BEA Content & Digital Conference Maximizing Metadata & Improving the Bottom Line

1. Maximizing Metadata & Improving the Bottom Line BEA WORKSHOP MAY 12,2016

2. Speakers Patricia Payton Senior Manager, Provider Relations Phil Madans Executive Director, Digital Publishing Technology Margaret Harrison Director Product Metadata Sam Dempsey VP Database Management & Development

3. Maximizing Metadata And Improving the Bottom Line Publisher Perspective Book Expo America May 12, 2016

4. Madans -- Maximizing Metadata -- BEA-- May 12, 2016 Freely available for download at www.bisg.org 4

5. Metadata at HBG Madans -- Maximizing Metadata -- BEA-- May 12, 2016 5

6. An Analogy

7. BABY Gender Eye Color Weight Length Name Apgar Score Hair Color Identifier Metadata Person Metadata Madans -- Maximizing Metadata -- BEA-- May 12, 2016 7

8. Welcome to Bookland 20 Million Books Available in U.S. Source: Bowker Bookland USA: 59th Largest Country By Population Right Above Romania Madans -- Maximizing Metadata -- BEA-- May 12, 2016 8

9. Madans -- Maximizing Metadata -- BEA-- May 12, 2016 9

10. Hi! Madans -- Maximizing Metadata -- BEA-- May 12, 2016 10

11. FICTION / General Madans -- Maximizing Metadata -- BEA-- May 12, 2016 11

12. Discoverability Identifiers Book Madans -- Maximizing Metadata -- BEA-- May 12, 2016 12

17. By Sgt. Ida Irby Madans -- Maximizing Metadata -- BEA-- May 12, 2016 17

19. By Pete Souza Madans -- Maximizing Metadata -- BEA-- May 12, 2016 19

20. How Data is Linked on the Internet Madans -- Maximizing Metadata -- BEA-- May 12, 2016 20

21. FOOD THIS EXIT ATTRACTIONS THIS EXIT Madans -- Maximizing Metadata -- BEA-- May 12, 2016 21

22. 22 • It’s crucial for discoverability • It allows for better merchandising at retailers • Data recipients can be be slow to make changes to some data points • Some sites receive data from aggregators, so there’s an added delay • Some sites just don’t have the resources to update quickly Why Complete and Accurate Metadata Matters There is no standard for how metadata is used in search Madans -- Maximizing Metadata -- BEA-- May 12, 2016

23. 23 The Main Metadata • Subtitle • Author Bio • ONIX Synopsis • BISAC Codes • Series • Keywords • Merchandising Themes • Regionality The Main Metadata Madans -- Maximizing Metadata -- BEA-- May 12, 2016

24. Author Bio Indexable: Retailers (some) pull keywords out of the Subtitle to improve search results on their sites Originally published 2002 Title: Betrayal Subtitle: The Crisis in the Catholic Church Movie tie-in edition published 2015 Title: Betrayal: The Crisis in the Catholic Church Subtitle: The findings of the investigation that inspired the major motion picture Spotlight Subtitle Search results for “Spotlight” on three online book sellers: Site Search Rank In Books Search Rank In All Categories Search Rank for "Betrayal" Amazon 1 4 1 B&N 1 2 10 Powell's 2 7 Site Search Rank In Books Search Rank In All Categories Search Rank for "Betrayal" Amazon 1 4 B&N 1 2 Powell's 2 Site Search Rank In Books Search Rank In All Categories Search Rank for "Betrayal" Amazon 1 B&N 1 Powell's Site Search Rank In Books Search Rank In All Categories Search Rank for "Betrayal" Amazon B&N Powell's Madans -- Maximizing Metadata -- BEA-- May 12, 2016 24

25. 25 Author Bio • Indexable: Retailers pull keywords out of the text to improve search results on their sites • Include notable information: • Awards, honors, affiliations • Bestselling prior titles • Movie or TV tie-in titles • Where the author is from or where they live Plan on revisiting and updating this field over time Author Bio Madans -- Maximizing Metadata -- BEA-- May 12, 2016

26. 26 ONIX Synopsis • Indexable • Different from catalog copy—this is consumer facing. No spoilers! • Include the most important info in the first two sentences or treat as headline • Awards, nominations • Media tie-in info • Best-of lists • Call out special elements like illustrations or reading group guides • Minimum of 50 characters across formats Textual Description Madans -- Maximizing Metadata -- BEA-- May 12, 2016

