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#mwmetrics
Metrics, Metrics, Everywhere!
Choosing the Right Ones for
Your Website and Social Media
or
“I Got 20 Retweets! ...
#mwmetrics 2
Our Workshop Today
 The analytics process – Brian Alpert
 Choosing social media metrics
 Choosing website ...
#mwmetrics 3
Once upon a time…
 We just had websites…
 Website measurement
tools were getting better
and better…
 Some ...
#mwmetrics 4
Social media disrupted everything
 Today's landscape is a splintered
collection of
 Independent channels
 ...
#mwmetrics
There is a systematic, step-by-step process
 Articulate your program’s goals.
 Decide strategies to achieve
t...
#mwmetrics 6
Articulate specific goals
 Express what you’re trying to
accomplish.
 Make high-level goals more
specific:
...
#mwmetrics 7
Determine strategies & tactics
 Strategies – the plans you make to achieve the goals.
 Employing social med...
#mwmetrics 8
Decide how to measure your tactics
 Choose measurements to learn
if your tactics are succeeding.
 Choose a ...
#mwmetrics 9
"I got 20 retweets! Wait – is that good?"
 You can’t set targets w/o benchmarks.
 You need at least six mon...
#mwmetrics 10
Choosing social media metrics
CBS News
#mwmetrics 11
“Quantity of Stuff” metrics
 No actionable data
 Establish scope / context
 Measure growth / acquisition
...
#mwmetrics 12
“Quantity-Plus” metrics
 Still about quantity, but more meaningful.
 Show the type of content your audienc...
#mwmetrics
A classic blog post…
 Avinash Kaushik’s Best Social Media Metrics
 Conversation Rate
 # of Audience Comments...
#mwmetrics 14
Trendable social metrics – YAY!
 TrueSocialMetrics offers an automated solution.
 http://www.truesocialmet...
#mwmetrics 15
Here is the bottom line!
 Your measurements validate
your tactics (or not).
 On a campaign by campaign
bas...
#mwmetrics 16
Choosing website metrics
LifewithDogs.tv
#mwmetrics 17
The inevitability of “Quantity of Stuff”
 No actionable data
 Sessions (previously Visits)
 Users (previo...
#mwmetrics 18
Engagement metrics are more meaningful
 “Quantity-Plus” for websites.
 Use as proxies for visitor engageme...
#mwmetrics 19
Segmentation: GA’s most powerful feature?
 Analyze subsets of traffic.
 Search engine visits
 Social medi...
#mwmetrics
All Visits data tells a nice story...
20
Impact of this Data on the Site or Program
• This good-looking chart m...
#mwmetrics 21
This Impact of this Data on the Site or Program
• Organic search listings are driving poorly-targeted traffi...
#mwmetrics 22
Deeper understanding with Conversion Goals
 A conversion is any measureable behavior
with an implicitly (or...
#mwmetrics 23
‘Event Tracking’ is super-important
 More sophisticated Goals typically involve creating “Events”:
 Extern...
#mwmetrics 24
Here is the (website) bottom line!
 Your measurements validate your
tactics (or not).
 To work the process...
#mwmetrics 25
Google “Universal Analytics” Update
#mwmetrics 26
Universal Analytics means all new code
 We are (still…) in phase three of a four-
phased, multi-year rollou...
#mwmetrics 27
Google’s “Analytics Academy”
 Free video-based courses
 Digital Analytics
Fundamentals
 Google Analytics ...
#mwmetrics 28
Resources
 Google Analytics Academy
 Google Analytics Blog
 Absolute Beginner's Guide to Google Analytics...
Case Study: Puppet Invasion
@erinblasco
#mwxx #mwmetrics
Muppets copyright Disney. Fraggles copyright The
Jim Henson Compa...
Case Study: Puppet Invasion
• Opportunities: Muppets! Educational and
promotional goals should fit together nicely.
• Chal...
Before writing goals: Who will I need
to report to about this?
• Must tell a complete story with a mix of
metrics, benchma...
Identify goals
• Highlight the diversity of
puppets (not just Miss Piggy)
• Promote the new donation
but manage expectatio...
No weaksauce faux goals!
• Get more Facebook followers
• Make museum look cool
• Inform audiences of new exhibit
• Start I...
Do one thing (strategy) to make each
goal happen
• Highlight diversity of
puppets (sorry, Ms. Piggy)
• Promote donation
wh...
Select tactics that translate strategies
into what you’ll actually do
• Tell stories of non-Piggy
puppets
• Show cool visu...
Strategies vs. Tactics?!
• Strategies don’t define
specific platforms. “Tell
stories” instead of “write
Facebook posts.”
