pp8107: collections in the 21 st century week 10 pp8110 cataloguing and registration alison skyrme...
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PP8107: Collections in the 21st Century
Week 10PP8110 Cataloguing and Registration
Alison SkyrmeRyerson University
Lecture Overview
Social networking (Twitter, Facebook, Flickr, Pinterest)
Interactive exhibitions (QR codes, podcasts, point & see smart phone exhibitions)
Crowd sourcing
GEO location information
New analytics
New Skills for the Collections Professional
Report from the Institute of Museum and Library Services
“Libraries and Museums are – and always have been – well-equipped to provide critical learning experiences to their audiences, this potential must be further developed, defined, and made more accessible.”
Social Media
How to for collections
Copyright © Steve Nicholls and Strategy Mindset Limited. All rights reserved. Source: http://socialmediainbusiness.com/social-media-applications-guide
Where is your audience?
Facebook/Twitter/Pinterest
“Social media implementations are ahead of their policies”
Policies change very slowly
Mandates, missions and strategic plans were the department of upper management and marketing and were reviewed and updated only periodically
©: Source: http://mybakez.blogspot.ca/2010/05/chocolate-fudge-cake-for-pauls-9th.html/
Dana Allen-Greil, National Museum of American History, Smithsonian Institution; Susan Edwards and Jack Ludden, J. Paul Getty Trust; and Eric Johnson, Monticello, USA. http://www.museumsandtheweb.com/mw2011/papers/social_media_and_organizational_change
Social Media –Why is this important?
You can’t escape – if you’re not officially on social media someone else will do it for you.
If you are actively engaged you can at least keep up!
Know your audience
©: Brad Ross, the Gryphon Perspective Source: http://gryphonperspective.com/2012/03/08/why-i-hate-facebook/
Social Media – Why is it important?
Almost all museums, galleries, archives and libraries are using some kind of social media
The struggle is to keep information updated, organized, relevant and consistent
Villaespensa, Elena (2013). Diving into the Museum’s Social Media Stream. Analysis of the Visitor Experience in 140 Characters.
73% of Fortune 500 companies are on Twitter,
Email is declining as a communication tool
Analysis of “Big Data” can now be done by smaller businesses.
Social Media – Why is it important?
Use has begun to be tracked and analyzed for the industry:
Museum Analytics
Villaespensa, Elena (2013). Diving into the Museum’s Social Media Stream. Analysis of the Visitor Experience in 140 Characters.
This is quantitative, what about qualitative data?
What about the interactivity?
Social Media Has Changed Marketing
THEN
Events Cross promotion Direct Mail Email Print TV/Radio ads
NOW
Search engine optimization
Blogging Social Media RSS Video User created data Mobile devices
From: Webyogi Marketing (2011) Building Social Media Networks. Museums Association Conference. Portland.
Social Media – how has the world changed?
TED Talk: Clay Shirky Adjunct professor in
New York University’s Graduate Interactive Telecommunications Program
People have become the authority
Consumers can talk to the audience in the same way you can
How do you deal with unwanted comments?
Exhibitions and outreach are no longer a one way street!
Social Media - Relationships
Difference: now it’s interactive
There is a give and take
Relationships are built between the public and the institution
Feedback is instantaneous & public
Ryerson Archives: Egerton Ryerson Blog Post
Issues Misinformation Reputation Accountability
Building collaboration
2012Tate Modern “Tanks” Festival Used Twitter as marketing, but also audience
participation and feedback + used data to gather opinion
Interactive comments wall in the gallery Asked “what do you think” with #thetanks Wrote scripts to analyze the data 140 characters is limiting – but tends to be
First reactions.
