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How Deep is your Love for Authors?
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How Deep is your Love for Authors?
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Segment:0 .
Perfect timing. Thank you so much. This is going to be a fun session. We promised you some music. There'll be some more music in the middle. Thank you so much for coming, everyone. So this session is called how deep is your love for authors? It's all going to be about author experience.
And we've put together a really fun quiz that we'll use to structure the session. So we have different questions. We're using mentimeter to guide you through that and have a bit of a discussion about each question. And then at the end of it you get to rate your own author experience and see how good it is. But before we get there, I'd like to introduce my lovely panel.
We've got David Haber here from the American society for microbiology, Colleen skogland from Clark and Esposito and Rudy William, some Rockefeller university press and romi beards from kronos. Sorry so first, I'll hand it over to Colleen to do a very quick introduction on author experience. Thank you. Hi, everyone. I'm going to try to set the stage as to what author experience is so each and every day, your current authors or your prospective authors are engaging with the various touchpoints you have as an organization.
This can be outside of the author process. It can be via member experience, it could be a reader experience and then specific to the author process, they're receiving marketing, they're going to webinars, they're submitting manuscripts, they're going through the peer review process. They may be accepted, rejected, transferred their papers being published. They're they're getting impact matrix after each and every one of those touchpoints to authors, they start forming perceptions.
Those perceptions can be positive. They can be negative, they can be neutral. The cumulative effect of all of those perceptions is author experience, and this builds on customer experience, which has been around for a very long time. And there's lots of evidence and data and science that supports if somebody has a positive experience with your organization, they're much more likely to to work with you.
If an author has a positive experience with your organization, they're much more likely to submit, to tell their friends to submit with you, so on and so forth. And that's really the basis of author experience, thinking carefully cross-functionally about the things that you need to do and prioritize to improve the authors experience. And I when romi and I conceived this panel and we were thinking about who to bring the rory is doing some really interesting stuff in the marketing space.
David's doing really some interesting stuff in the operations space, so we thought, you know, that would help frame the the fun quiz. Thanks, Colleen. Now hand it over to Dave to quickly introduce yourself. So I'm David Haber. I'm with the American society for microbiology and I'm the operations director.
And what that those words mean is I am the chaos maker that tries to. Change the way we view journal publishing mechanisms so that they can become authors because right now they are not. We strive for it. But because of the way things are fragmented, at least within our organization, we know that in order to center authors, we have to rethink their place in the process.
See 30s. 30s so sorry. So my my whole purpose at RSM is to look at our process from submission to publication and find a way to center the author in, in, in a, in a process that traditionally has been centered around the journal, which is different. It's editor focused, it's publisher focused, not authors. And because of that, how do you fit things together?
How do you move things around such that you can really appreciate the experience of an author in that process and sort of. So I'm Colleen scollins. I run the marketing and customer experience practice at Clark and Esposito, and we as a firm care very much about author experience. I included two blog links in the session. If you want sort of more background on it.
But we work with organizations of various pieces of the author experience from market research to sort of publishing strategy to marketing technology, to your data and analytics, to the systems that you use that underpin the whole process. Great and I'm rory Williams from the Rockefeller university press. We're a university publisher, so we're just a department of the university. We're based in new York.
We have a small portfolio. We have about three journals that are hybrid journals. And then we have one open access journal that we co publish with two other publishers. To give you an idea of the scale, we publish around 890 articles annually and we're on the silverchair platform. And the other thing that you should know is we use e-journal press as our submission system and as you're thinking about the experience and you just told me that you use journal press as well.
Yes so there you go. There's the context for you. Thank you so much, guys. So I hope you've got your mobile phones ready and perhaps already went to the site, menti.com. And the code is there at the top to get started. 49549535 I'll give you the minutes. I'll get in.
And then we'll take you to the first question, which once you in, you should be able to see and this is really just to gauge the audience so you can you know, we can get a sense of like, how often do you think about your authors just about your mind. We should focus on them more or go, my gosh, authors, I haven't thought about them in a while. And it's one of you.
A few of you. Jesus OK I've got some work to do here. OK, keep the answers coming. Looking stable now. So we have quite, quite a split there. Some of you are just about everyone, a lot of you. We should focus on authors more and hopefully throughout the session we'll get some great tips on how we can help you do that and a couple who haven't thought about authors at all.
So hopefully there's lots for you to learn. We'll crack on with the with the next question that will lead us into a bit of a discussion as well. If I managed to do this. No there we go. You should see that. As well. And how do you check what your author's saying?
No I have backup slides somewhere. But what is happening? Can you maybe knock on that door? Yeah We might just be inventing thing. Seven can't be reached. Conversation? yes, please. Yeah I'll read out the question just now while we figure this technical problem out.
