Welcome to the Metrics and Social Web Services workshop
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Welcome to the Metrics and Social Web Services workshop

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Welcome slides to be used by Brian Kelly, UKOLN in a workshop on "Metrics and Social Web Services: Quantitative Evidence for their Use & Impact " to be held at the Open University on 11 July 2011.......

Welcome slides to be used by Brian Kelly, UKOLN in a workshop on "Metrics and Social Web Services: Quantitative Evidence for their Use & Impact " to be held at the Open University on 11 July 2011.

See http://www.ukoln.ac.uk/web-focus/events/workshops/eim-2011-07/

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  • Hello. My name is Brian Kelly and I’m based at UKOLN at the |University of Bath. On Monday 11 July 2011 I’ll be facilitating a workshop on Metrics and Social Web Services: Quantitative Evidence for their Use & Impact. Although the event is fully subscribed we intend to ‘amplify’ the event by web-streaming the talks, encouraging discussions using the #ukolneim Twitter hashtag and providing access to the speaker’s slides on the UKOLNEIM event group on Slideshare. In addition this welcome talk is being pre-recorded in order to provide the context for the day.
  • I should add that the slides are available under a Creative Commons licence (although this may not apply to embedded images). In addition a Creative Commons licence is granted to the presentation of this talk as well as the resources themselves.
  • The 1-day workshop is the final event of the year for work on evidence, impact, metrics which has been carried out by UKOLN in order to explore ways of gathering evidence which can demonstrate the impact of services and devise appropriate metrics to support such work. A final report will be published shortly which will include content provided on the UK Web Focus blog.
  • By the end of the workshop participants should: Have a better appreciation of the importance of the need to gather and interpret evidence Understand how metrics can be used to demonstrate the value and ROI of services. Have seen examples of how institutions are gathering and using evidence Be aware of limitations of such approaches Have discussed ways in which such approaches can be used across the sector
  • There is a clear political and economic context to this work. A year ago the Government announced that a “clamp down on Government Web sites would save millions” Notice that this was a one-dimensional view, with no discussion of the millions of pounds which Web sites could save in comparison with, for example, costs of using print and TV media. However this announcement sent a clear signal of the need for higher education to be prepared to respond to similar Government initiatives aimed at the HE sector.
  • The Government White Paper on Higher Education was published on 28 June and, as had been trailed in advance, requires Universities to publish data about their services and the student experiences. It should be noted, however, that the move towards greater transparency and openness in the public sector had been initiated by the Labour Government so it may be argued that this provides an opportunity for the sector to demonstrate the value of the services it provides and we should welcome the opopo9rtunity to take a lead in publishing data openly, with the White Paper providing a useful tool to overcome institutional inertia.
  • We should also remember that, although quality matters, numbers matter too – as can be seen from the recent announcement at the Apple Developers’ conference with the BCC News item picking up on the numbers mentioned in Steve Jobs’ talk. A recent JISC-funded report published by the Oxford Internet Institute made a similar point that if we wish to engage with the media and public we need to gather and use numbers and metrics.
  • But although the sector is aware of the benefits of sharing experiences there are dangers in failing to engage because of concerns that we may be doing badly; not doing as well as our main rivals or, ironically not wanting to be boastful. Anotther tendency in HE is wanting a perfect solution rather than one that is good enough. Or perhaps we want to learn from others but keep our strategies for success to ourselves.
  • In today’s session we will explore a variety of issues related to approaches for gathering and using metrics related to use of social media services, both for institutional and personal uses. Amber Thomas from the JISC will explain why the terms used by marketing people are no longer dirty words. Brian Kelly will summarise a number of surveys he has carried of use of social media services by various institutions and individuals. Ranjit Sidhu will describe work he has been involved in in providing institutional dashboards and how this can be used to related usage to value and ROI. Andrew Law will describe the approaches which are being taken at the Open University and finally Tony Hirst will give a developers perspective on gathering, use and possibly misuse of metrics. In addiitonal there will be two breakout sessions during which the participants will explore the issues which have been raised in more depth and provide suggestions on how we might build on this nwork in the future.
  • Note that the resources used in the workshop and notes from the workshop will be made available shortly. See the UK Web Focus blog for more information. Thank you.

