Maximising Online Resource Effectiveness Workshop Session 6/8 Promotional strategies (alternative BK version)

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Alternative (Brian's) Session 6/8. Promotional strategies. The Strategic Content Alliance, JISC sponsored workshops on Maximising Online Resource Effectiveness, held on different occasions throughout …

Alternative (Brian's) Session 6/8. Promotional strategies. 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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  • 1. Social strategy—SCAMORE 6/8 (alternative) photo: ©GM 2010
  • 2. Promotion strategy Session 6/8
  • 3. 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 Session Aims UKOLN In this session you will apply the University of Bath knowledge you have gained by developing promotional plans for Bath, UK areas of interest to you. Email: b.kelly@ukoln.ac.uk Blog: http://ukwebfocus.wordpress.com/ Twitter: http://twitter.com/briankelly/ http://twitter.com/ukwebfocus/ UKOLN is supported by: This work is licensed under a Attribution- NonCommercial-ShareAlike 2.0 licence (but note caveat) A centre of expertise in digital information management www.ukoln.ac.uk
  • 4. 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? A centre of expertise in digital information management www.ukoln.ac.uk 2
  • 5. Context since 1997 X A centre of expertise in digital information management www.ukoln.ac.uk 3
  • 6. Context since 1997 http://www.flickr.com/photos/my_new_wintercoat/415138363/ A centre of expertise in digital information management www.ukoln.ac.uk 4
  • 7. Today…. Today…. A centre of expertise in digital information management www.ukoln.ac.uk
  • 8. Political Context David Camefon X A centre of expertise in digital information management www.ukoln.ac.uk 6
  • 9. A centre of expertise in digital information management www.ukoln.ac.uk
  • 10. Clim ate Cha os A centre of expertise in digital information management www.ukoln.ac.uk
  • 11. o n s i e s e c l R o ba l G Clim ate Cha os A centre of expertise in digital information management www.ukoln.ac.uk
  • 12. o n s i e s e c l R o ba l G Clim Cuts ate Cha os A centre of expertise in digital information management www.ukoln.ac.uk
  • 13. Cuts o n s i e s e c l R o ba l G Clim Cuts ate Cha os A centre of expertise in digital information management www.ukoln.ac.uk
  • 14. 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 A centre of expertise in digital information management www.ukoln.ac.uk 8
  • 15. 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 A centre of expertise in digital information management www.ukoln.ac.uk 9
  • 16. Your Proposal 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 10.… A centre of expertise in digital information management www.ukoln.ac.uk 10
  • 17. E Any Questions? A centre of expertise in digital information management www.ukoln.ac.uk 11
  • 18. 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 A centre of expertise in digital information management www.ukoln.ac.uk 12
  • 19. 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 A centre of expertise in digital information management www.ukoln.ac.uk 13
  • 20. 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 A centre of expertise in digital information management www.ukoln.ac.uk 14
  • 21. C 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 A centre of expertise in digital information management www.ukoln.ac.uk 15
  • 22. C 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 A centre of expertise in digital information management www.ukoln.ac.uk 16
  • 23. Your Proposals Now provide a summary of your proposals A centre of expertise in digital information management www.ukoln.ac.uk 17
  • 24. 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? Monitor situation. Don’t worry, it’s hypothetical . Use of Oppenheim formula . A centre of expertise in digital information management www.ukoln.ac.uk 18
  • 25. 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? Holistic approach to accessibility. Use of, e.g., Twitter for captioning videos . A centre of expertise in digital information management www.ukoln.ac.uk 19
  • 26. 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? 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. A centre of expertise in digital information management www.ukoln.ac.uk 20
  • 27. C 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 . A centre of expertise in digital information management www.ukoln.ac.uk 21
  • 28. C 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 A centre of expertise in digital information management www.ukoln.ac.uk 22
  • 29. The Researcher Slides uploaded on behalf of Professor Carole Goble Carol Gole’s slides A centre of expertise in digital information management www.ukoln.ac.uk 23
  • 30. 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 bottom-up approaches • Who owns the content? • How do you address the risks of bottom-up approaches? A centre of expertise in digital information management www.ukoln.ac.uk 24
  • 31. 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; …? A centre of expertise in digital information management www.ukoln.ac.uk 25
  • 32. Questions Any questions? Name: Brian Kelly Address: UKOLN, University of Bath, BATH, UK Email: b.kelly@ukoln.ac.uk Web site: http://www.ukoln.ac.uk/ Blog: http://ukwebfocus./wordpress.com/ Twitter: briankelly and ukwebfocus (automated feed) A centre of expertise in digital information management www.ukoln.ac.uk 26