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SocialContractArchaeology:abusinesscaseforthefuture
BrendonWilkins,ProjectDirector,FlagFenLives
LisaWestcottWilkins,ManagingDirector,FlagFenLives
Paperpresentedtothe18th
AnnualMeetingoftheEuropeanAssociationofArchaeologists,Helsinki,31
stAugust2012
PowerPointpresentationavailabletoviewhere:
http://www.slideshare.net/DigVentures/social-contract-archaeology-a-business-case-for-
the-future
Audiencetweetsavailabletoviewhere:
http://storify.com/TheDigVenturers/digventures-at-eaa-2012-helsinki
Abstract
In July 2012,DigVenturespioneeredan entirely newprocurementmodel forarchaeology,
hosting Europes first crowdfunded and crowdsourced excavation at the internationally
significantBronzeAge siteatFlagFen(www.digventures.com).TheDigVenturesapproach
canbest bedescribedas SocialContract Archaeology a value-led archaeology situated
withintheemergingtrendforsocialcommerce,enteringintoasocialcontractwithaswidea
constituency of funders and stakeholders as possible. Assessing the success of this new
businessmodel in terms of audience reach and engagement, this paperwill present key
metrics for breadth, depth and diversity of on and off-line participation, evaluating our
contributiontothepublicgood.
Introduction
Tobegin,andattheriskofmarkingourcardsascyber-utopians,wedliketostartbymaking
anarchaeologicalstatementaboutthepresent:
Neverbeforeinthehistoryofourspecieshasitbeeneasiertouniteagroupofpeoplein
pursuitofacommonpurpose.
Werethinking of course abouttheArab Spring;about the election of Obama; even the
Londonriots.Thisisthedefiningmotifofourage,andourquestiontotheEAAconferenceis:whatdoesthisnowmeanforarchaeology?Howcanweworkthistoouradvantage?
Webelievewevefoundatleastoneoftheanswerstothesequestions.Sixmonthsagothe
custodians of an internationally significant Bronze Age wetland and visitor attraction
approached us. The archaeologywas drying out, the visitor numbers drying up, and the
moneytoexcavatehadlongsincegone.Inthatshortspaceoftimewehave:
Assembledateamofspecialists. Raisedover27,000fromanetworkof250people. Broughtasiteteamofover100peopletogethertocompletea3weekexcavation. Raisedsitevisitornumbersby29%andarenowassessingtheexcavationresultsandwritingamanagementplanforthefuturerunningofthesite.
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Wedliketosharethelearningfromthisexperiencewithyoutoday,andsetthisnewmodel
somethingwearecallingSocialContractArchaeology intoawidersocialandeconomic
context.
CrisisandOpportunity
Its fair to say thatweare the product of the era of austerity, and whilst the following
narrativemaynothaveanydirectrelevancetosomeofourEuropeancolleagues,Imsure
youwillallsharesimilarcircumstances.Castyourmindsback,ifyouwill,totheheadydays
ofJanuary2006.WithLehmanBrothers18months frombankruptcy, thepartywasstillin
full swing and archaeologists were busy bees. So busy in fact, that the biggest problem
facingtheprofessionwasfindingtimetotalktoeachother.
InthatmonthRichardBradleypresentedapapertotheSocietyofAntiquariesarguingthat
thereweretwodifferentculturesofarchaeology:academic,committedtoresearchandthe
pursuit of knowledge; and commercial, devoted to the preservation by record ofarchaeologicalremainsthreatenedwithdestruction(Bradley2006,1).Ifexcavationprojects
were to be fit for purpose, and if we were to fully realise our public benefit as
archaeologists, then bridging this disciplinary schism was themost pressing issue facing
archaeology.Fast-forwardto2012andsuchconcernspaleintoinsignificance.
The Northants Effect looms large on the horizon, with an unofficial 11% cut infrontlinelocalauthorityarchaeologypostscreatingblackholesinserviceprovision
(ALGAO2012).
