This document provides an overview of a presentation on writing text for digital media in museums. The presentation covers:
- Getting introductions from attendees and learning about their challenges and expectations.
- Examples of using old and new media in museums and the purposes of text.
- Tips for writing concisely for online readers with short attention spans.
- Exercises on writing tweets about museum objects and adapting text for different media.
- Discussion of cross-media and trans-media approaches to engage audiences across platforms.
- Breakout groups where attendees analyze exhibitions and propose text adaptations for various media.
- Feedback and discussion of challenges and successes from the group work.
Workshop writing text for digital media in museums
1. ICOM CECA Yerevan 2012
Theo Meereboer
museums concept & strategy
E30 Foundation / COMMiDEA
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writing text for digital media
2. ICOM CECA Yerevan 2012
Theo Meereboer
museums concept & strategy
E30 Foundation / COMMiDEA
3. ICOM CECA Yerevan 2012
Theo Meereboer
museums concept & strategy
E30 Foundation / COMMiDEA
welcome!
:-)
4. ICOM CECA Yerevan 2012
Theo Meereboer
museums concept & strategy
E30 Foundation / COMMiDEA
5. ICOM CECA Yerevan 2012
Theo Meereboer
museums concept & strategy
E30 Foundation / COMMiDEA
what are we going to do?
6. what we are going to do
- Getting to know eachother
- examples
- introduction + a little bit
of theory
- tweet tweet
- more examples
- writing for new media in the
museum
- feedback and discussion
7. getting to know eachother
- Please introduce yourself by
telling
• who you are
• where you are from.
• What your connection is to the
subject
• What your challenges are?
• What you expect to learn today
• How we can learn from
eachother?
8. examples + introduction + a
little bit of theory
- something new /
something old
- new or digital media
- text in museums: use and
purpose
- the other way(s) around: the
dialogue museum
31. most people do not have a
lot of time or attention
when they are reading a
text online, so write
short, clear, (inter)active
this text is too long already?
32. excercise
think of the most precious,
famous or otherwise
spectacular object in your
museum / heritage site
1.write a tweet about it
in which you try to summarize
the utmost essence in 140
characters...
be quick
33. the results...
1.how did you use twitter?
2.for whom?
3.did you use it as a linking
pin?
4.did you use a hyperlink?
5.was the link to long?
6.could it be shorter?
7.did you mention anyone?
8.was your tweet engaging?
be smart
49. meeting the needs,
interest, questions,
passion of your
audience...
what kind of writing is needed
50. 6 x
approach
L + + Loosen
for the
near
Listen
future
/ Like-wise
Learn (lifelong)
(L.a.t.) relations
Loyalty And Trust
be Loved
51. How can you adjust your way of writing to
this reading behavior?
- make a long story short
- be:
• brief
• imaginative
• direct
• concise
• quick
• dare to make a mistake
•make it ‘more or less’ ready
- usefull:
• headers and white spaces
• (hyper) links
• active form of writing
ask, invite, link, share...
52. How can you adjust your way of writing to
this reading behavior?
- understand your audience
- where do you meet? (places, media)
- how would you describe your
relation? Will it last? (make it
sustainable, ask to engage, promote, share)
- Do your best to:
- inform
- engage
- entertain
making it interactive
66. crossmedia / transmedia
museum { }
mobile “ ”
print...
core
text
web::
broadcast<
less = more
67. different texts: stories, labels,
descriptions and the interface. They should be
fully integrated and all coming from one core
text
- mobile apps (foursquare, facebook,
routes, fotopedia heritage, anne’s
amsterdam, streetmuseum, etc.)
- weblog / tumblr, facebook
(page), twitter
- multimedia (games, video, multitouch)
- storytelling...
Different purposes: different media
68. - making a ‘story’ with
different episodes,
disseminated on several
media & devices (=
crossmedia).
- Using the specific
characteristics and
qualities of each medium and
care for possibilities to
switch
- involving your audience
the crossmedia approach
70. - medium specificity: use of medium / channel
according to the specific qualities and
possibilities
- Internet (Web 2.0, social media) often forms
the connecting factor, but mobile is on its
way to take over
- storytelling is a means to share messages
and to involve users in the story
- ‘Your’ message may deviate from the planned
route, partly as a result of co-creation /
Conversation / participation
- The story requires a non-linear approach,
follows several directions, parallel,
intersecting and asynchronous
- crossmedia will enhance: reach, relevance,
conversation, experience, involvement
characteristics of crossmedia
71. transmedia*
- parallel and intersecting routes
- Transfer and moments of choice
- 24/7 integration daily life
- Participation / involvement
* see a.o. Henry Jenkins, Christy Dena
72. blog / event expo /
facebook / site /
twitter / museum
google+
scooop. it!
