Slides for a talk on "Innovation and the Social Web: Learning From Commercial Approaches" given by Brian Kelly, UKOLN at a Europeana meeting held on 21 Madrid in March 2012.

1. http://www.ukoln.ac.uk/web-focus/events/workshops/europeana-2012/
Innovation and the Social Web:
Learning From Others
(and how understanding risks can help to manage them)
Brian Kelly Acceptable Use Policy
UKOLN Recording of this talk, taking photos,
University of Bath discussing the content using Twitter,
Bath, UK blogs, etc. is permitted providing
distractions to others is minimised.
Email:
b.kelly@ukoln.ac.uk
Twitter: Blog:
http://twitter.com/briankelly/ http://ukwebfocus.wordpress.com/
UKOLN is supported by:
This work is licensed under a Creative
Commons Attribution 2.0 licence
(but note caveat)

2. Idea from Cameron Neylon
You are free to:
copy, share, adapt, or re-mix;
photograph, film, or broadcast;
blog, live-blog, or post video of
this presentation provided that:
You attribute the work to its author and respect the rights and
licences associated with its components.
Note Shutterstock images used under licence (see final slide).
Slide Concept by Cameron Neylon, who has waived all copyright and related or neighbouring rights. This slide only CCZero.
Social Media Icons adapted with permission from originals by Christopher Ross. Original images are available under GPL at:
2 http://www.thisismyurl.com/free-downloads/15-free-speech-bubble-icons-for-popular-websites

3. About Me
Brian Kelly:
• UK Web Focus: national advisory post to UK HEIs
• Long-standing Web evangelist
• Based at UKOLN at the University of Bath
• Prolific blogger (1,000+ posts since Nov 2006)
• User of social media to support work activities
• Prolific speaker (~380 talks from 1996-2011)
• Part of UKOLN’s Innovation Support Centre
UKOLN:
• Supporting innovation across higher & further
education
• Funded by JISC
3

4. History of the Web: Web (1.0)
Web in the 1990s
Web became popular
in mid-1990s
• Initially “brochure-
ware”: static
information about the
library
• Then databases
added with web
interface: typically the
OPAC and online
searching
The Internet Archive’s Wayback Machine enables old web sites to be viewed.
The oldest entry for the British Library captured in 1997 shows information
about the library and provides access to the OPAC and a number of other
4
4 online services

5. History of the Web: Web 2.0
By 2005 new
different ways
of using the
web were
being
observed
This was
coined “Web
2.0” at the
O’Reilly 2005
conference
Technological characteristics
Attitudinal characteristics Social web characteristics

6. The Social Web
The term ‘social web’ became popular to
identify the aspects of Web 2.0 which were of
particular relevance to:
• the creation of content by users
• The services which ‘became better as the
numbers of users grew”
6

7. Another View
Social networks get better as numbers increase
(cf telephones). Remember the 1-9-90 ‘law’.
7

8. Wikipedia infographic
‘Radical trust’: trusting large numbers to create quality content
(the good drives out the bad)

9. Bell-ringing article
9
9

10. Citizendium
If you don’t trust your users they may fail to engage
10

11. National Library Example
National Library of Wales
“Shaping the future: The Library’s
strategy 2008-2009 to
2010-2011”:
“We propose taking advantage
of new online technology,
including …
Web 2.0 services …
It is expected that the Library
itself will provide only some
specific services on its website.
Instead, the intention is to
promote and facilitate the use
of the collections by external
users, in accordance with
Example of use of Web 2.0 services specific guidelines.”
embedded within a Welsh Assembly
Government funded project
11

12. National Library Example
Use of Web
The Natiopnal Library of Wales has a 2.0 services at
presence on Facebookxxx the National
Library of
Wales
including use
of:
• Facebook
12

13. National Library Example
http://www.youtube.com/watch?v=ykCAxSqziFY
Use of Web
2.0 services at
the National
Library of
Wales
including use
of:
• Facebook
• YouTube
Examples from guest blog post by Paul Bevan on UK Web Focus blog
/ Program 2009 paper,
13

