07 making information pay 2011 -- sandusky, brent (kaplan)

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  • 1. Building A Better Wrapper Brett Sandusky Director of Product Innovation Kaplan Publishing Utilizing the Data Locked Inside Digital Content to Increase “E-” and “P-” Book Discoverability
  • 2. Metadata + Search + Digital Supply Network 011000100110100101101110011000010111001001111001001000000110001001101001011011100110000101110010011110010010000001100010011010 011000100110100101101110011000010111001001111001001000000110001001101001011011100110000101110010011110010010000001100010011010 011000100110100101101110011000010111001001111001001000000110001001101001011011100110000101110010011110010010000001100010011010 011000100110100101101110011000010111001001111001001000000110001001101001011011100110000101110010011110010010000001100010011010
  • 3. Internal Database: The eBook is Metadata
    • Where do I start? (The must haves)
    • Title and Subtitle
    • Product description
    • Author name and bio
    • BISACs
    • The Numbers (ISBN, Price, Dates, etc.)
    • Front matter
    • Back matter
    • Cover copy
    • What do I think about next? (The nice to haves)
    • Search optimized interior content
    • XML taxonomy and tagging
    • Internal asset tagging
  • 4. External Databases: Search Engine Optimization (SEO) and the Open Web
    • Web properties you own/control
    • Product pages
    • URLs
    • Categorization (Based on proprietary or public taxonomy, e.g. BISAC)
    • Associated assets
    • Associated products
    • Inbound/outbound links
    • Web properties you do not own/control
    • Customer tags
    • User generated content
    • Paid search
    • Keywords
    • Negative keywords
  • 5. Tools for Keyword Discovery and Monitoring Google Search-based Keyword Tool
  • 6. Tools for Keyword Discovery and Monitoring Google Analytics
  • 7. Tools for Keyword Discovery and Monitoring Social media monitoring
  • 8. Tools for Keyword Discovery and Monitoring
    • Marketing campaigns
    • Focus groups
    • Market research
    • Benchmarking
    • Customer service
    • “ Repeat back to me…” exercise
  • 9. Questions?
    • Brett Sandusky
    • Director of Product Innovation
    • Kaplan Publishing
        • [email_address]
        • LinkedIn: Brett Sandusky
        • Twitter: @bsandusky
  • 10. Thank you!