the strategic content alliance

The Strategic Content Alliance

www.jisc.ac.uk/contentalliance

www.jisc.ac.uk/contentalliance| Slide **The Strategic Content AllianceTHE STRATEGIC CONTENT ALLIANCE:Audiences, Modelling and a Bit MoreChris Batt OBE


www.jisc.ac.uk/contentalliance| Slide **The Strategic Content AllianceIntroduction

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 UKs 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 **The Strategic Content AllianceThe Funders


www.jisc.ac.uk/contentalliance| Slide **The Strategic Content AllianceThe United Digital Kingdom a changing landscape


www.jisc.ac.uk/contentalliance| Slide **The Strategic Content AllianceThe Shared Objectives

To build a common information environment

Develop and deploy a UK Content FrameworkProduce 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 **The Strategic Content AllianceUK Change AgentsCommon licensing platforms: e.g. JISC CollectionsCommon 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 gameDevolved AdministrationsService convergenceGovernment policy reviews and value for money


www.jisc.ac.uk/contentalliance| Slide **The Strategic Content AllianceGlobal Change


www.jisc.ac.uk/contentalliance| Slide **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 **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 **The Strategic Content AllianceBusiness 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 **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 AllianceEnormous and ever growing possibilitiesfor all citizensto realise their own potentialfull range of online contentMade 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?


Policy and Investment Focus


A shift from technology and education to quality content and services that align with peoples needs and aspirations


The Lifelong Learning JourneyLearning as the apprehension of knowledge to advantageFrom today into the pastFrom the past into the futureFrom ignorance to understandingFrom diaspora to community


Understand peoples needs and behavioursDesign systems for peopleFocus on the bus driver, not the professorExpose high quality contentThe Lifelong Learning Journey


Prior Knowledge Value Chain


Learning Journeys into the Unknown


The Online Revolution is like a train with no destinationThe Guardian


Audiences are PeopleLearning as an everyday experienceDesign involves citizensTechnology is invisibleFoster communities of interestSell the idea of learning for life as the killer app...The building blocks exist


www.jisc.ac.uk/contentalliance| Slide **The Strategic Content AllianceAUDIENCE ANALYSIS AND MODELLING: A Drama in Five Acts


www.jisc.ac.uk/contentalliance| Slide **The Strategic Content AllianceThe IntentThe Leg WorkThe ApproachThe OutcomesThe Consequences


www.jisc.ac.uk/contentalliance| Slide **http://sca.jiscinvolve.org


www.jisc.ac.uk/contentalliance| Slide **THE INTENTSurvey existing market intelligence about user requirements in the sponsoring organisationsDevelop a suitable methodology for analysing audience behaviour and how this should best drive the development of e-content policy including opportunities for cross-sectoral collaborationDevelop an understanding of the e-content audiences of the sponsoring organisationsAnalyse existing user behaviour when accessing e-resources and capture future requirementsKeep abreast of developing trends in the commercial sector for investment in digitization and for potential target audiences


www.jisc.ac.uk/contentalliance| Slide **What do sponsors already know about audiences?AudiencesDiscoveryEvaluationMatrix of shared categories to match content needsSponsors delivery approaches + GoogleSponsor knowledge/use of personalised front endsReview of approaches to interface impact assessmentRecommend approach to shared evaluationAgreed scenarios to test against front ends123THE INTENT


www.jisc.ac.uk/contentalliance| Slide **Structured interviews with sponsor organisationsSecond layer interviews with other relevant UK organisationsCorrespondence with international contactsAustralia, Canada, EU, New Zealand, SingaporeDesktop researchTHE APPROACH


www.jisc.ac.uk/contentalliance| Slide **The Interview Questionnaire 1Supply and DemandAudiences you are mandated to serve, their needs and the range of e-content provided for themSystematic research to establish types and needs of audiencesContent services targeted at specific audience groups. Design methodologyCollaboration to aggregate content and services - Repositories, cross-collection linkingApproaches to enriched discovery for target groups - public search tools, Web 2.0, authenticated access, federated services, personalisation


www.jisc.ac.uk/contentalliance| Slide **The Questionnaire 2New approaches to resource discoveryPriorities for improvement through audience research, audience involvement in design, exploit public search tools, personalisationAudience trends analysis and future watchingPersonalised services such as VLEs, Google Custom search, etc


www.jisc.ac.uk/contentalliance| Slide **The Questionnaire 3EvaluationPerformance tracking tools and servicesQualitative 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 profilesApproaches to the evaluation of SCA demonstratorscross-audience characteristics/profilespre-co-ordinated scenarios exploiting multiple content sources


