July was a record-breaking month here at NetGalley! With the launch of the NetGalley Shelf app and audiobooks, members have been engaging with content more than ever across the site. This July NetGalley.com saw a 47% increase in the number of sessions over last July, while NetGalley.co.uk saw an increase of over 62%. These sessions resulted in 8.4 million pageviews across both platforms!
NetGalley members are thrilled to be browsing audiobooks from audiobook publishers, and their excitement has spilled over into their reviews. Approved members have submitted over 14,000 Feedback and Reviews for audiobooks in July and August.
And it’s not just audio that’s benefitted! In the first two weeks after launch, we saw over 30,000 downloads of digital review copies in the NetGalley Shelf app. Now, two months in, we’re up to nearly 70,000 DRC downloads! Feedback and Reviews submitted for digital review copies has increased since the launch as well. Activity across the entire NetGalley platform continues to trend upward!
NetGalley’s new promotions support publishers’ goals throughout a book’s lifecycle, including backlist and audio
At NetGalley we always strive to meet publishers where they need us. We love listening to our customers and learning from their ever-evolving needs–from secure digital galley files, to marketing promotions that reach targeted audiences, to a desire for more data and reporting, and even into new formats like audiobooks.
Publishers often adapt NetGalley’s tools for their unique goals and, based on trends we see across all of our clients, we work to expand the breadth of the NetGalley service. In 2020 you’ll notice greater emphasis on a holistic approach to promoting books, across formats and beyond the pub date. As we continue to expand our offerings, we’re emphasizing a more comprehensive approach to book promotions across format and lifecycle.
NetGalley was originally designed to predominantly support books in the pre-publication stage, but our tools and promotions are flexible enough to help publishers and authors achieve a variety of goals throughout a book’s lifecycle. Publishers are increasingly taking advantage of that flexibility! While 44% of titles on NetGalley in 2019 were archived within 1 week of their pub date, 29% were available on NetGalley for at least 2 months after pub.
Lately, our marketing team has received more questions and interest from publishers about promoting their books to members in new ways–and during new times: close to on-sale to drive pre-orders specifically, or post-pub to reignite activity for backlist titles.
We’re supporting this pivot by launching brand-new marketing promotions in our 2020 Media Kit, flexible enough to encompass a variety of goals, timelines, and formats.
Book Club Kits
Book clubs are a crucial audience for publishers, as they are often interested in backlist titles (especially when available in paperback, or have a movie tie-in). We’ve heard from many clients that they wish to interact more directly with book clubs, but don’t always have the bandwidth to create marketing assets in-house. That’s why we’re introducing custom Book Club Kits: created especially for your book and promoted directly to book club members in the NetGalley community.
Each bespoke kit is crafted by our editorial team to be unique and fitting for the particular book. Book Club Kits contain, at a minimum, an Author Interview, Discussion Guide, Readalikes, Printables (such as bookmarks, decorations, etc.). Possible additions include quizzes, food and drink recipes, playlists, and more. See page 17 in our Media Kit for more info.
The NetGalley member Dashboard receives an average of over 36,000 unique impressions each week, offering huge exposure for your book! Publishers can now showcase their books on all member Dashboards with the new Dashboard Spotlight promotion. The CTA is up to you, so consider using this placement to drive pre-orders, promote retail offers, or to boost a backlist title. See page 5 in our Media Kit for more info.
Our community engagement team has built a loyal and engaged following of book advocates across social media platforms: Instagram, Twitter, Facebook, and Pinterest. We are now offering publishers the opportunity take advantage of NetGalley’s influence to promote your book in a relevant, valuable way to our social audience.
With the introduction of Audio Excerpts on NetGalley, there are many opportunities to showcase these clips to our community across the site. Members will see a new, additional Featured carousel on the main Find Titles landing page which will highlight books with Audio Excerpts–free for publishers! Our marketing team can also include the audio icon in NetGalley Newsletters and Category Spotlights for books with Audio Excerpts.
