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Transcript of Digital Strategy. Web Strategy ‘Traditional’ models of engagement –Web1.0 Main corporate...
Web Strategy
• ‘Traditional’ models of engagement – Web1.0
• Main corporate website• Project websites• Online collection
• New models of engagement – Web2.0
• YouTube• Facebook• Blogs• Flickr• Twitter
Audience Research
• Browsers – casual, incidental or non-specialist interest visitors motivated by leisure, aesthetic, family, social, informal educational or self-improvement.
• Searchers – intentional visitors who are focused and self-motivated, exploring and pursuing a formal or informal interest or hobby.
• Researchers – intentional visitors driven by academic, professional or strong personal interest.
Three behavioural types of virtual museum user:
“The web is an important tool for engaging visitors and users, widening and deepening access to collections, stimulating and enticing additional visitors…”
“There is a clear demand for detailed, contextualised information about and interpretation of objects and collections on the web…”
“Different user types have different combinations of needs and seek different types of information...”
Further Findings
What’s the problem?
• Passive, one way relationship
• Museum– content provider– content deliverer– broadcaster
• Audience– consumer– receiver
New Models
• Audience-specific
• Web users are now more sophisticated
• Increased/greater expectations
• Online experience for its own sake
• Experience in their space
• Experience on their terms
The progression towards a digital museum
• Ambition 1 – to build community interaction with the Museum
• Ambition 2 – to disseminate knowledge
• Ambition 3 – to provide an online and onsite experience
• Ambition 4 - to exploit emerging technologies to improve service delivery
•