Maximising Online Resource Effectiveness Workshop Session 4/8 Using the social web (alternative BK version)

The social web—SCAMORE 4/8 (alternative)

photo: ©GM 2010

http://www.ukoln.ac.uk/web-focus/events/workshops/scamore-20100617/

Maximising the Effectiveness of Your Online Resources:
Exploiting the Social Web to
Promote Your Resources
Brian Kelly Acceptable Use Policy
UKOLN Recording this talk, taking photos,
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: 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
• User of various Web 2.0 services: blogs, micro-blogs,
social sharing services, social networking services, …

2

UK Web Focus
blog : main user
engagement &
dissemination
channel
3

Revisiting SEO

Web sites
Google
(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
4
to end users

Beyond SEO

Web sites
Social Web
(Blogs,
Facebook,
Slideshare,
Real Databases Twitter, …)
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
5
and people’s interests in chatting and sharing

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)
Web2MemeMap, Tim O’Reilly, 2005 • Trust and openness
8

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 Wikipedia
been embarrassing. entry.
How long might this page have Looking at the page
been promoting your museum? 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 Wikipedia
been embarrassing. entry.
How long might this page have Looking at the page
been promoting your museum? history we can see
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

DBpedia

DBpedia:
• Linked Data version of
Wikipediaofinfo boxes information management www.ukoln.ac.uk
A centre expertise in digital
13

DBpedia Relationship Finder
Find
relationships
between items
in Wikipedia

14

Wikipedia: Conclusions
Conclusions:
• Good for SEO
• A way of
joining Web of
Linked Data

Note that relationship isn’t described in
entries for Oxford or Cambridge, but is
provided externally
15

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 feedback
16

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
17

The Paper In The Repository

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

18

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

19

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

and encourage
discussion and
debate ..

19

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

and encourage
discussion and
debate ..

and provide links to
discussions taking
place elsewhere

19

The Evidence
Statistics for the University of Bath Opus
Repository

SEO

???
Blog postA centre of expertise in digital information management www.ukoln.ac.uk
20

The Evidence
Second most downloaded resource in Opus had
been linked to from UK Web Focus blog

21

The Evidence
Second most downloaded resource in Opus had
been linked to from UK Web Focus blog

735 views total

21

A Comparison
Does a blog post generate a ten-fold increase in
the number of downloads?

22

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
23

Blogs From A Distance Blog

24

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

24

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

25

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
25

Twitter What Can Twitter Offer?

26


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

27


“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)
28

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”

29

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”)
29

Evidence The Evidence
Evidence of the importance of Twitter for driving
traffic to blogs

UK Web Focus Blog:
Total of 250,00+ views.
Average 250/day over 3.5 years
But how do they arrive at the blog?

30

Evidence The Evidence
Evidence of the importance of Twitter for driving
traffic to blogs

30

“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

31

Twitter Alerts
Twitter alerts for
keywords, etc
available using:
• Columns in
Tweetdeck
• Email alerts
•…
But this doesn’t
provide a historical
perspective

Note ukwebfocus Twitter account is used for
automated announcements ofmanagement www.ukoln.ac.uk
A centre of expertise in digital information posts
32

Exploring The Evidence
Twitter can be
a significant
driver of traffic

33

Exploring The Evidence
Twitter can be
a significant
driver of traffic

Where would blog be now
without Twitter? Twitter
seems to have decimated
RSS traffic.
33

Further Evidence
Screenshots from http://
twitoaster.com/briankelly

Aim: get people to provide suggestions
for TwapperKeeper. information management www.ukoln.ac.uk
A centre of expertise in digital
34

Further Evidence

to get feedback on ideas in post
Aim: get people to provide suggestions
(… and to get post read)
for TwapperKeeper. information management www.ukoln.ac.uk
A centre of expertise in digital
34

Further Evidence

Aim: to getget feedback on ideas post –
Aim: to feedback on ideassuggestions
people to provide in in post
butfor TwapperKeeper.feedback
(… and to valuable read)
received get post
34

Further Evidence

What to getget feedback on ideas post –
Aim: does the evidence tell us in in post
Aim: to feedback on ideassuggestions
people to provide about
(a) for TwapperKeeper.feedback achieve aims?
but(… and to valuable read) to
received get post
success of aims &(b) how management www.ukoln.ac.uk
A centre of expertise in digital information
34