27. 27 BISAC Codes • Should reflect the primary content of the book • Use as specific a subject category as possible • Aim for 3 codes or more, if appropriate • Subjects can span categories • Where do you want the title to appear on vendor sites • Bestseller lists by category • List the most relevant category first • Gets the most weight • Some recipients only take one code • Avoid first level “general” categories, especially Fiction/General • Fiction/Literary • Fiction/Romance/Historical/Scottish • Titles in a series or by the same author in a particular genre should have the same BISAC codes BISAC Codes Madans -- Maximizing Metadata -- BEA-- May 12, 2016

28. 28 Series • Series names are critical for discoverability and merchandising – All titles in a series should have the same series name • Include series number in your metadata • If multiple books are linked editorially or by a character but aren’t technically a series, use an unofficial series name, like the main protagonist’s name • Some online retailers will create their own series from three or more linked books • Review backlist BISAC categories with each new publication Series Pre-orders are the new backorders Madans -- Maximizing Metadata -- BEA-- May 12, 2016

29. 29Madans -- Maximizing Metadata -- BEA-- May 12, 2016

30. 30 Keywords • Descriptive words about the content or theme that are relevant to the work but do not appear in the title, subtitle, author bio, description, subject codes, or other consumer-facing display data • Not required but used to ensure books are found by consumers using keyword searches and for search engine optimization (SEO) • Used to supplement but not duplicate consumer-facing data Keywords Madans -- Maximizing Metadata -- BEA-- May 12, 2016

31. 31 Keywords Examples • Include words and phrases you think consumers will use to search • Title: The Goldfinch • BISAC Subject Code: FICTION/Literary • Keywords: coming of age; orphans; terrorism; Dutch painters; art history; art • Title: Call Me Burroughs: A Life • BISAC Subject Codes: BIOGRAPHY & AUTOBIOGRAPHY/Literary; HISTORY/Modern/20th Century • Keywords: Beat generation; Beat writers; Beat poets; Jack Kerouac; Joan Vollmer; Tangiers; Junkie Keywords Madans -- Maximizing Metadata -- BEA-- May 12, 2016

32. 32 Merchandising Themes • Terms that can be used in addition to BISAC Subject Codes to denote a particular audience for the book or to indicate a season, event, holiday, or topic • Themes are grouped as Cultural Heritage, Event, Holiday, and Topical • Add as many themes as appropriate Merchandising Themes Madans -- Maximizing Metadata -- BEA-- May 12, 2016

33. 33 Regional Themes • Can be used in conjunction with BISAC Subject Codes and Merchandising Themes • Identify titles with a strong relationship to a geographic region • The most general applicable code should be used • Add as many as appropriate • Can be used for fiction and nonfiction but not in lieu of Subject Codes Regional Themes Madans -- Maximizing Metadata -- BEA-- May 12, 2016

34. 34 Updating Across Formats • Update with new quotes, reviews, awards, honors, media mentions • Update all formats of a title • Update backlist metadata with an author’s new publication • Update backlist series metadata with a new publication Keep Metadata Current and Consistent Madans -- Maximizing Metadata -- BEA-- May 12, 2016

35. 35 Don’t Panic When Things go wrong Madans -- Maximizing Metadata -- BEA-- May 12, 2016

36. Thank You! Phil Madans Executive Director of Digital Publishing Technology Hachette Book Group Chair, BISG Identification Committee phil.madans@hbgusa.com Madans -- Maximizing Metadata -- BEA-- May 12, 2016 36

37. 37 Metadata Strategies to Maximize Sales Margaret Harrison

38. 38 Why Metadata Matters

39. 39 Why Metadata Matters

40. 40 Why Metadata Matters Discovery Conversion

41. 41 Discovery Delighting a customer with content, whether they were searching for a book or not.

42. 42 Discovery

43. 43 Discovery

44. 44 Discovery

45. 45 Discovery

46. 46 Discovery

47. 47 Tried-and-True Book Discovery Strategies Apply 2-3 good BISAC or BIC subject codes

48. 48 FIC000000 =  Tried-and-True Book Discovery Strategies: Subjects

49. 49 Tried-and-True Book Discovery Strategies: Subjects

50. 50 Tried-and-True Book Discovery Strategies Include marketing images

51. 51 Tried-and-True Book Discovery Strategies Use author and series to link related titles

52. 52 Tried-and-True Book Discovery Strategies Manipulate price for discovery (promotions, Kindle deals, etc.)

