Engaging the World
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A 3-hour workshop given at Centrum Cyfrowe Projekt in Poland for cultural heritage professionals.
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Engaging the World
- 1. ENGAGING THE WORLD EFFIE KAPSALIS SMITHSONIAN INSTITUTION ARCHIVES @digitaleffie
- 2. @digitaleffie “…AN ESTABLISHMENT FOR THE INCREASE & DIFFUSION OF KNOWLEDGE AMONG MEN.“ - JAMES SMITHSON, 1826
- 4. @digitaleffie YOU WOULD BE WRONG
- 5. Outside Castle at Adams Installation, 1984, Smithsonian Institution Archives, ID# 95-262 @digitaleffie
- 6. @digitaleffie President Donald Trump’s Inauguration, 2017
- 7. @digitaleffie President Barack Obama’s Inauguration, 2009
- 9. 5 STEPS TO SANER AUDIENCE ENGAGEMENT 1. Define 3-4 program goals 2. Identify 3-4 key target audiences 3. Define strategies and tactics for those goals 4. Define Key Performance Indicators (Metrics) 5. Benchmark to get a sense of what’s normal. Rinse-repeat! @digitaleffie
- 10. @digitaleffie
- 11. STEP 1: DEFINE GOALS Credit: Avinash Kaushik, “Digital Marketing and Measurement Model,” http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/ @digitaleffie
- 12. STEP 2: IDENTIFY 3-4 KEY TARGET AUDIENCES @digitaleffie • Researchers • Online Volunteers • Record donors • History-enthusiasts
- 13. STEP 3: AUDIENCESIDENTIFY STRATEGIES & TACTICS @digitaleffie Model developed by Avinash Kaushik, “Digital Marketing and Measurement Model,” http://www.kaushik.net/avinash/digital-marketing-and-measurement- model/
- 14. STEP 4: DEFINE KEY PERFORMANCE INDICATORS (KPI) @digitaleffie
- 15. STEP 5: BENCHMARK I got 50 retweets! Wait - is that good? @digitaleffie
- 16. METRICS, METRICS EVERYWHERE! “Quantity of Stuff” metrics: • Sessions • Users • Pages • Likes Engagement Metrics • Frequency • Recency • Page Depth @digitaleffie
- 17. GOAL: INCREASE UNDERSTANDING OF THE DIVERSITY AND RELEVANCE OF RESOURCES AND COLLECTIONS. @digitaleffie
- 18. http://s.si.edu/2qghiuL @digitaleffie CAMPAIGN: WOMEN IN SCIENCE WEDNESDAY
- 19. @digitaleffie
- 20. @digitaleffie BLOG: THE BIGGER PICTURE
- 23. WIKIPEDIA REACH @digitaleffie 0 10000 20000 30000 40000 50000 60000 70000 80000 90000 100000 Views on SIA Website Views on Flickr Commons Views on Wikipedia Figure A: Comparison of views received for an “average” image on different websites since 2008.
- 24. @digitaleffie
- 25. @digitaleffie NEW ARTICLE FOR SOPHIE LUTTERLOUGH!
- 26. @digitaleffie “COLOR HISTORY WITH THE SMITHSONIAN”
- 30. CROWDSOURCING: SMITHSONIAN TRANSCRIPTION CENTER, RESULTS • Since June 2013, 2,198 projects completed, nearly 300k pages transcribed, 8785 volunteers total (120 volunteers/week on average); • People augment information at Smithsonian and other institutions; • Use information learned to add information to Wikipedia, Encyclopedia of Life, and other open knowledge projects. • People become part of our mission and love us more! @digitaleffie
- 32. BOOM! “BHL has increased the pace of taxonomic research around the world,” -Martin Kalfatovic, Biodiversity Heritage Library @digitaleffie
- 33. STORYTELLING: CASTLE OF CURIOSITIES @digitaleffie
- 35. STEP 1: DEFINE 3-4 PROGRAM GOALS 1. Define 3-4 program goals (20 minutes) 2. Identify 3-4 key target audiences (20 minutes) 3. Take 1 goal, define strategies and tactics (20 minutes) 4. Define Key Performance Indicators (Metrics)…go beyond “quantity of stuff” measurement (20 minutes) 5. Benchmark to get a sense of what’s normal. Rinse-repeat! @digitaleffie
Hinweis der Redaktion
- I am here to sympathize with you as I work for an organization with a huge mission as most non-profits have.
