DIGITIZE YOUR CAREER Marketing & Editorial Forum
<ul><li>DBW Membership </li></ul><ul><li>The publishing community for the 21st Century. </li></ul><ul><li>Digital Book Wor...
DIGITIZE YOUR CAREER Marketing & Editorial Forum Bowker is the world’s leading provider of bibliographic information manag...
DIGITIZE YOUR CAREER Marketing & Editorial Forum GetGlue.com is an innovative social recommendation network for movies, bo...
Dan Blank – @danblank Dir. of Content Strategy & Development Reed Business Information Ami Greko – @ami_with-an_i Director...
DIGITIZE YOUR CAREER Marketing & Editorial Forum <ul><li>Why is engaging readers important? </li></ul><ul><li>What can boo...
“ Some of these conversations ended in a sale, but don’t let that fool you. The sale was merely the exclamation mark at th...
“At the very end of each book, the publisher printed letters from the readers as well as responses from the author himself...
 
Ryan Chapman – @chapmanchapman Online Marketing Manager Farrar, Strauss & Giroux Joseph Phillip Illidge – verge.tv Co-part...
DIGITIZE YOUR CAREER Marketing & Editorial Forum <ul><li>How do you find a relevant community?  </li></ul><ul><li>How do y...
Community Manager Driven model We act and behave in groups online across social networks. You must understand the communit...
Laura Dawson – @ljndawson Publishing Consultant, LJNDawson.com Andy Weissberg – Bowker.com V.P. Identifier Services and Co...
SEO & SEM Strategies: Meta-data Andy Weissberg Vice President of Identifier Services Bowker 908.219.0206 [email_address] L...
Agenda <ul><li>SEO & SEM as it relates to your books </li></ul><ul><li>What is metadata and who is responsible for it? </l...
SEO vs. SEM: Books <ul><li>Search Engine Optimization (SEO) </li></ul><ul><li>Get your books and authors into the “organic...
Demand Creation vs. Demand Capture <ul><li>Publicity: “Demand Creation” </li></ul><ul><ul><li>Readers are interested in a ...
Meta-data Use Cases <ul><li>Data about your data </li></ul><ul><li>Rich information that describes the book </li></ul><ul>...
Commercial Meta-data <ul><li>Distributed to trading partners </li></ul><ul><ul><li>Distributors/wholesalers </li></ul></ul...
Meta-data Formats <ul><li>How to “package” data for trading partners </li></ul><ul><ul><li>ONIX </li></ul></ul><ul><ul><li...
Meta-data: Critical Fields <ul><li>Table of Contents (critical for non-fiction) </li></ul><ul><li>Price </li></ul><ul><li>...
End-user Discoverability <ul><li>Web catalogue optimization </li></ul><ul><ul><li>Keywords about the book </li></ul></ul><...
 
 
Who is Responsible for Meta-data? <ul><li>Cross-functional </li></ul><ul><ul><li>Editorial teams </li></ul></ul><ul><ul><l...
Meta-data & SEO/SEM <ul><li>Keywords that users would type into search box embedded into <TITLE>, <META-DESCRIPTION> and “...
 
Case Example
 
 
 
Clean Meta-data: Best Practices  <ul><li>Make sure its clean and accurate </li></ul><ul><li>Within source incorporate all ...
SEO Best Practices  <ul><li>All attention given to the book (from reviewers, search engines, bloggers, Twitter, Facebook, ...
For  more information: Andy Weissberg Vice President of Identifier Services 908.219.0206 [email_address]   Laura Dawson LJ...
Dan Blank – @danblank Dir. of Content Strategy & Development Reed Business Information Kate Rados – @katerados Dir. Digita...
DIGITIZE YOUR CAREER Marketing & Editorial Forum <ul><li>How do you measure &quot;engagement&quot;? </li></ul><ul><li>Whic...
DIGITIZE YOUR CAREER Marketing & Editorial Forum Where's the ROI: Analytics TOOLS Google Analytics Email Analytics Faceboo...
 
 
 
 
 
 
Pablo Defendini - @pablod Interactive Producer Open Road Integrated Media Kevin MacDonald – MeatWagonBBQ.blogspot.com Seni...
Thank You for Attending. The Roundtable: The Roundtable is live, interactive webcast presented every Thursday @ 1pm EDT / ...
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Digitize Your Career: Marketing & Editorial Forum

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The publishing industry is in transition and the skills needed to stay ahead of the curve are rapidly changing. Editorial and Marketing responsibilities are very different than they were five years ago, and understanding how to take advantage of the new opportunities will be critical for career advancement.

