1. Denizens of the Deep Web:Understanding Hyperspecialized Online AudiencesTim Svenonius / tsvenonius@sfmoma.org / @TimSven

2. Denizens of the Deep Web:Understanding Hyperspecialized Online Audiences 3. The Surveys:1. Open Spaceformat: blogestablished: 2009frequency: daily 4. The Surveys:2. SFMOMA Artcastsformat: podcast seriesestablished: 2005frequency: 6 per year 5. The Surveys:3. Multimediasurvey invitationappeared when usersclicked on video,audio, interactivefeatures, etc. 6. Three Online Audience Surveys Open Space 299 surveys completed 180 were repeat visitors; 16 were interviewedMultimedia655 surveys completedSFMOMA Artcasts169 surveys completed52 were repeat listeners; 12 were interviewed 7. Q: How Many Times a Year Do You Visit SFMOMA? n = 180n = 655 n = 52 question included in all three surveys. 8. Q: Where Do You Live? n = 180n = 655 n = 52 question included in all three surveys. 9. Q: Are You a Member of SFMOMA? n = 180n = 655 n = 52 question included in all three surveys. 10. Q: What is Your Age? question included in all three surveys. 11. Q: What is Your Education Level? question included in all three surveys. 12. Q: What is Your Annual Household Income? question included in all three surveys. 13. Q: Who Do You Want to Hear From? question included in the multimedia survey; n = 655 14. Q: Who Do You Want to Hear From? question included in the multimedia survey; n = 655 15. Q: Who Do You Want to Hear From? question included in the Artcast survey; results shown are repeat listeners. n = 56 16. (or, who dont you want to hear from?) question included in the Artcast survey; results shown are repeat listeners. n = 56 17. Q: Who Do You Want to Hear From? question included in the Artcast survey; results shown are repeat listeners. n = 56 18. What Subject Matter Do You Like? question included in the Artcast survey; results shown are repeat listeners. n = 56 19. Outcomes and Conclusions /Hard Questions and ContradictionsTim Svenonius / tsvenonius@sfmoma.org / @TimSven