Transcript Twitter: http://www.ukoln.ac.uk/web-focus/events/workshops/eim-2011-07/ #ukolneim Metrics and Social Web Services: Quantitative Evidence for their Use & Impact Welcome Brian Kelly UKOLN University of Bath Bath, UK Acceptable Use Policy Recording this talk, taking.

Twitter:
http://www.ukoln.ac.uk/web-focus/events/workshops/eim-2011-07/
#ukolneim
Metrics and Social Web Services:
Quantitative Evidence for their Use & Impact
Welcome
Brian Kelly
UKOLN
University of Bath
Bath, UK
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Blog:
http://ukwebfocus.wordpress.com/
Twitter:
@briankelly
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Slide Concept by Cameron Neylon, who has waived all copyright and related or neighbouring rights. This slide only CCZero.
Social Media Icons adapted with permission from originals by Christopher Ross. Original images are available under GPL at:
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Evidence, Impact, Metrics
Evidence, Impact, Metrics (EIM):
• UKOLN activity funded by the JISC
Aims to:
• Explore ways of gathering evidence which can
demonstrate the impact of services and devise
appropriate metrics to support such work
By:
• Three one-day workshops
• Gathering of evidence and discussing
approaches and issues on UK Web Focus blog
• A final report
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Introduction
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Workshop Aims
By the end of the workshop we should:
• Have an appreciation of the importance of
the need to gather and interpret evidence
• Understand how metrics can be used to
demonstrate the value and ROI of services.
• Have seen examples of how institutions are
gathering and using evidence
• Be aware of limitations of such approaches
• Discussed ways in which such approaches
can be used across the sector
The Context
•The need to demonstrate value in light of
Government cuts
NB 1D view:
no comments
on ROI,
comparisons
with print, TV,
… costs
5
Open Data
Government to ‘force’
Unis to publish data
about courses, student
experiences, …
• Builds on Labour’s
Open Gov initiative
• An opportunity to be
welcomed?
• Can take initiative in
publishing open data
about uses of social
media
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Numbers Matter
“Sales of 25 million
iPads in just 14
months. 200
million iOS devices
in total. 15 billion
songs downloaded
since 2003. 130
million books. 14
billion apps
downloaded from a
store that now runs
to 425,000 apps.”
JISC-funded OII Impact report: “The
media and the public are influenced
by numbers and metrics”
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BBC News
7 Jun 11
Prisoner’s Dilemma
Concerns
We can all benefit by:
• Sharing best practices
• Understanding limitations
• Agreeing on ways forward
But concerns that:
• We might be doing badly
• We might not be doing as well
as our rivals
• We don’t want to boast
• We want a perfect solution,
not a good enough one
• We want to learnt from others,
but not share our experiences
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Prisoner’s dilemma: why people might not cooperate
even if it is in their best interests to do so.
New
Your Interests
Your interests (from 15 survey responses):
• “Hoping that the day will help formulate
future development and plans for effective
use of third party services”
• “I have three major issues: 1. How to gather
and process the data. 2. Data
visualisations. 3. What does the data mean
and what should I do about it?”
• “… we are looking into requirements and
then will look at options/costs etc to decide
what we need and what we can afford.”
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New
Your Concerns
You concerns:
• “Hard to measure impact of the message and
whether the right audiences are being reached”
• “My own data gathering is fairly ad hoc at the
moment”
• “Accuracy, baseline data to compare to”
• “I do not fully understand how Klout works or how
Facebook's algorithms work … would like to
understand them better in order to become better
informed and foster decision-making procedures.”
• “Turning data into strategy”
10
New
Your Current Approaches
What you’re using at present
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New
Your Priorities
How much additional resources you expect to
have in the future
12
New
Plans
How you expect to use your additional /
existing resources
13
New
Spending Money?
Social Media services seem to
be free when launched and then
charge for ad-free use and for
metrics (e.g. Slideshare)
14
Hootsuite recently introduced new
charging plans - $6/month
Challenges:
• How much
would you pay
(Slideshare is
$19/month)?
• Who pays?
• Who pays for
personal
uses?…
Programme
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Time
Content
10.20-10.25
Introduction, Brian Kelly, UKOLN
10.25-10.45
Why Impact, ROI and Marketing are No Longer Dirty Words!,
Amber Thomas, JISC
10.45-11.00
Surveying our Landscape from Top to Bottom
Brian Kelly, UKOLN
11.00-11.20
Learning From Institutional Approaches, Ranjit Sidhu
11.20-11.40
Identity, Scholarship and Metrics, Martin Weller, Open University
11.40-12.30
Breakout groups 1
12.30-13.30
Lunch
13.30-13.50
Experiences at the Open University, Andrew Law, Open University
13.50-14.10
The Script Kiddie's Perspective, Tony Hirst, Open University
14.10-15.00
Breakout groups 2
15.00-15.15
Coffee
15.15-15.45
Report Back & Action Plans
15.45-16.00
Conclusions
Questions
Any questions or comments?
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Note that resources used in the workshop and notes
from the workshop will be made available shortly.
See ukwebfocus.wordpress.com for further information