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http://www.ukoln.ac.uk/web-focus/events/workshops/scamore-20101012/
Maximising the Effectiveness of Your Online Resources
Promotional Strategies
For Your Service
Brian Kelly
UKOLN
University of Bath
Bath, UK
Email:
[email protected]
Blog:
http://ukwebfocus.wordpress.com/
Session Aims
In 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/
UKOLN is supported by:
A centre of expertise in digital information management
This work is licensed under a AttributionNonCommercial-ShareAlike 2.0 licence
(but note caveat) www.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?
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Context
since 1997
X
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Context
since 1997
http://www.flickr.com/photos/my_new_wintercoat/415138363/
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Today….
Today….
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Political Context
David Camefon
X
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Exercise
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
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Scenarios
Scenarios
1 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 Service
You’ve launched a great new service. How do you promote it?
You’ve an established (old media) marketing team
3 Opportunities for your Project
You’ve received project funding for 1 year – and no marketing
budget.
4 Opportunities 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?
5 Your Choice
Select your own scenario
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Your Proposal
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You 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 communicate
2. The user benefits
3. The resource requirements
4. The staff responsible for the work
5. Approaches to sustainability
6. The tools you will use
7. The evidence to demonstrate value
8. The risks & approaches to managing such risks
9. Ethical considerations
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… in digital information management
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Any Questions?
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C
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?
Group
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C
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?
Group
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C
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?
Group
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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?
Group
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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?
Group
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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?
Monitor situation. Don’t worry, it’s hypothetical
Use of Oppenheim formula
.
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.
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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?
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?
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?
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?
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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The Researcher
Slides uploaded on behalf
of Professor Carole Goble
Carol Gole’s
slides
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Who?
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 bottomup approaches
• Who owns the content?
• How do you address the risks of bottomup approaches?
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Ethics?
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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Questions
Any questions?
Name: Brian Kelly
Address: UKOLN, University of Bath, BATH, UK
Email: [email protected]
Web site: http://www.ukoln.ac.uk/
Blog: http://ukwebfocus./wordpress.com/
Twitter: briankelly and
ukwebfocus (automated feed)
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