#citizencurators presented at #gagldn October Event
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#citizencurators - A collaboration with the University of Westminster and Museum of London #Citizencurators was a research project which explored using social media to collect and record history. The project received national press coverage and sparked a global debate in the museum world about the use of social media for contemporary collecting.
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#citizencurators presented at #gagldn October Event
- 1. #citizencurators „What‟s in a Hashtag‟ @gemmaphelan #gagldn
- 2. #CitizenCurators = Recording History via Social Media
- 4. • Over 7,000 tweets • 109 Instagram • 16 #citizencurators 25 top users • Average 340 #citizencurators/day • Over 50% of responses from mobile device @gemmaphelan #smwhashtagc
- 7. Offline behaviour = Online action
- 14. @Deedeesvinta ge The Participants @rapidandi The Visionary Campaigner @Matt_Goldsmit h @realnickperry The Joker The Intellectual
- 15. “Choose a relevant, catchy and easy to type hash tag” @gemmaphelan
- 16. …with offline rewards” “Incentivise online engagement… @gemmaphelan
- 17. “Keep messaging and CTA simple for maximum engagement” @gemmaphelan
- 18. “Build relationships ahead of time and leverage existing channels and networks” @gemmaphelan
- 19. “Be prepared for Hash Tag Hijack” @gemmaphelan
Editor's Notes
- This has to be one of my favourite pictures from the London2012 Olympics. I’m sure we all have our favourite moments and I’m sure we’ll all agree that London 2012 was a huge success. But amongst all the media coverage of the athletes, Super Saturday and all the other main highlights what was it really like to live in London during the 2012 Olympics? Working with the University of Westminster andMuseum of London#Citizencurators was a research project which explored how we could social media to collect and record history. We asked potential #citizencurators to tweet ‘what makes their perspective unique as a curator’ Selected Citizencurators and the general public were asked to tweet their text and visual experience during the games using the hash tag. The result was a collection of harvested tweets as a permanent record documenting the experiences of Londoners go into the museums digital and social archives
- Main research objectives from the museums and the university’s were to determine ‘if its possible to collect digital as an object’ and also what would be the most effective method of collecting using social media. As a company we are really interested in the visual nature of the web and we were interested in social crowdsourcing and the visually dynamic curation of sentiment. It was a really interesting experience for us working on a social media research project. Where our aim as our experience working with brands is usually based on numbers and kpi’s the UW and MOL wanted the project to evolve naturally – we needed to understand the clients perspective, be flexible in our approach and open to not having solid end goals for the campaign.
- Some great stats from the project over 7,000 tweets on the hash tag (Slide says it all)
- The campaign was picked up by influential Twitter users such as DaveHill a Guardian Journalist specialising in all things London and Future of Museums an initiative of the American Association of Museums.
- If you are doing something truly innovative and If you get social right you can get really great press coverage –
- #citizencurators touched on all of the mainstream stories we remember about the Olympics the seating fiasco, Super Saturday, security, the naked swimmers viral and the overall feeling of British pride. Activity on the hash tag increased as these stories were picked up by the media.
- interesting mainstream subject was that of the branding. Strict branding guidelines imposed by LOCOG didn’t apply to social. Their effortsto control the collective social voice will usually lead to ultimate defiance. Its difficult to apply traditional brand guidelines, be prepared for your brand to go on a visual journey. Embrace and celebrate this rather than trying to controlit Crowdsourcing branded content is the ultimate in brand love.
- There were also other less talked about stories like the death of the cyclist Dan Harris which really struck a chord with our #citizencurators – these peripheral stories woven throughout the content give a true reflection of our citizencurators experience during the Olympic fortnight.
- And the story of Dan Harris lead to the hash tag being used by some as a platform to campaign for cyclist safety in London. (May not keep this slide)
- There were also some interesting visual trends that emerged over the two weeks – a great example was the Fashiongarish, multicultural, patriotic - visuals
- So how did we make it work?
- In the true volunteer spirit of the Olympics this project was all about our #citizencurators. Our 16 core participants and their commitment to the journey. It was interesting to see how the different characters came alive and played their parts in the project. We had rapidandi – and instagram wiz kid, the visionary. Deedeesvintage the campaigner. Matt Goldsmith the Joker and Nick Perry the Erudite. Add examples. Introduce people in the picture. The entry by twitter enabled us to select the right people, geographically and also we could see those who were tweeting regularly.
- Made the hash tag relevant to the project – we wanted a hash tag that would be the name of the project and the hash tag so we could easily promote both together #citizencurators worked well as is was short and catchy and easy to type on a keyboard and a mobile. Also, challenged the opinion that the term ‘curator’ could only be used in the professional sense….
- Our incentive was the involvement, being part of history – need more incentive if it’s a commercial brand. Incentive has to be proportionate with what you are asking your audience to do. Incentive must be appealing to your target audience.
- Entry to be a citizencurator was simple – send a tweet telling us why your perspective is unique as a citizencurator. The call to action blog post was online on Culture24 kept short and simple. Clear call to action blog post – simplicity and clarity will ensure maximum conversion if the CTA or the process is too complex or too long people will not respond.
- CTA blog post on Culture24 – reputable website to give the project the initial PR push within the relevant target audience Outreach was public via Twitter to local accounts, publications, bloggers who would champion the initiative to have the ‘voices of London heard’ Mention rabbits and chinwag
- Hash Tag hijack – there's always one. Written, online terms and conditions set user parameters – always good to have something to refer disruptive users to. In this case the Museum of London met with all citizencurators to set the scene and tone of the project. Drive to twitter.
- A popular topic when it comes to the olympics is ‘what is the legacy’ so what was the legacy of #citizencurators All of the visuals from the project will be collected and exhibited at the Photographers gallery in spring, and the Museum and the University of Westminster are now applying for funding to have an artist illustrate the overall sentiment of the project for display. Also, the University of Westminster have implemented a couse element whereby international students will record their experiences of their time in London using blogs and storifys.Thank you