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WORKSHOP Conxa Rod @innova2Tijana Tasich @teengily
#MWA15MelbourneOct 5, 2015Museums Content StrategyNightmare by Pere Daura,Museu Nacional dArt de Catalunya
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In todays workshop
what is content strategy?step-by-step guide to creation of a content strategychallengeswrap-up
and some activities in-between
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ACTIVITY /1in pairs _ 5 min_______________________________________
ICE BREAKER / MEET YOUR NEIGHBOUR
Your name, institution and role
What content do you produce?
Expectations out of this workshop today?
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@innova2
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ALL strategies
to serveUSER needsPhoto: Conxa Rod
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MUSEUM AS A CONNECTOR
AudiencesConxa Rod @innova2and CONTENT AS A CONNECTION DRIVER
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135.000.000 results on Google
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Content Strategy is a Journey
Photo credit: www.isabellestravelguide.com/my-first-train-journey-in-australia.html
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Content is the way everything an organization does manifests itself in the world. So content strategy is pretty big and broad.
Hilary Marsh(Google Group on Content Strategy)
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How do you make smart choices to ensure the content types, tone and media in an experience support that experience in a way thats appropriate to the brand and useful to ist audience?Easy. Thats content strategy
Margot Bloomstein
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Content strategy plans for the creation, publication and governance of useful, usable content.
Kristina Halvorson
Content strategy deals with the planning aspects of managing content throughout its lifecycle.
Rahel Anne Bailie
Getting the right content to the right user at the right time through strategic planning of content creation, delivery and governance.
Content Strategy Alliance
Upon the first definition by Kevin Nichols
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Why is Content Strategy important for my museum?Because...we have tons of existing contentcreated by multiple people / departmentsdelivered in diverse channels / formatslacking consistencywe need to optimize time and resources we need to clarify workflowsinvolve the rest of the museumergo...@innova2
We do need to strategically plan our content needs
Read: Designing Content First for a Better UX, Liam King https://blog.gathercontent.com/designing-content-first-for-a-better-ux
Is your content fit for purpose?
Lets Get Real Conference_Culture24 title
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ACTIVITY /2Groups _ 10 min_______________________________________
Identify CONTENTfor BEFORE / DURING / AFTERthe VISIT
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Plan Analyse Create Communicate Evaluate
5 main components of a Content Strategy
Content strategic plan
Goals Audiences Governance Workflow Measurement
QuestionsWhy?missionobjectivesvaluesFor whom?audiencesWhat How?assets contentoutreachchannelsengagementplatforms
Post-its_ Workshop run at @MuseuNac_Cat@innova2
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Content strategic plan
Goals Audiences Governance Workflow Measurement
Content strategic plan
Goals Audiences Governance Workflow Measurement
Muse Pompidou Photo: Conxa RodThink of ALL audiences
Motivations for visits to museums and galleriesMobile Audience Research. The National Gallery, Imperial War Museums, Tate. 2013
You need to find out why they are visiting, what is it that they are interested in.
This research was run jointly by Tate, Imperial War Museums and The National Gallery in London in 2013 but still relevantThey know that 22% of their visitors
Engagement with contentbefore/during/after a visit
Tate also knows which proportion of visitors engage with their content before/during or after their visit to one of the galleries.
Content accessed/activitiesbefore a visit
They know what type of content or activities they are engaging with and on which devices before their visit.
People are searching for visiting info and whats on and signing up for emails
Content accessed/activitiesduring a visit
During their visit they are primarily taking photos and still searching for visiting info
Engagement with content during a visit
They also found out that
Content accessed/activitiesafter a visit
and after the visit they go back to their desktops to find out more about a particular exhibit and recommend the gallery to friends and family.
Now, If you knew all this about your audiences...
