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Digital Visitors are Visitors too W. Ryan Dodge @wrdodger #musesocial #AMAconference2016

Digital visitors are visitors too: How digital engagement impacts your museum's bottom line

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Page 1: Digital visitors are visitors too: How digital engagement impacts your museum's bottom line

Digital Visitors are Visitors too

W. Ryan Dodge@wrdodger #musesocial

#AMAconference2016

Page 2: Digital visitors are visitors too: How digital engagement impacts your museum's bottom line

About Me

BA - History

MA - Museum Studies

NOT A TECHNOLOGIST

Long suffering Leafs fan

LOVES Museums

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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

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Digital representations ≠ replacement for the real thing

What does the top 10’s digital footprint look like?

Collections Online?

Digital Engagement Presence?

Photography allowed?

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Collections Online?

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3D rosetta stone

https://www.google.com/culturalinstitute/beta/asset/the-rosetta-stone/DgH6pMM1guUUPA

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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”

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Digital Engagement

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Photography?

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Digital technology is a powerful tool, USE IT!

ROM New World Archaeology: Nettling point (chert); 7500 - 6000 BC

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Data, data, everywhere!

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The majority of your demographic is most likely female between 26-44

OR

Millennial Moms

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Google Analytics - Demographics

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Twitter Demographics65% Female

35% Male

85% Canadian

4% US

97% English

4% French

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Your online community is Hyperlocal

63% Ontario

18% Toronto

81% LOCAL

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Google Analytics - Locations

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Google Analytics - Provinces

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ROM Facebook Demographics

60% Female

38% Male

20% Female (25-34)

52% live within 3 hour drive

84% English

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Instagram

68% Female

32% Male

Mostly 25-34

Overwhelming majority from Toronto

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When your community is looking...

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The ROM aims to deliver high impact content that is multi-platform, relevant, community & data driven

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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

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We need to inspire wonder...

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https://www.facebook.com/royalontariomuseum/videos/10154005166933147/

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We need to make people laugh...

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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?

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Digital engagement builds awareness, reputation, and drives visitation

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Page 46: Digital visitors are visitors too: How digital engagement impacts your museum's bottom line

#FNLROMEncourage and display user generated content

Connect physical experiences with digital conversations

Don’t be afraid to take a risk

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Word of Mouth in 2016

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TRAININGMORE TRAINING

TRUST

STRATEGY

GUIDELINESEVIDENCE

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Lots of training

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THANK [email protected]

[email protected]

@wrdodger

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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/