Forrest state of design 2011

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Presentation given at the National Craft and Design Directors and Curators Conference; State of Design Festival, Melbourne 25th July 2011

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Forrest state of design 2011

  1. 1. Who, how and how many? Rethinking relationships with  Rethinking relationships with audiences Regan Forrest R F
  2. 2. Some framing definitionsSome framing definitions Audience / Visitors /  Participants /  Market Users Advocates
  3. 3. Some framing questions . . . Some framing questions• What do you really want? h d ll ? – A larger audience? – A broader audience? – A different relationship with your visitors? p y• Why do you want it? do you want it? – Increased revenue – G t di Greater diversity it – Deeper impact
  4. 4. Understanding audiences Understanding audiences• Culture Segments (MHM, UK) l ( ) – Affirmation (11%) – Enrichment (17%) – Entertainment (14%) – Essence (9%) E (9%) – Expression (13%) – Perspective (13%) Perspective (13%) – Release (11%) – Stimulation (12%) Stimulation (12%)http://www.lateralthinkers.com/downloadculturesegments.html
  5. 5. Understanding visitors Understanding visitors• Visitor ‘Identities’ (Falk) – Explorers p – Experience seekers – Rechargers – Facilitators – Professionals / Hobbyists (Falk, 2009. Identity and the Visitor Experience. Altamira Press)
  6. 6. So . . . What s keeping them?So What’s keeping them?
  7. 7. The biggest barriers are often in our own minds .  . .• People there aren’t like me• I don t know the norms and codes I don’t know the norms and codes• I’ll draw attention to myself• Crossing the threshold is a point of no return
  8. 8. . . . but we can address them but we can address them• Explore your blind spots and assumptions• Allow ‘lurking’ space Allow  lurking space• Get out and about and ASK
  9. 9. Other kinds of barriers Other kinds of barriers• Lack of awareness – Raise profile in new areas p• Lack of relevance –T Target specific groups and needs ifi d d• Inertia horizon – Attach incentives to NOW• Choice induced paralysis Choice‐induced paralysis – Taster or ‘highlights’ offers
  10. 10. Types of Visitor Participation: ‘Me to We’  (Nina Simon, Museum 2.0) Individual  receives  Individual  content interacts with  content Individual  actions are  ol nal Contro collated ll t d Individual  rganisation actions are  networked Individuals  di id lOr engage directly Visitor Participation
  11. 11. Types of Visitor Participation: ‘Me to We’  (Nina Simon, Museum 2.0) Individual  Web 2.0 receives  Individual  content interacts with  content Individual  actions are  ol nal Contro collated ll t d Self‐organised  Traditional communities Exhibitions Individual  rganisation actions are  networked Interactive Exhibits Curator‐controlled  C ll d Individuals  di id lOr crowdsourcing engage directly Visitor Participation
  12. 12. Social media – everyone’s doing it .  . . Should you too?
  13. 13. One size doesn t fit all One size doesn’t fit all• Creators (bloggers & uploaders) 24%• Conversationalists (status updaters) 33%• Critics (commenters, raters, editors) 37%• Collectors (feedreaders d t Collectors (f d d and taggers) ) 20%• Joiners (infrequent updaters) 59%• Spectators (read, listen, watch) 70%• Inactives 17%Source: Forrester Research
  14. 14. Museums & Social Media Museums & Social Media1. It’s not magic!2. It s not compulsory It’s not compulsory3. It’s not ‘free’ – costs time4. Listen, get to know the lay of the land5.5 Go where your audiences are Go where your audiences are6. Share, don’t just broadcast7. Tailor your voice for different platforms and  audiences
  15. 15. Some examples. . . . Some examples• @austmus, Mr Blobby & @jurassiclounge• @fieldmuseum & @suetheTrex & @suetheTrex• @museumvictoria• @QCAGriffith• @ACMI (tied in with specific exhibits) @ACMI (tied in with specific exhibits)Source: the TwitterverseSource: the Twitterverse
  16. 16. Reading listReading list – Full of practical tips – FREE online  www.participatorymuseum.org  – Case studies and examples  of visitor participation  of visitor participation (easily adapted to other  scenarios) )
  17. 17. Reading listReading list – Describes and explains  the five different visitor  ‘identities’ identities – Strategies for reaching  different visitor types different visitor types
  18. 18. Reading listReading list – ‘Industrial’ to  ‘Knowledge’ –D l i Developing experience‐ i based business models – New relationships with New relationships with  audiences
  19. 19. Some closing questions Some closing questions• How would you characterise your current  audience?• What’s the most important way for YOU to  develop your audience RIGHT NOW – bigger,  develop your audience RIGHT NOW bigger broader or deeper?• What are the barriers and what are the  opportunities?

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