This Business Improvement Proposal was created by WebIT2 Consultants (Sarah Killey, Donald Gee, Mark Cottman-fields, Darren Cann and Sean Marshall) for the Queensland University of Technology (QUT) Library.
The plan outlines an in-depth situational analysis, proposal description, recommended solution, key benefits, business drivers, return on investment and implementation plan.
This is an assessment piece for INB346 - Enterprise 2.0 unit, Semester 2, 2009 (Lecturer Dr Jason Watson).
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WebIT2 Consultants Proposal
1.
Web 2.0 Business Proposal
QUT Library 2.0
Presentation Link: http://www.youtube.com/watch?v=bnGgkCqYGTY
Enterprise 2.0
Semester 2, 2009
Lecturer: Dr Jason Watson
Group Members:
Sarah Killey – 05740649
Donald Gee – 02341191
Mark Cottman‐Fields – 05414628
Darren Cann – 05747392
Sean Marshall – 05747252
7. Web 2.0 Business Improvement Proposal – QUT Library
This is where Enterprise 2.0 steps in, to allow the library to maintain its high quality of information delivery
through the agreed service values of:
• Flexibility;
• Responsiveness;
• Innovation;
• Commitment to agreed service standards; and
• Awareness of “the big picture” (Future Directions for QUT Library Services).
The Library has already started to use various Web 2.0 technologies within its organisation. These are
presented in Table 1 below:
Catalogue Search:
• Really Simple Syndication (RSS) feeds for newly ordered books. This process is currently manual and
does not automatically update once a book is entered into and made available through the catalogue
system.
• Book Rating. A user of the catalogue can rate a book using the star system (1 to 5) to provide a
subjective opinion about the book to their fellow colleagues.
• Library Profile, where individuals can log in and actively see what library material they have online at
any given point in time. In addition a hold system is available where individuals can place holds on
materials without leaving the comfort of their own home.
Library Databases:
• The library databases ‐ there are over eight hundred of them and they are the highest used facility on
the website, with over seventy‐percent of the individual visiting the website, using these databases.
• The various databases are broken down into key subject areas to allow individuals to find the correct
database for their needs quickly
Library Guides:
• The library guides are one of the new Web 2.0 initiatives being undertaken by the QUT Library.
Currently, former Web 1.0 flat structure guides are being transformed into collaborative user‐friendly
guides. These guides are broken down into subject area and provide avenues for individuals to search
and locate information in key areas. In addition users are empowered to place comments on
resources, RSS feeds and sharing facilities are used, including the use of del.icio.us tags.
• However, these guides as stated above are slowly being transformed and to a certain degree that can
be manipulated to suit the target audience.
Twitter:
• The library has just branched into the world of Twitter, however this is only a pilot at this stage and is
used as an announcement broadcast medium
WIKI:
• A WIKI is an online space where groups of individuals can communicate and collaborate together on
various topics or projects. Currently, QUT offer WIKI through the use of Confluence to internal
members of the QUT community. These individuals are made up staff, higher degree students and
some undergraduate students.
Miscellaneous:
• The library is currently engaging with other Web 2.0 technologies including: Real‐Time librarian chat
and online polls to gauge feedback quickly.
Table 1‐ Current Web 2.0 Tools in Use by QUT Library
These Web 2.0 initiatives outline the main Web 2.0 initiatives the library is undertaking in an official sense.
However, there are other initiatives, which are being undertaken by various staff members within the
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14. Web 2.0 Business Improvement Proposal – QUT Library
5 Proposed Objectives
In order to measure a particular solution’s success or failure, its fundamental objectives must be realised.
Therefore, this section will outline the 3 key objectives that will be achieved through the actions of this
business improvement proposal with the recommended solution, approach 4. The objectives will be
presented in a SMART manner ‐ specific, measurable, achievable, relevant and timely and provide justification
for selection.
