28 June 2010 at The Lightbox, Woking · Using new media Page 4 of 22 Martin Bazley and Nicole Smith...
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Using new media to engage with audiences 28 June 2010 at The Lightbox, Woking Presented by Martin Bazley and Nicole Smith. In association with Renaissance South East
Transcript of 28 June 2010 at The Lightbox, Woking · Using new media Page 4 of 22 Martin Bazley and Nicole Smith...
Using new media to engage with audiences
28 June 2010 at The Lightbox, Woking
Presented by Martin Bazley and Nicole Smith.
In association with Renaissance South East
Using new media Page 2 of 22 Martin Bazley and Nicole Smith
Using new media to engage with audiences
Overview .................................................................................................................... 3
Introducing New Media, including Social Media ......................................................... 4
Some social media tools and their uses .................................................................. 5
Wikipedia .............................................................................................................. 10
Google maps and Tripadvisor ............................................................................... 11
Planning appropriate use of social media ............................................................. 12
Creating a short film ................................................................................................. 13
Why do it ............................................................................................................... 13
How to do it ........................................................................................................... 14
Creating a podcast ................................................................................................... 15
What is a podcast? ............................................................................................... 15
Why do it ............................................................................................................... 16
How to do it ........................................................................................................... 16
Other areas to be aware of ....................................................................................... 18
Accessibility in new media .................................................................................... 18
Digitisation ............................................................................................................ 18
Copyright – Creative Commons, IP issues ........................................................... 19
Audience development and evaluation ................................................................. 20
References and links ................................................................................................ 21
Finding suppliers ...................................................................................................... 21
Glossary ................................................................................................................... 22
Using new media Page 3 of 22 Martin Bazley and Nicole Smith
Overview
This guide was produced for the course „Using new media to engage with audiences‟
delivered on 28 June 2010 by Martin Bazley and Nicole Smith on behalf of
Renaissance South East, facilitated by Jo Graham.
It is aimed mainly at people working in non-technical roles in museums and heritage,
and offers a brief overview of some of the ways new media can be used to engage
with audiences.
„New media‟ here means digital media, including social networking tools. We are not
covering emerging or other specialist technologies here.
Martin Bazley
Martin Bazley is an Online experience consultant and Director of Martin Bazley &
Associates www.martinbazley.com , providing websites and digital project
management, evaluation, user testing, consultancy and training to the cultural sector.
Almost all his work comes via direct referral from clients and contacts. Martin has
more than 10 years' experience of developing, evaluating and project managing
online resources and a whole range of other digital technologies.
Martin Bazley spent 7 years as Internet Projects Manager in the Learning Unit at the
Science Museum, London. Prior to this he taught for 8 years in a range of schools,
and subsequently worked on e-learning projects for MLA South East, before setting
up the Martin Bazley & Associates consultancy.
Martin is also Chair of www.digitallearningnetwork.net the Digital Learning Network
(DLNet) sharing ideas and offering support through events, networking and advice,
where you can register for free and find others in your area.
Nicole Smith
Nicole has a background working in Archaeology (in particular archaeological
computing) and also as a coordinator for eLearning at Higher Education institutions.
After a post as Assistant Curator in Surrey, Nicole currently works as the New Media
Museums Education Officer for Hampshire County Council Museums Service.
Specialising in the use of technology to improve access to collections and the use of
new media to support the work of museums, Nicole is currently working on a project
designing new media-based school sessions for Basing House in Hampshire. She
begins a PhD in October researching into how the web can be better used by the
cultural and heritage sector to share our collections and knowledge.
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Introducing New Media, including Social Media
Technology is becoming cheaper and easier to use, and in the last few years a
whole new range of options for engaging with audiences have become available,
often labelled „social media‟.
This document aims to raise awareness of the possibilities and offer onward links to
look at the broad range of options available: whether you have £50 to produce online
videos, or £5000 to digitise a collection.
Examples of new media are
- social media
- digital photography
- video production
- digitisation of collections (photographing / scanning)
- making digitised images accessible online
- etc.
