a centre of expertise in digital information management a risks and opportunities framework for...
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A centre of expertise in digital information management
www.ukoln.ac.uk
A Risks and Opportunities Framework for Exploiting the Social Web
Brian KellyUKOLNUniversity of BathBath, UK
UKOLN is supported by:This work is licensed under a Attribution-NonCommercial-ShareAlike 2.0 licence (but note caveat)
Blog:http://ukwebfocus.wordpress.com/
Acceptable Use PolicyRecording of this talk, taking photos, discussing the content using Twitter, blogs, etc. is permitted providing distractions to others is minimised.
Acceptable Use PolicyRecording of this talk, taking photos, discussing the content using Twitter, blogs, etc. is permitted providing distractions to others is minimised.
http://www.ukoln.ac.uk/cultural-heritage/events/social-web-newcastle-2010/http://www.ukoln.ac.uk/cultural-heritage/events/social-web-newcastle-2010/
Email:[email protected]
Twitter:http://twitter.com/briankelly/http://twitter.com/ukwebfocus/
A centre of expertise in digital information management
www.ukoln.ac.uk
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Opportunities & ChallengesOpportunities & Challenges
A centre of expertise in digital information management
www.ukoln.ac.uk
Why Use the Social Web?
3 http://www.flickr.com/photos/quelsaa/2080736454/sizes/o/
A centre of expertise in digital information management
www.ukoln.ac.uk
Addressing Barriers
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Challenges
Resources
ExpertiseTime
Money
Understanding
Legal Issues IT Services
Colleagues
Management
Accessibility
Sustainability
Reliability
Culturalissues
Technical Issues
Interoperability
Privacy, DPA, FOI, ..
Council
A centre of expertise in digital information management
www.ukoln.ac.uk
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Deployment StrategiesInterested in using Web 2.0 in your organisation?Worried about corporate inertia, power struggles, etc?There’s a need for a deployment strategy:
• Addressing business needs• Low-hanging fruits• Encouraging the enthusiasts• Light weight policies• Staff training & development• Responding to the economic situation• Address areas you feel comfortable with• Impact analysis and assessment• Risks and opportunity strategy• Critical Friends and friendly critics• …
A centre of expertise in digital information management
www.ukoln.ac.uk
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The 1 – 9 – 90 ChallengeParticipation Inequality: Encouraging More Users to
Contribute In most online communities, 90% of users are lurkers who never contribute, 9% of users contribute a little, and 1% of users account for almost all the action. (Jakob Neilson, Oct 2006)
Potential Benefits:• Globalisation• Cross-fertilisation• Unexpected benefits• Maximising impact
Potential Dangers:• Globalisation• Mono-culture• Unexpected dangers• Loss of impact
Remember that Social Web services improve as the numbers of users increase
Remember that Social Web services improve as the numbers of users increase
A centre of expertise in digital information management
www.ukoln.ac.uk
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A Question“How Can Institutions Develop Innovative and Affordable Tools to Engage Increasingly Sophisticated Audiences” (JISC Digitisation Conf 2007)Some thoughts:
• In some areas they shouldn’t attempt to compete with market place successes (e.g. Google)
• If some cases institutions may be indifferent to the service provider (e.g. Microsoft or Google Docs)
There are real needs to:• Answer the question “Why develop?”• Be realistic if development work is funded• Be user-focussed (and this isn’t necessarily easy)• Be prepared to write off investment if users don’t
want what we’ve developed
A centre of expertise in digital information management
www.ukoln.ac.uk
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Being RealisticOptions in light of the credit crunch:
• Let’s build up an empire now which will be embarrassing to close down
• Let’s use issues of ownership, stability, privacy, … to stifle discussion of 3rd party solutions
• Let’s explore a blended approach (a 3rd way?)
A centre of expertise in digital information management
www.ukoln.ac.uk
The Pilot was a Success …Following a very successful pilot project the JANET Collaborate prototype site will shortly be retired.
…
This retirement has come about as a result of difficulties in maintaining the prototype beyond its intended lifetime. We are now looking at how to add the functionality into the JANET service portfolio in order to provide an improved feature set based on the requirements gathered in the pilot.
