Evaluating Social Media: American Association of Museums (AAM) 2010
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Transcript of Evaluating Social Media: American Association of Museums (AAM) 2010
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Evaluating Social Media
We’re here to talk about:• navigating sea of social media technologies• planning for implementation• developing metrics• defining success• challenges• applying lessons learned to other online and offline
efforts
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Your conversation influencers
Dana Allen-GreilNew Media Project Manager, National Museum of American History@danamuses
Angelina Russo, Ph.D.Associate Professor, Swinburne University@artech05
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Angelina Russo, PhDAssociate Professor, Swinburne University
• Angelina Russo leads the ARC research project
Engaging with Social Media in Museums at Swinburne University, which
brings together three Australian museums and the Smithsonian’s Cooper
Hewitt National Design Museum to explore the impact of social media on
museum learning and communication. Between 2005 & 2008 she led the
research project New Literacy, New Audiences which examined the
development of user-generated content in collaboration with six major
Australian cultural institutions.
• In 2006 Angelina received the prestigious Queensland Premiere’s
Smithsonian Fellowship and in 2007 an Australian Postdoctoral
Fellowship. Angelina holds a Bachelor of Design in Human Environment
Design from University of South Australia and a PhD in Architecture and
Design from University of South Australia.
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Dana Allen-GreilNew Media Project Manager National Museum of American History• Dana manages a range of new media projects including online
exhibitions, e-mail newsletters, interactive kiosks, mobile interpretation, online fundraising campaigns, blogs, social media strategies – you name it.
• Projects she’s most proud of include: the “O Say Can You See?” blog (for which she’s managing editor); the Smithsonian’s first YouTube contest (a national anthem singing competition); and the major redesign of the museum’s Web site in 2005.
• She’s fascinated by the possibilities of Twitter, and has recently contributed two chapters for the book, Twitter for Museums.
• She teaches the graduate course, “Museums and Technology,” at The George Washington University.
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This is going to get social…
Tweet using hashtag
#aamSocial (Note: conference hashtag: #aam10)
Text to 202.550.9095
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What is your biggest social media challenge?
Send a tweet to @poll with the message
“26514 + your answer”
Send a text to 22333 with the message
“26514 + your answer”
http://www.polleverywhere.com/free_text_polls/LTM2MjQwMjExNg
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Presentation to American Association of Museums23 May 2010
Sticky
Museum Matter
Associate Professor, Angelina Russo, PhD
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Reflections on social media
Can we connect across typologies?
Collaborations across the sector are vital
Enable audience to develop a sense of national stories
how do audiences translate and use materials at a local level?
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Reflections on relevance
big issues of today – whose problems are they?
Build visibility of holders of research data, researchers, technologists – a network of different skill-sets
There need to be many paths for describing data
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Reflections on audience
Need to know who you are trying to reach
A clear value proposition (what's in it for them?)
Social media provides transparency - builds on goodwill
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Relevance
Connecting with relevant issues
Working with audiences
Measurements of success
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Listening
through aggregation sites like Google Alerts, RSS feeds
etc. for topics which are sticky
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Identification
Identify sticky issues
From what standpoint can the museum
discuss?How can this discussion add value to the
community?
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Taking a stand
•Statement either through an internal
or external blog/ radio/ tv
•Interview/ youtube video - some form of
media that connects this issue with the museum for audiences
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Communication
•Dissemination re-distribute
through multiple social media sites (Facebook, Ning, Twitter, broadcast tools etc) and you
capture the interest through Listening
(Google Alerts etc).
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Demonstrating Relevance
•Now you have a form of front end evaluation for topics which are of
interest to the public and which you as a museum can
contribute to and add value to.
