Download - Know Thyself: How Suffering Through An Existential Crisis Will Help you Plan Your Metrics
Know Thyself:How Suffering Through an Existential Crisis
Catherine Shteynberg
Web, New Media, & Outreach Coordinator
Museums and the Web 2012
How Suffering Through an Existential Crisis
Will Help You Create Your Metrics Plan
Museums and the Web 2012
Questions to answer:
•What does the planning process look like?•What are some tools that are helpful in planning?helpful in planning?•What can measuring do for me?
Image: Smithsonian Institution Archives, SIA2009-0711
• What do we think we do now?Self Evaluate
Listen
Overall Strategy Plan
• What do others think we do? What are others doing?Listen
• Who do we interact with?• Who do we want to interact with?Audiences
• What is your museum trying to accomplish?Goals
• Strategies: the plans you make to achieve your goals• Tactics: the things you do to advance the strategyStrategy & Tactics
• Develop GA/other metrics, Observe, Reevaluate, RepeatMeasure & Retool
Step 1: Self-Evaluation
� Complete an Audit
Your
� Do you have a mission statement?
� SO WHAT?
Your
Activities
MISSION
� SO WHAT?
WHO CARES?
Why Should We Listen?
•Our best insights often come from without rather than within
•Listening is another word for researchresearch
•Is audience research just pandering to the public?
Image: Smithsonian Institution Archives, MNH-1261B
Step 2: ListeningTools/Methods-
� Come up with Keywords
What to track-� Organization Keywords� Twitter hashtags and listsKeywords
� Set up Google Reader� Google Alerts � Twitter Search RSS
� Other Tracking?� Facebook Open Search� Twitter lists, individuals� Other Free Monitoring
Tools? (e.g. SocialMention, BackType, Technorati)
� Twitter hashtags and lists� Industry Keywords � URLs of site, blog (on
Twitter, Google Alerts, Wikipedia)
� Events, exhibitions, services, program names
� Names of people in org.� Related organization blogs
BackType, Technorati)
� Feed it all into your Reader
� Archive & Track mentions with Bookmarking
Related organization blogs� Social Media blogs� Influencers on social media
channels� Your evangelists
Listening: Do the Work for Others
What Does This Listening Achieve?
� Who’s talking?
What are they saying?� What are they saying?
� What do you do differently/successfully?
� What content is successful?
� Possible collaboration?� Possible collaboration?
� Trends? Scan Quickly, Pick Out Patterns
Image: Smithsonian Institution Archives, SIA2008-0888
Steps 3 and 4: Audiences & Goals
�Choose top Audiences (types, not demographics) & prioritizedemographics) & prioritizeHINT: “General public” is not a legit audience
�Goals (2-3)
K.I.S.S.
Case Study: Smithsonian Archives
AUDIENCES & GOALS� Our initial goals and � Our initial goals and
audiences were too broad (“general public” and “increase influence”)
� Are your goals what you thought they were?
Bringing it all together� Steps 4 and 5:Develop your strategies and tactics
� Step 6: Bring it all together to develop your measurements!
Self-evaluation Listening Audiences & Goals
Strategies & Tactics MeasurementsSelf-evaluation Listening Goals Tactics Measurements
What is a “money” measurement?
� Poor measurements vs. “money” measurements
-# of views of photos -Percentage of images identified on Flickr Commons on the Flickr Commons per
crowdsourcing campaigncrowdsourcing campaign
� What’s your $$Money$$ if you’re not actually raising money?
� $ = specific goals for specific audiences, or a conversion
� Monitoring for success/failure of content vs. conversions
Get Inspired
Case Study: Outcomes at the Archives
� Donation of Scopes Trial photographs
� Meet your grandmother in our collections
� People identify our Collections
� A Wikipedian-in-Residence who helps give millions more people access to our collectionsaccess to our collections
� Our staff have become empowered to create content
Images: DC church identification
And Finally: Do it all over again
Self-Evaluate
ListenMeasure & Refine
Audiences
Goals
Strategy & Tactics
ResourcesReading:
� Wearemedia.org
� "Mission Accomplished?“ by Linda Norris
Templates:
� Social Media Audit Template, The Other Media
� SMART Chart, Spitfire Strategies
� “Good Research Isn’t About Asking Audiences What they Want,” asking audiences
� “Five Cool Twitter Search Tricks,” MakeUseOf
� “Spreadsheet Aerobics,” by Beth Kanter
� “Actionable Listening,” by Beth Kanter
� “The Listening Primer” Social Media Listening Wiki, by Beth Kanter
� Creating Your Organization's Social Media Strategy Map, Beth Kanter
� We Are Media, Social Media Strategy Worksheet and AIDS.gov New Media Strategy Map based on We Are Media Worksheet.
Tools:
� Google Keyword Tool
� Google Reader� Google Reader
� Google Alerts
� Sociable, Twitter RSS Feed Creator
� Diigo, or another bookmarking tool
� List of Social Media Listening, Monitoring, Measuring, and Management Tools, Social Media Listening Wiki, by Beth Kanter
Catherine [email protected]