Getting the best value out of the web
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This is an introductory talk on social media as presented at the Chartered Institute of Library and Information Professionals in Scotland (CILIPS) 'Imaging the Future' conference on 7-8 June 2011. It describes the challenge that exists regarding participating in social media to library staff, provides an introduction to social networks and related media, with examples of how individuals and libraries are realising associated benefits.
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Getting the best value out of the web
- 1. Best value out of the web CILIPS annual conference, Mitchell Library, Glasgow Wednesday 8 June 2011 Christine Cahoon, @ronjea JISC Netskills, @netskills 1
- 2. Best value out of the web Introduction • SCA and Netskills—workshops on ‘Maximising Online Resource Effectiveness • Recognising the challenge of resource discovery • Significance and limitations of conventional SEO • Content structure, semantic mark-up—why it's important • Developing a promotional strategy • Joining data up using embedded metadata with RDFa • Leveraging HTML5, CSS3, basic metadata approaches, and other technologies • Elements of content strategy, including people, technology and processes 2
- 3. Best value out of the web Introduction • Christine Cahoon Academia and Business History of working with internet and web Netskills and Strategic Content Alliance 3
- 4. Best value out of the web Introduction 1993—Network Services Conference in Warsaw, George Munroe reported on the User Network Interface To Everything (UNITE) task force that... “...there is a network evolution with lots going on. Today the bemused user is surrounded by many exciting developments...” http://www.platypusconsultancy.com/static/platypusconsultancy/articles/19931012_warsaw_NSC_UNITE.pdf 4
- 5. Best value out of the web Introduction Mary Dudman, Librarian, at the same 1993 conference: “... the Library goal is to provide access to as much information as possible, in the most versatile way possible, to the widest range of clientele we can possibly serve...” 5
- 7. Best value out of the web Participate or ignore, and why? • what do you have to share • why would you want to share it • who would you share it with • how would you share it • what would indicate success • what are the possibilities 7
- 8. Best value out of the web What do you have to share “The librarian isn't a clerk who happens to work at a library. A librarian is a data hound, a guide, a sherpa and a teacher. The librarian is the interface between reams of data and the untrained but motivated user.” Seth Godin, entrepreneur and author 8
- 9. Best value out of the web Why would you want to share it • Respected, trusted view... very influential • Create dialog • Build community • Getting feedback about your service and improve it! • Bring traffic to your web site 9
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- 12. Best value out of the web Who would you share it with • 5.3 billion mobile devices used worldwide—77% of the population • 21.8% are smartphones—internet access and have greater computing ability than standard phone • by 2014, it is estimated that mobile internet will outpass desktop internet usage • Out of 629 million, 250 million people access Facebook using their mobiles • Of the 200 million Twitter users, 40% tweet using their mobile http://mashable.com/2011/03/23/mobile-by-the-numbers-infogrpahic/ http://techcrunch.com/2011/05/20/infographic-a-look-at-the-size-and-shape-of-the-geosocial-universe-in-2011/ 12
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- 14. Best value out of the web Who would you share it with • Identify who your audiences are Are there more than one... • Define their profile What’s their demographics, interests, what technology do they use • Prioritise how important it is to communicate with them Is it worth spending time and energy on those less important... • What’s the purpose of communication to each How to deliver value to them... raise awareness, influence visitors... • Compare your audiences and purposes Are your audiences and purposes the same for each audience... 14
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- 18. Best value out of the web How would you share it • Twitter—microblog of 140 characters for a ‘tweet’, follow, reply, retweet, share • LinkedIn—build your professional network, be visible, connect with past and previous colleagues • Wikipedia—submit an entry for your library • YouTube—informative movies that relate to your audience • Blogging—using e.g. WordPress, enabling others to read and comment on what you’ve said • Facebook—social networking • ... and lots more—choose what suits you, your audience and your purpose 18
