partnering for a winning marketing strategy · views and social media engagement. unique selling...
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![Page 1: Partnering for a Winning Marketing Strategy · views and social media engagement. Unique selling point. Lay summaries of research, videos to explain content. Target Audience. A lay](https://reader033.vdocuments.net/reader033/viewer/2022050314/5f76bc3f4b7b9421d10a3a5f/html5/thumbnails/1.jpg)
#WileyRSJ19, @JuliaB1004
Partnering for a Winning Marketing StrategyJulia BallardSenior Manager, Asia-Pacific Partner Marketing
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#WileyRSJ19, @JuliaB1004
“Markets always change faster
than marketing.”- Philip Kotler
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#WileyRSJ19, @JuliaB1004
Strategic Marketing
• Elements of a strategic marketing plan
• How to create a strategic marketing plan for your journal
• Case study
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#WileyRSJ19, @JuliaB1004
Strategic Marketing
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#WileyRSJ19, @JuliaB1004
Key elements of a strategic marketing plan
• Marketing objective
• Unique selling point
• Target Audience
• Effective Promotion Strategies
• Measuring results
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#WileyRSJ19, @JuliaB1004
Setting your marketing objective
What do you want to achieve?
Increase • readership• citations• Impact Factor• Ranking• Submissions• Revenue• Market awareness• Geographical diversity
Change• Journal reputation• Content balance• Revenue mix
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#WileyRSJ19, @JuliaB1004
Setting your marketing objective
SMART
SPECIFIC
MEASURABLE
ACHIEVABLE
RELEVANT
TIME-FRAMED
What, exactly, do you want?
How will you know when you reach your goal?
How can this goal be accomplished?
Does this seem worthwhile?
When will you reach your goal?
ER
EVALUATE
REVISE
How will you measure success?
What do we need to change?
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#WileyRSJ19, @JuliaB1004
Determining your unique selling point
What your audience
wants
What your competitors
do well
What you
do well
Your Unique Selling Point!
What does your audience want?
What does your journal do well?
What do your competitor journals do well?
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#WileyRSJ19, @JuliaB1004
Determining your unique selling point
What makes your journal better than your competitors?• High Impact Factor
• Famous Editor-in-Chief
• Open Access
• Owned by a big or important society
• Fast publication times for authors
• Services to help authors
• High ranking in field
• Reputation for publishing controversial content
• The kind of content you publish
• Regional or national leader in the field
Pick 1 unique selling point
that is relevant to
your objective
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#WileyRSJ19, @JuliaB1004
Target Audience
Who are you trying to reach?• Geography• Subject area• Institution
Bigger doesn’t always mean better.
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#WileyRSJ19, @JuliaB1004
Promotion Strategies
What’s the best way to get your message to your audience?
What do we want them to know?• Content
• Article collection• Blog post• Podcast• Video
• Education about publishing• Information about your journal
What do we want them to do? • Submit a paper• Read a content collection• Engage with the community• Learn more about your journal
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#WileyRSJ19, @JuliaB1004
Promotion Strategies
The format we use must enable and encourage the
action we want!
How do we want to communicate?• Email• Social media• Printed flyers• Live event
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#WileyRSJ19, @JuliaB1004
Measuring Results
Did we achieve our goal?
How effective were our marketing strategies?
Could we do anything differently?
What should we continue doing?
How can we improve results?
Analyze, adjust and implement.
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#WileyRSJ19, @JuliaB1004
Creating a strategic marketing plan for your journal
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#WileyRSJ19, @JuliaB1004
Partnering for a Winning Marketing Strategy
Creating a strategic marketing plan for your journal
Clear objective
Unique selling point
Targeted audience
Effective promotion
Measuring results
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#WileyRSJ19, @JuliaB1004
Setting a clear objective
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#WileyRSJ19, @JuliaB1004
I want more, higher quality submissions to my journal.
Setting a clear objective
Why do you want more submissions?
What do you mean by higher-quality?
What measure do you want to apply?
In what time frame do you want to do this?
Is this realistic?
How will I know if I succeeded?
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#WileyRSJ19, @JuliaB1004
I want to increase submissions
Setting a clear objective
on new cancer treatments from authors in the USby 20%
over the next 12 months.
