Presentation by Joe Hoover given internally to staff of the the Minnesota Historical Society on why we are in social media and just what it is.

1. MHS and Web 2.0
What’s wrong with this picture?

2. And it gets worse…

3. •Changing the name from Miller Hospital Minnesota History Center is a Web 1.0 problem that cannot
be dealt with easily and must be changed by the content provider
•Changing the location of the marker is a Web 2.0 problem that can be corrected by the user.

4. Characteristics of Web 2.0 are:
• rich user experience
• user participation
• dynamic content
• Metadata
• web standards and scalability
How do these apply with to previous example?

5. However…
•Web 2.0 is a made up term
•Web 2.0 really is not about a change in technologies…
•Web 2.0 is more about understanding a philosophy.
•But many of the technology components of Web 2.0 have existed since the early days of the Web
•Many of the Web 2.0 characteristics have existed even further back
•Using the power of the Internet to work in new ways and to connect with people more directly.

6. Listening and Responding
Web 2.0 & the social web
Traditional…
Organization ➼ News Release ➼ Newspaper ➼ Readership ➼ Water cooler
There is a huge gap between
you and the conversation people
are having about you.
Bridging the gap and having
conversations directly
It is not about “cheap” content
Relationship and the power of
the networks
Two core metrics:
•Influence
•Engagement

7. MHS, Web 2.0 & the Social Web
How is MHS bridging the gap?
External Efforts Internal Efforts
Colonizing Web Space
• Wotr
• MySpace.com
• Omeka
Facebook.com
• Twitter Share Your Story
• Flickr
• Blogs and Podcasts
• YouTube
• Placeography
• Delicious
• Wikipedia • RSS feeds
• Google Alerts/Tracking

8. What makes Social Networks work?
Network Effect:
the effect that one user of a good or service has on the value of that product to other users.
Image: Wikicommons.org
Brand
Do people want to be associated with us? And why?
Cliques -- the Cool kids
Think about it:
Facebook Pages:
Target has 110,193 fans
Kmart has 468 fans

9. Demographically
Myspace is Bart,
Facebook is Lisa
494 fans 232 friends
Myspace is Bart, Facebook is Lisa By Katherine Noyes, http://www.technewsworld.com/story/58034.html?wlc=1225766687

10. RSS feeds aggregate
existing information
from other sites

11. Facebook
does a good job
of tracking stats
and some
demographics

12. Preservation in
action on
Facebook

13. •Twitter is a Microblog – only
140 characters or less per
post
•MHS currently posts:
o This day in Minnesota History
o selected events
•News of MHS’ Twitter page
spread virally and quickly
which gave us many
followers in just a couple
days

14. PRO (ours)
AMATURE (theirs)
142 vs. 8,713 views
•90% of content is amateur is
content only 10% is professional
•Most viral is amateur

16. Correct set up
including the use of
tags, groups, pools,
and text linking to
relevant sites at
MHS is key to a
successful social
media experience
on Flickr.

17. Delicious is a social web bookmarking site. Information/link
lists can be aggregated into other web applications

18. We may not be the first resource to go to, but instead
we can become the authority, the final word
Linking back to
MHS website

19. Metrics Measuring
•Trends
•What customers really think
Not just about what we create
but what we track:
•Blog comments
•Google Trends

20. Internal Social Web

21. Blogs

24. Social Web Content
Museum 1.0 Museum 2.0
Consumer-Centered museum
Museum, Winona Normal School, ca. 1890 Going Places: The mystique of mobility, 2007
The Consumer-Centered museum
•Factors in Consumers interests in planning museum exhibitions, programs, services
•Use the market rather than the museum organization as the starting point for planning
•Events like 9 nights of Music and Mill City Live bring guests to the Museum and generate
interest in the Museum

25. So what else…
Potential Potential Potential
•Reconstruction of lost worlds •The successful network effect by •New emerging social platforms
•Used by citizen journalists
oGateway district iTunes’ has created synergy among
•Example that Social web is still
oMilling District museums and educational
•Interact with historical characters institutions for offering audio/video growing
•Spaces become History Day conference •Avoiding gimmicks, what could
courses online in one centralized
spots space you do with it?

26. Source: Shamelessly lifted from Rose Sherman’s PPT