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From the perspective of the Canadian market – a market that shares much in common with our own – Random House Canada's Heather Sanderson takes a look at current practice and trends in digital marketing, some of the cutting edge things she's doing with both individual books and community building initiatives. As a hands-on practitioner as well as well seasoned trend-watcher, Heather is uniquely placed to discuss how the internet is changing book and ebook marketing. Heather Sanderson, Manager, Digital Sales and Business Development, Random House of Canada
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So Then What?
How the Internet is changing book and ebook marketing.
Brought to you by the Letter ‘C’:
Canada, eh? Change Community Content Coast-to-coast Counting Consumers
A few numbers…
In 2008 there were: 976,616 ISBNs 411,120 with sales
Chain44%
Independents20%
Non-traditional20%
Institutions7%
Online4%
Other5%
-Turner-Riggs, 2009
Centralized in Toronto
-Turner-Riggs, 2009
-Turner-Riggs, 2009
US Distribution
Random House of Canada
Some stats
94% of Canadian households now have access to a broadband internet (CRTC 2008)
MediaMetrix comScore analyzed and ranked the top 10 countries in the world by average hours online per visitor for January 2007
Canada ranked #1, with the average user spending 39.6 hours online during the month
http://www.youtube.com/watch?v=yxschLOAr-s
Content
Limited budgets Look at what you do have, what you can do with it
and get for it The Internet only exists because of content Get the content into the hands of the consumers Access to new media outlets for promotion
Content
Remember that bookstores don't shrinkwrap books for a reason.
Partnerships
Community
Community is built around content, conversation and word of mouth
There’s so much out there, I don’t know what to read!
I trust what my friends tell me. Transparency.
Community
Networks are natural Networks are constantly changing & so is
your market
www.BookClubs.ca/stoneleigh
Community
Allow you to participate in a conversation with consumers Market research Ask questions Listen Be transparent
Community and Content
If you build it, will they come? Cannot stand alone Need to promote wherever you promote the book
Offline ads need the URL
Coast-to-coast Inclusion
Editorial Board members who have never attended an author event 29% do not hear about them and 36% hear about them, but the events are not in
their area
Counting
If you built it, did they come? State your goals Measure unique visitors Number of fans/followers/members Engagement
Number of comments/ratings/rankings Quality of them
Did it drive sales?
Counting
Test
Measure
Optimize
Triple C: eBooks
Provide an opportunity to experiment Tie together
Content Community Counting
eBooks
We’ll make the proverbial “all books rise” by selling the eBook.
The marketing of the eBook will also make the print book sales increase.
Results
There was a great uptake on free offers and it really engages the customer.
Increased visibility and readership for the author on Shortcovers.
Expect continued sales as people read their free book and become dedicated Wolfe readers and Shortcovers customers.
eBooks
Highly personal Mobile Dedicated devices Instant Ratings/comments
Applications and books themselves
New Equation
B2BD2C
+ Web 2.0UGC
Fans
= Engagement
Sales
↓
↓
So then, what’s next?
Trends to watch Video (live-stream too) mobile ebook explosion/value of content finding new ways to monetize content
The End
Questions? Contact info:
hsanderson@randomhouse.com @hsanderson
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