@teengily
Segmenting your audiencesTATEwww.tate.org.uk/about/our-work/digital/digital-metrics/website-audience-segmentation
Eyetracking_new website
Content strategic plan
Goals Audiences Governance Workflow Measurement
Editorial and brand guidelinesTone and voiceAccessibility guidelinesModeration guidelinesSet of DontsPositioning regarding Open Content...Define
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who/ what/ where, when will create / design / sign off/ publish/ maintain/ remove/ measure / moderate/ promote CONTENTWorkflow: roles and responsibilities for tasks
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Content workflow
IdeateCreateReviewReviseSign offPublishEvaluate Maintain
Post-Publishing
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RACI model
ResponsibleAccountableConsultedInformed
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Measurement
AccentureDigital
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Measures of successTijana Tasich and Elena Villaespesa, Making Nonsense of Numbers, Museums and the Web, 2012. www.slideshare.net/teengily/journey-of-analyticstategallery
Once youve settled your CS and put it into practice,analyse again.
Importance of reporting back to your organisation. Keep them informed of impact, select comments, etc
ACTIVITY /3in pairs _ 15 min_______________________________________CONTENT STRATEGIC PLAN find out about goals audiences governance workflow measurement
discussion: what did you find out?
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PlanAnalyseCreateCommunicateEvaluate
Content Strategy
Content and channel audit
what content have you already got?
content inventory [per channel]: a list of all content resources
content audit: inventory + qualitative
Consider ALL types of ContentOnline / offline@innova2
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Content audit
https://moz.com/blog/content-audit-tutorial#h3-2 https://docs.google.com/spreadsheet/ccc?key=0Aupv-89nVqawdGdPTFZmeEUxSnIwdW9UWmFFWlVlVkE&usp=sharing#gid=0
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Image source: http://ywmovement.org/why-science-causes-people-to-leave-the-faith-and-how-to-fix-it/Wanted: clarity and consistency
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Content & Design equilibriumImage source: http://helloseocopywriting.com/9/post/2014/03/content-or-design-which-comes-first.html
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The museum old website2004 - 2014!!
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The Museu Nacional online collectionwww.museunacional.cat/en
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Image: http://blocs.gencat.cat/blocs/AppPHP/tribunadarqueologia/files/2012/06/atapuerca.jpgContent findability
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Image: http://www.btv.cat/btvnoticies/wp-content/uploads/2013/10/071013acumulacioR.jpgContent accumulation_spring clean needed!
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Is our content unique?
Image: http://pixshark.com/quotes-about-being-different-and-standing-out.htm
Is our content up to challenge?
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Tip: analyze TOP tasks (Gerry McGovern )Tijana Tasich and John Stack, Tate Website Redesign, MCN 2012, www.slideshare.net/teengily/mcn2012-tate-website-redesign
Here is the site map (of the Tate) visualised and categorised under certain given types of content and criteria.
If the whole website is too huge (over 5.000 pages) you can conduct a sample content audit, notrandom but intentional, according to an equilibrium (of objectives, user groups traffic, etc. Or you can conduct a rolling content audit, revising one part of the website every month)
Analyze TOP tasks (as Gerry McGovern always recommends). Are they knowing visiting hours? collections search? buying tickets?... and act accordingly, facilitating those tasks.
What content is missing to achieve your goal?Content gap analysis
PlanAnalyseCreateCommunicateEvaluateContent Strategy
What makes content GOOD?
@innova2
User ExperienceAll content creates user experiences
Experiences are linked to usage
You, the creator of content, can shape those experiences
(from the MOOC Content Strategy, Northwestern University)
Focus on delivering meaning over information
franklygreenwebb.com
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Courtauld Gallery - www.beyondthelabel.info
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StorytellingAre we telling what people want to know?
