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Best Practices and Innovations in Marketing Scholarly Journals and Books Online

Tuesday, April 26, 2005 Time: 1:00 p.m. Eastern, 6:00 p.m. GMT (observing DST)

Just because you’re stuck in the office doesn’t mean you have to miss this excellent SSP seminar…it’s all online! This 90-minute program will help you create successful online marketing campaigns with innovative technologies while navigating the ever-increasing complexities of spam laws and mail filters. This seminar will take advantage of the Web to demonstrate successful online marketing tools and campaigns. One registration allows any number of participants in your office. As always, SSP members are entitled to a significant registration discount.

You will need to download a software plug-in to participate in the webinar, please do this prior to joining the webinar.


Judith Barnsby will speak on the following outline:

RSS as a marketing tool

  • What content can you deliver via RSS?
  • Creating an RSS feed: technology issues
  • Promotion: educating the user
  • Your feeds in use: branding and control
  • Monitoring usage of your feeds
  • Exploiting RSS from other sources

Duncan Humphrey will speak on the following outline:

  • Benefits of E-marketing
  • E-marketing tools
  • Driving traffic online
  • Building a community around your site
  • Tracking and measuring results
  • Marketing in the age of Google
  • Perfect partners and contextual marketing
  • Author marketing
  • Tips to take away

Matt Price will speak on the following outline:

  • ACS Journal Marketing Timeline
  • Organizational Objectives, Campaign-Specific Objectives: How these will define your marketing strategies.
    1. Before you begin any online campaign, first thoroughly define and understand organizational objectives. Then define and understand how your campaign objectives serve to satisfy your organizational objectives prior to creating your marketing strategies.
  • Define and Measure: What is it you want to achieve and what will be your measure of success?
    1. Define your measures of success as part of your campaign-specific objectives. Will it be increased usage, increased contributions, or increased subscriptions? Be specific. Know what all your goals are in advance and you will be better able to reach them.
    2. Case Study:Organizational Objective: Drive Usage of ACS Journals.
      Primary Objective: Drive Usage of selected articles on “Air Quality” and “Green Chemistry” from a variety of journals in conjunction with ACS celebration of Earth Day.
      Secondary Objective: Attract new and interested users to the site. Encourage users to “search for themselves” to find more results on air quality and green chemistry.
  • Defining your Audience
    1. First and foremost, identify your users (a.k.a. customers, readers, audience, authors).
    2. Second, know how your users access your Journal. Third, know how your users “use” your journals – know your “touchpoints.”
  • Creating Audience-specific Strategies
    1. Working with Editors and Authors to assure Best Results
    2. Specifically address your customer needs – be sure to tailor your message to the user you are addressing.
    3. End-user vs. Intermediary strategies
    4. Domestic and International Audiences
  • Driving Response via the Right Approach
    1. Online Tactical Marketing
    2. E-mail to registered users and to new users – HTML and text-only
    3. The Right Links – where are you sending your users?
    4. Linked sites – should be tailor-made for campaign – do not just “drop” them on your site – create an interesting landing
    5. Getting to the message and allow further exploration – this is the key to serendipity: keep your user engaged on your site.
    6. Develop a strong Call for Action – send authors to ACS Paragon System,
    7. Librarians and information specialists to the Librarian Resource Center,
    8. Users to content, etc.
  • The Key to Success is Measuring It
    1. Usage – immediate and long-term analysis required – once you attain a new high-level or peak of usage, seek to get those users back, create new plateaus, etc.
    2. Contributions – mid- to long-term analysis required — did you register more authors, successfully generate more submissions?
    3. Subscriptions – longer analysis needed, though immediate results may be noted.
  • Lessons Learned – even if campaign was not the success you planned for – what lessons did you learn to implement on the next campaign? There is always room for improvement.


  • Judith Barnsby, Institute of Physics
  • Duncan Humphrey, Oxford University Press
  • Matthew J. Price, American Chemical Society Publications

Seminar Manager:

  • Lori Barber, ScholarOne Client Development Manager