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How often have you heard marketing referred to as fluffy? If only they knew what was really behind the fluff! We're here to keep marketing connected and power progression. Join us for hot topical discussions in the scholarly and academic communications community. You'll also find it home of our #Donein60Seconds podcast series. Have an idea for what we should cover - get in touch! team@internationalbunch.com
Episodes
Thursday Oct 13, 2022
Thursday Oct 13, 2022
Research is increasingly a complex and collaborative process involving a team of people with specialized skills, such as statistical analysis, data modelling, and project management. But how can we ensure that all contributions are recognized and visible when the traditional model for a scholarly output is often not fit for purpose?
There is growing interest among researchers, funding agencies, academic institutions, editors, and publishers in increasing both the transparency and accessibility of research contributions.
Explore the full transcript and links: How can researchers and publishers ensure all contributors are credited for their work? (internationalbunch.com)
Thursday Jun 30, 2022
How can marketers support the LGBTQ+ community beyond #PrideMonth?
Thursday Jun 30, 2022
Thursday Jun 30, 2022
Pride Month may be drawing to a close, but that doesn’t mean the end of uplifting LGBTQ+ voices across the globe. The month we dedicate to it is an important time for celebrating acceptance, equality, and inclusion. It’s about raising awareness of issues surrounding people’s freedom of sexual orientation and gender identity. But what we do outside of this month is equally as important.
We explore the issues surrounding rainbow washing and look at examples of successful #PrideMonth campaigns. Join us and find out how marketers doing a better job in supporting the LGBTQ+ community leads not only to a more inclusive world but to increased brand impact too.
Explore the full transcript and links: How can marketers support the LGBTQ+ community beyond #PrideMonth? (internationalbunch.com)
Monday Jun 27, 2022
In conversation with Sab Samuel - AKA Storytelling Drag Queen Aida H Dee
Monday Jun 27, 2022
Monday Jun 27, 2022
Join Lou in conversation with Sab Samuel, AKA storytelling drag queen Aida H Dee. Sab founded Drag Queen Story Hour UK to inspire children to be whoever they want to be, in a safe space - the library. Sab tours with other drag queens, providing fun and interactive kids shows in libraries across the UK reading stories to children while teaching inclusivity.
Sab talks with us for #PrideMonth about:
- the importance of having diverse role models
- examples of drag throughout history and culture
- identity loss and respecting the way others identify
- the challenges of being a storytelling drag queen including dealing with trolling
- an inspiring story showing the impact of the storytelling
Resources
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Drag Queen Story Hour UK - https://www.dragqueenstoryhour.co.uk/
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Drag Queen Story Hour Isn’t Going Anywhere — But It’s Getting Serious About Safety - https://www.rollingstone.com/culture/culture-news/drag-queen-story-hour-proud-boy-safety-1368900/
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Bristol library service defends hosting Drag Queen Story Hour UK - https://www.bristolworld.com/news/drag-queen-story-hour-bristol-library-service-defends-hosting-summer-tour-3703172
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Drag queen doxxed and threatened with crucifixion by Mumsnet users all because she wanted to read books to children - https://www.pinknews.co.uk/2020/06/23/drag-queen-story-hour-uk-aida-h-dee-sab-samuel-leeds-city-council-sarah-field-mumsnet/
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BBC News Story - Drag queen act for kids goes on despite hate mail - https://www.bbc.co.uk/news/uk-england-oxfordshire-60939344
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BBC News Story - Children's Drag Queen Story Hour UK event cancelled 'over' hate comments - https://www.bbc.co.uk/news/uk-england-leeds-53164255
Friday Jun 17, 2022
How well do you understand researchers in China
Friday Jun 17, 2022
Friday Jun 17, 2022
Join Lou, with her husky tones, outside in South Wales with tractors going past as she talks through insights we have learnt along the way about China. We are no experts, but we hope this will at least be useful.
Explore the full transcript and links: https://www.internationalbunch.com/post/how-well-do-you-understand-researchers-in-china
Tuesday Apr 05, 2022
How can your localized marketing strategy help you connect with customers?
Tuesday Apr 05, 2022
Tuesday Apr 05, 2022
A localized marketing strategy can help you boost the growth and reach of your organization, products and services. We explore the foundation of localization and discuss how incorporating it into your marketing endeavours can bring real benefits to your organization. We also discuss some common pitfalls to avoid.
What is localization – and how is it different from translation?
Explore the full transcript and links: How can your localized marketing strategy help you connect with customers? (internationalbunch.com)
Tuesday Mar 29, 2022
Tuesday Mar 29, 2022
Strong data management and monitoring is essential when it comes to reusing scholarly digital assets. Without a rigorous and stable framework in place, the opportunity for driving discovery and innovation becomes limited.
That is why the FAIR Data Principles were published in 2016 – to provide a solution for enhancing the reusability of data, with a particular emphasis on machines having the ability to automatically locate, use and enable the reuse of data when it is needed in the future.
Explore the full transcript and links: The changing landscape of research data - FAIR Data, tips for data management and open/FAIR data (internationalbunch.com)
Tuesday Mar 22, 2022
Tuesday Mar 22, 2022
How successful has your marketing strategy been in China? Discover tips and hints on what you can do to break into the market, improve your processes and expand your reach with Andrew Smith, Global Product and Marketing Director at The Charlesworth Group.
Join us in the next entry to our #OpenMarketing episode from our Behind the Fluff podcast as we discuss:
- The importance of developing a localized and bespoke strategy for China
- The push to increase the size of the domestic Chinese STM publishing market and publish more papers in domestic journals
- WeChat as a prerequisite to being in the Chinese market and raising your brand profile
- The success of short videos and live streaming in China
- Creating an authentic brand presence within China and linking it back to great content
#OpenMarketing
- Transcription - https://www.internationalbunch.com/blog/categories/open-marketing
- Be inspired - https://www.internationalbunch.com/beinspired
- Andrew Smith on LinkedIn – https://www.linkedin.com/in/andrew-smith-081a2412/
- The Charlesworth Group WeChat Gateway – https://cwbot.com.cn/
- The Charlesworth Group WeChat Account Management Services – https://www.cwrepresentation.com/WeChat
- ALPSP Blog: “Spotlight on the Charlesworth WeChat Gateway” – https://blog.alpsp.org/2020/08/spotlight-on-charlesworth-wechat.html
What good is an idea if it can't be shared? Our company was founded to foster collaboration and share ideas. The more you share your ideas, the more impact they have on the world around you. We provide resources to inspire progression in the community. As marketers, we are stronger and better together. Explore our #BehindTheFluff podcast (https://www.internationalbunch.com/podcast).
