1. 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/ 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 talk using Twitter, blogs, etc. is permitted but please try to minimise distractions to others. Acceptable Use Policy Recording 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

2. 2 2 You are free to: copy, share, adapt or re-mix; photograph, film or broadcast; blog, live-blog or post video of this presentation provided that: You attribute the work to its author and respect the rights and licences associated with its components. 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 Off the record questions, comments should be flagged

3. Evidence, Impact, Metrics Evidence, 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 3

4. 4 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 Introduction

5. 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

6. Open Data Government 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 6

7. Numbers Matter 7 “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”

8. Prisoner’s Dilemma We 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 8 Prisoner’s dilemma: why people might not cooperate even if it is in their best interests to do so. Concerns

9. 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.” 9 New

10. Your Concerns You 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” 10 New

11. Your Current Approaches What you’re using at present 11 New

12. Your Priorities How much additional resources you expect to have in the future 12 New

13. Plans How you expect to use your additional / existing resources 13 New

14. Spending Money? 14 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

15. Programme TimeContent 10.20-10.25Introduction, Brian Kelly, UKOLN 10.25-10.45Why Impact, ROI and Marketing are No Longer Dirty Words!, Amber Thomas, JISC 10.45-11.00Surveying our Landscape from Top to Bottom Brian Kelly, UKOLN 11.00-11.20Learning From Institutional Approaches, Ranjit Sidhu 11.20-11.40Identity, Scholarship and Metrics, Martin Weller, Open University 11.40-12.30Breakout groups 1 12.30-13.30Lunch 13.30-13.50Experiences at the Open University, Andrew Law, Open University 13.50-14.10The Script Kiddie's Perspective, Tony Hirst, Open University 14.10-15.00Breakout groups 2 15.00-15.15Coffee 15.15-15.45Report Back & Action Plans 15.45-16.00Conclusions 15

16. 16 Questions Any questions or comments? Note that resources used in the workshop and notes from the workshop will be made available shortly. See ukwebfocus.wordpress.com for further information