Transcript MS PowerPoint

http://www.ukoln.ac.uk/web-focus/events/seminars/stfc-2009/
Exploiting The Potential of
Web 2.0 and Social Media
Brian Kelly
UKOLN
University of Bath
Bath, UK
Email:
[email protected]
Twitter:
http://twitter.com/briankelly/
Acceptable Use Policy
Recording of this talk, taking photos,
discussing the content using email,
instant messaging, blogs, SMS, etc.
is permitted providing distractions to
others is minimised.
Blog:
http://ukwebfocus.wordpress.com/
Resources bookmarked using ‘stfc-2009' tag
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
About Me
Brian Kelly:
• UK Web Focus: a Web advisory post based at
UKOLN
• Funded by JISC and MLA to advise HE/FE and
cultural heritage sectors
• Web enthusiast since Jan 1993 (helped set up 1st
institutional Web server in UK HE)
• Published many papers & given many
presentations on variety of Web issues
UKOLN:
• National centre of expertise in digital information
management
• Located at the University of Bath
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www.ukoln.ac.uk
My Talk at PPARC, March 2007
I’ve been here before!
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www.ukoln.ac.uk
PPARC, March 2007
Contents
Web 2.0 – What Is It? (Talking …)
• Blogs
 Wikis
• RSS
 Mashups
• Microformats
 Comms tools
• Social bookmarking  …
Deployment Strategies (… doing)
• User focus
• Information literacy; staff development
• Risk assessment
• Safe experimentation
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www.ukoln.ac.uk
PPARC, March 2007
Approaches To Blogging
http://ukwebfocus.wordpress.com/
blog-policies/
Why? (clarify purposes):
• Dissemination
• Engagement & discussions
• Reflection
How:
• External vs local
• Team vs individual
Management:
• Policies (scope, quality, style, …)
• Evaluation, impact, ROI, …
Supporting a Bottom-Up Approach:
Bloggers must define a policy and state how the organisation will be safe
from possible
misuse
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PPARC, March 2007
PPARC 2.0: An Opportunity
Why do we apply copyright
which reserves all rights?
Why do we want to own all our
systems and applications?
IPR
Ownership
PPARC 2.0
Trust
What are the implications of
trusting our staff & our users?
Ongoing development
Can we apply a process of
continual development?
PPARC merger – an opportunity to challenge conventional
approaches
&inrethink
organisational
assumptions
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PPARC, March 2007
Why Not?
Why Not?
Civil
JISCService
prefers ‘best
of breed’
systems
Where’s the
vendor’s
roadmap?
This Web 2.0
thing is
simple to use
and can
provide lots
of benefits!
Adapted from Washington Post cartoon
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I want
JISCto
develop stuff
so I’ll always
have a job)
Google
might go
bankrupt
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Conclusions
PPARC, March 2007
Conclusions
To conclude:
• Web 2.0 can provide real benefits for our users
• However organisations tend to be conservative
• We therefore need:
 Advocacy
 To listen to users' concerns
 To address users' concerns e.g. risk management
• The wider community can benefit by adopting Web
2.0 principles of openness and sharing. So let us:
 Share our advocacy resources, risk management
techniques, etc.
 Develop your own social network based on openness,
trust, collaboration, ..
 Read UKWebFocus.wordpress.com Blog
www.ukoln.ac.uk
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Why Have You Invited Me Back?
Importance of Web 2.0 – it’s even more true!
(see “Higher Education in a Web 2.0 World” and “The
Edgeless University: why Higher Education Must
Embrace Technology” reports)
Do you:
• Want me to repeat the talk?
• Have specific concerns you’d like addressed?
• Want me to “beat [senior managers] over the
head with these two report until they realise that
Web 2.0 is changing the higher educational
environment”?
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www.ukoln.ac.uk
Visiting STFC Home Page
Attractive home
page (viewed in
Firefox)
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www.ukoln.ac.uk
UKOLN Home Page
Simpler visual
design – but notice:
• Browser RSS
bookmark
• RSS Panel
(browser
extension) Note
opened and
moved
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www.ukoln.ac.uk
Revisiting STFC Home Page
RSS icon:
• Not machine
discoverable
• Hard for humans
to find too!
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www.ukoln.ac.uk
SAC Get RSS!
