Books, Marketing & Metadata

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A presentation given at the Bogotá International Book Fair in April 2012 on the use of book metadata to promote the sales of books.

A presentation given at the Bogotá International Book Fair in April 2012 on the use of book metadata to promote the sales of books.

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  • Libros, Marketing y Metadatos: Estrategias de posicionamiento y aumentar las ventasLos nuevos entornos en la promoción y distribución de libros, en un mundo conectadoRichard Stark, Director de producto de datos, Barnes & Noble & Coordinador del comité de metadatos BISGConference title: Todocomienza en un libro(It begins with a book).Conference sponsors: CERLALC (Centro Regional para el Fomento del Libro en América Latina y el Caribe [the Regional Center forBookDevelopment in LatinAmerica and theCaribbean, a UNESCO affiliate]) Camara Colombiana del Libro (theColumbianChamber of theBook).
  • Orden del díaLibros: Todo comienza con el libro, pero ¿qué es exactamente un libro ahora?Marketing: El marketing móvil, marketing online, llegando a sus clientes dondequiera que estén.Metadatos: ¿Qué es, exactamente, los metadatos, y qué tiene que ver con los libros y la comercialización de los libros?
  • Los libros se produce en formatos físicosHardcovers, paperbacks, audio books on CD, board books, books on CD-ROM, “rag” books, Playaway audio booksLibros de tapa dura, libros de bolsillo, libros de audio en CD, libros de mesa, libros en CD-ROM, libros de "tela", “Playaway” libros de audio
  • El "secreto" para llegar a sus clientes, estén donde estén son los metadatos.
  • Desentrañar la perplejidad de los metadatosLos metadatos son, simplemente, la información que describe los "datos“Para nuestros propósitos, los "datos" es el libroEn otros contextos, los metadatos describe una página web, un mensaje XML, una película, etc.
  • Huelga decir que usted quiere que su libro metadatos del producto para ser exactos. Cuando no es exacta, los resultados pueden ser aterradores...
  • Metadatos precisos para un libro: Una historia verdaderaPleaseforgive my language.
  • Metadatos precisa, oportuna aumenta las ventas. Esto ha sido demostrado...
  • ISBN: International Standard Book NumberISBN fue estandarizada por primera vez en 1972Una de las normas de información más exitosos cada adoptadoEn finales de 1990, la escasez de números se cerníaNorma revisada en 2005: ISBN alargó a 13 dígitosISBN-13 lanzó formalmente en enero de 2007979 - ISBN prefijo ya están en uso en FranciaISBN-10 siempre debe ser convertido en ISBN-13
  • Libros impresos y libros electrónicos necesitas ISBNCada formato distinto de un libro tiene su propio ISBNNo recicle los ISBN de impresión de libros electrónicos!Si usted publica libros electrónicos en más de un formato (por ejemplo, tanto ePUB y PDF), cada formato debe tener su propio ISBNCada producto comercializado por separado libro tiene su propio ISBN.Esto ayuda a asegurar que se les paga adecuadamente y se acreditan para la venta.Google y otros motores de búsqueda aman los ISBNAsegúrese de que su libro es devuelto en una búsqueda ISBN
  • ONIX:Información de Exchange OnlineSe trata de un estándar de información, muy robusta capaz de transmitir los datos de productos ricos Basado en XML Amplia base de proveedores y beneficiariosLa versión 2.1 lanzada en el 2003, adoptado ampliamente en América del Norte La versión 2.1 ofrece un buen soporte para los datos de e-bookLa versión 3.0 lanzada en 2010, ganando aceptación a nivel internacional entre los editores de libros electrónicos La versión 3.0 ofrece soporte detallado de los datos de e-bookDetalles de las mejores prácticas están disponibles
  • Este es un ejemplo de ONIXISBN, formato o encuadernación de libros, título, autor, edición, idioma, número de páginas, encabezamientos de materia
  • Una vez que cargue los archivos ONIX en sus sistemas, usted puede fácilmente enviar los datos a un sitio web.
  • ONIX, por desgracia, no es magiaONIX no va a mejorar por sí misma los metadatos Es simplemente un contenedor en el que se mueve el producto de los metadatosHay que mejorar los datos en sus propios sistemasLas mejores prácticas pueden ayudar a hacer estoONIX mejores prácticasBISG mejores prácticas de metadatos de productosBIC Basic (mejores prácticas de metadatos de productos)
  • Recuerde metadatos exacta del producto…Y no se confunda esto... (El Libertador)…con este (Bolivar, Ohio).
