Article promotion service

1. How to Promote research outputs via SNS
ーImprove Social influence by Plan Language Summaryー
2020年12月4日(金)
iGroup Asia Pacific Ltd (Japan & Taiwan)
Kazuki Kasama
kazuki@igroupjapan.com

2. iGroup & iJapan（株）
COMPANY INTRODUCTION
2

3. Lee Pit Teong -iGroup chairman
3
Focus on Skill developments
AI Erra: Many Job was replaced by AI.
How can survive：Acquired Skill！
1983 start business
Around 30 Group companies
He used to come to Japan for
Sparc Japan related event

4. iJapan Company Profiles
4
Company policy
For your skill acquisition
2012年 Start business in Tokyo
Main Business
1. On demand Print
1. Print On Demand For ACS Journals
2. Print On Demand For AGU Journals
2. Research outputs related service
1. Plagiarism Checking (Turnitin or iThenticate until Mar 2020)
2. Image manipulation check service (imaChek)
3. Promotion service for Research output（with Asian team）
3. eContents and Related service
1. mangoSTEEMS (STEM education materials)
2. Remote Access Service like RemoteXs And MyLOFT
3. Tezuka Digital Manga Library
4. Others eContents
4. System Development Service
1. NIMS and Text and Data mining, Data Repository （By Taiwanese team and UK Company）
2. Weko3 Library tool development for NII （By UK Company）
3. System development for domestic medical publishing company（now developping） （by Taiwanese team）

5. 5
Service
従来 eJournals,
eBooks, DB等の
販売
Improve Integrity
Promotion
Plagiarism Check
Image Check
Publcation
Open Access
Open Data
Open Science
Article
advertisement
and Promotion

6. How to Promote research outputs via SNS
ーImprove Social influence by Plan Language Summaryー
6
1. Public relationship about Research output
2.Integration between SNS and Public relationship about Research
output
3.How to increase Article's Visibility and PLS?
4.What is Plain Language Summary?
5.Current foreign situation about PLS movements
6.PLSーwhat is the authoer‘s benefit
7.PLS related Free services
8.Outsourced to Promote research outputs via SNS
-ies research

7. 1. PUBLIC RELATIONSHIP ABOUT RESEARCH OUTPUT
PUBLIC RELATIONSHIP AND RESEARCH OUTPUT
Institutional SNS
PR site
Reference
Fulltext Link

8. 8
1. PUBLIC RELATIONSHIP ABOUT RESEARCH OUTPUT
CURRENT SITUATION！
Japanese：Japanese Press release
English：Eurek Alert site
・Description of new discovery,
summary of articles, description
of authors future vision
・Peer Review article only
Post Publication articles only
（Less than 90days)
・Embargo by some Journals
・Not clear it can accept or not
・No Conference proceedings
・Only Science part
How is humanities?
Institutional Web page?
Pless Release support by University Research
Admin
Univ
HP
PR Site
HP

9. 9
Navigate to Institutional NEWS site
Institutional Facebook
University
News Site
1. PUBLIC RELATIONSHIP ABOUT RESEARCH OUTPUT
CURRENT SITUATION！

10. 10
1. PUBLIC RELATIONSHIP ABOUT RESEARCH OUTPUT
SITUATION AT OVERSEES！ーSPEND A LOT OF MONEIES-2016
INFORMATION
Imperial College London
University managed
News site：https://www.imperial.ac.uk/news
organization：6 persons(５ writers and 1 editor)
Cambridge University
News site： http://www.cam.ac.uk/research
organization：
Research Communications(6 persons): 6 professional writer、 4/6 are focusing on professional subject, 2/6 are focusing on Special issues
Digital Communications(4 persons): 1 for Graphic designer、3 for photographer and Videographers
MIT
MIT News http://news.mit.edu/
Organization: MIT news Office(11 persons)では5 Writers, 2 editors，4(1 for Graphic designer，1 for Photographer, 2 for videographer)
Harvard University
Harvard Gazette site https://news.harvard.edu/gazette/
Organization: Communications Group at Public Affairs and Communications（14 persons）の 4 Writers，1 Editor，2 Graphic designer 4
photographers (2 of them are part time) ，1 videographer, 2 of others
Japanese Research Public Relations=> using Media companies
Above oversees Research Public Relations => Each institutional division itself are becoming Media to transmit information.
上記の研究成果広報：自分達が報道機関のように情報発信
2017年情報管理 Vol 60 No.6
日英米の比較からみる研究成果の 国際情報発信
https://www.jstage.jst.go.jp/article/johokanri/60/6/60_420/_pdf

