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How People Discover Books Online
What is Goodreads?

 Goodreads is the largest site for readers and
    book recommendations in the world.

    A community of 7 million readers who
  recommend books, write reviews, compare
   what they are reading, keep track of what
they’ve read, form book clubs, and much more.
Our Mission

To help people find and share
      books they love.
Deep Reading Data
120 million
                                              110 million




                250 million books shelved,
 90 million
              growing at 14 million a month


 60 million




 30 million




         0
                  2008       2009      2010     2011
What is a “book shelved”?
Goodreads: How People Discover Books Online
Books Discovered - aka the To-Read Shelf


            63,000,000
           books marked as to-read
        As many books as the combined collections of
the Library of Congress, NYPL, and the Boston Public Library




 photo by Serithian          photo by andy in nyc              photo by cerebros1
photo by ShutterRunner




       5,750,000
  books marked as to-read in January 2012
books in the Chicago Public Library’s collection
photo by o5com




          In January 2012...




Every second...   2 books were discovered
                       on Goodreads
My Reading Queue
They read books, too

1,220,269                books finished

  453,529                 books started
            (in January 2012)


 A book is finished every 2 seconds
Top To-Read Books in January
                     The Girl with the
The Hunger Games      Dragon Tattoo      Divergent        The Help        The Fault in our Stars       Steve Jobs




                                                      Extremely Loud &
 The Night Circus       11/22/63         Bossypants    Incredibly Close          Cinder            Water for Elephants
The Long Tail
                                               16,000


                   16,000
                                                                       Top 40 books: 5%
                                               12,000
                            Added to to-read




                   14,000



                   12,000                       8,000
Added to to-read




                   10,000
                                                4,000


                    8,000

                                                   0
                                                                10      20          30       40
                    6,000

                                                                                                    391,031 unique titles
                    4,000
                                                                             Top 5,000 books: 56%    (99.9% not shown)

                    2,000



                       0
                                                        1,000            2,000              3,000   4,000             5000
What we really want to know

How did those people find those books?
19% During Registration

The average engaged reader adds
 over 30 books to their to-read
    shelf during registration.
Goodreads: How People Discover Books Online
Registration flow is focused on popular books



                          0.2
Books added to to-read




                         0.15



                          0.1



                         0.05



                           0
                                             100      1,000        10,000   100,000   1,000,000

                                                   Popularity of book
19% from search

People hear about a book, search
   for, and add it to to-read.
Hey, you have to read
                                 Ready Player One!




Conversation, email, tweet, FB post, IM, blog post, pin, check-in, comment...
Search has the long tail

                                         0.2




               Books added to to-read
                                        0.15



  Search                                 0.1



                                        0.05



                                          0
                                                         100      1,000        10,000   100,000   1,000,000

                                                               Popularity of book


                                         0.2
               Books added to to-read




                                        0.15


Registration                             0.1
   Flow
                                        0.05


                                          0
                                                         100      1,000        10,000   100,000   1,000,000


                                                               Popularity of book
13% from recommendations
       Launched in September, our
recommendation engine plumbs 20 billion
    data points to deliver personalized
    recommendations to each reader.
If you liked these books, thousands of other readers
              liked these similar books…
Goodreads Recommendations designed to hit
                     mid-list sweet spot

                                            0.2



                  Books added to to-read
                                           0.15


   Goodreads                                0.1
Recommendations
                                           0.05


                                             0
                                                  100      1,000        10,000   100,000   1,000,000


                                                        Popularity of book



                                            0.2
                  Books added to to-read




                                           0.15


  Registration                              0.1
     Flow
                                           0.05


                                             0
                                                  100      1,000        10,000   100,000   1,000,000

                                                        Popularity of book
9% from friend updates

The average engaged Goodreads
    member has 19 friends.
Serendipitous discovery by seeing what friends are
       reading and browsing their shelves
Friends also alert you to a wide variety of books


                                           0.2



                 Books added to to-read
                                          0.15



Friend Updates                             0.1



                                          0.05



                                            0
                                                 100      1,000        10,000   100,000   1,000,000


                                                       Popularity of book


                                           0.2
                 Books added to to-read




                                          0.15



   Search                                  0.1



                                          0.05


                                            0
                                                 100      1,000        10,000   100,000   1,000,000


                                                       Popularity of book
8% from authors’ or series pages

     76% of authors have written
        more than one book
Goodreads has great author profiles
Books from authors you know are well distributed


                                     0.2




           Books added to to-read
                                    0.15



Authors                              0.1



                                    0.05



                                      0
                                           100      1,000        10,000   100,000   1,000,000


