Tim O’Reilly Keynote
Your job as a publisher is to do things for authors that they can’t do for themselves.
Remember what you really do, it may not be the cool/sexy stuff, it’s the boring stuff and you have to be good at those things in this era. Â If not, someone else will take your place.
It’s hard to get found (as an author), picture “search over one million books” on a website (needle in haystack). Everyone ran to be a blogger, but the top blogs are done by publishers b/c they bring more exposure to individual authors.Â Each new medium brings about this problem – FB, Twitter, blogs, etc. Â It’s all in the math. (Jared Diamond: From Egalitarianism to Kleptocracy in Guns, Germs and Steel pp 286-287.)
Your mission is to get more visibility and sales to authors then they can get on their own. Â You must be good at digital distribution. Â Sell through all of the ebook channels.
Minimum viable product concept – learn as quickly as possible what the market wants, (referenced the blog, Lessons Learned). Â We need to collect the maximum amount of information about customers at the most minimal cost and effort. Â You must be capable of creating a product in new formats and sell it into emerging channels.
Marketing – social media marketing is obviously big. You gain and bestow status through those you associate with in social marketing. Â RT (retweet is very important) As a publisher it is up to you to bestow the status on your authors. Â Don’t focus only on you or your product. Promote your Â people (authors), not products. Â Social media is a great way to get through the haystacks.Â ebooks know who is reading them. Â analytics will help field what products, channels, prices are working, who is spreading the word and what readers think. Â The secret of social media is that it’s not about you, your product, or your story. Â It’s about adding value. If you want to have an impact, think about what you can contribute. Â The more value you create for your community, the more value they will create for you.
Create more value than you capture.