11. 11
1. PUBLIC RELATIONSHIP ABOUT RESEARCH OUTPUT
PUBLIC RELATIONS AND PRESS RELEASE
PUBLIC RELATIONS SOCIETY OF AMERICA
“PUBLIC RELATIONS IS A STRATEGIC COMMUNICATION PROCESS THAT BUILDS MUTUALLY
BENEFICIAL RELATIONSHIPS BETWEEN ORGANIZATIONS AND THEIR PUBLICS.”
DIFFERENCE BETWEEN ADVERTISEMENT AND PRESS RELEASE：
ADVERTISEMENT：ADVERTISER IS TRANSMITTER ADVERTISING AGENCY
PRESS RELEASE ：MEDEIA IS TRANSMITTERPR会社
(NO ADVERTISING FEE, HOWEVER NEED TO TAKE STRATEGY
TO MAKE MEDIA CATCH UP)
PRESS RELEASE：ONE WAY OF PUBLIC RELATIONS：ANNOUNCE TO NEWS PAPER COMPANY
PUBLISHERS, MEDIA
Institutional
News Site
Navigate to PR
site
PR by SNS！
How to PR via SNS proactively
Articles
Kyushu univ
Kumamoto UnivKumamoto Univ
Hiroshima University

12. https://data.worldbank.org/indicator/IP.JRN.ARTC.SC
Losing Visibility
2.554M(2018)/1.067M(2010)=2.3 times
Double per 9 years..it is right!
1. Public relationship about Research output
Why research output PR is important?

13. Discovery of Penishrin：around 1940
Flemming was discovered at around 1920.
If he did PR, it might decreasing death by bacteria
at WW2
Gene discovery：Mendel published German books
in 1866 without PR
After 1900…he dead, He was Acclaimed as the
"father of genes"
https://youtu.be/rBBL_DoDeRk?t=198
1. Public relationship about Research output
Why research output PR is important?

14. 14
2.Integration between SNS and Public relationship about Research output
About SNS
Increasing over all annaully
It is useful as connecting media

15. 15
2.Integration between SNS and Public relationship about Research output
Usage of SNS
Facebook are used by all generation、Twitter are used by Young generations.

16. 2.INTEGRATION BETWEEN SNS AND PUBLIC RELATIONSHIP ABOUT RESEARCH OUTPUT
FEATURE OF SNS
16
SNS have 3 roles “Connect”, “Delivery” and “Deepen Relationship”
Connect fans, and delivery more information, and connect action and communication.
Indirect promotion is ideal SNS PR for organiations.
Finally、“Creating Fans on SNS..it is important PR and marketing.
To do this way, at first, contents must have easy to understand for audience！
ソーシャルメディア時代の広報
https://www.jstage.jst.go.jp/article/jkg/68/4/68_156/_pdf

17. 2.Integration between SNS and Public relationship
about Research output
Email VS Social Media
17
https://optinmonster.com/email-marketing-vs-social-media-performance-2016-2019-statistics/
At the left hand side picture, Social Media are used by young generations
Email are used by all generations.
According to Right hand down pictures, Email PR is good at specific target,
If you send other target, it become Junk mail immediately.
Target of Social Media is more wide range, SNS is good at
“navigate to web site”, “Blanding” and create communities”
Ariticles
And so
on
SNS
Blanding
Create Fans
Explanation
to understand easily
SNS marketing approach
eMail marketing
It is very clear whether
the article is treasure
or garbage.

18. 18
2.Integration between SNS and Public relationship
about Research output
Email VS Social Media
eMail Marketing
１：１
SNS Marketing
１：N
eMail marketing is like knife. If knife was hit at certain point, it works
Well.
SNS marketing is like bombs, targeting is very wide.
画像：
https://www.toyoda.marketing/blog/2018/05/31/%E5%96%B6%E6%A5%AD%E3%81%AF%E7%82%B9%E3%80%81%E3%83%9E%E3%83%BC%E3%82%B1%E3%83%86
%E3%82%A3%E3%83%B3%E3%82%B0%E3%81%AF%E9%9D%A2/
eMail marketing
SNS marketing
eMail:marketing is very effective, but targeting is very difficults
It is fight at point. Most of them are related, however not necessary
SNS marketing is targeting at Mass、approach to find right person
From wide range target

19. PR/Press Release
Media
PLS/Lay Summary
Indirect approach to Audience Direct approach to Audience
Colloborate beteern
Institutions and Authors
Authors
Mass:
Direct communication
Mass or
Targeting
audiences
3.How to increase Article's Visibility and PLS?
Research Research PR
PR：
Media Audience
Nobody knows
How media write articles
Unclear how writer understand
Background science contents.

