Presentation ncin d_feeny_jan2010_2

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NCIN Social Media Presentation #2

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  • All the information into this presentation are content I collected through the years, participating a conferences, browsing the Web, etc. Mashup concept. Fits with Web 2.0.
  • Social media websites are some of the most popular places on the web and for museums they make it possible to connect and build relationships with your audiences, converting those with a passing interest into passionate advocates for your museum. New challenges: how can you control your brand is a space that offers little or no control. Whether you like it or not, nobody needs to ask your permission to talk about your museum on a blog or tell a friend about an exhibition on Facebook – positively or negatively – so your brand is already in this social media space. You can’t control the conversation but you can participate in it. Take a minute to think about what your brand really is. Is it your logo? Is it your advertising campaign? Your collection? Your building? No, it is none of these things: your brand is the perception that people have of your organisation. You have never had total control over it, you have only ever been able to use all these touchpoints to help to shape this perception, and in the social media space that is no different. Your first step: learn about these websites and, most importantly, how your audiences are using them. Social media is here to stay, it isn’t a fad, and while Facebook or Twitter may fade, people expecting to be part of the conversation rather then just talked at with not go away, and we need to adapt our brands to exist in this world.
  • What are Canadian Searchers Looking for Online? Search Engines have become the navigational aid of choice, helping consumers find what they are looking for online. Canadian Internet users are no exception, and in fact are more prolific users of Search Engines than their US and UK counterparts.
  • Search Engines most popular industry in Canada. Search Engines were the most popular industry based on share of Canadian Internet visits in June, accounting for 15% of all Canadian Internet visits. Search Engines are the largest source of upstream visits (driver of the most traffic) to websites in Canada.** Google dominates Canadian searches. Google powered 80% of all Canadian Internet searches in the twelve weeks to June 27, 2009. MSN was Google’s nearest competitor, powering 9% of searches. The Pie Is Growing: From 2008 to 2009, the number of Canadians connected to the internet went up 2% The number of searches per consumer increased 11%
  • Canadians keep search queries brief with more than half containing only one or two words. 51% of Canadian Internet searches contained only one or two words, making Canadian queries shorter than American queries but slightly longer than those in the UK. The dominance of brand terms accounts for the large proportion of one and two word queries.
  • Search Engines : Prospects coming from Google, Yahoo, MSN, or other - SEM Referrals : Prospects coming from the same community of Website – Link building & Community building Browser : Prospects know your brand (domain name) - Advertising & User optimisation Bookmark : Prospects liked their experience - User optimisation Search Engines are the Most Important Source of Traffic to a Website
  • YouTube Penetration is Higher in Canada Than Any Other Country United States : 47% 16.9M Unique Users * - 69% Reach ; 90 videos per viewer - Accounts for over 50% of all videos viewed in Canada per month 89M Unique Users * - 46% Reach; 63 videos per viewer - Accounts for over 40% of all videos viewed in the U.S. per month 363M Unique Users ** - Accounts for over 40% of all videos viewed globally per month
  • Ok, there are barriers. Does this mean we don't do anything?
  • It's a bestselling book based on analysis by Forrester Research filled with practical, data-based strategies for companies that want to harness the power of social technologies like blogs, social networks, and YouTube. It features full case studies , a complete road map for social strategy, and data from around the world. Learn more about the book , download an excerpt , see our reviews , or learn about how we can help your company .
  • Goal: A Good Internet Visibility Is Essential for your Museum Increase your visibility / Awareness Enlarge your community Increase your walk-in visits Increase your support / Importance Step 2: Goals It is important to start with goals rather than technology because the social media space is filled with cool tools, the next big thing and that site you have to be on. It would be easy to waste a lot of time if you jump in without asking yourself why. TATE and the Brooklyn Museum , two organisations who are well known as leaders in the field of Social Media, both say that they base their goals on the mission of their organisations.  TATE for example aims to ‘Increase understanding and knowledge of art’, and while they may choose to use MySpace or Flickr to reach demographics such as young people, they do this with this mission in mind. Having goals which align with the overall mission of your organisation also makes it a lot easier to get buy in from your management and trustees then chasing the latest technology.
