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The web presence of House Museums. Network opportunities

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A presentation with Luisa Mich and Rosanna Pavoni at the ICOM Italia conference held in Turin November 16 and 17, 2018

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The web presence of House Museums. Network opportunities

  1. 1. Strategie comunicative per i musei. Opportunità di crescita Torino, 16-17 novembre 2018 TheWeb PresenceOf HouseMuseums. Network Opportunities TheCaseMuseoinItalianetworkandwebsite page1The web presence of House Museums. Network opportunities LuisaMich,UniversityofTrento,luisa.mich@unitn.it RosannaPavoni,CaseMuseoinItalia,rosanna.pavoni@casemuseoitalia.it RobertoPeretta,UniversityofBergamo,roberto.peretta@unibg.it
  2. 2. Strategie comunicative per i musei. Opportunità di crescita Torino, 16-17 novembre 2018 Strategie comunicative per i musei. Opportunità di crescita. Torino, 16-17 novembre 2018 What Are We Talking About? 1. Networks 2. Web Presence 3. House Museums 4. Methodology 5. What Was Considered 6. Results 7. Limitations page2The web presence of House Museums. Network opportunities LogooftheCaseMuseoinItalianetwork
  3. 3. Strategie comunicative per i musei. Opportunità di crescita Torino, 16-17 novembre 2018 Strategie comunicative per i musei. Opportunità di crescita. Torino, 16-17 novembre 2018 Networks page3The web presence of House Museums. Network opportunities imagecreditto30cc ThePageRankalgorythm “Networks”hasbecomeabuzzword. Yetanetworkapproachto everythinghasitstheoreticalbasis. HouseMuseumshavetheirofficial global“network”:DemHist. Butnetworksmayrefertosomething morespecific indigitaltimes. HowdoHouseMuseumsactually managetheirwebnetworks?
  4. 4. Strategie comunicative per i musei. Opportunità di crescita Torino, 16-17 novembre 2018 Strategie comunicative per i musei. Opportunità di crescita. Torino, 16-17 novembre 2018 Web Presence Thewebpresenceofsomethinghas alwaysbeenevaluated intermsof qualityoftheofficialwebsite. Thequalityoftheofficialwebsite, however,cannot beconsidered the onlyparameteranylonger. Digitalnetworks–increasinglya component ofrealnetworks–now includesocialnetworking activities, andUserGeneratedContent. page4The web presence of House Museums. Network opportunities Webpresence, today. 1. Theofficial website 2. Semi-official pagesonsocial platforms 3. Uncontrolled UserGenerated Content
  5. 5. Strategie comunicative per i musei. Opportunità di crescita Torino, 16-17 novembre 2018 Strategie comunicative per i musei. Opportunità di crescita. Torino, 16-17 novembre 2018 House Museums’ Real Presence “AHouseMuseumisaplacewhere someonelived–kings,artistsor fishermen,anywoulddo–stillbearing signsandformsofthecultureand societytheybelongedto.” page5The web presence of House Museums. Network opportunities imagecreditstoAndreaPalladio
  6. 6. Strategie comunicative per i musei. Opportunità di crescita Torino, 16-17 novembre 2018 Strategie comunicative per i musei. Opportunità di crescita. Torino, 16-17 novembre 2018 An Intangible Presence, Too “HouseMuseumsindifferentstyles,formsandsizeare scatteredthroughouttheItalianregions.Theroyalpalaces andpatricianvillas,collectors’palazziandartists’homes, urbanflatsandruraldwellingsstillreverberatewiththe voicesofthosewhowanted,inhabitedorevenbuiltthem. HouseMuseumsnarratepersonaltalesandillustratethe history,thesocialchanges,thedynastiesandeconomies, thecollectionsandenterprises,andusealanguagethat everyoneunderstands–thelanguageofliving.” page6The web presence of House Museums. Network opportunities
  7. 7. Strategie comunicative per i musei. Opportunità di crescita Torino, 16-17 novembre 2018 Strategie comunicative per i musei. Opportunità di crescita. Torino, 16-17 novembre 2018 MeasuringWebPresence ThePageRankalgorithm,devisedat theStanfordUniversityandadopted byGoogle,isabasicunittomeasure thestrengthofawebsite. PageRankisasimple0to10scale. WetookPageRankasabasic standardmeasure,andadoptedthe numberofFacebookfollowersasa similarlysimpleunittodealwiththe socialcomponentofwebpresence. page7The web presence of House Museums. Network opportunities ThePageRankalgorithm
  8. 8. Strategie comunicative per i musei. Opportunità di crescita Torino, 16-17 novembre 2018 Strategie comunicative per i musei. Opportunità di crescita. Torino, 16-17 novembre 2018 House Museums’ Web Presence The7Locimeta-modelisabenchmark methodologytoevaluatethequality ofwebpresence.Amodelbasedon 7Lociwasadoptedforthisresearch. WeselectedtwelveleadingHouse Museumsinfourcountries,checked theirPageRank,countedtheir followers,andevaluatedtheirweb presencethanksto7Loci.Wefinally consideredtheirnetworks,ifany. page8The web presence of House Museums. Network opportunities The7Loci 1. Identity 2. Content 3. Services 4. Individuation 5. Management 6. Usability (Mobilefriendliness) 7. Feasibility
