Workshop writing text for digital media in museums

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Pre conference workshop for the ICOM-CECA conference 2012 in Yerevan, Armenia

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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 beïnvloeden elkaar, de samenhang is niet statisch. Kunnen wetenschappelijke organisaties omgaan met zo’n dynamisch model? Lijkt me wel.\n
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  • Workshop writing text for digital media in museums

    1. 1. ICOM CECA Yerevan 2012 Theo Meereboer museums concept & strategy E30 Foundation / COMMiDEA ան Թանգար ն րա Թանգա ան ր Թանգաwriting text for digital media
    2. 2. ICOM CECA Yerevan 2012 Theo Meereboer museums concept & strategy E30 Foundation / COMMiDEA
    3. 3. ICOM CECA Yerevan 2012 Theo Meereboer museums concept & strategy E30 Foundation / COMMiDEA welcome! :-)
    4. 4. ICOM CECA Yerevan 2012 Theo Meereboer museums concept & strategy E30 Foundation / COMMiDEA
    5. 5. ICOM CECA Yerevan 2012 Theo Meereboer museums concept & strategy E30 Foundation / COMMiDEA what are we going to do?
    6. 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. 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. 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
    9. 9. in- situ?
    10. 10. ex situ?
    11. 11. combining the physical, digital and intangible (oral) and making it mobiletrans situ?
    12. 12. ?so mething old the object behind the text
    13. 13. ew?s omething n listen and see...
    14. 14. ted someth ing unexpeclook, listen at kensington Palace
    15. 15. som ething coolsit here and hear the walls...
    16. 16. come and play
    17. 17. touch and learn
    18. 18. churchill museum: multimedia
    19. 19. play in the museum at home?
    20. 20. london museum: ‘audiotour’
    21. 21. the wireless connection
    22. 22. ask, invite, link, share...
    23. 23. be (very) good at it
    24. 24. How?
    25. 25. try, fail, analyze, improve, learn
    26. 26. tips for writing be imaginative
    27. 27. be brief
    28. 28. be brief
    29. 29. be concise
    30. 30. this text is too long already?
    31. 31. most people do not have a lot of time or attention when they are reading a text online, so write short, clear, (inter)activethis text is too long already?
    32. 32. excercisethink of the most precious,famous or otherwisespectacular object in yourmuseum / heritage site1.write a tweet about itin which you try to summarizethe utmost essence in 140characters... be quick
    33. 33. the results...1.how did you use twitter?2.for whom?3.did you use it as a linkingpin?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
    34. 34. where to meet your audience?
    35. 35. in search of van Gogh...where to meet your audience?
    36. 36. the official museum websitewill they enter via the website?
    37. 37. a regional heritage databasewill they search for him where he lived?
    38. 38. where museums get togetherwill they search on common grounds?
    39. 39. where people are socialwill they look for shared experiences?
    40. 40. crowdsourced knowledgewill they look for informal sources?
    41. 41. where Europe collects datawill they search for official records ?
    42. 42. L.I.S.T.: Location, Information, Social, (real)Time will they use combined Google data?
    43. 43. Google Art Projectwill they go for the highlights?
    44. 44. YouTube is the nr 1 searchengine amongst youngstersmaybe they search for valuable fun?
    45. 45. Sharing images on twitter by adolescent ‘tweeps’maybe they search for instant identity?
    46. 46. collecting interesting stuff;target group ‘young women’ maybe they expect to find him here?
    47. 47. rehearse, remix, recreate...they may get involved in a playful way
    48. 48. what kind of writing is needed
    49. 49. meeting the needs, interest, questions, passion of your audience...what kind of writing is needed
    50. 50. 6 xapproach L  + +  Loosenfor thenear  Listenfuture / Like-wise  Learn (lifelong)  (L.a.t.) relations Loyalty And Trust  be Loved
    51. 51. How can you adjust your way of writing tothis 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. 52. How can you adjust your way of writing tothis 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
    53. 53. going to kensington Palace?
    54. 54. going to kensington Palace?
    55. 55. checking in: kensington Palace
    56. 56. comments: kensington Palace
    57. 57. kensington palace
    58. 58. who’s in charge?
    59. 59. it is not just you writingwho’s in charge?
    60. 60. many people know a lot
    61. 61. location + now & then
    62. 62. crossmedia / transmedialess = more
    63. 63. crossmedia / transmedia museum { } print...less = more
    64. 64. crossmedia / transmedia museum { } print... broadcast<less = more
    65. 65. crossmedia / transmedia museum { }mobile “ ” print... web:: broadcast< less = more