Specific social media services include Facebook, YouTube,
Twitter, Flickr, Posterous, Tumblr, Slideshare, WordPress and
Blogger, Wikipedia, (Del.icio.us).... etc
„Social‟ because these online tools make communication and sharing really easy,
and have created a real buzz in the last few years. Whether or not you choose to
join in, people are or will be talking about your museum online, so it makes sense to
understand how these tools work.
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Some social media tools and their uses
WordPress and Blogger
Description
WordPress and Blogger are sites that provide free (and subscription-based) blogs to
users. WordPress can also be used to create and update simple websites.
A blog (abbreviation of web-log) is an online journal where users can add content to
a website to share thoughts, images, articles, links, etc. Each piece of content
added to a blog is referred to as a „post‟. Writing on a blog site is called „blogging‟.
Blogs can be subscribed to so that users receive updates when content is
added/changed. Blogs usually have a commenting options and this is often well
used for conversations about the subject being discussed in the blog post.
Uses
Blogs tend to be managed by individuals and sometimes are based around a
particular interest (some curators blog about their daily routines) but are being used
more and more by organisations and institutions as a way to communicate with
individuals in a more casual manner than that used by their public website. This is
not however always the case (see East Anglia Museum of Rural Life example
below). Blogs are an opportunity often to speak with a different voice. Some
museums use blogs to talk online to specific audiences (see Dulwich Picture Gallery
blog example below).
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Examples
The Museum of East Anglian Life uses WordPress to power its main public website.
The blog is their main mode of online communication. They pull in lots of other
content from other social networking sites that they are using, including Flickr and
Twitter.
DulwichOnView - blog, Facebook, Twitter, Flickr. DulwichOnView is a blog set up
specifically to target younger potential visitors to the Dulwich Picture Gallery without
alienating their existing audience.
www.commoncraft.com/social-media-pack (social media, social networking videos)
Description
Facebook is a social networking platform that began as an online space for Harvard
students to chat online and to make „friends‟ with other students. The platform grew
quickly and was opened up to all web users over 13 years of age. Facebook allows
users to locate other users using names, email or group affiliation, and then to make
„friends‟ with users allowing following of users‟ activities within the Facebook
platform. There are a growing number of tools that can be used to extend Facebook
as well as enabling linking to other social networking platforms.
Uses in museums
Facebook provides opportunities for museums to advertise events and exhibitions
using Fan pages that Facebook users can link to. Facebook offers the potential for
building online communities and for promotion of projects and competitions as it has
useful information sharing tools.
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Examples
The Tate Facebook fan page is used by all of the Tate sites to discuss forthcoming
events and to share information. One very popular post is a daily image that is sent
out to „Friends‟ of the fan page that is inspired by that day‟s weather report. A great
way to remind users of your institution every day without seeming intrusive!
The Tate fan page has brought together a completely artificial community of users
who are fans of one or more of the Tate sites. It is a great example of how
Facebook (and any social networking tools) can be used to communicate with
audiences in a way that would not be possible away from the online world. For
instance, the fan page facilitates conversations between Tate fans that would never
meet in real life as they frequent St. Ives rather than the London site.
The Brooklyn Museum fan page is a very active site
The Willis Museum in Basingstoke uses Facebook to communicate with regular
visitors to the museum. Sending invitations to friends when events and new
temporary exhibitions are coming up.
There is some very useful
guidance Facebook and social
media in general on this blog
www.museummarketing.co.uk/2010/02/02/facebook-for-a-museum-part-1/
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www.commoncraft.com/social-media-pack (twitter and twitter search)
Description
Twitter is a platform for micro-blogging. This is a form of blogging where you can
share what‟s going on by posting messages to others and by receiving them also.
The messages are called „tweets‟. Twitter is unusual as it only allows 140
characters for each tweet sent. This ensures that it really is „micro‟-blogging, and
tweets are updated regularly and easily. Tweets can be read and posted at
www.twitter.com or through other applications. For instance, many Twitter users
tweet using their mobile phones. Other terms include – „Followers‟ – other users of
Twitter that are following your tweets; „Retweet‟ – reflecting a tweet you like out to
your own network – this can mean some messages spread virally extremely quickly.
