Digital engagement for museums: the Digital Engagement Framework (©Jasper Visser) and more theory & tools

1. digital engagement / participation in
museums
订婚或参与博物馆
III digital engagement framework

2. • make it simple

3. • make people care

4. • build true relations
YOUR
MUSEUM

5. • Museums focus on digitisation strategies to increase engagement
New research shows that 53% of museums are actively investing in engagement
strategies. For a sustainable future museums must take care of their core assets,
the collection, and also invest in strategy and leveraging technology to reach the
connected consumer.
The key priorities for audience engagement include providing educational
opportunities (86% of survey respondents), followed by making information on
activities and programmes available online (65.7%), enhancing the visitor
experience via mobile services (50%), reaching diverse audiences (61.4%), making
the museum accessible (64.2%) and creating quality cross-platform experiences
(40%).
The highest priority areas in terms of investment include marketing, online
platforms and communication strategies (54%), with 44% investing in digitising
their collections. Digitisation of the collection can aid the museum in receiving
donations, since making the collection public is closely tied to educational and
research goals. Currently only one in five museums has digitised more than 50%
of its collection.
The research also reveals clear signs that the museum market is growing and
engagement is on the rise, with 48.5% of museums seeing an increase in physical
visits, 50% in website visits and 82.3% in activities on social media sites. […] >>

6. • make people cook care for each other
When you cook a meal for your visitors. They will eat it, if you're a good
cook.
You can also ask your visitors for ideas, what they would like to eat. They
will enjoy their meal, if you're a good cook.
You can ask your visitors if they want to help you to organize a delicious
delicious dinner and ask them to bring in ideas, some food and help you
to cook. You for sure will have a dinner that they will never forget. They
might ask you when the next dinner will be.
Digital media can help you to ask, to organize and to share the dinner.

7. • make people care

8. • digital engagement framework
http://digitalengagementframework.com/digengfra3/wp-content/uploads/2015/01/Digital_engagement_booklet.pdf

9. • digital engagement framework
The foundation of your digital engagement strategy comes from
answering the why-question. Often we don’t ask ourselves why we are on
Facebook or why we invest in a mobile app. We’d like to stress that to be
successful you need to really understand ‘very well’ the reasons you are
‘online’/mobile/digital, and what you’d like to achieve with that, under
which conditions. We call this your ambition, goals and values.

10. • digital engagement framework
Ambition is your ultimate goal and focuses on the far future. Often it’s a
transcription of your organisation’s vision or mission statement. Your
ambition tells you why to use digital media and where it should take you.
Your ambition is bold, inspires people and gets them going. You will
discover your ambition if you and your colleagues answer the question,
“What will the world say about us in 5 years time, and specifically about
our digital media?”

11. • engagement versus outreach
Engagement and outreach are the pinnacle elements
of any digital engagement strategy. although very similar, there’s a
fundamental difference between both concepts. In our experience this is
a key determining factor in success with any digital activity: Does it focus
on strengthening relationships with your existing audience (engagement),
or does the activity try to make contact with new and fresh target groups
(outreach)?
It is very dif cult to design activities that address both engagement and
outreach at the same time. also, it is crucial for your organisation’s digital
success to balance both. Too much focus on outreach might alienate your
existing audience, whereas no outreach at all limits your target audience
to your existing audience.

12. • engagement versus outreach
Outreach is about connecting with new target groups that might never
have heard of you and are certainly not regular to your place. Outreach
activities use your assets to connect with new target groups. Successful
outreach starts with identifying where your target audience is and then
setting up activities that make contact with them there.
Outreach is usually done outside of the safety of your organisation’s
building, website and social media presence. Outreach is successful
when the target audience knows you exist and acts upon this knowledge.

13. • engagement versus outreach
Engagement on the other hand are all activities that take audiences
already connected with you and turn them into enthusiasts for your
organisation’s assets. Engagement activities go through a xed number of
phases: Great content (see next part) turns contacts into interested
customers who you will facilitate, invite and inspire to become engaged.
Empowering engaged people and providing them with timely feedback
might create enthusiasts. On an average for every 1,000 contacts you’ll
have 1 enthusiast.

