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The Online Footprint of Museums


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Pecha Kucha style presentation given at the "Museums and the Web 2013" (MW2013) conference in Portland, Oregon in the USA. …

Pecha Kucha style presentation given at the "Museums and the Web 2013" (MW2013) conference in Portland, Oregon in the USA.

This presentation is about measuring and analyzing social media activities of all Dutch museums. This prototype is part of the research project "Museumkompas" of the HU University of Applied Sciences Utrecht in the Netherlands.

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  • Thank you Dan for introducing me. And thanks for the invitation. I would like to talk about “The online footprint of museums”. So yet another social media metrics initiative.  We have been measuring and analyzing the social media activities of all Dutch museums.
  • We are partly inspired by projects like Culture24 and Museum-Analytics. [bit more about these projects]
  • However, these projects collect data from a selection of museums. We are interested in the social media activities and communication patterns of the whole Dutch museum sector and the development over time. In other words, we continuously collect data.
  • To find all museums we took the list from the Netherlands Museums Organization.  All Dutch museums eligible for subsidies are on this list, and they are required to conform to the norms of the International Council of Museums
  • We chose to collect data from these 5 platforms.  We chose these platforms on the basis of popularity – or maturity - and function.
  • For technical people: We get the data using the standard API’s of these platforms, which returns the data in JSON. For Facebook and Twitter it is quite rich (this is Facebook). Most of the non layout data is put in a SQL database.
  • We are currently tracking over 500 museums, and the system tells us how many posts, how many tweets how many check-ins, how many videos etcetera the Dutch museum sector is producing. What is more interesting, especially for the museum professionals, is to see what the actual impact is of all these activities. So now I’m going to show some remarkable results.
  • This is a screenshot of our actual monitor. It shows the variation of the number Twitter followers over time of three museums. It allows museum professionals to compare museums. To visualize the data we use Google Chart Tools.
  • The following graph shows Facebook fans from a well-known Dutch museum.  We knew by chance that the person who is responsible for the social media at this museum had quit his job.  You can see in this graph what happened to the Facebook fans.
  • This is a graph of the times that museums place Facebook posts and when the people react on it.
  • Like I already mentioned, we are interested in the social media activities and communication patterns of the whole Dutch museum sector. So we started to experiment with other visualization libraries, like this data chord to visualize mutual likes of museums.
  • But these kind of libraries take some time to program. And especially in beginning we wanted to experiment with the tons of data that are available. For this we used Gehpi. An open source program that makes network structures visible.
  • One of the first things we noticed was that the Dutch Cheese Museum.[…]
  • [Tell about the image] The bigger the node, the more likes a museum gets.
  • This visualization shows the top 25 Facebook ‘museum groupies’ ;) In other words: the people who give the most likes to the Dutch museum sector. The green nodes are the museums and the magenta nodes are the ‘likers’.  By the way, almost half of these ‘heavy likers’ are non-Dutch!
  • But when you look at the groupies and place them in the context of all the Facebook likes, than you can see that only 1% of the people gave more than 100 likes!
  • Although the graph does not say anything about the non-contributors, it looks as if the good old 1 / 9 / 90 % rule applies here too.  This rule states that most of the people hardly contribute, only consume. Only a few people actually heavily contribute.
  • All these examples are qualitative results. So what about the qualitative results? Automatically analyzing texts is a lot more difficult and time-consuming.
  • This product was developed as a part of a two-year project. In this time we only picked to low-hanging fruit. When we are able to do follow-up research we will…
  • If you like to know more about our project or our research group, I’d like to refer to our website: Thank you very much for your attention!
  • Transcript

    • 1. The Online Footprint of MuseumsMeasuring and Analyzing Museum’sSocial Media ActivitiesErik HekmanHarry van VlietThijs Waardenburg
    • 2. We continuouslycollect data fromall Dutch museums
    • 3. Social networkingLocation sharingVideo sharingMicro bloggingPhotosharingChosen platforms
    • 4. ~ 47%> 35.000 posts~ 56% but only 6% verified> 100.000 checkins~ 35%> 6500 video’s~ 53%> 140.000 tweets~ 14%> 30.000 photo’s> 500 Dutch museums
    • 5. Huh?
    • 6. 01002003004005006007008009001 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23When people are responding
    • 7. Joods Historisch Museum / Jewish Historical MuseumAmsterdam MuseumVerzetsmuseum AmsterdamStedelijkTropenmuseumMuseum SpeelklokMuseum MalukuMuseum CatharijneconventSpoorwegmuseumUniversiteitsmuseum UtrechtGroninger MuseumNederlands Instituut voor Mediakunstderlands Film FestivalMuseum Het RembrandthuisMuseum Boijmans Van BeuningenHaags Historisch MuseumVan Gogh MuseumGemeentemuseum Den HaagDordrechts MuseumMuseum De Buitenplaats te EeldeEYEGevangenpoortMauritshuisNationaal OnderwijsmuseumMuseum RotterdamNoord-Hollands ArchiefFries MuseumMuseum Het DolhuysKasteel MuiderslotMuseum BoerhaaveMuseumstoomtram Hoorn - MedemblikScience center NEMOHet ScheepvaartmuseumStedelijk Museum Alkmaar (SMA)Teylers MuseumZuiderzeemuseumArtisKasteel HoensbroekMuseum De LakenhalKrollerMuller MuseumRijksmuseum van OudhedenCentraal MuseumBonnefantenmuseum Maastricht, NLBakkerijmuseum de oude bakkerijJapanmuseum SieboldHuisTot ZoverMuseum VolkenkundeAAMU Museum of contemporary Aboriginal artNaturalisMuseum voor CommunicatieNEDERLANDS STEENDRUKMUSEUM ValkenswaardMaritiem Museum RotterdamNederlands FotomuseumHuis a/d WerfMuseonAirborne Museum HartenNatuurhistorisch Museum RotterdamNatuurmuseum FryslânNationaal Bevrijdingsmuseum 1944-1945Nederlands Instituut voor BeeMuseum HilversumDe PontStedelijk Museum SchiedamAnne Frank HouseDrents MuseumFrans Hals MuseumHuis Marseille Museum voor FotografieHollands Kaasmuseummuseum Beelden aan ZeeOorlogsVerzetsMuseum RotterdamTheater Instituut Nederland (TIN)Visserijmuseum Zoutkamp
    • 8. 1/9/90 rule?05000100001500020000250003000035000UpTo22To33To44To55To1010To2020To5050To100100To500500To1000MoreNumberofpeopleNumber of likes per person
    • 9. Image: Nielsen Norman Group
    • 10. Van Goghs London Apartment is for sale! Any takers? :)@djbradfield best thing is, our followers think its a great idea too!RT @IsabelMosk: I like this #stedelijkmuseum make it to Paradiso for Stedelijk @ Sonic Acts tonight? Thelecture of George Dyson is streamed live at !Bedroom secrets: The intangibility of colour news item on our new acquisition Van Goghs Pollard willow: Thanks!A photo of the Van Gogh Museum at Museumplein this afternoon.
    • 11. Image:
    • 12. Thanks! Questions?