Uses in museums
There are lots of museums using Twitter to communicate with interested parties.
Twitter is mainly used by museums to maintain their profile or to make
announcements. There are some instances of museums using Twitter to run
competitions; but beware, this is very time-consuming and should only be done if
there is appropriate staff time available for this offer.
MuseumsNext blog has a good step-by-step guide to using Twitter: www.museummarketing.co.uk/2010/01/19/step-by-step-guide-for-museums-getting-started-on-twitter/
Examples
Museum of London Facebook, Twitter, Flickr, YouTube
Geffrye Museum Facebook Geffrye Museum Twitter
Some museums on Twitter www.followamuseum.com/uk.html
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Flickr and YouTube
Description
Flickr and YouTube are examples of file-sharing sites. These are websites that allow
users to share content online; uploading images (Flickr) and/or videos (YouTube) for
other users to see. Flickr and YouTube are only two examples; there are hundreds
of file-sharing sites to choose from. Flickr is the most popular for photos, and
YouTube for video content. Once videos have been uploaded to the site, a
description can be added and then content can be tagged. Tagging is a way of
associating keywords with content. For example a video about a World War II
exhibition at Westbury Manor Museum in Fareham may have the tags: Fareham,
WestburyManor, Hampshire, HampshireCountyCouncil, WWII, WorldWarII, war,
army, battle.
Uses
File-sharing sites are being used by museums to quickly and easily share videos and
images that would otherwise take up lots of room on their own websites. The great
thing about using file-sharing sites is that they take the strain memory-wise hosting
your memory-heavy content.
Examples
The London Transport Museum ran a photography competition called „My suburbs‟
through Flickr that was very successful and resulted in a collection of images that
they could possibly now accession into their collections.
The Manchester Museum uses YouTube to extend its museum. They have lots of
videos that discuss objects relevant to their collections, but at different locations.
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Many of their videos were developed as part of their project: Collective
Conversations.
National Maritime Museum ran the Astronomy Photographer of the Year competition
through Flickr. Users uploaded photographs that they had taken of the night sky to
enter a competition. The competition was hugely successful and is an example of
how social networking sites have made it possible to run competitions with little or no
resources that would have been impossible to host in the real world. NMM
contacted Flickr initially and explained what they were planning. Flickr worked with
them to develop a robot that looked at all photographs uploaded by Flickr users and
farmed out coordinates that the users had provided to create astrotags. These
astrotags will provide a way of creating in the future a 3D map of the night sky,
placing photographs of the sky in the relevant places in a 3D representation of the
sky at night-time.
Wikipedia
Description
Wikipedia is a wiki. Wikis are websites that enable collaborative creation and editing
of content online. Users can add and edit content across the whole site, and can
also see the history of that content. Users can also „track-back‟ to see previous
content versions and can change the content back to one of those editions. Editing
wikis is very quick and users write in simple mark-up language. A great function in
wikis is the ease with which they enable the linking and cross-referring to other
pages. There are wiki sites that allow users to set up and run their own wikis, giving
other users different levels of access. Examples include PBwiki and WikidPad.
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Uses
Wikipedia pages list very high in Google search results and many museums are
realising the importance of ensuring that there is an entry for their museum, and
keeping it up to date.
At the time of writing the British Museum is experimenting with ways in which
Wikipedia can be used to offer ways into particular collections and themes:
http://en.wikipedia.org/wiki/Wikipedian_in_Residence
Wikis are a good way to provide an online space for collaborative content creation if
a project requires it. They are being used increasingly by Higher Education
institutions to encourage collaborative group projects.
Examples
The British Postal Museum and Archive website hosts a wiki where users have been
adding content around nine themes. The site allows users to add their own
memories of the Post Office to the wiki.
The National Archives has a wiki called „Your Archives‟ where users can add content
that gives their own information about content available in the main
Catalogue/Research Guides/Documents Online/National Register of Archives. The
pages for the National Archives content have links back to Your Archives
encouraging users to add content relating to that record.
Google maps and Tripadvisor
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Description
There are lots of online mapping systems with collaborative elements to them.
