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Summer 2014 InternshipS&T Books
08.05.14
Sponsor: Shirley Decker-LuckeManaged by: Andrea Dierna, Cassie van Der Laan, Stephen Fiedler
Julia Bruce, Jackie Tan, Gabby Tyson
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Gabby Tyson, Editorial Intern
Contributions to the Business
ProspectingCompiled approx. 20 conferences and provided
contacts & Scopus info for relevant attendees (~2000 researcher contacts)
Used Find Reviewers for Bibliometric prospecting based on 22 topic (~700 researcher contacts)
Cover BriefCompleted a cover brief and assisted in the
design of the cover Contributer Payments
Compiled payment amounts & organized a contributer payment spreadsheet for Halima
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Gabby Tyson, Editorial Intern
Lessons Learned
Excel is a powerful toolTeamwork
Editorial/Marketing collaborationCommunication should be openSeeing the effects of my work is both fulfilling and motivating
Time ManagementOften many projects being worked on simultaneously
Editorial positions do not necessarily consist of one job or task, but rather involvement with many departments and individuals in order to see the book from conception to completion
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Julia Bruce, Editorial Intern
Contributions to Business
Proposals (~10)Evaluated and Reformatted Invited Reviewers and Collated Reviews
Market Research (50+ topics)CAGR and Top JournalsCompetition and Top Researchers
Sustainable Food StrategyDatabase of Corporate Affiliations Identified 1,000+ author prospects from conference agendas
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Julia Bruce, Editorial Intern
Lessons Learned
The publishing industry is rapidly changing
Print to electronic Demand for open access
Take advantage of online resources & technologyKnow where to lookMail merge
Communication is the key to successBetween AEs and EPMsBetween Editorial and AuthorsBetween S&T Departments
Tool Box
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Jackie Tan, Marketing InternContributions to Business
Lead Content Developer #StartYourResearch CampaignContent for 2 different audiences
Early career and established researchersResearched, cultivated, created & repurposed content provided by
other Elsevier products product websites (30+), blog posts (15), infographics (4), articles (20+)
WEIBO Track LinksPipeline of book content with tracking links for China’s social media
communitySOCIAL
Developed, scheduled, & strategized for DRMFREE campaign & new books
Drove over 650 users to the Elsevier store from social media
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Jackie Tan, Marketing Intern
Lessons Learned
Big Data vs Smart DataAdobe Creative SuiteRepurposing content: cost
effective & efficientInnovation is not lost in big
corporationsThere is a time and place to
take leadership rolesHow marketing fits into the
publishing puzzle
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To the Capstone Project!
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What is it?
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How to Use It: Sort and Filter by Deep Vertical(s)
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How to Use It: Contact Your Counterparts in Other Elsevier Business Units
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Why is it helpful for Editorial?
Familiarity with productsConferences, events, etc.
Lists of users/consumers of new products provide new authorsNew prospecting techniques
Publishers & Acquisitions EditorsTrack and find new revenue streams for your books
Increase portfolio’s valueOpportunities for new connections and collaborationDeepen internal alignment
Editorial Project ManagersEasily incorporated into existing workflowWork with production managers to automate in-book advertisements for
aligned Elsevier products
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Why is it helpful for Marketing?
PMMs (Product Marketing Managers) Incorporate into campaign strategies & promotionsFind content for repurposing
eCommerce Increase traffic and sales into Elsevier StoreDiscoverability/SEOStore alignment with upcoming/existing pmm campaigns
CommunityExpand reach & visibility through social mediaCross-promotional collaborative blog posts
Fill & maintain pipelines Identify product content that is valuable & increases customer experience
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Put ‘Em Together!
High Efficiency
Improved Understanding of Global Brand
Engagement
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Implications and Moving Forward
Upfront investment but long lasting benefits
Additional effects of collaborationBuilding good will
Supports Green Trouser Initiatives“Developing Internal Strategic Partnerships,”
Sponsored by Mark Dalton“Inter-office Communication,” Sponsored by
Suzanne BeDell
Future project for summer interns
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Thank You!
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Questions? Comments?
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Julia Bruce, Jackie Tan, Gabby Tyson08.05.14
