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Ecsite June 2012

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How can you build sustainable relationships with your online audience? This presentation addresses three elements of online community building for cultural institutions: connected content, outreach vs engagement and continuous audience development.

This presentation was delivered at Ecsite 2012 in Toulouse.

Credits of images are in the file. Most projects were initiated by the former Museum of National History in the Netherlands.

Published in: Technology, Business
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Ecsite June 2012

  1. 1. Hi, I’m@JasperVisser
  2. 2. Digital media Business modelsStrategy Audiences Engagement Photo: Mike Beard
  3. 3. To develop sustainableonline relationships you’ll have to do 2.0, but 2.0 alone is not enough.
  4. 4. connected content
  5. 5. “People will use content if it creates value.”- Nate Solas, developer walkerart.org
  6. 6. A normal visitor spent1:44 minutes with us.
  7. 7. A normal visitor spent 1:44 minutes with us.A connected visitor spent 2:41 minutes with us.
  8. 8. Photo: Dan Brickley
  9. 9. Connected non-flirts spentover 52% more time on eacharticle than normal non-flirts. bit.ly/i0KI65
  10. 10. Visitors will show more interest in you online when your content is connected.(We’ll discover how it connects people later, stay tuned!)
  11. 11. engagementvs outreach
  12. 12. The people you canengage and the people you want to reach are not necessarily the same.
  13. 13. Photo: Fabian K
  14. 14. Design: Monadnock
  15. 15. Photo: Bas Czerwinski
  16. 16. Outreach Engagement Time / Level of involvement
  17. 17. Scary, outsideof the safety of Comfortable, on your own your website, social media, and institution. terms. Brrrrrr! Time / Level of involvement
  18. 18. Make yourself Provide great Invite, inspire Give control. known. content. and facilitate. Time / Level of involvement
  19. 19. Time / Level of involvement
  20. 20. Time / Level of involvement
  21. 21. 100 -100 Time / Level of involvement
  22. 22. 100 21.1 - -100 12.3 Time / Level of involvement
  23. 23. 100 21.1 3.9 - - -100 12.3 0.3 Time / Level of involvement
  24. 24. 100 21.1 3.9 0.5 - - - -100 12.3 0.3 0.0 Time / Level of involvement
  25. 25. 100 21.1 3.9 0.5 - - - -100 12.3 0.3 0.0 Time / Level of involvement
  26. 26. People we specifically reached out to were 72% more interested, 1300% more engaged andinfinitely more enthusiastic.
  27. 27. Rememberthese people?
  28. 28. Time / Level of involvement
  29. 29. Time / Level of involvement
  30. 30. 100 -100 Time / Level of involvement
  31. 31. 100 21.1 - -100 10.5 Time / Level of involvement
  32. 32. 100 21.1 3.9 - - -100 10.5 0.03 Time / Level of involvement
  33. 33. 100 21.1 3.9 0.5 - - - -100 10.5 0.03 0.0 Time / Level of involvement
  34. 34. 100 21.1 3.9 0.5 - - - -100 10.5 0.03 0.0 Time / Level of involvement
  35. 35. A successful participatory (2.0) project combinesoutreach and engagement to really get people involved.
  36. 36. continuous audiencedevelopment
  37. 37. Fastfood collection
  38. 38. 4,500 sold objects 200 suggestions 800 stories 4 locations
  39. 39. The development of a typical visitor
  40. 40. The development of a typical visitor
  41. 41. The development of a typical visitor
  42. 42. The development of a typical visitor
  43. 43. The development of a typical visitor
  44. 44. The development of a typical visitor
  45. 45. The development of a typical visitor
  46. 46. The development of a typical visitor
  47. 47. The development of a typical visitor
  48. 48. The development of a typical visitor
  49. 49. Participation is just onestep in the develoment of a relationship with your audience.
  50. 50. Engagement model
  51. 51. This is relationship 2.0
  52. 52. Twitter moment: Relationship 2.0 meanscontinuously using valuable content to reach out and engage people. #Ecsite (via @jaspervisser)
  53. 53. Only 2 more minutes...
  54. 54. UAR, Augmented Reality architecture
  55. 55. 3,000 downloadsengagement up 530% new audiences
  56. 56. Image: São Luis Ma, LittleMonsters.com
  57. 57. Thank you!jasper@inspiredbycoffee.com @jaspervisser Uncredited photos by Fred Ernst. Slides licenced under CC By-SA, Jasper Visser

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