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Ecsite June 2012
 

Ecsite June 2012

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How can you build sustainable relationships with your online audience? This presentation addresses three elements of online community building for cultural institutions: connected content, outreach vs ...

How can you build sustainable relationships with your online audience? This presentation addresses three elements of online community building for cultural institutions: connected content, outreach vs engagement and continuous audience development.

This presentation was delivered at Ecsite 2012 in Toulouse.

Credits of images are in the file. Most projects were initiated by the former Museum of National History in the Netherlands.

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Ecsite June 2012 Ecsite June 2012 Presentation Transcript

  • Hi, I’m@JasperVisser
  • Digital media Business modelsStrategy Audiences Engagement Photo: Mike Beard
  • To develop sustainableonline relationships you’ll have to do 2.0, but 2.0 alone is not enough.
  • connected content
  • “People will use content if it creates value.”- Nate Solas, developer walkerart.org
  • A normal visitor spent1:44 minutes with us.
  • A normal visitor spent 1:44 minutes with us.A connected visitor spent 2:41 minutes with us.
  • Photo: Dan Brickley
  • Connected non-flirts spentover 52% more time on eacharticle than normal non-flirts. bit.ly/i0KI65
  • Visitors will show more interest in you online when your content is connected.(We’ll discover how it connects people later, stay tuned!)
  • engagementvs outreach
  • The people you canengage and the people you want to reach are not necessarily the same.
  • Photo: Fabian K
  • Design: Monadnock
  • Photo: Bas Czerwinski
  • Outreach Engagement Time / Level of involvement
  • Scary, outsideof the safety of Comfortable, on your own your website, social media, and institution. terms. Brrrrrr! Time / Level of involvement
  • Make yourself Provide great Invite, inspire Give control. known. content. and facilitate. Time / Level of involvement
  • Time / Level of involvement
  • Time / Level of involvement
  • 100 -100 Time / Level of involvement
  • 100 21.1 - -100 12.3 Time / Level of involvement
  • 100 21.1 3.9 - - -100 12.3 0.3 Time / Level of involvement
  • 100 21.1 3.9 0.5 - - - -100 12.3 0.3 0.0 Time / Level of involvement
  • 100 21.1 3.9 0.5 - - - -100 12.3 0.3 0.0 Time / Level of involvement
  • People we specifically reached out to were 72% more interested, 1300% more engaged andinfinitely more enthusiastic.
  • Rememberthese people?
  • Time / Level of involvement
  • Time / Level of involvement
  • 100 -100 Time / Level of involvement
  • 100 21.1 - -100 10.5 Time / Level of involvement
  • 100 21.1 3.9 - - -100 10.5 0.03 Time / Level of involvement
  • 100 21.1 3.9 0.5 - - - -100 10.5 0.03 0.0 Time / Level of involvement
  • 100 21.1 3.9 0.5 - - - -100 10.5 0.03 0.0 Time / Level of involvement
  • A successful participatory (2.0) project combinesoutreach and engagement to really get people involved.
  • continuous audiencedevelopment
  • Fastfood collection
  • 4,500 sold objects 200 suggestions 800 stories 4 locations
  • The development of a typical visitor
  • The development of a typical visitor
  • The development of a typical visitor
  • The development of a typical visitor
  • The development of a typical visitor
  • The development of a typical visitor
  • The development of a typical visitor
  • The development of a typical visitor
  • The development of a typical visitor
  • The development of a typical visitor
  • Participation is just onestep in the develoment of a relationship with your audience.
  • Engagement model
  • This is relationship 2.0
  • Twitter moment: Relationship 2.0 meanscontinuously using valuable content to reach out and engage people. #Ecsite (via @jaspervisser)
  • Only 2 more minutes...
  • UAR, Augmented Reality architecture
  • 3,000 downloadsengagement up 530% new audiences
  • Image: São Luis Ma, LittleMonsters.com
  • Thank you!jasper@inspiredbycoffee.com @jaspervisser Uncredited photos by Fred Ernst. Slides licenced under CC By-SA, Jasper Visser