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Measuring success [On Message: Effective Strategies for Marketing and PR]
- 1. Measuring Success Graham Davies Digital Programmes Manager Amgueddfa Cymru - National Museum Wales @gd76
- 3. Courtesy of Lewis Walpole Library
- 7. Foundation View © Martyn Willliams flickr.com/photos/129575048@N08
- 9. Beaver dam at Schwabachers Landing Fred Dunn: flickr.com/photos/55327152@N03/10566797896
- 10. The manicured lawn of a Chateau in France Ryan McGinnis flickr.com/photos/digicana/4098691829/
- 11. Les jardins de Marquésac, France Gary Churchman: flickr.com/photos/garychurchman/10175115243
- 12. Foundation View © Martyn Willliams flickr.com/photos/129575048@N08
- 13. Website Notices
- 14. Website Notices: Small stick syndrome...
- 15. Website Notices: Small stick syndrome... A major exhibition at Amgueddfa Cymru provided Digital Media with the perfect example of why we needed to embed digital skills...
- 16. Website Notices: Small stick syndrome... A major exhibition at Amgueddfa Cymru provided Digital Media with the perfect example of why we needed to embed digital skills... …and all began when this came through…
- 17. Website Notices: Small stick syndrome... GALLERY DISRUPTIONS For the remainder of this year, galleries 12, 13, 14 and 15 will be used for the preparation, display and then dismantling of our major art exhibition, Richard Wilson (1714-1782) and the Transformation of European Landscape Painting. These galleries would normally display British art from around 1900, art after Cézanne and modern art from 1930. Meanwhile, galleries 11 and 16 will remain open throughout the year, where visitors can enjoy our world-class collection of French art from the 19th century and French Impressionist and Post-Impressionist works. Artists featured in these galleries include Cézanne, Degas, Monet, Manet, Renoir, Rodin, and van Gogh. The galleries displaying historic art and contemporary art will be unaffected by these changes. Following the Richard Wilson exhibition, the galleries will be re-opened with their normal themes by 20 December 2014.
- 20. [stick in second screenshot here]
- 22. Content editing challenge For the remainder of this year, galleries 12, 13, 14 and 15 will be used for the preparation, display and then dismantling of our major art exhibition, Richard Wilson (1714-1782) and the Transformation of European Landscape Painting. These galleries would normally display British art from around 1900, art after Cézanne and modern art from 1930. Meanwhile, galleries 11 and 16 will remain open throughout the year, where visitors can enjoy our world-class collection of French art from the 19th century and French Impressionist and Post-Impressionist works. Artists featured in these galleries include Cézanne, Degas, Monet, Manet, Renoir, Rodin, and van Gogh. The galleries displaying historic art and contemporary art will be unaffected by these changes. Following the Richard Wilson exhibition, the galleries will be re-opened with their normal themes by 20 December 2014.
- 23. Content editing challenge Our displays of art from 1900 - 1930 (temporarily replaced by our major Richard Wilson exhibition) will reopen on 20th December For the remainder of this year, galleries 12, 13, 14 and 15 will be used for the preparation, display and then dismantling of our major art exhibition, Richard Wilson (1714-1782) and the Transformation of European Landscape Painting. These galleries would normally display British art from around 1900, art after Cézanne and modern art from 1930. Meanwhile, galleries 11 and 16 will remain open throughout the year, where visitors can enjoy our world-class collection of French art from the 19th century and French Impressionist and Post-Impressionist works. Artists featured in these galleries include Cézanne, Degas, Monet, Manet, Renoir, Rodin, and van Gogh. The galleries displaying historic art and contemporary art will be unaffected by these changes. Following the Richard Wilson exhibition, the galleries will be re-opened with their normal themes by 20 December 2014.
- 31. Use analytics to find out what information people actually want
- 34. Img of st fagans
- 35. Dogs!
- 41. Things to look out for / ‘measure’
- 42. Things to look out for / ‘measure’ • Baseline activity – spikes and troughs can suggest the effectiveness of online campaigns, launches, media attention etc.
- 43. Things to look out for / ‘measure’ • Baseline activity – spikes and troughs can suggest the effectiveness of online campaigns, launches, media attention etc. • Split your brand from your non-brand search referrals. Is your content as strong as your brand?
- 44. Things to look out for / ‘measure’ • Baseline activity – spikes and troughs can suggest the effectiveness of online campaigns, launches, media attention etc. • Split your brand from your non-brand search referrals. Is your content as strong as your brand? • Keep an eye on what devices your visitors are using to access your content, and write appropriately
- 45. Things to look out for / ‘measure’ • Baseline activity – spikes and troughs can suggest the effectiveness of online campaigns, launches, media attention etc. • Split your brand from your non-brand search referrals. Is your content as strong as your brand? • Keep an eye on what devices your visitors are using to access your content, and write appropriately • Time on page can be a useful indicator
- 47. • These tools can provide insights for content creators
- 48. • These tools can provide insights for content creators • Website text can directly effect goals
- 49. • These tools can provide insights for content creators • Website text can directly effect goals • Run content experiments – make a change and see the impact
- 50. • These tools can provide insights for content creators • Website text can directly effect goals • Run content experiments – make a change and see the impact • Measuring success isn’t all about numbers
- 51. • These tools can provide insights for content creators • Website text can directly effect goals • Run content experiments – make a change and see the impact • Measuring success isn’t all about numbers • SEO is super important!…
- 52. A word on keywords and SEO What We want to tell people
- 53. A word on keywords and SEO What We want to tell people Visit us for an amazing day out, discover art and the geological evolution of Wales and a busy programme of exhibitions and events, we have something to amaze everyone, whatever your interest and admission is free!
