Notes from Google days

Digital change: Seizing the digital opportunities online 25.03.15 Baltic

http://weareculture24.org.uk/google-arts-council-culture24-conference-newcastle/

#artsdigital on Twitter

Matt Locke

http://storythings.com/

'Digital after digital, 5 ways your audience is changing that doesn't mention technology' @matlock @storythings Matt@storything.com Let's get real is very tactile approach to approaching audiences. Five ways your audience is changing that doesn't mention technology:

Image shows use of technology over time, left by age goup and right by types of

device 1. Time Peek times for digital products. Need to consider when peeks in media use Smart phone 50% used all day across age democratic 2. Habits How hard would it be to give up these technologies? Internet very difficult to give up but social media very easy to give up 3. Comfort Safe and secure in use of media Sharing information and using technologies Using social media and chat or IM most insure 4. Trust Recommendations from people I know- real people telling others that a site or app is suitable Consumer opinions online another form of trust 5. Life-stage Happy during marriage % Stages of happiness during marriage

Session 1 Feeding cultural content into other channels Jane Finnis, Culture 24 James Davis, Google cultural institute Emma Pybus, TW Museums Craig, BALTIC Dawn James, tricycle theatre Sarah Leech, corner house

James Davis

Google cultural institute Digital cultural survey nests and ace 800 organisations publishing online content Three ways Organisations put content on Google arts platform Wikipedia controlled by the community but controlled by the organisation Second way User generated platforms where individuals can add their voice Social media platforms using a host site and people upload or make comments and interact Third way Curating and producing content for a platform writing in Facebook for Facebook Curating content in a particular channel Creating content in a channel Google Cultural institute Free no financial transactions take place Began as Google art project five years ago with three strands: Art project Historic moments World wonders Art project 745 collections worldwide currently Virtual tours of museums, for people who are considering visiting in future Individual art works outside of the curators context Images can be zoomed into at great detail 3D imaging will be brought in soon

Example: Street art, the archive provides high res photography to record street art as it changes and gets replaced with new images. Historic moments Online exhibition platform to tell focused stories Google don't curate at all they provide tools for curators to use the site for them selves World wonders Street views combined with artefacts around the world for people to plan visits The lab Visit in Paris series of experiments Using cardboard surrounding a smart phone and a lens they have be able to create virtual reality Emma Pybus TW Museums Nine cultural venues across the North East Approached by Google to work on their art project, fits with their digital strategy captured four venues online. How it works Example: Laing Gallery Supply Google with floor plans so that they can understand the dimensions of the space. Need the space privately so that they could capture the inside of the venue and make a 3D image. They can choose to miss out rooms, blur content to ensure only public areas are displayed or copyright images are protected. High res images of significant works have been an excellent tool for education and education.

Googles aim fitted with TW museums priorities regarding digital and sharing content redeveloping their ten websites to include accessible footage. They're aware individuals plan their visits based on the time required. Corporate hire has been a benefit as individuals can get a sense of the venue before booking Cultural tourist like to get a sense of the collection first Google promote through their social media channels increasing their audiences Creating

visits to corporate website, noting the number of people who are clicking through to the site as a result from the partnership Buy in from the staff has been visual to get the director on board to inform all staff and highlight the benefits Assuring criticism that this doesn't replace a physical visit it just provides an alternative Tools are free if you're a public organisations

Craig Astley

BALTIC BALTIC has no permanent collection Expectation of feeding in new content across both sites BALTIC and Baltic 39 Pinterest is used to showcase each floor during each exhibition Instagram image based behind the scenes, challenge was it was inconsistent in content and interest. Changed to staff and artists taking over the account to give new narrative. Gave a new voice showed content as it evolved and was developed.

Jesse wine artist take over Logistically just handed over the account details to the artists Had to unblock account once when an artist was travelling abroad, had to both sign in at the same time and confirm activity wasn't suspicious. Then used various members of staff to show what area of work they're involved with.

Chris technical manager, taking over the Instagram account to illustrate what was happening during the installing of the Jason Rhodes exhibition. Vicky Workshop leader for events for schools and young people Gary and Sarah Library and archive, help people understand how to access the archive and what academics and researchers can use in the BALTIC Dan Teens and young people programme week of activity ended up meeting Lauren Lavern Using Instagram resulted in: refreshed and reanimated the various spaces In 8 months they have tripled the numbers of followers They've shown more personality and insight for audience to understand a 1:1 experience of the organisation in various area of the work

Dawn James

Tricycle theatre @dramadawn @tricycle theatre

Trike under 26 membership engagement online Free to join 10 tickets in theatre and 5 in cinema Aimed to bring in more independent young people bookings

