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
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)
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
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
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 . . .
[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.
[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.
And the delegations are still on about wanting one-page PBs
Note: the audience we know is only a part of the public sector
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.
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?
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.
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.
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.
This is about as much as the rest of the Organisation posts on OECD.org every year.
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)
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.
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.