a centre of expertise in digital information management maximising the effectiveness of your online...
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A centre of expertise in digital information management
www.ukoln.ac.uk
Maximising the Effectiveness of Your Online Resources
Promotional Strategies Brian KellyUKOLNUniversity of BathBath, UK
UKOLN is supported by:This work is licensed under a Attribution-NonCommercial-ShareAlike 2.0 licence (but note caveat)
Session AimsIn this session you will apply the knowledge you have gained by developing promotional plans for areas of interest to you.
Session AimsIn this session you will apply the knowledge you have gained by developing promotional plans for areas of interest to you.
http://www.ukoln.ac.uk/web-focus/events/workshops/sca-seo-201004/http://www.ukoln.ac.uk/web-focus/events/workshops/sca-seo-201004/
Twitter:http://twitter.com/briankelly/http://twitter.com/ukwebfocus/
Email:[email protected]:http://ukwebfocus.wordpress.com/
Gowalla: (new)http://gowalla.com/users/briankelly/
A centre of expertise in digital information management
www.ukoln.ac.uk
Review
You should now:• Know about basic approaches to SEO• Have heard about emerging new
technologies (Linked Data, HTML 5, …)• Understand the potential of the Social
Web
But how would you apply your knowledge in practice?
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A centre of expertise in digital information management
www.ukoln.ac.uk
Exercises: The Context
In groups you will now:• Prepare a case for funding (or approval)
for the implementation of a promotional strategy
Note that you will provide a summary to a panel who will approve the best submissions
The panel comprises:• An enthusiast: a user of social media• A sceptic: it’s full of trivia• A neutral: who is open to persuading
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Exercise
A centre of expertise in digital information management
www.ukoln.ac.uk
Scenarios1 Institutional / Departmental Challenges
Wolves are at the door. Will Poppleton Uni survive? What about the IT Services department? What will you do?
2 Opportunities for your ServiceYou’ve launched a great new service. How do you promote it? You’ve an established (old media) marketing team
3 Opportunities for your ProjectYou’ve received project funding for 1 year – and no marketing budget.
4 Opportunities for the IndividualYou are (or manage) a brilliant researcher. But they’re shy and hate the ‘marketing’ word (snake oil salesmen). What do you do?
5 Your ChoiceSelect your own scenario
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Scenarios
A centre of expertise in digital information management
www.ukoln.ac.uk
Your ProposalYou should prepare your case and make a brief presentation. Your presentation should seek to address 3 of the following issues:
• The key messages you wish to communicate• The user benefits• The resource requirements• The staff responsible for the work• Approaches to sustainability• The tools you will use• The evidence to demonstrate value• The risks & approaches to managing such risks• Ethical considerations• …
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A centre of expertise in digital information management
www.ukoln.ac.uk
Any Questions?
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E
A centre of expertise in digital information management
www.ukoln.ac.uk
Constraints: Legal
ALERT
It has been brought to your attention that: • Tweets are subject to copyright • The Digital Economy Bills ruling on
copyright could mean that copyright infringers could have their Web site shut down
How do you respond?
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C
A centre of expertise in digital information management
www.ukoln.ac.uk
Constraints: Accessibility
ALERT
It has been brought to your attention that: • Multimedia resources which are not fully
accessible may infringe accessibility legislation
How do you respond?
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C
A centre of expertise in digital information management
www.ukoln.ac.uk
Constraints: Sustainability
ALERT
It has been brought to your attention that: • A number of Social Web services have
been withdrawn from service
How do you respond?
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C
A centre of expertise in digital information management
www.ukoln.ac.uk
Constraints: Staffing
ALERT
It has been brought to your attention that: • A key member of your team, who was an
early adopter of Social Web, is leaving
How do you respond?
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C
A centre of expertise in digital information management
www.ukoln.ac.uk
Constraints: Wikipedia
ALERT
It has been brought to your attention that: • Wikipedia pages which are clearly
‘marketing’ or provided by someone who doesn’t have a ‘neutral point of point’ may be subject to deletion
How do you respond?