Digital Book World's Digitize Your Career: Marketing & Editorial Forum will address these opportunities and offer practical tactics on how to implement the latest strategies and tools into your existing workflow. From direct engagement with readers on blogs and via social media; search engine optimization and marketing; managing metadata; and tracking analytics – this intensive one-day forum will give your career a digital boost.

More info: http://bit.ly/dnlja5

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Digitize Your Career: Marketing & Editorial Forum

  1. 1. DIGITIZE YOUR CAREER Marketing & Editorial Forum
  2. 2. <ul><li>DBW Membership </li></ul><ul><li>The publishing community for the 21st Century. </li></ul><ul><li>Digital Book World’s unique membership platform offers access to exclusive content, Resources and industry experts, as well as discounts to all DBW Intensive WEBcasts, Forums, and the Annual Conference. </li></ul><ul><li>Benefits: </li></ul><ul><li>Unlimited Access to On-Demand Digital Book World Conference Video and Audio </li></ul><ul><li>Unlimited Access to On-Demand DBW WEBcast archives </li></ul><ul><li>Unlimited Access to The Roundtable archives </li></ul><ul><li>40% Discount on all DBW Intensive WEBcasts </li></ul><ul><li>40% Discount on all DBW Intensive Seminars </li></ul><ul><li>10% Discount on all Books </li></ul><ul><li>Plus: </li></ul><ul><li>Exclusive content and resources from industry experts </li></ul><ul><li>Exclusive early bird rates for the Annual Conference </li></ul><ul><li>Join Today: http://digitalbookworld.com/join/ </li></ul>
  3. 3. DIGITIZE YOUR CAREER Marketing & Editorial Forum Bowker is the world’s leading provider of bibliographic information management solutions designed to help publishers, booksellers, and libraries better serve their customers. The company is focused on developing various tools and products that make books easier for people to discover, evaluate, order, and experience, as well as providing services to publishers that help them better understand and meet the interests of readers worldwide. Bowker is a member of the ProQuest family of companies and is headquartered in New Providence, N.J., with additional operations in England and Australia. http:// bowker.com
  4. 4. DIGITIZE YOUR CAREER Marketing & Editorial Forum GetGlue.com is an innovative social recommendation network for movies, books, music, and more. Their website provides users with recommendations and access to new releases and giveaways, while the browser add-on brings friend reviews and suggestions with users while the surf the web. GetGlue also offers a free book widget for authors that provides an elegant way to link to multiple online retailers for each title. http:// getglue.com
  5. 5. Dan Blank – @danblank Dir. of Content Strategy & Development Reed Business Information Ami Greko – @ami_with-an_i Director, Business Development Adaptive Blue/GetGlue Joseph Phillip Illidge – verge.tv Co-partner Verge Entertainment DIGITIZE YOUR CAREER Marketing & Editorial Forum Editorial & Marketing 2.0: Thinking Digitally
  6. 6. DIGITIZE YOUR CAREER Marketing & Editorial Forum <ul><li>Why is engaging readers important? </li></ul><ul><li>What can books learn from magazines and comics? </li></ul><ul><li>How can editors and marketers use Web 2.0 tools to build personal brands? </li></ul>Editorial & Marketing 2.0: Thinking Digitally
  7. 7. “ Some of these conversations ended in a sale, but don’t let that fool you. The sale was merely the exclamation mark at the end of the sentence.” Markets Are Conversations , CLUETRAIN MANIFESTO http://www.flickr.com/photos/nic/230233024/
  8. 8. “At the very end of each book, the publisher printed letters from the readers as well as responses from the author himself. It was so informal, so warm…it made me feel like I knew these guys and they cared about what their readers thought. I was surprised at the time other books didn’t see what a great idea this was. I don’t know if I consciously remembered those books when I set out to do the Bullpen page years later, or if I was unconsciously influenced and only afterwards realized where I got the idea from. I do know that talking to the readers informally and indirectly seemed like the natural thing to do.” --Stan Lee http://bit.ly/d6onJk
