In recognition that metadata is essential for discoverability and reuse of scholarly works, Crossref will launch the "Metadata 2020" campaign to encourage richer metadata deposits from publishers. The campaign aims to educate publishers on metadata's importance and recognize leaders in the field. Preliminary goals are to raise awareness, encourage public commitments to comprehensive metadata, and equip stakeholders with tools. Intended outcomes include greater discoverability through interconnected metadata and consistency across the scholarly community. Crossref's role is to drive awareness and provide participation reports and scorecards to publishers. The campaign timeline runs from 2016 through 2020.

1. Campaign for
Richer Metadata
April Ondis
The (only slightly) Mad Marketer
aondis@crossref.org and @Aprilelah

2. So, what is richer metadata?
Metadata about scholarly works extends beyond the DOI.
In addition to bibliographic details, layers of information
accompanying published works may now extend to data
that describes the research, such as the source of research
funding.
It may also include non-descriptive information that
facilitates usage, such as copyright and access permissions.

3. So, what is richer metadata?
In fact, this “richer” metadata can tell you more about
the context of the content deposited for a published
work than you might realize.
For example …

4. Examples of rich metadata
Author data – Crossref metadata may include
information specifying the author’s unique ORCiD,
allowing you to find other works by the same person.
Copyright and access indicators – You can view the
license terms under which the full content may be
available, which is very helpful for scholars who want
to access the full content for research and teaching or
for text and data mining.

5. Examples of rich metadata
Funding data – Metadata may also include the identity of
the grant-making institution that funded the research, so that
the funder and, in the case of publicly funded research, the
general public and other researchers, have visibility on the
resulting research outputs.
Clinical Trials data – Similarly, when research involves a
clinical trial, (testing of medicines and treatments on human
beings), Crossref metadata can enhance output visibility by
displaying the clinical trial number and the related clinical
trial registry.

6. But …

7. Why should anyone
care about a campaign
for richer metadata?

8. That’s what we asked six
members of the scholarly
communications community …

9. Mapping our future
“What do we want this industry to be?
That's really interesting. The idea of being
an advocacy or identity campaign might
touch a nerve in such a way that other
approaches might not.”

10. More carrots, fewer sticks
“I suppose that's about making a
compelling case for what happens when
the metadata arrives. For example, the
Zika virus and what people need is
immediately reliable linked up information.
Will better metadata make that possible?”

11. In the hands of many
“It's layers upon layers. The value is that
it's in the hands of the community, in that
it's in the control of many. It shouldn't be
in the hands of one.”

12. You go first…
“I find it a bit depressing that I'm not
asked for my ORCID more often and when
they do, it's not used. You know how it is,
everyone is waiting for someone else to
make the first move.”

13. Worth the pain
“The smaller publishers will probably be
doing something really basic like Excel
and they're difficult to reach. If you can
provide them with a story that richer
metadata will increase their visibility, I am
quite sure that there would be some good
response from that.”

14. So …

15. In recognition that …
Metadata is the engine that drives
discoverability, use, and reuse of scholarly
communications.

16. Everyone in the scholarly communications
community has a vested interest in
enhancing and improving shared metadata
in order to make scholarly content even
more discoverable.
In recognition that …

17. A campaign is born!
Crossref will be launching “Metadata 2020” in late
2016 with a mission to educate and motivate
scholarly publishers to supply richer metadata and
also to recognize metadata champions across the
scholarly landscape.

18. Preliminary campaign goals:
• Raise awareness of the importance of richer
metadata.
• Educate the community on the role of metadata in
making scholarly content discoverable.

19. Preliminary campaign goals:
• Encourage publishers to make a public commitment
to submit all of the metadata relevant to their
content.
• Equip all stakeholders with the tools they need to
comply with agreed thresholds.

20. Intended Outcomes
We aim to provide a framework to make scholarly
content more discoverable, stimulate new lines of
inquiry, encourage collaboration, and fuel more
innovation.
1. The ability to remix metadata to map interconnections
2. Greater consistency and cohesion across the
scholarly community
3. A common "store" for all

21. Which metadata for enriched deposits?
Journal: DOI
Issue: Month, day of publication; Journal volume;
contributors; special issue title
Article: Month, day of publication; Pages (first page,
last page);citation list; contributors; funder information;
funder identifiers corresponding to funder names in the
Open Funder Registry; ORCID iDs; license information/
access indicator; clinical trials number; author affiliation
information; internal identifiers; archive locations

22. What is Crossref’s role in Metadata 2020?
We will drive awareness of the need for richer metadata
through a comprehensive campaign that informs and
inspires. Case studies will ensure that all communication
is relevant, authentic, credible and effective.
We will educate and equip the community on the
importance of richer metadata with tools designed to
encourage participation, reduce barriers, and help
members promote their own involvement within their
organization.

23. Participation Reports
In the future …
• Crossref will provide information about which
metadata each publisher deposits (and which they
do not)
• Each publisher will have a private login to view this
information via a Members Only section of
Crossref’s new website (coming soon!)

24. Participation Reports
• In the Members Only section, publishers will find a
scorecard that reports on their organization’s use of
Crossref services
• Publishers will be able to assess their own
participation and determine whether to change
deposit processes

25. Campaign Timeline
• The campaign will commence in 2016 and the first
milestones will conclude in 2020, a date which
marks the 40th anniversary of the World Wide Web
and 20 years since the founding of Crossref, and
an opportune time for an in-depth conversation on
metadata as the longstanding bedrock of digital
scholarly communications.

26. You are the “Me” in Metadata 2020!
Crossref wants your feedback - and your support - for
depositing richer (comprehensive) and higher quality
(clean) metadata.
Starting in 2017, we will be inviting supporters from the
community to become Metadata 2020 Ambassadors, a
task force of stakeholders including librarians,
publishers, and affiliates to help raise awareness and
promote participation.

27. Thank you!
This campaign is still a work in progress. You may
have some ideas and questions that we haven’t even
thought about yet - we’d love to hear them!
Please email me at aondis@crossref.org.