  9. 9. Strategie comunicative per i musei. Opportunità di crescita Torino, 16-17 novembre 2018 Strategie comunicative per i musei. Opportunità di crescita. Torino, 16-17 novembre 2018 Regions Considered UnitedKingdom USA Australia Italy Twelveleading HouseMuseums, andofcourse theirRegional Networks,ifany. page9The web presence of House Museums. Network opportunities
  10. 10. Strategie comunicative per i musei. Opportunità di crescita Torino, 16-17 novembre 2018 Strategie comunicative per i musei. Opportunità di crescita. Torino, 16-17 novembre 2018 House Museums Considered Sourcesforourinitialselection: DemHist UnescoHeritageSites SmithsonianInstitution TheNationalTrustforHistoricPreservation,Washington,DC,USA Wikipedia:“HistoricHouseMuseums”item Google,globaledition:“HouseMuseums”keyword Criteria:1.SelectHouseMuseumsmentionedinatleastoneofthelistingsabove; 2.considerwhethertheyhaveanunequivocaltouristappeal; 3.keepthenumberofselectedHouseMuseumsatamaximumoftwelve. page10The web presence of House Museums. Network opportunities
  11. 11. Strategie comunicative per i musei. Opportunità di crescita Torino, 16-17 novembre 2018 Strategie comunicative per i musei. Opportunità di crescita. Torino, 16-17 novembre 2018 Results. Leading House Museums page11The web presence of House Museums. Network opportunities touristappeal PageRank FacebookFollowers 7LociQualityScore LinktoaRegionalNetwork LinktoDemHist SirJohnSoane’sMuseum,London,UK architecture 0 12,108 30/30 NO NO LeightonHouseMuseum,London,UK art 0 12,663 12/30 YES N0 IsabellaStewartGardnerMuseum,Boston,MS,USA art 7 66,204 30/30 NO NO TheFrickCollection,Boston,MS,USA art 0 114,791 30/30 NO NO ThePaulRevereHouse,Boston,MS, USA history 6 7,392 20/30 NO NO GropiusHouse,Lincoln,MS,USA architecture 0 (asHNEng) 16,725 22/30 YES NO GeorgeWashington’sMountVernon,VA,USA history 6 208,192 26/30 NO NO Monticello,Charlottesville,VA,USA history 7 71,168 30/30 NO NO HollyhockHouse,LosAngeles,CA,USA architecture 3 16,622 20/30 YES NO ElizabethBayHouse,Sydney,NSW, Australia history 0 50,364 24/30 YES NO VillaEmo,FanzolodiVedelago,Italy architecture 3 5,806 24/30 YES NO MuseoPoldiPezzoli,Milan,Italy art 0 21,217 26/30 YES NO asonOctober6,2018
  12. 12. Strategie comunicative per i musei. Opportunità di crescita Torino, 16-17 novembre 2018 Strategie comunicative per i musei. Opportunità di crescita. Torino, 16-17 novembre 2018 Results. Regional Networks page12The web presence of House Museums. Network opportunities PageRank FacebookFollowers 7LociQualityScore HouseMuseumsLinked LinktoDemHist HistoricHousesAssociationofGreatBritain,UK 0 7,299 26/30 443 NO HistoricHouseTrustofNewYork City,USA 0 2,925 22/30 23 NO HistoricNew EnglandofBoston(Massachusetts),USA 6 16,725 28/30 38 NO TheNationalSocietyoftheColonialDamesofAmerica,USA 0 2,690 20/30 79 NO SaveOurHeritageOrganisationofSanDiego, CA,USA 0 0 14/30 9 NO HistoricHousesTrustofNew SouthWales,NSW, Australia 0 0 24/30 7 NO HouseMuseumsofMilan,Milano,Italy 0 5,172 24/30 4 NO CaseMuseoinItalia,Italy 0 1,990 26/30 70 YES asonOctober6,2018
  13. 13. Strategie comunicative per i musei. Opportunità di crescita Torino, 16-17 novembre 2018 Strategie comunicative per i musei. Opportunità di crescita. Torino, 16-17 novembre 2018 Nobody Is Omnipotent… Ofcourse,thisinitialresearchhasseveralweaknesses. Theregionsconsideredarejustafew.E.g.,noFrance! Thesampleisverylimited,andthedifferencebetweenan historichouseandaHouseMuseumissometimesunclear. page13The web presence of House Museums. Network opportunities Yet,somestimulatingprovisionalconclusionscanbedrawn. 1. LeadingHouseMuseumsandregionalnetworksrarelyoverlap. 2. SomeleadingHouseMuseumsdonotcareenoughabouttheirwebpresence. 3. SomeHouseMuseums,instead,makegooduseofsocialnetworking.Anditshows. 4. RegionalnetworksprovidebasicvisibilitytominorHouseMuseums. 5. RegionalnetworkshappentoprovidemorevisibilitytoleadingHouseMuseums.
  14. 14. Strategie comunicative per i musei. Opportunità di crescita Torino, 16-17 novembre 2018 Key Points 1. “Networks” Is More Than A Buzzword 2. Web Presence Is Crucial Today 3. House Museums Can/Must Be More Than Cinderellas 4. Web Presence Is Measurable 5. Existing House Museums’ Networks Are Weak 6. House Museums May Improve Their Web Presence 7. This Research Should Widen Its Scope imagecredittoCompendioGaribaldinodiCaprera page14The web presence of House Museums. Network opportunities Strategie comunicative per i musei. Opportunità di crescita. Torino, 16-17 novembre 2018
  15. 15. Strategie comunicative per i musei. Opportunità di crescita Torino, 16-17 novembre 2018 Thanks For Your Attention page15The web presence of House Museums. Network opportunities imagecredittoCasaAlfredoOriani Strategie comunicative per i musei. Opportunità di crescita. Torino, 16-17 novembre 2018

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