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Innovation
model where different individuals can
contribute where they feel most
comfortable
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Making museums relevant to the entire community…
Desiree Rogers
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Next steps…
Identify potential projects
– Experience: multi-platform design & scientific communication (end-to end program which captures imagination, curiosity and illustrates relevant issues)
– Engagement: co-created content, multiple channels (blog, game, physical exhibit)
– Environment: flexible practices, organisational management (exhibition scheduled due to public interest)
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Engagement
what type of engagement you are hoping
to achieve based on the issue
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Environment
what resources do you have available to
you?Staff
AudiencesIndependent content creators
EducatorsOther organisations
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Audience engagement
• Content creators as beacons of cultural production
• Situate creators as leaders in their field
• Give voice to end-users
• New networks
• Potential engagement in pilots and/or cultural prototypes
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Experience
not everything has to end in
an exhibition and/or website.
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Creating a discourse
agility in responding to issues is sometimes more (or at
least just) as valuable than scheduling an exhibition.
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Evaluation
decide upfront what your
measures of success will be for each experience.
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Coordination
Delegate ownership
across the museum; the coordination needs to be
led by someone.
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How good are you at this whole social media thing?1. We’re good!2. We’re great!3. We’re learning!4. We stink.
Find tweet from @danamuses and click link to poll
or use this URL:
http://twtpoll.com/ykz916
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How good are you at this whole social media thing?
“If you chose anything except #3, you’re wrong.”
-Jim Sterne, Social Media Metrics
http://twtpoll.com/ykz916
1. We’re good!2. We’re great!3. We’re learning!4. We stink.
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Evaluating Social Media: A 6 Step Process
See “Measuring, Analyzing, Reporting” in Twitter for Museums for details.
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1. Listening
• They say brilliant conversationalists are actually really just great listeners…
• What are people saying about you?
• What aren’t they saying but you wish they were?
Flickr photo by vagawi
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Basic: Searching on Twitter
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Fancy: HootSuite columns
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Search for:
• Your museum’s name (including abbreviations and variations)
• Exhibition titles• Key objects (e.g., “ruby slippers”)• Your topic focus (e.g., Holocaust history)• Hashtags
• Places to search:– Technorati– Social Mention– Google
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The virtual tour you always wish you had? YouTube
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A keyword goldmine: del.icio.us
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The image you want to portray? Flickr
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Search as conversation
• When people arrive at your site from a search engine, they are looking for something in particular and are communicating their intent.
• When people search for something on your site they are communicating their inability to find it through your navigation.
-Jim Sterne, Social Media Metrics: How to Measure and Optimize Your Marketing Investment
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RSS feeds are your friend!Google Reader Play http://www.google.com/reader/play/
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Create a listening posthttp://www.netvibes.com/thedailyinfluence
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Create a “Makeshift Twitter Archive”
Categorizing by a human (time intensive but valuable)• Bookmark tweets in delicious using Firefox Bookmark
Add-on and tag them (can also then be sucked out as RSS for other uses; can also track blog posts, photos, videos, etc. this way)
Passive collection• Use a 3rd party notification tool (e.g., TweetBeep) and
have it send alerts to Gmail (highly searchable).• Create a TweetScan Twitter Backup (CSV or HTML
export).
See “Using Twitter for Research” by Beck Tench in Twitter for Museums
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What Twitter lists say about youhttp://www.mustexist.com/list_tags/amhistorymuseum
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Defining success
• “Success in social media is not found in how many people got your message; it’s
found in how many people thought your message was remarkable.”
-Jim Sterne, Social Media Metrics: How to Measure and Optimize Your Marketing Investment
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2. Benchmarking or Where are you now?• Your “baseline” is your line in
the sand.– Followers/fans– @ replies and retweets– Clicks to your Website coming
from social media– Search engine rankings for key
terms
Flickr photo by Egan Snow
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Where are your peers?
• Benchmarks help you understand where you are in relation to something else. They are points of reference, standards by which your efforts can be measured or judged.
Flickr photo by JACoulter
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Finding your peers: GraphEdge
• Who else is your audience listening to?• GraphEdge presents a list of other users ranked by
what percentage of your followers also follow that account.
