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"Pimp Up Your Stuff!": How To Exploit The Social Web


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Slides for a talk on "'Pimp Up Your Stuff!': How To Exploit The Social Web" given by Brian Kelly, UKOLN at a series of at a 2-day Search Engine Optimisation Workshops on 'Improving Your Online Presence' in June/July 2009.


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"Pimp Up Your Stuff!": How To Exploit The Social Web

  1. 1. Using the Social Web to Maximise Access to your Resources: “Pimp Up Your Stuff!”: How To Exploit The Social Web Brian Kelly UKOLN University of Bath Bath, UK UKOLN is supported by: This work is licensed under a Attribution-NonCommercial-ShareAlike 2.0 licence (but note caveat) 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. Resources bookmarked using ‘ sca-seo-2009 ' tag Email: [email_address] Twitter: Blog:
  2. 2. Contents <ul><li>About Social Web Services </li></ul><ul><ul><li>Revisiting Web 2.0 </li></ul></ul><ul><ul><li>Blogs and Wikis </li></ul></ul><ul><ul><li>Social Sharing </li></ul></ul><ul><ul><li>Social Networks </li></ul></ul><ul><ul><li>Communications and Mobile Devices </li></ul></ul><ul><li>How They Can Be Used </li></ul><ul><ul><li>Your Ideas </li></ul></ul><ul><ul><li>Your Resources </li></ul></ul><ul><ul><li>Your Institutional Brand </li></ul></ul><ul><ul><li>Your Personal Brand & Reputation </li></ul></ul><ul><li>Conclusions </li></ul>
  3. 3. Web 2.0 <ul><li>What Is Web 2.0? </li></ul><ul><li>Marketing term (derived from observing 'patterns') rather than technical standards - “an attitude not a technology” </li></ul>Web2MemeMap, Tim O’Reilly, 2005 <ul><li>Characteristics Of Web 2.0 </li></ul><ul><ul><li>Network as platform </li></ul></ul><ul><ul><li>Always beta </li></ul></ul><ul><ul><li>Clean URIs </li></ul></ul><ul><ul><li>Remix and mash-ups </li></ul></ul><ul><ul><ul><li>Syndication (RSS) </li></ul></ul></ul><ul><ul><li>Architecture of participation </li></ul></ul><ul><ul><ul><li>Blogs & Wikis </li></ul></ul></ul><ul><ul><ul><li>Social networking </li></ul></ul></ul><ul><ul><ul><li>Social tagging (folksonomies) </li></ul></ul></ul><ul><ul><li>Trust and openness </li></ul></ul>Web 2.0
  4. 4. What Does Google Find? <ul><li>Pages in Wikipedia are Google-friendly </li></ul><ul><ul><li>First 3 rd party Web site for search for ‘ British Library ’ is from Wikipedia </li></ul></ul>Wikis <ul><ul><li>Similar results found for a search for ‘ British Postal Museum ’ </li></ul></ul>
  5. 5. Exploiting Wikipedia (1) <ul><li>Is your organisation listed in Wikipedia? </li></ul><ul><li>If not you are missing out on a (free) marketing opportunity. </li></ul>Wikis
  6. 6. Exploiting Wikipedia (2) <ul><li>Your entry may have created by someone who doesn’t work for your organisation </li></ul><ul><li>Here’s a simple example of a Wikipedia entry. </li></ul>Conclusions : Doing nothing may not be an option! And would you allow inaccurate information to be published in a popular print publications? Looking at the page history we can see when it was created and by whom. The original page may have been embarrassing. How long might this page have been promoting your museum?
