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MCG Conference 2020 - Entertaining audiences in a time of crisis

One Further
One Further

Alix Geddes' talk on 'Entertaining audiences in a time of crisis' from the Museum Computer Group Conference 2020. More info at https://onefurther.com/mcg

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ENTERTAINING AUDIENCES DURING A TIME OF CRISIS Alix Geddes, One Further Image Credit: @tussenkunstenquarantaine
BACKGROUND What content did museums post on their websites and social media? What was e鍖ective?
METHODOLOGY Website Analytics Google Analytics data for 4 large UK-based museums Social Media Analytics SocialBlade Top line Twitter & Instagram numbers Survey Current respondents:
FROM ONSITE TO ONLINE
VIEWS OF CONTENT SECTIONS INCREASED Despite a general drop in traffic on site, during the lockdown period (1st March - 31st July 2020) for 4 large UK-based museums Data from 4 large museums in the UK taken from Google Analytics
WHAT KIND OF CONTENT DID WELL? Broader topics 犢 Education-oriented, related to school curriculums. Exhibition-related content 犢 On cancelled/postponed exhibitions. Some introducing virtual exhibitions and how to enjoy content from home. Collection-related content 犢 Speci鍖c objects from permanent collection. Activities 犢 DIYs, childrens activities, articles giving people something to do.
+454% Educational referrals increased by year on year during the lockdown period (1st March - 31st July 2020) for 4 large UK- based museums Data from 4 large museums in the UK taken from Google Analytics
+48% Social media referrals increased by year on year during the lockdown period (1st March - 31st July 2020) for 4 large UK- based museums Data from 4 large museums in the UK taken from Google Analytics
ADAPTING IN TIMES OF CRISIS
70% Collections related content was posted more frequently during lockdown. Data from survey ran from 9th Nov 2020
SOCIAL MEDIA CONTENT TYPES DURING LOCKDOWN Exhibitions & events Customer service Games Humour Sta鍖 & company news History/building/location Museum hashtags campaigns Current events Collections & objects 0% 20% 40% 60% 80% 100% 120% 3% 6% 6% 9% 6% 3% 9% 51% 23% 23% 23% 74% 34% 3% 43% 40% 54% 63% 66% 63% 17% 49% 34% 49% 9% 20% 37% 6% 9% 11% 60% A lot Sometimes Never N/A -52% +58% +45% +42% +42% +70% +61% +49% -36% Data from survey ran from 9th Nov 2020
WHAT CHANGED? LESSONS FROM NEW CONTENT ZEN/NATURE FOCUSED CONTENT People really responded to sunny photos of our creek and closeup shots on the texture of things Calming images did better People were looking more for happy, silly, warm content. Lots of nature love especially during early part of lockdown. Data from survey ran from 9th Nov 2020
WHAT CHANGED? LESSONS FROM NEW CONTENT HUMOUR The more reactive and humorous content played really well Fun and upbeat posts generated more engagement. People really appreciated the more humorous posts old funny photos from our collection, nostalgia posts etc. Data from survey ran from 9th Nov 2020
#MuseumFromHome #MuseumsUnlocked #CuratorBattle #MuseumMomentOfZen #Museums2020 #CultureInQuarantine MOST POPULAR MUSEUM HASHTAGS 200K USES ON INSTAGRAM ALONE +8K FOLLOWERS FOR THE YORKSHIRE MUSEUM AFTER 1ST TWEET Data from Instagram & SocialBlade
RECREATE ART CHALLENGE ON INSTAGRAM Data from Instagram & SocialBlade @tussenkunstenquarantaine Within 1 month of existence, reaches 228K followers 272K followers 8K avg. likes per post
RECREATE ART CHALLENGE ON INSTAGRAM 36K LIKES 19K LIKES 33K LIKES Data from Instagram & SocialBlade
FINDING NEW TYPES OF CONTENT
