Sound strategy: How can 11-minute podcast can change a book's life - Tech Forum 2015 - Anshuman Iddamsetty

Why Sound?

• Introduce readers to our authors and extensive backlist

Why Sound?

• Introduce readers to our authors and extensive backlist

• Also introduce them to authors between books, between marketing cycles

Why Sound?

• Introduce readers to our authors and extensive backlist

• Also introduce them to authors between books, between marketing cycles

• Signalling fluency in what’s next is necessary

Why Sound?

• Introduce readers to our authors and extensive backlist

• Also introduce them to authors between books, between marketing cycles

• Signalling fluency in what’s next is mandatory

• An opportunity presented itself

But Sound Is… Tricky

• The Internet is hostile to podcasts

But Sound Is… Tricky

• The Internet is hostile to podcasts

• Difficult to get nuanced data about consumer behaviour

But Sound Is… Tricky

• The Internet is hostile to podcasts

• Difficult to get nuanced data about consumer behaviour

• Podcasts ultimately favour incumbents

But Sound Is… Tricky

• The Internet is hostile to podcasts

• Difficult to get nuanced data about consumer behaviour

• Podcasts ultimately favour incumbents

• Technology is expensive

Unprecedented Access

Intimacy

Trust

Loyalty

Intimacy

Trust

Loyalty

“I have already told you of the sickness and confusion that comes

with time travelling.”The Time Machine, H.G. Wells

First, Some Housekeeping

Oh, About Listener Behaviour

• There’s no guarantee a listener will finish an episode of a podcast

• This informs its structure

The Clip

“I have already told you of the sickness and confusion that comes

with time travelling.”The Time Machine, H.G. Wells

What Do I Have to Hit?• Introduce William Gibson as this week’s guest

• Explain why he wrote a book about time-travel

• Introduce that H.G. Wells quote and its significance

• Evoke the mystery and suspense of a looming apocalypse

• Insert the fear and confusion of time travel, of meddling with things beyond our control

And I Have About Five Minutes

Post-mortem

Does This Work With Every Author?

Nope

(Sorry)

Intimacy

Trust

Loyalty