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

The Participatory MuseumModel

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

Kiasma & Social Media

Interconnected Messages

Facebook

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 and Procedures

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)