www.jisc.ac.uk/contentalliance| Slide **THE LEG WORK

SPONSORROLEBBCExecutive Director of Future Media TechnologyBectaBritish LibraryDirector of e-StrategyBritish LibraryHead of Web ServicesJISCChief Executive, JISC CollectionsJISCMarket Research Manager, JISC Services and OutreachJISCCommunications Manager, JISC Services and OutreachJISCDevelopment Director, Organisation and User Innovation TeamJISCProgramme Manager, Information EnvironmentMLADirector of PolicyHead of Digital FuturesHead of Research and EvidenceNational e-Science CentreDeputy Director, Training, Outreach and EducationNational Library for HealthNational Core Content Manager


www.jisc.ac.uk/contentalliance| Slide **THE LEG WORK

OTHERROLEEDINATeam Manager, Bibliographic and Multimedia ServicesTeam Manager, Research and Geo-data ServicesManager, Shibboleth Development and Support ServicesTeam Manager, User SupportBibliographic Services Development OfficerMIMASDirectorManager, ISI ServicesManager, Learning and TeachingManager, Library and Archive ServicesOxford Internet InstituteDirectorWeb DeveloperDoctoral StudentResearch FellowPublishers Licensing Soc.Chief ExecutiveSLAIS/CIBER, UCLDirectorUKOLNDirectorWellcome TrustHead of e-StrategyHead of User Services


www.jisc.ac.uk/contentalliance| Slide **THE LEG WORKA rich, but complex landscape

INTERVIEWS18 encounters31 participantsDESK RESEARCH2 days


Everyone agrees that understanding audiences is important as is working more closely with them in the design of servicesContent developers are looking at approaches such as Web 2.0, personalisation and wider disclosure to improve discovery and involve usersThere is significant audience overlap in the negotiation of commercial licensesThere are examples of user feedback mechanisms in the supply chain:The Web of Knowledge (MIMAS)NeSC Training DatabaseOnline questionnaires (British Library)www.jisc.ac.uk/contentalliance| Slide **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 sponsorsThe CIBER Deep Log Analysis technique offers opportunities to exploit better existing data setsJISC and associated bodies have produced a significant corpus of research and knowledge that is not widely known

www.jisc.ac.uk/contentalliance| Slide **THE OUTCOMES


The need for a common languageAudience, user, consumer, customer, citizen, academic, researcher, student, etc, etcPublic value, supply chain, value chain...The need for a shared approachDealing with web metrics in ways that allow comparison (DWA, mapping of current approaches, etc)The impact of user-based design and usability testingRepositories, federation, service registriesZ39.93 www.jisc.ac.uk/contentalliance| Slide **THE CONSEQUENCES


www.jisc.ac.uk/contentalliance| Slide **THE CONSEQUENCES


Case studiesCommon themes (institutional or subject) and challengesCommon language Different views of contentusersorganisationsimpact framework

www.jisc.ac.uk/contentalliance| Slide **Peer Review Workshop REPORT RESONANCES


Define content as well as audiencesHow much content do people use? Packaging up content, e.g. BBCStandardize metadata schemasAggregate thematically for higher impact e.g. Darwin 200The interaction of digital and non-digital entityOverlap in licensing approachbetter user experiencemore homogenized

www.jisc.ac.uk/contentalliance| Slide **Peer Review Workshop CONTENT


Mechanisms for engagement with users needs, requirements and aspirationsWhat is audiences understanding of the content?What about audiences who are not engaged?Build in iterative process for audience engagementWhat is the audience?Concentrating on useful users for budget decisionsBonanza web site for voting clips to be digitized

www.jisc.ac.uk/contentalliance| Slide **Peer Review Workshop AUDIENCES


Case studies on use of Web 2.0Negative case studies on what did not workPersonalisationwhere the user paysrevenue generation plus audience engagementStrategies for resource discovery SEO, Google public sites

www.jisc.ac.uk/contentalliance| Slide **Peer Review Workshop DELIVERY


Experiment with a prototype to integrate Google Analytics, blog tracking and focus group workPartners for dissemination and creating community engagementCase studies from the States - Revenue generation?Value metrics, definition of valueGuidance/best practice on interpreting web analyticsLooking at how activities change practice and impactLiterature review to synthesize existing informationUser-centred analysis of your serviceSystems for tracking failed searches.

www.jisc.ac.uk/contentalliance| Slide **Peer Review Workshop IMPACT AND EVALUATION


www.jisc.ac.uk/contentalliance| Slide **Strategic Content Alliance:Audiences and EvaluationQUESTIONS ANDCOMMENTS PLEASEDo 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?


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the strategic content alliance

Documents

econtent audit

econtent audience analysis

development of e

ukcontentalliance slide

ukcontentallian slide

ukcontentallia slide

ukcontentallianc slide

uk registry landscape