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Presentation for Institutional Web managers Workshop 2011: Marketing and other dirty words. http://iwmw.ukoln.ac.uk/iwmw2011/

Presentation for Institutional Web managers Workshop 2011: Marketing and other dirty words. http://iwmw.ukoln.ac.uk/iwmw2011/

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  • Amber Thomas Programme manager at JISC: Jorum, open educational resources, IPR, previously open access repositories and Repositories Support Project.
  • How relevant are these opportunities to you?
  • Good is not enough We need to move beyond motherhood and apple pie (to quote Brian Kelly) I want the proponants of good to ask your help and your advice As the web managers, you’re the key to making open work for us I’m going to tell you why
  • Marketing, impact, and return on investment are often treated as dirty words. There is one world on the left Another on the right And never the twain shall meet
  • Lets understand the resistance Reasons for resisting the new agenda metrics are about comparisons and benchmarking, but that there is nothing suitable to compare the particular activity to that which can be measured is not always what should be measured: counting access instead of use, for example if the biggest impacts are far downstream or far in the future, we risk missing them in the race to evidence immediate impacts caring about metrics mean only high levels of use will justify activity: metrics don’t respect the long tail, and academia is all about the long tail formalising social media institutionalises / depersonalises it and therefore misses the point whilst personally rewarding, social media might not actually be a very good use of our time, and increased scrutiny on social media might challenge our autonomy concepts around metrics and impact come from business: they fundamentally don’t belong in education
  • So we need to proceed with caution But there are real challenges here to making good things happen, there are issues and risks that need to be managed. If we want to ensure that staff and students make the most of their time, institutional services need to weigh up the best ways to support and channel their effort. We need to be asking what are we measuring? also spread of effort between broadcasting and narrowcasting effort needed to listen and respond effort to manage multi-channel multi-platform staff skills and appetite managing expectations of stakeholders risk management (the public academic can be amplified and dangerous!) So with that in mind, lets talk about some of those dirty words
  • I’m going to talk a bit about impact, marketing and metrics Then I will talk about how we might map those concepts into social media, open access and open educational resources. Some general points about costs, benefits etc direct and indirect particular staff costs They change during change e.G shifting effort from centralised comms to more devolved group-level comms   now and later benefits to doing the activity benefits immediate upon completing the activity benefits delayed in time actual and potential e.G building a university's reputation is great, but how can you prove it has increased income? quant & qualitative not just numbers as you'll see, qualitative is important too, especially for listening to usage   drivers & justifications not just about control but also about making the argument for change its rarely a simple equation
  • Impact is a hot potato in Digital content Research Learning & Teaching 3 rd Stream / “BCE” I’ll now signpost where some of these issues are being surfaced
  • Models of identifying and measuring the value of digital content are emerging, but it’s a complex issue.
  • Found out very useful things about who is using content where eg China . Also included specific user feedback - eg iTunesU as an alternative to Countdown on daytime tv. On average it takes 1,000 hits before they got a comment . Very time consuming to collect . But valuable data.
  • The REF metrics now include impact and reach: what does that mean for the open and social web agendas? It could be a major opportunity.
  • Cameron Neylon (at a RC) et al ran a workshop with the intention to develop better ways to measure research impact also see altmetrics : this approach goes headfirst into the impact and metrics debate
  • This includes case studies of the impact of web2.0 / social media tools on the learning experience
  • Subtle shift from the learning experience towards student satisfaction now?
  • This report did listen to usage and found it useful – it tells the story of how a resource on screenwriting went viral
  • Not just about research or teaching and learning The role of universities in communities and the economy is also being explored, along with the impact models to measure them. Forthcoming paper from DMU explores how a social media city-based project has mapped its outcomes to the Research Impact model.
  • We’ve all been doing marketing. Social media IS marketing.
  • Social media IS often public and open.
