Elena Villaespesa - Profile on Academia.edu (original) (raw)

Uploads

Papers by Elena Villaespesa

Despite the vast amount of data at their disposal, museums struggle to measure the impact and val... more Despite the vast amount of data at their disposal, museums struggle to measure the impact and value of their social-media activities due to the lack of standard metrics, consistent tools, and clear guidelines from funders. This paper attempts to define a performance measurement framework that may help museums define the set of measures and tools required to carry out this evaluation task. The evaluation tool proposed is an adaptation of the Balanced Scorecard, a framework developed by Robert Kaplan and David Norton and presented in the Harvard Business Review in 1992. As the authors define it, the Balanced Scorecard "translates an organization’s mission and strategy into a comprehensive set of performance measures that provides the framework for a strategic measurement and management system." The framework was used at Tate in order to study its applicability. During this process, the Balanced Scorecard was demonstrated to be an efficient method for gathering strategic information and defining performance measures. The next step was to put the framework into action, assess its usefulness, and analyse the insights and challenges that stem from applying it. This fieldwork was a practice of trial and error to test various methods and tools for collecting, analysing, and visualising the data with the aim of measuring the interaction and conversation created on these social media platforms. Based on a series of case studies evaluating the social media activities at Tate, this research evaluated which are the best metrics to use in the framework and how the data can be presented and turned into visualisations and actionable pieces of information that inform the decision-making process. This paper also reflects on the implications for museums of establishing a performance measurement system in terms of processes, organisation structure, and resources

Twitter played a significant role during the festival ‘Art in Action’ at The Tanks, Tate Modern’s... more Twitter played a significant role during the festival ‘Art in Action’ at The Tanks, Tate Modern’s new space dedicated to live art. This paper analyses the tweets that mentioned The Tanks during this period and covers the process of collecting, coding and analysing the data following three different lines: Twitter as a communication tool, as a conversation tool to engage with the visitors and as an audience research tool.

In 2013 we launched our first mobile web tour of Tate’s collection displays with the reopening of... more In 2013 we launched our first mobile web tour of Tate’s collection displays with the reopening of Tate Britain. In this blog post, we will evaluate the use of the mobile web tours to date and, from our findings, outline our next steps to develop the tool in the future

Dashboard, a key tool to build and support an insights-driven culture

Tate, Sep 2014

Definition of nine visit segments of the Tate website

Tate Blog, Jul 2014

Understanding our audiences is a key element in the design of the digital experiences we offer. O... more Understanding our audiences is a key element in the design of the digital experiences we offer. Our digital strategy principles aim for an approach that is audiencecentered and insightdriven. But what does this mean in practice? How can we move from the data and insights to inform our digital plan and decide on priorities? As part of my role as a digital analyst, I act as an audience advocate, championing the voice of our visitors among the digital team and across the gallery, allowing us to respond to their needs. Here is an example of how we are applying our most recent audience research data to our digital plans.

Tate digital audience evaluation report, May 2014

Tate Blog, Jun 2014

This blog post explores how the way digital audiences consume information can help our thinking i... more This blog post explores how the way digital audiences consume information can help our thinking in presenting art online

Understanding the differences between how users search and browse art content online

Tate Blog, Jun 6, 2014

Tate Blog, Apr 2014

Art online knows no borders, no boundaries or limits. The presence of our digital collection is n... more Art online knows no borders, no boundaries or limits. The presence of our digital collection is not only confined to our website but actually, due to the viral aspect of social media, our artworks are in a continuous online tour, travelling far away across different networks.

"User testing played a key role in the development of the Tate’s website in 2012. While the web a... more "User testing played a key role in the development of the Tate’s website in 2012. While the web analytics can show us how users come onto our websites and how they are using it, the user testing helps us see real users in action, understand why they are using it the way they do and in turn help us identify where the improvements to the usability and performance could be made.

This workshop will be useful to those considering outsourcing user testing as it will give them a head start in planning for user testing, what they can expect and should be demanding from their suppliers.

The workshop comes in two parts. In the first part, the participants will get an overview of the user testing practice in general, what it is and why it is important. They will also hear about the user testing conducted as part of the Tate’s website relaunch in 2012, covering topics such as balancing user needs against business goals, recruiting users and asking the right questions, and putting the findings into action.

In the second part, the participants will get their sleeves up and their hands dirty and get involved in practical tasks of planning for a user testing session. They will try their skills in brief writing, defining user testing objectives and personas, as well as the practicalities of carrying out the user testing and taking actions based on the results.

The aim of this workshop is to learn in a fun and engaging way about user testing and equip participants with the basic knowledge to be able to commission user testing from external agencies or do it themselves."

Museums and the Web, Apr 1, 2012

Measuring online performance has been one of the hot topics for museum online professionals in th... more Measuring online performance has been one of the hot topics for museum online professionals in the UK. Tate was one of the participants in the Culture24’s action research project, which focused on measuring online success. All participants agreed that reporting purely on the number of visits and time spent on the website fulfilled the governmental requirements, but has not necessarily helped to evaluate online presence against institutional objectives. We realised we had to start using the large amount of available metrics in a more intelligent way. In this paper we would like to present the steps we have taken to increase the benefits that analytics can bring to other institutions and have brought to Tate, and the challenges we met on the way of spreading the analytics culture across the organisation.

ICOM Digital, no. 5, Mar 1, 2012

Distribución exclusiva por Internet ICOM España no se hace responsable de las opiniones vertidas ... more Distribución exclusiva por Internet ICOM España no se hace responsable de las opiniones vertidas por los autores en sus artículos.

Thesis Chapters by Elena Villaespesa

Measuring Social Media Success: The value of the Balanced Scorecard as a tool for evaluation and strategic management in museums

This Ph.D. research was triggered by the existing need for an evaluation model that will help mus... more This Ph.D. research was triggered by the existing need for an evaluation model that will help museums to measure their social media success. This thesis defines a performance measurement framework that could be adopted to select the set of measures and tools required to carry out this evaluation task. In order to develop the framework, this thesis investigates the strategies and usage of social media based on original data collected from twenty cultural organisations as part of the UK’s ‘Let’s Get Real’ national action research project.
The framework developed in this study and named the ‘Museum Social Media Measurement Framework’, uses the ‘Balanced Scorecard’ as its foundation. A case study approach, using Tate’s social media initiatives, was adopted to assess the validity of the framework and to obtain, during its implementation, a detailed understanding of the evaluation methods and tools that may be applied in this context. The study concludes that not only has the Balanced Scorecard shown itself to be a valuable strategy management instrument for clarifying vision and objectives, but it also provides a good overview of how the museum creates value from both an internal and external perspective. However, it lacks data visualisation guidelines and is not free from implementation challenges. This study reflects on the implications for museums in establishing a performance measurement system in terms of processes, organisational structure and resources.

This thesis contributes to the business studies field with a case study of the application of the Balanced Scorecard. Moreover, this research illustrates the value of applying business theories to museum studies with the proposal of a new tool for the sector. The thesis as a whole makes the case for a better evaluation approach in museums when it comes to measuring the impact and value of social media.