The Social Web : SCAmore

http://www.ukoln.ac.uk/web-focus/events/workshops/sca-seo-201004/

Maximising the Effectiveness of Your Online Resources:
Exploiting the Social Web to
Promote Your Resources
Brian Kelly Acceptable Use Policy
Recording this talk, taking photos,
UKOLN discussing the content using Twitter,
University of Bath blogs, etc. is permitted providing
Bath, UK distractions to others is minimised.
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:
This work is licensed under a Attribution-
NonCommercial-ShareAlike 2.0 licence (but
note caveat)
A centre of expertise in digital information management www.ukoln.ac.uk

About Me
Brian Kelly:
• JISC-funded Web adviser to UK
HE/FE sector
• Based at UKOLN, a national
centre of expertise in digital
information management
• Involved in Web since Jan 1993
• Over 300 presentations given
since 1997
• ~700 blog posts since Nov
2006
• Current areas of interest
include Web 2.0, Web
standards & Web accessibility

2

Using Tools I Talk About
Use of Web 2.0
technologies &
approaches:
• RSS feeds for
structured information
• Geo-location data
• Exploitation of 3rd
party services
• Openness of
resources
• Risk assessment /
management
approaches

Talks given in 2009 covered Web 2.0,
accessibility & standards.
Note also use of information managementblogs, YouTube, Twitter, …
A centre of expertise in digital blogs, video www.ukoln.ac.uk
3

Revisiting SEO

Web sites
Google
(Live Search
Bing, …)
Real Databases
world
Summary of key approaches:
• Apply various techniques to Web resources to
Directories make resources easier to find in Google, …
• Resources may include organisational Web suites,
third party Web sites, databases, …
• Resources may also include real world objects
and ideas (i.e. your museum, your research ideas,
…)
• Based on understanding of importance of Google
to end users
4

Beyond SEO

Web sites
Social Services
(Facebook,
Slideshare,
Twitter, …)
Real Databases
world

Summary of key approaches:
Directories • Make use of social networking services which
people may use of discuss your services
• Services may include Facebook, MySpace,
Slideshare, Twitter, …
• No need to touch your Web sites (so useful if you
can’t!)
• Based on understanding of popularity of SNs and
A centre of expertise in digital information management www.ukoln.ac.uk and sharing
people’s interests in chatting
5

Opportunities & Challenges

6

It’s About The Individual!

7

It’s About The Individual!
Focus of the Social Web
is the individual.
Challenges posed:
• ‘It’s my space’
• ‘Sustainability
• Privacy
• Editorial control
• Branding
• …

7

Web 2.0 Web 2.0
What Is Web 2.0?
Marketing term (derived from observing 'patterns') rather
than technical standards - “an attitude not a technology”
Characteristics Of Web 2.0
• Network as platform
• Always beta
• Clean URIs
• Remix and mash-ups
Syndication (RSS)
• Architecture of participation
Blogs & Wikis
Social networking
Social tagging
(folksonomies)
• Trust and openness
Web2MemeMap, Tim O’Reilly,
82005

Wikis What Does Google Find?
Pages in Wikipedia
are Google-friendly
•First 3rd party Web
site for search for
‘British Library’ is
from Wikipedia

9

Wikis What Does Google Find?
Pages in Wikipedia
are Google-friendly
•First 3rd party Web
site for search for
‘British Library’ is
from Wikipedia
•Similar results found
for a search for
‘British Postal
Museum’

9

Wikis Exploiting Wikipedia (1)
Is your
organisation
listed in
Wikipedia?
If not you are
missing out on a
(free) marketing
opportunity.

10

Exploiting Wikipedia (2)
Your entry may have
created by someone
who doesn’t work for
your organisation
Here’s a simple
example of a
Wikipedia entry.

11

Your entry may have
created by someone
your organisation
Here’s a simple
example of a
Wikipedia entry.
Looking at the page
history we can see
when it was created
and by whom.

11

Your entry may have
created by someone
your organisation
Here’s a simple
The original page may have example of a
been embarrassing. Wikipedia entry.
How long might this page have
Looking at the page
been promoting your
history we can see
museum?
when it was created
and by whom.

