Great Expectations: Sustaining Participation in Social Media Spaces Darren Peacock Angelina Russo

Outline Transformations in user and museum expectations Birth of the participative web New constructs and models of participation The tangle of user motivation and rewards Designing for sustainable Web 2.0 participation Further research

Transformations in user and museum expectations

Birth of the participative web

New constructs and models of participation

The tangle of user motivation and rewards

Designing for sustainable Web 2.0 participation

Further research

Transformations in user expectations Rich interactions Authentic experiences Personalisation

Rich interactions

Authentic experiences

Personalisation

Museum expectations?

Birth of the participative web Web 2.0 Participative Web Social Media/Social web

Web 2.0

Participative Web

Social Media/Social web

Constructs of participation Participation inequality aka “Participation gap” 80/20 ‘rule’ 90-9-1 ‘rule’ ( aka 1% ‘rule’)

Participation inequality aka “Participation gap”

80/20 ‘rule’

90-9-1 ‘rule’

( aka 1% ‘rule’)

Image: WillMcC: Wikimedia Commons Data: Click , Bill Tancer, 2008 0.16% 0.18% 3.5%

Pareto meets the long tail ! A long tail of participation

Is demographics destiny?

Frameworks for analysing participation Forrester Research (2007) ‘Participation Ladder’ in Social Technographics

Frameworks for analysing participation Nina Simon (2008) Hierarchy of Social Participation. Museum 2.0 blog (http://museumtwo.blogspot.com/)

Frameworks for analysing participation

New, dynamic models for understanding participation are required… now! Shift from organisation-centric to user-centric models Recognise participation is non-linear and multi-dimensional Get beyond the dichotomy of active and passive Account for network and group effects Describe the dynamics of an ‘ecology of attention’

Shift from organisation-centric to user-centric models

Recognise participation is non-linear and multi-dimensional

Get beyond the dichotomy of active and passive

Account for network and group effects

Describe the dynamics of an ‘ecology of attention’

The tangle of user motivation and reward Intrinsic vs Extrinsic Needs vs goals Multi-faceted view of motivation Do findings from museum visitor studies apply? (Lanham, 2006)

Intrinsic vs Extrinsic

Needs vs goals

Multi-faceted view of motivation

Do findings from museum visitor studies apply?

Richard Lanham’s: motive spectrum game

purpose

play Flickr: SteveEF

Goal-driven rather than needs-driven explanations of motivation and behaviour (Bishop) New models of user behaviour which take account of the social dynamics within this space Models of user motivation in social media spaces/online communities

Goal-driven rather than needs-driven explanations of motivation and behaviour (Bishop)

New models of user behaviour which take account of the social dynamics within this space

Designing for sustainable participation Clay Shirky: Here Comes Everybody 3 elements for successful social media spaces Promise Effective tool Acceptable bargain Making promises explicit Keep the bargain

Clay Shirky: Here Comes Everybody

3 elements for successful social media spaces

Promise

Effective tool

Acceptable bargain

Making promises explicit

Keep the bargain

Further research to understand: Stated and implicit assumptions of participation Rewards for participation Evaluation from the user point of view Catering for the needs of the ‘vital few’ and the ‘useful many’ Leveraging the ‘long tail of participation’ Links between motivation & reward from user point of view Individual motivations and rewards in relation to social dynamics of groups

Stated and implicit assumptions of participation

Rewards for participation

Evaluation from the user point of view

Catering for the needs of the ‘vital few’ and the ‘useful many’

Leveraging the ‘long tail of participation’

Links between motivation & reward from user point of view

Individual motivations and rewards in relation to social dynamics of groups

Next steps… Research partnerships and collaborations Application of new models in planning, design evaluation of museum participation experiences Learning from other areas such as social marketing

Research partnerships and collaborations

Application of new models in planning, design evaluation of museum participation experiences

Learning from other areas such as social marketing

Thank you! Darren Peacock University of South Australia [email_address] Angelina Russo, PhD Swinburne University [email_address]

Darren Peacock

University of South Australia

[email_address]

Angelina Russo, PhD

Swinburne University

[email_address]

Great Expectations Sustaining Participation in Social Media Spaces Darren Peacock Angelina Russo