Engaging Youth Audiences with Web 2.0 - Francis Nielsen - Wolverhampton Arts & Museum Service


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The presentation looks at how organisations respond to changing social networking mediums; how they are used by young people to communicate with each other and how to make use of them to convey your message and engage with new audiences

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  • Engaging Youth Audiences with Web 2.0 - Francis Nielsen - Wolverhampton Arts & Museum Service

    1. 1. Engaging Youth Audiences With Web 2.0 Wolverhampton Arts and Museum Service Francis Nielsen – Outreach and Social Inclusion Officer
    2. 2. Engaging Youth Audiences With Web 2.0 <ul><li>art forum - Gallery’s youth art group, running since 2005. </li></ul><ul><li>art forum was initially set up to involve young people in regular consultations around the development of the Pop Art Gallery - target youth audience of 14 – 25 year olds. </li></ul>
    3. 3. Engaging Youth Audiences With Web 2.0 <ul><li>art forum decided to set up a Myspace web profile to coincide with the opening of the new Pop Art Gallery in March 2007. </li></ul><ul><li>They started by creating a gallery </li></ul><ul><li>of work they had produced in </li></ul><ul><li>response to the new Pop Art </li></ul><ul><li>Gallery. </li></ul>
    4. 4. Engaging Youth Audiences With Web 2.0 <ul><li>Many of the art forum group have their own personal Myspace profiles and were keen to develop one for their group. </li></ul><ul><li>art forum wanted to showcase their creative work on their Myspace as part of the launch for the Pop Art Gallery. </li></ul><ul><li>They wanted to develop a dialogue between other young people and themselves . </li></ul><ul><li>They wanted to get others involved with their group. </li></ul>
    5. 5. Engaging Youth Audiences With Web 2.0 <ul><li>The Gallery was responsible for the logistics of setting the account up, whereas the group were responsible for designing their profile style / layout and content. </li></ul><ul><li>www.myspace.com/wagartforum </li></ul>
    6. 6. ArtForum’s Myspace Profile (Home page: top)
    7. 7. Engaging Youth Audiences With Web 2.0 <ul><li>Benefits of using Myspace? </li></ul><ul><li>Here art forum members tell you! </li></ul>
    8. 8. Engaging Youth Audiences With Web 2.0 <ul><li>Chelsea Age 17 </li></ul><ul><li>&quot;One advantage of having a Myspace for the group ( art forum ) is that it is easier to keep in touch with everyone, and up to date with the latest happenings at the gallery.  We set up the Myspace page together, designing a layout and look for the art forum profile.&quot; </li></ul>
    9. 9. Engaging Youth Audiences With Web 2.0 <ul><li>Ursula Age 16 </li></ul><ul><li>&quot;Myspace is great for advertising galleries towards a younger audience as most people who use it are young!  Myspace is good because you can really personalise your space and its a great way to communicate with current and potential members (for art forum )&quot; </li></ul>
    10. 10. Engaging Youth Audiences With Web 2.0 <ul><li>Chloe age 16 </li></ul><ul><li>&quot;By creating a Myspace for art forum we can inform many young people on what a art forum includes.  Myspace is quite a modern website, it is used to create a profile about yourself and inform others about you.&quot; </li></ul>
    11. 11. Engaging Youth Audiences With Web 2.0 <ul><li>Freya Age 16 </li></ul><ul><li>“… now that art forum has a Myspace we can get lots more people interested in the gallery and interested in art forum because we can post pictures and write blogs about events that have taken place in art forum and in the Gallery.  Also it is easier to contact the members of art forum and tell each other of upcoming events.  I would recommend a Myspace to any group within a gallery.. if all the galleries in the world had one then we could easily search for galleries and find out what other young groups are doing for galleries across the world.  It just opens up communication in such a wide network.&quot;  </li></ul>
    12. 12. ArtForum’s Myspace Profile (Home page: middle)
    13. 13. ArtForum’s Myspace Profile (Home page: bottom)
    14. 14. ArtForum’s Myspace Profile (Home page: bottom - friend’s comments)
    15. 15. ArtForum’s Myspace Profile (Home page: bottom – friend’s comments)
    16. 16. ArtForum’s Myspace Profile (Home page: Blog Entry) : You click on ‘view more’ to see Blog Entries
    17. 17. ArtForum’s Myspace Profile (blog entry 12.06.07)
    18. 18. ArtForum’s Myspace Profile (blog entry 12.06.07)
    19. 19. ArtForum’s Myspace Profile (blog entry 05.06.07)
    20. 20. ArtForum’s Myspace Profile (blog entry 05.06.07)
    21. 21. ArtForum’s Myspace Profile (blog entry 30.04.07)
    22. 22. ArtForum’s Myspace Profile (blog entry 02.04.07)
    23. 23. ArtForum’s Myspace Profile (blog entry 26.03.07)
    24. 24. ArtForum’s Myspace Profile (blog entry 23.06.07) )
    25. 25. ArtForum’s Myspace Profile (blog entry 26.03.07) )
    26. 26. ArtForum’s Myspace Profile (blog entry 26.03.07)
    27. 27. ArtForum’s Myspace Profile (View My: Pics) Click on View My: Pics to see your photos
    28. 28. ArtForum’s Myspace Profile (View My: Pics)
    29. 29. Engaging Youth Audiences With Web 2.0 <ul><li>Benefits for Gallery staff of having a Myspace? </li></ul><ul><li>The Myspace initiated ongoing communication between the Arts and Museum Service and art forum members outside of the art forum sessions – messages, queries / questions and comments through the profile. </li></ul><ul><li>Young people get in touch to ask what art forum is all about – through a medium they feel confident using – never get phone calls from young people with new enquires about art forum – its either through Myspace or emails. </li></ul>
