Cut Through the Fog

How to Act on Your Website Data:Smithsonian Institution Archives

Effie Kapsalis

Head of Web & New Media

Smithsonian Archives

Brian Alpert

Web Analytics and SEM Analyst

Smithsonian Institution

Flickr user Rachel Ford James

By Simon Pielow

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

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. ”

Step 1: Identify Goals

Credit: Avinash Kaushik, “Digital Marketing and Measurement Model,” http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/

Step 2: Identify Strategies/Tactics

Credit: Avinash Kaushik, “Digital Marketing and Measurement Model,” http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/

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/

Strategy: Increase Engagement with Smithsonian History

Content

SIA – High Depth visits of all content average is 1.21%

Strategy: Increase Engagement with Smithsonian History

Content

SIA – High Depth visits of history visits average is 2.35% - 94% higher!

Increase Share and Quality of Conversation about Collections and

Resources: Women in Science Wednesday

“Women in Science Wednesday”

Increase Share and Quality of Conversation about Collections and

Resources

Increase Share and Quality of Conversation about Collections and

Resources