Jane Finnis AMA10

3,344 views

Published on

Slides from my presentaion at AMA10 about metrics, measurement and social media tools.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
3,344
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
8
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Unless its about ticket sales, metrics don’t show success. They are good for other stuff like improving site performance or design but they won’t tell you how you have enganged Need to use measures that apply to our exhibitions, performances, events – us
  • Culture24 is dedicated to connecting people with culture. Our site is published several times a day and contains news, reviews, exhibitions, trails, events, educational resources and online resources from over 4000 museums and galleries in the UK. More than half the staff are editorial staff, and we have a huge network of trainee and volunteer writers contributing content too.
  • Free
  • Free
  • Free for tracking last 7 days. http://tweetreach.com/
  • Free
  • There are lots of things you can measure with social media. Time consuming – investment. Careful to map activity to objectives. Be as specific as possible.
  • Intent: Without clearly defined objectives we have no criteria to evaluate success
  • Jane Finnis AMA10

    1. 2. Whatever the question…
    2. 3. … the answer is visitor numbers
    3. 4. Metrics measure success (don’t really) v
    4. 5. Start with: - What are you trying to do? - Who are you trying to reach?
    5. 7. Science Museum Birmingham Museums & Art Gallery  Tate  British Museum  Kew  National Maritime Museum Imperial War Museum  National Portrait Gallery  Watershed Royal Shakespeare Company  National Museums Scotland National Museums Wales  Design Museum  English Heritage DCMS Arts Council of England Heritage Lottery Fund Museums Libraries & Archives Council (MLA) University of Leicester Nesta 20 partners
    6. 8. Action Research Project “How to measure success online?”
    7. 9. Seb Chan: Powerhouse Museum, Sydney
    8. 10. www.nixonmcinnes.co.uk/knowledge Jenni Lloyd Strategy Director Social Media Framework
    9. 11. Google Analytics
    10. 12. www.culture24.org.uk
    11. 13. (this is our website too!)
    12. 14. brand
    13. 15. content
    14. 16. 16%
    15. 17. National Campaigns
    16. 18. 30%
    17. 19. country noise
    18. 20. Target a location
    19. 21. local
    20. 22. Local?
    21. 23. Drill down
    22. 24. Define what & segment who - Use Tools - Make Changes - Evaluate changes - Spread data and learning
    23. 25. Comparison
    24. 26. www.compete.com
    25. 27. www.alexa.com
    26. 28. Data Sharing: RSS
    27. 29. Google Alerts: Track mentions
    28. 30. Social Media
    29. 31. Tweetdeck: Track Twitter fall & Hashtags
    30. 32. Twinbox: tweet archiving via Outlook
    31. 33. http://tweetreach.com
    32. 35. http://klout.com/
    33. 37. Social Media needs a framework
    34. 38. Don’t shout!
    35. 39. Tell stories, start conversations … ©Mike Grenville www.changingworlds.info
    36. 40. Map your activity to your ‘actual’ objectives
    37. 41. <ul><li>Protect your brand reputation </li></ul><ul><li>Turn employees into advocates </li></ul><ul><li>Reduce the cost of attracting visitors </li></ul><ul><li>Others … </li></ul><ul><li>Increase brand awareness with target audiences </li></ul><ul><li>Turn audiences into advocates </li></ul><ul><li>Engage with and influence target audiences </li></ul><ul><li>Others … </li></ul>Internal External
    38. 42. Looking at outcomes: External People actively engaging with you online 3. Engage with and influence our target audiences People talking and telling others about you online <ul><li>Turn audiences into advocates </li></ul>More people finding you online <ul><li>Increase brand awareness amongst target audiences </li></ul>
    39. 43. Looking at outcomes: Internal Brand activity supporting paid search to create cost efficient traffic Improvement in organic ranking 3. Reduce cost of sales Trained, empowered staff initiating & responding to conversations Staff across touchpoints being aware of and promoting brand in social spaces Staff generating compelling, conversation-worthy content and sharing it in social spaces 2. Turn our employees into advocates Fewer negative brand mentions online; fast response to any that occur <ul><li>Protect brand reputation </li></ul>
    40. 44. Go further …
    41. 45. www.slideshare.net/jennilloyd
    42. 46. Internet Advertising Bureau - www.iabuk.net
    43. 47. £15.92 Amazon www.kaushik.net/avinash/
    44. 48. http://www.powerhousemuseum.com/dmsblog/
    45. 49. Jane Finnis [email_address] http://janefinnis.wordpress.com twitter.com/janefinnis

    ×