- 19. Best value out of the web How would you share it • Effect on productivity • Managing interactions • Attribution and licensing • Identity • Reputation • Invisibility http://www.creativecommons.org/ 19
- 20. Best value out of the web What would indicate success • Increased traffic to web site or blog—monitored from Google Analytics • Actual feedback you would receive from your blog • Increased awareness of your library service in the wider community • Bring in revenue 20
- 21. Best value out of the web What are the possibilities • The ‘Christine Cahoon’ Daily—personal newspaper • LinkedIn Today—daily professional newspaper • Blogging—giving your opinion, critical analysis, research, feedback • Let others do the blogging! • Compiling YouTube movies to connect with audience • Facebook—co-ordinating many social content into one from YouTube, blogs to Flickr • Virtual reality! 21
- 22. http://paper.li/ronjea/ 22
- 24. Best value out of the web Reach other audiences... example • Andy Priestner—head librarian of Cambridge University’s Judge Business School • Blog—observations on a Jedi Librarian in an episode of Star Wars: The Clone Wars • Picked up by local newspaper—blog went viral • Statistics—from several 50-60 visitors per day to almost 4K at its peak 24
- 27. Best value out of the web Content relevant to audience, example • Imperial College, London—since 2008 student bloggers write about their experiences of student life and studies • Each year students are keen to apply for these positions and share their insights • The whole process so far has been self-regulating • Measures—over the past year >136,000 hits on the student blogs/visitors spend an average of 1 minute 50 seconds on a page. 27
- 29. Best value out of the web Content relevant to audience, example • University of Glasgow Library, YouTube channel, uofg—lots of informative movies detailing services • >2K of hits for introductory Library movie 29
- 31. Best value out of the web Content relevant to audience, example • Brigham Young University Library created movie based on ‘New Spice’ ad called “Study like a scholar, scholar” • 2.7 million hits on YouTube 31
- 33. Best value out of the web Content relevant to audience, example • Which ones the success? • What’s the message to potential students? • Any other benefits? 33
- 35. Best value out of the web Multiple social sources, example • The mission of New York Public Library (NYPL) is to inspire lifelong learning, advance knowledge, and strengthen their communities • Use of Twitter—100K followers in February 2011, 133K as of May 2011 • Facebook—as of May 2011 have 34.5K ‘Likes’ • Social Media Week 2011—held in 9 cities in, NYPL chosen for “its innovative adoptions of social media to build a fantastically engaged community of supporters” • Target for fundraising campaign was $50K, soon had to be raised to $100K http://www.nypl.org 35
- 37. http://www.nypl.org/voices 37
- 38. Best value out of the web Virtual library, possibility Scott McIntyre from 1993 Warsaw NS conference reflected: “Navigation through infospace must be highly customisable... Personally I would like to be able to sit with a Virtual Reality helmet of some sort on, and represent the information sources as books on a library shelf. I can sort it however I want, paint the spines of important books in a bright colour for easy reference, even stack the books in different positions. Point, grasp, and you're there.” 38
- 39. Best value out of the web Virtual Library, example In 17 May, NYPL released “Biblion: The Boundless Library”...designed for you to jump from story to story as you move through Infoscape of the 1939-40 World’s Fair http://itunes.apple.com/us/app/nypl-biblion-worlds-fair/id433418206?hpfeature=1 39
- 40. Best value out of the web Summarise • Wealth of knowledge and experience that should be shared • To provide a respected view, create dialog, build community, get feedback, bring traffic • Know the audience you are trying to reach • Use the most appropriate tool that reaches your audience • Communicate the way that meets the audience and the possibilities may surprise you... 40
- 42. Best value out of the web Going forward SCAMORE workshops, June 23-24, Brettenham House, London Aimed at practitioners who wish to gain an appreciation of many different convergent themes that impact their work of preparing, promoting or managing online material. It provides pertinent insights to what is possible and with what implications to inform organisation policy makers. We anticipate participants from universities, higher education, public sector services such as archives, museums, education, broadcasting and cultural heritage—it is equally suited to those from a commercial business background. http://www.netskills.ac.uk/content/products/workshops/event/jisclon-jun11-scamore-r1/index.html http://scamore.netskills.biz/ http://www.netskills.ac.uk 42
- 43. Best value out of the web Questions and answers ? 43