And this is just the beginning: by BookExpo 2020, we will support full audiobooks in addition to Audio Excerpts! We’re thrilled to help audio publishers benefit from early feedback from the NetGalley community, and we aren’t the only ones… NetGalley members are already excited! We asked, they answered: check out hundreds of comments on our Twitter, Facebook, and Instagram posts.
As publishers start experimenting with these new promotions, we’ll be sharing their successes here on NetGalley Insights. Stay tuned!
If you’re looking for more detail about post-pub strategies, check out our Case Studies on NetGalley Insights. Jayne Allen shared how listing Black Girls Must Die Exhausted on NetGalley after its pub date actually improved its sales numbers. She said, “Allowing the book to be offered for sale during the NetGalley window worked best for me because it allowed NetGalley reviewers to post directly on the Amazon sales page as a consumer review…At first, I was concerned that being on NetGalley might somehow erode sales, but the simultaneous window actually served to increase sales and start Black Girls moving up the charts much more quickly.”
If you want to discuss your own campaigns, please email email@example.com. Our dedicated marketing team would be happy to help you strategize and find the right plan for your timing, budget, and goals.
How NetGalley uses data to frame decision-making and help books succeed
One of the core principles at NetGalley is our focus on data. We give publishers the tools to help them understand and use their data as strategically as possible, and we use data to guide the development of our service.
When we work with publishers on a strategic level, and as we continue to build new features in NetGalley, we are thinking about what data is most valuable to publishers. When we meet with publishers, we hear that you would like more ways to correlate your marketing efforts with activity, or better understand your audience. It’s important for us to know which metrics are most important to you in the pre-publication phase, and how you’re using your results to understand what’s working for your books.
And as much as we are encouraging publishers to look at their own data, we are doing the same for ourselves.
Since early 2019, NetGalley has been working closely with Mandy Fakhoury, our on-staff data scientist, to delve into our own data. She has helped us examine how publishers are using the site, which tools are most used (and how effectively), and how industry trends are manifesting on NetGalley.
Mandy shared a bit about her work as a data scientist for NetGalley and Firebrand, plus a tip about how lay people can become more comfortable using hard metrics to guide their decision-making.
What is the role of a data scientist?
The role of a data scientist is extracting meaningful information from data. My job is focused on data management, modeling, and business analysis. The process for any data scientist is defining the problem, collecting the data, understanding and exploring the dataset, and analyzing and communicating the results and findings. Ultimately there’s a question to be answered or a problem to be solved, therefore the majority of my time is spent making sure the data is ready to be analyzed. The remainder of my time is spent on creating models or analyses that give insightful meaning or show certain trends that answer or solve the problem.
What have you observed about how publishing engages with data, compared to other industries?
Publishers require data to make clear decisions to innovate and better serve their customers. Like other industries, data is a crucial part of the decision-making process. As an example, most industries use historical trends which allows them to identify which areas have been successful and which ones need improvement. In the publishing world, historical trend is about identifying which genres yielded the most sales and which titles sold the most.
Any favorite project you’ve worked on for either Firebrand or NetGalley?
I can definitely say I have learned more about natural language processing (NLP) and text analysis within both Firebrand and NetGalley. I have become more familiar with the data that goes into the publishing world. On the Firebrand side I have learned the trend of publishers owning or losing a buy button, as well as whether a sale price is different than the list price provided by a publisher among other insights. On the NetGalley side I have created a Word Cloud based on reviews from members [now live for NetGalley Advanced clients!]. Doing the Word Cloud, I got more comfortable using Flask as well creating applications in R Shiny. I have also gotten a deeper understanding of sentiment analysis as well as text classification and the quality of a text. Overall, every project teaches me something new and that is my favorite part; with data science you never stop learning.
Any advice for non-data scientists to become better at using hard metrics to guide decision-making?