WHAT MUSEUMS DID DIFFERENTLY 10% 20% 30% 40% 50% 60% 70% 80% 6% 13% 40% 44% 47% 47% 50% 59% 72%Participated in social media challenges and trends Posted more regularly Partnered with/Tagged/Spoke with other institutions Developed new types of interactive content Posted new categories of content Replied to users more Used more content tools Something else Did the same as usual Data from survey ran from 9th Nov 2020
WHAT MUSEUMS DID DIFFERENTLY 10% 20% 30% 40% 50% 60% 70% 80% 6% 13% 40% 44% 47% 47% 50% 59% 72%Participated in social media challenges and trends Posted more regularly Partnered with/Tagged/Spoke with other institutions Developed new types of interactive content Posted new categories of content Replied to users more Used more content tools Something else Did the same as usual Data from survey ran from 9th Nov 2020
WHAT MUSEUMS DID DIFFERENTLY 10% 20% 30% 40% 50% 60% 70% 80% 6% 13% 40% 44% 47% 47% 50% 59% 72%Participated in social media challenges and trends Posted more regularly Partnered with/Tagged/Spoke with other institutions Developed new types of interactive content Posted new categories of content Replied to users more Used more content tools Something else Did the same as usual Data from survey ran from 9th Nov 2020
WHAT MUSEUMS DID DIFFERENTLY 10% 20% 30% 40% 50% 60% 70% 80% 6% 13% 40% 44% 47% 47% 50% 59% 72%Participated in social media challenges and trends Posted more regularly Partnered with/Tagged/Spoke with other institutions Developed new types of interactive content Posted new categories of content Replied to users more Used more content tools Something else Did the same as usual Data from survey ran from 9th Nov 2020
81% of museums surveyed saw more engagement after doing something different on social media. Data from survey ran from 9th Nov 2020
WHAT DID PEOPLE LIKE TO SEE? Interacting with others Data from survey ran from 9th Nov 2020 Our photo contest was the most successful, #19daysofsu鍖rage, we have also had success with "fun" history or cases that were tried at our court. Guess the object, quizzes, posts about virtual tours, history and fun facts all worked really well particularly at the beginning of the 鍖rst lockdown and through the summer. Joining in with hashtags really helped our reach.
WHAT DID PEOPLE LIKE TO SEE? Escaping from negative news through zen, nature, positive & humour content Data from survey ran from 9th Nov 2020 People loved the nature shots and videos, didn't like the games and coloring pages People seemed to still enjoy the local history-related posts that we had been sharing prior to lockdown. The news-related posts and some of the activities did not get as much engagement as we thought they would. Old photos were very successful. Worksheets and coloring pages were not as successful. Shorter videos (5 minutes or less) did well while longer lectures did not."
WHAT WAS HIT & MISS? Participating in trending hashtags Data from survey ran from 9th Nov 2020 Targeting for the audience that used to come through the door to our physical sites don't seem to be the audience that are engaging with us. Re鍖ne who our online audience are is something we are looking into. Copying viral museum trends didnt work (Getty museum challenge), community speci鍖c and BIPOC focused messages worked well.
SO WHAT SHOULD YOU DO NOW?
your audience See what content worked for you Tailor it to your institution Dont copy what others do blindly in useful content Solve user needs Focus on your museum & collections, but with a di鍖erent spin with varied topics Usual CTAs are currently irrelevant Listen to what followers like and how they respond to it Do something di鍖erent, test things out ANALYSE INVEST EXPERIMENT
THANK YOU! @AlixGeddes Alix Geddes alix@onefurther.com Alix Geddes, Digital Analyst at One Further CONTACT ME SURVEY Fill in or request results: onefurther.com/mcg

