Dr Kelly's PPT slides from webinar held 29 April 2020

1. Audience segmentation in times of
crisis
29 April 2020

2. ABC research: what are Australians concerned
about? (1)
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3. What are Australians concerned about? (2)
SOURCE: https://www.abc.net.au/news/2020-04-28/coronavirus-data-feelings-opinions-covid-survey-numbers/12188608
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4. What are museum-goers in
the US concerned about?
SOURCE: http://www.wilkeningconsulting.com/data-stories.html
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5. Are people considering visits? (US data)
“… people expect organisations to carry out operational and
programming enhancements designed to recognise a likely new
normal. Only one in four people currently feel comfortable attending
an exhibit-based cultural institution – such as a museum, aquarium, or
historic site – without changes that prioritise guest safety.
Only about one in seven feels comfortable visiting a performance-
based institution – such as a theater or symphony – without
operational and strategic changes to prioritise safety.”
SOURCE: http://www.colleendilen.com/2020/04/27/data-update-how-covid-19-is-impacting-intentions-to-visit-cultural-
entities-april-27-2020/
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6. What about members?
• What does membership look like now, and post-COVID?
• And what does this mean in terms of revenue?
• UK work* identified that:
“With two key benefits of membership – free entry to charging exhibitions and
member-only events – currently off the table due to the COVID-19 pandemic, how will
museum membership schemes fare?”
• However, is this why members join?
• Will they continue to support us when they can’t visit us?
• My research suggests supporting institution a key reason to join – how can
we capitalise on that?
* SOURCE: https://www.museumsassociation.org/museums-journal/news-analysis/17042020-impact-of-covid-19-closures-on-
museum-membership-schemes
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7. WHY A NEW TYPE OF SEGMENTATION?
• Online audiences are different:
• and COVID-19 / post-COVID audiences may even be different still?
• Who are we trying to reach in these times?
• or are we not too concerned about that – just get something up?
• Pre-COVID digital audiences:
• multiplatform visitor
• box ticker
• organised visitor
• curious visitor
• social visitor
• Googler
• divided visitor
• worried visitor
SOURCE: (post) digital visitors https://musdigi.wordpress.com/2016/04/08/post-digital-visitors/
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8. COVID-19 Audience segments?
• Emotional segments:
• People who are bored, adrift
• People who are lonely
• Stressed out / scared people, grieving people
• Angry and stressed teachers
• Education segments:
• Desperate homeschooling parents
• Teachers at sea
• Higher Ed / university / TAFE now teaching online
• Eager learners
• Recreational segments:
• Essential workers looking for some downtime activities
• Museum constituencies (special interest/core audiences for content)
• Those in search of self-enrichment
ADAPTED FROM: Empathetic Audience Engagement During The Apocalypse.
http://www.peakexperiencelab.com/blog/2020/3/25/empathetic-audience-engagement-during-the-apocalypse
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9. What do audiences want from virtual content? (1)
SOURCE: http://www.wilkeningconsulting.com/datamuseum/virtual-content-museums-and-the-pandemic-data-story-2
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10. What do audiences want from virtual content? (2)
SOURCE: http://www.wilkeningconsulting.com/datamuseum/virtual-content-museums-and-the-pandemic-data-story-2
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11. Network of
European
Museums (NEMO)
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12. What does this mean for GLAM?
• While anxious about mental health and the economy, Australians don’t want restrictions
lifted in the short-term:
• Probably won’t visit indoor spaces anytime soon?
• Similar worries for US population:
• Economy / livelihoods are major concerns
• Online programs will need to continue on the short-term:
• Will this mean a decrease in physical visitation in future?
• But it’s a crowded market – and people overwhelmed with amount on offer
• Short snippets vs long-form content
• Funding to digital areas has not increased…
• Will motivations / decisions to visit differ between audiences?
• Teachers – digital delivery is easier for them (less paperwork!)
• Parents – hygiene, interactives may be of concern
• Older visitors – ditto, but may be more willing to undertake domestic travel
• Volunteers – when will they feel ‘safe’ to return to work?
• What about membership models??
• Will these need to change?
• Philanthropy may also be a concern
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13. More information and readings
• Audiences now and future:
https://musdigi.wordpress.com/2020/04/28/audience-segmentation-in-times-of-
crisis-further-information-and-readings-part-1/
• Post-pandemic audience behavior and business models:
https://musdigi.wordpress.com/2020/04/28/post-pandemic-audience-
behaviours-and-business-models/
• Physical spaces – what can GLAM do post-COVID?
https://musdigi.wordpress.com/2020/04/29/physical-spaces-what-can-glam-do-
post-covid/
• Plus notes from this session
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14. Dr Lynda Kelly
DIRECTOR
+61 436 032 253
lyndakelly61@gmail.com
https://lyndakellynetworks.com
https://musdigi.wordpress.com/
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