http://mw2013.museumsandtheweb.com/paper/diving-into-the-museums-social-media-stream/© Museumist, Source: http://museumist.com/2010/02/01/follow-a-museum-on-twitter-day/
Who’s on Twitter? Victoria and Albert : @V_and_A
Leicestershire Museums : @LeicsMuseums
Walker Art Center : @walkerartcenter
East Hawaii Cultural Center : @easthawaiiarts
Sue the T-Rex at the Field Museum : @SUETheTRex
Whale at New York’s Natural History Museum : @NatHistoryWhale
Museum of Contemporary Art : @mcachicago
Museum of London : @MuseumofLondon
© Museumist, Source: http://museumist.com/2010/02/01/follow-a-museum-on-twitter-day/
How to Use Social Media
Get organized Treat this with the same seriousness of any
marketing campaign Pick your battles Cover your bases Don’t over do it Remember it’s out there for good Don’t ignore poor feedback Make partnerships
How do you lay out a plan?
How to use social media
Make contact when interest is high – blockbuster exhibitions, events
Like related pages (e.g. other departments in your institution, museums, libraries, individual artist pages)
Keep current or they will lose interest. Aim for activity once a day, even if it's just to like other pages. Keep the content varied.
Include the URLs of social media pages in marketing Create Twitter, Tumblr, and Pinterest accounts that have links
to Facebook Create a YouTube video advertising the institution's services
and post it on Facebook/Twitter Post opinion polls asking for feedback on social media
content (and services)
Guidelines
Some Pointers Claim your Twitter handle/Facebook/Pinterest/Tumblr page
Prime domain names, (“.com,” especially) are desirable, hard to find and extremely expensive. By not reserving a domain name, the institutions brand is at risk and you may never be able to reclaim it. Twitter account names are starting to be treated like domain names.
Decide how you want to brand yourself & create a policy and plan before before starting, complete a user profile to build followers.
Create a Twitter bio matching other online branding. This is how people will find you and recognize you
Keep up with it but don’t over do it
Mutual branding: employees are on Twitter and can help promote initiatives. Twitter accounts can be branded, so that the avatar has the person’s picture and the corporate logo. (ex. Kodak’s Jennifer Cisney @kodakCB)
ON the same note, keep track of it! You may not want rogue representation of your institution!
Source: Dan Schawbel. How to: Build your Personal Brand on Twitter. http://mashable.com/2009/05/20/twitter-personal-brand/
Some Pointers Establish a social media marketing plan
Just like with any other website or blog, just because you build it, doesn’t necessarily mean people will come.
By using the “@” symbol and either retweeting or communicating with other people, you’ll have some of them responding to you, promoting your Twitter account to their followers.
Just like with any social network or blog, the more people who follow you, the easier it is to grow your already existing community. Retweets and following other people are two essential ways to get new followers.
Content is key, it is vital to make sure you produce consistent, quality tweets.
Some Pointers Third-party applications: apps below will
help you stay in touch with your industry, reach audiences, save time, calculate interactions
Twellow: Find people in your industry to follow and connect with using this Twitter yellow pages guide.
Tweetbeep: Keep track of your brand reputation by getting alerts through email when your brand is mentioned on Twitter.
Tweetmeme: Put a button on your blog that allows your readers to more easily retweet your posts.
Source: Dan Schawbel. How to: Build your Personal Brand on Twitter. http://mashable.com/2009/05/20/twitter-personal-brand/
Social Media Handbook
Ensure all content is associated with your institution
Content quality, consistency
Adherence to accessibility guidelines
Adherence to mission Guarantee good
representation
What to include: # keywords Logos Approved photographs Accessibility steps Links to other
institutional resources Guidelines for
responding to negative feeback
Visual branding
Source: Simon, Nina. 2009 http://museumtwo.blogspot.ca/2008/10/how-and-why-to-develop-social-media.html
Licensing agreements
What are you agreeing to? Twitter: https://twitter.com/tos“You agree that this license includes the right for Twitter to provide, promote, and improve the Services and to make Content submitted to or through the Services available to other companies, organizations or individuals who partner with Twitter for the syndication, broadcast, distribution or publication of such Content on other media and services, subject to our terms and conditions for such Content use.
