Museums content strategy_workshop_ConxaRoda

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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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

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

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



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



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*


Content Strategy

Dont overinvest in production and underinvest in distribution.Lauren Pope Gather Content

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@innova2

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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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