How do you check what the authors say and do? And it's a check or select all that apply. We collect feedback through surveys or interviews. We look at author submission and publication data. You do authors come back to publish with you again and we check results of author marketing efforts and campaigns as well as we track author efforts across the publishing workflow. How easy is it?
Complete a submission time to sign a license. Kaitlyn, do you want to start us off like that? About how important is it to track what authors say, what authors do and the difference between the two, perhaps? Yeah, I mean, a focus on author experience at its heart is a focus on data and analytics. And so what we're what we see is organizations ramping up the type of data that they collect.
Traditionally, we ask authors at the end of a submission process, how did we do? And that's still good. But, you know, more as organizations start to think more about author experience, it's about actually measuring their interactions, seeing where there are pain points, delivering and personalizing surveys throughout the whole experience.
When they're on websites, it's like a continual feedback loop and not and not being blunt in that analysis, what we'll find is there are differences in discipline, there are differences in region, there are differences in career stage, understanding the nuances of how your audience, your authors feel within their distinct segments is really important. And I just add one other thing, which is about feedback loops. One of the things we often hear is there are great processes to collect authors feedback, but how does that then get fed to all the teams that need to make the changes, the marketing team, the technology team, the operations team?
What is what, you know, all of that kind of feedback loop. So it's really about how are you translating the feedback to action? You want me to? Yeah, I can. I can jump in. That's a that's a that's a really good point. We also do I mean, we do the first thing that you mentioned, which is surveys to corresponding authors after publication.
And the leadership team comes together at least once a month to discuss the results of those surveys so far. And I'm happy to share this, too. We have about a 42% response rate to our author surveys. So I'm hoping that's good. Just looking at the faces out there. Give me a thumbs up. That's good.
OK, cool. Thanks, guys. Let's go. Let's get him. Well, can I. Can I add one bit of this? Because we do surveys, too, but being in operations, my survey technique is an email inbox filled with complaints. And and those complaints I've learned are proxy for something else.
And depending on when those emails come in, helps me determine it helps our teams determine what is actually the problem and how we can actually improve the experience. Because if I learn like x authors really upset with how we handled a figure or copyedited something. I can look back and try to determine actually, you know what, the editor treated them really poorly on this day.
And so making those kinds of connections and recognizing that this thing that they're actually complaining about is not what the problem is. It's this other thing is really important and trying to disambiguate that. You know, he's not easy. Maybe in the interim, we can just do a show of hands. How many people do feedback or surveys after interviews? After a submission process.
Sorry, I'm having a hard time reading this. How many people look at submission and publication data drop off rates? How long it takes? It's good. How many people really look at the results of their author marketing efforts and campaigns can tie it back to actual submission. This correlates to that.
1 to 2. OK and what about Czech author? Who's calculating sort of effort scores to understand if the process is seamless and beautiful or sort of clunky and hard? Sort of half a handshake. Yeah we're back. We're back. We're back.
OK thanks. That seems to be working again. Awesome cool. So we've got quite a lot of people. We look at all the submissions and publication data, a lot of 1718 replies for we collect surveys and then we have smaller numbers for checking results of all the marketing efforts and tracking all the behavioral data that seems to be on a par now.
OK but I would say that that distribution is not surprising from what we see outside of this room. Cool anything else you want to add to that question? I didn't fully listen to every answer, so no, it's brilliant. Cool well, fingers crossed for the next question. It's going to work. How do you solicit new authors? And this should also be a select all. I hope it won't.
Yay! spray and pray personal items based on research or doing events and segmented and personalized author marketing and rory, do you want to kick us off with this one? Yeah, sure. So I'll be open and honest with everybody. It's all of the above. I still do spray and pray some of the sort of pan editorial announcements, but for the first one, segmented and personalized author marketing that's done on site using hum.
We use hum as our CDP and we also use alchemist to create the segments based on perceived interest, you know, with behavior on site and all that. And we also do have personal outreach based on research or during events. So we'll put together, you know, topical collections and then we'll also target those to people attending events in which we're exhibiting and also where the site visits are taking place.
So there's it really is for us like a little bit of all three. I'd love to get away from spray and pray, but you know, we'll see. We'll see what the future holds. Yeah yeah. I would add, I think just two things onto that good that you're doing the segmented and personalized. It makes a really big difference. I think segmented and personalized email really, really matters because your email response rates, your author activities are usually your highest, even though you've got a smaller kind of database thinking about how you bring that kind of personalization to not just the website experience, but the email experience is really, really important.
And then the other point I'd say is, you know, I'm a marketer through and through, but if I only had $1 to spend, I'd put it on editorial outreach. It works super, super, super, super well. And how you think about enabling your editorial team, training them to be marketers. If you look at some of the publishers that have been really successful in curating authors, they have really, well, editorial and marketing collaboration.