paper.li
etc. research
internship
debate curriculum
+ LinkedIn
seminar
‘knowledge
ecology’
app
mobile
e.g. issuu /
slideshare / photo
flipbook / 3D / AR
pinterest
video
game
75. Ready-S.E.T.-Go! (Social Engagement
Text)
1. core text / identity
• look! -> attention
• because: -> explanation
• and so... -> engagement
2. communication goal / values
(ambition)
think like a copywriter
76. Ready-S.E.T.-Go! (Social Engagement
Text)
1. core text / identity
• look! -> attention
• because: -> explanation
• and so... -> engagement
2. communication goal / values
(ambition)
3. followers / audience (outreach)
think like a copywriter
77. Ready-S.E.T.-Go! (Social Engagement
Text)
1. core text / identity
• look! -> attention
• because: -> explanation
• and so... -> engagement
2. communication goal / values
(ambition)
3. followers / audience (outreach)
4. media / platforms / events
think like a copywriter
78. Ready-S.E.T.-Go! (Social Engagement
Text)
1. core text / identity
• look! -> attention
• because: -> explanation
• and so... -> engagement
2. communication goal / values
(ambition)
3. followers / audience (outreach)
4. media / platforms / events
Are you telling a story?
think like a copywriter
79. Ready-S.E.T.-Go! (Social Engagement
Text)
1. core text / identity
• look! -> attention
• because: -> explanation
• and so... -> engagement
2. communication goal / values
(ambition)
3. followers / audience (outreach)
4. media / platforms / events
Are you telling a story?
- Why?
think like a copywriter
80. Ready-S.E.T.-Go! (Social Engagement
Text)
1. core text / identity
• look! -> attention
• because: -> explanation
• and so... -> engagement
2. communication goal / values
(ambition)
3. followers / audience (outreach)
4. media / platforms / events
Are you telling a story?
- Why?
- where?
think like a copywriter
81. Ready-S.E.T.-Go! (Social Engagement
Text)
1. core text / identity
• look! -> attention
• because: -> explanation
• and so... -> engagement
2. communication goal / values
(ambition)
3. followers / audience (outreach)
4. media / platforms / events
Are you telling a story?
- Why?
- where?
- to whom?
think like a copywriter
82. Ready-S.E.T.-Go! (Social Engagement
Text)
1. core text / identity
• look! -> attention
• because: -> explanation
• and so... -> engagement
2. communication goal / values
(ambition)
3. followers / audience (outreach)
4. media / platforms / events
Are you telling a story?
- Why?
- where?
- to whom?
think like a copywriter
83. Ready-S.E.T.-Go! (Social Engagement
Text)
1. core text / identity
• look! -> attention
• because: -> explanation
• and so... -> engagement
2. communication goal / values
(ambition)
3. followers / audience (outreach)
4. media / platforms / events
Are you telling a story?
- Why?
- where?
- to whom?
think like a copywriter
84. Ready-S.E.T.-Go! (Social Engagement
Text)
1. core text / identity
• look! -> attention
• because: -> explanation
• and so... -> engagement
2. communication goal / values
(ambition)
3. followers / audience (outreach)
4. media / platforms / events
Are you telling a story?
- Why?
- where?
- to whom?
think like a copywriter
85. Ready-S.E.T.-Go! (Social Engagement
Text)
1. core text / identity
• look! -> attention
• because: -> explanation
• and so... -> engagement
2. communication goal / values
(ambition)
3. followers / audience (outreach)
4. media / platforms / events
Are you telling a story?
- Why?
- where?
- to whom?
think like a copywriter
86. Ready-S.E.T.-Go! (Social Engagement
Text)
1. core text / identity
• look! -> attention
• because: -> explanation
• and so... -> engagement
2. communication goal / values
(ambition)
3. followers / audience (outreach)
4. media / platforms / events
Are you telling a story?
- Why?
- where?
- to whom?
think like a copywriter
87. your ‘story’
1. core text + specific goal /
audience / channel / moment
2. media
• paper (handout, poster, billboard)
• catalogue (sure)
• novel (why not?)
• for a mediator
• on a blog
• on facebook, slideshare or even
on twitter (to be continued...)
• scenario
• gameplay
• (QR) route
act like a storyteller
89. form 3 groups
•choose 2 exhibitions / objects in the
museum.
•observe + analyze
•5 questions:
- is there any text? how?
- for which target group? (age, interest,
etc.)
- what would you do different?
- which media would you choose? why?
- via which media are you able to transfer
the information / message / theme?
(mediation)
•adapt the text / your text to the media of
your choise
use one of three different media / channels:
web | multimedia | mobile
start writing
90. feedback from each group
what went wrong (I hope something did)
can we combine your texts?
what is necessary for letting individuals
move from one media to another?
what does this attribute to the story?
what was the most difficult part? why?
what was the most useful part? why?
ca we stay in touch to discuss this?
discussion + questions
91. thank you so much!
this presentation will be
available via:
slideshare.com/erfgoed
let’s keep in touch...
theo@stichtingE30.nl
@theomeereboer
Notas do Editor
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zo ziet het model van een kennisecologie eruit. Nogal druk en verwarrend wellicht, maar daardoor veeleer een representatie van de realiteit dan veel vereenvoudigde modellen. Er ontstaat een constellatie van media, momenten, mensen, merken, motivatie etc. etc. Die verandert voortdurend, net als de sterrenhemel. Alle onderdelen be&#xEF;nvloeden elkaar, de samenhang is niet statisch. Kunnen wetenschappelijke organisaties omgaan met zo&#x2019;n dynamisch model? Lijkt me wel.\n