Transcript http://iwmw.ukoln.ac.uk/iwmw2010/sessions/kelly/ Twitter: #iwmw10 #b6 Engagement, Impact, Value: Measuring & Maximising Impact Using the Social Web Brian Kelly UKOLN University of Bath Bath, UK Acceptable Use Policy Recording this talk, taking photos, discussing the.

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#iwmw10
#b6
Engagement, Impact, Value:
Measuring & Maximising Impact
Using the Social Web
Brian Kelly
UKOLN
University of Bath
Bath, UK
Acceptable Use Policy
Recording this talk, taking photos,
discussing the content using Twitter,
blogs, etc. is permitted providing
distractions to others is minimised.
Email:
Twitter:
[email protected]
http://twitter.com/briankelly/
Blog:
http://ukwebfocus.wordpress.com/ http://twitter.com/ukwebfocus/
UKOLN is supported by:
A centre of expertise in digital information management
This work is licensed under a AttributionNonCommercial-ShareAlike 2.0 licence
(but note caveat) www.ukoln.ac.uk
About Me
Brian Kelly:
• JISC-funded Web adviser to UK HE/FE sector
• Based at UKOLN, a national centre of expertise in
digital information management
• Involved in Web since Jan 1993
• Over 300 presentations given since 1997
• ~750 blog posts since Nov 2006
• Current areas of interest include Web 2.0, Web
standards & Web accessibility
• User of various Web 2.0 services: blogs, microblogs, social sharing services, social networking
services, …
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About This Session
The Social Web (Facebook, Twitter, YouTube, ..) is
now widely accepted as playing an important role in
supporting institutional activities.
There’s a need to identify emerging best practices in
use of such services.
This session will review approaches to use of Social
Web services. Participants will explore reasons for
using the services and discuss concerns and dangers
in such usage.
This session will explore ways in which usage of such
services can be measured in order to provide evidence
of their value & effectiveness. Ways in which such
metrics can be used in order to enhance the impact of
institutional
activities will also be explored. www.ukoln.ac.uk
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Draft Timetable
Time
Content
Notes
16.00
Introduction
Talk
16.10
The Social Web: Benefits and Concerns
Group exercise
16.20
Report back
16.35
Exploiting Opportunities; Addressing
Concerns
Talk
16:45
Making a Business Case
Group exercise
17:00
Presentation of the Business Cases
17:15
Measuring Impact & Value; Maximising
Engagement: Next Steps
17:25
Conclusions
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Talk & feedback
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E
Social Web: Benefits & Concerns
In small groups identify a reported and discuss
• Key benefits which the Social Web can
provide for your institution
• Concerns you (or your institution) has
over use of Social Web services
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Why the Social Web?
Web sites
Google
(Bing, …)
Real
world
Databases
Key approaches for SEO:
• Apply various techniques to Web resources to
make resources easier to find in Google, …
Directories
• Resources may include organisational Web
suites, third party Web sites, databases, …
• Resources may also include real world objects
and ideas (i.e. your museum, your research
ideas, …)
• Based on understanding of importance of
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information
management
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Google
to end
users
6
Beyond SEO
Web sites
Real
world
Databases
Social Web
(Blogs,
Facebook,
Slideshare,
Twitter, …)
Summary of key approaches:
Directories
• Make use of social networking services which
people may use of discuss your services
• Services may include Facebook, MySpace,
Slideshare, Twitter, …
• No need to touch your Web sites (so useful if
you can’t!)
“Recommendation
• Based on understanding of popularity of SNs
is the new
SEO!”
and people’s
interests in chattingwww.ukoln.ac.uk
and sharing
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of expertise in digital information
management
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Evidence
The Paper In The Repository
The paper in the
repository can fail
to engage with
potential
interested parties
(especially if the
paper is
embargoed)
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Evidence
Facilitating The Discussion
The blog post about
the paper can
engage a wider
audience …
and encourage
discussion and
debate ..
and provide links to
discussions taking
place elsewhere
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Evidence
The Evidence
Statistics for the University of Bath Opus
Repository
SEO
Blog postA centre of expertise in digital information management
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???
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Evidence
The Evidence
Second most downloaded resource in Opus
had been linked to from UK Web Focus blog
735 views total
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Evidence
A Comparison
Does a blog post generate a ten-fold increase
in the number of downloads?
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Twitter
Evidence
What Can Twitter Offer?
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Evidence
Evidence
The Evidence
Evidence of the importance of Twitter for
driving traffic to blogs
UK Web Focus Blog:
Total of 250,00+ views.
Average 250/day over 3.5 years
But how do they arrive at the blog?
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“The Power Of Passed Links”
The Value Of Twitter Is In “The Power Of Passed
Links”
Wilson predicts that at current growth rates, Twitter
“will surpass Google for many websites in the next
year.” And that just as nearly every site on the Web
has become addicted to Google juice, they will
increasingly try to find ways to get more links from
Twitter. Because Twitter equals traffic. …
Moreover, he asserts that these Twitter links “convert
better” than search links because they are often prefiltered and come in the form of a recommendation
from someone you are following.
TechCrunch, June 2009
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The Evidence
To conclude:
• Social Web is working
• Predictions are coming true
But concerns over:
• Sustainability
• Interoperability
• Accessibility
• “It’s not for me”
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Sustainability
See advice in Guide to
Web Preservation:
• Risk assessment
• Backup copies
• Acceptance
• Risks for in-house
services
•…
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You Don’t Need To Blog!