Withdrawalofgrant-in-aidfortheCouncilforBritishArchaeologyandEnglishHeritagemayyetseethoseorganisationschangebeyondrecognition(Thurley2011).
The tripling of university fees for entry-level archaeology qualifications, for whichthereisasubstantiallydecreasingmarket(Schlanger&Aitchison2012;Horton2012).
Opportunity
And yet it is said that archaeology has never been more popular. Membership of the
NationalTrust,EnglishHeritage,andtheCouncilforBritishArchaeologyisgrowing(Thomas
2010),whilsttheCM&SSelectcommitteeidentifiedthatheritagetourismcontributes20.6
billion to the UK economy (HLF 2010).With no certainty that commercial, academic, or
community archaeology funding models will survive much longer in their current form,
creative solutions are required to square the shortfall in excavation funding. Certain
activitiesremainofflimitshowever,suchasthesaleofartefacts,whicharchaeologistsfearwouldunderminekeymessagesaboutthevalueofarchaeologytosociety.
Butthereareotheralternativesthatstillsitcomfortablywithasocialconscience.Admission
feestohistoricsitesarecommon,whilstTimeTeamandCurrentArchaeologyaretwoof
themostestablishedandlucrativearchaeologybusinessesintheUK.FollowingGarrodand
Williss statement that ...in some cases it may be possible to subsidise the public good
attributesofasite throughexploiting certainof itsothermoremarketableassets,(2002,
50) DigVentures set out to leverage the publics fascination with the past to financially
supporttheworldsfirstcrowdfundedexcavation.
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SowhatareCrowdfundingandCrowdsourcing?
Therearecurrentlyover450crowdfundingplatformsgloballythatcanbesummarisedinto4
different types. These include lending-based; equity-based; reward-based and donation-
based.Wehaveadoptedthereward-basedmodelessentiallyasystemofmicro-patronage
that has been most successful in creative industries such as film, music and drama.Supporterscanlaunchprojectssuchasfilms,records,exhibitionsandrunwayshowsthrough
buyingperks andrewards oncrowdfunding hubslikeKickstarteror Sponsume. Ideas that
maynotfitthepatternrequiredbyconventionalfinanciersthereforeachievetractioninthe
marketplace,supportedbywhathasbeencalledthewisdomofcrowds(Surowiecki2005;
Shirkey2008).
Wecombinedthisapproachwithcrowdsourcing,invitingthepublictobecomepartofour
process eithervia a robustdigitalplatform from thecomfortoftheirarmchairs(in real
time),orwith theirsleevesrolleduponthe site itself. Crowdsourcing isa termcoinedin
2006bythejournalistJeffHowe,whowroteanarticleinWiredmagazinecalledTheRiseof
Crowdsourcing.
Crowdsourcingisawhenacompanytakesajobthatwasonceperformedbyemployeesand
outsourceitintheformofanopencalltoalargeundefinedgroupofpeoplegenerallyusing
theinternet.(2008Crowdsourcing:whythepowerofthecrowdisdrivingthe futureof
business).
Crowdfunding technology is yet to be thoroughly tested in archaeology, although close
parallels can be seen in the citizen science model successfully used by conservation
organisationslikeEarthwatch,whohavesoughttodemocratiseaccesstoscientificresearch
(seeFeyerband1978).ThedifferencewithDigVenturescomesfromtheuseofsocialmedia
tools what have been called architectures of participation to facilitate informationsharing, interaction and community formation (ORielly 2004). Hence our tag line:
Archaeologyinyourhands.
WhoareDigVenturesandwhatisFlagFenLives?
DigVentures Ltd is a social enterprise committed to providing seed capital and building
audiencesforarchaeologyprojectsworldwide.ThecompanywasincorporatedinNovember
2011,andlauncheditsfirstproject,FlagFenLives,on29thFebruary2012.Theprojectwas
fullyfundedbyJune,andathree-weekfieldschoolwasdeliveredbymid-Augustandnow
wearehere,inHelsinki,lessthantwoweekslatertosharetheinitialresultsofourproject.
