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nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
(Or: don’t go thinking you can relax just yet)
Just because your objects are online doesn’t make them interesting
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
I’m Mike Ellis from Thirty8 Digital.
We work with museums, galleries and others to help them get the most from the web.
We:
> train people on how to use things like social media effectively> offer consultancy, particularly around web strategy and content> build beautiful mobile-friendly, editor-friendly, user-friendly websites
hello
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
what I hope you’ll get from this:
> ten good habits to get into with your online collections
> examples and ideas from other museums
> lots of worksheets and stuff to look at later
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
number of slides >
pain10
bearable
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
number of slides >
pain
bearable
n
childbirth
frankly, quite unreasonable
10
Don’t panic: slides will be available shortlyat http://slideshare.net/dmje/presentations
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
habit #1
be less museumy and more audiency
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
Do you know how big / important these segments are to you..?
• potential museum visitors• researchers / academics• interested non-museum-visitors / “stumblers”
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
Do you know how big / important these segments are to you..?
• potential museum visitors• researchers / academics• interested non-museum-visitors / “stumblers”
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
Researcher
Stumbler
Visitor
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
Talk to your users…
…face to face…on your website…via social media…ask your mum…ask a focus group
…just talk to them…
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
habit #2
understand the importance of Google
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
Museum object quiz! Which museum website would you go to to find more information about these objects:
Q: Stephenson’s Rocket? A: The Science Museum
Q: The Raft of the Medusa? A: The Louvre
Q: A Pearson “Nife” No.20 A: Durham Mining Museum
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
Museum object quiz! Which museum website would you go to to find more information about these objects:
Q: Stephenson’s Rocket? A: Google
Q: The Raft of the Medusa? A: Google
Q: A Pearson “Nife” No.20 A: Google
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
“on the web, visibility is authority”
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
If your objects can’t be found on Google, they are invisible to the world. If your objects are invisible, there is no point in them being online.
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
your site is here
1. link! (then link again...)2. use the <title> tag well3. use words in <h1> tags4. use the description metatag5. have “nice” urls6. make your site easier to navigate7. use robots.txt and google site maps
8. content, content, content, content….!
Search Engine Optimisation (SEO) in one slide..
bit.ly/seostarterguide
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
out.thirty8.co.uk/seo101
moz.com
seoptimer.com
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
social / sociable objects
habit #3
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
“Social objects are the engines of socially networked experiences, the content around which conversation happens..
http://www.participatorymuseum.org/chapter4/
..one of my most reliable social objects is my dog. When I walk around town with my dog, lots of people talk to me, or, more precisely, talk through the dog to me. The dog allows for transference of attention from person-to-person to person-to-object-to-person”
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
that looks painful!
yeah, glad my boss doesn’t use one on me
I have one at home
I..oh..
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
Sociable objects online are those that allow users to easily interact with them and with other people.
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
a sociable object is..integrated into your main site
http://www.nms.ac.uk/explore/collections-stories/world-cultures/ancient-egypt/coffins-and-mummy-masks/
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
a sociable object is..one which lets users tell their side of the story
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
a sociable object has..a clear call to action
• print• download• share• save• see similar• add to lightbox• see wikipedia entry• send to a friend
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
…and is easy to share or bookmark
Ask: 1) do I want to share this,
and if not - why not?2) if I did want to share this,
how easy is it to do so?
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
not just “fire and forget”
habit #4
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
where are you now?
where do you want to be?
how do you know when you get there?
what should you change next time?
digital is iterative
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
• what and who is your online collection for?• what is “success”?• how are you going to get there?• how will you measure it..?• do you have the resources in place to change things?
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
The Diplodocus Curve
= spend at least as much (maybe more) later on
time
cash
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
out.thirty8.co.uk/digitalstrategy
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
focus on stories
habit #5
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
http://www.europeana1914-1918.eu/fr/contributions/3948
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
http://www.oucs.ox.ac.uk/ww1lit/gwa/
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
• Stories should be drillable.
