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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
Searching for title www.epubdirect.com
Descriptive
Searching for title www.epubdirect.com
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
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