Flag Fen Lives is a crowdfunding and crowdsourcing campaign, excavation and post-
excavation programme built around the Bronze Age monument of Flag Fen, near
Peterboroughin theUnitedKingdom. The27kof crowdfundedstart-upcapitalwasused
thisyeartoundertakeathree-weekevaluationofthesite,withviewtoconstructingafully
funded five-year researchprogrammeatFlag Fen. This field seasonsworkwastherefore
limitedinscope,andfocusedontargetedtrenchingonthedrylandandtestpitsoverthe
waterlogged structures to assess the impact of dewatering. The aim is to generate data
acrosskeymetricsinsupportofafullyfundedfive-yearexcavationproject.Giventhatonly
5%ofthesitehasbeenexcavatedthusfar,thepotentialforfurtherlearningissignificant.
Asaresearchprojectonaninternationallysignificantsite,theprojectwilladheretoEnglish
Heritages MoRPHE framework. Project partners include Vivacity, The British Museum,
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EnglishHeritage,DurhamUniversity,BirminghamUniversityandUniversityCollegeLondon.
Anevaluationof thecommunityimpactoftheproject (onandoffline)wasundertakenby
publicarchaeologistsfromUCL,assessingthesuccessofthenewmodelintermsofaudience
reachandengagement,andthebreadth,depthanddiversityofonandoff-lineparticipation.
Inadditiontothearchaeologicalimperative,thereweretwoadditionalobjectivesforFlagFenLives:toreinvigoratethefailingvisitorattractionwhichhasexperiencedasharpdecline
invisitornumberssincetheendofliveexcavationintheearly2000s,andtoprovidehands-
on,marketablearchaeologicalfieldskillstrainingtoourVenturers.
SpectrumofEngagement
Thecritique levelled at theuseof socialmedia in archaeology centreson concernsover
digitalparticipationandbarrierstoentry.Howmeaningfulcansocialmediareallybewhen
comparedwith traditional formsofengagementand byextension,how sustainablecan
thisnewmodelactuallybe?
Byanyyardstick,raising27,000fromanetworkedcommunityisaveryrealindicationof
commitment.Peoplepartingwiththeirhardearnedcashisonewayofmeasuringthis,but
wealsoputa rigorouspublicarchaeologyevaluationin place toassessthequalityof the
depthandbreadthofthatengagement,andwewilloutlinetheinitialresultsbelow.
To frame these results and this debate, wed also like to introduce the concept of a
SpectrumofEngagement.Weopenedbysayingthatsocialmediahasgivenusthecapacity
tobringpeopletogetherasneverbefore.Onthatbasiswebelievethatthemoneyweraised
throughcrowdfunding no insubstantial sum isactually secondary to thefact thatwe
havebuiltacommunityofadvocatesaroundoursite.
Wevedonethisbyprovidingaspectrumofengagementlevels,startingwithsomethingvery
small but meaningful (a one click engagement a Facebook share of our Videos) and
graduatingupwardstoactuallyvisitingthesiteorfundingourcampaign.Fromoneminutea
day,to tenminutesaday, todiggingwithus foraday,aweekend,aweekorlonger.This
meansthatpeopleareable tomoveupthescale,andin futureyears, justaseasilymove
down.Thepointisthatweareallpullinginthesamedirection,andifwecontinuetobe
focussedonourventurers,wecanensurethatwecarrythesepeoplewithusintoyears2,3,
4 and beyond. Far from the one-click engagement being ameaningless statistic, it can
insteadbeviewedasanessentialbuildingblockformeaningfulpublicimpact,andthrough
thesemeanswebelievethatwecangrowoursupportyearonyear.