Wednesday Feb 16, 2022
In conversation with Suzanne BeDell - Episode 13 - Inspiring the Next CMO
Wednesday Feb 16, 2022
Wednesday Feb 16, 2022
Join Lou in conversation with Suzanne BeDell, industry senior executive and independent publishing consultant. Suzanne talks with us about:
- her favourite (two!) words ‘summer afternoon’
- life since retiring and focusing on internal growth
- her career path in book publishing and how she got to where she is today
- the challenges of moving from a product role to a general management role
- the importance of spending time with your customer or client
- the best advice she has been given
- her favourite reads and podcast
Links from the session (Amazon affiliate links may be used)
Transcription - https://www.internationalbunch.com/blog/categories/inspiring-the-next-cmo
Be inspired - https://www.internationalbunch.com/beinspired
#IntBunchWordOfTheDay - Summer Afternoon
- Dare to Lead: Brave Work. Tough Conversations. Whole Hearts. by Brené Brown – https://www.amazon.co.uk/Dare-Lead-Brave-Conversations-Hearts/dp/1785042149
- How To Be an Antiracist by Ibram X. Kendi – https://www.amazon.co.uk/How-Be-Antiracist-Ibram-Kendi/dp/1847925995
- Lean In: Women, Work, and the Will to Lead by Sherly Sandberg – https://www.amazon.co.uk/Lean-Women-Work-Will-Lead/dp/0753541629
- On Being podcast by Krista Tippett – https://onbeing.org/series/podcast/
Wednesday Feb 09, 2022
In conversation with Paula Neary - Episode 12 - Inspiring the Next CMO
Wednesday Feb 09, 2022
Wednesday Feb 09, 2022
Join Lou in a conversation with Paula Neary, an industry CEO in publishing automation with a background in providing strategic solutions for the publishing industry. Paula talks with us about:
- her favourite word 'myriad' and how it inspires positivity for her
- how she has discovered podcasts and the breadth of knowledge they can cover
- the small joys in life – running and cake!
- Inspirational leaders who focus on helping junior staff find their voice
- how her early career in psychology shaped her experiences and skills
- taking skills she had developed in internal roles and applying them to the challenge of becoming a CEO
- the challenges and opportunities of being a female leader in the technology industry
Links from the session (Amazon affiliate links may be used)
Transcription - https://www.internationalbunch.com/blog/categories/inspiring-the-next-cmo
Be inspired - https://www.internationalbunch.com/beinspired
#IntBunchWordOfTheDay - Myriad
- Today in Focus podcast by The Guardian – https://www.theguardian.com/news/series/todayinfocus
- Subtract: The Untapped Science of Less by Leidy Klotz – https://www.amazon.co.uk/Subtract-Untapped-Science-Leidy-Klotz/dp/1250249864
- The Idiot by Fyodor Dostoyevsky – https://www.amazon.co.uk/Idiot-Penguin-Classics-Fyodor-Dostoyevsky/dp/014044792X
- Girl, Woman, Other by Bernardine Evaristo – https://www.amazon.co.uk/Girl-Woman-Other-WINNER-BOOKER/dp/0241984998
- Mr Loverman by Bernardine Evaristo – https://www.amazon.co.uk/Mr-Loverman-Bernardine-Evaristo/dp/0241145783
- Blonde Roots by Bernardine Evaristo – https://www.amazon.co.uk/Blonde-Roots-Bernardine-Evaristo/dp/0141031522
- Soul Tourists by Bernardine Evaristo – https://www.amazon.co.uk/Soul-Tourists-Bernardine-Evaristo/dp/0140297820
Thursday Feb 03, 2022
In conversation with Pat Malone - Episode 11 - Inspiring the Next CMO series
Thursday Feb 03, 2022
Thursday Feb 03, 2022
Join Lou in a conversation with Pat Malone, a senior marketing lead in strategic marketing, including market planning, brand strategy, digital marketing, and demand generation. Pat Malone talks about:
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her favourite word 'imagination' and of it in challenging circumstances
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the benefits of reducing ‘busyness’ and appreciating a slower pace
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her favourite creative inspirations – including Dr. Seuss and Shrek!
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how living during a pandemic has brought home the significance of resilience in many forms
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marketing as a way to use creative skills but also practice analytical thinking
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how sometimes what you project on the outside is different to the self-doubt you might feel on the inside
Links from the session (Amazon affiliate links may be used)
Transcription - https://www.internationalbunch.com/blog/categories/inspiring-the-next-cmo
Be inspired - https://www.internationalbunch.com/beinspired
#IntBunchWordOfTheDay - Imagination
- Start with Why, Simon Sinek - https://www.amazon.co.uk/Start-Why-Leaders-Inspire-Everyone/dp/B09J5FTXCS/ref=sr_1_1?adgrpid=120341255739&gclid=Cj0KCQiA9OiPBhCOARIsAI0y71DPfCsChomM2YgdtjyCjK4XreoIRZn7jIE2NXpjOg1vWnT4ttNhCvoaAkTKEALw_wcB&hvadid=510722158070&hvdev=c&hvlocphy=1007460&hvnetw=g&hvqmt=e&hvrand=4143831796350564001&hvtargid=kwd-296960221096&hydadcr=18496_1817308&keywords=start+with+why+by+simon+sinek&qid=1643832201&sr=8-1
- The Five Dysfunctions of a Team, Patrick Lencioni - https://www.amazon.co.uk/Five-Dysfunctions-Team-Leadership-Fable/dp/B002SQ2ZFC/ref=sr_1_1?crid=1SJ9LTX2EC5GD&keywords=The+Five+Dysfunctions+of+a+Team&qid=1643832294&s=audible&sprefix=the+five+dysfunctions+of+a+team%2Caudible%2C60&sr=1-1
- This Is Marketing, Seth Godin - https://www.amazon.co.uk/This-Marketing-Cant-Until-Learn/dp/B07JZCTC78/ref=sr_1_1?crid=1J8EPZ5E2AEU1&keywords=This+Is+Marketing%2C+Seth+Godin&qid=1643832446&s=audible&sprefix=this+is+marketing+seth+godin+%2Caudible%2C54&sr=1-1
- Arianna Huffington, Thrive Global - https://thriveglobal.com/authors/arianna-huffington/
- Huffington Post - https://www.nytimes.com/topic/organization/the-huffington-post
- Josh Linkner - https://joshlinkner.com/
- French and Saunders - Titting About - https://www.audible.co.uk/pd/French-Saunders-Titting-About-Podcast/B08JHCBZXB
Thursday Jan 27, 2022
In conversation with Rachel Fadlon - Episode 10 - Inspiring the Next CMO
Thursday Jan 27, 2022
Thursday Jan 27, 2022
Join Lou in a conversation with Rachel Fadlon, an excellent marketing industry director. Rachel talks with us about:
- her favourite word 'shenanigans'
- taking a rare advantage of family time that the pandemic created
- her career working through different cultures and countries
- the importance of transferable marketing skills across sectors
- inspirational leaders in marketing
- being brave and trying something new
- the best advice she has ever been given
- marketing hints and tips
Links from the session (Amazon affiliate links may be used)
Transcription - https://www.internationalbunch.com/blog/categories/inspiring-the-next-cmo
Be inspired - https://www.internationalbunch.com/beinspired
#IntBunchWordOfTheDay - Shenanigans
The Medici Effect: Breakthrough Insights at the Intersection of Ideas, Concepts, and Cultures by Frans Johansson https://www.amazon.co.uk/Medici-Effect-Preface-Discussion-Guide/dp/1633692949/ref=sr_1_1?crid=1LYPA35FAKW3H&keywords=The+Medici+Effect+by+Frans+Johansson&qid=1642757927&sprefix=the+medici+effect+by+frans+johansson%2Caps%2C47&sr=8-1
Break the Wheel: Question Best Practices, Hone Your Intuition, and Do Your Best Work by Jay Acunzo https://jayacunzo.com/break-the-wheel
Unthinkable podcast by Jay Acunzo https://jayacunzo.com/unthinkable-podcast
Jay Acunzo Newsletter - https://jayacunzo.com/newsletter
Wednesday Jan 19, 2022
In conversation with Santa Marku - Episode 9 - Inspiring the Next CMO
Wednesday Jan 19, 2022
Wednesday Jan 19, 2022
Join Lou in a conversation with Santa Marku, a highly respected, senior global marketing leader with valued insight into strategic and digital transformation, marketing technology, product brand, and digital marketing.
