Upload
janne-heinonen
View
315
Download
0
Embed Size (px)
Citation preview
Addressing Audiences OnlineHelsinki Uni - Museum Pedagogical Course - 15 October 2015
Janne Heinonen @pikseliaSanna Hirvonen @sannahirvonen
Slide by Michael Edson
http://www.slideshare.net/edsonm/michael-edson-lego-beowulf-and-the-web-of-hands-and-hearts-for-the-danish-national-museum-awards
Multilateral Networks
Adapted from: http://smithsonian-webstrategy.wikispaces.com/Strategy+--+Themes
Online activity is not a bigger megaphone, it is a new way of getting things done
Social Media
• Social interaction• Communities and networks• User-generated• User-curated content• Information exchange from many to many• Technological services• Immediacy• Virality
Internet Is Social
• 86 % of 16 to 89 years old Finns are using internet• 2.4 million Facebook users in Finland
– 1.5 billion monthly users worldwide• Over 300 000 Twitter users in Finland
– 300 million monthly users worldwide– 40 to 50 thousand tweeting on weekly basis
• 15 percent of Finns (>800 000) are using Instagram
Sources:Väestön tieto- ja viestintätekniikan käyttö -tutkimus 2014, Tilastokeskushttps://harto.wordpress.com/2015/08/01/ajankohtaista-some-rintamalta-facebook-google-twitter-ja-younited/http://www.talouselama.fi/uutiset/somen+suosio+kasvaa++instagram+ja+twitter+vakiinnuttavat+paikkaansa/a2295822
Involvement in Social Networks
Share and connect information, produce new content, comment, curate
Sleepers
Source: Miia Kosonen, Online-yhteistyö / Osallistumisen tasot http://www.slideshare.net/miiak/online-yhteistyo
20%
Seek help for themselves, observe from a distance, passive
80%
Creators & active users
Opportunists, lurkers & sleepers
Levels of Participation
Source: Nina Simon, The Participatory Museum http://www.participatorymuseum.org/
Level 1
Museum to me
Museum delivers content for the user to passively receive• e.g. label, video, static web page
Source: Nina Simon, The Participatory Museum http://www.participatorymuseum.org/
Level 2
Me and museum
The content may be responsive to you, but the interactive experience is non-networked• e.g. button to press, game to play, quiz
Levels of Participation
Source: Nina Simon, The Participatory Museum http://www.participatorymuseum.org/
Level 3
Me and me and me and museum
Individual interaction with the content is networked so that each individual’s interaction is available• e.g. museum kioks surveys,
public counter shared outputs
Levels of Participation
Source: Nina Simon, The Participatory Museum http://www.participatorymuseum.org/
4
Me-to-we in museum
User interactions are available for comment and connection by other users• e.g. comment board, social media site, wiki Experience gets better the more people use the system
“From personal to social engagement”
Levels of Participation
Source: Nina Simon, The Participatory Museum http://www.participatorymuseum.org/
5 We
“The holy grail of social discourse”, where people interact directly with each other around content• e.g. online community
Levels of Participation
Interconnected Messages
Kiasma-blog
kiasma.fi
Twitter Instagram Youtube
Campaignse.g.
kiasmamoods
Search engines
Coordination
Planning
Content design and creation
Community management
Analytics and development
Dimensions of Social Media
• Lowering the threshold
• Arousing interest in ourcontent & contemporary art
• Making art related topicsavailable in different forums
• Encouraging interaction, building relationships
• Increasing museumattendance
Outreach Engagement
Kenelle? Kohdeyleisöt?PACMAN
Museum visitors
Potential museum visitors
Online audience
Online communications
Audiences
Facebook• > 24 400 likes
• 0-3 updates/day
• Decreasing organicreach = a challenge to organisation pages
Twitter• 8700 followers
• Quick, interactive
• More updates/day thanon Facebook
• Take part in topicaldiscussions
Instagram• >3900 followers
• Picture posts
• Copyrights restrict the presentation of art in photographs
YouTube
• Video distributionplatform
• Web and social media video embeds
• Almost 130 000 video views overall
Content
• Curating content by others: industry news, media hits, audience generated content
• Own content: texts, photos, videos, interviews…
• Multiple channels: Same themes/topics in differentform
• Individual members of staff generating content: sharing, retweeting etc.
Tone of Voice
• Formal bureau or casual buddy?
• Macro or micro level comments?
• Professional article or everyday point of view?
• How does the topic concern your daily life? Why getinterested?
Loss of Control?
• Many voices inside the institution
• Possibility of mixed messages and different opinions – guidelines needed
• When something goes wrong: quick, viral, snowballeffect
• Losing control of third party platforms, e.g. constantly changing policies of social media sites
New Roles Emerge
• Manages member experience• Facilitates conversation• Defines the tone of voice• Promotes and encourages
productive behaviors• Monitoring and reporting Feedback loop!
Source: http://www.slideshare.net/rhappe/community-management-fundamentals
Community manager
JD Hancock/Flickr (CC BY 2.0)