The Kindle Nation Daily / Kindle Chronicles Interview Column: Author Paul Slack on his New Guide to Social Media Marketing

NOTE: This is a cross-post of my debut weekly column for Stephen Windwalker’s Kindle Nation Daily. Each week I will write a piece based on that week’s interview for the Kindle Chronicles podcast. On Tuesdays after the podcast goes live, I will cross-post the column here, after it has been published in the Kindle Nation Weekender and before it appears at Kindle Nation Daily on Wednesdays.  I am very excited to begin this partnership with Steve, who was a classmate of mine at Harvard College back in the day, and who has established himself as a leading authority on all things Kindle. When I am in Cambridge, he and I regularly convene at a Starbucks in Arlington to share notes and consider possibilities. This new work as a KND Contributing Editor grew out of our most recent rendezvous. I continue to love podcasting, but this return to regular writing is deeply satisfying to me, recalling a career in journalism that extends all the way back to The Claypit Hill Flyer, a weekly newspaper that I wrote, edited, and delivered on my bicycle in Wayland, Massachusetts, beginning at age eight. Who knows, I may be able to talk Steve into reviving one of my most-loved Claypit Hill Flyer features, The Riddle of the Week. Just kidding. In any event, I hope you enjoy the columns!

 

Paul Slack, author of Social Rules!

THE PAUL SLACK INTERVIEW

Paul Slack, a co-founder of the Dallas-based Splash Media, has written a 319-page manual for entrepreneurs and small-business owners who are ready to graduate from buzzwords and get serious about social media. During an in-person interview with Paul at Splash’s state-of-the-art media studio on May 3rd, I learned these lessons about social media marketing:

  1. In social media, there are no quick fixes. Unlike search engine optimization, where Google is the only gorilla, a social-media plan must coordinate multiple sites with multiple purposes.  For starters, those sites are Facebook, Twitter, LinkedIn, YouTube, and your blog. “If you’re going to start today,” Paul tells new clients, “in terms of return on investment—if you’re counting return on investment as leads and sales for your business—you shouldn’t even consider that for the first six months.”
  2. To succeed in social media marketing, you need to build new habits for sustained building of community. Otherwise, your initial enthusiasm will lead to nothing more than a social-media ghost town, as in the Facebook page that no one has updated for six months.
  3. Because “people do business with people,” a business using social media must be transparent and let potential customers sense the presence of a real person on the Twitter or Facebook account.
  4. That doesn’t mean tweeting about what you had for lunch. The test of all shared content, Paul advises, is that it can benefit the people following you.

Although this new book about social media is aimed at entrepreneurs and business owners, it may also interest readers who have a more general curiosity about these powerful tools. For example, I asked Paul how social media can serve as a way to curate the torrent of new eBooks published every month, perhaps filling the void that would be left if the eBook revolution overthrows the unquestioned authority of traditional publishers to decide which books are good enough to present to readers and which ones are not.

“I do believe that social media plays an interesting role just in media consumption in general,” Paul replied, “and I would say that books and eBooks would fall into that.” The reason social media qualifies as a revolution, he said, is that we have all become micro-publishers and critics, adding: “In the old days—five years ago—you would do a search on Google to find something relevant, but you had no context. It was what Google told you was relevant.” By comparison, he said, today you can rely on what someone in your personal network has to say about which eBooks might be relevant to you.

Social Rules! went live this week at the Kindle Store for 99 cents a copy. It is also available for free borrowing at the Kindle Owners’ Lending Library, if you have an Amazon Prime membership. The bargain price is part of Splash Media’s strategy of sharing practical social-media tips with as wide an audience as possible.  In the past they have presented free social media boot camps all over the country, and now the medium is a full-length book. You can even buy it on paper, for $16.95.

“I’m not a technical person,” Paul told me. “I’m much more of a marketer. And so I wanted to write a book that an entrepreneur or a small-business owner could read and go, ‘Oh, I finally get what Twitter’s all about.’ Or:  ‘I finally get how social media works together and can help me do something within my business.’”

At the end of our conversation, I invited Paul to step into a time machine and envision, decades hence, a time when social media itself will be the tired, old medium that the next media revolution will replace. What might that look like?

