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Marketing and Other Dirty Words Amber Thomas Programme Manager, JISC 26 th  July 2011 Institutional Web Managers Workshop ...
Open is good <ul><li>Open Access </li></ul><ul><li>Open Educational Resources </li></ul><ul><li>Open Practice </li></ul><u...
Good is not enough <ul><ul><ul><li>  </li></ul></ul></ul>
Two worlds <ul><li>comfort zone </li></ul><ul><li>OPEN ACCESS TO RESEARCH </li></ul><ul><li>OPEN INNOVATION </li></ul><ul>...
Resistance to the new agenda
COST BENEFIT ANALSIS costs benefits opportunities risks
Buzzword Bingo <ul><ul><ul><li>  </li></ul></ul></ul>IMPACT BRAND CBA SYNERGIES MARKETING ROI KPIS BUSINESS CASES METRICS
Buzzword Bingo <ul><ul><ul><li>  </li></ul></ul></ul>IMPACT BRAND CBA SYNERGIES MARKETING ROI KPIS BUSINESS CASES METRICS
Impact
signposting the impact discussion in ... digital content .
signposting the impact discussion in ... digital content .
  signposting the impact discussion in ... research .
  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 ... learning and teaching .
  signposting the impact discussion in ... 3 rd  Stream / “BCE” .
Buzzword Bingo <ul><ul><ul><li>  </li></ul></ul></ul>IMPACT BRAND CBA SYNERGIES MARKETING ROI KPIS BUSINESS CASES METRICS
Marketing and social media <ul><li>A message and a medium </li></ul><ul><ul><li>Social media as  speaking  (marketing) </l...
Who are we and who are our audiences? <ul><ul><li>inside the institution: </li></ul></ul><ul><ul><ul><li>academics: as res...
Social media in education <ul><ul><li>blogging as digital scholarship </li></ul></ul><ul><ul><li>blogging as services upda...
Buzzword Bingo <ul><ul><ul><li>  </li></ul></ul></ul>IMPACT BRAND CBA SYNERGIES MARKETING ROI KPIS BUSINESS CASES METRICS
Role of metrics in decisions: crude model DECISIONS EVIDENCE METRICS DECISION-MAKER(s)
Role of metrics in decisions: the messy truth DECISIONS EVIDENCE METRICS VALUES STRATEGIES IMPACT MODELS STAKEHOLDER VIEWS...
Buzzword Bingo <ul><ul><ul><li>  </li></ul></ul></ul>IMPACT BRAND CBA SYNERGIES MARKETING ROI KPIS BUSINESS CASES METRICS
The view ahead options for responding to the new agenda <ul><ul><li>deny it's happening </li></ul></ul><ul><ul><li>leave t...
Two worlds <ul><li>comfort zone </li></ul><ul><li>OPEN ACCESS TO RESEARCH </li></ul><ul><li>OPEN INNOVATION </li></ul><ul>...
Making open work for us <ul><li>Looking promising ... </li></ul><ul><li>Profiling academic expertise </li></ul><ul><li>Sup...
Bridging the two worlds <ul><li>LANGUAGE OF VALUES </li></ul>LANGUAGE OF THE MARKET <ul><ul><li>Making the most of how the...
Bridging the two worlds Be a teddy bear in a suit
Links and Picture Credits <ul><ul><li>LINKS </li></ul></ul><ul><ul><li>“ Education meets social networking” slide, Martin ...
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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Presentation for Institutional Web managers Workshop 2011: Marketing and other dirty words. http://iwmw.ukoln.ac.uk/iwmw2011/

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iwmw-amber-thomas

  1. 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. 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. 3. Good is not enough <ul><ul><ul><li>  </li></ul></ul></ul>
  4. 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. 5. Resistance to the new agenda
  6. 6. COST BENEFIT ANALSIS costs benefits opportunities risks
  7. 7. Buzzword Bingo <ul><ul><ul><li>  </li></ul></ul></ul>IMPACT BRAND CBA SYNERGIES MARKETING ROI KPIS BUSINESS CASES METRICS
  8. 8. Buzzword Bingo <ul><ul><ul><li>  </li></ul></ul></ul>IMPACT BRAND CBA SYNERGIES MARKETING ROI KPIS BUSINESS CASES METRICS
  9. 9. Impact
  10. 10. signposting the impact discussion in ... digital content .
  11. 11. signposting the impact discussion in ... digital content .
  12. 12.   signposting the impact discussion in ... research .
  13. 13.   signposting the impact discussion in ... research .
  14. 14. signposting the impact discussion in ... learning and teaching
  15. 15. signposting the impact discussion in ... learning and teaching
  16. 16.   signposting the impact discussion in ... learning and teaching .
  17. 17.   signposting the impact discussion in ... 3 rd Stream / “BCE” .
  18. 18. Buzzword Bingo <ul><ul><ul><li>  </li></ul></ul></ul>IMPACT BRAND CBA SYNERGIES MARKETING ROI KPIS BUSINESS CASES METRICS
  19. 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. 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. 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. 22. Buzzword Bingo <ul><ul><ul><li>  </li></ul></ul></ul>IMPACT BRAND CBA SYNERGIES MARKETING ROI KPIS BUSINESS CASES METRICS
  23. 23. Role of metrics in decisions: crude model DECISIONS EVIDENCE METRICS DECISION-MAKER(s)
  24. 24. Role of metrics in decisions: the messy truth DECISIONS EVIDENCE METRICS VALUES STRATEGIES IMPACT MODELS STAKEHOLDER VIEWS ETC ! DECISION-MAKER(s) RESOURCES
  25. 25. Buzzword Bingo <ul><ul><ul><li>  </li></ul></ul></ul>IMPACT BRAND CBA SYNERGIES MARKETING ROI KPIS BUSINESS CASES METRICS
  26. 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. 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. 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. 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. 30. Bridging the two worlds Be a teddy bear in a suit
  31. 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. 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>
  • zakm

    Jul. 26, 2011

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

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