The Scottish
Agricultural College
(SAC) provide range
of RSS feeds
Disclosure
I encouraged Scottish
HEIs to make greater
use of RSS at
seminar on "Web 2.0:
The Potential Of RSS
and Location Based
Services" in Sept
2006
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Sector Could Do Better
Auto-discoverable
RSS:
• Recommended best
practice
• Easy to implement
(1 line)
But not widely used 
Possible reasons:
• RSS is for geeks
• Limitations of CMS
• Home page controlled
by committee
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Why Bother? (1a)
Tony Hirst’s
OUseful.info blog
provides many
documented
examples of
reuse of RSS
feeds
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Why Bother? (1b)
RSS Feed from
Google News
Feed RSS into Dipity timeline
Loop using
Yahoo Pipes
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Compare with
news
release
www.ukoln.ac.uk
Why Bother? (2a)
RSS for ease of
viewing resources
on mobile devices
• My RSS feeds
(blogs plus
more)
• Feeds relevant
to UKOLN
• Forthcoming
events (e.g.
today’s event)
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www.ukoln.ac.uk
Why Bother? (2b)
The original Web
page provides:
• HTML
• RSS
• Auto-discoverable
link to RSS
• Link to mapping
service
<item>
<title>Exploiting The Potential of Web 2.0 and Social Media</title>
<link>http://www.ukoln.ac.uk/web-focus/events/#stfc-2009-07</link>
<guid>http://www.ukoln.ac.uk/web-focus/events/#stfc-2009-07</guid>
<description>Brian Kelly will give a seminar on "Exploiting The Potential
of Web 2.0 and Social Media" at the STFC on 9 July 2009.</description>
<geo:lat>51.568534</geo:lat>
<geo:long>-1.785965</geo:long>
RSS Item
A centre of expertise in</item>
digital information management
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Will People Visit Your Web Site?
“Most people visit only about 6 websites in a
day”
Ewan McIntosh at JISC Conference 2009
Which Web sites?
• Google
• BBC
• YouTube
• Facebook
• Twitter
• STFC
If you want people to read your content then get it to
where people are.
If you want to engage you’ll use Web 2.0 tools
But
how
do you
maximise
impact using Web www.ukoln.ac.uk
2.0?
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Blogs
Why Blog?
Multiple reasons for blogging (not all to
do with maximising access to resources
and ideas):
• Reflection
• Dissemination
• Engagement
• News and alerts
• Note-taking
• Experimentation
• ‘Think out loud’
• Personal development
• Syndication
•…
Jo Alcock (librarian at Wolverhampton University) has a blog which
allows her to engage with her users on library developments and
solicit
A centre feedback
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Blogs
Why I Blog
Reasons mentioned
previously.
In addition:
• Talk about plans for
new ‘stuff’ (events,
papers, ideas, …)
• Talk and ‘stuff’ I’ve
delivered (as
illustrated)
Use of a blog allows this
to be:
• Commented on
• Syndicated
• Repurposed
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Blogs
Why I Blog: Research Engagement
Keynote talk given at
OzeWAI 2009
conference
Follow-up blog post
• Maximise impact
• Facilitate discussions
(13 comments)
• Led to subsequent
paper being
published in
“Disability and
Rehability: Assistive
Technology”
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The Paper In The Repository
The paper in the
repository can fail
to engage with
potential
interested parties
(especially if only
the metadata is
available)
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Best Practices For Bloggers
Examples of best practices:
• Have a blog policy (e.g. ‘Don’t be
stupid’)
• Define the scope and target
audience
• Link to others
• Allow comments
• Respond to comments
• Decide on team or individual blog
• Make use of your blog posts
elsewhere
See UKOLN’s Cultural Heritage IntroBytes briefing
documents
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Blogs
From A Distance Blog
Chris Sexton, IT Service’s
Director at University of Sheffield
& current UCISA chair
Her blog:
• Outlines senior management
strategic thinking
• Embed title and link to my
most recent blog post
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Blogs
Reading, Even If Not Blogging
Negative impact –
the bad things they
say about your stuff
Can be useful to
monitor:
• Your brand
• Your ideas
• Your reputation
• Your stuff
• ….
Some minor criticisms from Stephen Downes,
a well-read Canadian e=learning guru
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A speedy reply, and
a positive response
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Twitter
What Can Twitter Offer?
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Twitter
What Can Twitter Offer?
Promoting blog
post about
possible event.
Brief - designed for
retweeting (RT)
Should you add
“Please RT”?
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www.ukoln.ac.uk
Twitter
What Can Twitter Offer?
“OMG they’re
criticising us – and
this is being
retweeted to new
groups!”
Note you don’t have
to respond (but you
may address issues
raised)
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Quick Surveys
Twitter for rapid
surveys & feedback
“Firefox is crashing
frequently. Is this
true for others?
Respond with
#firefoxcrashes or
#firefoxisfine.
Please RT.”
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Twitter Writing Style
New blog post published which I hope to gain a wide
audience for.
