Notes from break out session- group 1

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Note from Break-out Group 1: with thanks to Kathryn Eccles

Note from Break-out Group 1: with thanks to Kathryn Eccles

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  • 1. 1. What audiences do we have in common across organizations/sectors? Which ones should be prioritized? How can we increase audience share? a. Divergent audiences – depending in different audiences for things like the arts council as a point of entry, or a museum as a point of entry. b. The young because they have been taken there, and the old because they have some interest c. Family history researchers d. Could we overall know data across all the ‘audiences’ representing different partners i. What is the different between organizations doing their own individual things, and doing things in a coordinated fashion? ii. What do individual organizations bring in terms of channels, access to new audiences, etc.? iii. In Darwin 200, there were 6 organizations making the decisions, and 200 following. In this project, there are 60 organizations, but there is not a central organization, and no way of voting, etc. e. Difference between chasing an audience group, and building an important historical resource. Don’t want to build too many biases into the collection. f. Segmenting audiences for difference purposes might be necessary, but then they have a network of other relationships g. Creating pathways for audiences so they can navigate – opportunity online that isn’t really available in the offline world h. How do you engage audiences for the whole period 2014-2018? i. E.g., Canada in 2017, other Commonwealth countries on other dates i. Not being just London-based. Online getting people active and engaged from around the UK, Commonwealth, and elsewhere j. Difference between audiences who get older and get interested, and interested audiences that are just getting older k. More intelligent about physical audiences than about digital audiences, in some organizations l. What is the point of engaging new audiences? What does it improve for them, for society, etc.? m. Also consider the audience of the future n. Be able to show you have listened to your audience feedback o. What about the gap between materials for very young children, and for enthusiasts2. Consider good and bad examples of how to engage audiences. a. New audiences will be the most difficult to engage b. What is a bad engagement? You draw them in, and they don’t find anything they want? Or you build something, and nobody comes?
  • 2. c. How about podcasts to reach audiences who listen to things, and then ask them to do something at the end such as liking on Facebook, so you know who they are d. Horrible Histories on CBBC3. Is there mileage in common frameworks, metrics and ways of understanding audience and measuring impact – sharing – if so what? a. Doing research at the beginning is important b. There may not be a one-size-fits-all solution c. If everyone had the same segmentation to start, then you can have strategies about things like the converted, the unengaged 14-19 yr olds, etc. i. Mosaic – to segment based on postcodes ii. How can you prioritize things to tailor and focus on events iii. Can different organizations lead on engaging certain segments? d. Institutions sharing their metrics can work in context (such as Culture 24 presentation) e. What other comparable things have happened?