UKOLN is supported by:

Monitoring and Maximising Organisational Impact using the Social Web

Brian KellyUKOLNUniversity of BathBath, UK

http://www.ukoln.ac.uk/web-focus/events/conferences/ili-2010/http://www.ukoln.ac.uk/web-focus/events/conferences/ili-2010/

This work is licensed under a Attribution-NonCommercial-ShareAlike 2.0 licence (but note caveat)

Acceptable Use PolicyRecording/broadcasting of this talk, taking photographs, discussing the content using Twitter, blogs, etc. is permitted providing distractions to others is minimised.

Acceptable Use PolicyRecording/broadcasting of this talk, taking photographs, discussing the content using Twitter, blogs, etc. is permitted providing distractions to others is minimised.

Tag for del.icio.us ‘ili-2010-talk'Tag for del.icio.us ‘ili-2010-talk'

Email:b.kelly@ukoln.ac.uk

Twitter:http://twitter.com/briankelly/

Blog:http://ukwebfocus.wordpress.com/

C102Session

2

About Me

Brian Kelly:• UK Web Focus: a national advisory post• Long-standing Web evangelist (since Jan

1993)• Based at UKOLN, University of Bath, with

remit to advise HE/FE sector• 790+ blog posts since Nov 2006• Over 350 presentations given since 1997• Speaker at all ILI conferences except ILI

2008

Intr

od

uct

ion

About This TalkSummary

• The Social Web is becoming accepted as a valuable tool for use by information professionals.

• But how do we measure the effectiveness of our use of the Social Web?

• How do we provide evidence of value of our services?

• What are the limitations of gathering and using metrics?

• What should we be doing?

3

Intr

od

uct

ion

Contents

Structure of this talk

4

Reshaping The Gartner Curve

Need to (a) avoid the chasm; (b) manage expectations and (c) move to productive service

5

Advocacy

Supporting early mainstream adopters

Listening to users

Gathering evidence

Demonstrating ROI

Some Statistics

Statistics about the UK Web Focus blog (from 1 Nov 2007- 23 Aug 2010)

6

770 41

270,978

561,401

3,584

Impressive?

: no. of posts : Wikio ranking

: no. of comments

: no. of views

: no. of spam comments (since reset)

Not really! Nos. meaningless without context

What’s The Point?

Arguments against gathering statistics:• We know we’re doing a good job• Our users are happy with our services• The effort with distract from core business

Arguments for gathering statistics:• The government is unconvinced!• The Daily Mail is unconvinced!• Evidence may indicate that services are no

longer being widely used• Evidence may indicate that services are

popular and required extra resources 7

Political Context• David Camefon

8

X

Need To Understand Trends

9

There’s a context to answers. Evidence can help inform decisions.

How effective are mailing lists?• Very: everyone uses

mailing lists• Not much: we now use

RSS, blogs, Twitter, …

Not much: Correct! Evidence shows significant decrease in Web support team lists over past 5 years

Very: Correct! lis-* lists still popular despite small

Who Are We Doing This For?Who should we be providing impact data for?

• Decision makers: so they have evidence on which service to fund from smaller pot

• Our funders: they can mandate this• Our peers: they can learn – and we should

support such learning and sharing• Our users: if our services are well-used, they’ll

be interested in this• Ourselves: we can learn from our successes -

and our failures

10

Moves towards greater transparency (e.g. salaries of senior managers; MP’s expenses; etc.) should be reflected by those working in libraries

Case Studies

Let’s look at:• Metrics for use of various Social Web

services

And explore:• Metrics which can be determined for little

effort• Significance of the numbers• How the metrics can be gamed

Before:• Reviewing limitations• Making suggestions

11

Blog Usage StatisticsUK Web Focus blog usage since launch in Nov 2007

12

Stories: • Preparation for workshop on SEO• Running tool to create PDF copy of blog posts

What does this tell us:• Ways of measuring & influencing nos. of visits (but

not necessarily indicative of purpose of service)

2010: 224 visits/day2009: 247 visits/day

Blog Metrics: TechnoratiTechnorati indexes ~1 M English language blogs

• Nos. of links from other (indexed) blogs weighted by their own link popularity (cf Google Page Rank)

• Comparisons with peers

But:• Need to register blog• Sometimes breaks

13

•Evidence of the importance of Twitter for driving traffic to blogs

The Evidence

14

UK Web Focus Blog: Total of 250,00+ views.Average 250/day over 3.5 yearsBut how do they arrive at the blog?