1. Achieve 80% Web 2.0 tool awareness (LibGuides, Twitter, Blogs, RSS etc) with the target market by the
end of Semester 1, 2010.
The issue of tool awareness is a major issue that seeks to be addressed with the implementation of approach 4
so this first objective sets the target for raising greater awareness of the existing Web 2.0 technologies, in use
within the QUT Library. This is important, not only for current but future Web 2.0 ventures for the QUT Library.
Marketing and communication efforts must be measured for impact to ensure that the key messages are
getting through to the intended target market and thereby facilitating greater awareness about access to
tools. In order to achieve this, a multichannel communication strategy will be implemented, such as email,
posters and flyers to spread the message. The marketing campaign will be an ongoing cycle for each semester,
as Web 2.0 technologies evolve and new stakeholders enter the QUT Library space (as will be outlined in detail
in Section 9). The success metrics will be via statistics analysis of online polling about student awareness of
Libr@ry Connect and its Web 2.0 elements.
2. Achieve 30% usage rates for Libr@ry Connect by the end of Semester 1, 2010.
Through the aforementioned marketing efforts that will aim to promote the Web 2.0 facilities, aim to alleviate
“library anxiety” by crossing the boundaries from social to professional platforms (Twitter, Facebook, and
Blogs etc), individuals will become more familiar with the technology resources available that will aid them in
their studies. Creating “Libr@ry Connect” will allow students to access all the Web 2.0 tools in one single
portal. This centralisation will reduce the complexity in finding the tools that will assist them in their
information search. By reducing the complexity, increasing the access and visibility of services students will
more likely use Libr@ry Connect. Usage of “Libr@ry Connect” can be measured through the number of
unique visitors to the page, student profiling (if users log into “My Library Profile”), monitoring of links clicked,
tools used and the time spent on the web page.
3. To achieve 80% student satisfaction rating for “Libr@ry Connect” page and integrated tools by the end
of Semester 1, 2010.
As will be outlined in Section 8, one of the key components for return on investment will be a measure of
student satisfaction. For the QUT Library the business model is not profit‐driven but focuses on the efficient
allocation of available resources (both financial and human resources) for the effective provision of services
for students. Student satisfaction of the approach of implementing “Libr@ry Connect” and its integrated suite
of Web 2.0 tools will be integral to the success of this Web 2.0 business improvement proposal. All efforts to
increase usage are underpinned by student satisfaction. If students are satisfied with a service they are more
likely to engage in repeat visitation, habitual usage and recommendation to other students. Measurement of
student satisfaction will be through online polling and selected focus groups to uncover satisfaction ratings
and if there is any recorded dissatisfaction, seek to uncover the issues for dissatisfaction for future
improvement.
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16. Web 2.0 Business Improvement Proposal – QUT Library
requires trial and error with usage data and a mixture of tagging and categorisation could allow the most
popular or most suitable services for a range of tasks to be promoted dynamically.
Search is quickly replacing navigation as the primary means of locating information. Future plans could place
search as the central feature of the online services, and integrate other functionality, such as suggestions,
reviews or librarian help based on the context.
6.3 Driver 3 – Commitment to Innovation
Demonstrating commitment to innovation by treating online services as a separate branch
The main advantages of treating online services as separate from a physical library building are that library
staff and users are encouraged to:
• View online resources as complementary face‐to‐face contact and physical books, rather than a
replacement.
• Allow time to be evenly dedicated to online and offline tasks
• Show that online resources are an important and valid means of learning and research
• Ensure adequate resources are available to investigate and implement new tools and techniques
• Provide services in real‐time that students can use quickly and effectively
These benefits are a driver due to the reputation gain and better knowledge of the student environment.
6.4 Driver 4 – Competitive Forces
Encouraging Innovation in Library services to deliver competitive advantages for QUT
Many Web 2.0 tools have a primary goal of reducing time and effort required to complete tasks. Major
companies have begun to explore how these tools can help improve their business. The QUT Library would
benefit from investigating how new tools and processes might be of benefit in the long run. The tools used
should be empowering and forgiving, allowing tasks to be completed without the need for extensive training
or prior knowledge (McAfee, 2009). According to Miles (2009) a consistent key gain from Enterprise 2.0
software and attitudes is better use of shared knowledge.
