talent exchange - sharing your experience - regina eckes
TRANSCRIPT
TALENT EXCHANGE EXPERIENCE Regina Eckes/ Assistant Marketing Manager December 2014
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
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
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
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
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!
Get to know Shanghai
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
Shanghai Office
Global branding
Long day at the office
Macmillan Asia Leadership Structure
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
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
Foreign Language Teaching and Research Press
The Complete Works of William Shakespeare – 10 year project
Children’s books, Disney translations
Foreign Language Teaching and Research Press
Foreign Language Teaching and Research Press
Favorite Scholarly covers:
images are made up of
words!
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
The Great Wall of China
Great Wall of China – Up and Down
Chairlift up!
Sliiiiiide down!
The Forbidden City
Celebrity Greg
Greg Kennaugh was our very own
celebrity.
Tall folks watch out!
Food in Beijing
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
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
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
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!
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
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
Key Takeaways
China is REAL!
Potential with a young, enthusiastic office
Very open to collaboration
Communication is key – continue the discussion!
We had the BEST time, whether enjoying our first dinner together…
…checking out the city…
…visiting strange places…
…sharing a drink…
…attempting to order food…
…taking in the sights…
…or working hard in the office!
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