Monitoring the Impact of Your Strategies

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Slides for a talk on "Monitoring the Impact of Your Strategies" given by Brian Kelly, UKOLN at an SCA SEO workshop.

See http://www.ukoln.ac.uk/web-focus/events/workshops/sca-seo-20090629/

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Monitoring the Impact of Your Strategies

  1. 1. Using the Social Web to Maximise Access to your Resources: Monitoring the Impact Brian Kelly UKOLN University of Bath Bath, UK UKOLN is supported by: This work is licensed under a Attribution-NonCommercial-ShareAlike 2.0 licence (but note caveat) Acceptable Use Policy Recording of this talk, taking photos, discussing the content using email, instant messaging, blogs, SMS, etc. is permitted providing distractions to others is minimised. Resources bookmarked using ‘ scaseo ' tag http://www.ukoln.ac.uk/web-focus/events/workshops/sca-seo-20090629/ Email: [email_address] Twitter: http://twitter.com/briankelly/ Blog: http://ukwebfocus.wordpress.com/
  2. 2. Contents <ul><ul><li>Why Monitor and Evaluate? </li></ul></ul><ul><ul><li>Automated Measures </li></ul></ul><ul><ul><li>Qualitative Measures </li></ul></ul><ul><ul><li>The Flaws in Metrics </li></ul></ul><ul><ul><li>Questions and Conclusions </li></ul></ul>
  3. 3. Why Monitor and Evaluate? <ul><li>Why should you monitor? </li></ul><ul><ul><li>To find out what they’re saying </li></ul></ul><ul><ul><li>To inform what you are doing today </li></ul></ul><ul><ul><li>To help in planning for new developments </li></ul></ul><ul><li>Why should you evaluate? </li></ul><ul><ul><li>To be able to identify trends </li></ul></ul><ul><ul><li>To be able to justify the ROI </li></ul></ul><ul><ul><li>To provide evidence to overcome sceptics and doubters (internally and externally) </li></ul></ul>
  4. 4. Institutional Dashboard - iSoton <ul><li>The iSoton Web 2.0 dashboard </li></ul>
  5. 5. Institutional Dashboard - IMA <ul><li>The dashboard for the Indianapolis Museum of Art (IMA) </li></ul>
  6. 6. Institutional Dashboard - IMA <ul><li>The dashboard for the Indianapolis Museum of Art (IMA) </li></ul>
  7. 7. Build Your Own Dashboard <ul><li>Blog post on “ An information dashboard for your library service points (I) - Using email, RSS and FriendFeed ” </li></ul><ul><li>Aaron Tay, Musings about librarianship blog </li></ul>
  8. 8. My Dashboard: Addict-o-Matic
  9. 9. My Dashboard: PeopleBrowsr <ul><li>The PeopleBrowsr service </li></ul>
  10. 10. My Dashboard: Tweetdeck <ul><li>An example of using Tweetdeck </li></ul>
  11. 11. My Dashboard: Email! <ul><li>Twilert </li></ul><ul><li>Email delivery of tweets matching a search string </li></ul>Could be used by people who wish to use email rather than new tools I’ve an interest in rapid response to things said about my work
  12. 12. Blog Comments & Trackbacks <ul><li>Post on Facebook Vanity URLs: </li></ul><ul><ul><li>Published on Sat 13 Jun 09 </li></ul></ul><ul><ul><li>Cited Techcrunch article on how to do this </li></ul></ul><ul><li>Impact: </li></ul><ul><ul><li>Referrer link on TechCrunch </li></ul></ul><ul><ul><li>Drive traffic back </li></ul></ul>
  13. 13. Blog Statistics (Clustr.com) <ul><li>Evidence of global impact? </li></ul>
  14. 14. Administrator’s View <ul><li>Some idle thoughts: </li></ul><ul><ul><li>Average of 4 comments / post </li></ul></ul><ul><ul><li>If 1 minute spend reading, this is equivalent to 120 days. How does this compare to my writing effort (20 mins = 8 days writing) </li></ul></ul><ul><li>Why the peaks? </li></ul><ul><ul><li>PDF tool </li></ul></ul><ul><ul><li>Fb post (9 Nov 2007) </li></ul></ul><ul><ul><li>Multiple reasons (IWMW, Fb posts, …) </li></ul></ul>
  15. 15. Individual Posts <ul><li>Reasons for popularity of posts: </li></ul><ul><ul><li>1 Interest in Facebook </li></ul></ul><ul><ul><li>Timeliness of posts (Fb pages just launched) </li></ul></ul><ul><ul><li>Promotion on mailing lists </li></ul></ul><ul><ul><li>2 Timely post on new service </li></ul></ul><ul><ul><li>3 “Topless Swedish model” </li></ul></ul><ul><ul><li>4 Areas of my interest </li></ul></ul>1 1 1 2 1 3 3
  16. 16. Statistics For Individual Posts <ul><li>Steady stream of traffic for some posts e.g. on Facebook, “topless model”, … </li></ul>Other posts are mostly read in days after publication (& may have additional peaks) But what of implications of RSS statistics, email delivery, …?
  17. 17. Distributed Blog Interface <ul><li>Get your blog listed in blog directories: </li></ul><ul><ul><li>New user communities </li></ul></ul><ul><ul><li>Build on their marketing </li></ul></ul><ul><li>But: </li></ul><ul><ul><li>How do the stats work? </li></ul></ul>On Sunday 13 June, 353 views of Fb post on MyBlogLog and 187 on UK Web Focus Sunday 187 315
  18. 18. Google Reader <ul><li>Google Reader (and other popular RSS readers) allow full item to be read </li></ul><ul><li>Implications for statistics? </li></ul>
  19. 19. Email Subscribers <ul><li>Some users may prefer to have blog posts delivered via email </li></ul><ul><li>Note you’ll not see them via blog Web statistics </li></ul>
  20. 20. Technorati Ranking <ul><li>Technorati provide details for: </li></ul><ul><ul><li>Blog authority (nos. of blogs which link to yours in 6 month period) </li></ul></ul><ul><ul><li>Blog ranking </li></ul></ul><ul><li>But service seems flaky </li></ul><ul><li>Was useful in spotting trends and comparing with one’s peers </li></ul>
  21. 21. Lies, Dammed Lies & Blog Statistics <ul><li>Blog statistics flawed? </li></ul><ul><li>Still need evidence? </li></ul><ul><li>How about: </li></ul><ul><ul><li>A survey </li></ul></ul><ul><ul><li>Evidence of awards </li></ul></ul><ul><ul><li>Analysis of comments </li></ul></ul><ul><ul><li>… </li></ul></ul>
  22. 22. Recording Evidence <ul><li>What I do? </li></ul><ul><ul><li>Monitor incoming links, comments, etc. for evidence of impact </li></ul></ul><ul><ul><li>Bookmark online resources on del.icio.us </li></ul></ul><ul><ul><li>Make use of evaluation forms </li></ul></ul><ul><ul><li>Record relevant email messages </li></ul></ul><ul><ul><li>Record information of UKOLN’s Impact database </li></ul></ul>
  23. 23. Questions

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