You know that's not possible, David. OK that means you go. You go first for the next one. How frictionless are you? Processes for authors. We automate the things that are appropriate to make it easier for authors. We're making progress, but still have some issues in our workflows.
And it's a rocky road with many obstacles. So this should be a select one, not select all so we can kind of see where people are. Yeah Dave, this is your. This is all yours. So I'm going to be honest here. I really want to say that we're at least in the middle as an organization. But if I'm being honest, I also know that the way we think about this is incorrect because we have multiple pieces of technology.
And they do not connect. So when we think about making something frictionless for an author, we always think about it in terms of it's one piece of technology, and we don't always think about how that automation here will cause roadblocks later. And later again. So we think we're doing a great job with collecting orchid ids or something that helps identify an author.
And then suddenly we'll realize that at the end we still don't know who these people are. What's going on here? So so in I think when thinking about making something frictionless, we've tried to step back and take small pieces and make sure that small piece of automation actually honestly moves through the workflow continually. And that makes change longer and harder because it's much easier to change one system with one group of people and think it's cycled down.
But no, it doesn't. And so just being aware of that when thinking about taking a small change and cycling through is really important. So and so. You guys want to add to that? No, I think yeah. I mean, the thing I would say is that automation, you have to think about whether it's good or like it's not always the right thing to do.
Sometimes automation is the right thing to do if you have high volume and it's something that can be automated, non automated processes can obviously be more personal and depending on the size of your organization as well, right? So if you're, you know, like that personal outreach and the personal emails and that works well sometimes there's maybe a delay, that's fine, but like it's really kind of circumstantial as to the size of your organization and what those processes are.
And as Dave said, you know, like you can do changes in one bit, but they will affect the other one. So it's worth thinking about that, mapping out all your workflows to think about where you can make changes. And also in terms of workflow sequence, think about whether you make people or authors rather do things at the wrong time or perhaps repeatedly. Do you ask them once, like, for example, do you intend to publish a way?
And then later you ask them again, you know, do they sign a license first and then they change the license later? Those kind of things, if you map it all out and you make sure it's, you know, efficient and you only ask for people at the right, ask for information at the right time for that you need for that particular workflow step as well.
I would say, yeah, I would I would agree with that. I think I think when organizations think about experience, they often think about systems design. And I think our industry has a tendency to think this one tool does all of these things, and that's not necessarily the way technology works today. You have to break down the systems, the components, the pieces of the process and think about the best technology that delivers that something David and I talk about a lot, right, is getting emails out of author submission systems is a really good example because isps, email system providers are much better suited to do that than a submission system, right?
And so you have to do that really good mapping and systems design work. And think about it, there isn't going to be a magic bullet system here. What would you want to add anything to this? No, I was just thinking about. I mean, we use the production system to the authors. I mean, during the editorial process, it's a it's a mix of automated, but then also personalized emails to, you know, if it's earlier in the in the decision making process, the managing editor will go in and and personalize it.
But I think yeah, your voice resonate. Well we have to consider that. Excellent so it's still quite a bit of progress to be done looking at the order and supplies and it is still working. Yeah how good are you at setting and communicating expectations to authors? We send updates all the time. Authors know exactly where they are in the process, and proactive communication is limited to when the author has to do something.
Or we like to keep our authors guessing. And we have some of those. I'd love to hear from you. Is it like as a rationale, as a strategy, that is your strategy? Yeah Dave, you want to kick us off on this one? I'm really curious about that third one, because is it a strategy? I mean, it could be keep them engaged, right? From from our experience at everything at RSM right now, it's all workflow driven and action based and that is limiting in how to understand behavior and how to help authors.
Know where they are because they're waiting on you to tell them. In an ideal world, like when I order a domino's pizza, I can go into the app and see it's on that little goofy heater. Now, whether it's true or not, at least I know what to expect, right? And we found many, many, many of the complaints that we get are because the author just doesn't know where they are in the process.
It doesn't understand what the expectations are. And and because of that, it's really hard to keep that experience positive. Battery's running low and the pc, I mean, yeah, I think, I think that that what you said, David, really, really resonates. And one thing I would say is there is a brand element with sort of authors and journals that I don't think existed in the sort of old paradigm and transparency.
He is a very important value. You know, it resonates with customers, it works across industries. So I think that that transparency is really important and I think it can be it should be a brand value for most publishers. OK, so this one dies. I'll just use my laptop, but I don't know where they.
I think it's using the Mac plug for the screen sharing, so. So let's make it quick, OK? Heidi, do you have also engagement initiatives that create a sense of community? Select all that apply. We have an engagement social strategy. We could author community doing in-person meetings. We run online events like webinars and online discussions, and we have an author online community platform.
