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ORCID’s Challenges in Expanding its Member Base

ORCID’s Challenges in Expanding its Member Base . Deanna Marcum 5/17/12. Introduction.

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ORCID’s Challenges in Expanding its Member Base

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  1. ORCID’s Challenges in Expanding its Member Base Deanna Marcum 5/17/12

  2. Introduction Ithaka S+R is a research and consulting service that focuses on the transformation of scholarship and teaching in an online environment, with the goal of identifying the critical issues facing our community and acting as a catalyst for change. • Ithaka S+R worked with the ORCID Business Working Group to develop a small market research project to test the community’s receptiveness to ORCID’s proposed business model. • Ithaka S+R carried out the project in March and April of 2012.

  3. Methodology • Ithaka S+R conducted interviews with 32 individuals at 19 institutions. • These institutions included 1 major funder, 2 European national libraries, 2 non-U.S. research institutions, 12 U.S. research universities, and 2 other organizations. • Our interviewees had a diverse array of responsibilities in research offices, libraries, provosts’ offices, institutional planning departments, medical centers, and more.

  4. Findings

  5. Almost all interviewees recognized that identity disambiguation is a problem that the academic community will have to address.

  6. Findings: Marketing Issues • Interviewees did not understand the concrete applications for ORCID at their institutions. • Some interviewees expressed a lack of trust of the for-profit members of ORCID. • Faculty membershave not been strong advocates for ORCID because most of them do not know about it.

  7. Findings: Structural Issues at Universities • It is very difficult to find the appropriate contact person at each institution. Most interviewees said that the decision to become an ORCID member would have to involve many stakeholders. • There are major divisions between medical centers and central campuses that make it difficult to integrate systems and implement ORCID.

  8. Findings: Data Availability Issues • Most institutions are not ready to contribute data to ORCID. • ORCID has not conducted enough outreach to major data holders(especially national libraries and major funders). • There is no incentive to be an early adopter of ORCID; too many universities are taking a “wait and see” approach.

  9. Recommendations

  10. Recommendations • 1. Create a well-crafted and far-reaching marketing campaign that concretely addresses the concerns of all ORCID constituents. • Create targeted marketing materials that speak to different constituencies—provosts, libraries, research offices, publishers, foundations, etc. • Make the business plan public • Clarify the intentions of for-profit participants

  11. Recommendations 2. Consider amending elements of the ORCID business plan. Improvements like an early adopter discount, a membership level trigger clause, and a failsafe mechanism for the data might attract more members. 3. Reach out to important partners immediately. ORCID needs to take advantage of key business development opportunities with the largest data holders.

  12. Recommendations 4. Release estimates about the amount of data that will be available through ORCID for the first few years of its operation. These estimates will show institutions the immediate value of becoming an ORCID member.

  13. Thank You Deanna.Marcum@ithaka.org

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