The Strategic Content Alliance A presentation on the work of the SCA

Slide 203 May 2015 The Strategic Content Alliance The drive towards an e-Content Framework Emma Beer Strategic Content Alliance IPR Consultant

Slide 303 May 2015 The Strategic Content Alliance The e-Content Marathon – another “digital divide”

Slide 403 May 2015 The Strategic Content Alliance The Sponsors

Slide 503 May 2015 The SCA and a “Digital Britain”

Slide 603 May 2015 A sea of change… e-content “change agents” – policy and practice

Slide 703 May 2015 The e-Content Framework components (The SCA is developing these themes for the e-Content Framework)

Slide 803 May 2015 The current e-Content Framework (The current situation probably looks more like this)

Slide 903 May 2015 Business Models and Sustainability – Reports and Case Studies In-Depth Reports “These documents are excellent” Don Waters, Mellon Foundation “Real World” Case Studies

Slide 1003 May 2015 Business Modelling/ Sustainability WHY? Many scholarly, cultural and other digital projects keep returning to funding agencies for additional grants to support core operations. This limits the funds available to support new initiatives. The problem is heightened as the current economic crisis puts pressure on all sources of revenue. The questions: What sustainability models are currently in place across the digital scholarly landscape? How have these models been successful for specific projects, and what challenges do they bring? How can the stories behind these digital resources inform project managers and funders in the community?

Slide 1103 May 2015 In-Depth Report Business Modelling/ Sustainability: SCA/ Ithaka The Ithaka report (2008) identified the need for a change in the cultural environment surrounding grant-funded Online Academic Resource projects (OARs). OARs must aim to benefit users, not providers. Impact? Project leaders must not assume ongoing grant support. Sustainability plans should anticipate and pursue future growth. Projects should consider benefits of scale—if not on their own, then through partnerships. In a competitive world, strategic planning is essential. Needs of users and the competitive environment are changing. OAR leaders must embrace accountability. Creating structures that encourage creativity, risk-taking and innovation is imperative.

Slide 1203 May 2015 “Real World” Case Studies 8 SCA/JISC-funded cases in the UK and abroad: Centre for Computing in the Humanities Electronic Enlightenment V&A Images, Victoria & Albert Museum The National Archives University of Southampton Library Hindawi Publishing Corporation (Egypt) DigiZeitschriften (Germany) L’Institut national de l’audiovisuel (France) As well as 4 cases in the US: eBird Stanford Encyclopedia of Philosophy Thesaurus Linguae Graecae NSDL Middle School Pathway

Slide 1303 May 2015 Audience Analysis and Modelling – Report, Toolkit and Case Studies Initial Survey Report Toolkit Case Studies

Slide 1403 May 2015 Audience Analysis Why might I want to do audience research? Audience research is the process of planning and conducting a programme of work to better understand audiences and audience behaviour Knowledge about your audiences can provide evidence to help you answer the following questions –What are the key audiences of your service/research? –How do your audiences use your digital content? –What is the relationship between your digital and non-digital services? –Are your services meeting your audiences needs? When might audience research be useful? Knowledge about your audiences can be used to –develop a product or service- inform business planning –evaluate a service or project –demonstrate accountability to funders

Slide 1503 May 2015 Audience Analysis The stages of audience research The basic principles in the lifecycle –1. Target audience: describe and define the target audience –2. Plan: plan your research –3. Research: collect the data –4. Analyse: model your audience –5. Apply: exploit the evidence The principles are the same as for non-digital services, however –additional research techniques are available (eg web statistics) –there are potentially new audiences –how digital and non-digital services exist together is an interesting consideration Tools - Audience Analysis: Concise Guide - Visualisation diagrams - Briefing Papers

Slide 1603 May 2015 The Strategic Content Alliance Objectives of the SCA IPR Consultancy November end of March 2009 Led by Naomi Korn and Professor Charles Oppenheim Key objective – explore opportunities and obstacles presented by Intellectual Property Rights and licensing within the context of building a content framework Main areas of work: –Best practices and draft policy development –Licensing framework –Case Studies and Use Cases –Lobbying and advocacy

Slide 1703 May 2015 Synthesis; Context; and a Community of Expertise Online - “Digipedia” Digipedia is a moderated wiki that aims to provide: A framework to enable both the synthesis of the reports and other outputs from the Alliance Integration of that material into other high quality resources. When brought together, this information can provide both help and signposting in one place on all aspects of the digital content life cycle.

Slide 1803 May 2015 ‘Digipedia’ Digipedia is envisaged as a knowledge base for the policy framework of digital content across the domains of lifelong learning and teaching, research and cultural heritage. It brings together in one place authoritative resources (standards, policies, case studies, good practice and links to expertise) on all aspects of the digital life cycle from Digital Britain report to the Alliance Business Analysis case studies

Slide 1903 May 2015 Internet Marketing and Search Engine Optimisation Due to the unprecedented popularity of the Canadian Heritage information Network (CHIN) short course, 4 more have been organised in Cardiff, Edinburgh, Cardiff and Belfast by Netskills. Please see Canadian/ UK SEO case study Final report on the Canadian and UK SEO case studies (Monday June 22nd, 2009)

Slide 2003 May 2015 Communications - Electronic and Traditional Channels “Thanks for the SCA newsletter which is a very interesting read – full of info but not too long!” Tim Marshall, CEO JANET UK

Slide 2103 May 2015 UK partnerships

Slide 2203 May 2015 International partnerships

Slide 2303 May 2015 The e-Content Framework ‘What Success looks like’ (The ambition of the e- Content Framework is to nurture a set of mutually supportive commonly understood policies and strategies across the UK public sector and beyond)

Slide 2403 May 2015 Advocacy, Adaptation and Adoption… April 2009 onwards For JISC and others to achieve their strategic aims working in partnership across the public sector to leaver investment, knowledge and expertise is essential…JISC cannot build this on its own. From April 2009 the key challenge is to continue to target investment in build the e-content Framework through a new programme aimed at. Building trust and understanding across professional “silos” through joint working on key issues; Adding to a joint “knowledge base” through the e-Content Framework presentation layer;

Slide 2503 May 2015 Advocacy, Adaptation and Adoption… April 2009 onwards Transforming joint working through rapid innovation projects; Aligning advocacy and adoption through existing events and networks to “kick start” the e-content Framework – peer-to- peer communications; Building a suite of “Decision Making” tools for practitioners (IPR; business models; and audience analysis) for delivery through the presentation layer; Promoting the benefits of the adoption of the e-Content Framework with UK Govts; Agencies; and Internationally.

Slide 2603 May 2015 The End Thank you for listening and any questions? For Further information please contact me at….. Emma Beer