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Is he confusing   with posting ?
If a tree grows in a forest, does anyone
notice?


   If a publication is posted on a website,
   will anyone pay attention?
Who‟s interested in us?

                 “The audience which finds your
                knowledge interesting and useful
                      is always larger than
                    the audience you know.”
                                Sue Kendall, Senior Editor, OECD
The audience we know . . .


                               Research
                               Assistant




Policy
maker
. . . and the audience that finds our
         knowledge interesting and useful.
                                    Other
                                     5%
                                            Public sector
                                                26%
                 Corporate
                   22%




                                                 IGOs
                   Media                          3%
                    3%
                                               Civil Society
                                                     7%



                                Academic
                                  34%
Source:
Study on users of OECD.org (2009)
How audiences view us.
          Our share of user‟s time online (reach).




            0.01%




Daily Reach
Source: Alexa
How to win a larger share of a market?




Source: Edible Geography http://www.ediblegeography.com/the-spatial-distribution-of-
americans-in-relationship-to-starbucks/
Three clicks from anywhere on the web

Means putting signs out where online
audiences will find them
Starting with putting signs out on
OECD.org

             Monthly visitor traffic on OECD iLibrary
   500,000
   450,000
   400,000
   350,000
   300,000
   250,000          136,000 referrals/month (~33%)
   200,000
   150,000
   100,000
    50,000
        0




                         from oecd.org   total traffic


   The audience which knows us is
   barely growing
Where do academics find signs?

                      Other
                       5%
                              Public sector
                                  26%
       Corporate
         22%




                                   IGOs
        Media                       3%
         3%
                                 Civil Society
                                       7%



 Let‟s look at     Academic
  academics          34%
Where do academics find signs?
                                      Special web search (e.g.                      Specialist bibliographic
                               . . . and      Scirus)
                                               10%
                                                                                           database
                                                                                              10%
                                   hope
                               Google
                 General web search (e.g.
                         Google)
                          10%
                                     will                                                              Library systems
                                                                                                             10%
                                find it.


                                                                                                               Specialist portal (e.g.
                                                                                                                      Repec)
                                                                                                                        6%

                       Email alerts
                         14%


                                                                                                           Content aggregator (e.g.
                                                                                                                 Proquest)
                                                                                                                     9%

                                                            Post
                                                            it . . .                            Community service (e.g.
                               Publisher's website                                                     Mendeley)
                                      14%                                                                 6%
Source: Gardner and                                                                  Website managed by key
Inger (2012): How readers                                        Author's website       authors in field
discover content in                                                    5%                     6%
scholarly journals
Where do academics find signs?
                                      Special web search (e.g.                           Specialist bibliographic
                              . . . and       Scirus)
                                               10%
                                                                                                database
                                                                                                   10%
                             hope
                             Google
                 General web search (e.g.

                          10%
                             will
                         Google)                                                                            Library systems
                                                                                                                  10%
                             find it.
                                                                                      Means
                                                                                    missing out
                                                                                    on 85% of                       Specialist portal (e.g.
                                                                                                                           Repec)
                                                                                    researcher                               6%

                       Email alerts
                         14%
                                                                                     starting
                                                                                      points.
                                                                                                                Content aggregator (e.g.
                                                                                                                      Proquest)
                                                                                                                          9%

                                                            Post
                                                            it . . .                                 Community service (e.g.
                               Publisher's website                                                          Mendeley)
                                      14%                                                                      6%
Source: Gardner and                                              Author's departmental    Website managed by key
Inger (2012): How readers                                               website              authors in field
discover content in                                                       5%                       6%
scholarly journals
Where do researchers find signs?
                                      Special web search (e.g.                      Specialist bibliographic
                                              Scirus)                                      database
                                               10%                                            10%




                           122,000 referrals/month from these
                 General web search (e.g.
                         Google)                                                                       Library systems
OECD is                   10%                                                                                10%

currently                  places (~29% of all traffic)
putting out
signposts                                                                                                      Specialist portal (e.g.
here . . .                                                                                                            Repec)
                                                                                                                        6%

                       Email alerts
                         14%


                                                                                                           Content aggregator (e.g.
. . . and                                                                                                        Proquest)
                                                                                                                     9%
negotiating
here . . . .
                                                                                                Community service (e.g.
                               Publisher's website                                                     Mendeley)
                                      14%                                                                 6%
Friom: Gardner and Inger                                                             Website managed by key
(2012): How readers                                              Author's website       authors in field
discover content in                                                    5%                     6%
scholarly journals
And to reach some others . . .
. . . if you can‟t beat „em, join ‘em

    360,000 readings/month from these
    places (without having to visit OECD websites)
Search: the battle to be found
(we‟re not playing hide‟n‟seek)