Rory, do you want to get us started on this one? Yeah, do it. So, yeah, we do have a social media strategy for our journals where the authors are asked to submit social media posts at submission. And then we also follow up when the paper is closer to publication, asking them for their handles and their labs handles.
And that really works well on Twitter slash x. We post about 4 to 5 tweets for paper, one Facebook post, and then if they have nice images, it'll go on to Instagram. And then if it's relevant to LinkedIn, then we'll use that as well. So that's kind of the social media strategy that we've had. We have explored some of the other platforms. Mastodon we have well, we have accounts set up on blue sky that we haven't touched yet, but we'll see how it goes.
It's just that the uptake on some of these newer social media platforms is still kind of up for debate. At least that's what we saw doing a competitive analysis. So yeah, the in-person meetings I kind of mentioned before, we do have an exhibit strategy where people are able to come in, sit with the editor, talk one on one. I'm sure you all have kind of the same thing as well. We don't have webinars.
I'd like to do more webinars. Dave likes his webinars. I want to check out Dave's webinars and do my own. And yeah, we don't have an author community platform. We do have syndication with researchgate, but I don't know if you can really call that an author community platform. But yeah, that kind of covers what we do. Yeah, I'd make a couple points.
I think the traditional thinking of social media, when you were thinking of journals as predominantly subscription model changes, when you're thinking about and your social media channels at a journal level can be a really good place for your editor, your editorial boards for them to create community, right? So in the old paradigm, you might have said it doesn't make sense to have journal specific social media channels because, you know, I want to go at a topical level or the brand level.
I think that changes in a world of sort of open access where you need your editors to be communicating to their community at a journal, at a journal level. And you need to think about ways to automate content flows and other things that make that as seamless as possible as a first thing. The second thing is I am in awe of the success of many of the people I have the pleasure of working with do with webinars.
You guys are really good at webinars. I mean, webinars are really, really worth thinking about. The content you're going to create for authors is a brilliant engagement mechanism and I think the smart organizations are starting to think of them like curriculum and journals. What's the journey of content? I want my author, I want them to see this. And then if they see this, they see this and so on and so forth.
So they're taking them on a sort of journey with you towards towards submission and positive author experience. Dave do you want to talk a little bit about events? Yeah so, so one, one thing, traditionally we've had very segmented groups. We have our member group, we have our meetings group, but this year we're doing an experiment of journal led meetings in China.
And it's really exciting because one, you know, we've never run a meeting through journals before like this and we're. I'm totally incompetent when it comes to these kind of new things. But our teams are really great and creative in how they're thinking about it. And to think of a journal meeting for RSM, it's a new thing for us and it and it corresponds directly with how we're trying to change how we think about our society led events in general because there are so member focused and if journals as a group is leading meetings, that means maybe they're more future science focused, right?
And it's a different sort of mentality and like we have our big meeting, but these targeted sort of community building meetings, it's going to be interesting for us to see what I think there's some interesting statistics out there. I run a webinar earlier in the year about this kind of topic and we had Paul Cullen from xodo talk about the conference submissions and he can't remember the percentage or maybe here like 70% of conference submissions eventually end up in a journal as a journal submission.
It's about nurturing the author before they even an author, so they get to know your society. They can create that sense of community and by the time they have a manuscript ready to submit, they don't even think twice about where to submit because they are so familiar with the organization. They'd be like, of course that's where I'm going to submit my manuscript. I think just building on that also from Paul, I was talking to him the other day, the idea that most societies have a big annual meeting and its goal is to vivid its attendees, but actually thinking a little bit more like asme is.
And how do you have events that are actually really about community? Ultimately, the goal of elevating your journals is really important. Yeah, he's talking about journal clubs, so you kind of keep it live during during the year, not just this once a year event, kind of like we're doing here as well. Once a year is the big event and then we have little things throughout the year too, to keep in touch.
Cool laptop hasn't died yet. That's good. Do you recognize all the roles an author has with the organization? How you are making strategic connections. So this is about recognizing different author roles, not just the authors as corresponding author co-author, but also the authors reviewer. The authors editor.
We dance in harmony. We are connected and coordinated with regards to strategy, custom, audience data and brand. We are taking dance lessons. We make some connections. But there is more to do and we step on each other's toes. Inadvertently, we are largely siloed. Clean yeah, this is one that I'm really, really passionate about. And this is you.
This is for mostly societies. It is the same community. It is the same audience. It is becoming increasingly difficult to be siloed. And we are seeing many organizations really think about that. That could be in their data strategy, right? So that I've got unified customer profiles and you can segment that can be in our marketing approach or creating a marketing hub that makes sure the marketing department might have spokes, location, spokes, meeting spokes.
But actually there's something bringing it together so that it's unified and consistent. We're seeing it even in sales, thinking about how you sell to industry holistically across the society. We are, you know, with the exception of the top handful of publishers, you're not big organizations.
