Creating communities aroundcontentKatie Sayers, Marketing, SAGE                                Los Angeles | London | New ...
Agenda● What do you want to achieve?● If you build it they don‟t have to come● Connecting and engaging with your users● Wi...
Step 1 – define objectives● How could SAGE  support researchers &  academics?● What is the right  solution for our users?●...
The research lifecycle                           Identify                       research opps          Manage the         ...
Los Angeles | London | New Delhi  Singapore | Washington DC
Los Angeles | London | New Delhi  Singapore | Washington DC
Existing communities – pro‟s●   Quick and easy set up●   Low/no cost barriers to entry●   Low effort for users●   Familiar...
Los Angeles | London | New Delhi  Singapore | Washington DC
3rd party communities – con‟s●   „Rented‟: not your data●   Inflexible●   Be wary of the T&C‟s!●   Functionality is fixed ...
Build your own social network● Choose your  functionality● No brand dilution● Member data● Content ownership● £££££       ...
White label networks● Cheaper option● Ning, wordpress, pluck, socialgo…etc…                               Los Angeles | Lo...
www.methodspace.com                Los Angeles | London | New Delhi                  Singapore | Washington DC
Los Angeles | London | New Delhi  Singapore | Washington DC
Defined user stories                       Los Angeles | London | New Delhi                         Singapore | Washington...
Engage your members!              Creators (24%)     Conversationalists (33%)                Critics (37%)             Col...
Clear calls to action                        Los Angeles | London | New Delhi                          Singapore | Washing...
Planned content                  Los Angeles | London | New Delhi                    Singapore | Washington DC
The community manager                        Los Angeles | London | New Delhi                          Singapore | Washing...
Los Angeles | London | New Delhi  Singapore | Washington DC
Was is a success?● Visibly provided as “support space” for  students and academics● 10,000 members (7% active members)● He...
Some closing tips…●   Keep your objectives clear & simple●   Set targets, but keep realistic (and flexible)●   Plan your c...
Thanks for your timeKatie.sayers@sagepub.co.uk        @katiesayers                         Los Angeles | London | New Delh...
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Creating communities around content

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Katie Sayers, Digital Lead at SAGE presented at the Online Information #Online11 exhibition in London, December 2011

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  • Technology is not an objective but a way to reach that objectiveGeneral perception is that you put up a website and people will come if they like your brand etc. Content and engagement is what counts not the site being live. Also, what’s in it for your users?So, how did we connect and engage with our marketHow do we measure whether we set out what we wanted to achieve? We could measure book sales (but would be very low) and so would usage (paid usage is what we push so usage on free content is not a business objective for us). Need to utilise different metrics and evaluate the data in a different way.
  • Example of a research lifecycleThe shape of the web is very similar for all four subjects and the perception is that social networking is most useful for the dissemination of research findings, in research collaboration and, perhaps surprisingly, in helping to identify research opportunities. (CIBER findings are the same as SAGE’s so that is reassuring!)Wanted to try and find a solution for academics to help them with the two key issues and community sites were reviewed as one of the options. On various surveys we have done, we felt the academics weren’t using FB for research (perhaps socially but they weren’t merging the two) and there wasn’t a great take-up on twitter either (people didn’t have the time). Also – issue of privacy, academics didn’t want to be contacted by non-academics or lots of students when the students should have been going to their own tutors. Beginning to see trend to people not expecting one way messages, people being happen to share content, research ideas and share outside of their institution, conferences. Felt people communicated by listservs so how we were expecting them to engage wasn’t dissimilar to what they were already doing. We also had the mantra, let’s not be afraid and make mistakes. If it doesn’t work, we “fail fast” and move on.
  • Also – very consuming – where do the resources lie for building the site. IT? Marketing? Product development?
  • Advocacy and perceptionAndy Field spaceDavid Silverman textbook spaceAllow members at share and disseminate research
  • Creating communities around content

    1. 1. Creating communities aroundcontentKatie Sayers, Marketing, SAGE Los Angeles | London | New Delhi Singapore | Washington DC
    2. 2. Agenda● What do you want to achieve?● If you build it they don‟t have to come● Connecting and engaging with your users● Without sales how do you measure success?● Lessons learnt Los Angeles | London | New Delhi Singapore | Washington DC
    3. 3. Step 1 – define objectives● How could SAGE support researchers & academics?● What is the right solution for our users?● What would be in it for us? Los Angeles | London | New Delhi Singapore | Washington DC
    4. 4. The research lifecycle Identify research opps Manage the research Find process collaborators Disseminate Secure support findings Analyse research Review the data literature Collect research data Los Angeles | London | New Delhi Singapore | Washington DC
    5. 5. Los Angeles | London | New Delhi Singapore | Washington DC
    6. 6. Los Angeles | London | New Delhi Singapore | Washington DC
    7. 7. Existing communities – pro‟s● Quick and easy set up● Low/no cost barriers to entry● Low effort for users● Familiarity for users● Your community may already be there Los Angeles | London | New Delhi Singapore | Washington DC
    8. 8. Los Angeles | London | New Delhi Singapore | Washington DC
    9. 9. 3rd party communities – con‟s● „Rented‟: not your data● Inflexible● Be wary of the T&C‟s!● Functionality is fixed Los Angeles | London | New Delhi Singapore | Washington DC
    10. 10. Build your own social network● Choose your functionality● No brand dilution● Member data● Content ownership● £££££ Los Angeles | London | New Delhi Singapore | Washington DC
    11. 11. White label networks● Cheaper option● Ning, wordpress, pluck, socialgo…etc… Los Angeles | London | New Delhi Singapore | Washington DC
    12. 12. www.methodspace.com Los Angeles | London | New Delhi Singapore | Washington DC
    13. 13. Los Angeles | London | New Delhi Singapore | Washington DC
    14. 14. Defined user stories Los Angeles | London | New Delhi Singapore | Washington DC
    15. 15. Engage your members! Creators (24%) Conversationalists (33%) Critics (37%) Collectors (20%) Joiners (59%) Spectators (70%) Inactives (17%) Los Angeles | London | New Delhi Singapore | Washington DC
    16. 16. Clear calls to action Los Angeles | London | New Delhi Singapore | Washington DC
    17. 17. Planned content Los Angeles | London | New Delhi Singapore | Washington DC
    18. 18. The community manager Los Angeles | London | New Delhi Singapore | Washington DC
    19. 19. Los Angeles | London | New Delhi Singapore | Washington DC
    20. 20. Was is a success?● Visibly provided as “support space” for students and academics● 10,000 members (7% active members)● Held up as a model when talking about publisher innovation● Authors beginning to use the space to engage with their readers and get feedback on their books● Engagement with content (particularly via email) Los Angeles | London | New Delhi Singapore | Washington DC
    21. 21. Some closing tips…● Keep your objectives clear & simple● Set targets, but keep realistic (and flexible)● Plan your content!● Give it time (lots)● Join up your marketing● Horizon scanning? Los Angeles | London | New Delhi Singapore | Washington DC
    22. 22. Thanks for your timeKatie.sayers@sagepub.co.uk @katiesayers Los Angeles | London | New Delhi Singapore | Washington DC
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