• For each peer on your shortlist take a look at their follower numbers, how actively they're tweeting, etc.
• Capture only the details you want to focus on in your own efforts.
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Putting it into practice
• Environment
• Engagement
• Experience
• Evaluation
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Short term
• Communication– Directing visitors to your collection
• Responding to topical issues in simple ways, ie: twitter
• Campaign• Raising awareness of events which relate to this issue
• Linking existing programs/events to topical issues ie: facebook
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Medium Term
• Critique– In-depth analysis of topical issues of the day
• blog postings which give historical context to important issues
• Conversation• Engaging in conversations on reputable sites
• Demonstrating relevance by referring existing conversations to your collection (ie: blogs, wikis)
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Long Term
• Connection
• Between your organisation and public
• Your onsite and online activities
• Your collection and public interests
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Experience
• This one is relatively easy.• Most organisations have determined what they want• Find out what your organisation aims for and work with
that!
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Environment
• This one is trickier…
• it’s about looking at what you currently do and how you can connect the dots so that your online and onsite experiences match up!
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Engagement
• This one is the most contentious. It regularly produces
• a cold sweat in management• resounding indifference in many staff• discussions re: the authority of the
organisation• a desperate call for more resources • A look of hopelessness and despair
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Evaluation
Increasingly, evaluation needs to occur in two parts. One is relatively easy, the other more laboured…
Tracking of metrics – whether using free or commercial services
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Evaluation
Active strategy of research to find out
–What are others saying about democracy?
–Where they are saying it?–What you can contribute to that
discussion?
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What do you need to make this happen?
• The most common response is…–Time–Training –Staff–Senior management buy-in
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But there’s more!
• Commitment – from top down and bottom up
• Collaboration – between departments and individuals
• Connection – with what matters to the public
• Cooperation– To achieve the policy aims
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3. Setting goals
• Where do you want to go?• What is your definition of
success?
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Goals?Connect with
visitors (potential and actual)
Connect with the
media/press
Stay relevant by knowing what’s
going on
Friendraise, fundraise
Crowdsource, ask for
help/insight
Drive traffic to Web site
Drive traffic to the museum
Recruit donors and volunteers,
advocates
Market research
Make followers feel like privileged
insiders
Provide a moment of inspiration
Actively engage your community (virtual,
local, neighbors, etc.)
Learn more about your followers by seeing who they
follow
Take advantage of real-time nature
(e.g., Twitter)
Engage in conversations where the museum had no
voice
Front-end evaluation
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Consider not “What can I do with social media?”
but
“How can social media help me achieve the museum’s mission?”
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Ask: “What is unique about
social media?” and, more importantly,
“What can I bring to social media that is unique?”
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What is your #1 social media goal?
Tweet using hashtag #aamSocial
Text to 202.550.9095
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4 & 5. Measuring and Analyzing
• What data should you collect?• How should you collect it?
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100 Ways to Measure Social Media http://www.marketersstudio.com/2009/11/100-ways-to-measure-social-media-.html
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Influence• A
wareness
• Message amplification
• Reach
• Visibility
Engagement• E
xchange
• Conversation
• Interaction
• Participation
Relationships• B
eing human
• Loyalty
• Satisfaction
Effort• T
ime spent
• Resources applied
• Resources saved
Social media analysis framework
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You want to do the least amount of work needed to
gain actionable insights.
You want to spend your time acting, not analyzing.
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Who will find this chart useful?
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Input
Resources How much time/staff did you spend?
Content How often/whenTypesPlatform
Triggers External events? News?Changes to design/profile?Special campaigns?
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Response
People Followers/FansUnfollows
Actions (quantitative) ClicksConversions“Likes”RTs
Actions (qualitative) MentionsRecommends
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Where to measure
Where Data points How to collect data
Social networks What are people doing?What is their tone and sentiment?
Behavior analysisContent analysis
Your websites What are people referred from social media doing on your site?
Web analytics
In your museum How has social media impacted their actions?