Governance and corporate policy can often be obstructions to developing effective new tools and techniques.
The desire for control over content, appearance and views is a cautious approach, but usually warranted. In an
area where there are no established best practises, it would be of benefit to experiment with new methods
before everything becomes locked down by policy. For example, knowledge flows are a substantial issue,
where communication externally between businesses and internally between departments, project teams and
managers is emerging to be a key element to competitiveness (Dawson, 2009). For the QUT Library, this shift
will impact how information is shared around the University and sections of the Library. Investing in Enterprise
2.0 will aid in enhancing and encouraging beneficial knowledge flows.
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17. Web 2.0 Business Improvement Proposal – QUT Library
6.5 Driver 5 – Teaching and Learning Support
Providing support for emerging teaching methods
As new tools and techniques emerge, students and businesses will expect QUT to incorporate new
developments into the units offered. The QUT Library can place itself in a position to support and aid lecturers
and tutors in developing and presenting new content. The more knowledgeable and forward‐thinking the
library is the better advice and support received from the library will be regarded.
Providing support is reflected in offering services consistent with student use of technology. Changes outside
the Library and University will need to be reflected in the approach and methods used in learning and
teaching.
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18. Web 2.0 Business Improvement Proposal – QUT Library
7 Benefits
Implementation of our Enterprise 2.0 strategy will incur a series of benefits that will improve the library's
interaction with their target audience both immediately and progressively over time. The Primary and
Secondary benefits provided represent a sample of the most influential prospects that Web 2.0 tools can
provide.
7.1 Primary Benefits
• Heightened awareness of QUT Library services, news and resources.
• Efficient and effective implementation of Web 2.0 tools based on existing QUT Library research.
• Incremental implementation with manageable risks ‐ strategies can be easily amended to help achieve
project objectives and maintain strategy focus.
• High level integration with QUT's existing infrastructure ‐ using applications that complement existing
QUT IT infrastructure rather than replace it.
• Improved collaboration and experimentation with new tools ‐ Students and staff can engage more
freely using Web 2.0 tools and share their usability experience more openly.
• Improved Knowledge Management ‐ Share information within a perpetual environment that evolves in
response to usage ('Network effect'), stays up‐to‐date and retains full context for all visitors and
effectively reduces or omits redundancy.
• Convergence ‐ Creation of a clear, simple and concise interface ‐ An improved and easier means of
access to Library services, news, events and resources
• Makes effective use of existing expertise with leading and emerging technologies ‐ Encourage existing
and prospective students to integrate their skills in Web 2.0 and social computing to interact with the
library and contribute to the QUT community.
• Tap into mobile computing through integration with popular Web 2.0 platforms (e.g. Facebook,
YouTube, Flickr and Twitter)
7.2 Secondary Benefits:
• Potential for 'Emergence' ‐ Purpose and value of particular Web 2.0 platforms and tools can be defined
and inherently evolve as a result of user contribution (in relation to Network Effect).
• Flexible and Dynamic ‐ Use of Open Source APIs can help create future custom applications that can
further enhance your site's features to attain higher level/long term goals. The prospect of creating
more ubiquitous Web 2.0 (applications beyond the Web Browser) can improve the adoption of the
Enterprise 2.0 paradigm and efficiency in everyday 'business' collaboration.
• Potential for infrastructure improvements ‐ Successful use of Web 2.0 can assist with shaping QUT's
new IT infrastructure.
• Connection to other repositories and the wider community ‐ Enterprise 2.0 strategies are being tested
and adopted by institutions worldwide. The utilisation of collaborative tools can lead to improved
aggregated search amongst neighbouring universities for conventional students as opposed to just
researchers.
