Museum Computer Network New Metrics Measuring Success Beth Kanter, Beth’s Blog

How are new evolving metrics different (or the same?)

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Why do What are metrics?

Metrics are the attributes that are important for you to determine results or make improvements.

Why do What metrics are not ….

the process of determining the result of a strategy What is measurement?

Web Metrics and Measurement are not perfect

A Three Minute History of Web Metrics

Basic Metrics: How many and who? Visits Visitors The number of actual people who have come to the site The number of trips made to the site Page Views The number of times pages were, well, viewed, by any visitor Visitor Info Where are they located? What software/ hardware are they using? Source: Idealware.org

Visits

What they’re doing Time on Site How long visitors spent on each visit Bounce Rate The % of visitors who only view a single page Source: Idealware.org

Time on Site

Traffic and Content Referrers Entry/ Exit Pages The pages from which visitors entered or left the site The websites that directed visitors to you Search Engine Keywords The words visitors are using to find your site Click Analysis A view of how many are clicking on what on each page Source: Idealware.org

Referrers

More Advanced Metrics Goal Conversion How many people made a series of steps to your desired goals (i.e. signup, purchase, donation, etc) Source: Idealware.org

The hard truth about social media measurement …

Intangible!

Number of Blog Subscribers

Number of comments on Your Video

Number of people who have favorited your photo

Priceless!

Social Media Starfish

AELIA Audience Engagement Loyalty Influence Action

Audience Who # Trend for Unique Visitors

Engagement = Interaction + Attention What do they click on? How long do they stay? How many people comment on posts? What is the shape of the conversation? What is your post to comment ratio?

What do they click on?

How long do they stay?

How many people comment on posts?

What is the shape of the conversation?

What is your post to comment ratio?

Posts _____ Tracks + Comments

Loyalty Blog Subscribers - trends, not actual numbers Repeat visitors Tell other people about you Grain of Salt

Influential Ideas: Memes, and their intensity over time

Intent/Action Goal Conversion Rate Qualitative Data

How do we look at and understand metrics in the real world?

Don’t do it this way …

Visitors, they like me, they really like me! Metrics as therapy

Metrics as detective work Why was there a spike in visitors that day?

Metrics linked to goals

A Process … Strategy Map What is the value/cost of success? Value How? What data? What tool? Measurement What attributes you will measure? Metrics What does success look like? Benefit What’s your goal? Goal

http://socialmediametrics.wikispaces.com

Charlene Li – New ROI of Blogging from Forrester

A Case Study in Progress

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