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ENGAGING WITH AUDIENCES EARLY: THE ROLE OF
SOCIAL MEDIA AND NETWORKS IN DEVELOPING A
COMMUNICATIONS STRATEGY FOR A GLOBAL
RESEARCH PROJECT
Walji, S.;
;
© 2018, WALJI, S.
This work is licensed under the Creative Commons Attribution License (https://creativecommons.org/licenses/by/4.0/legalcode), which permits unrestricted use, distribution, and reproduction, provided the original work is properly credited.
Cette œuvre est mise à disposition selon les termes de la licence Creative Commons
Attribution (https://creativecommons.org/licenses/by/4.0/legalcode), qui permet
l’utilisation, la distribution et la reproduction sans restriction, pourvu que le mérite de la
création originale soit adéquatement reconnu.
IDRC Grant/ Subvention du CRDI: 107311-001-Research into Open Educational Resources for
Development
Sukaina Walji
ROER4D Communications Advisor
University of Cape Town
Association of Business Communications Regional Conference, Cape Town,
6-8 Jan 2016
Engaging with audiences early:
the role of social media and networks in developing
a communications strategy for a global research
project
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Overview
Introduce the ROER4D project
Research communications
Developing the ROER4D communications strategy
Audience analysis and engagement
Open educational resources
(OER) are teaching, learning,
and research resources that
reside in the public domain or
have been released under an
intellectual property license
that permits their free use and
re-purposing by others (e.g.
Creative Commons) (adapted
from Smith & Casserly 2006:
8).
Free videosAny learner or
teacher
What are OER? Free lecture
notes
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OER as a response to some challenges facing education
in developing countries
http://www.elearning-africa.com/eLA_Newsportal/finding-the-sweet-spot-open-
educational-resources-in-the-developing-world/
Improve the affordability of
education through reducing
students’ textbook and course
development costs
Improve the quality & currency of
teaching materials through
adaptation and customisation
Increase visibility of teaching &
knowledge from Global South
Enable the personalisation of
instruction
Improve teacher pedagogy to
learner centred constructivism
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http://oermap.org/oer-evidence-map/
Most OER research taking place in Global North
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in the Global South
In what ways, and under what
circumstances, can the adoption of
OER impact upon the increasing
demand for accessible, relevant,
high-quality, and affordable
education in the Global South?
Research on OER for Development (ROER4D)
Research on Open Educational Resources for Development in the Global Sou
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GENERAL OBJECTIVE.
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Developing a communications strategy
http://evaluationandcommunicationinpractice.net/resources-publications/resources-to-get-you-started-in-research-
communication
1. ASSESSING
PROGRAM 3. PURPOSES
READINESS
2. SITUATIONAL
ANALYSIS
5. METHODS 8. 4. AUDIENCES
MEDIA l��o���nÑ1n
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COMMUNICATION COMMUNICATION
OBJECTIVES STRATEGY DESIGN
11.‘
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Four key purposes for ROER4D Communications
1. Visibility for project
2. Knowledge generation
3. Networking
4. Research capacity development
These have informed our
communications activities
Project
events
Resources
SlideShare
Blog Twitter
Facebook Page
Content
management
system
Website
Virtual meetings
Internal communications External communications
Conferences
Open
repositories
External pressEmail
announcement
Newsletter
ROER4D Communications channels
✓✓
✓
✓
✓
✓ ✓
✓ ✓
Ongoing
iteration
around
audience
engagement
Audience analysis iteration
1. ASSESSING
PROGRAM 3. PURPOSES
READINESS
2. SITUATIONAL
ANALYSIS
5. METHODS 8. 4. AUDIENCES
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Factors affecting designing
communications for audience engagement
Increasing number of
channels, media and formats
Media and content consumption habits and
expectations evolving
Towards more participatory
communications -co-creators rather than consumers
[1] Doemeland D; Trevino. J. 2014. Which World Bank reports are widely read ?. Policy Research working paper ; no. WPS
6851. Washington, DC: World Bank Group.
[2]Lewin, T., & Patterson, Z. (2012). Approaches to Development Research Communication. IDS Bulletin, 43(5), 38-44.