•...
Before implementing tactics: which
metrics will you gather and report?
• Tell stories beyond Miss
Piggy
• Guessing game wi...
Before implementing tactics: which
metrics will you report?
• Promote donation while
managing expectations
• Show cool pho...
Before implementing tactics: which
metrics will you report?
• Increase puppet
conservation knowledge &
interest
• Tell sto...
Before campaign starts: Implement
metrics gathering system
• Save and gather what’s
being said
• Storify best tweets
• IFT...
Metrics gathering system: Tweet
Archivist
• Start TweetArchivist archive for hashtag
• Mentions by influencers
• Impressio...
Metrics gathering system
• Fine-tuned listening and
gathering:
• Hootsuite or TweetDeck search
columns
– With keywords and...
Metrics gathering system
• Plan where participants
can put their photos
(Flickr Group); these are
gold in reports later!
•...
Benchmarks gathering system
• Develop a benchmark:
what feels like
“average” activity the
week before the big
campaign?
• ...
Map metrics to goals
• Highlight the diversity
of puppets
• Promote the new
donation
• Increase knowledge of
puppet conser...
Select a balanced blend of metrics for the report
What was the best part of the tweetup? “Bringing
‘behind the scenes’ loo...
Select a balanced blend of metrics for the report
On an average day in January, @amhistorymuseum is
mentioned in about 45 ...
Take home message: The program enticed many people to
participate, including fancy influencers. We reached more
people tha...
OMG ELEVATOR AMBUSH! Boss’s boss: How was that
puppet campaign you worked on?
• Our goals were to highlight the diversity ...
Usable metrics to make next time better
• Survey participants to identify what to do
differently next time.
• Keep some of...
Usable metrics to make next time better
• Collect and analyze fewer
metrics.
• Which report components
spoke to your stake...
Metrics caveat: you can’t “make”
content go viral
• Didn’t “go viral?” Re-frame: “What about this
content failed to persua...
Questions?
Activity #1
Help us fix our jumbled up report. Sort the
jumbled pieces of the report into categories
(goals, metrics, etc....
AMBUSH!
You’re on the elevator at BLAM and the museum director
jumps on. She’s read your report and has a few questions.
N...
#mwmetrics 56
Coffee Break – 30 Minutes
Effie Kapsalis
Head of Web & New Media
Smithsonian Archives
@digitaleffie
#MWmetrics
Target Audiences
 Researchers (interns, fellows, academic
researchers)
 Serious online researchers (Wikipedians, Collect...
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.kaushik...
Step 3: Identify Key
Performance Indicators (KPI)
Credit: Avinash Kaushik, “Digital Marketing and Measurement Model,” http...
Strategy: Tell Stories Highlighting Smithsonian
as Research & Education Catalyst
Blog KPI – Low Frequency Visits are trend...
Strategy: Increase Representation of Archives’
Collections on Popular Research Websites
Wikipedia Page Views:
BaGLAMa
GLAM/Wikipedia Tools - https://outreach.wikimedia.org/wiki/GLAM/Resources/Tools
Home site vs. Flickr
Commons vs. Wikipedia
0
20000
40000
60000
80000
100000
120000
Views on SIA Website Views on Flickr Co...
Wikipedia Page Views:
BaGLAMa
Wikipedia Edit-a-thon
Outcomes
Wikipedia Edit-a-thon
Outcomes
http://stats.grok.se/
Strategy: Increase Share & Quality of
Conversation around SIA Collections &
Resources
Strategy: Increase Share & Quality of
Conversation around SIA Collections &
Resources (Twitter)
Strategy: Increase Share & Quality of
Conversation around SIA Collections &
Resources (Twitter)
Improve Collections Findability
Improve Collections Findability
Improve Collections Findability
Improve Collections Findability
Foresee Open Ended: Did not find looking
for
• Collections (30)
• Of 30 responses, only 4 were searching for
items we DO h...
Foresee Open Ended: What ways can we
improve search?
 Want “Google” results
 Many of the titles are unclear about what t...
Improve Collections Findability
Improve Collections Findability
Improve Collections Findability
Keep Learning
 Know your bone (Colleen Dilenschneider) -
http://colleendilen.com/
 Beth Kanter – How Connected Non-Profi...
Build, Test, Rinse and Repeat
Sarah Banks
Manager of Online Engagement
Goals for Air and Space’s
Social Media Metrics Reporting
1) Position social media in alignment with
institutional goals
2)...
Create the Framework: Step 1
Align Goals and Select Metrics:
Start with your institution’s goals. Match with
your goals fo...
