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The Strategic Content Alliance

The Strategic Content Alliance. CHRIS BATT consulting. cbatt@mac.com. The Strategic Content Alliance. T HE STRATEGIC CONTENT ALLIANCE: Audiences, Modelling and a Bit More Chris Batt OBE. The Strategic Content Alliance. Introduction

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The Strategic Content Alliance

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  1. The Strategic Content Alliance

  2. CHRIS BATT consulting cbatt@mac.com The Strategic Content Alliance THE STRATEGIC CONTENT ALLIANCE: Audiences, Modelling and a Bit More Chris Batt OBE www.jisc.ac.uk/contentalliance

  3. The Strategic Content Alliance Introduction The SCA is a pan-UK cross sector initiative to nurture collaboration in the development of an innovative UK e-Content Framework – due for delivery in spring 2009; Sponsored by some of the UK’s leading providers of authoritative e-content Works through its sponsor organisations and the “Home Nations Forums” to lever knowledge and collective action Supported by full-time executive staff at JISC and seconded expertise from the funders, aligned organisations and beyond Plus international links www.jisc.ac.uk/contentalliance

  4. The Strategic Content Alliance The Funders www.jisc.ac.uk/contentalliance

  5. The Strategic Content Alliance The United “Digital Kingdom” – a changing landscape www.jisc.ac.uk/contentalliance

  6. The Strategic Content Alliance The Shared Objectives To build a common information environment Develop and deploy a UK Content Framework Produce “real world” exemplars, case studies and tools to assist in the development of e-content over the long term. To nurture new solutions to old problems www.jisc.ac.uk/contentalliance

  7. The Strategic Content Alliance UK Change Agents Common licensing platforms: e.g. JISC Collections Common Middleware e.g. Shibboleth technology is being rolled out via the UK Access Management Federation. The Tate will be piloting Shibboleth; Digital Repositories, including Institutional digital repositories are being developed across UK public sector; “Mass digitisation” invites new “profit/non-for-profit” business models with publishers, some of whom are ahead of the game Devolved Administrations Service convergence Government policy reviews and value for money www.jisc.ac.uk/contentalliance

  8. The Strategic Content Alliance Global Change www.jisc.ac.uk/contentalliance

  9. The UK e-Content Framework E-Content Policy and Procedures: • Common areas for action; • Barriers and how to overcome them; • Good practice “handbook” aimed at relevant e-content providers E-Content “Service Convergence” modeling: • Document recommending where more converged services would offer benefits to users and steps to achieve this. E-Content Exchange (interoperability) Model Development: • A number of Interoperability pilots testing: scalability, sustainability and user need for a more common information environment in a meaningful way. www.jisc.ac.uk/contentalliance

  10. The UK e-Content Framework E-Content Audit and Register: • Scope of digital collections report; • Develop the UK registry landscape, using existing m-2-m services (e.g. IESR) as part of a global drive to address specific issues e.g. orphan works, “at risk” collections etc. E-Content Audience analysis and modeling: • Documentation of common requirements to feed into framework; • Six monthly reports on market trends in public sector and commercial sector. E-Content Advice, Support and Embedding: • Areport presenting current support services landscape and recommendations for future support. www.jisc.ac.uk/contentalliance

  11. The Strategic Content Alliance Business models and sustainability strategies: • An international landscape studyreviewing and presentingthe sustainability issues in the context of the broader e-content environment, E-Content Advocacy, Dissemination and Policy Development: • A range ofcommunication mechanisms geared at key stakeholders in the e-content arena E-Content Standards and Good Practices: • Common technical standards and good practices document in collaboration with EU and US agencies; • “Advocacy” strategy to promote further adoption of documented standards and possible mandatory minimum requirements. www.jisc.ac.uk/contentalliance

  12. Outcomes for the Citizen • To widen the take-up and use of e-content (incl. by new audiences); • A reduction in the barriers to e-content: • Increasing opportunities to re-use content; • Improving the overall citizens experience in accessing, using and reusing e-content i.e. convenience. www.jisc.ac.uk/contentalliance