Segment:0 .
Perfect timing. Thank you so much. This is going to be a fun session. We promised you some music. There'll be some more music in the middle. Thank you so much for coming, everyone. So this session is called how deep is your love for authors? It's all going to be about author experience.
And we've put together a really fun quiz that we'll use to structure the session. So we have different questions. We're using mentimeter to guide you through that and have a bit of a discussion about each question. And then at the end of it you get to rate your own author experience and see how good it is. But before we get there, I'd like to introduce my lovely panel.
We've got David Haber here from the American society for microbiology, Colleen skogland from Clark and Esposito and Rudy William, some Rockefeller university press and romi beards from kronos. Sorry so first, I'll hand it over to Colleen to do a very quick introduction on author experience. Thank you. Hi, everyone. I'm going to try to set the stage as to what author experience is so each and every day, your current authors or your prospective authors are engaging with the various touchpoints you have as an organization.
This can be outside of the author process. It can be via member experience, it could be a reader experience and then specific to the author process, they're receiving marketing, they're going to webinars, they're submitting manuscripts, they're going through the peer review process. They may be accepted, rejected, transferred their papers being published. They're they're getting impact matrix after each and every one of those touchpoints to authors, they start forming perceptions.
Those perceptions can be positive. They can be negative, they can be neutral. The cumulative effect of all of those perceptions is author experience, and this builds on customer experience, which has been around for a very long time. And there's lots of evidence and data and science that supports if somebody has a positive experience with your organization, they're much more likely to to work with you.
If an author has a positive experience with your organization, they're much more likely to submit, to tell their friends to submit with you, so on and so forth. And that's really the basis of author experience, thinking carefully cross-functionally about the things that you need to do and prioritize to improve the authors experience. And I when romi and I conceived this panel and we were thinking about who to bring the rory is doing some really interesting stuff in the marketing space.
David's doing really some interesting stuff in the operations space, so we thought, you know, that would help frame the the fun quiz. Thanks, Colleen. Now hand it over to Dave to quickly introduce yourself. So I'm David Haber. I'm with the American society for microbiology and I'm the operations director.
And what that those words mean is I am the chaos maker that tries to. Change the way we view journal publishing mechanisms so that they can become authors because right now they are not. We strive for it. But because of the way things are fragmented, at least within our organization, we know that in order to center authors, we have to rethink their place in the process.
See 30s. 30s so sorry. So my my whole purpose at RSM is to look at our process from submission to publication and find a way to center the author in, in, in a, in a process that traditionally has been centered around the journal, which is different. It's editor focused, it's publisher focused, not authors. And because of that, how do you fit things together?
How do you move things around such that you can really appreciate the experience of an author in that process and sort of. So I'm Colleen scollins. I run the marketing and customer experience practice at Clark and Esposito, and we as a firm care very much about author experience. I included two blog links in the session. If you want sort of more background on it.
But we work with organizations of various pieces of the author experience from market research to sort of publishing strategy to marketing technology, to your data and analytics, to the systems that you use that underpin the whole process. Great and I'm rory Williams from the Rockefeller university press. We're a university publisher, so we're just a department of the university. We're based in new York.
We have a small portfolio. We have about three journals that are hybrid journals. And then we have one open access journal that we co publish with two other publishers. To give you an idea of the scale, we publish around 890 articles annually and we're on the silverchair platform. And the other thing that you should know is we use e-journal press as our submission system and as you're thinking about the experience and you just told me that you use journal press as well.
Yes so there you go. There's the context for you. Thank you so much, guys. So I hope you've got your mobile phones ready and perhaps already went to the site, menti.com. And the code is there at the top to get started. 49549535 I'll give you the minutes. I'll get in.
And then we'll take you to the first question, which once you in, you should be able to see and this is really just to gauge the audience so you can you know, we can get a sense of like, how often do you think about your authors just about your mind. We should focus on them more or go, my gosh, authors, I haven't thought about them in a while. And it's one of you.
A few of you. Jesus OK I've got some work to do here. OK, keep the answers coming. Looking stable now. So we have quite, quite a split there. Some of you are just about everyone, a lot of you. We should focus on authors more and hopefully throughout the session we'll get some great tips on how we can help you do that and a couple who haven't thought about authors at all.
So hopefully there's lots for you to learn. We'll crack on with the with the next question that will lead us into a bit of a discussion as well. If I managed to do this. No there we go. You should see that. As well. And how do you check what your author's saying?
No I have backup slides somewhere. But what is happening? Can you maybe knock on that door? Yeah We might just be inventing thing. Seven can't be reached. Conversation? yes, please. Yeah I'll read out the question just now while we figure this technical problem out.
