This document provides an overview of a presentation on writing text for digital media in museums. The presentation covers: - Getting introductions from attendees and learning about their challenges and expectations. - Examples of using old and new media in museums and the purposes of text. - Tips for writing concisely for online readers with short attention spans. - Exercises on writing tweets about museum objects and adapting text for different media. - Discussion of cross-media and trans-media approaches to engage audiences across platforms. - Breakout groups where attendees analyze exhibitions and propose text adaptations for various media. - Feedback and discussion of challenges and successes from the group work.

1. ICOM CECA Yerevan 2012
Theo Meereboer
museums concept & strategy
E30 Foundation / COMMiDEA
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writing text for digital media

2. ICOM CECA Yerevan 2012
Theo Meereboer
museums concept & strategy
E30 Foundation / COMMiDEA

3. ICOM CECA Yerevan 2012
Theo Meereboer
museums concept & strategy
E30 Foundation / COMMiDEA
welcome!
:-)

4. ICOM CECA Yerevan 2012
Theo Meereboer
museums concept & strategy
E30 Foundation / COMMiDEA

5. ICOM CECA Yerevan 2012
Theo Meereboer
museums concept & strategy
E30 Foundation / COMMiDEA
what are we going to do?

6. what we are going to do
- Getting to know eachother
- examples
- introduction + a little bit
of theory
- tweet tweet
- more examples
- writing for new media in the
museum
- feedback and discussion

7. getting to know eachother
- Please introduce yourself by
telling
• who you are
• where you are from.
• What your connection is to the
subject
• What your challenges are?
• What you expect to learn today
• How we can learn from
eachother?

8. examples + introduction + a
little bit of theory
- something new /
something old
- new or digital media
- text in museums: use and
purpose
- the other way(s) around: the
dialogue museum

9. in- situ?

10. ex situ?

11. combining the physical,
digital and intangible (oral)
and making it mobile
trans situ?

12. ?
so mething old
the object behind the text

13. ew?
s omething n
listen and see...

14. ted
someth ing unexpec
look, listen at kensington Palace

15. som ething cool
sit here and hear the walls...

16. come and play

17. touch and learn

18. churchill museum: multimedia

19. play in the museum at home?

20. london museum: ‘audiotour’

21. the wireless connection

22. ask, invite, link, share...

23. be (very) good at it

24. How?

25. try, fail, analyze, improve, learn

26. tips for writing
be imaginative

27. be brief

28. be brief

29. be concise

30. this text is too long already?

31. most people do not have a
lot of time or attention
when they are reading a
text online, so write
short, clear, (inter)active
this text is too long already?

32. excercise
think of the most precious,
famous or otherwise
spectacular object in your
museum / heritage site
1.write a tweet about it
in which you try to summarize
the utmost essence in 140
characters...
be quick

33. the results...
1.how did you use twitter?
2.for whom?
3.did you use it as a linking
pin?
4.did you use a hyperlink?
5.was the link to long?
6.could it be shorter?
7.did you mention anyone?
8.was your tweet engaging?
be smart

34. where to meet your audience?

35. in search of van Gogh...
where to meet your audience?

36. the official museum website
will they enter via the website?

37. a regional heritage database
will they search for him where he lived?

38. where museums get together
will they search on common grounds?

39. where people are social
will they look for shared experiences?

40. crowdsourced knowledge
will they look for informal sources?

41. where Europe collects data
will they search for official records ?

42. L.I.S.T.: Location, Information,
Social, (real)Time
will they use combined Google data?

43. Google Art Project
will they go for the highlights?

44. YouTube is the nr 1 search
engine amongst youngsters
maybe they search for valuable fun?

45. Sharing images on twitter by
adolescent ‘tweeps’
maybe they search for instant identity?

46. collecting interesting stuff;
target group ‘young women’
maybe they expect to find him here?

