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291 toby greenssp_may2008

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291 toby greenssp_may2008

  1. 1. It’s all about YOU
  2. 2. But, who is “YOU”?
  3. 3. Analog ‘Go Away’ universe• Sensible strategy in the analog age• Too expensive to communicate & serve secondary audiences
  4. 4. ‘Analog’ Career Paths Civil society route Lay audiencesNGOs, ‘Civil Society’ Private sector route Admin Committee, Retired Consultant Researcher Practitioner Researcher Teacher Student Postgrad Admin Academic route
  5. 5. Now what’s changing? ‘Digital’ Career Networks Lay audiencesNGOs, ‘Civil Society’ Admin Committee, Retired Consultant Researcher Practitioner Researcher Teacher Student Postgrad Admin
  6. 6. With networks, everyone’s a potential ‘YOU’ . . . Lay audiences NGOs, ‘Civil Society’ Admin Committee, Retired Consultant Researcher Practitioner Researcher Teacher Student Postgrad Admin . . . because anyone can nowinfluence purchasing decisions
  7. 7. The ‘YOUs’ in Analog Markets Intermediaries (Librarians, Booksellers, Journalists) Mi ss ed ! No Practitioners tb ad Researchers(Private sector) Bu ll’s -E ye ! Lay audiences Students NGOs, ‘Civil Society’ (Governors & Funders!)
  8. 8. Serving ‘YOUs’ in Analog Markets Intermediaries (Librarians, Booksellers, Journalists) Practitioners Researchers(Private sector) Lay audiences Students NGOs, ‘Civil Society’ (Governors & Funders!)
  9. 9. Since everyone’s a target . . . Lay audiences NGOs, ‘Civil Society’ Admin Committee, Retired Consultant Researcher Practitioner Researcher Teacher Student Postgrad Admin. . . we need to adjust our sights
  10. 10. What can I do for YOU?
  11. 11. What do YOU need? Intermediaries (Librarians, Booksellers, Journalists) Tools to find Practitioners stuff faster Researchers(Private sector) Executive briefings, Access to data Summaries Primers Lay Articles Local languages Lay audiences, Retired Students NGOs, ‘Civil Society’ (Governors & Funders!)
  12. 12. But where’s the money? Intermediaries (Librarians, Booksellers, Journalists) Tools to find Practitioners stuff faster Researchers(Private sector) Executive briefings, Access to data Summaries Primers Lay Articles Local languages Lay audiences, Retired Students NGOs, ‘Civil Society’ (Governors & Funders!)
  13. 13. The networkIntermediaries will bring it to you (Librarians, Booksellers, Journalists) Tools to find Practitioners stuff faster Researchers(Private sector) Executive briefings, Access to data Summaries Primers Lay Articles Local languages Lay audiences, Retired Students NGOs, ‘Civil Society’ (Governors & Funders!)
  14. 14. So, what’s theOECD doing forYOU?
  15. 15. Executive Briefings • Short and synthetic • 4-8 pages long • Links to free data in Excel • References to further reading ($)
  16. 16. Executive Summaries• Multi-lingual summaries of books • Free online • Links to free data in Excel • Link to the book ($)
  17. 17. Facts (and fun) for all • Key data, distilled and explained • Free online • Online Quiz • Print & USB editions ($) • Links to free data in Excel • Links to databases ($$)• References for further reading ($$)
  18. 18. Lay articles• Short, synthetic• Bi-monthly print controlled circ and sub ($)• Free online• Links to free data in Excel• References to further reading ($$)
  19. 19. Primers• Short, synthetic (~120pp)• Written by journalists/writers• Print edition ($)• Free online• Links to free data in Excel• References to further reading ($$)
  20. 20. People like you
  21. 21. Data YOU can play with
  22. 22. Data YOU can play with
  23. 23. Come on in, it’s freeGooGle books • Our books, 100% OA • 70,000 visits a month • 93,000 book visits a month • 530,000 pages viewed a month • Traffic doubled in 2007 • Links to Amazon and our OB ($$) • Stakeholders love it!
  24. 24. Take-home message?• Digital means people not suited to being a customer will find you . . .• . . . and your stuff• And you can’t afford to tell them to go away . . .• . . . because, tomorrow, they may be suited to being a customer
  25. 25. Thank youAnd if you want to find me…toby.green@oecd.org

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