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Source: www.slideshare.net/josemariapalomares/delivering-powerful-presentations-353377955
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www.huffingtonpost.com/vala-afshar/the-future-of-all-busines_b_6300918.html
www.vangoghmuseum.nl/en/nature-and-the-artist#7
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Digital storytelling
BLOGSConnect-community-museums-staff
User-Generated-Content
vangoyourself.com: scenificationOpen content: Art to be used, resed, recreated, shared
Acknowledging users contributions (UGC)http://blog.museunacional.cat/en/museum-seen-by-instagramers/
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Content types
www.slideshare.net/ipullrank/scaling-quality-v10
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Metadata as content
Image: http://melbel.hubpages.com/hub/Meta-Data-for-SEOContent which describes and categorises content and objects
Dublin Core Metadata Element Set
Title Creator Subject Description Publisher Contributor Date
http://dublincore.org/documents/dces/ Type Format Identifier Source Language Relation Coverage Rights
SEO_karmaImprovements we make SEO-oriented often mean improvements for our USERS@innova2
Exhibits & Collection BiographiesResearch papersGlossariesInterviewsGuidesTimelinesStoriesHow to...Top ten...Who was...What is...Top tipsDIY guide to...
Press releasesNews articlesCalendar (events)Seasonal contentTrendy contentStatistics
Social media and web weekly calendar @MuseuNac_Cat
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DIJOUSDIVENDRESDISSABTEDIUMENGE
2930311
WTFG+FRPVYBBePPantWTFG+FRPVYBBPantWTFG+FRPVYBBPantWTFG+FRPVYBBPant
Blog museu - Conxa (II)XXXX
Confe Lahuerta (29/1)X
Sketchcrawl (31/1)XXX
Visites CDS CasagemasX
Tarda diss GratutaXX
PndolaX
Bcnegra 2015 (1/2)XXXXXX
1r dmg mes (1/2)X
DILLUNSDIMARTSDIMECRESDIJOUSDIVENDRESDISSABTEDIUMENGE
2345678
WTFG+FRPVYBBePPantWTFG+FRPVYBBPantWTFG+FRPVYBBPantWTFG+FRPVYBBePPantWTFG+FRPVYBBPantWTFG+FRPVYBBPantWTFG+FRPVYBBPant
Blog museu - CornellaXXXX
Visites CDS CasagemasX
Tarda diss GratutaXX
Ap correos 1001 (7/2)XXXXXXXXXXX
Sta Eullia + LaiesXX
Histries relleu (8/2)XXXXXXXX
DILLUNSDIMARTSDIMECRESDIJOUSDIVENDRESDISSABTEDIUMENGE
9101112131415
WTFG+FRPVYBBePPantWTFG+FRPVYBBPantWTFG+FRPVYBBPantWTFG+FRPVYBBePPantWTFG+FRPVYBBPantWTFG+FRPVYBBPantWTFG+FRPVYBBPant
Blog museu - MEDIAMBIENTXXXX
Sta Eullia + LaiesXXXX
Visites CDS CasagemasX
Tarda diss GratutaXX
CarnavalXX
SwingXXXXXXXXXX
breu
DILLUNSDIMARTSDIMECRESDIJOUSDIVENDERSDISSABTEDIUMENGE
16171819202122
TFG+TFG+TFTFG+BTFTFTF
Blog museuBlog Mart CasasBlog Mart CasasBlog Mart Casas10 h - Blog Mart Casas
Fontbona11:50 h Avui, 18 h presentaci donaci 2 escultures en bronze
Obra de la setmana9 h - Reps del guerrer, A Fabrsmigdia Reps del guerrer, A Fabrs
Ruta Cister Amicslbum fotos Ruta Cister Amics
Properament VinseumInfo properament
Memria medievalpiulada Mart
Inici primavera16,20 h inici primavera + obra
Dia Internacional de l'aigua9,30 h xifra estalvi aigua any passat + enlla mediambient...lbum obres amb aigua
Dia poesia13,50 h Dem, dia de la poesia + obra collecci
Museumweek13,30 h Propera setmana participem a la MuseumWeek11,55 h Propera setmana participem a la MuseumWeek
Tarda diss Gratutainfo gratut
Anuario CelayaCap a les 13/14 h Inscriu-te a travs d'eventbritepublicar en castell17 h -Inscriu-te a travs d'eventbrite
Mara CanalsInfo activitat17 h Info concurs9,15 h Avui Maria Canals. Any passat 51 persones van tocar
Pndola13 h 2 pndola reserves
St PatriciDia de St Patrici, obra online
Histries relleu (22/2)16 h - places lliures
Gos #taldiacomavui2 tuits Mart
Pas Campenyrestauraci
Dia del pare / St Josep8,30 h -Crema St. Josep - Feliu Elies
UOC literatura europeafer RTfer RT div o diss
Drawing on location19,30 h - Dem al mat, el museu s'omplir d'sketchers avanats dl "Drawing on Location" x treballar la panormica #dibuix @drawingbcn #urbansketchers
Seminari numismtica11,30 h - La #moneda, un pervers invent fiscal? 24 i 26 de mar, XXV Seminari d'histria monetria de la Corona d'Arag http://ow.ly/Kwtzm
Pintures Manresa#restauraci. Foto Yeguas
publica Martpublicat / programat
publica restauracipublicat / programat
publica Annapublicat / programat
