getting the best value out of the web

Best value out of the web

CILIPS annual conference, Mitchell Library, GlasgowWednesday 8 June 2011Christine Cahoon, @ronjeaJISC Netskills, @netskills

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Introduction• SCA and Netskills—workshops on ‘Maximising Online

Resource Effectiveness• Recognising the challenge of resource discovery• Significance and limitations of conventional SEO• Content structure, semantic mark-up—why it's important• Developing a promotional strategy• Joining data up using embedded metadata with RDFa• Leveraging HTML5, CSS3, basic metadata approaches, and

other technologies• Elements of content strategy, including people, technology

and processes

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Introduction

• Christine CahoonAcademia and BusinessHistory of working with internet and webNetskills and Strategic Content Alliance

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http://www.platypusconsultancy.com/static/platypusconsultancy/articles/19931012_warsaw_NSC_UNITE.pdf

Introduction

1993—Network Services Conference in Warsaw, George Munroe reported on the User Network Interface To Everything (UNITE) task force that...“...there is a network evolution with lots going on. Today the bemused user is surrounded by many exciting developments...”

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Introduction

Mary Dudman, Librarian, at the same 1993 conference:“... the Library goal is to provide access to as much information as possible, in the most versatile way possible, to the widest range of clientele we can possibly serve...”

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http://www.youtube.com/watch?v=soAk3F0wX9s 6


Participate or ignore, and why?

• what do you have to share• why would you want to share it• who would you share it with• how would you share it• what would indicate success• what are the possibilities

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What do you have to share

“The librarian isn't a clerk who happens to work at a library. A librarian is a data hound, a guide, a sherpa and a teacher. The librarian is the interface between reams of data and the untrained but motivated user.”

Seth Godin, entrepreneur and author

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Why would you want to share it

• Respected, trusted view... very influential• Create dialog • Build community• Getting feedback about your service and improve it!• Bring traffic to your web site

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http://www.youtube.com/watch?v=724lscXyR3A 10


http://mashable.com/2011/03/23/mobile-by-the-numbers-infogrpahic/http://techcrunch.com/2011/05/20/infographic-a-look-at-the-size-and-shape-of-the-geosocial-universe-in-2011/

Who would you share it with

• 5.3 billion mobile devices used worldwide—77% of the population

• 21.8% are smartphones—internet access and have greater computing ability than standard phone

• by 2014, it is estimated that mobile internet will outpass desktop internet usage

• Out of 629 million, 250 million people access Facebook using their mobiles

• Of the 200 million Twitter users, 40% tweet using their mobile

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Who would you share it with

• Identify who your audiences areAre there more than one...

• Define their profileWhat’s their demographics, interests, what technology do they use

• Prioritise how important it is to communicate with themIs it worth spending time and energy on those less important...

• What’s the purpose of communication to each How to deliver value to them... raise awareness, influence visitors...

• Compare your audiences and purposesAre your audiences and purposes the same for each audience...

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15http://master-degree-online.com/infographic-anatomy-of-a-librarian/


How would you share it

• Twitter—microblog of 140 characters for a ‘tweet’, follow, reply, retweet, share

• LinkedIn—build your professional network, be visible, connect with past and previous colleagues

• Wikipedia—submit an entry for your library• YouTube—informative movies that relate to your audience• Blogging—using e.g. WordPress, enabling others to read

and comment on what you’ve said• Facebook—social networking• ... and lots more—choose what suits you, your audience and

your purpose

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http://www.creativecommons.org/

How would you share it

• Effect on productivity• Managing interactions• Attribution and licensing• Identity• Reputation• Invisibility

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What would indicate success

• Increased traffic to web site or blog—monitored from Google Analytics

• Actual feedback you would receive from your blog• Increased awareness of your library service in the wider

community• Bring in revenue

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What are the possibilities

• The ‘Christine Cahoon’ Daily—personal newspaper• LinkedIn Today—daily professional newspaper• Blogging—giving your opinion, critical analysis, research,

feedback• Let others do the blogging!• Compiling YouTube movies to connect with audience• Facebook—co-ordinating many social content into one from

YouTube, blogs to Flickr• Virtual reality!

