Whatever the question…

…the answer is visitor numbers

Metrics measure success

(don’t really) v

Start with:

- What are you trying to do?- Who are you trying to reach?

Science MuseumBirmingham Museums & Art Gallery Tate British Museum Kew National Maritime MuseumImperial War Museum National Portrait Gallery WatershedRoyal Shakespeare Company National Museums ScotlandNational Museums Wales Design Museum English HeritageDCMSArts Council of EnglandHeritage Lottery Fund Museums Libraries & Archives Council (MLA)University of Leicester Nesta

20partners

Action Research Project“How to measure success online?”

Seb Chan: Powerhouse Museum, Sydney

www.nixonmcinnes.co.uk/knowledge

Jenni LloydStrategy Director

Social Media Framework

Google Analytics

www.culture24.org.uk

(this is our website too!)

brand

content

16%

National Campaigns

30%

country

noise

Target alocation

local

Local?

Drill down

Define what & segment who

- Use Tools- Make Changes- Evaluate changes- Spread data and learning

Comparison

www.compete.com

www.alexa.com

Data Sharing: RSS

Google Alerts: Track mentions

Social Media

Tweetdeck: Track Twitter fall & Hashtags

Twinbox: tweet archiving via Outlook

http://tweetreach.com

http://klout.com/

Social Medianeeds a framework

Don’t shout!

Tell stories, start conversations …

©Mike Grenville www.changingworlds.info

Map your activity to your ‘actual’ objectives

External Internal

1. Increase brand awareness with target audiences

2. Turn audiences into advocates

3. Engage with and influence target audiences

4. Others …

1. Protect your brand reputation

2. Turn employees into advocates

3. Reduce the cost of attracting visitors

4. Others …

Looking at outcomes: External

1. Increase brand awareness amongst target audiences

More people finding you online

2. Turn audiences into advocates

People talking and telling others about you online

3. Engage with and influence our target audiences

People actively engaging with you online

Looking at outcomes: Internal

1. Protect brand reputation

Fewer negative brand mentions online; fast response to any that occur

2. Turn our employees into advocates

Trained, empowered staff initiating & responding to conversations

Staff across touchpoints being aware of and promoting brand in social spaces

Staff generating compelling, conversation-worthy content and sharing it in social spaces

3. Reduce cost of sales Brand activity supporting paid search to create cost efficient traffic

Improvement in organic ranking

Go further …

www.slideshare.net/jennilloyd

Internet Advertising Bureau - www.iabuk.net

£15.92 Amazon

www.kaushik.net/avinash/

http://www.powerhousemuseum.com/dmsblog/

Jane Finnisjane@culture24.org.uk

http://janefinnis.wordpress.comtwitter.com/janefinnis