Santa talks with us about:
- her favourite word 'serendipity'
- her love of family and how her parents have inspired her
- her career with the likes of Thomson and British Standards Institution
- the importance of two way clear communication
- progressing and nurturing talent in teams
- understanding the needs of your stakeholders and managing expectations - focus on the people
- marketing technology (MarTech)
- the best advice she has been given
- her favourite reads and podcasts
Links from the session (Amazon affiliate links may be used)
- Transcription - https://www.internationalbunch.com/blog/categories/inspiring-the-next-cmo
- Be inspired - https://www.internationalbunch.com/beinspired
- #IntBunchWordOfTheDay - Serendipity
- Smart Insights - https://www.smartinsights.com/blog/
- Digital Doughnut - https://www.digitaldoughnut.com/resources
- Jakob Nielsen blog posts - https://www.nngroup.com/articles/
- Zoe Loveland podcast - https://youtu.be/SHgQ5zxOx7A
- Write to Sell, Andy Maslen - https://www.amazon.co.uk/Write-Sell-Ultimate-Guide-Copywriting-ebook/dp/B081PPBGDH/ref=sr_1_1?crid=22JUZ11073ACY&keywords=Write+to+Sell%22+by+Andy+Maslen&qid=1642596759&sprefix=write+to+sell+by+andy+maslen%2Caps%2C58&sr=8-1
- Digital Leadership, Sofie Sandell - https://www.amazon.co.uk/Digital-Leadership-Creativity-Business-Results/dp/1780356943/ref=sr_1_1?crid=1HGPIWIY2J7Q5&keywords=Digital+Leadership+sofie&qid=1642596831&sprefix=digital+leadership+sofie%2Caps%2C44&sr=8-1
- Cashing in with Content: How Innovative Marketers Use Digital Information to Turn Browsers into Buyers, David Meerman Scott - https://www.amazon.co.uk/Cashing-Content-Innovative-Marketers-Information-ebook/dp/B00I54CPV0/ref=sr_1_1?crid=1YP6NG1IYX59O&keywords=Cashing+in+with+Content&qid=1642596895&sprefix=cashing+in+with+content%2Caps%2C61&sr=8-1
- Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers (The Strategyzer Series), Alexander Osterwalder and Yves Pigneur - https://www.amazon.co.uk/Business-Model-Generation-Visionaries-Challengers/dp/0470876417/ref=sr_1_1?crid=121BNX3FCJQRR&keywords=Business+Model+Generation&qid=1642596975&sprefix=business+model+generation%2Caps%2C51&sr=8-1
Tuesday Jan 04, 2022
In conversation with Juliet Harrison - Episode 8 - Inspiring the Next CMO series
Tuesday Jan 04, 2022
Tuesday Jan 04, 2022
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her favourite word 'schadenfreude'
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her love of theatre
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being resilient and juggling work-life with family
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her career path in academic publishing and how she got to where she is today
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tips about continuing to develop and adapt to changing environments
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the best advice she has been given
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a little bit of Yorkshire thrown in for good measure
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her favourite reads and podcasts
Links from the session (Amazon affiliate links may be used below) Transcription - https://www.internationalbunch.com/blog/categories/inspiring-the-next-cmo Be inspired - https://www.internationalbunch.com/beinspired
#IntBunchWordOfTheDay - Schadenfreude
Louis Theroux and Jon Ronson - https://www.bbc.co.uk/sounds/play/m000hw0b
The Secret History by Donna Tartt - https://www.amazon.co.uk/Secret-History-Donna-Tartt/dp/0140167773/ref=sr_1_1?crid=1YJ1CFNCEVHD7&keywords=The+Secret+History+by+Donna+Tartt&qid=1640169877&sprefix=the+secret+history+by+donna+tartt%2Caps%2C118&sr=8-1
A Little Life by Hanya Yanagihara - https://www.amazon.co.uk/Little-Life-Shortlisted-Booker-Prize-ebook/dp/B00UXKJ1HK/ref=sr_1_1?crid=1GDNMYZ0MYUEX&keywords=A+Little+Life+by+Hanya+Yanagihara&qid=1640170076&sprefix=a+little+life+by+hanya+yanagihara%2Caps%2C78&sr=8-1
High Sobriety by Alice King - https://www.amazon.co.uk/High-Sobriety-Confessions-Alice-King/dp/0752889559
A Million Little Pieces by James Frey - https://www.amazon.co.uk/Million-Little-Pieces-exploration-addiction-ebook/dp/B002VHI8T0/ref=sr_1_1?crid=36PYMIJ7XS9WI&keywords=A+Million+Little+Pieces+by+James+Frey&qid=1640170228&s=books&sprefix=a+million+little+pieces+by+james+frey%2Cstripbooks%2C52&sr=1-1
This American Life - https://www.thisamericanlife.org/
A Marriage Story - https://www.imdb.com/title/tt7653254/
Comfort Eating podcast with Grace Dent - https://www.theguardian.com/lifeandstyle/series/comforteatingwithgracedent
What good is an idea if it can't be shared? Our company was founded to foster collaboration and share ideas. The more you share your ideas, the more impact they have on the world around you. We provide resources to inspire progression in the community. As marketers, we are stronger and better together. We've relaunched our Behind the Fluff podcast (https://www.internationalbunch.com/podcast) and are bringing you our new podcast series for the Inspiring the Next CMO (https://www.internationalbunch.com/inspiringthenextcmo).
Friday Dec 17, 2021
The (re)birth of the virtual meeting
Friday Dec 17, 2021
Friday Dec 17, 2021
Nearly two years have passed since the WHO declared COVID-19 a global pandemic. As marketers, we’re still getting our heads around the new 'norm' and how best to communicate with our audiences. We've been so impressed by how marketing teams have remained resilient, and pushed on, even though the pressures of work are mounting and sometimes have felt overwhelming.
The organizers of our conferences, seminars, and events have employed creative ingenuity to react to life in a pandemic. Around the world, talented teams of marketers, planners, organizers and speakers have shown the agility to change the way the industry works, literally overnight.
Explore the full transcript and links: The (re)birth of the virtual meeting (internationalbunch.com)
Wednesday Dec 15, 2021
Wednesday Dec 15, 2021
The Jisc-Wiley Read and Publish agreement, signed in February 2020 and launched in March 2020, enables researchers from participating UK institutions to publish open access articles, with no embargo periods, in over 1,400 hybrid open access journals and over 230 fully open access journals. The agreement also means the same institutions have complete access to all content published in over 1,480 subscription journals.
This agreement was designed to reduce both cost and administration time for institutions and their researchers. In addition to these benefits, the agreement also helps institutions to ensure they are meeting existing funder requirements around open access.
Explore the full transcript and links: The 2020 Jisc-Wiley transitional agreement – has it achieved its aims over the first year? (internationalbunch.com)
Thursday Dec 09, 2021
How do recent white papers from Springer Nature and Wiley compare?