How do you check what the authors say and do? And it's a check or select all that apply. We collect feedback through surveys or interviews. We look at author submission and publication data. You do authors come back to publish with you again and we check results of author marketing efforts and campaigns as well as we track author efforts across the publishing workflow. How easy is it?
Complete a submission time to sign a license. Kaitlyn, do you want to start us off like that? About how important is it to track what authors say, what authors do and the difference between the two, perhaps? Yeah, I mean, a focus on author experience at its heart is a focus on data and analytics. And so what we're what we see is organizations ramping up the type of data that they collect.
Traditionally, we ask authors at the end of a submission process, how did we do? And that's still good. But, you know, more as organizations start to think more about author experience, it's about actually measuring their interactions, seeing where there are pain points, delivering and personalizing surveys throughout the whole experience.
When they're on websites, it's like a continual feedback loop and not and not being blunt in that analysis, what we'll find is there are differences in discipline, there are differences in region, there are differences in career stage, understanding the nuances of how your audience, your authors feel within their distinct segments is really important. And I just add one other thing, which is about feedback loops. One of the things we often hear is there are great processes to collect authors feedback, but how does that then get fed to all the teams that need to make the changes, the marketing team, the technology team, the operations team?
What is what, you know, all of that kind of feedback loop. So it's really about how are you translating the feedback to action? You want me to? Yeah, I can. I can jump in. That's a that's a that's a really good point. We also do I mean, we do the first thing that you mentioned, which is surveys to corresponding authors after publication.
And the leadership team comes together at least once a month to discuss the results of those surveys so far. And I'm happy to share this, too. We have about a 42% response rate to our author surveys. So I'm hoping that's good. Just looking at the faces out there. Give me a thumbs up. That's good.
OK, cool. Thanks, guys. Let's go. Let's get him. Well, can I. Can I add one bit of this? Because we do surveys, too, but being in operations, my survey technique is an email inbox filled with complaints. And and those complaints I've learned are proxy for something else.
And depending on when those emails come in, helps me determine it helps our teams determine what is actually the problem and how we can actually improve the experience. Because if I learn like x authors really upset with how we handled a figure or copyedited something. I can look back and try to determine actually, you know what, the editor treated them really poorly on this day.
And so making those kinds of connections and recognizing that this thing that they're actually complaining about is not what the problem is. It's this other thing is really important and trying to disambiguate that. You know, he's not easy. Maybe in the interim, we can just do a show of hands. How many people do feedback or surveys after interviews? After a submission process.
Sorry, I'm having a hard time reading this. How many people look at submission and publication data drop off rates? How long it takes? It's good. How many people really look at the results of their author marketing efforts and campaigns can tie it back to actual submission. This correlates to that.
1 to 2. OK and what about Czech author? Who's calculating sort of effort scores to understand if the process is seamless and beautiful or sort of clunky and hard? Sort of half a handshake. Yeah we're back. We're back. We're back.
OK thanks. That seems to be working again. Awesome cool. So we've got quite a lot of people. We look at all the submissions and publication data, a lot of 1718 replies for we collect surveys and then we have smaller numbers for checking results of all the marketing efforts and tracking all the behavioral data that seems to be on a par now.
OK but I would say that that distribution is not surprising from what we see outside of this room. Cool anything else you want to add to that question? I didn't fully listen to every answer, so no, it's brilliant. Cool well, fingers crossed for the next question. It's going to work. How do you solicit new authors? And this should also be a select all. I hope it won't.
Yay! spray and pray personal items based on research or doing events and segmented and personalized author marketing and rory, do you want to kick us off with this one? Yeah, sure. So I'll be open and honest with everybody. It's all of the above. I still do spray and pray some of the sort of pan editorial announcements, but for the first one, segmented and personalized author marketing that's done on site using hum.
We use hum as our CDP and we also use alchemist to create the segments based on perceived interest, you know, with behavior on site and all that. And we also do have personal outreach based on research or during events. So we'll put together, you know, topical collections and then we'll also target those to people attending events in which we're exhibiting and also where the site visits are taking place.
So there's it really is for us like a little bit of all three. I'd love to get away from spray and pray, but you know, we'll see. We'll see what the future holds. Yeah yeah. I would add, I think just two things onto that good that you're doing the segmented and personalized. It makes a really big difference. I think segmented and personalized email really, really matters because your email response rates, your author activities are usually your highest, even though you've got a smaller kind of database thinking about how you bring that kind of personalization to not just the website experience, but the email experience is really, really important.
And then the other point I'd say is, you know, I'm a marketer through and through, but if I only had $1 to spend, I'd put it on editorial outreach. It works super, super, super, super well. And how you think about enabling your editorial team, training them to be marketers. If you look at some of the publishers that have been really successful in curating authors, they have really, well, editorial and marketing collaboration.
