Communicating The Museum Javier Espadas


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Today the internet is the principal source of business, educational and leisure information as well as a key arena for corporate and cultural competition. Having quality contents is crucial but insufficient, because to ensure their visibility in the principal search engines, blogs and Web 2.0 sites, these contents must be accompanied by positioning and dissemination strategies. This will enable them to be accessed by new audiences around the world.
Such a competitive environment raises the specific question of whether museums have efficiently joined the Web 2.0 community, as well as a host of other questions: Do they use blogs? Are they visible in social networks? Do they publish videos? Are they featured in Wikipedia? Which museums have the best visibility on this new web?
The IT department of the Thyssen-Bornemisza Collection Foundation has attempted to answer these questions by conducting the following analysis. It concludes with a global ranking which identifies the museum websites that have the best visibility on the internet and can be used as a benchmark by other institutions.

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Communicating The Museum Javier Espadas

  1. 1. Museums Internet ResearchFromLinkedDocumentstoLinkedPeople<br />Javier Espadas Bardón<br />IT Manager at Thyssen Bornemisza Museum<br />9th InternatinalConferenceCommunicatingtheMuseum<br />Malaga, June 09<br />
  2. 2. Index<br /> Internet Today<br /> Figures about Web 1.0 and Web 2.0<br /> Motivations<br /> The Research<br />Indicators<br />General Ranking<br /> Conclusion<br />
  3. 3. 1.Internet today<br /><ul><li> Principal source of business, educational and leisure information
  4. 4. Global coverage
  5. 5. High competitive environment
  6. 6. Extremely dynamic
  7. 7. Exponential growth
  8. 8. Millions of publishers
  9. 9. World coverage
  10. 10. English is the universal language on the Internet</li></li></ul><li>2.Millions of interconnected computers<br />
  11. 11. 2.Millions of documents<br />
  12. 12. Over 1.6 billion of Internet users. <br />(Internet WorldStats, 2009)<br />Internet worldpenetrationratehigherthan 23%: US (74%), India(4%), China (19%)<br />(Internet WorldStats, 2009)<br />Over 13 millions of Social networksusers in Spain. <br />(comScoreWoldMetrix, Marzo 2008)<br />2.Millions users <br />
  13. 13. 2. Blogs<br />&gt; 100 million Blogs<br />(Technorati, junio )<br />&gt; 9.3 millionvisitors/month<br />Twittergrew un 131%. <br />(comScoreMediatrix, marzo 2009 )<br />
  14. 14. 2. Web 2.0: Top sites in terms of visitors<br />Facebook y Youtube<br />Haveentered in top ten<br />(Alexa, junio 2009)<br />
  15. 15. Uniquevisitors (000)<br />March 2009<br />Visitorsmarch 2009 (000). Source: comScore Media Metrix<br />2.Threats to Google hegemony<br />
  16. 16. 3. Motivations<br />Such a competitive environment raises many questions:<br /><ul><li>Have the museums efficiently joined the Web 2.0 community?
  17. 17. Do they use blogs?
  18. 18. Are they visible in social networks?
  19. 19. Which museums have the best visibility on this new web?
  20. 20. and many others</li></li></ul><li>4. Theanalysis<br />To answer these questions we have conducted an statistical analysis to evaluate the visibility of museums on the internet (Web 1.0 and Web 2.0) and identify which might be used as benchmarks.<br />The characteristics of the analysis are as follows:<br /><ul><li> 100 sites analysed
  21. 21. Data collected from 22 sites
  22. 22. Data collection period: May – June 2009</li></li></ul><li>4. Theanalysis: Indicators<br />The purpose of each indicator is to answer a question associated with the visibility of a website on the internet. <br />
  23. 23. 4.a. Page<br />Which website has the most contents? <br />
  24. 24. 4.a. Links tothedomain<br />Which website has the best-known and most referenced contents on the internet?<br />
  25. 25. 4.a. Indexedimages<br />Which site has the most to offer in terms of graphics? <br />
  26. 26. 4.a. RichFiles in PDF format<br />Which site has the most pdf files? <br />
  27. 27. 4.a. Rich Files in SWF format<br />Which site has the most interactive flash files? <br />
  28. 28. 4.a. Referencesin forumposts<br />Which site is the most discussed in forums?<br />
  29. 29. 4.a. Referencesin blog entries<br />Which site is the most mentioned in blogs?<br />
  30. 30. 4.a. Referencesin microblooging<br />Which site is the most mentioned in micro-blogs?<br />
  31. 31. 4.a. Referencesin images2.0<br />Which website appears most often in association with images published by users?<br />
  32. 32. 4.a. References in videos<br />Which website has the most references in videos published in internet?<br />
  33. 33. 4.a. Referencesin social networks<br />Which website is the most mentioned in social networks?<br />
  34. 34. 4.a. Social bookmars and notes<br />Which website has been most bookmarked and annotated by users?<br />Bookmarks<br />Annotations<br />
  35. 35. 4.a. Referencesin profesional networks<br />Which website has the most references in professional networks?<br />
  36. 36. 4.a. Referencesin sharedpresentations<br />Which website is the most mentioned in presentations published by users?<br />
  37. 37. 4.b. General ranking<br />
  38. 38. <ul><li>The social web is global and grow fast.
  39. 39. The museums Web 2.0 is dominated by US and British museums.
  40. 40. The visibility in the Web 2.0 environment represents a great opportunity to capture new virtual audiences.
  41. 41. Be a Museum 2.0 involve all the institution not only the web site.
  42. 42. Is a strategic approach to spread our collections and activities all around the world.
  43. 43. Web 2.0 means the opportunity of reach new audiences but also demand big effort. focus on; create, publish and share high quailitycontents , and user management. </li></ul>5. Conclusions<br />
  44. 44. Javier Espadas Bardón<br />IT Manager<br />Fundación Colección Thyssen-Bornemisza<br />Contact me at<br /><br /><br />javier.espadas.bardon<br />ón/0/85/b78<br />Follow me at<br /><br /><br /><br /><br />Downloadthe “Museums Web 2.0 Ranking Analysis” from:<br /><br />6. Contact, follow and downloadinformation<br />