                                                 Popularity of book



                                     0.2
           Books added to to-read




                                    0.15



Search                               0.1



                                    0.05


                                      0
                                           100      1,000        10,000   100,000   1,000,000


                                                 Popularity of book
7% from lists

 Goodreads has over 11,000
member created lists with over
     5,000,000 votes.
People Love Lists
Lists are great for finding popular
                       and mid-list books

                                            0.2




                  Books added to to-read
                                           0.15



  Listopia                                  0.1



                                           0.05



                                             0
                                                  100      1,000        10,000   100,000   1,000,000

                                                        Popularity of book




                                            0.2
                  Books added to to-read




                                           0.15


Registration                                0.1
   Flow
                                           0.05


                                             0
                                                  100      1,000        10,000   100,000   1,000,000


                                                        Popularity of book
6% from mobile apps

Over 800,000 app installs
 (iPhone, iPad, Android)
When you hear about a book on the go...




                           UIWindow
                           768 x 1024
Mobile is well distributed


                                   0.2




         Books added to to-read
                                  0.15



Mobile                             0.1



                                  0.05



                                    0
                                              100      1,000        10,000   100,000   1,000,000


                                                    Popularity of book




                                   0.2
         Books added to to-read




                                  0.15



Search                             0.1



                                  0.05


                                    0
                                              100      1,000        10,000   100,000   1,000,000


                                                    Popularity of book
2% from giveaways*

 In January 2012, we ran 1,065
  giveaways and shipped 8,035
copies. 839,145 people entered.

     * Actual discovery from giveaways is not well tracked
Giveaways are our single best free way to
        build buzz pre-launch
Giveaways are all about new titles
                                           0.35



                                            0.3



                                           0.25




                  Books added to to-read
                                            0.2



Giveaways                                  0.15



                                            0.1



                                           0.05



                                             0
                                                  100      1,000        10,000   100,000   1,000,000

                                                        Popularity of book



                                            0.2
                  Books added to to-read




                                           0.15


Registration                                0.1
   Flow
                                           0.05


                                             0
                                                  100      1,000        10,000   100,000   1,000,000


                                                        Popularity of book
People discover books in diverse ways

        Giveaways
           2%


                         Other
                          7%
           Mobile                        Search
            6%                            19%


        Lists
        7%


   Author & Series
        8%                                    Registration
                                                 19%

          Genre
         Browsing
            9%

                      Friend     Recommendation
                     Updates         Engine
                       9%             13%
Search was our top method of discovery, and
those users had heard of the book elsewhere.


How did those people find
     those books?
Do you often find books from the following sources?

             Known author                                                      96%

             Friend (offline)                                             79%

         Goodreads friends                                         64%

Goodreads recommendations                                    60%

                 Bookstore                                   59%

                   Amazon                              54%

                    Library                            54%

       Goodreads browsing                         43%

              Newspapers                         40%

          Author's website                 26%

                     Radio           15%

                 Facebook            14%

                         TV     9%

          Publisher website     8%

                     Twitter   6%
                                                             Survey of 3,248 people
Once you get a reader to discover an
                          author you’re golden.

 Known author                        96%
             Friend (offline)

         Goodreads friends

Goodreads recommendations

                 Bookstore

                   Amazon

                    Library

       Goodreads browsing          96% of people say they often read
                                      authors they already know
              Newspapers

           Author's website

                     Radio

                 Facebook

                         TV

          Publisher website

                    Twitter
Friends are a powerful way to
                                      discover books
             Known author

     Friend (offline)                         79%
Goodreads friends                      64%
 Goodreads recommendations

                  Bookstore

                    Amazon

                     Library

        Goodreads browsing

               Newspapers

            Author's website

                      Radio

                  Facebook        79% often discover books from friends offline
                                  64% from friend updates on Goodreads
                         TV

           Publisher website

                     Twitter
Twitter and Facebook are not great
                              sources of discovery
            Known author

             Friend (offline)

         Goodreads friends

Goodreads recommendations

                 Bookstore

                   Amazon

                    Library

       Goodreads browsing

              Newspapers

           Author's website

                     Radio

         Facebook                   14%      Good for engaging with your
                         TV

          Publisher website
                                          favorite authors, but not great for
              Twitter          6%                 finding new books
Something fun: Measuring Media Promotion



When a book is mentioned in the media
 it often gets a “pop” on Goodreads
Media Spikes
                       46                                                                                                           100


                       40

                                                           Morning Edition 2/6                                                      80
Users who added book