  • Market research, market intelligence, broadcasting, narrowcasting can all help us do these things better. Social media IS marketing, even if we prefer to call it outreach or engagement Viewed through this lens, open social scholarship is about personal branding, its about marketing, it is about reaching new audiences and publics. Its not a different world from marketing.
  • Bingo!
  • This is what we fear …
  • ... but reality is more complicated We need to demystify metrics and be less afraid of them.
  • In my personal opinion, the ostrich approach is not an option
  • Marketing, impact, and return on investment are often treated as dirty words. There is one world on the left Another on the right And never the twain shall meet
  • These are areas where web professionals and changing HE practices collide, and this could be really fertile ground. I personally think these are growth areas. You can link content against key uses cases You can market content, courses and expertise You can help academics with their profiles You can provide business intelligence You can collect user feedback You can identify reasonable expectations for content usage and trends You can even start to provide data to make predictions about recruitment and retention
  • As institutional web managers, you can help bridge the values and the market
  • As institutional web managers, you can help bridge the values and the market Link the content Crunch the numbers Write the reports Use your professional knowledge of SEO, analytics, user journeys etc Prove the value of the web team to the institution Support the good stuff Enhance your career! Be the teddy bear in a suit!
  • Transcript

    • 1. Marketing and Other Dirty Words Amber Thomas Programme Manager, JISC 26 th July 2011 Institutional Web Managers Workshop (c) HEFCE Amber Thomas, JISC all rights reserved except where otherwise stated URL of this ppt: http://www.slideshare.net/JISC/iwmw-amberthomas-v3
    • 2. Open is good <ul><li>Open Access </li></ul><ul><li>Open Educational Resources </li></ul><ul><li>Open Practice </li></ul><ul><li>Open Data </li></ul><ul><li>Open Innovation </li></ul><ul><li>How relevant is it to what you do </li></ul><ul><li>as institutional web managers? </li></ul><ul><ul><ul><li>  </li></ul></ul></ul>
    • 3. Good is not enough <ul><ul><ul><li>  </li></ul></ul></ul>
    • 4. Two worlds <ul><li>comfort zone </li></ul><ul><li>OPEN ACCESS TO RESEARCH </li></ul><ul><li>OPEN INNOVATION </li></ul><ul><li>OPEN EDU RESOURCES </li></ul><ul><li>KNOWLEDGE SHARING </li></ul><ul><li>ACADEMIC AUTONOMY </li></ul><ul><li>PUBLIC GOOD </li></ul><ul><li>LANGUAGE OF VALUES </li></ul>dirty words IMPACT BRAND CBA SYNERGIES METRICS MARKETING KPIs BUSINESS CASES LANGUAGE OF THE MARKET
    • 5. Resistance to the new agenda
    • 6. COST BENEFIT ANALSIS costs benefits opportunities risks
    • 7. Buzzword Bingo <ul><ul><ul><li>  </li></ul></ul></ul>IMPACT BRAND CBA SYNERGIES MARKETING ROI KPIS BUSINESS CASES METRICS
    • 8. Buzzword Bingo <ul><ul><ul><li>  </li></ul></ul></ul>IMPACT BRAND CBA SYNERGIES MARKETING ROI KPIS BUSINESS CASES METRICS
    • 9. Impact
    • 10. signposting the impact discussion in ... digital content .
    • 11. signposting the impact discussion in ... digital content .
    • 12.   signposting the impact discussion in ... research .
    • 13.   signposting the impact discussion in ... research .
    • 14. signposting the impact discussion in ... learning and teaching
    • 15. signposting the impact discussion in ... learning and teaching
    • 16.   signposting the impact discussion in ... learning and teaching .
    • 17.   signposting the impact discussion in ... 3 rd Stream / “BCE” .