Thursday Dec 09, 2021
Thursday Dec 09, 2021
This year, we saw two of the industry's largest publishers analyze their own data and share their findings around the impact of publishing in open access. Lou, our CEO, was fortunate to be involved in the Wiley white paper and we were fascinated to discover the positive evidenced impact open access is having.
With the release of the new Springer Nature white paper, we thought this would be a great opportunity to compare and summarize both findings. Both papers look at how choosing to publish open access can change the post publication outcomes for research.
Explore the full transcript and links: How do recent white papers from Springer Nature and Wiley compare? (internationalbunch.com)
Thursday Nov 11, 2021
Key findings from the STM Global Brief 2021- Economics & Market Size
Thursday Nov 11, 2021
Thursday Nov 11, 2021
This post looks at the report released in October 2021 by the Association of Scientific, Technical and Medical Publishers (STM): STM Global Brief 2021 – Economics & Market Size. Over the last 15 years, the STM Report has provided global data and analysis on STM research and publishing. Useful for any professional involved in the publishing industry, these reports highlight scholarly publishing trends, issues, and challenges. This latest report looks at the scale of scholarly publishing and analyzes changes and developments across scientific, technical, medical, and social sciences and humanities fields.
Explore the full transcript and links: Key findings from the STM Global Brief 2021- Economics & Market Size (internationalbunch.com)
Thursday Oct 14, 2021
Monitoring the open access policy of Horizon 2020
Thursday Oct 14, 2021
Thursday Oct 14, 2021
In this post, we take a look at the report released in September 2021 by the European Commission: Monitoring the open access policy of Horizon 2020. Running from 2014-2020, Horizon 2020 has been an ambitious funding programme focused on building sustainable growth and employment opportunities through impactful research. This latest report has done the much-needed job of assessing how successful the open access policy of Horizon has been.
How much of the research coming out of Horizon 2020 is open access, and how could open science targets coming out of similar future programmes, such as Horizon Europe, be improved?
Explore the full transcript and links: Monitoring the open access policy of Horizon 2020 (internationalbunch.com)
Thursday Sep 30, 2021
Thursday Sep 30, 2021
This year’s theme for #PeerReviewWeek21 centres on identity: exploring the multifaceted role of identity in peer review.
On the face of it, identity is such a broad term – so what does it mean in relation to peer review, and why is it significant? This blog post looks at some of the concepts identity might encompass, and explores the important role it can all play in peer review.
Explore the full transcript and links: Inclusivity and identity in peer review (internationalbunch.com)
Wednesday Sep 15, 2021
Wednesday Sep 15, 2021
With the impact of COVID-19 (Coronavirus) many organizations are closing the doors of their physical offices or reducing the staff going into the offices and asking their teams to work from home where possible.
Explore the full transcript and links: Handy tips for remote working - flexible working and multitasking in response to COVID-19 (internationalbunch.com)
Friday Aug 20, 2021
Friday Aug 20, 2021
How accessible is your marketing? Discover real-life hints, tips and links from this insightful conversation with Katy and Simon from the community initiative Publishing Enabled. Explore as we discuss:
- Providing a safe space for people with a disability in the publishing industry
- Highlighting the positives that having a disability can have e.g. adaptable thinking
- Improving how we do marketing and how we think about communications
- Opportunities arising from COVID-19 – flexibility, acceptance and adaptability
- The need for buy-in at a senior leadership level for culture to change within an organization
- Tools to measure accessibility and what you should be thinking about and trying out for yourself
- The importance of providing information in different ways as people access and consume content in a variety of ways
- Digital marketing that lets us constantly test, tweak and improve what we’re doing
- Normalizing disability – the key to creating an inclusive culture
Links from the session (Amazon affiliate links may be used below)
- Transcription - https://www.internationalbunch.com/blog/categories/inspiring-the-next-cmo
- Be inspired - https://www.internationalbunch.com/beinspired
- #IntBunchWordOfTheDay - Laughter and Serendipity
- Incorporate inclusion into your communications masterclass and blog post - https://www.internationalbunch.com/post/incorporate-inclusion-into-your-communications-strategy
- The problem solvers you don't know about yet: valuing disability in the publishing industry - https://scholarlykitchen.sspnet.org/2019/07/29/guest-post-the-problem-solvers-you-dont-know-about-yet-valuing-disability-in-the-publishing-industry/
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Publishing Enabled LinkedIn page - https://www.linkedin.com/company/publishing-enabled/
- Web Accessibility Evaluation Tool - https://wave.webaim.org/
- UK Black Tech - https://ukblacktech.com/stock-photos/
- Data Wrappers - https://www.datawrapper.de/
- Read Aloud - https://chrome.google.com/webstore/detail/read-aloud-a-text-to-spee/hdhinadidafjejdhmfkjgnolgimiaplp?hl=en
- Reader View - https://chrome.google.com/webstore/detail/reader-view/ecabifbgmdmgdllomnfinbmaellmclnh/related?hl=en
What good is an idea if it can't be shared? Our company was founded to foster collaboration and share ideas. The more you share your ideas, the more impact they have on the world around you. We provide resources to inspire progression in the community. As marketers, we are stronger and better together.
Explore our Behind the Fluff podcast (https://www.internationalbunch.com/podcast).
Monday Aug 16, 2021
Monday Aug 16, 2021
When Google Analytics 4 was released in 2020, consent mode was the big news. With consumers taking an increased interest in their online privacy and having more privacy tools at their disposal due to UK and EU GDPR regulations - marketers are having to find new ways to gauge campaign success, especially now further updates are being rolled out.
Explore the full transcript and links: Google Analytics – what’s in the latest update and how could it affect your marketing? (internationalbunch.com)
Wednesday Aug 11, 2021
In conversation with Lisa Spicko - Episode 7 - Inspiring the Next CMO
Wednesday Aug 11, 2021
Wednesday Aug 11, 2021
Join Lou in a conversation with Lisa Spicko, an industry VP of marketing. Lisa Spicko. Lisa is an industry VP and Lisa’s going to talk with us:
- about her love of all things awkward
- how rummaging through microfiche and microfilm planted the seed to her future career with libraries
- she’ll also talk with us about advice that she’d give to her earlier career-self about not taking things too seriously. “The older you get…you know the sun is going to rise tomorrow…everything’s going to be okay”
- that the giving of your time to mentor others is the greatest gift that you can give, the greatest currency
- how the pandemic has left her in awe of people’s ability to overcome all obstacles in order to put their families first
- and what words she will be taking back with her to the US from her time in Australia!
Links from the session (Amazon affiliate links may be used below)
Transcription - https://www.internationalbunch.com/blog/categories/inspiring-the-next-cmo
Be inspired - https://www.internationalbunch.com/beinspired
#IntBunchWordOfTheDay - Awkward
The Five Dysfunctions of Team by Patrick Lencioni - https://amzn.to/3xowCaq
The First 90 Days; Critical Success Strategies - https://amzn.to/3rUBKlr
How Women Rise - https://amzn.to/3CeCTZY
Adapt Lead Succeed blog - https://adaptleadsucceed.com/blog
Tignum Thoughts blog - https://tignum.com/tignum-thoughts.html
Missing colleagues' shoes blog post - https://adaptleadsucceed.com/blog/f/i-miss-3-d-colleagues-especially-their-feet
The STRAYAN Dictionary - https://amzn.to/2VimjrC
What good is an idea if it can't be shared? Our company was founded to foster collaboration and share ideas. The more you share your ideas, the more impact they have on the world around you. We provide resources to inspire progression in the community. As marketers, we are stronger and better together. We've relaunched our Behind the Fluff podcast (https://www.internationalbunch.com/podcast) and are bringing you our new podcast series for the Inspiring the Next CMO (https://www.internationalbunch.com/inspiringthenextcmo).
