Ebook Marketing: New Skills and Fresh Opportunities


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Presented by Digital Book World and sponsored by Ingram Content. This webinar aired on 10/25/2011.

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  • Remember Waldo? Well just like Waldo, your ebook is just waiting to be found from the sea of other ebooks. And Miriam has just discussed some new ways to help consumers “find” your ebook– but one of the most important things you can do is making sure your ebook has all of the relevant information available so that the retailers know what they are selling and the consumer knows what they are buying. This information (known as metadata) is critical to sellilng ebooks and is what David Bernheisel and I will be discussing in our portion of the webinar….
  • BUFFY: We’ll look first at the basic metadata elements that retailers must have in order to sell your book – Next David will discuss some additional enhanced metadata elements you should definitely consider providing to give your ebook and even better chance of getting in front of the right consumers.And he will go through some pitfalls to avoid when it comes to ebook distributions that could limit ebook sales. Lastly, With the emerging global markets, it is important to think about metadata considerations to increase the chances of selling your ebook in an international market.
  • BUFFY: Metadata can be defined as data about data. And in order to sell a title, there is a basic level of metadata that a retailer MUST have provided to them. Consider it the foundation for good ebook marketing. Without it everything else will crumble. So what are the basic “bricks” for building a good foundation? I’m sure you are already familiar with them…but you can see a few of the elements that BISG has identified as the Core metadata elements that should always be supplied. At frankfurt book fair last week, Peter Mathews,Publishing & Editorial Manager at book data provider Nielsen Book, for instance, noted that those titles in Nielsen’s top-selling 85,000 with complete data records sold 70% more copies on average than those with incomplete metadata.Without these basic elements, a title has little chance of finding it’s way into the hands of the buyer– and in some cases not having this information will cause the title to not even be available on the retailer’s website….
  • And to illustrate this a little better..….At CoreSource, we are in the business of distributing ebooks and metadata on behalf of our customers – and in doing so, we work with over 140 different retail partners. When setting up distribution channels, we ask retailers what metadata elements they require for a successful distribution- this graph illustrates the basic metadata elements that are being requested most often. If a title doesn’t have these elements, it will fail to even make it to the retailer. Much less on to the end user. But you shouldn’t stop here…. (over to David…)
  • DAVID: Just read a blog post about what helps a guy determine whether he should buy the book:The TitleThe SubtitleThe cover (interesting or not?)Back Cover DescriptionSampleThe feel of the book (design, fixed-layout)The length (appropriate for genre?)Author’s life (credibility)EndorsementsRecommendation (social)Enhanced Metadata gives a deeper understanding of the work•Helps with buying decisions – This is your chance to sell it to customers. Multiple kinds of descriptions and audiences.•Provides information that would help a bookseller recommend it•Allows a user to discover a work he or she doesn’t know aboutThe description is a given—most are going to provide that. Write descriptions with the different kinds of customers in mind.Everyone would like to get a taste of what they’re about to buy, so they know whether they like the style or the content. Retailers give you the chance to make your own, and supply an excerpt! I wish it was like this at grocery stores sometimes.Some retailers that are geared for a certain market need different metadata.Technical books and readers may want to peak at the table of contents. Education material may want to know what ancillary products there are.Children’s books may want to know what age range it’s written for (Go the F to Sleep)Self-help readers may want to know about the author, to determine their credibility Everyone wants to know what the product’s worth is. Believe it or not, peer pressure worksThe best review is from a personal friend. Social marketing can help with this, but this is mostly organic. Give access to it.The next is from an expert’s review. Some customers are skeptical of “experts”, but most of the time they work better than user-generated. Get advanced copies to magazine reviewers and relevant blogs.Enhanced ebooks require some extra metadata. What’s so enhanced about it? Why is it worth the extra money? Regular ebooks are just regular, but enhanced ebooks are thought to be the regular ebooks, but turned up to 11. What’s so good about it?
  • DAVID: Have a process, don’t dive in blind. No process = no consistencyAudit your titles: Non-unique metadata (for each format, edition) Keep metadata for your titles up to date Unformatted table of contents (make your data look good) Retailers sometimes don’t communicate well enough about your titlesGeneral subjects (be as specific as possible)Reusing ISBNs (systems halt on this hard)Encoding issues (not enough technical understanding) Ask your local nerdNow that we know what defines great metadata and how to reach the widest audience, and some pitfalls to avoid, now the goal is to get your ebooks out there to sell all across the world, and Buffy’s going to help us understand why that’s important.
  • BUFFY: With all of the information coming out of the Frankfurt book fair last week, all I can really say is….Toto, I don’t think we are in Kansas anymore! New eBook markets are emerging globally, as reading platforms and distribution infrastructures are becoming available, and publishers in all markets have started to make their title catalogs available in digital formats.Amazon is leading the way – The Kindle launched in the UK in August 2010, and within nine months, Amazon was selling more e-books than hardcover print books. They brought the kindle to Germany in April of this year and to France last week. Spain and Italy sites are scheduled by year end. Last week, Apple also announced 26 new European markets for the iBookstore to add to their US, UK, Canadian and Australian stores. Italian publisher Mondadori said that when it started selling e-books in the Italian Apple iBookstore, sales “exploded” in the first four days, jumping from 150 to 1,000 copies sold per day.Google launched its e-bookstore in the UK about a week ago and is expected to expand to non-English-speaking countries sometime in 2012. Sony launched its e-bookstore in Europe in September. And Kobo recently opened local-language stores in Germany and France, as well as a German-language e-reader—primarily choosing the strategy of partnering with local retailers like Redcoon and FNAC.There is significant momentum building up and future projections see a double digit market share for ebooks for 2015 in most European markets. (according to the recently released study by O’Reilly on Global Markets.) David Naggar, VP of Global Kindle Content, said Amazon has now sold millions of English-language e-books in foreign countries—twice as many it sold in 2010. And Kobo’s Michael Tamblyn, VP of content, sales and merchandising, said Kobo’s English language e-book sales to non-English-speaking countries are up 300 percent this year compared to last year.
  • BUFFY: If you are considering expanding into these new international markets, there are things to consider:Business Model- Agency or Wholesale fixed print book prices are the law in Germany, France, Spain, and Italy, Pricing- you will should be able to provide ebook pricing in the local currency – as well as dealing with the tax issues for each market (price including or excluding VAT). fixed print book prices are the law in Germany, France, Spain, and Italy, Rights management becomes more complex due to needing to provide territories where each currency can be sold. Can’t just provide WORLD rights and currencies and assume that the retailers are going to pick up the correct price. Geographic restrictions limit where e-books from other countries can be sold, and copyright law for e-books creates complicated relationships between authors, agents, publishers and distributors.
  • Ebook Marketing: New Skills and Fresh Opportunities