Concerns
Perhaps blogging &
twittering (and speaking at
conferences) is best left to
those with a passion for
user engagement?
Suggestions:
• Encourage the
enthusiast
• Lightweight
bureaucracy: “Don’t be
stupid”, emerging
patterns of Twitter
usage
,…
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You Might Need a ‘Policy’
Concerns
Dangers:
• A policy is bureaucratic,
• Fails to understand new technologies
• …
Dangers of no policy:
• Over-the-top
reaction
A lightweight policy:
• Mosman Council page describes “who is tweeting
on behalf of the Council (the web team based at
the Library); why they are doing it; their reply
policy and how to stop them following you”
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Concerns
Policy For Blogs in the Cloud
Policies for UK Web Focus blog
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Risk Management
JISC infoNet Risk Management infoKit:
“In education, as in any other environment, you can’t
decide not to take risks: that simply isn’t an option in
today’s world. All of us take risks and it’s a question of
which risks we take”
Examples of people who are likely to be adverse stakeholders:
• People who fear loss of their jobs
• People who will require re-training
• People who may be moved to a different department /
team
• People .. required to commit resources to the project
• People who fear loss of control over a function or
resources
• People who will have to do their job in a different way
• People who will have to carry out new or additional
functions
• ofPeople
havemanagement
to use a new technology
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expertise inwho
digitalwill
information
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Towards a Framework
Biases
• Critical friends
• Application to
existing
services
• Application to
in-house
development
•…
Intended
Purpose
Benefits
(various
stakeholders
Risks
(various
stakeholders
Missed Opps.
(various
stakeholders
Costs
(various
stakeholders
Subjective factors
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• Sharing
experiences
• Learning from
successes
& failures
• Tackling biases
•…
“Time To Stop Doing and Start
Thinking: A Framework For
Exploiting Web 2.0 Services”,
Museums & the Web 2009
conference
Note also JISC’s
Scenario Planning
work
www.ukoln.ac.uk
Using The Framework
Twitter for individuals Organisational Fb Page
Community
support
Rapid
feedback
Justify ROI
Org. brand
Communitybuilding
Low?
Note personal
biases!
Intended
Purpose
Benefits
(various
stakeholders
Risks
(various
stakeholders
Missed Opps.
(various
stakeholders
Costs
(various
stakeholders
Critical Friends /
Friendly Critics
• UKOLN blogs
Large
• Email list
audiences
discussions
Learning
Ownership,
• Many blogs
privacy, lock-in
Engaging with a
Twitter
Marketing
community
opportunity
• Conferences
Low?
• Papers
•…
Marketing
events,…
Use of approach in two scenarios: Use of Twitterwww.ukoln.ac.uk
& Facebook
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E
Making A Business Case
In groups you will now:
• Prepare a case for funding (or approval) for
implementation of a promotional strategy
Note that you will provide a summary to a
panel(ist) who will approve best submissions
The panel(ist) comprises:
• An enthusiast: a user of social media
• A sceptic: it’s full of trivia
• A neutral: who is open to persuading
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Scenarios
Scenarios
1 Institutional / Departmental Challenges
Wolves are at the door. Will Poppleton Uni survive? What about
the IT Services department? What will you do?
2 Opportunities for your Service
You’ve launched a great new service. How do you promote it?
You’ve an established (old media) marketing team
3 Opportunities for your Project
You’ve received project funding for 1 year – and no marketing
budget.
4 An Event (IWMW?)
You run a successful event – but will people come next year?
5 Your Choice
Select your own scenario
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Your Proposal
You should prepare your case and make a brief (2-3
mins) presentation. Your presentation should address
the following issues:
• The key messages you wish to communicate
• The user benefits
• The resource requirements
• The staff responsible for the work
• Approaches to sustainability
• The tools you will use
• The evidence to demonstrate value
• The risks & approaches to managing such
risks
• ofEthical
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expertise inconsiderations
digital information management
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Possible Additional Concerns
Legal Concerns:
• Tweets may be copyrightable – what are
implications of Digital Economy Act?
Accessibility Concerns:
• Multimedia resources which are not fully
accessible may infringe accessibility legislation.
How do you respond?
Sustainability Concerns (Services):
• Ning changes its T&Cs. How do you respond?
Sustainability Concerns (People):
• A key member of your team, who was an early
adopter of Social Web, is leaving
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You Presentations
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Addressing Concerns
Legal:
• Don’t fret! NB Oppenheim formula
Accessibility:
• Doing nothing could be unreasonable.
NB holistic & innovative approaches
(e.g. use of Twitter for captioning videos )
Sustainability (Services):
• Risk assessment. Plans for data migration. Inhouse concerns (AHDS, …)
Sustainability (People):
• Policies on ownership of content.
Mechanisms for migration of content
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What Next?
We’ve
• Explored opportunities
• Considered ways of addressing concerns
• Looked at approaches for gathering
evidence
What next?
UKOLN work on evidence, value, …
• Want to participate?
• Want to host meeting?
• Want to suggest areas for discussion?
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Conclusions
The Social Web:
• Can be used to enhance access to digital
resources, real world resources and ideas
and concepts
• Ignoring the potential may mean you lose
out to your peers, competitors or rivals
• Can form part of your organisation’s
mission and not just an added extra for
dissemination
• But there are risks
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Questions
Any questions?
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