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Ginny Hendricks: Member & Community Outreach #crossref15

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#Crossref15 Tech Workshops + Member Meeting
Boston, MA | Taj Boston
November 17-18, 2015

Ginny Gendricks discussed Outreach & Brand

Published in: Technology
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Ginny Hendricks: Member & Community Outreach #crossref15

  1. 1. Member & Community Outreach #Crossref15, Boston, November 2015 Ginny Hendricks Director M&CO @GinnyLDN
  2. 2. Ginny COMM April Content Anna Marketing Rosa Marketing Rachael Outreach Susan Membership Anne Membership
  3. 3. 7563
  4. 4. New Members and Affiliates by Year 54 42 123 201 376 326 332 351 359 370 428 598 712 774 1172 1345 0 200 400 600 800 1000 1200 1400 1600 2000200120022003200420052006200720082009201020112012201320142015
  5. 5. New Members and Affiliates by Country 233 174 172 158 106 56 37 35 32 23 23 22 20 19 235 South Korea Brazil Turkey United States Russian Federation India Indonesia United Kingdom Hungary Japan Spain Colombia Germany Mexico Other
  6. 6. New Participants by Annual Fee 787 535 4 12 1 2 1 1 1 1 0 100 200 300 400 500 600 700 800 900 $0 $275 $500 $550 $2,000 $1,650 $3,000 $8,300 $15,000 $3,900
  7. 7. Detractor Comments • Website is not terribly user-friendly and assumes a technical knowledge base that not all users possess. Very difficult to get started. • Submission of XML data is bit difficult task • The access to the information is very complicated. • Web form submission is awkward. The average administrative person does not use XML. It is easy to make errors and difficult to correct them. • Is not a very intuitive web page, you could work to improve the web to make it simple and friendly, too many manuals to read, to upload a paper.
  8. 8. Promoter Comments • I am a huge fan of Crossref -- the straightforward approach, the technology, the people. You bring the complex job of linked content to a level that anyone can understand. • easy to work with; a straightforward, "clean" suite of products; doing important things; nonprofit. • I appreciate Crossref for its good service. • I believe that the Crossref services and projects are the most important component for modern scholarly journals. • very useful service for publishers and readers alike. helpful for smaller publishing start ups with technology that works across the board.
  9. 9. Clear actions! 1. Clearer messages & benefits 2. Simpler and guided processes, contextual help 3. Happy user experience – starting with new Crossref.org 4. Onboarding program to welcome, check in, offer help, ‘upgrade’ 5. Show our small publishers some love <3 6. Non-English materials 7. Education program (the point of a DOI, good practice, etc.) 8. Webinars and events around themes not products 9. Work more strategically with Affiliates 10. Talk with broader community through outreach, ambassadors
  10. 10. Not just a pretty face
  11. 11. Why rebrand? 1. Confusion about product and brand parentage 2. No naming strategy for large and growing range of services 3. Disconnect between what we do and what people think we do 4. Out-of-date visual identity
  12. 12. Audience Research • Have been “invisible” but now need to move center stage • Neutrality useful for interacting with other parties – funders, EU bodies, libraries • Missing opportunities to do more with researchers, funders & HEIs – need to talk to them more • Innovation - can make things happen that wouldn’t otherwise • A lot of technical admiration
  13. 13. Descriptions from Community Neutral Trusted Transparent Thoughtful Professional Open Honest Broad Effective Organized Well-run/competent Reliable Robust Agile Practical Make things happen ‘Can do’ Problem-solving Innovative Approachable Friendly Responsive Collaborative Resilient Helpful Straightforward Well-respected
  14. 14. Some new brand tweaks • CrossRef  Crossref • CrossTech  blog.crossref.org • Bye-bye FundRef, hello “funding data” and Open Funder Registry • CrossCheck & CrossMark names remain for now • Logos at assets.crossref.org - ref not copy • Full rollout starts next week (no rush)!
  15. 15. Thanks Crossref.org ginny@crossref.org @GinnyLDN

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