Transcript

  • 1. Metrics and Social Web Services: Quantitative Evidence for their Use & Impact Welcome Brian Kelly UKOLN University of Bath Bath, UK UKOLN is supported by: http://www.ukoln.ac.uk/web-focus/events/workshops/eim-2011-07/ This work is licensed under a Attribution-NonCommercial-ShareAlike 2.0 licence (but note caveat) Acceptable Use Policy Recording this talk, taking photos, discussing the talk using Twitter, blogs, etc. is permitted but please try to minimise distractions to others. Twitter: #ukolneim Blog: Twitter: http://ukwebfocus.wordpress.com/ @briankelly
  • 2. You are free to: copy, share, adapt or re-mix; photograph, film or broadcast; blog, live-blog or post video of this presentation provided that: You attribute the work to its author and respect the rights and licences associated with its components. Idea from Cameron Neylon Slide Concept by Cameron Neylon, who has waived all copyright and related or neighbouring rights. This slide only CCZero . Social Media Icons adapted with permission from originals by Christopher Ross. Original images are available under GPL at: http://www.thisismyurl.com/free-downloads/15-free-speech-bubble-icons-for-popular-websites Off the record questions, comments should be flagged
  • 3. Evidence, Impact, Metrics
    • Evidence, Impact, Metrics (EIM):
      • UKOLN activity funded by the JISC
    • Aims to:
      • Explore ways of gathering evidence which can demonstrate the impact of services and devise appropriate metrics to support such work
    • By:
      • Three one-day workshops
      • Gathering of evidence and discussing approaches and issues on UK Web Focus blog
      • A final report
  • 4. Workshop Aims
    • By the end of the workshop we should:
      • Have an appreciation of the importance of the need to gather and interpret evidence
      • Understand how metrics can be used to demonstrate the value and ROI of services.
      • Have seen examples of how institutions are gathering and using evidence
      • Be aware of limitations of such approaches
      • Discussed ways in which such approaches can be used across the sector
    Introduction
  • 5. The Context
    • The need to demonstrate value in light of Government cuts
    NB 1D view: no comments on ROI, comparisons with print, TV, … costs
  • 6. Open Data
    • Government to ‘force’ Unis to publish data about courses, student experiences, …
      • Builds on Labour’s Open Gov initiative
      • An opportunity to be welcomed?
      • Can take initiative in publishing open data about uses of social media
  • 7. Numbers Matter
    • “ Sales of 25 million iPads in just 14 months. 200 million iOS devices in total. 15 billion songs downloaded since 2003. 130 million books. 14 billion apps downloaded from a store that now runs to 425,000 apps.”
    BBC News 7 Jun 11 JISC-funded OII Impact report: “ The media and the public are influenced by numbers and metrics ”
  • 8. Prisoner’s Dilemma
    • We can all benefit by:
      • Sharing best practices
      • Understanding limitations
      • Agreeing on ways forward
    • But concerns that:
      • We might be doing badly
      • We might not be doing as well as our rivals
      • We don’t want to boast
      • We want a perfect solution, not a good enough one
      • We want to learnt from others, but not share our experiences
    Prisoner’s dilemma:  why people might not cooperate even if it is in their best interests to do so. Concerns
  • 9. Your Interests
    • Your interests (from 15 survey responses):
      • “ Hoping that the day will help formulate future development and plans for effective use of third party services”
      • “ I have three major issues: 1. How to gather and process the data. 2. Data visualisations. 3. What does the data mean and what should I do about it?”
      • “… we are looking into requirements and then will look at options/costs etc to decide what we need and what we can afford.”
    New
  • 10. Your Concerns
    • You concerns:
      • “ Hard to measure impact of the message and whether the right audiences are being reached”
      • “ My own data gathering is fairly ad hoc at the moment”
      • “ Accuracy, baseline data to compare to”
      • “ I do not fully understand how Klout works or how Facebook's algorithms work … would like to understand them better in order to become better informed and foster decision-making procedures.”
      • “ Turning data into strategy”
    New
  • 11. Your Current Approaches
    • What you’re using at present
    New
  • 12. Your Priorities
    • How much additional resources you expect to have in the future
    New
  • 13. Plans
    • How you expect to use your additional / existing resources
    New
  • 14. Spending Money?
    • Social Media services seem to be free when launched and then charge for ad-free use and for metrics (e.g. Slideshare)
    New
    • Challenges:
    • How much would you pay (Slideshare is $19/month)?
    • Who pays?
    • Who pays for personal uses?…
    Hootsuite recently introduced new charging plans - $6/month
  • 15. Programme Time Content 10.20-10.25 Introduction , Brian Kelly, UKOLN 10.25-10.45 Why Impact, ROI and Marketing are No Longer Dirty Words! , Amber Thomas, JISC 10.45-11.00 Surveying our Landscape from Top to Bottom Brian Kelly, UKOLN 11.00-11.20 Learning From Institutional Approaches , Ranjit Sidhu 11.20-11.40 Identity, Scholarship and Metrics ,  Martin Weller, Open University 11.40-12.30 Breakout groups 1 12.30-13.30 Lunch 13.30-13.50 Experiences at the Open University , Andrew Law, Open University 13.50-14.10 The Script Kiddie's Perspective , Tony Hirst, Open University 14.10-15.00 Breakout groups 2 15.00-15.15 Coffee 15.15-15.45 Report Back & Action Plans 15.45-16.00 Conclusions
  • 16. Questions
    • Any questions or comments?
    Note that resources used in the workshop and notes from the workshop will be made available shortly. See ukwebfocus.wordpress.com for further information