    1. 1. Ebook Marketing: New Skills and Fresh Opportunities PANELISTS Miriam Parker Director of Marketing, Mulholland Books | @miriamparker Buffy Bales Manager, Digital Products, Ingram | @bbbales David Bernheisel Client Integration Specialist, Ingram | @bernheisel MODERATOR Matt Mullin Community Relations Manager, Digital Book World | @mrmullin Sponsored by IngramDigitalBookWorld.com | @digibookworld | #dbw
    2. 2. E-book Marketing:New Skills and Fresh Opportunities
    3. 3. Author Connection with Readers
    4. 4. Tapping into Nontraditional Book Markets
    5. 5. Authentic Communicationbetween Publishers and Bloggers
    6. 6. More Ways to Engage• Pre-publication Incentives • Exclusive Content • Tying in with Live Events • Use your Demographics
    7. 7. Enhancing Your Metadata for Maximum Discoverability eBooks Want to Be Found!
    8. 8. Here’s Your eBook
    9. 9. Today’s Topics:• Metadata Best Practices: – What retailers NEED – What retailers WANT• Pitfalls to Avoid• Going Global
    10. 10. Basic Metadata: What RetailersNeed• Cover Image• ISBN• Title/Subtitle• Publisher• Author/Contributor• Category• Related Product• Language BISG’s Product Metadata Best Practices are available at http://www.bisg.org/what-we-do-cat-21-product-metadata.php
    11. 11. Basic Metadata: What Retailers Need % of Retailers with Required Validation in CoreSource100%90%80%70%60%50%40%30%20%10% 0%
    12. 12. Enhanced Metadata: What Retailers Want • Product Descriptions • Sample Chapters • Table of Contents Collateral • Audiences • Author Biographies • Friend recommendations • Expert reviews • Enhanced ebooks
    13. 13. Metadata Reviews Social Related ProductsThis page affectsyour SEO
    14. 14. Metadata Reviews Social Related ProductsThis page affectsyour SEO
    15. 15. Pitfalls to Avoid:• No process• Not auditing of your titles – Your own metadata – Retailers• Not using detailed subject categories• Reusing ISBN’s• Encoding issues
    16. 16. Going Global: Emerging Markets
    17. 17. Metadata Considerations:• Business Model• Pricing• Rights Management
    18. 18. Conclusion:• Great metadata requires time & energy• The more the better• Don’t be afraid to go global• Ask for help!
    19. 19. coresourcesupport@ingramcontent.com
    20. 20. Ebook Marketing: New Skills and Fresh Opportunities – Q&A PANELISTS Miriam Parker Director of Marketing, Mulholland Books | @miriamparker Buffy Bales Manager, Digital Products, Ingram | @bbbales David Bernheisel Client Integration Specialist, Ingram | @bernheisel MODERATOR Matt Mullin Community Relations Manager, Digital Book World | @mrmullin Sponsored by IngramDigitalBookWorld.com | @digibookworld | #dbw
    21. 21. Thank You for Attending. Keep in Touch Follow us on Twitter, join our LinkedIn Group, and subscribe to our RSS feed and e-newsletter to receive the latest information on our events, and insights on the latest news and trends from top publishing strategists and technology experts.DigitalBookWorld.com | @digibookworld | #dbw