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(Or: don’t go thin...
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I’m Mike Ellis fro...
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what I hope you’ll...
nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015
number of slides >...
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number of slides >...
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habit #1
be less m...
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Do you know how bi...
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Do you know how bi...
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Researcher
Stumble...
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Talk to your users...
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habit #2
understan...
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Museum object quiz...
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Museum object quiz...
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“on the web, visib...
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If your objects ca...
nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015
your site
is here
...
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out.thirty8.co.uk/...
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social / sociable ...
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“Social objects ar...
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that looks
painful...
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Sociable objects o...
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a sociable object ...
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a sociable object ...
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a sociable object ...
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…and is easy to sh...
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not just “fire and...
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where are you now?...
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• what and who is ...
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The Diplodocus Cur...
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out.thirty8.co.uk/...
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focus on stories
h...
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http://www.europea...
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http://www.oucs.ox...
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• Stories should b...
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http://en.wikipedi...
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make informed tech...
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Technologies can’t...
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Open isn’t everyth...
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Set your data free...
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Getting help…
• As...
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knowing what users...
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•What do people do...
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“how engaging is t...
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Really, Google Ana...
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out.thirty8.co.uk/...
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do less, better
ha...
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“the web offers yo...
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We have
100,000 ob...
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Number of object r...
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“It has a
recordin...
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don’t be afraid of...
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be visual, designe...
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Some old thing
Not...
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Just because your museum objects are online doesn’t make them interesting

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"Getting your collection online" is only half (probably less) of the battle. In this slide deck I provide ten "habits" of museums who have got their collections online but then taken it a step further by thinking really hard about audience and engagement in a more strategic way.

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Just because your museum objects are online doesn’t make them interesting

