Maximising Online Resource Effectiveness Workshop Session 6/8 Promotional strategies (alternative BK...

photo: ©GM 2010

Social strategy—SCAMORE 6/8 (alternative)

Promotion strategySession 6/8

A centre of expertise in digital information management www.ukoln.ac.uk

Maximising the Effectiveness of Your Online Resources

Promotional Strategies For Your Service 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.

Twitter:http://twitter.com/briankelly/http://twitter.com/ukwebfocus/

Email:[email protected]:http://ukwebfocus.wordpress.com/

http://www.ukoln.ac.uk/web-focus/events/workshops/scamore-20101012/

http://creativecommons.org/licenses/by-nc/2.0/uk/





http://www.ukoln.ac.uk/web-focus/events/resources/standard/cc-licence/













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 real world areas of relevance?• Within the current political and economic

context?

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Context since 1997

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A centre of expertise in digital information management www.ukoln.ac.uk 4

Context since 1997

http://www.flickr.com/photos/my_new_wintercoat/415138363/




Today….Today….


Political ContextDavid Camefon

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Climate Chaos


Climate Chaos

Global Rece

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CutsClimate Chaos

Global Rece

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CutsClimate Chaos

Global Rece

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Exercises: The ContextIn 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

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Exercise


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


Your ProposalYou should prepare your case and make a brief (2-4 mins) presentation. Your presentation should address three of the following issues:

1. The key messages you wish to communicate2. The user benefits3. The resource requirements4. The staff responsible for the work5. Approaches to sustainability6. The tools you will use7. The evidence to demonstrate value8. The risks & approaches to managing such risks9. Ethical considerations10.…

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Any Questions?

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E


Constraints: LegalALERTIt 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

Group


Constraints: AccessibilityALERTIt 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

Group


Constraints: SustainabilityALERTIt 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

Group


Constraints: StaffingALERTIt 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

Group


Constraints: WikipediaALERTIt 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

Group


Your ProposalsNow provide a summary of your proposals

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Constraints: LegalALERTIt 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 .

http://www.ukoln.ac.uk/web-focus/papers/cultural-heritage-online-2009/





http://ukwebfocus.wordpress.com/2010/04/06/twitter-and-the-digital-economy-bill/






Constraints: AccessibilityALERTIt 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 .

http://ukwebfocus.wordpress.com/2010/03/23/issues-in-crowd-sourced-twitter-captioning-of-videos/






Constraints: SustainabilityALERTIt 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.


Constraints: StaffingALERTIt 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 .







Constraints: WikipediaALERTIt 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

http://en.wikipedia.org/wiki/Wikipedia:Reasonability_Rule





http://en.wikipedia.org/wiki/Wikipedia:COMMON






The ResearcherCarol Gole’s slides

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Slides uploaded on behalf of Professor Carole Goble

http://www.slideshare.net/dullhunk/the-seven-deadly-sins-of-bioinformatics






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?


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?


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)

Maximising Online Resource Effectiveness Workshop Session 6/8 Promotional strategies (alternative BK...

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