Brian Alpert

Effie Kapsalis

Web Analytics and SEM
Analyst

Head of Web & New Media

Smithsonian Institution

Smithsonian...
Flickr user Rachel Ford James
By Simon Pielow
Target Audiences


Researchers (interns, fellows, academic
researchers)



Serious online researchers (Wikipedians, Coll...
Broad Organizational
Mission
“The Archives’ mission is to document the goals and
activities of the whole Smithsonian in it...
Step 1: Identify Goals

Credit: Avinash Kaushik, “Digital Marketing and Measurement Model,” http://www.kaushik.net/avinash...
Step 2: Identify
Strategies/Tactics

Credit: Avinash Kaushik, “Digital Marketing and Measurement Model,” http://www.kaushi...
Step 3: Identify Key
Performance Indicators (KPI)

Credit: Avinash Kaushik, “Digital Marketing and Measurement Model,” htt...
Strategy: Increase Engagement with
Smithsonian History Content
SIA – High Depth visits of all content average is 1.21%
Strategy: Increase Engagement with
Smithsonian History Content
SIA – High Depth visits of history visits average is 2.35% ...
Increase Share and Quality of
Conversation about Collections and
Resources: Women in Science
Wednesday

“Women in Science ...
Increase Share and Quality of
Conversation about Collections and
Resources
Increase Share and Quality of
Conversation about Collections and
Resources
Cutting Through the Fog: How to Act on Your Website Data
Cutting Through the Fog: How to Act on Your Website Data
Upcoming SlideShare
Loading in …5
×

Cutting Through the Fog: How to Act on Your Website Data

655 views

Published on

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
655
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Identified 6 existing and potential audiences and developed priorities
  • Your Objectives should be DUMB; Doable, Understandable, Manageable, and Beneficial. Need to work with executive management to come up with these.
  • Definition of Goals: Goals are specific strategies you’ll leverage to accomplish the business objectives.
  • Definition of KPI: A key performance indicator is a metric that helps you understand how you are doing against your objectives.
  • Cutting Through the Fog: How to Act on Your Website Data

    1. 1. Brian Alpert Effie Kapsalis Web Analytics and SEM Analyst Head of Web & New Media Smithsonian Institution Smithsonian Archives
    2. 2. Flickr user Rachel Ford James
    3. 3. By Simon Pielow
    4. 4. Target Audiences  Researchers (interns, fellows, academic researchers)  Serious online researchers (Wikipedians, Collections mystery solvers on Flickr Commons etc)  General public enthusiasts (Lifelong Learners, DIYer looking for information and help)  Smithsonian record creators
    5. 5. Broad Organizational Mission “The Archives’ mission is to document the goals and activities of the whole Smithsonian in its pursuit of increasing and diffusing knowledge, and exciting learning in everyone. The Archives is also responsible for ensuring institutional accountability, and for enhancing access to the rich and diverse resources in its care. ”
    6. 6. Step 1: Identify Goals Credit: Avinash Kaushik, “Digital Marketing and Measurement Model,” http://www.kaushik.net/avinash/digital-marketing-andmeasurement-model/
    7. 7. Step 2: Identify Strategies/Tactics Credit: Avinash Kaushik, “Digital Marketing and Measurement Model,” http://www.kaushik.net/avinash/digital-marketing-andmeasurement-model/
    8. 8. Step 3: Identify Key Performance Indicators (KPI) Credit: Avinash Kaushik, “Digital Marketing and Measurement Model,” http://www.kaushik.net/avinash/digital-marketing-andmeasurement-model/
    9. 9. Strategy: Increase Engagement with Smithsonian History Content SIA – High Depth visits of all content average is 1.21%
    10. 10. Strategy: Increase Engagement with Smithsonian History Content SIA – High Depth visits of history visits average is 2.35% - 94% higher!
    11. 11. Increase Share and Quality of Conversation about Collections and Resources: Women in Science Wednesday “Women in Science Wednesday”
    12. 12. Increase Share and Quality of Conversation about Collections and Resources
    13. 13. Increase Share and Quality of Conversation about Collections and Resources

    ×