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The MoSCoW methodT
Image source:http://www2.mokabyte.it/cms/article.run?permalink=mb186_AgileGamification-4Good read: Moscow Prioritisation at www.dsdm.org/content/10-moscow-prioritisation
Adapted by @innova2 to museum content_inspired by:- The Content Strategy Toolkit _Meghan Casey, 2015 www.slideshare.net/GatherContent/content-strategy-ch15- Customer Journey Mapping_Allegra Burnette, Forrester, MuseumNext Geneva 2015
12Vistors infoOpening timesLocationPriceVisitors mapPress releasesFAQSCurators podcastsVideos abt the collectionVideos of restoration processesOnline collectionEducational resourcesAppsOrganisational chartOnline libraryGlossaryAnnual reportOnline shopeBooksBlogInterviews with artists AudiotourNewsletterActivitiesMembershipUser-generated CResearch materialsTimelineOnline cataloguesInteractive mapStories around artworksAudios from lecturesFact sheetsAPI for Open dataSocial mediaVirtual exhibitionsInteractive media contentTutorialsMuseum policyGames
And prepared a short list of museum content items to be discussed and assigned.You may add any content item you wantQuestions that will help categorise content:-Does this content support the museum mission, the communication goals?-Is it adequate for our audience?-Is this content unique to us?-Is it easy to produce or it needs lots of effort (investment, time) to be produced?-will it be difficult to maintain after launched?
At the end is just 3 main questions: Fits into our museum mission and Strategy? Does it matter to people? Can we do it? If the answer is no, go for something else. If yes, then go ahead.
What Id like you to do is*
PlanAnalyseCreateCommunicateEvaluate
Content Strategy
Dont overinvest in production and underinvest in distribution.Lauren Pope Gather Content
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@innova2
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PlanAnalyseCreateCommunicateEvaluate
Content Strategy
Image: http://cgce.es/2009/wp-content/uploads/2010/06/puzzle.jpgStrategy must be INTEGRAL
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webOpen ContentSocial MediaOnline Collectione-PublishingInteractive MuseographyMobileOnline/onsiteIntegrationCooperativeToolsTrainingContent Strategy Mapfor Museums
Institutional WebDigital Projectse-Marketing
Conxa Rod Education
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webOpen ContentContent release under Creative CommonsLinked Open DataWikipediaEuropeanaGoogle Art ProjectArt BabbleArt FinderOpen peer ReviewCrowdsourcing
Social MediaOnline Collectione-PublishingInteractive MuseographyMobileOnline/onsiteIntegrationDigitizationVisualisationStorytellingSocial taggingAugmented RealityMultitouch tablesMultimedia LabMultimedia audioguideAccessibility3D PrintingVisitors participationweb 2.0BlogCommunitySharingCo-creationAppsMobile webMobile tours,QRGamificationGeolocationm-commercem-learningWearables, iBeaconsCooperativeToolsTrainingContent Strategy Mapfor Museums Digital Networking Wikis CloudWorking methodsCross-departmental collab.Digital proficiencyDigital preservationAnalyticsInstitutional Web------Virtual toursMultimedia gallery Virtual classroomOnline LibraryDigital ArchiveAccessibility (WAI)e-PressSstreamingPodcastsSEO/analyticsDigital ProjectsNet-artVirtual ExhibitsCollective data mininge-MarketingMembershipTicketingShopHiring spacesFundinge-mailing Conxa Rod Multichannel Visitors engagementUser-generated ContentEducatione-Learning, MOOCsEdu-projectsGamesScholarly cataloguesE-booksMagazinesEducational materialAnnual reportsPrint-on-demand
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Risks of not having a CS
content doesnt meet users / visitors needs poor quality content gets published inconsistency, redundancy wrong design decisions made because of lacking of real content frustrating internal processes projects run late budgets are increased
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Content challenges integration of the digital content multichannelgreater integration online / onsiteovercome the resistance to change better analytics training
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We need intelligent content!
