Why Impact, ROI and Marketing are no Longer Dirty Words Amber Thomas Programme Manager, JISC 11 th July 2011 UK Open University 1 (c) HEFCE Amber Thomas, JISC all rights reserved except where otherwise stated Handle: XXX

Contents Understand our context Explore key concepts Role of metrics in decision-making Signposting the impact discussion The view ahead 2

Context Resistance to measurement 3

Context: social media in FE/HE t Social media as part of online services Digital content as part of online services Online services as part of marketing & communications Online services as part of the FE/HE institution The FE/HE institution as part of UK society UK society as part of the world 4

Context: Change : Martin Bean, OU Speaking at JISC10 5

Context: Who is the social in our social media? inside the institution: o academics: as researchers o academics: as teachers o services: libraries, IT, catering, accommodation, conferences o students institutional management has different levels of control, each has different motivations outside the institution: o potential learners and informal learners o the public/society o employers 6

Contents Understand our context Explore key concepts Role of metrics in decision-making Signposting the impact discussion The view ahead 7

Exploring... social media as part of the web A message and a medium Social media as speaking (marketing) Social media as listening (market intelligence) Social media as exchange (learning, scholarship, CRM?) Reach is partal but growing Social media is affecting SEO ratings See Maximising Online Resource EffectivenessMaximising Online Resource Effectiveness Social media and impact We can measure some aspects of social media activity with metrics And we can use social media to collect evidence of the impact of other activities but are we actually measuring impact? 8

Exploring... social media activity Push blogging as digital scholarship blogging as services update universities on facebook twitter as alerts twitter as exchange wikis as collaboration student as media producer practitioner peer to peer amplification of teaching ampiification of events broadcasting platforms such as youtube/itunesU … Pull monitoring techniques dashboards blogs trackbacks and pings url shortener intelligence google analytics twitter analytics … 9

Exploring... social media management decisions costsbenefits opportunities risks impacts 10

Contents Understand our context Explore key concepts Role of metrics in decision-making Signposting the impact discussion The view ahead 11

the role of metrics in making decisions simple? DECISIONS EVIDENCE METRICS DECISION- MAKER(s) 12

the role of metrics in making decisions not so simple DECISIONS EVIDENCE METRICS VALUES STRATEGIES IMPACT MODELS STAKEHOLDER VIEWS ETC ! DECISION- MAKER(s) RESOURCES 13

Contents Understand our context Explore key concepts Role of metrics in decision-making Signposting the impact discussion The view ahead 14

signposting the impact discussion in... digital content. 15

signposting the impact discussion in... digital content. 16

signposting the impact discussion in... research. 17

signposting the impact discussion in... research. 18

signposting the impact discussion in... learning and teaching 19

signposting the impact discussion in... learning and teaching 20

signposting the impact discussion in... learning and teaching. 21

signposting the impact discussion in... 3 rd Stream / “BCE”. 22

Contents Understand our context Explore key concepts Role of metrics in decision-making Signposting the impact discussion The view ahead 23

deny it's happening leave the people in suits to work it out pay lip service produce numbers produce stories deepen our listening approaches improve our metrics broaden our impact model extend our impact timeframe The view ahead options for reponding to the impact agenda 24

The view ahead possible directions 25

Links and Picture Credits LINKS “Education meets social networking” slide, Martin Bean, OU Splashes and ripples Listening for impact Decisions on assessing research impact Beyond impact workshop report “What do they want?” slide, Martin Bean, OU Effective Practice in a digital age Building a learning community – Northumberland College Engaging learners in critical reflection – University of Edinburgh Preparing students for a digital world – University of Salford Sharing is good Amplified Leicester n and nhttp://travelsinvirtuality.typepad.com/suethomas/2011/05/mukherjee.html ADDITIONAL IMAGES sourced through with embedded metadatahttp:// Prisoner “no more disruptive innovation please” signpost 26

Acknowledgements Thanks to: Paola Marchionni, Josh Brown, David Kernohan, Andy McGregor, Neil Jacobs, Rachel Bruce, Stuart Dempster (JISC) Pete Dalton, Evidence Base, BCU Peter Robinson, Oxford Sue Thomas, DMU Alex di Savoia, University College Falmouth for Prisoner and Head-in-Sand images with embedded attribution Contact me 27