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Addressing Museum Audiences Online

Slide deck for the Museum Pedagogigal Course (Helsinki Uni) by Janne Heinonen & Sanna Hirvonen / Kiasma.

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Addressing Museum Audiences Online

  1. 1. Addressing Audiences Online Helsinki Uni - Museum Pedagogical Course - 15 October 2015 Janne Heinonen @pikselia Sanna Hirvonen @sannahirvonen
  2. 2. Slide by Michael Edson http://www.slideshare.net/edsonm/michael-edson-lego-beowulf-and-the-web-of-hands-and-hearts-for-the-danish-national-museum-awards
  3. 3. Multilateral Networks Adapted from: http://smithsonian-webstrategy.wikispaces.com/Strategy+--+Themes Online activity is not a bigger megaphone, it is a new way of getting things done
  4. 4. Social Media • Social interaction • Communities and networks • User-generated • User-curated content • Information exchange from many to many • Technological services • Immediacy • Virality
  5. 5. Internet Is Social • 86 % of 16 to 89 years old Finns are using internet • 2.4 million Facebook users in Finland – 1.5 billion monthly users worldwide • Over 300 000 Twitter users in Finland – 300 million monthly users worldwide – 40 to 50 thousand tweeting on weekly basis • 15 percent of Finns (>800 000) are using Instagram Sources: Väestön tieto- ja viestintätekniikan käyttö -tutkimus 2014, Tilastokeskus https://harto.wordpress.com/2015/08/01/ajankohtaista-some-rintamalta-facebook-google-twitter-ja-younited/ http://www.talouselama.fi/uutiset/somen+suosio+kasvaa++instagram+ja+twitter+vakiinnuttavat+paikkaansa/a2295822
  6. 6. Involvement in Social Networks Share and connect information, produce new content, comment, curate Sleepers Source: Miia Kosonen, Online-yhteistyö / Osallistumisen tasot http://www.slideshare.net/miiak/online-yhteistyo 20% Seek help for themselves, observe from a distance, passive 80% Creators & active users Opportunists, lurkers & sleepers
  7. 7. The Participatory Museum Model
  8. 8. Levels of Participation Source: Nina Simon, The Participatory Museum http://www.participatorymuseum.org/ Level 1 Museum to me Museum delivers content for the user to passively receive • e.g. label, video, static web page
  9. 9. Source: Nina Simon, The Participatory Museum http://www.participatorymuseum.org/ Level 2 Me and museum The content may be responsive to you, but the interactive experience is non-networked • e.g. button to press, game to play, quiz Levels of Participation
  10. 10. Source: Nina Simon, The Participatory Museum http://www.participatorymuseum.org/ Level 3 Me and me and me and museum Individual interaction with the content is networked so that each individual’s interaction is available • e.g. museum kioks surveys, public counter  shared outputs Levels of Participation
  11. 11. Source: Nina Simon, The Participatory Museum http://www.participatorymuseum.org/ 4 Me-to-we in museum User interactions are available for comment and connection by other users • e.g. comment board, social media site, wiki  Experience gets better the more people use the system “From personal to social engagement” Levels of Participation
  12. 12. Source: Nina Simon, The Participatory Museum http://www.participatorymuseum.org/ 5 We “The holy grail of social discourse”, where people interact directly with each other around content • e.g. online community Levels of Participation
  13. 13. Kiasma & Social Media
  14. 14. Interconnected Messages Facebook Kiasma-blog kiasma.fi Twitter Instagram Youtube Campaigns e.g. kiasmamoods Search engines Coordination Planning Content design and creation Community management Analytics and development
  15. 15. Dimensions of Social Media • Lowering the threshold • Arousing interest in our content & contemporary art • Making art related topics available in different forums • Encouraging interaction, building relationships • Increasing museum attendance Outreach Engagement
  16. 16. Kenelle? Kohdeyleisöt? PACMANMuseum visitors Potential museum visitors Online audience Online communications Audiences
  17. 17. Facebook • > 24 400 likes • 0-3 updates/day • Decreasing organic reach = a challenge to organisation pages
  18. 18. Twitter • 8700 followers • Quick, interactive • More updates/day than on Facebook • Take part in topical discussions
  19. 19. Instagram • >3900 followers • Picture posts • Copyrights restrict the presentation of art in photographs
  20. 20. YouTube • Video distribution platform • Web and social media video embeds • Almost 130 000 video views overall
  21. 21. Content and Procedures
  22. 22. Content • Curating content by others: industry news, media hits, audience generated content • Own content: texts, photos, videos, interviews… • Multiple channels: Same themes/topics in different form • Individual members of staff generating content: sharing, retweeting etc.
  23. 23. Tone of Voice • Formal bureau or casual buddy? • Macro or micro level comments? • Professional article or everyday point of view? • How does the topic concern your daily life? Why get interested?
  24. 24. Loss of Control? • Many voices inside the institution • Possibility of mixed messages and different opinions – guidelines needed • When something goes wrong: quick, viral, snowball effect • Losing control of third party platforms, e.g. constantly changing policies of social media sites
  25. 25. New Roles Emerge • Manages member experience • Facilitates conversation • Defines the tone of voice • Promotes and encourages productive behaviors • Monitoring and reporting  Feedback loop! Source: http://www.slideshare.net/rhappe/community-management-fundamentals Community manager JD Hancock/Flickr (CC BY 2.0)