LISTSERV mailing list manager LISTSERV 16.0

Help for ZNG Archives


ZNG Archives

ZNG Archives


[email protected]


View:

Message:

[

First

|

Previous

|

Next

|

Last

]

By Topic:

[

First

|

Previous

|

Next

|

Last

]

By Author:

[

First

|

Previous

|

Next

|

Last

]

Font:

Proportional Font

LISTSERV Archives

LISTSERV Archives

ZNG Home

ZNG Home

ZNG  July 2005

ZNG July 2005

Subject:

Re: srw/u next steps

From:

"Ray Denenberg, Library of Congress" <[log in to unmask]>

Reply-To:

Z39.50 Next-Generation Initiative

Date:

Fri, 8 Jul 2005 17:15:39 -0400

Content-Type:

text/plain

Parts/Attachments:

Parts/Attachments

text/plain (172 lines)

I've put up this and the follow-up discussion at:
http://www.loc.gov/z3950/agency/zing/forum-june05-output/steps.html

Thanks, Eric.

--Ray

----- Original Message -----
From: "Eric Lease Morgan" <[log in to unmask]>
To: <[log in to unmask]>
Sent: Tuesday, June 28, 2005 11:35 AM
Subject: srw/u next steps


> SRW/U next steps
>
> This text summarizes a ZNG discussion (Wednesday, June 22, 2005) on the
> topic of non-technical next steps regarding the marketing and promotion
> of SRW/U. "What can we do to make more people aware of the benefits of
> this search and retrieve protocol?" Some of the ideas included:
>
>    * brand it
>    * create five-minute Powerpoint show
>    * create X profile
>    * get grant funding
>    * implement a conformance tester
>    * make it a formal standard
>    * make X more SRW/U services available
>    * write "gentle" guides
>
>
> Quickie introduction to marketing/promotion
>
> The discussion was initiated with an outline defining marketing and
> promotion. Marketing is a formalized communications process, a process
> of creating and maintaining relationships between a producer (the SRW/U
> community) and consumers (vendors, librarians, content providers,
> etc.). Key to the marketing process is the articulation of messages to
> communicate. These messages can fall into three categories:
>
>    1. inform - simply making the consumers aware of your
>       existence
>
>    2. persuade - describing in lesser or greater detail
>       the benefits (not necessarily features) of the
>       product/service
>
>    3. review - getting feedback from the consumers
>
> After the consumers have been identified, and after the messages have
> been articulated, the next step is to execute the communication process
> through various promotion techniques. These are the things we normally
> associate with advertising: newspaper and television ads, mailing list
> announcements, contests, give-aways, workshops, one-on-one tutorials,
> etc.
>
> We need to ask yourselves, "To whom do we want to communicate, and what
> do we want to say?"
>
>
> Learning from OAI's success
>
> The ideas of marketing/promotion were re-enforced by learning from
> OAI's success. Based on an article written by Lagoze  and Van de Sompel
> [1], as well as based on a set of Powerpoint slides, the success of OAI
> can be attributed to a number of factors:
>
>    1. a well-defined problem statement - OAI did and
>       does not try to be everything to everybody. It is a
>       one-trick pony allowing people to expose and harvest
>       metadata.
>
>    2. strong leadership - The development process was
>       guided by a board and an executive. The board
>       consisted of advisors who where expected to implement
>       the product of their advice. The executive was really
>       two people, Van de Sompel and Lagoze.
>
>    3. community building - This meant quite a number of
>       things ranging from getting support from formal
>       organization (DLF, SPARC, CNI) to lots o' writing
>       (grants, formal papers, normative documents,
>       non-normative guidelines) to facilitating workshops
>       and tutorials, to the creation of a directory of
>       implementations.
>
>    4. sound technical decisions - Implementing something
>       that adhered to the problem statement, the creation
>       of a conformance tester, purposefully freezing the
>       protocol for a specific period of time are all
>       examples of sound technical decisions.
>
> It is interesting to note that the article alluded to above was written
> three years ago, and it described a process that was three years old.
> It has taken OAI six years to get to where it is today. It is also
> important to note that while there were millions of dollars spent
> through grant funding, only a tiny fraction of money came from places
> like DLF, etc. Much of the expenses were hidden in the time and energy
> of individuals.
>
>
> Discuss of next steps
>
> As a group we then discussed next steps. We tried to answer the
> question, "What will we, as a group, have accomplished regarding the
> marketing and promotion of SRW/U in the next six, twelve, and eighteen
> months?" We brainstormed a number of communities to whom we ought to
> communicate:
>
>    * vendors of indexing and abstracting services as
>      well as integrated library systems vendors
>    * instructional management systems (IMS)
>    * JISC
>    * SQI
>    * Google and Yahoo
>    * content providers
>    * librarians
>
> We listed a (tiny) number of possible venues for the communication
> process: NFAIS, the Charleston Conference, and "talking heads" at ALA.
>
> We also listed a number of possible deliverables:
>
>    * brand it - come up with a different name
>
>    * create five-minute Powerpoint show - give this file
>      out freely to as many people as possible
>
>    * create X profile - something akin to the Bath
>      profile?
>
>    * get grant funding - funding helps set priorities
>
>    * implement a conformance tester - allows implemented
>      to see if they are on track
>
>    * make it a formal standard - standards carry more
>      weight
>
>    * make X more SRW/U services available - demonstrate
>      real, live implementation. Not prototypes.
>
>    * write "gentle" guides - communicate how to
>      implement SRW/U, what it can be used for, and what
>      problems it can solve.
>
>
> Summary
>
> I sincerely believe the time used to learn about and discuss these
> ideas was well-spent. I sincerely believe the audience became more
> aware of some of the issues regarding marketing, promotion, and
> possible next steps. Using what we have learned, I now hope we can take
> the time to answer the question, "What will we, as a group, have
> accomplished regarding the marketing and promotion of SRW/U in the next
> six, twelve, and eighteen months?" and put the answers into practice.
>
>
> Notes
>
>    1. Carl Lagoze and Herbert Van de Sompel, "The making of the Open
> Archives Initiative Protocol for Metadata Harvesting" Library Hi Tech
> (2003, Volume 21, Number 2, Pages 118-128).
>
>
> --
> Eric Lease Morgan
> Head, Digital Access and Information Architecture Department
> University Libraries of Notre Dame
>
> (574) 631-8604