TripAdvisor and Google maps are two examples, although there are many other
sites available. Google maps has lots of tools for the creation and sharing of maps
(for example heritage trails, suggestions for days out, etc.). TripAdvisor is a site
where users can add content to an ever-growing reference site for trips. There is an
option to locate places to visit and sites can edit content referring to their own
organisation. Users of TripAdvisor are encouraged to add reviews and comments to
the site descriptions.
Uses
Google maps provides a useful way to illustrate locations, routes, and historical
happenings. Some museums are using mapping systems to suggest tours or days
out to visitors. You could create your own map with points of interest relating to an
event that you hold the collection for and then link to it from your website. Museums
can overlay key sites onto Google Earth, Google maps or other mapping sites to
illustrate information provided on their public website.
Examples
The U.S. Holocaust Memorial Museum and Google Earth have been working
together on the Online Darfur Mapping Initiative, mapping significant photographs,
data and eyewitness testimony over a Google Earth layer.
Planning appropriate use of social media
Three key areas:
1. Choosing the right platform: Understanding how social media-sharing sites
can engage with audiences, especially young people. Why and where to use
social networking platforms for best impact. Using social media to establish
an online presence – which may be slightly different to your main website
identity.
2. Managing content: What content to put up – not every single photo – how
can you make content as compelling as possible? Managing conversations
and relationships.
3. Planning and assessment: How will you measure success? Be aware of
the difficulty of objective measurement.
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There are lots of useful blog posts about social media on this blog:
www.museummarketing.co.uk including for example:
10 questions to ask yourself before jumping into Social Media?
Tuesday, April 20th, 2010
I am looking at a social media handbook, and I am thinking about what questions a member of staff in the museum should think about, when approaching social media:
What are you trying to achieve? What is your goal? Who are you trying to reach? What is the right social media platform to achieve your goal and reach your
chosen audience? Could you achieve this better within the museums website? How much time and resources will this project take, and who will be
responsible for ongoing maintenance? How will you measure success? How will you brand the content to ensure that it is credited as coming from
the museum? Does this fit with the overall goals of the organisation? What will happen with the project long term?
You might notice that I actually only have nine questions here, what would you add to this for a tenth question, or eleventh, twelfth etc?
Creating a short film
Why do it
Virtual tours – rather than spending a lot of money creating a 3D virtual tour that can
take a long time to download, contain no people at all and which can be tricky to
update, give website users a better feel for the atmosphere of your museum through
a short series of film clips.
Curator interviews etc – find out what topics or objects your visitors are interested in
and interview a curator. Edit out your questions, to leave a 1-2 minute film including
titles.
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Showcase education workshops – this can really bring the education pages of your
website to life! Be careful not to make children identifiable (and have a permission
form signed by the school).
Recording events (but keep it short) – if you have any live events or talks going on,
offering these as video or audio can be a good idea – but edit them heavily, down to
not more than 5 minutes.
How to do it
Equipment
Video camera
Tripod (optional) – to get a steady shot
Laptop with editing software (optional) – see below
Microphone for better sound quality (optional)
Edit-free film production
This is where you just film only bits you need in the right sequence, so you don‟t
need to edit it, unless you want to add titles and music. The key to success is good
storyboarding (planning) – and practice!
Although aimed at young people, this guide has a few useful pointers:
www.bbc.co.uk/cbbc/meandmymovie/ And there is the rather basic:
www.familyvideos.co.uk/InCameraEditing.html
Film editing software
iMovie (Apple Mac computers) or MovieMaker (Windows computers) – free with
computer, although for Windows 7 you may have to download it.
Adobe Premiere Elements – lets you do a bit more, like „cutaways‟ (insert a video
clip in the middle of another video clip and keep the audio from the first clip running
underneath it).
New software comes out all the time - Google „easy to use video editing software‟.
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Putting film clips on your website
Upload the clips to YouTube (create your own „channel‟) and either link to them or
better still „embed‟ the clips in the page – that means users do not actually leave
your page to view the video.
YouTube is blocked in some schools and councils (although this is improving) so you
could use another method. Flash is the best format to use for video on the web. If
you get stuck, get in touch.