   Finding one of many is easier
Making many from one
One manuscript
comes in . . .                  Read editions for
                                tablets and smartphones


                          Many items are published




                                                                   Multi-lingual summaries
                 Print
                 book
                                Individual     Tables and Charts
                          E-    e-chapters
                         book
And we make many from one,
        many times a year of one
        Making many out
One manuscript
comes in . . .                Read editions for
                              tablets and smartphones

                 We prepare and actively
                          Many items are
                 disseminate 17,000 items a year




                                                        Multi-lingual summaries
                    Print
                          published
                 from 400 publications. and Charts
                    book
                            Individual Tables
                        E-    e-chapters
                       book
Search: the battle to be found
(we‟re not playing hide‟n‟seek)

   Result: 157,000 ‘finds’ easier
   Finding one of many is a month from
   search engines (111% more than in 2011)
They don‟t always speak English . . .

 Czy możesz streścić te trzy
 lata badań w sześć punktów w
 PowerPoint?




                Which is why we translate and
                publish summaries in
                26 languages (including Polish)
Traditional publishing . . .


                                       Content




                                              Editorial


         Users            Publishing

                                                   Info
                                                   Mgt



                                       Analytics
Traditional publishing . . . is becoming . . .


         Blogs                                  Content




  Fora                                                 Editorial


                  Users            Publishing

Facebook                                                    Info
                                                            Mgt



         Share                                  Analytics
Traditional publishing . . . is becoming . . .
         . . . Social publishing

         Blogs                                     Content




  Fora                                                   Editorial
                                              Which means making
                   Social                     publications:
                  Users            Publishing - Shareable
                                              - Embeddable
Facebook                                      even . . .    Info
                                                            Mgt
                                              - Modifyable


         Share                                    Analytics
Shareable, Embeddable, even . . .
Shareable, Embeddable, even . . .
Modifyable
If a tree grows in a forest, does anyone
                                notice?
                            Individual copies    Google Books / e-Editions   OECD Datasets   OECD Free Preview     OECD iLibrary / SourceOECD      OECD StatLinks

                       12,000                                                                                                     ActiveCharts

                                            If a publication is posted on a
Dissemination (,000)




                       10,000




                                                                                                                                                                            FREE
                                            website, will anyone pay attention?
                        8,000                                                                                             OECD iLibrary

                                                                         SourceOECD                      Read editions
                        6,000

                                                                                         Google Books
                                           E-books,
                        4,000              Online Bookshop
                                                                                       StatLinks
                        2,000


                            -
                                      1998      1999      2000       2001    2002     2003   2004      2005      2006     2007      2008        2009     2010       2011   2012
If a tree grows in a forest, does anyone
                                notice?
                            Individual copies    Google Books / e-Editions   OECD Datasets   OECD Free Preview     OECD iLibrary / SourceOECD      OECD StatLinks




                                                                                                                                                                            FORECAST
                       12,000                                                                                                     ActiveCharts

                                            If a publication is posted on a
Dissemination (,000)




                       10,000
                                            website, will anyone pay attention?
                        8,000                                                                                             OECD iLibrary
         Just as a Christmas tree needs lights to
                            SourceOECD       Read editions
          6,000 celebrated, so a publication needs
           be
                     publishers to make an impact.
                  E-books,
                                    Google Books
                        4,000              Online Bookshop
                                                                                       StatLinks
                        2,000


                            -
                                      1998      1999      2000       2001    2002     2003   2004      2005      2006     2007      2008        2009     2010       2011   2012
Editors                                                             Marketing


                                                                                               Production


               OECD                  OECD                    Fulfillment partner
       Statistics Repository   Metadata Repository            (Turpin US, UK)              Printers          OECD
            OECD.Stat                Kappa                                               (contracted)   Content Repository
Project
managers




                                                                                                                      Print-on-demand
                                                                                                                      (US, UK, F)
            Geeks



      Discovery                                                     Dissemination channels

       Visibility                 Online                E-book               External print              Internal print
       network                    aggregators           channels             channels                    channels




        Content Deliveries (e + p)                   Publication metadata and business rules            Orders and payments

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Publish or post?