Thursday Aug 05, 2021
iOS 15 – how will Apple’s new privacy settings affect your email marketing?
Thursday Aug 05, 2021
Thursday Aug 05, 2021
Email marketing is still very much a valued channel for marketers – especially when thinking about the segmentation of your audience. Back in June 2021, iOS 15 was officially unveiled at Apple’s World-Wide Developers Conference (WWDC). Have you heard about it? Well, the public beta went live at the end of June and this is disrupting customer insights we’ve often considered a given. As with all beta releases, more features are likely to be added before its full release as users put this new operating system through its’ paces.
Explore the full transcripts and links: iOS 15 – how will Apple’s new privacy settings affect your email marketing? (internationalbunch.com)
Friday Jul 23, 2021
Friday Jul 23, 2021
When growth hacking became the new buzzword back in 2010, it was a strategy used by marketers to achieve a competitive advantage.
Originally emerging from Silicon Valley, it was a term coined by keynote speaker and author, Sean Ellis, and used by start-ups as a means of promotion with minimal budget.
Growth hacking vs traditional advertising?
Although many people consider them to be the same thing, there is a subtle difference. Growth hacking is not a substitute for marketing; it is a part of it. It is a mindset within a marketing team; a means of revenue generation for a minimal outlay. Typically, growth hacking combines advertising, optimization and developmental know-how to create automated advertising on a very small budget.
Explore the full transcript and links: Growth hacking – is it still relevant today (internationalbunch.com)
Tuesday Jul 13, 2021
Tuesday Jul 13, 2021
The late 1990s saw the rise of the e-reader and sudden access to new book content quicker than ever before. There was talk of the death of the printed book and predictions of plummeting print sales. However, over the past 20 years, we have seen the publishing industry demonstrate impressive adaptability and embrace change, resulting in print and digital sales growth. In 2020, over 750.9 million books were sold (up from 693.7 million in 2019). And that is even with the physical bookstore closures due to COVID-19.
Explore the full transcript and links: The rise of #BookTok – why are printed books trending on TikTok and how can marketers get involved? (internationalbunch.com)
Sunday Jul 11, 2021
How is the funding landscape for monograph publishers changing?
Sunday Jul 11, 2021
Sunday Jul 11, 2021
Gone are the days when publishers could make vast amounts of revenue by publishing academic monographs and selling the print versions to thousands of institutional libraries at high costs. The popularity of eBooks, along with plummeting library budgets, means that monograph publishers have had to take a serious look at their funding models and give them an overhaul.
Explore the full transcript and links: How is the funding landscape for monograph publishers changing? (internationalbunch.com)
Thursday Jun 24, 2021
In conversation with Catherine Williams - Episode 6 - Inspiring the Next CMO podcast
Thursday Jun 24, 2021
Thursday Jun 24, 2021
Join Lou in a conversation with Catherine Williams, an industry COO and past CMO. Catherine talks with us about:
- How a two-week internship at Penguin launched her career
- How she progressed through smaller societies to much larger organizations
- All about managing the team at Altmetrics that brings essential data to librarians and information managers that allows them to make smart decisions
- Why taking your time and learning from others is a more valuable experience than worrying that people think
- Why it is important to make sure you don't take on too much, professionally
- A love of historical podcasts
- The joys of a good travel guide collection
- How it's possible to spark inspiration in your team members
- The importance of adding value, being authentic and telling your company’s story
Links from the session (Amazon affiliate links may be used below) Transcription - https://www.internationalbunch.com/blog/categories/inspiring-the-next-cmo
Be inspired - https://www.internationalbunch.com/beinspired
#IntBunchWordOfTheDay - Snooze
You're Dead To Me podcast - https://www.bbc.co.uk/programmes/p07mdbhg/episodes/downloads
It Doesn't Have to Be Crazy at Work, Jason Fried and David Heinemeier Hansson - https://amzn.to/3d86hpI
Act Like a Leader, Think Like a Leader, Herminia Ibarra - https://amzn.to/3gS6AY3
Talk Like TED: The 9 Public Speaking Secrets of the World's Top Minds, Carmine Gallo - https://amzn.to/3zS2Wot
What good is an idea if it can't be shared? Our company was founded to foster collaboration and share ideas. The more you share your ideas, the more impact they have on the world around you. We provide resources to inspire progression in the community. As marketers, we are stronger and better together. We've relaunched our Behind the Fluff podcast (https://www.internationalbunch.com/podcast) and are bringing you our new podcast series for the Inspiring the Next CMO (https://www.internationalbunch.com/inspiringthenextcmo).
Friday Jun 11, 2021
Friday Jun 11, 2021
Join Lou in a conversation with Nathan Farrugia, an industry CEO, entrepreneur, business coach, author record-breaking athlete, TEDx speaker, Vistage owner, NED, and philanthropist. Nathan talks with us about:
- Working from a rooftop garden in lockdown
- Being inspired by children and their parents overcoming their challenges
- His incredible family and how they inspire him
- Looking for inspiration in the non-profit sector
- Having pride in your own achievements
- Driving forwards inclusive employment in Malta
- Accepting the good and the bad about being in a position of responsibility
- The importance of focusing your time to get the most out of it
- 27 marathons in 27 consecutive days in 27 countries
- Marketing is about connecting with people
- Asking for forgiveness rather than permission
Links from the session (Amazon affiliate links may be used below)
Transcription - https://www.internationalbunch.com/blog/categories/inspiring-the-next-cmo
Be inspired - https://www.internationalbunch.com/beinspired
#IntBunchWordOfTheDay - Aubergine
Xterra - https://www.xterraplanet.com/malta
Alonement podcast - https://www.alonement.com/alonement-podcast
A Million Steps, Nathan Farrugia - https://amzn.to/3iyDU7Q
The 7 Habits of Highly Effective People, Stephen Covey - https://amzn.to/3itAxio
The Miracle of Mindfulness, John Sackville, Thích Nhất Hạnh, et al - https://amzn.to/2RFi33m
Who Moved My Cheese, Dr Spencer Johnson - https://amzn.to/3pDwGRs
Conversational Intelligence, Judith Glaser - https://amzn.to/3zqLMOP
Thinking Fast and Slow, Daniel Kahneman - https://amzn.to/2TYrtb7
The Patterning Instinct, Jeremy Lent - https://amzn.to/3vd6vlN
Survival of the Fittest, Mike Stroud - https://amzn.to/3zgDyIF
Explorers: Tales of Endurance and Exploration - https://amzn.to/3czd1wB
Nathan Farrugia, LinkedIn - https://www.linkedin.com/in/nathanfarrugia/
What good is an idea if it can't be shared? Our company was founded to foster collaboration and share ideas. The more you share your ideas, the more impact they have on the world around you. We provide resources to inspire progression in the community. As marketers, we are stronger and better together. We've relaunched our Behind the Fluff podcast (https://www.internationalbunch.com/podcast) and are bringing you our new podcast series for the Inspiring the Next CMO (https://www.internationalbunch.com/inspiringthenextcmo).
