New Metrics, New Measures

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Museum Computer Network Conference

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  • http://www.flickr.com/photos/birdinthehand/ This is a brief primer on the topic of social media metrics, measurement and ROI – or the new metrics measuring success New Spaces, New Measures Measuring Success Chair: Sheila Carey, Audience and Programs Analyst, Canadian Heritage Information Network (CHIN) Participants: Tim Hart, Head of Institutional Research, J. Paul Getty Trust; Tim Svenonius, Producer, Interactive Educational Technologies, San Francisco Museum of Modern Art; Beth Kanter, Author, Beth's Blog and Social Media Consultant Typical metrics for evaluating success of websites are developed for for-profit sites and focus on goals that are commerce driven. Yet heritage organizations not only have different audiences and goals, we also have multiple audiences. How can we measure 'success' of our online products for our distinct goals and diverse audiences? This panel will look at developing measures of success for museum websites, the potential for sharing data across institutions, as well as evaluating uses of online educational spaces and immersive technologies such as 3-D environments that are gaining in popularity.
  • New Metrics, New Measures

    1. Museum Computer Network New Metrics Measuring Success Beth Kanter, Beth’s Blog
    2. How are new evolving metrics different (or the same?)
    3. Beth Kanter: Online Profiles & Presence Content in many places RSS Powered Fundraising Sharing photos, bookmarks, videos, and more Conversations network
    4. Beth Kanter: Offline Photo by Steve Goodman
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    6. Why do What are metrics?
    7. Metrics are the attributes that are important for you to determine results or make improvements.
    8. Why do What metrics are not ….
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    13. the process of determining the result of a strategy What is measurement?
    14. Web Metrics and Measurement are not perfect
    15. A Three Minute History of Web Metrics
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    23. Basic Metrics: How many and who? <ul><li>Visits </li></ul>Visitors The number of actual people who have come to the site The number of trips made to the site Page Views The number of times pages were, well, viewed, by any visitor Visitor Info Where are they located? What software/ hardware are they using? Source: Idealware.org
    24. What they’re doing <ul><li>Time on Site </li></ul>How long visitors spent on each visit Bounce Rate The % of visitors who only view a single page Source: Idealware.org
    25. Traffic and Content <ul><li>Referrers </li></ul>Entry/ Exit Pages The pages from which visitors entered or left the site The websites that directed visitors to you Search Engine Keywords The words visitors are using to find your site Click Analysis A view of how many are clicking on what on each page Source: Idealware.org
    26. More Advanced Metrics Goal Conversion How many people made a series of steps to your desired goals (i.e. signup, purchase, donation, etc) Source: Idealware.org
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    28. The hard truth about social media measurement …
    29. Intangible!
    30. Number of Blog Subscribers
    31. Number of comments on Your Video
    32. Number of people who have favorited your photo
    33. Priceless!
    34. Social Media Starfish
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    36. AELIA Audience Engagement Loyalty Influence Action
    37. Audience Who # Trend for Unique Visitors
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    39. Engagement = Interaction + Attention <ul><li>What do they click on? </li></ul><ul><li>How long do they stay? </li></ul><ul><li>How many people comment on posts? </li></ul><ul><li>What is the shape of the conversation? </li></ul><ul><li>What is your post to comment ratio?  </li></ul>
    40. Posts _____ Tracks + Comments
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    42. Loyalty Blog Subscribers - trends, not actual numbers Repeat visitors Tell other people about you Grain of Salt
    43. Influential Ideas: Memes, and their intensity over time
    44. Intent/Action Goal Conversion Rate Qualitative Data
    45. How do we look at and understand metrics in the real world?
    46. Don’t do it this way
    47. Visitors, they like me, they really like me! Metrics as therapy
    48. Metrics as detective work Why was there a spike in visitors that day?
    49. Metrics linked to goals
    50. A Process … Strategy Map What is the value/cost of success? Value How? What data? What tool? Measurement What attributes you will measure? Metrics What does success look like? Benefit What’s your goal? Goal
    51. http://socialmediametrics.wikispaces.com
    52. Charlene Li – New ROI of Blogging from Forrester
    53. A Case Study in Progress
    54. Photo Credits http://www.flickr.com/photos/birdinthehand/ http://www.flickr.com/photos/napfisk/503606552/ http://en.wikipedia.org/wiki/Image:Jane_Goodall_HK.jpg http://www.flickr.com/photos/napfisk/503606552/ http://www.flickr.com/photos/violetblue/331392404/ http://www.flickr.com/photos/swafo/22892239/ http://www.flickr.com/photos/yogi/297180158/ http://www.flickr.com/photos/evanhamilton/615838841/ http://www.flickr.com/photos/jrodstein/506402190/ http://www.flickr.com/photos/jeffcam/437254746/ http://www.flickr.com/photos/ivarcarol/86863775/ http://www.flickr.com/photos/croma/419894261/ http://www.flickr.com/photos/felipetrucco/266053148/ http://www.flickr.com/photos/zendragon/104117481/ http://www.flickr.com/photos/antitezo/395653723/

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