Creating a podcast
What is a podcast?
The term podcast comes from „iPod‟ and „broadcast‟. The idea is that people can
download a series of audio (or video) clips onto their iPod (or any other portable
player, or their computer)
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What distinguishes a podcast from just putting some audio clips on your website is
the RSS (Really Simple Syndication) feed (an XML web page) that „tells‟ people
when a new episode appears in your podcast series.
Why do it
People often find audio podcasts easier to consume as they can listen while doing
something else – as opposed to having to use the computer.
A podcast takes quite a bit longer to produce (and consume) than a few items on
Twitter, Facebook etc, but people subscribed to a podcast series are generally
happy to wait a month or more for each podcast.
You can use podcasts as another channel for promoting activity of your museum by
getting people to engage with specific topics.
Shortened versions of talks etc can be popular. They will need editing though!
Audio guides are not good candidates for podcasts.
How to do it
Equipment:
Recording device – lots of things to consider here. See references below. You can
just use a microphone plugged into your laptop, provided the sound card is good
enough – try it.
Computer/ laptop with editing software and headphones to listen with (important).
You can just use the earphones that come with iPods for this.
Formats and interviewing...
Your podcast might comprise:
- an interview, for example with a curator
- a package, led by a presenter – in which there is one or more interviews, with
some factual narration holding it all together
- extracts from a talk or event, with an introduction and ending – keep it short!
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Interviewing tips:
- choose an engaging interviewee
- plan things carefully and note them down, but do not script the interview
- keep questions open-ended, and ask just one at a time – pause and listen
- avoid talking or „aha‟- ming while the interviewee is speaking
Audio editing software
There are many programs you can use, but in general Audacity is the best option as
it is free, powerful and easy to use.
http://audacity.sourceforge.net/
In order to save your audio as mp3 files, you will also need to download the lame.dll
encoder – instructions on the above site.
Uploading and promoting your podcasts
This is the most technical bit about
podcasting, but there are lots of free or
cheap ways to get it done.
A good program to try is ePodcast
Express, available for around £20 at
www.industrialaudiosoftware.com/product
s/epodcastexpress.html
What you end up with is a special web page in XML called an RSS feed
– it lists episodes, and shows other computers where to download them.
When you add a new episode to the feed, your subscribers‟ computers
will download it for them. You can also use iTunes and other
„aggregator‟ sites (services offering access to many podcasts).
You can also use www.feedburner.com or similar to monitor the usage
of your podcasts.
For lots more tips and advice contact BBC-trained Rachel Salaman at:
www.audiofortheweb.com
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Other areas to be aware of
Accessibility in new media
Try to maximise the accessibility of your new media resources.
The Web Accessibility Initiative (WAI) provides guidelines for improving accessibility
to online media. The Web Content Accessibility Guidelines (WCAG) are the most
useful when thinking about providing alternative text for images and giving
information that will be most useful to users with software and tools to re-present
data in a more accessible format. www.w3.org/WAI/
Accessibility needs to be considered when thinking about the devices that users will
use to access your content. Will your videos always be seen on a 15‟‟ monitor, or
will some users be accessing your content using their mobile phone, for example?
Luckily, making websites accessible means mostly focusing on fairly straightforward
things, most of which you should do for any audience.
Be aware of good practice in Writing for the web: http://bit.ly/anzaUJ
The Jodi Awards celebrate excellence in accessible cultural websites and digital
media www.jodiawards.org.uk
Digitisation
Digitisation means scanning or digitally photographing objects and documents – like
photographs, manuscripts, printed text, artworks etc – into a digital format so that
they can be manipulated and made accessible online.
There is this easy to read guide: http://bit.ly/9Ca1tN
Another good place to start is Collections Link:
Collections Link
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Copyright – Creative Commons, IP issues
Creative Commons has straightforward licensing
suggestions and links to other content. Many cultural
institutions are gaining wider audiences through
Creative Commons.
As with all content managed and created by museums,
there are copyright and intellectual property right issues
to consider. Here are some of the main points:
Filesharing – Always have a clear statement on your site that explains what the
intended end use is for images if you are asking users to upload content to your site.