Announcement tweeted.
First draft
“Respect Copyright (and Subvert It!)" My thoughts on
copyright and openness in light of the #digitalbritain report
http://bit.ly/4XOMJ”
Second draft:
“Respect Copyright (and Subvert It!)" Thoughts on copyright
& openness in light of #digitalbritain report http://bit.ly/4XOMJ”
Rationale:
• Allow retweeting in entirety
• Clause which can be removed
(“in light of #digitalbritain report”)
to allow
for incommentary
(e.g.
“great post”)
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Twitter
Twitter – Some Evidence
Personal experience
• Most popular post on
UKOLN’s Cultural heritage
blog in May 2009:
“Explaining the Risks and
Opportunities Framework”
• Announced on Twitter at 08.55 on 21st May:
Blog post explaining the Risks & Opportunities
Framework published at http://tinyurl.com/p72kld
“I haven’t got the time to use Twitter. And it can’t
the ROI”
Really?
Ajustify
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Twitter
Twitter – Further Evidence
Where are the visits coming from?
As the top post has been tweeted, possibly the visits
are from a Twitter client (rather than the Twitter Web
site)
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“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 prefiltered and come in the form of a recommendation
from someone you are following.
TechCrunch, June 2009
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Slideshare
Slideshare To Promote Ideas
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
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What About Video?
Increasingly
users want video
content – and are
likely to use
Google or
YouTube to find
videos
Google Video might have been an obvious place to
store videos – but it is how being deprecated
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YouTube
Want to make your
University
appealing to
potential students?
They’re likely to
look at YouTube
What will they find?
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YouTube
Want to make your
University
appealing to
potential students?
They’re likely to
look at YouTube
What will they find?
Student-published videos may appeal to potential students –
but the approaches (drunkenness, copyrighted sound clips,
etc.) won’t
be
used inofficially
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Your Institutional Video
Is it worth trapping
your marketing videos
in your institutional
Web site?
The SEO tips for
enhancing the visibility
of your videos in
“Given that YouTube is by far the most popular YouTube follow wellvideo website, you should be publishing videos established guidelines
there (even if you are a B2B company like
(e.g. title, description,
HubSpot ”
tags, …)
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What About Facebook? (1)
Should you have a
Facebook presence for
your organisation?
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Social Networks
What About Facebook? (2)
There may already be
multiples pages and
groups for your
organisation
• <http://www.facebook.com
/pages/MiltonKeynes/The-OpenUniversity/7084005675?>
• <http://www.facebook.com
/group.php?sid=b8c4e095
201c81eb2da026ea04067f
b0&gid=2212434521>
• <http://www.facebook.com
/openuniversity/>
Note vanity URLs made available on 12 June 2009 – if
you
have
> 1,000
fans. Did
you miss out? www.ukoln.ac.uk
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Risks of Doing Nothing
Webinar held on
16 June 2009
Advice for US
Universities on how
to exploit social
networks
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What are the
risks of being
left behind?
Must a
service be
100% ‘pure’
before
choosing to
www.ukoln.ac.uk
use
it?
Risk Management
JISC infoNet Risk Management infoKit:
“In education, as in any other environment, you can’t
decide not to take risks: that simply isn’t an option in
today’s world. All of us take risks and it’s a question of
which risks we take”
Examples of people who are likely to be adverse stakeholders:
• People who fear loss of their jobs
• People who will require re-training
• People who may be moved to a different department /
team
• People .. required to commit resources to the project
• People who fear loss of control over a function or
resources
• People who will have to do their job in a different way
• People who will have to carry out new or additional
functions
• ofPeople
havemanagement
to use a new technology
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Critical Friends / Friendly Critics
JISC U&I
programme is
encouraging
establishment of
“Critical Friends”
<http://dev8d.jiscinvolve.org
/2009/02/10/>
Paul Walk (UKOLN)
was described as a
‘critical friend’ of
JISC
See <http://critical-friends.org/>
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Scenario Planning
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Towards a Framework
Biases
• Critical Friends
and friendly
critics
• Application to
existing
services
• Application to
in-house
development
•…
Intended
Purpose
Benefits
(various
stakeholders
Risks
(various
stakeholders
Missed Opps.
(various
stakeholders
Costs
(various
stakeholders
• Sharing
experiences
• Learning from
successes
& failures
• Tackling biases
•…
“Time To Stop Doing and Start
Thinking: A Framework For
Exploiting Web 2.0 Services”,
Subjective factors
Museums & the Web 2009
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Conclusions
Acknowledgments to Michael Edson for the Web Tech Guy and Angry
www.ukoln.ac.uk
Staff Person post / comic strip
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