27 Oct 2011 ... Books Added. May 28: Vaginal Fantasy. Hangout (3500+ members) begins
reading Kushiel's Dart. 0. 50. 100. 150. 200. Books Added. Mar 1.
How People Discover Books Online
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What is Goodreads?
Goodreads is the largest site for readers and book recommendations in the world. 9 million readers Social Network Recommendations Reviews Shelves Book Clubs A Comscore April US top ten social network. Tuesday, June 26, 12
Goodreads’ mission is
Discovery To help people find books they love and share them with friends.
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Deep Reading Data 200 million
315 million books shelved, growing at 17 million a month 150 million
110 million 100 million
64 million
50 million
0
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2008
2009
2010
2011
2012
photo by o5com
6 million books discovered a month (added to to-read)
Every second...
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photo by o5com
6 million books discovered a month (added to to-read)
Every second...
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2 books are discovered on Goodreads
The Long Tail of To-Read Books 16,000 16,000
Top 40 books: 5%
14,000
Added to to-read
12,000
10,000
Added to to-read
12,000
8,000
4,000 8,000
0
10
6,000
20
30
40
391,031 unique titles 4,000
Top 5,000 books: 56%
(99.9% not shown)
2,000
0
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1,000
2,000
3,000
4,000
5000
In an increasingly digital world,
discovery
is becoming more and more important. Serendipitous discovery is key to driving book sales.
Tuesday, June 26, 12
In an increasingly digital world,
discovery
is becoming more and more important.
Goodreads is leveraging social discovery to reinvent the way people find books. We’ll show you discovery tools.
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Where people discover books on Goodreads Giveaways 2% Other 7% Mobile 6%
Search 19%
Lists 7%
Author & Series 8%
Registration 19%
Genre Browsing 9% Friend Updates 9%
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Recommendation Engine 13%
Where people discover books on Goodreads Word of mouth
Giveaways 2% Other 7% Mobile 6%
Search 19%
Lists 7%
Author & Series 8%
Registration 19%
Genre Browsing 9% Friend Updates 9%
Tuesday, June 26, 12
Recommendation Engine 13%
Where people discover books on Goodreads Word of mouth
Giveaways 2% Other 7% Mobile 6%
Search 19%
Lists 7%
Author & Series 8%
Registration 19%
Genre Browsing 9% Friend Updates 9%
Tuesday, June 26, 12
Recommendation Engine 13%
Popular books
Where people discover books on Goodreads Word of mouth
Giveaways 2% Other 7% Mobile 6%
Search 19%
Lists 7%
Author & Series 8%
Registration 19%
Popular books
Genre Browsing 9% Friend Updates 9%
Recommendation Engine 13%
Midlist Tuesday, June 26, 12
Where people discover books on Goodreads Word of mouth
Giveaways 2% Other 7% Mobile 6%
Search 19%
Lists 7%
Browsing: popular & midlist
Author & Series 8%
Registration 19%
Popular books
Genre Browsing 9% Friend Updates 9%
Recommendation Engine 13%
Midlist Tuesday, June 26, 12
Search
Books added to to-read
Registration has popular books, search has the long tail
0.2
0.15
0.1
0.05
0
100
1,000
10,000
100,000
1,000,000
100,000
1,000,000
Registration Flow
Books added to to-read
Popularity of book
0.2
0.15
0.1
0.05
0
100
1,000
10,000
Popularity of book
Tuesday, June 26, 12
Goodreads Recommendation Engine • Last year Goodreads acquired Discovereads. • Netflix level recommendation algorithm. • 20 billion data points about books. • Launched in September 2011. Result: 60% increase in books discovered in months following launch.
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A Taste Based Algorithm If you liked these books, thousands of other readers liked these similar books…
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Goodreads Recommendations
Books added to to-read
Goodreads Recommendations designed to hit mid-list sweet spot 0.2
0.15
0.1
0.05
0
100
1,000
10,000
100,000
1,000,000
100,000
1,000,000
Registration Flow
Books added to to-read
Popularity of book
0.2
0.15
0.1
0.05
0
100
1,000
10,000
Popularity of book
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How it increases discovery of books 400
50% found this book via Goodreads recommendations
350
Users who added the book
300
250
90-100 people added per day
200
150
Published in 2004
100
10-20 people added per day 50
0
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2011-02-19
2011-04-10
2011-05-30
2011-07-19
2011-09-07
2011-10-27
2011-12-16
2012-02-04
Lists & Genre Browsing •
Account for combined 16% of discovery.
•
Lists are focused on popular & mid-list titles.
•
Power users will put your book on the right lists, driving lots more discovery.
Books added to to-read
Popularity of Listopia books discovered 0.2
0.15
0.1
0.05
0
100
1,000
10,000
Popularity of book
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100,000
1,000,000
Goodreads Drives Book Discovery on Facebook • Currently seeing 10 million books shared per month. • Generating 220 million impressions per month!!!
