Digital engagement framework version 3

Reach
Reach is about connecting with your audience for the first time. Advertising, PR, social buzz. Where do you
reach your audience, and how do you make this happen?

Refer to the Engagement phases framework for a deep dive into reach and engage.

Assets

Information

Technology

Processes

Audience

What are your assets?

How do you create
value for your
audience?

What data, content and

information do you need for your
activities?

What infrastructure (IT, platforms,

services) do you need for your
activities?

What ways of working do you

need to make your activities
successful?

E.g. your content strategy, statistics.

E.g. a website, app and social media.

E.g. hire a new content producer.

Who are your audiences

(both those you reach
and those you dont).
What are their objectives,
interests and values?
What are their
resources?

Refer to the Value creation

model for a deep dive
into assets.

Engage
Engage is about developing the relationship between you and your audience, through content and
interaction, into one where you both get value out of your work together.

Refer to the Value creation

model for a deep dive into
audiences.

Refer to the Engagement phases framework for a deep dive into reach and engage.

Objectives

Co-created value

Trends

What are your KPIs and when are you successful?

What is the value you want to create for all

stakeholders involved?

Which trends and developments aect your

organisation and its activities?

Refer to the Value creation model for a deep dive into value.

E.g. Increase in mobile usage, changing audience

expectations.

E.g. Increase trac to website, improve conversion, build a

database of email addresses.

Workshop 1: Trends, Assets,

Audiences, &
Co-Created Value

2015 Jim Richardson & Jasper Visser, available under a Creative Commons By-SA license

Max and Jordan

Trends

Know Your Own Bone - IMPACTS Research

Pew Research Center: Internet, Science & Tech

New Media Consortium Horizon Report 2015 - Museum

Edition

Trendswatch 2016- Center for the Future of Museums

Trends: Know Your Own Bone

Which is More Important For Cultural Organizations:

Being Educational or Being Entertaining?

Facebook is Pay to Play

The Hidden Value of Millenial Visitors to Cultural

Organizations (DATA)

Visitation to Increase if Cultural Organizations Evolve

Engagement Models

KYOB - Which is More Important for Cultural Organizations:

Being Educational or Being Entertaining? (3/26/16)

Entertainment drives visitor satisfaction and re-visitation.

Education justifies visitation.

Successful organizations aim to make education

entertaining. We need to prioritize being both educating
and entertaining - and quit thinking of entertainment as
a dirty word.

KYOB - Facebook is Pay to Play (2/24/16)

You do not own your own hub (the place where potential
supporters turn to make key decisions about your
organization).

Facebook is pay to play (and you cannot afford not to pay)

We must show how we are impactful by way of the messages

that we promulgate on Facebook and social media platforms
every day.

Management teams within organizations cannot sit around

deciding how to manage Facebook without acknowledging
that, in a big way, Facebook manages management.

KYOB - The Hidden Value of Millenial Visitors to

Cultural Organizations (DATA) (2/23/16)

They are most likely to come back within the year.

They are most likely to recommend a visit to a friend.

They are the most connected visitors.

KYOB - Visitation to Increase If Cultural

Organizations Evolve Engagement Models (4/22/15)

Attendance to cultural centers is on the decline, but

data suggest that forward-facing organizations may
see improvements by 2020.

Organizations that intelligently and diligently evolve

their engagement models during this critical time stand
to benefit from the positive impacts of acculturation in
the near future.

Technology accelerates acculturation.

Trends: Pew Internet

The share of Americans with broadband at home has

plateaued, and more rely only on their smartphones for
online access. (Dec. 21, 2015)

21% of Americans now report that they go online almost

constantly. (Dec 8, 2015)

65% of adults now use social networking sites a nearly

tenfold jump in the past decade (October 8, 2015)

Mobile Messaging and Social Media 2015 (August 19,

2015)

Pew - The share of Americans with broadband at home has plateaued, and
more rely only on their smartphones for online access. (Dec. 21, 2015)

First, home broadband adoption stands at 67% of Americans,

down slightly from 70% in 2013. This change moves home
broadband adoption to where it was in 2012.