  • 1. Is he confusing with posting ?
  • 2. If a tree grows in a forest, does anyone notice? If a publication is posted on a website, will anyone pay attention?
  • 3. Who‟s interested in us? “The audience which finds your knowledge interesting and useful is always larger than the audience you know.” Sue Kendall, Senior Editor, OECD
  • 4. The audience we know . . . Research Assistant Policy maker
  • 5. . . . and the audience that finds our knowledge interesting and useful. Other 5% Public sector 26% Corporate 22% IGOs Media 3% 3% Civil Society 7% Academic 34% Source: Study on users of OECD.org (2009)
  • 6. How audiences view us. Our share of user‟s time online (reach). 0.01% Daily Reach Source: Alexa
  • 7. How to win a larger share of a market? Source: Edible Geography http://www.ediblegeography.com/the-spatial-distribution-of- americans-in-relationship-to-starbucks/
  • 8. Three clicks from anywhere on the web Means putting signs out where online audiences will find them
  • 9. Starting with putting signs out on OECD.org Monthly visitor traffic on OECD iLibrary 500,000 450,000 400,000 350,000 300,000 250,000 136,000 referrals/month (~33%) 200,000 150,000 100,000 50,000 0 from oecd.org total traffic The audience which knows us is barely growing
  • 10. Where do academics find signs? Other 5% Public sector 26% Corporate 22% IGOs Media 3% 3% Civil Society 7% Let‟s look at Academic academics 34%
  • 11. Where do academics find signs? Special web search (e.g. Specialist bibliographic . . . and Scirus) 10% database 10% hope Google General web search (e.g. Google) 10% will Library systems 10% find it. Specialist portal (e.g. Repec) 6% Email alerts 14% Content aggregator (e.g. Proquest) 9% Post it . . . Community service (e.g. Publisher's website Mendeley) 14% 6% Source: Gardner and Website managed by key Inger (2012): How readers Author's website authors in field discover content in 5% 6% scholarly journals
  • 12. Where do academics find signs? Special web search (e.g. Specialist bibliographic . . . and Scirus) 10% database 10% hope Google General web search (e.g. 10% will Google) Library systems 10% find it. Means missing out on 85% of Specialist portal (e.g. Repec) researcher 6% Email alerts 14% starting points. Content aggregator (e.g. Proquest) 9% Post it . . . Community service (e.g. Publisher's website Mendeley) 14% 6% Source: Gardner and Author's departmental Website managed by key Inger (2012): How readers website authors in field discover content in 5% 6% scholarly journals
  • 13. Where do researchers find signs? Special web search (e.g. Specialist bibliographic Scirus) database 10% 10% 122,000 referrals/month from these General web search (e.g. Google) Library systems OECD is 10% 10% currently places (~29% of all traffic) putting out signposts Specialist portal (e.g. here . . . Repec) 6% Email alerts 14% Content aggregator (e.g. . . . and Proquest) 9% negotiating here . . . . Community service (e.g. Publisher's website Mendeley) 14% 6% Friom: Gardner and Inger Website managed by key (2012): How readers Author's website authors in field discover content in 5% 6% scholarly journals
  • 14. And to reach some others . . . . . . if you can‟t beat „em, join ‘em 360,000 readings/month from these places (without having to visit OECD websites)
  • 15. Search: the battle to be found (we‟re not playing hide‟n‟seek) Finding one of many is easier
  • 16. Making many from one One manuscript comes in . . . Read editions for tablets and smartphones Many items are published Multi-lingual summaries Print book Individual Tables and Charts E- e-chapters book
  • 17. And we make many from one, many times a year of one Making many out One manuscript comes in . . . Read editions for tablets and smartphones We prepare and actively Many items are disseminate 17,000 items a year Multi-lingual summaries Print published from 400 publications. and Charts book Individual Tables E- e-chapters book
  • 18. Search: the battle to be found (we‟re not playing hide‟n‟seek) Result: 157,000 ‘finds’ easier Finding one of many is a month from search engines (111% more than in 2011)
  • 19. They don‟t always speak English . . . Czy możesz streścić te trzy lata badań w sześć punktów w PowerPoint? Which is why we translate and publish summaries in 26 languages (including Polish)
  • 20. Traditional publishing . . . Content Editorial Users Publishing Info Mgt Analytics
  • 21. Traditional publishing . . . is becoming . . . Blogs Content Fora Editorial Users Publishing Facebook Info Mgt Share Analytics
  • 22. Traditional publishing . . . is becoming . . . . . . Social publishing Blogs Content Fora Editorial Which means making Social publications: Users Publishing - Shareable - Embeddable Facebook even . . . Info Mgt - Modifyable Share Analytics
  • 24. Shareable, Embeddable, even . . . Modifyable
  • 25. If a tree grows in a forest, does anyone notice? Individual copies Google Books / e-Editions OECD Datasets OECD Free Preview OECD iLibrary / SourceOECD OECD StatLinks 12,000 ActiveCharts If a publication is posted on a Dissemination (,000) 10,000 FREE website, will anyone pay attention? 8,000 OECD iLibrary SourceOECD Read editions 6,000 Google Books E-books, 4,000 Online Bookshop StatLinks 2,000 - 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
  • 26. If a tree grows in a forest, does anyone notice? Individual copies Google Books / e-Editions OECD Datasets OECD Free Preview OECD iLibrary / SourceOECD OECD StatLinks FORECAST 12,000 ActiveCharts If a publication is posted on a Dissemination (,000) 10,000 website, will anyone pay attention? 8,000 OECD iLibrary Just as a Christmas tree needs lights to SourceOECD Read editions 6,000 celebrated, so a publication needs be publishers to make an impact. E-books, Google Books 4,000 Online Bookshop StatLinks 2,000 - 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
  • 27. Editors Marketing Production OECD OECD Fulfillment partner Statistics Repository Metadata Repository (Turpin US, UK) Printers OECD OECD.Stat Kappa (contracted) Content Repository Project managers Print-on-demand (US, UK, F) Geeks Discovery Dissemination channels Visibility Online E-book External print Internal print network aggregators channels channels channels Content Deliveries (e + p) Publication metadata and business rules Orders and payments