“The one thing that I know that seems to hold true,” he replied, “is that technology is going to continue to lend a hand in things, that the fundamental truths will never go away—that people do love to connect with one another, they do love to associate with one another, they love to share their thoughts and opinions, that we hate to be sold but we love to buy things—and so whatever’s going to happen in the future is going to facilitate that and make it easier and easier.”

Meanwhile, if you have a business—or even a book or a podcast—that could benefit from a disciplined, patient, no-nonsense engagement with potential customers through social media, you might want to download a copy of Social Rules! and get started.

Vote Early and Often for eBooks!

I am gratified to see that “eBooks” is in the lead for the preferred way to spell digital books in a poll still running today at Digital Book World. Jeremy Greenfield posed the question to readers in a post dated May 25th. He admitted to not feeling quite right about Digital Book World’s current hyphenated style choice, e-books.

The poll which Greenfield appended to his post offers three choices: E-books, Ebooks, and eBooks. I voted for the third one, for reasons which I explained in my post last week. So far, eBooks is in the lead, with 17.5 percent of the 160 votes cast, followed by Ebooks, 7.5 percent, and E-books, 6.25 percent.

This poll is an opportunity to strike a blow against useless hyphens and for a style choice that puts the emphasis where it belongs–on B for Book, not E for Electronic. If you agree, please click here and scroll down to fill out the poll. If you don’t agree, please resume your regularly scheduled work and forget about it.

Note: For Kindle subscribers, I made this handy URL that you can enter on the browser of a computer or other device faster than your e Ink Kindle:  bit.ly/eBookPoll .

It’s weird, but since converting to “eBooks” I get a small but noticeable lift every time I type the word. It just seems right to me. How about you?

 

 

Paul Slack Video

[Obviously you won't be able to see this video if you are reading on a Kindle. You will need to switch to a computer or tablet and navigate with your browser to YouTube.com/lenedgerly where it will be the most recent item.]

eReader Tip: When Sailing Solo Around the World, Bring an Extra Kindle

Eric Loss's Self-Portrait at Sea, a Week After Rounding Cape Horn

Ever since I interviewed Eric Loss on October 31, 2011, just before his departure on a solo circumnavigation of the world, I have been following his beautifully written blog to see how he’s doing. I regularly copy and paste his navigation coordinates into Google Maps to see where in the world his last post came from, and these days the map appears on my screen as nothing but blue, with a tiny red “A” marker in the middle of it. You have to zoom out to see any land, and that’s when you realize he’s smack dab in the middle of the South Pacific.

He set sail from Los Angeles on November 7, 2011, in Odyssey, his aptly named 36-foot yacht. He rounded Cape Horn at the southern tip of South America, crossed the South Atlantic to the Cape of Good Hope, proceeded thence to the southern coast of Australia and now, at last, he is crossing the vast Pacific on his last leg home.

Eric is an extremely competent sailor, as well as a bookish sort. He would have needed a bigger boat if he had stowed enough paper books to keep him company. Luckily he has a Kindle 2. Unluckily, the battery died. Here is an excerpt from his post from May 25:

My Kindle, which has been warning me for the past few months that its battery was slowly dying and that I really should go out and buy another Kindle or two from Amazon, finally decided today that it had had enough of my malingering and kicked the bucket.  When I turned it on this morning, the portrait of Virginia Woolf vanished from all but the top right quarter of the screen, where it merely faded and blurred, leaving me with a reading device that only lets me read the first half of the lines on the top half of the page.

Forrester Research’s James McQuivey likes to talk about KPH, a new metric that stands for Kindles Per Household, because he predicts e Ink Kindles will become convenience devices cheap enough to scatter around the house for various family members. Luckily for Eric, the KPB (Kindles Per Boat) total for Odyssey is two. His mother, Katie Loss, sent her son off with her Kindle 3, which has now been activated for the rest of the journey.

Eric took the time yesterday to post a unique, seafaring user-interface comparison of the Kindle 2 and the Kindle 3, AKA Kindle Keyboard. He misses the row of number keys that was eliminated with the Kindle Keyboard, and I remember thinking the same thing. I did learn how to press the Alt key on the K3, which turns the keys in the top row into number keys, but you have to remember which is which. You can also press the SYM button, and a dialog will appear where you can select numbers and symbols with the 5-way controller.

