Maximising Online Resource Effectiveness Workshop Session 4/8 Using the social web


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Session 4/8. Using the social web. The Strategic Content Alliance, JISC sponsored workshops on Maximising Online Resource Effectiveness, held on different occasions throughout 2010 and delivered by Netskills.

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  • So make yourself comfortable, because I’m going to be talking for around 30 minutes setting the context for the session by considering how social media can be used as part of your JISC project.

    In the spirit of social media, feel free to contribute, either through the backchannel, or by interrupting, ask questions and making comments.
  • After that, we’re going to ask you to use those wobbly bits in your mouth to talk to each other about your experiences of & attitudes to using social media in projects – yours and others you know about.

    This is intended to be a very informal discussion, but one that will hopefully let you share ideas and approaches and inform the final bit of the session…
  • Which is to create an action plan for how you actually would/will use social media in your project(s).

    I appreciate that you might all be at different stages of your project, so it might not be appropriate to start introducing new ways of working into your practice, but hopefully there will be something you can take from this for your current – or future projects.
  • We don’t have time to worry about this stuff, we need to get the project done.

    Hopefully you’re presence here today means you don’t think social media is just a load of marketing fluff and a waste of time, but that is still an attitude that we commonly encounter. That it’s for the social and the trivial, not for serious academic pursuits.

    There is an element of truth in that and I don’t want you to feel we are trying to coerce you into something pointless or to tick a box for JISC.

    Rather, we’re hoping that you’ll find areas where social media can genuinely help you reach your communities and engage with them in ways that are mutually beneficial.
  • So, my role today is one of evangelism & pragmatism…

    The evangelism comes from working with technology in the context of supporting JISC projects and seeing how when used appropriately, it can make things easier and better .

    And like any preacher, I’m just passing on the good word from the people actually experiencing it.
  • The pragmatism comes from knowing how difficult it can be to work on projects .

    So while it’s easy for us to make casual recommendations, it’s up to you to decide what will work in practice in the context of your project.
  • By publishing objects through social media channels/services, you are making them into social objects.

    That means you can potentially reach a much wider audience than simply placing them in your site ever would.

    People go to YouTube et al knowing that there will be a huge range of material on any given topic and in browsing through this, may stumbleupon your media.

    As this is social, they can then comment, share, favourite, embed, rate…helping it rise to the top of the social media channel and reach new audiences in the places they embed/share.
  • Putting photos on Flickr turned this from a small academic project into something that the public can use, engage with, contribute to.
  • Back in the day, when the web was young, JISC projects simply needed to have a website and to produce a final report.

    While these might still be necessary, they’re probably no longer sufficient (for a successful project).

    The web at 20 has changed and we need to embrace those changes.

  • So, how has the web changed and why does it matter?

    The web is no longer just a destination where people go and passively consume content. The web is a platform for interaction, communication and collaboration. A space where people can share, chat and be social, as well as productive.
  • Based on an architecture of participation, where users expect to be part of the conversation, be able t o comment, like, rate, feedback, share - contribute
  • Always connected.

    Participate from anywhere at anytime. Immediate, realtime communication and discussion on a massive scale.

    Feed off each other: Social media is ideal for production and consumption via mobile devices and is driving their uptake, as in turn the growth in use of mobile devices is driving uptake of social media.
  • Producing and distributing media is no longer a specialist and expensive activity.

    Kit is cheap and widely available and there are a wealth of services that make distribution quick, simple and free.

    Have a blog, you’re a journalist or published author.
    Have a camera, you’re a photojournalist.
    Have a podcast – you’re a radio station
    Use YouTube – you’re a TV station

    That’s equating ‘new media’ to old media, but social means something different/more.
  • Even the government recognises that public funding dictates openness, scrutiny, accountability and are making moves towards that (

    One way to do that is through social media.
  • Using social media as part of your project is like working an open kitchen.

    Twitter or Yammer for progress and discussion (#tag), blog minutes/actions from meetings, bookmarks tagged on delicious…

    Helps to align efforts of individuals working on the project. It let’s them see what’s going on, while it happens, invites questions, feedback, intervention, helps manage (unrealistic) expectations.

    In public, but not for the public. Is that just noise? To some perhaps, but to others it can be useful.

