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Create Your Metadata Map!
What is Metadata and How Does It
Affect Your Business?
Joshua Tallent
@jtallent
What is
Metadata?
Where is
Metadata
Used?
Retailers
Wholesalers/
Distributors
Libraries
Aggregators
How do
publishers
manage their
metadata?
Why is
consistent
metadata
management
important?
Retailer
Publisher
Retailer
Brett Farve
Publisher
Retailer
Brett Farve
Publisher
Wholesaler
Data
Aggregator
Retailer
Brett Farve
Publisher
DelayWholesaler
Data
Aggregator
Delay
Retailer
Brett Favre
Publisher
DelayWholesaler
Data
Aggregator
Delay
Retailer
Brett Farve
Publisher
DelayWholesaler
Data
Aggregator
Delay
Retailer
Publisher
DelayWholesaler
Data
Aggregator
Delay
Brett Favre
Retailer
Brett Farve
Publisher
Old Distributor
DelayWholesaler
Data
Aggregator
Delay
Retailer
$0.99
Publisher
Other Retailer
DelayWholesaler
Data
Aggregator
Delay
Best
Practices
1. Provide as much metadata as
you can
2. Check your metadata often for
inconsistencies and issues
3. Updat...
Beyond the Basics – Enhanced
Metadata for Discovery
Metadata Map – Suzanne Franks, Bowker Provider Relations
Enhanced
Elements
• Cover Images
• Descriptions or Annos (Short and Long
Description)
• Contributor Biographies
• BISAC Su...
Motivation
Discoverability: The ease with which products can be identified
and purchased through the supply chain.
19
Cover Images
20
Average unit sales for titles with or without cover images
(taken from the Nielsen Book US Study “The Impo...
Descriptions
(Annos) and
Biographies
21
Average unit sales for titles with varying levels of descriptive elements
(taken f...
Expectations
Industry standards: Requirements for metadata submissions to providers.
22
BISG Best
Practices
• Cover Images (placeholder image if warranted)
• Descriptions (Annos) – Keep these evergreen
• Contri...
Reality
24
Improvements: Analyze which enhanced elements could perform
better – greater discoverability can lead to greate...
Bowker
Content
Comparison
All Active ISBNs Enhanced Metadata Presence – Print
and Ebooks
25
Bowker
Sources and
Timing of
Metadata
26
Bowker Publisher Gap Report*
*Taken from an anonymous publisher’s Bowker Gap Repo...
BISAC
Subject
Analysis
27
Bowker BISAC Subject Report
Avoid general codes: ART000000 ART /
General
Quality, not quantity
Metadata
Tips
• Same metadata for all formats of a title.
• Follow industry expectations for metadata
timeline.
• Revisit ...
Resources
• BISG Best Practices for Product Metadata
• Nielsen US Book Study: The Importance of
Metadata for Discoverabili...
YOUR METADATA MAP
Ben Clausen
Senior National Accounts Manager
New Harbinger Publications, Inc.
Your Metadata
Map Goal: Make the creation and maintenance of your
metadata a collaborative, iterative process that crosses...
Pre-
Acquisition
Phase
Pre-
Acquisition
Phase
Acquisitions Editor
• Conducts comparative (in-house) and
competitive (out-of-house) title research...
Pre-
Acquisition
Phase
Acquisitions Editor
• Evaluates the consumer positioning of competing titles
based on descriptive c...
Pre-
Acquisition
Phase
Acquisitions Editor
• Gathers a preliminary list of keywords and phrases based
on comp research. Th...
Pre-
Acquisition
Phase
Pre-
Acquisition
Phase
Author
• Provides his/her own comp analysis and
suggested keywords
Pre-
Acquisition
Phase
Ask your Author the following questions:
• Are there any relevant terms of art that will serve as
“...
Prelaunch
Phase-
Decision to
Contract A typical New Harbinger Prelaunch Meeting
Prelaunch
Phase-
Decision to
Contract
Sales and Marketing conduct their own comp
analysis, audience research and keyword r...
He Do the Police
in Different Voices
by T. S. Eliot
Titling Your
Book
We know that even GREAT authors don’t always
get thi...
Titling Your
Book
• Consult your working list of keywords, comparative
and competitive titles
• Keywords in a title or sub...
Launch Phase
Building &
Sharing Sales
& Marketing
Plans
Launch Phase
Reassess comparative and competitive titles and
refresh your keyword list based on:
• Revelations during deve...
Launch Phase
The Copywriter should:
• Consult the working list of keywords when writing tip
sheets
• Include as many of th...
Sales
Conference
Phase
Preparing for Data Upload
Sales
Conference
Phase
Sales uses the list of keywords and comps to
determine:
• BISAC codes (target = 3)
• “Official” com...
Sales
Conference
Phase
Vet, prioritize, and prepare your list of keywords
for data upload to your trading partners.
• The ...
