Uneak White's Personal Brand Exploration Presentation
Authors metadatarightssocialmediafv
1. Authors, Metadata, Rights and Social Media
Trends and Observations
Peter Clifton
+Strategy
April, 2012
2. The Book Publishing Business - No Time To Look Back
• Mobile Internet - unprecedented early stage growth
• Online Commerce - mobile is a further share gain accelerator
• Social Media - trend is to sharing and social commerce
• Innovation and Creativity - intense
• Discovery - global, instant, easy to find and consume
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3. Discovery and Consumption Behaviors Evolving Quickly
Global Appetite for Easily Accessible Content is Driving
Massive Change
- Online search makes it easy to look for, find and acquire information about anything -
mobile access accelerates the trend further and faster
- Discovery is optimized when the indexing and organization of all related and authoritative
information about something is enabled
- For Authors and Creators, their work and their marketing, lots of fragmented activity
appears on the Internet every day - reviews, mentions, news, conversation, promotion,
content, blogs, media - across search engines, social networks, communities and
thousands of websites.
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4. Global Internet Device Sales - Exploding
2011 - number of Smartphones sold exceed 2015 - intense growth over next 4 years to
PC’s sold f$2bn units
Text Text
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Source: Gartner, IDC, Business Insider
5. The Changing Shape of Content
Changes are Rapid and Accelerating
Traditional Formats Online Formats New Formats
browser based symantic
books
ebooks linked
newspapers
articles open
magazines
apps contextual
journals
files ebooks
CDs
blogs multimedia
social social
short form location
bundled
purchase purchase purchase
retail online mobile/device
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6. Discovery Trends - Raising the Bar
Metadata Taxonomies are Evolving
- Metadata structures, taxonomies, tagging and display are evolving rapidly
- Metadata properties manipulate relationships and context - impact the SEO record
- Online search, etailers, social sites, blogs, databases and other aggregators are adding
features and functionality to tie Authors/Creators, consumers and related content together
at a fast pace
- Previously unrelated Author/Creator marketing and media can be tagged to the product
resulting in a richer, more engaging experience of the Creator and their work
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7. Discussion Boards Settings
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Twilight (The Twilight Saga) [Mass Market
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Stephenie Meyer (Author)
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Frequently Bought Together
- author/Creator pages now linked to the
‘title’s’
- B&N also others working on this
taxonomy but each for themselves
ttp://www.amazon.com/Twilight-Saga-Stephenie-Meyer/dp/0316038377/ref=sr_1_1?ie=UTF8&s=books&qid=1284662339&sr=8-1 Page 1 of 9
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8. Text
Metadata Transformation - Before and After
Before - Title ISBN structure - line by line
- ISBN structured data file - typical of
many Publisher catalogs today
After - Creator ID with connected Work and Edition IDs assigned
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9. Text
Text
Metadata Optimization Example
- Creator ID assignment is step 1
- once IDs are assigned anything can be
linked to it
- Creators and their work can be linked
- Works can be linked to the right Creators
and edition linked to the Work
- same name duplication can be
eliminated and duplicate titles can be
found, merged and fixed
- an authoritative, comprehensive, rich and
expanding profile of a Creator and their
work can be maintained, provided to
reseller partners and built upon every day
- this is much more than about selling a
book or ebook - it’s about rich discovery
which can lead to connectivity, marketing
and commerce on a new scale
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10. Social Media - enables community, engagement & sharing
Moved from Experimentation to Integration
- Publishers, Marketing and Publicity firms are retooling for mobile formats
- Social Media campaigns no longer a separate component of campaigns
- Social Media and Author branding no longer just about the book. The book is only 1 way to
express their expertise. Content can be shared in so many ways
- Increasingly looking for ways to embed the point of purchase closer to the conversation so
the influence doesn’t wane.