    Of course, that’s great if you’re project is cooking up a gourmet meal…
  • So, back on track…

    When we say engage with your community – who is that?

    Broadly categorise into…

    Public (practitioners, users, customers…)
    Project team
    Other projects in programme
    Funders (JISC)
  • Provide neutral territory. Not provided, owned or managed by a single project or institution.

    Tend to simply aggregate content from elsewhere, not always actively used for discussion or engagement, despite best intentions of all concerned.

    If you build it, they will come…?

  • Going back to being perceived as trivial, social, fun – anything but what you’re supposed to do at work! One suggestion for how the govt can cut public services was to fire anyone who tweets more than 3 times a day.

    In the commercial world, Dell claim to have done $3 million worth of computer sales through twitter.

    But is there a ROI for projects in using social media?

    Well, there isn’t much financial investment required, but the big one is time.
  • How will you measure ROI? What are your project metrics that would show successful use of social media?

    Views/hits, downloads, comments, RTs, click-throughs, followers, referrals…

    Twitter (direct) increasing source of referrals to websites, as is google image search.
  • The most obvious part of that is that this it is not a broadcast medium.

    If people talked to you the way ads do, you’d think they we’re mad.

    Not just 1-way traffic. Key part of any conversation is listening to what the other person is saying, understanding it and responding appropriately. Same is true in social media.

    The conversation is an important concept when thinking about engagement with social media.

    You can’t simply translate old ways of doing things into this media and expect it to work. The nature of your communication needs to change to suit the nature of the medium.

  • …but perhaps less so if you’re just sat around wondering what to cook! ;-)

  • Temptation might be to just grab as much as you can, but that is likely to be counterproductive.

    For one, the more services you choose to use, the greater the overhead for their management.

    It can also create a lot of noise and confusion for your audience.
  • So, start with thinking about the kinds of activities projects do that are worth sharing.

    There might be more than you think, so prioritize them into which are the key activities that you can amplify though social media to better reach your audience.
  • Then match these activities to appropriate social media services.

    Better to have an active presence in one or two services than try to spread yourself to thin for the sake of appearing to be active (marketing).
  • Not a replacement, but an enhancement – supplements other project communication activities
  • Why would projects blog…
    They have to!
    News and alerts
    ‘Think out loud’
    Commented on

    Get your categories/tags sorted to make posts easier to extract/compile into a report.
  • Short updates
    less invasive, intrusive, easier to filter
    Tweets are simply pointers to other things – rich announcements with metadata
    Foot in the door
    Low cost reply
    Easy way to track lots of people/activities (like a programme)

    Yammer – twitter for organisations – what are you working on?

  • Rich media
    Engaging, personal, personality
    Simple technologically, more difficult to use medium effectively
    Prefer talking to writing
    More/less reflective?

    Audioboo makes it easy. Enforces short form.

  • Similar to podcasting…but with moving pictures!

    Streamed presentations/meetings – ustream/qik
    Online conferencing (=social media/networking?)
    Video diaries
    Community soundbytes/feedback - voxpop

  • slideshare
  • Tag
    Streaming (elluminate)
    Slides on slideshare, embed elsewhere
    Official Twitter event account
    Backchannel – monitor, contribute, analyse, archive

  • After that, we’re going to ask you to use those wobbly bits in your mouth to talk to each other about your experiences of & attitudes to using social media in projects – yours and others you know about.

    This is intended to be a very informal discussion, but one that will hopefully let you share ideas and approaches and inform the final bit of the session…

  • Maximising Online Resource Effectiveness Workshop Session 4/8 Using the social web