                                                                                                             Users who added book
                       30
                                                                                                                                    60                             Fresh Air 2/1

                       20
                                                                                                                                    40



                       10                                                                                                           20



                       0                                                                                                                0
                            2012-01-07   2012-01-14   2012-01-21    2012-01-28    2012-02-04    2012-02-11                                         1/7      1/14    1/21       1/28       2/4




                       80                                                                                                           80


                                                                                                                                                                               Book Review 1/15
                       60                                                                                                           60
Users who added book




                                                            Morning Edition 2/7                              Users who added book



                       40                                                                                                           40




                       20                                                                                                           20




                       0                                                                                                            0
                            2012-01-07   2012-01-14   2012-01-21   2012-01-28    2012-02-04    2012-02-11                                   12/7         12/30      1/13           1/27         2/10
Appeared January 4 On The Daily Show




                            55

                            50
                                 Added by searching for book

                            40
     Users who added book




                            30

                                                         Added from friend updates

                            20




                            10




                            0
                                      10-Jan               17-Jan                24-Jan   31-Jan
Avid readers discover books
          differently from casual readers
         From Friends                           From Goodreads Recommendations
   1
                                                   0.8

  0.8                                                                             26%
                                  14%              0.6

  0.6


                                                   0.4
  0.4


                                                   0.2
  0.2



   0                                                 0
        Avid     Casual                                    Avid        Casual



 Friends are important, but            Avid readers discover books more often from
not enough for avid readers.         Goodreads Recommendations than casual readers.

                Avid = 49+ books per year   Casual = 12 or fewer books per year
Fantasy, Science Fiction, and YA Readers
         From Known Authors      From Goodreads Lists & Genres
   0.5                            0.5                     38%
                           41%
   0.4                            0.4



   0.3                            0.3



   0.2                            0.2



   0.1                            0.1



    0                              0
         Fantasy   Other                Fantasy   Other



Fantasy, SciFi, and YA readers    And they’re more likely to
 are more likely to read more    discover books by browsing
  from an author they know.        genres and lists online.
Romance Readers
   From Goodreads Recommendations        From Goodreads Lists & Genres

      0.8                                  0.6

                              +40%                                 +51%
                                           0.5
      0.6
                                           0.4


      0.4                                  0.3


                                           0.2
      0.2
                                           0.1


       0                                    0
            Romance   Other                      Romance   Other




Romance readers are especially fond   And they’re more likely to discover
 of Goodreads Recommendations.        books by browsing genres and lists.
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.
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.
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
Discovery happens in lots of ways
     - there is no magic bullet

But there are a few things to keep in mind.
Long Tail Books
  Word-of-mouth is most effective for long tail books.
            Focus on your core readers.

Goodreads giveaways can drive a lot of initial awareness
              among the right readers.
Mid-List Books
      Market to existing fans as much as possible.

Focus on marketing to readers of your comparable titles.
They will put your book on the right lists and ensure the
        recommendation algorithm picks it up.

                  Friends are crucial.
Bestsellers
   Maximize your consumer touchpoints around launch.

         Be ready to capitalize on any media hits.
   Convert broadcast mentions into word-of-mouth buzz.

Goodreads amplifies the effect of a traditional media mention
           and sustains attention for the book.
Otis Y Chandler, CEO
otis@goodreads.com
 goodreads.com/otis
 twitter.com/otown

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Goodreads: How People Discover Books Online