  13. Strategic Content Alliance The rapid growth and development of electronic content offers enormous and ever-growing possibilities for all citizens in the UK. But for this country to realize the full potential of the Web, and for each citizen to realize their own potential - in the workplace, in their places of learning, and in the home - the full range of online content needs to be made available to all, quickly, easily and in a form appropriate to individuals' needs. Enormous and ever growing possibilities for all citizens to realise their own potential full range of online content Made available quickly and easily and in a form appropriate to individuals’ needs

  14. How can we use the power of the Internet to empower everyone to discover and understand more about the world every day?

  15. Policy and Investment Focus

  16. A shift from technology and education to quality content and services that align with people’s needs and aspirations

  17. The Lifelong Learning Journey • Learning as the apprehension of knowledge to advantage • From today into the past • From the past into the future • From ignorance to understanding • From diaspora to community

  18. The Lifelong Learning Journey • Understand people’s needs and behaviours • Design systems for people • Focus on the bus driver, not the professor • Expose high quality content

  19. Prior Knowledge Value Chain

  20. Learning Journeys into the Unknown

  21. “The Online Revolution is like a train with no destination” TheGuardian

  22. Audiences are People • Learning as an everyday experience • Design involves citizens • Technology is invisible • Foster communities of interest • Sell the idea of learning for life as the killer app... • The building blocks exist

  23. CHRIS BATT consulting cbatt@mac.com The Strategic Content Alliance AUDIENCE ANALYSIS AND MODELLING: A Drama in Five Acts www.jisc.ac.uk/contentalliance

  24. The Strategic Content Alliance The Intent The Approach The Leg Work The Outcomes The Consequences www.jisc.ac.uk/contentalliance

  25. http://sca.jiscinvolve.org www.jisc.ac.uk/contentalliance

  26. THE INTENT • Survey existing market intelligence about user requirements in the sponsoring organisations • Develop a suitable methodology for analysing audience behaviour and how this should best drive the development of e-content policy including opportunities for cross-sectoral collaboration • Develop an understanding of the e-content audiences of the sponsoring organisations • Analyse existing user behaviour when accessing e-resources and capture future requirements • Keep abreast of developing trends in the commercial sector for investment in digitization and for potential target audiences www.jisc.ac.uk/contentalliance

  27. THE INTENT 1 What do sponsors already know about audiences? Audiences Matrix of shared categories to match content needs Agreed scenarios to test against front ends 2 Sponsors’ delivery approaches + Google Discovery Sponsor knowledge/use of personalised front ends 3 Review of approaches to interface impact assessment Evaluation Recommend approach to shared evaluation www.jisc.ac.uk/contentalliance

  28. THE APPROACH • Structured interviews with sponsor organisations • Second layer interviews with other relevant UK organisations • Correspondence with international contacts • Australia, Canada, EU, New Zealand, Singapore • Desktop research www.jisc.ac.uk/contentalliance

  29. The Interview Questionnaire 1Supply and Demand • Audiences you are mandated to serve, their needs and the range of e-content provided for them • Systematic research to establish types and needs of audiences • Content services targeted at specific audience groups. Design methodology • Collaboration to aggregate content and services - Repositories, cross-collection linking • Approaches to enriched discovery for target groups - public search tools, Web 2.0, authenticated access, federated services, personalisation www.jisc.ac.uk/contentalliance

  30. The Questionnaire 2New approaches to resource discovery • Priorities for improvement through audience research, audience involvement in design, exploit public search tools, personalisation • Audience trends analysis and future watching • Personalised services such as VLEs, Google Custom search, etc www.jisc.ac.uk/contentalliance

