The Project:
Lumension CEO eBook and Video Series

The Challenge:

In 2008, Lumension launched a very successful eBook directed at CEOs that sought to educate them on the need to focus on security at the organizational level. Fast forward to 2011, and it was time to update one of our most popular pieces of content. So what lessons did we learn from the first edition of the eBook, that we could apply 3 years later?

The Solution:

Distribution and social sharing were points of interest for the eBook that popped up early in the concept phase. That notion of "passing along to a friend" became a seed that grew many branches both in the promotional campaign for the eBook - but also as a spec for the book's design and functionality. Readers can utilize Facebook, Twitter and pre-composed emails to share not only the book as a whole, but the individual chapter videos as well - from directly within the eBook PDF.

This brings up the second item we looked to improve upon from 2008, the embedded videos. Instead of using just one long 10+ minute talking head video, we broke down the companion video into a chaptered series. When a user shared one of the chapter videos - the second-hand recipient would land on a page which played their video but also promoted the other chapters and videos in the eBook, and directed them to download the eBook to get the rest of this great content.

All of the sharing tactics are individually tracked and tied back to the promotional campaign. The structure of the campaign, and the results are currently being written up by the AMA.