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Marketing and Other Dirty Words

26 th July 2011 Institutional Web Managers Workshop. Marketing and Other Dirty Words. Amber Thomas Programme Manager, JISC. (c) HEFCE Amber Thomas, JISC all rights reserved except where otherwise stated URL of this ppt: http://www.slideshare.net/JISC/iwmw-amberthomas-v3. Open is good.

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Marketing and Other Dirty Words

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  1. 26th July 2011 Institutional Web Managers Workshop Marketing and Other Dirty Words Amber Thomas Programme Manager, JISC (c) HEFCE Amber Thomas, JISC all rights reserved except where otherwise stated URL of this ppt: http://www.slideshare.net/JISC/iwmw-amberthomas-v3

  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?

  3. Good is not enough

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

  5. Resistance to the new agenda

  6. benefits COST BENEFIT ANALSIS costs opportunities risks

  7. Buzzword Bingo

  8. Buzzword Bingo

  9. Impact

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

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

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

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

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

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

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

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

  18. Buzzword Bingo

  19. 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 Effectiveness Marketing and social media

  20. inside the institution: • academics: as researchers • academics: as teachers • services: libraries, IT, catering, accommodation, conferences • students • institutional management has different levels of control, each has different motivations • outside the institution: • potential learners and informal learners • the public/society • employers Who are we and who are our audiences?

  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 • …

  22. Buzzword Bingo

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

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

  25. Buzzword Bingo

  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 aheadoptions for responding to the new agenda

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

  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

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

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

  31. LINKS • “Education meets social networking” slide, Martin Bean, OU 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 • Listening for impact http://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/ • Beyond impact workshop report http://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 • Effective Practice in a digital age 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-2011 • Amplified Leicester http://www.nesta.org.uk/publications/assets/features/amplified_leicester_impact_on_social_capital_and_cohesionandhttp://travelsinvirtuality.typepad.com/suethomas/2011/05/mukherjee.html • ADDITIONAL IMAGES sourced through http://www.nottingham.ac.uk/xpert/attribution with embedded metadata – please zoom in for full license, ownership and url Links and Picture Credits

  32. Thank You Amber Thomas JISC a.thomas@jisc.ac.uk @ambrouk

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