14. National Library Example
http://www.flickr.com/groups/cymru-wales/ Use of Web
2.0 services at
the National
Library of
Wales
including use
of:
• Facebook
• YouTube
• Flickr
14

15. NLW Twitter Feed
The National Library of Wales has a Twitter
account
15

16. NLW Blog
The National Library of Wales web sites
hosts a blog
16

17. What Are Your Concerns?
Concerns
Concerns
17

18. It’s About The Individual!
How do you relate to
a world in which the
focus of the Social
Web is the individual.
Challenges posed:
• ‘It’s my space’
• ‘Sustainability
• Privacy
• Editorial control
• Branding
• …
18

19. Why Use the Social Web?
19 http://www.flickr.com/photos/quelsaa/2080736454/sizes/o/

20. 20

21. The 1 – 9 – 90 Challenge
Participation Inequality: Encouraging More Users to
Contribute
In most online communities, 90% of users are lurkers who
never contribute, 9% of users contribute a little, and 1% of
users account for almost all the action. (Jakob Neilson, Oct
2006)
Potential Benefits: Potential Dangers:
• Globalisation • Globalisation
• Cross-fertilisation • Mono-culture
• Unexpected benefits • Unexpected dangers
• Maximising impact • Loss of impact
Remember that Social Web services improve as the numbers of
users increase
21

22. Managed External Services
We’re seeing
greater take-up of
email in the cloud
Cloud computing - Hope or
Hype?, From A Distance blog,
Discussions about managed cloud
4 Nov 2009, Chris Sexton
22 services now mainstream

23. Unmanaged External Services
My UK Web
Focus blog,
hosted on
Wordpress.com
23

24. Policies
Use of Cloud Services
Use of services in the
cloud:
• We are committed
professionals
• We want to support
innovation
• We can demonstrate
best practices
24

25. Policies
Lightweight Policies
Experience at
Croydon Council
illustrates the
need for
lightweight and
flexible policies
Mosman Council
provides an
example of a
lightweight policy
for Twitter
25

26. Copyright Risks
R=AxBxCxD
where
R is the financial risk;
A is the chances that what has been done is infringement;
B is the chances that the copyright owner becomes aware of
such infringement;
C is the chances that having become aware, the owner sues;
D is the financial cost (damages, legal fees, opportunity costs
in defending the action, plus loss of reputation) for such a
legal action.
Note this is a device aimed at providing a new way
of looking at copyright issues
26

27. Legal Risks
Factors to bear in mind:
• Commercial use: a rights owner who later
becomes aware of the use of their work may be
more likely to pursue an action for infringement of
copyright than if the work is being purely used for
educational purposes.
• Particularly sensitive subject areas: music,
geographic data, literary works by eminent
authors and artistic works including photographs
and drawings.
• Is there any track record of the contributor
ignoring legal niceties in the past?
• Is there any track record of a particular third party
having complained before?
27

28. Reducing the Legal Risks
Approaches:
• Have clear and
robust notice and
take down policies
• Have procedures
with a clear
address given for
complaints
Example from JORUM
Procedures to Deal with
Queries, Alerts and
Complaints
28

29. Towards a Framework
Biases
• Application to
Intended • Sharing
existing Purpose experiences
services
Benefits • Learning from
• Application to
successes
in-house
Risks & failures
development
• Tackling biases
•… Missed Opps. •…
Risk
MInimisation
Evidence
“Time To Stop Doing and Start
Costs Thinking: A Framework For
Exploiting Web 2.0 Services”,
Museums & the Web 2009
conference
29
Subjective factors

30. Conclusions
The future is
exciting - but
organisations
will need to
address the
challenges.
Acknowledgments to Michael Edson for the Web Tech Guy and Angry Staff
30 Person post / comic strip

31. Acknowledgements
Images from Shutterstock used under licence.
31