  31. The Questionnaire 3Evaluation • Performance tracking tools and services • Qualitative research on impact and to discover user needs (usability, standard search scenarios, personas) • Systematic evaluation of impact and outcomes to show public value. Any common audience characteristics/user profiles • Approaches to the evaluation of SCA demonstrators • cross-audience characteristics/profiles • pre-co-ordinated scenarios exploiting multiple content sources www.jisc.ac.uk/contentalliance

  32. THE LEG WORK www.jisc.ac.uk/contentalliance

  33. THE LEG WORK www.jisc.ac.uk/contentalliance

  34. THE LEG WORK “A rich, but complex landscape” www.jisc.ac.uk/contentalliance

  35. THE OUTCOMES www.jisc.ac.uk/contentalliance • Everyone agrees that understanding audiences is important as is working more closely with them in the design of services • Content developers are looking at approaches such as Web 2.0, personalisation and wider disclosure to improve discovery and involve users • There is significant audience overlap in the negotiation of commercial licenses • There are examples of user feedback mechanisms in the supply chain: • The Web of Knowledge (MIMAS) • NeSC Training Database • Online questionnaires (British Library)

  36. THE OUTCOMES www.jisc.ac.uk/contentalliance Current tools for quantitative evaluation leave much to be desired Considerable work focused on repositories, but there is yet to emerge a consistent approach, even within the SCA sponsors The CIBER Deep Log Analysis technique offers opportunities to exploit better existing data sets JISC and associated bodies have produced a significant corpus of research and knowledge that is not widely known

  37. THE CONSEQUENCES www.jisc.ac.uk/contentalliance • The need for a common language • Audience, user, consumer, customer, citizen, academic, researcher, student, etc, etc • Public value, supply chain, value chain... • The need for a shared approach • Dealing with web metrics in ways that allow comparison (DWA, mapping of current approaches, etc) • The impact of user-based design and usability testing • Repositories, federation, service registries • Z39.93

  38. THE CONSEQUENCES Stage Two ITT Peer Review Workshop www.jisc.ac.uk/contentalliance

  39. Peer Review WorkshopREPORT RESONANCES www.jisc.ac.uk/contentalliance • Case studies • Common themes (institutional or subject) and challenges • Common language • Different views of content • users • organisations • impact framework

  40. Peer Review WorkshopCONTENT www.jisc.ac.uk/contentalliance • Define content as well as audiences • How much content do people use? • Packaging up content, e.g. BBC • Standardize metadata schemas • Aggregate thematically for higher impact e.g. Darwin 200 • The interaction of digital and non-digital entity • Overlap in licensing approach • better user experience • more homogenized

  41. Peer Review WorkshopAUDIENCES www.jisc.ac.uk/contentalliance Mechanisms for engagement with users needs, requirements and aspirations What is audience’s understanding of the content? What about audiences who are not engaged? Build in iterative process for audience engagement What is the audience? Concentrating on ‘useful users’ for budget decisions ‘Bonanza’ web site for voting clips to be digitized

  42. Peer Review WorkshopDELIVERY www.jisc.ac.uk/contentalliance • Case studies on use of Web 2.0 • ‘Negative’ case studies on what did not work • Personalisation • where the user pays • revenue generation plus audience engagement • Strategies for resource discovery – SEO, Google ‘public sites’

  43. Peer Review WorkshopIMPACT AND EVALUATION www.jisc.ac.uk/contentalliance Experiment with a prototype to integrate Google Analytics, blog tracking and focus group work Partners for dissemination and creating community engagement Case studies from the States - Revenue generation? Value metrics, definition of value Guidance/best practice on interpreting web analytics Looking at how activities change practice and impact Literature review to synthesize existing information User-centred analysis of your service Systems for tracking failed searches.

  44. CHRIS BATT consulting cbatt@mac.com Strategic Content Alliance:Audiences and Evaluation QUESTIONS AND COMMENTS PLEASE Do you believe that the user/audience should be an explicit component in all service development? What changes would be required to create a virtuous circle that links the user and the service? www.jisc.ac.uk/contentalliance

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