  • Profile   Channel Views: 791 Total Upload Views: 33,783 Joined: December 29, 2008 Last Sign In: 5 days ago Subscribers: 17 Website: http:// www.civilization.ca
  • NGC on Facebook English: 1 561 adeptes French: 413 admirateurs
  • Word of mouth: One of the cool things about Twitter is the Retweet. If someone likes something that I write on Twitter they can Retweet it to everyone who is following them. Basically rebroadcasting this information to their own network of readers. Example: my message to a friend about something I thought she would think was cool was rebroadcast to the over 10,000 people. I think this demonstrates the power of Twitter, while I might have told a few people about the exhibition five years ago, social media amplifies word of mouth, connecting me with thousands.
  • Social Media Strategy Step 4: Launch With your planning complete, you’ll be ready to launch in to the world of social media this could be on any number of websites and could be as small or ambitious as you wish and the issues for each will be different. While this may be a new space for you, some old rules do apply, you wouldn’t open an exhibition without marketing it, and your social media plan should include how you will make audiences both inside and outside your organization aware of what you’re doing.
  • The biggest question that came up again and again was: how much does it cost? In most cases, the audience wasn’t asking about money: they were asking about time. When David explained that each of the Holocaust Museum’s myriad comment boards, blogs, and online forums is moderated by a staff member, the audience turned a little green. As one woman put it, “spending time on this means time staff isn’t spending on other work.” Absolutely. So in the interest of hers, yours, and everyone else’s time, here’s a rundown on what I see as the real time costs of a variety of Web 2.0 ventures. The time cost of Web 2.0 is not in product development but in product management, maintenance, and growth. It may take you only a few minutes to create a blog, but doing so means (hopefully) a commitment to frequent content posts. When you start any Web 2.0 initiative, you should think about what (and who) it's going to require over its lifespan, not just pre-release. The time estimates below are written with sustainability in mind--the week-by-week management of Web 2.0.
  • With your launch complete you should monitor your progress against the goals that you set at the start of your project, and consider changing course if things don’t seem to be going as planned. Don’t operate in isolation from the rest of your organisation, make sure everyone is aware of what you’re doing, and keep them up to date with small wins. Social media is often misunderstood and communicating success is essential to validate the effort that you’re putting in. When people start to understand what you’re trying to do, they will hopefully come to you with suggestions of how your social media activity can work with areas of the organisation they are involved with.
  • MoMA are very active across the social media space, and it isn’t surprising to see them answering criticism and trying to take part in the conversation, but rather then this comment being seen in a positive way, it drew a lot of criticism not only from those participating in the Facebook conversation, but also on Twitter and in blog posts where people commented that the reply seemed impersonal, PR-like and that the institution was not interested in being part of the conversation. Others have defended the tone of Kim’s email saying that dealing with a ’serious and contentious complaint in a less formal way would have been incredibly bold’. The response that MoMA have recieved to Kim Mitchell’s email could be enough to put any museum off the idea of being proactive in the social media space, if an organization perceived to be ahead of the curb can fall fowl of the conversation, then is it safe for any institution to respond to criticism on the web. I personally feel that responding to comments about your museum, whether they are positive or not will show that you’re listening, that you want people’s opinions and that this will build trust and social capital in your brand with your audiences. It is a difficult line for an organisation like MoMA to walk, they want to be active in social media spaces and to do that they must reconcile the human to human informal conversational style of these networks with the fact that they are large institutions who can’t just let everyone say what they want.