Thursday Jun 10, 2021
New Google Page Experience Update – is your website ready?
Thursday Jun 10, 2021
Thursday Jun 10, 2021
Transcript including all the links to resources and tools: https://www.internationalbunch.com/post/new-google-page-experience-update-is-your-website-ready
Tuesday Jun 08, 2021
TikTok – tap into a growing community with our top tips for meaningful marketing
Tuesday Jun 08, 2021
Tuesday Jun 08, 2021
Transcript with all links and quotes - https://www.internationalbunch.com/post/tiktok-tap-into-a-growing-community-with-our-top-tips-for-meaningful-marketing
Social Media Masterclass - https://www.youtube.com/watch?v=R_gn_82zcpg
Thursday May 27, 2021
In conversation with Mary Sauer-Games - Episode 4 - Inspiring the Next CMO podcast
Thursday May 27, 2021
Thursday May 27, 2021
Join Lou in a conversation with Mary Sauer-Games, an industry VP of Product Management. Discover all about the podcasts Mary has been enjoying on daily walks during lockdown, the inspirational frontlines of healthcare – including their determination and providing hope, progressive change in attitudes and working practices over the years, Michelle Obama’s amazing balancing skills and hatred of public speaking, Mary's passion for problem-solving and the importance of understanding your customers’ needs, and Jane Goodall and the power of persuasion.
Links from the session (Amazon affiliate links may be used below)
Transcription - https://www.internationalbunch.com/blog/categories/inspiring-the-next-cmo
Be inspired - https://www.internationalbunch.com/beinspired
#IntBunchWordOfTheDay - Awesome
Sheryl Sandberg, Lean In - https://amzn.to/3utptnz
Simon Sinek, Start With Why - https://amzn.to/2QYlB0q
Simon Sinek, TED Talk - https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action/up-next?language=en
Jason Dorsey and Denise Villa, Zconomy - https://amzn.to/3yGbfmY Become an
Email Marketing Superhero - https://youtu.be/0sw_WfLLTnw
Kara Swisher, Sway - https://www.nytimes.com/column/sway
Jane Goodall, Sway - https://www.nytimes.com/2020/11/23/opinion/sway-kara-swisher-jane-goodall.html
What good is an idea if it can't be shared? Our company was founded to foster collaboration and share ideas. The more you share your ideas, the more impact they have on the world around you. We provide resources to inspire progression in the community. As marketers, we are stronger and better together. We've relaunched our Behind the Fluff podcast (https://www.internationalbunch.com/podcast) and are bringing you our new podcast series for the Inspiring the Next CMO (https://www.internationalbunch.com/inspiringthenextcmo).
Wednesday May 19, 2021
Why the plain text email version is so important
Wednesday May 19, 2021
Wednesday May 19, 2021
Transcript - https://www.internationalbunch.com/post/html-vs-plain-text-emails-a-new-look-at-why-you-need-to-know-the-differences
Become an email marketing superhero masterclass - https://youtu.be/0sw_WfLLTnw
A no-no in email marketing - just one simple tip to improve your email engagement -
https://www.internationalbunch.com/post/a-no-no-in-email-marketing
33% open an email based on the email subject alone - https://www.internationalbunch.com/post/33-open-an-email-based-on-the-subject-line-alone
Thursday May 13, 2021
In conversation with Zoe Loveland - Episode 3 - Inspiring the Next CMO podcast
Thursday May 13, 2021
Thursday May 13, 2021
Join Lou in a conversation with Zoe Loveland, an industry senior director in marketing. Discover all about the audiobooks and podcasts Zoe loves, the exploding kitten's card game, the importance of surrounding yourself with different generations for inspiration, forging a career path in publishing, mentoring in third world countries and faking it till you make it – balancing family life and a career.
Links from the session (Amazon affiliate links may be used below)
Transcription - https://www.internationalbunch.com/blog/categories/inspiring-the-next-cmo
Be inspired - https://www.internationalbunch.com/beinspired
#IntBunchWordOfTheDay - Petrichor - https://www.linkedin.com/feed/update/urn:li:activity:6759470176346882048
Exploding Kittens Card Game - https://amzn.to/2RMNuZs
Caitlin Moran - https://amzn.to/3uLbfQb
Catlin Moran - How to be a woman (2012) - https://amzn.to/2SNTMIL
Caitlin Moran - More than a woman (2020) - https://amzn.to/3tH8bmH
Alan Titchmarsh - https://amzn.to/2RMNKHU
Dr Sam Collins - third world country mentoring - https://aspireforequality.com/
David McCandless - http://davidmccandless.com/
Information is Beautiful website - https://informationisbeautiful.net/
David McCandless - Information is Beautiful - https://amzn.to/3tCXode
Billion Dollar Gram - https://www.informationisbeautiful.net/visualizations/the-billion-dollar-gram/
Michael Watkins - The First 90 Days - https://amzn.to/3w1QuQj
Inc - https://www.inc.com/
Wired - https://www.wired.co.uk/
HBR - https://hbr.org/
EIU - https://www.eiu.com/n/
Spencer Johnson, Who Moved My Cheese - https://amzn.to/3boqs1U
How to be awesome at your job - https://awesomeatyourjob.com/podcast/
Gold Nugget - https://awesomeatyourjob.com/home/every-gold-nugget/
Podcasts from the midlife - https://www.postcardsfrommidlife.com/
Feel better, live more - https://drchatterjee.com/blog/category/podcast/
Zoe Loveland - Linked - https://www.linkedin.com/in/zo%C3%AB-loveland-3386a04/
Zoe Loveland - Twitter - https://twitter.com/zoe2302
What good is an idea if it can't be shared? Our company was founded to foster collaboration and share ideas. The more you share your ideas, the more impact they have on the world around you. We provide resources to inspire progression in the community. As marketers, we are stronger and better together. We've relaunched our Behind the Fluff podcast (https://www.internationalbunch.com/podcast) and are bringing you our new podcast series for the Inspiring the Next CMO (https://www.internationalbunch.com/inspiringthenextcmo).
Tuesday May 11, 2021
Is the marketing funnel really dead?
Tuesday May 11, 2021
Tuesday May 11, 2021
Brian Halligan, Hubspot CEO says it's dead and Seth Godin only last week at AdWorld said to lay it on its side and use it as a megaphone. What are funnels and flywheels and how can you use them for sustainable growth where you work? Check out our latest podcast. Also available as a webinar recording and a blog post.
Tuesday May 04, 2021
Tuesday May 04, 2021
April 2021 marked my return to work, as Head of Content at The International Bunch, following nine months of maternity leave. Coming back to work after having a baby is a huge shift for anyone, and managing all of this during a global pandemic adds extra challenges.
Explore the full transcript and links: https://www.internationalbunch.com/post/balancing-babies-covid-19-and-a-career-returning-to-work-after-a-pandemic-maternity-leave
Thursday Apr 29, 2021
In conversation with Hannah Baldwin - Episode 2 - Inspiring the Next CMO podcast
Thursday Apr 29, 2021
Thursday Apr 29, 2021
Join Lou in a conversation with Hannah Baldwin, an industry global head of marketing. It's certainly full of giggles, heels, horses, dogs, her inspirational Grandad, reminiscing, delis, key takeaways from Hannah's marketing career and her team she is incredibly proud of. There are even more surprises but we'll leave that for you to find out!
