07 making information pay 2011 -- sandusky, brent (kaplan)
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Transcript of 07 making information pay 2011 -- sandusky, brent (kaplan)
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Building A Better Wrapper
Brett SanduskyDirector of Product Innovation
Kaplan Publishing
Utilizing the Data Locked Inside Digital Content to Increase “E-” and “P-” Book Discoverability
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Metadata + Search + Digital Supply Network
011000100110100101101110011000010111001001111001001000000110001001101001011011100110000101110010011110010010000001100010011010011000100110100101101110011000010111001001111001001000000110001001101001011011100110000101110010011110010010000001100010011010
011000100110100101101110011000010111001001111001001000000110001001101001011011100110000101110010011110010010000001100010011010011000100110100101101110011000010111001001111001001000000110001001101001011011100110000101110010011110010010000001100010011010
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Internal Database: The eBook is Metadata
Where do I start? (The must haves) Title and Subtitle Product description Author name and bio BISACs The Numbers (ISBN, Price, Dates, etc.) Front matter Back matter Cover copy
What do I think about next? (The nice to haves) Search optimized interior content XML taxonomy and tagging Internal asset tagging
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External Databases: Search Engine Optimization (SEO) and the Open Web
Web properties you own/control Product pages URLs Categorization (Based on proprietary or public taxonomy, e.g. BISAC) Associated assets Associated products Inbound/outbound links
Web properties you do not own/control Customer tags User generated content
Paid search Keywords Negative keywords
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Tools for Keyword Discovery and MonitoringGoogle Search-based Keyword Tool
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Tools for Keyword Discovery and MonitoringGoogle Analytics
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Tools for Keyword Discovery and MonitoringSocial media monitoring
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Tools for Keyword Discovery and Monitoring Marketing campaigns Focus groups Market research Benchmarking Customer service “Repeat back to me…” exercise
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Questions?
Brett SanduskyDirector of Product InnovationKaplan Publishing
[email protected]: Brett
SanduskyTwitter:
@bsandusky
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Thank you!