Audience research
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“Lamest measure of success”: followers• Measuring followers or fans is simply a measure of
input• Doesn’t focus on customer behavior or outcomes
Instead use:• Klout: Inbound Messages per Outbound Message
(conversation rate)• Are you shouting or having a conversation?
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Success vs. Awareness
• “Follower numbers, like website traffic statistics, don’t necessarily represent success, but can be used as a rough measurement of public awareness of your account and potential influence.”
See Zambonini
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Content analysis
Perform a content analysis—use a random sample or a full set from a small time period and categorize them.
• Message type• Tone• Topics
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Focus on the “critical few”
• Separate the need to know from the nice to know or you’ll be buried in data
• Avoid analysis paralysis
See Avinash Kaushik http://www.newcommcollaborative.com/knowledge/877-exploring-social-media-analytics-with-avinash-kaushik
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6. Actionable reporting
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REVISIT: What is your biggest social media challenge?
Send a tweet to @poll with the message
“26514 + your answer”
Send a text to 22333 with the message
“26514 + your answer”
http://www.polleverywhere.com/free_text_polls/LTM2MjQwMjExNg
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Challenge: Transparency
• Be human• Post a link to your comment or social
media policy• Identify who is behind your accounts• Be sincere• Be willing to listen• Be willing to respond and make
changes• Be agile
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You’re only human (born to make mistakes…)
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A “very crowded cocktail party”
• Catch up with old friends• Meet new people• Introduce people to one another• Make connections • Share information• Strengthen ties• Your network of fans are visible to one another
See Elizabeth Stewart, Twitter for Museums
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Do you sound like a human?
What department or person in your museum is currently responsible for social media? Are these the right people for the job?
Tweet using hashtag #aamSocial
Text to 202.550.9095
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Convincing the skeptics
• How will these new tasks impact their already busy jobs? (I’m afraid it will take too much time!)
• What will the quality be like since resources are at a premium?
• Will it distract from the museum’s core tasks?
See “Confessions of a Long-Tail Visionary” and “Clearing the Path for Sisyphus” by Jeff Gates in Twitter for Museums
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Convincing the skeptics
What is the most common push-back you get from colleagues in trying to adopt social media practices?
Tweet using hashtag #aamSocial
Text to 202.550.9095
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The future (is now?) . . . Integrating social media• Is the museum Web site dead?• Incorporating your social media into your existing site
—a good idea?• Applying social principles to your site (online and in
the building)
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A few resources
• Mashable, “world’s largest blog focused exclusively on Web 2.0 and Social Media news,” www.mashable.com
• Social Media Today, “moderated business community for the web's best thinkers on Social Media and Web 2.0,” www.socialmediatoday.com
• SmartBrief on Social Media, “the best news and insights on the business of social media,” www.smartbrief.com/socialmedia
• Beth Kanter's blog, How Nonprofit Organizations Can Use Social Media to Power Social Networks for Change, http://beth.typepad.com/
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A few tools
FREE• Google Alerts• Tweetbeep• Retweetrank• Twitalyzer• Technorati Authority• Social Mention• Twitter Sentiment• Trackbacks• Blogscope• Wefollow (find topic-based people)• Postrank• Google Analytics• HootSuite• Facebook Insights• YouTube Insights• Flickr Statistics
NOT SO FREE• Attensity• ScoutLabs• Nielsen BuzzMetrics• Hitwise• comScore• Omniture SiteCatalyst• Radian6• WebTrends
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Contact
New Media Project ManagerNational Museum of American History
Dana Allen-Greil
http://www.linkedin.com/in/danaallengreil Twitter: danamuses
http://americanhistory.si.edu http://blog.americanhistory.si.edu
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Contact
Associate Professor
Angelina Russo, PhD
http://www.linkedin.com/in/angelinarussoTwitter: artech05
http://www.museum30.ning.comhttp://nlablog.wordpress.com
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Join the conversation
• www.museum30.ning.com