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Marketing Best Practices: Tips and Tricks to Drive Engagement, Track Metrics, and Support Revenue and Mission Building
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Marketing Best Practices: Tips and Tricks to Drive Engagement, Track Metrics, and Support Revenue and Mission Building
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Segment:0 .
Hello, everyone. We'll just take a few seconds, a minute to let everyone gather and join us today. And then we will get underway. Just letting folks assemble and we will get started momentarily.
Hope everyone's having a great day. And are ready to learn some interesting tips and techniques in terms of marketing. All right, I think we'll get started. We've got some opening remarks as folks are gathering and then we will get underway in earnest.
So thank you and welcome to today's SSP webinar, marketing best practices, tips and tricks that we hope will help you drive engagement. Track the metrics that let you know how successful you're being, and support revenue and mission as well. Before we start, I want to thank our 2025 education sponsors, access innovations, silver chair, and Digital Science. We are, as always, very grateful for your support.
My name is Lori Carlin and I am the chief Commercial Officer at Delta. Thank and also the education committee co-chair for SSP. Before we get started, I have a few housekeeping items to review. Attendee microphones have been muted automatically, so please use the Q&A feature in Zoom to enter your questions for the moderator and panelists. You can also use the chat feature to communicate directly with other participants and organizers, and we encourage you to chat and share information as we are conducting the webinar.
Closed captions have been enabled. If you don't see the CC icon on your toolbar, you can view captions by selecting the More option on your screen and choosing Show Captions in the dropdown menu. This one hour session will be recorded and available to registrants following today's event. Registered attendees will be sent an email when the recording is available. And a quick note on SSPS code of conduct and today's meeting.
We are committed to diversity, equity, and providing an inclusive meeting environment that fosters open dialogue and the free expression of ideas free of harassment, discrimination, and hostile conduct. We ask all participants, whether speaking or in chat, to consider and debate relevant viewpoints in an orderly, respectful and fair manner. SSP is committed to complying with competition and antitrust laws.
Please avoid any discussions of pricing, market allocations, boycotts or other topics that could be interpreted as anti-competitive. If any such discussions arise, they shall be stopped immediately to protect both individual participants and the organization. And now I'd like to briefly introduce today's moderator, Rebecca Walker. Rebecca is the content marketing specialist for Canadian science publishing, Canada's largest independent, not for profit scientific publisher.
She's also a member of the board for the Canadian Association of learned journals, and her work centers on value driven marketing that brings the achievements and experiences of researchers into the spotlight. And I'll mention also that Rebecca is on the education committee at SSP and has been instrumental in pulling this session together for SSP. So thank you, Rebecca.
And I will turn it over to you. Thank you so much, Lori, for the introduction. And Thank you all for joining us today. Today's session is a very special one. It's, in a way, the unofficial follow up to last year's very popular marketing webinar. So if you joined us then welcome back. I hope you had a great 2025. And if you're new, you're in great company.
We're building on with more practical insights and tools that you can start using today. And if you'd like to revisit last year's webinar, it's available on the SSP on demand video library. Now, you don't need me to tell you that we are meeting at a time of transformation. AI tools have become essential. Discovery platforms are evolving, and trust, transparency, and value driven messaging are increasingly critical.
It's a lot to take on. And that's exactly why today's webinar is designed to be practical and actionable. So you can work smarter, not harder, and tackle these challenges with confidence. So here's how it's going to work. Each of our three panelists will share a short presentation with real world case studies that have driven real impact. And then we'll move into a panel discussion followed by a Q&A.
You can submit your questions at any time during today's session using the Q&A box, which is at the bottom of your screen. Now, I'm thrilled to be joined by our three expert panelists and wonderful people, Senna evren, the senior marketing manager at Springer Nature. Kristina henriksen, director of marketing and communications at Canadian science publishing, and Kathleen Mulcahy, senior marketing manager at the American Society for Microbiology.
For those in the audience, we'd also love to hear where you're from, so drop your introduction in the chat. And with that, we would love to invite our first panelist, Sena evren, to share some of the work that she's been doing on her team. Right I kick us off. So Hello, everyone. So very quickly, what I'm going to introduce today is sort of a two use cases of LLMs that we integrated in springernature marketing.
And segmentation as well as copywriting. The copywriting will be faster. I'm going to spend a little bit more time on the segmentation bit. So basically for the first case study we were looking into really identifying journal by journal match in terms of scope and relevancy for us to use in the email segmentation, as well as create better lookalike audiences in Google.
In terms of the ways that we can go about this sort of a journal, journal, journal level to the journal level match was there was three pillars. But just to remind you, in Springer Nature we have a 3,000 plus journals portfolio available. Oh, Susan, I'm not seeing myself. OK there we go. So the sort of a challenge was that really handle that great number of journals in the portfolio.
The first one is just we could have went to the public from the marketing to the publishing department just to say, give us a list. Although this could have probably delayed the project a lot. And the publishers tend to suggest journals that are they look up to. Right so they this could have introduced a bias to the higher impact factor journals that we try to match with.
We could have went to something like a transfer desk, like really check where the journals are recommending to transfer rejected articles, but then this would have had the problem out of scope journals being listed there. And this would have been a big problem for our segmentation just to have an unrelated journal there. The third option was just we could have went to sort of a rejection tracker of some kind of tool just to check where the rejected papers are being end up.
But this would have of have the different sort of bias that we saw in the first one that will have likely to have a lower impact factor, journals that we would have seen. So we decided to say, OK, let's just marketing team kicks off, we start this conversation, let's see where it goes. These were the first two baby prompts I call them we tried. So the first one is a very, you know, a conversational style that you see that we just say, I'm gathering a list of journals relevant to this.
Sort of the identification is similar audience and researcher and only Springer Nature journals. But this prompt was very weak in terms of the exclusion and inclusion criteria is not being defined. And you don't really have a similarity criteria very well notified as well. So you don't have any relevancy categories. What ends up happening is that you will get an output that you cannot use anywhere, and most likely you will receive.
This is what happened to us as well. Journals from Elsevier and Taylor Francis being in your pool. And Yeah, guess what happens when you put that to Google that you get your audience number as 0 in the prompt. Two we really try to go into definition of how can we define the similar audience. And of course, the first place for us to go is the similar scope and research focus.
And we also added a sort of an additional layer of avoiding multidisciplinary journals. But this was again sort of a let some sort of hallucination within the LLM, which is the biggest problem that we see. And also the output was again in a format that we couldn't really streamline for other journals. Right so I'm going to continue to use parasitology research as an example here.
But the idea was that we repeat this multiple times for multiple portfolios in multiple journals. And when you don't have an output format in lm, it will give you a conversational reply that you just get a text basically. I know it's a big jump to from 1 to 2 to 3, but this was sort of an R winning prompt. And I just want to highlight what worked for us and maybe what you can use as well when you're exploring within when you're exploring this within your portfolio.
So what we find very helpful when we're working with the Netherlands to really identify the journals, is really focused on that relevance tag. So you really define how you want LLM to select journals, right? For example, we went for scope. We went for citation networks. So if the journals are citing to each other, maybe there is new areas, new launches happening.
We wanted to identify that as well on top of our core portfolio, but also on editorial overlap. Right sometimes you will have board members that is active across different journals in your portfolio, and that will be a good start for us to segment as well. We had an inclusion criteria of regardless of impact factor, age and visibility. This was the sort of a bias we tried to correct that we would have if we went to the previous three options that I introduced.
Also, again, the exclusion criteria of multidisciplinary journals, because this is, again, we would argue that it was not suitable for segmenting. Right so when you have a parasitology portfolio, you don't really want to retarget your Nature Communications, which is a very broad. It will include parasitologists, but it will just be a very broad for that audience. And I think my sort of a really take away that now I always integrate when I do this at a prompt is the output format.
I always go for a table because then you can copy paste in an Excel sheet. You can also ask for an Excel itself, but I will find copying bit. It's an easier format in table. And what really helped us here was the journal home page, because that really feeds into a URL. And this was the easiest for us to see. A quickest way just to see was the LLM.
Is us hallucinating or not. Because even with this prompt, sometimes we kind of see a severe journals popping up. And then from the link you can immediately detect that, remove that row. Bam done. It's easy. We also added a why selected section. And this is for us to give an idea how the LLM made the decision to select that particular journal and maybe to discover new things that we haven't considered before.
But even in this templated way, you kind of see a weakness within this. So I think my sort of a lesson is that it can only improve. We further went to relevance tags and prioritization. So basically, we say we pay more attention to the scope than an editorial overlap and get a different list. So our I'm looking at the time. So the our output look like this. And basically what was helpful for us and what was the outcome of this practice is that we integrated to our external display targeting ads in Google.
So the campaign idea looks like something like this, right. So we have an external banner ad. It's a visual assets to promote parasitology research top cited articles. And then we have the journal that the LLM. Lm suggested parasites and vectors. So we kind of say to Google, find the people who has been on parasite and vectors website, who spent 45 seconds on that article pages and show them the attributes that we want to promote for the parasitology research.
And overall, with this targeting, we kind of see actually people are taking the behavior that we want to see a bit more, right? So they checking the call for papers, they reading multiple articles rather than just bouncing off quickly. I would say this is especially relevant when you're working with small budgets because you have no room for error, no room for selecting a wrong journal for your audience that the Google will just spend the money happily, I would say.
