5. . . . and the audience that finds our
knowledge interesting and useful.
Other
5%
Public sector
26%
Corporate
22%
IGOs
Media 3%
3%
Civil Society
7%
Academic
34%
Source:
Study on users of OECD.org (2009)
6. How audiences view us.
Our share of user’s time online (reach).
0.01%
Daily Reach
Source: Alexa
7. How to win a larger share of a market?
Source: Edible Geography http://www.ediblegeography.com/the-spatial-distribution-of-
americans-in-relationship-to-starbucks/
8. Three clicks from anywhere on the web
Means putting signs out where online
audiences will find them
9. Starting with putting signs out on
OECD.org
500,000
450,000
400,000
350,000
300,000
250,000 136,000 referrals/month (~33%)
200,000
150,000
100,000
50,000
0
from oecd.org total traffic
10. Where do academics find signs?
Other
5%
Public sector
26%
Corporate
22%
IGOs
Media 3%
3%
Civil Society
7%
Academic
34%
11. Where do academics find signs?
Special web search (e.g. Specialist bibliographic
. . . and Scirus)
10%
database
10%
hope
Google
General web search (e.g.
Google)
10%
will Library systems
10%
find it.
Specialist portal (e.g.
Repec)
6%
Email alerts
14%
Content aggregator (e.g.
Proquest)
9%
Post
it . . . Community service (e.g.
Publisher's website Mendeley)
14% 6%
Source: Gardner and Website managed by key
Inger (2012): How readers Author's website authors in field
discover content in 5% 6%
scholarly journals
12. Where do academics find signs?
Special web search (e.g. Specialist bibliographic
. . . and Scirus)
10%
database
10%
hope
Google
General web search (e.g.
10%
will
Google) Library systems
10%
find it.
Means
missing out
on 85% of Specialist portal (e.g.
Repec)
researcher’s 6%
Email alerts
14%
starting
points.
Content aggregator (e.g.
Proquest)
9%
Post
it . . . Community service (e.g.
Publisher's website Mendeley)
14% 6%
Source: Gardner and Author's departmental Website managed by key
Inger (2012): How readers website authors in field
discover content in 5% 6%
scholarly journals
13. Where do researchers find signs?
Special web search (e.g. Specialist bibliographic
Scirus) database
10% 10%
122,000 referrals/month from these
General web search (e.g.
Google) Library systems
PAC is 10% 10%
currently places
putting out
signposts Specialist portal (e.g.
here . . . Repec)
6%
Email alerts
14%
Content aggregator (e.g.
. . . and Proquest)
9%
negotiating
here . . . .
Community service (e.g.
Publisher's website Mendeley)
14% 6%
Friom: Gardner and Inger Website managed by key
(2012): How readers Author's website authors in field
discover content in 5% 6%
scholarly journals
14. And to reach others . . .
. . . we work with different ‘forests’
360,000 readings/month from these
forests
15. Search: the battle to be found
(we’re not playing hide’n’seek)
Finding one of many is easier
16. Making many out of one
One manuscript
comes in . . . Read editions for
tablets and smartphones
Many items are
Multi-lingual summaries
Print
book published
Individual Tables and Charts
E- e-chapters
book
17. And we turn one into many,
many times a year of one
Making many out
One manuscript
comes in . . . Read editions for
tablets and smartphones
PAC prepares and actively
Many items are
disseminates 17,000 items a year
Multi-lingual summaries
Print
published
from 400 publications. and Charts
book
Individual Tables
E- e-chapters
book
18. Search: the battle to be found
(we’re not playing hide’n’seek)
Result: 157,000 ‘finds’ easier
Finding one of many is a month from
search engines (111% more than in 2011)
19. The audience we know (and others too)
don’t always speak English . . .
Czy możesz streścić te trzy
lata badań w sześć punktów w
PowerPoint?
Which is why PAC translates and
publishes summaries in
26 languages
20. If a tree grows in a forest, does anyone
notice?
Individual copies Google Books / e-Editions OECD Datasets OECD Free Preview OECD iLibrary / SourceOECD OECD StatLinks
FORECAST
12,000 ActiveCharts
Dissemination (,000)
10,000
FREE
OECD iLibrary
8,000
Read editions
SourceOECD
6,000
Google Books
E-books,
4,000 Online Bookshop
StatLinks
2,000
-
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
21. If a tree grows in a forest, does anyone
notice?
