Building A Better Wrapper Brett Sandusky Director of Product Innovation Kaplan Publishing Utilizing the Data Locked Inside...
Metadata + Search + Digital Supply Network 0110001001101001011011100110000101110010011110010010000001100010011010010110111...
Internal Database: The eBook is Metadata <ul><li>Where do I start? (The must haves) </li></ul><ul><li>Title and Subtitle <...
External Databases: Search Engine Optimization (SEO) and the Open Web <ul><li>Web properties you own/control </li></ul><ul...
Tools for Keyword Discovery and Monitoring Google Search-based Keyword Tool
Tools for Keyword Discovery and Monitoring Google Analytics
Tools for Keyword Discovery and Monitoring Social media monitoring
Tools for Keyword Discovery and Monitoring <ul><li>Marketing campaigns </li></ul><ul><li>Focus groups </li></ul><ul><li>Ma...
Questions? <ul><li>Brett Sandusky </li></ul><ul><li>Director of Product Innovation </li></ul><ul><li>Kaplan Publishing </l...
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07 making information pay 2011 -- sandusky, brent (kaplan)

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

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

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