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11. Social Commerce Example - Moontoast Widget
Like, Share, Post:
discovery
recommendations
Social Commerce - purchasing
integrated in community/
conversation
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Source - Moontoast
12. Shopping on Mobile Devices - Tablet/Smartphones Drive Commerce
$6bn to f$31bn in 5 years
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Source: RichRelevance. Forester Research
16. Publishers, Self-Publisher Services and Agents
New & Published Authors are Gravitating to Self-Pub Models
• Self Publishing - growing fast
- Author Solutions publishing approx. 30,000 new titles annually through all imprints
- a la cart marketing services ‘un-bundle’ the traditional role of a publisher - for fees
- many options for traditionally published and first time Authors - not simple or easy
• Traditional Publishers - retooling to survive and embrace new models
- refining traditional rights split models based on pressure from new entrants like Open Road
- metadata, reporting, rights, experimenting with new forms of premium content
- seeking efficiencies through POD and leaner inventories
- facing challenge of maintaining traditional infrastructure and operational costs
- insist on acquiring all Rights and maximizing Rights sales internally
• Agents
- experimenting with their own Author ‘self publishing’ services projects
- getting closer to ‘publishing’ for their Authors
- looking for bestselling self publishing authors to sign
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17. What are Book Authors Focused on?
$$ Sales, Distribution, Marketing & Surviving
- Authors want to get published and or create ebooks and get them distributed and sold
- securing a traditional publishing deal - provides legitimacy and services
- heading to Amazon, B&N, Apple and self publishing companies in droves
- self publishing services are becoming more sophisticated - very quickly
- some are concerned about their electronic Rights and maximizing but generally low
awareness as to what this means and what’s involved
- If they have an agent or publisher - they leave this to them
- most are unsure of how to market in the vast sea of the Internet
- Becoming effective on Facebook, Twitter, Tumblir, LinkedIn and Social sites
- Blogging, building a platform - trying to connect directly with readers
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18. The Author eMarketing Platform
RSS Store Mobile
vlogs SEO
Front
sketch
blogs E-commerce
micro
blogs Local
Blogs Search
Market
mp3
Place
blogs
Organic
video, image
Video photo Social
blogs
Audio
Sponsors
Podcasts Advertising
Social
Rich
Media
Events
Profile Mgmt
Pages Landing
Corporate Groups Links
Pod Forums Page Banners
Casting
Widgets
Book Social RSS RSS Websites
Marks Networking
Webcasts
Micro
Blogging
Sites
Video
Sharing Image
Photo Video +Strategy - Proprietary & Confidential
Sharing Wiki
Sharing
19. Rights and Related Trends
- Online Content permissions, monetization, tracking, reporting and payments - enhanced by
tools like CCC’s RightsLink
- DIY platforms offering improved ‘Rights’ toolset sophistication:
‣ platform exclusivity (Kindle Lending Library) - bundled into Prime subscription
‣ copyright vs. public domain
‣ territory or world English rights options- more transparent in digital environment
‣ auto pricing in multiple currencies
‣ translation rights
- eBook Channel sensitivities
‣ U.S. Public libraries - right to make available, not available
‣ pricing plans - right to sell - wholesale vs. agency
‣ vendor and or publisher - right to make available
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20. Summary Points
- Publishers rapidly producing ebooks as formats grow to substantial % of sales in short
period - managing advances/print orders/distribution tighter than ever
- Many Authors shifting to ebooks, self publishing; Amazon KDP, B&N, Apple DIY platforms
- Engaged on Social Sites -Facebook, Twitter, Tumblir, LinkedIn, Reader sites and Blogging
- Physical retail under enormous pressure and shrinking ( Borders, Indies - more to come)
- Traditional Publishers and Agents under great pressure to adapt
- Content formats are and will become more diverse - mobile drives broader access
- Present value of content my be declining due to impact of lower digital prices.
- Metadata drives discovery, context and commerce
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21. Text Text
Thank You!
Peter Clifton
+Strategy
April, 2012
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+Strategy - Proprietary & Confidential
