Lgr professional forum 2

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Slides from the Let's Get Real professional forum at Museums and the Web 2014.

For more info on the project http://weareculture24.org.uk/projects/action-research/

Published in: Government & Nonprofit
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Lgr professional forum 2

  1. 1. Understanding web behaviours • Keep asking yourself - what are the most important goals for my organisation that my website helps people accomplish? • Don’t just ask what your audience does on your website or how they do it, but also why • Learn to love segments in analytic tools • Prioritise your design and content decisions based on the patterns of audience behaviour you want to have on your website • Keep reviewing your audiences’ web behaviours to better understand and act on changes • Make it a priority to be able to access analytics data from any third party ticketing websites or systems you may use
  2. 2. Understanding mobile behaviours • If 20% or more of your online audience is visiting your site via mobile devices and you don’t have a mobile-friendly site, you need to address this as a priority • Track visits from mobile devices, separating out mobile phones and tablets and keep a close on eye on differences, and how those differences are changing over time • Consider the tools that you may need to better understand mobile and tablet users • Focus on micro conversions as well as macro conversions when seeking to understand mobile behaviours
  3. 3. Understanding social media behaviours • Consider if driving social media behaviours is the best way to achieve your organisational goals • Remember social media is not free • Use interaction and virality rates as a way of evaluating which social media posts users like to engage with • Using imagery in your social media posts will drive audience comments and response • Use qualitative analysis to interrogate more deeply the quality and sentiment of conversations taking place in your channels • If your primary objective for using social media to engage audiences is to drive them to your website – think again!
  4. 4. Jargon: What’s out Slimming down (processes don’t diet) Foster (unless it is children) Agenda (unless it is for a meeting) Deliver (pizzas, post and services are delivered) Deploy (unless it is military or software) Dialogue (we speak to people) Key (unless it unlocks something) Progress (as a verb – what are you actually doing?)
  5. 5. • • • • •
  6. 6. 1. 2. 3. Unpacking ‘fit for purpose’ Deeper into specific tools and tactics 4. GROUP: process to define individual research Healthchecks Benchmarking with Google Analytics and Hitwise CULTURE24: shared learning
  7. 7. 1. 2. 3. Unpacking ‘fit for purpose’ ? Deeper into specific tools and tactics 4. GROUP: process to define individual research each partner Healthchecks Benchmarking with Google Analytics and Hitwise CULTURE24: shared learning
  8. 8. 1. 2. 3. Unpacking ‘fit for purpose’ ? ? ? ? ? ? ? Deeper into specific tools and tactics A A A B B B 4. GROUP: process to define individual research Healthchecks Benchmarking with Google Analytics and Hitwise CULTURE24: shared learning Sharing, reflectio n and analysis Report 3 Conference each partner
  9. 9. 1. 2. 3. Unpacking ‘fit for purpose’ ? ? ? ? ? ? ? Deeper into specific tools and tactics A A A B B B 4. GROUP: process to define individual research Healthchecks Benchmarking with Google Analytics and Hitwise CULTURE24: shared learning Sharing, reflection and analysis Report Conference Etc.. each partner

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