1. A centre of expertise in digital information managementwww.ukoln.ac.uk Maximising the Effectiveness of Your Online Resources Promotional Strategies For Your Service Brian Kelly UKOLN University of Bath Bath, UK UKOLN is supported by: This work is licensed under a Attribution- NonCommercial-ShareAlike 2.0 licence (but note caveat) Session Aims In this session you will apply the knowledge you have gained by developing promotional plans for areas of interest to you. Session Aims In 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-20100602/ Twitter: http://twitter.com/briankelly/ http://twitter.com/ukwebfocus/ Email: b.kelly@ukoln.ac.uk Blog: http://ukwebfocus.wordpress.com/ Gowalla: http://gowalla.com/users/briankelly/

2. A centre of expertise in digital information managementwww.ukoln.ac.uk 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? 2

3. A centre of expertise in digital information managementwww.ukoln.ac.uk Context since 1997 3 X

4. A centre of expertise in digital information managementwww.ukoln.ac.uk 4 Context since 1997 http://www.flickr.com/photos/my_new_wintercoat/415138363/

5. A centre of expertise in digital information managementwww.ukoln.ac.uk Today….

6. A centre of expertise in digital information managementwww.ukoln.ac.uk Political Context David Camefon 6 X

7. A centre of expertise in digital information managementwww.ukoln.ac.uk

8. 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 8 Exercise

9. A centre of expertise in digital information managementwww.ukoln.ac.uk Scenarios 1Institutional / Departmental Challenges Wolves are at the door. Will Poppleton Uni survive? What about the IT Services department? What will you do? 2Opportunities for your Service You’ve launched a great new service. How do you promote it? You’ve an established (old media) marketing team 3Opportunities for your Project You’ve received project funding for 1 year – and no marketing budget. 4Opportunities for the Individual You are (or manage) a brilliant researcher. But they’re shy and hate the ‘marketing’ word (snake oil salesmen). What do you do? 5Your Choice Select your own scenario 9 Scenarios

10. A centre of expertise in digital information managementwww.ukoln.ac.uk Your Proposal You should prepare your case and make a brief presentation. Your presentation should address three 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 … 10

11. A centre of expertise in digital information managementwww.ukoln.ac.uk Any Questions? 11 E

12. A centre of expertise in digital information managementwww.ukoln.ac.uk 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? 12 C Group

13. A centre of expertise in digital information managementwww.ukoln.ac.uk 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? 13 C Group

14. A centre of expertise in digital information managementwww.ukoln.ac.uk 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? 14 C Group

15. A centre of expertise in digital information managementwww.ukoln.ac.uk 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? 15 C Group

16. A centre of expertise in digital information managementwww.ukoln.ac.uk 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? 16 C Group

17. A centre of expertise in digital information managementwww.ukoln.ac.uk Your Proposals Now provide a summary of your proposals 17

18. A centre of expertise in digital information managementwww.ukoln.ac.uk 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? 18 C Monitor situation. Don’t worry, it’s hypothetical. Use of Oppenheim formula.

19. A centre of expertise in digital information managementwww.ukoln.ac.uk 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? 19 C Holistic approach to accessibility. Use of, e.g., Twitter for captioning videos.

20. A centre of expertise in digital information managementwww.ukoln.ac.uk 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? 20 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.

21. A centre of expertise in digital information managementwww.ukoln.ac.uk 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? 21 C Policies on ownership of content currently hosted externally. Mechanisms for migration of content.

22. A centre of expertise in digital information managementwww.ukoln.ac.uk 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? 22 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

23. A centre of expertise in digital information managementwww.ukoln.ac.uk The Researcher Carol Gole’s slides 23 Slides uploaded on behalf of Professor Carole Goble

24. A centre of expertise in digital information managementwww.ukoln.ac.uk 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? 24 Who?

25. A centre of expertise in digital information managementwww.ukoln.ac.uk 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; …? 25 Ethics?

26. A centre of expertise in digital information managementwww.ukoln.ac.uk Case Study 1: IWMW 2010 Background 14 th 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 26

27. A centre of expertise in digital information managementwww.ukoln.ac.uk Case Study 1: IWMW 2010 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 27

28. A centre of expertise in digital information managementwww.ukoln.ac.uk Case Study 1: IWMW 2010 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 28

29. A centre of expertise in digital information managementwww.ukoln.ac.uk 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 29 The organisation Content Community Outputs

30. A centre of expertise in digital information managementwww.ukoln.ac.uk 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? Authors 30

31. A centre of expertise in digital information managementwww.ukoln.ac.uk 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 31

32. A centre of expertise in digital information managementwww.ukoln.ac.uk Questions Any questions? 32 Name: Brian Kelly Address: UKOLN, University of Bath, BATH, UK Email: b.kelly@ukoln.ac.uk Web 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, UK Email: b.kelly@ukoln.ac.uk Web site: http://www.ukoln.ac.uk/ Blog: http://ukwebfocus./wordpress.com/ Twitter: briankelly and ukwebfocus (automated feed)