Rose Holley Innovative Ideas Forum 2009: National Library of Australia

I have been tardy in writing this post! Whilst getting ready to write I read Katie’s delightful write up of the Forum. I thought her post exemplified the energy the Forum created and drew upon. Just as I was writing this I received an #iif2009 tweet about the availability of the podcasts from the day.

Rose Holley, Manager of the Australian Newspapers Digitisation Program, National Library of Australia, presented the final talk of the morning at the Innovative Ideas Forum 2009. Her talk was entitled “Enhancement and Enrichment of Digital Content by user communities: The Australian Newspapers experience”

Katie and the podcasts will help me as I left the Forum after Rose Holley’s talk. I did follow up her talk in her Many Hands Make Light Work: Public Collaborative OCR Text Correction in Australian Historic Newspapers report available here.

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What I enjoyed about Rose’s presentation was her careful discussion and acknowledgement of the work of a small team (6 members) at the NLA responsible for delivering a remarkable project. My principal take home message from Rose’s talk was the power of community involvement in the enhancement process. A secondary one was her delightful discussion of the tag fog potential of tag clouds.

I thought Rose did an outstanding job at the end of a morning of illustrious speakers. Her humour and her profound knowledge made the time fly by. Her report provides all the detail included in her presentation and I recommend it to you.

I left the Forum highly impresed by the ideas shared and the possibilities that arise from social networks. I will follow up the iif2009 links on Slideshare too.

Mark Scott Innovative Ideas Forum 2009: National Library of Australia

Mark Scott was the third speaker on the program at the Innovative Ideas Forum 2009. Mark’s talk was entitled Connecting with Audiences in the Digital Age.

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Mark Scott has been the Managing Director of the ABC since July 2006. His talk explored the ways in which the ABC was exploring new ways to connect with audiences. He noted that the ABC is a vast network and operates the second largest media site in the world (after the BBC). Mark suggested that the ABC has a reputation for innovation in media space and prides itself on being Australia’s town square. This town square is located in new media opportunities including mobile technologies (see iView and ABC Mobile, for example). Nielsen’s (2009) Global Faces and Networked Places exemplifies the changing demographics for broadcasters.

Mark observed that the ABC creates content and uses whatever devices available to share this content (MySpace, Facebook, Twitter). He noted that the ABC has a very strong service for young people and accesses returning older listeners through local radio.

Examples of the ABC’s use of social networks include YouTube Summer Heights High and Ja’mie King’s MySpace page. This site acquired 67,000 friends in three weeks. Ja’mie’s Facebook page has  14,000 friends and exemplifies the power of viral engagement in social networks.

Mark noted increases in Facebook traffic (149% groth per annum) and the popularity of Twitter. Mark exemplified the potential of Twitter with a discussion of ABC Melbourne 774’s feed on Black Saturday. During the day there were 2500 followers but the multiplier effect meant that 300,000 people received messages originating with 774. He noted too that the ABC’s Q&A show generated significant amounts of Twitter traffic. It is exploring innovative ways to engage audiences. Like the Gruen Transfer, Q&A is using video for a range of purposes.

Mark discussed the strategic and operational implications of using digital media in innovative ways. He noted the ABC’s strict rules of operation and detailed editorial policies. The ABC has user generated content guidelines and is the first media organisation to do so in depth and online. These guidelines are receiving significant attention by international media organisations.

Mark affirmed the ABC’s responsibility to enable communities to share their stories through ABC Contribute. Other examples of this approach include: New Media Showcases; oral history projects for The Making of Modern Australia; Art on the Street uploads.

Mark argued that the ABC is reinventing itself to take advantage of new media. The future offers inclusive, interactive participative environments.

Library Labs’ post about Mark’s talk is here and questions posed to Mark are here.

Marcus Gillezeau Innovative Ideas Forum 2009: National Library of Australia

The National Library of Australia hosted the Innovative Ideas Forum 2009. I found the Social Networks page of the program fascinating. Items were being added as the forum progressed including SlideShares.

Jan Fullerton opened the NLA Forum and talked about the NLA as an early adoption organisation. She underscored the importance of the Innovative Ideas’ Forum to stimulate creativity and jolt thinking. The Forums have been important NLA staff development resources but they have become a significant open forum too. Jan confirmed that the NLA encourages exploration and has established some boundaries for ‘non catastrophic experience’.  She summarised the content of the 2009 Forum and emphasised the dynamic and increasingly mainstream use of social networks.  She concluded her introduction with a reminder that many NLA users want a ‘traditional experience’ of the Library in addition to the emerging digital relationships.

Warwick Cathro (Assistant Director-General, Resource Sharing and Innovation, NLA) chaired the first session of the Forum. He introduced Marcus Gillezeau as the first speaker. His presentation was entitled “21st Century All-Media Storytelling – The freedoms and challenges of a multi-platform universe“.

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Marcus’s presentation told the story of Scorched from November 2003 to March 2009. He shared with the Forum delegates the all-media approach to Scorched and presented a summary video of the production process that has led to an Emmy Awards nomination.

Marcus described the three-month lead into Scorched via YouTube, Facebook, Twitter and Flickr. Faux websites were launched to support this approach. He presented examples of this approach from Scorched TV.  The project had a four-year research and development phase that included In the Line of Fire.

Marcus illustrated the all-media approach to Scorched with examples from Cassie Hoffman‘s role in the story (and the influence lonelygirl15 had in Cassie’s emergence).

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Marcus noted that social networks were the key to audience engagement in Scorched.

See the Library Labs’ blog of Marcus’s talk here and this post about the development of Cassie’s role here. This post has the questions posed at the end of Marcus’s talk.