Transcript MS PowerPoint 97/2000 format

http://www.ukoln.ac.uk/web-focus/events/seminars/aberystwyth-20091021/
Maximising Impact And Access
Using The Social Web
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 ‘aber-20091021' 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 This Session
Aims of the session:
• To describe how various Social Web services
can help to maximise access to professional
resources, services and ideas.
• To discuss ways in which such services can be
used to support your particular areas of interest.
• To address the ethical issues related to use of
the Social Web.
• To help you to develop plans for making use of
the Social Web to support your personal,
departmental and institutional aims.
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Why Bother? (1)
Need to consider implications of the
“The Edgeless University” report:
• “The forces now confronting higher
education have been called 'a
perfect storm’. They are serious
challenges. [HEIs] can no longer
depend on ever-increasing
allocation of funds”
• “This seminar feels a bit like sitting
with a group of record industry
executives in 1999”
Conclusions:
• Universities need to respond by
reaching out – they are becoming
’edgeless’
• A renewed commitment to openness
• Experimentation and investment
New tools to support teaching
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Why Bother? (2)
This talk will cover:
• Implications of the “Higher
Education in a Web 2.0
World” report
• What ‘network as a
platform’ / Cloud computing
means to IT Service
departments
• How the University might
respond
• How IT Service
departments can make use
of the Social Web
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Revisiting SEO
Web sites
Google
(Live Search
Bing, …)
Real
world
Databases
Summary of key approaches:
• Apply various techniques to Web resources to
make resources easier to find in Google, …
Directories
• Resources may include organisational Web
suites, third party Web sites, databases, …
• Resources may also include real world objects
and ideas (i.e. your museum, your research
ideas, …)
• Based on understanding of importance of
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information
management
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Google
to end
users
5
Beyond SEO
Web sites
Real
world
Social Services
(Facebook,
Slideshare,
Twitter, …)
Databases
Summary of key approaches:
Directories
• Make use of social networking services which
people may use of discuss your services
• Services may include Facebook, MySpace,
Slideshare, Twitter, …
• No need to touch your Web sites (so useful if
you can’t!)
• Based on understanding of popularity of SNs
and people’s
interests in chattingwww.ukoln.ac.uk
and sharing
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Opportunities & Challenges
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It’s About The Individual!
Focus of the Social
Web is the individual.
Challenges posed:
• ‘It’s my space’
• ‘Sustainability
• Privacy
• Editorial control
• Branding
• …
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Structure of Talk
•
•
•
•
•
•
Introduction
“Pimp” Up Your Stuff
Monitoring the Impact
Convincing the ‘Beancounters’
The Ethical Issues
Questions and Conclusions
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Wikis
What Does Google Find?
Pages in Wikipedia
are Google-friendly
• First 3rd party Web
site for search for
‘British Library’ is
from Wikipedia
• Similar results
found for a search
for ‘British Postal
Museum’
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Wikis
Exploiting Wikipedia
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Is your
organisation
listed in
Wikipedia?
If not you are
missing out on
a (free)
marketing
opportunity.
Is your area of
interest
included? If so,
are you a
contributor?
www.ukoln.ac.uk
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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12
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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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 and
access is restricted!
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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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of expertise
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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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information management
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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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Slides
Slides To Engage Users
Slides designed to allow
users to make use of
content and links:
• AUP giving permission
to reuse content &
exploit WiFi network to
discuss content
• Hyperlinks in slides
• Link to master copy
provided in title slide and
footer in handout
• Tag used in del.icio.us
The PowerPoint file is a resource which can
to bookmark resources
be easily accessed, discussed and provide
(no need to copy URLs)
links to relevant resources during a talk and
subsequently.
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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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of expertise
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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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in digital information
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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?
Conclusions
The Social Web:
• Can be used to enhance access to digital
resources, real world resources and ideas
and concepts
• Ignoring the potential may mean you lose
out to your peers, competitors or rivals
• Can form part of your organisation’s
mission and not just an added extra for
dissemination
• But there are risks – to be explored later
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Using the Social Web to Maximise Access to your Resources:
User Input 1: Demonstrating the
Impact of the Social Web
User Input 2: Challenges In
Making Use of the Social Web
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
D
Issues 1
Provide suggestions on:
• How you might demonstrate the impact of
use of the Social Web
• How you might gather and use evidence to
convince sceptics e.g. funders who wish to
reduce funding; tabloid newspapers; …
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D
Issues 2
Provide suggestions on:
• The main challenges in exploiting the
Social Web to enhance access to your
resources and services?
• How might you address such challenges?
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The Challenges
You
Colleagues
Unconvinced
ROI (demonstrate/
maximise?
Lack of resources
Firewalls
No time
Sustainability
Interoperability
Challenges
Limited
Understanding
No support from
management
Technical Issues
It’s “my” space
Concerns
Doing it
ethically
It’s a Social
(not work) Web
Branding,
editorial control
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Deployment Strategies
Interested in using Social Web in your organisation?