    30. 30. Engaging Youth Audiences With Web 2.0 <ul><li>Benefits for Gallery staff of having a Myspace? </li></ul><ul><li>The immediacy of the ‘blogs’ and the personal comments space has proved a valuable feature. </li></ul><ul><li>Having the Myspace has developed as sense of a ‘community’ online for the group. </li></ul><ul><li>Young people can take control of marketing their own events through the use of bulletins and posting messages through Myspace. </li></ul>
    31. 31. Engaging Youth Audiences With Web 2.0 <ul><li>Barriers and issues </li></ul><ul><li>The Gallery has login control of the art forum Myspace due to the need to retain editorial control. </li></ul>
    32. 32. MOVING FORWARD <ul><li>We found that we need to refresh our methods of </li></ul><ul><li>communication to engage with the age group 14 – 25 </li></ul><ul><li>Branding refresh: </li></ul><ul><li>We are researching into latest design trends, looking at high street fashion graphics and magazine styles. </li></ul><ul><li>We aim to refresh the images that are used within social network sites, as many are out of date. </li></ul><ul><li>Conducting research: </li></ul><ul><li>We have conducted a MySpace survey – via a bulletin </li></ul><ul><li>We hosted an art forum focus group (with incentives). </li></ul><ul><li>We looked at how do other galleries and museums do it? </li></ul>
    33. 33. RESEARCH FINDINGS <ul><li>We found that most young people who took part in the survey find out about events through peer to peer recommendations. </li></ul><ul><li>The most successful communication tool used at the test event was SMS text messages sent to current ArtForum members (using a standard mobile phone). </li></ul><ul><li>MySpace is still the most popular social networking platform for young people in the group, closely followed by Facebook . Other notable sites used are Netlog and Bebo . </li></ul><ul><li>A very small percentage of young people (14 -25) surveyed were signed up to Twitter . </li></ul><ul><li>A very small percentage of the group surveyed read or comment on blogs , but a high percentage had an interest in taking part in a blogging activity. </li></ul>
    34. 34. HOW DO OTHER GALLERIES DO IT? <ul><li>MOMA – New York </li></ul><ul><li>“ MoMA voices ”– blog posts by gallery staff. </li></ul><ul><li>Flickr - MoMA – syndicated images of the gallery. </li></ul><ul><li>Flickr members events. </li></ul><ul><li>Brooklyn Museum </li></ul><ul><li>“Target first Saturdays” – online members in-gallery events. </li></ul><ul><li>“Tag! You’re It!” Online tagging game using collections. </li></ul><ul><li>Brooklyn ‘posse’ online membership.   </li></ul>
    35. 35. USING SOCIAL MEDIA <ul><li>For the future of ArtForum we want: to enable the </li></ul><ul><li>participants to use online and mobile tools that create and </li></ul><ul><li>encourage: </li></ul><ul><li>CONNECTIONS </li></ul><ul><li>CONVERSATIONS </li></ul><ul><li>COLLABORATIONS </li></ul><ul><li>COMMUNITIES </li></ul><ul><li>Online and within the real world </li></ul><ul><li>We would like the ArtForum group to promote their good </li></ul><ul><li>work to peers and parents, start conversations about art </li></ul><ul><li>whilst documenting the artwork and relationships created. </li></ul><ul><li>We want to create a collaborative space such as an </li></ul><ul><li>ArtForum blog which will bring together the group. </li></ul>
    36. 36. WHY USE SOCIAL MEDIA? <ul><li>It has proved to bring together gallery staff and online and offline participants in a way that has never before. </li></ul><ul><li>It encourages young people to look beyond the walls of the gallery where anyone can view and comment on the work they produce, opinions they hold and ideas they have. </li></ul><ul><li>The group can promote future events online, giving ownership to the members. </li></ul><ul><li>It gives these 'digital natives' added, applicable computer skills. </li></ul><ul><li>It allows young people to collaborate with gallery staff and even lead on projects. </li></ul><ul><li>Social media is about task, not technology which means that any activity can include a social media element. </li></ul>
    37. 37. SOCIAL MEDIA ACTIVITIES <ul><li>Setting up and designing graphics for an ArtForum blog, inspired by the gallery. </li></ul><ul><li>Filming participation such as dance and uploading the video to video sharing site (youtube / Vimeo) </li></ul><ul><li>Writing a review of an exhibition or an object in the permanent collection and posting it onto the blog. </li></ul><ul><li>Collaborating on a task with another gallery group in the UK or abroad. </li></ul><ul><li>Photographing the gallery or specific subject and uploading the images to Flickr , and using them within the blog. </li></ul><ul><li>Find and embed research material about a particular movement or artist such as audio or video from YouTube into the blog. </li></ul><ul><li>Create podcast interviews with gallery staff or artists. </li></ul><ul><li>Create a calendar of events which the group would like to happen. </li></ul>
    38. 38. ONLINE SECURITY <ul><li>The group and staff need to write and adhere to a code of conduct. </li></ul><ul><li>Everything posted online should be approved by an administrator beforehand, the same goes for comments. </li></ul><ul><li>Parents of young people aged 18 or under need to be notified when children will be posting online and using photographs or videos of themselves. </li></ul><ul><li>All login details for online accounts should be kept private. </li></ul>