Crash course in digital strategy @ MuseumNext

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In this two hour workshop I took the bravest of MuseumNext attendants on
a roller-coaster ride through the digital engagement framework. The digital
engagement framework is a tool specifically designed to help organisations reap the
benefits of the digital age. And benefit you will, for at the end of the workshop you will have in your notebook a draft of a digital engagement strategy that will prep your museum for a successful digital future.

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  • Crash course in digital strategy @ MuseumNext

    1. 1. workshopdigital strategy
    2. 2. Hi, I’m@JasperVisser
    3. 3. Photo: Jared Irish
    4. 4. A crash-coursein digital strategyfor museums. Photo: Jared Irish
    5. 5. Good luck... Photo: Jared Irish
    6. 6. Part 1Warming up & introduction
    7. 7. Please, get upfrom your seats...
    8. 8. Go stand on a line... With the person whosename starts with an A on the far left and with a Z on the far right of the room.
    9. 9. Go stand on a line... With the smallest institutionon the far left and the largest on the far right of the room.
    10. 10. Go stand on a line... With the fewest twitterfollowers on the far left and the most on the far right of the room.
    11. 11. Go stand on a line... With the oldest stuff in thecollection on the far left andthe most recent stuff on the far right of the room.
    12. 12. Please sit downnear people from an institution similar to yours.
    13. 13. digitalengagement framework
    14. 14. digital engagement frameworkassetsWhat is it that makes you outreach How can we reach out to new audiences? audience Who do you reach andstand out? What does Where do we have to be to meet our audience online? who do you want toyour organisation have to reach? What doesoffer? What makes you your audience lookunique? like? content Which specific assets will activities How will you make the platforms Where can you find your you focus on? connection between your audience? Which plat- audience and your forms do you use? assets? engagement How do we turn passers-by into brand advocates that are highly engaged?ambitionWhy do you use digital media? goals What do you want to achieve? values What are the things you stand for?Where do you want to go?
    15. 15. The DEF gives astructure to answer all relevant Qs to develop a full digital strategy.
    16. 16. digital engagement frameworkassetsWhat is it that makes you outreach How can we reach out to new audiences? audience Who do you reach andstand out? What does Where do we have to be to meet our audience online? who do you want toyour organisation have to reach? What doesoffer? What makes you your audience lookunique? like? content activities platforms how? Which specific assets will How will you make the Where can you find your you focus on? connection between your audience? Which plat- audience and your forms do you use? assets? engagement what? How do we turn passers-by into brand advocates that are highly engaged?ambition goals values why?Why do you use digital media? What do you want to achieve? What are the things you stand for?Where do you want to go?
    17. 17. digital engagement frameworkassetsWhat is it that makes you outreach How can we reach out to new audiences? audience Who do you reach andstand out? What does Where do we have to be to meet our audience online? who do you want toyour organisation have to reach? What doesoffer? What makes you your audience lookunique? like? content Which specific assets will activities How will you make the platforms Where can you find your you focus on? connection between your audience? Which plat- audience and your forms do you use? assets? engagement How do we turn passers-by into brand advocates that are highly engaged?ambitionWhy do you use digital media? goals What do you want to achieve? values What are the things you stand for?Where do you want to go?
    18. 18. digital engagement frameworkassetsWhat is it that makes you outreach How can we reach out to new audiences? audience Who do you reach andstand out? What does Where do we have to be to meet our audience online? who do you want toyour organisation have to reach? What doesoffer? What makes you your audience lookunique? like? content Which specific assets will activities How will you make the platforms Where can you find your you focus on? connection between your audience? Which plat- audience and your forms do you use? assets? engagement How do we turn passers-by into brand advocates that are highly engaged?ambitionWhy do you use digital media? goals What do you want to achieve? values What are the things you stand for?Where do you want to go?
