The Network, the Community and the Self-Creativity
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Transcript of The Network, the Community and the Self-Creativity
Master of Science in Communicationand Economics
DigitalMarketing
SI 2006-07
UniversitàdellaSvizzeraItaliana
©2006 byVincenzo Cammarata, Veronika Kurucz, Elisa Vinciarelli
The self-publishing evolution: the Lulu.com case
The Network, the Communityand the Self-CreativityOver the Print on Demand,
more than the User Generated Content
The Lulu.com project
Lulu.com is a marketplace where “authors” -
individuals, companies and groups – can publishand sell a variety of digital content including
books, music, video, software, calendars,
photos and artwork.
> PoD = Print on Demand technology
> Self-Publishing Industry
Master of Science in Communicationand Economics
DigitalMarketing
SI 2006-07
UniversitàdellaSvizzeraItaliana
©2006 byVincenzo Cammarata, Veronika Kurucz, Elisa Vinciarelli
The Network, the Community and the Self-Creativity
The Lulu.com philosophy
> 100,000 new titles in the last 6 months> 2,000 new titles added each week> 110,000 items sold last month
Founded by Bob Young (Linux Red Hat) 2002> Open Source Philosophy
>“Lulu” : “remarkable person, object or idea”
> Author in control of his digital contents
(creation > pricing > royalties)
The phenomenon
Master of Science in Communicationand Economics
DigitalMarketing
SI 2006-07
UniversitàdellaSvizzeraItaliana
©2006 byVincenzo Cammarata, Veronika Kurucz, Elisa Vinciarelli
The Network, the Community and the Self-Creativity
1. The Self-publishing phenomenon
A ‘Long-Tail’ Technology
- moderately popular publications,
often very difficult to get hold of,
given that demand is too low for it
to be profitable
Master of Science in Communicationand Economics
DigitalMarketing
SI 2006-07
UniversitàdellaSvizzeraItaliana
©2006 byVincenzo Cammarata, Veronika Kurucz, Elisa Vinciarelli
PoD change Self-publishing
The Network, the Community and the Self-Creativity
1. The Self-publishing phenomenon
Master of Science in Communicationand Economics
DigitalMarketing
SI 2006-07
UniversitàdellaSvizzeraItaliana
©2006 byVincenzo Cammarata, Veronika Kurucz, Elisa Vinciarelli
How PoD change Self-publishing
> No unsold products > low costs
> Reduce inventories and storage expenses (no stock)
> quicker and cheaper technical set-up
> print out-of-stock titles in small> quickly reprint (inventory runs low/exceeds forecasts)
> test-market > short-runs (look like final product - galleys)
> economically fulfil (niche markets)
> pre-publish advantage (less than 1,500 units)
The Network, the Community and the Self-Creativity
1. The Self-publishing phenomenon
The Network, the Community and the Self-Creativity
Master of Science in Communicationand Economics
DigitalMarketing
SI 2006-07
UniversitàdellaSvizzeraItaliana
©2006 byVincenzo Cammarata, Veronika Kurucz, Elisa Vinciarelli
Print-On-Demand companies are often
considered as vanity publishers.
That means you pay them to publish your book.
> no bookstore distribution
> shoddy product
> large setup fees for small print runs
> no marketing or distributing support
Drawbacks
1. The Self-publishing phenomenon
The Network, the Community and the Self-Creativity
Master of Science in Communicationand Economics
DigitalMarketing
SI 2006-07
UniversitàdellaSvizzeraItaliana
©2006 byVincenzo Cammarata, Veronika Kurucz, Elisa Vinciarelli
Competitors & Benchmarking
1. The Self-publishing phenomenon
The Network, the Community and the Self-Creativity
Master of Science in Communicationand Economics
DigitalMarketing
SI 2006-07
UniversitàdellaSvizzeraItaliana
©2006 byVincenzo Cammarata, Veronika Kurucz, Elisa Vinciarelli
Segmentation – the “Lulus”
> Authorpreneurs
> Extrovert individualists/entertainers
> The Experts
> Community Seekers
> Families
How Lulu.com reach Lulus?
> intermediary rule
> important asset = community
1. The Self-publishing phenomenon
Master of Science in Communicationand Economics
DigitalMarketing
SI 2006-07
UniversitàdellaSvizzeraItaliana
©2006 byVincenzo Cammarata, Veronika Kurucz, Elisa Vinciarelli
The Network, the Community and the Self-Creativity
The double side of Positioning
The link between company positioning
and positioning one’s Creativity on the web is:
The value of the communitybased on the network
2. The Lulu.com model
Master of Science in Communicationand Economics
DigitalMarketing
SI 2006-07
UniversitàdellaSvizzeraItaliana
©2006 byVincenzo Cammarata, Veronika Kurucz, Elisa Vinciarelli
> Marketplace - “browse”
where buyers can see the shelves
> Self-Publishing - “publish”
where “authors” can manage creativity
> Services - tools for the business
> Community - the soul of the network
The Network, the Community and the Self-Creativity
2. The Lulu.com model - “browse”
Master of Science in Communicationand Economics
DigitalMarketing
SI 2006-07
UniversitàdellaSvizzeraItaliana
©2006 byVincenzo Cammarata, Veronika Kurucz, Elisa Vinciarelli
> Best sellers (top 100)
> File of product
> Rating of the product
> Comments on the author
> Link to author’s store front
The marketplace as other online bookshops
is organized In five categories:
books, calendars, images, music and audio, video.
