MUSEUM CONTENT STRATEGY by Conxa Roda (WAM15)
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Connecting to audiences is a main thread in museums today. Our role as connectors between the collection / knowledge and the visitors / users is gaining strength, and to achieve that, content is a precious jewel. Museums are content generators by nature. Lots of content. From many different sources and media, though a diversity of channels and platforms. Do you find it difficult to activate an internal collaborative process to get passive, unmotivated or overworked people on board? Do you even know what content is produced in your organisation and why? Not to get lost or become uneffective, a content strategy is needed to optimize time and resources and, most of all, to better serve our audiences. Content strategy involves planning and governance of content inside an organisation. We’ll see the big picture and also get down to practicalities such as kickoff meetings, content audits, editorial guides, workflows, the main basic steps to develop an effective content strategy. Best practices of museums will be presented. Bibliography: -Bloomstein, Margot (2012). Content Strategy at Work. MK -Chmiel, Kate (2012). -“Too much stuff! Content strategy for museum websites” – Halvorson, Kristina (2012) Content Strategy for the Web (2nd ed.), Pearson. -Kissane, Erin (2010). The Elements of Content Strategy. -McGovern, Gerry (2006) Killer Web Content. A&C Black -Watcher, Sara (2012) Content Everywhere: Strategy and Structure for Future-Ready Content. Rosenfeld. Rodà, Conxa & Tasich, Tijana (2015): Museums Content Strategy workshop
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MUSEUM CONTENT STRATEGY by Conxa Roda (WAM15)
- 1. Conxa Rodà @innova2 WeAreMuseums Berlin, June 2, 2015 Museums Content Strategy: Connecting Collections to People
- 2. Museu Nacional d’Art de Catalunya Barcelona
- 3. The Museu Nacional d’Art de Catalunya in 4 images: a lot of stories to tell!
- 5. ALL strategies to serve USERS needs Photo: Conxa Rodà
- 6. MUSEUM AS A CONNECTOR Audiences Conxa Rodà @innova2
- 7. Questions Why? mission objectives values For whom? audiences What How? assets content outreach channels engagement platforms Workshop run at @MuseuNac_Cat
- 8. We need intelligent content! Intelligent Content Conference, San Francisco 2014
- 9. Content strategy plans for the creation, publication and governance of useful, usable content. Kristina Halvorson
- 10. How do you make smart choices to ensure the content types, tone and media in an experience support that experience in a way that’s appropriate to the brand and useful to ist audience? Easy. That’s content strategy Margot Bloomstein
- 11. Getting the right content to the right user at the right time through strategic planning of content creation, delivery and governance. Content Strategy Alliance
- 12. Why is Content Strategy important for my museum? Because... we have tons of existing content we need to strategically plan our content needs optimize time, resources, workflows involve the rest of the museum
- 13. Is your content fit for purpose? Let’s Get Real Conference_ Culture24 title
- 14. Focus on delivering meaning over information franklygreenwebb.com
- 15. Do labels explain what visitoprs want to know? They atract attention when they do
- 16. Storytelling Are we telling what people want to know?
- 18. www.vangoghmuseum.nl/en/nature-and-the-artist#7 Storytelling at the new Van Gogh museum website
- 19. Plan Analyse Create Communicate Evaluate 5 main components of a Content Strategy Excerpts from the Museum Content Strategy Workshop run together with Tijana Tasich at Museums and the Web and MuseumNext 2015
- 20. Content strategic plan Goals Audiences Governance Workflow Measurement
- 23. What makes content GOOD?
- 24. Image source: http://ywmovement.org/why-science-causes-people-to-leave-the-faith-and-how-to-fix-it/ Wanted: clarity and consistency
- 25. Content & Design equilibrium Image source: http://helloseocopywriting.com/9/post/2014/03/content-or-design-which-comes-first.html
- 26. The museum old website 2004 - 2014!!
- 27. The Museu Nacional collection on the revamped website www.museunacional.cat/en
- 28. Image: http://blocs.gencat.cat/blocs/AppPHP/tribunadarqueologia/files/2012/06/atapuerca.jpg Content findability: don’t make users guess
- 29. Image: http://www.btv.cat/btvnoticies/wp-content/uploads/2013/10/071013acumulacioR.jpg Content accumulation: clean up!
