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Evaluating Social Media: American Association of Museums (AAM) 2010


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How to navigate a sea of social media technologies and begin to measure success. This presentation explores planning for implementation, developing metrics, defining success, measuring costs and …

How to navigate a sea of social media technologies and begin to measure success. This presentation explores planning for implementation, developing metrics, defining success, measuring costs and benefits, and applying lessons learned to other online and offline efforts.

Dana M. Allen-Greil - National Museum of American History

Angelina Russo - Associate Professor, Swinburne University Faculty of Design

Published in: Technology, Business
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  • The –RT is better than just the mentions column because it filters out RTs.
  • Transcript

    • 1. Evaluating Social Media
      We’re here to talk about:
      navigating sea of social media technologies
      planning for implementation
      developing metrics
      defining success
      applying lessons learned to other online and offline efforts
    • 2. Your conversation influencers
      Dana Allen-GreilNew Media Project Manager, National Museum of American History@danamuses
      Angelina Russo, Ph.D.Associate Professor, Swinburne University@artech05
    • 3. Angelina Russo, PhDAssociate Professor, Swinburne University
      Angelina Russo leads the ARC research project Engaging with Social Media in Museums at Swinburne University,  which brings together three Australian museums and the Smithsonian’s Cooper Hewitt National Design Museum to explore the impact of social media on museum learning and communication. Between 2005 & 2008 she led the research project New Literacy, New Audiences which examined the development of user-generated content in collaboration with six major Australian cultural institutions.
      In 2006 Angelina received the prestigious Queensland Premiere’s Smithsonian Fellowship and in 2007 an Australian Postdoctoral Fellowship. Angelina holds a Bachelor of Design in Human Environment Design from University of South Australia and a PhD in Architecture and Design from University of South Australia.
    • 4. Dana Allen-GreilNew Media Project Manager National Museum of American History
      Dana manages a range of new media projects including online exhibitions, e-mail newsletters, interactive kiosks, mobile interpretation, online fundraising campaigns, blogs, social media strategies – you name it.
      Projects she’s most proud of include: the “O Say Can You See?” blog (for which she’s managing editor); the Smithsonian’s first YouTube contest (a national anthem singing competition); and the major redesign of the museum’s Web site in 2005.
      She’s fascinated by the possibilities of Twitter, and has recently contributed two chapters for the book, Twitter for Museums.
      She teaches the graduate course, “Museums and Technology,” at The George Washington University.
    • 5. This is going to get social…
      Tweet using hashtag #aamSocial(Note: conference hashtag: #aam10)
      Text to 202.550.9095
    • 6. What is your biggest social media challenge?
      Send a tweet to @pollwith the message
      “26514 + your answer”
      Send a text to 22333with the message
      “26514 + your answer”
    • 7. Sticky
      Museum Matter
      Presentation to
      American Association of Museums
      23 May 2010
      Associate Professor, Angelina Russo, PhD
    • 8. Reflections on social media
      Can we connect across typologies?
      Collaborations across the sector are vital
      Enable audience to develop a sense of national stories
      how do audiences translate and use materials at a local level?
    • 9. Reflections on relevance
      big issues of today – whose problems are they?
      Build visibility of holders of research data, researchers, technologists – a network of different skill-sets
      There need to be many paths for describing data
    • 10. Reflections on audience
      Need to know who you are trying to reach
      A clear value proposition (what's in it for them?)
      Social media provides transparency - builds on goodwill
    • 11. Relevance
      Connecting with relevant issues
      Working with audiences
      Measurements of success
    • 12. Listening
      through aggregation sites like Google Alerts, RSS feeds etc. for topics which are sticky
    • 13. Identification
      Identify sticky issues
      From what standpoint can the museum discuss?
      How can this discussion add value to the community?
    • 14. Taking a stand
      Statement either through an internal or external blog/ radio/ tv
      Interview/ youtube video - some form of media that connects this issue with the museum for audiences
    • 15. Communication
      Dissemination re-distribute through multiple social media sites (Facebook, Ning, Twitter, broadcast tools etc) and you capture the interest through Listening (Google Alerts etc).
    • 16. Demonstrating Relevance
      Now you have a form of front end evaluation for topics which are of interest to the public and which you as a museum can contribute to and add value to.
    • 17. Innovation
      model where different individuals can contribute where they feel most comfortable
    • 18. Making museums relevant to the entire community…
      Desiree Rogers
    • 19. Next steps…
      Identify potential projects
      Experience: multi-platform design & scientific communication (end-to end program which captures imagination, curiosity and illustrates relevant issues)
