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
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Free for tracking last 7 days. http://tweetreach.com/
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
Start with: - What are you trying to do? - Who are you trying to reach?
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
Action Research Project “How to measure success online?”
<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
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>
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>