Editor's Notes

  1. Clay Shirky, noted US writer about all things online and digital, is, of course, a best-selling author. I bet his publisher doesn’t just push a button . . .
  2. [Cynthia]The forest that is the internet grows larger every day, making it harder for users to find the wood for the trees: posting and hoping? Is that publishing? Does simply posting something online mean it’ll be found, make an impact? This presentation looks at what it takes to publish online and make an impact.
  3. [Sue Kendall] We might think we know everyone who’s interested in our work – after all, we’re at the centre of many networks, our brand is regularly on the front pages of the world’s press – but, just as more people know who the Queen of England is than the Queen of England can know, so more are interested in our work than we know.
  4. And the delegations are still on about wanting one-page PBs
  5. Note: the audience we know is only a part of the public sector
  6. Please draw a map of the internet, as you see it. Indicate your ‘home’.We’re here somewhere – maybe via the little Google fountain in the middle of the drawing? In ‘Library Thing’? The reality is that everyone’s map of the internet is centred on themselves, their family, friends, hobbies as much as their professional interest. We’re not front and centre for more than a very few. This is shown by measuring ‘Reach’:OECD’s daily online reach in the US is around 0.01% which puts us in the top 16,000 of most-popular websites (Source: Alexa)Conclusion: since, for most people, we’re not front-and-centre we must actively promote our work and fight to increase awareness to take a larger share of users’ time online.
  7. Did you know that 80% of the US popularion live within 15 miles of a Starbucks and no-one lives more than 140 miles from a Venti Latte?Just as Starbucks (and WallMart and IKEA and McDonalds . . even Apple) actively take their message to market and build distribution channels and outlets close to their target audiences, so must OECD. Can we get 80% of our audience within three clicks of our publications?
  8. Of which, 25% come from the Statistics A-Z page – people looking for the key and country tables, factbook etcBut as a share of total traffic, OECD.org’s share is falling. So where are they all coming from? Let’s look.
  9. Gardner and Inger research reader behaviour among academic and high-level student audiences. They found that academics start their research for scholarly information in eleven places. A post-it and hope strategy would miss 85% of the starting points and signposts used by this audience – PAC covers almost all of these by actively posting metadata and/or full text content into these channels. The result is 122,000 referrals to OECD’s publications a month, 24% of all traffic to our publications.
  10. Other audiences are no different, they each have different online ‘forests’ where they go to find information – this is especially true among professional audiences – law, finance/banking, tax – and more recently policymakers with the launch of Bloomberg Government aimed squarely at those within the Washington Beltway last year. For non-professional audiences (citizens and civil society activists) we use consumer channels like Google Books, Amazon and Scribd.And all the while, PAC is actively using social media to promote and enable audiences to engage, to participate.Just as Starbucks opens close to their customers and uses social media to build audience share, so OECD does the same. And the results are good – around 360,000 readings a month via these non-OECD channels.
  11. This is about as much as the rest of the Organisation posts on OECD.org every year.
  12. Which also means that OECD content is found even when people are googling in their own language (and, of course, the summaries link back to the full publication too)
  13. This chart shows the growth in dissemination over the past decade, driven by a process of continual improvement: editors working with authors on structure and messaging; production and statistical editors adding value with services like Statlinks; marketing and dissemination experts actively seeking out target audiences and building services to suit their needs. Plus all the work done by media, CEU and Publix Affairs to draw attention to OECD, to build brand awareness - It all adds up to more dissemination and greater impact – and more than half the cost is self-funded.PAC added value means OECD Publications do get noticed – in ever greater numbers.
  14. This chart shows the growth in dissemination over the past decade, driven by a process of continual improvement: editors working with authors on structure and messaging; production and statistical editors adding value with services like Statlinks; marketing and dissemination experts actively seeking out target audiences and building services to suit their needs. Plus all the work done by media, CEU and Publix Affairs to draw attention to OECD, to build brand awareness - It all adds up to more dissemination and greater impact – and more than half the cost is self-funded.PAC added value means OECD Publications do get noticed – in ever greater numbers.