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Know Thyself: How Suffering Through An Existential Crisis Will Help you Plan Your Metrics


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A presentation on coming up with institutional strategy before planning for metrics. Given as part of the "Clicks that Count: Achieve and Measure Online Success with Google Analytics & Adwords" workshop at Museums and the Web 2012, San Diego, CA, USA.

Details the process through which the Smithsonian Institution Archives eventually decided on their measurements for a metrics dashboard, using case studies illustrating how the Archives came up with the goals, strategies, tactics, and finally, measurements that drive their dashboard. Consideration was also given to a broader analytics approach, using other techniques to gain insight pertaining into other, non-web program elements.

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Know Thyself: How Suffering Through An Existential Crisis Will Help you Plan Your Metrics

  1. 1. Know Thyself:How Suffering Through an Existential Crisis Will Help You Create Your Metrics Plan Catherine ShteynbergWeb, New Media, & Outreach Coordinator Museums and the Web 2012
  2. 2. Questions to answer: •What does the planning process look like? •What are some tools that are helpful in planning? •What can measuring do for me?Image: Smithsonian Institution Archives, SIA2009-0711
  3. 3. Overall Strategy Plan Self Evaluate • What do we think we do now? Listen • What do others think we do? What are others doing? • Who do we interact with? Audiences • Who do we want to interact with? Goals • What is your museum trying to accomplish? • Strategies: the plans you make to achieve your goalsStrategy & Tactics • Tactics: the things you do to advance the strategyMeasure & Retool • Develop GA/other metrics, Observe, Reevaluate, Repeat
  4. 4. Step 1: Self-EvaluationComplete an Audit YourDo you have a mission Activitiesstatement? MISSIONSO WHAT? WHO CARES?
  5. 5. Why Should We Listen? •Our best insights often come from without rather than within •Listening is another word for research •Is audience research just pandering to the public? Image: Smithsonian Institution Archives, MNH-1261B
  6. 6. Step 2: ListeningTools/Methods- What to track- Come up with Organization Keywords Keywords Twitter hashtags and lists Set up Google Reader Industry Keywords Google Alerts URLs of site, blog (on Twitter Search RSS Twitter, Google Alerts, Other Tracking? Wikipedia) Facebook Open Search Events, exhibitions, Twitter lists, individuals services, program names Other Free Monitoring Names of people in org. Tools? (e.g. SocialMention, Related organization blogs BackType, Technorati) Social Media blogs Feed it all into your Reader Influencers on social media channels Archive & Track Your evangelists mentions with Bookmarking
  7. 7. Listening: Do the Work for Others
  8. 8. What Does This Listening Achieve?Who’s talking?What are they saying?What do you dodifferently/successfully?What content is successful?Possible collaboration?Trends? Scan Quickly, PickOut Patterns Image: Smithsonian Institution Archives, SIA2008-0888
  9. 9. Steps 3 and 4: Audiences & Goals Choose top Audiences (types, not demographics) & prioritize HINT:“General public” is not a legit audience Goals (2-3) K.I.S.S.
  10. 10. Case Study: Smithsonian ArchivesAUDIENCES & GOALS Our initial goals and audiences were too broad (“general public” and “increase influence”) Are your goals what you thought they were?
  11. 11. Bringing it all together Steps 4 and 5:Develop your strategies and tactics Step 6: Bring it all together to develop your measurements! Audiences & Strategies &Self-evaluation Listening Measurements Goals Tactics
  12. 12. What is a “money” measurement? Poor measurements vs. “money” measurements-# of views of photos -Percentage of images identified on Flickr Commons on the Flickr Commons per crowdsourcing campaign What’s your $$Money$$ if you’re not actually raising money? $ = specific goals for specific audiences, or a conversion Monitoring for success/failure of content vs. conversions
  13. 13. Get Inspired Case Study: Outcomes at the Archives Donation of Scopes Trial photographs Meet your grandmother in our collections People identify our Collections A Wikipedian-in-Residence who helps give millions more people access to our collections Our staff have become empowered to create contentImages: DC church identification
  14. 14. And Finally: Do it all over again Self-Evaluate Measure & Listen Refine Strategy & Audiences Tactics Goals
  15. 15. ResourcesReading: Templates: Social Media Audit Template, The Other Media "Mission Accomplished?“ by Linda Norris SMART Chart, Spitfire Strategies “Good Research Isn’t About Asking Audiences What Creating Your Organizations Social Media Strategy they Want,” asking audiences Map, Beth Kanter “Five Cool Twitter Search Tricks,” MakeUseOf We Are Media, Social Media Strategy Worksheet and “Spreadsheet Aerobics,” by Beth Kanter New Media Strategy Map based on We Are Media Worksheet. “Actionable Listening,” by Beth Kanter “The Listening Primer” Social Media Listening Wiki, by Beth Kanter Tools: Google Keyword Tool Google Reader Google Alerts Sociable, Twitter RSS Feed Creator Diigo, or another bookmarking tool List of Social Media Listening, Monitoring, Measuring, and Management Tools, Social Media Listening Wiki, by Beth Kanter
  16. 16. Catherine