E-Book Sales Outpace Adoptors- Of Course

fairy bookThis is one of those geeky posts I do for my own pleasure in “stat busting”.  The words, Ebooks Now 23% of U.S. Publisher Sales  jumped out at me, like the unexpected movement of an errant fly as I scanned the headlines this morning. News about EBooks gets less breathless each year as “Ho-Hum” technology fights the glitter and glitz of the techy news media – but I believe there is something to think about here that will shape how we market to various consumer segments.

First the statistics busting- well not busting so much as replacing the breathless quote,

Interestingly, ebook revenues appear to be outpacing user adoption of the format, albeit only slightly. According to a study published by Pew last week, 21% of American adults have read an ebook in the past year.

Sometimes I hate the 24 hour news cycle that causes a writer in to include in an article or post that something is “interesting” because he or she doesn’t have time to research what it really is…which is expected. The Pew Study also showed that, like in most categories – heavy users read the majority of the books.  Ebooks are like a apps, not like tablets. So, yes, we would expect there to be a faster increase in the number of ebook sales than in the number of early adoptors of the technology.

That said, the next big trend that I see is children’s picture books finally moving in great numbers to the screen, as article after article talks about iPads and infants and the increased usage in the diaper crowd.

More about that next week.

Photo courtesy Karenturner via Flickr

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Maryanne Conlin likes to crunch numbers on just about any social media platform, but as an early ebook adoptor – loves to geek around with numbers about books.

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What Makes Great Content? Brand BFF’s of Course!

Today in MediaPost, I ran across an article, Effective Content Marketing. Of course the most interesting  part of the post, to me anyway, was how the focus of social media has changed as consumers more and more want original content and true engagement with brands. A number of forward thinking brands are already moving beyond formulaic community management and their number if growing.

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As a brand marketer who took up blogging as a hobby initially and then irresistibly starting marketing it, I have seen the challenges that brands face getting the tone just right in this two way communication  online world.

Actually engaging consumers, as opposed to communicating with them takes a bit more than hiring someone to schedule regular posts on Hootsuite and putting up an occasional blog post that ties in so very neatly with the current brand promotion.

Engaging means talking about what consumers want to talk about, when they want to talk about it and inserting, but not always your brand in the conversation. Engaging means getting up at 3:00 in the morning on occasion to jump into the Twitter conversation going on in London. Engaging means  reacting to a trending conversation by whipping up a quick blog post, or recipe or Pinterest  board and jumping in.

Sounds exhausting. It’s worth it.  Engaging builds relationships.

The key to an effective content strategy  is expending energy upfront and creating a place for you and your brand in the online conversation. This, sometimes quite magically, but assuredly with some sort of psychological underpinning results in a whole phalanx of BFF’s…otherwise known as brand advocates flooding your inbox with opportunities, RT-ing and repining your brand content and offering opportunities for your brand in the wider world of online engagement.

Great content doesn’t need to be hard or hard to measure. It just needs to be strategic.

headshot newMaryanne Conlin is CEO of RedRope Digital provider of engaging content for web sites and social media. Experienced content creators in food, green and consumer products and experts in reaching out to both Hispanic and general market moms, Maryanne counts many prominent bloggers as her BFF’s.

Nobody’s on Twitter – Not.

I’ve been working on  Twitter parties this week for two different clients, which is interesting because nobody is on Twitter. O K – that’s not only untrue..it misses the point.

Content providers are on Twitter – journalists, bloggers, celebrities. Sure, a slice of Twitter users are also teens and 20 something communicators, but for these products, that’s not my target.

It’s hard to measure Twitter by tracking clicks on your website, when your reaching out to influencers who will actually provide the link in some other places (blog/Facebook page,etc.) masking your Twitter efforts.

That is one of the reasons a Twitter party such a great tool, though a bit cumbersome, you CAN track participants over time to see how they disseminated your brand message. Now I’m just waiting for someone to write an app!