Self-Publishing 2.0 - Back to the Basic: Communities, Tribes and Storytelling
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Transcript of Self-Publishing 2.0 - Back to the Basic: Communities, Tribes and Storytelling
Self-Publishing 2.0: How Social Media is
Reframing the New Publishing Paradigm
REVIEW OF SOME KEY CONCEPTS
DEMOCRATIZATION DREAMS: SELF-PUBLISHING AND PUBLISHING
BACK TO THE AGORA: STORYTELLERS AND ORATORS
OVERVIEW
1
2
4
SOCIALIZATION: BECOMING THE TRUE SELF IN SELF-PUBLISHING3
REVIEW OF SOME KEY CONCEPTS
Open Source
Thought Leadership
Social Media
Cloud Computing
Marshall McLuhan
MEDIA: THE EXTENSIONS OF HUMANS
the senses and beyond (consciousness?)
"THE MEDIUM IS THE MESSAGE"
new technologies affects social organization
GLOBAL VILLAGE
Tribal nature
Marshall McLuhan
“Print is the technology of individualism”
Exponential Growth of Adoption
To reach an audience of 50 million
38 years 13 years 4 years 3 years
Facebook: 100 million in 9 months
In software development is peer production
bartering and collaboration Making everything available at no cost
to the public:
end-product, source-material, "blueprints" and documentation
practices in production and development that promote access to the end product's source materials.
Open Source
The Cloud
What is Social Media?
Social media are media for social interaction, using highly accessible and scalable publishing techniques. (Wikipedia)
Social Media
Thought leader is business jargon for an entity that is recognized for having innovative ideas.
Thought Leadership
“Leaders of business ideas that merited attention.” Joel Kurtzman, editor-in-chief of the Booz, Allen &
Hamilton magazine, 1994
THREE BASIC TYPES OF PUBLISHING Traditional (big house publishing) Subsidized (semi self-publishing) Self-publishing (“all my self”)
DEMOCRATIZATION DREAMSSELF-PUBLISHING AND PUBLISHING
Distribution
Bookstore Shelve Space
Personal Library
POD and Self-publishingDemocratization?
WEB 1.0 static read only published content going online Paid advertising
POD and Self-publishingDemocratization?
WEB 1.0 static read only published content going online Paid advertising
Self-Publishing 1.0 Editable Printed One at a Time Available on Demand Webpage - Online
Bookstores Traditional Marketing
(Expensive)
The same paradigms
Shelve space is the place to be Being picked up by traditional publishing house
“and retire” Authors' advance “I should get paid to be
published” ...because everyone likes it (my family and
close friends)
Self-Publishing 1.5Ah-ha!
Self-publishing as the platform into traditional
Retire? Author? I'm now an entrepreneur in the field of my dreams
Well, why go with the big 6 when they want to cut my control and royalties
I'm fulfilled as I help others
Who gets it?
Ali Pervez - “Black Belt Marketing”
Stephanie Pappas - “Assisted Yoga Postures”
Jay Conrad Levinson - “Guerilla Marketing Series” (latest one with Shane Gibson)
The dreams of the self-publishing movement finally happening
Social Media has accelerated the process Exponentially (specially in the last 2 years)
Better opportunities for any kind of author like it has been for small businesses too
Traditional publishers are accepting the shifts and learning from Music and film Industries
SOCIALIZATIONBECOMING THE TRUE SELF IN SELF-PUBLISHING
The Last Three Years
“Linchpin will be the last book I publish in a traditional way.”
~ Seth Godin
“ The Physical Book Is Dead In 5 Years”
~ Nicholas Negroponte
Multi Success
We have seen more sporadic successes than ever before in almost every medium
We are seen a cross pollination of media that resides comfortably in the Social Media Sphere and the new technologies
Value, Uniqueness and Authenticity
POD and Self-publishingDemocratization?
WEB 2.0 dynamic, interactive
read -write 2 way
user generated content
being online
collective intelligence, collaboration
noisy and messy
information overload
POD and Self-publishingDemocratization?
WEB 2.0 dynamic, interactive
read -write 2 way
user generated content
being online
collective, collaboration
noisy and messy
information overload
Self-Publishing 2.0 Blogs, Forums Forums, comments,
measuring tools Instant feedback Online Distribution Open source and Free Amp Free social media
promotions
Opportunity for Authors
SOCIAL MEDIA SUCCESSES BECOME THOUGHT LEADERS
OPEN SOURCE and THE CLOUD
ANYONE HAS A LOUD VOICE (Authors and Readership)
Pop Culture is fragmenting
Low Risk even for traditional publishers
Promotion Via Traditional Channels is Too Noisy
There’s infinite shelf space - Infinite Storage Kindle (80% more than Hardcover)
Authors Role: Curation
Leadership
Uniqueness and Authenticity
Connection - Matchmaking
Connecting to others by connecting them
Creating a Movement
Movement – a tribe of individuals together for a common cause or interest
Permission Marketing is a Priviledge
AUTHORS MUST CONNECT WITH READERS:
Learn about your readers and write for them to accomplish connection, build your tribes to set
yourself as a Thought Leader
BECOME A WRITER FOR YOUR READERS INSTEAD OF SEARCHING FOR THE
READERS OF YOUR WRITING
Social Media Strategy
1.Determine your Goals & Objective
2.Research and research
3.Create your list of Contacts and Content
4.Join the Conversations to Develop & Strengthen Relationships
5.Manage Time / Resources
6.Measure
7.Analyze and Improve
Sending relevant, valuabletraffic to your own website
Website/Blog
Blogging Social
Bookmarking Social Networks Shared Calendars
and Events Micro-blogging
and Live blogging Photo Sharing Wikis Podcasting / Video
Blogging Webinars
Who Really Gets It!
Seth Godin http://sethgodin.typepad.com/
Chris Brogan & Julien Smith http://www.chrisbrogan.com/
Guy Kawasaky http://www.guykawasaki.com/
Sh*tmydadsays http://twitter.com/shitmydadsays
BACK TO THE AGORASTORYTELLERS AND ORATORS
Storytellers and Oratorswith their audience in one space
WEB 3.0 mobile & multiple devices
semantic web
Flow of information
intelligent browsing
Cloud computing
users preferences & needs
OpenID (portable identity)
3D
Voice recognition
Order
Personal
Intimate
Connected
The mess becomes organized
(Google again?)
Moderator(Google?)
Reader
AuthorTheCloud
Community of Readers
Community of Authors
Open Source
The New SpacesAlive Communities
AgoraPolitical
+Commercial +Social
Citizen
StorytellersOrators
Readers / Audience
FictionNon-Fiction
The New Spaces – A New AgoraAlive Communities
Social /Community
Environments
Author-Author
Author-ReaderTribes: Writing - Publishing-Distributing from interacting with Audience
Homer (curators): Synergistic communities of authors and collaborators (bartering)
The Self-Publishing
The New Autheur= Author
+ Entrepreneur
Multimedia
Multidisciplinary/ Multilingual
An author entrepreneur knowledgable of film, music, graphic design, color theory – able to communicate in the global community of media
Storyteller: animated, musical for an Agora mindset – video games, choose your own adventure
The New Definition Author 3.0