Fast, Cheap, and In-control: Evaluating Digital at the Smithsonian Archives
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Effie Kapsalis, head of web and new media at Smithsonian Archives, outlines the mission of the archives to document and enhance access to knowledge while identifying various target audiences such as researchers and the general public. The document elaborates on strategies and key performance indicators for improving online engagement, representation of collections on platforms like Wikipedia, and increasing the quality of discussions around archival resources. Feedback from users indicates a need for better search capabilities and clearer information on accessing collections.
Fast, Cheap, and In-control: Evaluating Digital at the Smithsonian Archives
- 1. Effie Kapsalis Head of Web & New Media Smithsonian Archives @digitaleffie #MWmetrics
- 4. Flickr user Rachel Ford James
- 5. 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
- 6. 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. ”
- 7. Step 1: Identify Goals Credit: Avinash Kaushik, “Digital Marketing and Measurement Model,” http://www.kaushik.net/avinash/digital-marketing-and- measurement-model/
- 8. Step 2: Identify Strategies/Tactics Credit: Avinash Kaushik, “Digital Marketing and Measurement Model,” http://www.kaushik.net/avinash/digital-marketing-and- measurement-model/
- 9. 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/
- 10. Strategy: Tell Stories Highlighting Smithsonian as Research & Education Catalyst Blog KPI – Low Frequency Visits are trending down + High Frequency Visits are trending up!
- 11. Strategy: Increase Representation of Archives’ Collections on Popular Research Websites
- 12. Wikipedia Page Views: BaGLAMa GLAM/Wikipedia Tools - https://outreach.wikimedia.org/wiki/GLAM/Resources/Tools
- 16. Strategy: Increase Share & Quality of Conversation around SIA Collections & Resources
- 17. Strategy: Increase Share & Quality of Conversation around SIA Collections & Resources
- 18. Strategy: Increase Share & Quality of Conversation around SIA Collections & Resources
- 23. Foresee Open Ended: Did not find looking for • Collections (30) • Of 30 responses, only 4 were searching for items we DO have. • “list of architectural styles of the Smithsonian buildings” • “Mary Henry's complete diary” • “Electronic version of the Smithsonian Annual Report 1895.” • “http:// siarchives.si.edu/history/exhibits/historicpicturessmithsonian but got AFRICAN MUSEUM” • Photos/Digitized Collections (3) • In general, people were looking for more.
- 24. Foresee Open Ended: What ways can we improve search? Want “Google” results Many of the titles are unclear about what they contain I wish audio were available Need greater clarity on what can be accessed electronically. Access to records, pictures Who to contact for help, live chat
- 28. Website Satisfaction Survey On the Cheap
- 29. Keep Learning Know your bone (Colleen Dilenschneider) - http://colleendilen.com/ Beth Kanter – How Connected Non-Profits Leverage Networks & Data for Social Change- http://www.bethkanter.org/ Avinash Kaushik - http://www.kaushik.net/avinash/ @digitaleffie
Editor's Notes
- #6: Identified 6 existing and potential audiences and developed priorities
- #8: Your Objectives should be DUMB; Doable, Understandable, Manageable, and Beneficial. Need to work with executive management to come up with these.
- #9: Definition of Goals: Goals are specific strategies you’ll leverage to accomplish the business objectives.
- #10: Definition of KPI: A key performance indicator is a metric that helps you understand how you are doing against your objectives.
- #12: 64 new articles about women in Science, 75 about Smithsonian people, places, & events, connections with other local cultural heritage orgs, experienced Wikipedians “have our back,” developed best practices for crowd-sourcing. These are groundbreaking women in their fields of botany, chemistry, engineering, astrophysics. As Sarah Sulick pointed out in her address to the Regents on social media, “Ursula Marvin: investigator of lunar samples, a mountain in Antarctica named after her, an asteroid named after her but no Wikipedia page. Until you did something about that.” We made sure that Eva Pell had an article before her retirement.
- #13: BaGLAMa – Page view numbers on Wikipedia sites containing Smithsonian Institution Archives category
- #15: 3/27 - 11 new Wikipedia articles, 7 updated articles, 2 uploaded media to Wikimedia Commons
- #16: History
- #17: Blog, Facebook, Twitter
- #18: Twitter
- #19: Facebook
- #20: 176 Web Visitors Took Our Survey and Couldn’t Find What They Were Looking For
- #22: Filtering was pretty poor.
- #23: Relevance was terrible.
- #24: We were the “Archives for Everything.”
- #29: Idealware’s list of recommended website survey tools for non-profits - http://www.idealware.org/articles/fgt_online_surveys.php Zoomerang - http://www.zoomerang.com/ Survey Gizmo - http://www.surveygizmo.com/ Google Insights - http://www.google.com/insights/consumersurveys/pricing ($.01/survey) Recommended by Avinash Kaushik – Qualaroo - https://qualaroo.com/