An Ecology of Engagement

Joanne Jacobs, The Ecology of Engagement, February 2011

An Ecology of Engagement:An Ecology of Engagement:Creating engagement with visitors to your Creating engagement with visitors to your

Museum, Art, Cultural, or Heritage InstitutionMuseum, Art, Cultural, or Heritage Institution

Joanne Jacobs & Farhan Rehman

Social Media Week London 2011Image source: http://www.flickr.com/photos/jurvetson/4143219396/

We’ll cover:

• Why engagement is an ecology and not a series of messages;

• What are the barriers to engagement;

• Why people engage and what are incentives for engagement;

• Some best practice case studies of engagement in the sector.

Image source: http://www.flickr.com/photos/armyenvironmental/4440717455/

Joanne Jacobs, and Farhan Rehman, The Ecology of Engagement, February 2011


Why engagement is an ecology

• Ecology: science of relationships between organisms in an environment.

• Engagement: ongoing conversations and value exchange between parties.

Image source: http://www.flickr.com/photos/ivanwalsh/5239345194/

Engagement misconceptions

• Engagement is NOT broadcast of messages

• Engagement is NOT comments on a blog/website

• Engagement is NOT twitter followers or retweets

• Engagement IS a process of continuous renewal and innovation.

Image source:

http://www.flickr.com/photos/gustty/16299864/ Joanne Jacobs, and Farhan Rehman, The Ecology of Engagement, February 2011

Joanne Jacobs, and Farhan RehmanThe Ecology of Engagement, February 2011

Engagement as part of a strategy

• Listen to the social sphere

• Engage and build relationships

• Generate your own ripples

Cultural orgs & social media

• Increased use of Facebook, twitter

• Primarily broadcast-style communication

• No budget to seed/maintain

• Lack of fit between conversations and works

Image source: http://www.flickr.com/photos/eschipul/2885446273/


Cycle of the Knowledge Ecology

Por, G (2000) The Virtuous Cycle of Knowledge Ecology

, Nurturing Systemic Wisdom through Knowledge Ecology,

The Systems Thinker, Vol 11, No. 8, page 1.


Knowledge spiral


Cycle for cultural industries

New works, new ways of presenting works

New means of communicating, sharing ideas via

social tools

New forms of audience interaction and

adaptation of works

New collaborations, distributed expertise


Example single cycle

Tate Britain exhibition:new work

Use of social media to gather feedback

or stories on exhibition

Inclusion of stories/feedback in exhibition

Rethinking curation,new methods of capturing stories


Ecology lessons

• Need to involve audience in curative process

• Need to diversify ways of experiencing works

• Need to foster creativity to create new experiences

Image source: http://www.flickr.com/photos/traceyp3031/2218200957/


Barriers to engagement

• No presence in various technology-mediated channels

• No catalyst for interaction• No encouragement for

feedback• Insufficient response to

feedback

Image source:

http://www.flickr.com/photos/wonderlane/2849467565/


Incentives for engagement

• Receptiveness (firm)• Recognition/reputation-

based acknowledgement for engagement (audience)

• Evidence of improvement/innovation (and promotion of this)

• Ongoing engagement/ relationships

Image source: http://www.flickr.com/photos/intersectionconsulting/4392980596/


Best practice

• The Women’s Museum

• Scoot Game• Google Art

Project• Flash mob: arts

in public spacesImage source: http://www.flickr.com/photos/mile_end_residents/4767172594/


Women’s Museum

• 2008 launched twitter account as part of low-budget campaign to raise visitors

• Included virtual tour in website• Attracted 12,000 followers and

sharply increased international visitors to the museum

• Now listed among top museum twitter accounts

Further details: http://www.socialmediadelivered.com/2010/11/18/case-study-the-womens-museum/


SCOOT

• 2005 launch, treasure hunt game located around cultural sites in urban space

• Competitive activity with family teams

• Based on low tech devices (kiosks and sms subscription service)

• New frame for exhibitions

Further details at:http://www.scootgame.com/


Google Art Project

• 2010 launch• Google hosting of

digitised works• Can be used with

Sidewiki or other tools to add information on works

• Could be used for competitive derivative works

• RIPE FOR NEW IDEAS


Flash mob arts in public spaces

• Earliest flashmobs based on taking conceptual art into public spaces

• Low tech and low cost organisation, creates intrigue

• Can convert flashmob events into footfall and interaction through listening and responding to social media conversations after the event


Questions?

Joanne Jacobs

Social Media Expert Consultant

Email: [email protected]

Blog: http://joannejacobs.net/

Twitter: @joannejacobs

Skype: bgsbjj

Skype-in: (+44) 0208 144 9348

Mob: (+44) 07948 318 298

Farhan Rehman

Social Media Strategist


Twitter: @farhan

Skype: magitam

Tel: (+44) 0207 937 3793


Time to get talking!

Conversation Café:


What incentives for engagement can you use?

Question 1:


What barriers to engagement might exist?

Question 2:


What engagement could you create around a new art exhibition?

Question 3:

Thank you!

Joanne Jacobs

Social Media Expert Consultant


Blog: http://joannejacobs.net/

Twitter: @joannejacobs

Skype: bgsbjj

Skype-in: (+44) 0208 144 9348

Mob: (+44) 07948 318 298

Farhan Rehman

Social Media Strategist


Twitter: @farhan

Skype: magitam

Tel: (+44) 0207 937 3793

An Ecology of Engagement

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