Page 1
ENGAGING WITH AUDIENCES EARLY: THE ROLE OF
SOCIAL MEDIA AND NETWORKS IN DEVELOPING A
COMMUNICATIONS STRATEGY FOR A GLOBAL
RESEARCH PROJECT
Walji, S.;
;
© 2018, WALJI, S.
This work is licensed under the Creative Commons Attribution License (https://creativecommons.org/licenses/by/4.0/legalcode), which permits unrestricted use, distribution, and reproduction, provided the original work is properly credited.
Cette œuvre est mise à disposition selon les termes de la licence Creative Commons
Attribution (https://creativecommons.org/licenses/by/4.0/legalcode), qui permet
l’utilisation, la distribution et la reproduction sans restriction, pourvu que le mérite de la
création originale soit adéquatement reconnu.
IDRC Grant/ Subvention du CRDI: 107311-001-Research into Open Educational Resources for
Development
Page 2
Sukaina Walji
ROER4D Communications Advisor
University of Cape Town
Association of Business Communications Regional Conference, Cape Town,
6-8 Jan 2016
Engaging with audiences early:
the role of social media and networks in developing
a communications strategy for a global research
project
l��o���nS<�o §@ l��o���n_<�o
",-'I-'t-.'ROER4uesearcn an Open amcauonal uesources lorDevalopmen1
216 mu xonnmnzz
Page 3
Overview
Introduce the ROER4D project
Research communications
Developing the ROER4D communications strategy
Audience analysis and engagement
Page 4
Open educational resources
(OER) are teaching, learning,
and research resources that
reside in the public domain or
have been released under an
intellectual property license
that permits their free use and
re-purposing by others (e.g.
Creative Commons) (adapted
from Smith & Casserly 2006:
8).
Free videosAny learner or
teacher
What are OER? Free lecture
notes
sum-uszm xnmwn an-ltnnmnsw
nu_. ‘any n_-.
Unlotkung Kno
Empoweringm/vnulrsrxa
mm wqwg
Page 5
OER as a response to some challenges facing education
in developing countries
http://www.elearning-africa.com/eLA_Newsportal/finding-the-sweet-spot-open-
educational-resources-in-the-developing-world/
Improve the affordability of
education through reducing
students’ textbook and course
development costs
Improve the quality & currency of
teaching materials through
adaptation and customisation
Increase visibility of teaching &
knowledge from Global South
Enable the personalisation of
instruction
Improve teacher pedagogy to
learner centred constructivism
eLeqi-ningum News :;m7:;:::s.n:::::“°"
Name Field Slants flplniuns mm mm. Amaninwimm sen-ch
pm... 5 am,
Finding the sweet spo'
open
educational resources in the developingworld
an nmm. 17_2n:1
Wim mm. mm a. >....m and lulu!-2 M Mr Mun: dnmlrming m.
eminalnrm hloguflshen M me an ynir. dkxuulms abmx are sum
xrmlnq .1 tduullnuui r...«m an hemminq mm! weulmx um
Eaucadarul kxaul. N um um: . whmuu |m| my Impmlrlz
zmuxlnn in aevtiwing m:mi-Iuanahsl gm-g uMmn|n,§I'lkuw|y
1.. u. aumging mmnavwy um o1Amu.1'msa nun. may Ivaiiahn
adu<a1lam| rksmuaes Lav: mm. ma aduminn rm penal: um um have zixus .. unmnirdts «
ednaflan In davzlnniflq mmuiu,Ml (hue mamm adumhnal msawus mm in mgmyamnaoea
(umuins win n. .1 mm in x. man in dmlnping (nmuiu beam: -21 cultural and .m.:...i: dmeunnu
open Edumnanal Rumntus Am dexmhtd by wssm Iivllfl/Nvwvuurvcstuovg/new/C"/I is mg mmmg.
leammfl m vesearav mammals that at: he m d\§Il\BUl(‘ madam rm MOO( VS : gran zxzmrm man um.
and urqanixammx nu: (mmzra [MUS//wwwmmsesaolq/) may [ivrw//wwwudamymm/) and max
Page 6
http://oermap.org/oer-evidence-map/
Most OER research taking place in Global North
HEEIIIIE um:
Woe Hi/Dmhesis Poiantv Sector
La: .li©CD:n‘3li zr, Dumt-ibuiors
Page 7
in the Global South
In what ways, and under what
circumstances, can the adoption of
OER impact upon the increasing
demand for accessible, relevant,
high-quality, and affordable
education in the Global South?
Research on OER for Development (ROER4D)
Page 8
Research on Open Educational Resources for Development in the Global Sou
yellduuvioulrn-mun
voeudald
hmbwuh (um!
n..4..a.am...o....m.......