  7. 7. Exploiting Wikipedia (3) <ul><li>How to proceed: </li></ul><ul><ul><li>How to create pages : See Museums and Wikipedia paper, J Bowden from MW 2007. </li></ul></ul><ul><ul><li>No Wikipedia reputation : Get ID and be a good Wikipedia citizen first. </li></ul></ul><ul><ul><li>Entry flagged as ‘marketing’ : You’ve copied your marking material, haven’t you! Work with your peers to avoid ‘ the best ’, ‘ the leading ’, … </li></ul></ul>Wikis Note: This is now fixed
  8. 8. Why Blog? <ul><li>Multiple reasons for blogging (not all to do with maximising access to resources and ideas): </li></ul><ul><ul><li>Reflection </li></ul></ul><ul><ul><li>Dissemination </li></ul></ul><ul><ul><li>Engagement </li></ul></ul><ul><ul><li>News and alerts </li></ul></ul><ul><ul><li>Note-taking </li></ul></ul><ul><ul><li>Experimentation </li></ul></ul><ul><ul><li>‘ Think out loud’ </li></ul></ul><ul><ul><li>Personal development </li></ul></ul><ul><ul><li>Syndication </li></ul></ul><ul><ul><li>… </li></ul></ul>Blogs Jo Alcock (librarian at Wolverhampton University) has a blog which allows her to engage with her users on library developments and solicit feedback
  9. 9. Why I Blog <ul><li>Reasons mentioned previously. </li></ul><ul><li>In addition: </li></ul><ul><ul><li>Talk about plans for new ‘stuff’ (events, papers, ideas, …) </li></ul></ul><ul><ul><li>Talk and ‘stuff’ I’ve delivered (as illustrated) </li></ul></ul><ul><li>Use of a blog allows this to be: </li></ul><ul><ul><li>Commented on </li></ul></ul><ul><ul><li>Syndicated </li></ul></ul><ul><ul><li>Repurposed </li></ul></ul>Blogs
  10. 10. The Paper In The Repository <ul><li>The paper in the repository can fail to engage with potential interested parties (especially if only the metadata is available) </li></ul>
  11. 11. Best Practices For Bloggers <ul><li>Examples of best practices: </li></ul><ul><ul><li>Have a blog policy (e.g. ‘Don’t be stupid’) </li></ul></ul><ul><ul><li>Define the scope and target audience </li></ul></ul><ul><ul><li>Link to others </li></ul></ul><ul><ul><li>Allow comments </li></ul></ul><ul><ul><li>Respond to comments </li></ul></ul><ul><ul><li>Decide on team or individual blog </li></ul></ul><ul><ul><li>Make use of your blog posts elsewhere </li></ul></ul><ul><li>See UKOLN’s Cultural Heritage IntroBytes briefing documents </li></ul>
  12. 12. From A Distance Blog <ul><li>Chris Sexton, IT Service’s Director at University of Sheffield & current UCISA chair </li></ul><ul><li>Her blog: </li></ul><ul><ul><li>Outlines senior management strategic thinking </li></ul></ul><ul><ul><li>Embed title and link to my most recent blog post </li></ul></ul>Blogs
  13. 13. Reading, Even If Not Blogging <ul><li>Negative impact – the bad things they say about your stuff </li></ul><ul><li>Can be useful to monitor: </li></ul><ul><ul><li>Your brand </li></ul></ul><ul><ul><li>Your ideas </li></ul></ul><ul><ul><li>Your reputation </li></ul></ul><ul><ul><li>Your stuff </li></ul></ul><ul><ul><li>… . </li></ul></ul>Blogs Some minor criticisms from Stephen Downes, a well-read Canadian e=learning guru A speedy reply, and a positive response
  14. 14. What Can Twitter Offer? Twitter
  15. 15. What Can Twitter Offer? Twitter Promoting blog post about possible event. Brief - designed for retweeting (RT) Should you add “Please RT”?
  16. 16. What Can Twitter Offer? Twitter “ 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)
  17. 17. Quick Surveys <ul><li>Twitter for rapid surveys & feedback </li></ul><ul><ul><li>“ Firefox is crashing frequently. Is this true for others? Respond with #firefoxcrashes or #firefoxisfine. Please RT. ” </li></ul></ul>
  18. 18. Twitter – Delivering a Service <ul><li>The Historic Royal Palaces use Twitter for Henry VIII’s 500 th anniversary – picked up by the Telegraph </li></ul>
  19. 19. Twitter Writing Style <ul><li>New blog post published which I hope to gain a wide audience for. </li></ul><ul><li>Announcement tweeted. </li></ul><ul><li>First draft </li></ul><ul><ul><li>“ Respect Copyright (and Subvert It!)&quot; My thoughts on copyright and openness in light of the #digitalbritain report” </li></ul></ul><ul><li>Second draft: </li></ul><ul><ul><li>“ Respect Copyright (and Subvert It!)&quot; Thoughts on copyright & openness in light of #digitalbritain report” </li></ul></ul><ul><li>Rationale: </li></ul><ul><ul><li>Allow retweeting in entirety </li></ul></ul><ul><ul><li>Clause which can be removed (“in light of #digitalbritain report”) to allow for commentary (e.g. “great post”) </li></ul></ul>
  20. 20. Twitter – Some Evidence <ul><li>Personal experience </li></ul><ul><ul><li>Most popular post on UKOLN’s Cultural heritage blog in May 2009: “ Explaining the Risks and Opportunities Framework ” </li></ul></ul><ul><ul><li>Announced on Twitter at 08.55 on 21 st May: </li></ul></ul><ul><ul><ul><li>Blog post explaining the Risks & Opportunities Framework published at </li></ul></ul></ul>Twitter “ I haven’t got the time to use Twitter. And it can’t justify the ROI ” Really?