- 30. Is our content unique? Image: http://pixshark.com/quotes-about-being-different-and-standing-out.htm
- 32. Courtauld Gallery - www.beyondthelabel.info
- 33. Metadata as content Image: http://melbel.hubpages.com/hub/Meta-Data-for-SEO
- 35. Acknowledging users’ contributions (UGC) http://blog.museunacional.cat/en/museum-seen-by-instagramers/
- 37. Out of the box: collaborative platforms Wikipedia Google Art project Europeana Collections/ Content
- 40. web Open Content Social Media Online Collection e-Publishing Interactive Museography Mobile Online/onsite Integration Cooperative Tools Training Content Strategy Map for Museums Institutional Web Digital Projects e-Marketing © Conxa Rodà Education
- 41. web Open Content Content release under Creative Commons Linked Open Data Wikipedia Europeana Google Art Project Art Babble Art Finder Open peer Review Crowdsourcing Social Media Online Collection e-Publishing Interactive Museography Mobile Online/onsite Integration Digitization Visualisation Storytelling Social tagging Augmented Reality Multitouch tables Multimedia Lab Multimedia audioguide Accessibility 3D Printing Visitors’ participation web 2.0 Blog Community Sharing Co-creation Apps Mobile web Mobile tours,QR Gamification Geolocation m-commerce m-learning Wearables, iBeacons Cooperative Tools Training Content Strategy Map for Museums Digital Networking Wikis Cloud Working methods Cross-departmental collab. Digital proficiency Digital preservation Analytics Institutional Web ------ Virtual tours Multimedia gallery Virtual classroom Online Library Digital Archive Accessibility (WAI) e-Press Sstreaming Podcasts SEO/analytics Digital Projects Net-art Virtual Exhibits Collective data mining e-Marketing Membership Ticketing Shop Hiring spaces Funding e-mailing © Conxa Rodà Multichannel Visitors’ engagement User-generated Content Education e-Learning, MOOCs Edu-projects Games Scholarly catalogues E-books Magazines Educational material Annual reports Print-on-demand
- 43. Digital Content challenges integration of the digital content multichannel greater integration online / onsite better analytics overcome the resistance to change
- 44. Recap
- 45. Know your organisation and audiences Create content for YOUR audiences Keep content useful, engaging, consistent Get rid of useless content: clean up! Spread the culture of content in your museum Build content strategy achievable and sustainable Final take-aways
- 46. Content is not a one-person task! Nor a one-department either Images: www.jpvillani.com.ar/tag/sisifo/ http://nurianetworking.com/featured-slider/community-manager/
- 47. Danke schön Thank you Gràcies! Conxa Rodà @innova2 Museu Nacional d’Art de Catalunya www.museunacional.cat WeAreMuseums #wam15
Editor's Notes
- Enllaçant amb la sessió anterior, el que ens sembla fonamental en fer una estratègia és , sobretot, formular-se moltes preguntes Públics: a quin Públic ja arribem per via Digital? -A qui ja arribem? A qui volem arribar? Com podem fer que la gent que ja va al M porti gent nova Actius: tOT el q tenim, què té el museu per oferir (des de la col·lecció al WIFI passant per un bon cafè Sabent q MAI podrem fer arribar TOT els nostres actius a TOTS els públics
- “we can no longer hand-craft our content over and over again for multiple channels and devices.”
- Understand what makes your content valuable to the experience of the visitor
- ¿Explicamos lo que el público quiere saber? O lo que desde el saber científico del museo queremos explicar? Hya necesidad de un punto de encuentro, es decir, de una combinación de rigor científico y accesibilidad. Dar claves de interpretación Facilitar conocer los secretos del arte y del museo Pero, sabemos construir buenas estructuras narrativas, un buen storytelling? Es todo un reto para los profesionales de museos desarrollar las capacidades interpretativas. A menudo, los dept. de educación lo hacen, para el público escolar, pero para el público general? Y dentro del recorrido museográfico? Está claro que no podemos cargar las paredes de textos que no serán leídos o de cartelas demasiado extensas. Y aquí la Tecnología nos puede ayudar mucho. Pero, insisto, lo fundamental sigue siendo la capacidad de la calidad de la interpretación. Las obras nos brindan infinidad de historias para contar. Todo ello teniendo en cuenta la accesibilidad para usuarios con necesidades específicas
- The simplest way to avoid creating mediocre content on the fly is to have a documented content strategy. So,create content strategy: a clear path to follow. Then, create content aligned with that strategy. It becomes easier to create content. Moreover, that content now has a clear purpose, making it more valuable. Map out the following items in your content strategy. Business needs_ Goals Audience needs Content needs roles and responsibilities_workflow measures of success
- hopefully you know more what goes into planning now, analysis
- So do a little test of your strategy before committing to it. Ask: Is the opposite stupid on its face? Have most of my competitors made the same choice as me? If the answers are “yes,” you have more work to do to have a smart strategy rather than just a non-stupid one. stated at that level of generality and abstraction, it is something that any company in the industry will strive for. Hence nobody does the opposite and it is really not a choice. Choosing to define service in a way that is different than others define it is a legitimate strategy I look at the core strategy choices and ask myself if I could make the opposite choice without looking stupid. The point is this: If the opposite of your core strategy choices looks stupid, then every competitor is going to have more or less the exact same strategy as you. That means that you are likely to be indistinguishable from your competitors
- Includes distribution Prioritize content: -the most relevant -the most useful (identify user TOP-tasks, ref Gerry McGovern) Useful and relevant content Look at longtail keywords to find topics of interest to your audiences
- Content which describes and categorises content and objects Content which describes and categorises content and objects Key to content findability by applications Key to content findability by applications Tate example of metadata! Europeana metadata! Open data! Metadata is a set of fields and values used to describe and categorize content and managed objects. As a general rule, Metadata is key to these functions: Search — Users will often want to search for key data associated with a file such as an Author, Date Published, Key Words, Topic and so on. Distribution — Values associated with content are often used by applications to determine when and where content will be distributed or shared too. “Great Metadata allows for interoperability and findability throughout the information ecosystem” Brain traffic
- Communicate -publicize content more than once -consider when and how often to post on SM
- This map is intended to help visualizing the outreach of the digital dimension as well as to become a useful tool for museums. The map addresses the public side of digital (excluded are for example, security systems, preventive conservation and restoration tools, etc.) There could probably be more interconnexions established, but we decided to keep it simple. Once seen the outreach and the complexity of the interrelations, -almost everything is intertwined,- it seems quite obvious that an integral digital strategy is needed, as well as an accurate planning, with cross-departmental cooperation. It’s for each museum to adapt it as it best suits his mission and according to its priorities and resources. What do you feel is missing? How could we improve it?
- integration of the museum’s own digital content
- Create content for YOUR audiences that delivers on organisational objectives Be aware of real resources. Don’t embark in too many digital projects if understaffed Build a multidisciplinary team from the beginning Be pragmatic. Good content will attract better content Publish! Don’t wait for perfection