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2014

Our top 10 posts of 2014

Posted Dec 31, 2014
    Bill Deluise 
Bill Deluise
Vice President, Society Strategy & Marketing, Wiley 
Santa's list
Source: VStock LLC/Thinkstock

You can blame it on my inner child, but when city sidewalks – busy sidewalks, in fact – are dressed in holiday style, it’s impossible not to let the thrill of the holiday season seep into every aspect of life. And with only a couple of days left until the Big Guy makes his magical, globe-trotting journey, delivering presents to every good kid in the world, I’m finding it hard not to think about what advice Santa would give to the leadership of societies and associations and the partners that are working with them to bring cheer to their members all year round.

That’s right: the Membership Lessons of Santa Claus. From effective audience segmentation to unmatched event promotion, St. Nick offers a range of good guidance to help society and association executives and elected leadership make every time of the year the most wonderful time of the year. Here's our top five:

He’s making a list, and checking it twice. He’s gonna find out who’s naughty or nice…

We can’t talk to a society executive for more than 15 minutes these days without hearing some combination of the words “member,” “acquisition,” “retention,” and “engagement.” Attracting and retaining members are among the top goals of almost every organization we interact with. Now, I’m not suggesting categorizing your member prospects based on their general tendencies toward having a pleasant or agreeable manner in socializing with others, but the hard line Santa takes in determining where to invest his time and resources (on the nice) and when to ignore a certain segment of his audience (the naughty) is instructive.

Market segmentation can take a couple of forms. Up until recently, I would have said that the big three approaches to segmenting your market are demographic (age, for example, or gender), geographic, and psychographic (values, tastes, and preferences), but then I read and fell in love with “Rediscovering Market Segmentation” by Daniel Yankelovich and David Meer, a February 2006 Harvard Business Review article. In it, Yankelovich and Meer argue that “psychographic segmentations have done little to enlighten the companies that commission them about which markets to enter or what kinds of offers to make, how products should be taken to market, and how they should be priced” and differentiate between attitudinal segmentation (based on beliefs and tastes) and behavioral segmentation (based on previous buying or using behaviors). Attitudinal segmentation, they suggest, is great for advertising and marketing, while behavioral segmentation is better for product development and innovation. They have me sold, but you should check out the article for yourself on HBR.org.

However you choose to segment, there’s a lot to be learned from the Nice or Naughty List about focusing on the members or member prospects who mean the most to you.

He's got a bag that's filled with toys, for boys and girls again…

Oh, yes, the fabled bag of toys. Filled with exactly the present that every child in the world is wishing for on Christmas day. But how does Santa know what to include on The World’s Biggest Shopping List?

Well, he asks, of course. At malls all over the world, at holiday fairs, and by working the elves late into the night reading mail sent to the North Pole, Santa is omnipresent, and he’s using that hyper-availability to solicit feedback from the people that he’s looking to delight on Christmas morning.

The importance of ongoing assessment of your members’ needs, expectations, and behaviors can’t be overstated. Through membership surveys, focus groups, interviews, workplace observation, web analytics, and a host of other channels, there have never been more ways to gain actionable, useful customer insights.

My favorite approach recently has been social listening, which, as it turns out, isn’t just code for wasting the (work)day on Twitter under the guise of a professionally responsible activity. Social listening, the process of monitoring conversations that take place on social media to inform marketing, sales, and product strategies, isn’t just gaining traction in marketing circles: it’s rapidly become the norm. Forbes does a decent review of the benefits and potential uses of social listening. Ready to dive in? Check out Bloomerang’s post on “4 Tools for Nonprofit Social Listening and Reputation Management” or Hootsuite’s “How to Use Hootsuite for Social Listening.” Because the best way to make sure that the members on your “nice” list are getting exactly what they want this year? Let them tell you themselves.

Who comes around on a special night? Santa comes around on a special night…

Do you hear what I hear? That’s “special night.” Singular. Not special months or weeks. Santa has one big day all year. You wouldn’t know it, though. He’s fighting the Great Pumpkin for display space at retail establishments the world over in the month of October. He pops up in white-fur-trimmed, red swim trunks in “Christmas in July” promotions. Hell, he has parents warning their misbehaving children that he’s watching in the middle of March. Santa is a master of pre-event promotion.

Now, the internet is littered with white papers, best practices, and case studies around pre- and post-event promotion, many of them useless. Buried among them are some great pieces of advice, though, like these:

     

     

     

 

Whatever tactics you deploy, in the same way that Santa’s encroaching on everyone else’s holiday (I’m talking to you, Easter Bunny), think about how you can extend the life of your annual meeting. Of course, in much the same way that Christmas carols in October make shoppers cringe (too soon!), tread carefully with your promotion. Velvet Chainsaw pointed out recently that you have to keep pre- and post-conference promotion relevant to helping members solve their information problems and growing their networks in order to keep it engaging.