Paid different social media platforms to test how people engage online and which works best between YouTube Facebook and Twitter cards Google analytics worked to compare the various platforms to demonstrate which was drawing in more new audiences Facebook power end tool- more freedom to target audiences, upload emails of the individuals who signed up to time, then every time they log on to their Facebook account they receive targeted adverts on their Facebook Found to be very effective method in terms of new audiences and return

An example used was the Dissidents Trailer sharable over various platforms and a short introduction to the play Twitter cards Led generation card, people able to sign up to the mailing list by signing up through Twitter as opposed to signing up. Specktricks isn't compatible with Twitter cards They're is more work to be done at the data captured isn't possible to use Takeover 2015 Selfie stations and manifesto booths Google event tracking, seeing who scrolls to the bottom of the page or watches a video Expanded video adverts commissions specifically for under 25 audiences

Sarah Leech

Cornerhouse/ home

Twitter is important part of their digital activity. The last scene of Romeo and Juliet cast fell into the Victoria pools during rehearsal causing 25 retweets interest from Lynn Gardner

Twitter competitions

Cornerhouse house find studio ghibli films very popular which led to a competition asking followers when studio ghibli was established. One follower took his response further and submitted an illustration of Totoro holding a sign saying established 1985. Corner house reached out to the artist and asked them to design a Xmas image. This led to becoming most popular artist for the Sketch-O-Matic project where artist drew vistors as they went into a photo booth .

Experiment scribbler Giant mechanical pencil that comes to life when you tweet a message and they get printed off by the pencil and then are hung up for audiences to read Rude ones are removed prior being hung Over 450 messages have been received so far Challenges with content Lining up staff in each department to take part but some not natural story tellers Providing guidance about what content to provide Marketing team provide guidelines on how to produce blog or video content. They provide feedback to help nurture vloggers development and help shape the content they produce Cornerhouse audience has expectations about the content produced. When people add tweets people expect quick responses to questions Last minute requests require more consideration, team has to consider principles, let people express themselves, is content suitable is it interesting etc before they will respond Measuring and evaluating Facebook insights, hoot suite, google analytics Identifying KPIs to help provide a structure Evaluation needs to be actionable @sarahmleech Sarah.leech@cornerhouse.org Questions and Answers Q-Google cultural institute National glass centre they don't have permanent collections is this ok?

A-Yes we have organisations which don't have physical spaces. It's about how you want to tell your stories and how we can achieve that. Q-How easy is it to update? You have access to the CMS tools and you can make changes as you see fit A-Dawn have you been able to measure the Twitter cards against Twitter feeds? Does it tend to become a marketing scheme ( false) Every time we send out a Q-Q-Twitter cared we achieve around 12 sign ups We're fairly new to it and we not sure if it's really working out for us? A-Dawn I've been told it's a lazy way of reaching audiences, for me see mist, etc is better and makes more sense. Photo albums do receive boosts Photographs of rehearsals get more than photographs of artworks of the show 'Friends with Power' has bugs but is more useful tool to use. Q-What do you think the value is better creating content and engaging with audiences? A-For me it's about providing alternative perspectives and allowing people explore their own interests. You can tell a more complete story with alternative perspectives. We have mainstream audiences who can be introduced to content through this method. Q-has concerns on risks of dependence on external tools cropped up? A-What is the risk? Q-Services being withdrawn, Privacy etc? A-Dawn target Internet, helped that if someone has signed up into our mailing list they are opting into this process. We have added into this our policy's and consulted with legal to ensure its ok Services from Google the time involved was consuming but worth the investment. We only had to calculate a small amount of cost risk. I see Google as a reliable partner and not a small organisation how we archive this information and store in the long term is a question for us.

Session 2 get found: a practical session with Google search quality team Sven Naumann, Google Four steps to get found in Google

Accessibility be technically sound

Value appear in search

Display attract users

Mobile reach users ACCESSIBILITY Working on your site's visibility: doing it yourself vs. hiring 3rd parties (I.e. SEOS) Questions to ask are in the help centre for Choosing a SEO Can your site be crawled? Is it being indexed? 60 trillion individual pages constantly growing on the web Crawling that means we follow links from page to page The index stores all content it's over 100 million gigabytes and constantly growing Google uses algorithms and ranking to order the index and select the most appropriate and relevant content. This includes over 200 factors and the freshness of the content Health check enter site:example.com and see where it comes up in the Google search Webmaster tools Google.com/we masters/tools It's private comprehensive and fresh Fetch as Google Will show you the layout of how the search will be displayed. You can. Then modify how the content is displayed VALUE What do they like the most Using meta data from your website th rough Google analytics you can see how many clicks, impressions and CTR you have received Who's recommending you? Links to your site Who links you the most and your most linked content Are you up to date?