A photo posted on Twitter remains the intellectual property of the user but Twitter's terms give the company "a worldwide, non-exclusive, royalty-free license (with the right to sublicense)"
Instagram: http://instagram.com/legal/terms/“Instagram does not claim ownership of any Content that you post on or through the Service. Instead, you hereby grant to Instagram a non-exclusive, fully paid and royalty-free, transferable, sub-licensable, worldwide license to use the Content that you post on or through the Service, subject to the Service's Privacy Policy, available here http://instagram.com/legal/privacy/, including but not limited to sections 3 ("Sharing of Your Information"), 4 ("How We Store Your Information"), and 5 ("Your Choices About Your Information"). Facebook: https://www.facebook.com/legal/termsFor content that is covered by intellectual property rights, like photos and videos (IP content), you specifically give us the following permission, subject to your privacy and application settings: you grant us a non-exclusive, transferable, sub-licensable, royalty-free, worldwide license to use any IP content that you post on or in connection with Facebook (IP License). This IP License ends when you delete your IP content or your account unless your content has been shared with others, and they have not deleted it.
Licensing agreements
What are you agreeing to? Flickr https://www.flickr.com/creativecommons/ "the license to use, distribute, reproduce, modify, adapt, publicly perform and publicly display such Content on the Service solely for the purpose for which such Content was submitted or made available.”Allows for creative commons lisencing
Crowd Sourcing/Tagging
What is it?Example: TagasaurusThe good and the bad…Issues: Is this digital slavery?
© Rob Cottingham. Noise to Signal. Source: http://www.gamip.org/summits/switzerland-2013-nesting-peace/crowdsourcing/
Crowd Sourcing/Tagging
What is it? Why use it? Didn’t the
cataloguers already do this? Why do it again?
What are the tradeoffs?
Crowd Sourcing/Tagging
Outside vendors: TagasaurisMuseum run:
Powerhouse Musem, Sydney.
Examples: how does this work?
Using the audience to add search vocabulary to images.
Faster. Cheaper. Subject tags are often
done using controlled vocabularies (accurate but not vernacular language)
Didn’t the cataloguers already do this? Why do it again?
Issues
What are the drawbacks?Too vagueToo specific InaccurateBiased (or
worse)
How do you get around this?Review tagsSuggested tags
promptingTest drives
Augmented Reality
Context and photographs
Click icon to add picture
Augmented Reality
Superimposing digital information (image, text, video, audio) on real space/time to enhance understanding, user experience, & knowledge.
Accessed through personal devices (phones, tablets)
©: Brad Ross, the Gryphon Perspective Source: http://gryphonperspective.com/2012/03/08/why-i-hate-facebook/
GEO location
“Then and Now” has always been a theme in photographic collections: Derek Flack for BlogTO Alden Cudanin
Increased connectivity and technology have increased the possibilities: Europeana 1989: We Ma
de History (History Pin) Ryerson Architecture au
gmented reality Layar Augmented Reality
Examples
Pox and the City: http://poxandthecity.blogspot.ca/
Smart phont interactivity: http://myorpheo.com/our-applications/
Augmented reality docent: http://museumblogging.com/, getty: http://www.getty.edu/art/exhibitions/north_pavilion/cabinet/index.html
Google Art
A museum of Museums
And More!
21st century
Changing landscape of collections
Click icon to add picture
21st century skillsHow are things changing?
Source: Institute of Museum and Library Services, http://www.imls.gov/about/21st_century_skills_institution.aspx
21st Century Societal Shifts
Source: Institute of Museum and Library Services, http://www.imls.gov/about/21st_century_skills_institution.aspx
21st Century Skills
Rise of creative, non-routine, interactive skills Creativity Collaboration Communication Critical thinking
What skills will you need?
