I prefer the term “interactive publishing” to “interactive marketing” because so much of what I think falls into to this category could be used editorially as much as for marketing
I think of the early days of the web as two-dimensional – really about putting a journal or book or other publication up online, like hanging it on the wall. Online publications have had added layers and richness added over the years and interactive publishing is about taking advantage of these layers to create a three dimensional, dynamic digital presence that reaches far beyond the web site that you host and control.
That means understanding and working with your individual readers, turning your site into a dynamic marketing and editorial tool, and offering the reader easy, clear options that fit with what they are doing, that are in context. The examples I’ll be discussing today focus on working with and serving the individual user, although that person’s status as part of not part of a subscribing institution may be key to your strategies. The idea is to present these users with options and offers that fit with their workflow, that seem like natural extensions of it rather than annoyances. The benefits of interactive publishing may be in increased revenue, but could also be in increased usage, citations, or engaging more users to register or become members. You may have other goals, such as submissions.
The first step is identifying what strategic goals are most important to your organization. Creating interactive publishing campaigns is time and resource intensive so planning and prioritizing will be critical. Some goals that you might select are … I’ll walk through a few examples.
In order to target users effectively, it is vital to know who they are. Since, for most publishers, user data lives in many different systems, such as fulfillment or marketing databases as well as with your online system, merging it is the only way to get a clear picture of who your users or potential users are. Once that information is accessible and able to be analyzed, you can create user groups based on similar characteristics and target to these users more effectively. Things get even more interesting once you can combine user information with real-time usage data.
There are far more tools and options than we have time to talk about today, but these are some that should be attainable and reusable over many campaigns. Investing in or building a recommendation system can assist in many different ways… While it would be wonderful to have the time to tailor each campaign to fit the needs of every user, it is far more efficient to put rules in place that can automatically present the user with intelligent options based on user data or trigger behaviors. Your site should have the capability to alter dynamically depending on who is looking at it. Finally, good analytics on what has worked and what hasn’t are essential to help you learn from and modify your campaigns. Too often we don’t build in the time and resources to review the analytics that we do have and interactive publishing should generate even more data.
In our first example, the AMA wants to up the usage within their subscribing institutions. One of the ways they’d like to do this is by repurposing existing content across their journals into topical collections. They plan to create campaigns around these new collections and take advantage of widgets and other tools to increase readership.
The first step is to create a new homepage for the collection. This page will be indexed by search engines on its own and will be listed by other sits as a separate resource. House ads can be used to show readers options for setting up an RSS feed or alert on the new collection or on how to subscribe Widgets, this one fictitiously from the CDC, provides another layer of interactivity to users.
On my Netvibes page, you can see the widgets that I’ve added, including feeds from journals and blogs of interest to neuroscience researchers.
Widgets can be searched in widget databases all over the web. Here’s a popular BMJ widget found in softpedia.
Back to our example. The AMA will want to create widgets on their special collection. These can be downloaded from their sites as well as available from the many widget databases out there. The AMA might want to make use of Google to drive traffic as well.
For my next victim, I’ve selected PNAS. Let’s say that PNAS would like to increase revenue from existing content, sensibly. PNAS creates a campaign directed only at users outside of their current subscribing institutions, with the aim of presenting these users with e-commerce offers that make sense within the context of their actions on the site.
This authentication string up here in the top left corner shows us that the user has been recognized. There is a default view of the page for these users. But when the user isn’t recognized as belonging to a subscribing institution, and is viewing an article, automatically appearing is not just a useful list of related articles, but an offer to purchase these articles at a discount.
There are many ways that your site can alter for different users. These changes should be subtle and meaningful. That means they need to be based on what you know about your users. How can I know anything about anonymous users? In true big brother fashion, there is a lot we know about users. It is just a matter of putting all of that together and making use of it. So, with all of this fantastic information we can help the user to “better themselves”?
In this example, CSHLP would like to target users based on geographical location and area of interest with house and commercial ads.
Geographical location is one way to immediately connect with your users. A default view would include an offer for membership at half off. But for users coming in from Argentina or China, a different version would appear. While clearly they are reading an English-language journal, their eye is likely to be drawn to something in their own language. It is an opportunity to tailor what they see using a bit of data. We also know where a user came from. When they’ve come from Google, we know what they’ve searched on to get here. We can offer them an immediate option to find all articles on the site that fit that same search.