11

Your entry may have
created by someone
your organisation
Here’s a simple
The original page may have example of a
been embarrassing. Wikipedia entry.
How long might this page have
Looking at the page
been promoting your
history we can see
museum?
when it was created
and by whom.
Conclusions: Doing nothing may not be an option! And would
you allow inaccurate information to be published in a popular
print publications? in digital information management www.ukoln.ac.uk
A centre of expertise
11

Wikis Exploiting Wikipedia (3)
How to proceed:
• How to create pages: See Museums and
Wikipedia paper, J Bowden from MW 2007.
• No Wikipedia reputation: Get ID and be a good
Wikipedia citizen first.
• Entry flagged as ‘marketing’: You’ve copied your
marking material, haven’t you! Work with your
peers to avoid ‘the best’, ‘the leading’, …

Note: This
is now
fixed
12

Blogs Why Blog?
Multiple reasons for blogging (not all to do
with maximising access to resources and
ideas):
• Reflection
• Dissemination
• Engagement
• News and alerts
• Note-taking
• Experimentation
• ‘Think out loud’
• Personal development
• Syndication
•…

Jo Alcock (librarian at Wolverhampton University) has a blog which
allows her to engage with her users on library developments and
solicit of expertise in digital information management www.ukoln.ac.uk
A centre
feedback
13

Blogs Why I Blog
Reasons mentioned
previously.
In addition:
• Talk about plans for
new ‘stuff’ (events,
papers, ideas, …)
• Talk and ‘stuff’ I’ve
delivered (as
illustrated)
Use of a blog allows this
to be:
• Commented on
• Syndicated
• Repurposed

14

The Paper In The Repository

The paper in the
repository can fail
to engage with
potential interested
parties (especially
if the paper is
embargoed)

15

Facilitating The Discussion
The blog post about
the paper can
engage a wider
audience …

16

The blog post about
the paper can
engage a wider
audience …

and encourage
discussion and
debate ..

16

The blog post about
the paper can
engage a wider
audience …

and encourage
discussion and
debate ..

and provide links to
discussions taking
place elsewhere

16

Best Practices For Bloggers
Examples of best practices:
• Have a blog policy (e.g.
‘Don’t be stupid’)
• Define the scope and
target audience
• Link to others
• Allow comments
• Respond to comments
• Decide on team or
individual blog
•…
See UKOLN’s Cultural Heritage
IntroBytes briefing documents
17

Best Practices For Bloggers
Examples of best practices:
• Have a blog policy (e.g.
‘Don’t be stupid’)
• Define the scope and
target audience
• Link to others
• Allow comments
• Respond to comments
• Decide on team or
individual blog
http://www.ukoln.ac.uk/cultural-heritage/documents/ •…
See UKOLN’s Cultural Heritage
IntroBytes briefing documents
17

Blogs From A Distance Blog

18

Blogs From A Distance Blog
Chris Sexton, IT Service’s Director
at University of Sheffield & current
UCISA chair
Her blog:
• Outlines senior management
strategic thinking
• Embed title and link to my most
recent blog post

18

Blogs Reading, Even If Not Blogging
Negative impact – the
bad things they say
about your stuff
Can be useful to
monitor:
•Your brand
•Your ideas
•Your reputation
•Your stuff
•….

Some minor criticisms from Stephen Downes, a
well-read Canadian e=learning guru

19

Blogs Reading, Even If Not Blogging
Negative impact – the
bad things they say
about your stuff
Can be useful to
monitor:
•Your brand
•Your ideas
•Your reputation
•Your stuff
•….

Some minor criticisms from Stephen Downes, a A speedy reply, and a
well-read Canadian e=learning guru positive response
19

Twitter What Can Twitter Offer?

20


Promoting blog
post about possible
event.
Brief - designed for
retweeting (RT)
Should you add
“Please RT”?

21


“OMG they’re
criticising us – and
this is being
retweeted to new
groups!”
Note you don’t have
to respond (but you
may address issues
raised)
22

Twitter Writing Style
New blog post published which I hope to gain a wide
audience for.
Announcement tweeted.
First draft
“Respect Copyright (and Subvert It!)" My thoughts on copyright
and openness in light of the #digitalbritain report http://bit.ly/
4XOMJ”
Second draft:
“Respect Copyright (and Subvert It!)" Thoughts on copyright &
openness in light of #digitalbritain report http://bit.ly/4XOMJ”

23

Twitter Writing Style
New blog post published which I hope to gain a wide
audience for.
Announcement tweeted.
First draft
“Respect Copyright (and Subvert It!)" My thoughts on copyright
and openness in light of the #digitalbritain report http://bit.ly/
4XOMJ”
Second draft:
“Respect Copyright (and Subvert It!)" Thoughts on copyright &
openness in light of #digitalbritain report http://bit.ly/4XOMJ”

Rationale:
• Allow retweeting in entirety
• Clause which can be removed
(“in light of #digitalbritain report”)
to allow for commentary (e.g. “great post”)
23

Twitter 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
A justify the ROI” information management www.ukoln.ac.uk
centre of expertise in digital Really?
24

Twitter Twitter – Further 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)