Intelligent Content Conference, San Francisco 2014BONUS
Intelligent Contentstructurally richsemantically categorizedand thereforeautomatically discoverable, reusable, reconfigurable and adaptable
Getting Started with Intelligent Contenthttp://contentmarketinginstitute.com/intelligent-content/getting-started-with-intelligent-content-ebook/
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Content is not a one-person task!Images: www.jpvillani.com.ar/tag/sisifo/http://nurianetworking.com/featured-slider/community-manager/
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Know your organisation and audiences
Create content for YOUR audiences
Keep content useful, engaging, consistent
Spread the culture of content
Build content strategy achievable and sustainable
Final take-aways
PLAN but take ACTION
TODAY!!
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Final ACTIVITY individual_ 5 min__________________________List ACTIONS to do in your museum
now / 1 weekin 3-months time 1 year from now
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Some online references not to miss!Gather Content https://gathercontent.com/
Contently https://contently.com/
BrainTraffic http://braintraffic.com/
Google Group on Content Strategy https://groups.google.com/forum/#!forum/contentstrategy
Hashtag #contentstrategy
Thank you Grcies!
Conxa Rod @innova2 Tijana Tasich @teengily
#MWA15MelbourneOct 5, 2015
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You need to find out why they are visiting, what is it that they are interested in.
This research was run jointly by Tate, Imperial War Museums and The National Gallery in London in 2013 but still relevantThey know that 22% of their visitors
Tate also knows which proportion of visitors engage with their content before/during or after their visit to one of the galleries.They know what type of content or activities they are engaging with and on which devices before their visit.
People are searching for visiting info and whats on and signing up for emailsDuring their visit they are primarily taking photos and still searching for visiting infoThey also found out that and after the visit they go back to their desktops to find out more about a particular exhibit and recommend the gallery to friends and family.
Now, If you knew all this about your audiences...
*
*
*
*
*Once youve settled your CS and put it into practice,analyse again.
Importance of reporting back to your organisation. Keep them informed of impact, select comments, etc
*
*
*
*
*-*
*
*
*
*Here is the site map (of the Tate) visualised and categorised under certain given types of content and criteria.
If the whole website is too huge (over 5.000 pages) you can conduct a sample content audit, notrandom but intentional, according to an equilibrium (of objectives, user groups traffic, etc. Or you can conduct a rolling content audit, revising one part of the website every month)
Analyze TOP tasks (as Gerry McGovern always recommends). Are they knowing visiting hours? collections search? buying tickets?... and act accordingly, facilitating those tasks.
*
**
*
*
*
*
*
And prepared a short list of museum content items to be discussed and assigned.You may add any content item you wantQuestions that will help categorise content:-Does this content support the museum mission, the communication goals?-Is it adequate for our audience?-Is this content unique to us?-Is it easy to produce or it needs lots of effort (investment, time) to be produced?-will it be difficult to maintain after launched?
At the end is just 3 main questions: Fits into our museum mission and Strategy? Does it matter to people? Can we do it? If the answer is no, go for something else. If yes, then go ahead.
What Id like you to do is*
*
*
**
*
*
*
**
*
*
*
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