- James Smithson (born 1765) was a chemist when chemistry was a new science = the original Smithsonian Hipster. He believed that the pursuit of science and knowledge was the key to happiness and prosperity for all of society. Toward the end of his life in 1826, under a clause in his will, he left his fortune to the United States, a place he had never visited, to found in Washington, under the name of the Smithsonian Institution, “an establishment for the increase and diffusion of knowledge among men.” You may think we have a ton of resources to reach all men…and women.
- World’s Largest museum, education, and research complex. 171 year old institution with 19 museums, 9 research centers, a zoo, 156,000 cubic feet of archives in multiple disciplines, 21 specialized research libraries, and research programs throughout the world. 6,511 Employees, 12,047 Volunteers, 721 Research Fellows,. When we say we have something for everyone, we kind of mean it. We are ostensibly for the world. You would think we would have big resources when it comes to the diffusion part of our mission.
- We are scrappy and opportunistic.
- But let’s be real, we don’t have a ton of resources when it comes to outreach and marketing. Is it really realistic to try to reach everyone. And how do you know how many people is enough to accomplish your mission?
- Sorry, inside U.S. political joke.
- Read up on who your followers are. See who else is talking about what you are…can you partner with them? Follow the news to see if you can tie-in to what’s going on in the world.
- Your Objectives should be DUMB; Doable, Understandable, Manageable, and Beneficial. Goals need to be super specific. Started with SIA’s 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.” How can the web/outreach program develop specific goals to achieve that larger goal?
- Strategies – the plans you make to achieve the goals Tactics – The things you to do achieve strategies
- Definition of KPI: A key performance indicator is a metric that helps you understand how you are doing against your objectives. Choose only a few metrics cuz how much time do we really have to reflect?
- Things are seasonal, dependent on campaigns, etc.
- Women in STEM careers is a big issue in the U.S. Pulling out little-documented women scientists. Creating digital trails to these women with Women in Science Wednesday. From campaign, to wikipedia edit-a-thons…
- Has 1.5 million followers
- Blog: The Bigger Picture. Regular new content drastically improves SEO.
- Post from March 2016, over a year later got this comment from a teacher. Adding new content via blog improves SEO overtime. Also have anthropological professional societies, women in STEM blogs, etc following and repurposing content.
- 72 new articles. Mary Agnes Chase articles edited 88 times, viewed 3,779 times in the last 2 years, that’s about 5 people/day wholearn about Mary Agnes Chase.
- Why Wikipedia? Always in top 10 ranked websites worldwide and people use it as a starting point to learn about something.
- Viewed 333 times since March
- We can’t do it all on our own. We need to give people the tools to be able to write their own histories. There is a diversity problem in the museum sector. Though 28 percent of museum staffs are from underrepresented minorities, the great majority of these workers are concentrated in security, facilities, finance, and human resources jobs. Among museum curators, conservators, educators, and leaders, only four percent are African American and just three percent Hispanic. - The Andrew W. Mellon Foundation, Art Museum Staff Demographic Survey, https://mellon.org/resources/news/articles/Diversity-American-Art-Museums/
- Video is big! At a minimum, use images. Facebook lives are low point-of-entry; just need blue tooth microphones, tripod with phone adapter for smartphone.
- Because the Smithsonian is a national/large organization, a lot of people look to us for best practices and advice. October is archives month, so every year our conservators and archivists answer the public’s questions. We get professional practice questions as well as wacky ones.
- Large-scale crowdsourcing across our museums, libraries and archives. Scientific field notes, astrophysical observation cards, Freedman bureaus records – important geneology resource for African Americans, Bee specimen cards, Phyllis Diller joke cards. Goal of Transcription Center: Makes primary source documents machine and human-searchable.
- Open platform where collections are hosted by Internet Archive
- Nearly 16K listens in less than 2 years
- Problem reaching local diverse audiences. Brought on a group of teens to help develop something for them. We held 2 human-centered design workshops and landed on a basic format and possible storylines.
- Start with your organizational mission and decide which part of it your division can achieve and prioritize 3-4 specific goals.