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Authors metadatarightssocialmediafv Authors metadatarightssocialmediafv Presentation Transcript

  • Authors, Metadata, Rights and Social Media Trends and Observations Peter Clifton +Strategy April, 2012
  • The Book Publishing Business - No Time To Look Back • Mobile Internet - unprecedented early stage growth • Online Commerce - mobile is a further share gain accelerator • Social Media - trend is to sharing and social commerce • Innovation and Creativity - intense • Discovery - global, instant, easy to find and consume 2 +Strategy - Proprietary & Confidential
  • Discovery and Consumption Behaviors Evolving Quickly Global Appetite for Easily Accessible Content is Driving Massive Change- Online search makes it easy to look for, find and acquire information about anything - mobile access accelerates the trend further and faster- Discovery is optimized when the indexing and organization of all related and authoritative information about something is enabled- For Authors and Creators, their work and their marketing, lots of fragmented activity appears on the Internet every day - reviews, mentions, news, conversation, promotion, content, blogs, media - across search engines, social networks, communities and thousands of websites. 3 +Strategy - Proprietary & Confidential
  • Global Internet Device Sales - Exploding 2011 - number of Smartphones sold exceed 2015 - intense growth over next 4 years to PC’s sold f$2bn units Text Text 4 Source: Gartner, IDC, Business Insider
  • The Changing Shape of Content Changes are Rapid and AcceleratingTraditional Formats Online Formats New Formats browser based symantic books ebooks linked newspapers articles open magazines apps contextual journals files ebooks CDs blogs multimedia social social short form location bundled purchase purchase purchase retail online mobile/device 5 +Strategy - Proprietary & Confidential
  • Discovery Trends - Raising the Bar Metadata Taxonomies are Evolving- Metadata structures, taxonomies, tagging and display are evolving rapidly- Metadata properties manipulate relationships and context - impact the SEO record- Online search, etailers, social sites, blogs, databases and other aggregators are adding features and functionality to tie Authors/Creators, consumers and related content together at a fast pace- Previously unrelated Author/Creator marketing and media can be tagged to the product resulting in a richer, more engaging experience of the Creator and their work 6 +Strategy - Proprietary & Confidential
  • Discussion Boards Settings Hello, William Pattison. We have recommendations for you. (Not William?) Fall Blowout Sale: Save Now Text Williams Amazon.com | Todays Deals | Gifts & Wish Lists | Gift Cards Your Account | Help Shop All Departments Search Books Cart Your Lists Advanced Browse New The New York Libros En Bargain Books Bestsellers Textbooks Search Subjects Releases Times® Bestsellers Español Books William Pattison: This item is eligible for Amazon Prime. Click here to turn on 1-Click and make Prime even better for you. (With 1-Click enabled, you can always use the TWILIGHT - EXAMPLEMember: William Pattison regular shopping cart as well.) Twilight (The Twilight Saga, Book 1) and over 670,000 other books are available for Amazon Kindle – Amazon’s new wireless reading device. Learn more Twilight (The Twilight Saga) [Mass Market Quantity: 1 Paperback] Stephenie Meyer (Author) (4,919 customer reviews) Share or - Amazon associates ‘editions’ with ‘titles’, Sign in to turn on 1-Click ordering. Price: $7.99 & Prime eligible for free shipping with Amazon improving discoverability, selection and Special Offers Available sales potential In Stock. Ships from and sold by Amazon.com. Gift-wrap available. Want it delivered Friday, September 17? Order it in the next 4 hours and 48 minutes, and choose One-Day Shipping at checkout. Details Express Checkout with PayPhrase Williams Previous Paycheck - sets a competitive benchmark for 89 new from $3.98 318 used from $0.01 2 collectible from $4.49 Whats this? | Create PayPhrase established resellers and new entrants More Buying Choices 409 used & new from $0.01 Have one to sell? - costly to keep up with absent automation See 1 customer image Share your own customer images Formats Amazon Price New from Used from considering the scale of online bookseller catalogs Kindle Edition -- $8.99 -- Search inside another edition of this book Hardcover $13.59 $7.00 $1.95 Start reading Twilight (The Twilight Paperback $7.91 $1.95 $0.01 Saga, Book 1) on your Kindle in under a minute. Mass Market Paperback $7.99 $3.98 $0.01 Don’t have a Kindle? Get your Kindle here, or download a FREE Audio, CD, Audiobook, Unabridged $19.79 $16.29 $14.40 - attaching new digital or print editions to Unknown Binding -- -- $8.01 the right work and the right Author while Kindle Reading App. Audible Audio Edition, Unabridged $25.46 or Free with Audible 30-day free trial keeping all in synch is a complex andSpecial Offers and Product Promotions This item is eligible for our 4-for-3 promotion. Eligible products include select Books, Single Copy Magazines, and Home & expensive challenge Garden items. Buy any 4 eligible items and get the lowest-priced item free. Heres how (restrictions apply) Over a hundred thousand items are eligible for our 4-for-3 promotion. How do I find more eligible items?Frequently Bought Together - author/Creator pages now linked to the ‘title’s’ - B&N also others working on this taxonomy but each for themselvesttp://www.amazon.com/Twilight-Saga-Stephenie-Meyer/dp/0316038377/ref=sr_1_1?ie=UTF8&s=books&qid=1284662339&sr=8-1 Page 1 of 9 +Strategy - Proprietary & Confidential
  • Text Metadata Transformation - Before and AfterBefore - Title ISBN structure - line by line - ISBN structured data file - typical of many Publisher catalogs todayAfter - Creator ID with connected Work and Edition IDs assigned +Strategy - Proprietary & Confidential