If you are intending to showcase them in your gallery afterwards, or include them on
your website, or accession them into your collections, you need to tell the users that
this is the intention. Include a statement about reuse. Try to make the use of the
content time-bound. i.e. we will reuse your photographs on our website for 2 years.
Always respect the intellectual property rights of users providing content, try to
acknowledge content providers. It is common practice to use the user name that the
individual uses in that particular website.
Sharing your content - Try to use Creative Commons licenses for all of your own
online content that is produced using social media. For digital media, have a clear
statement alongside the media explaining what the copyright of the
image/video/audio is.
Re-use of your content - If you have images/videos that you want to discourage
users to reuse then provide only very low quality images/videos. There is also
always the option of adding a watermark that carries your organisation‟s name/logo
so that ownership of the content is more obvious. There is no foolproof way (that
doesn‟t cost thousands of pounds) to protect images/videos from being copied if they
are online. If you have images/videos that you do not want users to reuse, do not put
them online.
Collections Link Copyright Fact sheets: http://bit.ly/aXtIuq
Interview with the Chief of Technology for Brooklyn Museum -
http://creativecommons.org/tag/brooklyn-museum
Creative Commons - Powerhouse Museum case study -
http://wiki.creativecommons.org/Case_Studies/Powerhouse_Museum,_Sydney
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Audience development and evaluation
Successful digital projects have evaluation built into the planning, development and
review stages.
Developing and Evaluating Online Learning
Resources - Guidelines and examples of good
practice:
http://bit.ly/b9xQbk
This presentation has many slides. Slides 100
onwards are about when and why to do
evaluation during project development.
www.slideshare.net/martinbazley/developing-
and-evaluating-online-learning-resources
This small site offers guidance on planning and
implementing audience research in digital
projects, including a short section on social media.
http://onlineaudiences.wordpress.com/
The JISC SCA guidance mentioned in the above site
is at:
http://sca.jiscinvolve.org/wp/audience-publications/
Classroom-based user testing of online resources for schools:
http://www.archimuse.com/mw2007/papers/arbach/arbach.html
www.slideshare.net/museumsandtheweb/mariruth-leftwich-and-martin-bazley-
pedagogy-and-design
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References and links
Joe Cutting‟s website has some great guides for museums looking at commissioning
interactive touchscreen gallery interactives. - http://www.joecutting.com/advice.php
Introduction to Social Media - http://www.commoncraft.com/socialmedia
OOKL content collection and management tool for mobile devices. Paper: A method for creating collaborative mobile learning trails by
Kevin Walker of the London Knowledge Lab - http://www.lkl.ac.uk/people/kevin/walker_convergence2.pdf
Geocaching. Sculptural Travel Bug Project. A project using geocaching to engage
young people with art: http://www.springhurst.org/sculpturaltravelbugs/project.htm
Developing and Evaluating Online Learning Resources - Guidelines and examples of
good practice - Museums Galleries Scotland -
http://www.museumsgalleriesscotland.org.uk/how-we-help-
members/advice/publication/146/developing-and-evaluating-on-line-learning-
resources
Nina Simon‟s new book „Participatory Museum‟ - http://museumtwo.blogspot.com/
Finding suppliers
This is a very frequent request, but unfortunately any specific recommendations or
estimates would be misleading, as costs, timescales and who to use depend so
much on the context and what you are trying to achieve.
The best advice is to ask other people who have done similar projects.
You could start by sending a short message asking for tips and recommendations, to
any of the following email lists:
[email protected] (Group for Education in Museums)
[email protected] (Museums Computer Group)
[email protected] (Digital Learning Network)
Joining instructions etc at www.jiscmail.ac.uk
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Glossary
A glossary for all the terms in this field would be too long to be useful, and in any
case meanings are changing all the time.
If you are unsure about what a particular word means, just Google “what does xxxxx
mean?”, or contact Martin Bazley at [email protected] or 0780 3580 727,
who will be happy to help.
Next steps
Use this space to note down particular references or topics to follow up.
