Engaging Youth Audiences with Web 2.0 - Francis Nielsen - Wolverhampton Arts & Museum Service

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The presentation looks at how organisations respond to changing social networking mediums; how they are used by young people to communicate with each other and how to make use of them to convey your message and engage with new audiences

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<ul><li> 1. Engaging Youth Audiences With Web 2.0 Wolverhampton Arts and Museum Service Francis Nielsen Outreach and Social Inclusion Officer</li></ul> <p> 2. Engaging Youth Audiences With Web 2.0 </p> <ul><li>art forum- Gallerys youth art group, running since 2005.</li></ul> <ul><li>art forumwas initially set up to involve young people in regular consultations around the development of the Pop Art Gallery - target youth audience of 14 25 year olds.</li></ul> <p> 3. Engaging Youth Audiences With Web 2.0 </p> <ul><li>art forumdecided to set up a Myspace web profile to coincide with the opening of the new Pop Art Gallery in March 2007.</li></ul> <ul><li>They started by creating a gallery</li></ul> <ul><li>of work they had produced in</li></ul> <ul><li>response to the new Pop Art</li></ul> <ul><li>Gallery. </li></ul> <p> 4. Engaging Youth Audiences With Web 2.0 </p> <ul><li>Many of theart forumgroup have their own personal Myspace profiles and were keen to develop one for their group.</li></ul> <ul><li>art forumwanted to showcase their creative work on their Myspace as part of the launch for the Pop Art Gallery.</li></ul> <ul><li>They wanted to develop a dialogue between other young people and themselves . </li></ul> <ul><li>They wanted to get others involved with their group. </li></ul> <p> 5. Engaging Youth Audiences With Web 2.0 </p> <ul><li>The Gallery was responsible for the logistics of setting the account up, whereas the group were responsible for designing their profile style / layout and content. </li></ul> <ul><li>www.myspace.com/wagartforum </li></ul> <p> 6. ArtForums Myspace Profile(Home page: top) 7. Engaging Youth Audiences With Web 2.0 </p> <ul><li>Benefits of using Myspace? </li></ul> <ul><li>Hereart forummembers tell you! </li></ul> <p> 8. Engaging Youth Audiences With Web 2.0 </p> <ul><li>Chelsea Age 17 </li></ul> <ul><li>"One advantage of having a Myspace for the group ( art forum ) is that it is easier to keep in touch with everyone, and up to date with the latest happenings at the gallery. We set up the Myspace page together, designing a layout and look for theart forumprofile." </li></ul> <p> 9. Engaging Youth Audiences With Web 2.0 </p> <ul><li>Ursula Age 16 </li></ul> <ul><li>"Myspace is great for advertising galleries towards a younger audience as most people who use it are young! Myspace is good because you can reallypersonaliseyour space and its a great way to communicate with current and potential members (forart forum )" </li></ul> <p> 10. Engaging Youth Audiences With Web 2.0 </p> <ul><li>Chloe age 16 </li></ul> <ul><li>"By creating a Myspace forart forumwe can inform many young people on what aart forumincludes. Myspace is quite a modern website, it is used to create a profile about yourself and inform others about you." </li></ul> <p> 11. Engaging Youth Audiences With Web 2.0 </p> <ul><li>Freya Age 16 </li></ul> <ul><li> now thatart forumhas a Myspace we can get lots more people interested in the gallery and interested inart forumbecause we can post pictures and write blogs about events that have taken place inart forumand in the Gallery. Also it is easier to contact the members ofart forumand tell each other of upcoming events. I would recommend a Myspace to any group within a gallery.. if all the galleries in the world had one then we could easily search for galleries and find out what other young groups are doing for galleries across the world. It just opens up communication in such a widenetwork." </li></ul> <p> 12. ArtForums Myspace Profile(Home page: middle) 13. ArtForums Myspace Profile(Home page: bottom) 14. ArtForums Myspace Profile(Home page: bottom - friends comments) 15. ArtForums Myspace Profile(Home page: bottom friends comments) 16. ArtForums Myspace Profile(Home page: Blog Entry): You click on view more to see Blog Entries 17. ArtForums Myspace Profile(blog entry 12.06.07) 18. ArtForums Myspace Profile(blog entry 12.06.07) 19. ArtForums Myspace Profile(blog entry 05.06.07) 20. ArtForums Myspace Profile(blog entry 05.06.07) 21. ArtForums Myspace Profile(blog entry 30.04.07) 22. ArtForums Myspace Profile(blog entry 02.04.07) 23. ArtForums Myspace Profile(blog entry 26.03.07) 24. ArtForums Myspace Profile(blog entry 23.06.07) ) 25. ArtForums Myspace Profile(blog entry 26.03.07) ) 26. ArtForums Myspace Profile(blog entry 26.03.07) 27. ArtForums Myspace Profile(View My: Pics) Click on View My: Pics to see your photos 28. ArtForums Myspace Profile(View My: Pics) 29. Engaging Youth Audiences With Web 2.0 </p> <ul><li>Benefits for Gallery staff of having a Myspace? </li></ul> <ul><li>The Myspace initiated ongoing communication between the Arts and Museum Service andart forummembers outside of theart forumsessions messages, queries / questions and comments through the profile.</li></ul> <ul><li>Young people get in touch to ask whatart forumis all about through a medium they feel confident using never get phone calls from young people with new enquires aboutart forum its either through Myspace or emails.