S. HsiehS. SchutzmanY. Jiang
GLOBAL EXPERTSFINAL PRESENTATION
Work Plan from September (Actual Clips) Three Stage Process
I. Research II. Technical and design/organization changes (Note: some
aspects of this stage will happen concurrently with stage one) Figure out how to better feature the experts
Make them more prominent Fixing expert search to make it functional
Work on categories and tags is crucial III. STAGE THREE: Analysis of changes and promotion
How to make the resource known to a diversity of people and companies How to increase awareness of the site as a free resource
Example: article series—Religion and the Public Space How stage three will be accomplished
Social media Focus groups
INITIAL GOALS
Lesson: Goals change.Expectation: Focus on design; Reality: UNAOC Hired
Regan Wilders.Expectation: Changes implemented by projects’ end
and focus groups; Reality: Most of our work became recommendations
Expectation: Major rebranding by end of project; Reality: Minor rebranding
Expectations met: Category update Successful research Tags analysis
EXPECTATIONS VS. REALITY
Market Research Survey Competitor Analysis
Data Update and Analysis Experts’ Info Statistics
Recommendations Database Categories Tags Blogroll Social Media Branding
PROJECT SUMMARY
Conducted survey using Survey Monkey Sent to over 6,000 people 91 responses
Did not meet expectations Questions concerning use, preferences, demographics,
suggestionsSurvey results showed usage patterns
Client changed content based on these patterns Branding implications
MARKET RESEARCH - SURVEY
Terro
rism
War an
d Con
flict
Law an
d Hum
an Righ
ts
Religion
Arts an
d Ente
rtainm
ent
Busine
ss an
d Glob
alizati
on
Civil So
ciety
Culture
Educa
tion a
nd Sc
ience
Media
Migrati
on an
d Inte
gratio
n
Politic
s and
Govern
ance
Women
's Righ
ts
Youth
Issue
s0
102030405060
MOST POPULAR SUBJECT AREAS
Large survey pool doesn’t necessarily translate to large response rates.
If at first no one responds -- send, send again.Small response rates can still have big implications.
LESSONS
Goal: Find what makes Global Experts uniqueThree “competitors”
Big Think Project Syndicate The Elders
MARKET RESEARCH – COMPETITOR ANALYSIS
BIG THINK
PROJECT SYNDICATE
THE ELDERS
Conclusions: GE strength is in expansive, yet narrowly-tailored selection. Focus on “Global” More content in comments and analysis Design is holding the site back More prominence for special content
I.E. 100 questions about IslamLessons:
There’s nothing wrong with emulation
CONCLUSIONS AND LESSONS
Composed email request for data update Location, geographic expertise, language, area of expertise
Underwhelming number of responses Google. Direct email.
DATA UPDATE – EXPERTS’ INFO
INITIAL DATABASE
FINAL DATABASE
DATA ANALYSIS
JUST HOW GLOBAL IS GLOBAL EXPERTS?
“Other”: Brazil, Israel, India, Netherlands, China, Peru, Ireland, Turkey, Kuwait, Turkmenistan, Libya, Nigeria, Morocco, Qatar, etc.
If at first you don’t succeed … STALK.Enter data the first time through.People are more likely to respond to personal emails.Microsoft Access is a fantastically efficient database
software.
LESSONS
Regrouped experts based on expertise, location and work field Conclusions: geographical and occupational search fields
worth adding; subject area subcategories not worth pursuing
Results: Added ‘professions’ search field Added ‘language’ search field Narrowed ‘geographic location’ search field Subcategories for ‘geographic expertise’ search field
RECOMMENDATIONS – DATABASE CATEGORIES
DATABASE - BEFORE
DATABASE – AFTER (PROPOSED)
“Good ideas,” even ones in which you invest a lot of time, can turn out to be bad. But don’t get discouraged.
Don’t be afraid to think of too many ideas. You can always narrow things down. Less is more.
LESSONS
Analyzed experts’ tagsRecommendations for improvements:
Consolidate existing tags Improve tag consistency
Sent analysis report and formal guidelines
RECOMMENDATIONS - TAGS
Numbers. Always use numbers.
LESSONS
Goals: Clean up current blogroll; Add more links Lots of dead links Some blogs defunct Some blogs outdated
Link recommendations: Media Matters, Pew Forum on Religion & Public Life, Conflict
Studies Research Center, Economic Policy Institute, Americas View, Thought Leader, WSJ Hong Kong, Kings of War, Current Intelligence, Conflict Health, MESS Report, The Middle East Blog (TIME), Wings over Iraq
RECOMMENDATIONS - BLOGROLL
Current blogroll:
BLOGROLL
Proposed blogroll:
BLOGROLL
Recommended Facebook posting guidelines Three component posts
News, Identification, ContextBetter expert integration
Link to experts’ Twitter/Facebook pagesCleaning up Facebook page
SOCIAL MEDIA
Current tagline: Analysis on Demand Not accurate
BRANDING
Emphasis points: Source of knowledge Global scope Complexity of information
Examples: Voices Across Borders. Ask Us. Network of Knowledge. Reaching Answers. Bridging the Gap.
BRANDING
Don’t count on recommendations turning to results.What’s important to you may be less important for
your client.
LESSONS
Would another capstone group benefit from continuing this project? No. Brunt of work would be implementing our ideas.
AKA Busy work. It would not be a fulfilling learning experience.
GOING FORWARD
QUESTIONS?
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