UK Web Focus Blog: Total of 250,00+ views.Average 250/day over 3.5 yearsBut how do they arrive at the blog?

15

“The Power Of Passed Links”The Value Of Twitter Is In “The Power Of Passed Links” Wilson predicts that at current growth rates, Twitter “will surpass Google for many websites in the next year.” And that just as nearly every site on the Web has become addicted to Google juice, they will increasingly try to find ways to get more links from Twitter. Because Twitter equals traffic. …Moreover, he asserts that these Twitter links “convert better” than search links because they are often pre-filtered and come in the form of a recommendation from someone you are following.

•TechCrunch, June 2009

Claiming a blog in Technorati

Note need to publish (temporarily) unique code to demonstrate ownership (useful to do at start).

16

Thank you for submitting your blog claim on Technorati. Technorati will need to verify that you are an author of the site http://blogs.ukoln.ac.uk/good-apis-jisc/ by looking for a unique code. We have just assigned the claim token 2XAVJZX29XXX to this claim.

Blog Metrics: Wikio

Wikio: similar tool for blog rankings

Three UK HE blogs in top ~50 technology blogs

17

18

Claiming a blog in Wikio

There Are Limitations …League tables can be flawed

• Non-existent blog

• Excellent blog• Blog for

completed project (no recent posts)

19

Need for scepticism

… And Benefits

Monitoring usage statistics can provide indications of successful strategies for user engagement:

• Something good happened on 19 Feb 2007! • This was date of post on email subscription

service to blog posts20

Summary on Blog Metrics

We have seen:• There are services for providing blog

metrics• Signup up at blog launch can be useful• The services can be flawed• Monitoring and keeping records can help

to spot success stories

But:• What about limitations, ethics, …?• What about other Social Web services?

21

Case Study 2a: Twitter

Twitoaster provides summaries of Twitter responses & RTs

22

Exploring The EvidenceTwitter can be a significant driver of traffic

23

Where would blog be now without Twitter? Twitter seems to have decimated RSS traffic.

Summarizr

24

Summarizr can provide statistics on event hashtag usage e.g. top twitterers, hashtags & URLs tweeted, etc.

Summarizr processes data stored in Twapper Keeper Twitter archiving service

SummarizrSummarizr also provides information on geo-located tweets

25

Possible benefits:• Are they local

or remote?• Is geo-

location used?

• What are barriers?

WikipediaThere is a lack of awareness of the usage statistics for Wikipedia articles

26

As in other examples the statistics may be flawed

Missing data

Slideshare

27

How effective is Slideshare?

Slideshare Evidence (1) •Carol Gole’s slides

28

Slides uploaded on behalf of Professor Carole Goble

Slideshare Evidence (2) •Tweet from Steve Wheeler, 25 August 2010

29

What is a seminar? A mechanism for creating & delivering content which is consumed by others? When does the digital resource become more impact than the physical equivalent

JISC VfM Report (2005)“Whilst a Value for Money exercise measures and compares costs, it must also take account of the mix of quality, resource use, fitness for purpose, timeliness and convenience to judge whether or not together, they constitute good value. As such, Value for Money is one measurement of good practice. Some elements under consideration may be subjective, difficult to measure, unavailable, intangible or misunderstood. Judgement is therefore required when considering whether value for money has been achieved.”

30

TASI Example‘Value for Money’ exercise performed in 2005 suggested that advice from TASI saved user time and effort and that large savings were being made.

The following calculation was proposed: • Suppose each workshop attendance or enquiry

leads to a saving of one/person day. Suppose that each report read saves someone half an hour. Value a person/day at £109.