  • ‘ It’s time we MET’ was an interesting project that used an existing social media platform to do something different. This was launched in February 2009 by the Metropolitan Museum of Art in New York. They asked people visiting the gallery’s permanent collection to photograph their experience and through Flickr enter it in competition to star in the gallery’s new advertising campaign. [I think it’s worth noting that most galleries don’t allow photography, but this is totally out of sync with the changing expectations of an audience who are using their camera phones to record and share things that interest them. To me this sends all the wrong messages about the museum as an outdated institution.] The ‘It’s time we MET’ campaign capitalises brilliantly these shifting audience expectations and motivations to ask people not only to capture their experiences in the gallery, but also to share them with each other. The hundreds of pictures people posted on Flickr show the MET through other people’s eyes and show the different ways that people experience the museum and its permanent collection. Out of the 999 images entered in the ‘It’s Time we MET’ photo competition, a panel of judges selected two winners which were used in their advertising campaigns, and five runners up. The images are incredibly strong, more so because you know that they are real experiences from real people.
  • This initiative which asked members of the public to  create their own audio commentaries about items found in the venues around Amsterdam. Audio commentaries about artworks found in prestigious collections may not seem like the most appropriate place to ask for public involvement, these are normally written by trusted experts and listeners expect these guides to be factually correct. But these audio commentaries created by the public for N8 do not pretend to be by trusted experts; these are something different, giving young people the chance to start with a point of view that is more appealing to them than the official audio guide. Each artwork could have several audio commentaries, each from a different vantage point. All have been created by museum visitors who have been inspired to take the time to share their thoughts on the artworks. Of course as someone who speaks no Dutch, I can’t comment on the quality of the commentaries, but I really like the idea behind it and I’d like to see museums looking at how they can indulge the inner critic of their audiences.
  • Presentation ncin d_feeny_jan2010_2

    1. 1. How Can Web 2.0 Help Museums Daniel Feeny Director - Digital Communications, Outreach and Youth Programs    National Capital Commission (NCC) NCIN Meeting - January 19, 2010
    2. 2.
    3. 3. Web 2.0: Focus on the individual rather than the institution
    4. 4. Digital Landscape in Canada
    5. 5. Canadians are Heavy Internet Users *Source: comScore Media Metrix,**Source: May 2009; eMarketer “Strategy Analytics: Global Broadband Forecast – 1H 2009”, June 18, 2009 Canada 76% Broadband Penetration** 24.4M People Online* 44.0 Avg. hours per month online per unique visitor* 96% Visit Search Engines monthly* United States 60% Broadband Penetration** 30.9 Avg. hours per month per unique visitor* 193.8M People Online* 89% Visit Search Engines monthly*
    6. 6. Search is the #1 Online Activity in Canada, Following Social Networking *Source: http://weblogs.hitwise.com/us-heather-hopkins/2009/05/how_canadians_spend_their_time.html
    7. 7. Google Dominates Canadian Search Sources: Hitwise . Twelve weeks to June 27, 2009. Aggregation of intl domains including .com and .ca. MSN includes Bing and Live, Yahoo! includes Altavista. Share of Canadian Searches by Engine
    8. 8.
    9. 9. Source of Traffic on your Website Search Engines Browser Bookmark Referrals
    10. 10.
    11. 11.
    12. 12. 50% will visit at least one of these 5 sites today…
    13. 13. *Source: ComScore Media Medtrix, June 2009 **ComScore, “Canadians glued to YouTube, study finds”. CBC.ca, March 13, 2009 YouTube Canada Audience is Mainstream <ul><ul><li>17M users (68% reach) </li></ul></ul><ul><ul><li>52% male, 48% female* </li></ul></ul><ul><ul><li>61% are between 18 and 49 years old </li></ul></ul><ul><ul><li>55% have a HHI $60K+* </li></ul></ul><ul><ul><li>3 hours and 45 minutes watching per user per month** </li></ul></ul>Profile of Canadian Visitors
    14. 14.
    15. 15.
