Notes from breakout sessionAudiences: Common across sectors? Which should be prioritised? How to increase audience share?Audience is related to contextInterest of funders in audiences addressed by particular projects, broadeningboth audiences and understanding of audiences, some objectives at fundingcouncils but also project-drivenImportance of showing impact and success in reaching those audiencesAudiences frequently local to organisationsWhat’s important about audiences?Even specific audiences (HE/Teachers/Schools) have additional agendas andimpacts (Knowledge transfer role of universities)Range of audiences: general, academic/professional, kids, passionate amateur,overseas, local, and various different subsetsHow does the question of audience affect the proposed framework?Separation of similar audience into different kinds of content, e.g. BBCschools/learning vs. CBBCHow do you move from known/measurable audience (current) to potential newaudiences? How do you expand the audience from these numbers/measures?How do you compare projects and audiences?You would not count the number of objects in a physical collection as a marker ofsuccess, so why do it for digital objects? How to gain a better comparisonbetween the two?Benchmark events – Royal Wedding, Queen’s Jubilee, Abolition of the SlaveTrade, DarwinNiche vs. Wider audience, importance of valuing of different audiencesImportance of firstly knowing who the audience should be for each organisation(not globally), and then using a selected range of measures that can be used byeach organisation to measure the success with those audiencesIs the digital the only thing these organisations have in common?Danger of thinking in terms of competition!Collecting data in similar way?
Standardisation of methodology vs. standardisation of reporting/dataWill there be funding for these mechanisms? To impose methodology?Is it possible for funders to stipulate particular methods of judging impact?1914-18 project to allow a clean-up project to allow projects to standardise theirmethods of judging impact.Specific terms like ‘audience share’ – what does that mean to differentorganisations.Problem of lack of cultural engagement on the web – how to drive greaterparticipation? Drive news stories related to cultural events to tap into largeaudience share of news.Good and bad examples of how to engage audiencesHow to collect data on this? Repeat funding, using something like RunCoCo toexpand the success of the Great War Archive project.Call to action has to be very simple and clear, immediate and simple access, somereward – all hard to do without assistance.Content glut is an issue – putting audiences off by too many projects asking forsimilar materialResearch on crowd sourcing, and the reasons why people contributematerial/knowledgeIs some sharing of material needed? Or mapping of content contributionrequests? Survey all the organisations on their plans for seeking content?Funding incentives to share content or a database to pool collections.Digital public space initiative – looking at how the cultural sector could find away of aggregating content from a wide range of archivesDifferent marketing budgets in different organisationsBBC access to survey data but can’t be publishedBest strategies for data gathering