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2012 blogging, self publishing and discoverabilityPresentation Transcript
FINDING A VOICE: DISCOVERABILITYSELF-PUBLISHING AND THE SOCIALWEB
Publication process Origins Hand replication Limited automated production and development of printing presses Industrialisation creates mass manufacturing and global publication opportunities Gatekeepers and network control The open web, digital and technological innovation increasingly places publishing power in the hands of the individualPremise: Digital opportunities creating a different landscape in which authors function
Discoverability Today, we’ll have a ponder about: Blogging SEO and writing for the web Social Media and reach Self-Publishing
Discoverability: Blogging Ideas outlined and community engaged Readers attracted (almost mirroring journal format) Revisions made and concepts refined Online engagement with other bloggers Web-based visibility
Discoverability: SEOEnsures content is findable Search engines detect web pages and list them Text, video, audio and images are ‘optimised’ to make them more searchable and therefore findableConstructing websites and content with search engines in mind Dual role of developer and content generators
Top SEO tips for writers Understand your audience – write for humans, not bots and crawlers. Adopt the correct tone and linguistic approach Ensure the content is highly relevant Integrate keywords using a standard keyword tool. But remember, don’t overdo it. Search engines are always on the lookout for spam. Don’t use puns in headlines – they need to be easily read by Google Build a strong architecture - this includes tags and categories Update regularly and seek to spread the word using social media. Through providing new pages that are ‘on brief’, which are then linked to by people who pick up your content, search engines will add additional value to your website Archive that is searchable – don’t bury away your content , or even remove it from your site [you should also take this knowledge and run with it when being employed by larger publishers. If they’ve hidden their content – let them know they’re losing a valuable resource].
Link Economy Readers seen as valuable commodity that travel around the web Blogging communities of interest are formed Social bookmarking sites drive traffic to writers Provides transparency and resource for readers and writers
Discoverability: Social Media Provides reach Expands audience (potentially) Prompts conversation and engagement Analytic information increasingly available Kred Klout Furthers individual’s online profile and presence
DIGITAL FRAGMENTATION: Jeff Jarvis, EvgenyMorozov and the Public Parts digital debate Public Parts Conceptualisation Idea refinement and debate Multiplatform publication Digital Reviews and counter response displacement: Here Where can you Here find Private Parts? And Here
“Product into process” Nieman lab: In a networked world, can a book go viral? “Most idea-driven books tread a well-worn path: Book pitched, book bought, book written, book published, book shelved, book reviewed, book ranked, book removed from shelves.” "Our assumptions about information itself are shifting, reshaping “the news” from a commodity to a community, from a product to a process. The same changes that have disrupted the news industry will, inevitably, disrupt the book industry; Public Parts hints at what might come of the disruption. Books as community. Books as conversation. Books as ideas that evolve over time — ideas that shift and shape and inspire — and that, as such, have the potential of viral impact."
Alternative value streamS Crowd funding Donations Advertising Referred eyeballs Enhanced reach and market penetration
In 2011: “Transformation of our industry has brought on a time of rich Self-published books increased by innovation in the publishing models we now have today. What was 287% since 2006 (Bowker) once relegated to the outskirts of our industry—and even took on demeaning names like ‘vanity press’ is now not only a viable Total self-published e-titles hits alternative but what is driving the title growth of our industry 235,000 today,” said Kelly Gallagher, Vice-President, Bowker Market Research. Self published books represent 43% of US market “From that standpoint, self-publishing is a true legitimate power to Print accounts for 63% of self- be reckoned with. Coupled with the explosive growth of e-books published titles and digital content – these two forces are moving the industry in dramatic ways.”Publisher 2011 ISBN countBiblioBazaar 773,857General Books LLC 249,871VDM Verlag Dr. Mueller e.K. 68,509CreateSpace 57,512International Business Publications, USA 14,294Kessinger Publishing, LLC 13,395AuthorHouse 10,644Literary Licensing, LLC 9,721Xlibris Corporation 8,152 Self-publishing: th US example
A selection of self-publishingsuccess stories John Locke – million e-books plus Stephen Leather – 2000 ebooks a dayIndustry response: Faber Academy to run Bring Your Book to Market “There is a huge amount of interest in self-publishing at the moment, and we would want to make the most of that, and help them realise their ambition if that is their path . . . I think as a publisher, if we are worried about self-publishing, the solution is to publish people.” Jason Cooper, Faber Academy directorTheres never been a better time for an author to publish a book. There are so many optionsavailable today, starting at publishing for free, using assisted self-publishing, and even gettingpicked up by traditional publishers, although that market is shrinking. Where Author Solutions fits inthe continuum is we are an assisted self-publishing company. Kevin Weiss, CEO of Author Solutions
Author tools There’s an increasing number of self-publishing services that authors can elect to use. These include, but are not limited to Lulu Author Solutions (iUniverse, Authorhouse, Wordclay) Createspace Kindle Books iBookstore Blurb The above offer a relatively diverse set of revenue streams and author royalty packages
Digital publishing within a multilayered platformKey Factors: Conversation Thought propagation Collaborative writing/editing Diversifying funding streams? Publication options Peer-to-peer marketing and the link economy Sales Peer-to-peer review and recommendations More sales
Flickr re:publica 2011EvgenyMorozov re:publica 2011 Jeff Jarvis lisby1 Rochester johnharveytolson Platform 3 Darwin Bell Book drop Fazen Hiding Cat Fabi Fliervoet American flags NASAs Marshall Space Flight Center Earth Social Media webtreats DanardVincent Websites JD Hancock Stormtroopers ed_needs_a_bicycle Writing Timothy Greig Cat and computer
Resources Background: Http://reviews.cnet.com/self-publishing/ European expansion: http://www.bubok.co.uk/blog/bubok-opens-its-online-self-publishing-platform-in-uk- sweden-and-norway A news story: http://www.guardian.co.uk/books/2011/jun/24/self-publishing When a book is a book is a book: Private parts: http://www.niemanlab.org/2011/10/public-parts-and-its-public- parts-in-a-networked-world-can-a-book-go-viral/ Self publishing review: http://www.thebookseller.com/feature/depth-self-publishing.html Bowkers facts and figures: Author Solutions: http://www.authorsolutions.com/Home.aspx John Locke http://www.telegraph.co.uk/culture/books/booknews/8589963/Self-publishing-writer-becomes- million-seller.html