S. HsiehS. SchutzmanY. Jiang

GLOBAL EXPERTSFINAL PRESENTATION

Work Plan from September (Actual Clips) Three Stage Process

I. Research II. Technical and design/organization changes (Note: some

aspects of this stage will happen concurrently with stage one) Figure out how to better feature the experts

Make them more prominent Fixing expert search to make it functional

Work on categories and tags is crucial III. STAGE THREE: Analysis of changes and promotion

How to make the resource known to a diversity of people and companies How to increase awareness of the site as a free resource

Example: article series—Religion and the Public Space How stage three will be accomplished

Social media Focus groups

INITIAL GOALS

Lesson: Goals change.Expectation: Focus on design; Reality: UNAOC Hired

Regan Wilders.Expectation: Changes implemented by projects’ end

and focus groups; Reality: Most of our work became recommendations

Expectation: Major rebranding by end of project; Reality: Minor rebranding

Expectations met: Category update Successful research Tags analysis

EXPECTATIONS VS. REALITY

Market Research Survey Competitor Analysis

Data Update and Analysis Experts’ Info Statistics

Recommendations Database Categories Tags Blogroll Social Media Branding

PROJECT SUMMARY

Conducted survey using Survey Monkey Sent to over 6,000 people 91 responses

Did not meet expectations Questions concerning use, preferences, demographics,

suggestionsSurvey results showed usage patterns

Client changed content based on these patterns Branding implications

MARKET RESEARCH - SURVEY

Terro

rism

War an

d Con

flict

Law an

d Hum

an Righ

ts

Religion

Arts an

d Ente

rtainm

ent

Busine

ss an

d Glob

alizati

on

Civil So

ciety

Culture

Educa

tion a

nd Sc

ience

Media

Migrati

on an

d Inte

gratio

n

Politic

s and

Govern

ance

Women

's Righ

ts

Youth

Issue

s0

102030405060

MOST POPULAR SUBJECT AREAS

Large survey pool doesn’t necessarily translate to large response rates.

If at first no one responds -- send, send again.Small response rates can still have big implications.

LESSONS

Goal: Find what makes Global Experts uniqueThree “competitors”

Big Think Project Syndicate The Elders

MARKET RESEARCH – COMPETITOR ANALYSIS

BIG THINK

PROJECT SYNDICATE

THE ELDERS

Conclusions: GE strength is in expansive, yet narrowly-tailored selection. Focus on “Global” More content in comments and analysis Design is holding the site back More prominence for special content

I.E. 100 questions about IslamLessons:

There’s nothing wrong with emulation

CONCLUSIONS AND LESSONS

Composed email request for data update Location, geographic expertise, language, area of expertise

Underwhelming number of responses Google. Direct email.

DATA UPDATE – EXPERTS’ INFO

INITIAL DATABASE

FINAL DATABASE

DATA ANALYSIS

JUST HOW GLOBAL IS GLOBAL EXPERTS?

“Other”: Brazil, Israel, India, Netherlands, China, Peru, Ireland, Turkey, Kuwait, Turkmenistan, Libya, Nigeria, Morocco, Qatar, etc.

If at first you don’t succeed … STALK.Enter data the first time through.People are more likely to respond to personal emails.Microsoft Access is a fantastically efficient database

software.

LESSONS

Regrouped experts based on expertise, location and work field Conclusions: geographical and occupational search fields

worth adding; subject area subcategories not worth pursuing

Results: Added ‘professions’ search field Added ‘language’ search field Narrowed ‘geographic location’ search field Subcategories for ‘geographic expertise’ search field

RECOMMENDATIONS – DATABASE CATEGORIES

DATABASE - BEFORE

DATABASE – AFTER (PROPOSED)

“Good ideas,” even ones in which you invest a lot of time, can turn out to be bad. But don’t get discouraged.

Don’t be afraid to think of too many ideas. You can always narrow things down. Less is more.

LESSONS

Analyzed experts’ tagsRecommendations for improvements:

Consolidate existing tags Improve tag consistency

Sent analysis report and formal guidelines

RECOMMENDATIONS - TAGS

Numbers. Always use numbers.

LESSONS

Goals: Clean up current blogroll; Add more links Lots of dead links Some blogs defunct Some blogs outdated

Link recommendations: Media Matters, Pew Forum on Religion & Public Life, Conflict

Studies Research Center, Economic Policy Institute, Americas View, Thought Leader, WSJ Hong Kong, Kings of War, Current Intelligence, Conflict Health, MESS Report, The Middle East Blog (TIME), Wings over Iraq

RECOMMENDATIONS - BLOGROLL

Current blogroll:

BLOGROLL

Proposed blogroll:

BLOGROLL

Recommended Facebook posting guidelines Three component posts

News, Identification, ContextBetter expert integration

Link to experts’ Twitter/Facebook pagesCleaning up Facebook page

SOCIAL MEDIA

Current tagline: Analysis on Demand Not accurate

BRANDING

Emphasis points: Source of knowledge Global scope Complexity of information

Examples: Voices Across Borders. Ask Us. Network of Knowledge. Reaching Answers. Bridging the Gap.

BRANDING

Don’t count on recommendations turning to results.What’s important to you may be less important for

your client.

LESSONS

Would another capstone group benefit from continuing this project? No. Brunt of work would be implementing our ideas.

AKA Busy work. It would not be a fulfilling learning experience.

GOING FORWARD

QUESTIONS?