An Ecology of Engagement

Joanne Jacobs, The Ecology of Engagement, February 2011 An Ecology of Engagement: Creating engagement with visitors to your Museum, Art, Cultural, or Heritage Institution Joanne Jacobs & Farhan Rehman Social Media Week London 2011 Image source: http://www.flickr.com/photos/jurvetson/4143219396/

We’ll cover:
Why engagement is an ecology and not a series of messages;
What are the barriers to engagement;
Why people engage and what are incentives for engagement;
Some best practice case studies of engagement in the sector.
Image source: http://www.flickr.com/photos/armyenvironmental/4440717455/ Joanne Jacobs, and Farhan Rehman, The Ecology of Engagement, February 2011

Joanne Jacobs, and Farhan Rehman, The Ecology of Engagement, February 2011 Why engagement is an ecology
Ecology: science of relationships between organisms in an environment.
Engagement : ongoing conversations and value exchange between parties.
Image source: http://www.flickr.com/photos/ivanwalsh/5239345194/

Engagement misconceptions
Engagement is NOT broadcast of messages
Engagement is NOT comments on a blog/website
Engagement is NOT twitter followers or retweets
Engagement IS a process of continuous renewal and innovation.
Image source: http://www.flickr.com/photos/gustty/16299864/ Joanne Jacobs, and Farhan Rehman, The Ecology of Engagement, February 2011

Joanne Jacobs, and Farhan Rehman The Ecology of Engagement, February 2011 Engagement as part of a strategy
Listen to the social sphere
Engage and build relationships
Generate your own ripples

Cultural orgs & social media
Increased use of Facebook, twitter
Primarily broadcast-style communication
No budget to seed/maintain
Lack of fit between conversations and works
Image source: http://www.flickr.com/photos/eschipul/2885446273/ Joanne Jacobs, and Farhan Rehman, The Ecology of Engagement, February 2011

Cycle of the Knowledge Ecology Por, G (2000 ) The Virtuous Cycle of Knowledge Ecology , Nurturing Systemic Wisdom through Knowledge Ecology, The Systems Thinker, Vol 11, No. 8, page 1. Joanne Jacobs, and Farhan Rehman, The Ecology of Engagement, February 2011

Knowledge spiral Joanne Jacobs, and Farhan Rehman, The Ecology of Engagement, February 2011

Cycle for cultural industries New works, new ways of presenting works New means of communicating, sharing ideas via social tools New forms of audience interaction and adaptation of works New collaborations, distributed expertise Joanne Jacobs, and Farhan Rehman, The Ecology of Engagement, February 2011

Example single cycle Tate Britain exhibition: new work Use of social media to gather feedback or stories on exhibition Inclusion of stories/ feedback in exhibition Rethinking curation, new methods of capturing stories Joanne Jacobs, and Farhan Rehman, The Ecology of Engagement, February 2011

Ecology lessons
Need to involve audience in curative process
Need to diversify ways of experiencing works
Need to foster creativity to create new experiences
Image source: http://www.flickr.com/photos/traceyp3031/2218200957/ Joanne Jacobs, and Farhan Rehman, The Ecology of Engagement, February 2011

Barriers to engagement
No presence in various technology-mediated channels
No catalyst for interaction
No encouragement for feedback
Insufficient response to feedback
Image source: http://www.flickr.com/photos/wonderlane/2849467565 / Joanne Jacobs, and Farhan Rehman, The Ecology of Engagement, February 2011

Incentives for engagement
Receptiveness (firm)
Recognition/reputation-based acknowledgement for engagement (audience)
Evidence of improvement/innovation (and promotion of this)
Ongoing engagement/ relationships
Image source: http://www.flickr.com/photos/intersectionconsulting/4392980596 / Joanne Jacobs, and Farhan Rehman, The Ecology of Engagement, February 2011

Best practice
The Women’s Museum
Scoot Game
Google Art Project
Flash mob: arts in public spaces
Image source: http://www.flickr.com/photos/mile_end_residents/4767172594 / Joanne Jacobs, and Farhan Rehman, The Ecology of Engagement, February 2011

Women’s Museum
2008 launched twitter account as part of low-budget campaign to raise visitors
Included virtual tour in website
Attracted 12,000 followers and sharply increased international visitors to the museum
Now listed among top museum twitter accounts
Further details: http://www.socialmediadelivered.com/2010/11/18/case-study-the-womens-museum/
Joanne Jacobs, and Farhan Rehman, The Ecology of Engagement, February 2011

SCOOT
2005 launch, treasure hunt game located around cultural sites in urban space
Competitive activity with family teams
Based on low tech devices (kiosks and sms subscription service)
New frame for exhibitions
Further details at:
http://www.scootgame.com/

Google Art Project
2010 launch
Google hosting of digitised works
Can be used with Sidewiki or other tools to add information on works
Could be used for competitive derivative works
RIPE FOR NEW IDEAS

Flash mob arts in public spaces
Earliest flashmobs based on taking conceptual art into public spaces
Low tech and low cost organisation, creates intrigue
Can convert flashmob events into footfall and interaction through listening and responding to social media conversations after the event

Questions? Joanne Jacobs Social Media Expert Consultant Email: [email_address] Blog: http://joannejacobs.net/ Twitter: @joannejacobs Skype: bgsbjj Skype-in: (+44) 0208 144 9348 Mob: (+44) 07948 318 298 Farhan Rehman Social Media Strategist Email: [email_address] Twitter: @farhan Skype: magitam Tel: (+44) 0207 937 3793

Joanne Jacobs, and Farhan Rehman The Ecology of Engagement, February 2011 Time to get talking! Conversation Café:

Joanne Jacobs, and Farhan Rehman The Ecology of Engagement, February 2011 What incentives for engagement can you use? Question 1:

Joanne Jacobs, and Farhan Rehman The Ecology of Engagement, February 2011 What barriers to engagement might exist? Question 2:

Joanne Jacobs, and Farhan Rehman The Ecology of Engagement, February 2011 What engagement could you create around a new art exhibition? Question 3:

Thank you! Joanne Jacobs Social Media Expert Consultant Email: [email_address] Blog: http://joannejacobs.net/ Twitter: @joannejacobs Skype: bgsbjj Skype-in: (+44) 0208 144 9348 Mob: (+44) 07948 318 298 Farhan Rehman Social Media Strategist Email: [email_address] Twitter: @farhan Skype: magitam Tel: (+44) 0207 937 3793

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An Ecology of Engagement

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