Digital Strategy

Web Strategy

• ‘Traditional’ models of engagement – Web1.0

• Main corporate website• Project websites• Online collection

• New models of engagement – Web2.0

• YouTube• Facebook• Blogs• Flickr• Twitter

Main Museum website

Online collection

Project/Exhibition websites

Audience Research

• Browsers – casual, incidental or non-specialist interest visitors motivated by leisure, aesthetic, family, social, informal educational or self-improvement.

• Searchers – intentional visitors who are focused and self-motivated, exploring and pursuing a formal or informal interest or hobby.

• Researchers – intentional visitors driven by academic, professional or strong personal interest.

Three behavioural types of virtual museum user:

• Schoolchildren

• Teachers

• Families

• Researchers

• Pre/Post-visit

• No visit

Online Audience

“The web is an important tool for engaging visitors and users, widening and deepening access to collections, stimulating and enticing additional visitors…”

“There is a clear demand for detailed, contextualised information about and interpretation of objects and collections on the web…”

“Different user types have different combinations of needs and seek different types of information...”

Further Findings

What’s the problem?

• Passive, one way relationship

• Museum– content provider– content deliverer– broadcaster

• Audience– consumer– receiver

That’s all folks!

Or it could be….

New Models

• Audience-specific

• Web users are now more sophisticated

• Increased/greater expectations

• Online experience for its own sake

• Experience in their space

• Experience on their terms

The progression towards a digital museum

• Ambition 1 – to build community interaction with the Museum

• Ambition 2 – to disseminate knowledge

• Ambition 3 – to provide an online and onsite experience

• Ambition 4 - to exploit emerging technologies to improve service delivery

•

Blogs

Flickr - museum content

Flickr – users content

Flickr - links

YouTube

Facebook

Second Life

Image courtesy of Sling Combined Stories (http://research.richcollaboration.com)

“…out there the world is a beautiful place with mountains, lakes and the human race…”

“I want to see virtual reality where you move into a room and it tells you information and it is realistic…”