Alternative (Brian's) Session 6/8. Promotional strategies. The Strategic Content Alliance, JISC sponsored workshops on Maximising Online Resource Effectiveness, held on different occasions throughout 2010 and delivered by Netskills.

1. Social strategy—SCAMORE 6/8 (alternative)
photo: ©GM 2010

3. Promotion strategy
Session 6/8

4. http://www.ukoln.ac.uk/web-focus/events/workshops/scamore-20101012/
Maximising the Effectiveness of Your Online Resources
Promotional Strategies
For Your Service
Brian Kelly Session Aims
UKOLN In this session you will apply the
University of Bath knowledge you have gained by
developing promotional plans for
Bath, UK
areas of interest to you.
Email:
b.kelly@ukoln.ac.uk
Blog:
http://ukwebfocus.wordpress.com/
Twitter:
http://twitter.com/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

5. 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 real world areas of relevance?
• Within the current political and economic
context?
A centre of expertise in digital information management www.ukoln.ac.uk
2

6. Context since
1997
X
A centre of expertise in digital information management www.ukoln.ac.uk
3

7. Context since
1997
http://www.flickr.com/photos/my_new_wintercoat/415138363/
A centre of expertise in digital information management www.ukoln.ac.uk
4

8. Today….
Today….
A centre of expertise in digital information management www.ukoln.ac.uk

9. Political Context
David Camefon
X
A centre of expertise in digital information management www.ukoln.ac.uk
6

10. A centre of expertise in digital information management www.ukoln.ac.uk

11. Clim
ate
Cha
os
A centre of expertise in digital information management www.ukoln.ac.uk

12. o n
s i
e s
e c
l R
o ba
l
G
Clim
ate
Cha
os
A centre of expertise in digital information management www.ukoln.ac.uk

13. o n
s i
e s
e c
l R
o ba
l
G
Clim Cuts
ate
Cha
os
A centre of expertise in digital information management www.ukoln.ac.uk

14. Cuts o n
s i
e s
e c
l R
o ba
l
G
Clim Cuts
ate
Cha
os
A centre of expertise in digital information management www.ukoln.ac.uk

15. 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 centre of expertise in digital information management www.ukoln.ac.uk
8

16. 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
A centre of expertise in digital information management www.ukoln.ac.uk
9

17. Your Proposal
You should prepare your case and make a brief (2-4
mins) presentation. Your presentation should address
three of the following issues:
1. The key messages you wish to communicate
2. The user benefits
3. The resource requirements
4. The staff responsible for the work
5. Approaches to sustainability
6. The tools you will use
7. The evidence to demonstrate value
8. The risks & approaches to managing such risks
9. Ethical considerations
10.…
A centre of expertise in digital information management www.ukoln.ac.uk
10

18. E
Any Questions?
A centre of expertise in digital information management www.ukoln.ac.uk
11

19. 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?
Group
A centre of expertise in digital information management www.ukoln.ac.uk
12

20. 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?
Group
A centre of expertise in digital information management www.ukoln.ac.uk
13

21. 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?
Group
A centre of expertise in digital information management www.ukoln.ac.uk
14

22. 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?
Group
A centre of expertise in digital information management www.ukoln.ac.uk
15

23. 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?
Group
A centre of expertise in digital information management www.ukoln.ac.uk
16

24. Your Proposals
Now provide a summary of your proposals
A centre of expertise in digital information management www.ukoln.ac.uk
17

25. 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?
Monitor situation. Don’t worry, it’s hypothetical .
Use of Oppenheim formula .
A centre of expertise in digital information management www.ukoln.ac.uk
18

26. 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 .
A centre of expertise in digital information management www.ukoln.ac.uk
19

27. 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.
A centre of expertise in digital information management www.ukoln.ac.uk
20

28. 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 .
A centre of expertise in digital information management www.ukoln.ac.uk
21

29. 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
A centre of expertise in digital information management www.ukoln.ac.uk
22

30. The Researcher Slides uploaded on behalf of
Professor Carole Goble
Carol Gole’s
slides
A centre of expertise in digital information management www.ukoln.ac.uk
23

31. 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 bottom-up
approaches
• Who owns the content?
• How do you address the risks of bottom-up
approaches?
A centre of expertise in digital information management www.ukoln.ac.uk
24

32. 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; …?
A centre of expertise in digital information management www.ukoln.ac.uk
25

33. 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)
A centre of expertise in digital information management www.ukoln.ac.uk
26