47. rehearse, remix, recreate...
they may get involved in a playful way

48. what kind of writing is needed

49. meeting the needs,
interest, questions,
passion of your
audience...
what kind of writing is needed

50. 6 x
approach
L  + +  Loosen
for the
near
 Listen
future
/ Like-wise
 Learn (lifelong)
 (L.a.t.) relations
Loyalty And Trust
 be Loved

51. How can you adjust your way of writing to
this reading behavior?
- make a long story short
- be:
• brief
• imaginative
• direct
• concise
• quick
• dare to make a mistake
•make it ‘more or less’ ready
- usefull:
• headers and white spaces
• (hyper) links
• active form of writing
ask, invite, link, share...

52. How can you adjust your way of writing to
this reading behavior?
- understand your audience
- where do you meet? (places, media)
- how would you describe your
relation? Will it last? (make it
sustainable, ask to engage, promote, share)
- Do your best to:
- inform
- engage
- entertain
making it interactive

53. going to kensington Palace?

54. going to kensington Palace?

55. checking in: kensington Palace

56. comments: kensington Palace

57. kensington palace

58. who’s in charge?

59. it is not just you writing
who’s in charge?

60. many people know a lot

61. location + now & then

62. crossmedia / transmedia
less = more

63. crossmedia / transmedia
museum { }
print...
less = more

64. crossmedia / transmedia
museum { }
print...
broadcast<
less = more

65. crossmedia / transmedia
museum { }
mobile “ ”
print...
web::
broadcast<
less = more

66. crossmedia / transmedia
museum { }
mobile “ ”
print...
core
text
web::
broadcast<
less = more

67. different texts: stories, labels,
descriptions and the interface. They should be
fully integrated and all coming from one core
text
- mobile apps (foursquare, facebook,
routes, fotopedia heritage, anne’s
amsterdam, streetmuseum, etc.)
- weblog / tumblr, facebook
(page), twitter
- multimedia (games, video, multitouch)
- storytelling...
Different purposes: different media

68. - making a ‘story’ with
different episodes,
disseminated on several
media & devices (=
crossmedia).
- Using the specific
characteristics and
qualities of each medium and
care for possibilities to
switch
- involving your audience
the crossmedia approach

69. crosssmedia:
- conversations
- meeting places (agora)
- interaction

70. - medium specificity: use of medium / channel
according to the specific qualities and
possibilities
- Internet (Web 2.0, social media) often forms
the connecting factor, but mobile is on its
way to take over
- storytelling is a means to share messages
and to involve users in the story
- ‘Your’ message may deviate from the planned
route, partly as a result of co-creation /
Conversation / participation
- The story requires a non-linear approach,
follows several directions, parallel,
intersecting and asynchronous
- crossmedia will enhance: reach, relevance,
conversation, experience, involvement
characteristics of crossmedia

71. transmedia*
- parallel and intersecting routes
- Transfer and moments of choice
- 24/7 integration daily life
- Participation / involvement
* see a.o. Henry Jenkins, Christy Dena

72. blog / event expo /
facebook / site /
twitter / museum
google+
scooop. it!
paper.li
etc. research
internship
debate curriculum
+ LinkedIn
seminar
‘knowledge
ecology’
app
mobile
e.g. issuu /
slideshare / photo
flipbook / 3D / AR
pinterest
video
game

73. Ready-S.E.T.-Go! (Social Engagement
Text)
1. core text / identity
• look!
• because:
• and so...
think like a copywriter

74. Ready-S.E.T.-Go! (Social Engagement
Text)
1. core text / identity
• look! -> attention
• because: -> explanation
• and so... -> engagement
think like a copywriter

75. Ready-S.E.T.-Go! (Social Engagement
Text)
1. core text / identity
• look! -> attention
• because: -> explanation
• and so... -> engagement
2. communication goal / values
(ambition)
think like a copywriter

76. Ready-S.E.T.-Go! (Social Engagement
Text)
1. core text / identity
• look! -> attention
• because: -> explanation
• and so... -> engagement
2. communication goal / values
(ambition)
3. followers / audience (outreach)
think like a copywriter

77. Ready-S.E.T.-Go! (Social Engagement
Text)
1. core text / identity
• look! -> attention
• because: -> explanation
• and so... -> engagement
2. communication goal / values
(ambition)
3. followers / audience (outreach)
4. media / platforms / events
think like a copywriter

