1. Mashups, Models, and Monetization Making your indexes go all the way Pilar Wyman Chief Indexer, Wyman Indexing www.wymanindexing.com President, American Society for Indexing www.asindexing.org

2. Current e-Book indexing: Missing, or Static, or Linked, but not to precise text Index as chapter at end, not integrated navigation tool Hard to get to Hard to return and search again Hard to browse, especially in 2-column format

3. Using e-Book indexes now:

5. A-Z metadata displays (indexes!):

6. Amazons X-Ray

7. Kindle Fire X-Ray feature: Now with movies!

8. Precision vs. recall: 13 screens of results 51 total hits In chronological order Ferris Wheel, 208, 305, 373 in construction, 193-94, 218, 228, 236, 239, 240, 255, 280 final days of, 380-81 operation of, 279-81, 284, 287-88, 299, 300, 302, 327 romance on, 306-7 test runs of, 258-61, 269-73

9. Readers mental patterns and search behaviors: Readers come to texts at differing times: Never read the book, needs to know if it contains their search concept. Read the book, knows the concept is in there, but cannot find it. Is asking a question, and, when reading information, rephrases or narrows or changes the question Search has stages. We need to serve all the stages – we are conversing at each stage, not just feeding more Google results.

10. Cognitive mapping: Reading styles for learning or pleasure, fiction or non-fiction differ For learning, readers use physical cues such as location on page or position in book to go back and find sections of text eReaders disrupt that mapping Skimming is another behavior that is disrupted Physically marking up text in textbooks helps memory – difficult but becoming easier on eReaders Navigation: new-to-the-book, new-to-the-ereader, experts, or those who have read a book completely Univ. of Washington Study: http://bit.ly/johDP2

11. Screen-based indexes: Are as important as Search Add browsability and help readers expand ideas and phrasing Provide pre-analysis (pre-coordination vs. post- coordination) Provide a conversation with the reader Should be included in e-Reader interfaces Can be Re-used: Make sure metadata and aboutness are at specific or paragraph levels Are a sales tool: Look Inside This Book should be included in all free downloads!

12. History of on-screen indexes:

14. Redundancy: Redundancy is the antidote to confusion – James Gleick

15. Indexes as metadata:

17. Mashups of Indexes: innovation, [All Marketers Are Liars]:28. see also brain, role in spread of ideas; change; ideas, spreading ofbrain, role in spread of ideaschangeideas, spreading of in power curve, [All Marketers Are Liars]:33-37 time off from, [Purple Cow]:76

18. Demo: Demo online Demo here

19. How to Mash-up Indexes: 1. Merge the original index files alphabetically by main headings. If the indexes were embedded or tagged to core content, generate the raw mash-up from the master, cumulative document of files. 2. Edit the mash-up file(s). 3. Regenerate or reflow for final presentation and release.

20. Editing Mash-up Indexes: Before: advertising, 8S, 22S, 56S. See also marketing Advertising Adwords, 91M branding, 12M, 86M classified ads, 59M display ads, 55–56M effectiveness, 36M in Indexer Locator, ixM, 32M, 58M, 73–77M, 84M After: Advertising. See also Marketing Adwords, 91M in ASI Indexer Locator, ixM, 22S, 32M, 58M, 73–77M, 84M branding, 12M, 86M classified ads, 59M in directories, 8S display ads, 55–56M effectiveness, 36M

21. Editing Mash-up Indexes: Before: Photographs: tagging of, 94Rv2 Photos, 39M, 56M, 61M, 86M After: Photographs, 39M, 56M, 61M, 86M tagging of, 94Rv2

22. Editing Mash-up Indexes: Before: reference books/resources, 7S, 8S, 9S, 22S, 36S, 60–61S checklist for, 31S Reference materials art indexing, 82–83Rv1 computer indexing, 112Rv1 encyclopedia indexing, 62Rv1 philosophy indexing, 11–12Rv1 Web indexing, 145–146Rv1 Reference materials for indexing controlled vocabulary, 103Rv2, 154Rv2 (… more ) After: Reference materials. See also Style guidelines; Titles available onlineTitles available online for art indexing, 82–83Rv1 books/resources, 7S, 8S, 9S, 22S, 31S, 36S, 60–61S checklist for, 31S for computer indexing, 112Rv1 for controlled vocabularies, 103Rv2, 154Rv2 for database indexing, 102Rv2, 103Rv2, 109Rv2 for encyclopedia indexing, 62Rv1

23. Recommendations for Marketing and Monetization: Link your indexes! Link both in to your content, and out Add unique IDs via unique ID schema for paragraphs and other content. Let your UIDs be simple: Tag index entries to those UIDs. Or, develop a way to link your indexes to anchors in paragraphs and other text Include linked indexes as back-of-the-file chapters Include linked indexes in front: They will get searched first! Include indexes in sample files – both as look-inside and downloadable content

24. Recommendations for Implementation: Accessible from every page Find should reflect the best hits, as identified by the index Show results as snippets of text in context Searches should show entries below, subheads, closely-related words Cross-references to help refine search phrasing Remembers you have been there before and saves your place IDPF EPUB3 Use case: Chapter-like indexes EPUB3 index implementation options: Index term search (pop-up) Index locator search (reverse index) Standalone index publications containing links to other EPUBs

25. EPUB3 Chapter-like indexes: Chapter-like index use case: User can open any index for browsing. User can discover a terms semantic metadata. User can discover a locators semantic metadata. User can view a generic cross-references list of possible entries to link to. User can filter the index based on semantic metadata applied to terms or locators, or based on decorations.

26. EPUB3 Chapter-like indexes, more: Chapter-like index use case: User can activate cross-reference (internal) links to other entries in the same index. User can activate cross-reference (internal) links to any point in a different index in the same EPUB. User can access and display decoration metadata. Parent entries are accessible to user at all times. User can access index group data. User can access/display index head notes.

27. EPUB3 Chapter-like indexes, yet more: Chapter-like index use case: User can display contextual information about location targets. User can navigate an index hierarchically. User can set searching the EPUB to search the text, the index, or both. User can easily access index legend. User can navigate index groups as hierarchy of an index. Publisher can define alternate forms of terms to be found in the index.

28. EPUB3 implementation options: Index term search (pop-up) User opens pop-up index from books content with term or phrase selected, and pop-up view of index opens at the first matching main entry term from the index. (Hardware vendors choice: could show all matching entries) User opens pop-up index from books content with nothing selected, and pop-up view of index opens at the last-used position in index. User browses for terms in pop-up index display. User enters search text in pop-up index display and pop-up view displays matching entries. User selects locator and is taken to text. User closes pop-up index without a selection.

29. EPUB3 implementation options: Index locator search (reverse index) User selects a range of text in the body of the EPUB and displays pop-up window showing all index entries that have locators in that range, in the order they appear in the text. User selects in-context index entry, and pop-up window display changes to show regular index, opened to selected entry.

30. Resources: American Society for Indexing: http://www.asindexing.orghttp://www.asindexing.org Digital Trends Task Force (DTTF) page EPUB 3.0 Indexes Working Group: http://bit.ly/uqKwD7http://bit.ly/uqKwD7 IDPF EPUB Indexes Proposal: http://bit.ly/zy4tyghttp://bit.ly/zy4tyg

31. Contact us! Pilar Wyman – president@asindexing.orgpresident@asindexing.org – pilarw@wymanindexing.com – www.wymanindexing.compilarw@wymanindexing.comwww.wymanindexing.com – @pilarw American Society for Indexing – www.asindexing.org – dttf@asindexing.orgwww.asindexing.orgdttf@asindexing.org