25

“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 pre-
filtered and come in the form of a recommendation
from someone you are following.
TechCrunch, June 2009

26

Slides Slides To Engage Users
Slides designed to allow
users to make use of content
and links:
• AUP giving permission to
reuse content & exploit
WiFi network to discuss
content
• Hyperlinks in slides
• Link to master copy
provided in title slide and
footer in handout
• Tag used in del.icio.us to
bookmark resources (no
The PowerPoint file is a live resource which
need to copy URLs)
can be easily accessed, discussed and
provide links to relevant resources during a
talk and subsequently.
27

Slideshare 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

28

What About Video?
Increasingly users
want video
content – and are
likely to use
Google or
YouTube to find
videos

Google Video might have been an obvious place to
store videos – but it is how being deprecated

29

YouTube
Want to make your
University
appealing to
potential students?
They’re likely to
look at YouTube
What will they find?

30

YouTube
Want to make your
University
appealing to
potential students?
They’re likely to
look at YouTube
What will they find?

Student-published videos may appeal to potential students –
but the approaches (drunkenness, copyrighted sound clips,
etc.) won’t be used digital information management www.ukoln.ac.uk
A centre of expertise in officially
31

Your Institutional Video
Is it worth trapping
your marketing videos
in your institutional
Web site?
The SEO tips for
enhancing the visibility
of your videos in
YouTube follow well-
“Given that YouTube is by far the most popular established guidelines
video website, you should be publishing videos
there (even if you are a B2B company like (e.g. title, description,
HubSpot ” tags, …)

32

What About Facebook? (1)
Should you have a
Facebook presence for
your organisation?
What are the reasons
for having a presence in
Fb?
What are the concerns?
Do the advantages
outweigh the
disadvantages?

Nos. in June 2009 –
21,760 in Apr 2010
33

Risks of Doing Nothing
Webinar held on
16 June 2009
Advice for US
Universities on how to
exploit social
networks

34

Risks of Doing Nothing
Webinar held on
16 June 2009
Advice for US
Universities on how to
exploit social
networks
What are the
risks of being
left behind?
Must a
service be
100% ‘pure’
before
choosing to
A centre of expertise in digital information management www.ukoln.ac.uk use it?
34

Brooklyn Museum Case Study

Brooklyn Museum blog – with post about their iPhone
App. Also centre ofease ofinbookmarking, user feedback, …
A note expertise digital information management www.ukoln.ac.uk
35


36

Note their
presence in
Facebook …

37

Brooklyn Museum
have also
developed a
Facebook
application
(Artshare) which
allows their
resources to be
embedded on
other Facebook
pages

38

Flickr used to
support Graffiti
Exhibition:
•Reach large nos.
•Allow users to
comment
•Allow users to
upload related
photos in group
•Supported org’s
mission

See “Building an On-line Community at the Brooklyn Museum: A Timeline”,
MW 2007 and “Where Do We Go From Here? Continuing with Web 2.0 at the
Brooklyn A centre of expertise in digital information management www.ukoln.ac.uk
Museum”, MW 2008
39

What About My Organisation?
50 Social Sites That Every Business Needs a Presence on
Social-Media/Social-Bookmarking Sites
Share your favorite sites on the Web with potential clients and business partners by
commenting on, uploading and ranking different newsworthy articles. You can also
create a member profile that directs traffic back to your company's Web site.
Reddit, Digg, del.icio.us, Stumbledupon, Technorati, Ning, Squidoo, Furl,
Tubearoo, Wikihow, YouTube, Magnol.ia
Professional-Networking Sites
Sign up with these online networking communities as a company or as an individual to
take advantage of recruiting opportunities, cross-promotional events and more.
Linkedin, Ecademy, Focus, YorZ, Xing, Facebook, Care2, Plaxo, …
General Social-Media Sites
The following social-media sites provide excellent opportunities for businesses to
advertise; promote specials, events or services; and feature published, knowledgeable
employees.
Wikipedia, Newsvine, 43 Things, WetPaint, Twitter, Yahoo Answers

Don’t go for them all!
40

Conclusions
The Social Web:
• Can be used to enhance access to digital
resources, real world resources and ideas and
concepts
• Ignoring the potential may mean you lose out
to your peers, competitors or rivals
• Can form part of your organisation’s mission
and not just an added extra for dissemination
• But there are risks

41

Questions and Discussion
Any questions?

42

Discussion
Possible areas for discussion:
1. Who’s already doing this: What experiences
can you share?
2. Who’d like to do this: What barriers do you
envisage?
3. Who feels that more evidence is needed:
What evidence is required?
4. Who thinks this is a wrong approach: What
concerns do you have?

43

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