• A conservative estimate suggests that in 2004-05, for every pound of funding received, TASI saved the community at least £16 pounds.

31

An illustration of the need for evidence on which to base scenarios

Facebook TrendsJun 2008:

“The Open University Facebook page is the top of all University pages, with 7,539 fans (2,874 a month ago). The other most popular UK Universities are Aston University (2,976 fans), Royal Holloway (1,765), Aberystwyth University (1,655 fans), University of Central Lancashire (1,475 fans), Keele University (1,420 fans), Cardiff University (1,357 fans) and the University of Surrey (1,166 fans).”

28 Sep 2010 (~start of academic year):

OU: 28,949 Aston: 8,445

Royal Holloway: 9,093 Aberystwyth: 7,326

UCLan: 7,982 Keele Uni: 6,716

Cardiff Uni: 18,689 University of Surrey: 8,06332

Understanding Trends

What can be learn from Facebook trends • Evidence which can address ideology• Diversity of approaches (e.g. University

Freshers Fb page)• Identification of fragmentation of Facebook

presence• Inform discussions on resourcing, policies,

etc.

33

Stories + StatisticsWe need (a) Evidence to support scenarios and (b) Stories to make evidence comprehensible

34

AssertionTwitter can help to develop professional relationships

StoryFollowing a Twitter response from @slewth I noticed her interests & a link to her blog.I read her blog posts – and exchanged tweets & emails.A few months later we had collaborated on a paper.At W4A 2010 paper was award a prize as the best communications paper

ResponseReally?Where’s the evidence?What is the cost?

Bigger PictureMetrics are flawed as they don’t take into account:

• Diversity of uses of Social Web (e.g. blog for reflective thinking vs dissemination)

• Size of organisation and levels of resources• Temptation to ‘game the system’ and aim to

maximise metrics rather than underlying purpose

We could:• Refuse to engage with current tools & approaches• Wait for the perfect analytic framework

But:• We’ll lose out in understanding current approaches• Is there a perfect framework?• What if evidence is needed to justify existence?

35

The Bigger Picture: OU“… it’s a whole new generation of engaging digital content.  6.12m downloads, 64k visitors, 180k downloads a week. Lots of top-20 hits. Over 50% outside the UK.  How much does it cost? Very cost-effective versus putting signs on the side of buses.”

Martin Bean, OU VC36

BBC News, 29 June 2010

Amazon Rankings

Amazon provides rankings for its books, even though they have different purposes, audiences, …

37

Manipulating Statistics

Some suggestions:• Create blogs which have links back to

your services• Automatically submit comments to open

Social Web services containing links• Use keywords for your competitors• Give your content away with a CC

attribution licence• Keep an eye out for queries and link to

your services when appropriate• Include your URL in your email signature

38

EthicsConcerns:

• There are lies, dammed lies and statistics• Metrics can be gamed

Ethical approaches:• Openness:

Being honest about limitations of metrics Being open about the purposes of the services

• Diversity of approaches to evaluation: Provide a range of statistics Statistics plus stories

• Staff development: Ensure staff are aware of need for metrics Ensure that are aware of ethical approaches39

Policies

40

Can you measure the effectiveness of a service if you don’t have a clear idea of its purpose?

There’s a need for (simple) policies on purpose of Social Web Services

Maximising Impact

How do you go about maximising impact?• Create content!• Empower your staff• Join in the discussions• Go where the discussions take place• Monitor the impact and identify success

stories

41

42

Questions

Questions are welcome

Name: Brian Kelly Address: UKOLN, University of Bath, BATH, UKEmail: b.kelly@ukoln.ac.ukWeb site: http://www.ukoln.ac.uk/Blog: http://ukwebfocus./wordpress.com/Twitter: briankelly and ukwebfocus (automated feed)

Name: Brian Kelly Address: UKOLN, University of Bath, BATH, UKEmail: b.kelly@ukoln.ac.ukWeb site: http://www.ukoln.ac.uk/Blog: http://ukwebfocus./wordpress.com/Twitter: briankelly and ukwebfocus (automated feed)