1. Digital Strategy

2. Web Strategy ‘Traditional’ models of engagement –Web1.0 Main corporate website Project websites Online collection New models of engagement –Web2.0 YouTube Facebook Blogs Flickr Twitter

3. Main Museum website

4. Online collection

5. Project/Exhibition websites

6. Audience Research Browsers – casual, incidental or non-specialist interest visitors motivated by leisure, aesthetic, family, social, informal educational or self-improvement. Searchers – intentional visitors who are focused and self-motivated, exploring and pursuing a formal or informal interest or hobby. Researchers – intentional visitors driven by academic, professional or strong personal interest. Three behavioural types of virtual museum user:

7. Schoolchildren Teachers Families Researchers Pre/Post-visit No visit Online Audience

8. “The web is an important tool for engaging visitors and users, widening and deepening access to collections, stimulating and enticing additional visitors…” “There is a clear demand for detailed, contextualised information about and interpretation of objects and collections on the web…” “Different user types have different combinations of needs and seek different types of information...” Further Findings

9. What’s the problem? Passive, one way relationship Museum –content provider –content deliverer –broadcaster Audience –consumer –receiver

10. That’s all folks!

11. Or it could be….

12. New Models Audience-specific Web users are now more sophisticated Increased/greater expectations Online experience for its own sake Experience in their space Experience on their terms

15. The progression towards a digital museum Ambition 1 – to build community interaction with the Museum Ambition 2 – to disseminate knowledge Ambition 3 – to provide an online and onsite experience Ambition 4 - to exploit emerging technologies to improve service delivery

16. Blogs

17. Flickr - museum content

18. Flickr – users content

19. Flickr - links

20. YouTube

21. Facebook

22. Second Life Image courtesy of Sling Combined Stories (http://research.richcollaboration.com)http://research.richcollaboration.com

23. “…out there the world is a beautiful place with mountains, lakes and the human race…” “I want to see virtual reality where you move into a room and it tells you information and it is realistic…”