museums content strategy_conxarodà
TRANSCRIPT
Conxa Rodà @innova2
WeAreMuseums Berlin, June 2, 2015
Museums Content Strategy: Connecting
Collections to People
Museu Nacional d’Art de Catalunya Barcelona
The Museu Nacional d’Art de Catalunya in 4 images: a lot of stories to tell!
MobileStrategy
Comms.Strategy
Marketing Strategy
DigitalStrategy
Content Strategy
USERExperience
Lots of strategies going on
ALL strategies
to serveUSERS needs
Photo: Conxa Rodà
MUSEUM AS A CONNECTOR
Audiences
Conxa Rodà @innova2
Questions
Why?missionobjectivesvalues
For whom?audiences
What How?assets contentoutreach channelsengagement platforms
Workshop run at @MuseuNac_Cat
We need intelligent content!
Intelligent Content Conference, San Francisco 2014
Content strategy plans for the creation, publication and governance of useful, usable content.
Kristina Halvorson
How do you make smart choices to ensure the content types, tone and media in an experience support that experience in a way that’s appropriate to the brand and useful to ist audience?Easy. That’s content strategy
Margot Bloomstein
Getting the right content to the right user at the right time through strategic planning of content creation, delivery and governance.
Content Strategy Alliance
Why is Content Strategy important for my museum?
Because... we have tons of existing content
we need to strategically plan our content needs
optimize time, resources, workflows
involve the rest of the museum
Is your content fit for purpose?
Let’s Get Real Conference_Culture24 title
Focus on delivering meaning over information
franklygreenwebb.com
Do labels explain what visitoprs want to know? They atract attention when they do
Storytelling
Are we telling what people want to know?
Source: www.slideshare.net/josemariapalomares/delivering-powerful-presentations-353377955
www.vangoghmuseum.nl/en/nature-and-the-artist#7
Storytelling at the new Van Gogh museum website
Plan Analyse Create Communicate Evaluate
5 main components of a Content Strategy
Excerpts from the Museum Content Strategy Workshop run together with Tijana Tasich at Museums and the Web and MuseumNext 2015
Content strategic plan
Goals Audiences Governance Workflow Measurement
PlanAnalyseCreateCommunicateEvaluate
Content Strategy
Content audit
https://moz.com/blog/content-audit-tutorial#h3-2
https://docs.google.com/spreadsheet/ccc?key=0Aupv-89nVqawdGdPTFZmeEUxSnIwdW9UWmFFWlVlVkE&usp=sharing#gid=0
What makes content GOOD?
Image source: http://ywmovement.org/why-science-causes-people-to-leave-the-faith-and-how-to-fix-it/
Wanted: clarity and consistency
Content & Design equilibrium
Image source: http://helloseocopywriting.com/9/post/2014/03/content-or-design-which-comes-first.html
The museum old website2004 - 2014!!
The Museu Nacional collection on the revamped website
www.museunacional.cat/en
Image: http://blocs.gencat.cat/blocs/AppPHP/tribunadarqueologia/files/2012/06/atapuerca.jpg
Content findability: don’t make users guess
Image: http://www.btv.cat/btvnoticies/wp-content/uploads/2013/10/071013acumulacioR.jpg
Content accumulation: clean up!
Is our content unique?
Image: http://pixshark.com/quotes-about-being-different-and-standing-out.htm
PlanAnalyseCreateCommunicateEvaluate
Content Strategy
Courtauld Gallery - www.beyondthelabel.info
Metadata as content
Image: http://melbel.hubpages.com/hub/Meta-Data-for-SEO
BLOGS
Connect-community-museums-staff
Acknowledging users’ contributions (UGC)
http://blog.museunacional.cat/en/museum-seen-by-instagramers/
PlanAnalyseCreateCommunicateEvaluate
Content Strategy
Out of the box: collaborative platforms
WikipediaGoogle Art
project
Europeana
Collections/Content
PlanAnalyseCreateCommunicateEvaluate
Content Strategy
•
Image: http://cgce.es/2009/wp-content/uploads/2010/06/puzzle.jpg
Strategy must be INTEGRAL
web
Open Content
Social Media
Online Collection
e-Publishing
Interactive Museography
Mobile
Online/onsiteIntegration
CooperativeTools
Training
Content Strategy Mapfor Museums
Institutional Web Digital Projects
e-Marketing
© Conxa Rodà
Education
web
Open Content
Content release under Creative CommonsLinked Open DataWikipediaEuropeanaGoogle Art ProjectArt BabbleArt FinderOpen peer ReviewCrowdsourcing
Social Media
Online Collection
e-Publishing
Interactive Museography
Mobile
Online/onsiteIntegration
DigitizationVisualisationStorytellingSocial tagging
Augmented RealityMultitouch tablesMultimedia LabMultimedia audioguideAccessibility3D PrintingVisitors’ participation
web 2.0BlogCommunitySharingCo-creation
AppsMobile webMobile tours,QRGamificationGeolocationm-commercem-learningWearables, iBeacons
CooperativeTools
Training
Content Strategy Mapfor Museums
Digital Networking Wikis Cloud
Working methodsCross-departmental collab.Digital proficiencyDigital preservationAnalytics
Institutional Web------Virtual toursMultimedia gallery Virtual classroomOnline LibraryDigital ArchiveAccessibility (WAI)e-PressSstreamingPodcastsSEO/analytics
Digital Projects
Net-artVirtual ExhibitsCollective data mining
e-Marketing
MembershipTicketingShopHiring spacesFundinge-mailing
© Conxa Rodà
Multichannel Visitors’ engagementUser-generated Content
Education
e-Learning, MOOCsEdu-projectsGames
Scholarly cataloguesE-booksMagazinesEducational materialAnnual reportsPrint-on-demand
Image: www.desmotivar.com/desmotivaciones/170165_no-tengas-miedo-a-los-cambios
Challenges?
Digital Content challenges
integration of the digital content
multichannel
greater integration online / onsite
better analytics
overcome the resistance to change
training
Recap
Know your organisation and audiences
Create content for YOUR audiences
Keep content useful, engaging, consistent
Get rid of useless content: clean up!
Spread the culture of content in your museum
Build content strategy achievable and sustainable
Final take-aways
Content is not a one-person task!Nor a one-department either
Images: www.jpvillani.com.ar/tag/sisifo/ http://nurianetworking.com/featured-slider/community-manager/
Danke schönThank you
Gràcies!
Conxa Rodà @innova2 Museu Nacional d’Art de Catalunya www.museunacional.cat
WeAreMuseums#wam15