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Trading Consequences & Planning Project Communications / Launches

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EDINA, University of Edinburgh
EDINA, University of Edinburgh

Presentation from the 2014 EDINA Projects Day: "Trading Consequences and Planning Project Communications/Launches", delivered by Nicola Osborne on the EDINA premises 15 May 2014.

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Trading Consequences & Planning Project Communications/Launches Nicola Osborne EDINA Social Media Officer nicola.osborne@ed.ac.uk
Trading Consequences http://tradingconsequences.blogs.edina.ac.uk/ • Two Year (Jan 2012 – March 2014) “Digging Into Data” project on economic and environmental history through nineteenth century trading records. • Project partners: University of Edinburgh School of Informatics, York University Canada, St Andrews University, EDINA and, latterly, University of Saskatchewan. • Significant responsibility to communicate and raise awareness of the project in order to: • Justify substantial investment • Ensure academic partners saw real impact for their work • Build interest in the project before launching deliverables: search, visualisation tools and white paper. • Ensure sustained interest as historic academic work continues into Summer 2014, publications beyond that.
Communications Channels During Project Twitter @digtrade / #digtrade Project Blog http://tradingconsequences.blogs.edina.ac.uk/ http://tradingconsequences.blogs.edina.ac.uk/2012/08/14/gin- and-tonic-a-short-history-of-a-stiff-drink-from-activehistory-ca/ https://twitter.com/digtrade/
Additional Presences… SlideShare Individual accounts used, gathered via Storify as were other materials: videos, guest posts elsewhere etc. Storify https://storify.com/digtrade/trading-consequences
Tracking Tools TAGS Explorer Google Analytics Tools used throughout project to tailor blog content, gauge interest, identify key interested parties
Requirements for Launch • Project outputs to be launched: – White Paper on Trading Consequences – Online visualisation tools (x 2) – Online database search tools (x 2) – Additional deliverable: GitHub resources for the project including the TC Lexicon. • Communications plan required by Jisc, submitted for approval with draft White Paper • Additional need to track post-launch conferences, activity, blog posts for managing interest and maintaining momentum. • Maximum impact and press coverage desired by funders and team.
Launch Planning… • Website updated with support information, visualisation and search tools updated to ensure correct partner organisations, help information and links consistent across presences. • Branding checked across presences, URLs checked, all partners asked to check own details, organisation names & branding, project publications etc. via checklist. • Researchers, all project partners, engaged in press release drafting and approval process, including identification of key stories/possible top lines. • Press release drafted by Press Office with EDINA, final version agreed by partners and press offices at all partner organisations. • All data providers and funders contacted to inform them of launch date, kept posted on press release, sent preview of tools and sent approved release with permissions to reshare. • Final press release pushed out through UoE/Press Association • Press releases launched in parallel through each partner, and some data providers. • Launch blog post drafted for launch. Additional blog posts and activities planned as follow up to launch. • Hashtag publicised, all partners encouraged to tweet. Jisc prepped to retweeted project. • The Conversation approached, researchers co-authored piece for just after launch.
Coverage • Press: The Times; Metro*; Evening News*. • Blogs/reviews: Chronicle of Higher Education. • Arranged pieces: The Conversation; EDINA News; Yfile; St Andrews HCI blog; Informatics News. • Approaches from: BBC Reporting Scotland (feature); Edinburgh Evening News (feature) • Presentation invited by data provider following launch. • Extensive twitter activity, particularly from academic historians and researchers. *Not as helpful as could have been – project name not included!
How to take this forward for other projects… • Build awareness and momentum ahead of launch. • Launch plans help focus activity, create clear timelines, specify responsibilities – TC plan can be shared as example if useful. • Ask for help. Andrew Bevan, Nicola Osborne and UoE Press Office can all help with planning press releases and social media. • Be proactive identifying and approaching key channels: specialist press, The Conversation, blogs that have covered the project already, opinion leaders on Twitter. • Keep branding and hashtags clear and consistent. • Stash images, key stories, successes, etc. for use in launch/publicity. Have a clear idea of what you want to communicate about your project and to whom. • Ensure project partners, funders, data providers, collaborators all involved and engaged in launch – they are your best cheer leaders. • Ensure some follow up activity planned to capitalise on interest. • Track and monitor impact of activities – for you and your funders.