He sees you when you're sleeping. He knows when you're awake…

It’s not creepy when Santa does it, so why not use every available medium to better understand how your members are interacting with your offerings?

What is your analytics strategy? If you’re like the nonprofit organizations that the Stanford Social Innovation Review referenced in their Summer 2014 article “Big Data for Social Innovation,” your analytics strategy could be better: “Nonprofits and other social change organizations are lagging their counterparts in the scientific and business communities in collecting and analyzing the vast amounts of data that are being generated by digital technology. Four steps need to be taken to improve the use of big data for social innovation.” From disparate data sources to weak data governance approaches, there are a slew of things that could make effective use of data difficult. The article addresses some strategies that organizations can use to make their data work harder for them.

You know Dasher, and Dancer, and Prancer, and Vixen. Comet, and Cupid, and Donder, and Blitzen…

And how do you know Dasher, Dancer, Prancer, and the rest of them? It’s not a secret: Santa doesn’t work alone. He couldn’t. It would be impossible. Discovering every wish, creating every present, negotiating his own commercial rights with Coca-Cola for those adorable seasonal commercials: there’s no way one guy can do all of that, no matter how magical he is. Nope. Kris Kringle knows what he’s good at, and he brings in partners to manage the rest. Transportation and shipping? Reindeer. Production and Manufacturing? Elves. Digital rights and licensing management? Mrs. Claus (probably). The Christmas A-Team is working hard around the year and around the clock to keep Santa looking good.

Designing effective partnership strategies is essential in meeting those goals that cannot be achieved with the resources and assets available to the organization alone. It’s a bit dated now, but there’s a good article on Entrepreneurship.com that addresses how to evaluate and select a strategic partner. Written for start-ups looking to decrease time to market or tap into markets that they couldn’t reach alone, the article recommends an eight-step approach to identifying and contracting with a strategic partner. It also references a Partnership Proposition Worksheet to help think through the elements of the partnership (the link in the article itself is broken, but this one works). For a more visual worksheet, try the Strategic Partnership Canvas, outlined in this blog post by Kosta Stavreas, a strategy consultant and technology entrepreneur.

Have a Holly, Jolly Christmas…

I could go on (and would love for you to chime in with comments below), but in closing, what was true in 1897 is just as true today: Yes, (Virginia,) there is a Santa Claus. And not only does he exist as certainly as love and generosity and devotion exist, but he's also a source of ideas and insights and inspiration for all of us in every aspect of our personal and professional lives.

 

Happy holidays, to you and all of your loved ones, from all of us at Wiley.

    Chris Graf
Chris Graf
New Business Director, Professional Innovations, Wiley

Publishing ethics (5)We hope that you and our other readers – editors, scholars, researchers and practitioners from the multidisciplinary communities we serve – are finding the Second Edition of our publishing ethics guidelines to be even more useful than our First Edition.

These new guidelines are significantly different, and the world is changing rapidly. So we’d love you to help us understand now what we’ve got right, and how we could do better.

Our Second Edition is a comprehensive update to the guidance we published for you in late 2006. Google counts 118 cites to the First Edition, and we know that readers downloaded our First Edition 6,905 times over the past five years. Looking at Mendeley data via Altmetric for the First Edition of our guidelines, we also know something about our readers, and so we might imagine who’s likely to read our Second Edition:

   

    • Professionals, Masters Students, Professors, Doctoral Students, and Journal Editors

   

    • Working in Medicine, Biological Sciences, Psychology, Social Sciences, and Education

 

We know, from three experts who shared their stories, why publishing ethics is important.  And we published 10 tips for editors, as a quick entry-point.

So how do our guidelines (new and old) work for you now?  Do, please, let us know by leaving a comment below or tweeting us @WileyExchanges. And, just to recap, all the links you’ll need are below.

1. The six places you can find our Second Edition. Simultaneous online publication in 5 journals, and publication on the Wiley Exchange website:

In Headache

In Annals of the New York Academy of Sciences

In Advanced Materials

In Social Science Quarterly

In International Journal of Clinical Practice

On the Wiley Exchange website.

