forrest state of design 2011
DESCRIPTION
Presentation given at the National Craft and Design Directors and Curators Conference; State of Design Festival, Melbourne 25th July 2011(Vanilla PDF version of presentation)TRANSCRIPT
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Who, how and how many?
Rethinking relationships withRethinking relationships with audiences
R FRegan Forrest
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Some framing definitionsSome framing definitions
Audience /Market
Visitors / Users
Participants / AdvocatesAdvocates
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Some framing questionsSome framing questions . . .
h d ll ?• What do you really want?– A larger audience?– A broader audience?– A different relationship with your visitors?p y
• Why do you want it?• Why do you want it?– Increased revenueG t di it– Greater diversity
– Deeper impact
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Understanding audiencesUnderstanding audiences
l ( )• Culture Segments (MHM, UK)– Affirmation (11%)– Enrichment (17%)– Entertainment (14%)E (9%)– Essence (9%)
– Expression (13%)Perspective (13%)– Perspective (13%)
– Release (11%)– Stimulation (12%)– Stimulation (12%)
http://www.lateralthinkers.com/downloadculturesegments.html
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Understanding visitorsUnderstanding visitors
• Visitor ‘Identities’ (Falk)– Explorersp
– Experience seekers
Rechargers– Rechargers
– Facilitators
– Professionals / Hobbyists
(Falk, 2009. Identity and the Visitor Experience. Altamira Press)
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So What’s keeping them?So . . . What s keeping them?
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The biggest barriers are often in our own minds . . .
• People there aren’t like me
• I don’t know the norms and codesI don t know the norms and codes
• I’ll draw attention to myself
• Crossing the threshold is a point of no return
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but we can address them. . . but we can address them
• Explore your blind spots and assumptions
• Allow ‘lurking’ spaceAllow lurking space
• Get out and about and ASK
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Other kinds of barriersOther kinds of barriers
• Lack of awareness– Raise profile in new areasp
• Lack of relevanceT ifi d d– Target specific groups and needs
• Inertia horizon– Attach incentives to NOW
• Choice induced paralysis• Choice‐induced paralysis– Taster or ‘highlights’ offers
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Types of Visitor Participation: ‘Me to We’ (Nina Simon, Museum 2.0)
Individual receives Individual
ol
contentIndividual actions are ll t d
interacts with content
nal Con
tro collated
Individual
rganisation
actions are networked
di id lOr Individuals
engage directly
Visitor Participation
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Types of Visitor Participation: ‘Me to We’ (Nina Simon, Museum 2.0)
Individual receives Individual
Web 2.0
ol
contentIndividual actions are ll t d
interacts with content
nal Con
tro collated
Individual TraditionalExhibitions
Self‐organised communities
rganisation
actions are networked
di id lC ll d
InteractiveExhibits
Or Individuals
engage directlyCurator‐controlled crowdsourcing
Exhibits
Visitor Participation
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Social media – everyone’s doing it . . . Should you too?
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One size doesn’t fit allOne size doesn t fit all
• Creators (bloggers & uploaders) 24%
• Conversationalists (status updaters) 33%
• Critics (commenters, raters, editors) 37%
• Collectors (f d d d t ) 20%• Collectors (feedreaders and taggers) 20%
• Joiners (infrequent updaters) 59%
• Spectators (read, listen, watch) 70%
• Inactives 17%Inactives 17%
Source: Forrester Research
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Museums & Social MediaMuseums & Social Media
1. It’s not magic!
2. It’s not compulsory2. It s not compulsory
3. It’s not ‘free’ – costs time
4. Listen, get to know the lay of the land
5 Go where your audiences are5. Go where your audiences are
6. Share, don’t just broadcast
7. Tailor your voice for different platforms and audiencesaudiences
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Some examplesSome examples. . . .
• @austmus, Mr Blobby & @jurassiclounge
• @fieldmuseum &@suetheTrex@fieldmuseum & @suetheTrex
• @museumvictoria
• @QCAGriffith
• @ACMI (tied in with specific exhibits)@ACMI (tied in with specific exhibits)
Source: the TwitterverseSource: the Twitterverse
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Reading listReading list
– Full of practical tips
– FREE online www.participatorymuseum.org
– Case studies and examples of visitor participationof visitor participation (easily adapted to other scenarios))
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Reading listReading list
– Describes and explains the five different visitor ‘identities’identities
– Strategies for reaching different visitor typesdifferent visitor types
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Reading listReading list
– ‘Industrial’ to ‘Knowledge’
D l i i– Developing experience‐based business models
New relationships with– New relationships with audiences
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Some closing questionsSome closing questions
• How would you characterise your current audience?
• What’s the most important way for YOU to develop your audience RIGHT NOW biggerdevelop your audience RIGHT NOW – bigger, broader or deeper?
• What are the barriers and what are the opportunities?opportunities?