Iwtllnuvm/dlutd
GENERAL OBJECTIVE.
mAl>‘N4'-Vtuilii mi -
PUH4 y i1F~‘AiJHE viHl~U\W'H>vwr1u.»}v\wr1q ,.m.m««
w unrlgvzfianviii-gV
4U4'Vvy.i4|ul(,‘Ef"
Vmu.
M...‘ In ramnlyznfl
uvum».
nu...
mm
a.
V
»\',v«I73"7 gm.‘V ,
l��o���n̂3n�Y���N��p�,�ʂ3n�Z��
l��o���n�3n�I��l��o���n�3n�J���Y��
Mm
‘my.
l��o���n̂3n�Y���N��p�,�ʂ3n�Z��
l��o���n̂3n�Y���N��p�,�ʂ3n�Z��
9Ni'I‘|Imv\
z.mn.m
gm Aim;
/~...., WW.
-I ROER4D l��o���n̂3n�Y���N��p�,�ʂ3n�Z��
Page 9
Developing a communications strategy
http://evaluationandcommunicationinpractice.net/resources-publications/resources-to-get-you-started-in-research-
communication
1. ASSESSING
PROGRAM 3. PURPOSES
READINESS
2. SITUATIONAL
ANALYSIS
5. METHODS 8. 4. AUDIENCES
MEDIA l��o���nÑ1n
5 7
COMMUNICATION COMMUNICATION
OBJECTIVES STRATEGY DESIGN
11.‘
'
.
INSTITUTIDNALIZATION %E
__‘
'
- 3. PRETESTING
10. M&E 9.
|MPlEMENTAT|ON
Page 10
Four key purposes for ROER4D Communications
1. Visibility for project
2. Knowledge generation
3. Networking
4. Research capacity development
These have informed our
communications activities
Page 11
Project
events
Resources
SlideShare
Blog Twitter
Facebook Page
Content
management
system
Website
Email
Virtual meetings
Internal communications External communications
Conferences
Open
repositories
External pressEmail
announcement
Newsletter
ROER4D Communications channels
Page 12
✓✓
✓
✓
✓
✓ ✓
✓ ✓
Ongoing
iteration
around
audience
engagement
Audience analysis iteration
1. ASSESSING
PROGRAM 3. PURPOSES
READINESS
2. SITUATIONAL
ANALYSIS
5. METHODS 8. 4. AUDIENCES
MEDIA l��o���n(�3n�+��l��o���n6�3n�,��l��o���n4�3n�-���PC�8�B�2�3n�.��E
5 7
EOMMUNICATION COMMUNICATION
OBJECTIVES STRATEGY DESIGN
11.‘
'
.
INSTITUTIDNALIZAYION %E
__‘
'
- 3. PRETESTING
10. M&E 9.
|MPlEMENTAT|ON
Page 13
Factors affecting designing
communications for audience engagement
Increasing number of
channels, media and formats
Media and content consumption habits and
expectations evolving
Towards more participatory
communications -co-creators rather than consumers
[1] Doemeland D; Trevino. J. 2014. Which World Bank reports are widely read ?. Policy Research working paper ; no. WPS
6851. Washington, DC: World Bank Group.
[2]Lewin, T., & Patterson, Z. (2012). Approaches to Development Research Communication. IDS Bulletin, 43(5), 38-44.
doi:10.1111/j.1759-5436.2012.00361.x
Factors influencing audience engagement
Page 14
Share outputs early
Invite participation
Track and measure engagement
Create and maintain relationships on and off-line
How to engage audiences early
Page 15
Data
Analysis tools
Findings
Proposal
Literature
Review
Conceptual Framework/s
Methods
Instrument questions
Sharing the
research
process
Share research process via digital channels
Page 16
Examples of sharing research process outputs
ROER4D Bibliography
LL|['::..59..§.5.a.2./J? (am./— IwoAr«~Iar~nEE
rm /tin u cum/RoER4u—5I Ho rs n
ma Ia awark In progress. P us: feel Iran I! max. acapyfaryaursalf am:/amnu us cammants
(mnmu.xIng@u=:..u.) nf uraranm um we mly have mlaud. Regard: Thnmas Klng on behalf arm: ROERAD
Tum
ourmw
OER Ru runcu LIsInI relarenses used In ROER4D research repans
Opln Tnxtbaak Rararancu LISI nl relsranoas ussu IH ROERAD research reports
IIOOC I-hruncu LIsIaVDDIerIIIaiN|OOCIe1eraI'|0us
Euumiomi Exp-mmun Lislof pntentiai references on educalionai expandwws mamiy In South Amos and South America
OER-lriundly journals Lisle! OER-lnendiy Ioumam
Adlvlty Thenry Reference: us: nl Activity Theory relerenws
Mothadninglul Rnferancu LISIM rararems used If! ROER4D research repmls
ROEHLD FIOEHAD 15 CC! 2015
#HOEH4D Bibliography on «oEri research gets a srioutrnut in
@czernie keynate. Link here lIrIyur|.Dcrri/ROER4D «icdeuriisa
Sr» i_;, v l��o���nt�3n����l��o���nr�3n������H��,�p�3n����2
-_- noeiun .—«¢;E J9: zuis
_
"We've published our first open dataset ~
@SCAprogramme blogs on significance for
#openresearch and #opendata #OER
roer4d.org/1968mew summmf
Page 17
Share outputs early
Invite participation
Track and measure engagement
Create and maintain relationships on and off-line
How to engage audiences early
Page 18
Invite participation
[re memo
r-i--r Vuhiisbuubysuxninnwaip i I9N.wamb:r2fl'5 \*
Review and mlmlnefllnrl Cheryi Hoagiorisnrrwiiiiams and Thames |€rIg‘s
mall paper iriamrchirig can in me open‘ iaropsrieuia pmssnialmnmzerresearch Iaperiness wgimaismin
flu-unni-In
mans.-_.i..m_mm.mmmmi_....__.
