Los Angeles | London | New Delhi Singapore | Washington DC Creating communities around content Katie Sayers, Marketing, SAGE
Creating communities around content
May 11, 2015
Katie Sayers, Digital Lead at SAGE presented at the Online Information #Online11 exhibition in London, December 2011
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Los Angeles | London | New DelhiSingapore | Washington DC
Creating communities around content
Katie Sayers, Marketing, SAGE
Los Angeles | London | New DelhiSingapore | Washington DC
Agenda
● What do you want to achieve?● If you build it they don’t have to come● Connecting and engaging with your users● Without sales how do you measure
success?● Lessons learnt
Los Angeles | London | New DelhiSingapore | Washington DC
● How could SAGE support researchers & academics?
● What is the right solution for our users?
● What would be in it for us?
Step 1 – define objectives
Los Angeles | London | New DelhiSingapore | Washington DC
The research lifecycle
Identify research opps
Find collaborators
Secure support
Review the literature
Collect research data
Analyse research data
Disseminate findings
Manage the research process
Los Angeles | London | New DelhiSingapore | Washington DC
Los Angeles | London | New DelhiSingapore | Washington DC
Los Angeles | London | New DelhiSingapore | Washington DC
Existing communities – pro’s
● Quick and easy set up● Low/no cost barriers to entry● Low effort for users● Familiarity for users● Your community may already be there
Los Angeles | London | New DelhiSingapore | Washington DC
Los Angeles | London | New DelhiSingapore | Washington DC
3rd party communities – con’s
● ‘Rented’: not your data● Inflexible● Be wary of the T&C’s!● Functionality is fixed
Los Angeles | London | New DelhiSingapore | Washington DC
Build your own social network
● Choose your functionality● No brand dilution● Member data● Content ownership● £££££
Los Angeles | London | New DelhiSingapore | Washington DC
White label networks
● Cheaper option● Ning, wordpress, pluck, socialgo…etc…
Los Angeles | London | New DelhiSingapore | Washington DC
www.methodspace.com
Los Angeles | London | New DelhiSingapore | Washington DC
Los Angeles | London | New DelhiSingapore | Washington DC
Defined user stories
Los Angeles | London | New DelhiSingapore | Washington DC
Engage your members!
Creators (24%)
Conversationalists (33%)
Critics (37%)
Collectors (20%)
Joiners (59%)
Spectators (70%)
Inactives (17%)
Los Angeles | London | New DelhiSingapore | Washington DC
Clear calls to action
Los Angeles | London | New DelhiSingapore | Washington DC
Planned content
Los Angeles | London | New DelhiSingapore | Washington DC
The community manager
Los Angeles | London | New DelhiSingapore | Washington DC
Los Angeles | London | New DelhiSingapore | Washington DC
Was is a success?
● Visibly provided as “support space” for students and academics
● 10,000 members (7% active members)
● Held up as a model when talking about publisher innovation
● Authors beginning to use the space to engage with their readers and get feedback on their books
● Engagement with content (particularly via email)
Los Angeles | London | New DelhiSingapore | Washington DC
Some closing tips…
● Keep your objectives clear & simple● Set targets, but keep realistic (and flexible)● Plan your content!● Give it time (lots)● Join up your marketing● Horizon scanning?
Los Angeles | London | New DelhiSingapore | Washington DC
Thanks for your time
[email protected] @katiesayers
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