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Online business model strategy project

Version 2.0, May 2009 by Heather Ford
Step 1: Set your goals and measures for success
Step 2: List your competitors and whether their
content is open or not
Step 3: List any open content resources that you
can feed into your site
Step 2: Determine stakeholders and their needs
Step 3: Develop a methodology - how you’re going
to achieve your goals and test whether you’ve
achieved them (principles etc)
1.
Consultation: The project will involve regular consultation and feedback to
   stakeholders.

2.
Regular assessment (‘perpetual beta’): User statistics, follow-on usage by
   educators/artists etc will be regularly assessed in order to adapt the strategy as
   the project progresses.

3.
Step 4: List strengths, weaknesses, opportunities
and threats/risks



     risk area   assessment     impact   mitigation



                 high/med/low
Step 5: List activities
A) Copyright ownership and licensing
Step 5.1: Develop policies + procedures

- end user license agreements (intellectual property rights, privacy, ) +
procedures against infringers
- develop a notice and takedown policy and procedure
- educational materials to back them up
- a channel for people to contribute to policies
Step 5.2: Divide your inventory into the following
sections
1. Works where the copyright has expired or works that fall under
public domain regulation

2. Works where the institution controls the copyright (e.g. works that
have been commissioned by the institution, or where copyright has
been transferred through the donation process to the institution etc)

3. Works where the institution has not transferred copyright or where
online use has not been specified in agreements with donors

4. Works where the institution has licensed the materials but does not
own them or control their copyright and is using them by fair dealing

5. Works where the institution has licensed materials from a third party
and has only limited use rights

6. Works that community members are contributing
1. Works where the copyright has expired or works
that fall under public domain regulation




                   http://en.wikipedia.org/wiki/File:First_Folio.jpg
                   This image (or other media file) is in the public domain
                   because its copyright has expired.

                   This applies to the United States, Australia, the European
                   Union and those countries with a copyright term of life of the
                   author plus 70 years.

                   Note that a few countries have copyright terms longer than 70 years: Mexico
                   has 100 years, Colombia has 80 years, and Guatemala and Samoa have 75
                   years. This image may not be in the public domain in these countries, which
                   moreover do not implement the rule of the shorter term. Côte d'Ivoire has a
                   general copyright term of 99 years and Honduras has 75 years, but they do
                   implement that rule of the shorter term.
2. Works where the institution controls the copyright (e.g.
works that have been commissioned by the institution, or
where copyright has been transferred through the
donation process to the institution etc)


             a) subscription (paid or free)
             - all rights reserved, or
             - CC licensed (if you don’t mind others
             re-publishing on their blog/site etc) or
             - own license.

             b) open/free
             - all rights reserved, or
             - CC licensed, or
             - own license.
3. Works where the institution has not transferred
copyright or where online use has not been specified in
agreements with donors


      Develop a model agreement and ask previous
      donors to sign either a) transfer copyright to you,
      or b) give you a right to use the content on the site
      and/or for others to be able to use the content on
      other sites i.e. enable license users to choose
      conditions according to Creative Commons or new
      conditions (e.g. according to jurisdiction). Make
      sure your CMS enables new rights statements
      beyond CC.
4. Works where the institution has licensed the
       materials but does not own them or control their
       copyright and is using them by fair dealing
                                               Rationale of fair use of this image in the article for Nelson Mandela

                                               The image quot;Young Mandela.jpgquot; is being linked here, though the
                                               original picture may be copyrighted. I Ezeu feel it is covered by fair
                                               use because:

                                                      1. The photograph depicts Nelson Mandela as a young man.
                                                      2. Nelson Mandela is an important person in the history of Africa
                                                    in general, and South Africa in particular.
                                                      3. This photograph is provided by the African National Congress
                                                    as a promotional picture of Nelson Mandela[1] without explicit
                                                    restrictions against its usage, fair use or otherwise.
                                                      4. This photograph is important in the article Nelson Mandela to
                                                    depict Nelson Mandela as a young man as most images of Mandela
                                                    depict him in his elderly years.
                                                      5. There are no known free or public domain photographs of
                                                    Nelson Mandela as a young man.
                                                      6. This image does not limit the rights of the copyright owners, if
                                                    such do exist, to distribute the original image in any way.
                                                      7. The photograph is used for non-profit and informational
http://en.wikipedia.org/wiki/File:Young_Mandela.jpg
                                                    purposes only.
5. Works where the institution has licensed materials
from a third party and has only limited use rights




    http://photos.mg.co.za/view_photo.php?pid=5218&gid=365
6. Works that community members are contributing
             Decide whether you want to choose the license for
             contributors or enable them to choose the license


1. Provide info about the work          2. Choose your License




   More examples at http://wiki.creativecommons.org/HOWTO_Publish
Step 5.3: Implement rights information in your
database
LicenseChooser.js




          http://wiki.creativecommons.org/LicenseChooser.js
Step 6: Consult, consult, consult
Unless otherwise specified this slideshow is licensed under a Creative Commons Attribution Share-
                                   Alike 2.5 South African License
                        http://creativecommons.org/licenses/by-sa/2.5/za/
 Please link back to http://iheritage.org.za and acknowledge the author: Heather Ford, iHeritage