• Employment and advertisement opportunities beyond QUT ‐ Use of popular tools can be used to
engage the community as a means of advertisement for international students (e.g. UQ's social media
on Flickr, Youtube, Wordpress and Twitter), a forum for consultations, a channel to find out more
about QUT's successes within the library sphere, resource discoveries (e.g. USQ and its academic
TWiki) and advertising employment opportunities (e.g. Serena's use of Facebook as well as Novell's
external wiki)
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19. Web 2.0 Business Improvement Proposal – QUT Library
7.3 The Impacts of Benefits Realisation
7.3.1 Internal Collaboration:
QUT's infrastructure has already introduced a number of Web 2.0 solutions to improve its collaboration,
efficiency and effectiveness. The use of enterprise wiki solution Atlassian Confluence and Microsoft SharePoint
along with management software Atlassian Jira play a vital role in encouraging internal collaboration and
centralising information with a high level of control amongst faculties, divisions and institutions among QUT
staff. One of the major benefits of implementing our Enterprise 2.0 strategy is that QUT Library will begin to
build a bridge between staff, students and prospective students from the global community.
7.3.2 External Collaboration:
The first and simplest of our objectives is to publicise and improve the accessibility of QUT’s experimental Web
2.0 tools. Twitter, RSS feeds and the newly implemented 'LibGuides' have proven themselves to be effective,
primarily due to the fact that they are:
• A commonly used and popular means of communication and knowledge sharing
• 'LibGuides' promote the use of Web 2.0 components: 'Searching', 'Links', 'Authorship', 'Tagging',
'Extensions' and 'Signals' (McAfee 2006, 3) by combining comprehensive and clever resource
searching, RSS feeds, the ability to write and comment on subjects as well as automate the display of
related topics, which are necessary for students to take full advantage of the Library's services and
resources
As powerful as these tools are, they need to be made more noticeable in order for visitors to make
contributions. Our strategy can assist the Library communicate to its target audience by appealing to the talent
and expertise of a majority of undergraduates. In a report written by Sydney Jones and Susannah Fox (2009, 7)
persons aged 18 ‐ 32 effectively represent 30% of the internet population. They have concluded that
Generation Y have strong tendencies to utilise Web 2.0 tools for entertainment, communication with family
and establishing personal profiles ‐ a target that utilises these technologies as a means of expression and
accomplishing daily tasks.
Expansion on the use of Twitter, the incorporation of official Faculty Blogs, and full migration to the new
LibGuides will not only assist in raising awareness of the Library's services, but can also effectively promote
QUT news, researcher's achievements and specific advertisements for potential local and international
students from around the world. Adoption of Web 2.0 use is already apparent amongst QUT staff based on
active wiki use in their general workflow. From a long term perspective, utilisation of complementary tools (for
example a Yammer plug‐in for use with Microsoft SharePoint) offer incentives and a progressive shift in
paradigm that can encourage staff to support official library liaison blogs.
QUT's connection to popular and commonly used platforms inspire new levels of trust and can appeal to
people on an emotional level as you (as an entity) will exist in a social networking arena that encourages
interaction, contribution, queries and evolving system usage. Web 2.0 solution company 'Serena' acts as a
good example of this, as their publicised Facebook Group has incited queries, customer service and online
recruitment opportunities.
7.3.3 Greater Productivity and Efficiency:
According to current studies summarised by Jillian Griffiths and Peter Brophy (2005, 545), approximately 45%
of surveyed undergraduate students utilise Google searches as their "primary information‐seeking strategy"
over the use of their local library system (10% use) on the grounds of simplicity of use and searching speed.
Utilisation of our strategy in conjunction with existing digital resources used at QUT will heighten an
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24. Web 2.0 Business Improve sal – QUT Libr
ement Propos rary
8.2 Prod
ductivity
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allow the Library to buil ld accessible
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Figure 1 ‐ ROI Model (http://
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