Decision making is a critical aspect of success or failure. In this new era, data has become a key part of the decision-making process. Once a problem has been clearly defined, it’s a matter of collecting the appropriate data needed to answer our problem. Data provides us with the information that can be used and processed in different ways to make decisions. A big challenge is knowing how much to rely on the tools at your disposal and how much to rely on your instincts. An effective decision is made based on a blend of experience and data. The best approach is understanding your data, the behavior of trends, as well as your audience, and don’t let the data blindly drive your decision.
A dedicated data scientist is invaluable to the growth of NetGalley for Kristina Radke, VP of Business Growth & Engagement.
“Mandy is dedicated to helping us understand all of the activity on NetGalley and find real answers about the use of our site, both by publishers and members. It’s so important to how we plan NetGalley’s continued growth. A gut feeling just isn’t enough to make business decisions! I don’t want to just think about data and activity–it’s critical to my role to understand it and use it to get better and better. I love working closely with Mandy as she collects and analyzes our data, and making space to consider what that data means to us going forward.”
Lindsey Lochner, VP of Marketing Engagement, explains that publishers benefit from our increased investment in data analysis.
“Lately we’ve been hearing more about data analysis from many of the publishers we work with, whether they have an official data scientist (or team) in-house, or their individual marketers have an increased focus on the data available to them. As our clients dig even further into their own data, it’s our goal to help provide some of the missing puzzle pieces that fit into the entire picture of how a book is performing. Mandy helps us visualize and analyze the specific activity and review data that we gather from our platform, so that we can present that back to publishers to help widen their scope.”
When we launched NetGalley Advanced in January 2019, we did so to give publishers even more early data. And as we continue to build out new features and functionality within NetGalley Advanced, every update we are releasing is to help publishers discover a deeper understanding about how you (and any associated imprints) are using the site. Publishers can see how members are interacting with their titles, and how their actions (both on and off NetGalley) affect NetGalley activity, and more.
C’est avec plaisir que nous pouvons annoncer que NetGalley France, auparavant une coentreprise en partenariat avec le détaillant de livres numériques Feedbooks, fait désormais intégralement partie de NetGalley LLC, la structure en charge de NetGalley.com et NetGalley.co.uk !
Lancée en 2015, NetGalley France est fière de travailler avec plus d’une trentaine d’éditeurs français, dont Hachette Livre, HarperCollins, divers pôles du groupe Editis et Actes Sud Junior, et d’atteindre une communauté de plus de 8 000 blogueurs, rédacteurs, libraires, professeurs et professionnels des médias. Lors de cette transition, les lecteurs et éditeurs utilisant www.netgalley.fr ne rencontreront aucun changement au niveau de la plateforme ou du service.
Maria Bodmer assure à présent, depuis Paris, la fonction de Community Manager & Chargée de Relations Éditeurs, prenant en charge les relations clients et la gestion quotidienne de NetGalley France. Maria reprend ainsi le rôle d’Astrid Pourbaix, qui a quitté l’entreprise pour poursuivre de nouveaux projets. Les éditeurs français peuvent contacter Maria à l’adresse suivante : firstname.lastname@example.org.
It is with excitement that we announce that NetGalley France, previously a joint venture in partnership with the French ebook retailer Feedbooks, is now wholly owned by NetGalley LLC–the team that runs NetGalley.com and NetGalley.co.uk!
NetGalley France launched in 2015 and is proud to work with over 30 publishers in the region, including Hachette Livre, HarperCollins, divisions of Editis, and Actes Sud Junior, to reach over 8,000 French bloggers, reviewers, booksellers, librarians, educators, and media. Publishers and members who use www.netgalley.fr will experience no changes in the service or platform as part of this transition.
Maria Bodmer, based in Paris, serves as the Community Manager & Chargée de Relations Éditeurs, supporting client relationships and daily management of NetGalley France. Maria replaces Astrid Pourbaix, who has left the company to pursue other endeavours. French publishers can reach Maria at email@example.com.
As we begin a new year, it’s always fun to look back on all the great things that happened in the last year. The needs of our clients have always led the evolution of the NetGalley service, and I’m proud that our conversations with various types of publishers continue to drive our development.