You know that's not possible, David. OK that means you go. You go first for the next one. How frictionless are you? Processes for authors. We automate the things that are appropriate to make it easier for authors. We're making progress, but still have some issues in our workflows.
And it's a rocky road with many obstacles. So this should be a select one, not select all so we can kind of see where people are. Yeah Dave, this is your. This is all yours. So I'm going to be honest here. I really want to say that we're at least in the middle as an organization. But if I'm being honest, I also know that the way we think about this is incorrect because we have multiple pieces of technology.
And they do not connect. So when we think about making something frictionless for an author, we always think about it in terms of it's one piece of technology, and we don't always think about how that automation here will cause roadblocks later. And later again. So we think we're doing a great job with collecting orchid ids or something that helps identify an author.
And then suddenly we'll realize that at the end we still don't know who these people are. What's going on here? So so in I think when thinking about making something frictionless, we've tried to step back and take small pieces and make sure that small piece of automation actually honestly moves through the workflow continually. And that makes change longer and harder because it's much easier to change one system with one group of people and think it's cycled down.
But no, it doesn't. And so just being aware of that when thinking about taking a small change and cycling through is really important. So and so. You guys want to add to that? No, I think yeah. I mean, the thing I would say is that automation, you have to think about whether it's good or like it's not always the right thing to do.
Sometimes automation is the right thing to do if you have high volume and it's something that can be automated, non automated processes can obviously be more personal and depending on the size of your organization as well, right? So if you're, you know, like that personal outreach and the personal emails and that works well sometimes there's maybe a delay, that's fine, but like it's really kind of circumstantial as to the size of your organization and what those processes are.
And as Dave said, you know, like you can do changes in one bit, but they will affect the other one. So it's worth thinking about that, mapping out all your workflows to think about where you can make changes. And also in terms of workflow sequence, think about whether you make people or authors rather do things at the wrong time or perhaps repeatedly. Do you ask them once, like, for example, do you intend to publish a way?
And then later you ask them again, you know, do they sign a license first and then they change the license later? Those kind of things, if you map it all out and you make sure it's, you know, efficient and you only ask for people at the right, ask for information at the right time for that you need for that particular workflow step as well.
I would say, yeah, I would I would agree with that. I think I think when organizations think about experience, they often think about systems design. And I think our industry has a tendency to think this one tool does all of these things, and that's not necessarily the way technology works today. You have to break down the systems, the components, the pieces of the process and think about the best technology that delivers that something David and I talk about a lot, right, is getting emails out of author submission systems is a really good example because isps, email system providers are much better suited to do that than a submission system, right?
And so you have to do that really good mapping and systems design work. And think about it, there isn't going to be a magic bullet system here. What would you want to add anything to this? No, I was just thinking about. I mean, we use the production system to the authors. I mean, during the editorial process, it's a it's a mix of automated, but then also personalized emails to, you know, if it's earlier in the in the decision making process, the managing editor will go in and and personalize it.
But I think yeah, your voice resonate. Well we have to consider that. Excellent so it's still quite a bit of progress to be done looking at the order and supplies and it is still working. Yeah how good are you at setting and communicating expectations to authors? We send updates all the time. Authors know exactly where they are in the process, and proactive communication is limited to when the author has to do something.
Or we like to keep our authors guessing. And we have some of those. I'd love to hear from you. Is it like as a rationale, as a strategy, that is your strategy? Yeah Dave, you want to kick us off on this one? I'm really curious about that third one, because is it a strategy? I mean, it could be keep them engaged, right? From from our experience at everything at RSM right now, it's all workflow driven and action based and that is limiting in how to understand behavior and how to help authors.
Know where they are because they're waiting on you to tell them. In an ideal world, like when I order a domino's pizza, I can go into the app and see it's on that little goofy heater. Now, whether it's true or not, at least I know what to expect, right? And we found many, many, many of the complaints that we get are because the author just doesn't know where they are in the process.
It doesn't understand what the expectations are. And and because of that, it's really hard to keep that experience positive. Battery's running low and the pc, I mean, yeah, I think, I think that that what you said, David, really, really resonates. And one thing I would say is there is a brand element with sort of authors and journals that I don't think existed in the sort of old paradigm and transparency.
He is a very important value. You know, it resonates with customers, it works across industries. So I think that that transparency is really important and I think it can be it should be a brand value for most publishers. OK, so this one dies. I'll just use my laptop, but I don't know where they.
I think it's using the Mac plug for the screen sharing, so. So let's make it quick, OK? Heidi, do you have also engagement initiatives that create a sense of community? Select all that apply. We have an engagement social strategy. We could author community doing in-person meetings. We run online events like webinars and online discussions, and we have an author online community platform.
Rory, do you want to get us started on this one? Yeah, do it. So, yeah, we do have a social media strategy for our journals where the authors are asked to submit social media posts at submission. And then we also follow up when the paper is closer to publication, asking them for their handles and their labs handles.
