Presentation given at the National Craft and Design Directors and Curators Conference; State of Design Festival, Melbourne 25th July 2011 (Vanilla PDF version of presentation)

1. Who, how and how many?
Rethinking relationships with
Rethinking relationships with
audiences
Regan Forrest
R F

2. Some framing definitions
Some framing definitions
Audience / Visitors / Participants /
Market Users Advocates

3. Some framing questions . . .
Some framing questions
• What do you really want?
h d ll ?
– A larger audience?
– A broader audience?
– A different relationship with your visitors?
p y
• Why do you want it?
do you want it?
– Increased revenue
– G t di
Greater diversity
it
– Deeper impact

4. Understanding audiences
Understanding audiences
• Culture Segments (MHM, UK)
l ( )
– Affirmation (11%)
– Enrichment (17%)
– Entertainment (14%)
– Essence (9%)
E (9%)
– Expression (13%)
– Perspective (13%)
Perspective (13%)
– Release (11%)
– Stimulation (12%)
Stimulation (12%)
http://www.lateralthinkers.com/downloadculturesegments.html

6. Understanding visitors
Understanding visitors
• Visitor ‘Identities’ (Falk)
– Explorers
p
– Experience seekers
– Rechargers
– Facilitators
– Professionals / Hobbyists
(Falk, 2009. Identity and the Visitor Experience. Altamira Press)

7. So . . . What s keeping them?
So What’s keeping them?

8. The biggest barriers are often in our own minds .
. .
• People there aren’t like me
• I don t know the norms and codes
I don’t know the norms and codes
• I’ll draw attention to myself
• Crossing the threshold is a point of no return

9. . . . but we can address them
but we can address them
• Explore your blind spots and assumptions
• Allow ‘lurking’ space
Allow lurking space
• Get out and about and ASK

10. Other kinds of barriers
Other kinds of barriers
• Lack of awareness
– Raise profile in new areas
p
• Lack of relevance
–T
Target specific groups and needs
ifi d d
• Inertia horizon
– Attach incentives to NOW
• Choice induced paralysis
Choice‐induced paralysis
– Taster or ‘highlights’ offers

11. Types of Visitor Participation: ‘Me to We’
(Nina Simon, Museum 2.0)
Individual
receives Individual
content interacts with
content Individual
actions are
ol
nal Contro
collated
ll t d
Individual
rganisation
actions are
networked
Individuals
di id l
Or
engage directly
Visitor Participation

12. Types of Visitor Participation: ‘Me to We’
(Nina Simon, Museum 2.0)
Individual Web 2.0
receives Individual
content interacts with
content Individual
actions are
ol
nal Contro
collated
ll t d
Self‐organised
Traditional communities
Exhibitions Individual
rganisation
actions are
networked
Interactive
Exhibits Curator‐controlled
C ll d Individuals
di id l
Or
crowdsourcing engage directly
Visitor Participation

13. Social media – everyone’s doing it .
. . Should you too?

14. One size doesn t fit all
One size doesn’t fit all
• Creators (bloggers & uploaders) 24%
• Conversationalists (status updaters) 33%
• Critics (commenters, raters, editors) 37%
• Collectors (feedreaders d t
Collectors (f d d and taggers) ) 20%
• Joiners (infrequent updaters) 59%
• Spectators (read, listen, watch) 70%
• Inactives 17%
Source: Forrester Research

15. Museums & Social Media
Museums & Social Media
1. It’s not magic!
2. It s not compulsory
It’s not compulsory
3. It’s not ‘free’ – costs time
4. Listen, get to know the lay of the land
5.
5 Go where your audiences are
Go where your audiences are
6. Share, don’t just broadcast
7. Tailor your voice for different platforms and
audiences

16. Some examples. . . .
Some examples
• @austmus, Mr Blobby & @jurassiclounge
• @fieldmuseum & @suetheTrex
& @suetheTrex
• @museumvictoria
• @QCAGriffith
• @ACMI (tied in with specific exhibits)
@ACMI (tied in with specific exhibits)
Source: the Twitterverse
Source: the Twitterverse

17. Reading list
Reading list
– Full of practical tips
– FREE online
www.participatorymuseum.org
– Case studies and examples
of visitor participation
of visitor participation
(easily adapted to other
scenarios) )

18. Reading list
Reading list
– Describes and explains
the five different visitor
‘identities’
identities
– Strategies for reaching
different visitor types
different visitor types

19. Reading list
Reading list
– ‘Industrial’ to
‘Knowledge’
–D l i
Developing experience‐
i
based business models
– New relationships with
New relationships with
audiences

20. Some closing questions
Some closing questions
• How would you characterise your current
audience?
• What’s the most important way for YOU to
develop your audience RIGHT NOW – bigger,
develop your audience RIGHT NOW bigger
broader or deeper?
• What are the barriers and what are the
opportunities?