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Art Babble Case Study


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A quick 5 min description of the video website and some of the underlying assumptions and performance metrics to determine whether niche content portals can help museums do better than YouTube.

Presented by Robert Stein at MCN2009 in Portland, OR - November 2009

Published in: Technology, Education
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Art Babble Case Study

  1. 1. Robert Stein Chief Information Officer Indianapolis Museum of Art [email_address]
  2. 2. Credit ~DonnaGrayson (Flickr) Persistent Problems Cultural Video Online
  3. 3. PROBLEM #1
  4. 4. FINDING VIDEO ABOUT ART CAN BE TROUBLESOME <ul><li>Findability </li></ul><ul><li>Authority </li></ul><ul><li>Quality </li></ul>Photo courtesy of ~bulletsays
  5. 11. PROBLEM #2
  6. 12. Viewers exist in Internet-Local Silos Photo credit ~Dean Forbes (Flickr)
  7. 13. What is Internet-Local? <ul><li>Museums seem to be leveraging audiences that already know and love them. </li></ul><ul><li>Analytics show us that people find video via other Museum content. (i.e. blogs, webpages, enews, etc…) </li></ul>
  8. 14. Very Little Cross-Pollination Between Museums with Similar Content Credit ~da100fotos (Flickr)
  9. 15. PROBLEM #3
  10. 16. What if educational content wasn’t quite so boring? Credit ~Daniel*1977 (Flickr)
  11. 17. Museums Have Long Form Content
  12. 18. OUR CONTENT
  14. 23. Special Thanks to ArtBabble Partners more coming soon!
  15. 24. Amazon Cloud Computing Tools
  16. 26. Total Monthly AWS courtesy ~cmoad
  18. 28. VIDEOS <ul><li>433 Videos Online Now </li></ul><ul><li>272 In the Queue </li></ul>
  19. 29. 169,366 Unique Visits 580,702 Page Views 4:29 Avg. Time on Site Since April 7, 2009
  21. 33. But Does it Make a Difference?
  22. 34. ArtBabble vs YouTube
  23. 35. ArtBabble vs YouTube
  24. 36. Thank You!
  25. 37. Monthly Bill for Web Server
  26. 38. Monthly Bill for Wowza Video Server(s)
  27. 39. The Numbers (so far) <ul><li>150,000 video views (168k visits / 576k pages) </li></ul><ul><li>81,000 note clicks </li></ul><ul><ul><li>1:3 of the notes expanded </li></ul></ul><ul><li>22,400 views of “Behind the Babble” </li></ul><ul><ul><li>25,015 views of most popular YouTube video posted Feb. 1 st , 2008 </li></ul></ul><ul><li>5,000 registered users </li></ul><ul><ul><li>44% signed up using OpenID (but didn’t realize it) </li></ul></ul>
  28. 40. The Numbers (so far) for geeks <ul><li>112 hours of video processed </li></ul><ul><ul><li>525 videos </li></ul></ul><ul><ul><li>1700 instance hours </li></ul></ul><ul><ul><ul><li>At a cost of ~ $0.65 per video </li></ul></ul></ul><ul><li>April 1 st – October 30 th </li></ul><ul><ul><li>167,000 visitors </li></ul></ul><ul><ul><ul><li>From 166 countries </li></ul></ul></ul><ul><li>April 1 st – September 31 st </li></ul><ul><ul><li>1.1TB of web data transferred out </li></ul></ul><ul><ul><ul><li>At a transfer cost of $200 </li></ul></ul></ul><ul><ul><li>1.25TB of video streamed </li></ul></ul><ul><ul><ul><li>At a transfer cost of $250 </li></ul></ul></ul><ul><ul><li>11 Mbps average transfer on embedded videos </li></ul></ul><ul><ul><ul><li>IMA just upgraded to 5Mb pipe Fall ‘08 </li></ul></ul></ul>