EvaluationVisitorsandVenturers
SusieThomasresearchfortheCBAindicatesthatthereareover200,000peopleintheUK
thatself-identifyasmembersofalocalhistoryorarchaeologysociety(Thomas2010);these
werethepeopleweconsideredtobeourprimarymarket.Whenbuiltthecommunityfor
FlagFenLives,wemadeadeliberatedecisionaboutthetoneofourwebsite,thelanguage
wewoulduse, and themethods of communication wewouldemploy.Weknew that in
ordertoreachourfundinggoal,wewouldhavetogetbeyondourfirstandsecondcircle
contacts; beyond the friends and family boundary that has proved an insurmountable
obstacleforotherarchaeologycrowdfundingcampaigns.
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In order to better understand whether we achieved this, we conducted two separate
evaluations,onelookingatourVenturers,andtheotheratcasualvisitorstothesite.We
lookedatwheretheyheardaboutus,howtheyfeltaboutseeingarchaeologyonsite,what
they learned fromvisiting,what they learned fromdigging, andmost importantly,where
theycamefrom.
Theresultsareastounding.EvenupagainsttheOlympicsandthefirstdecentbitofsummer
weather for 2012, when the lido in Peterborough had 5,000 visitors per day, we still
managedtoraisevisitornumbersatFlagFenby29%.Hereisasnapshotofourinitialresults:
Weengagedover250peopleasfunders(Venturers),from11countries:theUnitedStates,UnitedKingdom,Ireland,Canada,Australia,France,Germany,Italy,Norway,
SouthAfrica,andChina
Wetrainedover120peopleinarchaeologicalfieldskills,includingstudentsfromfiveuniversities and four countries, aswell as retirees and those employed in other
professions
Ourwebsiteandonlinecommunitiesachieved 100,000uniquevisitors Webroughtover 2,000visitors toFlagFenin threeweeks, includinginternational
visitors
VisitornumbersattheFlagFenArchaeologyParkwereraisedby over29%;ofthese,nearly60%hadneverbeentoFlagFenbefore
Estimatedtraditionalbroadcastaudienceof5million WehostedachildrensDigTentincooperationwithVivacity,whichwelcomedover
100children(uptoage12)overtwoweekstolearnbasicskillsandengagewiththe
archaeologicalteam
Whatdidwelearn?
Wehave learnedthat youcan constructanarchaeologicalexperience forthe public that
satisfieswhat they want tounderstand or feel. Its possible to undertake internationally
significantarchaeology ona ScheduledAncientMonument with a teamofall skill levels,
satisfyingresearchimperativesaswellasmakeit sexyandfun.Thekey istoconsiderthe
needs of the archaeology first and foremost. Then, be radically open to how that is
communicated and delivered on the ground. The teaching element is the easy bit; the
hardestpartisbuildingtheteam,andcreatingatribeofsuperfanswhowillgooutintothe
worldandadvocatenotonly foryourprojectbut for theprocess ofarchaeology aswell.
Thesearethepeoplewhowillhelpusexpandourreachandbuildouraudience.
So what does this mean for archaeology? Aswe saw with Bradleys two cultures, even
before the deepest recession in European history, there was a growing unease that
archaeological procurement models were not fit for purpose. Undertaken by different
people,paidforbydifferentsponsors,andwithresultsjudgedanddisseminatedindifferent
ways,theprofessionisdividedandthishasnotbeenservedwellbythepresentclimateof
austerity.
Theradicalpotentialforarchaeologyinadoptingadecentralisedcrowdfundingmodelisthat
wecan correct our inbuiltdrifttowhat economistscallmarket failure. Cultural heritageassetsfallunderthecategoryofpublicgoods,sothetotaleconomicvalue(TEV)cannotbe
limited to the desire of a market actor to achieve, for example, a least cost means of
dischargingaplanningrequirement(Scanlon2011).TEVcanbedefinedasacombinationof
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usevalue(publicparticipationthroughoutreach,opendaysandnon-specialistpublication);
optionvalue(conservation,consolidationandpreservationofarchaeologyinsituforuseby
futuregenerations);andexistencevalue(publishedandaccessibleresultsandfindsforuse
byresearchers).
