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Supporting the Museums & Heritage Sector to Reach Audiences on Digital Platforms
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Supporting the Museums & Heritage Sector to Reach Audiences on Digital Platforms

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Speaker: Jane Finnis, Director, Culture24 - …

Speaker: Jane Finnis, Director, Culture24 -
Culture24 has helped thousands of cultural institutions use the online world to
broaden their reach and, at the same time, to deepen the experience they offer their
visitors. Come and find out how Culture24 can help your organisation through; data
partnerships with the BBC and others; nation-wide campaigns such as Museums at Night and collaborative Action Research such as “How to Measure Success Online”.

Published in: Business, Education

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  • Active network of over 200 organisation who input their information into our database themselves. Service is easy to use and free. They can add general info, events, collection, exhibitions and resources. They can also tag content by subject and to the curriculum (for discovery in teachers section of site). We then add a google map to their entry and also broker their event data to other partners to increase reach.
  • Loss of EH Outreach Team Loss of EH Press and PR machine
  • Active network of over 200 organisation who input their information into our database themselves. Service is easy to use and free. They can add general info, events, collection, exhibitions and resources. They can also tag content by subject and to the curriculum (for discovery in teachers section of site). We then add a google map to their entry and also broker their event data to other partners to increase reach.
  • Active network of over 200 organisation who input their information into our database themselves. Service is easy to use and free. They can add general info, events, collection, exhibitions and resources. They can also tag content by subject and to the curriculum (for discovery in teachers section of site). We then add a google map to their entry and also broker their event data to other partners to increase reach.
  • Active network of over 200 organisation who input their information into our database themselves. Service is easy to use and free. They can add general info, events, collection, exhibitions and resources. They can also tag content by subject and to the curriculum (for discovery in teachers section of site). We then add a google map to their entry and also broker their event data to other partners to increase reach.
  • Communicate regularly with users of our DDE system (about 2,200 people) via monthly email Have a dedicated channel for Museums at Night emails (about 1,700 people) who receive regular updates throughout the life of the campaign Let people know about upcoming deadlines, available opportunities and offers of collaboration (e.g. student volunteers in Manchester) We communicate with the sector through targeted monthly e-newsletters, and we’d build on the already excellent e-newsletter. Sharing best practice, news of partnerships, training and promotional opportunities. We also highlight some of the diverse new events that have been added.
  • We recognise a high level of demand for more opportunities for HODs organisers to be able to interact, and are looking at the idea of a HODs forum on our new sector-facing website. The level of support and cooperation is already very impressive, and we hope organisers will be willing to help each other, for example if we put out a call for experienced organisers to act as mentors for new participants. Upskilling, helping themselves throughout the year - Using the flexible and easy-to-use Direct Data Entry system scales up. Registering and editing details of HODs events will be simple and open. Once venues learn how to do this, they’ll be able to use the system throughout the year to promote all of their events, exhibitions and educational resources.
  • From feedback given at HODs regional organisers’ forums, it seems that there’s also a need for other kinds of resources and guidance which we could also pull together, based on input from previous HODs organisers, and make available for download. We currently provide various resources like this for venues thinking about participating in Museums at Night, such as ideas for planning events that make the most of collections, features, skills and resources that they already have, helping them to add value and offer something fresh and different for visitors, and guidance written by venues on planning sleepovers and ghost tours.   For Heritage Open Days, we could, for example, create good practice guides to: Being an adult volunteer Volunteering as a young person Managing a team of volunteers How to create family-friendly activities, with some templates such as children’s trails that can be copied and customised Funding sources, and guidance on funding applications Insurance Health and Safety requirements Disabled access CRB checks How to work with local schools (although we’re aware the timing isn’t ideal due to the start of a new school term, attracting more young people has been listed as key) How to work with local Guides / Scouts Working together with other voluntary organisations   We’d also look at creating resources for schools, Guides / Scouts, and voluntary organisations about how they can make the most of HODs, ways to get involved etc.
  • Mixture of ‘official’ – deadlines, how-to guides, toolkits (all on the main site too) and guest posts from curators and others involved in staging events. Not just museums directors, but grassroots-level museum people. Valued the guest bloggers – invited them to the launch event, and they blogged about their experience. A lively, engaging place for museums to get materials, information and advice. Another successful communication tool is the behind the scenes Museums at Night blog. We use this to share news and opportunities, and what we’re working on, who we’re meeting etc, answering frequently asked questions both in writing and video, celebrating venues’ marketing success, for example their customised posters, and allowing the sector to talk to the sector through guest posts where venue representatives can share best practice, including any steps they’ve taken to improve the visitor experience at their events, or say what they’d do differently next time around. Incredibly popular with hundreds of views every day. We’d do the same for HODs.