      Engagement: co-created content, multiple channels (blog, game, physical exhibit)
      Environment: flexible practices, organisational management (exhibition scheduled due to public interest)
    • 20. Engagement
      what type of engagement you are hoping to achieve based on the issue
    • 21. Environment
      what resources do you have available to you?
      Independent content creators
      Other organisations
    • 22. Audience engagement
      Content creators as beacons of cultural production
      Situate creators as leaders in their field
      Give voice to end-users
      New networks
      Potential engagement in pilots and/or cultural prototypes
    • 23. Experience
      not everything has to end in an exhibition and/or website.
    • 24. Creating a discourse
      agility in responding to issues is sometimes more (or at least just) as valuable than scheduling an exhibition.
    • 25. Evaluation
      decide upfront what your measures of success will be for each experience.
    • 26. Coordination
      Delegate ownership across the museum; the coordination needs to be led by someone.
    • 27. How good are you at this whole social media thing?
      We’re good!
      We’re great!
      We’re learning!
      We stink.
      Find tweet from @danamuses and click link to poll
      or use this URL:
    • 28. How good are you at this whole social media thing?
      We’re good!
      We’re great!
      We’re learning!
      We stink.
      “If you chose anything except #3, you’re wrong.”
      -Jim Sterne, Social Media Metrics
    • 29. Evaluating Social Media: A 6 Step Process
      See “Measuring, Analyzing, Reporting” in Twitter for Museums for details.
    • 30. 1. Listening
      They say brilliant conversationalists are actually really just great listeners…
      What are people saying about you?
      What aren’t they saying but you wish they were?
      Flickr photo by vagawi
    • 31. Basic: Searching on Twitter
    • 32. Fancy: HootSuite columns
    • 33. Search for:
      Your museum’s name (including abbreviations and variations)
      Exhibition titles
      Key objects (e.g., “ruby slippers”)
      Your topic focus (e.g., Holocaust history)
      Places to search:
      Social Mention
    • 34. The virtual tour you always wish you had? YouTube
    • 35. A keyword goldmine:
    • 36. The image you want to portray? Flickr
    • 37. Search as conversation
      When people arrive at your site from a search engine, they are looking for something in particular and are communicating their intent.
      When people search for something on your site they are communicating their inability to find it through your navigation.
      -Jim Sterne, Social Media Metrics: How to Measure and Optimize Your Marketing Investment
    • 38. RSS feeds are your friend!Google Reader Play
    • 39. Create a listening post
    • 40. Create a “Makeshift Twitter Archive”
      Categorizing by a human (time intensive but valuable)
      • Bookmark tweets in delicious using Firefox Bookmark Add-on and tag them (can also then be sucked out as RSS for other uses; can also track blog posts, photos, videos, etc. this way)
      Passive collection
      • Use a 3rd party notification tool (e.g., TweetBeep) and have it send alerts to Gmail (highly searchable).
      • 41. Create a TweetScan Twitter Backup (CSV or HTML export).
      See “Using Twitter for Research” by Beck Tench in Twitter for Museums
    • 42. What Twitter lists say about you
    • 43. Defining success
      “Success in social media is not found in how many people got your message; it’s found in how many people thought your message was remarkable.”
      -Jim Sterne, Social Media Metrics: How to Measure and Optimize Your Marketing Investment
    • 44. 2. Benchmarking or Where are you now?
      Your “baseline” is your line in the sand.
      @ replies and retweets
      Clicks to your Website coming from social media
      Search engine rankings for key terms
      Flickr photo by Egan Snow
    • 45. Where are your peers?
      Benchmarks help you understand where you are in relation to something else. They are points of reference, standards by which your efforts can be measured or judged.
      Flickr photo by JACoulter
    • 46. Finding your peers: GraphEdge
      Who else is your audience listening to?
      GraphEdge presents a list of other users ranked by what percentage of your followers also follow that account.
      For each peer on your shortlist take a look at their follower numbers, how actively they're tweeting, etc.
      Capture only the details you want to focus on in your own efforts.
    • 47. Putting it into practice
    • 48. Short term
      Directing visitors to your collection
      Responding to topical issues in simple ways, ie: twitter
      • Raising awareness of events which relate to this issue
      Linking existing programs/events to topical issues ie: facebook
    • 49. Medium Term
      In-depth analysis of topical issues of the day
      blog postings which give historical context to important issues
      • Engaging in conversations on reputable sites
      Demonstrating relevance by referring existing conversations to your collection (ie: blogs, wikis)
    • 50. Long Term
      • Between your organisation and public
      • 51. Your onsite and online activities
      • 52. Your collection and public interests
    • Experience
      This one is relatively easy.
      Most organisations have determined what they want
      Find out what your organisation aims for and work with that!
    • 53. Environment
      This one is trickier…
      it’s about looking at what you currently do and how you can connect the dots so that your online and onsite experiences match up!