The public benefit of an archaeological investigation can therefore be measured as acombinationofalltheseaspects,andprocurementmodelswillonlybefitforpurposewhen
theyproduceoutcomesthatmaximisethesevaluestosociety(Wilkins2012).Thetroubleis
that currentprocurementmodelspull usaway from that centregroundaccording to the
primarymissionofthefundingbody.
OurapproachtopublicengagementisnotaboltontoourresearchitstheDNAofour
research,becausewithoutthattotalpublic-facingcommitment,thecrowdwillneverfund
us.Butequally importantly,wemust contribute to knowledge in ameaningfulway, and
ensurethefutureconservationandmanagementofoursites.Thisisourtriplebottomline
ourfullcostaccounting.Itmeasuresanexpandedrangeofvaluesandcriteriaformeasuring
organisationalandsocietalsuccess.Todayweveonlydiscussedtheevaluationofthepublicaspectsofourprojectbutrestassured,wecouldsubmitpapersintothewetlandsession
thatwouldhaveevaluatedoursuccessinthoseareas.Thisiswhatwemeanbyavalue-led
archaeology,andwerecalling it SocialContractArchaeologybecauseweenterintoa
socialcontractwithaswideaconstituencyoffundersandstakeholdersaspossible.Thisis
ourbusinesscaseforthefuture.
Conclusion
Social Contract Archaeology is an explicit attempt to reconnect the paying publics
fascinationwith thepast toour aspirations as archaeologists. It rises toMartinCarvers
challengeinAntiquitytochangethewholebasisonwhichmostarchaeologistsarepaid:nottoridsitesoftheirarchaeologyascheaplyandspeedilyaspossible,buttocreateapastthat
wasnttherebeforeWhatever thefuturebrings,letshangonto this principle:the true
currencyofarchaeologyisknowledge;thatsourgoldstandard,valideverywhere .(Carver
2010,938).
ToextendCarversmetaphor, theprojectaims toestablish a financial value for ourgold
standard,promisingtopaythebearerondemandthesumofoneexcavation.
References
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Wilkins, B. 2012. Where the Rubber Hits the Road: A Critical Analysis of Archaeological
Decision making on Highways Projects in Ireland. In H. Cobb et al. (eds.) Reconsidering
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Springer:NewYork.Acknowledgments
Aprojectlikethisreallydoesinvolveacastofthousands,andwhilstits inevitablewellmiss
peopleoutiftryandlistthemall,werestillgoingtogiveitago!
So thanks, first and foremost toouron site team: Dave Britchfield,Mike Bamforth,Matt
Juddery, Louise Iles,Daniel Juhasz, KateDaviesand sitespecialists BenGeary,KrisKrawiec,
IanRowlandson,FayWorley,IanPanter,andCorneliusBartonandLaurawhosteppedinto
help at the 11th hour. Thanks to Kezia Evans, Tim Schadla Hall and David Prince for
undertaking and offering guidance on the evaluation. Thanks to our partners, Sarah
StannageatVivacity,andEnglishHeritageInspectorWillFletcher,andMonumentWarden
DaveKenny.ThanksalsotoAdrianSmithatEmulusCommunications,JessOgdenandGuy
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HuntatLPArchaeology,andNigelGoughatSISLive.AndnotforgettingAceVenturersSteve
Kiln at the Robert Kiln Trust, Oliver Gilkes and Flora Scutt at Andante Travels.Wewere
helpedonsitebyDavidSavory,StuartOrmeandJamesatFlagFen.
