Social Media and Networking in PSP 3.0 11 October 2012 Presented by Kevin Cohn

1. Kevin Cohn
Vice President of Operations
@Atypon
PSP Seminar, New York
11 October 2012
New Approaches for Connecting
with Your Users
Engagement

2. • Content delivery and monetization
solutions for publishers
• 13 million journal articles being
hosted by Literatum
About Atypon
2 Engagement: New Approaches for Connecting with Your Users

3. Selected Clients
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4. Engagement
4 Engagement: New Approaches for Connecting with Your Users

5. • Know who the user is
• Know what the user is interested in
• Use this knowledge to target content
to each user
What Does It Mean?
5 Engagement: New Approaches for Connecting with Your Users

6. A Lack of Targeting
Paid Content User Targeting
Scientific &
Scholarly
Yes No
Consumer &
Trade
No Yes
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7. Today: < 1%
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8. Goal: 25%
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9. • Incentivize users to register
• Lower the registration barrier
• Keep users logged in
• Target content to users
Engagement in 4 Steps
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10. • Free to registered users only
• Require registration to access
enhanced content
• Metered model
Incentivize Users to Register
10 Engagement: New Approaches for Connecting with Your Users

11. 51M denials in 2011
Atypon-Hosted Publishers
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12. 12 Engagement: New Approaches for Connecting with Your Users

13. 13 Engagement: New Approaches for Connecting with Your Users

14. • 1Q10: Launched
The New York Times
• 2Q11: 224,000 paid digital subs
• 2Q12: 509,000 paid digital subs
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15. 15 Engagement: New Approaches for Connecting with Your Users

16. 16 Engagement: New Approaches for Connecting with Your Users

17. • Ask for less information on your
registration form
• Allow users to register using social
network accounts
Lower the Registration Barrier
17 Engagement: New Approaches for Connecting with Your Users

18. 18 Engagement: New Approaches for Connecting with Your Users

19. • “Remember me”
• Social network accounts are
“always on”
• “Secure key” authentication
Keep Users Logged In
19 Engagement: New Approaches for Connecting with Your Users

20. • You’ve created reasons to register
• You’ve made it easier to register
• Users are registering
• You’re keeping users logged in
Engagement in 4 Steps
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21. Target Content
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22. Engagement: New Approaches for Connecting with Your Users22

23. • Binary: a document is either about a
topic (100%) or it is not (0%)
• Hierarchical: a document is about a
topic and all of its parents
Taxonomies
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24. Engagement: New Approaches for Connecting with Your Users24

25. • Better related search and content-
based recommendations
• Search results clustering (“more
results like this”)
Applications
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26. Engagement: New Approaches for Connecting with Your Users26

27. Engagement: New Approaches for Connecting with Your Users27

28. • Better networking and user-based
recommendations
• Search results ordered by
relevancy to each user
Applications
28 Engagement: New Approaches for Connecting with Your Users

29. • “Research Intent”
• Apply different weightings to
different rolling periods
Tuning
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30. • Know who the user is and what the
user is interested in
• Use probabilistic enrichment to
target content to each user
Summary
30 Engagement: New Approaches for Connecting with Your Users

31. Kevin Cohn
Vice President of Operations
@AtyponKCohn@Atypon.com
Thank You