  21. 21. Twitter – Further Evidence <ul><li>Where are the visits coming from? </li></ul>Twitter As the top post has been tweeted, possibly the visits are from a Twitter client (rather than the Twitter Web site)
  22. 22. “ The Power Of Passed Links” <ul><li>The Value Of Twitter Is In “The Power Of Passed Links” </li></ul><ul><li>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. … </li></ul><ul><li>Moreover, he asserts that these 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. </li></ul><ul><li>TechCrunch, June 2009 </li></ul>
  23. 23. Slides To Engage Users <ul><li>Slides designed to allow users to make use of content and links: </li></ul><ul><ul><li>AUP giving permission to reuse content & exploit WiFi network to discuss content </li></ul></ul><ul><ul><li>Hyperlinks in slides </li></ul></ul><ul><ul><li>Link to master copy provided in title slide and footer in handout </li></ul></ul><ul><ul><li>Tag used in to bookmark resources (no need to copy URLs) </li></ul></ul>Slides The PowerPoint file is a live resource which can be easily accessed, discussed and provide links to relevant resources during a talk and subsequently.
  24. 24. Slideshare To Promote Ideas <ul><li>I use Slideshare to maximise awareness of ideas in papers I deliver at conferences. Approaches: </li></ul><ul><ul><li>Slides uploaded in advance (accessibility benefits) </li></ul></ul><ul><ul><li>Allow slides to be embedded in blogs, Web pages, … </li></ul></ul><ul><ul><li>Text, tags, links & metadata to support searching & provide context </li></ul></ul>Slideshare
  25. 25. What About Video? <ul><li>Increasingly users want video content – and are likely to use Google or YouTube to find videos </li></ul>Google Video might have been an obvious place to store videos – but it is how being deprecated
  26. 26. YouTube <ul><li>Want to make your University appealing to potential students? </li></ul><ul><li>They’re likely to look at YouTube </li></ul><ul><li>What will they find? </li></ul>
  27. 27. YouTube <ul><li>Want to make your University appealing to potential students? </li></ul><ul><li>They’re likely to look at YouTube </li></ul><ul><li>What will they find? </li></ul>Student-published videos may appeal to potential students – but the approaches (drunkenness, copyrighted sound clips, etc.) won’t be used officially
  28. 28. Your Institutional Video <ul><li>Is it worth trapping your marketing videos in your institutional Web site? </li></ul><ul><li>The SEO tips for enhancing the visibility of your videos in YouTube follow well-established guidelines (e.g. title, description, tags, …) </li></ul>“ Given that YouTube is by far the most popular video website, you should be publishing videos there (even if you are a B2B company like HubSpot ”
  29. 29. What About Facebook? (1) <ul><li>Should you have a Facebook presence for your organisation? </li></ul>
  30. 30. What About Facebook? (2) <ul><li>There may already be multiples pages and groups for your organisation </li></ul><ul><ul><li><> </li></ul></ul><ul><ul><li><> </li></ul></ul><ul><ul><li>< > </li></ul></ul>Social Networks Note vanity URLs made available on 12 June 2009 – if you have > 1,000 fans. Did you miss out?
  31. 31. Risks of Doing Nothing <ul><li>Webinar held on 16 June 2009 </li></ul><ul><li>Advice for US Universities on how to exploit social networks </li></ul><ul><ul><li>What are the risks of being left behind? </li></ul></ul><ul><ul><li>Must a service be 100% ‘pure’ before choosing to use it? </li></ul></ul>
  32. 32. Brooklyn Museum Case Study <ul><li>Brooklyn Museum blog – with post about their iPhone App. Also note ease of bookmarking, user feedback, … </li></ul>
  33. 33. Brooklyn Museum Case Study
  34. 34. Brooklyn Museum Case Study <ul><li>Note their presence in Facebook … </li></ul>
  35. 35. Brooklyn Museum Case Study <ul><li>Brooklyn Museum have also developed a Facebook application (Artshare) which allows their resources to be embedded on other Facebook pages </li></ul>
  36. 36. Brooklyn Museum Case Study <ul><li>Flickr used to support Graffiti Exhibition: </li></ul><ul><ul><li>Reach large nos. </li></ul></ul><ul><ul><li>Allow users to comment </li></ul></ul><ul><ul><li>Allow users to upload related photos in group </li></ul></ul><ul><ul><li>Supported org’s mission </li></ul></ul>See “ Building an On-line Community at the Brooklyn Museum: A Timeline ”, MW 2007 and “ Where Do We Go From Here? Continuing with Web 2.0 at the Brooklyn Museum ”, MW 2008
  37. 37. Conclusions <ul><li>The Social Web: </li></ul><ul><ul><li>Can be used to enhance access to digital resources, real world resources and ideas and concepts </li></ul></ul><ul><ul><li>Ignoring the potential may mean you lose out to your peers, competitors or rivals </li></ul></ul><ul><ul><li>Can form part of your organisation’s mission and not just an added extra for dissemination </li></ul></ul><ul><ul><li>But there are risks – to be explored later </li></ul></ul>