  • Thankyou!Richard Stark, Director de producto de datos, Barnes & Noble & Coordinador del comité de metadatos BISG

Transcript

  • 1. Books, Marketing & MetadataPositioning Strategies and Increasing Sales The promotion and distribution of books in the new environment of a connected world Richard Stark Director of Product Data, Barnes & Noble Chair of the BISG Metadata Committee La Feria Internacional del Libro de Bogotá 19 de abril de 2012
  • 2. Agenda Books: It all begins with the book, but what exactly is a book now? Marketing: Mobile marketing, marketing online, reaching your customers wherever they are. Metadata: What, exactly, is metadata, and what does it have to do with books and the marketing of books?
  • 3. It begins with a book…
  • 4. But what, exactly, is a booknowadays?
  • 5. Books come in physical formats
  • 6. But now books come on these devices as well
  • 7. Regardless of its format, each book we have loved…
  • 8. …began with an author...
  • 9. …and ended with a reader.
  • 10. Our business is to connect authors to readers. Technology doesn’t change that.
  • 11. How we connect readers to books (and their authors) has changed People still But they also want these… want these
  • 12. We want readers to find our books however they wish to read them In the month of January 2011, e-books comprised 31 percent of all adult trade book sales in the U.S. Yet print book sales continue to rise and many owners of e-book readers continue to buy print books No ha muerto
  • 13. Readers can purchase physical books in many places… At traditional At national and independent international bookshops bookstore chains At From a table “big box” on stores the street
  • 14. Readers can purchase and read e-books in many places…
  • 15. You probably already know how to sell books in these places… At traditional At national and independent international bookshops bookstore chains At Library & “big box” school stores markets
  • 16. But how well do you know how to sell books on these?
  • 17. Is Your Book Discoverable On: Facebook: Give your customers the opportunity to “like” a book and share their opinion. Pay attention to what they say in their comments. Twitter: Does your author “tweet”? Should your author “tweet”? Consider the book’s audience. Google: You should “tell” Google how to discover your book. Don’t let them drive the discovery process.
  • 18. How do you get your book discovered?• People are so inundated with advertising that your products can easily be overlooked.• Making your advertising bigger and louder doesn’t necessarily mean people will notice your ad.
  • 19. Help Your Customers Find Your ProductsRemember, in digital marketing:• Your customers will find you more often than your ad will find them.• Your products must be discoverable, regardless of the site, the service, or the app they are using.• If they don’t find your products, they will find your competitors’ products
  • 20. Today’s Readers Are Smart Consumers They will find the same book at your competitor… …while they are standing in your store… …and they will order it from your competitor while they are standing in your store.
  • 21. We must reach readers wherever they are. But how?
  • 22. The “Secret” to reaching yourcustomers, wherever they are is:
  • 23. What is metadata anyway? According to Webster, metadata is: Data about other data. That’s right… Los datos sobre otros datos.¿Cómo se dice “una definición circular" en ingles?
  • 24. Samuel Johnson would not accept such a definitionIn the preface to his famous dictionary (the first comprehensivedictionary of the English language), Johnson wrote: ...wherever I turned my view, there was perplexity to be disentangled and confusion to be regulated...
  • 25. Disentangling the perplexity of metadata• Metadata is, simply, the information that describes the “data”• For our purposes, the “data” is the book• In other contexts, metadata describes a web page, an XML message, a film, etc.
  • 26. When your productmetadata is accurate and comprehensive, yourcustomers will find this…
  • 27. Bogotá, Colombia • Pop. 6,840,116 • Founded 1537 • Elevation: 2,625 m • Storied history • Seat of national government • Center of business • Center of learning • Pronounced bō-gō-̕tä,
  • 28. Instead of this…
  • 29. Bogota, New Jersey • Population 8,187 • Founded 1894 • Elevation: 17 m • Named for 17th-century Dutch settler Roelof Bogert • Home of Andy’s Corner Bar (say hello to Tommy the bartender when you visit) • Pronounced /bə̕ɡoʊtə/ (rhymes with pagoda)
  • 30. If we think of the book itself as the data… Then this is the metadata: • ISBN • Subjects • Title • Language • Author • Series • Publisher • Edition • Publication • Price Date • etc. • Page count • Format/binding • Status/availability
  • 31. Metadata used to look like this: Author Title Publisher ISBN Subjects Catalog cards, MARC records, ONIX product records all carry the same basic information: The book’s metadata.
