MCN 2011 Beyond Likes and Hits
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Transcript of MCN 2011 Beyond Likes and Hits
Beyond Likes
and Hits
Guerilla-Style Evaluation
and Digging Deeper
Into Data
I’m Kate, but you can
call me Kathleen
Some stuff I like:
What I don’t like:
Insight into our
visitors, audiences,
and communities
lives in a lot
of places…
SilosVisitor Studies
and Evaluation
Online
Analytics
Site Search
DataLogs from
Social Media
Admissions/
Ticket Sales
Fragmentation
Differentiation
Synthesis
WhatWhy
Organization’s Goals
Users’ Goals
Exploring the world we don’t
Measuring the world we know
Awesome table
of glaring
overgeneralizations(Thanks, Louis Rosenfeld!)
What they analyze
What methods they
employ
What they’re trying to
achieve
How they use data
What kind of data they
use
Web
Analytics
User
Experience
Users’ behaviors
(what’s happening)
Quantitative measures
to determine what’s
happening
Organizational
Goals (key performance
indicators)
Measure performance
(goal-driven analysis)
Statistical data (“real”
data; large volume,
tons of errors)
Users’ intentions and
motives (why those
things happen)
Qualitative methods to
explain why things
happen
Helps users achieve
goals (expressed as tasks
or topics of interest)
Uncover patterns or
surprises (emergent)
Descriptive data (in
small volumes, tons of
errors)
We can learn
from each
other’s
data
We can improve
each other’s
tools
We can test
each other’s
hypotheses
We can help tell
each other’s
stories
We are smarter
together
Get
out
of
our
silos..
Establish what’s
common
Play games
together
Blue sky it
If you could design your
institution’s brain related to
visitor, audience, and community
data– from scratch– what would it
look like?
Put people together
the ones who can
tell the story…
…and the ones who
know the data
Integrated research
destroys assumptions
and leads to true insights
A few examples…
minisites
tweetups
“What the heck
is a tweetup?”
“Maybe in the
future don’t put
such an
emphasis on
twitter”
pet rex
What can
YOU do?
have visitor studies or evaluation?
talk to them
don’t?
advocate for it
either way… go rogue
Guerilla evaluation
techniques
-enlist help
-be brave; leave your cube/bldg
-get contact info & follow-up
-ask one simple question
Wanna meet half-way
between our silos…?
We’ll play
the keytar!
Check me out:
exposeyourmuseum.com
#exposyourmuseum
QR for the toolkit
Thanks to Louis Rosenfeld for my gratuitous thievery of his slides:
http://www.slideshare.net/lrosenfeld/beyond-user-research and for
all the other countless things I stole in the making of this presentation.