The Network, the Community and the Self-Creativity
2. The Lulu.com model - “publish”
Master of Science in Communicationand Economics
DigitalMarketing
SI 2006-07
UniversitàdellaSvizzeraItaliana
©2006 byVincenzo Cammarata, Veronika Kurucz, Elisa Vinciarelli
1. Information (product & author)
2. Content Upload
3. Binding & colors
4. Cover art
5. Pricing & finishing
> The core of the model
> Totally free
Steps
The Network, the Community and the Self-Creativity
2. The Lulu.com model - “services”
Master of Science in Communicationand Economics
DigitalMarketing
SI 2006-07
UniversitàdellaSvizzeraItaliana
©2006 byVincenzo Cammarata, Veronika Kurucz, Elisa Vinciarelli
Write a Press Release <
Set up “Storefront” <
Collateral (Lulu.com material) <
Visiting Marketing Central (!) <
Free ….
The Network, the Community and the Self-Creativity
2. The Lulu.com model - “services”
Master of Science in Communicationand Economics
DigitalMarketing
SI 2006-07
UniversitàdellaSvizzeraItaliana
©2006 byVincenzo Cammarata, Veronika Kurucz, Elisa Vinciarelli
Author marketing kits <
Pre-publishing services <
Graphic Services <
Publishing Services <
Mktg and publicity Services <
Providers by Countries <
…& fee
The Network, the Community and the Self-Creativity
2. The Lulu.com model - “community”
Master of Science in Communicationand Economics
DigitalMarketing
SI 2006-07
UniversitàdellaSvizzeraItaliana
©2006 byVincenzo Cammarata, Veronika Kurucz, Elisa Vinciarelli
> Forum & Blog
> Newsletter “LuluCreators”
> LuluRadio – LuluTv (podcast)
> LuluTeam
(leaders, promoters and testers)
The Soul of the network
“the world’s fastest-growing provider
of print-on-demand books”
The Network, the Community and the Self-Creativity
2. The Lulu.com model - “help”
Master of Science in Communicationand Economics
DigitalMarketing
SI 2006-07
UniversitàdellaSvizzeraItaliana
©2006 byVincenzo Cammarata, Veronika Kurucz, Elisa Vinciarelli
> Getting started
> Product cost calculator
> LiveHelp
> LuluWorkshop
Increasing the Publics’ learning process
The Network, the Community and the Self-Creativity
3. Building the authors networks
Master of Science in Communicationand Economics
DigitalMarketing
SI 2006-07
UniversitàdellaSvizzeraItaliana
©2006 byVincenzo Cammarata, Veronika Kurucz, Elisa Vinciarelli
Costs & Benefits
Mktg & promotion <Only upload technical time <Content developing efforts <
Risk for quality delivered <Needs of trust <
> High Usability> “Vanity fair” - protagonist> Knowledge Sharing> Niche Content> Community Relationship
The Network, the Community and the Self-Creativity
3. Building the authors networks
Master of Science in Communicationand Economics
DigitalMarketing
SI 2006-07
UniversitàdellaSvizzeraItaliana
©2006 byVincenzo Cammarata, Veronika Kurucz, Elisa Vinciarelli
The Network, the Community and the Self-Creativity
3. Building the authors networks
Master of Science in Communicationand Economics
DigitalMarketing
SI 2006-07
UniversitàdellaSvizzeraItaliana
©2006 byVincenzo Cammarata, Veronika Kurucz, Elisa Vinciarelli
The generated value for the “Lulus”
The success:
is on the value of his
network and community
The Network, the Community and the Self-Creativity
3. Building the authors networks
Master of Science in Communicationand Economics
DigitalMarketing
SI 2006-07
UniversitàdellaSvizzeraItaliana
©2006 byVincenzo Cammarata, Veronika Kurucz, Elisa Vinciarelli
The neo-publisher experience
> Easy to use (Usability policy)
> High involvement to discover the web service
> Familiar atmosphere – testimonials “one like you”
> Not sophisticated, but a Lab “open source” style
> habit for experiment user creativity
> Community content quality control
The Network, the Community and the Self-Creativity
3. Building the authors networks
Master of Science in Communicationand Economics
DigitalMarketing
SI 2006-07
UniversitàdellaSvizzeraItaliana
©2006 byVincenzo Cammarata, Veronika Kurucz, Elisa Vinciarelli
The Network, the Community and the Self-Creativity
Conclusions
Master of Science in Communicationand Economics
DigitalMarketing
SI 2006-07
UniversitàdellaSvizzeraItaliana
©2006 byVincenzo Cammarata, Veronika Kurucz, Elisa Vinciarelli
The Network, the Community and the Self-Creativity
> More straightforward concept about:
Servicies offered / Prices
> Find out the way of differentiation:
Eg. Focus on that is tha main asset = community
> “Lulu.com” - the websiteeasily recognizable that is designed by engineers
Therefore there needs look & feel design.
Thanks for your attention.
Master of Science in Communicationand Economics
DigitalMarketing
SI 2006-07
UniversitàdellaSvizzeraItaliana
©2006 byVincenzo Cammarata, Veronika Kurucz, Elisa Vinciarelli
The self-publishing evolution: the Lulu.com case
The Network, the Community and the Self-Creativity
Over the Print on Demand,
more than the User Generated Content