date<br />Presenter or main title…<br />Analysing digital audiences for WW1<br />NOTES <br />Session Title or subtitle…<br />Catherine Grout and Sarah FahmyJISC<br />
08/09/2011| Slide 2<br />Key points from morning session<br />Relationship between physical and digital audienceWhat is the relationship between the two?Are they the same?Can they work together and how?<br />
Key points from morning session<br />Who should we focus on?The converted (45 year old male)Others (unengaged)?International/cultural?Digital literacy? (and how you engage)Is there something there about telling and re-telling of history and how its done?<br />
08/09/2011| Supporting education and research | Slide 4<br />Measuring impactWho are we measuring for?How do we know what success actually looks like?Makes most sense when linked to other parts of organisational mission and strategyShould not be about measuring a digital island.Issues over citing digital resources (real problem)<br />08/09/2011| Supporting education and research | Slide 4<br />
What audiences do we have in common across organisations/sectors? Which ones should be prioritised? How can we increase audience share?<br />Consider good and bad examples of how to engage audiences.<br />Is there mileage in common frameworks, metrics and ways of understanding audience and measuring impact? If so what?<br />08/09/2011| Slide 5<br />Breakout Group Questions<br />
Breakout group feedback<br /><ul><li>Prioritise who concentrates on audience specific segments across the network of organisations. Segmentation could create different types of pathways to audiences, but sometimes there will be no similarities- ‘digital’ will be only unifying feature- There are issues of long timeline considering audience fatigue and the war seeming like a distant memory. To mitigate this- have to consider ways to engage people to avoid this becoming the case in future- May be important to identify audiences we don’t have in common so that (through segmentation) we can use that information to play to strengths.However, there is still diversity within a given audience segment- How to attract new audiences need not necessarily jumps off from existing audience like engagement with the ‘functional’ uses of the web e.g. News etc</li></li></ul><li>Breakout group feedback<br />- Difficult to develop audience goals as there is no benchmark events that have managed to draw in diverse audiences with the exception of the royal wedding<br /><ul><li>Difference of opinion in terms of standardising impact and methodology: </li></ul> - Don’t want organisations to use metrics to compete to prove impactto avoid league-tabling but is standardisation in terms of data collection the only way to prove collective impact<br /> - Methodology which was not flexible enough to be useful <br /><ul><li>All organisations a share of the digital audience this is a unifying concept that should be built on. This might be the only overlap
However, unifying feature may also be the issue collective impact possible through public funding in the digital domain.
Shared metrics mean a shared evidence base of empirical evidence in terms of public impact</li></ul>08/09/2011| Supporting education and research | Slide 7<br />
Breakout group feedback<br />- New audiences are most difficult to engage with<br />- If organisations want to implement ‘good practice’, they will need to be prepared to ask the audience and to take criticism and respond to needs. Will you be prepared to share this information with your peers?<br />- Indeed this information may also be shared throughout the wider community as well. <br />- In order to engage with the audience, there needs to be a simple ‘call to action, immediacy of access,reward<br />- Lessons can be learnt and funder s should encourage from success of crowd sourcing projects like Runcoco<br />- Very different marketing budgets available to organisations. Need to capitalise on broader initiatives. Like DPS. Europeanaetc.<br />- Shared metrics mean a shared evidence base of empirical evidence in terms of public impact, but no one size fits all in terms of impact measurement metrics or methodology<br />- WW1 commemoration provides a ‘crunch’ moment which may allow an opportunity to address the issues of digital users around a theme, which may inform future work<br />
Possible Next Steps<br />Key tasks<br /><ul><li>Audience segmentation to begin within each organisation, then for mapping of over-laps to be undertaken
What can we learn from other such initiatives e.g. Darwin 200? Further investigation to be undertaken
Potential for a 4 year longitudinal analysis of audience engagement across all organisations participating in the commemoration.
Funding organisations e.g. JISC, Arts Council and others to discuss ways in which this may be match-funded so as to create a cross-sectoral methodology. A framework could be rolled out through the First World War Centenary partnership as well as the BBC/ Arts Council ‘Building Capacity’ programme.</li>