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C
A centre of expertise in digital information management
www.ukoln.ac.uk
Your Proposals
Now provide a summary of your proposals
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A centre of expertise in digital information management
www.ukoln.ac.uk
Constraints: Legal
ALERT
It has been brought to your attention that: • Tweets are subject to copyright • The Digital Economy Bills ruling on
copyright could mean that copyright infringers could have their Web site shut down
How do you respond?
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C
Monitor situation. Don’t worry, it’s hypothetical . Use of Oppenheim formula .Monitor situation. Don’t worry, it’s hypothetical . Use of Oppenheim formula .
A centre of expertise in digital information management
www.ukoln.ac.uk
Constraints: Accessibility
ALERT
It has been brought to your attention that: • Multimedia resources which are not fully
accessible may infringe accessibility legislation
How do you respond?
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C
Holistic approach to accessibility. Use of, e.g., Twitter for captioning videos .Holistic approach to accessibility. Use of, e.g., Twitter for captioning videos .
A centre of expertise in digital information management
www.ukoln.ac.uk
Constraints: Sustainability
ALERT
It has been brought to your attention that: • A number of Social Web services have
been withdrawn from service
How do you respond?
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C
Risk assessment. Plans for data migration. Awareness of risks of in-house solutions and risks of closure of HE organisations (e.g. UMIST, AHDS, …) & services (Mailbase). Awareness of missed opportunity costs.
Risk assessment. Plans for data migration. Awareness of risks of in-house solutions and risks of closure of HE organisations (e.g. UMIST, AHDS, …) & services (Mailbase). Awareness of missed opportunity costs.
A centre of expertise in digital information management
www.ukoln.ac.uk
Constraints: Staffing
ALERT
It has been brought to your attention that: • A key member of your team, who was an
early adopter of Social Web, is leaving
How do you respond?
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C
Policies on ownership of content currently hosted externally. Mechanisms for migration of content .
Policies on ownership of content currently hosted externally. Mechanisms for migration of content .
A centre of expertise in digital information management
www.ukoln.ac.uk
Constraints: Wikipedia
ALERT
It has been brought to your attention that: • Wikipedia pages which are clearly
‘marketing’ or provided by someone who doesn’t have a ‘neutral point of point’ may be subject to deletion
How do you respond?
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C
Have a track record of approved Wikipedia edits. Liaise with your peers in creating new pages? Familiarise yourself with Wikipedia concepts such as Reasonability Rule and IAR
Have a track record of approved Wikipedia edits. Liaise with your peers in creating new pages? Familiarise yourself with Wikipedia concepts such as Reasonability Rule and IAR
A centre of expertise in digital information management
www.ukoln.ac.uk
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Twitter – Some EvidencePersonal experience
• Most popular post on UKOLN’s Cultural heritage blog in May 2009: “Explaining the Risks and Opportunities Framework”
• Announced on Twitter at 08.55 on 21st May 2009:Blog post explaining the Risks & Opportunities Framework published at http://tinyurl.com/p72kld
Tw
itte
r
“I haven’t got the time to use Twitter. And it can’t justify the ROI” Really?
“I haven’t got the time to use Twitter. And it can’t justify the ROI” Really?
Evidence
A centre of expertise in digital information management
www.ukoln.ac.uk
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Twitter – Further Evidence
Where are the visits coming from?
Tw
itte
r
As the top post has been tweeted, possibly the visits are from a Twitter client (rather than the Twitter Web site)
Evidence
A centre of expertise in digital information management
www.ukoln.ac.uk
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“The Power Of Passed Links”The Value Of Twitter Is In “The Power Of Passed Links” Wilson predicts that at current growth rates, Twitter “will surpass Google for many websites in the next year.” And that just as nearly every site on the Web has become addicted to Google juice, they will increasingly try to find ways to get more links from Twitter. Because Twitter equals traffic. …Moreover, he asserts that these Twitter links “convert better” than search links because they are often pre-filtered and come in the form of a recommendation from someone you are following.