53. 53 Trending Book Discovery Strategies Optimize book description for online retail • Consider bullets or snappy headers • Use HTML tags in book descriptions • Concentrate on first 150-200 words

54. 54 Trending Book Discovery Strategies

55. 55 Trending Book Discovery Strategies Smart use of keywords • On-screen: incorporate into title and description • Off-screen: expand your reach with 5-7 terms

56. 56 Trending Book Discovery Strategies Metadata is alive • Experiment weekly or even daily • Ensure you have a “live” data connection

57. 57 Trending Book Discovery Strategies Chapter ebooks

58. 58 Trending Book Discovery Strategies: Chapters

59. 59 Trending Book Discovery Strategies: Chapters

60. 60 Conversion Converting a browsing customer to a buying customer.

61. 61 Conversion

62. 62 Conversion

63. 63 Conversion

64. 64 Tried-and-True Book Conversion Strategies Highlight relevant awards and reviews

65. 65 Tried-and-True Book Conversion Strategies

66. 66 Tried-and-True Book Conversion Strategies

67. 67 Tried-and-True Book Conversion Strategies Avoid the dreaded OUT OF STOCK!

68. 68 Tried-and-True Book Conversion Strategies  

69. 69 Tried-and-True Book Conversion Strategies Identify any special features (e.g. recording extras, special bindings, etc.)

70. 70 Trending Book Conversion Strategies AUDIENCE, AUDIENCE, AUDIENCE! With the advent of social media, customer satisfaction matters more than ever – and metadata shapes their experience.

71. 71 Trending Book Conversion Strategies

72. 72 Discovery to conversion

75. 75 Final Thoughts Don’t try to complete all the metadata. Prioritize! • Good subject codes • Formatted book descriptions • Keywords

76. 76 Final Thoughts If you are considering revitalizing content from your backlist…

77. 77 TADATA

78. 78 Thanks! margaret.harrison@ingramcontent.com @ingramcontent @metadatable

79. Metadata and Library Programs Sam Dempsey

80. Library Programs • Approval / Notification – Originally sent copy of book to be kept or returned without penalty – Based on library profile: subject, format, price, audience, edition, others – Librarians make selections • Standing Order / Auto Ship programs – Library signs up to receive products automatically – Popular authors – Popular series – Reference materials

81. Library Programs Evolution • Reduced library staff – Less manual selection, more automation • Reduced budgets – From “What titles should we have” to “What titles do our users want?” – “DIY” web access • Improved technology – More sophisticated, efficient automation

82. Evolution: What do our users want? • Demand Driven Acquisition (DDA): we’ll order it if our patrons request it specifically • Evidence-based Selection Planning (ESP): we’ll order it because similar titles circulate in our library or in libraries similar to ours

83. Sales • Every major vendor in all L&E markets have some of these services • B&T’s extensive services are used by most of our largest volume library clients – US, Canada, Australia, New Zealand, Singapore – 200,000+ title carts per year – 10% library revenue from Standing Order/Auto Ship programs

84. Metadata Dependence • Metadata determines if titles match library customer profiles • Metadata allows for efficient automatic shipment • DDA requires connecting patron provided details with actual metadata • ESP requires reliable metadata to determine ‘similar’ • Librarians will accept results if matches are valid

85. Important Data Elements • Title, Subtitle • Series Title • Author / Contributor • Format • Pub Date • Price • BISAC Subjects • Edition • Audience – Age – Grade – Reading Level • Numbers: – Edition – Volume – Series

86. BISAC Subjects

87. BISAC Subjects 1 • Accuracy • Consistency Title Format BISAC Subject 1 BISAC Subject 2 BISAC Subject 3 Fifty Shades of Grey Hardcover Fiction - Romance - Erotica Fiction - Erotica - General Fiction - Contemporary Women Fifty Shades of Grey Paperback Fiction - Romance - Contemporary Fiction - Contemporary Women Fiction - Romance - General Fifty Shades of Grey Paperback Fiction - Romance - Contemporary Fiction - Contemporary Women Fiction - Romance - General Fifty Shades of Grey (Movie Tie-in Edition) Paperback Fiction - Romance - Contemporary Fiction - Contemporary Women Fiction - Romance - General