Once they take us up on that offer, the geographical location work and again kick in and show ads in their own language. This may expand your ad market and increase click-throughs.
And I should add – keep it simple!
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Interactive Publishing Kristen Fisher Ratan HighWire Press
Moving Publishing Past the Page• Focus on individual readers• Using your site as a dynamic editorial and marketing tool• Presenting users with choices that make sense to them during their natural workflow• Deciding what “currencies” are important: – Cash – Usage – Citations – Registrations – Membership 3 – Other
Strategic Level: Identify Goals• Attracting new readers• Increasing usage for current subscribers• Converting anonymous users to registered users• Creating new monetization opportunities• Building up membership• Adding new advantages for subscribers, members• Targeting pages and advertising• Increasing submissions, other user-generated content 4
Tactical Level: Pick Your Weapons• Recommendation systems• Merging user data and tracking anonymous users• Targeting to user groups• Behavioral targeting• Intelligent choices appearing automatically• Display and delivery dynamically changing• Follow-through and analytics 6
Warning! The following examples are completely fictitious. Any similarity to existing orplanned campaigns is coincidental, lucky or just plain spooky.
Goal 1 Increasing usage for current subscribers • JAMA and the Archives • Repurpose content – Mix and match content in new ways • Create campaigns around new collections – Attract new and repeat readers within your subscribing institutions • Disseminate in new ways • Track usage of new collections and downloads of widgets 8
Avian Flu Special Collection LEARN MORE Contents RESEARCH ARTICLES: Sign up for Is Exposure to Sick or Dead Poultry Associated With Flulike Illness? RSS/alerts Outbreaks of Avian Influenza A (H5N1) in Asia Update: Isolation of Avian Influenza A(H5N1) Viruses From Humans On Avian Flu MEDICAL NEWS & PERSPECTIVES: Drug, Vaccine Research Target Avian Flu BOOK AND MEDIA REVIEWS: NOW! Bird Flu: A Virus of Our Own Hatching Avian Flu’s Lethality MULTIMEDIA: Avian Flu Update from Russ Lopez Find out More How to SubscribeMap likely spread To Theof Avian Flu in Avian Fluyour region 9 Collection Post Code GO
Using Widgets and Ads Avian Flu AVIAN FLU SPECIAL COLLECTION Emerging Disease OutbreakMOST READ CITED1. Is Exposure to Sick or Dead AVIAN FLUPoultry Associated With Flulike SPECIAL COLLECTION Pandemic PreparednessIllness?2. Outbreaks of Avian Influenza A(H5N1) in Asia3. Update: Isolation of AvianInfluenza A(H5N1) Viruses FromHumans JAMA Avian Flu4. Bird Flu: A Virus of Our Own UpdateHatching Avian Flu’s Lethality Latest Medical Information5. Drug, Vaccine Research TargetAvian Flu Free Trial Free trial available now http://flu. jama.ama-assn.org/6. Fighting Avian Flu7. Mixed Success Found for Avian Sign Up Now!Flu Vaccine8. Bird Flu: A Virus of Our OwnHatching 13
Goal 2 Monetizing Existing Content • Proceedings of the National Academy of Sciences • Identify those coming from outside current subscribing institutions • Display purchasing options that fit with users’ needs • Track effectiveness of new offers 14
Relevant Offer Placement? Related Articles: 1.------------------------------------------ 2. ----------------------------------------- 3. ----------------------------------------- 4. ----------------------------------------- 15 5. ----------------------------------------- Purchase all 5 now for 50% off
Goal 3 Targeting Pages and Ads • Cold Spring Harbor Laboratory Press • Pages dynamically change according to who is viewing them • Users interested in different topics see different ads • Users from different geographic regions see offers in their own language • Learn what has worked and what hasn’t and adjust future campaigns 17
Building on What We KnowYour Google Search of “protein characterization” will return 2665 results on this site 仅成员： Miembros solamente: Members Only: •La tapa del redactor 编辑的上面采 •Editor’s Picks escoge •Podcasts 摘 • Podcasts • New Protocols • los nuevos protocolos •新的协议 现在报名 Ahora firme Sign up now para arriba y 参加并且 and receive reciba un 接受 50% 50% descuento del 折扣 ! 50% discount! 19
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Key Requirements• Shift in publisher resources towards digital strategists, joint marketing and online editorial efforts• Ability to act quickly• Experimentation at low risk• Analytics to learn what works and what doesn’t• Adjusting strategy and tactics regularly 22