Tehmina Goskar tehminagoskarcom httptehminagoskarcom tehm Key Heritage Skills Swansea University 6 Dec 2012 What do you want to do Who do you want to do it with b efore you start ID: 805208
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Slide1
Building digital communities for your heritage project
Tehmina Goskar | tehmina@goskar.comhttp://tehmina.goskar.com | @tehm
Key Heritage Skills, Swansea University, 6 Dec 2012
Slide2What do you want to do?
Who do you want to do it with?before you start
Copper Day (http://
www.copperday.org.uk
/)
Slide3Using the right tool for the job
Real people, communicate vs broadcast
how do people communicate?
Communication Clutter (http://
www.ddb.com
/)
Slide4http://
www.connectingwithconsumers.net
/
Slide5Communities
ContentDiscussionDistribution
y
our digital landscape
http://
costaricacloseup.com
/
designstudios
/
Slide6millions that don’t…
7.82 million adults never used the internet
10%
lower
than 2011
“This
is not just about getting more people online, but about building the skills of those who are online
,”
Martha Lane Fox (UK Digital Champion)
BBC Online (http://
www.bbc.co.uk
/news/technology-20236708)
Slide7intelligence on digital communities
488 million users regularly use Facebook mobile. (source: All Facebook)69 percent of follows on Twitter are suggested by friends. (source: Web Analytics World)
30 percent of users who make a public post
[on Google+] never
make a second one. (source: Jeff Bullas
)
52% of mobile internet users online multiple times daily (in several short sessions) vs. 45% on computer (in several long sessions).
(source: Our Mobile Planet)
It’s not all about big numbers
You are a heritage project, not Coca Cola
If you build it, will they come?
http://
www.huffingtonpost.com
/
brian-honigman
/
http://
www.thinkwithgoogle.com
/
mobileplanet
/
Slide8digital engagement in arts and culture
Importance of getting information from ‘trusted brands’
76% ‘enjoy finding out about topics/subjects of interest (e.g. bird watching, WWII, fashion)
’
51
% ‘enjoy finding out about my family history’
51
% ‘enjoy finding out about the things that I collect’.
25 hours: Online leisure
time (1) email (2) searching for info (3) shopping; Creating content last
12
hours: Watching TV (apart from sport and movies)
MTM,
Digital audiences: Engagement with arts and culture online
, Nov 2010
| Image:
Anglesea
copar
ledi
(
Anglesea
Archives)
Slide933%
Found out more about artist/performer or event/exhibition21% Viewed the work of others (e.g. reading blogs, watching YouTube)
20%
Purchased tickets
16%
Watched or listened to a clip of a recording of an arts performance/exhibition
15%
Found out how to improve creative skills
13%
Investigated ways of taking part (e.g. lessons, classes, clubs or societies)
8%
Watched or listened to a full recording
7%
Uploaded something creative or artistic that they created
7%
Used a forum for discussing or sharing or commented on a blog
6%
Downloaded software or mobile phone apps
6%
Actually use the internet or mobile phone to be creative
5%
Publicised
something related to arts and culture
‘Please indicate whether you have done any of the following using the internet within the past 12 months?’
Sample: 2000 adults
MTM,
Digital audiences: Engagement with arts and culture online
, Nov 2010
Slide10Museums:
Over two thirds interested in learning more online about an exhibition or objectOver half interested in a virtual tour.Libraries:
Three quarters want to learn more online about what is available (e.g. exhibitions, literary events, music
etc
)
Over one third interested in virtual tours (e.g. round the library).
Literature:
Most interest in ‘learning more about a performance or learning how to do something’ and ‘viewing a five minute clip of a performance’.
Visual arts:
Most appealing is ‘watching a five minute clip’ and very high interest levels for ‘learning more about a performance or learning how to do something’ and ‘taking a virtual tour’.
Archives:
Audience with highest interest in ‘learning how to do something’ and ‘subscribing to a regular service’
Relatively high interest in ‘learning more about an exhibition or object’.
MTM,
Digital audiences: Engagement with arts and culture online
, Nov 2010
Slide11high quality, clear content
Easy to access
Easy to share
The original
Bagpuss
by Peter
Firmin
, 1974
Slide12Unites website, social media channels and print
Design accordinglyHave more than one version suitable for banner and an avatar
v
isual cue or brand
Slide13blogs for heritage projects
It’s your content. You can analyse it. Low cost. Hosting and domain name.Participate in other communities to bring people to your content.Aggregate your ‘back channels’ e.g. Twitter feed, YouTube videos.
Give visitors easy opportunity to share content
Keep updating for the duration of your project.
Wordpress
, Blogger require little technical expertise to set up.
Slide14Case-study: Copper Day
5 March 2011www.copperday.org.uk
Slide15what did we want to do?
Raise awareness of historic copperworks Celebrate 200 years of the Hafod CopperworksCelebrate the 50
th
anniversary of the Lower Swansea Valley Project
Hold a free event for local communities
Share knowledge freely
Collect memories
Get diverse
organisations
to collaborate
Slide16Slide17Access to heritage
Activities and sources
a
nalysis of event
Slide18analysis of blog
1 Jan – 22 Mar 2012
Slide19visitor flow…
Slide20after Copper Day
Still receiving comments to Memories section, latest in October 2012c.150 unique visits a month; 65 sec durationNo new content since April 2011
A time capsule, incorporated into Copper Project’s learning legacy site
www.welshcopper.org.uk
What next?
http://
www.copperday.org.uk
/memories/
Slide21Community management
Web forums, Facebook Pages/Groups, LinkedIn, mailing listsIs your project about generating content or generating discussion?Lead-in time can be long—longer than the life of most heritage projects30 Page Likes required by Facebook to access stats
Slide22Lifetime value of a member
Most communities have a terrible newcomer to regular conversion ratio.100,000 unique visitors > 1,000 might sign up > 700 might complete registration >
250 might
contribute > 50
will be active after
1 month > 5
will be active after 6 months.
http://
www.feverbee.com
/
Slide23Case study: DigVentures
Site Hut
http://
digventures.com
/
Slide24it didn’t work for the community
Discussion happened here
250
Venturers
120 on site
Less than 10% in Site Hut
Accessed 176 times
Slide25Urrrr shit……….hahahaha
Be prepared to moderate or close commentsBeware of trolls: people whose sport it is to be deliberately provocative onlineWatch out for SPAM. Scrutinise comments in your forum or blog before publishing.
Slide26pls RT
Fast and furious Of the moment discussion (backchannel)
Relentless
Must keep going
Have conversations, don’t SPAM
Welcome people and #FF
Give your project a hashtag
#History51
Sharing research: Copper slag walls,
Amlwch
@
copperhistories
Slide27the humble mailing list
Yahoo Groups, Google Groups, JiscmailCommunities of common interestGroup for Education in Museums (GEM)Museum Computer Group (MCG)
Mining History
Advertise your project, event, survey, generate leads.
Is industrial heritage education at risk?
Slide28digital photo culture
Serious about photographyPowerful toolRivaled by Facebook,
Instagram
, Twitter for instant sharing
Elegant way to present photographic archives
Start a group
Can be embedded Flickr meets
Documenting
Newlyn
Pilchard Works, now closed.
Slide29Do your homework by becoming a user of heritage content
See what works for you and what does notKeep your audiences in the forefront of your mind
b
e part of a community yourself
Slide30http://tehmina.goskar.com
let’s continue the chat