Getting the best value out of the web


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This is an introductory talk on social media as presented at the Chartered Institute of Library and Information Professionals in Scotland (CILIPS) 'Imaging the Future' conference on 7-8 June 2011. It describes the challenge that exists regarding participating in social media to library staff, provides an introduction to social networks and related media, with examples of how individuals and libraries are realising associated benefits.

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Getting the best value out of the web

  1. 1. Best value out of the webCILIPS annual conference, Mitchell Library, GlasgowWednesday 8 June 2011Christine Cahoon, @ronjeaJISC Netskills, @netskills 1
  2. 2. Best value out of the webIntroduction• SCA and Netskills—workshops on ‘Maximising Online Resource Effectiveness• Recognising the challenge of resource discovery• Significance and limitations of conventional SEO• Content structure, semantic mark-up—why its important• Developing a promotional strategy• Joining data up using embedded metadata with RDFa• Leveraging HTML5, CSS3, basic metadata approaches, and other technologies• Elements of content strategy, including people, technology and processes 2
  3. 3. Best value out of the webIntroduction• Christine Cahoon Academia and Business History of working with internet and web Netskills and Strategic Content Alliance 3
  4. 4. Best value out of the webIntroduction1993—Network Services Conference inWarsaw, George Munroe reported onthe User Network Interface ToEverything (UNITE) task force that...“...there is a network evolution with lotsgoing on. Today the bemused user issurrounded by many excitingdevelopments...” 4
  5. 5. Best value out of the webIntroductionMary Dudman, Librarian, at the same 1993 conference:“... the Library goal is to provide access to as much informationas possible, in the most versatile way possible, to the widestrange of clientele we can possibly serve...” 5
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  7. 7. Best value out of the webParticipate or ignore, and why?• what do you have to share• why would you want to share it• who would you share it with• how would you share it• what would indicate success• what are the possibilities 7
  8. 8. Best value out of the webWhat do you have to share“The librarian isnt a clerk who happens to work at a library. Alibrarian is a data hound, a guide, a sherpa and a teacher. Thelibrarian is the interface between reams of data and theuntrained but motivated user.” Seth Godin, entrepreneur and author 8
  9. 9. Best value out of the webWhy would you want to share it• Respected, trusted view... very influential• Create dialog• Build community• Getting feedback about your service and improve it!• Bring traffic to your web site 9
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  12. 12. Best value out of the webWho would you share it with• 5.3 billion mobile devices used worldwide—77% of the population• 21.8% are smartphones—internet access and have greater computing ability than standard phone• by 2014, it is estimated that mobile internet will outpass desktop internet usage• Out of 629 million, 250 million people access Facebook using their mobiles• Of the 200 million Twitter users, 40% tweet using their mobile 12
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  14. 14. Best value out of the webWho would you share it with• Identify who your audiences are Are there more than one...• Define their profile What’s their demographics, interests, what technology do they use• Prioritise how important it is to communicate with them Is it worth spending time and energy on those less important...• What’s the purpose of communication to each How to deliver value to them... raise awareness, influence visitors...• Compare your audiences and purposes Are your audiences and purposes the same for each audience... 14
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  18. 18. Best value out of the webHow would you share it• Twitter—microblog of 140 characters for a ‘tweet’, follow, reply, retweet, share• LinkedIn—build your professional network, be visible, connect with past and previous colleagues• Wikipedia—submit an entry for your library• YouTube—informative movies that relate to your audience• Blogging—using e.g. WordPress, enabling others to read and comment on what you’ve said• Facebook—social networking• ... and lots more—choose what suits you, your audience and your purpose 18
  19. 19. Best value out of the webHow would you share it• Effect on productivity• Managing interactions• Attribution and licensing• Identity• Reputation• Invisibility 19
  20. 20. Best value out of the webWhat would indicate success• Increased traffic to web site or blog—monitored from Google Analytics• Actual feedback you would receive from your blog• Increased awareness of your library service in the wider community• Bring in revenue 20
  21. 21. Best value out of the webWhat are the possibilities• The ‘Christine Cahoon’ Daily—personal newspaper• LinkedIn Today—daily professional newspaper• Blogging—giving your opinion, critical analysis, research, feedback• Let others do the blogging!• Compiling YouTube movies to connect with audience• Facebook—co-ordinating many social content into one from YouTube, blogs to Flickr• Virtual reality! 21
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  24. 24. Best value out of the webReach other audiences... example• Andy Priestner—head librarian of Cambridge University’s Judge Business School• Blog—observations on a Jedi Librarian in an episode of Star Wars: The Clone Wars• Picked up by local newspaper—blog went viral• Statistics—from several 50-60 visitors per day to almost 4K at its peak 24
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  27. 27. Best value out of the webContent relevant to audience, example• Imperial College, London—since 2008 student bloggers write about their experiences of student life and studies• Each year students are keen to apply for these positions and share their insights• The whole process so far has been self-regulating• Measures—over the past year >136,000 hits on the student blogs/visitors spend an average of 1 minute 50 seconds on a page. 27
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  29. 29. Best value out of the webContent relevant to audience, example• University of Glasgow Library, YouTube channel, uofg—lots of informative movies detailing services• >2K of hits for introductory Library movie 29
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  31. 31. Best value out of the webContent relevant to audience, example• Brigham Young University Library created movie based on ‘New Spice’ ad called “Study like a scholar, scholar”• 2.7 million hits on YouTube 31
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  33. 33. Best value out of the webContent relevant to audience, example• Which ones the success?• What’s the message to potential students?• Any other benefits? 33
  34. 34. http://www.welovelibraries.org 34
  35. 35. Best value out of the webMultiple social sources, example• The mission of New York Public Library (NYPL) is to inspire lifelong learning, advance knowledge, and strengthen their communities• Use of Twitter—100K followers in February 2011, 133K as of May 2011• Facebook—as of May 2011 have 34.5K ‘Likes’• Social Media Week 2011—held in 9 cities in, NYPL chosen for “its innovative adoptions of social media to build a fantastically engaged community of supporters”• Target for fundraising campaign was $50K, soon had to be raised to $100K 35
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  38. 38. Best value out of the webVirtual library, possibilityScott McIntyre from 1993 Warsaw NS conference reflected:“Navigation through infospace must be highly customisable...Personally I would like to be able to sit with a Virtual Realityhelmet of some sort on, and represent the information sourcesas books on a library shelf. I can sort it however I want, paintthe spines of important books in a bright colour for easyreference, even stack the books in different positions. Point,grasp, and youre there.” 38
  39. 39. Best value out of the webVirtual Library, exampleIn 17 May, NYPL released “Biblion: TheBoundless Library”...designed for you tojump from story to story as you movethrough Infoscape of the 1939-40World’s Fair 39
  40. 40. Best value out of the webSummarise• Wealth of knowledge and experience that should be shared• To provide a respected view, create dialog, build community, get feedback, bring traffic• Know the audience you are trying to reach• Use the most appropriate tool that reaches your audience• Communicate the way that meets the audience and the possibilities may surprise you... 40
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  42. 42. Best value out of the webGoing forwardSCAMORE workshops, June 23-24, Brettenham House, LondonAimed at practitioners who wish to gain an appreciation ofmany different convergent themes that impact their work ofpreparing, promoting or managing online material. It providespertinent insights to what is possible and with whatimplications to inform organisation policy makers. Weanticipate participants from universities, higher education,public sector services such as archives, museums, education,broadcasting and cultural heritage—it is equally suited tothose from a commercial business background. 42
  43. 43. Best value out of the webQuestions and answers ? 43