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

1. Addressing Audiences Online
Helsinki Uni - Museum Pedagogical Course - 15 October 2015
Janne Heinonen @pikselia
Sanna Hirvonen @sannahirvonen

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. 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. Social Media
• Social interaction
• Communities and networks
• User-generated
• User-curated content
• Information exchange from many to many
• Technological services
• Immediacy
• Virality

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. 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. The Participatory Museum
Model

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. 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. 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. 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. 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. Kiasma & Social Media

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. 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. Kenelle? Kohdeyleisöt?
PACMANMuseum visitors
Potential museum visitors
Online audience
Online
communications
Audiences

17. Facebook
• > 24 400 likes
• 0-3 updates/day
• Decreasing organic
reach = a challenge to
organisation pages

18. Twitter
• 8700 followers
• Quick, interactive
• More updates/day than
on Facebook
• Take part in topical
discussions

19. Instagram
• >3900 followers
• Picture posts
• Copyrights restrict the
presentation of art in
photographs

20. YouTube
• Video distribution
platform
• Web and social media
video embeds
• Almost 130 000 video
views overall

21. Content and Procedures

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. 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. 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. 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)