Creating the Framework: Step 2
Determine Reporting
Frequency:
How often can you collect
and analyze data?
Example: Air and Space Museum’s
Social Media Reporting Framework
When What
Monthly - Stories and stats
Quarterly - Highlig...
Creating the Framework: Step 3
Set up Your Templates:
Set up how you will
present your qualitative
and quantitative metric...
Creating the Framework: Step 4
Test and Refine: Expect
bumps in the road and
adjust as needed. Getting
started is what’s
i...
Example: Lessons Learned
• Tying social media goals to
institutional goals was useful
for positioning social media
within ...
Next Steps: Rinse and Repeat
• Revise Your Approach:
– Start small and build
– Focus on core metrics
– Keep it simple
• Re...
Collecting App Metrics
What to Consider
• Must be done in advance. You have to ask your
developer to add it in before going to app stores.
• Basi...
The Process
1. Write down your goals and think about the concerns/questions
arising during development.
2. Use the app to ...
Case Study: Pilot Pals - Goals
Case Study: Pilot Pals - Lots of Choices!
• Enter name or not
• Select a pilot pal
• Select an outfit
• Mute or unmute
• S...
Case Study: Pilot Pals - Using Data to
Address Concerns
Thanks! Any Questions?
My Contact Info:
Sarah Banks
bankss@si.edu
@sbanks20
#mwmetrics
 Discuss today’s workshop “takeaways”: What are your SoCal
#mwmetrics ingredients?
99
Food for thought (to go)...
#mwmetrics
Thanks!
100
 @SBanks20
 @erinblasco
 @digitaleffie
 @balpert
Prochain SlideShare
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Metrics, Metrics, Everywhere! Choosing the Right Ones for Your Website and Social Media

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UPDATED social media and website measurement workshop as presented by Sarah Banks, Erin Blasco, Effie Kapsalis and Brian Alpert, at Museums and the Web 2016, 4/6/16, Los Angeles California.

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Metrics, Metrics, Everywhere! Choosing the Right Ones for Your Website and Social Media

  1. 1. #mwmetrics Metrics, Metrics, Everywhere! Choosing the Right Ones for Your Website and Social Media or “I Got 20 Retweets! Wait - Is That Good?” Museums and the Web 2016
  2. 2. #mwmetrics 2 Our Workshop Today  The analytics process – Brian Alpert  Choosing social media metrics  Choosing website metrics  Google Analytics update  Puppet Invasion! – Erin Blasco  Activity!  Afternoon Break (3pm-3:30pm)  Smithsonian Archives: Fast, Cheap & In Control – Effie Kapsalis  Build, Test, Rinse and Repeat – Sarah Banks  Activity!
  3. 3. #mwmetrics 3 Once upon a time…  We just had websites…  Website measurement tools were getting better and better…  Some of the best ones were even free!  We thought we had it all figured out…  And then… Seattle Municipal Archives
  4. 4. #mwmetrics 4 Social media disrupted everything  Today's landscape is a splintered collection of  Independent channels  Sublimely-named yet inscrutable metrics  A dizzying array of tools both free and paid  Breathing new life into old questions  "Why is this important?  “How do we know it’s working?“  "What do I measure?“  "What does that have to do with our program?“  The good news is… http://rosemia.wordpress.com/2012/02/
  5. 5. #mwmetrics There is a systematic, step-by-step process  Articulate your program’s goals.  Decide strategies to achieve those goals.  Decide tactics to pursue the strategies.  Decide what and how to measure to validate the tactics.  Benchmark to get a sense of what’s normal. 5 http://www.homedit.com
  6. 6. #mwmetrics 6 Articulate specific goals  Express what you’re trying to accomplish.  Make high-level goals more specific:  “Increase influence” - too broad.  “Become the definitive source on Smithsonian history” - more specific.  Specificity makes it easier to identify strategies and tactics.  Not too many! It’s a Wonderful Life Start the conversation! Articulate goals & next steps on your own; work with management to finalize.
  7. 7. #mwmetrics 7 Determine strategies & tactics  Strategies – the plans you make to achieve the goals.  Employing social media is a strategy.  Tactics – the things you do to advance the strategy.  Producing a specific type of content is a tactic.  Individual channels (facebook, twitter) are tactics.  Per the example:  Goal: “Become the definitive source on Smithsonian history.”  Strategy: Increase engagement with history of the Smithsonian content.  Tactic: Make SI-history content more findable and measureable.