Beyond The Individual
Twitter is
used to
support
IWMW event
with IWMW
and
IWMWlive
accounts
(and
sword_app)

This news function was initially carried out
using RSS of expertise in digital information management www.ukoln.ac.uk
A centre
35

Beyond The Individual
Twitter is
used to
support
IWMW event
with IWMW
and
IWMWlive
accounts
(and
sword_app)

This news function was initially carried out for remote audience.
Official transcript of plenary talks is useful
using RSS of expertise use it for captioning videos of talks
We alsocentre
A
intend to in digital information management www.ukoln.ac.uk
35

Observing Patterns
Twitter used
by Mimas

36

Observing Patterns
Twitter used
by Mimas

Twitter used by
EDINA for several
of their services

36

Next Steps: Implementation
History:
• Use by early adopters
• Use to support events
• Claiming ‘ukoln’ Twitter ID
• Gathering evidence of benefits / ROI
Now:
• Planning use of ukoln and ariadne_ukoln Twitter
accounts
• Agreeing responsibilities and scope
• Documenting and sharing best practices:
the ‘voice’; the scope; do we follow; do we auto-
follow; do we respond; …
37

http://paper.li/ariadne_ukoln

Further Benefits
Further benefits include the paper.li daily
newsletter – see http://paper.li/ariadne_ukoln

38

Collective Approaches
What benefits can be gain
by actively collectively:
• Sharing best practices
and experiences
• Exploiting virality of
social networks –
services that get better
as nos. of users grow
What about the ethical
aspects?

ukwebfocus Twitter account follows JISC Twitter accounts.
paper.li provides daily newsletter based on links posted – see
<http://paper.li/ukwebfocus> management www.ukoln.ac.uk
A centre of expertise in digital information
39

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
The PowerPoint file is a live resource which bookmark resources (no
can be easily accessed, discussed and need to copy URLs)
provide links to relevant resources during a
talk and A centre of expertise in digital information management www.ukoln.ac.uk
subsequently.
40

Slideshare Slideshare To Promote Ideas

I use Slideshare to maximise
awareness of ideas in papers
presented at events. 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
41

The Researcher Slides uploaded on behalf of
Professor Carole Goble
Carol Gole’s
slides

42

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

43

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

44

YouTube
Want to make your
to potential
students?
at YouTube

45

YouTube
Want to make your
to potential
students?
at YouTube

IWMW 2010 session
From Apr - Oct 2009 Sheffield Uni ran competition encouraging students to
upload videos to YouTube (£3000 prize). Aim was to get the students to
express in own words what they thought of the University & how Sheffield
had madecentre of expertise in digital information management www.ukoln.ac.uk
A them.
45

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
video website, you should be publishing videos
established guidelines
there (even if you are a B2B company like (e.g. title, description,
HubSpot ” tags, …)

46

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 –
24,200 in May 2010
47

Social Web & Linked Data
Will Social Web
services help-
to popularise
Linked Data?
Notice how
sig.ma provides
access to
structured
content from
many Social
Web services

48

Social Web & Linked Data
Will Social Web
services help-
to popularise
Linked Data?
Notice how
sig.ma provides
access to
structured
content from
many Social
Web services

It knows my name … but can get it wrong!
48

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

49

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 use it?
49

Case Study: IWMW 2010
Challenge: maintain audience levels for a
successful event at a time of limited funding

Note:
•Easy to add details
•Geographical context
50

http://iwmw.ukoln./ac.uk/iwmw2010/ OpenLike:
• Recommendation
shared using social
networking /
recommendation
services

2 lines of JavaScript

51

http://iwmw.ukoln./ac.uk/iwmw2010/ OpenLike:
• Recommendation
shared using social
networking /
recommendation
services

FaceBook Like / Open
Graph Protocol:
• Recommend /Like pages
2 lines of JavaScript to Fb contacts
Few lines lines of meta tags • Fb discovers value of
& an IFRAME tag metadata!

51

Use of Facebook Open Graph Protocol

Administrators interface which
myself and my colleague see

Note: Personal information removed
52

IWMW 2010
We decide not to run a Facebook ad

It is easy to create a targetted
Facebook ad – but we decided
not to do so.
53

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!
54

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