the epiphany project @ museums development east midlands digital technology workshop

15/04/20231

Monitoring Belper Mill’s Twitter for their March

2014 Launch Event

A case study from the Epiphany Project

Information Science PhD Research

David Gerrard – [email protected] @EpiphanyLboro

2 15/04/2023

Questions this talk (tries to) answer

• Project background – why am I doing this?• What am I doing for Belper Mill specifically?• What have I found so far?• What remains to be done for Belper Mill?• How can you keep in touch?


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The Epiphany Project: aim and objectives

• Does public social media contain evidence that museums have inspired people?

• Build a model of “inspiration”• Ensure it’s relevant to museums

• Use the model to mine / organise social media• Look for potential evidence of inspiration• Assess value of evidence with museum staff


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Definition of “inspiration”

An experience, or set of experiences, combining rational thoughts and emotions, resulting in the

expression or enactment of fresh ideas.


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Planning method and schedule


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Work context


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Technical vision for the system


MuseumsDisplay objectsHold exhibitions

Inspire…

PeopleVisit museums

Follow museums and write about

experiences using…

Social media

Enable social networks and

content publicationEpiphany system

API Client

Finds followersand their blogs from

Focused web

crawler

PassURLs to

Harvests content from

Content analyser

Pass content to

Data stores

Graph database

Business intelligence

Links back to

Logic / rules

Visual-isation

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The Derwent Valley Mills network


Derwent Valley Mills Visitor Guidehttp://www.derwentvalleymills.org/images/stories/DVM_VisitorGuide_12pp_2012.pdf

Name Twitter Name # Followers*

Belper Mill @BelperMill 313

Cromford Mills @CromfordMills 2369

Darley Abbey @DarleyAbbey 1145

Derby Museums @DerbyMuseums 2734

Derby Silk Mill @DerbySilkMill 2340

Derwent Valley Mills @DVMillsWHS 2295

John Smedley @JohnSmedley 3957

Masson Mills @Masson_Mills 4

Willersley Castle @WillersleyHotel 424

* Figures captured on 12th March 2014

http://www.derwentvalleymills.org/images/stories/DVM_VisitorGuide_12pp_2012.pdf

http://www.derwentvalleymills.org/images/stories/DVM_VisitorGuide_12pp_2012.pdf

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Potential effectiveness of the DVM network

Name Screen Name # Followers Following

1 Dermot O'Leary radioleary 2168124 John Smedley

2 Times Fashion TimesFashion 1618672 John Smedley

3 Lonely Planet lonelyplanet 1448692 Derwent Valley Mills

4 Carroll Trust carrolltrust 1255216 Derwent Valley Mills, Cromford Mills

5 Jonah Lupton JonahLupton 730335 John Smedley

6 Martin Zwilling StartupPro 723561 John Smedley

7 Tim Lovejoy timlovejoy 610795 John Smedley

8 E!'s Fashion Police e_FashionPolice 601711 John Smedley

9 GHOST PROTOCOL GHOSTPROTOCOLS 448433 Derwent Valley Mills, Cromford Mills

10 MI6 Crown Carroll CrimeConspiracy 409272 Derwent Valley Mills, Cromford Mills


Top 10 followers by sheer “popularity”

10 15/04/2023



Name Screen Name # Followers Following

Carroll Foundation ConspiracyCase 374307 Derwent Valley Mills

BillionDollar-ID BillionDollarID 302972 Derwent Valley Mills, Cromford Mills

Minimalhome Minimalhome 60921 John Smedley

HistoryClub Magazine HISTORYmag 49718 Derwent Valley Mills, Cromford Mills

collca Collca 43292 Derwent Valley Mills, Cromford Mills

History News TheHistoryBrew 33446 Derwent Valley Mills, Cromford Mills

Culture24 Culture24 30535 Derby Museums

Mercedes-Benz Museum MB_Museum 24481 Derwent Valley Mills

Museums Association museum_news 22898 Derwent Valley Mills, Cromford Mills, Derby Museums

Matthew Ward HistoryNeedsYou 22552 Derwent Valley Mills, Cromford Mills, Derby Museums

Top 10 followers with “architecture”, “history” and “heritage” in biogs

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Derwent Valley Mills network on Twitter


New follower relationships between 1st March and 12th March 2014

12 15/04/2023


Belper Mill

Cromford Mills

Darley Abbey

Derby Museums

Derby Silk Mill

Derwent Valley Mills

John Smedley

Masson Mills

Willersley Castle

Total

Belper Mill 100 37 15 27 27 42 4 0 16 168

Cromford Mills 5 100 12 21 20 44 3 0 8 113

Darley Abbey 4 26 100 45 50 39 4 0 6 174Derby

Museums 3 18 19 100 48 24 2 0 4 118Derby

Silk Mill 4 21 25 56 100 27 3 0 4 140Derwent

Valley Mills 6 46 19 29 28 100 3 0 8 139John

Smedley 0 2 1 2 2 2 100 0 1 10Masson

Mills 0 0 0 0 0 25 0 100 0 25Willersley

Castle 12 44 16 24 24 41 8 0 100 169


Matrix of shared followers (as a percentage of each organisations total number of followers)

on 12th March 2014

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Who Belper Mill shares its new followers with on the network

12th March 2014

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Belper Mill’s Twitter promotion of launch


Belper Mill’s Hootsuite schedule (promoting their launch event on 29th March)

18th March 2014

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Monitoring impact of promotion on network


Starting to monitor the reaction to the Tweets and their impact on the network

18th March 2014

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Next steps – after the launch

• Keep monitoring until mid April• Add the following to the graph:

• Retweets• Tweets linked to the event on the 29th (using the

Hashtag #MillOpening)

• Find out how much value the network really adds• (Hopefully) contribute data to audience plan?


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Next steps – analysis of potential audience

• Capture at least 200 tweets from all 11,000 users• Index them and run a better search:

• Use more detailed topic keywords• Find more relevant people / cut out the spam• Start to use some of Lboro’s emotion research

• Spread the search beyond Twitter:• Start following links from Twitter with a web crawler


18 15/04/2023

Summary

• The Epiphany Project:• Trying to find museum inspiration in Social Media• Monitoring Twitter networks

• It seems DVM network has some potential

• Finding relevant users and content• Employing sophisticated search techniques

• Trying to find data that’s USEFUL for museums• Follow @EpiphanyLboro on Twitter


the epiphany project @ museums development east midlands digital technology workshop

Social Media

cromford mills

masson mills

john smedley

derby museums

content analyser pass

public social media

social networks

dvm network