http://www.ukoln.ac.uk/web-focus/events/workshops/sca-seo-201004/
Maximising the Effectiveness of Your Online Resources
Promotional Strategies
Brian Kelly
UKOLN
University of Bath
Bath, UK
Session Aims
In this session you will apply the
knowledge you have gained by
developing promotional plans for
areas of interest to you.
Email:
b.kelly@ukoln.ac.uk
Blog:
http://ukwebfocus.wordpress.com/
Twitter:
Gowalla: (new)
http://twitter.com/briankelly/
http://gowalla.com/users/briankelly/ http://twitter.com/ukwebfocus/
UKOLN is supported by:
A centre of expertise in digital information management
This work is licensed under a AttributionNonCommercial-ShareAlike 2.0 licence
(but note caveat) www.ukoln.ac.uk
Review
You should now:
• Know about basic approaches to SEO
• Have heard about emerging new
technologies (Linked Data, HTML 5, …)
• Understand the potential of the Social
Web
But how would you apply your knowledge in
practice?
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Exercise
Exercises: The Context
In groups you will now:
• Prepare a case for funding (or approval)
for the implementation of a promotional
strategy
Note that you will provide a summary to a
panel who will approve the best submissions
The panel comprises:
• An enthusiast: a user of social media
• A sceptic: it’s full of trivia
• A neutral: who is open to persuading
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Scenarios
Scenarios
1 Institutional / Departmental Challenges
Wolves are at the door. Will Poppleton Uni survive? What about
the IT Services department? What will you do?
2 Opportunities for your Service
You’ve launched a great new service. How do you promote it?
You’ve an established (old media) marketing team
3 Opportunities for your Project
You’ve received project funding for 1 year – and no marketing
budget.
4 Opportunities for the Individual
You are (or manage) a brilliant researcher. But they’re shy and
hate the ‘marketing’ word (snake oil salesmen). What do you do?
5 Your Choice
Select your own scenario
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Your Proposal
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You should prepare your case and make a brief
presentation. Your presentation should seek to
address 3 of the following issues:
• The key messages you wish to communicate
• The user benefits
• The resource requirements
• The staff responsible for the work
• Approaches to sustainability
• The tools you will use
• The evidence to demonstrate value
• The risks & approaches to managing such risks
• Ethical considerations
A centre
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• of…expertise in digital information management
E
Any Questions?
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C
Constraints: Legal
ALERT
It has been brought to your attention that:
• Tweets are subject to copyright
• The Digital Economy Bills ruling on
copyright could mean that copyright
infringers could have their Web site shut
down
How do you respond?
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Constraints: Accessibility
ALERT
It has been brought to your attention that:
• Multimedia resources which are not fully
accessible may infringe accessibility
legislation
How do you respond?
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C
Constraints: Sustainability
ALERT
It has been brought to your attention that:
• A number of Social Web services have
been withdrawn from service
How do you respond?
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Constraints: Staffing
ALERT
It has been brought to your attention that:
• A key member of your team, who was an
early adopter of Social Web, is leaving
How do you respond?
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C
Constraints: Wikipedia
ALERT
It has been brought to your attention that:
• Wikipedia pages which are clearly
‘marketing’ or provided by someone who
doesn’t have a ‘neutral point of point’ may
be subject to deletion
How do you respond?
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Your Proposals
Now provide a summary of your proposals
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Constraints: Legal
ALERT
It has been brought to your attention that:
• Tweets are subject to copyright
• The Digital Economy Bills ruling on
copyright could mean that copyright
infringers could have their Web site shut
down
How do you respond?
Monitor situation. Don’t worry, it’s hypothetical
Use of Oppenheim formula
.
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.
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C
Constraints: Accessibility
ALERT
It has been brought to your attention that:
• Multimedia resources which are not fully
accessible may infringe accessibility
legislation
How do you respond?
Holistic approach to accessibility. Use of, e.g.,
Twitter for captioning videos .
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C
Constraints: Sustainability
ALERT
It has been brought to your attention that:
• A number of Social Web services have
been withdrawn from service
How do you respond?
Risk assessment. Plans for data migration.
Awareness of risks of in-house solutions and
risks of closure of HE organisations (e.g.
UMIST, AHDS, …) & services (Mailbase).
Awareness of missed opportunity costs.
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C
Constraints: Staffing
ALERT
It has been brought to your attention that:
• A key member of your team, who was an
early adopter of Social Web, is leaving
How do you respond?
Policies on ownership of content currently
hosted externally. Mechanisms for migration of
content
.
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C
Constraints: Wikipedia
ALERT
It has been brought to your attention that:
• Wikipedia pages which are clearly
‘marketing’ or provided by someone who
doesn’t have a ‘neutral point of point’ may
be subject to deletion
How do you respond?
Have a track record of approved Wikipedia edits.
Liaise with your peers in creating new pages?