  • 32. And it used to be stored in this:
  • 33. Now metadata looks like this: Title Author Publisher Publication date ISBN Format Page count
  • 34. And it is stored in this:
  • 35. Book product metadata is… • Your book’s “business card” It lists your book’s credentials • Your book’s listing in the “Yellow Pages”  It tells your customers how & where to find your book • Your book’s “real estate listing” It lists your book’s selling points vs. other books
  • 36. Needless to say, you want your book product metadata to be accurate.When it isn’t accurate, the results can be frightening…
  • 37. An actual catalog record Title: You two are my favorites ISBN-13: 9780123456786 ISBN-10: 0123456789Publisher Comments: The cultural and natural World Edition Number: 3rd ed., rev.Heritage thirty years after the adoption by UNESCO of Edition Description: Includes bibliographicalthe World Heritage Convention (1972). references and index.Production: Director, H.S. Rawail ; music, Madan Series: NIH publicationMohan, Jaidev. Series Volume: 121Performance: Rishi Kapoor, Ranjeeta, Ranjeet, Danny Publication Date: c2000Denzongpa. Illustrations: YesPublisher: HenRhoad Productions Pages: 432 p.Location: Columbus, Ind. Subject: Neuropsychopharmacology Subject: Psychiatry -- Research. Subject: Research Subject: Photovoltaic power generation. Subject: Psychiatry Subject: Solar cells. Subject: Neurosciences Subject: Munich (Germany) Pictorial works. Subject: Neuropharmacology Subject: Opioid habit. Subject: Neurophysiology Subject: Buprenorphine -- Therapeutic use -- Congresses. Subject: Mental Disorders Subject: Prose poems, Canadian. Subject: Munich Subject: Opioid-Related Disorders. Subject: Neuropsychiatry Subject: Poâesie canadienne-anglaise Subject: Canadian poetry Subject: Poáemes en prose canadiens-anglais Subject: Feature films Subject: Buprenorphine
  • 38. Accurate product metadata: A true storyCien años de soledad Cien anos de soledad Perdona la palabra, por favor.
  • 39. Accurate, timely productmetadata increases sales. This has been proven…
  • 40. Metadata and salesAccording to a Nielsen study of the top-selling100,000 books in the U.K. in 2011: Books without complete basic data or an image sold, on average, 385 copies in 2011. Books that added a cover image saw sales increase to 1,416, a 268% boost. Books with complete basic data but no image had average sales under 437 copies. Books with all of the necessary data and image requirements, had average sales reach 2,205. This represents an increase of 473% in comparison to those records which have neither the complete basic data elements or an image.
  • 41. So how do I ensure quality metadata?Follow international standards and best practices ISBN ONIX BISG Product Metadata Best Practices or BIC Basic BISAC or BIC Subjects ISNI
  • 42. ISBN: International Standard Book Number• ISBN was first standardized in 1972• One of the most successful information standards every adopted• In late 1990s, a shortage of numbers loomed• Standard revised in 2005: ISBN lengthened to 13 digits• ISBN-13 formally launched in January 2007• 979- prefix ISBNs are already in use in France• ISBN-10 should always be converted to ISBN-13
  • 43. Print Books and e-books Need ISBNs• Each distinct format of a book needs its own ISBN – Don’t recycle print ISBNs for e-books!• If you publish e-books in more than one format, (e.g, both ePUB & PDF), each format should get its own ISBN• Each separately traded book product needs its own ISBN. – This helps ensure you will get paid properly and get credited for the sale.• Google and other search engines love ISBNs – Make sure your book is returned in an ISBN search
  • 44. ONIX (ONline Information eXchange)• Highly robust information standard capable of conveying rich product data• XML-based• Large base of suppliers and recipients• Version 2.1 released in 2003; widely adopted in North America• Version 2.1 offers good support for e-book data• Version 3.0 released in 2010; gaining acceptance internationally among e-book publishers• Version 3.0 offers detailed support for e-book data• Detailed Best Practices are available