Top site issues- critical issues like malware that need attention now All issues including site issues etc DISPLAY Events what's on page interesting for users as it informs what is immedately happening with the organisation Events in search results Type in 'organisation' and then 'events' Coding: aggregating rating and "rating value" picture taken Data highlighter Select elements with the website so that a code can be flight to markup how information Is displayed Referencing other pages in your may page can content all the channels you are using. This will help cross over between channels MOBILE "50% of people said that even if they like a business, they will use them less often is the website isn't mobile friendly" Optimise for fingers showed different examples of how desktop versions of site are accessible on mobile phones. Consideration for mobile users should take place.

Mobile checklist Have a mobile friendly site Allow crawling of all CSS, JS and other resources Use modern technologies like HTMLS Check your redirects dont serve errors for smartphone users

Session 3 What can your business learn from some young YouTuber? Eddie Berg, Independent Consultant Charlie McDonnell, charlieissocoollike Kelly Greaves, you tube Teenage panel, a level students Jen Walton, Olivia Fryer, and Fintan Kealy

Eddie Berg Recommended read: Knife of never letting go Patrick Ness Trilogy chaos walking Struggling to find an authentic voice Movement towards a decentralised structure with freedom of exchanging information Video positive 89 Britain's festival of video and new media art

Video landscape of tomorrow seminal work all Nam June Paik 1973 Electronics Superhighway. Described as the founding father of video art.

Subscribers to YouTube channels are in the millions for the most popular. Examples include:

Onedirectiknvevo 15,534,912 in first place Girl online ZoeliA 7,669,438

Charlie McDonnell Charlieissocoollike

Running since 16 became full time at 18 he is now 24 Creates blog posts, short films, fun science for educational audiences and music videos Why it was a success? Being as authentic as I can Be passionate I engage in other YouTube channels I am consistent as possible with up loads Once a month then became once a week Made a series of short films five all directly funded through YouTube I'm on all the social media channels Twitter is 2nd to YouTube

Example of his Fun Science: Sound Educational video 'I'm scared' was most engaging with 100's of uploaded videos but a lot less subscribers

Kelly Greaves @kellygreaves81

YouTube Video producer background Brought to YouTube to be a part of next lab workshops and skills development for YouTubers Opened Tottenham Court Road space in London Howard Hugh's old hangers, Los Angeles, New York, South Palo, Japan and opening one in Germany Need 5000 subscribers to enter its free. They do production workshops as well

YouTube.com/yt/playbook

Baltic youth panel QA to Panel

Fintan Kealy, Jen Walton and Olivia Fryer

What makes the sense of community you create? I actively try to make a singular connection to individuals through YouTube and try to direct it to one person or a specific person How has collaborating with others affected you? There are enough YouTubers out there to find the peers with similar interests that have a shared point of view There is always a barrier with content when generating content. Do you think it's harder if you don't have the right equipment?

It probably does which makes me sad; I had very basic equipment at the start. Burrowing and using basic tech. I'd like to think content is key and having passionate for something Do you think there should be a bigger push on education using YouTube to help with revision and education? I didn't make this content for curriculum in mind but I think there is a push for it. GCSE science channel YouTube is very good for making accessible content which is used as a revision tool for young people. What are Tate looking to achieve? They want to inspire younger audience through YouTube Tate want to tap into that audience they currently have 35,000 subscribers and want to improve upon that number I told them to collaborate with a young YouTuber and have it link to music, fashion. Etc Use them as the presenter as they have built the audience themselves and know how to reach them Is there a line you would come up against the DIY level that you have come from and now achieved? It has a different feeling and it is something that I wrestle with. Do you think young people mental wellbeing is impacted upon when creating content online? Definitely I went from 100 to 4000 after a newspaper promotion and feeling responsible for these people. A lot of my audience is younger than me and I want to positively impact upon them and hope I can influence them in a positive way for their own future. Do you check your Google analytics No not unless a business asks me for information. My demographic is now late teens and early 20s? Crash course- over 25 YouTubers who help educate younger audiences What should galleries and theatres do to get young people in through the door? Free pizza (various agreed free food draws in young people) I'm an arty person and enjoy attending I don't need an incentive to go to a venue but I might be different to others Getting involved makes you feel a part of the space and allowed to return with confidence to future events because you feel more confident with the space.

We have separate strands and brand and have separate Twitter accounts for young people (for example freehand FACT) are you happy with this or does it put you off? We like owning a part in the organisation and feeling you're involved in it. It's nice that it is a part of a larger organisation.

