UKOLN is supported by:
Metrics and Social Web Services: Quantitative Evidence for their Use & Impact
Welcome
Brian Kelly
UKOLN
University of Bath
Bath, UK
http://www.ukoln.ac.uk/web-focus/events/workshops/eim-2011-07/http://www.ukoln.ac.uk/web-focus/events/workshops/eim-2011-07/
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Acceptable Use PolicyRecording this talk, taking photos, discussing the talk using Twitter, blogs, etc. is permitted but please try to minimise distractions to others.
Twitter:#ukolneim
Blog: Twitter:http://ukwebfocus.wordpress.com/ @briankelly
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Idea from Cameron Neylon
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:http://www.thisismyurl.com/free-downloads/15-free-speech-bubble-icons-for-popular-websites
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Evidence, Impact, MetricsEvidence, 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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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
Intr
od
uct
ion
The Context •The need to demonstrate value in light of Government cuts 5
NB 1D view: no comments on ROI, comparisons with print, TV, … costs
Open DataGovernment 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
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“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.”
BBC News 7 Jun 11
JISC-funded OII Impact report: “The media and the public are influenced by numbers and metrics”
Prisoner’s DilemmaWe 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.
Concerns
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 ConcernsYou 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”
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New
Spending Money?
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New
Social Media services seem to be free when launched and then charge for ad-free use and for metrics (e.g. Slideshare)
Challenges:•How much would you pay (Slideshare is $19/month)?•Who pays?•Who pays for personal uses?…
Hootsuite recently introduced new charging plans - $6/month
ProgrammeTime 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 15