    19. 19. digital engagement framework assets What is it that makes you outreach How can we reach out to new audiences? audience Who do you reach and stand out? What does Where do we have to be to meet our audience online? who do you want to your organisation have to reach? What does offer? What makes you your audience look unique? like? content Which specific assets will activities How will you make the platforms Where can you find your you focus on? connection between your audience? Which plat- audience and your forms do you use? assets? engagement How do we turn passers-by into brand advocates that are highly engaged? ambition nowledge ncrease k goals valuesI Why dodo you want to go? ing of you use digital media? What do you want to achieve? What are the things you stand for? ers tand Where& und mo d ern art
    20. 20. digital engagement framework assets What is it that makes you outreach How can we reach out to new audiences? audience Who do you reach and stand out? What does Where do we have to be to meet our audience online? who do you want to your organisation have to reach? What does offer? What makes you your audience look unique? like? content Which specific assets will activities How will you make the platforms Where can you find your you focus on? connection between your audience? Which plat- audience and your forms do you use? assets? engagement How do we turn passers-by into brand advocates that are highly engaged? ambition nowledge ncrease k goals valuesI Why dodo you want to go? ing of you use digital media? What do you want to achieve? What are the things you stand for? ers tand Where& und mo d ern art
    21. 21. digital engagement framework assets What is it that makes you outreach How can we reach out to new audiences? audience Who do you reach and stand out? What does Where do we have to be to meet our audience online? who do you want to your organisation have to reach? What does offer? What makes you your audience look unique? like? content Which specific assets will activities How will you make the platforms Where can you find your you focus on? connection between your audience? Which plat- audience and your forms do you use? assets? engagement How do we turn passers-by into brand advocates that are highly engaged? ambition nowledge ncrease k goals valuesI Why dodo you want to go? ing of you use digital media? What do you want to achieve? What are the things you stand for? ers tand Where& und mo d ern art
    22. 22. digital engagement framework assets What is it that makes you outreach How can we reach out to new audiences? audience Who do you reach and stand out? What does Where do we have to be to meet our audience online? who do you want to your organisation have to reach? What does offer? What makes you your audience look unique? like? content Which specific assets will activities How will you make the platforms Where can you find your you focus on? connection between your audience? Which plat- audience and your forms do you use? assets? engagement How do we turn passers-by into brand advocates that are highly engaged? ambition nowledge ncrease k goals valuesI Why dodo you want to go? ing of you use digital media? What do you want to achieve? What are the things you stand for? ers tand Where& und mo d ern art
    23. 23. digital engagement frameworkassetsWhat is it that makes you outreach How can we reach out to new audiences? audience Who do you reach andstand out? What does Where do we have to be to meet our audience online? who do you want toyour organisation have to reach? What doesoffer? What makes you your audience lookunique? like? content Which specific assets will activities How will you make the platforms Where can you find your you focus on? connection between your audience? Which plat- audience and your forms do you use? assets? engagement How do we turn passers-by into brand advocates that are highly engaged?ambitionWhy do you use digital media? goals What do you want to achieve? values What are the things you stand for?Where do you want to go?
    24. 24. digital engagement frameworkassetsWhat is it that makes you outreach How can we reach out to new audiences? audience Who do you reach andstand out? What does Where do we have to be to meet our audience online? who do you want toyour organisation have to reach? What doesoffer? What makes you your audience lookunique? like? content Which specific assets will activities How will you make the platforms Where can you find your you focus on? connection between your audience? Which plat- audience and your forms do you use? assets? engagement How do we turn passers-by into brand advocates that are highly engaged?ambitionWhy do you use digital media? goals What do you want to achieve? values What are the things you stand for?Where do you want to go?
    25. 25. digital engagement frameworkassetsWhat is it that makes you outreach How can we reach out to new audiences? audience Who do you reach andstand out? What does Where do we have to be to meet our audience online? who do you want toyour organisation have to reach? What doesoffer? What makes you your audience lookunique? like? content Which specific assets will activities How will you make the platforms Where can you find your you focus on? connection between your audience? Which plat- audience and your forms do you use? assets? engagement How do we turn passers-by into brand advocates that are highly engaged?ambitionWhy do you use digital media? goals What do you want to achieve? values What are the things you stand for?Where do you want to go?
