open data & end user engagement by neil bates from europeana (nl)
DESCRIPTION
NEIL BATES (NL) Europeana, Marketing Specialist His vision: Opening up digitised cultural heritage facilitates new and innovative re-use by developers and end-users alike – ultimately these are the people who create new and meaningful ways to share and engage with culture online. Neil Bates is a Marketing Specialist at Europeana, Europe's digital library, archive and museum. It currently gives people access to over 25 million books, paintings, films, recordings, photographs and archival records in 29 languages. It represents 2,200 partner organisations, including all the great national collections such as the Rijksmuseum in Amsterdam, the British Library in London and the Kunsthistorisches Museum in Vienna. Neil oversees end-user research and engagement together with the creative re-use of collections on social media.TRANSCRIPT
Open Data & End-User Engagement
We Are Museums
6 June, 2013, Vilnius, Lithuania
Europeana is a catalyst for change in the world of cultural heritage. The Europeana Foundation and its Network create new ways for people to engage with their cultural history, whether it’s for work, learning or pleasure.
Europeana’s Mission
Some Facts
• 27+ million items available
• Portal integrating Europe’s digitised books, films, images, sounds, drawings
• 2,200+ Museums, Libraries, Archives and Audiovisual Collections
APENET
Europeana
Louvr
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TEL
Roya
l Dutc
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Ibra
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National Archive
“Open data is such a powerful idea, and Europeana is such a cultural asset, that only good things can result from the marriage of the two. People often speak about closing the digital divide and opening up culture to new audiences but very few can claim such a big contribution to those efforts as Europeana’s shift to creative commons.”
- Neelie Kroes, Vice-President of the European Commission
CC0
Why We ♥ Social Media
We Want More
Social media accounts for less than 2% of overall traffic to Europeana, however users that arrive via this source are less likely to bounce, they visit more pages and stay longer.
Why We ♥ Social Media
We Want More
Social media accounts for less than 2% of overall traffic to Europeana, however users that arrive via this source are less likely to bounce, they visit more pages and stay longer.
In a Nutshell
End-User Engagement at Europeana involves:
‘Cultivating new ways for users to participate in their cultural heritage’
Engagement Concepts
End-User Engagement Programme Europeana aims to connect end-users with cultural heritage content in new and innovative ways.
4-Track Criteria
Innovative
Scaleable
Measurable
Repeatable
The beauty of Pinterest is its low threshold; the more you and your users pin, the more you build awareness of your organisation and collections organically.
Average Time (Minutes)Average time spent on Pinterest, Twitter and Facebook in 2012
Source : Quicksprout
77
36 12.1
Collaboration In Numbers
What we did:
8 Weeks
5 Europeana Partners
10 Pin Boards
225 Images
Social ReferralsPinterest - Europeana.eu - 2012
Data extracted from Google Analytics
Social ReferralsPinterest, Twitter, Facebook - Europeana.eu - 2012
Data extracted from Google Analytics
Pinterest = Quality (Page
Depth)Average number of pages visited in 2012 (Europeana.eu)
Data extracted from Google Analytics
6
4
5
4
Pinterest = Quality (Bounce %)Average bounce rate in 2012 (Europeana.eu)
Data extracted from Google Analytics
37%
56%
52%
75%
Pinterest = Quality (Time)Average time spent on site in 2012 (Europeana.eu)
Users from Pinterest stick around
Users from Pinterest spend considerably longer on the portal and visit more pages than users from other social media sources.
Pinterest: 00:04:10Twitter: 00:03:36Facebook: 00:03:07Site Average: 00:02:22
Social Meida Impacts SEO
Simply by creating a profile description, board titles and image descriptions, we saw the indexing weight of Pinterest. Collections ranked high for top-level keywords (institution, creator, titles).
What can users do?
6th biggest social source of 2012
What can users do?
6th biggest social source of 2012
Driving Re-UseWikipediaInstigating re-use on Wikipedia38,500 visits from Wikipedia298 images on Wikipedia referenced to Europeana and 173 of them are used in articles13.7 million impressions of the 173 images used
What are your experiences?
Thank you
Neil BatesEuropeana Foundation
Europeana.eu / [email protected] / @nbates86