  8. 8. #mwmetrics 8 Decide how to measure your tactics  Choose measurements to learn if your tactics are succeeding.  Choose a few measurements.  Trend them over time.  Per the example:  Strategy: increase engagement with SI history website content.  Tactic: make website history content more findable / measureable.  Make a “history-content” segment and measure for engagement:  Visit frequency  Visit depth  Bounce rate History- related visits All visits “Deep history visits” were 94% higher!
  9. 9. #mwmetrics 9 "I got 20 retweets! Wait – is that good?"  You can’t set targets w/o benchmarks.  You need at least six months of data.  Data is seasonal.  Depends on how much traffic your site gets.  Pull data regularly!  Some API’s limit 3rd party tools to 28 days of data. news.com.au  Balance targets with factors beyond your control:  Are improvements you’re seeking difficult to achieve?  How much resources will you have to implement tactics?
  10. 10. #mwmetrics 10 Choosing social media metrics CBS News
  11. 11. #mwmetrics 11 “Quantity of Stuff” metrics  No actionable data  Establish scope / context  Measure growth / acquisition  Number of Followers  FB  TW  Instagram  Pinterest  Number of ‘Likes’  FB Pages  FB Content  Instagram  Pinterest  FB post views http://janicesyearinsunderland.blogspot.com
  12. 12. #mwmetrics 12 “Quantity-Plus” metrics  Still about quantity, but more meaningful.  Show the type of content your audience responds to.  Basic  Reach (FB)  Post-Clicks (FB)  Website visits referred by social properties  Better - “mini-conversions”  Retweets (TW)  Favorites (TW)  Comments (FB)  Shares (FB) http://socialmediatoday.com
  13. 13. #mwmetrics A classic blog post…  Avinash Kaushik’s Best Social Media Metrics  Conversation Rate  # of Audience Comments (or Replies) Per Post  Amplification Rate  # of Retweets Per Tweet  # of Shares Per Post  # of “Share Clicks” Per Post (or Video)  Applause Rate  # of Favorite Clicks Per Post (TW)  # of Likes Per Post (FB)  # of #1s Per Post (Goog+)  # of +1s and Likes Per Post (or video) (Blog / YouTube)  Economic Value  Primarily intended for revenue-driven businesses  Sum of Short and Long Term Revenue and Cost Savings  Goal is to identify macro and micro conversions and then compute economic value.  A manual spreadsheet is available, here, or… Occam's Razor Avinash Kaushik
  14. 14. #mwmetrics 14 Trendable social metrics – YAY!  TrueSocialMetrics offers an automated solution.  http://www.truesocialmetrics.com/  Free / $30 per month / $100 per month / $350/month plans
  15. 15. #mwmetrics 15 Here is the bottom line!  Your measurements validate your tactics (or not).  On a campaign by campaign basis, you can use “quantity- plus” metrics to tell your story.  “Here was the goal. We did this. That happened. It was the best EVER!  But to improve your overall program, you need more refined, trendable metrics. NY Daily News
  16. 16. #mwmetrics 16 Choosing website metrics LifewithDogs.tv
  17. 17. #mwmetrics 17 The inevitability of “Quantity of Stuff”  No actionable data  Sessions (previously Visits)  Users (previously Visitors)  Pages (a.k.a. Pageviews)  Establish scope / context.  Measure growth / acquisition.  You can’t improve your site by measuring these.  Reporting them out of context can be misleading. “All data in aggregate is crap.” -- Avinash Kaushik
  18. 18. #mwmetrics 18 Engagement metrics are more meaningful  “Quantity-Plus” for websites.  Use as proxies for visitor engagement.  Under Audience >> Behavior  Frequency  Recency  Page Depth (“Engagement”)  “New vs. Returning” (e-nor post)  Use with advanced segments.  Do not solely rely on ‘time on site’ (“Engagement”) or ‘time on page.’  Due to technical issues  Kaushik: “unworthy” metrics
  19. 19. #mwmetrics 19 Segmentation: GA’s most powerful feature?  Analyze subsets of traffic.  Search engine visits  Social media visits  Demographics  Import expert-made segments from the “Gallery”!  Google Blog  Kissmetrics Overview  Examples (Cutroni)  Examples (Kaushik) Segments are accessed from this pull-down arrow.
