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November 17, 2015Present: Steve McEachern, Barry Radler, Wendy Thomas, Mary Vardigan AAPOR 2016Barry talked to one of the organizers about a space and time. The issue is that the conference is held in a hotel and there is a contract for specific rooms and times. The conference chair will need to weigh in on this. Barry made it clear that we don’t want to conflict with other events. Tuesday and Wednesday are WAPOR (AAPOR begins on Thursday) and maybe sliding our meeting between them might work. This would be best in the evening. Several people have submitted abstracts for the program. We should probably invite ISR, SRO (they created a Blaise export to DDI), Gallup, Pew, and NORC to the meeting. Dan Gillman can also help with statistical agencies. We should also reach out to CASES and Blaise. We have had conversations with DevInfo and it looks like in Germany the city statisticians will meet next year in September. Wendy could give a presentation on DDI. We should convene a telecon with Dan, Steve, Barry, Jon, Louise, and George to brainstorm about the participant list for the meeting in December. We should give assignments. Barry will give a big push for NADDI when at EDDI in Copenhagen. DDI needs to make marketing a priority as it is central to the future. Steve has a meeting with Australia.gov. They use CKAN and he thinks we can make an argument about variable-level metadata. We can talk to Jon and Louise to modify the Call to Action in advance of this meeting. ISIWe may want to look at the next meeting of this conference, which will be in August of 2017 in Marrakesh. We could put together booths for DDI, SDMX, and GSIM. While this is not currently on our list, we should add it. We have enough time to find out how much this will cost. |
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Present: Chuck Humphrey, Jared Lyle, Steve McEachern, Ron Nakao, Barry Radler, Wendy Thomas, Mary Vardigan Marketing Targets for 2015-2016Guiding principle for plan: target groups associated with specific stages of the data lifecycle; this plan reaches data producers and preservationists. AAPOR May 12-15, 2016, Austin, TexasTarget Audience: survey organizations, data producers, researchers, large studies Give-away Products: pens, thumb drives (get better quality this time); flyers for upcoming conferences like NADDI and EDDI Presentation; poster; offer to conduct conference evaluation; booth?; workshop before/after AAPOR?; Focus a presentation on how DDI fits into the data lifecycle, question/variable banks, transparency initiative, driving the data capture, DDI profiles, accessibility, big longitudinal studies Metrics of Success:
DDI representative(s): Barry Radler, Jon Johnson, Jeremy and Dan?, Steve?; who might present? Budget: $2500? Actions: Get tchotzkes, explore costs of booth, explore conference workshops before and after AAPOR, start social media for DDI iPRES 2105, November 2-6, 2015, Chapel Hill, North Carolina
Budget: ? Actions: We have missed the deadlines for presentations/posters so contact our colleagues to see who is attending; anticipate deadlines and reach out to members about who is going; try to target a member survey to get the ball rolling (and document in DDI!); contact organizers to see how DDI can have a presence Partnership Targets for 2015-2016Guiding principle for plan: establish DDI as a standards setting organization and stakeholder in the RDA community
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Present: Kelly Chatain, Steve McEachern, Ron Nakao, Barry Radler, Wendy Thomas, Mary Vardigan A running list of potential members that I can contact:
Wendy is doing a workshop before ISI and could use a brochure. This is for people involved in IPUMS International. We could broach this topic there. The developing countries may not have the budgets for membership but might join as Associates. A strategic note to the membership about this would be a good idea. We should also check the places where DDI is being used to see if they are members. How to incorporate “Document, Discover, Interoperate”How can we incorporate this more fully? SPSS is an example of a company whose legal name has changed. Colectica is another good example. Marketing and branding can differ from the formal name. We keep DDI because that is our brand. The slogan can be Document, Discover, Interoperate. This can go at the top of the page on the new site. Where to start on Marketing Plan:https://docs.google.com/document/d/1vwMNb9uoPe8dRwsNbbc3KoOZFKnv_lQLlPIVGHcsldQ/edit Before we go to conferences, we want a strong website presence and want to have marketing trinkets to provide. The logo has tentative approval but there has been no official authorization. This group is empowered to come up with proposals for the membership and the EB to decide on. We don’t want any unnecessary problems. We can send out the website with the new logo and ask the membership for feedback, specifically mentioning the logo. Gears communicate a lot in ways that are less abstract. Does the logo conceptually say something about DDI and is it functionally easy to use on different kinds of materials? We need to test for grayscale implementation, for example. ISI is in Rio in July and Wendy will attend. She will also attend a DataONE meeting. These are good venues to showcase DDI. We need a set of things that anyone can pass out or make available. One of the most effective is a T-shirt -- this is a living advertisement. Polo shirts are another possibility. Bigger buttons would also work. Static cling stickers for laptops are good. These are good for advertising and a reward for people as well. We can ship things to the venue. We can add the URL to these marketing materials. By fall we will have a collection of these materials and a good website to show. For the July ESRA conference