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How People Discover Books Online
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How People Discover Books Online

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2012 IDPF Digitial Book World presentation by Otis Chandler, CEO and co-founder of Goodreads. Includes case studies of how books are discovered online.

2012 IDPF Digitial Book World presentation by Otis Chandler, CEO and co-founder of Goodreads. Includes case studies of how books are discovered online.

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  • I read the corresponding goodreads blog post of 14 June 2012. What a pleasant change of subject matter from the usual 'product discovery' analysis e.g. mobile phones, restaurants, high-end consumer electronics. The graphs were well- documented. Thank you for posting the accompanying transcript too!
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How People Discover Books Online How People Discover Books Online Presentation Transcript

  • How People Discover Books Online
  • What is Goodreads?Goodreads is the largest site for readers and book recommendations in the world. 9 million readers Social Network Recommendations Reviews Shelves Book Clubs A Comscore April US top ten social network.
  • Goodreads’ mission isDiscoveryTo help people find books they love and share them with friends.
  • Deep Reading Data200 million 315 million books shelved, growing at 17 million a month150 million 110 million100 million 64 million 50 million 0 2008 2009 2010 2011 2012
  • photo by o5com6 million books discovered a month (added to to-read) Every second...
  • photo by o5com6 million books discovered a month (added to to-read) Every second... 2 books are discovered on Goodreads
  • The Long Tail of To-Read Books 16,000 16,000 Top 40 books: 5% 12,000 Added to to-read 14,000 12,000 8,000Added to to-read 10,000 4,000 8,000 0 10 20 30 40 6,000 391,031 unique titles 4,000 Top 5,000 books: 56% (99.9% not shown) 2,000 0 1,000 2,000 3,000 4,000 5000
  • In an increasingly digital world, discovery is becoming more and more important.Serendipitous discovery is key to driving book sales.
  • In an increasingly digital world, discovery is becoming more and more important.Goodreads is leveraging social discovery to reinventthe way people find books. We’ll show you discovery tools.
  • Where people discover books on Goodreads Giveaways 2% Other 7% Mobile Search 6% 19% Lists 7% Author & Series 8% Registration 19% Genre Browsing 9% Friend Recommendation Updates Engine 9% 13%
  • Where people discover books on Goodreads Giveaways Word of mouth 2% Other 7% Mobile Search 6% 19% Lists 7% Author & Series 8% Registration 19% Genre Browsing 9% Friend Recommendation Updates Engine 9% 13%
  • Where people discover books on Goodreads Giveaways Word of mouth 2% Other 7% Mobile Search 6% 19% Lists 7% Author & Series 8% Registration 19% Popular books Genre Browsing 9% Friend Recommendation Updates Engine 9% 13%
  • Where people discover books on Goodreads Giveaways Word of mouth 2% Other 7% Mobile Search 6% 19% Lists 7% Author & Series 8% Registration 19% Popular books Genre Browsing 9% Friend Recommendation Updates Engine 9% 13% Midlist
  • Where people discover books on Goodreads Giveaways Word of mouth 2% Other 7% Mobile Search 6% 19% Lists 7%Browsing: Author & Seriespopular & 8% Registration midlist 19% Popular books Genre Browsing 9% Friend Recommendation Updates Engine 9% 13% Midlist
  • Registration has popular books, search has the long tail 0.2 Books added to to-read 0.15 Search 0.1 0.05 0 100 1,000 10,000 100,000 1,000,000 Popularity of book 0.2 Books added to to-read 0.15Registration 0.1 Flow 0.05 0 100 1,000 10,000 100,000 1,000,000 Popularity of book
  • Goodreads Recommendation Engine• Last year Goodreads acquired Discovereads.• Netflix level recommendation algorithm.• 20 billion data points about books.• Launched in September 2011. Result: 60% increase in books discovered in months following launch.
  • A Taste Based AlgorithmIf you liked these books, thousands of other readers liked these similar books…
  • Goodreads Recommendations designed to hit mid-list sweet spot 0.2 Books added to to-read 0.15 Goodreads 0.1Recommendations 0.05 0 100 1,000 10,000 100,000 1,000,000 Popularity of book 0.2 Books added to to-read 0.15 Registration 0.1 Flow 0.05 0 100 1,000 10,000 100,000 1,000,000 Popularity of book
  • How it increases discovery of books 400 50% found this book via 350 Goodreads recommendations 300Users who added the book 250 200 90-100 people added per day 150 Published in 2004 100 10-20 people added per day 50 0 2011-02-19 2011-04-10 2011-05-30 2011-07-19 2011-09-07 2011-10-27 2011-12-16 2012-02-04
