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Twitter: http: //www. ukoln. ac. uk/web-focus/events/workshops/eim-2011 -07/ #ukolneim Metrics and Social Web Services: Quantitative Evidence for their Use & Impact Welcome Brian Kelly UKOLN University of Bath, UK 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. Blog: http: //ukwebfocus. wordpress. com/ Twitter: @briankelly UKOLN is supported by: This work is licensed under a Attribution-Non. Commercial. Share. Alike 2. 0 licence (but note caveat)

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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

Introduction 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

The Context • The need to demonstrate value in light of Government cuts NB 1 D view: no comments on ROI, comparisons with print, TV, … costs 5

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

Numbers Matter “Sales of 25 million i. Pads in just 14 months. 200 million i. OS 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. ” JISC-funded OII Impact report: “The media and the public are influenced by numbers and metrics” 7 BBC News 7 Jun 11

Prisoner’s Dilemma Concerns 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.

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

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

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

New Spending Money? Social Media services seem to be free when launched and then charge for ad-free use and for metrics (e. g. Slideshare) 14 Hootsuite recently introduced new charging plans - $6/month Challenges: • How much would you pay (Slideshare is $19/month)? • Who pays for personal uses? …

Programme Time 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

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