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#WileyRSJ19, @JuliaB1004
Unique Selling Point
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#WileyRSJ19, @JuliaB1004
What makes your journal different or special?
Unique Selling Point
• High Impact Factor• Famous Editor-in-Chief• Open Access• Owned by a big or important society• Fast publication times for authors• Open Access• Services to help authors• High ranking in field• Reputation for publishing controversial content• Kind of content• Regional or national leader in the field
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#WileyRSJ19, @JuliaB1004
Your research will change lives.
With Journal X you’ll get a first decision in 10 days and see your paper online within 2 weeks of acceptance.
Change lives faster.
Submit to Journal X.
Unique Selling Point
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#WileyRSJ19, @JuliaB1004
Targeted Audience
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#WileyRSJ19, @JuliaB1004
Find potential authors, reviewers, and board members who have published papers on keywords of your choice.
Expert Finder
Identify highly cited authors who have recently published papers in competing journals but not in your journal.
AHEAD: The Author
Headhunter
Identify highly cited authors who have cited your journal in papers they’ve published in other journals.
Citing Article Tracker
Receive an email alert when a paper that may be suitable for your journal is posted to one of the popular preprint servers.
XrXiv Alerter
Find out where papers rejected from your journal are eventually published.
Rejected Paper Tracker
Targeted Audience
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#WileyRSJ19, @JuliaB1004
Effective Promotion
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#WileyRSJ19, @JuliaB1004
Effective Promotion
Targeted email
Targeted social media
Content marketing • content collections• Editorials• blog posts• Podcasts• Videos
Search Engine Optimization
Optimized Campaigns
Awareness
Help our audience
Suggest change
Reasons for change
How to change Link to submissions site and resources.
Why your USP is beneficial. Incentives to submit.
Highlight USP
Curated content collections. Papers your audience would cite. Helpful
resources
Journal info: EIC, IF, society, USP
Why What How
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#WileyRSJ19, @JuliaB1004
Measuring Results
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#WileyRSJ19, @JuliaB1004
Email• Open rates• Click through rates
Social Media• Engagements with posts• Actions taken
Submissions• # of submissions from the US• # of submissions in new cancer
treatments• # of clicks on submission site link
Measuring Results
What do we measure?
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#WileyRSJ19, @JuliaB1004
April 29 – May 5, 2019
Case Study:Day of Immunology
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#WileyRSJ19, @JuliaB1004
Case Study: Day of Immunology
Marketing objectiveTo educate and engage the lay community in Australia around immunological research during the Day of Immunology celebration week. We’ll measure success by number of video views and social media engagement.
Unique selling pointLay summaries of research, videos to explain content
Target AudienceA lay audience, mostly in Australia
Effective Promotion StrategiesSocial media
Measuring results# video views# social media engagementsTotal reach
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#WileyRSJ19, @JuliaB1004
Case Study: Day of Immunology
Landing Page• Introduction• 7 articles• 6 video bytes (short video abstracts
for a lay audience)
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#WileyRSJ19, @JuliaB1004
Case Study: Day of Immunology
Social Campaign• Twitter Accounts
• @ImmunolCellBiol• @WileyinResearch
• Facebook account• Wiley Immunology
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#WileyRSJ19, @JuliaB1004
Case Study: Day of Immunology
Social media engagement totals• @WileyinResearch total engagements: 118• @ImmunolCellBiol total engagements: 358• Wiley Immunology Facebook total engagements: 119
Total video engagement on Facebook• 1,669 views, reaching 10,820 people
Article Usage• Total usage for the 7 articles more than doubled between March and
May (129 total accesses in March vs 275 in May)
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#WileyRSJ19, @JuliaB1004
Case Study: Day of Immunology
• Videos are very effective at engaging our target audience
• Social account targeted to a specific audience are more effective for engagement
• We engaged a lay audience, but not a scientific audience
Analyze, adjust and implement
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#WileyRSJ19, @JuliaB1004
“Our job is to connect to people, to interact with them in a way that leaves them
better than we found them, more able to
get where they’d like to go.”
– Seth Godin
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#WileyRSJ19, @JuliaB1004
Questions?
Julia BallardSenior Manager, APACPartner [email protected]@JuliaB1004