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Understanding Hyperspecialized Online Audiences at SFMOMA

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Denizens of the Deep Web: Understanding Hyperspecialized Online Audiences, by Tim Svenonius for MCN conference, November 10th 2012.

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Understanding Hyperspecialized Online Audiences at SFMOMA

  1. 1. Denizens of the Deep Web:Understanding Hyperspecialized Online AudiencesTim Svenonius / tsvenonius@sfmoma.org / @TimSven
  2. 2. Denizens of the Deep Web:Understanding Hyperspecialized Online Audiences
  3. 3. The Surveys: 1. Open Space format: blog established: 2009 frequency: daily
  4. 4. The Surveys: 2. SFMOMA Artcasts format: podcast series established: 2005 frequency: 6 per year
  5. 5. The Surveys: 3. Multimedia survey invitation appeared when users clicked on video, audio, interactive features, etc.
  6. 6. Three Online Audience Surveys Open Space 299 surveys completed 180 were repeat visitors; 16 were interviewed Multimedia 655 surveys completed SFMOMA Artcasts 169 surveys completed 52 were repeat listeners; 12 were interviewed
  7. 7. Q: How Many Times a Year Do You Visit SFMOMA? n = 180 n = 655 n = 52 question included in all three surveys.
  8. 8. Q: Where Do You Live? n = 180 n = 655 n = 52 question included in all three surveys.
  9. 9. Q: Are You a Member of SFMOMA? n = 180 n = 655 n = 52 question included in all three surveys.
  10. 10. Q: What is Your Age? question included in all three surveys.
  11. 11. Q: What is Your Education Level? question included in all three surveys.
  12. 12. Q: What is Your Annual Household Income? question included in all three surveys.
  13. 13. Q: Who Do You Want to Hear From? question included in the multimedia survey; n = 655
  14. 14. Q: Who Do You Want to Hear From? question included in the multimedia survey; n = 655
  15. 15. Q: Who Do You Want to Hear From? question included in the Artcast survey; results shown are repeat listeners. n = 56
  16. 16. (or, who don’t you want to hear from?) question included in the Artcast survey; results shown are repeat listeners. n = 56
  17. 17. Q: Who Do You Want to Hear From? question included in the Artcast survey; results shown are repeat listeners. n = 56
  18. 18. What Subject Matter Do You Like? question included in the Artcast survey; results shown are repeat listeners. n = 56
  19. 19. Outcomes and Conclusions /Hard Questions and ContradictionsTim Svenonius / tsvenonius@sfmoma.org / @TimSven

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