20. 論文
Press Release
（For mass
mediaーstory is
more important
than real
discovery
PR WAYS
Library repository
Publisher news site
Funding Agency Site
Preprint site
English is Common language at STM
Articles are not always read by simply providing them to various sites.
3.How to increase Article's Visibility and PLS?
Data Repository
Visibility may increase no matter how
many difficult research papers are posted
on other sites, but those that are difficult
in content are difficult!
In order to realize
"OpenScience", explanations
that can be understood by non-
Open Access
20

21. 21
Press Release
Plain Language
Summary/
Lay Summary
Abstract
Easy to understand explanation about article
Target：General audience and researcher who research
other subject area
Easy-to-understand explanation based on the value of research
on research and expected future research results at the time of
publication in academic journals
Target：General audience and researcher who research other subject area
Fulltext
Professional Explanation about Article
Target：Researcher who research same
subject area
Abstract
Fulltext
Abstract
Fulltext
Publisher sitepreprint siteLibrary Repository
Summary of articles
Article Explanation
Explain about Research
Which included in Article
Difficult article is always
Difficult!!
3.How to increase Article's Visibility and PLS?

22. • PLS DEFINITION
A communication is in plain language if its wording, structure, and design are so clear that the
intended audience can easily find what they need, understand what they find, and use that
information.
SOURCE: INTERNATIONAL PLAIN LANGUAGE FEDERATION
2020 Access for All: Plain Language is a Civil Right!
THESE ACTIVITES MIGHT CONNECT TO OPEN SCIENCE
22
4.About Plain Language Summary/Lay Summary
-Plain Language Association International
Resently online articles
Added PLS!

23. 23
4. Expression
Finally, think about the wording. While some techniques will vary from language to language, key areas to
consider include:
Tone: use personal pronouns and write in a formal yet conversational style.
Word choice: use the simplest word that conveys your meaning.
Jargon: avoid jargon unless your reader is familiar with it, and if they are not, explain technical terms.
Sentences: keep sentences between 15-20 words on average, with individual sentences no longer than
30-35 words.
Verbs: in most cases, prefer the active voice rather than the passive. Write “I read this page” rather than
“This page was read by me.”
Once you’ve written your information in plain language, the final step is to review whether your
audience can understand and use the information they find.
3. Design
Increasingly, the visual appearance of a communication is just as important as the structure
and language. Here, there are 3 areas to consider:
・layout
・typography
・information graphics
Make sure that the layout and margins include plenty of white space as that helps to
separate different parts of the text.
Use meaningful headings to help readers navigate.
Select a font and type size that will be easy to read.
Make sure there is plenty of contrast between the text and the background, and the spacing
between lines and paragraphs is at least the same as the size of the type.
Also consider visual devices such as tables, diagrams, photos, charts, and bulleted lists to
present information in an accessible and engaging form.
4.About Plain Language Summary/Lay Summary
-How to write PLS By international plain language federation

24. 4.ABOUT Plain Language Summary/Lay Summary
-How to write Plain Language Summary！
PUBLISHER‘S INSTRUCTION！
24
https://www.agu.org/-/media/Files/Share-and-Advocate-for-Science/Toolkit---PLS.pdf
ターゲットの聴衆
について考える
専門用語を避ける
覚えておいて欲しい
重要なメッセージ
他の人（できれば自分の
研究分野以外の人）に確認
正しいことを行うために
時間をかける

25. 4.ABOUT Plain Language Summary/Lay Summary
-HOW TO WRITE Lay Summary！ーUNIVERSITY INSTRUCTIONS
25
MANY PAGES!!
https://www.dcc.ac.uk/guidance/how-guides/write-lay-summary

26. 5.CURRENT FOREIGN SITUATION ABOUT PLS MOVEMENTS
PLAIN LANGUAGE AT USA
26
https://www.nih.gov/institutes-nih/nih-office-director/office-communications-public-liaison/clear-
communication/plain-language/plain-language-getting-started-or-brushing
https://www.gsa.gov/governmentwide-initiatives/plain-language
2010:Plain Writing Act of 2010
THE FOLLOWING 3 PRESIDENT ORDER INCLUDED IN NECECETTY OF
PLAIN LANGUAGE
E.O.12866、E.O.12988、およびE.O. 13563
https://plainlanguage.gov/
The Plain Language Action and Information Network (PLAIN) is a
community of federal employees dedicated to the idea that citizens
deserve clear communications from government. We believe that using
plain language saves federal agencies time and money and provides
better service to the American public.