    16. 16. Social Media and Museums
    17. 17. <ul><li>Will people stop visiting if a museum is also accessible online? </li></ul><ul><ul><li>Website visitors are two and half times more likely to visit museums in person. </li></ul></ul><ul><ul><ul><li>2007 Survey from Museum and Library Services (IMLS). http:// interconnectionsreport.org / </li></ul></ul></ul><ul><ul><ul><li>2004 Survey of Visitors to Museums’ Web Space and Physical Space. www.chin.gc.ca </li></ul></ul></ul>Benefits of Web 2.0
    18. 18. <ul><li>A Good Internet Visibility Is Essential for your Museum </li></ul><ul><ul><li>Increase your visibility / Awareness </li></ul></ul><ul><ul><li>Enlarge your community </li></ul></ul><ul><ul><li>Increase your walk-in visits </li></ul></ul><ul><ul><li>Increase your support / Importance </li></ul></ul>Benefits of Web 2.0
    19. 19. Benefits of Web 2.0 <ul><li>Delivery Mechanisms (‘‘Network as plateform’’): </li></ul><ul><ul><li>Global outreach: maximise impact of and engagement with ideas </li></ul></ul><ul><ul><li>Outsources services: allowing organisations to focus on their strenghts and small institutions to engage on more equal terms </li></ul></ul><ul><li>Exploits infrasctructure: the standards (e.g. RSS) & services (Google, Amazon, …) now in place </li></ul><ul><li>User Benefits: </li></ul><ul><ul><li>User can create content </li></ul></ul><ul><ul><li>Can comment on other’s content </li></ul></ul><ul><ul><li>Users no longer passive consumers of content </li></ul></ul>Source: Brian Kelly, 2009, http://www.ukoln.ac.uk
    20. 20. Challenges Source: Brian Kelly, 2009, http://www.ukoln.ac.uk
    21. 21.
    22. 22.
    23. 23. How to start?
    24. 24. Groundswell Winning in a World Transformed by Social Technologies
    25. 25. Five step social media plan <ul><li>Stop, Look & Listen </li></ul><ul><li>Goals </li></ul><ul><li>Prepare (Colonize, Contribute, Socialize) </li></ul><ul><li>Launch </li></ul><ul><li>Monitor </li></ul>
    26. 26. Identify Social Media
    27. 27. Colonize : Link Building
    28. 28. www.wikipedia.org Contribute: Social Media – Wiki
    29. 29. Contribute: Social Media – Photo www.flickr.com
    30. 30. Maritime Museum – Nova Scotia Canadian Museum of Nature – Ontario Royal Tyrrell Museum– Alberta Contribute: Social Media – Video www.youtube.com | www.m.youtube.com
    31. 31. www.youtube.com | www.m.youtube.com Contribute: Social Media – Video
    32. 32. www.facebook.com Socialize: Social Media – Network
    33. 33. Socialize: Social Media – Network www.twitter.com
    34. 34. * Inspired by Thierry Arsenault’s Work. CHIN 2008 Your Website
    35. 35. How Much Time Does Web 2.0 Take? What can you accomplish in one week of Web 2.0? Source: http://museumtwo.blogspot.com/2008/04/how-much-time-does-web-20-take.html
    36. 36. Copyright Thierry Arsenault Monitor : Results
    37. 37. Technorati Monitor : Reputation
    38. 38. Examples of Museum initiatives on Social Media
    39. 39. Make your museum on the Web That's easy! Share your experience of visiting the museum in your blog, on Facebook, YouTube, Flickr, Twitter or other social media and hyperlinked to our website : Become a Web Ambassador! www.your-museum.ca
    40. 40. MoMA – Online Communities (USA)
    41. 41. Time we MET campaign (USA)
    42. 42. N8 Audiotours (Amsterdam)
    43. 43. How Can Web 2.0 Help Museums Daniel Feeny Director - Digital Communications,Outreach and Youth Programs    National Capital Commission (NCC) NCIN Meeting - January 19, 2010

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