And that really works well on Twitter slash x. We post about 4 to 5 tweets for paper, one Facebook post, and then if they have nice images, it'll go on to Instagram. And then if it's relevant to LinkedIn, then we'll use that as well. So that's kind of the social media strategy that we've had. We have explored some of the other platforms. Mastodon we have well, we have accounts set up on blue sky that we haven't touched yet, but we'll see how it goes.
It's just that the uptake on some of these newer social media platforms is still kind of up for debate. At least that's what we saw doing a competitive analysis. So yeah, the in-person meetings I kind of mentioned before, we do have an exhibit strategy where people are able to come in, sit with the editor, talk one on one. I'm sure you all have kind of the same thing as well. We don't have webinars.
I'd like to do more webinars. Dave likes his webinars. I want to check out Dave's webinars and do my own. And yeah, we don't have an author community platform. We do have syndication with researchgate, but I don't know if you can really call that an author community platform. But yeah, that kind of covers what we do. Yeah, I'd make a couple points.
I think the traditional thinking of social media, when you were thinking of journals as predominantly subscription model changes, when you're thinking about and your social media channels at a journal level can be a really good place for your editor, your editorial boards for them to create community, right? So in the old paradigm, you might have said it doesn't make sense to have journal specific social media channels because, you know, I want to go at a topical level or the brand level.
I think that changes in a world of sort of open access where you need your editors to be communicating to their community at a journal, at a journal level. And you need to think about ways to automate content flows and other things that make that as seamless as possible as a first thing. The second thing is I am in awe of the success of many of the people I have the pleasure of working with do with webinars.
You guys are really good at webinars. I mean, webinars are really, really worth thinking about. The content you're going to create for authors is a brilliant engagement mechanism and I think the smart organizations are starting to think of them like curriculum and journals. What's the journey of content? I want my author, I want them to see this. And then if they see this, they see this and so on and so forth.
So they're taking them on a sort of journey with you towards towards submission and positive author experience. Dave do you want to talk a little bit about events? Yeah so, so one, one thing, traditionally we've had very segmented groups. We have our member group, we have our meetings group, but this year we're doing an experiment of journal led meetings in China.
And it's really exciting because one, you know, we've never run a meeting through journals before like this and we're. I'm totally incompetent when it comes to these kind of new things. But our teams are really great and creative in how they're thinking about it. And to think of a journal meeting for RSM, it's a new thing for us and it and it corresponds directly with how we're trying to change how we think about our society led events in general because there are so member focused and if journals as a group is leading meetings, that means maybe they're more future science focused, right?
And it's a different sort of mentality and like we have our big meeting, but these targeted sort of community building meetings, it's going to be interesting for us to see what I think there's some interesting statistics out there. I run a webinar earlier in the year about this kind of topic and we had Paul Cullen from xodo talk about the conference submissions and he can't remember the percentage or maybe here like 70% of conference submissions eventually end up in a journal as a journal submission.
It's about nurturing the author before they even an author, so they get to know your society. They can create that sense of community and by the time they have a manuscript ready to submit, they don't even think twice about where to submit because they are so familiar with the organization. They'd be like, of course that's where I'm going to submit my manuscript. I think just building on that also from Paul, I was talking to him the other day, the idea that most societies have a big annual meeting and its goal is to vivid its attendees, but actually thinking a little bit more like asme is.
And how do you have events that are actually really about community? Ultimately, the goal of elevating your journals is really important. Yeah, he's talking about journal clubs, so you kind of keep it live during during the year, not just this once a year event, kind of like we're doing here as well. Once a year is the big event and then we have little things throughout the year too, to keep in touch.
Cool laptop hasn't died yet. That's good. Do you recognize all the roles an author has with the organization? How you are making strategic connections. So this is about recognizing different author roles, not just the authors as corresponding author co-author, but also the authors reviewer. The authors editor.
We dance in harmony. We are connected and coordinated with regards to strategy, custom, audience data and brand. We are taking dance lessons. We make some connections. But there is more to do and we step on each other's toes. Inadvertently, we are largely siloed. Clean yeah, this is one that I'm really, really passionate about. And this is you.
This is for mostly societies. It is the same community. It is the same audience. It is becoming increasingly difficult to be siloed. And we are seeing many organizations really think about that. That could be in their data strategy, right? So that I've got unified customer profiles and you can segment that can be in our marketing approach or creating a marketing hub that makes sure the marketing department might have spokes, location, spokes, meeting spokes.
But actually there's something bringing it together so that it's unified and consistent. We're seeing it even in sales, thinking about how you sell to industry holistically across the society. We are, you know, with the exception of the top handful of publishers, you're not big organizations.
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