talent exchange - sharing your experience - regina eckes
TRANSCRIPT
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TALENT EXCHANGE EXPERIENCE Regina Eckes/ Assistant Marketing Manager December 2014
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Sharing the experience …17 participants travelled to 5 Macmillan offices globally
Making content more DISCOVERABL
E
South Africa 6th – 17th Oct
Sponsor Mandla Balisa
Shanghai 27th Oct – 7th Nov
Sponsor Charlotte Liu
London 8 – 19th Sep & 20 - 31st Oct
Sponsor Dominic Knight
Mexico 27th Aug – 7th Sep
Sponsor Roberto Torres
New York 8-19th Sep
Sponsor Allison Rutledge- Parisi
Destinations
5
1
3
1
7
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We’re all in this together!
Karen Fusco Digital Solutions Coordinator
Freeman & Worth 41 Madison, NYC
Leah Rang Associate Editor, English,
Bedford/St. Martin’s, Macmillan Higher Education
Adela Rynkowska Managing Editor
MacEd, Macmillan Iberia Madrid
Laura Pacey Assistant Editor
Palgrave London
Amy Shackleton Senior Publishing Manager
Palgrave London
Greg Kennaugh Legal Counsel
MSE London
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My Role
Assistant Marketing Manager, Palgrave, Scholarly books: • Politics • International Relations • Development Studies • Environmental Studies
Me!
• Develop marketing campaigns that reach and grow our target audience
• Attend key conferences to gain exposure for my subject areas
• Aid in book sales through advertising and promotion
• Increase Palgrave’s presence in scholarly publishing around the world
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Objectives for the Talent Exchange
Key Business Objectives: • Perform market research; start laying the groundwork for
stronger marketing in the Asia-Pacific region
• Gain a clearer understanding of Palgrave’s Global Outreach Initiative; work with Rachel Krause (commissioning editor) to develop a smaller marketing strategy for the initiative
• Establish relationships with colleagues and create a forum for better communication in the future; Campus Digital group
Key Personal Objectives • See some of the sites! • Make new friends • Eat something I’ve never tried before
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Get to know Shanghai
Shanghai is the largest city in China • Population: 24,150,000 • Area: 2,448 sq mi Compare to New York • Population: 8,405,837 • Area: 468.9 sq mi
• Port city historically good for trading • Western influence; “French Concession” area • Cheap cabs • Heavy traffic (train, bike, motorbike, car, bus, cab) • From high-end shops to little markets • Watch out for spitters!
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Get to know Shanghai
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Shanghai Office
• Opened in 2012 and is the MSE regional headquarters • 40+ employees and growing • 100 staff in the region by the end of 2014 • Young people, young team, very enthusiastic
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Shanghai Office
Global branding
Long day at the office
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Macmillan Asia Leadership Structure
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First Week Learnings
Things to know about China • Middle class country moving from rural to urban; still developing • More money to spend > demand for healthcare, travel and education • Largest country in the number of students studying abroad • 2nd largest country in number of papers published • 2nd largest country in Open Research publishing The Market • HSS still developing; lack of academic freedom • In need of English language learning tools and support • Competition: Elsevier, Springer, Pearson, PLOS, OUP, CUP
MSE Goals • Build Open Research • Grow institutional site licenses • Strengthen educational outreach • Increase HSS awareness
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Foreign Language Teaching and Research Press
• Largest university press in China – 2,300 employees, 300 sales reps, 47 languages, 9000 backlist, 1000 new titles each year
• Top English Language Teaching publisher • 10+ year partnership with Macmillan • Bestseller: New Standard English series (Macmillan) – 500,000,000
units sold • Important partnership: Macmillan English Dictionary, Discover China
series
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Foreign Language Teaching and Research Press
The Complete Works of William Shakespeare – 10 year project
Children’s books, Disney translations
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Foreign Language Teaching and Research Press
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Foreign Language Teaching and Research Press
Favorite Scholarly covers:
images are made up of
words!
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Renmin University of China
• Research university in Beijing • Four major research centers: Center for European
Studies, Center for American Studies, Center for Eastern Asian Studies, International Energy Strategic Studies
• Two kinds of researchers: older, famous researchers vs. younger less-experienced researchers – how to bridge the two?
• 5-year Librarian Study
Most popular subject areas: globalization, European crisis, American studies, world economics, international politics, political economy, Japanese studies
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The Great Wall of China
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Great Wall of China – Up and Down
Chairlift up!
Sliiiiiide down!
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The Forbidden City
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Celebrity Greg
Greg Kennaugh was our very own
celebrity.
Tall folks watch out!
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Food in Beijing
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Global Outreach Initiative
Global Outreach is Palgrave’s new initiative in place that aims to increase the number of authors in specific regions of the world. • Establishing editorial offices in key areas: Asia-Pacific, the Middle
East, Latin America • Rachel Krause – Asia-Pacific commissioning editor; commissioning
across all subjects (a mini-MSE program) How we can increase awareness of the initiative: • Don’t forget about Rachel! • Create a GO page on www.Palgrave.com • Standard GO information in all
email campaigns • GO presence at conferences
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Social Media in China - Weibo
• Chinese word for “microblog” • Similar to Western platforms • Uses # and RT @username • 140 characters – goes a long way for translation! Nature Weibo account - Piao Li • Post English language articles • Freelance translation vendor (CAN) • Posts three times a day • Audience of researchers • Targeted towards science community • Popular with Chinese-speaking audience outside of China
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Social Media in China - Wechat
• Largest messaging app in the world • Similar to instant messaging • Friend Circles – more targeted marketing Nature Wechat account – Rice Song • Audience of researchers • Targeted towards science community • Estsblishing best practices • 500 followers gained in September alone • QR codes on all promos and adverts
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Censorship
• Government needs to know the contents of all books • Import Council • Flip through, browse TOC and first chapter • Some things do get through • Rejected books are returned with feedback and recommendations • Need to look at sales potential – revised edition might be worth it Nothing criticizing Chinese culture or government!
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Marketing
• Growing department; laying the groundwork QR codes on all promos and adverts
• Open Access road shows • Chinese like clean and simple designs • Need English language translations • No direct sales with end users – mainly universities and libraries • Local language is important
Library sell-in uses catalogs on campus visits; many librarians don’t speak English
University levels: • Tier 1: international universities that offer
international curriculum • Tier 2: universities with bilingual courses • Tier 3: local universities with local
language courses
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Challenges and Solutions
Challenges: • Very Nature-focused; resources for Palgrave • HSS sales in China • OA in Scholarly publishing • Language barrier • Conference presence Solutions: • More Palgrave representation as the office grows • Increase OA publishing in HSS through commissioning • Print marketing materials in local language • Work together on social media promotions • Attend an APAC conference in 2015; more in 2016
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Key Takeaways
China is REAL!
Potential with a young, enthusiastic office
Very open to collaboration
Communication is key – continue the discussion!
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We had the BEST time, whether enjoying our first dinner together…
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…checking out the city…
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…visiting strange places…
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…sharing a drink…
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…attempting to order food…
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…taking in the sights…
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…or working hard in the office!
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What would I say to future participants?
• Work hard - you get out of it what you put in • Be open and receptive to see, hear and learn things you
did not expect
• It’s always worth it to make new connections and build relationships
• Travelling is great!
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If you would like to know any more please contact me on… https://campus.macmillan.com/people/regina.eckes
212-726-9390 [email protected]
New York, NY