14. • engagement versus outreach
Engagement on the other hand are all activities that take audiences
already connected with you and turn them into enthusiasts for your
organisation’s assets. Engagement activities go through a xed number of
phases: Great content (see next part) turns contacts into interested
customers who you will facilitate, invite and inspire to become engaged.
Empowering engaged people and providing them with timely feedback
might create enthusiasts. On an average for every 1,000 contacts you’ll
have 1 enthusiast.

15. • engagement versus outreach
We will work in 5 groups of ± 5 people. There are 4 things we are going
to do.
1. Value creation
2. Develop the engagement journey
3. Define the activities
4. Make step by step plan
You will have ± 1.5 hour to work on this. I will be around to help you, you
can ask me questions.
There will be 45 minutes do discuss the outcome of your work.

16. • develop the journey
1. Start small, keep it simple
2. it is about the purpose and the content, not the technique
3. think about conversations and connectivity
4. rely on passion
5. make the story nowadays and attach it to the past (historytelling)
6. make sure the story can be told again by others
7. link, relate, dare to be onconventional
8. reuse existing successes

17. • Why: value creation
What is the
contribution
of your
organization?
What is the
value of your
proposition?
Who is going
to contribute
and why,
how, what?
Remember what your organization is about from the previous workshop.
Use the powersource, the brand and the simplified business model

18. • Why: value creation - V&A
• do we have the capability of delivering this, according to our
assets and our existing content?
• will it deliver on organisational priorities to grow revenue, reach
and reputation?
• will users love it? (or people, as they’re commonly known).
users love it,
it meets their
needs
fits with the museum
(core text/powersource)
grows revenue
and reputation
YES! http://www.vam.ac.uk/blog/
digital-media/thinking-small-
how-small-changes-can-get-
big-results

19. • how: engagement journey
inspiredbycoffee.com/2015/03/consumer-journey-boardgame

20. • how: engagement journey

21. • how: develop the journey
1. What are all the ways in which you reach your audience?
2. What assets and content do you use & how to interest them?
3. What interactivity will you use to involve your audience?
4. How will you activate your audience to create value?

22. • what: activities
Once you know where you want to go, you’ll have to figure out what the
activities, campaigns and projects are that will get you there. This what-
question comprises two organisation-driven elements (your assets and
audience) and two action-driven elements (engagement and outreach).
Together these four form the bulk of the DEF and the scaffolding for
your digital engagement strategy.
• Does each individual activity strive towards one or more of the goals
you specified?
• Are the combined activities enough to reach your ambition?
• Do all your activities acknowledge your values?
A1
A3
A5
A4
A7
A6
A8
A2

23. • step by step define the identity & core text
formulate the purpose + ambition
define your followers (who, where)
define the (inter)actions
where is the action, when, how much, how long?
define the (cross)media usage
content (resources)
monitoring, what should be the result (KPI)
organization, who's doing what?
planning
Budget: cost & earnings
define the co-created value
develop the customer journey

24. • why, how, what
A1
A3
A5
A4
A7
A6
A8
A2
define the identity & core text
formulate the purpose + ambition
define your followers (who, where)
define the (inter)actions
where is the action, when, how much, how long?
define the (cross)media usage
content (resources)
monitoring, what should be the result (KPI)
organization, who's doing what?
planning
Budget: cost & earnings
define the co-created value
dvelop the customer journey

25. • next step: (cross) media
Now you have some sort of strategy developed. But still you need to know
how to integrate the digital media into this strategy. Remember, it is not
about choosing the technology, or choosing the media first. Let's wrap up.
It starts with the idea or purpose, put into an ambition and a bold promise.
You define which values you want to exchange and with whom. You also think
about your assets and what your audience has to offer. Is there a match? Will
this lead to new activities? What will be the benefit for both your audience
and your organization?
Then you figure out where to reach them, based on their behaviour and their
preferences (not based on your museum building, website, collection of
opening hours). After that you let them find or meet your organization, you
decide how to involde them and how you activate them to really participate.
Then you get back to the the story (core text) of your organization. Does it
match with the co-created value and the customer journey? Next step is to
decide why you need (digital) media, which media you need to reach, interest,
involve and activate your audience, based on their specific qualities and
possibilities.
Keep in mind that those media should be connected and integrated.

