Podcasting, Museums & Info Evolution
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THE NATIONALGALLERY
Podcasts, Info-evolution and the Silent Visitor
A “patchwork” presentation by Elena Lagoudi, Head of Information
22 April 2008
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PART ONE: THE NATIONAL GALLERY PODCAST
• 18 months and growing• What is it? How does it work?• Who uses it?• What is the best use of this medium?• Is a podcast just an audio tour in a new guise?• If not, how it differs?• How does in enhance our museum communications?• What are the institution-wide challenges of launching a new
and unfamiliar means of delivering content?• What are the threats and opportunities?
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PART TWO: AUDIO INTERPRETATION
• What about audio guides?• Our audio interpretation strategy• The SKIM-SWIM-DIVE approach for content development• Interpretative harmony• Ambitions
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PART FOUR: WHAT IS NEW ?MUSEUMS AND THE WEB 2008
Museums and the Web conference, April 2008, Montreal, Canada:
What do museum’s “digeratti” say?
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PART THREE: NEW TRENDS IN INFORMATION USE, PLANNING AND DELIVERY
• But how do “they” search us?• The changing face of information• Internet and the personalised research• Folksonomy and social-tagging: do they have anything to do
with us?• The 21st century freedom of “search”: The Google factor• Subject indexing v. social indexing: from libraries to IDEA
STORES• The gallery of the mind• On site v on line behaviours: do they connect?
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PART FIVE: OUTREACH AND VISITOR STUDIES
• Innovative research about non-native visitors• Cultural contextualising • The AHRC funded University of Westminster research
collaboration• Cultural repatriation of our pictures and the interpretative
challenge
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SUMMARY AND DISCUSSION
• The risk factor• Your feedback?
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Your involvement so far…
Insert image caption here
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iPod + broadcasting= podcasting
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Creators’website
Subscribers’ mobile device
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The podcasting revolution
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Internet’s pirate radio?
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Birth of Museum Podcasts-May 2005- Marymount Manhattan College
“The platform is already out there, in our bags, our coat pockets, on our belts … [W]e have a seamless system for delivering any sort of homemade audio content we want. In a sentence, we are democratizing the experience of touring an art museum” (Gilbert, 2005)
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Podcasts v Audio Guides
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Podcasts on MP3 players
Website downloads
Audio tours
Content
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The National Gallery Podcast is born…
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Considerations
Format, tone, feel, audience
Voice, sonic signature, ident, brand, metadata
Marketing, distribution
Content planning process, sign off process
Photography, copyright, shelf life
Hosting, production sharing
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From launch to now
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What did they say?
Great! I loved it. It brings your
beautiful museum closer to
me. Please produce more. All
the best. JV
Brilliant! Great to see the paintings in iTunes whilst
listening. Looking forward to more -
to use before visits to gallery.
Thanks
Cut the plug for the restaurant. We want to hear about the
art not the food.
A brilliant and uplifting idea,
good to spread the news to a
wide audience.
Fantastic - you're really hit the nail on the head. Podcast is a perfect medium for this sort of thing - please consider making exhibition guides in a similar format either free of charge or at a price. I promise to be a regular customer!
Really like this ,its very good for art students
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…and moreIt's marvellous!
Episode five enhanced: really excellent. Not too long, not too short. Informative and concise. As a painter who works out of doors, I found the Jon Hall piece particularly enjoyable, and I've booked to go to Renoir Landscapes tomorrow. Overall, a really useful adjunct to the National's communications with its public.
Great, loved the pictures!
Wish I lived in London to visit
more often, perhaps a
weekend break is in order!
we live in dublin
It is very interesting to listen from NG in Omsk, Russia!
Nice collections
of rare paintings
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Pod-Wars
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Researching our podcast users
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Where did they hear about us?
National Gallery website
National Gallery enews
iTunes
Other website
Press coverage
Word of mouth
Can't remember/don'tknow
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After listening to the podcast do they feel:
0
5
10
15
20
25
A lotmore
positive:
Slightlymore
positive:
Slightlymore
negative:
A lotmore
negative:
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After listening to it, how likely or unlikely they are to visit the gallery:
0
5
10
15
20
25
30
35
Certainto:
Fairlylikely:
Fairlyunlikely:
Certainnot to:
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The content question: which features did they enjoy the most?
Exhibition features
Permanent collection focusfeatures
Features on educationalevents in the gallery
Collaborations w ith creatives(ie poets, artists etc)
Behind-the-scenes features(eg conservation, the galleryat night)
Celebrating nationwideevents (eg Refugee Week,Black History Month)
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Some specific comments on content:
Discussions with curators and other NG
staff are by far the most interesting and
inspiring
…background info e.g. this month about
Indigo
they are often too serious, too intense, too precious.....they
should relax
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Would they be interested in:
Exhibition audio guides
Lectures and talks
Special series of podcasts on one
discipline Art history features
Features on one specific artist
Genre guides
Art history features (eg themes,techniques, interpretation)
Features on one specific artist (egTitian, Monet, Van Gogh)
Genre guides (eg Guide toImpressionism)
Lectures and talks (egdownloadable versions of the regularprogrammed Gallery lectures)
Exhibition audio guides
Special series of podcasts on onediscipline (eg conservation,scientific, art handling, exhibitionsdelivery etc)
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And some demographics:
25-34:
35-44:
45-54:
55-64:65+: 18-24:under 18: under 18:
18-24:
25-34:
35-44:
45-54:
55-64:
65+:
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Where do they live?
0 5 10 15 20
UK:
- Scotland:
- Czech Republic:
- Holland:
- Poland:
- Sw itzerland:
- USA:
- Other Asia:
- Other (please specify):
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And finally general comments:I've enjoyed my visits using the
podcasts. Thank you for that.
I wish you could issue your podcast in Portuguese so my family and friends that do not understand English could also
enjoy it.
I live abroad and always listen as I am so far away
from my favourite gallery and feel in touch through this
podcastIt's a well
structured podcast which I find interesting.
BLUETOOTH You should make these available in the gallery by bluetooth
even better if each picture had an audio guide
available by bluetooth AT/IN FRONT of the
picture - anyone with a mobile phone could get it.
YES I know this would cost BUT you don't have to do it for every picture -
the highlights say .It is good to see the NG
keeping up with information technology by using podcasts. They are thoroughly lovely in every
way!
The National Gallery Podcast
really is an excellent service and has become
a highlight of each new month.
Whilst being in Australia
obviously limits the frequency
with which I can travel to the Gallery; the
podcast allows me a thoroughly enjoyable and
educational visit. Its great and informative
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Current thinking on content development: the Skim Swim Dive approach
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Skim Swim Dive
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Last year:
The National Gallery Podcast
Be Inspired Tour
Highlights in Chinese
Highlights in Russian
Teach your grown-ups about art
Be Inspired Podcast
Grand Tour Podcasts
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This year:
The National Gallery Podcast
Highlights in Korean/Greek/Polish?
The Director’s Tour?
The Director’s Tour family version?
More podcasts?
Audio Tours for sale/content repurposing?
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Towards an audio interpretation strategy
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Current trends: Museums and the Web 2008, Montreal
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What do the “digeratti” say?
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Something like this:
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Folksonomy
Folksonomy (also known as collaborative tagging, social classification, social indexing, and social tagging) is the practice and method of collaboratively creating and managing tags to annotate and categorize content. In contrast to traditional subject indexing, metadata is generated not only by experts but also by creators and consumers of the content. Usually, freely chosen keywords are used instead of a controlled vocabulary.
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Info-evolution or Info-revolution?
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Time for innovation and intellectual repatriation
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The risk factor
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Questions?
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Thank you