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www.jisc.ac.uk/contentalliance | Slide 219 April 2023
The Strategic Content Alliance
THE STRATEGIC CONTENT ALLIANCE:
Audiences, Modelling and a Bit More
Chris Batt OBE
CHRIS BATTconsulting
www.jisc.ac.uk/contentalliance | Slide 319 April 2023
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 | Slide 519 April 2023
The Strategic Content AllianceThe United “Digital Kingdom” – a changing landscape
www.jisc.ac.uk/contentalliance | Slide 619 April 2023
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 | Slide 719 April 2023
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 | Slide 919 April 2023
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 | Slide 1019 April 2023
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: A report presenting current support services landscape and
recommendations for future support.
The UK e-Content Framework
www.jisc.ac.uk/contentalliance | Slide 1119 April 2023
The Strategic Content Alliance
Business models and sustainability strategies: An international landscape study reviewing and presenting the
sustainability issues in the context of the broader e-content environment,
E-Content Advocacy, Dissemination and Policy Development: A range of communication 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 | Slide 1219 April 2023
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.
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.
Strategic Content Alliance
Enormous and ever growing possibilities
for all citizens
to realise their own potential
full range of online content
Made available quickly and easily and ina form appropriate to individuals’ needs
How can we use the power of the Internet to empower
everyone to discover and understand more about the
world every day?
A shift from technology and education to quality content and services that align with people’s needs
and aspirations
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
• Understand people’s needs and behaviours
• Design systems for people• Focus on the bus driver, not the
professor• Expose high quality content
The Lifelong Learning Journey
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
www.jisc.ac.uk/contentalliance | Slide 23April 19, 2023
The Strategic Content Alliance
AUDIENCE ANALYSIS AND MODELLING: A Drama in Five Acts
CHRIS BATTconsulting
www.jisc.ac.uk/contentalliance | Slide 24April 19, 2023
The Strategic Content Alliance
The Intent
The Leg Work
The Approach
The Outcomes
The Consequences
www.jisc.ac.uk/contentalliance | Slide 25April 19, 2023
http://sca.jiscinvolve.orghttp://sca.jiscinvolve.org
www.jisc.ac.uk/contentalliance | Slide 26April 19, 2023
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 | Slide 27April 19, 2023
What do sponsors already know about audiences?A
ud
ien
ces
Dis
cove
ryE
valu
atio
nMatrix of shared categories to match content needs
Sponsors’ delivery approaches + Google
Sponsor knowledge/use of personalised front ends
Review of approaches to interface impact assessment
Recommend approach to shared evaluation
Agreed scenarios to test against front ends
1
2
3
THE INTENT
www.jisc.ac.uk/contentalliance | Slide 28April 19, 2023
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
THE APPROACH
www.jisc.ac.uk/contentalliance | Slide 29April 19, 2023
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 | Slide 30April 19, 2023
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 | Slide 31April 19, 2023
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
SPONSOR ROLEBBC Executive Director of Future Media Technology
Becta
British Library Director of e-Strategy
British Library Head of Web Services
JISC Chief Executive, JISC Collections
JISC Market Research Manager, JISC Services and Outreach
JISC Communications Manager, JISC Services and Outreach
JISC Development Director, Organisation and User Innovation Team
JISC Programme Manager, Information Environment
MLA Director of PolicyHead of Digital FuturesHead of Research and Evidence
National e-Science Centre Deputy Director, Training, Outreach and Education
National Library for Health National Core Content Manager
www.jisc.ac.uk/contentalliance | Slide 32April 19, 2023
THE LEG WORK
OTHER ROLEEDINA Team Manager, Bibliographic and Multimedia Services
Team Manager, Research and Geo-data ServicesManager, Shibboleth Development and Support ServicesTeam Manager, User SupportBibliographic Services Development Officer
MIMAS DirectorManager, ISI ServicesManager, Learning and TeachingManager, Library and Archive Services
Oxford Internet Institute DirectorWeb DeveloperDoctoral StudentResearch Fellow
Publishers Licensing Soc. Chief Executive
SLAIS/CIBER, UCL Director
UKOLN Director
Wellcome Trust Head of e-StrategyHead of User Services
www.jisc.ac.uk/contentalliance | Slide 3319 April 2023
THE LEG WORK
INTERVIEWS 18 encounters31 participants
DESK RESEARCH
2 days
www.jisc.ac.uk/contentalliance | Slide 3419 April 2023
THE LEG WORK
“A rich, but complex landscape”“A rich, but complex landscape”
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)
www.jisc.ac.uk/contentalliance | Slide 3519 April 2023
THE OUTCOMES
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
www.jisc.ac.uk/contentalliance | Slide 3619 April 2023
THE OUTCOMES
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
www.jisc.ac.uk/contentalliance | Slide 3719 April 2023
THE CONSEQUENCES
www.jisc.ac.uk/contentalliance | Slide 3819 April 2023
THE CONSEQUENCES
Stage Two ITT
Peer Review Workshop
Case studies Common themes (institutional or subject) and challenges Common language Different views of content
– users– organisations– impact framework
www.jisc.ac.uk/contentalliance | Slide 3919/04/23
Peer Review WorkshopREPORT RESONANCES
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
www.jisc.ac.uk/contentalliance | Slide 4019/04/23
Peer Review WorkshopCONTENT
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
www.jisc.ac.uk/contentalliance | Slide 4119/04/23
Peer Review WorkshopAUDIENCES
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’
www.jisc.ac.uk/contentalliance | Slide 4219/04/23
Peer Review WorkshopDELIVERY
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.
www.jisc.ac.uk/contentalliance | Slide 4319/04/23
Peer Review WorkshopIMPACT AND EVALUATION
www.jisc.ac.uk/contentalliance | Slide 4419 April 2023
Strategic Content Alliance:Audiences and Evaluation
QUESTIONS ANDCOMMENTS PLEASE
CHRIS BATTconsulting
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?