  • Loss of EH Outreach Team Loss of EH Press and PR machine
  • Established web presence
  • Established social media presence
  • Loss of EH Outreach Team Loss of EH Press and PR machine
  • Nature = Breathing Spaces / Springwatch, Countryfile BBC Have a major commitment to history programming Normans = castles, battles, walks Reel History of Britain = Melvyn Bragg vintage mobile cinema reunite people with footage of ancestors Domesday Reloaded = BBC reopens 1986 Domesday project to   chart   how   Britain changed   in 25 years. Digging for Britain = Dr Alice Roberts large scale archaeology digs Ancients pt2 = Romans Seasonal = Christmas / Easter (w history angle) Cultural = Diamond Jubilee / Olympics / M@N (w history angle) Eric!
  • Nature = Breathing Spaces / Springwatch, Countryfile BBC Have a major commitment to history programming Normans = castles, battles, walks Reel History of Britain = Melvyn Bragg vintage mobile cinema reunite people with footage of ancestors Domesday Reloaded = BBC reopens 1986 Domesday project to   chart   how   Britain changed   in 25 years. Digging for Britain = Dr Alice Roberts large scale archaeology digs Ancients pt2 = Romans Seasonal = Christmas / Easter (w history angle) Cultural = Diamond Jubilee / Olympics / M@N (w history angle) Eric!
  • Funders: MLA, ACE Event Partners: NT, EH, FS Media Partners: Sky Arts Marketing supporters: AMA
  • Loss of EH Outreach Team Loss of EH Press and PR machine
  • This is the ONLY UK-wide public-facing marketing campaign for museums, galleries, heritage sites & historic houses ALL YEAR. Museums at Night, the annual after-hours celebration of arts, history and heritage, will take place this year over the weekend of Friday 13 th to Sunday 15 th May. Tying in with the European event La Nuit des Mus é es and building on the resounding success of Museums at Night 2010, which saw 345 events being staged in over 280 museums and galleries across the country, the 2011 campaign expects to attract in excess of 100,000 visitors. Sky Arts is the official Media Partner of Museums at Night 2011 and they will broadcast a documentary, which offers a unique behind-the-scenes insight on the weekend ’ s activity. Profiling several venues, the film will capture the flavour of a huge range of the country ’ s beautiful institutions throwing their doors open in new and exciting ways. Focus for Museums at Night has been on the stories – on the museums putting on the events. Clifton suspension bridge, open at night, dancers in museums. By pulling the whole sector together, across the country, for one weekend, we create a huge story – this is the thrust of our campaign These stories have been the core driver of everything we do for Museums at Night. Also key is getting museums on board – and museums understanding that we can help them
  • This is the ONLY UK-wide public-facing marketing campaign for museums, galleries, heritage sites & historic houses ALL YEAR. Museums at Night, the annual after-hours celebration of arts, history and heritage, will take place this year over the weekend of Friday 13 th to Sunday 15 th May. Tying in with the European event La Nuit des Mus é es and building on the resounding success of Museums at Night 2010, which saw 345 events being staged in over 280 museums and galleries across the country, the 2011 campaign expects to attract in excess of 100,000 visitors. Sky Arts is the official Media Partner of Museums at Night 2011 and they will broadcast a documentary, which offers a unique behind-the-scenes insight on the weekend ’ s activity. Profiling several venues, the film will capture the flavour of a huge range of the country ’ s beautiful institutions throwing their doors open in new and exciting ways. Focus for Museums at Night has been on the stories – on the museums putting on the events. Clifton suspension bridge, open at night, dancers in museums. By pulling the whole sector together, across the country, for one weekend, we create a huge story – this is the thrust of our campaign These stories have been the core driver of everything we do for Museums at Night. Also key is getting museums on board – and museums understanding that we can help them
  • Funders: MLA, ACE Event Partners: NT, EH, FS Media Partners: Sky Arts Marketing supporters: AMA
  • NICK Sky Arts Media Partnership £10,000 ticket subsidy Broadcast Documentary Competitions & PR
  • NICK
  • NICK Sky Arts is the proud Media Partner of Museums at Night 2011. They will broadcast a documentary as part of their Sky Arts At … media partnership series, which offers a unique behind-the-scenes insight on the weekend ’ s activity. The documentary will appear on Sky Arts 1 HD in May and also be available online at Sky.com/arts. We have created a money-can’t-buy competition to support the film that will feature in the 10 million household subscriber Sky Magazine. We are working with the VandA to send two winners to the Spring blockbuster exhibition Yamamoto with Superstar model Erin O’Connor. The winners also get two days in a top London hotel. Sky Arts are also subsiding sleepover events with a ticket buy to enable people to get £3 tickets for sleepovers when they would normally cost at least £25. Thes eoffers will go out to national and local channels from April.
  • NICK Sky Arts Media Partnership £10,000 ticket subsidy Broadcast Documentary Competitions & PR
  • Magazine circulation Extra copies
  • JANE
  • JANE
  • NICK Sky Arts Media Partnership £10,000 ticket subsidy Broadcast Documentary Competitions & PR
  • Active network of over 200 organisation who input their information into our database themselves. Service is easy to use and free. They can add general info, events, collection, exhibitions and resources. They can also tag content by subject and to the curriculum (for discovery in teachers section of site). We then add a google map to their entry and also broker their event data to other partners to increase reach.
  • Loss of EH Outreach Team Loss of EH Press and PR machine
  • Hello I’m Nick Stockman from Culture24 Who we are: Culture24 exists to promote and support the cultural sector online and to serve the needs of online audiences. We are a not-for-profit online publisher, working across the arts, heritage, education, and tourism sectors. What we do: Culture24 are positioned at the sector’s digital hub. We use our unique database of 4,500 arts and heritage venues to aggregate and disseminate information about projects, campaign, collections, events and exhibitions and our editorial team package the content up into engaging and informative copy.
  • Transcript