  20. 20. #mwmetrics All Visits data tells a nice story... 20 Impact of this Data on the Site or Program • This good-looking chart may indicate high content engagement and/or perceived value • This data may correlate to increasing conversion behaviors Acting on this Data • Identify moderate and high loyalty pages as a means of duplicating, or improving others • Examining conversion behaviors of these segments may yield add'l insights • Correlating high bounce rate pages to one-time visits may yield add'l insights • Test different content types in an attempt to move 'minimal' visitors into 'moderate' group Key Trends and Insights Minimal frequency group (purple) downward trend indicates improving content engagement High frequency group (blue) upward trend indicates same
  21. 21. #mwmetrics 21 This Impact of this Data on the Site or Program • Organic search listings are driving poorly-targeted traffic • Will result in decreased organic search performance over time Acting on this Data • Refocus title tags, meta-description tags and page content for important pages • Perform link analysis to see where other SEO improvements can be made Minimal frequency group upward trend indicates organic listings are not appropriately targeted Moderate frequency group downward trend indicates same High frequency group trending slightly downward, in contrast to previous chart’s upward slope Key Trends and Insights …But applying segmentation tells a different story
  22. 22. #mwmetrics 22 Deeper understanding with Conversion Goals  A conversion is any measureable behavior with an implicitly (or explicitly) higher value.  You learn more by studying conversion rates.  Typical conversion goals:  Destination (ex: thanks.html)  Duration (ex: 5 minutes or more)  Pages/Screens per session (ex: 3 pages)  Event (download PDF, play video)  REQUIRES CODE  Even if you’re not selling stuff, you should add a “value” to an Event and a completed goal. Kaushik: re goals and goal value: “If we don't have those two we are not really doing analytics, we are wasting Earth's oxygen supply.”
  23. 23. #mwmetrics 23 ‘Event Tracking’ is super-important  More sophisticated Goals typically involve creating “Events”:  External links  Sign-ups, form submissions  Downloads  Many types of conversion goals  To use Events:  Define and categorize your events.  Configure and add the javascript code, usually right in the link (not always).  Many social-share widgets automatically add Events.  Google Analytics Event Organizer (Michelle Herman)  The Complete Google Analytics Event Tracking Guide Plus 10 Amazing Examples (old code, good examples)
  24. 24. #mwmetrics 24 Here is the (website) bottom line!  Your measurements validate your tactics (or not).  To work the process and improve your site, you need meaningful data:  Engagement Metrics  Segments  Goal Completion / Conversion rates  A-B tests  Qualitative data (surveys)  If your goal is purely audience acquisition, you can use “quantity-of- stuff” metrics to tell your story. NY Daily News
  25. 25. #mwmetrics 25 Google “Universal Analytics” Update
  26. 26. #mwmetrics 26 Universal Analytics means all new code  We are (still…) in phase three of a four- phased, multi-year rollout.  All GA accounts have been migrated to Universal!  Phase 4: legacy code will be deprecated (date TBD – “in the near future”).  “Data received from deprecated libraries will... be processed for a minimum of two years…”  You should upgrade your code SOON!  You also need to upgrade custom code, e.g., events, virtual pageviews, etc.  Universal Analytics Upgrade Center Vampyre Fangs
  27. 27. #mwmetrics 27 Google’s “Analytics Academy”  Free video-based courses  Digital Analytics Fundamentals  Google Analytics Platform Principles  Ecommerce Analytics: From Data to Decisions  Mobile App Analytics Fundamentals  Google Tag Manager Fundamentals analyticsacademy.withgoogle.com
  28. 28. #mwmetrics 28 Resources  Google Analytics Academy  Google Analytics Blog  Absolute Beginner's Guide to Google Analytics (moz.com)  Avinash Kaushik’s “Occam’s Razor”  Analytics Talk (Justin Cutroni)  Cardinal Path Training  Kissmetrics  Lunametrics blog  Lunametrics Training  Universal Analytics Upgrade Guide  Discover the Google Analytics Platform (advanced tools)
  29. 29. Case Study: Puppet Invasion @erinblasco #mwxx #mwmetrics Muppets copyright Disney. Fraggles copyright The Jim Henson Company. Sesame Street characters copyright Sesame Workshop.
  30. 30. Case Study: Puppet Invasion • Opportunities: Muppets! Educational and promotional goals should fit together nicely. • Challenges: Not on display. Embargoed. Needed a fresh angle.
  31. 31. Before writing goals: Who will I need to report to about this? • Must tell a complete story with a mix of metrics, benchmarks, photos, and anecdotes. • Various audiences: Data fiends, visual learners. New Media, Education, Public Affairs, Curatorial, and the Director.
  32. 32. Identify goals • Highlight the diversity of puppets (not just Miss Piggy) • Promote the new donation but manage expectations: they won’t be on display • Increase knowledge of and interest in puppet conservation, a fresh angle For online audiences…
  33. 33. No weaksauce faux goals! • Get more Facebook followers • Make museum look cool • Inform audiences of new exhibit • Start Instagram account Goals = the exciting change you want to make in your audience. Should mention your audience (Facebook fans, teens, Redditors). Make sure your goal is a goal. If you can’t measure it or it’s not worth doing, re-write it.
