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Developing strategic approaches to content, conversation and audience engagement and a digital first user experience

Presentation at Communicating the Museum, Brussels, May 30, 2018.

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Developing strategic approaches to content, conversation and audience engagement and a digital first user experience

  1. 1. Developing strategic approaches to Content, Conversation and Audience engagement …and a digital first user experience Communicating the Museum Brussels, Belgium, May 30, 2018, Kajsa Hartig, Nordiska museet / Nordic Museum, Stockholm, Sweden
  2. 2. #conversationfirst
  3. 3. Conversation & collections
  4. 4. How can we engage audiences to discover and make use of our collections? How can we engage audiences to contribute to our collections?
  5. 5. Cosplay supernatural beings Young audiences discover museum collections Purpose Engage a new young audience to discover and use the museum collections
  6. 6. Photo: @colbellocosplay
  7. 7. Online collecting and audience engagement
  8. 8. #openstockholm Collecting social digital photography Photo: Cassandra Ljungberg Karageorgiou, CC-BY
  9. 9. #metoo Collecting content related to a viral campaign Embroidery and photo by Malin Fredenstedt.
  10. 10. #knytblus Collecting content related to a viral campaign Photo: Samaa Sarsour, CC-BY
  11. 11. #knytblus Collecting content related to a viral campaign Photo: Lena Lönnqvist
  12. 12. Audience engagement initiatives connected to collections The result of cross departmental collaboration #digitalfirst
  13. 13. #digitalfirst
  14. 14. “Most people’s experience of World Heritage is now a digital one… this shift in ‘visitation’ means many people who engage with World Heritage will never physically travel to the actual site.” Cristina Garduño Freeman Postdoctoral Research Fellow, Australian Centre for Architectural History, Urban and Cultural Heritage (ACAHUCH), University of Melbourne
  15. 15. “Most people’s experience of World Heritage is now a digital one… this shift in ‘visitation’ means many people who engage with World Heritage will never physically travel to the actual site.” Cristina Garduño Freeman Postdoctoral Research Fellow, Australian Centre for Architectural History, Urban and Cultural Heritage (ACAHUCH), University of Melbourne #digitalonly
  16. 16. Conversation online as the first step into a new museum experience
  17. 17. Some challenges Internal ownership: What’s in it for me? Value added content that create incentives for participation, delivered across ecosystem Participation on the audience’s terms Build capacity to work fast in response to society’s constant changes
  18. 18. Some challenges Build capacity for delivering engaging content and experiences across the museum ecosystem Keep momentum, build on successful initiatives Reach outside our existing audiences
  19. 19. Photo: bernavazqueze, Flickr, CC-BY-SA, https://flic.kr/p/dAtzGK Success factors
  20. 20. Experiment with particiption around collections Learn what motivates people to participate Create space and time for audience engageent and collaboration
  21. 21. Start with small steps and agile methods Create onboard process that leads to physical visits or further engagement Tools and infrastructures for participation Let go of control
  22. 22. …and: What happens if we don’t open for participation, collaboration and co-cretion?
  23. 23. Participation Innovation
  24. 24. Thank you! Kajsa Hartig @kajsahartig

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