  • Text Text Metadata Optimization Example - Creator ID assignment is step 1 - once IDs are assigned anything can be linked to it - Creators and their work can be linked - Works can be linked to the right Creators and edition linked to the Work - same name duplication can be eliminated and duplicate titles can be found, merged and fixed - an authoritative, comprehensive, rich and expanding profile of a Creator and their work can be maintained, provided to reseller partners and built upon every day - this is much more than about selling a book or ebook - it’s about rich discovery which can lead to connectivity, marketing and commerce on a new scale +Strategy - Proprietary & Confidential
  • Social Media - enables community, engagement & sharing Moved from Experimentation to Integration- Publishers, Marketing and Publicity firms are retooling for mobile formats- Social Media campaigns no longer a separate component of campaigns- Social Media and Author branding no longer just about the book. The book is only 1 way to express their expertise. Content can be shared in so many ways- Increasingly looking for ways to embed the point of purchase closer to the conversation so the influence doesn’t wane. 10 +Strategy - Proprietary & Confidential
  • Social Commerce Example - Moontoast Widget Like, Share, Post: discovery recommendations Social Commerce - purchasing integrated in community/ conversation 11 Source - Moontoast
  • Shopping on Mobile Devices - Tablet/Smartphones Drive Commerce $6bn to f$31bn in 5 years 12 Source: RichRelevance. Forester Research
  • Intersecting Forces Impacting Traditional Book Publishing 13 +Strategy - Proprietary & Confidential
  • Trends Impacting Trade Publishing •Ebook sales & • Big advances market share • Unit prices • DIY services • Publisher ‘makes’ • POD the author & book • Self Marketing • Physical retail • Global • Mobile/Social 14 +Strategy - Proprietary & Confidential
  • Lightning Source Infrastructure - Going Global Text 15 Source: Ingram Content Group
  • Publishers, Self-Publisher Services and Agents New & Published Authors are Gravitating to Self-Pub Models• Self Publishing - growing fast - Author Solutions publishing approx. 30,000 new titles annually through all imprints - a la cart marketing services ‘un-bundle’ the traditional role of a publisher - for fees - many options for traditionally published and first time Authors - not simple or easy• Traditional Publishers - retooling to survive and embrace new models - refining traditional rights split models based on pressure from new entrants like Open Road - metadata, reporting, rights, experimenting with new forms of premium content - seeking efficiencies through POD and leaner inventories - facing challenge of maintaining traditional infrastructure and operational costs - insist on acquiring all Rights and maximizing Rights sales internally• Agents - experimenting with their own Author ‘self publishing’ services projects - getting closer to ‘publishing’ for their Authors - looking for bestselling self publishing authors to sign 16 +Strategy - Proprietary & Confidential
  • What are Book Authors Focused on? $$ Sales, Distribution, Marketing & Surviving- Authors want to get published and or create ebooks and get them distributed and sold - securing a traditional publishing deal - provides legitimacy and services - heading to Amazon, B&N, Apple and self publishing companies in droves - self publishing services are becoming more sophisticated - very quickly - some are concerned about their electronic Rights and maximizing but generally low awareness as to what this means and what’s involved - If they have an agent or publisher - they leave this to them - most are unsure of how to market in the vast sea of the Internet- Becoming effective on Facebook, Twitter, Tumblir, LinkedIn and Social sites- Blogging, building a platform - trying to connect directly with readers 17 +Strategy - Proprietary & Confidential
  • The Author eMarketing Platform RSS Store Mobile vlogs SEO Front sketch blogs E-commerce micro blogs Local Blogs Search Market mp3 Place blogs Organic video, image Video photo Social blogs Audio Sponsors Podcasts AdvertisingSocial Rich Media Events Profile Mgmt Pages Landing Corporate Groups Links Pod Forums Page Banners Casting Widgets Book Social RSS RSS Websites Marks Networking Webcasts Micro Blogging Sites Video Sharing Image Photo Video +Strategy - Proprietary & Confidential Sharing Wiki Sharing
  • Rights and Related Trends- Online Content permissions, monetization, tracking, reporting and payments - enhanced by tools like CCC’s RightsLink- DIY platforms offering improved ‘Rights’ toolset sophistication: ‣ platform exclusivity (Kindle Lending Library) - bundled into Prime subscription ‣ copyright vs. public domain ‣ territory or world English rights options- more transparent in digital environment ‣ auto pricing in multiple currencies ‣ translation rights- eBook Channel sensitivities ‣ U.S. Public libraries - right to make available, not available ‣ pricing plans - right to sell - wholesale vs. agency ‣ vendor and or publisher - right to make available 19 +Strategy - Proprietary & Confidential
  • Summary Points- Publishers rapidly producing ebooks as formats grow to substantial % of sales in short period - managing advances/print orders/distribution tighter than ever- Many Authors shifting to ebooks, self publishing; Amazon KDP, B&N, Apple DIY platforms- Engaged on Social Sites -Facebook, Twitter, Tumblir, LinkedIn, Reader sites and Blogging- Physical retail under enormous pressure and shrinking ( Borders, Indies - more to come)- Traditional Publishers and Agents under great pressure to adapt- Content formats are and will become more diverse - mobile drives broader access- Present value of content my be declining due to impact of lower digital prices.- Metadata drives discovery, context and commerce 20 +Strategy - Proprietary & Confidential
  • Text Text Thank You! Peter Clifton +Strategy April, 2012 21 +Strategy - Proprietary & Confidential