The Higher Education Persona

1. •The Trade Print Book Persona •The Ebook Persona •The Higher Education Persona: Today Three-part webinar series
2. The Higher Education Persona
3. Agenda • Why is higher education different? • Adoption • Stock • Purchase • Bringing it all together 2
4. Why is higher education different? 3 Adoption • Authors • Content • Audience Stock • Format • Edition • Package • Stock Availability Purchase • Pricing Models • Retail availability • Library availability
5. Traditional purchasing
6. Buying books today
7. Adoption 6
8. Differentiating contributors 7 Standardize across publications Affiliations in bio Qualifications, honors, & titles
9. Highlighting content
10. Specifying audience 9
11. Sending multiple pieces of content in Title Management © 2016 Firebrand Technologies
12. Sending multiple pieces of content in Title Management © 2016 Firebrand Technologies
13. © 2016 Firebrand Technologies Citations in Title Management
14. © 2016 Firebrand Technologies Citations in ONIX
15. Stock 14
16. Linking identifiers
17. Linking editions Replaces/Replaced By References
18. Consistent titles Different titles limit discovery
19. Clear bookseller pricing
20. Include custom packages
21. Status & availability
22. Related Formats in Title Management © 2016 Firebrand Technologies
23. Linking Editions in Title Management © 2016 Firebrand Technologies
24. Configurable Price Types in Title Management © 2016 Firebrand Technologies
25. Status and Availability in Title Management © 2016 Firebrand Technologies
26. Purchase 25
27. Clear reseller pricing 26
28. Clear consumer pricing
29. Library availability 28
30. Usage Restrictions in ONIX 3 © 2016 Firebrand Technologies
31. Bringing it all together 30
32. Why is higher education different? 31 Adoption • Authors • Content • Audience Stock • Format • Edition • Package • Stock Availability Purchase • Pricing Models • Retail availability • Library availability
33. Descriptive metadata 32
34. Pricing & availability metadata 33
35. Questions 34
36. Joshua Tallent Director of Outreach and Education joshua@firebrandtech.com Pat Payton Senior Manager Provider Relations Patricia.Payton@bowker.com Presenters

Notas do Editor

In today’s webinar I am focusing on the purchasing process for higher education books. I will reference the trade book buying cycle in order to explain some differences and I will refer to textbook purchasing. In using the term text books, I am also including trade books used for higher education purposes as well as books published by university presses that are used in academic courses.

I will take you through metadata needed at each step of the buying process and finish off with a good all around example of metadata done well for a higher education book.
This chart lists the steps of the higher education adoption and selling process.
At each step, unique metadata is needed for decision making. And that metadata is not really used by others in the process. This is why higher education metadata needs to be different than trade book metadata.

For trade books, the publisher pitches to the retail buyer to get store placement. In the textbook world, the professor is the decision maker. This is unique because the professor is basing his decision on content. Pricing and availability may or may not affect the professors choice.

The retailer then stocks the book for students. She does care about price and availability information. The store’s stock levels relate to the count of students signed up for a class. Trade books are bought with considerations of marketing and word of mouth in mind. Here the numbers are more clear cut and standard across all subjects.

In step 3, pricing is a very strong purchase factor. Where in trade books, store placement and marketing may have more impact.

This selling model as evolved overtime.
In the old world, a student visited the campus bookseller website, put in their class info and was shown a book. They then decided whether to buy a new or used copy.
Today students can purchase textbooks at a number of different places in many formats. They also have many more pricing models available. Besides new and used, they can rent for various lengths of time. Or they can access a textbooks from the library website and “authorize” a library purchase just by viewing the book.
Let’s first look metadata for the adoption process.
When selling books to academics, having information about the author is paramount. The decision maker wants to know the “authority” the author has for the subject. Metadata such as affiliations, qualifications, and biographies paint the picture for the reviewer. Standardizing the authors name across all works, no matter what the publisher ensures discovery of related products, and products on similar topics by the same author.

This example of Scholar Universe provides rich information that could be included in an ONIX record.
As I stated earlier, content is major point of reference for professors in their discovery process. This includes a robust book description, and reviews. In addition, a detailed table of contents is paramount for higher education titles. Potential professors want to understand the breadth of coverage for a given topic.
Professors are also very interested in understanding subjects and recommended course information. Since there is not an industry standard taxonomy for courses, a publisher should consider sending their own internal codes in ONIX. Also consider putting course information on your website.
After the professor determines the book for a course, the retailer takes over identifying where to purchase the product.
Metadata for higher education materials should include references to all Identifiers you have available. Both print and ebook ISBNs should be associated with your metadata record.
Also, if there are multiple reiterations of a work, previous edition ISBNs should be referenced in the metadata. Avoid putting Edition numbers directly in the title field.
Consistent titles across all related products provide an easy way for retailers to group the items together in search results. It also allows buyers to understand that an online option is a mirrored version or ancillary version to a print book.
Booksellers need to understand the price they will pay for the product and the recommended retail price they should charge their customers. In working with Bowker’s customers, I know it is frustrating for them to decipher this information when only pieces of detail are supplied in ONIX. Put both your net and retail prices in ONIX.
Custom packages used to be proprietary for a particular class at a particular university. Custom packages have a wider appeal today and are sold on many textbook websites. Excluding this information from your metadata means that others throughout the supply chain will start to create it for you. It may be better for the publisher/creator to decide what metadata points go out on these items.
Status and availability are also key to retailers trying to stock a book that was adopted. Clearly state publication dates in your metadata and continue to acknowledge out of print books for up to 6 months after the book is no longer active. Dropping an ISBN from your ONIX file does not ensure retailers know it is out of print.

Stock levels and on order levels can be sent in ONIX so you may also want to consider putting this information in your file.
The final stage of the process is purchasing. Let’s look at the relevant metadata…
A book will be available for sale to many different parties in the supply chain. Some of those will be the ultimate consumer, but there are many other purchasers in the system today including libraries, educator, institutions, and businesses. As it a publisher decides the business models right for them, it is imperative that the price for each customer type be communicated clearly. Also, it is not good enough today to think that you will only send a price to the exact party you have the resell agreement with. There are many middlemen in the process and your partner may want the data sent to a middleman rather than directly to them. That middleman may also deliver products and data to your other customers. So clarity on price for each type of customer is needed to ensure you get the right income for each transaction.
At this stage, a publisher is speaking to consumers with their metadata. An intermediary will receive the ONIX and post the information on their website. You want your ONIX to state clearly any pricing restrictions or qualifiers to ensure retailers associate the correct price point with the correct offering.
Library or institutional rental pricing may different from retail rental pricing and library retail pricing may different from bookseller retail pricing. Each library ebook platform has different triggers for a student/patron purchase. Make sure you understand how they are interpreting your ONIX prices for their site. You both have an interest in this data being correct, but publishers are the only party who knows what they meant to say in ONIX versus what they actually said.
The final stage of the process is purchasing. Let’s look at the relevant metadata…
That covers each stage of the higher education buying process…
Overall I think metadata needed for the adoption process is the easiest to understand. At the previous webinars in this series you heard about the need for descriptions and cover images. Descriptive metadata is well known and even a title that is 10 years old can be found with solid descriptive metadata.
I feel that the other information we shared today including pricing variations, packaged products, and related products is harder to do right. So I wanted to share this example of a publisher website that is tying all of these elements together.

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