Ibpa2012 ben firebrand_discoverability

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Discoverability

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  • Ibpa2012 ben firebrand_discoverability

    1. 1. How to Make Your Titles More Discoverable
    2. 2. What? Core Title/subtitle, author/contributors Format, price, page count, illustrations, series, edition, pub date ISBN, BISAC/subject codes, territorial rights Enhanced Long description (2,000 characters), short description (250 characters) Author/contributor biography Q&A, publicity, supplementary material Reviews, reader feedback
    3. 3. Why? Critical for online discovery, both print and ebook Most titles discovered via search query If title isn’t listed in the top 10–20 results of a query, no chance of discovery Many different systems of classification Amazon, Apple, Barnes & Noble, Bowker, Google, Ingram, etc. Often not compatible, different catalogs/vendors employ different fields XML data feed (usually ONIX) must be customized for each vendor Systems constantly changing
    4. 4. Where? Input Title management system (if working with a publisher or distributor) Or input directory into vendor system(s) Output ONIX feed delivers metadata to various catalogs and vendors 1-2 weeks from input to visibility on catalog/vendor sites Check output regularly, varies from field to field, site to site Experiment! No limit to the number of times fields may be changed
    5. 5. The “How”• Collection • Production • Distribution • Follow Thru• (Business) • (Business/IT) • (IT) • (Business)
    6. 6. Collection Points
    7. 7. Collection PointsEditorialProductionMarketingBusinessManagement
    8. 8. Collection PointsEditorial Acquisition DevelopmentProductionMarketingBusinessManagement
    9. 9. Collection PointsEditorial Acquisition Development Copy FileProduction Editing Design CreationMarketingBusinessManagement
    10. 10. Collection PointsEditorial Acquisition Development Copy FileProduction Editing Design Creation Launch/ SalesMarketing Market Publicity Catalogs Conference PlanningBusinessManagement
    11. 11. Collection PointsEditorial Acquisition Development Copy FileProduction Editing Design Creation Launch/ SalesMarketing Market Publicity Catalogs Conference PlanningBusiness PriceManagement Contracts Pub Plan & Quantity
    12. 12. Collection PointsEditorial Acquisition Development Copy FileProduction Editing Design Creation Launch/ SalesMarketing Market Publicity Catalogs Conference PlanningBusiness PriceManagement Contracts Pub Plan & Quantity
    13. 13. Discoverability: Keywords  Google Keyword Tool: adwords.google.com/keywordtool  Market Samurai Choose your keywords  Look for keywords with high monthly searches, low competition  Avoid general terms — aim to be targeted, relevant, and specific Use your keywords  Incorporate into title/subtitle, description, keynote, author bio
    14. 14. Discoverability:BISAC Codes Subject categories critical for retail and library classification and online discoverability BISAC most common standard, often used in combination with more proprietary classification systems (B&N, Amazon, Google, etc) 52 main subject areas, 3,600+ categories Every category begins with “general”: avoid using this Try to assign at least 3 subcategory codes per title Current codes listed at www.bisg.org
    15. 15. Metadata: Maintenancefor Print Books Pre-Publication Review title/subtitle, cover image, description, author bio, BISAC Carefully manage publication date Post-Publication Add reviews, user feedback, author publicity and promotion Experiment with subject codes, price, etc. Brush Up Your Backlist The stronger the title, the more important to review periodically
    16. 16. Discoverability:Book Evangelists Build a community around your book launch Targeted promotion  Amazon: Reviews, Author Pages, Links, Build Sustained Buying (Amazon Sales Rank), Lists  Timing  Get reviewers early. Request they post within week of launch
    17. 17. Discoverability:Use Your Biggest Asset Use your content to promote  Search Inside the Book  Boost keyword search  Make sure targeted keywords are part of your content  Online galleys to build a fan base to help spread the word
    18. 18. BEN TODD Chief Publisher AdvocateFirebrand Technologies ben@firebrandtech.com

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