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Build your own bookstore as an app
‘Community building’ is a buzzword for book publishers at the moment, as traditional B2B (Business-to-Business) models are being replaced with new B2C (Business-to-Consumer) approaches. Here is an interview with Richard Stephenson, CEO of YUDU Media, about online community building.
Here is an interview with Richard Stephenson, CEO of YUDU Media, about online community building.
and promote regularly. Invention in promo- tion is more possible today with social media and digital teasers. Don’t waste time or money on Facebook, if your community tends to use Linkedin or Twitter. In other words, rather than trying to cover all channels, a deep understanding and involvement with a speci c community is likely to bring you a better return
on investment.
1. What do you think is the main consideration for publishers shifting
from a B2B to B2C model?
This is a signi cant shift and needs a new approach. Engaging with the end reader can be scary, as feedback is often brutal and raw; but after the initial jolt, it becomes clear that direct communication with readers opens up a new world of possibilities. Building up these relationships is strategically smart as they can be used for market research, for pre-selling new releases and can lead to an open door to the reader’s social media friends. It requires new skill sets, a two-way conversation and complete honesty. It is the future no matter what we think of it.
2. How do you think publishers can assure a return on investment with a
B2C model?
There is never any certainty, but the rules of life apply. Keep investment costs down, deliver an engaging and relevant reading experience
3. Do you know of a publisher who has successfully built up a community and
grown sales using this model?
Yes. Niche publications address people with passions. People with common passions are what you need to build communities. A great example is Osprey Group’s Military History list. Osprey Group have a clear understanding of who their community are, what they are interested in and how they choose to purchase
their books. It’s an ideal route to market.
4. The digital landscape changes so quickly and it is di cult to know where
to invest. The device of the future is unknown. What would you recommend?
Pick the main platforms but ensure that your digital partner can easily adapt to new devices. If you spend thousands of pounds on a native iOS app, which would need to be re-built for Android, you are taking a huge risk. We think that iOS, Android and Windows all need to be considered. It is better to start developing,
Once a reader has the app it is easy to analyse what is being read, how often it is read and the habits of your community. You can even encourage them to suggest themes for new books.
App readers can buy or rent books for set periods of time. They can ll in their details and receive updates, get feedback via inserts in the app or in the books, and they can share pages on twitter and link to other twitter users who may be reading the book, they can share selected images via social media, or email pages that they want to share to friends. All of this communication works in favour of your community.
than to wait for a changed landscape that will always be di erent to what we expect.
5. How does a YUDU container app solution enable publishers to build
a community?
The act of downloading an app is a clear statement of interest and with YUDU, readers can do that on the iPad, Android tablets such as Nexus, Kindle re and the new Nooks and Windows 8 tablets.
To nd out more about the YUDU container app solution visit the YUDU team in Hall 8 L973 or visit
www.yudu.com
Build Your Community, Know Your Readers
www.yudu.com
UK +44 (0) 870 760 9258 | US +1 888-367-9838 |
ebooks@yudu.com Meet with our team in Hall 8 Stand L973
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