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Trading Consequences & Planning Project Communications / Launches

  • 1. Trading Consequences & Planning Project Communications/Launches Nicola Osborne EDINA Social Media Officer nicola.osborne@ed.ac.uk
  • 2. Trading Consequences http://tradingconsequences.blogs.edina.ac.uk/ • Two Year (Jan 2012 – March 2014) “Digging Into Data” project on economic and environmental history through nineteenth century trading records. • Project partners: University of Edinburgh School of Informatics, York University Canada, St Andrews University, EDINA and, latterly, University of Saskatchewan. • Significant responsibility to communicate and raise awareness of the project in order to: • Justify substantial investment • Ensure academic partners saw real impact for their work • Build interest in the project before launching deliverables: search, visualisation tools and white paper. • Ensure sustained interest as historic academic work continues into Summer 2014, publications beyond that.
  • 3. Communications Channels During Project Twitter @digtrade / #digtrade Project Blog http://tradingconsequences.blogs.edina.ac.uk/ http://tradingconsequences.blogs.edina.ac.uk/2012/08/14/gin- and-tonic-a-short-history-of-a-stiff-drink-from-activehistory-ca/ https://twitter.com/digtrade/
  • 4. Additional Presences… SlideShare Individual accounts used, gathered via Storify as were other materials: videos, guest posts elsewhere etc. Storify https://storify.com/digtrade/trading-consequences
  • 5. Tracking Tools TAGS Explorer Google Analytics Tools used throughout project to tailor blog content, gauge interest, identify key interested parties
  • 6. Requirements for Launch • Project outputs to be launched: – White Paper on Trading Consequences – Online visualisation tools (x 2) – Online database search tools (x 2) – Additional deliverable: GitHub resources for the project including the TC Lexicon. • Communications plan required by Jisc, submitted for approval with draft White Paper • Additional need to track post-launch conferences, activity, blog posts for managing interest and maintaining momentum. • Maximum impact and press coverage desired by funders and team.
  • 7. Launch Planning… • Website updated with support information, visualisation and search tools updated to ensure correct partner organisations, help information and links consistent across presences. • Branding checked across presences, URLs checked, all partners asked to check own details, organisation names & branding, project publications etc. via checklist. • Researchers, all project partners, engaged in press release drafting and approval process, including identification of key stories/possible top lines. • Press release drafted by Press Office with EDINA, final version agreed by partners and press offices at all partner organisations. • All data providers and funders contacted to inform them of launch date, kept posted on press release, sent preview of tools and sent approved release with permissions to reshare. • Final press release pushed out through UoE/Press Association • Press releases launched in parallel through each partner, and some data providers. • Launch blog post drafted for launch. Additional blog posts and activities planned as follow up to launch. • Hashtag publicised, all partners encouraged to tweet. Jisc prepped to retweeted project. • The Conversation approached, researchers co-authored piece for just after launch.
  • 8. Coverage • Press: The Times; Metro*; Evening News*. • Blogs/reviews: Chronicle of Higher Education. • Arranged pieces: The Conversation; EDINA News; Yfile; St Andrews HCI blog; Informatics News. • Approaches from: BBC Reporting Scotland (feature); Edinburgh Evening News (feature) • Presentation invited by data provider following launch. • Extensive twitter activity, particularly from academic historians and researchers. *Not as helpful as could have been – project name not included!
  • 9. How to take this forward for other projects… • Build awareness and momentum ahead of launch. • Launch plans help focus activity, create clear timelines, specify responsibilities – TC plan can be shared as example if useful. • Ask for help. Andrew Bevan, Nicola Osborne and UoE Press Office can all help with planning press releases and social media. • Be proactive identifying and approaching key channels: specialist press, The Conversation, blogs that have covered the project already, opinion leaders on Twitter. • Keep branding and hashtags clear and consistent. • Stash images, key stories, successes, etc. for use in launch/publicity. Have a clear idea of what you want to communicate about your project and to whom. • Ensure project partners, funders, data providers, collaborators all involved and engaged in launch – they are your best cheer leaders. • Ensure some follow up activity planned to capitalise on interest. • Track and monitor impact of activities – for you and your funders.