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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Creating communities around content
- 1. Creating communities around content Katie Sayers, Marketing, SAGE Los Angeles | London | New Delhi Singapore | Washington DC
- 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. 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. 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. Los Angeles | London | New Delhi Singapore | Washington DC
- 6. Los Angeles | London | New Delhi Singapore | Washington DC
- 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. Los Angeles | London | New Delhi Singapore | Washington DC
- 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. Build your own social network ● Choose your functionality ● No brand dilution ● Member data ● Content ownership ● £££££ Los Angeles | London | New Delhi Singapore | Washington DC
- 11. White label networks ● Cheaper option ● Ning, wordpress, pluck, socialgo…etc… Los Angeles | London | New Delhi Singapore | Washington DC
- 12. www.methodspace.com Los Angeles | London | New Delhi Singapore | Washington DC
- 13. Los Angeles | London | New Delhi Singapore | Washington DC
- 14. Defined user stories Los Angeles | London | New Delhi Singapore | Washington DC
- 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. Clear calls to action Los Angeles | London | New Delhi Singapore | Washington DC
- 17. Planned content Los Angeles | London | New Delhi Singapore | Washington DC
- 18. The community manager Los Angeles | London | New Delhi Singapore | Washington DC
- 19. Los Angeles | London | New Delhi Singapore | Washington DC
- 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. 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. Thanks for your time Katie.sayers@sagepub.co.uk @katiesayers Los Angeles | London | New Delhi Singapore | Washington DC
Editor's Notes
- 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