A New Harbinger keyword cloud
Pre-
Publication
Phase More Audience & Keyword
Research
Pre-
Publication
Phase
Conduct fresh audience and keyword research
and optimize the keywords you are sending to
your tradi...
Pre-
Publication
Phase
• Consult other resources like Library Thing and
Ubersuggest to find new or related keywords
 Any ...
Upon
Publication
Upon
Publication
Marketing and Publicity should share any new
keywords or comp titles with your metadata
team. New keyword...
Upon
Publication
Ideally, your entire company will keep an eye out
for things in the popular culture that could help
drive...
Post-
Publication
Phase
Post-
Publication
Phase
Post-
Publication
Phase
3 – 6 Months Post-Pub:
• Read initial reviews of your book and assess early
sales figures
• Respon...
Post-
Publication
Phase
When you make major changes to your book’s
metadata post-pub, attempt to assess the
change in sale...
Despite the
strained
metaphors, it’s
not rocket
science
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Create Your Metadata Map -- PubWest 2017

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This panel session at PubWest 2017 included points about specific areas of publishing metadata: What is metadata and how does it affect your business? Beyond the basics -- Enhanced metadata for better discoverability. There is also an example for New Harbinger’s Metadata Map.

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Create Your Metadata Map -- PubWest 2017

  1. 1. Create Your Metadata Map!
  2. 2. What is Metadata and How Does It Affect Your Business? Joshua Tallent @jtallent
  3. 3. What is Metadata?
  4. 4. Where is Metadata Used? Retailers Wholesalers/ Distributors Libraries Aggregators
  5. 5. How do publishers manage their metadata?
  6. 6. Why is consistent metadata management important?
  7. 7. Retailer Publisher
  8. 8. Retailer Brett Farve Publisher
  9. 9. Retailer Brett Farve Publisher Wholesaler Data Aggregator
  10. 10. Retailer Brett Farve Publisher DelayWholesaler Data Aggregator Delay
  11. 11. Retailer Brett Favre Publisher DelayWholesaler Data Aggregator Delay
  12. 12. Retailer Brett Farve Publisher DelayWholesaler Data Aggregator Delay
  13. 13. Retailer Publisher DelayWholesaler Data Aggregator Delay Brett Favre
  14. 14. Retailer Brett Farve Publisher Old Distributor DelayWholesaler Data Aggregator Delay
  15. 15. Retailer $0.99 Publisher Other Retailer DelayWholesaler Data Aggregator Delay
  16. 16. Best Practices 1. Provide as much metadata as you can 2. Check your metadata often for inconsistencies and issues 3. Update your metadata regularly with new information
  17. 17. Beyond the Basics – Enhanced Metadata for Discovery Metadata Map – Suzanne Franks, Bowker Provider Relations
  18. 18. Enhanced Elements • Cover Images • Descriptions or Annos (Short and Long Description) • Contributor Biographies • BISAC Subjects 18
  19. 19. Motivation Discoverability: The ease with which products can be identified and purchased through the supply chain. 19
  20. 20. Cover Images 20 Average unit sales for titles with or without cover images (taken from the Nielsen Book US Study “The Importance of Metadata for Discoverability and Sales” conducted with Bowker bibliographic data)
  21. 21. Descriptions (Annos) and Biographies 21 Average unit sales for titles with varying levels of descriptive elements (taken from the Nielsen Book US Study “The Importance of Metadata for Discoverability and Sales” conducted with Bowker bibliographic data)
  22. 22. Expectations Industry standards: Requirements for metadata submissions to providers. 22
  23. 23. BISG Best Practices • Cover Images (placeholder image if warranted) • Descriptions (Annos) – Keep these evergreen • Contributor Biographies --_Use correct ONIX tag • BISAC Subjects – Avoid general codes • Keywords – ONIX part of the Subjects composite 23 Submit 180 Days Prior to Pub Date
  24. 24. Reality 24 Improvements: Analyze which enhanced elements could perform better – greater discoverability can lead to greater sales.
  25. 25. Bowker Content Comparison All Active ISBNs Enhanced Metadata Presence – Print and Ebooks 25
  26. 26. Bowker Sources and Timing of Metadata 26 Bowker Publisher Gap Report* *Taken from an anonymous publisher’s Bowker Gap Report where cover images, annotations and prices were analyzed
  27. 27. BISAC Subject Analysis 27 Bowker BISAC Subject Report Avoid general codes: ART000000 ART / General Quality, not quantity
  28. 28. Metadata Tips • Same metadata for all formats of a title. • Follow industry expectations for metadata timeline. • Revisit titles after publication to update metadata. • Be aware of individual supplier preferences. • Submit Keywords in Subject composite. Email me at Suzanne.Franks@Bowker.com 28
  29. 29. Resources • BISG Best Practices for Product Metadata • Nielsen US Book Study: The Importance of Metadata for Discoverability and Sales • BookNet Canada: Who Should Own Keywords? Thank you! Questions? Email me at Suzanne.Franks@Bowker.com 29
  30. 30. YOUR METADATA MAP Ben Clausen Senior National Accounts Manager New Harbinger Publications, Inc.