Links from the session (Amazon affiliate links may be used below)
Transcription - https://www.internationalbunch.com/blog/categories/inspiring-the-next-cmo
Be inspired - https://www.internationalbunch.com/beinspired Simon Sinek - The Golden Circle - https://simonsinek.com/commit/the-golden-circle
RSC TikTok - https://www.tiktok.com/@royalsocietyofchemistry?lang=en
Our Place - Mark Cocker - https://amzn.to/3t2a5Ok
Alonement podcast - https://www.alonement.com/alonement-podcast
Gilead series, Marilynne Robinson - https://amzn.to/3vs7m2t
Jack, Marilynne Robinson - https://amzn.to/3uegzLm
What good is an idea if it can't be shared? Our company was founded to foster collaboration and share ideas. The more you share your ideas, the more impact they have on the world around you. We provide resources to inspire progression in the community. As marketers, we are stronger and better together. We've relaunched our Behind the Fluff podcast (https://www.internationalbunch.com/podcast) and are bringing you our new podcast series for the Inspiring the Next CMO (https://www.internationalbunch.com/inspiringthenextcmo).
Thursday Apr 15, 2021
In conversation with Wayne Sime - Episode 1 - Inspiring the Next CMO podcast
Thursday Apr 15, 2021
Thursday Apr 15, 2021
What good is an idea if it can't be shared? Our company was founded to foster collaboration and share ideas. The more you share your ideas, the more impact they have on the world around you. We provide resources to inspire progression in the community. As marketers, we are stronger and better together. We've relaunched our Behind the Fluff podcast (https://www.internationalbunch.com/inspiringthenextcmo) and are bringing you our FIRST EVER podcast for the Inspiring the Next CMO series.
Join Lou in a conversation with Wayne Sime, an industry chief executive. It's certainly full of laughs, Wayne talks about how he went up the ranks from starting in IT to libraries to then a professional member body, Captain Sir Tom Moore, his love of Terry Pratchett, key takeaways and even a history lesson about Henry VIII! Discover helpful insights to help you progress your career.
Links from the session (Amazon affiliate links may be used below)
Full transcription - https://www.internationalbunch.com/post/in-conversation-with-wayne-sime-episode-1-inspiring-the-next-cmo
#IntBunchWordofTheDay - Gadabout - https://www.linkedin.com/feed/update/urn:li:activity:6768167550464360450/
Terry Pratchett, Discworld novels - https://amzn.to/2PXJd4U
Terry Pratchett, Night Watch - https://amzn.to/3dmUNPU
Terry Pratchett, Eric - https://amzn.to/3gdPjJ8 (though not recommended by Wayne to read!)
Dan Brown, An Open Letter To Educators - https://youtu.be/-P2PGGeTOA4
Dr Nancy Roberts - https://blog.alpsp.org/2021/01/what-does-good-look-like-diversity-inclusion.html
Dr Spencer Johnson, Who Moved My Cheese - https://amzn.to/2Q93ZhL
Micky Flanagan, Going 'Out Out' - https://youtu.be/Q5k8Su_ek2k
Thursday Apr 08, 2021
33% open an email based on the subject line alone
Thursday Apr 08, 2021
Thursday Apr 08, 2021
Did you know that 33% of people open an email based solely on the subject line? Discover top tips to improve your open rates.
Explore the full transcript and links: 33% open an email based on the subject line alone (internationalbunch.com)
Wednesday Apr 07, 2021
A no-no in email marketing - just one simple tip to improve your email engagement
Wednesday Apr 07, 2021
Wednesday Apr 07, 2021
Are you using your preheader/preview text box effectively when sending out email campaigns? If not, you could be really missing out on improving the performance of your emails. Explore some preheader tips to help you improve your emails.
Discover the full transcript and links: A no-no in email marketing - just one simple tip to improve your email engagement (internationalbunch.com)
Friday Mar 05, 2021
Sponsored places for UKSG and ALPSP conferences in 2021
Friday Mar 05, 2021
Friday Mar 05, 2021
What good is an idea if it can't be shared? Our company was founded to foster collaboration and share ideas. The more you share your ideas, the more impact they have on the world around you.
Explore the full transcript: Sponsored Welsh places for UKSG and ALPSP conferences in 2021 (internationalbunch.com)
Sunday Feb 21, 2021
Combat the negative physical effects of remote working
Sunday Feb 21, 2021
Sunday Feb 21, 2021
How can you reduce the likelihood of the physical side effects of working at home?
Discover a series of tips and exercises for you and your team to do at your virtual desk.
Explore the full transcript: Combat the negative physical effects of remote working (internationalbunch.com)
Tuesday Jan 26, 2021
Tuesday Jan 26, 2021
Lou discusses the top tips and best times for posting across Facebook, Twitter, Instagram and Linked.
Discover the accompanying blog post with all the information, images and links mentioned in the podcast: https://www.internationalbunch.com/post/raise-your-game-with-social-media
Friday Jan 15, 2021
Learn How To Develop An Effective Social Media Strategy
Friday Jan 15, 2021
Friday Jan 15, 2021
Explore the full transcript and links: Learn How To Develop An Effective Social Media Strategy (internationalbunch.com)
Wednesday Jan 13, 2021
Looking back on 2020 in marketing - and forward to 2021
Wednesday Jan 13, 2021
Wednesday Jan 13, 2021
Join Lou as she looks back over the key trends in 2020 - full script is available here - https://www.internationalbunch.com/post/looking-back-on-2020-in-marketing-and-forward-to-2021
Monday Jan 11, 2021
A new year, a new Chair role - ALPSP Membership and Marketing Committee
Monday Jan 11, 2021
Monday Jan 11, 2021
Join Lou as she talks about her new Chair role with the ALPSP Membership and Marketing Committee - discover the full script here - https://www.internationalbunch.com/post/a-new-year-a-new-chair-role-alpsp-membership-and-marketing-committee
Wednesday Dec 16, 2020
Why I have become Chair of CILIP Cymru Wales Committee
Wednesday Dec 16, 2020
Wednesday Dec 16, 2020
Join Lou as she talks through why she has become Chair of CILIP Cymru Wales Committee, the script and all links are available in the blog - https://www.internationalbunch.com/post/chair-of-cilip-cymru-wales-committee
Thursday Nov 19, 2020
Is humaning just a failed buzzword - or does it actually have longevity?
Thursday Nov 19, 2020
Thursday Nov 19, 2020
If you're paying attention to what's going on in marketing over the past week, you may well have heard of 'humaning'. Firstly, let me explain what this is.
Mondelēz International, the global snack food company with brands like Cadbury, Oreo and Philadelphia, have crafted a new concept aligned to their diversity and inclusion strategy called 'humaning'.
Here's the definition in their words:
"Humaning is a unique, consumer-centric approach to marketing that creates real, human connections with purpose, moving Mondelēz International beyond cautious, data-driven tactics, and uncovering what unites us all. We are no longer marketing to consumers, but creating connections with humans."
Now that to me is a mouthful and could do with an extra full stop/period to make more of an impact.
You can read more on their website, however, the content has since disappeared due to the uproar it has caused. But those in the know can go to Wayback Archive - The Internet Archive and see the page that was archived. (Just to note, this is a free service like Wikipedia that is always looking for funding.) Here is the page for your reference: https://web.archive.org/web/20201112102335/https://www.mondelezinternational.com/News/New-Approach-to-Marketing-Humaning
Why has it caused such an uproar?
