Digital Visitors are Visitors too
W. Ryan Dodge@wrdodger #musesocial
#AMAconference2016
About Me
BA - History
MA - Museum Studies
NOT A TECHNOLOGIST
Long suffering Leafs fan
LOVES Museums
We’re going to talk about...
Digital representations are not a replacement for the real thing
Digital technology is your friend
Digital engagement builds awareness and reputation
Discussion
Digital representations ≠ replacement for the real thing
What does the top 10’s digital footprint look like?
Collections Online?
Digital Engagement Presence?
Photography allowed?
Collections Online?
3D rosetta stone
https://www.google.com/culturalinstitute/beta/asset/the-rosetta-stone/DgH6pMM1guUUPA
4.3 million Mona Lisas
Arguably the most famous painting ever, in the most visited museum
Louvre link is 3rd behind two Wikipedia pages
“We can’t put it online, no one will come”
Digital Engagement
Photography?
Digital technology is a powerful tool, USE IT!
ROM New World Archaeology: Nettling point (chert); 7500 - 6000 BC
Data, data, everywhere!
The majority of your demographic is most likely female between 26-44
OR
Millennial Moms
Google Analytics - Demographics
Twitter Demographics65% Female
35% Male
85% Canadian
4% US
97% English
4% French
Your online community is Hyperlocal
63% Ontario
18% Toronto
81% LOCAL
Google Analytics - Locations
Google Analytics - Provinces
ROM Facebook Demographics
60% Female
38% Male
20% Female (25-34)
52% live within 3 hour drive
84% English
68% Female
32% Male
Mostly 25-34
Overwhelming majority from Toronto
When your community is looking...
The ROM aims to deliver high impact content that is multi-platform, relevant, community & data driven
High Impact content: Content that stirs the emotions of our community and encourages an action, inspires our community, and has a practical impact on their lives Relevant: Content that makes a connection between our research, exhibitions, collections, and news/pop culture
Data-driven: Analyse metrics to deliver content that repeats successes and learns from failures. We don’t need to guess
Multi-Platform: Content that can be published on multiple platforms. A healthy mix of text, images, and video with an eye on limits
http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1528077
We need to inspire wonder...
https://www.facebook.com/royalontariomuseum/videos/10154005166933147/
We need to make people laugh...
ROM Content ChecklistAnswer these questions before Content production: Enter Y / N
Does your content meet the Museum’s strategy/goals?
Did you sufficiently cover the topic? Is it the right length?
Does the content create an emotional response?
Is the content relevant to the community you are trying to reach?
Is it practically useful to our community?
Is it interesting and/or surprising to our community?
If you used humour, is it actually funny?
Digital engagement builds awareness, reputation, and drives visitation
#FNLROMEncourage and display user generated content
Connect physical experiences with digital conversations
Don’t be afraid to take a risk
Word of Mouth in 2016
TRAININGMORE TRAINING
TRUST
STRATEGY
GUIDELINESEVIDENCE
Lots of training
ReferencesWe Are Social’s “Digital in 2016” http://www.slideshare.net/wearesocialsg/digital-in-2016
We Are Social’s “Digital Yearbook” http://www.slideshare.net/wearesocialsg/2016-digital-yearbook
The Art Newspaper Visitor Figures 2015: http://theartnewspaper.com/reports/visitor-figures-2015/
Kristina Halvorson, CEO, Brain Trust: http://contentstrategy.com/kristinahalvorson.html http://alistapart.com/article/thedisciplineofcontentstrateg
User Generated content in Museums: http://www.convinceandconvert.com/podcasts/episodes/social-media-and-ugc-best-practices-for-museums/
Photo wall at Friday Night Live: http://www.rom.on.ca/en/blog/sharypic-photo-wall-at-friday-night-live
Colleen Dilenschneider - Know Your Own Bone Blog: http://colleendilen.com/
Museum ID - Creating a Social Institution: http://www.museum-id.com/idea-detail.asp?id=519
CrowdRiff: http://crowdriff.com/blog/a-lesson-in-social-anthropology-from-fnlrom/http://crowdriff.com/customer-stories/royal-ontario-museum/
Top Related