When a university faces the challenge of improving its position in the world global top university rankings, has two options: to focus only on the factors measured, or address a long-term strategy that will help improve both current and future factors. The presentation will take into account advantages and disadvantages, and is accompanied by a proposal for planning with a mix of strategic and tactical actions, focused on cultural changes to drive excellence, improving educational quality and scientific visibility at the same time.

1. University Rankings &
Rankers
Make up versus cultural
change (strategies
versus tactics)
3ed. International Conference & Workshop on University Web Rankings. CSIC, Madrid, Spain, 10/04/2011 1

2. The Objectives
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3. Rankings…
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4. Possible objectives…
■ Number 1? (Better than MIT?)
■ Number 1 of your region?
■ Number 1 of your country?
■ Improve overall quality?
■ I have the quality, need more scientific visibility
■ Etc.
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5. My circumstances
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6. Context
■ Me versus Everybody (International Context)
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7. Context
■ Science Policy
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8. Cultural change
■ Transnational policy
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9. Context
■ National Higher Education Structure
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10. Context
■ Competitors trends
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11. Context
■ University model
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12. Context
■ Overall quality level
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13. Context
■ Where am I strong?
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14. What to do?
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15. Option A) Make up
Option B) Medium-
long term approach
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16. Option A) Make up
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17. Make up
Factor Webometrics THES ARWU SCIMAGO
SIZE X
RICH FILES X
■ Just VISIBILITY
G-FACTOR
X
X
factors?
GOOGLE SCHOLAR X
PEER REVIEW X
EMPLOYER REVIEW X
% STAFF / STUDENTS X
% CITATION / STAFF X
% INTERNATIONAL STAFF X
% INTERNATIONAL STUDENT X
NOBEL ALUMNI X
NOBEL STAFF X
HIGH CITED X
ARTS. ISI X
Nature/Science Papers X
SIZE / 5 KPI X
CROWN INDICATOR X
DOCUMENTS SCOPUS X
NUMBER CITE X
CITE/DOCUMENT X
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18. Make up
■ Short Term versus Long Term
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19. Make up
■ Bad
practices
are easy to
detect
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20. Make up
■ Bad practices don´t have to be evil
plagiarismtoday.com
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21. Make up
■ Scientific Research Production is not easy
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22. Make up
■ Tech is not
the panacea
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23. Option B) Medium-
long term approach
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24. Cultural change
■ Lets broaden our minds
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25. Cultural change
■ Change everything?
Cultural change Strategic change
Tactic actions Measurable tasks
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26. Cultural change
■ University as an iceberg
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27. Cultural change
■ The key: to find the lever (s)
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28. Cultural change
■ Impact factor versus Web impact
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29. Cultural change
■ Impact factor versus Web impact
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30. Cultural change
■ The first: why and what for
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31. Cultural change
■ Think Hollistically: What to Measure
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32. Cultural change
■ Collaboration strategy / Tactics
The Royal Society
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33. Cultural change
■ Take decisions
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34. Cultural change
■ Take decisions
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35. Cultural change
■ Communication strategy
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36. Cultural change
■ Involve everybody
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37. Cultural change
■ Involve everybody
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38. Cultural change
■ Involve everybody
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39. Cultural change
■ Involve everybody
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40. Cultural change
■ Re-think research workflow
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41. Cultural change
■ Re-think research workflow
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42. Cultural change
■ Re-think research visibility strategies
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43. Cultural change
■ University Library is your hidden treasure
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44. Cultural change
■ Redefine your scientific social relationships
Webometrics.info
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45. Cultural change
■ Timeline
• Audit & Analysis
• Strategic Approach Definition
Short Term • Tactic Ideas Definition
• KPI Design
• Tactic Solutions Implementation
Medium Term • Strategic Solutions Planning
• Staff mentoring
• Betatesting
• Strategic Plan Launch
Long Term • KPI measurement
• Results evaluation and iteration
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46. Conclusions
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47. 47

48. It depends
;- )
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49. Headquarters New York City
C/Garcilaso 15-B 675 3rd Avenue, Suite 400,
46003 Valencia, Spain New York,
Tel: 96 369 41 23 N.Y. 10017 U.S.A.
Fax: 96 369 34 39 Phone: (+1.212) 922-9000
info@masmedios.com
Jorge Serrano-Cobos
jorge@masmedios.com
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