    66. 66. crossmedia / transmedia museum { }mobile “ ” print... core text web:: broadcast< less = more
    67. 67. different texts: stories, labels,descriptions and the interface. They should befully integrated and all coming from one coretext- 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. 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
    69. 69. crosssmedia:- conversations- meeting places (agora)- interaction
    70. 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, involvementcharacteristics of crossmedia
    71. 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. 72. blog / event expo / facebook / site / twitter / museum google+ scooop. it! paper.li etc. research internshipdebate curriculum+ LinkedIn seminar ‘knowledge ecology’ app mobile e.g. issuu / slideshare / photo flipbook / 3D / AR pinterest video game
    73. 73. Ready-S.E.T.-Go! (Social EngagementText)1. core text / identity • look! • because: • and so... think like a copywriter
    74. 74. Ready-S.E.T.-Go! (Social EngagementText)1. core text / identity • look! -> attention • because: -> explanation • and so... -> engagement think like a copywriter
    75. 75. Ready-S.E.T.-Go! (Social EngagementText)1. core text / identity • look! -> attention • because: -> explanation • and so... -> engagement2. communication goal / values (ambition) think like a copywriter
    76. 76. Ready-S.E.T.-Go! (Social EngagementText)1. core text / identity • look! -> attention • because: -> explanation • and so... -> engagement2. communication goal / values (ambition)3. followers / audience (outreach) think like a copywriter
    77. 77. Ready-S.E.T.-Go! (Social EngagementText)1. core text / identity • look! -> attention • because: -> explanation • and so... -> engagement2. communication goal / values (ambition)3. followers / audience (outreach)4. media / platforms / events think like a copywriter
    78. 78. Ready-S.E.T.-Go! (Social EngagementText)1. core text / identity • look! -> attention • because: -> explanation • and so... -> engagement2. communication goal / values (ambition)3. followers / audience (outreach)4. media / platforms / events Are you telling a story? think like a copywriter
    79. 79. Ready-S.E.T.-Go! (Social EngagementText)1. core text / identity • look! -> attention • because: -> explanation • and so... -> engagement2. communication goal / values (ambition)3. followers / audience (outreach)4. media / platforms / events Are you telling a story?- Why? think like a copywriter
    80. 80. Ready-S.E.T.-Go! (Social EngagementText)1. core text / identity • look! -> attention • because: -> explanation • and so... -> engagement2. communication goal / values (ambition)3. followers / audience (outreach)4. media / platforms / events Are you telling a story?- Why?- where? think like a copywriter
    81. 81. Ready-S.E.T.-Go! (Social EngagementText)1. core text / identity • look! -> attention • because: -> explanation • and so... -> engagement2. 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. 82. Ready-S.E.T.-Go! (Social EngagementText)1. core text / identity • look! -> attention • because: -> explanation • and so... -> engagement2. 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. 83. Ready-S.E.T.-Go! (Social EngagementText)1. core text / identity • look! -> attention • because: -> explanation • and so... -> engagement2. 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. 84. Ready-S.E.T.-Go! (Social EngagementText)1. core text / identity • look! -> attention • because: -> explanation • and so... -> engagement2. 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. 85. Ready-S.E.T.-Go! (Social EngagementText)1. core text / identity • look! -> attention • because: -> explanation • and so... -> engagement2. 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. 86. Ready-S.E.T.-Go! (Social EngagementText)1. core text / identity • look! -> attention • because: -> explanation • and so... -> engagement2. 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. 87. your ‘story’1. core text + specific goal / audience / channel / moment2. 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
    88. 88. 1. research (audience, meeting place, topics)2. reach (media choice, timing)3. resources (content, creation, customers)4. relevance! strategy
    89. 89. form 3 groups•choose 2 exhibitions / objects in themuseum.•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 ofyour choiseuse one of three different media / channels:web | multimedia | mobile start writing
    90. 90. feedback from each groupwhat went wrong (I hope something did)can we combine your texts?what is necessary for letting individualsmove 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. 91. thank you so much!this presentation will beavailable via:slideshare.com/erfgoedlet’s keep in touch...theo@stichtingE30.nl@theomeereboer
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