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BEA 2014--Stop Hiding Your Books From Readers

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Originally presented at the BEA Conference in 2014, this presentation covers best practices for creating and sending ONIX metadata.

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BEA 2014--Stop Hiding Your Books From Readers

  1. 1. Stop Hiding Your Books From Readers! Ensuring Your Metadata Offers Maximum Discoverability BEA Conference 2014
  2. 2. Speakers • Patricia Payton Senior Manager of Publisher Relations and Content Development, Bowker • Wendell Lotz Vice President Metadata, Ingram Content Group, Inc. • Clark Fife Director Of Metadata, Macmillan US • Robert Stevens Chief Community Officer, Firebrand Technologies • Patricia Simones Us Operations Manager, Kobo
  3. 3. Stop Hiding Your Books from Readers! Ensuring Your Metadata Offers Maximum Discoverability BEA 2014 Wendell Lotz Vice President | Metadata
  4. 4. Elements  Five elements that work together – Title – Subtitle – Series – Edition – Language
  5. 5. Title  Source is the title page  Do NOT put format in the title field  Best expressed in elements – Title Prefix – Title without prefix – Many books do not have subtitles
  6. 6. Collections  Big advancement in Version 3.0  Types – Ascribed – Publisher  Covers Series, Sets, and Serials  All the elements of a title  Introduction of ‘Master Brand’
  7. 7. Sample Brands  Princess  Star Trek  Disney  <x409><Title Element Level>
  8. 8. Collection Example <Collection> <CollectionType>10</Collection Type> Publisher Collection <Title Detail> <TitleType>01/>TitleType> Distinctive Title <Title Element> <TitleElementLevel><02/>TitleElementLevel> Collection Level <TitleDetail/> </Collection> <TitleDetail> <TitleType><01/>TitleType> <TitleElement> <TitleElementLevel><02/>TitleElementLevel> Product <PartNumber><Volume X/>PartNumber> <TitlePrefix><The/>TitlePrefix/>TitlePrefix> TitleWithoutPrefix><World’s Best Travel Guides/</TitleWithoutPrefix> </TitleElement> </TitleDetail>
  9. 9. Improved Sender Control – New for 3.0 • Example 1 – Warriors, Power of Three, The Sight, 1 OR – The Sight (Warriors, Power of Three, Vol 1) • Example 2 – Lonely Planet Disney World 2015-16 » OR – 2015-16 Disney World (Lonely Planet)
  10. 10. Subject Assignment Five (of 14) key rules Ingram uses in its review of titles  First BISAC – assign where the book is most likely to be in a bricks and mortar store – Alternatively, where you want it to chart  Do not use parent and child terms on the same book  Consistency across formats  Children’s books beg for multiple codes: Topic, protagonists, format i.e. chapter books  Avoid General/ Be as specific as the authorized list allows
  11. 11. Subjects  Base assignments on content not sales potential  The author’s background or prior books may provide a clue  For backlist, consult the Library of Congress record for either LC Class or Dewey Ex: The Manager’s Handbook LC Class: HD 31 Dewey: 658 – Ex: ADKAR : a model for change in business, government and our community LC Class: 658.8 Dewey: 658.406
  12. 12. What else is new?  Key words – Guidelines <b067><20>  Common core - Guidelines out soon  Regional themes -- not new but seldom used • <b067><11>
  13. 13. Thema  International  Similar to the BIC structure  7 parts  Maps by BISG  Already adopted in Norway, Germany, and parts of the Arab World
  14. 14. Audience/Reading Levels  Audience – The broad audience that the book is targeted to • General/Trade • Children/Juvenile • Young Adult • Primary and secondary/elementary and high school • College /Higher education • Professional and scholarly • Adult education
  15. 15. Audience/Reading Levels • Audience – Reading Level – Interest Level – Grade Level • Complexity – Lexile – Fountas and Pennell (GRL) – ATOS (Accelerated Reader)
  16. 16. Wendell.lotz@ingramcontent.com
  17. 17. Descriptive Fields Book descriptions and author biographies are the most important places to make the case for your book. But they are also the biggest opportunities to affect how your book is found online. • Think about web copy before jacket copy • Don’t write context-dependent copy • Write evergreen copy