we will try to have buttons and stickers to give out. We should try to get a sense of who will be attending which conferences with a mechanism to determine attendance. A Doodle poll might work for this. We should put this into the newsletter as well: if you are attending Conference x, let us know and we will send you things to distribute. We want to sell the membership on this idea: this is our package of DDI gear and here is the website and brochure. A Google doc for people to sign up on for conferences would work. Do we need a members-only part of the site? This could be a phase 2 thing for the site. Chuck mentioned at the meeting that DDI is 20 years old this year and we should take advantage of this. This gives us some credibility since we have been around for 20 years. We should play this up. A sticker to paste on stock brochures saying DDI--20 Years would work. |
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Logos: The group started with a review of the first draft of logos. Ron noted probably we have some suggestions for design criteria. - Colour if used need to contribute to the design, and should also consider the greyscale version - Icon needs to be representative if it is used - Options 7-9 were too big - There was concern that most geographic content should be avoided. Comparisons were made with some other international logos. - Suggestion was made for something with gears might work. - An example was: - http://www.canstockphoto.com/magnifying-optical-glass-with-gears-icon-15040076.html - Perhaps in combination with the letters on option 1 (of either the first or second round) might be effective. Website: Kelly gave a short preface of the current progress on the redesign. Much of the work appears to be reorganisation rather than new material. In terms of new content, the only obvious new content was training materials, and some event promotion (e.g. Dagstuhl). The key issue appears to be the gateway homepage, as a means for getting into the site. We also need to consider how this design integrates with the collaborative sites (Jira, Confluence, etc.) Kelly’s question was – is there anything missing that you would like to see there? Suggestions from Arofan - Specification and RDF vocabs need to be integrated (the RDF is a spec). - The buttons in the dev version remind too much of the Windows 8 interface (the horror!!). Wendy suggested some UI user experience testing (possibly at IASSIST) What would we like to see? - Barry suggested removing the lifecycle image (as did Wendy) - Perhaps replace with a map of locations where DDI is in use. - Ron suggested the DDI news becomes prominent. - Possibly a community activities section on the main page – would also link in to more active engagement with the user community - Perhaps a “what’s popular”? section (What are people looking at?). Note that this is dependent on who is the most active users of the site – may skew the results. Helps to expose some of the content that we internally would not have thought of - Possibly an FAQ (relates to “Getting Started” content) - Arofan suggested one approach – “When I go a new standards site, I want within 4-5 clicks to find out what this standard is about”. Also relates to the “Getting Started” - Option for feedback – questions, comments, etc. Suggestion from the group was to run first iteration as a focus group style approach – a small audience to enable initial review of the basic entries into the site, to discuss the user experience of these entries. Barry noted the development of a new DDI – the Data Discovery Index (www.biocaddie.org). George Alter is involved in this. Meeting was closed at 7am Canberra time, with agenda for the next time to be developed. --SECOND SET OF MEETING MINUTES (DRAFT??)-- These are suggestions from the DDI Marketing Group conference call. They pointed out a few things that we have already figured out, so I left them off of this list. I wanted to note suggestions that are in addition to what we already know. Logos: Some suggestions for design criteria: - Use colour only if it contributes to the design. Consider needs of greyscale version as well. - There was concern that most geographic(globes) content should be avoided. Comparisons were made with some other international logos. - Suggestion was made for something with gears might work. (Gears signify the interoperability and actionable features of DDI, what makes it unique as a standard). - An example was: http://www.canstockphoto.com/magnifying-optical-glass-with-gears-icon-15040076.html - Perhaps in combination with the letters on option 1 (of either the first or second round) might be effective. Website: The key issue appears to be the gateway homepage, as a means for getting into the site. Homepage suggestions - The four buttons in the dev version remind too much of the Windows 8 interface (this was a common consensus). General confusion about what the four buttons mean) - Remove the lifecycle image - Perhaps replace with a map of locations where DDI is in use. - What’s New becomes DDI news (we did talk about this) - Perhaps a “what’s popular”? widget (What are people looking at?). Note that this is dependent on who is the most active users of the site – may skew the results. Helps to expose some of the content that we internally would not have thought of - Possibly an FAQ (relates to “Getting Started” content) - Arofan suggested one approach – “When I go to a new standards site, within 4-5 clicks I want to find out what this standard is about”. Also relates to the “Getting Started” - Option for submitting feedback – questions, comments, etc. User Research: Suggestion from the group was to run first iteration as a focus group style approach – a small audience to enable initial review of the basic entries into the site, to discuss the user experience of these entries. This could be done at NADDI (?) Barry needs to fill some space. Wendy suggested some UI user experience testing (possibly at IASSIST). For instance, we could set up a station at the registration desk. Take fifteen minutes and run people through a few simple tasks. Or could we set something up in the poster session? |
