That Camp2010


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  • Here is what we know about web users today. While we tend to think of young people as power-users, the audience for the web is much more broad. In fact, the center of web activity is GenX’ers who are starting families and have kids that are power-power users. We also know some things about how people use the web. It is becoming a trusted source of information (not all sites of course, but it is a place to start.) However, only 8% of users in all categories are “digital collaborators”. These are the people that are ahead of the trends and are the early adopters for a given social group. These are the people we need to reach.
  • The site incorporates Web 2.0 technology by asking users to “Help others find me” as well as different views of the object. Users can also order study prints or even license the image. Scrolling down below the object is a link to hear the artist talk about the piece.
  • While important for collection management, Barcoding and RFID technologies can also be used to develop end-user connections. In this case, the MoMA uses codes (based on the barcode) to develop podcasts that users can view on their iPod. The same technology that makes this possible in the museum can also be used online.
  • Connecting the City: Wilkshire Blvd. won a Muse Award from the American Association of Museums in 2007. The project focuses on a particular area and allows users to find their own way through the site.
  • An interesting aspect of the MoMA project is that the podcasts were created by MoMA’s “Red Studio” group, a teen affiliate group.
  • For Outreach, we can interact much more closely with other historical societies, libraries and museums. Another aspect of this is allowing insitututions to put their own content on the portal. (Service-based fee model). Winner, Best of the Web 2007 Collections Link Managed by MDA in partnership with Institute of Conservation and The National Preservation Office. As users submit questions, they are dynamically linked on to the front page. Links on the left connect librarians and museum professionals with resources.
  • That Camp2010

    1. 1. <ul><li>Towards a Digital Museum </li></ul>
    2. 2. Questions <ul><ul><li>Has our audience changed as a result of technological changes? </li></ul></ul><ul><ul><li>Have our organizations changed as a result of technological changes? </li></ul></ul><ul><ul><li>How does a museum shift its shape to maintain connections to a virtual audience? </li></ul></ul>
    3. 3. Evolution of Media <ul><li>Printed media—for 400+ years was the cutting edge way to reach a mass audience </li></ul><ul><li>Radio—38 years to reach an audience of 50 million </li></ul><ul><li>TV—13 years to reach an audience of 50 million </li></ul><ul><li>Internet—4 years to reach an audience of 50 million </li></ul><ul><li>iPod—3 years to reach an audience of 50 million </li></ul><ul><li>facebook—2 years to reach an audience of 50 million </li></ul><ul><li> </li></ul>
    4. 4. The Web in 2009 <ul><ul><li>More than 75% of adults use the Internet on a daily basis </li></ul></ul><ul><ul><li>80% of GenX users (35-44 year olds) buy products online </li></ul></ul><ul><ul><li>58% of married-with-children households have two or more computers; often have home networks and multiple mobile devices </li></ul></ul><ul><ul><li>58% of survey respondents go to the internet first to solve problems, before friends, family and professionals </li></ul></ul><ul><ul><li>Only 8% of users are digital collaborators </li></ul></ul><ul><ul><ul><ul><li>Pew Internet & American Life Project, 2009 </li></ul></ul></ul></ul>
    5. 5. The Experience Economy <ul><ul><li>Memorable </li></ul></ul><ul><ul><li>Goods and services are props </li></ul></ul><ul><ul><li>Not static </li></ul></ul><ul><ul><li>Personal </li></ul></ul><ul><ul><li>Active </li></ul></ul><ul><ul><li>Invoke a sense of emotion </li></ul></ul><ul><ul><li>Authentic </li></ul></ul><ul><li>B. Joseph Pine and James Gilmore, Harvard Business Review </li></ul><ul><li>Authenticity: What Consumers Really Want </li></ul>
    6. 6. History is about stories <ul><li>David Thelen </li></ul><ul><ul><li>39% or Americans have hobbies related to the past (genealogy, antiques, reenactors) </li></ul></ul><ul><ul><li>Family is most important past (above US history) for 2/3 of Americans </li></ul></ul><ul><ul><li>Have to connect to people on an individual level (layered experiences) </li></ul></ul><ul><ul><li>Most trusted sources: grandmothers, museums </li></ul></ul><ul><ul><li> </li></ul></ul>
    7. 7. What does this mean for museums? <ul><li>Tourism is not a sustainable business model for most historic sites </li></ul><ul><ul><ul><li>Sustainability comes through relevance to your communities/audiences </li></ul></ul></ul><ul><ul><ul><li>Attendance figures are not the most valid measure of the positive value and impact of the historic site experience </li></ul></ul></ul><ul><ul><ul><li>Innovation, experimentation, collaboration and a broad sharing of the resulting information are essential to achieving historic sites sustainability on a broad scale </li></ul></ul></ul><ul><ul><ul><ul><li>“ The Kykuit II Summit: The Sustainability of Historic Sites” Vogt, J.D., HISTORY NEWS, v 62, 2007 </li></ul></ul></ul></ul>
    8. 8. What do we do about it? <ul><li>Share authority </li></ul><ul><ul><ul><li>Shift from a temple to a forum </li></ul></ul></ul><ul><li>Inreach </li></ul><ul><ul><ul><li>Let audiences reach into our organizations on their terms </li></ul></ul></ul><ul><li>Connect with niche audiences </li></ul><ul><ul><ul><li>Chris Anderson’s Long Tail </li></ul></ul></ul><ul><li>Shift resources </li></ul><ul><ul><ul><li>Financial, staff </li></ul></ul></ul><ul><li>Collaborate </li></ul><ul><ul><ul><li>History organizations are not competing with one another </li></ul></ul></ul>
    9. 9. Affinity groups– tell your story
    10. 10. RFID Layered experiences
    11. 11. Connect to the real thing
    12. 12. Networks– you connect for us
    13. 13. Services– we connect you to want you want to know
    14. 14. Reinventing OHS <ul><li>Four Priority Initiatives: </li></ul><ul><ul><li>Ohio History Online Portal </li></ul></ul><ul><ul><ul><li>OHS as “hub” or connector </li></ul></ul></ul><ul><ul><li>Collections Learning Center </li></ul></ul><ul><ul><ul><li>Connect with the “real stuff” </li></ul></ul></ul><ul><ul><li>Site Support Services </li></ul></ul><ul><ul><ul><li>History is local </li></ul></ul></ul><ul><ul><li>CW 150 </li></ul></ul><ul><ul><ul><li>Pilot new approaches </li></ul></ul></ul><ul><li>Concepts: </li></ul><ul><ul><li>Collaboration </li></ul></ul><ul><ul><li>Shared authority </li></ul></ul><ul><ul><li>Key audiences: history professionals, history buffs, teachers and students </li></ul></ul>
    15. 15.
    16. 16. [email_address] #digitalangela (614) 297-2576