  18. 18. Book Description Before you write your description, you need to think about the language you plan to use: • What are the most important words related to my book? • What kinds of searches do I want my book to be found in? • What words will readers use to find my book?
  19. 19. Keywords to Consider Research your keywords and try to find the language that will reach the best possible audience for your book • Full title & subtitle of your book • Names of all the major contributors • Basic words about the book – e.g. “novel”, “essay”, “collection”, etc. • Subject keywords • Genre keywords • Audience keywords – Ages – “expert”, “beginner”, etc. • Tone & emotion keywords – What’s the mood of your book? – How will your book make the reader feel?
  20. 20. Description Pitfalls • Time-sensitive information – “… is currently working on the sequel ….” – “ … is the author of seven novels … “ – “… also available as an audio book ..” • Too-short descriptions • Not starting with the most important information Avoid Including: • Comparative titles and authors • URLs and 3rd party links
  21. 21. Author Biography Always Include • The author’s name • Basic keywords: – e.g. “author”, “writer”, novelist”, etc. • The name of at least one book Good to Include • Professional qualifications • Awards • Praise & Publications Author Biographies are like resumes!
  22. 22. Strike the Right Balance SEO and keyword research will help searchers find your book. But once they do, you have to provide good, readable descriptions that makes the sale. • What your book is about • What a reader will take away from the experience of reading your book • What makes your book is different and better than all the rest
  23. 23. Where Publishers, Content and Readers Meet
  24. 24. • Supplier • Publishing Status • Availability • Dates • Prices • Related Products
  25. 25. ONIX http://www.editeur.org/8/ONIX/
  26. 26. • Supplier
  27. 27. • Publishing Status
  28. 28. • Publishing Status
  29. 29. • Availability
  30. 30. • Availability
  31. 31. • Product Availability
  32. 32. • Pub Status/Availability/Product Availability
  33. 33. • Dates
  34. 34. • Prices
  35. 35. • Prices
  36. 36. • Related Products
  37. 37. • Related Products
  38. 38. So how do you manage all of this?
  39. 39. Stop Hiding Your Books From Readers!
  40. 40. Patricia Simoes Manager, Publisher Operations Kobo Inc.
  41. 41. Five Easy Steps to Optimize Your Territorial and Sales Rights
  42. 42. 1. Know your rights!
  43. 43. <SalesRights> <SalesRightsType>01</SalesRightsType> <RightsCountry>AU BR CA IN PH US</RightsCountry> </SalesRights>
  44. 44. <SalesRights> <SalesRightsType>02</SalesRightsType> <RightsTerritory>WORLD</RightsTerritory> </SalesRights>
  45. 45. Kobo sells books in 190 countries.
  46. 46. Without territorial rights metadata, you’re losing sales.
  47. 47. 2. Don’t Limit Yourself!
  48. 48. <SalesRights> <SalesRightsType>02</SalesRightsType> <RightsTerritory>WORLD</RightsTerritory> </SalesRights> <Price> <PriceTypeCode>01</PriceTypeCode> <PriceAmount>6.99</PriceAmount> <CurrencyCode>USD</CurrencyCode> <Territory>US</Territory> </Price>
  49. 49. USD, CAD, GBP, AUD + US = Sales only in 1 country: US
  50. 50. 3. Send us prices!
  51. 51. Thanks for those rights, but what price should we use? $ $ R$ R $ $ € £ र ¥ ₱
  52. 52. A single title can have multiple rights, but are you sending prices in multiple currencies?
  53. 53. USD CAD GBP EUR AUD NZD
  54. 54. 4. Know your markets.
  55. 55. Books are much more expensive in Australia.
  56. 56. US list price 12.99 USD
  57. 57. Straight currency conversion 14.07 AUD
  58. 58. List price in AU 16.95 AUD. Publisher gets an extra 2.88 AUD per book.
  59. 59. 5. Be explicit.
  60. 60. And, strategic.
  61. 61. It isn’t necessary to set prices for all territories, or even for your entire list.
  62. 62. GBP USD CAD EUR
  63. 63. US 12.99 USD = 760 INR UK 11.99 GBP = 1180 INR IN List Price = 1623 INR
  64. 64. US 12.99 USD = 28.89 BRL UK 11.99 GBP = 44.88 BRLBR List Price = 24.99 BRL
  65. 65. Five Easy Steps to Optimize Your Territorial and Sales Rights 1. Know your rights 2. Don’t limit yourself 3. Send us prices 4. Know your markets 5. Be explicit
  66. 66. Questions? Patricia Simoes psimoes@kobo.com

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