  31. 31. Your Metadata Map Goal: Make the creation and maintenance of your metadata a collaborative, iterative process that crosses department boundaries.
  32. 32. Pre- Acquisition Phase
  33. 33. Pre- Acquisition Phase Acquisitions Editor • Conducts comparative (in-house) and competitive (out-of-house) title research in advance of Prelaunch meeting
  34. 34. Pre- Acquisition Phase Acquisitions Editor • Evaluates the consumer positioning of competing titles based on descriptive copy, titling, cover design, and other elements • Reads Amazon and Goodreads reviews of both comparative and competing titles to capture reader language and organic keywords
  35. 35. Pre- Acquisition Phase Acquisitions Editor • Gathers a preliminary list of keywords and phrases based on comp research. These should include both content- driven and marketing-driven keywords.  Tables of contents and indexes are rich sources of possible keywords. You can access these for competing titles via Amazon’s Look Inside function.
  36. 36. Pre- Acquisition Phase
  37. 37. Pre- Acquisition Phase Author • Provides his/her own comp analysis and suggested keywords
  38. 38. Pre- Acquisition Phase Ask your Author the following questions: • Are there any relevant terms of art that will serve as “content-driven keywords” for the project? • How is my book different from comparative and competing titles? • How does my target audience speak about this topic online and elsewhere? • What sort of search terms are my potential readers likely to use when seeking out my content?
  39. 39. Prelaunch Phase- Decision to Contract A typical New Harbinger Prelaunch Meeting
  40. 40. Prelaunch Phase- Decision to Contract Sales and Marketing conduct their own comp analysis, audience research and keyword research • Suggest additional keywords, competing, and/or comparative titles • Measure the volume and relevance of various keywords • Respond to the comp analysis offered by the Acquisitions Editor and Author and troubleshoot the positioning of the book if needed
  41. 41. He Do the Police in Different Voices by T. S. Eliot Titling Your Book We know that even GREAT authors don’t always get this right
  42. 42. Titling Your Book • Consult your working list of keywords, comparative and competitive titles • Keywords in a title or subtitle have a markedly stronger effect on discoverability than meta keywords • If a new comp or keyword is discovered, add it to your working list and share it with your metadata team
  43. 43. Launch Phase Building & Sharing Sales & Marketing Plans
  44. 44. Launch Phase Reassess comparative and competitive titles and refresh your keyword list based on: • Revelations during development of content • Changes in direction of content • New or newly discovered competing titles on the market • New reader feedback on comparative titles
  45. 45. Launch Phase The Copywriter should: • Consult the working list of keywords when writing tip sheets • Include as many of the strongest keywords as possible in the online copy for your book (description, author bio, etc.)
  46. 46. Sales Conference Phase Preparing for Data Upload
  47. 47. Sales Conference Phase Sales uses the list of keywords and comps to determine: • BISAC codes (target = 3) • “Official” comparative and competitive titles that will populate the tip sheets
  48. 48. Sales Conference Phase Vet, prioritize, and prepare your list of keywords for data upload to your trading partners. • The Copywriter and the Amazon Account Manager or someone intimately familiar with your Amazon book pages should do this work • BISG best practices recommend that the meta keyword ONIX field be capped at 500 characters including spaces.
  49. 49. A New Harbinger keyword cloud
  50. 50. Pre- Publication Phase More Audience & Keyword Research
  51. 51. Pre- Publication Phase Conduct fresh audience and keyword research and optimize the keywords you are sending to your trading partners • Remove any keywords that appear in the final title and subtitle if you’ve reached the character limit • Use Amazon search auto-populate and Google analytics to assess the power or frequency of your keywords
  52. 52. Pre- Publication Phase • Consult other resources like Library Thing and Ubersuggest to find new or related keywords  Any major discoveries of new keywords or phrases should be shared with the Copywriter in case you want to include them in your online description.
  53. 53. Upon Publication
  54. 54. Upon Publication Marketing and Publicity should share any new keywords or comp titles with your metadata team. New keyword research should include: • Internet memes • Revelations about public figures • Media, reviewer, and reader feedback • Other major events in the media that might relate to your book
  55. 55. Upon Publication Ideally, your entire company will keep an eye out for things in the popular culture that could help drive consumers to your book.
  56. 56. Post- Publication Phase
  57. 57. Post- Publication Phase
  58. 58. Post- Publication Phase 3 – 6 Months Post-Pub: • Read initial reviews of your book and assess early sales figures • Respond to any major revelations from reader feedback by updating your keywords and your online copy
  59. 59. Post- Publication Phase When you make major changes to your book’s metadata post-pub, attempt to assess the change in sales and web traffic that results.
  60. 60. Despite the strained metaphors, it’s not rocket science Body text

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