  34. 34. Do one thing (strategy) to make each goal happen • Highlight diversity of puppets (sorry, Ms. Piggy) • Promote donation while managing expectations • Increase knowledge about puppet conservation • Tell stories of non-Piggy puppets • Show cool visuals of puppets but explain they aren’t on display • Tell stories from conservation lab, highlight staff expertise
  35. 35. Select tactics that translate strategies into what you’ll actually do • Tell stories of non-Piggy puppets • Show cool visuals of puppets but explain they aren’t on display • Tell stories from conservation lab, highlight voices from behind-the-scenes • Guessing game with Fraggle fuzz • Flickr set with juicy captions, blog post, series of Instagram pics • Blog post highlighting conservation process with lots of quotes
  36. 36. Strategies vs. Tactics?! • Strategies don’t define specific platforms. “Tell stories” instead of “write Facebook posts.” • You might have multiple tactics to make one strategy come to life—let the strategy lead the general direction. Tactics get into specifics. • You might have a 2-year-long campaign where your strategies stay the same but your tactics evolve.
  37. 37. Before implementing tactics: which metrics will you gather and report? • Tell stories beyond Miss Piggy • Guessing game with Fraggle Rock puppet • Measure participation level in guessing game • Metrics to gather: – Clicks to view photo – Number of guesses on Twitter, FB, Instagram – Tone of responses (word cloud?)
  38. 38. Before implementing tactics: which metrics will you report? • Promote donation while managing expectations • Show cool photos of puppets but make sure to explain they aren’t on display now or soon • Flickr set with juicy captions, blog post, series of tweets • Metrics • Blog post pageviews • Length of time it takes the blog post to break pageview records • Follower growth on social • Flickr and photo views • Number of times museum posted “not on display” – Questions asked – Number and content of replies re: display
  39. 39. Before implementing tactics: which metrics will you report? • Increase puppet conservation knowledge & interest • Tell stories from conservation lab, highlight staff expertise • Blog post highlighting conservation process with lots of quotes • Metrics • Word cloud of hashtagged tweets reveals high use of conservationy keywords • Anecdotal evidence from tweets, quotes, comments on blog post • Impressions and engagements on conservationy posts higher than benchmark posts • Survey for followers • Learning = linger time?
  40. 40. Before campaign starts: Implement metrics gathering system • Save and gather what’s being said • Storify best tweets • IFTT recipes • Make a Bitly bundle of customized links for easy stats • Do friends have access to enterprise metrics systems?
  41. 41. Metrics gathering system: Tweet Archivist • Start TweetArchivist archive for hashtag • Mentions by influencers • Impressions • “Top users” • Volume over time • Hootsuite also archives
  42. 42. Metrics gathering system • Fine-tuned listening and gathering: • Hootsuite or TweetDeck search columns – With keywords and location filter – Include “?” to track questions – Search for people tweeting links to your content • Search on Twitter: are you in “top” or “live” categories? • Capture free Tweet Reach report at intervals
  43. 43. Metrics gathering system • Plan where participants can put their photos (Flickr Group); these are gold in reports later! • Compare hashtag volume on RiteTag • Pre-write survey questions and schedule a tweet linking to it
  44. 44. Benchmarks gathering system • Develop a benchmark: what feels like “average” activity the week before the big campaign? • Swap stats with a colleague at a similar institution to put your campaign in context. • Dig out your own stats from past campaigns.
  45. 45. Map metrics to goals • Highlight the diversity of puppets • Promote the new donation • Increase knowledge of puppet conservation • Blog post pageviews • # of views on Flickr • # of guesses in Fraggle guessing game • “Conservator” is huge in word cloud of audience responses • Screenshot of a nice Fraggle fur guess • Audience quote about loving conservation
  46. 46. Select a balanced blend of metrics for the report What was the best part of the tweetup? “Bringing ‘behind the scenes’ look at museum exhibition to people outside DC/around the world. I learned about an exhibit I didn't know about, and now I want to go see it in person.” – survey response by a tweeter who followed online 1) Online survey quotes 2) Word cloud of tweets shows main themes of conversation 3) Storify of best indicator tweets 4) Increased traffic or stay-time on a related blog post could indicate learning Take home message: The project was popular, with almost 8,000 views, which is higher than our usual average. Conversation was a major focus and key themes rose to the surface. Participants raved about it, both publicly and in a survey.
