Interactive Marketing for Scholarly Publishers

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Use scholarly publication website as an interactive marketing tool

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Interactive Marketing for Scholarly Publishers

  1. 1. Interactive Publishing Kristen Fisher Ratan HighWire Press
  2. 3. Moving Publishing Past the Page <ul><li>Focus on individual readers </li></ul><ul><li>Using your site as a dynamic editorial and marketing tool </li></ul><ul><li>Presenting users with choices that make sense to them during their natural workflow </li></ul><ul><li>Deciding what “currencies” are important: </li></ul><ul><ul><li>Cash </li></ul></ul><ul><ul><li>Usage </li></ul></ul><ul><ul><li>Citations </li></ul></ul><ul><ul><li>Registrations </li></ul></ul><ul><ul><li>Membership </li></ul></ul><ul><ul><li>Other </li></ul></ul>
  3. 4. Strategic Level: Identify Goals <ul><li>Attracting new readers </li></ul><ul><li>Increasing usage for current subscribers </li></ul><ul><li>Converting anonymous users to registered users </li></ul><ul><li>Creating new monetization opportunities </li></ul><ul><li>Building up membership </li></ul><ul><li>Adding new advantages for subscribers, members </li></ul><ul><li>Targeting pages and advertising </li></ul><ul><li>Increasing submissions, other user-generated content </li></ul>
  4. 5. Single User dbase Usage Data
  5. 6. Tactical Level: Pick Your Weapons <ul><li>Recommendation systems </li></ul><ul><li>Merging user data and tracking anonymous users </li></ul><ul><li>Targeting to user groups </li></ul><ul><li>Behavioral targeting </li></ul><ul><li>Intelligent choices appearing automatically </li></ul><ul><li>Display and delivery dynamically changing </li></ul><ul><li>Follow-through and analytics </li></ul>
  6. 7. Warning! The following examples are completely fictitious. Any similarity to existing or planned campaigns is coincidental, lucky or just plain spooky.
  7. 8. Increasing usage for current subscribers <ul><li>JAMA and the Archives </li></ul><ul><li>Repurpose content </li></ul><ul><ul><li>Mix and match content in new ways </li></ul></ul><ul><li>Create campaigns around new collections </li></ul><ul><ul><li>Attract new and repeat readers within your subscribing institutions </li></ul></ul><ul><li>Disseminate in new ways </li></ul><ul><li>Track usage of new collections and downloads of widgets </li></ul>Goal 1
  8. 9. Contents RESEARCH ARTICLES: Is Exposure to Sick or Dead Poultry Associated With Flulike Illness? Outbreaks of Avian Influenza A (H5N1) in Asia Update: Isolation of Avian Influenza A(H5N1) Viruses From Humans MEDICAL NEWS & PERSPECTIVES: Drug, Vaccine Research Target Avian Flu BOOK AND MEDIA REVIEWS: Bird Flu: A Virus of Our Own Hatching Avian Flu’s Lethality MULTIMEDIA: Avian Flu Update from Russ Lopez More  LEARN MORE Sign up for RSS/alerts On Avian Flu NOW! Find out How to Subscribe To The Avian Flu Collection Avian Flu Special Collection GO Post Code Map likely spread of Avian Flu in your region
  9. 10. Widgets: Marketing and Dissemination Tools
  10. 11. Scholarly Widgets
  11. 12. Where Widgets Can Be Found
  12. 13. Using Widgets and Ads 1. Is Exposure to Sick or Dead Poultry Associated With Flulike Illness? 2. Outbreaks of Avian Influenza A (H5N1) in Asia 3. Update: Isolation of Avian Influenza A(H5N1) Viruses From Humans 4. Bird Flu: A Virus of Our Own Hatching Avian Flu’s Lethality 5. Drug, Vaccine Research Target Avian Flu 6. Fighting Avian Flu 7. Mixed Success Found for Avian Flu Vaccine 8. Bird Flu: A Virus of Our Own Hatching MOST READ CITED AVIAN FLU SPECIAL COLLECTION AVIAN FLU SPECIAL COLLECTION Free Trial Sign Up Now! JAMA Avian Flu Update Latest Medical Information Free trial available now http://flu. jama.ama-assn.org/ Pandemic Preparedness Emerging Disease Outbreak Avian Flu
  13. 14. Monetizing Existing Content <ul><li>Proceedings of the National Academy of Sciences </li></ul><ul><li>Identify those coming from outside current subscribing institutions </li></ul><ul><li>Display purchasing options that fit with users’ needs </li></ul><ul><li>Track effectiveness of new offers </li></ul>Goal 2
  14. 15. Relevant Offer Placement Related Articles: 1.------------------------------------------ 2. ----------------------------------------- 3. ----------------------------------------- 4. ----------------------------------------- 5. ----------------------------------------- Purchase all 5 now for 50% off ?
  15. 16. What We Can Know About Users
  16. 17. Targeting Pages and Ads <ul><li>Cold Spring Harbor Laboratory Press </li></ul><ul><li>Pages dynamically change according to who is viewing them </li></ul><ul><li>Users interested in different topics see different ads </li></ul><ul><li>Users from different geographic regions see offers in their own language </li></ul><ul><li>Learn what has worked and what hasn’t and adjust future campaigns </li></ul>Goal 3
  17. 18. protein characterization
  18. 19. Building on What We Know Your Google Search of “protein characterization” will return 2665 results on this site <ul><li>Members Only: </li></ul><ul><li>Editor’s Picks </li></ul><ul><li>Podcasts </li></ul><ul><li>New Protocols </li></ul>Sign up now and receive 50% discount! <ul><li>仅成员: </li></ul><ul><li>编辑的上面采摘 </li></ul><ul><li>新的协议 </li></ul>现在报名参加并且接受 50% 折扣 ! <ul><li>Miembros solamente: </li></ul><ul><li>La tapa del redactor escoge </li></ul><ul><li>Podcasts </li></ul><ul><li>los nuevos protocolos </li></ul>Ahora firme para arriba y reciba un descuento del 50%
  19. 20. click LA CARACTERIZACIÓN DE LA PROTEÍNA POR TECLEO UNIMODAL DE LA FIBRA El lector de la placa de DynaPro hace le por lo menos 10 veces más productivas que usted está con un sistema de la hornada DLS 蛋白质描述特性由单模纤维 DynaPro 板材读者比您与批 DLS 系统使您至少 10 倍有生产力 DLS
  20. 22. Key Requirements <ul><li>Shift in publisher resources towards digital strategists, joint marketing and online editorial efforts </li></ul><ul><li>Ability to act quickly </li></ul><ul><li>Experimentation at low risk </li></ul><ul><li>Analytics to learn what works and what doesn’t </li></ul><ul><li>Adjusting strategy and tactics regularly </li></ul>
  21. 23. Thank You!

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