LastbutbynomeansleastthankstotheVenturerswithoutwhomthisworkwouldnever
havetakenplace.Thankssomuchandhopetoseeyouallnextyear!DavidAllsop,KatieArbuckle, Richard Arnopp, Patricia Barber, Philip Barker, Alison Barker, Cornilius Barton,
Charlotte BeattieChristine Beddoe, Duncan Berryman, Sharron Betts, Christopher Booth,
Andrew Borg, Annette Boulton, Fiona Boyd, Matthew Bradwell, John Bratt, Terry Brock,
SuzanneBrown,DebButterfield, JessamyCarlsson,VictoriaCarter,KevinChristopher,Paul
Clabburn,SarahClark,GaryColcombe,StevenCole,DavidConnolly,DavidConnolly,Sheelagh
Conran, JohnCooper, Roger Craven, Deborah Curtis, Christine Cuthbertson, Lynne Davey,
VictoriaDavidson,MargaritadeGuzman,AmieDillon,KeithEdwards,MikeEfstathiou,Joby
Elliott,StewartFerris,AlexFisher,HughFiske,JoeFlatman,HayleyForsyth,EmmaFreeman,
Andrew French, Charlotte, Frost, Steve Gamester, Pippa Gardner, Rebbecca Gibbs, Jamie
Gibbs (SEAT),ClareGillett, LouiseGlasson, SusanGreaney,DorothyHalfhide,TracyHarley,
Neil Hart, Mark Haworth, Sarah Hefford, Sian Hill, Steve Holden, seana rhiannon hovel,Leighton Howells, Colin Howey, Jack Hughes, Susan Ing, Nicola Jennings, Scott Johnson,
Eleanor Johnson, Rhona Johnstone, Maxine Kaye, Dave and Rachel, Brian Kerr, Alice
Kershaw,AnitaKimber,JodieKing,KarenKirk,JackieKirkham,JoanneKirton,KaytLamballe
Armstrong, Cally Langhurst, Matt Law, Eugene Lefeuvre, Penny Lock, Stephanie Lockwood,
Zoe MacDonald, Rena Maguire, Jeffrey Marks, Margaret Massey, Olwen Mayes, Brenden
McIntyre, Tina McNeil, Patrick McNulty, Matthew Miller, Shaun Mitchem, Bob Moody,
DeclanMoore, TracyMorgan,GabrielMoshenska, JimMower, AbbieMuir, PhilipMullen,
TimNash,RayNewton,RachelNorman,JeremyNorman,RosOMaolduin,GillianO'Boyle,
Nina O'Hare, Gill Osler, Andrew Pacey, Catherine Parker Heath, Rebecca Parr, Reena
Pastakia,DianaPerkins,HazelPerry,StuartPierson,TheCelticMythPodshow/attnRuthie
Smith, Lesley Probert, Pip Pulfer, Jessica Ramsey, Miia Ranta, Rachel Renwick, JamesRimmer, Toni Ring, Jacky Robertson, Roy Robson, Gillian Rowe, Ian Rowlandson, Susan
Royce, Joanna Russell, Bronwen Russell, Gloria Sanders, Emily Sanders, Mike Sarna,
christopherScott,FayeSharpe,NickShepherd,ItaSherlock,MarySherlock,LouiseSherratt,
Daniel Shoup, Alan Simkins, Lorraine Slade, Thomas Slager, Barendina Smedley, Adrian
Smith,Kerri Spangaro,CliffStanton, Barry Sterry,Ben Stokes,Margaret Struckmeier, John
Suckling,AlexSuddaby,JoanSutherland,BenSwain,ChrisSwindells,MichelleThick,Andrew
Thomas,GuyThornton,RebeccaTry,NicholasTurland,MelanieTurner,MarionUckelmann,
FrankVilleneuve-smith, EileenWade, JonWalker, RebeccaWells,AdamWells,Joanneand
BobWestcott,RuthWheeler,NikWhitehead,TheodoreWilkins,LucyWilkins,MarkWilliams,
Rob Wiseman, KatieWitherington, Neil Witney, RebbeccaWoodman, Richard Worth, Jill
Wozniak,MrsWright,andTinaYates.
ThankYou!
Brendon,Lisa,Raksha(andFergus!)