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WHAT IS A UNIFIED WEB PRESENCE? Web Manager’s Academy Marshall Breeding Director for Innovative Technology and Research Vanderbilt University Library Founder and Publisher, Library Technology Guides http://www.librarytechnology.org/ http://twitter.com/mbreeding Feb 20, 2011
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What is a Unified Web Presence?

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Page 1: What is a Unified Web Presence?

WHAT IS A UNIFIED WEB PRESENCE?

Web Manager’s Academy

Marshall BreedingDirector for Innovative Technology and ResearchVanderbilt University LibraryFounder and Publisher, Library Technology Guideshttp://www.librarytechnology.org/http://twitter.com/mbreedingFeb 20, 2011

Page 2: What is a Unified Web Presence?

Workshop Goals:

Explore ways to take your website to the next level, Transform Web sites from a menu that leads users into a

disjointed set of content repositories and services, to a unified service delivery platform

Use analytics to identify friction points on the website and in social media channels.

Learn to deliver content and services to users beyond the library website through other channels like mobile and social media.

Tips, techniques, and strategies to help create a seamless and “frictionless” web experience.

Learn to create, deliver and repurpose high-impact content. Know how to evaluate and measure the strengths and

weaknesses of your website and social media and Be prepared to positively face off with both users and

stakeholders!

Page 3: What is a Unified Web Presence?

Expectations for the Workshop Content at multiple levels

Address both advanced and novice Web managers

Conceptual / Practical Interactive / Participatory Exercises – No hands-on coding

Page 4: What is a Unified Web Presence?

Therapy for your Library Web site Diagnosing the patient Split personalities? Schizophrenic? Fragmented? Integrated and reasonably

healthy? Enlightened?

Page 5: What is a Unified Web Presence?

Disjointed approach to information and service delivery? Silos Prevail

Books: Library OPAC (ILS module) Articles: Aggregated content products, e-journal

collections OpenURL linking services E-journal finding aids (Often managed by link

resolver) Subject guides (e.g. Springshare LibGuides) About the Library… Local digital collections

ETDs, photos, rich media collections Metasearch engines

All offered in separate containers

Page 6: What is a Unified Web Presence?

Delivering a consistent and coherent experience Look and Feel Branding / Sub-branding

Parent institution – Library – Branches and departments

Authentication / single sign-on Integrated Personality / non-

schizophrenic Smooth over complexities on the back

with more seamless presentation layer

Page 7: What is a Unified Web Presence?

Complex Library Infrastructure Integrated Library System

Online Catalog OpenURL Link Resolver Digital Asset Management Systems Institutional Repositories

Electronic Theses and Dissertations Electronic Resource Management Institutional / Library Web site

Web Content Management System Authentication Services

Page 8: What is a Unified Web Presence?

Thinking about the User

Does your library’s Web presence have a presentation layer that manages all aspects of end-user experience or does it simply hand users off from one interface to another as they muddle through your Web site?

Page 9: What is a Unified Web Presence?

Examples: Unified or not?

Amazon.com Harvard University

http://lib.harvard.edu/ Walter Reed Army Hospital Library

http://www.wramc.amedd.army.mil/Professionals/library/

Nashville Public Library http://www.library.nashville.org/

Phoenix Public Library http://www.phoenixpubliclibrary.org/

Page 10: What is a Unified Web Presence?

Tools and Techniques

Consistent branding and design Shared style sheets among applications Web content management system

Integrate functionality of other components through plug-ins, widgets, Web services

Avoid direct hand-offs Unified presentation framework

Drupal with plug-ins Specialized library tools: BiblioCommons,

SOPAC, Axiel Arena, Infor Iguana, etc

Page 11: What is a Unified Web Presence?

Library Web Presence

Integrated Library System

Library Web site

SubjectGuides

Article, Databases,E-Book collections

Public Interfaces:

Presentation Layer Presentation Layer

Page 12: What is a Unified Web Presence?

Unified Search Model

Search:

Digital Collections

Digital Collections

Web site data

Web site data

User Contributed Content

User Contributed Content

Search Results

Disco

very

In

dex

ILS DataILS Data

Consolidated

Indexes of

Articles

Consolidated

Indexes of

Articles

Page 13: What is a Unified Web Presence?

SOPAC: THE SOCIAL OPAC

Web Manager’s Academy

Marshall BreedingDirector for Innovative Technology and ResearchVanderbilt University LibraryFounder and Publisher, Library Technology Guideshttp://www.librarytechnology.org/http://twitter.com/mbreedingFeb 20, 2011

Page 14: What is a Unified Web Presence?

General Information

Open Source Discovery layer GNU General Public License GPLv3

Originally developed by John Blyberg Ann Arbor District Library Darien Public Library (CT)

Page 15: What is a Unified Web Presence?

SOPAC design

merge “all of the components of the user experience into a single unified interface,” from the library’s homepage down to the individual record level and the patron preference screen.

More information: Darien Library's Open Source SOPAC

2.0 Emphasizes Patron Content  http://www.libraryjournal.com/article/CA6591377.html

Page 16: What is a Unified Web Presence?

