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New Metrics, New Measures

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Beth Kanter
Beth Kanter

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Museum Computer Network New Metrics Measuring Success Beth Kanter, Beth’s Blog
How are new evolving metrics different (or the same?)
Beth Kanter: Online Profiles & Presence Content in many places RSS Powered Fundraising Sharing photos, bookmarks, videos, and more Conversations network
Beth Kanter: Offline Photo by Steve Goodman
 
Why do What are metrics?
Metrics are the attributes that are important for you to determine results or make improvements.
Why do What metrics are not ….
 
 
 
 
the process of determining the result of a strategy What is measurement?
Web Metrics and Measurement are not perfect
A Three Minute History of Web Metrics
 
 
 
 
 
 
 
Basic Metrics: How many and who? ,[object Object],Visitors The number of actual people who have come to the site The number of trips made to the site Page Views The number of times pages were, well, viewed, by any visitor Visitor Info Where are they located? What software/ hardware are they using? Source: Idealware.org
What they’re doing ,[object Object],How long visitors spent on each visit Bounce Rate The % of visitors who only view a single page Source: Idealware.org
Traffic and Content ,[object Object],Entry/ Exit Pages The pages from which visitors entered or left the site The websites that directed visitors to you Search Engine Keywords The words visitors are using to find your site Click Analysis A view of how many are clicking on what on each page Source: Idealware.org
More Advanced Metrics Goal Conversion How many people made a series of steps to your desired goals (i.e. signup, purchase, donation, etc) Source: Idealware.org
 
The hard truth about social media measurement …
Intangible!
Number of Blog Subscribers
Number of comments on Your Video
Number of people who have favorited your photo
Priceless!
Social Media Starfish
 
AELIA Audience Engagement Loyalty Influence Action
Audience Who # Trend for Unique Visitors
 
Engagement = Interaction + Attention ,[object Object],[object Object],[object Object],[object Object],[object Object]
Posts _____ Tracks + Comments
 
Loyalty Blog Subscribers - trends, not actual numbers Repeat visitors Tell other people about you Grain of Salt
Influential Ideas: Memes, and their intensity over time
Intent/Action Goal Conversion Rate Qualitative Data
How do we look at and understand metrics in the real world?
Don’t do it this way …
Visitors, they like me, they really like me! Metrics as therapy
Metrics as detective work Why was there a spike in visitors that day?
Metrics linked to goals
A Process … Strategy Map What is the value/cost of success? Value How? What data? What tool? Measurement What attributes you will measure? Metrics What does success look like? Benefit What’s your goal? Goal
http://socialmediametrics.wikispaces.com
Charlene Li – New ROI of Blogging from Forrester
A Case Study in Progress
Photo Credits http://www.flickr.com/photos/birdinthehand/ http://www.flickr.com/photos/napfisk/503606552/ http://en.wikipedia.org/wiki/Image:Jane_Goodall_HK.jpg http://www.flickr.com/photos/napfisk/503606552/ http://www.flickr.com/photos/violetblue/331392404/ http://www.flickr.com/photos/swafo/22892239/ http://www.flickr.com/photos/yogi/297180158/ http://www.flickr.com/photos/evanhamilton/615838841/ http://www.flickr.com/photos/jrodstein/506402190/ http://www.flickr.com/photos/jeffcam/437254746/ http://www.flickr.com/photos/ivarcarol/86863775/ http://www.flickr.com/photos/croma/419894261/ http://www.flickr.com/photos/felipetrucco/266053148/ http://www.flickr.com/photos/zendragon/104117481/ http://www.flickr.com/photos/antitezo/395653723/

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New Metrics, New Measures

Notes de l'éditeur

  1. http://www.flickr.com/photos/birdinthehand/ This is a brief primer on the topic of social media metrics, measurement and ROI – or the new metrics measuring success New Spaces, New Measures Measuring Success Chair: Sheila Carey, Audience and Programs Analyst, Canadian Heritage Information Network (CHIN) Participants: Tim Hart, Head of Institutional Research, J. Paul Getty Trust; Tim Svenonius, Producer, Interactive Educational Technologies, San Francisco Museum of Modern Art; Beth Kanter, Author, Beth's Blog and Social Media Consultant Typical metrics for evaluating success of websites are developed for for-profit sites and focus on goals that are commerce driven. Yet heritage organizations not only have different audiences and goals, we also have multiple audiences. How can we measure 'success' of our online products for our distinct goals and diverse audiences? This panel will look at developing measures of success for museum websites, the potential for sharing data across institutions, as well as evaluating uses of online educational spaces and immersive technologies such as 3-D environments that are gaining in popularity.