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http://paper.li/ronjea/ 22

http://www.linkedin.com/today/ 23


Reach other audiences... example

• Andy Priestner—head librarian of Cambridge University’s Judge Business School

• Blog—observations on a Jedi Librarian in an episode of Star Wars: The Clone Wars

• Picked up by local newspaper—blog went viral• Statistics—from several 50-60 visitors per day to almost 4K

at its peak

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http://libreaction.wordpress.com/2010/12/31/jedi-librarian/ 25

http://libreaction.wordpress.com/2011/01/16/going-viral/ 26


Content relevant to audience, example

• Imperial College, London—since 2008 student bloggers write about their experiences of student life and studies

• Each year students are keen to apply for these positions and share their insights

• The whole process so far has been self-regulating• Measures—over the past year >136,000 hits on the student

blogs/visitors spend an average of 1 minute 50 seconds on a page.

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http://www3.imperial.ac.uk/campus_life/studentblogs 28



• University of Glasgow Library, YouTube channel, uofg—lots of informative movies detailing services

• >2K of hits for introductory Library movie

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30http://www.youtube.com/user/uofg?blend=10&ob=5#p/u/0/6TgXVHinLwM



• Brigham Young University Library created movie based on ‘New Spice’ ad called “Study like a scholar, scholar”

• 2.7 million hits on YouTube

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http://www.youtube.com/watch?v=2ArIj236UHs 32



• Which ones the success?• What’s the message to potential students?• Any other benefits?

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http://www.nypl.org 34http://www.welovelibraries.org


http://www.nypl.org

Multiple social sources, example

• The mission of New York Public Library (NYPL) is to inspire lifelong learning, advance knowledge, and strengthen their communities

• Use of Twitter—100K followers in February 2011, 133K as of May 2011

• Facebook—as of May 2011 have 34.5K ‘Likes’• Social Media Week 2011—held in 9 cities in, NYPL chosen

for “its innovative adoptions of social media to build a fantastically engaged community of supporters”

• Target for fundraising campaign was $50K, soon had to be raised to $100K

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http://www.facebook.com/newyorkpubliclibrary 36

http://www.nypl.org/voices 37


Virtual library, possibility

Scott McIntyre from 1993 Warsaw NS conference reflected:“Navigation through infospace must be highly customisable... Personally I would like to be able to sit with a Virtual Reality helmet of some sort on, and represent the information sources as books on a library shelf. I can sort it however I want, paint the spines of important books in a bright colour for easy reference, even stack the books in different positions. Point, grasp, and you're there.”

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http://itunes.apple.com/us/app/nypl-biblion-worlds-fair/id433418206?hpfeature=1

Virtual Library, example

In 17 May, NYPL released “Biblion: The Boundless Library”...designed for you to jump from story to story as you move through Infoscape of the 1939-40 World’s Fair

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Summarise

• Wealth of knowledge and experience that should be shared• To provide a respected view, create dialog, build

community, get feedback, bring traffic• Know the audience you are trying to reach• Use the most appropriate tool that reaches your audience• Communicate the way that meets the audience and the

possibilities may surprise you...

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http://www.flickr.com/photos/juantaniom/3144034406/ 41


http://www.netskills.ac.uk/content/products/workshops/event/jisclon-jun11-scamore-r1/index.htmlhttp://scamore.netskills.biz/http://www.netskills.ac.uk

Going forward

SCAMORE workshops, June 23-24, Brettenham House, LondonAimed at practitioners who wish to gain an appreciation of many different convergent themes that impact their work of preparing, promoting or managing online material. It provides pertinent insights to what is possible and with what implications to inform organisation policy makers. We anticipate participants from universities, higher education, public sector services such as archives, museums, education, broadcasting and cultural heritage—it is equally suited to those from a commercial business background.

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Questions and answers

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getting the best value out of the web

Documents

best value

library service

jedi librarian

mitchell library

library goal

social content

professional network

mobile internet