  47. 47. Select a balanced blend of metrics for the report On an average day in January, @amhistorymuseum is mentioned in about 45 tweets. During #docsocial, we were mentioned over 160 times. This is a chart of the top people that tweeted with the hashtag. NMAH talked a lot (56 tweets) but so did many others. Most participants sent more than 10 tweets. 1) List of influencers who tweeted 2) A variety of voices participated 3) More mentions than usual 4) Free TweetReach report to calculate reach Compare this number to future tweetups.
  48. 48. Take home message: The program enticed many people to participate, including fancy influencers. We reached more people than usual and were a hot topic of conversation.
  49. 49. OMG ELEVATOR AMBUSH! Boss’s boss: How was that puppet campaign you worked on? • Our goals were to highlight the diversity of puppets and teach audiences about our conservation process, a fresh angle for us. • Our Fraggles game got 100 guesses—twice our usual number of comments! Some even shared Fraggly memories with us. • Content highlighting our conservators was really popular—it broke a pageview record. • And one person actually tweeted that she wanted to quit her job and become a conservator!
  50. 50. Usable metrics to make next time better • Survey participants to identify what to do differently next time. • Keep some of the same questions in every survey to compare across campaigns. • Ask tweetup participants to tweet to their own followers, too. Valuable feedback!
  51. 51. Usable metrics to make next time better • Collect and analyze fewer metrics. • Which report components spoke to your stakeholders most? • Which were most meaningful to you?
  52. 52. Metrics caveat: you can’t “make” content go viral • Didn’t “go viral?” Re-frame: “What about this content failed to persuade audiences to share it? Was it our framing? What did we not know about audience motivations?” • Starting a relationship with a new audience? You may need a different set of metrics. • Obscure content with less of a following? Contextualize your metrics diligently.
  53. 53. Questions?
  54. 54. Activity #1 Help us fix our jumbled up report. Sort the jumbled pieces of the report into categories (goals, metrics, etc.) and arrange them logically. If you have time, critique the metrics. Do you think they are meaningful? If not, write a new one you think would be better.
  55. 55. AMBUSH! You’re on the elevator at BLAM and the museum director jumps on. She’s read your report and has a few questions. No escape! How might you answer her? a) Which of these metrics is most and least? meaningful? b) I saw 3 negative comments on Facebook. And our number of Twitter followers didn’t go up very much. Are you sure the campaign was successful? c) So did we “go viral” yet?
  56. 56. #mwmetrics 56 Coffee Break – 30 Minutes
  57. 57. Effie Kapsalis Head of Web & New Media Smithsonian Archives @digitaleffie #MWmetrics
  58. 58. 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
  59. 59. 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. ”
  60. 60. Step 1: Identify Goals Credit: Avinash Kaushik, “Digital Marketing and Measurement Model,” http://www.kaushik.net/avinash/digital-marketing-and- measurement-model/
  61. 61. Step 2: Identify Strategies/Tactics Credit: Avinash Kaushik, “Digital Marketing and Measurement Model,” http://www.kaushik.net/avinash/digital-marketing-and- measurement-model/
  62. 62. Step 3: Identify Key Performance Indicators (KPI) Credit: Avinash Kaushik, “Digital Marketing and Measurement Model,” http://www.kaushik.net/avinash/digital-marketing-and- measurement-model/
  63. 63. Strategy: Tell Stories Highlighting Smithsonian as Research & Education Catalyst Blog KPI – Low Frequency Visits are trending down + High Frequency Visits are trending up!
  64. 64. Strategy: Increase Representation of Archives’ Collections on Popular Research Websites
  65. 65. Wikipedia Page Views: BaGLAMa GLAM/Wikipedia Tools - https://outreach.wikimedia.org/wiki/GLAM/Resources/Tools
  66. 66. Home site vs. Flickr Commons vs. Wikipedia 0 20000 40000 60000 80000 100000 120000 Views on SIA Website Views on Flickr Commons Views on Wikipedia
  67. 67. Wikipedia Page Views: BaGLAMa
  68. 68. Wikipedia Edit-a-thon Outcomes
  69. 69. Wikipedia Edit-a-thon Outcomes http://stats.grok.se/
  70. 70. Strategy: Increase Share & Quality of Conversation around SIA Collections & Resources
  71. 71. Strategy: Increase Share & Quality of Conversation around SIA Collections & Resources (Twitter)
  72. 72. Strategy: Increase Share & Quality of Conversation around SIA Collections & Resources (Twitter)
  73. 73. Improve Collections Findability
  74. 74. Improve Collections Findability
  75. 75. Improve Collections Findability
  76. 76. Improve Collections Findability
  77. 77. Foresee Open Ended: Did not find looking for • Collections (30) • Of 30 responses, only 4 were searching for items we DO have. • “list of architectural styles of the Smithsonian buildings” • “Mary Henry's complete diary” • “Electronic version of the Smithsonian Annual Report 1895.” • “http:// siarchives.si.edu/history/exhibits/historicpicturessmithsonian but got AFRICAN MUSEUM” • Photos/Digitized Collections (3) • In general, people were looking for more.