26. • crossmedia structure
mobile [ ]
web ://
broadcast )))
core
text
museum { }
print "…"
App }*
info panel | |
game %%
video ~~~
• crossmedia means reaching out, get people interested, involve and
activate them whith various media that together let your audience
experience (and even co-create) the different layers and episodes of
your 'core text' and derivated activities via diverse media & devices.
• the different parts interact via the various media channels and do not
appear all at once. Which means there is no lineair, but a fragmented
'story'.
[ ]
}*
QR [ ]
~~~ ://
{ }

27. PoI
• crossmedia infrastructure
• The various channels can go the same direction or go seperated ways
and cross each other on (meeting) Points of Interest (PoI). Where a
crossover (many times an event/exhibition/workshop) might take place.
• The crossmedia approach helps in reaching the audience, make them
interested, get them involved and activate them.
• The various media are chosen because of their mediaspecific abilities to
attract people, inform them on a certain moment with typical content
and to bridge several types of information and interaction.
PoI
PoI
PoI
PoI
PoI
PoI
PoI
PoI
PoI
PoI
PoI
PoIPoI
PoI
PoIPoI
PoI

28. • how to choose the media and combine them
To choose the media, you first need to know why, how and where you want
to engage your audience, and with what kind of activities.
Then you choose the media according to the specific functionality of the
medium, the type of interactivity you are aiming at, the requested reach and
the usage. There are some (more) topics to consider:
1. audience / visitor: who is (s)he?
2. motivation
3. moment
4. medium (besides mediumspecific qualities also style of medium)
5. mobility (of medium and of thought concepts)
6. opportunity / chances
7. mix & remix
8. maker(s)
9. mark & mare
10. measuring
Remember to use digital media as often as possible in relation with live
events, real meetings, analogue conversations.

29. • how to choose the media and combine them
So every type of medium has specific qualifications that can help you with
accomplishing the customer journey, engage the audience, tell the story and
build relations. Some examples:
With television you can reach a lot of people at the same time, it is good for
an emotional impact. People often watch television together, or share their
opinion via the second screen (microblogging, facebook, etc. on their
smartphone or tablet). But you don't know if you reach them and televion is
very costly.
A magazine is something you can easily take with you on a couch, in a
waiting room. You can draw on the pages, fold them, tear something out.
You don't have to charge a magazine. But once it is printed, you can not
change anything. There is no possibility to link…
A museum is both a medium itself and a 'hub' for many media, connecting
different stories, information, people. So also use it for the reason of
connecting and offering a meeting place.
Once a person steps to another medium, he/she will be motivated to
continue the journey, if you design it the right way and both the content and
activities are appealing (= transmedia, see Henry Jenkins)

30. • how to choose the media and combine them
Choice of the medium is about asking yourself all possible questions, starting
with why and how will visitors use it, how often, what is the purpose, what
the interaction will be.
Internet is 24/7, which means it is always on. Another characteristic is that it
easily aggregates different types of media. Like text (via CMS), pictures,
video, ouput from a database, games, blogs… Therefor the main feature of
the internet is still: the hyperlink. People are familiar with the use of a
'personal computer', even if it is just a screen in your museum.
Not all the screens in your museum are fit for interactivity. You could do a
little survey in your museum to find out how many of them really ask the
visitors for their information, instead of letting them choose between the
options you provide…
If you plan to use a multi-touch screen (table or wall), what would be the
benefit of many hands touching the content at the same time?
Mobile/smartphone is also 24/7 and it is in the hand of the user, very close.
