Seb Chan and Angelina Russo, Planning for Social Media

Planning Social Media for Museums Museums and the Web, Indianapolis 2009

Jerry Watkins Jerry Watkins has a 20-year track record in communication strategy, design and production. He has provided creative consultancy to some of the world’s leading companies. Jerry is currently working with UNESCO and UNDP on digital content creation programs for community media organisations in Indonesia, Nepal and India.His research examines participatory design and interactive systems. Senior Research Fellow Swinburne University of Technology Sebastian Chan Sebastian Chan has a background in social policy, journalism and media criticism as well as information technology, and has been building and producing websites and interactive media since the mid-1990s.His other interests include electronic music and digital art, and he has produced and managed large scale national and international events and festivals in these fields. Sebastian runs the popular blog Fresh+Newer - digital media in museums Head of Digital, Social & Emerging Technologies, Powerhouse Museum Angelina Russo PhD Dr Angelina Russo is Chief Investigator of the Engaging with Social Media research project. This draws together three major Australian and one US cultural institutions to examine the impact of social media on museum learning and communication. She is also co-conveynor of www.museum30.ning.com . In 2005 she was awarded the prestigious Smithsonian Fellowship and worked with the Cooper Hewitt National Design Museum (NY) to explore creative new media technologies. Associate Professor Swinburne University of Technology

Agenda Brief overview Strategy for planning and sustaining social media Engagement, experience, environment, evaluation

What are social media? Social media enable ‘many-to-many’ communication supported by web technology Such media can accelerate knowledge exchange through rapid publication, personalisation, content sharing and co-creation They create a new forum within which dispersed audiences - including youth, regional and rural communities - can engage with museums to actively debate notions of self-identity and voice these reflections online

Why use social media? Establish conversation with / between users Build relationships with / between audiences Bring together communities of interest Enhance external / internal knowledge sharing

Summary Experience Onsite and online Engagement Rules of engagement and peer-to-peer management Environment Organisational change and ambient presence Evaluation Quantitative and qualitative

Social media can accelerate knowledge exchange through rapid publication, personalisation, content sharing and co-creation Anticipate inevitable increase in design for social media, social networking and social utility via Web 2.0 platform Can Participatory Design provide a suitable method for design of co-creative social media-based interactive systems? Cultural institutions are losing ground to less ‘authoritative’ sources of cultural knowledge Social media provide an online context within which dispersed communities (youth, SIGs etc.) can engage with major museums, libraries etc. to collaborate; criticise; and/or create new forms of content Substantial technical and organisational evolution required by institutions to implement social media communication strategies Specific design problem General design problem Design Problem

Service Experience What service are you offering? What does it say about your organisation? What does it mean to your audience? What value does it bring new audiences? What memorable experience are you trying to create? What does this experience say about your organisation? What does this experience mean to your audience? What value could this experience bring new audiences? Write a 100 word summary of the service and the experience that it offers Service and Experience

Learning and Communication Engagement Evaluation Experience Environment Social Media Strategy One to Many Many to Many Hybrid (Amazon ) Knowledge Sharing Voice Education Acknowledgement Organisational change Communities of interest Communities of practice Ambient Presence Strategic Conversion Self Management Citation Planning can be informed by strategic purpose of engagement

Communication strategies and media tools Rapid publication blogs, pod/vodcasts Personalisation tags, social bookmarks Content sharing online audio/video Co-creation creation & distribution tools Strategic purpose Appropriate tool Social media can support an increasingly complex community relationship: from conversation to collaboration Conversation Collaboration

Activity #1 Live examples from audience Rapid publication Personalisation Content sharing Co-creation 10 mins

Communication Museum visitors are using already social media to discuss the organisation Are you aware of this? Does your audience want to talk to you? Do you engage or are you eavesdropping? Is your organisation ready to listen?