    • 1. “ Helping the sector reach audiences on digital platforms”
    • 2. Team photo Culture24 Team
    • 3. 10 years
    • 4. Strengths Strengths
      • Deep sector knowledge
      • Digital know-how
      • Technical expertise
      • Project management
      • Creative storytelling
    • 5. Digital Infrastructure Digital Infrastructure
    • 6. Bucket of stuff Bucket of stuff / … big bucket of stuff http://www.flickr.com/photos/aleksipihkanen/356220316
    • 7. Written by Culture24 staff and volunteers Entered in system by Network Written by Culture24 staff and volunteers Entered in system by Network
    • 8. All content tagged Audiences Cities & Regions Subjects Time Curriculum A piece of content X X X X X Sort, filter and tag
    • 9. 4,500+ sector organisations in Network
    • 10. Online Data Entry (DDE)
    • 11. Active network
    • 12. newsletters … . better E-newsletters
    • 13. Sharing good practice … . better Good Practice
    • 14. Creating Guides … . better Guides
    • 15. Blog – sector support … . better Behind the Scenes Blog
    • 16. Digital Infrastructure Our Channels
    • 17. Established web presence 3 million visits per year
    • 18. Established Social Media Established Social Media presence
    • 19. Mobile (in development )
    • 20. Good web guide Profile
    • 21. Digital Infrastructure Data (sharing, curation, aggregation & syndication)
    • 22. Bucket of stuff Bucket of stuff / … big bucket of stuff http://www.flickr.com/photos/aleksipihkanen/356220316
    • 23. “ BBC Official Cultural Data Provider” National Campaigns
    • 24. National Campaigns
    • 25. Partnerships … . better Partnership Data feeds
    • 26. Digital Infrastructure Campaigning
    • 27. Museums at Night National Campaigns
    • 28. Museums at Night (2011 is our third year)
    • 29. 2009 Campaign … . better 2009 Campaign
      • Budget £23,000
      • Timescale 12 weeks
      • 157 events across UK
      • Over 34,000 people
      • 61% were new to the venue
      • 80% rated experience > 8 out of 10
      • Press coverage150 publications
      • Advertising value of over £40,000
    • 30. 2010 Campaign … . better 2010 Campaign
      • Budget £75,000
      • Timescale 7 months
      • 350 events across UK
      • Over 80,000 people
      • 47% were new to the venue
      • 5% never been to *any* venue
      • 80% rated experience > 8 out of 10
      • Advertising value of over £450,000
    • 31. 2010 Campaign … . better 2011 Campaign
      • Budget £90,000
      • Timescale 7 months
      • Already 470 events & growing
      • Estimate over 100,000 people
      • Estimate AVE over £3 million
      • New Media Partnerships
      • Arts Council funder for first time
    • 32. Partnerships … . better Museums at Night Partnership
    • 33. Commercial partnerships Commercial Partnerships
    • 34. Future shorts Future Shorts
    • 35. Sky arts Sky Arts
    • 36. Reach
    • 37. Comps Competitions
    • 38. BBC History Mag Packaging Content for Press & PR
    • 39. AVE
    • 40. AVE
    • 41. Understanding success … . better Understanding Success
    • 42. Three Ways
    • 43. Bucket of stuff http://www.flickr.com/photos/aleksipihkanen/356220316 Back To YOU! C24 channels 3 rd parties Individual venues
    • 44. DIY Data (your data from DDE)
    • 45. Building capacity Action Research
    • 46.  
    • 47. British Library Science Museum Birmingham Museums & Art Gallery  Tate  British Museum  Kew  National Maritime Museum Imperial War Museum  National Portrait Gallery  Watershed Royal Shakespeare Company  National Museums Scotland National Museums Wales  Design Museum  National Gallery English Heritage DCMS Arts Council of England Heritage Lottery Fund Museums Libraries & Archives Council (MLA) University of Leicester Powerhouse Museum 23 partners
    • 48. Brand vs Engagement
    • 49. Tell stories, start conversations … ©Mike Grenville www.changingworlds.info
    • 50. Seb Chan: Powerhouse Museum, Sydney
    • 51. Conference, Watershed, Bristol – 20/21 September 2011
    • 52. [email_address] #culture24 #janefinnis