Through these conversations, it has become apparent that publishers of all sizes are relying on data to assess how their strategies are working, and if they’re reaching their goals for engagement. More and more of you are employing data scientists, or are analyzing data yourself. Numbers from all across the industry come together to reveal the story about a book’s success. You’re tracking and analyzing results that range from engagement with your social media platforms and click-throughs for your digital advertising, to sales numbers and rankings.
One of the purposes of NetGalley has always been to give you more insight into the success of your pre-publications efforts. Many reports in NetGalley (including Feedback, Opinions, Snapshot, and Detailed Activity) already offer a deep dive into the specific activity your titles are seeing on the site.
During the Firebrand Community Conference this year our CEO and Chief Igniter, Fran Toolan, mentioned the DIKW hierarchy–a model that emphasizes the relationships between data, information, knowledge, and wisdom. The idea is that each level of the pyramid is reached through analysis that adds context to the level below. So data will lead to information, which will lead to knowledge, which will lead to wisdom. Once you reach wisdom, all of that learned experience can guide your actions.
In 2019 we’re excited to bring you even more tools to drive targeted activity on NetGalley, and to display valuable data and information to help you reach those levels of wisdom that can inform your strategies. When you analyze the activity happening in your NetGalley account, it can help you identify early trends so you can anticipate them as your books go on sale, or give you evidence that support a change in strategy.
We are committed to continuing to build tools that will reduce manual effort and time for your staff, and give you more space to gain knowledge about your strategies and the activity they’re generating. It’s our New Year’s Resolution to continue to help you attain wisdom about your strategies, and strive for it ourselves, too.
To learn more, join our webinar on Wednesday, Jan. 30 all about NetGalley Advanced–our new, premier level of service.
Word-of-mouth is one of the most effective ways to increase book sales. Whether this chatter happens face-to-face with friends, or digitally through online reviews or social media shares, the earlier audiences are talking about your book, the better! In order to facilitate this digital word-of-mouth, NetGalley introduced simplified social sharing in November 2017, to allow NetGalley members to connect their NetGalley profile with their Twitter, Facebook, Goodreads, and LinkedIn accounts to share their reviews with just one click.
This is great news for your titles! Reviews of your books are being seen on more platforms by broader audiences. You can track where reviews are being shared by checking the book’s Feedback Report in NetGalley. Plus, it’s easier than ever for publishers to encourage more cross-posting and successfully leverage the buzz. Here are some ideas and best practices we’ve observed in action:
Incorporate hashtags: Publishers can add a custom hashtag for any title on NetGalley. This helps to focus the buzz around a title, and can make members feel like they are joining a rich conversation online. Ask members to share their reviews on social media with the hashtags when you follow-up with them, and then use those hashtags to identify your most vocal pre-publication advocates. Retweet them, favorite them, and consider auto-approving those members in NetGalley! For more information about including hashtags in your NetGalley marketing plan, check out this 2-minute video.
Share the shares: If NetGalley members are sharing reviews on Facebook, Twitter, and elsewhere, consider using those reviews in your own social strategy. Retweet or re-post the reviews you see, and be sure to thank the member. Everyone loves a shoutout! Use screenshots or quotes of these shared reviews to demonstrate the word-of-mouth energy behind your titles and include them in sales presentations. They are visible proof of early consumer interest.
Learn more about your audience: In addition to watching your hashtags, you can use your NetGalley Feedback Report to see who has shared their reviews online. Digging into your data, including the social media presence of members who are talking about your book online, can give you some powerful demographic information about your audience. Are they mostly millennials who post on Instagram? Are they primarily baby boomers who use Facebook to stay in touch with their friends and family? Use this insight to guide your marketing messages and to determine which platforms are worth your investment of time or advertising dollars.
How have you successfully leveraged social media sharing in your marketing campaigns? We love to feature case studies from our community of publishers and authors.