Worried about corporate inertia, power struggles, etc?
There’s a need for a deployment strategy:
• Addressing business needs
• Low-hanging fruits
• Observe emerging best practices
• Encouraging the enthusiasts (don’t get in the way)
• Staff training & development
• Address areas you feel comfortable with
• Impact analysis and assessment
• Risk and opportunity management strategy
• Accept that you won’t do it
• …
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You Don’t Need To Blog!
Perhaps blogging &
twittering (and speaking at
conferences) is best left to
those with a passion for
user engagement?
Suggestions:
• Encourage the
enthusiast
• Lightweight
bureaucracy: “Don’t be
stupid”, emerging
patterns of Twitter
usage
,…
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What You (Maybe) Shouldn’t Do
Aim: Maximise traffic
Approach: Use “Topless Swedish Model” in title
Comment: But you may wish to use humour, puns, …
So be honest in your reporting.
Aim: Maximise comments
Approach: Misspell people’s names in order to get
then to respond (and then say thanks)
Comment: But you may make spelling mistakes. Again
be honest in your reporting.
Aim: Maximise traffic
Approach: Run an automated tool over site.
Comment: But you may wish to use such tools. Again
be
honest in your reporting.
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You Might Need a ‘Policy’
Dangers:
• A policy is bureaucratic,
• Fails to understand new technologies
• …
Dangers of no policy:
• Over-the-top
reaction
A lightweight policy:
• Mosman Council page describes “who is tweeting
on behalf of the Council (the web team based at
the Library); why they are doing it; their reply
policy and how to stop them following you”
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Return On Investment
Justifying ROI
• What’s the purpose of the Social Web service:





Dissemination
Remember 1-9-90 ‘rule’
Engaging with users
Reflective thinking
Providing opportunity for comment
…
Maximising ROI
• Timeliness
• Appropriateness
• Challenging
publishing
assumptions
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Tuesday post
Monday post
Saturday
post
Friday post
www.ukoln.ac.uk
“It‘s My Space”
“Can you send this message
on your list?”
“Can you mention it in your
blog?”
NB Happy to
mention Oxford’s
“Wall of 100 Faces”
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Get your students to
say how great the
Uni is and make
interface attractive
and appealing
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My Political Views
A poll carried
out by the Daily
Mail on 19 June
2009
Surprised by results?
A triumph for the liberal intelligentsia on
Twitter? Echoes of public protests in
dictatorships.
But what if I had been promoting the BNP?
(Note the
wording in my tweet)
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Influencing & Observing
The Daily Mail hid the
results
Blog post published
on activism & ethics
• Encouraging votes
• Multiple votes
• Citing tweets
• Capturing images
of tweets and
Twitterers
Opportunity to analyse influence in social networks –
but
isofthis
ethical?
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expertise
in digital information management
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Dodgy Use of Twitter
Habitat:
• Monitor ‘trending’
Twitter hashtags
• Publish advertising
tweets with these
hashtags
Including:
• Hashtag about
Iranian elections!
How do we ensure we use
SNs in ethical way? Do we
simply avoid their
use?
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What About Metrics?
Martin Wellers blog post on
“Connections versus Outputs”
on impact in Social Web
Lists in 'distance learning‘ of:
• Top influencers
• Sites/people have a high
level of 'hubness‘
("characteristic of
disproportionately linking
to those who are
authoritative on a given
topic“)
But how reliable is this?
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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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expertise inwho
digitalwill
information
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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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Towards a Framework
Biases
• Critical friends
• Application to
existing
services
• Application to
in-house
development
•…
See blog post on
Critical Friends,
Friendly Critics
(and Hostile
Opponents!)
Intended
Purpose
Benefits
(various
stakeholders
Risks
(various
stakeholders
Missed Opps.
(various
stakeholders
Costs
(various
stakeholders
Subjective factors
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• Sharing
experiences
• Learning from
successes
& failures
• Tackling biases
•…
“Time To Stop Doing and Start
Thinking: A Framework For
Exploiting Web 2.0 Services”,
Museums & the Web 2009
conference
Note also JISC’s
Scenario Planning
work
www.ukoln.ac.uk
Using The Framework
Twitter for individuals Organisational Fb Page
Community
support
Rapid
feedback
Justify ROI
Org. brand
Communitybuilding
Low?
Intended
Purpose
Benefits
(various
stakeholders
Risks
(various
stakeholders
Missed Opps.
(various
stakeholders
Costs
(various
stakeholders
Critical Friends /
Friendly Critics
• UKOLN blogs
Large
• Email list
audiences
discussions
Learning
Ownership,
• Many blogs
privacy, lock-in
Engaging with a
Twitter
Marketing
community
opportunity
• Conferences
Low?
• Papers
•…
Marketing
events,…
Note personal
biases!
Use
of approach in two scenarios: CILIP use of Twitterwww.ukoln.ac.uk
& Facebook
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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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