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Why Impact, ROI and Marketing  are no Longer Dirty Words Amber Thomas Programme Manager, JISC 11 th  July 2011 UK Open Uni...
Contents <ul><li>Contents   </li></ul><ul><li>Understand our context </li></ul><ul><li>Explore key concepts </li></ul><ul>...
Context Resistance to measurement
Context: social media in FE/HE   t <ul><ul><li>Social media  as part of  online services </li></ul></ul><ul><ul><li>Digita...
  Context: Change :     Martin Bean, OU Speaking at JISC10
Context: Who is the social in our social media? <ul><ul><li>inside the institution: </li></ul></ul><ul><ul><ul><li>academi...
Contents <ul><li>Contents   </li></ul><ul><li>Understand our context </li></ul><ul><li>Explore key concepts </li></ul><ul>...
Exploring ... social media as part of the web <ul><li>A message and a medium </li></ul><ul><ul><li>Social media as  speaki...
Exploring ... social media activity <ul><li>Push </li></ul><ul><ul><li>blogging as digital scholarship </li></ul></ul><ul>...
Exploring ... social media management decisions costs benefits opportunities risks impacts
Contents <ul><li>Contents   </li></ul><ul><li>Understand our context </li></ul><ul><li>Explore key concepts </li></ul><ul>...
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 STAKEHOLD...
Contents <ul><li>Contents   </li></ul><ul><li>Understand our context </li></ul><ul><li>Explore key concepts </li></ul><ul>...
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” .
Contents <ul><li>Contents   </li></ul><ul><li>Understand our context </li></ul><ul><li>Explore key concepts </li></ul><ul>...
The view ahead options for reponding to the impact agenda <ul><ul><li>deny it's happening </li></ul></ul><ul><ul><li>leave...
The view ahead possible directions
Links and Picture Credits <ul><ul><li>LINKS </li></ul></ul><ul><ul><li>“ Education meets social networking” slide, Martin ...
Acknowledgements <ul><li>Thanks to: </li></ul><ul><ul><li>Paola Marchionni, Josh Brown, David Kernohan, Andy McGregor, Nei...
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Why Impact, ROI and Marketing are No Longer Dirty Words

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Slides for a talk on "Why Impact, ROI and Marketing are No Longer Dirty Words" given by Amber Thomas, JISC on Monday 11 July 2011.

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Why Impact, ROI and Marketing are No Longer Dirty Words