  • 45. ONIX Looks Like This <ProductIdentifier> <ProductIDType>15</ProductIDType> <IDValue>9789875780644</IDValue> </ProductIdentifier> <ProductForm>BC</ProductForm> ISBN <ProductFormDetail>B106</ProductFormDetail> <Title> <TitleType>01</TitleType> <TitleText>La vida breve</TitleText> <TitlePrefix>La</TitlePrefix> Format <TitleWithoutPrefix>vida breve</TitleWithoutPrefix> <Subtitle>Town and District</Subtitle> </Title> <Contributor> Title <SequenceNumber>1</SequenceNumber> <ContributorRole>A01</ContributorRole> <PersonName>Juan Carlos Onetti</PersonName> <PersonNameInverted>Onetti, Juan Author/contributorCarlos</PersonNameInverted> <NamesBeforeKey>Juan Carlos</NamesBeforeKey> <KeyNames>Onetti</KeyNames> </Contributor> Edition information <EditionTypeCode>NED</EditionTypeCode> <EditionNumber>1</EditionNumber> <Language> <LanguageRole>01</LanguageRole> <LanguageCode>spa</LanguageCode> Language </Language> <NumberOfPages>420</NumberOfPages> <BICMainSubject>FA</BICMainSubject> Page count <Subject> <SubjectSchemeIdentifier>13</SubjectSchemeIdentifier> <SubjectCode>1KL</SubjectCode> Subject <Subect> <AudienceCode>01</AudienceCode>
  • 46. Once you load the ONIX files into yoursystems, you can easily output the data to a web<ProductIdentifier> site <ProductIDType>15</ProductIDType> <IDValue>9789875780644</IDValue></ProductIdentifier><ProductForm>BC</ProductForm><ProductFormDetail>B106</ProductFormDetail><Title> <TitleType>01</TitleType> <TitleText>La vida breve</TitleText> <TitlePrefix>La</TitlePrefix> <TitleWithoutPrefix>vida breve</TitleWithoutPrefix> <Subtitle>Town and District</Subtitle></Title><Contributor> <SequenceNumber>1</SequenceNumber> <ContributorRole>A01</ContributorRole> <PersonName>Juan Carlos Onetti</PersonName> <PersonNameInverted>Onetti, Juan Carlos</PersonNameInverted> <NamesBeforeKey>Juan Carlos</NamesBeforeKey> <KeyNames>Onetti</KeyNames></Contributor><EditionTypeCode>NED</EditionTypeCode><EditionNumber>1</EditionNumber><Language> <LanguageRole>01</LanguageRole> <LanguageCode>spa</LanguageCode></Language><NumberOfPages>420</NumberOfPages><BICMainSubject>FA</BICMainSubject><Subject><SubjectSchemeIdentifier>13</SubjectSchemeIdentifier><SubjectCode>1KL</SubjectCode><Subect><AudienceCode>01</AudienceCode>
  • 47. ONIX, Alas, Is Not Magic• ONIX won’t improve your metadata by itself• It is just a container in which you move your product metadata• You have to improve the data in your own systems• Best practices can help you do this • ONIX Best Practices • BISG Product Metadata Best Practices • BIC Basic
  • 48. BISG Product Metadata Best Practices Overview• Two sets of Best Practices: • For data providers (e.g., publishers, distributors, data aggregators) • For data recipients (e.g., booksellers, libraries, data aggregators)• Guidance on when data providers should supply various metadata elements, e.g.: • Author name should be supplied 180 days before a book is released • Page count may be estimated until 30 days prior to a book’s publication• Establishes minimum levels of service for data recipients • Recipients should acknowledge receipt of metadata • Metadata should be processed promptly
  • 49. BISG Product Metadata Best Practices for Data Providers• Based on the ONIX for Books metadata standard• Limited to 30 key data elements• Compatible with • BIC Basic • Canadian Bibliographic Standard• Detailed style rules on each data element available in Product Metadata Best Practices• Although based on ONIX, an Excel template is also provided
  • 50. BISG Product Metadata Best Practices Focus on These Core Data Elements1. Standard Product Identifier (ISBN- 17. Edition Information 13/GTIN-13/EAN-13) 18. Intended Audience for Product2. Title/Name of Product 19. Case Pack/Carton Quantity3. Contributor(s) 20. Related products4. Publisher/Imprint/Brand Name 21. Territorial Rights5. Price(s) 22. Bar Code Indicator6. Publishers Proprietary Discount Code 23. Weight and Dimensions7. Publisher Status Code 24. Return Code8. Product Availability Code 25. Extent (Page Count/ Running9. Product Form Time/File Size) (Format/Binding/Packaging) 26. Distributor(s)/Vendor(s) of Record10. DRM/Usage Constraints 27. Number of Pieces11. Software/Hardware requirements 28. Textual Description(s) of Product &12. Publication Date(s) Other Text (e.g., sample chapter)13. Strict-On-Sale Date 29. Illustration & Multimedia details14. BISAC Subject/BIC Subject 30. Digital Image(s) of Product15. Language(s) of Product Content16. Series/Set Information
  • 51. BIC BasicBIC Basic consists of three elements:• A statement of the basic data elements of a product record, whether for physical or digital products, which publishers and bibliographic agencies should be able to provide, accurately and on time, to UK retail booksellers and other supply chain intermediaries.• A set of guidelines and recommendations for the provision of product data.• A timetable for publishers for the electronic supply of product data to data aggregators.