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Developing a digital copyright strategy

  • 1. Online business model strategy project Version 2.0, May 2009 by Heather Ford
  • 2. Step 1: Set your goals and measures for success
  • 3. Step 2: List your competitors and whether their content is open or not
  • 4. Step 3: List any open content resources that you can feed into your site
  • 5. Step 2: Determine stakeholders and their needs
  • 6. Step 3: Develop a methodology - how you’re going to achieve your goals and test whether you’ve achieved them (principles etc) 1. Consultation: The project will involve regular consultation and feedback to stakeholders. 2. Regular assessment (‘perpetual beta’): User statistics, follow-on usage by educators/artists etc will be regularly assessed in order to adapt the strategy as the project progresses. 3.
  • 7. Step 4: List strengths, weaknesses, opportunities and threats/risks risk area assessment impact mitigation high/med/low
  • 8. Step 5: List activities
  • 9. A) Copyright ownership and licensing
  • 10. Step 5.1: Develop policies + procedures - end user license agreements (intellectual property rights, privacy, ) + procedures against infringers - develop a notice and takedown policy and procedure - educational materials to back them up - a channel for people to contribute to policies
  • 11. Step 5.2: Divide your inventory into the following sections
  • 12. 1. Works where the copyright has expired or works that fall under public domain regulation 2. Works where the institution controls the copyright (e.g. works that have been commissioned by the institution, or where copyright has been transferred through the donation process to the institution etc) 3. Works where the institution has not transferred copyright or where online use has not been specified in agreements with donors 4. Works where the institution has licensed the materials but does not own them or control their copyright and is using them by fair dealing 5. Works where the institution has licensed materials from a third party and has only limited use rights 6. Works that community members are contributing
  • 13. 1. Works where the copyright has expired or works that fall under public domain regulation http://en.wikipedia.org/wiki/File:First_Folio.jpg This image (or other media file) is in the public domain because its copyright has expired. This applies to the United States, Australia, the European Union and those countries with a copyright term of life of the author plus 70 years. Note that a few countries have copyright terms longer than 70 years: Mexico has 100 years, Colombia has 80 years, and Guatemala and Samoa have 75 years. This image may not be in the public domain in these countries, which moreover do not implement the rule of the shorter term. Côte d'Ivoire has a general copyright term of 99 years and Honduras has 75 years, but they do implement that rule of the shorter term.
  • 14. 2. Works where the institution controls the copyright (e.g. works that have been commissioned by the institution, or where copyright has been transferred through the donation process to the institution etc) a) subscription (paid or free) - all rights reserved, or - CC licensed (if you don’t mind others re-publishing on their blog/site etc) or - own license. b) open/free - all rights reserved, or - CC licensed, or - own license.
  • 15. 3. Works where the institution has not transferred copyright or where online use has not been specified in agreements with donors Develop a model agreement and ask previous donors to sign either a) transfer copyright to you, or b) give you a right to use the content on the site and/or for others to be able to use the content on other sites i.e. enable license users to choose conditions according to Creative Commons or new conditions (e.g. according to jurisdiction). Make sure your CMS enables new rights statements beyond CC.
  • 16. 4. Works where the institution has licensed the materials but does not own them or control their copyright and is using them by fair dealing Rationale of fair use of this image in the article for Nelson Mandela The image quot;Young Mandela.jpgquot; is being linked here, though the original picture may be copyrighted. I Ezeu feel it is covered by fair use because: 1. The photograph depicts Nelson Mandela as a young man. 2. Nelson Mandela is an important person in the history of Africa in general, and South Africa in particular. 3. This photograph is provided by the African National Congress as a promotional picture of Nelson Mandela[1] without explicit restrictions against its usage, fair use or otherwise. 4. This photograph is important in the article Nelson Mandela to depict Nelson Mandela as a young man as most images of Mandela depict him in his elderly years. 5. There are no known free or public domain photographs of Nelson Mandela as a young man. 6. This image does not limit the rights of the copyright owners, if such do exist, to distribute the original image in any way. 7. The photograph is used for non-profit and informational http://en.wikipedia.org/wiki/File:Young_Mandela.jpg purposes only.
  • 17. 5. Works where the institution has licensed materials from a third party and has only limited use rights http://photos.mg.co.za/view_photo.php?pid=5218&gid=365
  • 18. 6. Works that community members are contributing Decide whether you want to choose the license for contributors or enable them to choose the license 1. Provide info about the work 2. Choose your License More examples at http://wiki.creativecommons.org/HOWTO_Publish
  • 19. Step 5.3: Implement rights information in your database
  • 20. LicenseChooser.js http://wiki.creativecommons.org/LicenseChooser.js
  • 21. Step 6: Consult, consult, consult
  • 22. Unless otherwise specified this slideshow is licensed under a Creative Commons Attribution Share- Alike 2.5 South African License http://creativecommons.org/licenses/by-sa/2.5/za/ Please link back to http://iheritage.org.za and acknowledge the author: Heather Ford, iHeritage