And the two unexpected outcomes of this, I would say the first one was an idea creation. So in the y selected column for parasite vectors, we see writing, parasitology and climate related disease spread. This was a sort of a marketing angle. We didn't consider for increasing awareness to our parasitology portfolio. And this is sort of a thing we saw in lm suggesting and we like this is a great idea.
Why don't we sort explore this a bit and then the sort of a third bit that was unexpected is how this sort of an approach kind of changed the ways in which that we work with the publishing team, the journal owners, who are very busy. Right so they have numerous of tasks, and it was very different for us to just to go to them to say, give us a list.
We need this for our marketing campaigns versus to be a conversation starter, to say, we did this before. Tell us what you think. Can we have a conversation about this. And I think there was sort of a softer benefit from this exercise as well, going into the copy with very fast. So in the copywriting, what we use LLMs is just to get that journal benefit language really heavy on the US piece.
Usually when we ask the editorial team to write something, they focus on Futures. They focus on how nice they are. They rarely focus on what is it for the author. So we try to implement this for our brand hubs as well. This is the direction that we go in springernature, and I think it will come up in the following presentations as well. And what usually works for the copywriting prompts is you give the task, you give and target audience and you give instructions very clearly.
I always go for asking three distinct versions because if I ask for one, I never like the first one. So I always want to see three different versions of that. I give a length and I get I sort of this is the part that we push focus on author benefits. If you're talking about Futures that Futures needs to tie to the outcomes for the authors. And this was sort of again, the output format, my favorite one. It always needs to be a table format that you can use and copy across.
If you're going to go one level deep, I will recommend that you change your prompt based on an early career versus an established researcher, because a benefit that someone is after they're about to published their first paper, versus a benefit that someone is after, who published 20 paper with you will be significantly different. And you can adjust that language with an LLM. Yeah so that will be my two cents of how we're using LLMs in Springer Nature.
So I give out to the next, next speaker. Thank you so much Sena. It's really incredible to have that window into your workflows and such great strategy and prompt engineering advice here. I'm sure that there's something that we can all take away from this to use our AI more effectively and creatively.
Next up we have Christina. I will let you take it away. All right. Thanks, Rebecca. Hello, everyone. I'm Christina henriksen, director of marketing and communications at Canadian science publishing. I've been in scholarly publishing for about 14 years. I actually started in production before moving into marketing, and I lead ccp's marketing and brand strategy.
We are a team of seven, and our objective is to advance the visibility and impact of our journals and our organization. So a little bit about CSV and then we'll get started. So CSV is an independent, not for profit publisher led by researchers. We published 23 scientific journals in the areas of natural and physical sciences and engineering, both open access and a subscription subscription based.
So while we're based in Canada, our reach is global, and we partner with more than 35 scientific societies to ensure quality and relevance. So although we are an international publisher today, I am going to share a campaign we launched to increase our Canadian footprint. OK Oh, I think I went too far. There we go. OK so for this case study, I'll be sharing our publishing Canada campaign that we launched earlier this year.
It used storytelling and thought leadership to engage researchers and strengthen our community. I'll walk you through our approaches. What worked and what things we learned from connecting with Canadian authors. And our tagline for this campaign was your research has a home here. So this reflects our mission to provide Canadian researchers with a trusted, community focused place to publish.
OK, so as we all know, researchers today have more choices than ever about where to publish. There are more journals launching all the time. More specialized titles and more open access options. So with this growing competition, we've seen a gradual decline in our submissions in some of our journals for from Canadian authors. So over this like over a decade.
So at the same time, there's also the political and academic uncertainty that has made it harder for researchers to publish their work. So it felt like the right moment and a great opportunity for us to really re-engage and connect with the Canadian research community. So with this campaign, we wanted to remind Canadian researchers that they have a home here, a trusted, community focused place to publish their work.
So our goal was to strengthen csp's presence in the Canadian market, rebuild connections with Canadian authors and reaffirm our values as an organization. So we saw this as a chance to lead with purpose and speak directly to who we are and what we stand for. OK, so crafting that narrative through storytelling. So we knew we couldn't do this just by promoting our journals.
We needed to tell a story about belonging. We with some of our. With so many publishing options, we wanted to remind Canadian researchers that CSV is part of their research ecosystem. So our narrative was about connection and pride, showing that publishing with CSV supports science Canadian science as a whole. To bring that story to life, we share.
We started with a short brand video, something visual that captured the emotional why, and that really set the tone for the campaign to carry that story across channels. We used organic and paid social media, as well as newsletters and house ads and other promotional content to keep the message consistent and to reach researchers where they were. We also launched a summer contest, so this invited the community to participate directly, and we ran that through.
And we also ran a leadership blog post. So it was it was co-authored with our CEO and our editor in chief, which really enforced that credibility of the campaign and even our conference presence tied back to the story, making sure that researchers saw and felt the campaign wherever they were. All of this pointed to one place, which was our campaign landing page, and together, these elements really made the story kind of tangible and not just something that we told, but something that the community could resonate and engage with.
So what worked and what are our key takeaways. So since the campaign launched in May, we've been tracking results and several tactics have stood out for us. So starting with the video launch, this worked particularly well. We tested a 13 second teaser as well as a 30 second version, and the second version drove more traffic, showing that there was more value in the Fuller story.
It gave us a visual, engaging piece that quickly attracted attention, especially since we had really we hadn't really done video before, so this was something that we were trying to experiment with. And our which featured this video, content and messaging, really helped us reach the widest audience, and it performed really well. So our thought leadership ad that we ran on LinkedIn, featuring our CEO and Executive Editor in chief, also performed exceptionally as a paid promotion.
It achieved a click through rate of 53% above our usual average, driving strong engagement and then the social contest exceeded expectations. We drew in 3 times the projected entries that we had anticipated. It generated high quality leads for us, and because winners received individual tokens, we can track those submissions and we're already seeing results from this. Overall, though, boosted posts amplified our success.
So quickly, extending the reach of high performing content like the free waiver for the launch and drove strong click through rates for our landing page. So overall, our goal here was to increase visibility in Canada and with Canadian researchers and to ultimately drive readership and readership and submissions with Canadian authors. So we're tracking these campaign performance, the campaign performance through these specific activities and comparing these results to broader trends like our website traffic and other submissions.
And since the campaign launched, Canadian website traffic is up by 5.4% and submissions have steadily increased. So, as we all know, though, it's challenging to attribute marketing activities directly to submissions. So since my considering multiple factors are at play here. So however, when we compare these campaign performance metrics to the broader trends, the alignment tells us a consistent story, and it is a positive, positive signal that our efforts are having an impact.
So overall, the campaign has gained strong traction and positive feedback. So we will be continuing this into 2026, which is evolving this short term push into a longer term narrative for our brand, which is great. So for us, success came from anchoring everything in story and in purpose. When your brand mission really shines through your marketing, it doesn't just drive engagement, it builds community.
So every tactic we used was focused on telling a consistent narrative. Building visibility to CSV in our journals and connecting with the research community. Putting them top of mind for us. And that is it for me. Thank you. Thank you.
Christina this is, of course, a campaign that is close to my heart. But what I really love about it is how you've said that really effective storytelling starts with leading with purpose and leading with value, and really doing that through credible voices, credible storytelling. Thank you so much for sharing that with us. Next, we have Kathleen.
Would you like to start on your slides. Yep happy to. Hi, everyone. I'm Kathleen Mulcahy. As Rebecca said senior marketing manager at the American Society for Microbiology. Working mainly on our journals and books portfolio, I joined ASM about three years ago, and prior to that I had a long tenure at Wiley, working on the many society journals that Wiley has in their portfolio.
And I just I want to thank Rebecca and Lori for inviting me to be on this panel. I've already learned something new. I love being here and being with this group. I'll spend the next few minutes sharing my team's experience. By the way, we're a team of three, so I'll share our experience using paid social tactics to support growth of our publishing program in India, which has been a strong focus for us this year.
So for those not familiar with ASM, here's some facts and figures for you. We have a robust and growing for a nonprofit, by the way, not for profit publisher with about 38,000 members. 17 journals and growing. We launched 1 in 2024, 1 in 25. And then we have one on deck for 2026, plus about 6 to 8 ASM press releases every year.
And you can see some of our download and citation statistics there as well. So I mentioned that I was going to compare our experience with boosted posts and paid social advertising. And Christina and Sienna both alluded to doing this in their tactics. So this might so it all together for you a little bit.
Like many of you, our goals focus on increasing submissions and article usage from around the world, driving engagement with content, attracting global editors, volunteers tears and supporting library sales efforts. So when thinking about our digital advertising, we make sure to align those business goals with the objectives and results offered in the social ad platforms, particularly meta and LinkedIn.
So depending on the platform, many of you may have seen this. You can focus on traffic or clicks and engagement or growing conversions, which we use when we're trying to increase registrants to our webinar programs or other events. So like us, you'll want to strategize on how your business goals can line up best with the digital ad goals and experiment with different options.
When you compare, boosted or sponsored as they show up in the social platforms posts with paid display, there are a few distinct differences to consider, and I've kind of summarized them here. What we find good about boosted posts is or sponsored posts as they're showing up in the platforms is the low cost, high reach ratio. So we're able to reach a bigger but more targeted audience when we boost as compared to organic alone.
