Slides for a workshop session on "Engagement, Impact, Value: Measuring and Maximising Impact Using the Social Web" to be given by Brian Kelly, UKOLN at the IWMW 2010 event held at the University of Sheffield on 12-14 July 2010.See http://iwmw.ukoln.ac.uk/iwmw2010/sessions/kelly/
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A centre of expertise in digital information management Engagement, Impact, Value: Measuring & Maximising Impact Using the Social Web 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 this talk, taking photos, discussing the content using Twitter, blogs, etc. is permitted providing distractions to others is minimised. http://iwmw.ukoln.ac.uk/iwmw2010/ sessions/kelly/ Twitter: http://twitter.com/ briankelly/ http://twitter.com/ ukwebfocus/ Email: [email protected]Blog: http:// ukwebfocus.wordpress.com/ Twitter: #iwmw10 #b6
Transcript
A centre of expertise in digital information management
www.ukoln.ac.uk
Engagement, Impact, Value: Measuring & Maximising Impact Using the Social Web
Brian KellyUKOLNUniversity of BathBath, UK
UKOLN is supported by:This work is licensed under a Attribution-NonCommercial-ShareAlike 2.0 licence (but note caveat)
Acceptable Use PolicyRecording this talk, taking photos, discussing the content using Twitter, blogs, etc. is permitted providing distractions to others is minimised.
Acceptable Use PolicyRecording this talk, taking photos, discussing the content using Twitter, blogs, etc. is permitted providing distractions to others is minimised.
A centre of expertise in digital information management
www.ukoln.ac.uk
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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, micro-
blogs, social sharing services, social networking services, …
A centre of expertise in digital information management
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About This SessionThe 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.
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A centre of expertise in digital information management
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Draft TimetableTime Content Notes
16.00 Introduction Talk
16.10 The Social Web: Benefits and Concerns Group exercise
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It’s About The Individual!
Focus of the Social Web is the individual. Challenges posed:
• ‘It’s my space’• ‘Sustainability• Privacy• Editorial control• Branding• …
Focus of the Social Web is the individual. Challenges posed:
• ‘It’s my space’• ‘Sustainability• Privacy• Editorial control• Branding• …
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The Paper In The Repository
The paper in the repository can fail to engage with potential interested parties (especially if the paper is embargoed)
The paper in the repository can fail to engage with potential interested parties (especially if the paper is embargoed)
Evidence
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Facilitating The DiscussionThe blog post about the paper can engage a wider audience …
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and encourage discussion and debate ..
and provide links to discussions taking place elsewhere
Evidence
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The Evidence
Statistics for the University of Bath Opus Repository
12Blog post
SEO
???
Evidence
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The Evidence
Second most downloaded resource in Opus had been linked to from UK Web Focus blog
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735 views total
Evidence
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A Comparison
Does a blog post generate a ten-fold increase in the number of downloads?
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Evidence
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What Can Twitter Offer? T
wit
ter Evidence
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Evidence of the importance of Twitter for driving traffic to blogs
The Evidence
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Evi
den
ce
UK Web Focus Blog: Total of 250,00+ views.Average 250/day over 3.5 yearsBut how do they arrive at the blog?
UK Web Focus Blog: Total of 250,00+ views.Average 250/day over 3.5 yearsBut how do they arrive at the blog?
Evidence
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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 pre-filtered 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!
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 , …
Suggestions:• Encourage the
enthusiast• Lightweight
bureaucracy: “Don’t be stupid”, emerging patterns of Twitter usage , …
Concerns
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You Might Need a ‘Policy’
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”
Concerns
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Policy For Blogs in the Cloud
Policies for UK Web Focus blog
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Concerns
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“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 • People who will have to use a new technology
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Biases
Subjective factors
Towards a Framework
“Time To Stop Doing and Start Thinking: A Framework For Exploiting Web 2.0 Services”, Museums & the Web 2009 conference
IntendedPurpose
Benefits (various
stakeholdersRisks
(various stakeholders
Missed Opps. (various
stakeholdersCosts
(various stakeholders
• Sharing experiences
• Learning from successes& failures
• Tackling biases• …
• Critical friends • Application to
existing services
• Application to in-house development
• …
Note also JISC’s Scenario Planning work
Note also JISC’s Scenario Planning work
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Using The Framework
IntendedPurpose
Benefits (various
stakeholdersRisks
(various stakeholders
Missed Opps. (various
stakeholdersCosts
(various stakeholders
Community support
Rapid feedback
Justify ROIOrg. brand
Community-building
Low?
Twitter for individuals Organisational Fb Page
Marketing events,…
Large audiences
Ownership, privacy, lock-in
Marketing opportunity
Low?
Critical Friends / Friendly Critics
• UKOLN blogs• Email list
discussionsLearning
• Many blogs Engaging with a Twitter community
• Conferences• Papers• …
Note personal biases!
Note personal biases!
Use of approach in two scenarios: Use of Twitter & FacebookUse of approach in two scenarios: Use of Twitter & Facebook
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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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E
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Wolves are at the door. Will Poppleton Uni survive? What about the IT Services department? What will you do?
2 Opportunities for your ServiceYou’ve launched a great new service. How do you promote it? You’ve an established (old media) marketing team
3 Opportunities for your ProjectYou’ve received project funding for 1 year – and no marketing budget.
4 Opportunities for the IndividualYou are (or manage) a brilliant researcher. But they’re shy and hate the ‘marketing’ word (snake oil salesmen). What do you do?
5 Your ChoiceSelect your own scenario
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Scenarios
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Your ProposalYou 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• Ethical considerations
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A centre of expertise in 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 ConcernsLegal:
• 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. In-
house 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
A centre of expertise in digital information management