2. The First Edition. Published in International Journal of Clinical Practice, late in 2006

3. The three stories from experts.

4. Our Top 10 Tips for editors.

Hot apps for academics

Posted Dec 4, 2014
    Helen Eassom
Helen Eassom
Author Marketing, Wiley

With smartphones and tablets now commonplace, apps have quickly become part of our everyday lives, whether they’re keeping us entertained, saving us time or increasing our productivity. But it’s easy to be overwhelmed by the huge number of choices on offer in your device’s app store - after all, some apps are better than others, and if you are paying for an app, you want to be especially sure that it’ll add some kind of value. Below are six apps that as a busy researcher and author, you might find useful:

ToDo ($4.99, Android and IOS)

As its name suggests, an app that lets you create custom to-do lists, with the ability to synchronize tasks across all of your computers and mobile devices using Dropbox, iCloud and Outlook. Add your tasks to certain categories, such as work or home, and create projects with sub-tasks and due-dates. Other useful features include a calendar view, where you can drag and drop particular tasks onto the calendar, and the ability to assign VIP status to tasks by adding a star, making them jump to the top of your to-do list. The app can also remind you when you are close to a task ‘location’, such as reminding you to buy milk when you pass by a grocery store.

GoodReader ($4.99, IOS)

This app allows you to read and annotate almost any kind of file, including plain text, Word/Excel files, images, video, MP3 and HTML. It can also cope with large PDF and TXT files, enabling you to mark up PDFs with text boxes, sticky notes, lines, arrows and freehand drawings. Text is wrapped so that you can view it properly on smaller screens, and you can view multiple documents in different tabs. The app connects to Dropbox and other cloud storage so that you can easily transfer files from your computer.

Wolfram Alpha (Free or $2.99 Premium, Android and IOS)

The Wolfram Alpha app uses a huge store of knowledge curated by human experts and algorithms to automatically answer fact-based questions and generate reports. Rather than giving you a list of documents or links, as a traditional search engine would, the app gives you the data and makes it easy to work with. It includes hundreds of datasets and also searches data from external sources. Wolfram Alpha also includes a currency converter, stock analysis, almanac and graphing calculator.

Evernote (Free or $4.99/month Premium, Android and IOS)

This popular note-taking and archiving app is well worth a download. Notes can include pieces of text, a full or partial webpage, photos, voice memos or handwritten notes, and can be input to the app through a variety of methods. The creation of ‘notebooks’ allows you to organize your notes, and you can share these for any group projects you might be working on. The search function enables you to find documents, text and images fast, and Evernote also has additional features such as reminders and to-do lists. The premium service includes an increased monthly upload allowance, top priority support, editable shared notebooks, offline notebooks and a passcode to lock your notes on mobile devices.

Dropbox (Free, Android and IOS)

Dropbox is another very popular app that allows you to access files from multiple devices, including your phone and tablet. If you can open a web browser, you can get to your files, even if you are using a shared computer. Dropbox also enables you to send files that are too large to send via email. Standard encryption methods are used to transfer and store data, so your work is always secure. And if you lose one of your devices, it’s simple to remotely wipe local copies of data. It’s also easy to backup or recover your files, and as over 300,000 apps connect to Dropbox, you can access your data across a range of apps, such as GoodReader. The free account gives you up to 2GB of storage- if you require more you can purchase a premium account, costing from $9.99/month for 100GB.

Hootsuite (Free, Android and IOS)

Hootsuite is a social media app for Facebook, Twitter, LinkedIn and Foursquare, and is a great time-saver if you use social media frequently. You can create custom search streams so that you can see conversations that are relevant to you, and schedule content so that it posts automatically. If you use multiple Twitter accounts, you can set up tabs for each and post under all of them. You can also set up tabs for sent tweets, my tweets retweeted, mentions, and direct messages. If you are interested in a particular topic or event, you can set up and save a hashtag search to display all related tweets. With Hootsuite, you can also view, comment and like Facebook posts, and view and post to your LinkedIn stream.

There are certainly plenty of apps on the market, but the best ones will help save you time, organize your work and enable you to work across several devices, taking your notes from computer to tablet to phone. Reading some reviews before downloading can help you decide whether or not the app is any good - after all, you don’t have time to waste on poor quality apps!

    Anne T. Stone
Anne T. Stone
Senior Marketing Manager, Wiley

Today it’s easy to connect with people around the world and participate in communities of interest. For researchers, there are also many ways to measure the influence of their research. Altmetrics provide a useful tool to identify who is sharing research in your area with his/her own broader communities. The Altmetric score can be considered a measure of the popularity and interest in your research area around the world. And beyond that, it is a way to build your professional network and expand the reach of your research.

There are many ways to use social media with the Altmetric score to grow your network and connect with others who share an interest in your research area. Here are practical ways to use Altmetric scores which appear on every article published by Wiley.