  • 1. How People Discover Books Online
  • 2. What is Goodreads? Goodreads is the largest site for readers and book recommendations in the world. A community of 7 million readers who recommend books, write reviews, compare what they are reading, keep track of what they’ve read, form book clubs, and much more.
  • 3. Our Mission To help people find and share books they love.
  • 4. Deep Reading Data 120 million 110 million 250 million books shelved, 90 million growing at 14 million a month 60 million 30 million 0 2008 2009 2010 2011
  • 5. What is a “book shelved”?
  • 7. Books Discovered - aka the To-Read Shelf 63,000,000 books marked as to-read As many books as the combined collections of the Library of Congress, NYPL, and the Boston Public Library photo by Serithian photo by andy in nyc photo by cerebros1
  • 8. photo by ShutterRunner 5,750,000 books marked as to-read in January 2012 books in the Chicago Public Library’s collection
  • 9. photo by o5com In January 2012... Every second... 2 books were discovered on Goodreads
  • 11. They read books, too 1,220,269 books finished 453,529 books started (in January 2012) A book is finished every 2 seconds
  • 12. Top To-Read Books in January The Girl with the The Hunger Games Dragon Tattoo Divergent The Help The Fault in our Stars Steve Jobs Extremely Loud & The Night Circus 11/22/63 Bossypants Incredibly Close Cinder Water for Elephants
  • 13. The Long Tail 16,000 16,000 Top 40 books: 5% 12,000 Added to to-read 14,000 12,000 8,000 Added to to-read 10,000 4,000 8,000 0 10 20 30 40 6,000 391,031 unique titles 4,000 Top 5,000 books: 56% (99.9% not shown) 2,000 0 1,000 2,000 3,000 4,000 5000
  • 14. What we really want to know How did those people find those books?
  • 15. 19% During Registration The average engaged reader adds over 30 books to their to-read shelf during registration.
  • 17. Registration flow is focused on popular books 0.2 Books added to to-read 0.15 0.1 0.05 0 100 1,000 10,000 100,000 1,000,000 Popularity of book
  • 18. 19% from search People hear about a book, search for, and add it to to-read.
  • 19. Hey, you have to read Ready Player One! Conversation, email, tweet, FB post, IM, blog post, pin, check-in, comment...
  • 20. Search has the long tail 0.2 Books added to to-read 0.15 Search 0.1 0.05 0 100 1,000 10,000 100,000 1,000,000 Popularity of book 0.2 Books added to to-read 0.15 Registration 0.1 Flow 0.05 0 100 1,000 10,000 100,000 1,000,000 Popularity of book
  • 21. 13% from recommendations Launched in September, our recommendation engine plumbs 20 billion data points to deliver personalized recommendations to each reader.
  • 22. If you liked these books, thousands of other readers liked these similar books…
  • 23. Goodreads Recommendations designed to hit mid-list sweet spot 0.2 Books added to to-read 0.15 Goodreads 0.1 Recommendations 0.05 0 100 1,000 10,000 100,000 1,000,000 Popularity of book 0.2 Books added to to-read 0.15 Registration 0.1 Flow 0.05 0 100 1,000 10,000 100,000 1,000,000 Popularity of book
  • 24. 9% from friend updates The average engaged Goodreads member has 19 friends.
  • 25. Serendipitous discovery by seeing what friends are reading and browsing their shelves
  • 26. Friends also alert you to a wide variety of books 0.2 Books added to to-read 0.15 Friend Updates 0.1 0.05 0 100 1,000 10,000 100,000 1,000,000 Popularity of book 0.2 Books added to to-read 0.15 Search 0.1 0.05 0 100 1,000 10,000 100,000 1,000,000 Popularity of book
  • 27. 8% from authors’ or series pages 76% of authors have written more than one book
  • 28. Goodreads has great author profiles
  • 29. Books from authors you know are well distributed 0.2 Books added to to-read 0.15 Authors 0.1 0.05 0 100 1,000 10,000 100,000 1,000,000 Popularity of book 0.2 Books added to to-read 0.15 Search 0.1 0.05 0 100 1,000 10,000 100,000 1,000,000 Popularity of book
  • 30. 7% from lists Goodreads has over 11,000 member created lists with over 5,000,000 votes.
  • 32. Lists are great for finding popular and mid-list books 0.2 Books added to to-read 0.15 Listopia 0.1 0.05 0 100 1,000 10,000 100,000 1,000,000 Popularity of book 0.2 Books added to to-read 0.15 Registration 0.1 Flow 0.05 0 100 1,000 10,000 100,000 1,000,000 Popularity of book
  • 33. 6% from mobile apps Over 800,000 app installs (iPhone, iPad, Android)
  • 34. When you hear about a book on the go... UIWindow 768 x 1024
  • 35. Mobile is well distributed 0.2 Books added to to-read 0.15 Mobile 0.1 0.05 0 100 1,000 10,000 100,000 1,000,000 Popularity of book 0.2 Books added to to-read 0.15 Search 0.1 0.05 0 100 1,000 10,000 100,000 1,000,000 Popularity of book
  • 36. 2% from giveaways* In January 2012, we ran 1,065 giveaways and shipped 8,035 copies. 839,145 people entered. * Actual discovery from giveaways is not well tracked