  9. 10. Ryan Chapman – @chapmanchapman Online Marketing Manager Farrar, Strauss & Giroux Joseph Phillip Illidge – verge.tv Co-partner Verge Entertainment Colleen Lindsay – @colleenlindsay Literary Agent FinePrint Literary DIGITIZE YOUR CAREER Marketing & Editorial Forum Engage Your Community; Find Your Niche
  10. 11. DIGITIZE YOUR CAREER Marketing & Editorial Forum <ul><li>How do you find a relevant community? </li></ul><ul><li>How do you market to readers &quot;authentically&quot;? </li></ul><ul><li>What are the differences between fiction and non-fiction? </li></ul>Engage Your Community; Find Your Niche
  11. 12. Community Manager Driven model We act and behave in groups online across social networks. You must understand the community dynamics that surround your customers if you want to sell more books and develop a B2C brand. DIGITIZE YOUR CAREER Marketing & Editorial Forum Engage Your Community; Find Your Niche Customers Products Community
  12. 13. Laura Dawson – @ljndawson Publishing Consultant, LJNDawson.com Andy Weissberg – Bowker.com V.P. Identifier Services and Corporate Marketing Bowker DIGITIZE YOUR CAREER Marketing & Editorial Forum SEO & SEM Strategies: Metadata
  13. 14. SEO & SEM Strategies: Meta-data Andy Weissberg Vice President of Identifier Services Bowker 908.219.0206 [email_address] Laura Dawson LJN Dawson Twitter: @ljndawson [email_address]
  14. 15. Agenda <ul><li>SEO & SEM as it relates to your books </li></ul><ul><li>What is metadata and who is responsible for it? </li></ul><ul><li>How does metadata affect SEO/SEM strategy? </li></ul><ul><li>Best practices for creating clean metadata? </li></ul>
  15. 16. SEO vs. SEM: Books <ul><li>Search Engine Optimization (SEO) </li></ul><ul><li>Get your books and authors into the “organic” search results to build awareness among readers. </li></ul><ul><li>Search Engine Marketing” (SEM) </li></ul><ul><li>Drive sales from “sponsored results” to your site or your affiliate campaigns, in order to increase publisher margins. </li></ul>
  16. 17. Demand Creation vs. Demand Capture <ul><li>Publicity: “Demand Creation” </li></ul><ul><ul><li>Readers are interested in a topic, but unaware of the book you’re promoting. </li></ul></ul><ul><ul><li>Readers won’t be searching for terms like your author’s name or the book’s title, so they won’t find a generic informational page. </li></ul></ul><ul><ul><li>Similarly, readers interested in a topic will want dedicated pages featuring titles matching their interests </li></ul></ul><ul><li>Marketing: “Demand Capture” </li></ul><ul><ul><li>Readers are looking for information about a specific title or author. </li></ul></ul>
  17. 18. Meta-data Use Cases <ul><li>Data about your data </li></ul><ul><li>Rich information that describes the book </li></ul><ul><li>Can be processed and “interpreted” </li></ul><ul><li>For commercial trading vs. end-user discovery </li></ul>
  18. 19. Commercial Meta-data <ul><li>Distributed to trading partners </li></ul><ul><ul><li>Distributors/wholesalers </li></ul></ul><ul><ul><li>E-commerce engines (B&N, Borders, etc.) </li></ul></ul><ul><ul><li>Aggregators (Ingram, B&T, Bowker, etc.) </li></ul></ul><ul><ul><li>Independent booksellers </li></ul></ul><ul><ul><li>Search engines </li></ul></ul><ul><ul><li>Rights registries </li></ul></ul><ul><li>Meta-data Record Formats </li></ul><ul><ul><li>ONIX </li></ul></ul><ul><ul><li>MARC21 </li></ul></ul>
  19. 20. Meta-data Formats <ul><li>How to “package” data for trading partners </li></ul><ul><ul><li>ONIX </li></ul></ul><ul><ul><li>MARC21 </li></ul></ul><ul><ul><li>Excel </li></ul></ul><ul><ul><li>.txt files </li></ul></ul>