n—mm.u..._-mum.
i..__
tan-nunnnlnn
mi.......m..m..
numnmmnus-.-
m..a..m.
ms...»
Iadlhllouunrunmmmm
iummnum
_1ma..-
1
lhnlhlmm
um-um.
I-Iodgkiuscin—Wil1iani.s 81 King 0penEd 21115 — ma
paper
H-sanrmir-I1 GER in me an-n Drv-Iomviuiis in ma RGEIMD vmiuci - Dun DID-v
cm. yiodgiumarirwiriiams W rm... mm.
was Scum com
-_- Hoemn .‘4U:FlAD :2 Nmziiis
ll: In the spirit of #openresearch review
@CherylHW draft paper ‘Researching
#OER in the Open‘ up next at #opened15
tinyurI.com/Researching—OER
Mmew summary
Page 19
Share outputs early
Invite participation
Track and measure engagement
Create and maintain relationships on and off-line
How to engage audiences early
Page 20
Tweets per week
Average: 7.75 tweets per week
Data downloaded from Twitter Analytics; analysis conducted in Excel: grouped
individual tweets into tweets per week
Number of tweets per week
52.5
...e.e:531.5
533.533222
35:2
3:.=5
s5..._:552.5
...:..3.55.3252
:5.:5
3.3.52
$335
$.55s
.Z..:5
5.:.:52
5.3.5:.=.:5...=.u:2
:.::5
523.5
s:
:5
5.33.55.:.S5
s:.:.35
5.::5
s:.:.:55.:.:5s
:.:.:5
32:55
3.3.5
3::5
...:.::555:55
5.5.35
n2..:55
:.5:5
~::.:5
55.3.5
.25:5
s.~5.:E.3552
5.3:3
5.2.5
5.33.5
:2:2
253:5
53:52
S3:5
:....,:5
551:5
5::5
252:553:53
:.s:2
5§.:52
33:5
es.:5
...5.s.:553.52
:
5:5
5.::5
s:.e:5...:_.:52
3.5.5
3:.:5
2.5.3:5
51::5s
53.5
515:5
S=.e.:55.3::
535.555:55
3.3.5
:1::5
.....§a.553.5
aeieiz
a::2s
33.5
42:5535:5
33:5
2.5.3::23:5
293:5
23:5
2:::5
23:5
z:§§5
S::5
585:5
5.2:52
35:5
5.3::...:ie:5
33:5
_.:=.e:5
$5..:52
$5:5
§vS5ezia:5
5.;:5
s:.e.:5559:5s
.=.E:5
are:2..
$5.5
53:552..:3
5.s.:55
5.5.35
Page 21
Tweets per week
Average: 7.75 tweets per week
GO-GN and
OCWC, Slovenia
(end April 2014)
GO-GN and
OpenEd,
USA (end
November
2014)OER Asia
Symposiu
m,
Penang
(end June
2014)
UCT T&L
Conf. (20
Oct 2014)
Number of tweets per week
5.355
555:55.355
5.55:5523.55
35:5
.2.=5
555:55.5.5
555:55.3555
:5:5
:..3.55
35:5
.39555
.Z..:5
5.:.:52
5.5.35.E..:55...u:5
:.::5
5553.5
5:
:5
5.33.55.:.35
5:....35
5.::5
5:....:555:55
5.:.:5
.._.:..:55
35:5
$5:5
555:555:55
5.5.35
n2..:55
55:5
515:5
5.55:5
55:5
5.3.5.5.35355
5.3:5
55:5
555:5
:2:5
5.2..:5
53:55
S335
.$..,:5
555:5
55.:5
552:553.55
:.s35
55:52
35:5
5...:5
55.2.555.3352
:
5:5
5.::5
5:.5:55.5.552
5.5.5
3:.:5
55.3:5
55:55
53.5
555:5
55.5.555.3:...