Second, this downtick in home high-speed adoption has taken

place at the same time there has been an increase in
smartphone-only adults those who own a smartphone that
they can use to access the internet, but do not have traditional
broadband service at home.

Third, 15% of American adults report they have become cord

cutters meaning they have abandoned paid cable or satellite
television service.

Pew - 21% of Americans now report that they go

online almost constantly. (Dec 8, 2015)

Overall, 73% of Americans go online on a daily basis. Along with the 21% who go online almost
constantly, 42% go online several times a day and 10% go online about once a day. Some 13% go
online several times a week or less often. And in this survey, 13% of adults say they do not use the
internet at all.

Fully 36% of 18- to 29-year-olds go online almost constantly and 50% go online multiple
times per day. By comparison, just 6% of those 65 and older go online almost constantly (and just
24% go online multiple times per day).

About three-quarters of Americans use a smartphone, tablet or other mobile device to tap
into the internet at least occasionally. Fully 87% of these users go online daily and 27% go
online almost constantly.

Some 29% of adults with a college education or more go online almost constantly (and
89% go online daily), compared with 14% of adults with a high school education or less.
And 28% of adults who have an annual household income of $75,000 or more use the
internet almost constantly (91% use it daily), compared with16% of thosewhose
household makes less than $30,000. Adults who live in urban and suburban areas are more likely
to go online almost constantly than those who live in rural areas: 23% of adults living in urban and
suburban areas use the internet almost constantly, compared with14% of rural residents.

Pew - 65% of adults now use social networking sites a

nearly tenfold jump in the past decade (October 8, 2015)
Nearly two-thirds of American adults (65%) use social networking sites, up from 7% when Pew
Research Center began systematically tracking social media usage in 2005.
Across demographic groups, a number of trends emerge in this analysis of social media usage:

Age dierences: Young adults (ages 18 to 29) are the most likely to use social media fully 90% do.
Still, usage among those 65 and older has more than tripled since 2010 when 11% used social media.

Gender dierences: Women and men use social media at similar rates.

Socio-economic dierences: Those with higher education levels and household income lead the way
Over the past decade, it has consistently been the case that those in higher-income households were
more likely to use social media. More than half (56%) of those living in the lowest-income households
now use social media, though growth has leveled off in the past few years.

Racial and ethnic similarities: There are not notable differences by racial or ethnic group: 65% of
whites, 65% of Hispanics and 56% of African-Americans use social media today.

Community dierences: More than half of rural residents now use social media Those who live in
rural areas are less likely than those in suburban and urban communities to use social media, a pattern
consistent over the past decade.

Pew -Mobile Messaging and Social Media 2015

(Oct. 19, 2015)

36% of smartphone owners report using messaging apps such as

WhatsApp, Kik or iMessage, and 17% use apps that automatically delete sent
messages such as Snapchat or Wickr.

Half (49%) of smartphone owners ages 18 to 29 use messaging apps, while

41% use apps that automatically delete sent messages. These apps are free,
and when connected to Wi-Fi, they do not use up SMS (Short Messaging
Service) or other data.

The proportion of online adults who use Pinterest and Instagram has
doubled since Pew Research Center first started tracking social media platform
adoption in 2012.

Facebook remains the most popular social media site 72% of online adults
are Facebook users, amounting to 62% of all American adults. Growth on the
site has largely plateaued. Those on Facebook remain highly engaged with 70%
saying they log on daily, including 43% who do so several times a day.

Trends: NMC Horizon Report 2015 Museum Edition

Trends: NMC Horizon Report 2015 Museum Edition

Short-Term Impact

Expanding the Concept of Visitors

Increasing Focus on Participatory Experiences

Mid-Term Impact

Increasing Cross-Institutional Collaboration

Increasing Focus on Data Analytics for Museum Operations

Long-Term Impact

Expanding the Boundaries of Creativity

NMC Horizon Report - Short Term Impact:

Expanding the Concept of Visitors

Museums are expanding their geographical focus to

deliver cultural experiences to audiences around the
world.

Individuals in rural areas often have limited travel

opportunities to visit their nearest museum and can
benefit through online access to a museums collection.

