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Engaging the World

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A 3-hour workshop given at Centrum Cyfrowe Projekt in Poland for cultural heritage professionals.

Published in: Government & Nonprofit
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Engaging the World

  1. 1. ENGAGING THE WORLD EFFIE KAPSALIS SMITHSONIAN INSTITUTION ARCHIVES @digitaleffie
  2. 2. @digitaleffie “…AN ESTABLISHMENT FOR THE INCREASE & DIFFUSION OF KNOWLEDGE AMONG MEN.“ - JAMES SMITHSON, 1826
  3. 3. @digitaleffie
  4. 4. @digitaleffie YOU WOULD BE WRONG
  5. 5. Outside Castle at Adams Installation, 1984, Smithsonian Institution Archives, ID# 95-262 @digitaleffie
  6. 6. @digitaleffie President Donald Trump’s Inauguration, 2017
  7. 7. @digitaleffie President Barack Obama’s Inauguration, 2009
  8. 8. @digitaleffie
  9. 9. 5 STEPS TO SANER AUDIENCE ENGAGEMENT 1. Define 3-4 program goals 2. Identify 3-4 key target audiences 3. Define strategies and tactics for those goals 4. Define Key Performance Indicators (Metrics) 5. Benchmark to get a sense of what’s normal. Rinse-repeat! @digitaleffie
  10. 10. @digitaleffie
  11. 11. STEP 1: DEFINE GOALS Credit: Avinash Kaushik, “Digital Marketing and Measurement Model,” http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/ @digitaleffie
  12. 12. STEP 2: IDENTIFY 3-4 KEY TARGET AUDIENCES @digitaleffie • Researchers • Online Volunteers • Record donors • History-enthusiasts
  13. 13. STEP 3: AUDIENCESIDENTIFY STRATEGIES & TACTICS @digitaleffie Model developed by Avinash Kaushik, “Digital Marketing and Measurement Model,” http://www.kaushik.net/avinash/digital-marketing-and-measurement- model/
  14. 14. STEP 4: DEFINE KEY PERFORMANCE INDICATORS (KPI) @digitaleffie
  15. 15. STEP 5: BENCHMARK I got 50 retweets! Wait - is that good? @digitaleffie
  16. 16. METRICS, METRICS EVERYWHERE! “Quantity of Stuff” metrics: • Sessions • Users • Pages • Likes Engagement Metrics • Frequency • Recency • Page Depth @digitaleffie
  17. 17. GOAL: INCREASE UNDERSTANDING OF THE DIVERSITY AND RELEVANCE OF RESOURCES AND COLLECTIONS. @digitaleffie
  18. 18. http://s.si.edu/2qghiuL @digitaleffie CAMPAIGN: WOMEN IN SCIENCE WEDNESDAY
  19. 19. @digitaleffie
  20. 20. @digitaleffie BLOG: THE BIGGER PICTURE
  21. 21. @digitaleffie LONG-LASTING RESOURCES
  22. 22. @digitaleffie WIKIPEDIA
  23. 23. WIKIPEDIA REACH @digitaleffie 0 10000 20000 30000 40000 50000 60000 70000 80000 90000 100000 Views on SIA Website Views on Flickr Commons Views on Wikipedia Figure A: Comparison of views received for an “average” image on different websites since 2008.
  24. 24. @digitaleffie
  25. 25. @digitaleffie NEW ARTICLE FOR SOPHIE LUTTERLOUGH!
  26. 26. @digitaleffie “COLOR HISTORY WITH THE SMITHSONIAN”
  27. 27. FACEBOOK LIVE @digitaleffie
  28. 28. #ASKANARCHIVIST @digitaleffie
  29. 29. @digitaleffie CROWDSOURCING: SMITHSONIAN TRANSCRIPTION CENTER
  30. 30. CROWDSOURCING: SMITHSONIAN TRANSCRIPTION CENTER, RESULTS • Since June 2013, 2,198 projects completed, nearly 300k pages transcribed, 8785 volunteers total (120 volunteers/week on average); • People augment information at Smithsonian and other institutions; • Use information learned to add information to Wikipedia, Encyclopedia of Life, and other open knowledge projects. • People become part of our mission and love us more! @digitaleffie
  31. 31. @digitaleffie BIODIVERSITY HERITAGE LIBRARY
  32. 32. BOOM! “BHL has increased the pace of taxonomic research around the world,” -Martin Kalfatovic, Biodiversity Heritage Library @digitaleffie
  33. 33. STORYTELLING: CASTLE OF CURIOSITIES @digitaleffie
  34. 34. OPENINGTHIS SUMMER! @digitaleffie
  35. 35. STEP 1: DEFINE 3-4 PROGRAM GOALS 1. Define 3-4 program goals (20 minutes) 2. Identify 3-4 key target audiences (20 minutes) 3. Take 1 goal, define strategies and tactics (20 minutes) 4. Define Key Performance Indicators (Metrics)…go beyond “quantity of stuff” measurement (20 minutes) 5. Benchmark to get a sense of what’s normal. Rinse-repeat! @digitaleffie

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