Also close to the friends and photographs on the device. Most important is
that the user takes the device/medium wherever he/she may go. It has gps,
camera, internet, speaker, microphone, gyroscope, text input, etc.

31. • mobile / app
The future will be mobile, whether it is on a smartphone, smartwatch, tablet
or wearable devices. As an indispensible part of the 2.0 museum, mobile
supports the key indices of the museum’s success vis-à-vis its core mission
and responsibility to the public good:
• Relevance: the museum’s responsibility to make its collections, content
and activities meaningful and accessible to the broadest possible
audiences;
• Quality: the museum’s mission to collect, preserve and interpret the
invaluable artifacts and key stories, ideas and concepts that represent
human culture and creativity;
• Sustainability: the museum’s enduring obligation to deliver both quality
and relevance to its audiences—forever.
(source: Nancy Proctor Mobile Apps for Museums (e-Book: epub version))

32. • mobile / app, possibilities and usage
a device or technique and even statistics are not that important. Mobility,
content, dialogue / interaction, attention, personality and information on site,
are though.
• exploring the neigbourhood: show the typical places, historic sites, points of
interest, offer information and link to stories in your museum (collection)
• experience/education: what is the impact of the usage? A good time?
Offering entertainment? An unreplaceble experience, something to learn
and remember? Change of behaviour? Is it a game?
• crowdsourcing/involvement: “is the given information right, relevant? Let us
know what you think of it. Do you have anything to add?”
• participation: volunteer, help us to organize the next event, tell your story,
share your picture, bring in your friends or become one of the museum.
This is also about social cohesion/inclusion
• link the heritage information and history sources with a.o. citymarketing,
tourism and leisure.

33. • again, the customer journey
No matter what type of media you choose, it will always be about having
conversations and building relations. Consider your website or social media
as a meeting place for social interaction and engagement.
http://www.vam.ac.uk/content/articles/a/adult-social-inclusion-programme/

34. • mobile / app: Loïc Tallon

35. • mobile / app: possibilities and usage

36. • mobile / app: possibilities and usage

37. first a movement, then followers?
http://www.ted.com/talks/derek_sivers_how_to_start_a_movement
Look at all the things TED.com is offering (live events, videos, website,
publications…) Could your museum do the same and establish authority?
• nurture your followers

38. • VR, AR… PR?
M

39. • VR, AR… PR?
M

40. • VR, AR… PR?
what do you actually see, what do you immediately need?

41. • VR, AR… PR?
adding layers of virtual reality (VR) to the actual reality (=AR), real time, on
location; what is the purpose, what is the added value? Could be fun?

42. • Domotica, robotica, Internet of Things (IoT)?
At home on a distance, let your furniture, wearables or clothing help you:

43. http://davidsmcnamara.typepad.com/david-mcnamara/2011/11/visual-thinking-1-5-stages-of-idea-generation.html
RESEARCH MIX IT ALL CHOOSE HAVE
CONVERSATIONS
TRY, EVALUATE,
ANALYSE, TRY
AGAIN
• Generating new ideas!

44. http://www.designthinkingforeducators.com/
• Design thinking

45. http://www.inventtolearn.com/resources/
• Experiment, make & invent to become engaged

46. minor P&M
5 terreinen
http://connectedlearning.tv/what-is-connected-learning
• Engaging education: connected learning

47. 5 terreinen
http://business.singtel.com/industry_solutions/education/images/cLc_feature.jpg
http://clalliance.org/wp-content/themes/saltermitchell2014/images/Graphic-Main-2.png
Museum
• Experiment, make & invent to become engaged

48. • your engagement: personal journey…
for more information about the
Digital Engagement Framework:
jasper@inspiredbycoffee.com
@jaspervisser
Questions? Suggestions?
Please send an e-mail:
tcmeereboer@gmail.com
theo@stichtingE30.nl
Tw. @theomeereboer
Fb / WeChat / G+: Theo Meereboer
StichtingE30.nl
COMMiDEA.nl
erfgoed20.nl
collectiewijzer.nl
inheritage.eu
谢谢
Thank you!