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Marketing and Other Dirty Words Amber Thomas Programme Manager, JISC 26 th July 2011 Institutional Web Managers Workshop 1 (c) HEFCE Amber Thomas, JISC.

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Presentation on theme: "Marketing and Other Dirty Words Amber Thomas Programme Manager, JISC 26 th July 2011 Institutional Web Managers Workshop 1 (c) HEFCE Amber Thomas, JISC."— Presentation transcript:

1 Marketing and Other Dirty Words Amber Thomas Programme Manager, JISC 26 th July 2011 Institutional Web Managers Workshop 1 (c) HEFCE Amber Thomas, JISC all rights reserved except where otherwise stated URL of this ppt:

2 Open is good Open Access Open Educational Resources Open Practice Open Data Open Innovation How relevant is it to what you do as institutional web managers? 2

3 Good is not enough 3

4 Two worlds 4 comfort zone OPEN ACCESS TO RESEARCH OPEN INNOVATION OPEN EDU RESOURCES KNOWLEDGE SHARING ACADEMIC AUTONOMY PUBLIC GOOD LANGUAGE OF VALUES dirty words IMPACT BRAND CBA SYNERGIES METRICS MARKETING KPIs BUSINESS CASES LANGUAGE OF THE MARKET

5 Resistance to the new agenda 5

6 COST BENEFIT ANALSIS costs benefits opportunities risks 6

7 Buzzword Bingo 7 IMPACTBRANDCBA SYNERGIESMARKETINGROI KPISBUSINESS CASES METRICS

8 Buzzword Bingo 8 IMPACTBRANDCBA SYNERGIESMARKETINGROI KPISBUSINESS CASES METRICS

9 Impact 9

10 signposting the impact discussion in... digital content. 10

11 signposting the impact discussion in... digital content. 11

12 signposting the impact discussion in... research. 12

13 signposting the impact discussion in... research. 13

14 signposting the impact discussion in... learning and teaching 14

15 signposting the impact discussion in... learning and teaching 15

16 signposting the impact discussion in... learning and teaching. 16

17 signposting the impact discussion in... 3 rd Stream / BCE. 17

18 Buzzword Bingo 18 IMPACTBRANDCBA SYNERGIESMARKETINGROI KPISBUSINESS CASES METRICS

19 Marketing and social media A message and a medium Social media as speaking (marketing) Social media as listening (market intelligence) Social media as exchange (learning, scholarship, CRM?) 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? Reach is partial but growing Social media is affecting SEO ratings See Maximising Online Resource EffectivenessMaximising Online Resource Effectiveness 19

20 Who are we and who are our audiences? 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 20

21 Social media in education 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 … 21

22 Buzzword Bingo 22 IMPACTBRANDCBA SYNERGIESMARKETINGROI KPISBUSINESS CASES METRICS

23 Role of metrics in decisions: crude model DECISIONS EVIDENCE METRICS DECISION- MAKER(s) 23

24 Role of metrics in decisions: the messy truth DECISIONS EVIDENCE METRICS VALUES STRATEGIES IMPACT MODELS STAKEHOLDER VIEWS ETC ! DECISION- MAKER(s) RESOURCES 24

25 Buzzword Bingo 25 IMPACTBRANDCBA SYNERGIESMARKETINGROI KPISBUSINESS CASES METRICS

26 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 responding to the new agenda 26

27 Two worlds 27 comfort zone OPEN ACCESS TO RESEARCH OPEN INNOVATION OPEN EDU RESOURCES KNOWLEDGE SHARING ACADEMIC AUTONOMY PUBLIC GOOD LANGUAGE OF VALUES dirty words IMPACT BRAND CBA SYNERGIES METRICS MARKETING KPIs BUSINESS CASES LANGUAGE OF THE MARKET

28 Making open work for us Looking promising... Profiling academic expertise Supporting REF impact metrics Enhanced research publications Cross-linking open content to open course data Social media listening tools Web analytics and visualisation 28

29 Bridging the two worlds 29 LANGUAGE OF VALUES LANGUAGE OF THE MARKET Making the most of how the web works Linking APIs Feeds Web analytics Data visualisation Stories

30 Bridging the two worlds 30 Be a teddy bear in a suit

31 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 metadata – please zoom in for full license, ownership and urlhttp://www.nottingham.ac.uk/xpert/attribution 31

32 Thank You Amber Thomas 32


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