We understand that some fans of the prototype site may be disappointed by this news. We apologise for this and at the same time thank all the users of the prototype for their strong, enthusiastic support during the pilot.
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A centre of expertise in digital information management
www.ukoln.ac.uk
Managed External Services
We’re seeing greater take-up of email in the cloud
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Cloud computing - Hope or Hype?, From A Distance blog, 4 Nov 2009, Chris Sexton
Discussions about managed cloud services now mainstream
A centre of expertise in digital information management
www.ukoln.ac.uk
Unmanaged External Services
My UK Web Focus blog, hosted on Wordpress.com
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A centre of expertise in digital information management
www.ukoln.ac.uk
Use of Cloud Services
Use of services in the cloud:• We are committed
professionals• We want to support
innovation• We can demonstrate
best practices
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Policies
A centre of expertise in digital information management
www.ukoln.ac.uk
Experience at Croydon Council illustrates the need for lightweight and flexible policies
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Lightweight Policies
Mosman Council provides an example of a lightweight policy for Twitter
Policies
A centre of expertise in digital information management
www.ukoln.ac.uk
Risks and IWMW 2006
Risk assessment approach initially developed for IWMW 2006
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Risk Management
A centre of expertise in digital information management
www.ukoln.ac.uk
Risks and IWMW 2006
Summary of the risks
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Risk Management
A centre of expertise in digital information management
www.ukoln.ac.uk
Risks and IWMW 2006
There are also risks in doing nothing
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Risk Management
A centre of expertise in digital information management
www.ukoln.ac.uk
Copyright Risks
R = A x B x C x Dwhere
R is the financial risk;
A is the chances that what has been done is infringement;
B is the chances that the copyright owner becomes aware of such infringement;
C is the chances that having become aware, the owner sues;
D is the financial cost (damages, legal fees, opportunity costs in defending the action, plus loss of reputation) for such a legal action.
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Note this is a device aimed at providing a new way of looking at copyright issuesNote this is a device aimed at providing a new way of looking at copyright issues
A centre of expertise in digital information management
www.ukoln.ac.uk
Legal RisksFactors to bear in mind:
• Commercial use: a rights owner who later becomes aware of the use of their work may be more likely to pursue an action for infringement of copyright than if the work is being purely used for educational purposes.
• Particularly sensitive subject areas: music, geographic data, literary works by eminent authors and artistic works including photographs and drawings.
• Is there any track record of the contributor ignoring legal niceties in the past?
• Is there any track record of a particular third party having complained before?
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A centre of expertise in digital information management
www.ukoln.ac.uk
Reducing the Legal RisksApproaches:
• Have clear and robust notice and take down policies
• Have procedures with a clear address given for complaints
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Example from JORUM Procedures to Deal with Queries, Alerts and Complaints
Example from JORUM Procedures to Deal with Queries, Alerts and Complaints
A centre of expertise in digital information management
www.ukoln.ac.uk
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Biases
Subjective factors
Towards a Framework
“Time To Stop Doing and Start Thinking: A Framework For Exploiting Web 2.0 Services”, Museums & the Web 2009 conference
IntendedPurpose
Benefits
Risks
Missed Opps.
Costs
• Sharing experiences
• Learning from successes& failures
• Tackling biases• …
• Application to existing services
• Application to in-house development
• …
RiskMInimisation
Evidence
A centre of expertise in digital information management
www.ukoln.ac.uk
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Using The Framework
Community support
Rapid feedback
Org. brand
Policies
Low?
Twitter for individuals Organisational Fb Page
Marketing events,…
Large audiences
Ownership, privacy, lock-in, effort
Marketing opportunities
Low?
Use of approach in two scenarios: use of Twitter & FacebookUse of approach in two scenarios: use of Twitter & Facebook
IntendedPurpose
Benefits
Risks
Missed Opps.
Costs
RiskMInimisation
Evidence
Workflow
Marketing, community
Case studies; talks; blog posts; …Case studies; talks; …
A centre of expertise in digital information management
www.ukoln.ac.uk
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The future is exciting - but there are challenges which we need to address.
Conclusions
Acknowledgments to Michael Edson for the Web Tech Guy and Angry Staff Person post / comic strip
A centre of expertise in digital information management
www.ukoln.ac.uk
Questions?
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