By looking at the Altmetric score of your own research articles, you may discover that you have audiences that surprise you. You may also find friends and colleagues who are getting the word out about your research. Then, as you review Altmetric results for research in your field, you will find others interested in your research area and discover what they think is important enough to share with others. You will also discover news outlets and blogs that are actively following your research area which may provide a quick filter on the media worth further investigation.

altmetric score

 

Connect with your audience

When you see the Altmetric score for an article, click on it and you’ll find the really interesting information clearly laid out. Use the Altmetrics report to understand more about the article’s community of interest. If people are sharing research on Twitter, Facebook and Google, start there.

It’s simple to dive in to see exactly what people are saying about the research article online. Learn more about them by checking out their profiles and connect with them. When you find people are sharing your research thank them for their interest, especially when they have a large number of social media followers. Look for the people adding their own insights too – they are engaged and will likely welcome a conversation with you.

You can choose the media you wish to use to reach out to people you want to connect with. You may not have a Twitter account to simply reply to a tweet with a tweet. That’s OK. If the person is in a similar professional field, you may want to use LinkedIn to send a message. For people who want to keep a more private profile, it’s still possible to connect and keep messages limited to email.

When a post appears in an organization’s social channel, like the American College of Chest Physician’s post below, you may simply want to say thank you. You may raise your profile by adding a helpful comment that may benefit others who follow the organization. Professional organizations value contributions from their members.

altmetric results

 

 

Altmetric score

 

 

 

Spend your time well

As you may already know from personal experience, it’s easy to fall down the social media rabbit hole and find yourself in a world where time doesn’t seem to exist. Many people avoid using social media because they don’t want to waste time. Managing the time you spend on social media does require focus. If you have been avoiding it altogether, glancing at a few Altmetrics reports doesn’t take much time and you don’t have to be on any social media network to benefit from them.

I recommend blocking time for “Social Listening Research.”  Understanding what people around the world are saying about research in your area of interest can lead to new insights, directions for your investigation, and new relationships. There are many successful, global research collaborations among researchers who never meet in person.

Set yourself a goal or two for the amount of time you set aside. It could be a ‘low-value’ time in your week, a commute on public transportation, or lunchtime at your desk. The appointment you set for yourself might look like this. Pick from any of the goals.

Social Listening - Friday, 3-4 PM

 

    • Check Altmetric Alerts

 

    • Read one blog post. Add a helpful or insightful comment - link back to relevant research DOIs in your comments.

 

    • Scan three news articles. There may be an article you could share with a colleague or friend about a problem or area of interest.

 

    • Share two articles you read this week and why you think they are interesting on a social media channel you use (LinkedIn, Twitter, Facebook as a Public post).

 

    • Connect with 5 new people you think you might be able to learn from or help.

 

Altmetric Email Alerts make it easier to resist the rabbit hole. Find the research you are interested in tracking. If it doesn’t already have an Altmetric score and it is newly published, it may take a few weeks before anything is captured. Click on the Altmetric icon and then choose “Track This Article”. In about three seconds you will be set up to receive an email anytime a new post is found related to that research. Set a rule in your email to deposit them in a folder directly. You won’t be distracted from the rest of your important messages and you’ll have all the info in one place for your appointment with yourself.

Resist the urge to compare scores

Researchers naturally like to compare data points – so do marketers. I really hope you will think beyond the number. In my opinion, there are many reasons to resist the urge to compare scores.

 

    • Altmetric scores are a recent phenomenon. Research published in the “pre-Social Media era” may not have had the benefit of social posts or blog posts.

 

    • News media and blog posts contribute significantly to the score. If a press release was issued about the research by the author’s funding agency, research institution, professional or other organization that will influence the amount of news coverage the article receives and, thus, it’s score.

 

    • Nothing attracts a crowd like a crowd. When an article gets momentum in news and social media coverage it’s likely that the article will continue to gain ground in terms of its Altmetric score.

 

    • Some articles may never get an Altmetric score. There are many possible reasons. The score is related to social sharing and news coverage. Foundational research may not be as newsworthy or easily understandable and ‘shareable’ to a broad audience. If the research community you are in tends to avoid social media for professional purposes, the network is smaller.

 

Before the world went online, understanding media reach was a more exclusive domain of publicity professionals. They started with press clips, a sort of scrap book of newspaper and magazine clippings. By collecting all the media coverage for a story and circulations numbers there was an approximate idea of reach. But we couldn’t know who was reading and what they shared with friends – we guessed at a pass-along rate. Altmetrics remind me of how far we have come in less than 20 years. The future will offer more powerful ways to connect people with research and one another – with Altmetrics, you can start today.

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