Individual copies Google Books / e-Editions OECD Datasets OECD Free Preview OECD iLibrary / SourceOECD OECD StatLinks
FORECAST
12,000 ActiveCharts
PAC added value means OECD
publications do get noticed
Dissemination (,000)
10,000
FREE
(and not just at Christmas) OECD iLibrary
8,000
Read editions
SourceOECD
6,000
Google Books
E-books,
4,000 Online Bookshop
StatLinks
2,000
-
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
23. What if PAC didn’t exist?
? downloads
Dissemination (,000)
~90,000 downloads working papers
~750,000 downloads PDF books
=~1,000,000 total
E-books,
Online Bookshop
120,000 print books 92.5% less
dissemination
Editor's Notes
The forest that is the internet grows larger every day, making it harder for users to find the wood for the trees: posting and hoping? Is that publishing? Does simply posting something online mean it’ll be found, make an impact? This presentation looks at what it takes to publish online and make an impact.
We might think we know everyone who’s interested in our work – after all, we’re at the centre of many networks, our brand is regularly on the front pages of the world’s press – but, just as more people know who the Queen of England is than the Queen of England can know, so more are interested in our work than we know.
Please draw a map of the internet, as you see it. Indicate your ‘home’.We’re here somewhere – maybe via the little Google fountain in the middle of the drawing? In ‘Library Thing’? The reality is that everyone’s map of the internet is centred on themselves, their family, friends, hobbies as much as their professional interest. We’re not front and centre for more than a very few. This is shown by measuring ‘Reach’:OECD’s daily online reach in the US is around 0.01% which puts us in the top 16,000 of most-popular websites (Source: Alexa)Conclusion: since, for most people, we’re not front-and-centre we must actively promote our work and fight to increase awareness to take a larger share of users’ time online.
Did you know that 80% of the US popularion live within 15 miles of a Starbucks and no-one lives more than 140 miles from a Venti Latte?Just as Starbucks (and WallMart and IKEA and McDonalds . . even Apple) actively take their message to market and build distribution channels and outlets close to their target audiences, so must OECD. Can we get 80% of our audience within three clicks of our publications?
Add in scribd, amazon et al for general publicAdding value: PAC editors and produciton staff working with authors to shape and add sparkle to the pub, marketing and distribution staff to put out the signs, plant the pubs in different forests
Of which, 25% come from the Statistics A-Z page – people looking for the key and country tables, factbook etcBut as a share of total traffic, OECD.org’s share is falling. So where are they all coming from? Let’s look.
Gardner and Inger research reader behaviour among academic and high-level student audiences. They found that academics start their research for scholarly information in eleven places. A post-it and hope strategy would miss 85% of the starting points and signposts used by this audience – PAC covers almost all of these by actively posting metadata and/or full text content into these channels. The result is 122,000 referrals to OECD’s publications a month, 24% of all traffic to our publications.
Other audiences are no different, they each have different online ‘forests’ where they go to find information – this is especially true among professional audiences – law, finance/banking, tax – and more recently policymakers with the launch of Bloomberg Government aimed squarely at those within the Washington Beltway last year. For non-professional audiences (citizens and civil society activists) we use consumer channels like Google Books, Amazon and Scribd.And all the while, PAC is actively using social media to promote and enable audiences to engage, to participate.Just as Starbucks opens close to their customers and uses social media to build audience share, so OECD does the same. And the results are good – around 360,000 readings a month via these non-OECD channels.
Which also means that OECD content is found even when people are googling in their own language (and, of course, the summaries link back to the full publication too)
This chart shows the growth in dissemination over the past decade, driven by a process of continual improvement: editors working with authors on structure and messaging; production and statistical editors adding value with services like Statlinks; marketing and dissemination experts actively seeking out target audiences and building services to suit their needs. It all adds up to more dissemination and greater impact – and all at no cost to the Part I budget.PAC added value means OECD Publications do get noticed – in ever greater numbers.
This chart shows the growth in dissemination over the past decade, driven by a process of continual improvement: editors working with authors on structure and messaging; production and statistical editors adding value with services like Statlinks; marketing and dissemination experts actively seeking out target audiences and building services to suit their needs. It all adds up to more dissemination and greater impact – and all at no cost to the Part I budget.PAC added value means OECD Publications do get noticed – in ever greater numbers.
This chart shows the growth in dissemination over the past decade, driven by a process of continual improvement: editors working with authors on structure and messaging; production and statistical editors adding value with services like Statlinks; marketing and dissemination experts actively seeking out target audiences and building services to suit their needs. It all adds up to more dissemination and greater impact – and all at no cost to the Part I budget.PAC added value means OECD Publications do get noticed – in ever greater numbers.
This chart shows the growth in dissemination over the past decade, driven by a process of continual improvement: editors working with authors on structure and messaging; production and statistical editors adding value with services like Statlinks; marketing and dissemination experts actively seeking out target audiences and building services to suit their needs. It all adds up to more dissemination and greater impact – and all at no cost to the Part I budget.PAC added value means OECD Publications do get noticed – in ever greater numbers.