    • 18. Buzzword Bingo <ul><ul><ul><li>  </li></ul></ul></ul>IMPACT BRAND CBA SYNERGIES MARKETING ROI KPIS BUSINESS CASES METRICS
    • 19. Marketing and social media <ul><li>A message and a medium </li></ul><ul><ul><li>Social media as speaking (marketing) </li></ul></ul><ul><ul><li>Social media as listening (market intelligence) </li></ul></ul><ul><ul><li>Social media as exchange (learning, scholarship, CRM?)  </li></ul></ul><ul><li>Social media and impact </li></ul><ul><ul><li>We can measure some aspects of social media activity with metrics </li></ul></ul><ul><ul><li>And we can use social media to collect evidence of the impact of other activities </li></ul></ul><ul><ul><li>but are we actually measuring impact? </li></ul></ul><ul><li>Reach is partial but growing </li></ul><ul><li>Social media is affecting SEO ratings </li></ul><ul><li>See Maximising Online Resource Effectiveness </li></ul>
    • 20. Who are we and who are our audiences? <ul><ul><li>inside the institution: </li></ul></ul><ul><ul><ul><li>academics: as researchers </li></ul></ul></ul><ul><ul><ul><li>academics: as teachers </li></ul></ul></ul><ul><ul><ul><li>services: libraries, IT, catering, accommodation, conferences </li></ul></ul></ul><ul><ul><ul><li>students </li></ul></ul></ul><ul><ul><li>institutional management has different levels of control, each has different motivations </li></ul></ul><ul><ul><li>outside the institution: </li></ul></ul><ul><ul><ul><li>potential learners and informal learners </li></ul></ul></ul><ul><ul><ul><li>the public/society </li></ul></ul></ul><ul><ul><ul><li>employers </li></ul></ul></ul>
    • 21. Social media in education <ul><ul><li>blogging as digital scholarship </li></ul></ul><ul><ul><li>blogging as services update </li></ul></ul><ul><ul><li>universities on facebook </li></ul></ul><ul><ul><li>twitter as alerts </li></ul></ul><ul><ul><li>twitter as exchange </li></ul></ul><ul><ul><li>wikis as collaboration </li></ul></ul><ul><ul><li>student as media producer </li></ul></ul><ul><ul><li>practitioner peer to peer  </li></ul></ul><ul><ul><li>amplification of teaching </li></ul></ul><ul><ul><li>ampiification of events </li></ul></ul><ul><ul><li>broadcasting platforms such as youtube/itunesU </li></ul></ul><ul><ul><li>… </li></ul></ul> 
    • 22. Buzzword Bingo <ul><ul><ul><li>  </li></ul></ul></ul>IMPACT BRAND CBA SYNERGIES MARKETING ROI KPIS BUSINESS CASES METRICS
    • 23. Role of metrics in decisions: crude model DECISIONS EVIDENCE METRICS DECISION-MAKER(s)
    • 24. Role of metrics in decisions: the messy truth DECISIONS EVIDENCE METRICS VALUES STRATEGIES IMPACT MODELS STAKEHOLDER VIEWS ETC ! DECISION-MAKER(s) RESOURCES
    • 25. Buzzword Bingo <ul><ul><ul><li>  </li></ul></ul></ul>IMPACT BRAND CBA SYNERGIES MARKETING ROI KPIS BUSINESS CASES METRICS
    • 26. The view ahead options for responding to the new agenda <ul><ul><li>deny it's happening </li></ul></ul><ul><ul><li>leave the people in suits to work it out </li></ul></ul><ul><ul><li>pay lip service </li></ul></ul><ul><ul><li>produce numbers </li></ul></ul><ul><ul><li>produce stories </li></ul></ul><ul><ul><li>deepen our listening approaches </li></ul></ul><ul><ul><li>improve our metrics </li></ul></ul><ul><ul><li>broaden our impact model </li></ul></ul><ul><ul><li>extend our impact timeframe </li></ul></ul>