Monthly Actives have grown 440% since January!
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Fifty Shades of Grey
50000
The Origins of a Publishing Phenomenon
40000
30000
20000
10000
0 Jul 2011
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Nov 2011
Mar 2012
Fifty Shades of Grey
50000
The Origins of a Publishing Phenomenon
40000
30000
20000
10000
0 Jul 2011
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Nov 2011
Mar 2012
Fifty Shades of Grey
50000
The Origins of a Publishing Phenomenon
40000
30000
20000
10000
0 Jul 2011
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Nov 2011
Mar 2012
50000
Fifty Shades of Grey The Origins of a Publishing Phenomenon
40000
30000
20000
10000
“So how did an obscure BDSM novel, which Publisher's Weekly confirmed began as "Twilight" fan fiction, become a phenomenon? At least part of the explanation can be found in the social network for book worms, Goodreads.”
0 Jul 2011
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Nov 2011
Mar 2012
50000
Fifty Shades of Grey The Origins of a Publishing Phenomenon
40000
30000
20000
10000
0 Jul 2011
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Nov 2011
Mar 2012
November 3: Fifty Shades nominated for Goodreads Choice Award in Romance, 2500+ people add the book
Books Added
3000 2250 More than 4500 members, 500+ add the book in one day
1500 June 20: Publication
750 0 Arp 2011
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July 3: Romance Readers Reading Challenges starts reading Fifty Shades
July 2011
More than 2400 members, 500+ add the book in one day, 600 the next
October 6: Erotic Enchants starts reading Fifty Shades
Oct 2011
20,000 book clubs on Goodreads
4,853 members
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Tips To Leverage Book Clubs on Goodreads
1. Follow groups in your genre 2. Author chats are popular in many groups (E.L. James participated in a chat with a group in January)
3. Follow the group rules and don’t spam 4. Befriend the moderator
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The Mini-Oprahs: Tastemakers of Fantasy & Sci-Fi
Books Added
200
Originally Published: 2003
May 28: Vaginal Fantasy Hangout (3500+ members) begins reading Kushiel’s Dart
150 100 50 0
Mar 1
Mar 15
Apr 1
Apr 15
May 1
May 15
Books Added
200
Originally Published: 1990
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150
May 25: Sword & Laser (9300+ members) announces they’ll read Tigana next
100 50 0
Mar 1
Mar 15
Apr 1
Apr 15
May 1
May 15
Goodreads Book Launch Package Build buzz and increase user engagement around a book launch.
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•
Run giveaways well before the launch to build reviews & buzz.
•
Deep targeted ads: reach readers by author or genre.
•
Sponsored Poll: drive engagement and book adds.
•
Newsletter or New Releases placement: reach 6.5 million.
Anatomy of Book Discovery
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Anatomy of Book Discovery
Tuesday, June 26, 12
Anatomy of Book Discovery 450
People who added book to "to-read"
400
350
300
250
200
150
100
26 reviews
Giveaways
50 15 reviews 0
10/17/11
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11/6/11
12/1/11
12/16/11
1/8/12
1/31/12
2/14/12
2/27/12
3/12/12
3/26/12
4/9/12
4/23/12
Anatomy of Book Discovery 450
People who added book to "to-read"
400
350
300
NPR Fresh Air Ads + Sponsored Poll
Movers & Shakers 250
Rate Books Page
200
150
Published Other
100
50
Friends 0
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Search 3/1/12
3/8/12
3/15/12
3/22/12
3/29/12
4/5/12
4/12/12
4/19/12
4/26/12
Anatomy of a Bestseller May 21: Berkley buys Bared, touting “2,500 reviews” on Goodreads as a major reason, hits NY Times Bestseller list
People who added book to their shelves
Apr 23: Became top related book for Fifty Shades of Grey
100 80
Mar 12: Giveaway Began
60 40 to-read
20
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0
reviews Feb
Mar
Apr
May
What does “discovery” mean anyway?
Discovery means all the touchpoints in the mind of the consumer it takes to get them to decide to purchase and read a book.
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Marketing Adage
It takes about 6-12 touchpoints in the mind of the consumer to get to a purchase. The stronger the touchpoint, the fewer you need.
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photo by anja_johnson
“
Between us and our readership, there’s a brick wall and we have little hammers, and if we keep hitting the wall eventually we’ll punch through it.
”
- Marketing Manager at a large publishing house, quoted in Merchants of Culture by John Thompson
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Discovery happens in lots of ways - there is no magic bullet But there are a few things to keep in mind.
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Maximize touchpoints around launch!
Find your audience: existing fans, comp fans, etc. Start the process well before launch. Use the tools at your disposal to amplify any traction you get.
Tuesday, June 26, 12
Otis Y Chandler, CEO
[email protected] goodreads.com/otis twitter.com/otown
Tuesday, June 26, 12