This document summarizes a presentation on analyzing digital audiences for World War 1. It discusses the relationship between physical and digital audiences and who organizations should focus on engaging. It also covers measuring impact, identifying common audiences across organizations, and prioritizing audience segments. Breakout groups discussed issues like audience fatigue over time, standardizing metrics and methodology, and opportunities provided by the WW1 commemoration. Next steps proposed include audience segmentation, learning from other initiatives, and potential longitudinal analysis of audience engagement across participating organizations.

1. date Presenter or main title… Analysing digital audiences for WW1 NOTES Session Title or subtitle… Catherine Grout and Sarah FahmyJISC

2. 08/09/2011| Slide 2 Key points from morning session Relationship between physical and digital audienceWhat is the relationship between the two?Are they the same?Can they work together and how?

3. Key points from morning session Who should we focus on?The converted (45 year old male)Others (unengaged)?International/cultural?Digital literacy? (and how you engage)Is there something there about telling and re-telling of history and how its done?

4. 08/09/2011| Supporting education and research | Slide 4 Measuring impactWho are we measuring for?How do we know what success actually looks like?Makes most sense when linked to other parts of organisational mission and strategyShould not be about measuring a digital island.Issues over citing digital resources (real problem) 08/09/2011| Supporting education and research | Slide 4

5. What audiences do we have in common across organisations/sectors? Which ones should be prioritised? How can we increase audience share? Consider good and bad examples of how to engage audiences. Is there mileage in common frameworks, metrics and ways of understanding audience and measuring impact? If so what? 08/09/2011| Slide 5 Breakout Group Questions

7. However, unifying feature may also be the issue collective impact possible through public funding in the digital domain.

8. Shared metrics mean a shared evidence base of empirical evidence in terms of public impact08/09/2011| Supporting education and research | Slide 7

9. Breakout group feedback - New audiences are most difficult to engage with - If organisations want to implement ‘good practice’, they will need to be prepared to ask the audience and to take criticism and respond to needs. Will you be prepared to share this information with your peers? - Indeed this information may also be shared throughout the wider community as well. - In order to engage with the audience, there needs to be a simple ‘call to action, immediacy of access,reward - Lessons can be learnt and funder s should encourage from success of crowd sourcing projects like Runcoco - Very different marketing budgets available to organisations. Need to capitalise on broader initiatives. Like DPS. Europeanaetc. - Shared metrics mean a shared evidence base of empirical evidence in terms of public impact, but no one size fits all in terms of impact measurement metrics or methodology - WW1 commemoration provides a ‘crunch’ moment which may allow an opportunity to address the issues of digital users around a theme, which may inform future work

11. What can we learn from other such initiatives e.g. Darwin 200? Further investigation to be undertaken

12. Potential for a 4 year longitudinal analysis of audience engagement across all organisations participating in the commemoration.

13. Funding organisations e.g. JISC, Arts Council and others to discuss ways in which this may be match-funded so as to create a cross-sectoral methodology. A framework could be rolled out through the First World War Centenary partnership as well as the BBC/ Arts Council ‘Building Capacity’ programme.