  1. 1. 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
  2. 2. Contents <ul><li>Contents  </li></ul><ul><li>Understand our context </li></ul><ul><li>Explore key concepts </li></ul><ul><li>Role of metrics in decision-making </li></ul><ul><li>Signposting the impact discussion </li></ul><ul><li>The view ahead </li></ul><ul><ul><ul><li>  </li></ul></ul></ul>
  3. 3. Context Resistance to measurement
  4. 4. Context: social media in FE/HE   t <ul><ul><li>Social media as part of online services </li></ul></ul><ul><ul><li>Digital content as part of online services </li></ul></ul><ul><ul><li>Online services as part of marketing & communications </li></ul></ul><ul><ul><li>Online services as part of the FE/HE institution </li></ul></ul><ul><ul><li>The FE/HE institution as part of UK society </li></ul></ul><ul><ul><li>UK society as part of the world </li></ul></ul><ul><li>  </li></ul>
  5. 5.   Context: Change :     Martin Bean, OU Speaking at JISC10
  6. 6. Context: Who is the social in our social media? <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>
  7. 7. Contents <ul><li>Contents  </li></ul><ul><li>Understand our context </li></ul><ul><li>Explore key concepts </li></ul><ul><li>Role of metrics in decision-making </li></ul><ul><li>Signposting the impact discussion </li></ul><ul><li>The view ahead </li></ul><ul><ul><ul><li>  </li></ul></ul></ul>
  8. 8. Exploring ... social media as part of the web <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>Reach is partal but growing </li></ul><ul><li>Social media is affecting SEO ratings </li></ul><ul><li>See Maximising Online Resource Effectiveness </li></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>
  9. 9. Exploring ... social media activity <ul><li>Push </li></ul><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><ul><li>  Pull </li></ul><ul><ul><li>monitoring techniques </li></ul></ul><ul><ul><li>dashboards </li></ul></ul><ul><ul><li>blogs trackbacks and pings </li></ul></ul><ul><ul><li>url shortener intelligence </li></ul></ul><ul><ul><li>google analytics </li></ul></ul><ul><ul><li>twitter analytics </li></ul></ul><ul><ul><li>… </li></ul></ul>
  10. 10. Exploring ... social media management decisions costs benefits opportunities risks impacts
  11. 11. Contents <ul><li>Contents  </li></ul><ul><li>Understand our context </li></ul><ul><li>Explore key concepts </li></ul><ul><li>Role of metrics in decision-making </li></ul><ul><li>Signposting the impact discussion </li></ul><ul><li>The view ahead </li></ul><ul><ul><ul><li>  </li></ul></ul></ul>
  12. 12. the role of metrics in making decisions simple? DECISIONS EVIDENCE METRICS DECISION-MAKER(s)
  13. 13. the role of metrics in making decisions not so simple DECISIONS EVIDENCE METRICS VALUES STRATEGIES IMPACT MODELS STAKEHOLDER VIEWS ETC ! DECISION-MAKER(s) RESOURCES
  14. 14. Contents <ul><li>Contents  </li></ul><ul><li>Understand our context </li></ul><ul><li>Explore key concepts </li></ul><ul><li>Role of metrics in decision-making </li></ul><ul><li>Signposting the impact discussion </li></ul><ul><li>The view ahead </li></ul><ul><ul><ul><li>  </li></ul></ul></ul>
  15. 15. signposting the impact discussion in ... digital content .
  16. 16. signposting the impact discussion in ... digital content .
  17. 17.   signposting the impact discussion in ... research .
  18. 18.   signposting the impact discussion in ... research .
  19. 19. signposting the impact discussion in ... learning and teaching
  20. 20. signposting the impact discussion in ... learning and teaching
  21. 21.   signposting the impact discussion in ... learning and teaching .
  22. 22.   signposting the impact discussion in ... 3 rd Stream / “BCE” .
  23. 23. Contents <ul><li>Contents  </li></ul><ul><li>Understand our context </li></ul><ul><li>Explore key concepts </li></ul><ul><li>Role of metrics in decision-making </li></ul><ul><li>Signposting the impact discussion </li></ul><ul><li>The view ahead </li></ul><ul><ul><ul><li>  </li></ul></ul></ul>
  24. 24. The view ahead options for reponding to the impact 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>
  25. 25. The view ahead possible directions
  26. 26. 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 </li></ul></ul><ul><ul><ul><li>Prisoner http://www.flickr.com/photos/30030574@N03/5654023124/ </li></ul></ul></ul><ul><ul><ul><li>“ no more disruptive innovation please” http://www.flickr.com/photos/45024520@N03/4250382201/ </li></ul></ul></ul><ul><ul><ul><li>signpost http://www.flickr.com/photos/63390731@N08/5812795087/ </li></ul></ul></ul>
  27. 27. Acknowledgements <ul><li>Thanks to: </li></ul><ul><ul><li>Paola Marchionni, Josh Brown, David Kernohan, Andy McGregor, Neil Jacobs, Rachel Bruce, Stuart Dempster (JISC) </li></ul></ul><ul><ul><li>Pete Dalton, Evidence Base, BCU </li></ul></ul><ul><ul><li>Peter Robinson, Oxford </li></ul></ul><ul><ul><li>Sue Thomas, DMU </li></ul></ul><ul><ul><li>Alex di Savoia, University College Falmouth </li></ul></ul><ul><ul><li>http://www.nottingham.ac.uk/xpert/attribution/ for Prisoner and Head-in-Sand images with embedded attribution  </li></ul></ul><ul><li>  </li></ul><ul><li>Contact me at: </li></ul><ul><li>[email_address] </li></ul><ul><li>@ambrouk </li></ul>

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