@MarDixon Passionate about culture. Champion for the next generation of Cultural visitors. Defender of Libraries. Digital, Wearable Tech Enthusiast. Sharing knowledge. Troublemaker and/or advocate, depending on what you need.
  • scissors
    September 23rd, 2011mardixonCulture

    Recently, Culture24 Action Research Project Let’s Get Real held a conference in Bristol where it launched the tremendously insightful report ‘How to Evaluate Online Success?’ Report, findings & recommendations.

    I’m still reading the in-depth report but a few things I’ve found so far:

    • Measure quality or value, rather than use usage online.
    • Some institutions outsource their Google Analytics to a third party.

    Future Trend:

    • Mobile traffic was, for every museum, growing rapidly.
    • Automated shortening of URLS to t.co in August 2011 will allow for better reports on Twitter-based traffic.
    • Very few organizations set up goals in GA.

    Analysis:

    • Search traffic was still the main avenue visitors used to find sites (another reminder of the importance of SEO).  This was picked up on when discussion lead to importance/useage of homepage in today’s society.
    • Mobile traffic is growing.  Institutions need to move this priority from back burner to front burner.

    Social media:

    • Social media should be renamed Engagement strategy – social media only works when you engage with the followers.
    • The formula for Facebook engagement, while looking like something out of Quantative Maths, really is a simple breakdown that is very easy to follow. (Kudos to the designer of the formula though!).
    • Simply having a social media strategy is not enough – strategy needs to be ‘targeted and effective’ eg not written with business hat on.

    As always, throughout the conference, there were a lot of tweets.  I pdf’d majority of them here with some of my favorites being:

    #c24lgr @tomux If you aim for the moon and only get half way that is still impressive (Love this statement).
    #c24lgr @tomux Be engaged and be involved in the community.
    #c24lgr You’re always in beta at best <~ so true! Need a working document but not many get to end goal.

    The following blogs and links are must reads:

    Thanks to all involved in the conference including the fabulous Jane Finnis, Rosie Clarke and the whole Culture24 team.

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  • scissors
    September 12th, 2011mardixonCulture, Literacy

    After reading @samatlounge  EveryThink: What do you think, Sam Missingham? I started to think about where I see the trend of social media heading.  It seems that, even two years ago, social media was still labelled a kid’s gadget.  You know the stereotype I’m talking about – only ‘kids’ are on Facebook, and only kids were ever on MySpace.

    However, it now seems, slowly but surely, different industries are starting to remove their blinders and recognize they need social media now more than ever.  However, I’ve also been watching how many go in heavy handed relying strictly on their brand name.

    This doesn’t work – especially not on Twitter. Yes you will get the followers flocking like the little birds to a new tree but unless you give us a reason to stay, we will leave.  And when we leave, we will find another tree that meets our needs.

    Consumers have a clear idea of what they want from companies (whether it be book, cultural, IT or fabric industry and everything in between) but companies do not always provide the information desired.  They provide what THEY feel consumers want.

    For me, this is why there is a clear need for a Social Media Strategy regardless of the size of your company or brand.  The big names I have seen flying wingless in the wind have been the ones that clearly do not have a strategy.  They look at social media as something everyone can do – which as Sam pointed out, is not always the case.

    The strategy does not need to be a complicated document but there needs to be guidelines for those you allow to represent your brand.

    Bottom line:  Social media strategy is the puzzle piece that will differentiate those who survive long term and those who don’t.

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