• Each piece of the story should be enriching,
but not vital to the understanding of the story (so
that a customer can still have a clear idea of the
bigger picture even though he has missed a part of it)
• Involve the fans in the creation process.
• Build a world in which your story can evolve
(such as Coca-Cola's "Happiness Factory")
http://en.wikipedia.org/wiki/Storytelling
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
http://en.wikipedia.org/wiki/Monomyth
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
make informed tech choices
habit #6
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
Technologies can’t be second-guessed, but don’t be afraid to ask
• “Can I get my data in and out again in a useful format?”• “Is my content backed up?”• “What ongoing costs - licensing, hosting, updates - are there?”• “What standards are being applied?”• “What other risks are there?”• “How are these risks being mitigated?”
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
Open isn’t everything, but it is a large part of it
• Open data formats - XML, JSON, etc• Open Source• Open and transparent development roadmap• Open relationships with tech partners
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
Set your data free
• Culture Grid• Europeana• Wikipedia• Flickr• Tumblr• …develop a simple API…
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
Getting help…
• Ask your vendors and anyone else you do work with• Ask your colleagues• Ask the internet• Ask special interest groups like MCG or MCN• Ask me :-)
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
knowing what users do
habit #7
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
•What do people do with your objects?
•Which is the most popular?
•Why?
•How did they get to them?
•Who shared them?
Measure everything so you can answer things like this:
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
“how engaging is the collections area of our site?”
“is anyone actually scanning that QR code?”
“how much effort should we put in to Twitter?”
“is that ticket promotion code working?”
“is it worth continuing our newsletter?”
“where do people go on our website?”
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
Really, Google Analytics is the only tool you should need.
Get your collections management vendor to put it on your site today.
google.com/analytics
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
out.thirty8.co.uk/ga101
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
do less, better
habit #8
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
“the web offers you the space to publish everything, and it’s much easier to treat it like a hall closet with infinite stuffing-space than to impose constraints”
Erin Kissane, The Elements of Content Strategy
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
We have 100,000 object records online!
I’m not interested. They
don’t have images.
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
Number of object records
Qu
ali
ty o
f re
cord
x
National Museums
Users want this
Museums (Funders?) want this
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
“It has a recording booth that you sign up in advance to use, and you go in and tell a story about an object that is meaningful to you”
objectstories.org
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
don’t be afraid of marketing
habit #9
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
be visual, designed, playful
habit #10
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
Some old thing
Not really much reason to look at this, unless you’re a researcher or a curator
Some other old thing
Not really much reason to look at this, unless you’re a researcher or a curator
More of the same
Not really much reason to look at this, unless you’re a researcher or a curator
An old thing
Not really much reason to look at this, unless you’re a researcher or a curator
We have hundreds of these
Not really much reason to look at this, unless you’re a researcher or a curator
No idea why this is here
Not really much reason to look at this, unless you’re a researcher or a curator
Hey look, another thing
Not really much reason to look at this, unless you’re a researcher or a curator
Oh, never mind
Not really much reason to look at this, unless you’re a researcher or a curator
You searched for: A thing
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
http://wellcomecollection.org/thecollectors
https://www.rijksmuseum.nl/en/explore-the-collection
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
1. think about (think like) your audience2. understand a bit about how to work with Google3. create social and sociable objects4. iterate, don’t fire and forget5. focus on object stories6. make informed, long-term choices about technology7. know what your users do, and adapt (see #4)8. do less, better9. don’t be afraid of marketing10. be visual, designed, playful
That’s it! Recap..
nice people talking sense about the web | [email protected] | 0800 808 54 38 | © Thirty8 Digital 2015
Images
• Audience: https://www.flickr.com/photos/tattoodjay/4129779298/• Google Lego: https://www.flickr.com/photos/skrb/5067632676• Stretching rack: https://www.flickr.com/photos/thukral/650015443• Fire and forget: https://www.flickr.com/photos/jamessteel/515548930• Music graph: https://www.flickr.com/photos/remiforall/3019989956
Thanks…
Any thoughts, questions, etc…?
@m1ke_ellis
thirty8.co.uk / courses.thirty8.co.uk
