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The Museum Experience as Digital First
This document discusses strategic approaches for museums to engage digital audiences through content, conversation, and audience engagement. It provides three case studies from the Nordic Museum in Stockholm of engaging young audiences through an online cosplay competition, collecting social media photos through sponsored posts for an #openstockholm project, and collecting content related to the #metoo movement through online dialog and interviews. The key lessons are that museums must create great online content, engage in conversations on social media in an authentic way, support sustainable conversation through high quality content, allow time for experimentation, use cross-departmental teams, and see the museum experience as digital-first and an ecosystem beyond just exhibitions.
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The Museum Experience as Digital First
- 1. The Museum Experience asDigital First Strategic Approaches to Content, Conversation and Audience Engagement Plateforme 10. Rising to the Challenge. Digital Innovation in Museums Le Musée au défi. Quels rôles pour l’innovation numérique? Lausanne, Switzerland, April 28, 2018. Kajsa Hartig, Nordiska museet / Nordic Museum, Stockholm, Sweden
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- 3. Mobile phone themost common way of accessing internet. Age 12–55 in Sweden http://www.soi2017.se/allmant-om-utvecklingen/allmant-om-internet-sammanfattning
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- 5. “Most people’s experienceof World Heritage is now a digital one… this shift in ‘visitation’ means many people who engage with World Heritage will never physically travel to the actual site.” Cristina Garduño Freeman Postdoctoral Research Fellow, Australian Centre for Architectural History, Urban and Cultural Heritage (ACAHUCH), University of Melbourne
- 6. “Most people’s experienceof World Heritage is now a digital one… this shift in ‘visitation’ means many people who engage with World Heritage will never physically travel to the actual site.” Cristina Garduño Freeman Postdoctoral Research Fellow, Australian Centre for Architectural History, Urban and Cultural Heritage (ACAHUCH), University of Melbourne #digitalonly
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- 8. Connectors between people,time and worlds, spaces for conversation and discussion, and a place for social action to be initiated. @johanlindblom, @DariusAryaDigs and @mpathyDesigns
- 9. Value-added content and sustainableconversation with the purpose of audience engagement, as part of the museum experience starting online and delivered across the museum ecosystem.
- 12. #DIGITALFIRST The Museum Experience startsonline! Content, conversation and audience engagement
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- 14. This is not content! Source:Wikimedia Commons. Read more: https://medium.com/@johanbelin/social-is- killing-content-and-maybe-itself-in-the-process- 17f1d06332ba
- 15. Conversation This is whereit starts
- 16. Audience engagement Reach through the whitenoise online Facilitate Empower Collaborate Co-create Collect
- 17. Photo: Kajsa Hartig,CC-BY
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- 20. Cosplay <3 supernatural beings Young audiencesdiscover museum collections Purpose Engage a new young audience to discover and use the museum collections
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- 22. What we did Onlinecompetition Blog – guest posts and experts Social media content Social media takeovers Behind the scenes meeting Open lecture with experts Swedish Cosplay Championships
- 24. #openstockholm Collecting social digital photography Photo:Cassandra Ljungberg Karageorgiou, CC-BY
- 25. What we did Sponsoredposts in social media Online collecting Dialogue with informants Perform interviews A follow up survey one year later
- 26. #metoo Collecting content related toa viral campaign
- 27. What we did Sponsoredposts in social media Online collecting Dialogue with informants Interviews with organizers of events Social anthropologist analysing the stories
- 28. Success factors What welearned Photo: bernavazqueze, Flickr, CC-BY-SA, https://flic.kr/p/dAtzGK
- 29. 1. Create greatcontent 2. Take part in ongoing online conversations in a personal way, responsive and with emotions.
- 30. 1. Sustainable conversation 2.High quality content delivering real value 3. Time and space for experimenting 4. Cross departmental teams
- 31. 1. Museum experience= Digital first 2. Museum experience ≠exhibition only 3. Museum experience = ecosystem
- 32. Success comes whenwe have capacity to combine awe with sustainable conversation and new perspectives – in the entire museum ecosystem.
- 33. Thank you! Kajsa Hartig@kajsahartig
Editor's Notes
- #3 https://hackernoon.com/how-much-time-do-people-spend-on-their-mobile-phones-in-2017-e5f90a0b10a6 http://www.swedroid.se/vi-lagger-snitt-36-arbetsveckor-om-aret-pa-vara-smartphones/ https://www.comscore.com/Insights/Blog/Mobile-Matures-as-the-Cross-Platform-Era-Emerges
- #6 https://theconversation.com/how-the-internet-is-reshaping-world-heritage-and-our-experience-of-it-92682
- #7 https://theconversation.com/how-the-internet-is-reshaping-world-heritage-and-our-experience-of-it-92682
- #13 https://www.iab.com/insights/the-outlook-for-data-2018-a-snapshot-into-the-evolving-role-of-audience-insight/
- #14 https://mymodernmet.com/funny-museum-snapchats/
- #15 https://commons.wikimedia.org/wiki/File:Mona_Lisa,_by_Leonardo_da_Vinci,_from_C2RMF_retouched.jpg#/media/File:Mona_Lisa,_by_Leonardo_da_Vinci,_from_C2RMF_retouched.jpg