Why Impact, ROI and Marketing are No Longer Dirty Words

Why Impact, ROI and Marketing are no Longer Dirty Words Amber Thomas Programme Manager, JISC 11 th July 2011 UK Open University (c) HEFCE Amber Thomas, JISC all rights reserved except where otherwise stated Handle: XXX

Contents
Contents
Understand our context
Explore key concepts
Role of metrics in decision-making
Signposting the impact discussion
The view ahead

Context Resistance to measurement

Context: social media in FE/HE t
Social media as part of online services
Digital content as part of online services
Online services as part of marketing & communications
Online services as part of the FE/HE institution
The FE/HE institution as part of UK society
UK society as part of the world

Context: Change : Martin Bean, OU Speaking at JISC10

Context: Who is the social in our social media?
inside the institution:
academics: as researchers
academics: as teachers
services: libraries, IT, catering, accommodation, conferences
students
institutional management has different levels of control, each has different motivations
outside the institution:
potential learners and informal learners
the public/society
employers

Contents
Contents
The view ahead

Exploring ... social media as part of the web
A message and a medium
Social media as speaking (marketing)
Social media as listening (market intelligence)
Social media as exchange (learning, scholarship, CRM?)
Reach is partal but growing
Social media is affecting SEO ratings
See Maximising Online Resource Effectiveness
Social media and impact
We can measure some aspects of social media activity with metrics
And we can use social media to collect evidence of the impact of other activities
but are we actually measuring impact?

Exploring ... social media activity
Push
blogging as digital scholarship
blogging as services update
universities on facebook
twitter as alerts
twitter as exchange
wikis as collaboration
student as media producer
practitioner peer to peer
amplification of teaching
ampiification of events
broadcasting platforms such as youtube/itunesU
…
Pull
monitoring techniques
dashboards
blogs trackbacks and pings
url shortener intelligence
google analytics
twitter analytics
…

Exploring ... social media management decisions costs benefits opportunities risks impacts

Contents
Contents
The view ahead

the role of metrics in making decisions simple? DECISIONS EVIDENCE METRICS DECISION-MAKER(s)

the role of metrics in making decisions not so simple DECISIONS EVIDENCE METRICS VALUES STRATEGIES IMPACT MODELS STAKEHOLDER VIEWS ETC ! DECISION-MAKER(s) RESOURCES

Contents
Contents
The view ahead

signposting the impact discussion in ... digital content .

signposting the impact discussion in ... research .

signposting the impact discussion in ... learning and teaching

signposting the impact discussion in ... learning and teaching .

signposting the impact discussion in ... 3 rd Stream / “BCE” .

Contents
Contents
The view ahead

The view ahead options for reponding to the impact agenda
deny it's happening
leave the people in suits to work it out
pay lip service
produce numbers
produce stories
deepen our listening approaches
improve our metrics
broaden our impact model
extend our impact timeframe

The view ahead possible directions

Links and Picture Credits
LINKS
“ Education meets social networking” slide, Martin Bean, OU http://www.jisc.ac.uk/media/documents/events/2010/04/presentations/openingkeynote.pdf
Splashes and ripples http://www.jisc.ac.uk/media/documents/programmes/digitisation/Impact_Synthesis%20report_FINAL.pdf
Listening for impact http://projects.oucs.ox.ac.uk/lfi/reports/LfI_Final_Report-1.1.pdf
Decisions on assessing research impact http://www.hefce.ac.uk/research/ref/pubs/2011/01_11/
Beyond impact workshop report http://beyond-impact.org/?page_id=64
“ What do they want?” slide, Martin Bean, OU http://www.jisc.ac.uk/media/documents/events/2010/04/presentations/openingkeynote.pdf
Effective Practice in a digital age http://www.jisc.ac.uk/publications/programmerelated/2009/effectivepracticedigitalage.aspx
Building a learning community – Northumberland College
Engaging learners in critical reflection – University of Edinburgh
Preparing students for a digital world – University of Salford
Sharing is good http://www.scribd.com/doc/56711651/openSpace-Usage-Report-Dec-2010-Apr-2011
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
ADDITIONAL IMAGES sourced through http://www.nottingham.ac.uk/xpert/attribution with embedded metadata
Prisoner http://www.flickr.com/photos/30030574@N03/5654023124/
“ no more disruptive innovation please” http://www.flickr.com/photos/45024520@N03/4250382201/
signpost http://www.flickr.com/photos/63390731@N08/5812795087/

Acknowledgements
Thanks to:
Paola Marchionni, Josh Brown, David Kernohan, Andy McGregor, Neil Jacobs, Rachel Bruce, Stuart Dempster (JISC)
Pete Dalton, Evidence Base, BCU
Peter Robinson, Oxford
Sue Thomas, DMU
Alex di Savoia, University College Falmouth
http://www.nottingham.ac.uk/xpert/attribution/ for Prisoner and Head-in-Sand images with embedded attribution

Contact me at:
[email_address]
@ambrouk

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Why Impact, ROI and Marketing are No Longer Dirty Words

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