  • 52. BISAC Subject Codes• Industry-standard in the United States and Canada• 52 major subject headings sections defining broad subject areas• 3,822 detailed subject categories• BISAC also has separate listing of 77 Merchandising Themes listing seasonal, cultural, and topical themes that cross subjects• BISAC also publishes a list of Regional Themes that allow for geographical classification of books across subjects• Actively maintained and updated annually by BISG• Easily mapped from BIC Subject Categories
  • 53. BIC Subject Categories• Industry-standard in the United Kingdom• Widely used in Australia, New Zealand, and South Africa• 18 sections defining broad subject areas• Over 2,600 detailed subject categories• Separate children’s section that covers all subjects• All codes are hierarchically arranged, and of various length depending on their position in the hierarchy• Over 900 Qualifiers covering 5 distinct additional aspects: • Geographical area • Educational Purpose • Language • Interest Age & Special Interest • Time Period
  • 54. New IBIC Subject TaxonomyBIC Subject Categories have been adapted for use in: • Italy • Russia • Sweden • Spain• At the 2011 Frankfurt Book Fair, EDItEUR announced the development of a new global, multilingual subject classification scheme• Will be based on the long-established BIC subject categories• Individual countries’ needs will be met by extensions to the ‘qualifiers’ which define geographical, historical, educational and other country-specific aspects.• First release of the new scheme is planned for October 2012• Participation and support from publishing industries in: • United Kingdom • Sweden • Netherlands • Spain • Germany • Norway • Italy • Portugal • Arab countries
  • 55. ISNI: International Standard Name Identifier• Each Public identity of a given Party gets its own ISNI: • Lewis Caroll & Charles Lutwidge Dodgson get separate ISNIs • Separate identities that are the same person can be linked • Authors of the same name get distinct ISNIs: • Thomas Wolfe • Tom Wolfe, author of The Bonfire of the Vanities • Tom Wolfe, author of numerous books on woodcarving
  • 56. Character-Set & SpellingDifferences Don’t Change the ISNI• Günter Graß, Guenter Grass and Guenter Graß are character set variances of the same Public Identity• Ciaikovsky, Pjotr Iljc and Пётр Ильич Чайковский are transliteration variances of the same public identity and also receive the same ISNI.• Pyotr Tchaikovsky and Peter Tchaikovsky are linguistic variances of the same public identity and again receive the same ISNI
  • 57. For More Information• ISBN: www.isbn-international.org • Or consult your national ISBN agency• ONIX: www.editeur.org • EDItEUR maintains many useful standards in addition to ONIX• BIC: www.bic.org.uk • For information on BIC Basic & BIC Subject Categories• BISG: www.bisg.org • For information on BISG Product Metadata Best Practices & BISAC Subject Codes
  • 58. The Importance of Standards• Standardization is about developing scalability • How quickly could the e-book business have grown without the acceptance of the ePub standard? • What if there were dozens of e-book file types instead of the ePub? • How difficult would it have been for the retail sector to grow without the EAN and bar code standards?• Working together we make it easy for every organization to operate in the information economy
  • 59. Remember…• Get your product metadata right and your customers will find your products• Don’t be wedded to your existing methods of production, marketing, and developing new authors• If you build it correctly, they will come.
  • 60. Remember Accurate Product Metadata… And you won’t …with this. confuse this…The Liberator rhymes with Oliver
  • 61. Muchas gracias. Richard Stark Director of Product Data, Barnes & Noble Chair of the BISG Metadata Committee rstark@bn.com +1-212-352-3816 rstark@speakeasy.net +1-917-535-5258