    26. 26. digital engagement frameworkassetsWhat is it that makes you outreach How can we reach out to new audiences? audience Who do you reach andstand out? What does Where do we have to be to meet our audience online? who do you want toyour organisation have to reach? What doesoffer? What makes you your audience lookunique? like? content Which specific assets will activities How will you make the platforms Where can you find your you focus on? connection between your audience? Which plat- audience and your forms do you use? assets? engagement How do we turn passers-by into brand advocates that are highly engaged?ambitionWhy do you use digital media? goals What do you want to achieve? values What are the things you stand for?Where do you want to go?
    27. 27. digital engagement frameworkassetsWhat is it that makes you outreach How can we reach out to new audiences? audience Who do you reach andstand out? What does Where do we have to be to meet our audience online? who do you want toyour organisation have to reach? What doesoffer? What makes you your audience lookunique? like? content Which specific assets will activities How will you make the platforms Where can you find your you focus on? connection between your audience? Which plat- audience and your forms do you use? assets? engagement How do we turn passers-by into brand advocates that are highly engaged?ambitionWhy do you use digital media? goals What do you want to achieve? values What are the things you stand for?Where do you want to go?
    28. 28. digital engagement frameworkassetsWhat is it that makes you outreach How can we reach out to new audiences? audience Who do you reach andstand out? What does Where do we have to be to meet our audience online? who do you want toyour organisation have to reach? What doesoffer? What makes you your audience lookunique? like? content Which specific assets will activities How will you make the platforms Where can you find your you focus on? connection between your audience? Which plat- audience and your forms do you use? assets? engagement How do we turn passers-by into brand advocates that are highly engaged?ambitionWhy do you use digital media? goals What do you want to achieve? values What are the things you stand for?Where do you want to go?
    29. 29. digital engagement frameworkassetsWhat is it that makes you outreach How can we reach out to new audiences? audience Who do you reach andstand out? What does Where do we have to be to meet our audience online? who do you want toyour organisation have to reach? What doesoffer? What makes you your audience lookunique? like? content Which specific assets will activities How will you make the platforms Where can you find your you focus on? connection between your audience? Which plat- audience and your forms do you use? assets? engagement How do we turn passers-by into brand advocates that are highly engaged?ambitionWhy do you use digital media? goals What do you want to achieve? values What are the things you stand for?Where do you want to go?
    30. 30. digital engagement frameworkassetsWhat is it that makes you outreach How can we reach out to new audiences? audience Who do you reach andstand out? What does Where do we have to be to meet our audience online? who do you want toyour organisation have to reach? What doesoffer? What makes you your audience lookunique? like? content Which specific assets will activities How will you make the platforms Where can you find your you focus on? connection between your audience? Which plat- audience and your forms do you use? assets? engagement How do we turn passers-by into brand advocates that are highly engaged?ambitionhistorical rk goals valuesWhere doa want to go? Sp youWhy do you use digital media? What do you want to achieve? What are the things you stand for? imag ination
    31. 31. digital engagement frameworkassetsWhat is it that makes you outreach How can we reach out to new audiences? audience Who do you reach andstand out? What does Where do we have to be to meet our audience online? who do you want toyour organisation have to reach? What doesoffer? What makes you your audience lookunique? like? content Which specific assets will activities How will you make the platforms Where can you find your you focus on? connection between your audience? Which plat- audience and your forms do you use? assets? engagement How do we turn passers-by into brand advocates that are highly engaged?ambitionhistorical rk goals nect existing Con valuesWhere doa want to go? Sp youWhy do you use digital media? What do you want to achieve? What are the things you stand for? initiatives imag ination
    32. 32. digital engagement frameworkassetsWhat is it that makes you outreach How can we reach out to new audiences? audience Who do you reach andstand out? What does Where do we have to be to meet our audience online? who do you want toyour organisation have to reach? What doesoffer? What makes you your audience lookunique? like? content Which specific assets will activities How will you make the platforms Where can you find your you focus on? connection between your audience? Which plat- audience and your forms do you use? assets? engagement How do we turn passers-by into brand advocates that are highly engaged?ambitionhistorical rk goals nect existing Con valuesWhere doa want to go? Sp youWhy do you use digital media? What do you want to achieve? What are the things you stand for? initiatives Be innovative imag ination