  78. 78. Foresee Open Ended: What ways can we improve search?  Want “Google” results  Many of the titles are unclear about what they contain  I wish audio were available  Need greater clarity on what can be accessed electronically.  Access to records, pictures  Who to contact for help, live chat
  79. 79. Improve Collections Findability
  80. 80. Improve Collections Findability
  81. 81. Improve Collections Findability
  82. 82. Keep Learning  Know your bone (Colleen Dilenschneider) - http://colleendilen.com/  Beth Kanter – How Connected Non-Profits Leverage Networks & Data for Social Change- http://www.bethkanter.org/  Avinash Kaushik - http://www.kaushik.net/avinash/ @digitaleffie
  83. 83. Build, Test, Rinse and Repeat Sarah Banks Manager of Online Engagement
  84. 84. Goals for Air and Space’s Social Media Metrics Reporting 1) Position social media in alignment with institutional goals 2) Enable gathering of meaningful, actionable data 1) Remain manageable and flexible as metrics and tools change
  85. 85. Create the Framework: Step 1 Align Goals and Select Metrics: Start with your institution’s goals. Match with your goals for social media and select metrics. Institutional Goals Social Media Goals Quantitative & Qualitative Data
  86. 86. Creating the Framework: Step 2 Determine Reporting Frequency: How often can you collect and analyze data?
  87. 87. Example: Air and Space Museum’s Social Media Reporting Framework When What Monthly - Stories and stats Quarterly - Highlights and stats compared to previous quarter Yearly - Summary of activities - Results of annual survey - Recommendations for the next year Projects, Events & Campaigns - In-depth look at a story covered in monthly report
  88. 88. Creating the Framework: Step 3 Set up Your Templates: Set up how you will present your qualitative and quantitative metrics.
  89. 89. Creating the Framework: Step 4 Test and Refine: Expect bumps in the road and adjust as needed. Getting started is what’s important!
  90. 90. Example: Lessons Learned • Tying social media goals to institutional goals was useful for positioning social media within institutional priorities. • Had created something time- consuming and difficult to sustain. • Needed a different set of tools to make data collection easier. • Templates are flexible enough for our needs as those change.
  91. 91. Next Steps: Rinse and Repeat • Revise Your Approach: – Start small and build – Focus on core metrics – Keep it simple • Research New Tools: – Social network native analytics – Third-party tools – Homebuilt spreadsheets
  92. 92. Collecting App Metrics
  93. 93. What to Consider • Must be done in advance. You have to ask your developer to add it in before going to app stores. • Basic Google Analytics only give you so much – return rate, length of use for entire experience, number of users and sessions, etc. • Event-based Google Analytics allows for more nuanced data about usage.
  94. 94. The Process 1. Write down your goals and think about the concerns/questions arising during development. 2. Use the app to see where users take an action - make a decision, click something, etc. 3. Make a list of points of action, as well as things with duration. Those are your event-based metrics. 4. Label each event with something like “appname_label” in a way that will make sense to someone who doesn’t know your app. 5. Put it all in a spreadsheet and give that to the developer.
  95. 95. Case Study: Pilot Pals - Goals
  96. 96. Case Study: Pilot Pals - Lots of Choices! • Enter name or not • Select a pilot pal • Select an outfit • Mute or unmute • Select a game • Select aircraft within games • Try again • Play again or return to main menu • Home button • Reset personalization • Access parents section
  97. 97. Case Study: Pilot Pals - Using Data to Address Concerns
  98. 98. Thanks! Any Questions? My Contact Info: Sarah Banks bankss@si.edu @sbanks20
  99. 99. #mwmetrics  Discuss today’s workshop “takeaways”: What are your SoCal #mwmetrics ingredients? 99 Food for thought (to go)! Shell: 1 way in which you will try to implement this metrics model Meat / Fish: 1 tool you’ll give a try Toppings: 1 way you’ll improve & jazz up reports Cheese: 1 new way you’ll communicate metrics to colleagues or partnersRambo's Tacos
  100. 100. #mwmetrics Thanks! 100  @SBanks20  @erinblasco  @digitaleffie  @balpert

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