27. 5.CURRENT FOREIGN SITUATION ABOUT PLS MOVEMENTS
USA GOVERNMENT REQUIRE SCIENCETISTS USE PLAIN LANGAUAGE
27

28. 5.Current foreign situation about PLS movements
-European Medicines Agency
CIVIL RIGHTS TO CHECK Clinical Trial
report
Continue to work to ensure pharmaceutical
transparency in the EU for the benefit of
patients and public health
28

29. 5.CURRENT FOREIGN SITUATION ABOUT PLS MOVEMENTS
IFNORMATION GAP BETWEEN PATIENTS AND RESEARCHER AT
CLINICAL TRIAL ＝＞PROMOTE PLS TO KEEP TRANSPARENCY
29
https://www.appliedclinicaltrialsonline.com/view/getting-serious-about-plain-language-transparency
doi:10.1001/jamanetworkopen.2018.2969
Patient cooperation is required for the
development of pharmaceuticals! In order
for patients to be willing to cooperate,
they need information that they can
understand!

30. 5.Current foreign situation about PLS movements
-The European Union Clinical Trials Regulation (EU CTR) 536/2014
The European Union Clinical Trials Regulation (EU CTR) 536/2014
Clinical Trial needs Plain Language Summary (Lay Summary) gradually at Clinical Studies
DOI：https://doi.org/10.1007/s40290-019-00285-0
30

31. 5.Current foreign situation about PLS movements
31
-Cochrane Library(EBM)
https://training.cochrane.org/resource/cochrane-standards-preparing-plain-language-
summaries
https://methods.cochrane.org/sites/default/files/public/uploads/pleacs_2019.pdf

32. 5.Current foreign situation about PLS movements
-Pharmaceutical industories
32
Japanese PLS at
GlaxoSmithKline

33. 5.CURRENT FOREIGN SITUATION ABOUT PLS MOVEMENTS
SOCIETY PUBLISHER’S NEWS MAGAZINE：
33
https://eos.org/research-spotlights/how-marss-magnetic-field-let-its-atmosphere-slip-away

34. 5.CURRENT FOREIGN SITUATION ABOUT PLS MOVEMENTS
PLS AT SOCIETY PUBLISHERS：
AGU
34
AGU offer not only Abstract, but also PLS！
If you set google translation, PLS is very easy to understand..

35. 5.CURRENT FOREIGN SITUATION ABOUT PLS MOVEMENTS
PLS AT PUBLISHERS：
Biomedical Journal examples https://doi.org/10.1002/hsr2.175
35
a 編集者により選択された論文の
み
b 疑問に対しての回答のあった著
者論文から編集者によるもの
c 著者または編集者により作成さ
れたもの
d 著者の善意によるもの

36. 6.PLSーBENEFIT FOR AUTHORS
36
Public engagement is a priority for funders of higher education. Funders expect universities to demonstrate the
impact of research on the public, how they are meeting the needs of wider society, and the relevance and
responsiveness of their research.[1]As explained by the National Co-ordinating Centre for Public Engagement,
evidence is growing that there are benefits to universities, to students and staff, and to society. Methods of public
engagement include consulting, collaborating and informing, using different media such as presentations, podcasts
and writing for non-specialist audiences. The benefits of public engagement are particularly recognised for
medical and health research:
https://www.dcc.ac.uk/guidance/how-guides/write-lay-summary
Final Goals：improve research impact
＝increase Citations！
Corporate might be important to use own products or patients via articles.
How to increase Citations。。。
＝＞introduce many sites
＝＞OA articles publication
＝＞other researcher read articles interestingly.
＝＞ex. Create Another story based on article to make many audience take interest.
Scientific Paper Story Highlight Engagement Impact

37. 6.PLSーBENEFIT FOR AUTHORS
-RELATIONSHIP BETWEEN SNS AND PLS
37
Research
Story
Visual
Desigin
Multi-media
Plain Language Summary makes 23% increasing
Fulltext download rate.
Twitter retweets are closely related to the number
of articles cited (ecology research)