78. Ready-S.E.T.-Go! (Social Engagement
Text)
1. core text / identity
• look! -> attention
• because: -> explanation
• and so... -> engagement
2. communication goal / values
(ambition)
3. followers / audience (outreach)
4. media / platforms / events
Are you telling a story?
think like a copywriter

79. Ready-S.E.T.-Go! (Social Engagement
Text)
1. core text / identity
• look! -> attention
• because: -> explanation
• and so... -> engagement
2. communication goal / values
(ambition)
3. followers / audience (outreach)
4. media / platforms / events
Are you telling a story?
- Why?
think like a copywriter

80. Ready-S.E.T.-Go! (Social Engagement
Text)
1. core text / identity
• look! -> attention
• because: -> explanation
• and so... -> engagement
2. communication goal / values
(ambition)
3. followers / audience (outreach)
4. media / platforms / events
Are you telling a story?
- Why?
- where?
think like a copywriter

81. Ready-S.E.T.-Go! (Social Engagement
Text)
1. core text / identity
• look! -> attention
• because: -> explanation
• and so... -> engagement
2. communication goal / values
(ambition)
3. followers / audience (outreach)
4. media / platforms / events
Are you telling a story?
- Why?
- where?
- to whom?
think like a copywriter

82. Ready-S.E.T.-Go! (Social Engagement
Text)
1. core text / identity
• look! -> attention
• because: -> explanation
• and so... -> engagement
2. communication goal / values
(ambition)
3. followers / audience (outreach)
4. media / platforms / events
Are you telling a story?
- Why?
- where?
- to whom?
think like a copywriter

83. Ready-S.E.T.-Go! (Social Engagement
Text)
1. core text / identity
• look! -> attention
• because: -> explanation
• and so... -> engagement
2. communication goal / values
(ambition)
3. followers / audience (outreach)
4. media / platforms / events
Are you telling a story?
- Why?
- where?
- to whom?
think like a copywriter

84. Ready-S.E.T.-Go! (Social Engagement
Text)
1. core text / identity
• look! -> attention
• because: -> explanation
• and so... -> engagement
2. communication goal / values
(ambition)
3. followers / audience (outreach)
4. media / platforms / events
Are you telling a story?
- Why?
- where?
- to whom?
think like a copywriter

85. Ready-S.E.T.-Go! (Social Engagement
Text)
1. core text / identity
• look! -> attention
• because: -> explanation
• and so... -> engagement
2. communication goal / values
(ambition)
3. followers / audience (outreach)
4. media / platforms / events
Are you telling a story?
- Why?
- where?
- to whom?
think like a copywriter

86. Ready-S.E.T.-Go! (Social Engagement
Text)
1. core text / identity
• look! -> attention
• because: -> explanation
• and so... -> engagement
2. communication goal / values
(ambition)
3. followers / audience (outreach)
4. media / platforms / events
Are you telling a story?
- Why?
- where?
- to whom?
think like a copywriter

87. your ‘story’
1. core text + specific goal /
audience / channel / moment
2. media
• paper (handout, poster, billboard)
• catalogue (sure)
• novel (why not?)
• for a mediator
• on a blog
• on facebook, slideshare or even
on twitter (to be continued...)
• scenario
• gameplay
• (QR) route
act like a storyteller

88. 1. research (audience, meeting place,
topics)
2. reach (media choice, timing)
3. resources (content, creation,
customers)
4. relevance!
strategy

89. form 3 groups
•choose 2 exhibitions / objects in the
museum.
•observe + analyze
•5 questions:
- is there any text? how?
- for which target group? (age, interest,
etc.)
- what would you do different?
- which media would you choose? why?
- via which media are you able to transfer
the information / message / theme?
(mediation)
•adapt the text / your text to the media of
your choise
use one of three different media / channels:
web | multimedia | mobile
start writing

90. feedback from each group
what went wrong (I hope something did)
can we combine your texts?
what is necessary for letting individuals
move from one media to another?
what does this attribute to the story?
what was the most difficult part? why?
what was the most useful part? why?
ca we stay in touch to discuss this?
discussion + questions

91. thank you so much!
this presentation will be
available via:
slideshare.com/erfgoed
let’s keep in touch...
theo@stichtingE30.nl
@theomeereboer