doi:10.1111/j.1759-5436.2012.00361.x
Factors influencing audience engagement
Share outputs early
Invite participation
Track and measure engagement
Create and maintain relationships on and off-line
How to engage audiences early
Data
Analysis tools
Findings
Proposal
Literature
Review
Conceptual Framework/s
Methods
Instrument questions
Sharing the
research
process
Share research process via digital channels
Examples of sharing research process outputs
ROER4D Bibliography
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Share outputs early
Invite participation
Track and measure engagement
Create and maintain relationships on and off-line
How to engage audiences early
Invite participation
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Mmew summary
Share outputs early
Invite participation
Track and measure engagement
Create and maintain relationships on and off-line
How to engage audiences early
Tweets per week
Average: 7.75 tweets per week
Data downloaded from Twitter Analytics; analysis conducted in Excel: grouped
individual tweets into tweets per week
Number of tweets per week
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Tweets per week
Average: 7.75 tweets per week
GO-GN and
OCWC, Slovenia
(end April 2014)
GO-GN and
OpenEd,
USA (end
November
2014)OER Asia
Symposiu
m,
Penang
(end June
2014)
UCT T&L
Conf. (20
Oct 2014)
Number of tweets per week
5.355
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55..:55
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Activity around tweets (per week)
A
....;§._§..
Activity around tweets (per week)
GO-GN and
OCWC, Slovenia
(end April 2014)
GO-GN and
OpenEd, USA
(end November
2014)OER Asia
Symposium
, Penang
(end June
2014)
A
....;§._§..
Activity around tweets (per week)
GO-GN and
OCWC, Slovenia
(end April 2014)
GO-GN and
OpenEd, USA
(end November
2014)OER Asia
Symposium
, Penang
(end June
2014)
Recommendation:
Continue tweeting around events as this draws higher levels of engagement
A
....;§._§..
“ROER4D” search: replies and mentions(at 2 March)
Going to track over time
Data fetched from Twitter’s API via NodeXL; Frucherman-Reingo algorithm
graph constructed in NodeXL
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“ROER4D” search: replies and mentions(at 2 March)
Going to track over time
Data fetched from Twitter’s API via NodeXL; graph constructed in NodeXL
Recommendation:
Pick up conversations with key people identified from these snapshots
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Share outputs early
Ask for participation
Track and measure engagement
Create and maintain relationships on and off-line
How to engage audiences early
Create and maintain relationships and networks
HOERJD ROERJD 25 Nov 2015
Happy to have @cnery>Hw back in Cape Town after ¢Iopened15
nalaled trave}s! Sharing stones of global mapeneducannn and #091
prmects.
es 1-
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cmuyl H-Wllilama Cheryl.-(‘JV 23 Nov zms
Hank m Cape Tcwnl Gral to see @De|Tatis & @BeckPin at
#cpened15. Look «orwama coauthored papers with #ROEFl4D!
Back Pm @Eeck>’m
Gnmy bear hugs to @Chary1HW a @oeITahs lmm ms
‘Loops - hope you gm home safe and see ynu won
saopensm 5
• 1. Government/policy makers
• 2. Teachers/educators
• 3. Institutions (HEI, Schools)
• 4. OER community
• 5. Global researchers
• 6. Funders
• 7. Development community
• 8. Others (specific interest/discipline)
• Textbook publishers
• Open data community
• MOOC providers
• Language practitioners
• etc
ROER4D Key Audiences
More granular and
specific audiences
emerging
Audience analysis ongoing
Thank you!Questions?
Comments?
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Links
Website: www.roer4d.org
Contact Author
Follow us: http://twitter.com/roer4D
Presentations: www.slideshare.com/roer4D
Acknowledgments & Attribution
This work is licensed under a Creative Commons Attribution 4.0 International License.
Written by Sukaina WaljiWith acknowledgement to Sarah Goodier
Contact:[email protected]