</li></ul> <p> 30. Engaging Youth Audiences With Web 2.0 </p> <ul><li>Benefits for Gallery staff of having a Myspace? </li></ul> <ul><li>The immediacy of the blogs and the personal comments space has proved a valuable feature. </li></ul> <ul><li>Having the Myspace has developed as sense of a community online for the group.</li></ul> <ul><li>Young people can take control of marketing their own events through the use of bulletins and posting messages through Myspace.</li></ul> <p> 31. Engaging Youth Audiences With Web 2.0 </p> <ul><li>Barriers and issues</li></ul> <ul><li>The Gallery has login control of theart forumMyspace due to the need to retain editorial control.</li></ul> <p> 32. MOVING FORWARD </p> <ul><li>We found that we need to refresh our methods of </li></ul> <ul><li>communication to engage with the age group 14 25 </li></ul> <ul><li>Branding refresh: </li></ul> <ul><li>We are researching into latest design trends, looking at high street fashion graphics and magazine styles. </li></ul> <ul><li>We aim to refresh the images that are used within social network sites, as many are out of date. </li></ul> <ul><li>Conducting research: </li></ul> <ul><li>We have conducted a MySpace survey via a bulletin</li></ul> <ul><li>We hosted an art forumfocus group (with incentives). </li></ul> <ul><li>We looked at how do other galleries and museums do it? </li></ul> <p> 33. RESEARCH FINDINGS </p> <ul><li>We found that most young people who took part in the survey find out about events through peer to peer recommendations. </li></ul> <ul><li>The most successful communication tool used at the test event was SMS text messages sent to currentArtForummembers (using a standard mobile phone). </li></ul> <ul><li>MySpaceis still the most popular social networkingplatform for young people in the group, closely followed byFacebook . Other notable sites used areNetlogandBebo . </li></ul> <ul><li>A very small percentage of young people (14 -25) surveyed were signed up toTwitter . </li></ul> <ul><li>A very small percentage of the group surveyed read or comment onblogs , but a high percentage had an interest in taking part in a blogging activity.</li></ul> <p> 34. HOW DO OTHER GALLERIES DO IT? </p> <ul><li>MOMA New York </li></ul> <ul><li> MoMA voices blog posts by gallery staff. </li></ul> <ul><li>Flickr - MoMA syndicated images of the gallery.</li></ul> <ul><li>Flickrmembers events. </li></ul> <ul><li>Brooklyn Museum </li></ul> <ul><li>Target first Saturdays online members in-gallery events. </li></ul> <ul><li>Tag! Youre It! Online tagging game using collections. </li></ul> <ul><li>Brooklyn posseonline membership. </li></ul> <p> 35. USING SOCIAL MEDIA </p> <ul><li>For the future ofArtForumwe want: to enable the</li></ul> <ul><li>participants to use online and mobile tools that create and</li></ul> <ul><li>encourage: </li></ul> <ul><li>CONNECTIONS</li></ul> <ul><li>CONVERSATIONS</li></ul> <ul><li>COLLABORATIONS</li></ul> <ul><li>COMMUNITIES </li></ul> <ul><li>Online and within the real world </li></ul> <ul><li>We would like theArtForumgroup to promote their good</li></ul> <ul><li>work to peers and parents, start conversations about art</li></ul> <ul><li>whilst documenting the artwork and relationships created. </li></ul> <ul><li>We want to create a collaborative space such as an</li></ul> <ul><li>ArtForumblog which will bring together the group. </li></ul> <p> 36. WHY USE SOCIAL MEDIA? </p> <ul><li>It has proved to bring together gallery staff and online and offline participants in a way that has never before.</li></ul> <ul><li>It encourages young people to look beyond the walls of the gallery where anyone can view and comment on the work they produce, opinions they hold and ideas they have.</li></ul> <ul><li>The group can promote future events online, giving ownership to the members. </li></ul> <ul><li>It gives these 'digital natives' added, applicable computer skills.</li></ul> <ul><li>It allows young people to collaborate with gallery staff and even lead on projects.</li></ul> <ul><li>Social media is about task, not technology which means that any activity can include a social media element. </li></ul> <p> 37. SOCIAL MEDIA ACTIVITIES </p> <ul><li>Setting up and designing graphics for an ArtForum blog, inspired by the gallery. </li></ul> <ul><li>Filming participation such as dance and uploading the video to video sharing site (youtube / Vimeo) </li></ul> <ul><li>Writing a review of an exhibition or an object in the permanent collection and posting it onto the blog. </li></ul> <ul><li>Collaborating on a task with another gallery group in the UK or abroad. </li></ul> <ul><li>Photographing the gallery or specific subject and uploading the images toFlickr , and using them within the blog. </li></ul> <ul><li>Find and embed research material about a particular movement or artist such as audio or video fromYouTubeinto the blog. </li></ul> <ul><li>Createpodcastinterviews with gallery staff or artists. </li></ul> <ul><li>Create a calendar of events which the group would like to happen. </li></ul> <p> 38. ONLINE SECURITY </p> <ul><li>The group and staff need to write and adhere to a code of conduct.</li></ul> <ul><li>Everything posted online should be approved by an administrator beforehand, the same goes for comments.</li></ul> <ul><li>Parents of young people aged 18 or under need to be notified when children will be posting online and using photographs or videos of themselves.</li></ul> <ul><li>All login details for online accounts should be kept private. </li></ul>