    33. 33. digital engagement frameworkassetsWhat is it that makes you outreach How can we reach out to new audiences? audience Who do you reach andstand out? What does Where do we have to be to meet our audience online? who do you want toyour organisation have to reach? What doesoffer? What makes you your audience lookunique? like? content Which specific assets will activities How will you make the platforms Where can you find your you focus on? connection between your audience? Which plat- audience and your forms do you use? assets? engagement How do we turn passers-by into brand advocates that are highly engaged?ambitionhistorical rk goals nect existing Con valuesWhere doa want to go? Sp youWhy do you use digital media? What do you want to achieve? What are the things you stand for? initiatives Be innovative imag ination
    34. 34. digital engagement frameworkassetsWhat is it that makes you outreach How can we reach out to new audiences? audience Who do you reach andstand out? What does Where do we have to be to meet our audience online? who do you want toyour organisation have to reach? What doesoffer? What makes you your audience lookunique? like? content Which specific assets will activities How will you make the platforms Where can you find your you focus on? connection between your audience? Which plat- audience and your forms do you use? assets? engagement How do we turn passers-by into brand advocates that are highly engaged?ambitionhistorical rk goals nect existing Con valuesWhere doa want to go? Sp youWhy do you use digital media? What do you want to achieve? What are the things you stand for? initiatives Be innovative imag ination
    35. 35. digital engagement frameworkassetsWhat is it that makes you outreach How can we reach out to new audiences? audience Who do you reach andstand out? What does Where do we have to be to meet our audience online? who do you want toyour organisation have to reach? What doesoffer? What makes you your audience lookunique? like? content Which specific assets will activities How will you make the platforms Where can you find your you focus on? connection between your audience? Which plat- audience and your forms do you use? assets? engagement How do we turn passers-by into brand advocates that are highly engaged?ambitionhistorical rk goals nect existing Con valuesWhere doa want to go? Sp youWhy do you use digital media? What do you want to achieve? What are the things you stand for? initiatives Be innovative imag ination
    36. 36. digital engagement frameworkassetsWhat is it that makes you outreach How can we reach out to new audiences? audience Who do you reach andstand out? What does Where do we have to be to meet our audience online? who do you want toyour organisation have to reach? What doesoffer? What makes you your audience lookunique? like? content Which specific assets will activities How will you make the platforms Where can you find your you focus on? connection between your audience? Which plat- audience and your forms do you use? assets? engagement How do we turn passers-by into brand advocates that are highly engaged?ambitionhistorical rk goals nect existing Con valuesWhere doa want to go? Sp youWhy do you use digital media? What do you want to achieve? What are the things you stand for? initiatives Be innovative imag ination
    37. 37. digital engagement frameworkassetsWhat is it that makes you outreach How can we reach out to new audiences? audience Who do you reach andstand out? What does Where do we have to be to meet our audience online? who do you want toyour organisation have to reach? What doesoffer? What makes you your audience lookunique? like? content Which specific assets will activities How will you make the platforms Where can you find your you focus on? connection between your audience? Which plat- audience and your forms do you use? assets? engagement How do we turn passers-by into brand advocates that are highly engaged?ambitionhistorical rk goals nect existing Con valuesWhere doa want to go? Sp youWhy do you use digital media? What do you want to achieve? What are the things you stand for? initiatives Be innovative imag ination
    38. 38. digital engagement frameworkassetsWhat is it that makes you outreach How can we reach out to new audiences? audience Who do you reach andstand out? What does Where do we have to be to meet our audience online? who do you want toyour organisation have to reach? What doesoffer? What makes you your audience lookunique? like? content Which specific assets will activities How will you make the platforms Where can you find your you focus on? connection between your audience? Which plat- audience and your forms do you use? assets? engagement How do we turn passers-by into brand advocates that are highly engaged?ambitionhistorical rk goals nect existing Con valuesWhere doa want to go? Sp youWhy do you use digital media? What do you want to achieve? What are the things you stand for? initiatives Be innovative imag ination
    39. 39. We’ve used the DEF to develop strategies for artschools, festivals, museums, government agencies, writers, orchestras, ...(And it worked pretty well.)