    • 27. Two worlds <ul><li>comfort zone </li></ul><ul><li>OPEN ACCESS TO RESEARCH </li></ul><ul><li>OPEN INNOVATION </li></ul><ul><li>OPEN EDU RESOURCES </li></ul><ul><li>KNOWLEDGE SHARING </li></ul><ul><li>ACADEMIC AUTONOMY </li></ul><ul><li>PUBLIC GOOD </li></ul><ul><li>LANGUAGE OF VALUES </li></ul>dirty words IMPACT BRAND CBA SYNERGIES METRICS MARKETING KPIs BUSINESS CASES LANGUAGE OF THE MARKET
    • 28. Making open work for us <ul><li>Looking promising ... </li></ul><ul><li>Profiling academic expertise </li></ul><ul><li>Supporting REF impact metrics </li></ul><ul><li>Enhanced research publications </li></ul><ul><li>Cross-linking open content to open course data </li></ul><ul><li>Social media listening tools </li></ul><ul><li>Web analytics and visualisation </li></ul>
    • 29. Bridging the two worlds <ul><li>LANGUAGE OF VALUES </li></ul>LANGUAGE OF THE MARKET <ul><ul><li>Making the most of how the web works </li></ul></ul><ul><ul><li>Linking </li></ul></ul><ul><ul><li>APIs </li></ul></ul><ul><ul><li>Feeds </li></ul></ul><ul><ul><li>Web analytics </li></ul></ul><ul><ul><li>Data visualisation </li></ul></ul><ul><ul><li>Stories </li></ul></ul>
    • 30. Bridging the two worlds Be a teddy bear in a suit
    • 31. Links and Picture Credits <ul><ul><li>LINKS </li></ul></ul><ul><ul><li>“ Education meets social networking” slide, Martin Bean, OU http://www.jisc.ac.uk/media/documents/events/2010/04/presentations/openingkeynote.pdf </li></ul></ul><ul><ul><li>Splashes and ripples http://www.jisc.ac.uk/media/documents/programmes/digitisation/Impact_Synthesis%20report_FINAL.pdf </li></ul></ul><ul><ul><li>Listening for impact http://projects.oucs.ox.ac.uk/lfi/reports/LfI_Final_Report-1.1.pdf </li></ul></ul><ul><ul><li>Decisions on assessing research impact http://www.hefce.ac.uk/research/ref/pubs/2011/01_11/ </li></ul></ul><ul><ul><li>Beyond impact workshop report http://beyond-impact.org/?page_id=64 </li></ul></ul><ul><ul><li>“ What do they want?” slide, Martin Bean, OU http://www.jisc.ac.uk/media/documents/events/2010/04/presentations/openingkeynote.pdf </li></ul></ul><ul><ul><li>Effective Practice in a digital age http://www.jisc.ac.uk/publications/programmerelated/2009/effectivepracticedigitalage.aspx </li></ul></ul><ul><ul><ul><li>Building a learning community – Northumberland College </li></ul></ul></ul><ul><ul><ul><li>Engaging learners in critical reflection – University of Edinburgh </li></ul></ul></ul><ul><ul><ul><li>Preparing students for a digital world – University of Salford </li></ul></ul></ul><ul><ul><li>Sharing is good http://www.scribd.com/doc/56711651/openSpace-Usage-Report-Dec-2010-Apr-2011 </li></ul></ul><ul><ul><li>Amplified Leicester http://www.nesta.org.uk/publications/assets/features/amplified_leicester_impact_on_social_capital_and_cohesion and http://travelsinvirtuality.typepad.com/suethomas/2011/05/mukherjee.html </li></ul></ul><ul><ul><li>ADDITIONAL IMAGES sourced through http://www.nottingham.ac.uk/xpert/attribution  with embedded metadata – please zoom in for full license, ownership and url </li></ul></ul>
    • 32. Thank You <ul><li>Amber Thomas </li></ul><ul><li>JISC </li></ul><ul><li>[email_address] </li></ul><ul><li>@ambrouk </li></ul>

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