Top of Message | Previous Page | Permalink

Advanced Options


Options

Log In

Log In

Get Password

Get Password


Search Archives

Search Archives


Subscribe or Unsubscribe

Subscribe or Unsubscribe


Archives

July 2017
October 2016
July 2016
August 2014
February 2014
December 2013
November 2013
October 2013
February 2013
January 2013
October 2012
August 2012
April 2012
January 2012
October 2011
May 2011
April 2011
November 2010
October 2010
September 2010
July 2010
June 2010
May 2010
April 2010
March 2010
February 2010
January 2010
December 2009
October 2009
September 2009
August 2009
July 2009
May 2009
April 2009
March 2009
February 2009
December 2008
November 2008
October 2008
September 2008
August 2008
July 2008
June 2008
May 2008
April 2008
March 2008
February 2008
January 2008
December 2007
November 2007
October 2007
September 2007
August 2007
July 2007
June 2007
May 2007
April 2007
March 2007
January 2007
December 2006
November 2006
October 2006
September 2006
August 2006
July 2006
June 2006
May 2006
April 2006
March 2006
February 2006
January 2006
December 2005
November 2005
October 2005
September 2005
August 2005
July 2005
June 2005
May 2005
April 2005
March 2005
February 2005
January 2005
December 2004
November 2004
October 2004
September 2004
August 2004
July 2004
June 2004
May 2004
April 2004
March 2004
February 2004
January 2004
December 2003
November 2003
October 2003
September 2003
August 2003
July 2003
June 2003
May 2003
April 2003
March 2003
February 2003
January 2003
December 2002
November 2002
October 2002
September 2002
August 2002
July 2002
June 2002
May 2002
April 2002
March 2002
February 2002
January 2002
December 2001
November 2001
October 2001
September 2001
August 2001
July 2001

ATOM RSS1 RSS2



LISTSERV.LOC.GOV

CataList Email List Search Powered by the LISTSERV Email List Manager