Metadata That Matters

Metadata that Matters Maximising Your eBook Sales

Patrick Crowley

Digital Marketing Manager, ePubDirect

@patrickpcrowley

So… metadata

…zzzZZZ?

METADATA = EBOOK SALES

±Metadata ONLY representation of an eBook product in market place

±Discoverability

Why Metadata?

Metadata is your digital sales rep!

• To create a unique record in the catalogue• To transact between value chain members• No charge for metadata• Without metadata – you’re eBook doesn’t exist

• It’s how you speak to your customers • It’s how they find you and your products • It influences their buying decisions

Get Metadata on your business agenda

Would you employ this Sales Person? •Late product information •Wrong/missing price •No visuals •Incomplete information •Doesn’t know what category the book should be in•Can’t say what the book is about •Can’t remember the author’s name/gets it wrong •Can’t remember what else the author has done •Isn’t sure if the book is part of a series •Gets the title wrong •Can’t spell or string a sentence together •Gives the wrong publication date •Doesn’t know when the product will be available •Isn’t sure where it can be sold

So don’t allow your metadata to

perform in this way

Core part of your eBook Strategy

Metadata

Don’t believe me?

The Evidence 1) Nielsen Bookscan White Paper: The

Link Between Metadata and Sales

2) Our Own Experience

700% Increase!

Case Study – Using Metadata

Sales up 66%

Challenge:• The publishing client’s title which was commercial and enjoying good

physical sales. But this had not translated into good eBook sales and was deemed to be underperforming.

Solution:• We worked on the metadata to improve sales through adjustments to

items such as BIC/BISAC code Name Price Descriptive Metadata These changes were monitored for impact on sales and supported

by in-house marketing support.

Evaluation:• Within 8 weeks the quantity of the titles sales increased by 75% and revenue increased by 66%.

Case Study – Metadata Management

No 1Amz.co.uk

Metadata Lifecycle

Bowker vs Nielsen (vs BISG)

Types of Metadata

Metadata & Amazon

Core

Searching for title

Descriptive

Multiple versions of title description

Metadata & Kobo

Same search on Kobo – no result

Search 100 instead of 1 hundred

Title not displayed

Metadata & Google

Title found! www.epubdirect.com

Searcher Directed to Amazon

Importance of Keywords

Multiple options

User must be specific!

www.epubdirect.com

Core

Searching for title www.epubdirect.com

Descrip

tiv

e

Searching for title

Metadata & Nook

Regional Difference www.epubdirect.com

Core


Descriptive


http://youtu.be/cbtf1oyNg-8

www.epubdirect.comOptimize for humans!

ONIX ≠ Metadata

Metadata can be in any formatONIX is the only standard in use for

books

www.epubdirect.com

Quick word on ONIX 2.1 vs. 3.0

Most “downstream” players still on 2.1You’ve got till December 2014 to switch

It’s like postponing getting a filling for a cavity

OK, OK!Where do I start?

Profile & awareness

Good metadata = more sales

Track the impact of metadata through our eBook

Analytics – get informed!

Who & what is/are touching the metadata?

Data cleansing (groan)

HR – metadata inductions

Enhanced metadata working group

Systems provider and IT teams , ONIX

Document all changes to systems in a users guide

(both non-technical and technical versions)

Ask for help – Us, BIC and Nielsen

The importance of getting it RIGHT FIRST TIME!

www.epubdirect.comGlobal Distribution

EBOOK DISTRIBUTION SERVICES

Contact us:[email protected]

@epubdirect

www.epubdirect.comContact Us

Metadata That Matters

Education

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