MUSEUM CONTENT STRATEGY by Conxa Roda (WAM15)

Conxa Rodà @innova2

WeAreMuseums Berlin, June 2, 2015

Museums Content Strategy: Connecting

Collections to People

Museu Nacional d’Art de Catalunya Barcelona

The Museu Nacional d’Art de Catalunya in 4 images: a lot of stories to tell!

MobileStrategy

Comms.Strategy

Marketing Strategy

DigitalStrategy

Content Strategy

USERExperience

Lots of strategies going on

ALL strategies

to serveUSERS needs

Photo: Conxa Rodà

MUSEUM AS A CONNECTOR

Audiences

Conxa Rodà @innova2

Questions

Why?missionobjectivesvalues

For whom?audiences

What How?assets contentoutreach channelsengagement platforms

Workshop run at @MuseuNac_Cat

We need intelligent content!

Intelligent Content Conference, San Francisco 2014

Content strategy plans for the creation, publication and governance of useful, usable content.

Kristina Halvorson

How do you make smart choices to ensure the content types, tone and media in an experience support that experience in a way that’s appropriate to the brand and useful to ist audience?Easy. That’s content strategy

Margot Bloomstein

Getting the right content to the right user at the right time through strategic planning of content creation, delivery and governance.

Content Strategy Alliance

Why is Content Strategy important for my museum?

Because... we have tons of existing content

we need to strategically plan our content needs

optimize time, resources, workflows

involve the rest of the museum

Is your content fit for purpose?

Let’s Get Real Conference_Culture24 title

Focus on delivering meaning over information

franklygreenwebb.com

Do labels explain what visitoprs want to know? They atract attention when they do

Storytelling

Are we telling what people want to know?

Source: www.slideshare.net/josemariapalomares/delivering-powerful-presentations-353377955

www.vangoghmuseum.nl/en/nature-and-the-artist#7

Storytelling at the new Van Gogh museum website

Plan Analyse Create Communicate Evaluate

5 main components of a Content Strategy

Excerpts from the Museum Content Strategy Workshop run together with Tijana Tasich at Museums and the Web and MuseumNext 2015

Content strategic plan

Goals Audiences Governance Workflow Measurement

PlanAnalyseCreateCommunicateEvaluate

Content Strategy

Content audit

https://moz.com/blog/content-audit-tutorial#h3-2

https://docs.google.com/spreadsheet/ccc?key=0Aupv-89nVqawdGdPTFZmeEUxSnIwdW9UWmFFWlVlVkE&usp=sharing#gid=0

What makes content GOOD?

Image source: http://ywmovement.org/why-science-causes-people-to-leave-the-faith-and-how-to-fix-it/

Wanted: clarity and consistency

Content & Design equilibrium

Image source: http://helloseocopywriting.com/9/post/2014/03/content-or-design-which-comes-first.html

The museum old website2004 - 2014!!

The Museu Nacional collection on the revamped website

www.museunacional.cat/en

Image: http://blocs.gencat.cat/blocs/AppPHP/tribunadarqueologia/files/2012/06/atapuerca.jpg

Content findability: don’t make users guess

Image: http://www.btv.cat/btvnoticies/wp-content/uploads/2013/10/071013acumulacioR.jpg

Content accumulation: clean up!

Is our content unique?

Image: http://pixshark.com/quotes-about-being-different-and-standing-out.htm


Content Strategy

Courtauld Gallery - www.beyondthelabel.info

Metadata as content

Image: http://melbel.hubpages.com/hub/Meta-Data-for-SEO

BLOGS

Connect-community-museums-staff

Acknowledging users’ contributions (UGC)

http://blog.museunacional.cat/en/museum-seen-by-instagramers/


Content Strategy

Out of the box: collaborative platforms

WikipediaGoogle Art

project

Europeana

Collections/Content


Content Strategy

•

Image: http://cgce.es/2009/wp-content/uploads/2010/06/puzzle.jpg

Strategy must be INTEGRAL

web

Open Content

Social Media

Online Collection

e-Publishing

Interactive Museography

Mobile

Online/onsiteIntegration

CooperativeTools

Training

Content Strategy Mapfor Museums

Institutional Web Digital Projects

e-Marketing

© Conxa Rodà

Education

web

Open Content

Content release under Creative CommonsLinked Open DataWikipediaEuropeanaGoogle Art ProjectArt BabbleArt FinderOpen peer ReviewCrowdsourcing

Social Media

Online Collection

e-Publishing

Interactive Museography

Mobile

Online/onsiteIntegration

DigitizationVisualisationStorytellingSocial tagging

Augmented RealityMultitouch tablesMultimedia LabMultimedia audioguideAccessibility3D PrintingVisitors’ participation

web 2.0BlogCommunitySharingCo-creation

AppsMobile webMobile tours,QRGamificationGeolocationm-commercem-learningWearables, iBeacons

CooperativeTools

Training

Content Strategy Mapfor Museums

Digital Networking Wikis Cloud

Working methodsCross-departmental collab.Digital proficiencyDigital preservationAnalytics

Institutional Web------Virtual toursMultimedia gallery Virtual classroomOnline LibraryDigital ArchiveAccessibility (WAI)e-PressSstreamingPodcastsSEO/analytics

Digital Projects

Net-artVirtual ExhibitsCollective data mining

e-Marketing

MembershipTicketingShopHiring spacesFundinge-mailing

© Conxa Rodà

Multichannel Visitors’ engagementUser-generated Content

Education

e-Learning, MOOCsEdu-projectsGames

Scholarly cataloguesE-booksMagazinesEducational materialAnnual reportsPrint-on-demand

Image: www.desmotivar.com/desmotivaciones/170165_no-tengas-miedo-a-los-cambios

Challenges?

Digital Content challenges

integration of the digital content

multichannel

greater integration online / onsite

better analytics

overcome the resistance to change

training

Know your organisation and audiences

Create content for YOUR audiences

Keep content useful, engaging, consistent

Get rid of useless content: clean up!

Spread the culture of content in your museum

Build content strategy achievable and sustainable

Final take-aways

Content is not a one-person task!Nor a one-department either

Images: www.jpvillani.com.ar/tag/sisifo/ http://nurianetworking.com/featured-slider/community-manager/

Danke schönThank you

Gràcies!

Conxa Rodà @innova2 Museu Nacional d’Art de Catalunya www.museunacional.cat

WeAreMuseums#wam15

MUSEUM CONTENT STRATEGY by Conxa Roda (WAM15)

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