535:555:55
35:5
:25:5
5.23.55.35
555:5
55:55
......:5
42:5535:5
33:5
553:553:5
5:.::5
5::5
53.5:5
5355
533:5
$3.:5
585:5
5.5:5s
:.5.:5
5.3355:::5
533.5
55.e:5
5.5:55
$5:5
.355...5:5:5
5.5:55
52.5.5.555:55
5.5.35
55..:55
$55.5
55:555..:5
55:55
5.5.35
Page 22
Activity around tweets (per week)
A
....;§._§..
Page 23
Activity around tweets (per week)
GO-GN and
OCWC, Slovenia
(end April 2014)
GO-GN and
OpenEd, USA
(end November
2014)OER Asia
Symposium
, Penang
(end June
2014)
A
....;§._§..
Page 24
Activity around tweets (per week)
GO-GN and
OCWC, Slovenia
(end April 2014)
GO-GN and
OpenEd, USA
(end November
2014)OER Asia
Symposium
, Penang
(end June
2014)
Recommendation:
Continue tweeting around events as this draws higher levels of engagement
A
....;§._§..
Page 25
“ROER4D” search: replies and mentions(at 2 March)
Going to track over time
Data fetched from Twitter’s API via NodeXL; Frucherman-Reingo algorithm
graph constructed in NodeXL
4 9samayamxshra nu ma
* w I /7Menafi xse.mp§aMagae:hemma gmrmlef Vwmfmm‘swam\
‘
\\\;mem§n13
\ ’\ \dfid_e.vEuv.e I:’"°P3\°“S~.\\ 3 K;/uh \ \
_
‘*7V
\;\/V4 /pugW._my afnca_ev\du1z:e
\
.a]r:n‘;21.fiMmféémna
’
carobvlero”‘\\___'\ Wanda -
mum my zmn
Page 26
“ROER4D” search: replies and mentions(at 2 March)
Going to track over time
Data fetched from Twitter’s API via NodeXL; graph constructed in NodeXL
Recommendation:
Pick up conversations with key people identified from these snapshots
4 9samayamxshra nu ma
* w I /7Menafi xse.mp§aMagae:hemma gmrmlef Vwmfmm‘swam\
‘
\\\;mem§n13
\ ’\ \dfid_e.vEuv.e I:’"°P3\°“S~.\\ l��o���n��4n K;/uh \ \
_
‘*7V
\;\/V4 /pugW._my afnca_ev\du1z:e
\
.a]r:n‘;21.fiMmféémna
’
carobvlero”‘\\___'\ Wanda -
mum my zmn
Page 27
Share outputs early
Ask for participation
Track and measure engagement
Create and maintain relationships on and off-line
How to engage audiences early
Page 28
Create and maintain relationships and networks
HOERJD ROERJD 25 Nov 2015
Happy to have @cnery>Hw back in Cape Town after ¢Iopened15
nalaled trave}s! Sharing stones of global mapeneducannn and #091
prmects.
es 1-
qoemu men-med
cmuyl H-Wllilama Cheryl.-(‘JV 23 Nov zms
Hank m Cape Tcwnl Gral to see @De|Tatis & @BeckPin at
#cpened15. Look «orwama coauthored papers with #ROEFl4D!
Back Pm @Eeck>’m
Gnmy bear hugs to @Chary1HW a @oeITahs lmm ms
‘Loops - hope you gm home safe and see ynu won
saopensm 5
Page 29
• 1. Government/policy makers
• 2. Teachers/educators
• 3. Institutions (HEI, Schools)
• 4. OER community
• 5. Global researchers
• 6. Funders
• 7. Development community
• 8. Others (specific interest/discipline)
• Textbook publishers
• Open data community
• MOOC providers
• Language practitioners
• etc
ROER4D Key Audiences
More granular and
specific audiences
emerging
Audience analysis ongoing
Page 30
Thank you!Questions?
Comments?
l��o���nS��o §@ l��o���n_��o
Page 31
Links
Website: www.roer4d.org
Contact Author
[email protected]
Follow us: http://twitter.com/roer4D
Presentations: www.slideshare.com/roer4D
Page 32
Acknowledgments & Attribution
This work is licensed under a Creative Commons Attribution 4.0 International License.
Written by Sukaina WaljiWith acknowledgement to Sarah Goodier
Contact:[email protected]