A centre of expertise in digital information management Maximising the Effectiveness of Your Online...

A centre of expertise in digital information management

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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/


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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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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


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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


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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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Any Questions?

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E


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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


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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


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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


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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


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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


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Your Proposals

Now provide a summary of your proposals

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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 .


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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 .


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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.


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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 .


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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


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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


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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


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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


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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


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The Researcher

Carol Gole’s slides

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Slides uploaded on behalf of Professor Carole Goble


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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?


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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?


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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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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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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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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


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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


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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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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)

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