The document discusses strategies for the Smithsonian Institution Archives to increase engagement with its online resources. It identifies key target audiences such as researchers, serious online researchers, and the general public. It outlines the Archives' mission to document the Smithsonian's activities and increase access to its resources. Strategies discussed include identifying goals and key performance indicators, and increasing engagement with Smithsonian history content and share of conversation around collections. Specific tactics mentioned are "Women in Science Wednesday" posts and measuring increases in in-depth visits to history content pages.

1. Brian Alpert
Effie Kapsalis
Web Analytics and SEM
Analyst
Head of Web & New Media
Smithsonian Institution
Smithsonian Archives

4. Flickr user Rachel Ford James

5. By Simon Pielow

6. 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

7. 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. ”

8. Step 1: Identify Goals
Credit: Avinash Kaushik, “Digital Marketing and Measurement Model,” http://www.kaushik.net/avinash/digital-marketing-andmeasurement-model/

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

10. Step 3: Identify Key
Performance Indicators (KPI)
Credit: Avinash Kaushik, “Digital Marketing and Measurement Model,” http://www.kaushik.net/avinash/digital-marketing-andmeasurement-model/

11. Strategy: Increase Engagement with
Smithsonian History Content
SIA – High Depth visits of all content average is 1.21%

12. Strategy: Increase Engagement with
Smithsonian History Content
SIA – High Depth visits of history visits average is 2.35% - 94% higher!

13. Increase Share and Quality of
Conversation about Collections and
Resources: Women in Science
Wednesday
“Women in Science Wednesday”

14. Increase Share and Quality of
Conversation about Collections and
Resources

15. Increase Share and Quality of
Conversation about Collections and
Resources