Critical requirements for keeping
societies central to scholarly
communication
Gordon Tibbitts EVP Corporate Development■

Conflict of Interest (COI) of the Presenter: No potential COI to disclose.

July 30, 2017

The challenge

Scientific communication is intensifying▪ Societies need to capture every aspect of scientificcommunication—not just the publication ofa final manuscript▪ Societies need to accelerate the use of technology thatenables the ways the science community collaborates,
communicates, and consumes research▪ This vision is fueled by the needs of researchers andpractitioners and anticipates the needs of societies

3Atypon’s content growthContent, data,and usage
HOSTING MORE THAN

40%

3.1B
USER
SESSIONS

24.1M

160.7K

ARTICLES

E‐BOOKSof the world’s
English‐language
scholarly journals.

More than 40% of English
language shcolarly content.

11.4K

2.4K

JOURNALSSOCIETIES

998
PUBLICATIONWEBSITESAtypon’s staff growth

70%
22%
8%

engineeringclient services
sales/marketing & admin

333
307

110
2012

117
2013

152
2014

222

2015

2016

2017
YTD

Industry threats are intensifying“At this time the widest possible distribution of research papers,as well as of other scientific or educational sources, is artificiallyrestricted by copyright laws. Such laws effectively
slow down the development of science in human society.”

6

The Solution

Reassert the value societies bring▪ Ensure accuracy and relevance▪ Drive readership and engagement▪ Convey authority through brand▪ Maintain sustainability

8Technology in the service ofscientific communication▪ Find creative solutions to new pressures and challenges▪ “Disrupt the disrupters”: Keep pace and make advances tohelp societies enter the “information cycle” sooner▪ Keep societies ahead of the technology demand curve▪ Keep societies relevant and central to the research experience

Technology that keeps authors and readers
within a society’s ecosystem.

9

Key technology components for website
creation, maintenance, and hosting10

A necessary change inTECHNOLOGYThe ideal web-first publishing workflow
Bringing together the author, review, and publication systems:▪ gets scientific discovery into the hands of researchers andpractitioners sooner▪ transforms content transmission from researcher toresearcher, practitioner, and student.

12

The ideal web-first publishing workflow▪ Links web authoring systems with web hosting and providesweb editing for authors and extensive annotation systems▪ Moves from XML (non‐web native) to scholarly HTMLand Linked Data
▪ Speeds review, approval, and publish on preprint services
and services before preprint▪ Enables continuous, not episodic publishing of smaller content“slices” more often for successively wider audiences▪ Transforms the process by publishing both experimental
data and visualizations.
13A web-first workflow could be enabled by anAI-based alert filtering system▪ Artificial intelligence‐based research discovery, organization
service, and social interactions▪ Surfaces unknown content▪ Improves user experience and accelerated discovery▪ Provides “Big Data” analytics enhancing discovery across sites

14

A necessary change inDESIGNUX Design:‐‐‐‐Engage readers
Lengthen site visits
Increase revenues
Enhance brands

American Institue of Physics

Physics TodayAPSASCEAASCE

A necessary change in
MARKETING

Push marketing
1. Promotion
2. Personalization
3. Consumerization
4. Discoverability
5. eCommerce
6. Automation
7. Optimization(it’s not just for eBay, Facebook, andAmazon)

Offsite notifications▪ Email promotions▪ eTOC alerts▪ Topic‐based alerts

21Deliver relevant content,ads, and promotions
1. Promotion
2. Personalization
3. Consumerization
4. Discoverability
5. eCommerce
6. Optimization

Track user identities and site behavior▪ User segmentation▪ Content bundles and chapterization▪ Topic‐based navigation22

Benefits to publishers
Enhanced relevance of promotions
1. Promotion
2. Personalization
3. Consumerization
4. Discoverability
5. eCommerce
6. Optimization▪ Increased uptake and follow‐through▪ Higher click and conversion rates

Enhanced relevance of content▪ Increased engagement and revenue

Enhanced impact▪ Submissions, authors, citations

23

Readers, not users.
Customers, not institutions.
1. Promotion
2. Personalization
3. Consumerization
4. Discoverability
5. eCommerce
6. Optimization

The need for engagement▪ Diminished subscriptions and ad revenue▪ Missed opportunities for brand elevation▪ Website abandonment
The path to enlightenment▪ Modern user interfaces▪ Engaging user experiences▪ Intuitive navigation▪ Device agnosticism (responsive design)24

Readers can’t engage with content
they don’t know exists
1. Promotion
2. Personalization
3. Consumerization
4. Discoverability5. eCommerce
6. Optimization▪ SEO (search engine optimization)▪ Semantic tagging▪ Cross‐selling across content types▪ Enhanced on‐site search and discovery▪ Topic‐based navigation▪ Facets and filters▪ Predictive search▪ Interactive search

25

Zen and the art of selling content
1. Identify what users want
2. Attract them to the site
1. Promotion
2. Personalization
3. Consumerization
4. Discoverability
5. eCommerce
6. Optimization

3. Make the most of their site visit(sell and upsell)
4. Make eCommerce journey frictionless and intuitive
5. Entice them to return and buy more

26

Continuous optimization
via real-time analytics
1. Promotion
2. Personalization
3. Consumerization
4. Discoverability
5. eCommerce
6. Optimization▪ Marketing offers▪ Content recommendations▪ Targeted advertising▪ Site messaging▪ UI/UX▪ SEO▪ Predictive search▪ Sales and subscription models
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