This document discusses developing strategic approaches to engaging audiences through online conversation and participation related to museum collections. It explores how to encourage audiences to both discover and contribute to collections digitally. Examples are given of initiatives where museums collected social media content around viral hashtags or engaged young audiences through cosplay events related to collections. The challenges of building internal support and capacity for digital-first audience engagement are addressed. Success factors emphasized experimenting with participation, understanding audience motivations, creating space for collaboration, using small iterative projects, and openness to relinquishing some control.
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Developing strategic approaches to content, conversation and audience engagement and a digital first user experience
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
17. “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
18. “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
20. 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
21. 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
23. Experiment with particiption around
collections
Learn what motivates people to participate
Create space and time for audience
engageent and collaboration
24. 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
25. …and: What happens if we
don’t open for participation,
collaboration and co-cretion?