  • 37. Giveaways are our single best free way to build buzz pre-launch
  • 38. Giveaways are all about new titles 0.35 0.3 0.25 Books added to to-read 0.2 Giveaways 0.15 0.1 0.05 0 100 1,000 10,000 100,000 1,000,000 Popularity of book 0.2 Books added to to-read 0.15 Registration 0.1 Flow 0.05 0 100 1,000 10,000 100,000 1,000,000 Popularity of book
  • 39. People discover books in diverse ways Giveaways 2% Other 7% Mobile Search 6% 19% Lists 7% Author & Series 8% Registration 19% Genre Browsing 9% Friend Recommendation Updates Engine 9% 13%
  • 40. Search was our top method of discovery, and those users had heard of the book elsewhere. How did those people find those books?
  • 41. Do you often find books from the following sources? Known author 96% Friend (offline) 79% Goodreads friends 64% Goodreads recommendations 60% Bookstore 59% Amazon 54% Library 54% Goodreads browsing 43% Newspapers 40% Author's website 26% Radio 15% Facebook 14% TV 9% Publisher website 8% Twitter 6% Survey of 3,248 people
  • 42. Once you get a reader to discover an author you’re golden. Known author 96% Friend (offline) Goodreads friends Goodreads recommendations Bookstore Amazon Library Goodreads browsing 96% of people say they often read authors they already know Newspapers Author's website Radio Facebook TV Publisher website Twitter
  • 43. Friends are a powerful way to discover books Known author Friend (offline) 79% Goodreads friends 64% Goodreads recommendations Bookstore Amazon Library Goodreads browsing Newspapers Author's website Radio Facebook 79% often discover books from friends offline 64% from friend updates on Goodreads TV Publisher website Twitter
  • 44. Twitter and Facebook are not great sources of discovery Known author Friend (offline) Goodreads friends Goodreads recommendations Bookstore Amazon Library Goodreads browsing Newspapers Author's website Radio Facebook 14% Good for engaging with your TV Publisher website favorite authors, but not great for Twitter 6% finding new books
  • 45. Something fun: Measuring Media Promotion When a book is mentioned in the media it often gets a “pop” on Goodreads
  • 46. Media Spikes 46 100 40 Morning Edition 2/6 80 Users who added book Users who added book 30 60 Fresh Air 2/1 20 40 10 20 0 0 2012-01-07 2012-01-14 2012-01-21 2012-01-28 2012-02-04 2012-02-11 1/7 1/14 1/21 1/28 2/4 80 80 Book Review 1/15 60 60 Users who added book Morning Edition 2/7 Users who added book 40 40 20 20 0 0 2012-01-07 2012-01-14 2012-01-21 2012-01-28 2012-02-04 2012-02-11 12/7 12/30 1/13 1/27 2/10
  • 47. Appeared January 4 On The Daily Show 55 50 Added by searching for book 40 Users who added book 30 Added from friend updates 20 10 0 10-Jan 17-Jan 24-Jan 31-Jan
  • 48. Avid readers discover books differently from casual readers From Friends From Goodreads Recommendations 1 0.8 0.8 26% 14% 0.6 0.6 0.4 0.4 0.2 0.2 0 0 Avid Casual Avid Casual Friends are important, but Avid readers discover books more often from not enough for avid readers. Goodreads Recommendations than casual readers. Avid = 49+ books per year Casual = 12 or fewer books per year
  • 49. Fantasy, Science Fiction, and YA Readers From Known Authors From Goodreads Lists & Genres 0.5 0.5 38% 41% 0.4 0.4 0.3 0.3 0.2 0.2 0.1 0.1 0 0 Fantasy Other Fantasy Other Fantasy, SciFi, and YA readers And they’re more likely to are more likely to read more discover books by browsing from an author they know. genres and lists online.
  • 50. Romance Readers From Goodreads Recommendations From Goodreads Lists & Genres 0.8 0.6 +40% +51% 0.5 0.6 0.4 0.4 0.3 0.2 0.2 0.1 0 0 Romance Other Romance Other Romance readers are especially fond And they’re more likely to discover of Goodreads Recommendations. books by browsing genres and lists.
  • 51. 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.
  • 52. 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.
  • 53. 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
  • 54. Discovery happens in lots of ways - there is no magic bullet But there are a few things to keep in mind.
  • 55. Long Tail Books Word-of-mouth is most effective for long tail books. Focus on your core readers. Goodreads giveaways can drive a lot of initial awareness among the right readers.
  • 56. Mid-List Books Market to existing fans as much as possible. Focus on marketing to readers of your comparable titles. They will put your book on the right lists and ensure the recommendation algorithm picks it up. Friends are crucial.
  • 57. Bestsellers Maximize your consumer touchpoints around launch. Be ready to capitalize on any media hits. Convert broadcast mentions into word-of-mouth buzz. Goodreads amplifies the effect of a traditional media mention and sustains attention for the book.
  • 58. Otis Y Chandler, CEO otis@goodreads.com goodreads.com/otis twitter.com/otown