Since its launch, this new marketing strategy 'humaning' has been heavily criticized. While their intentions clearly came from a good place, it has gone down like a lead balloon facing criticism from the media, PR and marketing professionals and many on social media. I feel sorry for the people that bought into this new concept - we're all human and we've all had moments where we have a failed campaign or sent something out with an error etc. So, should we cut them some slack, or is 'humaning' just another failed buzzword fuelling the 'marketing is fluff' fire?
Mondelēz International chief marketing officer Martin Renaud has defended this new strategy. Ultimately he said that he expected some criticism but hoped people would look at what has been achieved so far and where can they accelerate the journey. He welcomes the criticism as a form of feedback, though they will continue to adopt this strategy and hope people will start to concentrate on 'why' they created the word - not what the word is.
He goes on to say: "Humaning is when storytelling becomes storydoing." Now, I have a problem with this. Why take such a great concept like storytelling and try to spin into something new called 'storydoing'? I get what they are trying to achieve, with one being telling the story to someone and the other being those individuals actually taking action. But if they really understood storytelling, they'd know it was more than about action - it's about that feeling you get inside, the connection you feel, what resonates and what you do because of that. If anything, storydoing is just a part of storytelling. It's like saying when marketing becomes events. Events sits under the umbrella of marketing: events is part of the ideology of marketing.
When I first saw 'humaning' last week, it didn't resonate with me. I understood what it was trying to achieve in the grand scheme of things, but it just doesn't work for me and it left me feeling confused. I applaud them moving from a financially driven mindset to a consumer-centric one with human connection at their core. I like that their marketing team has four key areas of focus now: leading with purpose; making each product "right"; mastering creativity, and being digital-first. But humaning and storydoing.... no, not for me. Only yesterday someone mentioned to me that idea of marketing being fluffy - clearly as marketers, we know it's not, but how can we move away from that when we're creating buzzwords like this?
If you are interested in reading more, here are some additional sources:
Let us know what you think...Facebook Twitter LinkedIn with #humaning
Friday Nov 13, 2020
Top 5 tips to remove barriers for authentic video, and kit recommendations
Friday Nov 13, 2020
Friday Nov 13, 2020
Join Lou as she discusses our top 5 tips to remove barriers for authentic video, and kit recommendations - all links and script can be found here - https://www.internationalbunch.com/post/5_top_tips_authentic_video
Tuesday Nov 10, 2020
4 marketing basics to consider when successfully launching a new journal
Tuesday Nov 10, 2020
Tuesday Nov 10, 2020
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improve the journal's impact in your subject niche
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disseminate key messages with your audience aligned to your strategy
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improve the visibility of your journal and it’s articles
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encourage conversations around your journal/articles/topics
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Launch xx [journal] on 1st March 2021 to the global chemistry research community - the journal needs to launch by a certain date to meet the objective and to a specific community - that is how it is measured as a success
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Reach an audience of over one million across social media through the 2021 launch campaign on Facebook, Twitter and LinkedIn - here we have given the specific campaign, social channels and our key performance indicator (KPI) one million
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Launch [journal] email sent out 1st March 2021 to existing institution relevant contacts to have a unique click to open rate above industry average at 15% and a call to action to submit - this is specific to an email campaign and rather than focusing on click-through rate, this focuses on those that are engaged and opened the email that have then actually then gone on to click through
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XX submissions to [the journal] in March 2021 - we are giving a KPI here and by the launch month of the journal
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Increase submissions from the US by 10% in 2021 - this one relates to regional growth and will have specific objectives about how to achieve - this could be a high-level objective that filters down through marketing, sales and editorial to have their own department-level objectives to support the journal
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Publish 20% more articles in [journal] in 2021 than 2020 - this is using a previous year as a benchmark and using growth as a key strategy
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Identify what the journal’s scope is and which niche it will resonate most with
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What is the most important pain point or challenge your journal is addressing?
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Think about all the stakeholders - not just the researchers, authors and readers - but the advocates - librarians, funders, internal staff and colleagues, and finally the public who are more engaged in research than ever before
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Align your key messaging with your defined strategy to ensure you achieve what you set out to do, and don't get sidetracked - keep focused
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Tell the story of your journal - engage, inspire and motivate your community to get involved
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Communicate to a global audience - think about simple clear communications
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Help your journal stand out from the crowd and be UNforgettable
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Identify the best tools/platforms to effectively reach your target audience
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Discoverability – being search friendly is important in today’s digital world so make sure the journal homepage and articles contain up-to-date information and is search engine optimized. For example, Wiley states that more than 50% of traffic to Wiley’s Online Library comes from online searches so getting this right can make a massive difference to your impact. Also, think about where is your journal content indexed and which directories is your journal on - how accessible is your content? Is your content aggregated?
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Printed collateral – traditional marketing tactics like printed promotional materials such as posters, business cards and flyers can be key to raising the visibility of your journal at events and conferences, but they can be hard to measure the effectiveness of. Many publishers are now looking to reduce their costs and environmental impact by hugely cutting back what they print
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Online media – digital marketing is becoming increasingly important and can result in better response times, improved customer interaction and provide clearly measurable results. Having journal-specific social media accounts can be an effective way of disseminating key messages and published content - or having subject level social accounts so you can share the responsibility of populating social channels with colleagues. Don’t forget to include links to the journal homepage or individual articles within your posts to make it easy for your audience to access. Once you decide on a social media channel, you need to be committed to it and have a strategy in place. Social advertising gives you greater flexibility and more targetted approaches and may be worth considering. We've got a series of hints and tips for YouTube, Instagram, Twitter, Facebook, LinkedIn, Reddit and WeChat for you to check out - https://www.youtube.com/playlist?list=PLzZ3BrpL2eGso7yhy-x-Aiq6Th6mQ5Vny
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Promotions – dependent on your strategy, you could be looking to have exciting and sought after promotional items at events, encourage opt-ins to TOC alerts and journal newsletters through competitions, and have giveaways - just be mindful of the legalities around
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Email campaign – sending out a series of emails to your existing audience is an easy way to spread the message of your new journal amongst your list of already relevant and engaged contacts. Do not send out an email to everyone in your list - you'll end up spamming people not interested, increase the likelihood of opt-outs and have poor engagement metrics. Carefully consider who really wants to know, and how engaged have they been in emails over the last year as a couple of examples
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Digital banners – whether you have budget available for digital advertising like MPU banners or are just creating social banners, these can be an effective way to target your audience. The content of the banner needs to clearly inform the end-user and contain a specific call-to-action, e.g. submit to the journal. It’s important to select a site that is both relevant to your subject and is a place your target audience visit regularly. Of course, banners don't have to be just for websites and social channels but can be used as email signatures too. Animate your banners, include videos and GIFs rather than just static text for better engagement. We found this handy Google doc listing up-to-date social media image specifications for a number of social channels - https://www.internationalbunch.com/social-media-specifications
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Email signatures – including links to your social media profiles and journal homepage on your email signature is an easy win to help widen your reach, as well as create an email signature banner - though be aware that images in emails like in signatures can cause your email to be flagged to sensitive spam filters
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Press release – create a press release to alert the media of the launch. Make sure the story will be of interest to the wider public. Check out Class PR for guidance on how to write a press release