jane finnis ama10
DESCRIPTION
Slides from my presentaion at AMA10 about metrics, measurement and social media tools.TRANSCRIPT
![Page 1: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/1.jpg)
![Page 2: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/2.jpg)
Whatever the question…
![Page 3: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/3.jpg)
…the answer is visitor numbers
![Page 4: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/4.jpg)
Metrics measure success
(don’t really) v
![Page 5: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/5.jpg)
Start with:
- What are you trying to do?- Who are you trying to reach?
![Page 6: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/6.jpg)
![Page 7: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/7.jpg)
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
![Page 8: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/8.jpg)
Action Research Project“How to measure success online?”
![Page 9: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/9.jpg)
Seb Chan: Powerhouse Museum, Sydney
![Page 10: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/10.jpg)
www.nixonmcinnes.co.uk/knowledge
Jenni LloydStrategy Director
Social Media Framework
![Page 11: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/11.jpg)
Google Analytics
![Page 12: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/12.jpg)
www.culture24.org.uk
![Page 13: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/13.jpg)
(this is our website too!)
![Page 14: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/14.jpg)
brand
![Page 15: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/15.jpg)
content
![Page 16: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/16.jpg)
16%
![Page 17: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/17.jpg)
National Campaigns
![Page 18: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/18.jpg)
30%
![Page 19: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/19.jpg)
country
noise
![Page 20: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/20.jpg)
Target alocation
![Page 21: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/21.jpg)
local
![Page 22: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/22.jpg)
Local?
![Page 23: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/23.jpg)
Drill down
![Page 24: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/24.jpg)
Define what & segment who
- Use Tools- Make Changes- Evaluate changes- Spread data and learning
![Page 25: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/25.jpg)
Comparison
![Page 26: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/26.jpg)
www.compete.com
![Page 27: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/27.jpg)
www.alexa.com
![Page 28: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/28.jpg)
Data Sharing: RSS
![Page 29: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/29.jpg)
Google Alerts: Track mentions
![Page 30: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/30.jpg)
Social Media
![Page 31: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/31.jpg)
Tweetdeck: Track Twitter fall & Hashtags
![Page 32: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/32.jpg)
Twinbox: tweet archiving via Outlook
![Page 33: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/33.jpg)
http://tweetreach.com
![Page 34: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/34.jpg)
![Page 35: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/35.jpg)
http://klout.com/
![Page 36: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/36.jpg)
![Page 37: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/37.jpg)
Social Medianeeds a framework
![Page 38: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/38.jpg)
Don’t shout!
![Page 39: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/39.jpg)
Tell stories, start conversations …
©Mike Grenville www.changingworlds.info
![Page 40: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/40.jpg)
Map your activity to your ‘actual’ objectives
![Page 41: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/41.jpg)
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 …
![Page 42: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/42.jpg)
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
![Page 43: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/43.jpg)
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
![Page 44: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/44.jpg)
Go further …
![Page 45: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/45.jpg)
www.slideshare.net/jennilloyd
![Page 46: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/46.jpg)
Internet Advertising Bureau - www.iabuk.net
![Page 47: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/47.jpg)
£15.92 Amazon
www.kaushik.net/avinash/
![Page 48: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/48.jpg)
http://www.powerhousemuseum.com/dmsblog/
![Page 50: Jane Finnis AMA10](https://reader033.vdocument.in/reader033/viewer/2022061111/545484d4af7959a1608b6ddd/html5/thumbnails/50.jpg)