  20. 21. Meta-data: Critical Fields <ul><li>Table of Contents (critical for non-fiction) </li></ul><ul><li>Price </li></ul><ul><li>Binding </li></ul><ul><li>Publisher name </li></ul><ul><li>Page Length (# of pages) </li></ul><ul><li>BISAC Subject Codes </li></ul><ul><li>Title </li></ul><ul><li>Author </li></ul><ul><li>ISBN </li></ul><ul><li>Other identifiers </li></ul><ul><li>Description </li></ul><ul><ul><li>(annotation/synopsis) </li></ul></ul>http://www.bisg.org/what-we-do-21-8-product-metadata-best-practices.php
  21. 22. End-user Discoverability <ul><li>Web catalogue optimization </li></ul><ul><ul><li>Keywords about the book </li></ul></ul><ul><ul><li>Embedded in web source code </li></ul></ul><ul><ul><ul><li>“ <TITLE>” tag </li></ul></ul></ul><ul><ul><ul><li><META DESCRIPTION> tags </li></ul></ul></ul><ul><ul><ul><li>“ Content” </li></ul></ul></ul>
  22. 25. Who is Responsible for Meta-data? <ul><li>Cross-functional </li></ul><ul><ul><li>Editorial teams </li></ul></ul><ul><ul><li>Marketing teams </li></ul></ul><ul><ul><li>Web site catalogue managers </li></ul></ul><ul><ul><li>IT Staff (infrastructure) </li></ul></ul><ul><ul><li>Consumers (integrated tagging) </li></ul></ul>
  23. 26. Meta-data & SEO/SEM <ul><li>Keywords that users would type into search box embedded into <TITLE>, <META-DESCRIPTION> and “KEYWORD” tags </li></ul><ul><li>Use Google Adwords to assess relevant searched keywords </li></ul>
  24. 28. Case Example
  25. 32. Clean Meta-data: Best Practices <ul><li>Make sure its clean and accurate </li></ul><ul><li>Within source incorporate all descriptive data </li></ul><ul><ul><li>Multiple formats, Editions, Pricing, ISBNs </li></ul></ul><ul><li>Write <TITLE> and <META-DESCRIPTION> tags yourself. </li></ul><ul><li>Use trackable URL generators like bit.ly so you always know whether people are visiting the links you distribute. </li></ul><ul><li>Expose full-text attributes through widgets </li></ul><ul><li>Enable sharing on social networks and other channels with established SEO </li></ul>
  26. 33. SEO Best Practices <ul><li>All attention given to the book (from reviewers, search engines, bloggers, Twitter, Facebook, etc.) can be focused on one web page. </li></ul><ul><li>Turn the book's web page beyond a place of discovery and purchasing… </li></ul><ul><li>Into a place where one can read the book and interact with fellow readers of the same book. </li></ul><ul><li>Make book's web page into the book's “social hub.” </li></ul>
  27. 34. For more information: Andy Weissberg Vice President of Identifier Services 908.219.0206 [email_address] Laura Dawson LJN Dawson Twitter: @ljndawson [email_address] Digital Book World Twitter: @digibookworld digitalbookworld.com
  28. 35. Dan Blank – @danblank Dir. of Content Strategy & Development Reed Business Information Kate Rados – @katerados Dir. Digital Initiatives Chelsea Green DIGITIZE YOUR CAREER Marketing & Editorial Forum Where's the ROI: Analytics
  29. 36. DIGITIZE YOUR CAREER Marketing & Editorial Forum <ul><li>How do you measure &quot;engagement&quot;? </li></ul><ul><li>Which analytics tools offer the best insights? </li></ul><ul><li>What analytics CAN'T tell you. </li></ul>Where's the ROI: Analytics
  30. 37. DIGITIZE YOUR CAREER Marketing & Editorial Forum Where's the ROI: Analytics TOOLS Google Analytics Email Analytics Facebook Page Insights Bit.ly tracking Twitter Search Google Reader
  31. 44. Pablo Defendini - @pablod Interactive Producer Open Road Integrated Media Kevin MacDonald – MeatWagonBBQ.blogspot.com Senior Production Editor Hyperion Kate Rados – @katerados Dir. Digital Initiatives Chelsea Green DIGITIZE YOUR CAREER Marketing & Editorial Forum Discussion: Working with Production and IT
  32. 45. Thank You for Attending. The Roundtable: The Roundtable is live, interactive webcast presented every Thursday @ 1pm EDT / 10am PDT, and is also available as a podcast at: http://feeds.feedburner.com/DBWRoundtable Keep in Touch Follow us on Twitter, join our LinkedIn Group, and subscribe to our RSS feed to receive the latest information on our events, and insights on the latest news and trends from top publishing strategists and technology experts. http:// digitalbookworld.com

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