Source: Institute of Museum and Library Services, http://www.imls.gov/about/21st_century_skills_institution.aspx
21st Century
Movement since the 1980’s Move from Collections centered to catering to
the public Education rather than collections as items
become more expensive No longer the white tower Collaboration, engagement, transparency,
ethics
The New Museuology
Using altmetricsto work with the public
EXTERNAL Online survey from the homepage* Review of other museum sites, including
award winners INTERNAL
Phone interviews with target users (12) Technology assessment Review of existing research Conference attendance and participation
SF MOMA website review
What did they find?
18.56% Business/Finance/Tech Professionals
16.47% Students 12.28%
Architects/Designers 8.68% Teachers/Educators 8.38% Other 7.49% Artists
6.89% Healthcare professionals
6.29% Professors/Art Historians/Researchers
3.89% Museum/Gallery professionals
3.29% Retired 2.99% Publishing
Professionals 2.69% Scientists/Engineers 2.10 % Lawyers
Who where their users? (Initially SFMOMA thought they were scholars, educators & researchers)
What did they find?
Teach me about art! How are you different
from other museums? SFMOMA is just a place to
see art. Help me find what I need. Help me plan my trip
What did the users say they wanted?
Help me find what I need. 65% - Getting information
on current exhibitions 43% getting info on hours,
directions, parking 14% view collections
What would you like to do in the future? 61% find out if a specific
work is on view 47% receive event
reminders 40% watch videos of
artists, lectures, interviews
What did they find?
Used Pinterest, Facebook, Wikipedia and Twitter analytics to see what really resulted in lasting impressions and new visitors
2012 – Facebook remained the most powerful tool
Europeana Social Media Review
Web Presence & Realities
Indianapolis Museum of Art
Their goal was to become transparent in their activities – open and inclusive.
Smart Phones & Tablets
Copyright Accessibility
What’s on the
Horizon?The New Media Consortium publishes a
report looking at emerging technologies and their impact on museum education and possible time-lines for adoption of
the technology.
Click icon to add picture
What’s on the Horizon?
BYOD EX:
National Museum of Scotland: Capture the museum
Crowdsourcing EX:
Smithsonian’s National Museum of American History
1 Year or less adoption
What’s on the Horizon?
Electronic Publishing EX: MET publications
Location Based Services EX: Wikipedia Nearby
2-3 Years adoption
What’s on the Horizon?
Natural User Interfaces EX:
Science Museum, London: Universe of Sound Preservation and Conservation Technologies
EX: CHIN’s Digital Preservation Toolkit EX: South Australia Museum
4-5 Years adoption
What does this mean for jobs?
Curators & collections managers need to start thinking beyond digitization and display
There is no such thing as no online presence for a public institution
New technologies need to be used with restraint.
Preps may now become programmers?
What does that mean for the physical museum?
Nina Simon points out on Museum2.0 that the innovation must be continuous.
What happens when the online user experience is open but the museum is not?
How do you do that? ROM ID Clinics, Augmented Reality RIC collections talks
This involves a collaboration between curators and “tech” people.
Great blogs you should see
Museum 2.0: http://museumtwo.blogspot.ca
Museum Blogging : http://museumblogging.com/
The museum of the Future: http://themuseumofthefuture.com
Muse 21: http://muse21.tumblr.com/
Sources
Fuchs, Jenni (2012). Museums and Pinterest: An Introduction. Museum Diary.
Holley, Ros (2012). Crowdsourcing: How and Why should Libraries Do it? D0LIb Magazine.
Institute of Museum and Library Services (2009). Museums, Libraries and 21st
Century Skills (IMLS-2009-NAI-01). Washinton, D.C.
Villaespensa, Elena. Diving into the Museum’s Social Medai Stream, Analysis of Visitor Experience in 140 Charcters. Museums and the Web 2013. Portland.
Muse21. What is Pinterest, and why should Museums Care? 2012.
Museum Blogging (2012). Museums and the Horizon Report.
Homes, Ryan. 5 Ways Social Media will change the way your work in 2012. Forbes online.
Webyogi Marketing (2011) Building Social Media Networks. Museums Association Conference
http://museumtwo.blogspot.ca/208/12/open-letter-to-museums-on-twitter.html