    40. 40. digital engagement frameworkassetsWhat is it that makes you outreach How can we reach out to new audiences? audience Who do you reach andstand out? What does Where do we have to be to meet our audience online? who do you want toyour organisation have to reach? What doesoffer? What makes you your audience lookunique? like? content Which specific assets will activities How will you make the platforms Where can you find your you focus on? connection between your audience? Which plat- audience and your forms do you use? assets? engagement How do we turn passers-by into brand advocates that are highly engaged?ambitionWhy do you use digital media? goals What do you want to achieve? values What are the things you stand for?Where do you want to go?
    41. 41. Part 2Why?
    42. 42. digital engagement frameworkassetsWhat is it that makes you outreach How can we reach out to new audiences? audience Who do you reach andstand out? What does Where do we have to be to meet our audience online? who do you want toyour organisation have to reach? What doesoffer? What makes you your audience lookunique? like? content activities platforms how? Which specific assets will How will you make the Where can you find your you focus on? connection between your audience? Which plat- audience and your forms do you use? assets? engagement what? How do we turn passers-by into brand advocates that are highly engaged?ambition goals values why?Why do you use digital media? What do you want to achieve? What are the things you stand for?Where do you want to go?
    43. 43. ambition goals values
    44. 44. Answer the question:What have museumsachieved by 2017? What is needed to get there?
    45. 45. In 2017:Most importantachievement &what you needto get there
    46. 46. In your group, discuss: What are the 3 mostimportant values while trying to achieve your ambition?
    47. 47. Whystart with the why?
    48. 48. Photo: David Reece
    49. 49. Photo: John Ryan
    50. 50. The “why” inspires & activates. It’s your reality-check in everything you do.
    51. 51. Part 3What?
    52. 52. digital engagement frameworkassetsWhat is it that makes you outreach How can we reach out to new audiences? audience Who do you reach andstand out? What does Where do we have to be to meet our audience online? who do you want toyour organisation have to reach? What doesoffer? What makes you your audience lookunique? like? content activities platforms how? Which specific assets will How will you make the Where can you find your you focus on? connection between your audience? Which plat- audience and your forms do you use? assets? engagement what? How do we turn passers-by into brand advocates that are highly engaged?ambition goals values why?Why do you use digital media? What do you want to achieve? What are the things you stand for?Where do you want to go?
    53. 53. assetsaudiences
    54. 54. Assets are the stuffyou have. Everything. Audiences are the people you want toreach with this stuff.
    55. 55. Photo: Matthijs
    56. 56. For the sake of time,let’s divide:You’re A You’re B Photo: Matthijs
    57. 57. Answer the question (A): What does your museumhave to offer? Think about the collection, café, front desk staff, education, events... (One idea per post-it.)
    58. 58. Answer the question (B): Who does your museum reach already? Who do youwant to reach? Be as specific as possible. (One idea per post-it.)
    59. 59. digital engagement framework assets What is it that makes you outreach How can we reach out to new audiences? audience Who do you reach and stand out? What does Where do we have to be to meet our audience online? who do you want to your organisation have to reach? What does offer? What makes you your audience look unique? like? Follow content activities platforms Go to Goldsmiths @stephenfryThe author of on Twitter department of blog X The author of (performers) Which specific assets will How will you make the Where can you find your art online blog X you focus on? connection between your audience? Which plat- (voters) The author of audience and your forms do you use? blog X assets? The author of blog X Go to Taste theatre facebook page Go to engagement How do we turn passers-by into Taste theatre Goldsmiths department of art online (visitors) Goldsmiths brand advocates that are highly engaged? (voters) department of facebook page Go to Follow art online (visitors) Goldsmiths @stephenfry department of (voters) on Twitter art online (performers) (voters) ambition Why do you use digital media? goals What do you want to achieve? values What are the things you stand for? Where do you want to go?
    60. 60. Part 4Outreach and engagement
    61. 61. The trick is toconnect assets with audiences.
    62. 62. digital engagement frameworkassetsWhat is it that makes you outreach How can we reach out to new audiences? audience Who do you reach andstand out? What does Where do we have to be to meet our audience online? who do you want toyour organisation have to reach? What doesoffer? What makes you your audience lookunique? like? content Which specific assets will activities How will you make the platforms Where can you find your you focus on? connection between your audience? Which plat- audience and your forms do you use? assets? engagement How do we turn passers-by into brand advocates that are highly engaged?visionWhy do you use digital media? goals What do you want to achieve? values What are the things you stand for?Where do you want to go?