Session 4: Using data analytics to build audiences online Sejul Malde, Culture 24 John Benfield, RSC Rhiannon Davies, audience agency Jen Chapman FACT Joanna Jones, V&A Sejul Malde Culture 24 Analytics Improve business by gaining knowledge which can used to make improvements or changes The value of becoming an analytics orientated organisation Challenging organisational assumptions things to consider: Supply v demand Reporting v insight Inwards v outwards

Completed v changing Thinking v action Data v people

Need the human interpretation How do you build the resources and skills to work with data

John Benfield Royal Shakespeare Company

How do we work out what we are delivering is effective for our audience? Is your content fit for purpose? The synopsis story: A synopsis is one of the first pieces of content which is uploaded to the web so it present for audiences the longest. After tracking page views it was noted that the synopsis for a performance never falls below the top five page views for any of our plays. Content group to discuss how they present synopsis and created changes to its display.

Changes included: From word to audio synopsis Then changed to video Renaming synopsis to the name of the play itself and brought all these elements on the same page Someone describing the work in a short video etc

Impact Found this generated significantly more views and increased sales How we create content Target audiences Release highbrow written content first for our traditional core audience and then release video and aid content at a later time

Rhiannon Davis

Audience agency What is audience finder? National audience data and development programme, enabling cultural organisations to share, compare and apply insights 526 organisations have now signed up across England Box office reporting Audience surveys Hit wise analytics tool built into dashboard for majority of participating organisations What is Hitwise? Powered by experience Provides analytics on a variety of metrics about a site as a whole Standard metrics provided by audience finder are location, upstream traffic, downstream traffic and mosaic profile of online visitor profiles Allows us to compare physical and digital audience Putting the data into practice: Northern Stage case study Receiving and producing theatre based in Newcastle Programme a range of work. Interested to explore what difference if any exist between physical and online audiences. Identified three audience segments: Senior security vintage value and modest traditions Generally older age group, Majority retired, how they made up 7% physical audience and 25%online audience:

Possible reasons regarding Programming Showed Christmas shows No major shows In February adaptation of Sebastian caulks novel set during WW1 By comparing statics of Northern Stage bookers with the website users it was possible to identify patterns and behaviours of the audience and the type of people who are put off booking online

Started to consider the possible causes Phone booking Pricing Programming Mailing lists Distrust/ lack of confidence with online booking Navigation issues What next? User testing Focus groups Longer comparison period Next looking at programming for March to May Facebook advertising analytics

Jen chapman

FACT Building a buzz

The need Changing from quantative data to more qualitative data to understand the personality and preference of the audience member. Created the following:

Socially active

Thinkers and makers

Busy main...(missing)

Home comfort lover

Adventure seekers

Selective explorer

Started considering different way of asking questions to the audience similar style to Facebook questionnaire which tell you something about yourself. For example: What sandwich are you? How dirty is your mind? Tested questioning during type motion exhibition which explored the personalities of typography and how text could convey emotion depending on its style.

A buzz feed style quiz

A resource-lite personality survey Segment existing and potential audiences- more focused on personality and level risks the individual was willing to take to see what personality types come into the space. Create data Collect data Collect emails Build relationships

A result would be: You are OCR-A (pictured) Got the experts involved to decide which text worked with which audience segment that FACT had created. So whilst audience members felt they were learning what text style most suited them, the data was actually enabling FACT to learn more about the audience that attended the exhibition and their interests.

Use audience segments to devise questions consulting with staff and typographers to decide upon the questions Try and make the quiz fun We described the person in a positive way to make them feel they had a good experience. This was tested it and modified and the tested it again Sync with email provider .mailer to get those on their mailing list to take part Then they launched it'll Evaluate They found that people wanted to do it the test because they wanted to find out what text style they were.. Findings:

The process lasted 8 weeks

They gained 550 unique views

70% completed the survey

Of 385 completed surveys, only 16 people submitted their emails

15 were brand new What didn't work?

Review email sign up

Ask beginning ask before results

Tidy up sign-up information

Be more scientific

Work more with. External partners

Promote more extensively outside galleries/ more social media encourage more sharing launch earlier

Joanna jones

VA @jokjones J.jones@vam.ac.uk

Site contains over 100,000 assets

Content audit template

Content users want

Content the client wants

Content that exists

Cross overs in these sphere sections become the priorities Looked at page views, length of time on pages and bounce backs Terminology and what people are looking for don't match with what we have online Looked at Pinterest and Twitter handles, instagramy Facebook Contemporary language increased sharing activity online For example VA used to index used to be sequence art which meant comics Lolita and steam punk art manga style Japanese fashion

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