    • 54. Engagement
      This one is the most contentious. It regularly produces
      a cold sweat in management
      resounding indifference in many staff
      discussions re: the authority of the organisation
      a desperate call for more resources
      A look of hopelessness and despair
    • 55. Evaluation
      Increasingly, evaluation needs to occur in two parts. One is relatively easy, the other more laboured…
      Tracking of metrics – whether using free or commercial services
    • 56. Evaluation
      Active strategy of research to find out
      What are others saying about democracy?
      Where they are saying it?
      What you can contribute to that discussion?
    • 57. What do you need to make this happen?
      The most common response is…
      Senior management buy-in
    • 58. But there’s more!
      from top down and bottom up
      between departments and individuals
      with what matters to the public
      To achieve the policy aims
    • 59. 3. Setting goals
      Where do you want to go?
      What is your definition of success?
    • 60. Goals?
    • 61. Consider not
      “What can I do with social media?”
      “How can social media help me achieve the museum’s mission?”
    • 62. Ask:
      “What is unique about social media?”
      and, more importantly, “What can I bring to social media that is unique?”
    • 63. What is your #1 social media goal?
      Tweet using hashtag #aamSocial
      Text to 202.550.9095
    • 64. 4 & 5. Measuring and Analyzing
      What data should you collect?
      How should you collect it?
    • 65. 100 Ways to Measure Social Media
    • 66.
    • 67. You want to do the least amount of work needed to gain actionable insights.
      You want to spend your time acting, not analyzing.
    • 68. Who will find this chart useful?
    • 69. Input
    • 70. Response
    • 71. Where to measure
    • 72. “Lamest measure of success”: followers
      Measuring followers or fans is simply a measure of input
      Doesn’t focus on customer behavior or outcomes
      Instead use:
      Klout: Inbound Messages per Outbound Message (conversation rate)
      Are you shouting or having a conversation?
    • 73. Success vs. Awareness
      “Follower numbers, like website traffic statistics, don’t necessarily represent success, but can be used as a rough measurement of public awareness of your account and potential influence.”
      See Zambonini
    • 74. Content analysis
      Perform a content analysis—use a random sample or a full set from a small time period and categorize them.
      Message type
    • 75. Focus on the “critical few”
      Separate the need to know from the nice to know or you’ll be buried in data
      Avoid analysis paralysis
      See Avinash Kaushik
    • 76. 6. Actionable reporting
    • 77. REVISIT: What is your biggest social media challenge?
      Send a tweet to @pollwith the message
      “26514 + your answer”
      Send a text to 22333with the message
      “26514 + your answer”
    • 78. Challenge: Transparency
      Be human
      Post a link to your comment or social media policy
      Identify who is behind your accounts
      Be sincere
      Be willing to listen
      Be willing to respond and make changes
      Be agile
    • 79. You’re only human (born to make mistakes…)
    • 80. A “very crowded cocktail party”
      Catch up with old friends
      Meet new people
      Introduce people to one another
      Make connections
      Share information
      Strengthen ties
      Your network of fans are visible to one another
      See Elizabeth Stewart, Twitter for Museums
    • 81. Do you sound like a human?
      What department or person in your museum is currently responsible for social media? Are these the right people for the job?
      Tweet using hashtag #aamSocial
      Text to 202.550.9095
    • 82. Convincing the skeptics
      How will these new tasks impact their already busy jobs? (I’m afraid it will take too much time!)
      What will the quality be like since resources are at a premium?
      Will it distract from the museum’s core tasks?
      See “Confessions of a Long-Tail Visionary” and “Clearing the Path for Sisyphus” by Jeff Gates in Twitter for Museums
    • 83. Convincing the skeptics
      What is the most common push-back you get from colleagues in trying to adopt social media practices?
      Tweet using hashtag #aamSocial
      Text to 202.550.9095
    • 84. The future (is now?) . . . Integrating social media
      Is the museum Web site dead?
      Incorporating your social media into your existing site—a good idea?
      Applying social principles to your site (online and in the building)
    • 85. A few resources
      Mashable, “world’s largest blog focused exclusively on Web 2.0 and Social Media news,”
      Social Media Today, “moderated business community for the web's best thinkers on Social Media and Web 2.0,”
      SmartBrief on Social Media, “the best news and insights on the business of social media,”
      Beth Kanter's blog, How Nonprofit Organizations Can Use Social Media to Power Social Networks for Change,
    • 86. A few tools
      Google Alerts
      Technorati Authority
      Social Mention
      Twitter Sentiment
      Wefollow (find topic-based people)
      Google Analytics
      Facebook Insights
      YouTube Insights
      Flickr Statistics
      Nielsen BuzzMetrics
      Omniture SiteCatalyst
    • 87. Contact
      New Media Project ManagerNational Museum of American History
      Dana Allen-Greil
      Twitter: danamuses
    • 88. Contact
      Associate Professor
      Angelina Russo, PhD
      Twitter: artech05
    • 89. Join the conversation