NMC Horizon Report - Short Term Impact

Increasing Focus on Participatory Experiences

Many artists and museum curators are embracing a paradigm shift that
requires visitors to actively contribute to installations and exhibitions to
create meaning.

The increasing focus on participatory experiences has given rise to

innovative approaches for creating and designing content for the cultural
space.

Social media management has become a high priority because of its

catchall ability to tap into what visitors are thinking, how they are engaging
with museum-specific content, and why they enjoy certain cultural
experiences over others. Public relations experts working in the museum
field are focused on how social media creates a channel for
communication before, during, and after a trip to the museum which
can be a useful tool for customer care.

NMC Horizon Report - Midterm Impact:

Increasing Cross-Institutional Collaboration

Researchers noted that partnerships between museums

correlate with key themes, which include taking advantage of
each others technological developments.

An important component of this trend is a spirit of openness.

Advancing cross-museum collaboration requires leaders to

design programs that convene museums around technologycentric purposes.

These collaborations can also have a profound effect on

learning, especially when museums are creatively
incorporated into formal education.

NMC Horizon Report - Midterm Impact:

Increasing Focus on Data Analytics for Museum Operations

A major shift is occurring in cultural organizations as they begin leveraging new

data analysis techniques to inform their operations.

Once inside the museum, data analytics are being employed to understand
visitors foot traffic.

Cultural Data Project - The Cultural Data Project (CDP) offers a unique system
that enables arts and cultural organizations to enter financial, programmatic and
operational data into a standardized online form.

Mobile Sensing, BYOD and Big Data Analytics: New technologies for audience
research in museums

studies suggest that mobile sensing supports the acquisition of richer and
deeper data sets relating to the visitor experience that can potentially reveal a
greater diversity of patterns of visitor behavior as well as the changing dynamics
of visiting over time.

NMC Horizon Report - Long-Term Impact:

Expanding the Boundaries of Creativity

Guided by the core value of creativity, leveraging

emerging tools has enabled museums to foster more
interactive experiences a trend that only continues to
grow in importance.

museums have been turning to creative tools such as

augmented and virtual reality to allow people to
experience the objects or the moments in history.

Trends: Trendswatch 2016

More Than Human: extending the spectrum of ability

Me/We/Here/There: museums and the matrix of placebased augmented devices

Capture the Flag: the struggle over representation and

identity

Trendswatch - More Than Human:

extending the spectrum of ability

Advocates call for an increased focus on cognitive accessibility,

better access to information and communications, and more
comprehensive treatment of the built environment.

More organizations, including museums, are realizing that

accessible design is simply good designsimple, intuitive,
flexible and equitable even if examples of good, accessible
design in practice are still distressingly rare.

We are rapidly moving beyond the realm of assistive

technology, designed for people with disabilities, into
augmentive technology that expands the boundaries of basic
human capabilities.

Trendswatch - Me/We/Here/There:
museums and the matrix of place-based augmented devices

If VR and AR experiences become both affordable and

widely accessible, museums will need to sharpen their
positioning and value proposition with their communities.

AR and VR will provide new ways to share and access

expertise.

Trendswatch -Capture the Flag:

the struggle over representation and identity

Museums should take a fresh look at their own

environment and the overt and subtle signals they might
send about the categories in which they place visitors,
potentially signaling who is welcome and not welcome.

Create productive ways to navigate controversy within

the museums own sphereanticipating and welcoming
hard conversationsbefore the need arises.

Other Trends to Consider?

How do the trends we covered today impact

Assets and Audiences?

Co-Created Value

Introduction Activity

Review the concept - providing examples

Groups work together to create new CCV statements

Groups share statements

Vote on statements

Refine statements

Sample Co-Created Value Statements

Student driven programs and exhibits reach a larger and more

diverse student audience, provide the museum with diverse
voices in exhibition and program design, and they provide
students with practical career experiences.

Underserved community driven programs and exhibitions reach

new and diverse audiences, provide the museum with diverse
points of view in exhibition and program design, and make the
museum a place for underserved communities.

Followers on the MSU Museums social media channels drive the

conversations allowing them to shape the museum experience,
and which increases followers and the visibility of the museum.

What we accomplished today.

Next steps.