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Cut Through the Fog
How to Act on Your Website Data:Smithsonian Institution Archives
Effie Kapsalis
Head of Web & New Media
Smithsonian Archives
Brian Alpert
Web Analytics and SEM Analyst
Smithsonian Institution
Flickr user Rachel Ford James
By Simon Pielow
Target Audiences
Researchers (interns, fellows, academic researchers)
Serious online researchers (Wikipedians, Collections mystery solvers on Flickr Commons etc)
General public enthusiasts (Lifelong Learners, DIYer looking for information and help)
Smithsonian record creators
Broad Organizational Mission
“The Archives’ mission is to document the goals and activities of the whole Smithsonian in its pursuit of increasing and diffusing knowledge, and exciting learning in everyone. The Archives is also responsible for ensuring institutional accountability, and for enhancing access to the rich and diverse resources in its care. ”
Step 1: Identify Goals
Credit: Avinash Kaushik, “Digital Marketing and Measurement Model,” http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/
Step 2: Identify Strategies/Tactics
Credit: Avinash Kaushik, “Digital Marketing and Measurement Model,” http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/
Step 3: Identify Key Performance Indicators (KPI)
Credit: Avinash Kaushik, “Digital Marketing and Measurement Model,” http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/
Strategy: Increase Engagement with Smithsonian History
Content
SIA – High Depth visits of all content average is 1.21%
Strategy: Increase Engagement with Smithsonian History
Content
SIA – High Depth visits of history visits average is 2.35% - 94% higher!
Increase Share and Quality of Conversation about Collections and
Resources: Women in Science Wednesday
“Women in Science Wednesday”
Increase Share and Quality of Conversation about Collections and
Resources
Increase Share and Quality of Conversation about Collections and
Resources