Our organic posts for the publishing program compete with other important messaging across ASM on the brand account. So when we boost, we can extend this and make sure we're reaching a larger but still more targeted audience, whereas the display option offers more creative options. In the platform and more audience targeting, which is really important.
As Jenna mentioned, we can't waste money on clicks that don't matter, but with this, it takes more staff time and budget. So it's important to carefully consider your goals and which of these approaches would work best. We at ASM reserve them for the more high priority campaigns. So for to get into the case study at ASM, as I said, we were focusing heavily in 2025 on growth in India.
We have a staff member there now who's been there for maybe a year and a half or so. So with the acceleration of our activity there, we needed new ways to reach authors and readers and explore new channels to reduce our reliance on email alone. So across the team, with a staff member on the ground, as we said, we introduced many new initiatives to drive that growth.
These initiatives gave us a lot to talk about with this expanded audience. So overall submissions is a key KPIs for us. But we were also we introduced a research symposium in person, which is actually taking place starting today, so that's exciting. A webinar for national teachers day in September. New editorial board appointments, article collections.
And we launched WhatsApp specifically for India right now. So to dive in a little bit to our paid LinkedIn, we shifted from the reliance on email and organic social to a more mixed approach. In 2025, through paid social campaigns, we successfully expanded our reach in impressions and engagement.
You can see here, the total investment in sponsored posts and digital ads so far in 2025 supports all these programs I mentioned above, and we considered this really positive to generate over 2 million impressions and 11,000 clicks from these ads. Dads, our average click through rate has some growth potential at 0.69. But some of that beats some of our email. So and in terms of impressions and clicks it far out performs what we see in email.
So this is sort of diving deep into our case study. And you should be able to see our animated graphic here. So we this was a paid, paid LinkedIn ad promoting the benefits of publishing for in ASM journals specifically targeted at authors in India. In the ad platform, we were able to take advantage of that extra kind of creative option that they offer and also targeting options with the ads.
So we could target in India. That was that was an obvious thing for us to do. And we can do that with sponsored posts as well. But here, we were able to experiment, uploading custom audiences of companies and contacts. So in this case, we uploaded a custom audience of the onos. Some of you might be familiar with that. It's an institutional subscriber package for institutions in India specifically.
So we were able to target researchers with a matching workplace affiliation to the UNOS list. So we were able to be more targeted in terms of where people were. We also uploaded a list of prior authors for those based in India, so we could target a lookalike audience in the LinkedIn platform. So some of the stats are here. Over 19 days that we ran the campaign, we saw over 200,000 impressions and 14/100 link clicks to our call for papers page, again exceeding anything we see in email.
You can see some of the comparison stats to our email. And you know, our contact list in for authors in India is only so big. So we could also see in the platforms. And some of you may have been digging into the stats for your campaigns. We could see that the clicks came from higher Ed, the higher Ed company category, and the research and education job function target.
So we felt really comfortable and confident that we were reaching the right target audience with the ad. And by the way, the total spend here, you can see was $1,000 for this. So for us, I know everybody's budgets are different, but for us that was a fairly small share of our advertising budget overall to get some pretty high results.
So overall, we're seeing strong results from this 10% increase in usage, 200% increase in LinkedIn referrals, which is really important for us. It's an important communication channel for authors in India, and a 27% increase in submissions in 2025 over 2024. So, you know, that's a key KPIs for us submissions. The campaign KPIs are really important, but when it comes right down to it, we're really looking for new authors to submit to ASM journals.
So I think our biggest takeaway is that we didn't need to invest a really big share of our budget to see decent Roi and reach our business goals. As I said, the display ad takes more time and money, so we're really thoughtful about using this tactic. And when we feel like we can achieve our goals with a sponsored post or a boosted post, we opt for that.
It's quicker and less expensive to execute on. So as for I, I know I haven't mentioned that much. We use it mostly on the productivity side for this particular initiative. We can identify audience targeting. We can identify interests and job titles related to journals or campaigns. And then, of course, we're probably all doing this to write the ad copy specifically within the character limits required in the ad platforms.
And then for analyzing and reporting on our results. AI is helpful for that as well. Just a little bit about the prompt. It was we used Copilot. It it was really helpful. The prompt was pretty basic honestly. It was, you know, show me an ad targeting for an ad about xyz journal or something, or, you know, authors in India for this publishing program.
And it really was helpful in returning job titles and work settings and things like that. So we've been using that model a little bit more and that that is all I had. So I'm happy to take questions or I think we're moving into the Q&A portion. Thank you very much. Thank you so much, Kathleen. I'm feeling very inspired and I hope our audience is as well.
We can really already start to imagine how we could even combine the strategies that each of you have talked about today. I can imagine using AI to identify emerging themes across your journal portfolio, building a campaign around that, using those consistent storytelling techniques with credible voices, and then maybe using some of the strategies that Kathleen has just talked about to really make the most of those ad dollars.
I'm so excited to talk to you more. And so this is probably a great time to jump in to our first panel question, which is also about AI. Something that continues to be on everyone's mind. And I know we've talked about it a little bit, but what I'm really curious to know are what have you found to be the best use cases for AI. And is there anything that doesn't work for your organization.
So I guess, Sena, do you want to do you want to start for us. OK, I can kick us off again. I'm happy to. So it's kind of overlaps with the two. Other than the two use cases I sort of provided, right? So what we find most of the success as well is sort of a spending less and less time on really time consuming activities that we have to do as marketeers.
And one of them is a journal level marketing reporting. I think this is an ongoing joke, right? Between what is the job of a consultant if not of a making sure those boxes looks exactly the same. And exactly the same sort of a size. And we have been spending a lot of time actually, you know, when we go to a society presentation, making sure that box is the same size as the other. So we kind of integrated some automation there with a new tool that I'm happy to share in the chat as well.
It's called Beautiful AI, and it's basically gives you a room to work. You work with the tool and then when you export that presentation, it just pops up a fully polished version and everything is aligned version of your presentation. So you really don't spend any time on that. It also works with the prompt. This is what I really enjoy.
So sometimes I have sort of a creative block, right? So I have a very complex idea. I want to show six boxes because I have 10 things to say. And with that prompt beautiful like that tool kind of gives you an idea of how that it can look in a visual, more appealing sense, so that your idea is kind of pitch ready. So this was sort of a thing that I think we found success as well, just spending less time making sure does PPT boxes are at the same size.
That's wonderful. Thank you so much. Sena Kathleen, do you want to tell us a little bit more about how you're using AI tools. Sure we as I said, we. ASM prefers that we use Copilot because it's in our back end and we use Teams and all of that. It fits with us, and it's secure.
But I find it very similar to ChatGPT in terms of prompts. So we use it for all the things that a lot of you are using it for. The graphic design is. I find sometimes it takes longer to get to what you want to do, a simple web banner or something. We might as well use our templates in Canva. So, but Canva has its own AI built in, so that's incredibly helpful.
And I default to that a lot of the times. Our one of my colleagues told me the other day that she loaded our style guide into Copilot. So all of the ad copy that she asks Copilot to spit out is in our voice, which I thought was a really, really. It's not my example, but I thought I'd share that because I thought that was a really useful use case of. So you don't have to.
I mean, we all have to go back and read and adjust and re edit but this comes a little bit closer to something in our own voice. And then in terms of our traffic, I, we just partnered ASM partnered with Wiley on their AI gateway product. So in terms of content delivery for the actual research outside of marketing, we're going to be in January having our content appear there.
And I think that'll increase our referrals from tools like Claude and perplexity, which we're seeing come up on our referral data, not like ChatGPT, but in terms of delivering content to people. I think that's going to be really helpful for referrals. Thank you so much, Kathleen. Christina, I'd love to hear your thoughts on this as well. If you have something you want to add in.
Yeah so for our team, I mean same similar to Kathleen and saina. And I think an additional thing for this for us is using AI to help us with complex, you know, articles. Right being able to put this into language that's easy and quickly, like easy to understand and quickly able to digest kind of what's being said within those articles so that we can then either interview the researcher on our blog or repurpose that content for social media as well.
So and for, Yeah, for general promotion. So I think that that's a useful tool for it. I'll jump on the bandwagon about, it's not the best use for graphic design. I have to say I have a graphic design background. So it's maybe there's a bit of a bias there too. But it it I'd say the Canva helps as well. When I've played with ChatGPT, it's not great.
Gemini is a little bit better I would say, but I do love using the tool within Photoshop, actually. It generates some really good pieces. So for example, the publishing Canada campaign, that moose image, it's actually got a very small background and we needed to use it for a up banner. So I needed a lot more background to be introduced to that photo.
And instead of, you know, creating that ourselves, we used Photoshop to help generate that background. And it actually did a really standout job. It was really I was really impressed. So Yeah, I think other areas of use would be insights on surveys really, you know, like there's a lot of information that can come from our surveys. And so being able to summarize that really quickly to find those findings is really helpful.
And then being able to drill into things a little bit deeper to see, you know, what are the actions from these surveys, our author surveys and things like that. So Yeah. Thank you Christina. Thank you all so much. That I think leads us really nicely into our next question. As we all know, marketing in scholarly publishing and in general is evolving very quickly with new tools and new platforms.