88. BISAC Subjects 2 Title BISAC Subject 1 BISAC Subject 2 BISAC Subject 3 Fifty Shades of Grey Fiction - Romance - Erotica Fiction - Erotica - General Fiction - Contemporary Women Fifty Shades of Grey Fiction - Romance - Contemporary Fiction - Contemporary Women Fiction - Romance - General Fifty Shades of Grey Fiction - Romance - Contemporary Fiction - Contemporary Women Fiction - Romance - General Fifty Shades of Grey (Movie Tie-in Fiction - Romance - Contemporary Fiction - Contemporary Women Fiction - Romance - General Fifty Shades Darker Fiction - Romance - Erotica Fiction - Erotica - General Fiction - Contemporary Women Fifty Shades Darker Fiction - Romance - Contemporary Fiction - Contemporary Women Fiction - Romance - General Fifty Shades Darker Fiction - Romance - Erotica Fiction - Erotica - General Fiction - Contemporary Women Fifty Shades Freed Fiction - Romance - Erotica Fiction - Erotica - General Fiction - Contemporary Women Fifty Shades Freed Fiction - Romance - Contemporary Fiction - Contemporary Women Fiction - Romance - General Fifty Shades Freed Fiction - Romance - Erotica Fiction - Erotica - General Fiction - Contemporary Women Fifty Shades Trilogy Fiction - Romance - Erotica Fiction - Contemporary Women Fiction - Romance - General Fifty Shades Trilogy Shrinkwrapped Set Fiction - Romance - Erotica Grey Fiction - Romance - Contemporary Fiction - Contemporary Women Fiction - Romance - General Grey Fiction - Romance - Contemporary Fiction - Contemporary Women Fiction - Romance - General

89. BISAC Subjects 3 • Specific code is better than general code • If you have a specific code, you don’t need the general BISAC Code BISAC Literal Title Count FIC000000 FICTION / General 20,691 FIC036000 FICTION / Thrillers / Technological 256 CKB000000 COOKING / General 9,991 CKB020000 COOKING / Methods / Cookery for One 45

90. BISAC Subjects 4 • Don’t mix Fiction and non-Fiction • Find the appropriate code: • FIC014000 FICTION / Historical • FIC059000 FICTION / Native American & Aboriginal

91. BISAC Subjects 5 • Don’t mix Juvenile and Adult

92. Standing Order Series • Properly field Title, Subtitle, Series, Series Number Title Sub Title Series Title Series Number The Wraiths of War Obsidian Heart book 3 Lady of the House Book Three of the Forever Divas Series Teen Titans Go!: Heroes on Patrol Attack on Titan: Colossal Edition Vol. 3 Welcome to Wonderland #1: Home, Sweet Motel Welcome to Wonderland

93. Standing Order Series • Consistency across formats and members of the series ISBN Title Series Format 9780385530149 Dexter by Design Dexter Digital Download 9780785154501 Dexter Down Under Dexter Down Under Hardcover 9780385536547 Dexter Is Dead Dexter Novel Digital Download 9780345802590 Dexter Is Dead Dexter Morgan Paperback 9780385536530 Dexter Is Dead Dexter Hardcover 9780385532358 Dexter is Delicious Dexter Hardcover 9780307577542 Dexter is Delicious Dexter Compact Disc

94. Standing Order Authors Submitted Standardized Andrews, Virginia Andrews, V. C. Atwood, Margaret Atwood, Margaret Eleanor Baldacci David Baldacci, David Higgins Clark, Mary Clark, Mary Higgins Cole, Joanne Cole, Joanna Jackie Collins Collins, Jackie Dalai Lama Dalai Lama XIV Lama, Dalai Dalai Lama XIV Jones, Merry Jones, Merry Bloch Monk Kidd, Sue Kidd, Sue Monk Koontz, Dean Koontz, Dean R. LaHaye, Tim LaHaye, Tim F. Guin, Ursula K. le Le Guin, Ursula K. Barack Obama Obama, Barack Eby, Tanya Sirois, Tanya Eby Lemony, Snicket Snicket, Lemony Velde, Vivian Vande Vande Velde, Vivian Llosa, Mario Vargas Vargas Llosa, Mario Clive, Cussler Cussler, Clive

95. Audience • Specific Age Range, Grade Range, Reading Level – Required for juvenile titles – Be precise • Ages 0 to 99 and Grades 4-10 will not find a profile • Include General Adult if appropriate • Lexile, Fountas & Pinnell, Guided Reading Levels for Schools

96. Specific Library Needs • Reinforced and library bindings (FormDetail) • Picture Books (Form Detail) • Easy Readers, Chapter Books (BISAC Subjects) • Graphic Novels (BISAC Subjects) • Reading Level (Hi-Lo; Audience) • Media Tie-In (Edition) • Edition Number, Volume Number, Series Number

97. Timing • Send metadata as early as reasonably possible • 6 months prior to Pub Date for trade titles • 3 months for competitive titles, e.g. tech • As early as possible for “drop-in” titles • Library budgets expire: lock in orders while funds exist • Buyer can purchase enough copies • Publishers establish print runs • If title detail, covers, etc. change, send update

98. Library Programs • Accuracy • Consistency • Timeliness Thank you! sam.dempsey@baker-taylor.com

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