This document discusses understanding the impact and value of JISC services through audience research and user surveys. It summarizes that the research found the services offer unique benefits like being trusted sources that save time and money, but that usage stats don't show the full picture. To better demonstrate value, the marketing needs to focus on how the services uniquely benefit users through serendipity, time savings, and keeping up-to-date, rather than just listing features. Next steps include further market analysis, developing a marketing strategy tailored to audiences, and performance measures.

1. This information underpins a strong marketing plan Market analysis Messages Channels? Performance? Beyond Usage Stats Or, demonstrating value & marketing services when you have no money…. joy.palmer@manchester.ac.uk

2. The challenge... Understanding the impact of JISC services on the UK knowledge economy

3. We can understand Using audience research to drive engagement Perceptions. Value. USPs. Benefits…

4. Benefits drive engagement (a.k.a. sales) Not features…

5. Right now we only have a partial and skewed picture

6. Collecting meaningful web stats is an increasingly refined art

7. And there is a great deal those stats can’t tell us Understanding impact & value means rethinking performance

8. Who exactly is using our services? How much are we penetrating the market? How much do users value services? How are the services making a difference? How unique are those services?

12. But there are some holes in this method…

13. 19th Century Middle Eastern Studies Comparative Law History of Manufacturing History of Telematics Archaeology Nursing and Midwifery African History Social Anthropology Food & Safety Law Health Policy

14. These services contribute by: Acting as trusted & authoritative sources Saving time, money, and duplication of effort Fulfilling unique roles through breadth & depth of coverage

15. We can understand Let’s get back to the warm and fuzzy stuff Benefits drive engagement

16. Benefits drive engagement (a.k.a. sales) Not features…

17. These are not ‘benefits’… Cross search of 183 archives! Web 2.0 functionality! Interoperability! Linked & Open Data!!! “A wide range of teaching resources”!!!

18. Nor are these, really A simple and convenientcross search Flexible web 2.0 functionality that supports personalisation

19. It is difficult to see the Mimas wood because all the product trees are currently standing in the way – some of which are tall and imposing, others less so For example, selling Mimas… It is difficult to see the Mimas wood because all the product trees are currently standing in the way – some of which are tall and imposing, others less so For example, selling the Archives Hub…

20. A single point of access to the 23, 078 descriptions of archives held in 189 UK repositories. At present these are at primarily collection-level, although complete catalogue descriptions are provided. The service is free to all users and is funded by the

22. What our users told us

23. The Archives Hub offers many benefits to users and kindred spirits, for example…

24. The possibility to scan the archival landscape instantly and decide in what direction your project needs to go…

25. The possibility to discover undiscovered sources, and create new knowledge, furthering your career…

26. The possibility to become a more technically savvy archivist, recognised & valued by your institution

28. There’s a lot more to do…

29. We need to learn to sell the benefits of serendipity

30. “One of the things I like about Zetoc is the serendipitous thing of having these table of contents delivered. You will come across things that you wouldn’t necessarily search for but actually would be useful.”

31. “I think it’s a unique first step into a whole network of all sorts of possibilities. Not just the high-tech ones and the digital ones, but also locating resources, locating people who know about them and developing your personal networks”

32. And the real-world benefits of saving time

33. “My time is everything. It’s at a premium. I would not have the ability to wade through journals in vastly diverse subjects... It fixes it by doing all the work for me in that respect and without it I would not be able to maintain the scope of my journal searches”

34. And the real-world benefits of being up-to-date

35. “Without it, I probably couldn’t have included the most up-to-date research or found historical research” “It’s about making sure you’re ahead of the game in a sense.”

36. “The alerts have enlightened me on many topics. I can feel so much more confident that I am up to date.”

37. Next steps More market analysis Develop marketing strategy Target audiences. Messages. Channels… Performance measures…

38. This information underpins a strong marketing plan Market analysis Messages Channels? Performance? Final thoughts You don’t have to spend a lot You’re sitting on valuable information already…