And as we've talked a bit about today, tracking success can sometimes feel like chasing a moving target, especially when tried. And true metrics like web traffic are maybe changing with I search, what metrics are you focusing on in 2026? And perhaps even more importantly, how do you decide what to prioritize and pursue in this very rapidly changing landscape.
We can go the same order. I'm happy to go. Sure So I think the two sides for the match. I want to answer for the metrics, but this is what I feel more comfortable I would say. So in terms of the metrics we are traffic tracking. Basically, it's differentiating between the AI, SEO and the traditional SEO.
At the current stage, I would say for folks is sufficient enough. If you have an idea about the percentage of visitors coming to our website by AI. So if you don't know too much about it, I would say just start by tracking. And then this is also what we're doing next year. You know, we want to take a look at what these people are doing on the websites because I think it's normal to assume no one really knows.
We have a great somewhat of a greater confidence to know what if people are coming from PubMed, we know that behavior already. We really comfortable with that behavior. While for the people folks coming from ChatGPT. We don't really know how that behavior works. So I think the first kick off is just track. And I think the sort of a percentage that everyone speaks about is it between, are you doing are you are you seeing a 3% or are you seeing a 10% So you can kind of give you a benchmark of where this is going.
So you can compare next year. In terms of the marketing KPIs, we really focusing on an engagement level of calculation. So usually we I think previously we were comparing the success of the campaigns in terms of clicks. Are people coming to the journal homepage. Are people clicking to the submission guidelines. Are people clicking Submit.
This was the sort of behavior we were tracking. And I think next year and this year we already started, we going into the more direction of it's not enough for people to come to the research article page. I want them to spend at least let's say, you know, 20 sort of. I want them to show the behavior of a slow scroll. And I want to track that behavior just to see, you know, I do a Google external pay campaign. I want to see, OK, this is the number of articles people read from this campaign, but what is the percentage of these people who actually read rather than, you know, bounce back fast Same with, we do this sort of throughout the funnel.
You for the awareness. We're looking at readership and for more of towards the end of the funnel, we look at whether the submission guidelines. Right so it's not enough for people to be on submission guidelines. I want them to slow scroll and see percentage of people who has been slow scrolling in those pages that I'm interested at.
Yeah so that's kind of I think my sort of two things that we're taking a look into. Thank you. Christina or Kathleen. Do you want to add to this as well what metrics you're focusing on. Christina, how about you go first.
Yeah, sure. Sure Yeah, sure. Oh, Yeah, I, I mean, for us, a lot of it is this year has been about engagement, really just wanting to see what's resonating with our audience kind of setting those benchmarks so that it kind of, you know, it gives us that information for next year, especially with how things are changing with search. We want to know what content resonates with.
Mediums are resonating, that kind of thing. So that it gives us. Yeah so that gives us those insights for the different things we want to do next year. I would say it's the same thing with Xana keeping a pulse on AI and how it's affecting the search within. You know our website as well. You know doing a generating the AI reports. See where we sit against our competitors, things like that.
So again, really setting us up for next year to know what direction we need to go with our content and with our mediums. But Yeah, I, I think I'm Yeah, I'm going to pass it on to Kathleen. Sure really quick agree with what's been said already. We follow the ultimate which is submissions. As we try to expand and diversify our editorial boards, we're tracking our reach.
To, you know, senior career researchers that might want to join and tracking our engagement with those audiences. And particularly trying to reach. Researchers in specific topic areas we're trying to launch special collections or hot topic kind of content.
Journal content. So we need to make sure that we're finding the researchers that might be studying in that might be researching in those areas. So working on our ability to get to those people and tracking what that means for us and agree with the traffic content to comment to tracking where our referrals are coming from, how long people are spending reading submission guidelines and things like that.
We have Power BI, as you probably all do too. So it's endless and frankly overwhelming at times, but trying to really tie it back to a campaign to see what the Roi has been really important for us. Yeah, I'm going to jump in Christina and ask you to keep the mic for a minute. We have a question in the Q&A. About the use of multimedia like video abstracts and how that might be evolving in terms of author engagement and making content more visible and more discoverable, and people just going to the content more.
Is that is that something that you're expanding on looking at? If you want to talk a little bit about that. Yeah, absolutely. And I guess that's partly why this year we were trying to experiment with video just to see where that sat. But diving more into the actual research and, you know, connecting with our authors to, to develop those types of videos as well as taking those, Yeah, video abstracts and leveraging in our social media campaigns.
So for sure, that's something that we are definitely looking at doing for next year. Yeah I think we had one other question that came in to the Q&A, which I thought we could bring up here, asking whether your organizations provide subscriptions to enterprise AI tools or whether you use freely available tools. I see that, Sena, you've mentioned in the chat that you're using Copilot through an enterprise subscription.
Christina and Kathleen, how about you. Are you using a subscription AI tool. So we do. Sorry Yeah, I agree, I think Copilot is enterprise level. Yep Yeah. Same thing here. But with the other types of ChatGPT or Gemini, anything like that.
It's all just the free version. That's fantastic. Thank you. Yeah, I might add, what's nice about having your own license and version is that you keep your information private, obviously, so it can give you a bit more freedom in what you're trying to do and the work that you're doing using those, those tools.
So if it's possible to budget for that, it's something for organizations to be thinking about for sure. It looks like we also have one last question here that we can get to from yubing, who's asking what platforms we're finding most effective LinkedIn x, blue sky, WhatsApp, WeChat, et cetera.
I know that's something that Canadian science publishing has been looking at. So, Cristina, maybe you want to offer some first thoughts here. Yeah, for sure. So I mean, it really depends on the journal. Like for us understanding, you know, where the researchers are. So anytime we look at a new platform, we're always doing that research upfront. And not just creating profiles everywhere.
So we actually we dropped Facebook because that was something that was not giving us that Roi as well. We we still are active on x, but we've pulled back a little bit more because we're seeing more activity on blue sky with some of our journal audiences as well as LinkedIn. So LinkedIn, I feel like is definitely something that's picking up a lot, a lot more.
It feels there's already a network really built there and there's that credibility as well. So Yeah, we're really focusing on our LinkedIn strategies as well as our blue sky strategies. I would agree with that. LinkedIn is especially in digital ads, it's delivering more quality traffic. We we are with Facebook still. It's a very engaged audience for us.
But when we pay there, there are some bot issues where the results we're seeing are not as reliable and we're seeing growth in blue sky as well. I wanted to comment on WeChat because we spend a lot of time translating and posting on WeChat, and we're trying to figure out what works. It's we two days a week, we post science. One day a week, we post a marketing post, and the results are sort of, sort of all over the place.
So we're not seeing anyone driver of success on that. But our science certainly attracts a lot of readers on our WeChat. Yeah Thank you. Very quickly from our side. Just so very quickly, I think from align with the Christina said, LinkedIn is some sort of our to go tool where we are more selective.
I would say what we're posting about because we want we don't want to exhaust the audience there. We know that they engage, but you also don't want to over push just because they engage. So we have been very selective of the sort of content that we post, and we have been maybe somewhat a little bit more experimental with the blue sky, because we test the audience now how it reacts. But sort of, I think sort of to go rule is always, are you posting a post that you would have liked to see.
And we find a success in the sort of a key days, right? So in October it was a breast cancer Awareness Month. We take a look at the content that is relevant for a broader audience than the science. And this is sort of a brings the gap to, you know, with your scientific audience as well as reaching out to the broader audience as well. I hand it over back to you, Rebecca, I cut you off there, I apologize.
Oh, absolutely. No problem. Thank you. Thank you so much. And I know that we are reaching the end of our time, so I apologize if we haven't gotten to your question. There are we could talk about this for four hours. And Thank you all for sharing your experiences and your insights with us.
And Thank you to our audience for joining us today. We know how fast this industry moves and how hard it can be to carve out time for learning and connection like this. So we're grateful that you spent your hour with us today. We hope that you're leaving today's session with new ideas. Feeling capable and confident with tools you can start using right away. So we invite you now to think about one practical tip or strategy that you're going to implement from today's session and put it in the chat, because now is the time to be inspired.
And whether you're experimenting with AI or rethinking your content strategy, remember that you are not alone in this. The scholarly marketing community is full of smart, generous people working towards many of the same goals, and today's conversation is proof of that. I encourage you to follow all of our wonderful panelists on LinkedIn, so you can stay updated on the great projects that they're working on.
And if you'd like to revisit any part of today's session, a recording will be available soon. And if you have any feedback for future webinars, we would love to hear from you. Thank you again. We wish you a successful, creative, and impactful end to 2025 25, and I will now pass things off to Lori for some final housekeeping messages. Yeah Thank you, Rebecca.
So Thanks, everyone, for participating in today's SSP webinar. And Thank you to our speakers again for sharing their time and expertise. Expertise we encourage attendees to provide feedback on today's webinar and provide suggestions for future webinars. Please complete the evaluation via scanning the QR code or the evaluation link. You will receive at the conclusion of the event and as a reminder, calls for proposals for the SSP annual meeting is now open, and the deadline to submit a proposal is Monday, November 3.
And Thanks again to our sponsors, Silverchair, access innovations and Digital Science. Today's webinar was recorded and all registrants will be sent a link to the recording when it's posted on the SSP website. And this concludes our session today. Thank you everyone. Thank you everyone. Thank you.