In the following passage, Eric demonstrates why digital rights management (DRM) is such a pain in the keel:

Since my mom’s Kindle is still registered as hers, it has a whole slew of new books on it, but I can’t transfer any of my Amazon purchases between Kindles. Fortunately Baen is an enlightened publisher and has had success selling non-DRM’d eBooks (and in fact offering up a significant free library), and Project Gutenberg obviously does as well, so I was able to finish the book I was in the middle of by transferring it to the new Kindle, along with a few others I had been planning on reading soon.

I hope Mom’s Kindle will last the rest of Eric’s circumnavigation of the globe. What an amazing adventure. I can’t wait to talk to him on his return, for the definitive World Traveler’s Guide to Kindles!

Fair winds and following seas!

TKC 199 Paul Slack

News – 1) Waterstones, the biggest bookseller in the United Kingdom, announces it will be selling Kindles and Kindle eBooks via WiFi at its approximately 300 stores. Managing Director James Daunt a year ago told the BBC the company was planning to create a better eReader than the Kindle. The Economist headlines the story “Strange Bedfellows.” The Guardian doesn’t think much of the deal. I’d like to see the American Booksellers Association do a similar deal to welcome Kindles into independent bookstores on this side of the pond. 2) Bufo Calvin finds declining activity at the Kindle Owners’ Lending Library. 3) Stephen Windwalker points out you have until June 22 to let the federal court know what you think of the Department of Justice’s attempt to roll back agency pricing via its anti-trust lawsuit. Here is where you need to send your statement:

John Read, Chief
Litigation III Section
Antitrust Division
U.S. Department of Justice
450 5th Street, NW, Suite 4000 Washington, DC 20530

Mike Shatzkin has already sent his comment. Stephen Windwalker offers a lively account of the background to the case.

Tech Tips – 1) Shelly Crawford-Stock tells how she keeps track of who buys what Kindle book on her shared Amazon account. 2) Which device is better for sharing comments on newspaper or magazine articles, e Ink Kindles or Kindle Fire? Answer: Not the Fire.

Interview (starts at 21:39) – Paul Slack is co-founder and Chief Learning Officer of the Dallas-based Splash Media, where he also serves as President of Splash Media U, the company’s e-learning platform. His new 319-page book, Social Rules: A Common Sense Guide to Social Media Marketing, was released for Kindle this week at a truly great price:  99 cents. I spoke with Paul on May 3rd at Splash’s Dallas studios. Click here for video of our conversation.

Content – Sketch n Draw and Whiteboard Pro apps for entertaining a six-year-old grandson.  Also, Simon & Schuster gets it right with a creative, free eBook sampler of upcoming novels. The Digital Reader has more.

Next Week’s Guest: Eric Hellman, president of Gluejar, talking about unglue.it.

Note: Pastor Mark Pierce has posted his interview with me on his Church Requel podcast.

Kindle Help with Kindle Touch Image Viewer from Tom Semple

Kindle Chronicles listener Tom Semple has forwarded the following helpful details on how to use the Kindle Touch’s “image viewer:”

If you are familiar with the image viewer that has existed on all Kindles prior to Kindle Touch, then you’ll appreciate how this works, though it is different, as with many things ‘Kindle Touch’. It’s not clear if this was added as part of the 5.1 update or was always there, but at any rate, you can indeed view jpg/png/gif files directly on Kindle Touch:

1. Connect via USB.
2. Using explorer/finder, create a folder named ‘Images’ at the ‘top’ or ‘root’ of the Kindle drive.
3. Add images to the folder in one of 3 ways:
- Drag images directly to Images folder. These will appear as individual items in the Images list with display name the same as the file name.
- Create a subfolder of Images and add images to that folder to be treated as a ‘gallery’. This will appear as an item whose display name is the same as the folder name.
- Package the image files in a .zip file and place this in the Images folder to be treated as a ‘gallery’. The display name will be the name of the .zip file.
(Note: ‘large’ images may not appear in the Images item list or display as part of a collection. I don’t know if the limit is one of resolution or of file size, or a combination of both. Empirically, I was able to display a 2500×2500 pixel image, but not one that was 5000×5000.)
4. ‘Eject’ Kindle from computer.
5, Make sure the ‘Filter By’  option is set to ‘All Items’ (should say ‘My Items (n of n)’ in header bar.)
6. Jump to last page by tapping ’1 of n’ label in header bar and entering ’99′ (or any number greater than or equal to number of pages.)
7. On this page (or the previous page, depending on how items are paginated) there should be an item named ‘Images’ (along with ‘Dictionaries’, ‘Periodicals: Back Issues’, and ‘Archived Items’).
8. Tap on this item to view a list of image collection items.
9. Tap on an item to view.
10. Use page turn gestures to cycle through images in a ‘gallery.’
11. When done viewing, use Home button or tap at top of screen to reveal Back button to go back to Images list.

