1. A centre of expertise in digital information managementwww.ukoln.ac.uk Maximising the Effectiveness of Your Online Resources Promotional Strategies 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-201004/ Twitter: http://twitter.com/briankelly/ http://twitter.com/ukwebfocus/ Email: b.kelly@ukoln.ac.uk Blog: http://ukwebfocus.wordpress.com/ Gowalla: (new) 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 practice? 2

3. A centre of expertise in digital information managementwww.ukoln.ac.uk 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: its full of trivia A neutral: who is open to persuading 3 Exercise

4. 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 Youve launched a great new service. How do you promote it? Youve an established (old media) marketing team 3Opportunities for your Project Youve received project funding for 1 year – and no marketing budget. 4Opportunities for the Individual You are (or manage) a brilliant researcher. But theyre shy and hate the marketing word (snake oil salesmen). What do you do? 5Your Choice Select your own scenario 4 Scenarios

5. 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 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 … 5

6. A centre of expertise in digital information managementwww.ukoln.ac.uk Any Questions? 6 E

7. 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? 7 C

8. 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? 8 C

9. 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? 9 C

10. 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? 10 C

11. 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 doesnt have a neutral point of point may be subject to deletion How do you respond? 11 C

12. A centre of expertise in digital information managementwww.ukoln.ac.uk Your Proposals Now provide a summary of your proposals 12

13. 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? 13 C Monitor situation. Dont worry, its hypothetical. Use of Oppenheim formula.

14. 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? 14 C Holistic approach to accessibility. Use of, e.g., Twitter for captioning videos.

15. 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? 15 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.

16. 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? 16 C Policies on ownership of content currently hosted externally. Mechanisms for migration of content.

17. 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 doesnt have a neutral point of point may be subject to deletion How do you respond? 17 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

18. A centre of expertise in digital information managementwww.ukoln.ac.uk 18 Twitter – Some Evidence Personal experience Most popular post on UKOLNs Cultural heritage blog in May 2009:Explaining the Risks and Opportunities Framework Announced on Twitter at 08.55 on 21 st May 2009: Blog post explaining the Risks & Opportunities Framework published at http://tinyurl.com/p72kld Twitter I havent got the time to use Twitter. And it cant justify the ROI Really? Evidence

19. A centre of expertise in digital information managementwww.ukoln.ac.uk 19 Twitter – Further Evidence Where are the visits coming from? Twitter As the top post has been tweeted, possibly the visits are from a Twitter client (rather than the Twitter Web site) Evidence

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

21. A centre of expertise in digital information managementwww.ukoln.ac.uk 21 Slideshare To Promote Ideas Slideshare 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

22. A centre of expertise in digital information managementwww.ukoln.ac.uk The Researcher Carol Goles slides 22 Slides uploaded on behalf of Professor Carole Goble

23. 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? 23 Who?

24. 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; …? 24 Ethics?

25. A centre of expertise in digital information managementwww.ukoln.ac.uk Case Study 1: IWMW 2010 Background 14 th in series of UKOLNs 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) wont have budget to attend and (b) will feel theres little new to be gained 25

26. 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 26

27. 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 27

28. 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 28 The organisation Content Community Outputs

29. 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 29

30. A centre of expertise in digital information managementwww.ukoln.ac.uk Whats Missing? Two case studies: Based on motivated individuals Doesnt 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 30

31. A centre of expertise in digital information managementwww.ukoln.ac.uk Questions Any questions? 31 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)