andrew lewis evalution social media quilts casestudy 2010 06 15

Andrew LewisWeb interactives for Quilts 1700 – 2010Review of evaluation in practise15 June 2010

2

Useful links

Quilt of Quilts

Patchwork Pattern Maker

Follow Andrew on Twitter

3

What can you take away from this session?

Information about how evaluation has been used in a recent

online resource that features user-generated content

Information about what we did that might help you in projects

you are managing

Ideas to consider and tips for potentially useful evaluation

methods

4

V&A online user features

5

What features will this session look at?

Quilt of Quilts

Patchwork Pattern Maker

6

What subjects will this session look at?

What happened and what we learnt, not theory

Defining success/ briefs

Managing a group evaluation to select a developer

Evaluating social content

– Tools

– Social usage, sharing commenting, rating

– Visibility of activity

7

V&A Web Objectives for Quilts: 1700 - 2010

to provide an informative overview of the exhibition, which will add new and permanent web content about this area of the V&A's textile collections

to encourage people to visit the exhibition

to encourage visitors to buy advance exhibition tickets online

to create new permanent web tools that directly support people to create quilts, to create a body of web content of user-created quilts and related work and the ability to upload and to share their work with other crafters in the community

to deliver collection content, new interactive features and functionality in ways that allow them to be integrated with the Museum’s web technology platforms and re-used by in-house development for future projects

to encourage creativity and craftsmanship through quilting

to provide material to supplement the visitor's experience of the exhibition by providing additional information about the quilts and their stories etc.

to promote the V&A and the V&A's world class collection of quilts

Enhance the V&A’s reputation as the leading museum of design and decorative arts.

8

1. Online activity - Virtual quilt

Related to this will be an online, user-generated, ‘quilt’ of people, their photos and their stories. This will bring out the themes of myth and story telling associated with the traditional social aspects of quilt making. It is expected it will be seeded with contributions from staff, artists and others associated with the Quilts exhibition, and will aim to collect postings by the general public, in a welcoming and accessible feature.

The result is intended to be a virtual, online quilt, aiming to establish connections between people based on their connections with quilts in their lives and present them in appealing and unexpected ways. Ideas are welcome for ways in which the content may be regrouped visually, for example by colour or location.

9

2. Off-line activity – Make a quilt from an uploaded image

This activity will be supported by a new feature, a useful pattern-making tool which allows people to upload images which will then be processed to create a downloadable pattern. This will allow them to create a quilt based on their image. This is expected to be able to offer:

image uploading of their picture

the ability to select the size and possibly shape of patchwork pieces, and the number of different colours required, then print out the pattern

The feature will be based around user logon, so that only registered users can upload. It is anticipated that this will be post-moderated

Other user features such as “share this pattern” and comments may also be considered.

10

upload download

11

Manage the process

12

Manage the process

13

Identify what you will evaluate and how

How comments relate to your aims

Response from people with position of influence

Your official web stats package (e.g. WebTrends )

Google Analytics (specify in developer brief)

Admin Interface (specify in developer brief)

Twitter

Facebook

Bit.ly (use + modifier)

StumbleUpon (look at comments)

14

Matching what you do to what you record

Seeding with content that supports ideal activity

Mentioning on your controlled channels – Facebook, Twitter, in-house marketing activity, developer’s marketing activity,

Direct activity - commenting on users

Recording when marketing takes place, and what happens

Looking at responses from specific channels you are using

15

What was created

www.vam.ac.uk/quiltofquilts

www.vam.ac.uk/patchworkpatternmaker

16

Data for activity

Quilt of Quilts (launched 19 March 2010)

– Visits: 19,969

– Quilts submitted: 524 in at least 20 countries and on 6 continents

– 374 comments

– Social activity on site - ~50% have been commented upon and ~90% have been rated by other quilters using the feature

Patchwork Pattern Maker (launched 27 April 2010)

– Visits: 34,363

– Patterns created: 610

Calculated 14 June 2010

17

Tools

Log files from web stats – Web Trends

Google Analytics

Bit.ly

Admin interface built for the feature

18

Comment

19

Comment

20

Comment

21

Comment

22

Global reach

6 continents, 20+ countries

23

Contribution

Equivalent size – 2.5m x 2.0m (520 patches)

24

The more visible you make activity the more it will spread

– On your resource

– On users’ sites

Comments from third parties cab have more weight

Seeding and marketing start things off, ease of sharing can keep it moving

Encourage sharing and competing

Visibility of activity is very important

Thank youAndrew LewisWeb interactives for Quilts 1700 – 2010Review of evaluation in practise15 June 2010