if necessary› work directly with partners
Take ownership of marketing
Educate› be an in-house evangelist› work your grassroots —start with
authors
Guerrilla marketing Direct relationships with bloggers vs.
going through PRDirect control of metadata› Adjust taxonomy on the fly to respond to
market Reflowable text = adaptable content
› Repackage, chunk
Not Done Yet
“not real books” Quality Getting to the reader Innovating
› Marketing› Business model – contracts› Keep business going while constantly
looking to the future
Industry data standards out of date
Adapting to a constantly changing market
Time and Energy
Advice
Be in it for the long haul Stay the course! BUT don’t be afraid to admit
something’s not working Adapt, be agile Never lose sight of the future!
