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 Shteynbergshteynbergc@si.edu