Visitor Engagement Online and Onsite

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A presentation given to the Let's Get Real project led by Culture24 in Brighton, UK in October 2012

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Visitor Engagement Online and Onsite

  1. 1. Visitor engagement Online and Onsite Rob Stein Deputy Director Dallas Museum of Art
  2. 2. THE MUSEUM VISITCAN HAVE MANYFACETS Flickr Credit ~phineasx
  3. 3. FREE-CHOICELEARNING
  4. 4. ENTRANCENARRATIVE Flickr Credit ~aunto
  5. 5. JOHN FALKFounder of Institute for Learning InnovationProfessor Learning and Science Education atOregon State UniversityResearch conducted primarily atzoos, aquaria, and science centers. But also with art museums including the Art Gallery of Ontario and the Denver Art Museum
  6. 6. WHY FALK? • It is simple and easy to understand. • It is fairly well documented in the literature. • It has been tested and used in many museums. • It can be used by more than one department in the museum. • Falk has developed and tested a simple method to identify visitors motivations. Flickr Credit ~aunto
  7. 7. BASELINEMOTIVATION SURVEY
  8. 8. Results (371 participants)25% 22.4% 21.8%20% 17.0%15% 13.5%10%5% 2.7%0%
  9. 9. How Can We Make…CONNECTIONS BETWEEN ONSITEAND ONLINE VISITORS?
  10. 10. 2011 Web Stats1M Visits (3.6M Hits) +7%56% (566K) not in Visit 6% 58% (580K) not in IN +5%2011 Museum Attendance 381,026 (-11%) Mobile 8.8% (2x 2010)
  11. 11. DMA Web Stats• Oct 2011 – Oct 2012• 1M Visits (2.9M Hits)• Time on Site 2:02• Only 18% NOT in Texas• 75% in the DFW Metro• Mobile 23%!• Museum Attendance 485,000
  12. 12. WHAT’S THE ONLINEENTRANCE NARRATIVE? Flickr Credit ~aunto
  13. 13. WHAT’S THE RIGHT MODEL? Planning/thinking about a trip to the museum Searching about specific information Teacher told me to do this website Looking for teachers resources or activities Thought it might be interesting site to explore Haley-Goldman & Schaller, 2004Flickr Credit ~measter2
  14. 14. WHAT’S THE RIGHT MODEL? Gathering information for an upcoming visit to the physical site Engaging in casual browsing Self-motivated research for specific content information Assigned research for specific content information Ellenbogen, Haley-Goldman & Falk, 2008Flickr Credit ~measter2
  15. 15. WHAT’S THE RIGHT MODEL? Using the site to plan or follow up a visit to the physical site Using the website to locate subject- based information Accessing the website as part of browsing activities on the Web Using the website to interact or transact with the museum Peacock & Brownbill, 2007Flickr Credit ~measter2
  16. 16. WHAT’S THE RIGHT MODEL? It seems (at least on the surface) that motivations for visits to physical museums are different than for museum websites: Experiences, identity-building vs. communication/information seeking Investment in visiting the physical and virtual museum is not the same Ellenbogen, Haley-Goldman & Falk, 2008Flickr Credit ~measter2
  17. 17. Google Analytics Is Not Enough
  18. 18. Initial Open-Ended Survey
  19. 19. Coded Results from Open Ended Online Motivations n=11340%35%30%25%20%15%10% 5% 0% Plan a Visit Find Specific Find Specific Casual Make a Content for Content for Browsing Transaction Professional Personal Reasons Reasons
  20. 20. Follow Up Categorical Survey
  21. 21. A Much Better Response
  22. 22. Online Motivation by Type and Time n=407660.00% 12:0050.00%40.00% 7:0930.00% 6:19 5:56 5:4020.00%10.00% 0.00% Plan a Visit Find Specific Find Specific Casually Browse Make a Transaction Information for Information for Professional Personal Reasons Reasons Percent Visits Average time
  23. 23. Average Time per Page by Motivation Type6050403020100 Plan a Visit Find Specific Find Specific Casual Browsing Make a Transaction Information for Information for Professional Reasons Personal Reasons time/page (sec)
  24. 24. Visitor Flow
  25. 25. Visitor Flow
  26. 26. Read MoreFilippini-Fantoni, Stein, BowmanExploring the Relationship between VisitorMotivation and Engagement in Online MuseumAudiences, mw2012
  27. 27. @rjsteinTHANK YOU!

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