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An Ecology of Engagement

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An Ecology of Engagement,

An Ecology of Engagement,


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  • 1. 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/
  • 2. 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
  • 3. 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/
  • 4. 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
  • 5. 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
  • 6. 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
  • 7. 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
  • 8. Knowledge spiral Joanne Jacobs, and Farhan Rehman, The Ecology of Engagement, February 2011
  • 9. 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
  • 10. 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
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. 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
  • 15. 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
  • 16. 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/
    Joanne Jacobs, and Farhan Rehman, The Ecology of Engagement, February 2011
  • 17. 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
    Joanne Jacobs, and Farhan Rehman, The Ecology of Engagement, February 2011
  • 18. 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
    Joanne Jacobs, and Farhan Rehman, The Ecology of Engagement, February 2011
  • 19. 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
  • 20. Joanne Jacobs, and Farhan Rehman The Ecology of Engagement, February 2011 Time to get talking! Conversation Café:
  • 21. Joanne Jacobs, and Farhan Rehman The Ecology of Engagement, February 2011 What incentives for engagement can you use? Question 1:
  • 22. Joanne Jacobs, and Farhan Rehman The Ecology of Engagement, February 2011 What barriers to engagement might exist? Question 2:
  • 23. Joanne Jacobs, and Farhan Rehman The Ecology of Engagement, February 2011 What engagement could you create around a new art exhibition? Question 3:
  • 24. 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