- 54. A word on keywords and SEO What We want to tell people Visit us for an amazing day out, discover art and the geological evolution of Wales and a busy programme of exhibitions and events, we have something to amaze everyone, whatever your interest and admission is free!
- 55. A word on keywords and SEO What We want to tell people Visit us for an amazing day out, discover art and the geological evolution of Wales and a busy programme of exhibitions and events, we have something to amaze everyone, whatever your interest and admission is free! What people care about Visit us for a free day out, for exhibitions and things to do in Cardiff, Wales: from contemporary art to dinosaurs, Monet to Mammoths! Enjoy our galleries, café and shop.
- 56. A word on keywords and SEO What We want to tell people Visit us for an amazing day out, discover art and the geological evolution of Wales and a busy programme of exhibitions and events, we have something to amaze everyone, whatever your interest and admission is free! What people care about Visit us for a free day out, for exhibitions and things to do in Cardiff, Wales: from contemporary art to dinosaurs, Monet to Mammoths! Enjoy our galleries, café and shop.
- 57. First World War World War One World War 1 The Great War WW1 WWI
- 58. First World War World War One World War 1 The Great War WW1 WWI
- 60. Thank you for listening. Graham Davies Digital Programmes Manager Amgueddfa Cymru - National Museum Wales @gd76
Editor's Notes
- Hi and thanks…. who’s in the room? Digital? Marketing? Curatorial? ...or… bit of everything?
- jack of all trades? Anyone identify with this? or maybe even….
- Maid of All Works? Talk relevant to everyone (not just Big / National Institutions)
- A few years ago we set off to redesign our website.
- We had to redesign the way we WORKED &THOUGHT, not just DM, but NMW
- This is our site now by the way Many processes had to be scrutinised behind the scenes… Why? Let me try and show you:
- This is what the digital landscape looked like for our department last year These are just the standard small things.. What about a new BIG DIGITAL IDEA?
- Quite literally beavering away… creating…
- a great big bottleneck! the result of small little tasks and ideas all put neatly in place This is when you don’t have space or time to see the bigger picture
- Who’s left to cut the grass after its finished, hands up if this has happened to you in the past? Or is happening right now?’ But the grass still has to be mowed , otherwise the lovely landscape is pointless. and then another project comes along...
- which demands even more maintenance Now: grass to mow, PLUS this lot to keep in shape too! with no extra gardeners! So basically this current way of working is unsustainable.
- Getting the idea? Bottlenecks & chaos LIKE ASKING IT TO SEND OUT ALL YOUR EMAILS
- The Catalyst for change? One small element but the concept is critical. Anyone deal with writing or publishing these online? closures, event alterations etc
- They all get sent to us too.
- I didn’t say anything, but I put it online (intentionally) just as they told me to (no Beaver and didn’t edited it). Then I called them together in a room to share some research we had done...
- Intervention Looked at the TIME ON PAGE stats in GA
- Given this was actually live on the website,
- Gave the marketing department the sense of urgency and ultimately to result of OWNING the problem.
- so we ran a mini workshop lets try! 133 words, how many words do you think this could be condensed to? 50? 25?
- 133 words down to 20
- - NB: WEBSITE NOTICE - IRONY - No dogs allowed in buildings [I’ll be coming back to this!)
- How do we Measure Success??
- Hands up who knows about Google Analytics?
- Jobs, dogs and picnics: Pop onto GA to find top search terms! Don’t make people think
- Dogs! (and picnics)
- One of our most popular sites… wanted to know what people were looking for on the website
- Bring your dogs to St Fagans We welcome well behaved dogs on a lead. Poop pags are available in request. Picnic areas are available should you wish to bring your own snacks. Forget the hassle of preparing this yourself and take advantage of a selection of food and drink outlets throughout the site.
- Bringing all this together in to something measurable If you knew the sorts of things people were looking for you could adjust the copy accordingly??! Website redesign - How do we know if its been successful? We purposefully didn’t set the success criteria as we didn’t think this was digital’s remit Numbers don’t necessarily mean anything CONTENT EXPERIMENTS Data Dashboards
- Standard stuff
- Brand vs content
- ST Fagans, August 17 Sometimes things done work out as you’d expect them! Add back in the 80% “NOT SET”
- DON’T MAKE ME THINK The search phrase dogs has gone down to fourth place, from 1st, meaning This is how to measure success, not just numbers. Then tackle the next thing.
- DON’T MAKE ME THINK The search phrase dogs has gone down to fourth place, from 1st, meaning This is how to measure success, not just numbers. Then tackle the next thing.
- DON’T MAKE ME THINK The search phrase dogs has gone down to fourth place, from 1st, meaning This is how to measure success, not just numbers. Then tackle the next thing.
- DON’T MAKE ME THINK The search phrase dogs has gone down to fourth place, from 1st, meaning This is how to measure success, not just numbers. Then tackle the next thing.
- DON’T MAKE ME THINK The search phrase dogs has gone down to fourth place, from 1st, meaning This is how to measure success, not just numbers. Then tackle the next thing.
- look at the search terms people use to get onto your site.
- look at the search terms people use to get onto your site.
- look at the search terms people use to get onto your site.
- look at the search terms people use to get onto your site.
- look at the search terms people use to get onto your site.
- https://www.google.co.uk/trends/explore The Great War WW1 WWI
- https://www.google.co.uk/trends/explore The Great War WW1 WWI
- https://www.google.co.uk/trends/explore The Great War WW1 WWI