Thank
Segment:0 .
Hello, everyone. We'll just take a few seconds, a minute to let everyone gather and join us today. And then we will get underway. Just letting folks assemble and we will get started momentarily.
Hope everyone's having a great day. And are ready to learn some interesting tips and techniques in terms of marketing. All right, I think we'll get started. We've got some opening remarks as folks are gathering and then we will get underway in earnest.
So thank you and welcome to today's SSP webinar, marketing best practices, tips and tricks that we hope will help you drive engagement. Track the metrics that let you know how successful you're being, and support revenue and mission as well. Before we start, I want to thank our 2025 education sponsors, access innovations, silver chair, and Digital Science. We are, as always, very grateful for your support.
My name is Lori Carlin and I am the chief Commercial Officer at Delta. Thank and also the education committee co-chair for SSP. Before we get started, I have a few housekeeping items to review. Attendee microphones have been muted automatically, so please use the Q&A feature in Zoom to enter your questions for the moderator and panelists. You can also use the chat feature to communicate directly with other participants and organizers, and we encourage you to chat and share information as we are conducting the webinar.
Closed captions have been enabled. If you don't see the CC icon on your toolbar, you can view captions by selecting the More option on your screen and choosing Show Captions in the dropdown menu. This one hour session will be recorded and available to registrants following today's event. Registered attendees will be sent an email when the recording is available. And a quick note on SSPS code of conduct and today's meeting.
We are committed to diversity, equity, and providing an inclusive meeting environment that fosters open dialogue and the free expression of ideas free of harassment, discrimination, and hostile conduct. We ask all participants, whether speaking or in chat, to consider and debate relevant viewpoints in an orderly, respectful and fair manner. SSP is committed to complying with competition and antitrust laws.
Please avoid any discussions of pricing, market allocations, boycotts or other topics that could be interpreted as anti-competitive. If any such discussions arise, they shall be stopped immediately to protect both individual participants and the organization. And now I'd like to briefly introduce today's moderator, Rebecca Walker. Rebecca is the content marketing specialist for Canadian science publishing, Canada's largest independent, not for profit scientific publisher.
She's also a member of the board for the Canadian Association of learned journals, and her work centers on value driven marketing that brings the achievements and experiences of researchers into the spotlight. And I'll mention also that Rebecca is on the education committee at SSP and has been instrumental in pulling this session together for SSP. So thank you, Rebecca.
And I will turn it over to you. Thank you so much, Lori, for the introduction. And Thank you all for joining us today. Today's session is a very special one. It's, in a way, the unofficial follow up to last year's very popular marketing webinar. So if you joined us then welcome back. I hope you had a great 2025. And if you're new, you're in great company.
We're building on with more practical insights and tools that you can start using today. And if you'd like to revisit last year's webinar, it's available on the SSP on demand video library. Now, you don't need me to tell you that we are meeting at a time of transformation. AI tools have become essential. Discovery platforms are evolving, and trust, transparency, and value driven messaging are increasingly critical.
It's a lot to take on. And that's exactly why today's webinar is designed to be practical and actionable. So you can work smarter, not harder, and tackle these challenges with confidence. So here's how it's going to work. Each of our three panelists will share a short presentation with real world case studies that have driven real impact. And then we'll move into a panel discussion followed by a Q&A.
You can submit your questions at any time during today's session using the Q&A box, which is at the bottom of your screen. Now, I'm thrilled to be joined by our three expert panelists and wonderful people, Senna evren, the senior marketing manager at Springer Nature. Kristina henriksen, director of marketing and communications at Canadian science publishing, and Kathleen Mulcahy, senior marketing manager at the American Society for Microbiology.
For those in the audience, we'd also love to hear where you're from, so drop your introduction in the chat. And with that, we would love to invite our first panelist, Sena evren, to share some of the work that she's been doing on her team. Right I kick us off. So Hello, everyone. So very quickly, what I'm going to introduce today is sort of a two use cases of LLMs that we integrated in springernature marketing.
And segmentation as well as copywriting. The copywriting will be faster. I'm going to spend a little bit more time on the segmentation bit. So basically for the first case study we were looking into really identifying journal by journal match in terms of scope and relevancy for us to use in the email segmentation, as well as create better lookalike audiences in Google.
In terms of the ways that we can go about this sort of a journal, journal, journal level to the journal level match was there was three pillars. But just to remind you, in Springer Nature we have a 3,000 plus journals portfolio available. Oh, Susan, I'm not seeing myself. OK there we go. So the sort of a challenge was that really handle that great number of journals in the portfolio.
The first one is just we could have went to the public from the marketing to the publishing department just to say, give us a list. Although this could have probably delayed the project a lot. And the publishers tend to suggest journals that are they look up to. Right so they this could have introduced a bias to the higher impact factor journals that we try to match with.
We could have went to something like a transfer desk, like really check where the journals are recommending to transfer rejected articles, but then this would have had the problem out of scope journals being listed there. And this would have been a big problem for our segmentation just to have an unrelated journal there. The third option was just we could have went to sort of a rejection tracker of some kind of tool just to check where the rejected papers are being end up.
But this would have of have the different sort of bias that we saw in the first one that will have likely to have a lower impact factor, journals that we would have seen. So we decided to say, OK, let's just marketing team kicks off, we start this conversation, let's see where it goes. These were the first two baby prompts I call them we tried. So the first one is a very, you know, a conversational style that you see that we just say, I'm gathering a list of journals relevant to this.
Sort of the identification is similar audience and researcher and only Springer Nature journals. But this prompt was very weak in terms of the exclusion and inclusion criteria is not being defined. And you don't really have a similarity criteria very well notified as well. So you don't have any relevancy categories. What ends up happening is that you will get an output that you cannot use anywhere, and most likely you will receive.
This is what happened to us as well. Journals from Elsevier and Taylor Francis being in your pool. And Yeah, guess what happens when you put that to Google that you get your audience number as 0 in the prompt. Two we really try to go into definition of how can we define the similar audience. And of course, the first place for us to go is the similar scope and research focus.
And we also added a sort of an additional layer of avoiding multidisciplinary journals. But this was again sort of a let some sort of hallucination within the LLM, which is the biggest problem that we see. And also the output was again in a format that we couldn't really streamline for other journals. Right so I'm going to continue to use parasitology research as an example here.
But the idea was that we repeat this multiple times for multiple portfolios in multiple journals. And when you don't have an output format in lm, it will give you a conversational reply that you just get a text basically. I know it's a big jump to from 1 to 2 to 3, but this was sort of an R winning prompt. And I just want to highlight what worked for us and maybe what you can use as well when you're exploring within when you're exploring this within your portfolio.
So what we find very helpful when we're working with the Netherlands to really identify the journals, is really focused on that relevance tag. So you really define how you want LLM to select journals, right? For example, we went for scope. We went for citation networks. So if the journals are citing to each other, maybe there is new areas, new launches happening.
We wanted to identify that as well on top of our core portfolio, but also on editorial overlap. Right sometimes you will have board members that is active across different journals in your portfolio, and that will be a good start for us to segment as well. We had an inclusion criteria of regardless of impact factor, age and visibility. This was the sort of a bias we tried to correct that we would have if we went to the previous three options that I introduced.
Also, again, the exclusion criteria of multidisciplinary journals, because this is, again, we would argue that it was not suitable for segmenting. Right so when you have a parasitology portfolio, you don't really want to retarget your Nature Communications, which is a very broad. It will include parasitologists, but it will just be a very broad for that audience. And I think my sort of a really take away that now I always integrate when I do this at a prompt is the output format.
I always go for a table because then you can copy paste in an Excel sheet. You can also ask for an Excel itself, but I will find copying bit. It's an easier format in table. And what really helped us here was the journal home page, because that really feeds into a URL. And this was the easiest for us to see. A quickest way just to see was the LLM.
Is us hallucinating or not. Because even with this prompt, sometimes we kind of see a severe journals popping up. And then from the link you can immediately detect that, remove that row. Bam done. It's easy. We also added a why selected section. And this is for us to give an idea how the LLM made the decision to select that particular journal and maybe to discover new things that we haven't considered before.
But even in this templated way, you kind of see a weakness within this. So I think my sort of a lesson is that it can only improve. We further went to relevance tags and prioritization. So basically, we say we pay more attention to the scope than an editorial overlap and get a different list. So our I'm looking at the time. So the our output look like this. And basically what was helpful for us and what was the outcome of this practice is that we integrated to our external display targeting ads in Google.
So the campaign idea looks like something like this, right. So we have an external banner ad. It's a visual assets to promote parasitology research top cited articles. And then we have the journal that the LLM. Lm suggested parasites and vectors. So we kind of say to Google, find the people who has been on parasite and vectors website, who spent 45 seconds on that article pages and show them the attributes that we want to promote for the parasitology research.
And overall, with this targeting, we kind of see actually people are taking the behavior that we want to see a bit more, right? So they checking the call for papers, they reading multiple articles rather than just bouncing off quickly. I would say this is especially relevant when you're working with small budgets because you have no room for error, no room for selecting a wrong journal for your audience that the Google will just spend the money happily, I would say.