Images are viewed scaled to fit the screen in their original orientation, anchored in the upper left corner of the screen. Unlike the image viewers of previous Kindles, there’s no pan/zoom or ability to rotate, so ideally you’d use an image manipulation program to make everything have a resolution of 600×800 in the desired orientation, for maximum efficiency and ‘prettiness’. Also there is no way to delete images from Kindle Touch short of hooking up the USB cable and using the computer’s file manager. Previous Kindles also save ‘reading position’ within a series of images, but Kindle Touch does not. So it is rather limited and I would say more of a curiosity than something useful (as the previous Kindle image viewer was).

I suspect this is part of an unfinished screen saver feature, where it would actually make sense to display only 600×800 images without any other frills. For example, if they just added a  ‘Set as screensaver?’ option that appears when you tap and hold one of the ‘Images’ items, it would make some people (at least the ones with non-Special Offer Kindles) very happy (unfortunately I tried this and it doesn’t work…). I’m really curious to know if this was there all along, or whether it got added by 5.1. I suspect it has been there all along: the procedure for ‘activating’ it is rather different than that for previous Kindles, which is why I didn’t discover it initially and assumed it was not there at all.

Thanks, Tom!

Federal Judge Overrules My Preferred Way of Spelling Digital Book

I noticed yesterday that U.S. District Judge Denise Cote spelled the word for digital book differently than the way I thought was correct. When Ken Clark and I founded E-Books for Troops two years ago, our research indicated that “e-book” was the proper spelling, and it’s still the first listing at Wikipedia.  Judge Cote chose “eBook.”

I actually like her choice better. It’s cleaner without the hyphen, and the capital “B” gives the word authority. So from here on, until I’m overruled by a higher court, I will spell the word “eBook.”

Behind the eBook News: A 56-Page Must-Read Judge’s Order

Judge Denise Cote

I just finished reading U.S. District Judge Denise Cote’s 56-page opinion and order in the eBooks class action lawsuit filed against Apple and five Defendant Publishers. Click here for the PDF.  Some of it is writing only a legal beagle could follow, but surprisingly long sections read like a novel or a well-written Harvard Business School case study. On May 15, Judge Cote denied the defendants’ motion to dismiss the lawsuit. What made as much news as that, though, was the clarity and oomph with which she described the case against Apple, HarperCollins, Hachette, Macmillan, Penguin, and Simon & Schuster.

Noting that the defendants argue the complaint against them “contains no independent allegations of a direct agreement to raise the price of eBooks,” Judge Cote penned this simple, declarative sentence: “The defendants are incorrect.” She goes on to recount the complaint’s charge that Hachette’s CEO in a meeting with an Amazon executive represented that Amazon’s $9.99 pricing for eBook best-sellers and new releases was a “big problem for the industry.” The judge opines that it’s a stretch to accept the defendants’ claim that the Hachette boss was talking about bookstores, not the other Publisher Defendants. “And there is more,” she continues, moving on to descriptions of separate meetings that four of the Publisher Defendants had with Amazon “on the very same day in which they made identical demands on Amazon to switch to the agency model.”