    63. 63. outreachengagement
    64. 64. Engagement isabout turning your existing audience into enthusiasts.
    65. 65. Engagement model
    66. 66. Outreach is aboutconnecting with new target groups.
    67. 67. Target group map (detail)
    68. 68. Digital strategy is as much about your own website & social media as aboutleaving your comfort zone & playing outside.
    69. 69. Digital strategy is as much about your own website & social media as aboutleaving your comfort zone & playing outside. #museumnext :-)
    70. 70. Outreach precedes engagement
    71. 71. In your group:Pick an asset & an audience.Reach them & engage them. Design an activity. (20 minutes.)
    72. 72. Part 5How?
    73. 73. digital engagement frameworkassetsWhat is it that makes you outreach How can we reach out to new audiences? audience Who do you reach andstand out? What does Where do we have to be to meet our audience online? who do you want toyour organisation have to reach? What doesoffer? What makes you your audience lookunique? like? content activities platforms how? Which specific assets will How will you make the Where can you find your you focus on? connection between your audience? Which plat- audience and your forms do you use? assets? engagement what? How do we turn passers-by into brand advocates that are highly engaged?ambition goals values why?Why do you use digital media? What do you want to achieve? What are the things you stand for?Where do you want to go?
    74. 74. contentplatformsactivities
    75. 75. Content is the digitalrepresentation of an asset (video, blog, interview, audio, ...)
    76. 76. Platforms is whereyou can reach youraudience (facebook, pinterest, yourwebsite, the park, ...)
    77. 77. Activities are thelittle things that do the trick (a twitter competition,Instagram shoot, ...)
    78. 78. digital engagement frameworkassetsWhat is it that makes you outreach How can we reach out to new audiences? audience Who do you reach andstand out? What does Where do we have to be to meet our audience online? who do you want toyour organisation have to reach? What doesoffer? What makes you your audience lookunique? like? content Which specific assets will activities How will you make the platforms Where can you find your you focus on? connection between your audience? Which plat- audience and your forms do you use? assets? engagement How do we turn passers-by into brand advocates that are highly engaged?ambitionWhy do you use digital media? goals What do you want to achieve? values What are the things you stand for?Where do you want to go?
    79. 79. digital engagement frameworkassetsWhat is it that makes you outreach How can we reach out to new audiences? audience Who do you reach andstand out? What does Where do we have to be to meet our audience online? who do you want toyour organisation have to reach? What doesoffer? What makes you your audience lookunique? like? content Which specific assets will activities How will you make the platforms Where can you find your you focus on? connection between your audience? Which plat- audience and your forms do you use? assets? engagement How do we turn passers-by into brand advocates that are highly engaged?ambitionWhy do you use digital media? goals What do you want to achieve? values What are the things you stand for?Where do you want to go?
    80. 80. Platforms:Outreach orengagement?(And will we use it?)
    81. 81. Part 5Wrap-up and cooling down
    82. 82. digital engagement frameworkassetsWhat is it that makes you outreach How can we reach out to new audiences? audience Who do you reach andstand out? What does Where do we have to be to meet our audience online? who do you want toyour organisation have to reach? What doesoffer? What makes you your audience lookunique? like? content Which specific assets will activities How will you make the platforms Where can you find your you focus on? connection between your audience? Which plat- audience and your forms do you use? assets? engagement How do we turn passers-by into brand advocates that are highly engaged?ambitionWhy do you use digital media? goals What do you want to achieve? values What are the things you stand for?Where do you want to go?
    83. 83. Truth be told,we might have gone a bit too fast...
    84. 84. ...so we’ll sendyou a free booklet about the DEFafter MuseumNext!
    85. 85. www.museumnext.com/workshops
    86. 86. Cooling down:In one word: what do you take away from this workshop?
    87. 87. Thank you!I’ll publish a wrap-up shortly.jasper@inspiredbycoffee.com @jaspervisser Slides licenced under CC By-SA, Jasper Visser
    88. 88. End of workshop

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