And the two unexpected outcomes of this, I would say the first one was an idea creation. So in the y selected column for parasite vectors, we see writing, parasitology and climate related disease spread. This was a sort of a marketing angle. We didn't consider for increasing awareness to our parasitology portfolio. And this is sort of a thing we saw in lm suggesting and we like this is a great idea.
Why don't we sort explore this a bit and then the sort of a third bit that was unexpected is how this sort of an approach kind of changed the ways in which that we work with the publishing team, the journal owners, who are very busy. Right so they have numerous of tasks, and it was very different for us to just to go to them to say, give us a list.
We need this for our marketing campaigns versus to be a conversation starter, to say, we did this before. Tell us what you think. Can we have a conversation about this. And I think there was sort of a softer benefit from this exercise as well, going into the copy with very fast. So in the copywriting, what we use LLMs is just to get that journal benefit language really heavy on the US piece.
Usually when we ask the editorial team to write something, they focus on Futures. They focus on how nice they are. They rarely focus on what is it for the author. So we try to implement this for our brand hubs as well. This is the direction that we go in springernature, and I think it will come up in the following presentations as well. And what usually works for the copywriting prompts is you give the task, you give and target audience and you give instructions very clearly.
I always go for asking three distinct versions because if I ask for one, I never like the first one. So I always want to see three different versions of that. I give a length and I get I sort of this is the part that we push focus on author benefits. If you're talking about Futures that Futures needs to tie to the outcomes for the authors. And this was sort of again, the output format, my favorite one. It always needs to be a table format that you can use and copy across.
If you're going to go one level deep, I will recommend that you change your prompt based on an early career versus an established researcher, because a benefit that someone is after they're about to published their first paper, versus a benefit that someone is after, who published 20 paper with you will be significantly different. And you can adjust that language with an LLM. Yeah so that will be my two cents of how we're using LLMs in Springer Nature.
So I give out to the next, next speaker. Thank you so much Sena. It's really incredible to have that window into your workflows and such great strategy and prompt engineering advice here. I'm sure that there's something that we can all take away from this to use our AI more effectively and creatively.
Next up we have Christina. I will let you take it away. All right. Thanks, Rebecca. Hello, everyone. I'm Christina henriksen, director of marketing and communications at Canadian science publishing. I've been in scholarly publishing for about 14 years. I actually started in production before moving into marketing, and I lead ccp's marketing and brand strategy.
We are a team of seven, and our objective is to advance the visibility and impact of our journals and our organization. So a little bit about CSV and then we'll get started. So CSV is an independent, not for profit publisher led by researchers. We published 23 scientific journals in the areas of natural and physical sciences and engineering, both open access and a subscription subscription based.
So while we're based in Canada, our reach is global, and we partner with more than 35 scientific societies to ensure quality and relevance. So although we are an international publisher today, I am going to share a campaign we launched to increase our Canadian footprint. OK Oh, I think I went too far. There we go. OK so for this case study, I'll be sharing our publishing Canada campaign that we launched earlier this year.
It used storytelling and thought leadership to engage researchers and strengthen our community. I'll walk you through our approaches. What worked and what things we learned from connecting with Canadian authors. And our tagline for this campaign was your research has a home here. So this reflects our mission to provide Canadian researchers with a trusted, community focused place to publish.
OK, so as we all know, researchers today have more choices than ever about where to publish. There are more journals launching all the time. More specialized titles and more open access options. So with this growing competition, we've seen a gradual decline in our submissions in some of our journals for from Canadian authors. So over this like over a decade.
So at the same time, there's also the political and academic uncertainty that has made it harder for researchers to publish their work. So it felt like the right moment and a great opportunity for us to really re-engage and connect with the Canadian research community. So with this campaign, we wanted to remind Canadian researchers that they have a home here, a trusted, community focused place to publish their work.
So our goal was to strengthen csp's presence in the Canadian market, rebuild connections with Canadian authors and reaffirm our values as an organization. So we saw this as a chance to lead with purpose and speak directly to who we are and what we stand for. OK, so crafting that narrative through storytelling. So we knew we couldn't do this just by promoting our journals.
We needed to tell a story about belonging. We with some of our. With so many publishing options, we wanted to remind Canadian researchers that CSV is part of their research ecosystem. So our narrative was about connection and pride, showing that publishing with CSV supports science Canadian science as a whole. To bring that story to life, we share.
We started with a short brand video, something visual that captured the emotional why, and that really set the tone for the campaign to carry that story across channels. We used organic and paid social media, as well as newsletters and house ads and other promotional content to keep the message consistent and to reach researchers where they were. We also launched a summer contest, so this invited the community to participate directly, and we ran that through.
And we also ran a leadership blog post. So it was it was co-authored with our CEO and our editor in chief, which really enforced that credibility of the campaign and even our conference presence tied back to the story, making sure that researchers saw and felt the campaign wherever they were. All of this pointed to one place, which was our campaign landing page, and together, these elements really made the story kind of tangible and not just something that we told, but something that the community could resonate and engage with.
So what worked and what are our key takeaways. So since the campaign launched in May, we've been tracking results and several tactics have stood out for us. So starting with the video launch, this worked particularly well. We tested a 13 second teaser as well as a 30 second version, and the second version drove more traffic, showing that there was more value in the Fuller story.
It gave us a visual, engaging piece that quickly attracted attention, especially since we had really we hadn't really done video before, so this was something that we were trying to experiment with. And our which featured this video, content and messaging, really helped us reach the widest audience, and it performed really well. So our thought leadership ad that we ran on LinkedIn, featuring our CEO and Executive Editor in chief, also performed exceptionally as a paid promotion.
It achieved a click through rate of 53% above our usual average, driving strong engagement and then the social contest exceeded expectations. We drew in 3 times the projected entries that we had anticipated. It generated high quality leads for us, and because winners received individual tokens, we can track those submissions and we're already seeing results from this. Overall, though, boosted posts amplified our success.
So quickly, extending the reach of high performing content like the free waiver for the launch and drove strong click through rates for our landing page. So overall, our goal here was to increase visibility in Canada and with Canadian researchers and to ultimately drive readership and readership and submissions with Canadian authors. So we're tracking these campaign performance, the campaign performance through these specific activities and comparing these results to broader trends like our website traffic and other submissions.
And since the campaign launched, Canadian website traffic is up by 5.4% and submissions have steadily increased. So, as we all know, though, it's challenging to attribute marketing activities directly to submissions. So since my considering multiple factors are at play here. So however, when we compare these campaign performance metrics to the broader trends, the alignment tells us a consistent story, and it is a positive, positive signal that our efforts are having an impact.
So overall, the campaign has gained strong traction and positive feedback. So we will be continuing this into 2026, which is evolving this short term push into a longer term narrative for our brand, which is great. So for us, success came from anchoring everything in story and in purpose. When your brand mission really shines through your marketing, it doesn't just drive engagement, it builds community.
So every tactic we used was focused on telling a consistent narrative. Building visibility to CSV in our journals and connecting with the research community. Putting them top of mind for us. And that is it for me. Thank you. Thank you.
Christina this is, of course, a campaign that is close to my heart. But what I really love about it is how you've said that really effective storytelling starts with leading with purpose and leading with value, and really doing that through credible voices, credible storytelling. Thank you so much for sharing that with us. Next, we have Kathleen.
Would you like to start on your slides. Yep happy to. Hi, everyone. I'm Kathleen Mulcahy. As Rebecca said senior marketing manager at the American Society for Microbiology. Working mainly on our journals and books portfolio, I joined ASM about three years ago, and prior to that I had a long tenure at Wiley, working on the many society journals that Wiley has in their portfolio.
And I just I want to thank Rebecca and Lori for inviting me to be on this panel. I've already learned something new. I love being here and being with this group. I'll spend the next few minutes sharing my team's experience. By the way, we're a team of three, so I'll share our experience using paid social tactics to support growth of our publishing program in India, which has been a strong focus for us this year.
So for those not familiar with ASM, here's some facts and figures for you. We have a robust and growing for a nonprofit, by the way, not for profit publisher with about 38,000 members. 17 journals and growing. We launched 1 in 2024, 1 in 25. And then we have one on deck for 2026, plus about 6 to 8 ASM press releases every year.
And you can see some of our download and citation statistics there as well. So I mentioned that I was going to compare our experience with boosted posts and paid social advertising. And Christina and Sienna both alluded to doing this in their tactics. So this might so it all together for you a little bit.
Like many of you, our goals focus on increasing submissions and article usage from around the world, driving engagement with content, attracting global editors, volunteers tears and supporting library sales efforts. So when thinking about our digital advertising, we make sure to align those business goals with the objectives and results offered in the social ad platforms, particularly meta and LinkedIn.
So depending on the platform, many of you may have seen this. You can focus on traffic or clicks and engagement or growing conversions, which we use when we're trying to increase registrants to our webinar programs or other events. So like us, you'll want to strategize on how your business goals can line up best with the digital ad goals and experiment with different options.
When you compare, boosted or sponsored as they show up in the social platforms posts with paid display, there are a few distinct differences to consider, and I've kind of summarized them here. What we find good about boosted posts is or sponsored posts as they're showing up in the platforms is the low cost, high reach ratio. So we're able to reach a bigger but more targeted audience when we boost as compared to organic alone.