  1. 1. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 (Or: don’t go thinking you can relax just yet) Just because your objects are online doesn’t make them interesting
  2. 2. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 I’m Mike Ellis from Thirty8 Digital. We work with museums, galleries and others to help them get the most from the web. We: > train people on how to use things like social media effectively > offer consultancy, particularly around web strategy and content > build beautiful mobile-friendly, editor-friendly, user-friendly websites hello
  3. 3. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 what I hope you’ll get from this: > ten good habits to get into with your online collections > examples and ideas from other museums > lots of worksheets and stuff to look at later
  4. 4. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 number of slides > pain 10 bearable
  5. 5. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 number of slides > pain bearable n childbirth frankly, quite unreasonable 10 Don’t panic: slides will be available shortly at http://slideshare.net/dmje/presentations
  6. 6. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 habit #1 be less museumy and more audiency
  7. 7. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 Do you know how big / important these segments are to you..? • potential museum visitors • researchers / academics • interested non-museum-visitors / “stumblers”
  8. 8. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 Do you know how big / important these segments are to you..? • potential museum visitors • researchers / academics • interested non-museum-visitors / “stumblers”
  9. 9. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 Researcher Stumbler Visitor
  10. 10. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 Talk to your users… …face to face …on your website …via social media …ask your mum …ask a focus group …just talk to them…
  11. 11. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015
  12. 12. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 habit #2 understand the importance of Google
  13. 13. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 Museum object quiz! Which museum website would you go to to find more information about these objects: Q: Stephenson’s Rocket? A: The Science Museum Q: The Raft of the Medusa? A: The Louvre Q: A Pearson “Nife” No.20 A: Durham Mining Museum
  14. 14. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 Museum object quiz! Which museum website would you go to to find more information about these objects: Q: Stephenson’s Rocket? A: Google Q: The Raft of the Medusa? A: Google Q: A Pearson “Nife” No.20 A: Google
  15. 15. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 “on the web, visibility is authority”
  16. 16. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 If your objects can’t be found on Google, they are invisible to the world. If your objects are invisible, there is no point in them being online.
  17. 17. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 your site is here 1. link! (then link again...) 2. use the <title> tag well 3. use words in <h1> tags 4. use the description metatag 5. have “nice” urls 6. make your site easier to navigate 7. use robots.txt and google site maps 8. content, content, content, content….! Search Engine Optimisation (SEO) in one slide.. bit.ly/seostarterguide
  18. 18. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 out.thirty8.co.uk/seo101 moz.com seoptimer.com
  19. 19. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 social / sociable objects habit #3
  20. 20. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 “Social objects are the engines of socially networked experiences, the content around which conversation happens.. http://www.participatorymuseum.org/chapter4/ ..one of my most reliable social objects is my dog. When I walk around town with my dog, lots of people talk to me, or, more precisely, talk through the dog to me. The dog allows for transference of attention from person-to-person to person-to-object-to-person”
  21. 21. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 that looks painful! yeah, glad my boss doesn’t use one on me I have one at home I..oh..
  22. 22. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 Sociable objects online are those that allow users to easily interact with them and with other people.
  23. 23. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 a sociable object is.. integrated into your main site http://www.nms.ac.uk/explore/collections-stories/world-cultures/ancient-egypt/coffins-and-mummy-masks/
  24. 24. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 a sociable object is.. one which lets users tell their side of the story
  25. 25. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 a sociable object has.. a clear call to action • print • download • share • save • see similar • add to lightbox • see wikipedia entry • send to a friend
  26. 26. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 …and is easy to share or bookmark Ask: 1) do I want to share this, and if not - why not? 2) if I did want to share this, how easy is it to do so?
  27. 27. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 not just “fire and forget” habit #4
  28. 28. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 where are you now? where do you want to be? how do you know when you get there? what should you change next time? digital is iterative
  29. 29. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 • what and who is your online collection for? • what is “success”? • how are you going to get there? • how will you measure it..? • do you have the resources in place to change things?
  30. 30. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015
  31. 31. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 The Diplodocus Curve = spend at least as much (maybe more) later on time cash
  32. 32. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 out.thirty8.co.uk/digitalstrategy
  33. 33. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 focus on stories habit #5
  34. 34. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 http://www.europeana1914-1918.eu/fr/contributions/3948
  35. 35. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 http://www.oucs.ox.ac.uk/ww1lit/gwa/
  36. 36. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 • Stories should be drillable. • Each piece of the story should be enriching, but not vital to the understanding of the story (so that a customer can still have a clear idea of the bigger picture even though he has missed a part of it) • Involve the fans in the creation process. • Build a world in which your story can evolve (such as Coca-Cola's "Happiness Factory") http://en.wikipedia.org/wiki/Storytelling
  37. 37. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 http://en.wikipedia.org/wiki/Monomyth
  38. 38. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 make informed tech choices habit #6
  39. 39. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 Technologies can’t be second- guessed, but don’t be afraid to ask • “Can I get my data in and out again in a useful format?” • “Is my content backed up?” • “What ongoing costs - licensing, hosting, updates - are there?” • “What standards are being applied?” • “What other risks are there?” • “How are these risks being mitigated?”
  40. 40. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 Open isn’t everything, but it is a large part of it • Open data formats - XML, JSON, etc • Open Source • Open and transparent development roadmap • Open relationships with tech partners
  41. 41. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 Set your data free • Culture Grid • Europeana • Wikipedia • Flickr • Tumblr • …develop a simple API…
  42. 42. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 Getting help… • Ask your vendors and anyone else you do work with • Ask your colleagues • Ask the internet • Ask special interest groups like MCG or MCN • Ask me :-)
  43. 43. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 knowing what users do habit #7
  44. 44. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 •What do people do with your objects? •Which is the most popular? •Why? •How did they get to them? •Who shared them? Measure everything so you can answer things like this:
  45. 45. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 “how engaging is the collections area of our site?” “is anyone actually scanning that QR code?” “how much effort should we put in to Twitter?” “is that ticket promotion code working?” “is it worth continuing our newsletter?” “where do people go on our website?”
  46. 46. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 Really, Google Analytics is the only tool you should need. Get your collections management vendor to put it on your site today. google.com/analytics
  47. 47. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015
  48. 48. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 out.thirty8.co.uk/ga101
  49. 49. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 do less, better habit #8
  50. 50. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 “the web offers you the space to publish everything, and it’s much easier to treat it like a hall closet with infinite stuffing- space than to impose constraints” Erin Kissane, The Elements of Content Strategy
  51. 51. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 We have 100,000 object records online! I’m not interested. They don’t have images.
  52. 52. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 Number of object records Qualityofrecord x National Museums Users want this Museums (Funders?) want this
  53. 53. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015
  54. 54. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015
  55. 55. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 “It has a recording booth that you sign up in advance to use, and you go in and tell a story about an object that is meaningful to you” objectstories.org
  56. 56. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 don’t be afraid of marketing habit #9
  57. 57. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015
  58. 58. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015
  59. 59. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015
  60. 60. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 be visual, designed, playful habit #10
  61. 61. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 Some old thing Not really much reason to look at this, unless you’re a researcher or a curator Some other old thing Not really much reason to look at this, unless you’re a researcher or a curator More of the same Not really much reason to look at this, unless you’re a researcher or a curator An old thing Not really much reason to look at this, unless you’re a researcher or a curator We have hundreds of these Not really much reason to look at this, unless you’re a researcher or a curator No idea why this is here Not really much reason to look at this, unless you’re a researcher or a curator Hey look, another thing Not really much reason to look at this, unless you’re a researcher or a curator Oh, never mind Not really much reason to look at this, unless you’re a researcher or a curator You searched for: A thing
  62. 62. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015
  63. 63. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015
  64. 64. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015
  65. 65. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 http://wellcomecollection.org/thecollectors https://www.rijksmuseum.nl/en/explore-the-collection
  66. 66. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 1. think about (think like) your audience 2. understand a bit about how to work with Google 3. create social and sociable objects 4. iterate, don’t fire and forget 5. focus on object stories 6. make informed, long-term choices about technology 7. know what your users do, and adapt (see #4) 8. do less, better 9. don’t be afraid of marketing 10. be visual, designed, playful That’s it! Recap..
  67. 67. nice people talking sense about the web | hello@thirty8.co.uk | 0800 808 54 38 | © Thirty8 Digital 2015 Images • Audience: https://www.flickr.com/photos/tattoodjay/4129779298/ • Google Lego: https://www.flickr.com/photos/skrb/5067632676 • Stretching rack: https://www.flickr.com/photos/thukral/650015443 • Fire and forget: https://www.flickr.com/photos/jamessteel/515548930 • Music graph: https://www.flickr.com/photos/remiforall/3019989956 Thanks… Any thoughts, questions, etc…? @m1ke_ellis mike@thirty8.co.uk thirty8.co.uk / courses.thirty8.co.uk

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