If you only have time to read a portion of Judge Cote’s order, I recommend the 17 pages starting at page 4. Titled “Background,” this section is a nearly thrilling account of how we got here. Judge Cote takes facts for this section from the complaint, and these facts are taken to be true for the purposes of her decision on whether to dismiss the lawsuit. As a narrative, “Background” is instructive reading for anyone who cares about eBooks and what we pay for them. In addition, I found the following nuggets to be enlightening:

  • The five defendants plus Random House, which did not agree to Apple’s terms for inclusion in the iBook Store until March 1, 2011, published more than 90 percent of all hardcover New York Times bestsellers in 2009.
  • By 2010, Amazon had captured 90 percent of eBooks sales volume in the U.S.
  • The Complaint portrays the price-fixing conspiracy in three stages: 1) the “windowing” of eBooks–releasing hardcover books first, delaying the availability of eBook versions, 2) contracting with Apple in order to persuade Amazon to raise eBook prices, and 3) forcing an industry-wide shift to the agency model, under which publishers–not retailers–set the retail price for eBooks.
  • By not joining the other five publishers and Apple until later, Random House increased its eBook sales by 250 percent in 2010 as it continued to sell them at $9.99.

Judge Cote will preside over the class action suit brought by Hagens Berman Sobol Shapiro, a Seattle law firm, as well as the antitrust case brought by the Department of Justice. The defendants are also negotiating with state attorneys general led by the AGs of Texas and Connecticut to reach a settlement that would enable the defendants to escape from the threat of the class action suit.

It is too soon to start counting your restitution payments for all those eBooks you bought in the past two years for more than $9.99. But it’s obvious that the legal challenges facing Apple and the Defendant Publishers will not be inexpensive and will not go away soon.

How to Create a Homemade Stylus for Your Kindle Fire

On deadline for this week’s Kindle Chronicles, I found a cool-looking app for the Kindle Fire named Smart Writing Tool. It costs 99 cents, and it enables you to write cursive text on your Kindle Fire or other capacitive tablet screen. Your scribbling turns into readable text. You can use your finger, but I thought it would be more fun to try it with a stylus. Unfortunately, mine is in Denver, not here in Cambridge, Mass. What to do?

I Googled “homemade tablet stylus” and came up with several videos showing how to cut up a sponge and stuff it into a ballpoint pen from which you have removed the ink cartridge and spring. This one is a good example of the genre. I found an unused sponge in the kitchen, and with my trusty Swiss Army penknife, I sliced off enough of the sponge to jam into the end of the empty pen. It worked!

Okay, it’s not a elegant or reliable text-entry device, but it worked well enough for me to try the Smart Writing app and to post a tweet with it. There is a better way to enter text and drawings on a Kindle Fire, though, and it costs just $10.91 at Amazon. It’s the AmazonBasics Stylus for Touchscreen Devices, and I ordered one that will arrive in a couple of days.

TKC 198 Pastor Mark Pierce

News – CNET hosts a video “prizefight” between the Kindle Touch and the Nook Simple Touch with Glowlight.  Reuters quotes a source offering details of a front-lit e Ink Kindle Touch in July and an 8.9-inch Kindle Fire by the holiday shopping season. AdAge reports that Amazon has approached at least two ad agencies with a pitch for ads or special offers on a Kindle Fire.

Tech Tips – Brett McNeil McNeill on Collections for the Kindle Touch, Tom Semple on images for the Touch, and my construction of a homemade Kindle Fire stylus to use with the 99-cent Smart Writing Tool app. It was a fun project, but afterward I ordered the real thing.

Interview (Starts at 17:48) – Mark Pierce, pastor of Church Requel in Mansfield, Ohio, met me for breakfast on May 15th at the Paul Revere Family Restaurant in Lexington, Ohio. Since he had a successful career as a financial analyst before turning to the ministry, I asked him for his take on Amazon as an investment. We then moved on to technology at his church and what he has learned in the last year sharing 1,200 e-books on one Amazon account among 12 family members using about 20 Kindles and Kindle apps. After our interview, we switched microphones, and Mark recorded a separate conversation that will appear on his Church Requel Podcast Monday, May 21st.

Content – Bible by YouVision, and the debut this week of unglue.it . Also: Inside Higher Ed’s post on unglue.it .

Thanks to Tom Atkinson and Bob Anderson for leaving the first two reviews of The Kindle Chronicles blog subscription at Amazon. If you’d like to receive blog posts directly to your Kindle, please consider a Kindle Subscription for 99 cents a month, with a 14-day free trial. And if you’ve already signed up, I’d greatly appreciate your leaving a review!

Next Week’s Guest  (Rescheduled from this week) - Paul Slack, co-founder of Splash Media and author of Social Rules, a soon-to-be-published 319-page step-by-step resource on how to use social media tools for bottom-line results.