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Present: Arofan Gregory, Chuck Humphrey, Steve McEachern, Barry Radler, Wendy Thomas, Mary Vardigan This group met for the first time in response to an action item from the June meeting in Toronto. The mandate of the committee is to explore strategic partnerships for DDI and develop a marketing approach to “sell” DDI to new communities and users. Marketing Targets and Partnerships The group started by listing possible marketing targets:
They also began a list of strategic partnerships: (Chuck Humphrey - commentsI think it would help separating standards setting organizations (SSO) and standards developing organizations (SDO) from user communities in this list. In what way would alliances be strategic? A. With other SSO's, we could coordinate overlapping descriptive areas and trumpet complementary uses that result in greater coverage together than alone. B. With other SSO's we could look at resource sharing to reduce costs. Thought I should differentiate an SDO from and SSO: "SDOs are differentiated from standards setting organizations (SSOs) in that SDOs may be accredited to develop standards using open and transparent processes." Wikipedia) Standards-developing organizations
Standards-setting organizations (community-based)
User communities
How might we set up strategic alliances? We have a lot in common with SSOs. How might we share resources? Mission Statement It was also pointed out that we should revisit the mission statement, which was revised in the context of the model-based specification in 2012 at Dagstuhl. This will provide a key organizing principle and marketing message. From Dagstuhl 2012 (with some edits): The Data Documentation Initiative (DDI) is an international standard for describing data related to the observation and measurement of human activity. With origins in the quantitative social sciences, DDI is capable of being used by researchers in other disciplines, and can document other types of data, such as social media, biomarkers, administrative data, and transaction data. DDI is a model-based metadata specification that can be implemented in a variety of technologies and its principal strength is making research metadata machine-actionable. The specification itself is modular and is designed to document and manage different stages of data lifecycles, such as conceptualization, collection, processing, analysis, distribution, discovery, repurposing, and archiving. (Ron Nakao - comment Add the phrase about “independently understandable.” We also need to develop an “elevator” pitch to describe DDI to prospective “clients. “ There can be a “high entry barrier” for some audiences; we need to make sure that one of those barriers is not the inability to describe DDI’s strengths in 25 words or less. A well-worded and formatted Web page should be developed with the objective of selling DDI in this way. (Chuck Humphrey - comments DDI makes your data independently understandable for other researchers as well as for machine processing and analytic systems. ) (Barry Radler - comments Another Goal: Attend, sponsor, and present at conferences (not just IASSIST); having the promotional materials ready, clear. And avoiding talk about internal technical processes like the Moving Forward Project. "What's it gonna take for me to get you in this car today?" ) General Discussion Also important are “carrots” and “sticks” that we can offer to encourage people to adopt DDI. Discoverability is an important carrot. The Wellcome Trust has recently published a report that highlights DDI and there will now be a follow-on project that will focus on metadata for the health sciences. This community has prioritized data management very highly. We need to define the high-value target audiences for our marketing efforts. Researchers are the most difficult to reach but potentially a very big win. We need to “own our own niche”. We have expanded our niche from archives to data producers and official statistics agencies. Now the health sciences appear to be another possible target. Libraries are another target as they begin to manage data along with more traditional resources. Crafting the Message What can you do with DDI?
(Chuck Humphrey - comments We took a similar approach with our RDMS website providing researchers with four specific entry points. http://library.ualberta.ca/researchdata/ ) Need to convince people about DDI and then show them how to get started, which is another place that the website needs improvement. Add simple branch for researchers, for librarians, for developers, etc. Distinction between buttons and beacons. To check compliance with DDI, you would use an API through a beacon to test the file against the standard. Services to the Web What registry roles can we play? DDI agency registry -- make this widely known. We could be strategic -- ORCID, CASRAI, and DDI, for example. Registries have value in machine to machine interactions. Arefactual’s format policy registry -- define for a data file extension attributes for that format. When creating an AIP, you can query is this a preservation format? What do I need to formalize it to? We could be a registry node for a format policy registry. Translating formats from one to another would be another possibility. Next Meeting We need to start profiling the different marketing targets. We need to integrate Web presence and partners that fit with those activities. Taxonomies and classifications bring potential to work with international partners. |
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