Familiarise yourself with Wikipedia concepts such
as Reasonability Rule and IAR
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Twitter
Evidence
Twitter – Some Evidence
Personal experience
• Most popular post on
UKOLN’s Cultural heritage
blog in May 2009:
“Explaining the Risks and
Opportunities Framework”
• Announced on Twitter at 08.55 on 21st May 2009:
Blog post explaining the Risks & Opportunities
Framework published at http://tinyurl.com/p72kld
“I haven’t got the time to use Twitter. And it can’t
the ROI”
Really?
Ajustify
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Twitter
Twitter – Further Evidence
Evidence
Where are the visits coming from?
As the top post has been tweeted, possibly the visits
are from a Twitter client (rather than the Twitter Web
site)
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Evidence
“The Power Of Passed Links”
The Value Of Twitter Is In “The Power Of Passed
Links”
Wilson predicts that at current growth rates, Twitter
“will surpass Google for many websites in the next
year.” And that just as nearly every site on the Web
has become addicted to Google juice, they will
increasingly try to find ways to get more links from
Twitter. Because Twitter equals traffic. …
Moreover, he asserts that these Twitter links “convert
better” than search links because they are often prefiltered and come in the form of a recommendation
from someone you are following.
TechCrunch, June 2009
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Slideshare
Metrics
Slideshare To Promote Ideas
I use Slideshare to maximise
awareness of ideas in papers I deliver
at conferences. Approaches:
• Slides uploaded in advance
(accessibility benefits)
• Allow slides to be embedded in
blogs, Web pages, …
• Text, tags, links & metadata to
support searching & provide context
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The Researcher
Slides uploaded on behalf
of Professor Carole Goble
Carol Gole’s
slides
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Who?
Who Does The Work?
Issues:
• Who should use Social Web services to
support marketing and outreach activities?
• What are the advantages and
disadvantages of tope-down and bottomup approaches
• Who owns the content?
• How do you address the risks of bottomup approaches?
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Ethics?
The Ethical Issues
Issues:
• Who owns the content?
• Who is liable if things go wrong?
• Can ‘management’ require staff to make
use of Social Media services?
• What are the boundaries between
marketing and spamming; promoting
positive features, spinning and lying; …?
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Case Study 1: IWMW 2010
Background
• 14th in series of UKOLN’s annual Institutional Web
Management Workshop
• To be held in Sheffield in July 2010
• Established and valuable ‘brand’
Context
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• Two Unis have said “no training budget”
• Some Web team losing staff: younger (cheaper)
replacements
• Good number of submissions 
• Concerns that potential attendees (a) won’t have
budget to attend and (b) will feel there’s little new
A centre of
in digital information management
www.ukoln.ac.uk
toexpertise
be gained
Case Study 1: IWMW 2010
Marketing
• Opportunity to market event to newcomers to
community
• Addressing new angle of ‘Web in turbulent times’
• Opportunity to learn from innovations that we use
(and learn from any mistakes)
Tools and Services
• Event blog (success at IWMW 2009)
• Event hashtag and Twitter feeds (admin & live
blogging)
• Event outreach (video stream, …) – announced if
target nos. reached
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Case Study 1: IWMW 2010
Who
• Brian Kelly / Marieke Guy & event blogger
• Familiar with Social Media and well-established
social graphs
• Everyone! Invite participants to contribute to
Social Web services e.g. event blog, Twitter
hashtag (#iwmw10), Flickr photos, Twibbon, …
Evidence
• Blog statistics blog
• Twitter archives and
subsequent analysis
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Case Study 2: Research Paper
Background
• Paper accepted at W4A 2010 conference
• To be held in Raleigh, NC in April 2010
Marketing
• We ‘do’ research
• Our outputs / our staff are valued at
international research conferences
• The ideas presented in paper
• The paper itself
• The collaborators / co-authors
• The impact of the work
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The
organisation
Content
Community
Outputs
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Case Study 2: Research Paper
Tools and Services
•
•
•
•
•
•
•
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News item (RSS) about paper accepted [org]
Blog post about how co-authors met [community]
Slideshare for talk at conference [content]
Video recording of talk? [content]
Blog post about the paper [content]
Deposit paper in IR [content]
Monitoring event back channel for tweets about
talk [outputs]
• Blog post about the conference and the talk
• Traditional citation analysis
Who?
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• Authors
What’s Missing?
Two case studies:
• Based on motivated individuals
• Doesn’t help in promotion of outputs and
services if owned by non-users of social
media
What to do:
• Promotion of benefits
• Institutional marketing
• Dedicated social media staff
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Questions
Any questions?
Name: Brian Kelly
Address: UKOLN, University of Bath, BATH, UK
Email: b.kelly@ukoln.ac.uk
Web site: http://www.ukoln.ac.uk/
Blog: http://ukwebfocus./wordpress.com/
Twitter: briankelly and
ukwebfocus (automated feed)
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