PP8107: Collections in the 21st Century

November 11th 2014PP8110 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/Faceboo/Pinterest/Tumblr page

Prime domain names, (“.com,” especially) have long been 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.

What happens when you don’t claim your handle:

Exxon Mobil failed to claim their name on Twitter and was forced to deal with reputation management problems, when an imposter started tweeting using @ExxonMobilCorp.

The same thing happened to web developer community and book publisher SitePoint, which was forced to settle for @sitepointdotcom, rather than @sitepoint.

Source: Dan Schawbel. How to: Build your Personal Brand on Twitter. http://mashable.com/2009/05/20/twitter-personal-brand/

Some Pointers 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 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/

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

Form groups: some Twitter accounts promote and retweet each other. (“mastermind groups”) — groups committed to helping each other and sharing knowledge, cross-promote. Group applications:• Grouptweet: This app

lets users create groups and broadcast messages to each other via direct messages sent to the group’s Twitter account.

Twitter Groups: This site allows you to tag your followers and place them into different groups. You can then send messages to those groups without needing to send them to each person individually.Source: http://mashable.com/2009/05/20/twitter-personal-brand/

Some Pointers Become known as an expert or resource Twitter is a shorter and more viral form of

blogging, by writing or tweeting about a specific topic, you’ll become known for it and people will gravitate to you and follow you

Twitter has become a filter: experts are relied on to send followers interesting and relevant links.

Remain current: RSS feeds, Google alerts, & share the best content – cross promotion

Highlight interaction: have Q & A sessions, the more interaction you have the more followers will remember you

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/

Click icon to add picture

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