Our organic posts for the publishing program compete with other important messaging across ASM on the brand account. So when we boost, we can extend this and make sure we're reaching a larger but still more targeted audience, whereas the display option offers more creative options. In the platform and more audience targeting, which is really important.
As Jenna mentioned, we can't waste money on clicks that don't matter, but with this, it takes more staff time and budget. So it's important to carefully consider your goals and which of these approaches would work best. We at ASM reserve them for the more high priority campaigns. So for to get into the case study at ASM, as I said, we were focusing heavily in 2025 on growth in India.
We have a staff member there now who's been there for maybe a year and a half or so. So with the acceleration of our activity there, we needed new ways to reach authors and readers and explore new channels to reduce our reliance on email alone. So across the team, with a staff member on the ground, as we said, we introduced many new initiatives to drive that growth.
These initiatives gave us a lot to talk about with this expanded audience. So overall submissions is a key KPIs for us. But we were also we introduced a research symposium in person, which is actually taking place starting today, so that's exciting. A webinar for national teachers day in September. New editorial board appointments, article collections.
And we launched WhatsApp specifically for India right now. So to dive in a little bit to our paid LinkedIn, we shifted from the reliance on email and organic social to a more mixed approach. In 2025, through paid social campaigns, we successfully expanded our reach in impressions and engagement.
You can see here, the total investment in sponsored posts and digital ads so far in 2025 supports all these programs I mentioned above, and we considered this really positive to generate over 2 million impressions and 11,000 clicks from these ads. Dads, our average click through rate has some growth potential at 0.69. But some of that beats some of our email. So and in terms of impressions and clicks it far out performs what we see in email.
So this is sort of diving deep into our case study. And you should be able to see our animated graphic here. So we this was a paid, paid LinkedIn ad promoting the benefits of publishing for in ASM journals specifically targeted at authors in India. In the ad platform, we were able to take advantage of that extra kind of creative option that they offer and also targeting options with the ads.
So we could target in India. That was that was an obvious thing for us to do. And we can do that with sponsored posts as well. But here, we were able to experiment, uploading custom audiences of companies and contacts. So in this case, we uploaded a custom audience of the onos. Some of you might be familiar with that. It's an institutional subscriber package for institutions in India specifically.
So we were able to target researchers with a matching workplace affiliation to the UNOS list. So we were able to be more targeted in terms of where people were. We also uploaded a list of prior authors for those based in India, so we could target a lookalike audience in the LinkedIn platform. So some of the stats are here. Over 19 days that we ran the campaign, we saw over 200,000 impressions and 14/100 link clicks to our call for papers page, again exceeding anything we see in email.
You can see some of the comparison stats to our email. And you know, our contact list in for authors in India is only so big. So we could also see in the platforms. And some of you may have been digging into the stats for your campaigns. We could see that the clicks came from higher Ed, the higher Ed company category, and the research and education job function target.
So we felt really comfortable and confident that we were reaching the right target audience with the ad. And by the way, the total spend here, you can see was $1,000 for this. So for us, I know everybody's budgets are different, but for us that was a fairly small share of our advertising budget overall to get some pretty high results.
So overall, we're seeing strong results from this 10% increase in usage, 200% increase in LinkedIn referrals, which is really important for us. It's an important communication channel for authors in India, and a 27% increase in submissions in 2025 over 2024. So, you know, that's a key KPIs for us submissions. The campaign KPIs are really important, but when it comes right down to it, we're really looking for new authors to submit to ASM journals.
So I think our biggest takeaway is that we didn't need to invest a really big share of our budget to see decent Roi and reach our business goals. As I said, the display ad takes more time and money, so we're really thoughtful about using this tactic. And when we feel like we can achieve our goals with a sponsored post or a boosted post, we opt for that.
It's quicker and less expensive to execute on. So as for I, I know I haven't mentioned that much. We use it mostly on the productivity side for this particular initiative. We can identify audience targeting. We can identify interests and job titles related to journals or campaigns. And then, of course, we're probably all doing this to write the ad copy specifically within the character limits required in the ad platforms.
And then for analyzing and reporting on our results. AI is helpful for that as well. Just a little bit about the prompt. It was we used Copilot. It it was really helpful. The prompt was pretty basic honestly. It was, you know, show me an ad targeting for an ad about xyz journal or something, or, you know, authors in India for this publishing program.
And it really was helpful in returning job titles and work settings and things like that. So we've been using that model a little bit more and that that is all I had. So I'm happy to take questions or I think we're moving into the Q&A portion. Thank you very much. Thank you so much, Kathleen. I'm feeling very inspired and I hope our audience is as well.
We can really already start to imagine how we could even combine the strategies that each of you have talked about today. I can imagine using AI to identify emerging themes across your journal portfolio, building a campaign around that, using those consistent storytelling techniques with credible voices, and then maybe using some of the strategies that Kathleen has just talked about to really make the most of those ad dollars.
I'm so excited to talk to you more. And so this is probably a great time to jump in to our first panel question, which is also about AI. Something that continues to be on everyone's mind. And I know we've talked about it a little bit, but what I'm really curious to know are what have you found to be the best use cases for AI. And is there anything that doesn't work for your organization.
So I guess, Sena, do you want to do you want to start for us. OK, I can kick us off again. I'm happy to. So it's kind of overlaps with the two. Other than the two use cases I sort of provided, right? So what we find most of the success as well is sort of a spending less and less time on really time consuming activities that we have to do as marketeers.
And one of them is a journal level marketing reporting. I think this is an ongoing joke, right? Between what is the job of a consultant if not of a making sure those boxes looks exactly the same. And exactly the same sort of a size. And we have been spending a lot of time actually, you know, when we go to a society presentation, making sure that box is the same size as the other. So we kind of integrated some automation there with a new tool that I'm happy to share in the chat as well.
It's called Beautiful AI, and it's basically gives you a room to work. You work with the tool and then when you export that presentation, it just pops up a fully polished version and everything is aligned version of your presentation. So you really don't spend any time on that. It also works with the prompt. This is what I really enjoy.
So sometimes I have sort of a creative block, right? So I have a very complex idea. I want to show six boxes because I have 10 things to say. And with that prompt beautiful like that tool kind of gives you an idea of how that it can look in a visual, more appealing sense, so that your idea is kind of pitch ready. So this was sort of a thing that I think we found success as well, just spending less time making sure does PPT boxes are at the same size.
That's wonderful. Thank you so much. Sena Kathleen, do you want to tell us a little bit more about how you're using AI tools. Sure we as I said, we. ASM prefers that we use Copilot because it's in our back end and we use Teams and all of that. It fits with us, and it's secure.
But I find it very similar to ChatGPT in terms of prompts. So we use it for all the things that a lot of you are using it for. The graphic design is. I find sometimes it takes longer to get to what you want to do, a simple web banner or something. We might as well use our templates in Canva. So, but Canva has its own AI built in, so that's incredibly helpful.
And I default to that a lot of the times. Our one of my colleagues told me the other day that she loaded our style guide into Copilot. So all of the ad copy that she asks Copilot to spit out is in our voice, which I thought was a really, really. It's not my example, but I thought I'd share that because I thought that was a really useful use case of. So you don't have to.
I mean, we all have to go back and read and adjust and re edit but this comes a little bit closer to something in our own voice. And then in terms of our traffic, I, we just partnered ASM partnered with Wiley on their AI gateway product. So in terms of content delivery for the actual research outside of marketing, we're going to be in January having our content appear there.
And I think that'll increase our referrals from tools like Claude and perplexity, which we're seeing come up on our referral data, not like ChatGPT, but in terms of delivering content to people. I think that's going to be really helpful for referrals. Thank you so much, Kathleen. Christina, I'd love to hear your thoughts on this as well. If you have something you want to add in.
Yeah so for our team, I mean same similar to Kathleen and saina. And I think an additional thing for this for us is using AI to help us with complex, you know, articles. Right being able to put this into language that's easy and quickly, like easy to understand and quickly able to digest kind of what's being said within those articles so that we can then either interview the researcher on our blog or repurpose that content for social media as well.
So and for, Yeah, for general promotion. So I think that that's a useful tool for it. I'll jump on the bandwagon about, it's not the best use for graphic design. I have to say I have a graphic design background. So it's maybe there's a bit of a bias there too. But it it I'd say the Canva helps as well. When I've played with ChatGPT, it's not great.
Gemini is a little bit better I would say, but I do love using the tool within Photoshop, actually. It generates some really good pieces. So for example, the publishing Canada campaign, that moose image, it's actually got a very small background and we needed to use it for a up banner. So I needed a lot more background to be introduced to that photo.
And instead of, you know, creating that ourselves, we used Photoshop to help generate that background. And it actually did a really standout job. It was really I was really impressed. So Yeah, I think other areas of use would be insights on surveys really, you know, like there's a lot of information that can come from our surveys. And so being able to summarize that really quickly to find those findings is really helpful.
And then being able to drill into things a little bit deeper to see, you know, what are the actions from these surveys, our author surveys and things like that. So Yeah. Thank you Christina. Thank you all so much. That I think leads us really nicely into our next question. As we all know, marketing in scholarly publishing and in general is evolving very quickly with new tools and new platforms.