38. 6.PLSーBenefit for Authors
-Relationship between SNS and PLS
https://doi.org/10.1371/journal.pone.0234912
Quantitive research Relationship
between Media mentions and
scientific citations around 800
articles
38

39. 6.PLSーBENEFIT FOR AUTHORS
-OUTSOURCE！
39
Generated more than 12,000 website visits from Twitter PPC campaign
A robot that pains
Original articles another story

40. http://www.pasteur4oa.eu/sites/pasteur4oa/files/resource/PASTEUR4OA_RESEARCH%20IMPACT.pdf
Different stakeholder request
different indexes to show efficiency.
6.PLSーBENEFIT FOR AUTHORS
IT IS DIFFICULT TO MEASURE RESEARCH IMPACT
40

41. 7.PLS RELATED FREE SERVICE
PLS TOOL
41
-Cochrane Library(EBM) … how to write PLS?
Don’t worry！
Free site.
https://ktdrr.org/resources/plst/tool/users/login

42. 42
7.PLS RELATED FREE SERVICE
KUDOS-ARTICLE PROMOTION PLATFORM
Individual researcher can use as free.
Institutional service is subscription service.

43. 8. ARTICLE PROMOTION SERVICE VIA SNS
-ies Research
ASIA BASED SERVICE
ACHIEVEMENTS AT ASIAN INSTITUTIONS
INDIVIDUAL SERVICE
INSTITUTIONAL SERVICE（RESEARCH INSTITUTE, UNIV, PUBLISHERS, CORPORATION）
ARTICLE PROMOTION SERVICE（ARTICLES PORTAL SITE WITH PLS AND PROMOTE VIA SNS）
PROMOTION SEMINAR AND SO ON
43

44. 会社案内
44
“We share your discovery!”
Singapore registered company
iestory is a platform to communicate your research discoveries in
a more accessible and engaging form.
This one-page feature comes with a well-crafted plain language
summary highlighting the impact of your research to wider
audiences which can be supplemented with graphical abstract,
podcast and/or video byte.
https://iesresearch.solutions/
https://www.facebook.com/iesresearch.solutions/
臺北辦公室: 臺北市南京東路二段72號8樓 (02) 25723369

45. Our Customers
45
輔以豐富的視覺
呈現

46. RESARCH OUTPUT PROMOTION
VIA SNS WORKFOLW
Curation Create Story design
Check the
results
Send post
text on SNS
• Select articles
• Meta data
Affiliation/Author/Publ
isher and so on
• Transform
from
professional
contents to
understandabl
e story
• Create Post text
and promote via
SNS
• Data analysis
and create
Report to follow
effect
• Create Graphic
Abstracts or
Movie
Create Research
output portal site
SNS
Promotion
Follow up
effect
Other
service
Seminar
• Cover many
topics and
support
promotion
activities

47. 1. CREATE ARTICLE
PORTAL SITE
-LANDING PAGE
Article portal site
Set promoting
contents
https://iesresearch.sol
utions/the-role-of-
micrornas-in-
premature-
senescence/
• Iestory included the following（plain language summary、video abstract、
graphical abstract and podcast）

48. 48
IMPACT TO SOCIETY
Describe SDGs effect on the
article
Article portal site
to describe Impact

49. 2. SNS PROMOTION
- INSTITUTIONAL FACEBOOK -
49
We will create a submission for the
paper you wish to promote and post it
on the Institutional Facebook page. At
the same time, we will promote in the
global social group related to the
posted content. Through Facebook,
identify your target audience and
promote your promotion.
• During the promotion period, apart from the
institutional Facebook, the institutiuon and ies
Research will manage and provide services on the
Facebook page for research achievements.
SNS
Promotion

50. 2.SNS PROMOTION
- IES RESEARCH TWITTER PAGE -
50
Increasing effect, Twitter on
ies Research will synchronize
https://twitter.com/iesasia
SNS
promotion

51. ３.FOLLOW UP SNS PROMITION
Follow up
Promotion
effect

52. ies Research team has experience in promoting research contents at many location at Asia.
To promote research output, research
contents will transform easy-to-
understanding
Topics examples:
- How can make research stories？
The Script: the Big Why-What-How
Storyboard
- How to draw Graphic abstracts
The Hero Shot: “What’s your what?”
- How to enhanced speech skills
The Style: Body language & Intonation
- Necessary skills for researcher at new erra
Identify the gap competency of researcher
４.OTHER SERVICE
ON AND OFF SITE SEMINAR
Other service

53. THANK U
If you have any questions, Please ask the following
kazuki@igroupjapan.com