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TRANSCRIPT
Towards a Digital Museum
Questions
• Has our audience changed as a result of technological changes?
• Have our organizations changed as a result of technological changes?
• How does a museum shift its shape to maintain connections to a virtual audience?
Evolution of Media
• Printed media—for 400+ years was the cutting edge way to reach a mass audience
• Radio—38 years to reach an audience of 50 million• TV—13 years to reach an audience of 50 million• Internet—4 years to reach an audience of 50 million • iPod—3 years to reach an audience of 50 million• facebook—2 years to reach an audience of 50 million
• http://www.howardstevens.info/2009/03/evolution-of-media.html
The Web in 2009• More than 75% of adults use the Internet on a daily basis
• 80% of GenX users (35-44 year olds) buy products online
• 58% of married-with-children households have two or more computers; often have home networks and multiple mobile devices
• 58% of survey respondents go to the internet first to solve problems, before friends, family and professionals
• Only 8% of users are digital collaborators
– Pew Internet & American Life Project, 2009
The Experience Economy
– Memorable– Goods and services are props– Not static– Personal– Active– Invoke a sense of emotion– Authentic
• B. Joseph Pine and James Gilmore, Harvard Business Review http://lopeztoledo.files.wordpress.com/2008/10/experience_economy.pdf
• Authenticity: What Consumers Really Want
What does this mean for museums?
• Tourism is not a sustainable business model for most historic sites
• Sustainability comes through relevance to your communities/audiences
• Attendance figures are not the most valid measure of the positive value and impact of the historic site experience
• Innovation, experimentation, collaboration and a broad sharing of the resulting information are essential to achieving historic sites sustainability on a broad scale– “The Kykuit II Summit: The Sustainability of Historic
Sites” Vogt, J.D., HISTORY NEWS, v 62, 2007
What do we do about it?• Share authority
• Shift from a temple to a forum• Outreach and Inreach
• Let audiences reach into our organizations on their terms
• Connect with niche audiences • Chris Anderson’s Long Tail
• Shift resources• Financial, staff
• Collaborate• History organizations are not competing
with one another
History is about storiesDavid Thelen
– 39% or Americans have hobbies related to the past (genealogy, antiques, reenactors)
– Family is most important past (above US history) for 2/3 of Americans
– Have to connect to people on an individual level (layered experiences)
– Most trusted sources: grandmothers, museums
http://chnm.gmu.edu/survey/afterdave.html
Affinity groups– tell your story
RFID
Layered experiences
http://www.curatingthecity.org/
Connect to the real thing
Networks– you connect for us
Services– we help audiences to preserve their stories
Reinventing OHS• Four Priority Initiatives:
– Ohio History Online Portal• OHS as “hub” or connector
– Collections Learning Center• Connect with the “real stuff”
– Site Support Services• History is local
– CW 150• Pilot new approaches
• Concepts: – Collaboration– Shared authority– Key audiences: history professionals, history buffs,
teachers and students
www.ohiohistory.org/reinventingohs