And as we've talked a bit about today, tracking success can sometimes feel like chasing a moving target, especially when tried. And true metrics like web traffic are maybe changing with I search, what metrics are you focusing on in 2026? And perhaps even more importantly, how do you decide what to prioritize and pursue in this very rapidly changing landscape.
We can go the same order. I'm happy to go. Sure So I think the two sides for the match. I want to answer for the metrics, but this is what I feel more comfortable I would say. So in terms of the metrics we are traffic tracking. Basically, it's differentiating between the AI, SEO and the traditional SEO.
At the current stage, I would say for folks is sufficient enough. If you have an idea about the percentage of visitors coming to our website by AI. So if you don't know too much about it, I would say just start by tracking. And then this is also what we're doing next year. You know, we want to take a look at what these people are doing on the websites because I think it's normal to assume no one really knows.
We have a great somewhat of a greater confidence to know what if people are coming from PubMed, we know that behavior already. We really comfortable with that behavior. While for the people folks coming from ChatGPT. We don't really know how that behavior works. So I think the first kick off is just track. And I think the sort of a percentage that everyone speaks about is it between, are you doing are you are you seeing a 3% or are you seeing a 10% So you can kind of give you a benchmark of where this is going.
So you can compare next year. In terms of the marketing KPIs, we really focusing on an engagement level of calculation. So usually we I think previously we were comparing the success of the campaigns in terms of clicks. Are people coming to the journal homepage. Are people clicking to the submission guidelines. Are people clicking Submit.
This was the sort of behavior we were tracking. And I think next year and this year we already started, we going into the more direction of it's not enough for people to come to the research article page. I want them to spend at least let's say, you know, 20 sort of. I want them to show the behavior of a slow scroll. And I want to track that behavior just to see, you know, I do a Google external pay campaign. I want to see, OK, this is the number of articles people read from this campaign, but what is the percentage of these people who actually read rather than, you know, bounce back fast Same with, we do this sort of throughout the funnel.
You for the awareness. We're looking at readership and for more of towards the end of the funnel, we look at whether the submission guidelines. Right so it's not enough for people to be on submission guidelines. I want them to slow scroll and see percentage of people who has been slow scrolling in those pages that I'm interested at.
Yeah so that's kind of I think my sort of two things that we're taking a look into. Thank you. Christina or Kathleen. Do you want to add to this as well what metrics you're focusing on. Christina, how about you go first.
Yeah, sure. Sure Yeah, sure. Oh, Yeah, I, I mean, for us, a lot of it is this year has been about engagement, really just wanting to see what's resonating with our audience kind of setting those benchmarks so that it kind of, you know, it gives us that information for next year, especially with how things are changing with search. We want to know what content resonates with.
Mediums are resonating, that kind of thing. So that it gives us. Yeah so that gives us those insights for the different things we want to do next year. I would say it's the same thing with Xana keeping a pulse on AI and how it's affecting the search within. You know our website as well. You know doing a generating the AI reports. See where we sit against our competitors, things like that.
So again, really setting us up for next year to know what direction we need to go with our content and with our mediums. But Yeah, I, I think I'm Yeah, I'm going to pass it on to Kathleen. Sure really quick agree with what's been said already. We follow the ultimate which is submissions. As we try to expand and diversify our editorial boards, we're tracking our reach.
To, you know, senior career researchers that might want to join and tracking our engagement with those audiences. And particularly trying to reach. Researchers in specific topic areas we're trying to launch special collections or hot topic kind of content.
Journal content. So we need to make sure that we're finding the researchers that might be studying in that might be researching in those areas. So working on our ability to get to those people and tracking what that means for us and agree with the traffic content to comment to tracking where our referrals are coming from, how long people are spending reading submission guidelines and things like that.
We have Power BI, as you probably all do too. So it's endless and frankly overwhelming at times, but trying to really tie it back to a campaign to see what the Roi has been really important for us. Yeah, I'm going to jump in Christina and ask you to keep the mic for a minute. We have a question in the Q&A. About the use of multimedia like video abstracts and how that might be evolving in terms of author engagement and making content more visible and more discoverable, and people just going to the content more.
Is that is that something that you're expanding on looking at? If you want to talk a little bit about that. Yeah, absolutely. And I guess that's partly why this year we were trying to experiment with video just to see where that sat. But diving more into the actual research and, you know, connecting with our authors to, to develop those types of videos as well as taking those, Yeah, video abstracts and leveraging in our social media campaigns.
So for sure, that's something that we are definitely looking at doing for next year. Yeah I think we had one other question that came in to the Q&A, which I thought we could bring up here, asking whether your organizations provide subscriptions to enterprise AI tools or whether you use freely available tools. I see that, Sena, you've mentioned in the chat that you're using Copilot through an enterprise subscription.
Christina and Kathleen, how about you. Are you using a subscription AI tool. So we do. Sorry Yeah, I agree, I think Copilot is enterprise level. Yep Yeah. Same thing here. But with the other types of ChatGPT or Gemini, anything like that.
It's all just the free version. That's fantastic. Thank you. Yeah, I might add, what's nice about having your own license and version is that you keep your information private, obviously, so it can give you a bit more freedom in what you're trying to do and the work that you're doing using those, those tools.
So if it's possible to budget for that, it's something for organizations to be thinking about for sure. It looks like we also have one last question here that we can get to from yubing, who's asking what platforms we're finding most effective LinkedIn x, blue sky, WhatsApp, WeChat, et cetera.
I know that's something that Canadian science publishing has been looking at. So, Cristina, maybe you want to offer some first thoughts here. Yeah, for sure. So I mean, it really depends on the journal. Like for us understanding, you know, where the researchers are. So anytime we look at a new platform, we're always doing that research upfront. And not just creating profiles everywhere.
So we actually we dropped Facebook because that was something that was not giving us that Roi as well. We we still are active on x, but we've pulled back a little bit more because we're seeing more activity on blue sky with some of our journal audiences as well as LinkedIn. So LinkedIn, I feel like is definitely something that's picking up a lot, a lot more.
It feels there's already a network really built there and there's that credibility as well. So Yeah, we're really focusing on our LinkedIn strategies as well as our blue sky strategies. I would agree with that. LinkedIn is especially in digital ads, it's delivering more quality traffic. We we are with Facebook still. It's a very engaged audience for us.
But when we pay there, there are some bot issues where the results we're seeing are not as reliable and we're seeing growth in blue sky as well. I wanted to comment on WeChat because we spend a lot of time translating and posting on WeChat, and we're trying to figure out what works. It's we two days a week, we post science. One day a week, we post a marketing post, and the results are sort of, sort of all over the place.
So we're not seeing anyone driver of success on that. But our science certainly attracts a lot of readers on our WeChat. Yeah Thank you. Very quickly from our side. Just so very quickly, I think from align with the Christina said, LinkedIn is some sort of our to go tool where we are more selective.
I would say what we're posting about because we want we don't want to exhaust the audience there. We know that they engage, but you also don't want to over push just because they engage. So we have been very selective of the sort of content that we post, and we have been maybe somewhat a little bit more experimental with the blue sky, because we test the audience now how it reacts. But sort of, I think sort of to go rule is always, are you posting a post that you would have liked to see.
And we find a success in the sort of a key days, right? So in October it was a breast cancer Awareness Month. We take a look at the content that is relevant for a broader audience than the science. And this is sort of a brings the gap to, you know, with your scientific audience as well as reaching out to the broader audience as well. I hand it over back to you, Rebecca, I cut you off there, I apologize.
Oh, absolutely. No problem. Thank you. Thank you so much. And I know that we are reaching the end of our time, so I apologize if we haven't gotten to your question. There are we could talk about this for four hours. And Thank you all for sharing your experiences and your insights with us.
And Thank you to our audience for joining us today. We know how fast this industry moves and how hard it can be to carve out time for learning and connection like this. So we're grateful that you spent your hour with us today. We hope that you're leaving today's session with new ideas. Feeling capable and confident with tools you can start using right away. So we invite you now to think about one practical tip or strategy that you're going to implement from today's session and put it in the chat, because now is the time to be inspired.
And whether you're experimenting with AI or rethinking your content strategy, remember that you are not alone in this. The scholarly marketing community is full of smart, generous people working towards many of the same goals, and today's conversation is proof of that. I encourage you to follow all of our wonderful panelists on LinkedIn, so you can stay updated on the great projects that they're working on.
And if you'd like to revisit any part of today's session, a recording will be available soon. And if you have any feedback for future webinars, we would love to hear from you. Thank you again. We wish you a successful, creative, and impactful end to 2025 25, and I will now pass things off to Lori for some final housekeeping messages. Yeah Thank you, Rebecca.
So Thanks, everyone, for participating in today's SSP webinar. And Thank you to our speakers again for sharing their time and expertise. Expertise we encourage attendees to provide feedback on today's webinar and provide suggestions for future webinars. Please complete the evaluation via scanning the QR code or the evaluation link. You will receive at the conclusion of the event and as a reminder, calls for proposals for the SSP annual meeting is now open, and the deadline to submit a proposal is Monday, November 3.
And Thanks again to our sponsors, Silverchair, access innovations and Digital Science. Today's webinar was recorded and all registrants will be sent a link to the recording when it's posted on the SSP website. And this concludes our session today. Thank you everyone. Thank you everyone. Thank you.
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