TechCrunch, June 2009
Evidence
A centre of expertise in digital information management
www.ukoln.ac.uk
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Slideshare To Promote IdeasS
lid
esh
are
I use Slideshare to maximise awareness of ideas in papers I deliver at conferences. Approaches:
• Slides uploaded in advance (accessibility benefits)
• Allow slides to be embedded in blogs, Web pages, …
• Text, tags, links & metadata to support searching & provide context
I use Slideshare to maximise awareness of ideas in papers I deliver at conferences. Approaches:
• Slides uploaded in advance (accessibility benefits)
• Allow slides to be embedded in blogs, Web pages, …
• Text, tags, links & metadata to support searching & provide context
Metrics
A centre of expertise in digital information management
www.ukoln.ac.uk
The Researcher
Carol Gole’s slides
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Slides uploaded on behalf of Professor Carole Goble
A centre of expertise in digital information management
www.ukoln.ac.uk
Who Does The Work?
Issues:• Who should use Social Web services to
support marketing and outreach activities?• What are the advantages and
disadvantages of tope-down and bottom-up approaches
• Who owns the content?• How do you address the risks of bottom-
up approaches?
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Who?
A centre of expertise in digital information management
www.ukoln.ac.uk
The Ethical Issues
Issues:• Who owns the content?• Who is liable if things go wrong?• Can ‘management’ require staff to make
use of Social Media services?• What are the boundaries between
marketing and spamming; promoting positive features, spinning and lying; …?
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Ethics?
A centre of expertise in digital information management
www.ukoln.ac.uk
Case Study 1: IWMW 2010
Background• 14th in series of UKOLN’s annual Institutional Web
Management Workshop• To be held in Sheffield in July 2010• Established and valuable ‘brand’
Context• Two Unis have said “no training budget”• Some Web team losing staff: younger (cheaper)
replacements• Good number of submissions • Concerns that potential attendees (a) won’t have
budget to attend and (b) will feel there’s little new to be gained
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A centre of expertise in digital information management
www.ukoln.ac.uk
Case Study 1: IWMW 2010
Marketing• Opportunity to market event to newcomers to
community• Addressing new angle of ‘Web in turbulent times’ • Opportunity to learn from innovations that we use
(and learn from any mistakes)
Tools and Services• Event blog (success at IWMW 2009)• Event hashtag and Twitter feeds (admin & live
blogging) • Event outreach (video stream, …) – announced if
target nos. reached
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A centre of expertise in digital information management
www.ukoln.ac.uk
Case Study 1: IWMW 2010
Who• Brian Kelly / Marieke Guy & event blogger• Familiar with Social Media and well-established
social graphs• Everyone! Invite participants to contribute to
Social Web services e.g. event blog, Twitter hashtag (#iwmw10), Flickr photos, Twibbon, …
Evidence• Blog statistics blog• Twitter archives and
subsequent analysis
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A centre of expertise in digital information management
www.ukoln.ac.uk
Case Study 2: Research Paper
Background• Paper accepted at W4A 2010 conference• To be held in Raleigh, NC in April 2010
Marketing• We ‘do’ research• Our outputs / our staff are valued at
international research conferences• The ideas presented in paper• The paper itself• The collaborators / co-authors• The impact of the work
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The organisation
Content
Community
Outputs
A centre of expertise in digital information management
www.ukoln.ac.uk
Case Study 2: Research Paper
Tools and Services• News item (RSS) about paper accepted [org]• Blog post about how co-authors met [community]• Slideshare for talk at conference [content]• Video recording of talk? [content]• Blog post about the paper [content]• Deposit paper in IR [content]• Monitoring event back channel for tweets about
talk [outputs]• Blog post about the conference and the talk• Traditional citation analysis
Who?• Authors29
A centre of expertise in digital information management
www.ukoln.ac.uk
What’s Missing?
Two case studies:• Based on motivated individuals• Doesn’t help in promotion of outputs and
services if owned by non-users of social media
What to do:• Promotion of benefits• Institutional marketing• Dedicated social media staff
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A centre of expertise in digital information management
www.ukoln.ac.uk
Questions
Any questions?
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Name: Brian Kelly Address: UKOLN, University of Bath, BATH, UKEmail: [email protected] site: http://www.ukoln.ac.uk/Blog: http://ukwebfocus./wordpress.com/Twitter: briankelly and ukwebfocus (automated feed)
Name: Brian Kelly Address: UKOLN, University of Bath, BATH, UKEmail: [email protected] site: http://www.ukoln.ac.uk/Blog: http://ukwebfocus./wordpress.com/Twitter: briankelly and ukwebfocus (automated feed)