  • Lists & Genre Browsing• Account for combined 16% of discovery.• Lists are focused on popular & mid-list titles.• Power users will put your book on the right lists, driving lots more discovery. Popularity of Listopia books discovered 0.2 Books added to to-read 0.15 0.1 0.05 0 100 1,000 10,000 100,000 1,000,000 Popularity of book
  • Goodreads Drives Book Discovery on Facebook• Currently seeing 10 million books shared per month.• Generating 220 million impressions per month!!! Monthly Actives have grown 440% since January!
  • 50000 Fifty Shades of Grey The Origins of a Publishing Phenomenon40000300002000010000 0 Jul 2011 Nov 2011 Mar 2012
  • 50000 Fifty Shades of Grey The Origins of a Publishing Phenomenon40000300002000010000 0 Jul 2011 Nov 2011 Mar 2012
  • 50000 Fifty Shades of Grey The Origins of a Publishing Phenomenon40000300002000010000 0 Jul 2011 Nov 2011 Mar 2012
  • 50000 Fifty Shades of Grey40000 The Origins of a Publishing Phenomenon3000020000 “So how did an obscure BDSM novel, which Publishers Weekly confirmed began as "Twilight" fan fiction, become a phenomenon? At least part of the explanation can be found10000 in the social network for book worms, Goodreads.” 0 Jul 2011 Nov 2011 Mar 2012
  • 50000 Fifty Shades of Grey40000 The Origins of a Publishing Phenomenon300002000010000 0 Jul 2011 Nov 2011 Mar 2012
  • November 3: Fifty Shades nominated for Goodreads Choice Award in Romance, 2500+ people add the book 3000 2250Books Added More than 4500 members, More than 2400 members, 500+ add the book in one day 1500 500+ add the book in one day, 600 the next July 3: Romance Readers October 6: Erotic Enchants June 20: Publication Reading Challenges starts starts reading Fifty Shades reading Fifty Shades 750 0 Arp 2011 July 2011 Oct 2011
  • 20,000 book clubs on Goodreads4,853 members
  • Tips To Leverage Book Clubs on Goodreads 1. Follow groups in your genre 2. Author chats are popular in many groups (E.L. James participated in a chat with a group in January) 3. Follow the group rules and don’t spam 4. Befriend the moderator
  • The Mini-Oprahs: Tastemakers of Fantasy & Sci-Fi 200 May 28: Vaginal Fantasy 150 Hangout (3500+ members) Books Added begins reading Kushiel’s Dart 100 50 Originally Published: 2003 0 Mar 1 Mar 15 Apr 1 Apr 15 May 1 May 15 200 150 Books Added May 25: Sword & Laser (9300+ 100 members) announces they’ll read Tigana next 50 Originally Published: 1990 0 Mar 1 Mar 15 Apr 1 Apr 15 May 1 May 15
  • Goodreads Book Launch PackageBuild buzz and increase user engagement around a book launch. • Run giveaways well before the launch to build reviews & buzz. • Deep targeted ads: reach readers by author or genre. • Sponsored Poll: drive engagement and book adds. • Newsletter or New Releases placement: reach 6.5 million.
  • Anatomy of Book Discovery
  • Anatomy of Book Discovery
  • Anatomy of Book Discovery 450 400 350People who added book to "to-read" 300 250 200 150 100 26 reviews Giveaways 50 15 reviews 0 10/17/11 11/6/11 12/1/11 12/16/11 1/8/12 1/31/12 2/14/12 2/27/12 3/12/12 3/26/12 4/9/12 4/23/12
  • Anatomy of Book Discovery 450 400 350People who added book to "to-read" 300 NPR Fresh Air Ads + Sponsored Poll Movers & Shakers 250 Rate Books Page 200 Published 150 Other 100 50 Friends Search 0 3/1/12 3/8/12 3/15/12 3/22/12 3/29/12 4/5/12 4/12/12 4/19/12 4/26/12
  • Anatomy of a Bestseller May 21: Berkley buys Bared, touting “2,500 reviews” on Goodreads as a major reason, hits NY Times Bestseller list Apr 23: Became top related book for Fifty Shades of Grey 100People who added book to their shelves 80 Mar 12: Giveaway Began 60 40 to-read 20 reviews 0 Feb Mar Apr May
  • What does “discovery” mean anyway?Discovery means all the touchpoints in the mind of the consumer it takes to get them to decide to purchase and read a book.
  • Marketing AdageIt takes about 6-12 touchpoints in the mind of the consumer to get to a purchase. The stronger the touchpoint, the fewer you need.
  • photo by anja_johnson“ Between us and our readership, there’s a brick wall and we have little hammers, and if we keep hitting ” the wall eventually we’ll punch through it. - Marketing Manager at a large publishing house, quoted in Merchants of Culture by John Thompson
  • Discovery happens in lots of ways - there is no magic bulletBut there are a few things to keep in mind.
  • Maximize touchpoints around launch!Find your audience: existing fans,comp fans, etc.Start the process well before launch.Use the tools at your disposal toamplify any traction you get.
  • Otis Y Chandler, CEOotis@goodreads.com goodreads.com/otis twitter.com/otown