1. 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

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

3. Context Resistance to measurement 3

4. 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

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

6. 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

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

8. 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

9. 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

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

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

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

13. 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

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

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

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

17. signposting the impact discussion in... research. 17

18. signposting the impact discussion in... research. 18

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

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

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

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

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

24. 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

25. The view ahead possible directions 25

26. Links and Picture Credits LINKS “Education meets social networking” slide, Martin Bean, OU http://www.jisc.ac.uk/media/documents/events/2010/04/presentations/openingkeynote.pdf http://www.jisc.ac.uk/media/documents/events/2010/04/presentations/openingkeynote.pdf Splashes and ripples http://www.jisc.ac.uk/media/documents/programmes/digitisation/Impact_Synthesis%20report_FINAL.pdf http://www.jisc.ac.uk/media/documents/programmes/digitisation/Impact_Synthesis%20report_FINAL.pdf Listening for impact http://projects.oucs.ox.ac.uk/lfi/reports/LfI_Final_Report-1.1.pdfhttp://projects.oucs.ox.ac.uk/lfi/reports/LfI_Final_Report-1.1.pdf Decisions on assessing research impact http://www.hefce.ac.uk/research/ref/pubs/2011/01_11/ http://www.hefce.ac.uk/research/ref/pubs/2011/01_11/ Beyond impact workshop report http://beyond-impact.org/?page_id=64http://beyond-impact.org/?page_id=64 “What do they want?” slide, Martin Bean, OU http://www.jisc.ac.uk/media/documents/events/2010/04/presentations/openingkeynote.pdf http://www.jisc.ac.uk/media/documents/events/2010/04/presentations/openingkeynote.pdf Effective Practice in a digital age http://www.jisc.ac.uk/publications/programmerelated/2009/effectivepracticedigitalage.aspx http://www.jisc.ac.uk/publications/programmerelated/2009/effectivepracticedigitalage.aspx 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 http://www.scribd.com/doc/56711651/openSpace-Usage-Report-Dec-2010-Apr-2011http://www.scribd.com/doc/56711651/openSpace-Usage-Report-Dec-2010-Apr-2011 Amplified Leicester http://www.nesta.org.uk/publications/assets/features/amplified_leicester_impact_on_social_capital_and_cohesio n and http://travelsinvirtuality.typepad.com/suethomas/2011/05/mukherjee.html http://www.nesta.org.uk/publications/assets/features/amplified_leicester_impact_on_social_capital_and_cohesio nhttp://travelsinvirtuality.typepad.com/suethomas/2011/05/mukherjee.html ADDITIONAL IMAGES sourced through http://www.nottingham.ac.uk/xpert/attribution with embedded metadatahttp://www.nottingham.ac.uk/xpert/attribution Prisoner http://www.flickr.com/photos/30030574@N03/5654023124/http://www.flickr.com/photos/30030574@N03/5654023124/ “no more disruptive innovation please” http://www.flickr.com/photos/45024520@N03/4250382201/http://www.flickr.com/photos/45024520@N03/4250382201/ signpost http://www.flickr.com/photos/63390731@N08/5812795087/http://www.flickr.com/photos/63390731@N08/5812795087/ 26

27. 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 http://www.nottingham.ac.uk/xpert/attribution/ for Prisoner and Head-in-Sand images with embedded attribution http://www.nottingham.ac.uk/xpert/attribution/ Contact me at: a.thomas@jisc.ac.uk @ambrouk 27