Activity # 2 Engagement Live example from audience Does your organisation encourage many-to-many communication? In what ways? Are there areas of your organisation that do not respond to feedback? 10 mins

Activity #3 Experience Live example from the audience Does your organisation encourage audiences to tell their own stories? Does it offer platforms for storytelling and conversation? Does it collect these stories? Are there processes for embedding this knowledge into the organisation? 10 mins

Implementation (Part One) STRATEGY TOOLS SUSTAINABILITY Rapid Publication TARGET Content Sharing Co-creation Personalisation ETC. Comms of Practice Seniors Peers/Colleagues Indigenous K>12 Comms of Interest CONTENT SHARING BLOGGING WIKIS PODCASTING -YouTube, Flickr -MySpace, Delicious FOLKSONOMIIES TAGGING FORUMS BESPOKE TOOLS PROJECT SUPPORT KNOWLEDGE EXCHANGE MARKETING EXHIBITION SUPPORT COMMUNITY CAPTURE, DISPLAY, INTERACTION

Activity #4 Environment Choose objective audience tools and technology Consider Sustainability/ scalability Evaluation methods Prepare budget Resourcing Activity: Individuals: objective, audience In groups: prepare a draft plan Comparison to Activity #1

local radio station views comments enquiries uploads/downloads Quantitative visitors participants citation referrals Qualitative community benefits new knowledge existing knowledge socio-economic impacts communities of interest RSS feeds blog wiki social networking sites local newspapers Rapid Publication Content Sharing Co-creation Personalisation Flickr: historical and anecdotal information, images, invite review YouTube: capture stories, upload and invite comment blog: upload exhibition content and discuss issues Implementation (Part Two) folksonomies, semantic web: invite review STRATEGY IMPLEMENTATION PROMOTION TRACKING EVALUATION

Evaluation Self management: rules of engagement Ambient presence Technorati, bloglines, Flickr, YouTube Strategic conversion Connection between physical and virtual Citations Wikipedia, academic, commercial

Activity#5 Evaluation Live example from the audience How does this activity meet organisational objectives? 15 mins

Sustainability checklist Is strategy fit for purpose? Are right people involved? (team, programs) Can you demonstrate value? Responding, personalisation, sharing, creating Management buy-in? Scalability? Can you cope with success technologically and organisationally?

Wider issues Social media enable information sharing response to issues creation of new knowledge / content Cultural authority of museum is derived from primacy of object collections patrimony of museum

Voice v s. Authority Major museums and libraries are hubs for formal and informal communities of interest through public & educational programs Traditional role of ‘gatekeeper of information’ enhanced by engagement/ acknowledgement of community voice Mission of museum is to provide authoritative scholarship and exhibition based on primacy of collections Participation with ‘non-experts’ erodes authority of institution and authenticity of scholarship

Activity # 6 Evolving guardianship Live examples from audience How does your organisation view its guardianship role? Is this changing? How are you negotiating new partnerships and relationships with your audience? 10 mins

Links Watkins, J. and A. Russo, “Participatory Design and Co-creativity in Cultural Institutions”. Museums Australia 2007. http://www.museumsaustralia.org.au/whatwedo.php?pageID=605&fileName=whatwedo&dispModule=twocolnav&contentID=626 Fisher, M. and B.A. Twiss-Garrity, "Remixing Exhibits: Constructing Participatory Narratives With On-Line Tools To Augment Museum Experiences". In J. Trant and D. Bearman (eds). Museums and the Web 2007: Proceedings . Toronto: Archives & Museum Informatics, 31 March 2007. www.archimuse.com/mw2007/papers/fisher/fisher.html Simon, N. “Backwards Interview: My Advice for Incorporation of Web 2.0 into Museums”. 30 April 2007. http://www.museumtwo.com/2007/04/backwards-interview-my-advice-for.html Social Media Conference 2009 http://nlablog.wordpress.com/conference-2009/ New Literacy, New Audiences http://www.cci.edu.au/nla NLA Blog http://nlablog.wordpress.com/ Australian Museum Audience Research http://amarclk.blogspot.com/ PhM Fresh + New http://www.powerhousemuseum.com/dmsblog/ References

Contact Angelina Russo, PhD [email_address] http://nlablog.wordpress.com http://www.museum30.ning.com Sebastian Chan [email_address] http://www.powerhousemuseum.com/dmsblog

Seb Chan and Angelina Russo, Planning for Social Media

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Seb Chan and Angelina Russo, Planning for Social Media