1) Social media can be used to engage new audiences and provide deeper engagement if museums know their audience and what experiences they want. 2) The Powerhouse Museum experimented with Flickr in 2007 by uploading 200 images which received over 3 million views and engaged citizen curators through tagging, comments, and identifications. 3) This experiment showed that audiences want to engage with and contribute to museum collections through social media and highlighted its potential for innovation, participation, and co-creation.

1. Social Media: I know I should be
doing it but.......
Paula Bray
Manager, Visual & Digitisation services
Twitter @paulabray
by Dan_H

2. Digital, social & emerging
technologies

3. make a lot of stuff

4. multi
+ for social media
by angelsk

5. need to be relevant
continue to engage new audiences
Museums are experiencing change
in the fast pace of changing technologies

6. how do we provide deeper engagement?
so how do we use social media?
what is the right platform?

7. platforms we
use

8. platforms we
use

9. 5 available
findable
it is where I am and where I look
online/web onsite/galleries
and
offsite/community
meaningful
I can understand it
usable/shareable
I can pass it on and share
responsive
to my interests, moods, location
by Seb Chan fresh+new(er)

10. How do we apply these?

11. How do we apply these?
Know your audience

12. Some rights reserved by umpcportal.com

13. photography by Fanboy30
what experience does our audience want?

14. not ‘US’ or ‘THEM’
bitzi took his umbrella and left ✈

15. aim to go deep
Jean-Francois Lanzarone

16. our audience seeks personal connections
by tapioliller
no shouting

17. starting conversations is crucial
Marinco Kojdanovski

18. these shouldn’t be one way
by eternaltedium

19. don’t be slow to respond ʻsnailʼ by Lastaii

20. risks need to be taken
Photography by Jean-Francois Lanzarone

21. if projects fail + evaluate = learn
by Cornell University Library No known copyright restrictions

22. Be an ʻopenʼ Museum
– open to rich engagement, to new conversations
by ilmungo

23. new ways to engage with audiences
that may challenge, involve
ʻexperimentationʼ
by wader

24. dissolve‘boundaries’ between
exhibitions, programs, publications and web
by Rev. Xanatos Satanicos Bombasticos (ClintJCL)

25. Enable new interactions with visitors within our
‘spaces and online’

26. Increase the level of collection information
accessible through
‘open access’

27. 2007 wanted to share our photographic
content to a broader audience

28. 2007 wanted to share our photographic
content to a broader audience

29. Flickr screen grab

32. Like
Text

35. co-create

37. Really significant initiative
for
photography collections

38. 200 images from Tyrrell collection

39. high value
sydney centric
sold copies
rarely exhibited
no major publication
not known for photographic content
no measures
?

40. to
....make these collections even richer.
Flickr screen grab

41. &
get to know our community....
Flickr screen grab

42. in the first 4 weeks
40,000 views
230 contacts
2500 + tags
pull back to our website

44. 3 million
Flickr screen grab
over views

45. views are extremely high
4 fold compared to our
website

46. it’s NOT just about the views
practicalowl

47. participation is key
by moirabot

48. citizen curators

49. innovation
tagging
comments
citizen curators
location ‘then and now’
identification
remix

50. our audience wants to engage

51. our audience wants to engage
with us and with our content

52. Flickr screen grab
Flickr screen grab
citizen location identification
?

53. geo-location

54. innovation using our content
Paul Hagon
incredible

55. examples or reuse
‘then and now’ photography

57. AR mobile
technology

58. experiment
our images + community comments

62. expected 500 entries
in 8 weeks

63. over 2000
expected 500 entries
in 8 weeks

64. 12 Flickr photographers came to opening

66. co-creation

68. their 80s too
start conversations
meet the audience
participation
place to share stories

69. we shared back to audience

70. Revitalisation

71. Revitalisation
13,643
views on Flickr set

73. Common Ground 2009
global flickr meet-up

74. Community curated slideshow

75. projected onto each institution

76. a chance to get to KNOW and say
to the community
vernhart

77. dedicated Flickr fans turned up

78. several locations around the world

79. Community presentations

81. comments on blogs

83. we ate the collection

84. face to face
we ate the collection

87. 12 million
users

88. mobile + social is changing in-gallery
experiences

89. Visitor Cycle
revisitation
pre during post
web in gallery/handheld out/mobile/web
didactic highly social
highly social
controlled visitor-led
visitor-led
10% 1%
by Seb Chan fresh+new(er)

92. QR codes

96. QR code links to YouTube

102. heat map evaluation

103. Social media
by Seb Chan fresh+new(er)

104. findable
Social media
by Seb Chan fresh+new(er)

105. findable
meaningful
Social media
by Seb Chan fresh+new(er)

106. findable
meaningful
Social media
responsive
by Seb Chan fresh+new(er)

107. findable
meaningful
Social media
usable/shareable
responsive
by Seb Chan fresh+new(er)

108. findable
available meaningful
Social media
usable/shareable
responsive
by Seb Chan fresh+new(er)

109. thank you
Powerhouse Museum photographers
all Flickr members using Creative Commons licenses
paula bray
manager, visual & digitisation services
paulab@phm.gov.au
twitter @paulabray
www.powerhousemuseum.com/imageserices