    1. 1. The social web—SCAMORE 4/8 maximising the effectiveness of your online resources photo: 1
    2. 2. The social web Session 4/8
    3. 3. Part 1 a short talk photo: 4
    4. 4. Part 2 talk amongst yourselves 5
    5. 5. Part 3 lightweight policy blogs RSS Podcast? twitter flickr? 6
    6. 6. Social media... what’s it got to do with my resources? 7
    7. 7. Evangelism and pragmatism photo: 8
    8. 8. Meet the person... responsible for your resources photo: 9
    9. 9. Social objects make your resources easy to find and share nd Saw this a ! o f you th ought 10
    10. 10. 11
    11. 11. Remember when… photo: TV by jpop via flickr 12
    12. 12. Remember when… photo: TV by jpop via flickr 12
    13. 13. The web has shrunk the world photo: 13
    14. 14. Web is a platform not just a destination photo: 14
    15. 15. Architecture of participation photo: 15
    16. 16. Upwardly mobile media consumption and production photo: istockphoto 16
    17. 17. Social media we’re all in the media now photo: 17
    18. 18. photo: 18
    19. 19. Working in an open kitchen 19
    20. 20. Part of the... community 20
    21. 21. Neutral territory photo: 21
    22. 22. Where your users are 22
    23. 23. Wide reach 23
    24. 24. Low cost photo: 24
    25. 25. Anyone know good builder? search is social photo: istockphoto 25
    26. 26. Table for 2? Realtime social media + semantic metadata Table for 2 search I’m feeling hungry 26
    27. 27. Table for 2? Realtime social media + semantic metadata Which Vietnamese restaurants near here do my friends like and have a table free in 30 minutes? Table for 2 search I’m feeling hungry 26
    28. 28. Table for 2? Realtime social media + semantic metadata Table for 2 search I’m feeling hungry 26
    29. 29. Table for 2? Realtime social media + semantic metadata Search returned 0 results. There’s no such thing as the realtime semantic web yet. Fancy a takeway? Table for 2 search I’m feeling hungry 26
    30. 30. I don’t mean to bring you down, but... photo: 27
    31. 31. Risk management 28
    32. 32. Risk management Web Tech Guy and Angry Staff Person by Michael Edson 28
    33. 33. ROI? this time next year we’ll be millionaires photo: 29
    34. 34. Social metrics how do you measure impact? photo: 30
    35. 35. Not suitable for broadcast photo: istockphoto 31
    36. 36. That’s entertainment? photo: istockphoto 32
    37. 37. photo: 33
    38. 38. Where to start? photo: (c) iA used with permission 34
    39. 39. Kid in a sweet shop photo: 35
    40. 40. Things worth sharing? 36
    41. 41. social organisation photo: iStockPhoto 37
    42. 42. If it isn't broke… don’t forget: print, email, events 38
    43. 43. BLOGS photo: 39
    44. 44. Microblogging “Watching from the outside, Twitter is like the dumbest thing you’ve heard of… …and yet to dismiss Twitter is a mistake because it’s an incredibly powerful tool for your personal learning and connecting with Sue Waters, The Edublogger 40
    45. 45. The power of passed links 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. 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 41
    46. 46. 42
    47. 47. 42
    48. 48. 43
    49. 49. 43
    50. 50. 44
    51. 51. 45
    52. 52. Podcasting photo: 46
    53. 53. 47
    54. 54. 48
    55. 55. 49
    56. 56. 50
    57. 57. photo: 51
    58. 58. 52
    59. 59. 52
    60. 60. Viewer discretion advised 53
    61. 61. Viewer discretion advised 53
    62. 62. 54
    63. 63. Photo sharing 55
    64. 64. 56
    65. 65. 56
    66. 66. 57
    67. 67. What about facebook? should your organisation be on facebook? 58
    68. 68. What about facebook? should your organisation be on facebook? 58
    69. 69. What about facebook? should your organisation be on facebook? 58
    70. 70. photo: ©Chris Young 59
    71. 71. Events you can’t afford to miss/go to photo: istockphoto 60
    72. 72. The book(mark) club Store Organise Share Discover 61
    73. 73. Part 2 talk amongst yourselves 62
    74. 74. Discussing the social web Discuss your experiences of, and attitudes to, the use of social media and networking by organisations from public sector and beyond You should spend approximately 30 minutes on this activity. At the end of this task, there will be an opportunity to share your observations and conclusions with participants in other groups. You may wish to consider the following questions as part of your discussions: ‣ What organisations do you know that have been successful, or not, with this? ‣ What services did they use and how did they use them? What works and what doesn’t work? ‣ What would/wouldn’t you use in your organisation(s)? Why? ‣ What are the main issues organisations face in using social media? ‣ How would you define and measure successful use of social media?