More Related Content

MCG Conference 2020 - Entertaining audiences in a time of crisis

  • 1. ENTERTAINING AUDIENCES DURING A TIME OF CRISIS Alix Geddes, One Further Image Credit: @tussenkunstenquarantaine
  • 2. BACKGROUND What content did museums post on their websites and social media? What was e鍖ective?
  • 3. METHODOLOGY Website Analytics Google Analytics data for 4 large UK-based museums Social Media Analytics SocialBlade Top line Twitter & Instagram numbers Survey Current respondents:
  • 5. VIEWS OF CONTENT SECTIONS INCREASED Despite a general drop in traffic on site, during the lockdown period (1st March - 31st July 2020) for 4 large UK-based museums Data from 4 large museums in the UK taken from Google Analytics
  • 6. WHAT KIND OF CONTENT DID WELL? Broader topics 犢 Education-oriented, related to school curriculums. Exhibition-related content 犢 On cancelled/postponed exhibitions. Some introducing virtual exhibitions and how to enjoy content from home. Collection-related content 犢 Speci鍖c objects from permanent collection. Activities 犢 DIYs, childrens activities, articles giving people something to do.
  • 7. +454% Educational referrals increased by year on year during the lockdown period (1st March - 31st July 2020) for 4 large UK- based museums Data from 4 large museums in the UK taken from Google Analytics
  • 8. +48% Social media referrals increased by year on year during the lockdown period (1st March - 31st July 2020) for 4 large UK- based museums Data from 4 large museums in the UK taken from Google Analytics
  • 10. 70% Collections related content was posted more frequently during lockdown. Data from survey ran from 9th Nov 2020
  • 11. SOCIAL MEDIA CONTENT TYPES DURING LOCKDOWN Exhibitions & events Customer service Games Humour Sta鍖 & company news History/building/location Museum hashtags campaigns Current events Collections & objects 0% 20% 40% 60% 80% 100% 120% 3% 6% 6% 9% 6% 3% 9% 51% 23% 23% 23% 74% 34% 3% 43% 40% 54% 63% 66% 63% 17% 49% 34% 49% 9% 20% 37% 6% 9% 11% 60% A lot Sometimes Never N/A -52% +58% +45% +42% +42% +70% +61% +49% -36% Data from survey ran from 9th Nov 2020
  • 12. WHAT CHANGED? LESSONS FROM NEW CONTENT ZEN/NATURE FOCUSED CONTENT People really responded to sunny photos of our creek and closeup shots on the texture of things Calming images did better People were looking more for happy, silly, warm content. Lots of nature love especially during early part of lockdown. Data from survey ran from 9th Nov 2020
  • 13. WHAT CHANGED? LESSONS FROM NEW CONTENT HUMOUR The more reactive and humorous content played really well Fun and upbeat posts generated more engagement. People really appreciated the more humorous posts old funny photos from our collection, nostalgia posts etc. Data from survey ran from 9th Nov 2020
  • 14. #MuseumFromHome #MuseumsUnlocked #CuratorBattle #MuseumMomentOfZen #Museums2020 #CultureInQuarantine MOST POPULAR MUSEUM HASHTAGS 200K USES ON INSTAGRAM ALONE +8K FOLLOWERS FOR THE YORKSHIRE MUSEUM AFTER 1ST TWEET Data from Instagram & SocialBlade
  • 15. RECREATE ART CHALLENGE ON INSTAGRAM Data from Instagram & SocialBlade @tussenkunstenquarantaine Within 1 month of existence, reaches 228K followers 272K followers 8K avg. likes per post
  • 16. RECREATE ART CHALLENGE ON INSTAGRAM 36K LIKES 19K LIKES 33K LIKES Data from Instagram & SocialBlade
  • 18. WHAT MUSEUMS DID DIFFERENTLY 10% 20% 30% 40% 50% 60% 70% 80% 6% 13% 40% 44% 47% 47% 50% 59% 72%Participated in social media challenges and trends Posted more regularly Partnered with/Tagged/Spoke with other institutions Developed new types of interactive content Posted new categories of content Replied to users more Used more content tools Something else Did the same as usual Data from survey ran from 9th Nov 2020
  • 19. WHAT MUSEUMS DID DIFFERENTLY 10% 20% 30% 40% 50% 60% 70% 80% 6% 13% 40% 44% 47% 47% 50% 59% 72%Participated in social media challenges and trends Posted more regularly Partnered with/Tagged/Spoke with other institutions Developed new types of interactive content Posted new categories of content Replied to users more Used more content tools Something else Did the same as usual Data from survey ran from 9th Nov 2020
  • 20. WHAT MUSEUMS DID DIFFERENTLY 10% 20% 30% 40% 50% 60% 70% 80% 6% 13% 40% 44% 47% 47% 50% 59% 72%Participated in social media challenges and trends Posted more regularly Partnered with/Tagged/Spoke with other institutions Developed new types of interactive content Posted new categories of content Replied to users more Used more content tools Something else Did the same as usual Data from survey ran from 9th Nov 2020
  • 21. WHAT MUSEUMS DID DIFFERENTLY 10% 20% 30% 40% 50% 60% 70% 80% 6% 13% 40% 44% 47% 47% 50% 59% 72%Participated in social media challenges and trends Posted more regularly Partnered with/Tagged/Spoke with other institutions Developed new types of interactive content Posted new categories of content Replied to users more Used more content tools Something else Did the same as usual Data from survey ran from 9th Nov 2020
  • 22. 81% of museums surveyed saw more engagement after doing something different on social media. Data from survey ran from 9th Nov 2020
  • 23. WHAT DID PEOPLE LIKE TO SEE? Interacting with others Data from survey ran from 9th Nov 2020 Our photo contest was the most successful, #19daysofsu鍖rage, we have also had success with "fun" history or cases that were tried at our court. Guess the object, quizzes, posts about virtual tours, history and fun facts all worked really well particularly at the beginning of the 鍖rst lockdown and through the summer. Joining in with hashtags really helped our reach.
  • 24. WHAT DID PEOPLE LIKE TO SEE? Escaping from negative news through zen, nature, positive & humour content Data from survey ran from 9th Nov 2020 People loved the nature shots and videos, didn't like the games and coloring pages People seemed to still enjoy the local history-related posts that we had been sharing prior to lockdown. The news-related posts and some of the activities did not get as much engagement as we thought they would. Old photos were very successful. Worksheets and coloring pages were not as successful. Shorter videos (5 minutes or less) did well while longer lectures did not."
  • 25. WHAT WAS HIT & MISS? Participating in trending hashtags Data from survey ran from 9th Nov 2020 Targeting for the audience that used to come through the door to our physical sites don't seem to be the audience that are engaging with us. Re鍖ne who our online audience are is something we are looking into. Copying viral museum trends didnt work (Getty museum challenge), community speci鍖c and BIPOC focused messages worked well.
  • 27. your audience See what content worked for you Tailor it to your institution Dont copy what others do blindly in useful content Solve user needs Focus on your museum & collections, but with a di鍖erent spin with varied topics Usual CTAs are currently irrelevant Listen to what followers like and how they respond to it Do something di鍖erent, test things out ANALYSE INVEST EXPERIMENT
  • 28. THANK YOU! @AlixGeddes Alix Geddes alix@onefurther.com Alix Geddes, Digital Analyst at One Further CONTACT ME SURVEY Fill in or request results: onefurther.com/mcg