Technical Components

Drupal Supports themes and templates for

customization Locum

Connection layer to Integrated Library Systems

Insurge Data repository component Independent Social Repository Tags, comments, reviews

Page 17: What is a Unified Web Presence?

Examples

http://www.aadl.org http://www.darienlibrary.org/ http://thesocialopac.net/

Page 18: What is a Unified Web Presence?

RESOURCE DISCOVERY LAYER PRODUCTS

Web Manager’s Academy

Marshall BreedingDirector for Innovative Technology and ResearchVanderbilt University LibraryFounder and Publisher, Library Technology Guideshttp://www.librarytechnology.org/http://twitter.com/mbreedingFeb 20, 2011

Page 19: What is a Unified Web Presence?

Discovery Products

http://www.librarytechnology.org/

discovery.pl

Page 20: What is a Unified Web Presence?

Decoupled from ILS

Page 21: What is a Unified Web Presence?

Discovery Interface

Search: Digital Collections

Digital Collections

ProQuestProQuest

EBSCOhost

EBSCOhost

…MLA

Bibliography

MLA Bibliograph

y

ABC-CLIOABC-CLIO

Search Results

Real-time query and responses

ILS DataILS Data

Local Index

Meta

Searc

h E

ng

ine

Page 22: What is a Unified Web Presence?

Differentiation in Discovery

Products increasingly specialized between public and academic libraries

Public libraries: emphasis on engagement with physical collection

Academic libraries: concern for discovery of heterogeneous material types, especially books + articles + digital objects

Page 23: What is a Unified Web Presence?

Discovery from Local to Web-scale Initial products focused on technology

AquaBrowser, Endeca, Primo, Encore, VuFind Mostly locally-installed software

Current phase focused on pre-populated indexes that aim to deliver Web-scale discovery Summon (Serials Solutions) WorldCat Local (OCLC) EBSCO Discovery Service (EBSCO) Primo Central Encore with Article Integration

Page 24: What is a Unified Web Presence?

Web-scale Discovery

Search: Digital Collections

Digital Collections

ProQuestProQuest

EBSCOhost

EBSCOhost

…MLA

Bibliography

MLA Bibliograph

y

ABC-CLIOABC-CLIO

Search Results

Pre-built harvesting and indexing

Con

solid

ate

d In

dex

ILS DataILS Data

Page 25: What is a Unified Web Presence?

State-wide Discovery

Search: Digital Collections

Digital Collections

EBSCOEBSCO

ILS Data: Nashville

Public

ILS Data: Nashville

Public

…ILS Data:

UTKILS Data:

UTK

ILS Data: Tinn-ShareILS Data:

Tinn-Share

Search Results

Pre-built harvesting and indexing

Con

solid

ate

d In

dex

ILS DataVanderbiltILS Data

Vanderbilt

Page 26: What is a Unified Web Presence?

Web-scale Search + Federated Search

Search: Digital Collections

Digital Collections

ProQuestProQuest

…MLA

Bibliography

MLA Bibliograph

y

ABC-CLIOABC-CLIO

Search Results

Pre-built harvesting and indexing

Con

solid

ate

d

Index

ILS DataILS Data

FedSearch Non-

harvestable

Resources

Non-harvestabl

eResources

Interim model to deal with resources not possible to harvest into consolidated index

Page 27: What is a Unified Web Presence?

Encore Synergy

Search: Digital

Collections

ProQuestProQuest

…Lo

cal

Index

ILS Data

Web

S

erv

ices

Local Index Results

Local Index Results

Remote Search Results

Remote Search Results

EBSCOhost

EBSCOhost

…MLA

Bibliography

MLA Bibliograph

y

ABC-CLIOABC-CLIO

Page 28: What is a Unified Web Presence?

Social Discovery

Search:

Digital Collections

Digital Collections

Web site data

Web site data

…User

Contributed Content

User Contributed Content

Search Results

Loca

l Ind

ex

ILS DataILS Data

Page 29: What is a Unified Web Presence?

Some Examples

VuFind Villanova University http://library.villanova.edu/

BiblioCommons http://epl.bibliocommons.com/

Summon Dartmouth College Library http://library.dartmouth.edu/

Page 30: What is a Unified Web Presence?

MAKING LIBRARY CONTENT DISCOVERABLE:

SEARCH ENGINE OPTIMIZATION

Web Manager’s Academy

Marshall BreedingDirector for Innovative Technology and ResearchVanderbilt University LibraryFounder and Publisher, Library Technology Guideshttp://www.librarytechnology.org/http://twitter.com/mbreedingFeb 20, 2011

Page 31: What is a Unified Web Presence?

Search Engine Optimization

Important to ensure that unique content on your site will be findable by through search engines, especially Google

General principles: clear and valuable content Optimize for real users Don’t try to game the system

Good coding and metadata important

Page 32: What is a Unified Web Presence?

Coding for findability

<title> tag: short and unique descriptive title

<description> summary of content, peppered with keywords

<h1><h2> tags lightly indexed Search engines will attempt to find key

content on pages in the absence of meta tags

Pages will be punished if meta tags and content are inconsistent

Page 33: What is a Unified Web Presence?

Article posted

Page 34: What is a Unified Web Presence?

HTML Source

Page 35: What is a Unified Web Presence?

Google Search Results