visitor engagement online and onsite
DESCRIPTION
A presentation given to the Let's Get Real project led by Culture24 in Brighton, UK in October 2012TRANSCRIPT
Visitor engagement Online and Onsite
Rob SteinDeputy Director
Dallas Museum of Art
Flickr Credit ~phineasx
THE MUSEUM VISIT
CAN HAVE MANY
FACETS
FREE-CHOICE
LEARNING
ENTRANCE
Flickr Credit ~aunto
NARRATIVE
Founder of Institute for Learning Innovation
Professor Learning and Science Education at Oregon State University
Research conducted primarily at zoos, aquaria, and science centers.
But also with art museums including the Art Gallery of Ontario and the Denver Art Museum
JOHN FALK
WHY FALK?
Flickr Credit ~aunto
• It is simple and easy to understand.• It is fairly well documented in the literature.• It has been tested and used in many museums.• It can be used by more than one department in
the museum.• Falk has developed and tested a simple method
to identify visitors motivations.
BASELINE
MOTIVATION SURVEY
EXPLORER
RECHARGER
FACILITATOR
PROFESSIONALS
HOBBYISTS
EXPERIENCE
SEEKERS
AFFINITY SEEKERS
Results (371 participants)
Experience seekers
Rechargers Facilitators Professiona/Hobbyists
Affinity seeksrs0%
5%
10%
15%
20%
25%22.4% 21.8%
17.0%
13.5%
2.7%
CONNECTIONS BETWEEN ONSITE AND ONLINE VISITORS?
How Can We Make…
2011 Web Stats1M Visits (3.6M Hits) +7%56% (566K) not in Visit 6%58% (580K) not in IN +5%
2011 Museum Attendance381,026 (-11%)
Mobile 8.8% (2x 2010)
DMA Web Stats
• Oct 2011 – Oct 2012• 1M Visits (2.9M Hits)• Time on Site 2:02• Only 18% NOT in Texas• 75% in the DFW Metro• Mobile 23%!• Museum Attendance 485,000
WHAT’S THE ONLINE
Flickr Credit ~aunto
ENTRANCE NARRATIVE?
Flickr Credit ~measter2
WHAT’S THE RIGHT MODEL?
Planning/thinking about a trip to the museum
Searching about specific information
Teacher told me to do this website
Looking for teachers resources or activities
Thought it might be interesting site to explore
Haley-Goldman & Schaller, 2004
Flickr Credit ~measter2
WHAT’S THE RIGHT MODEL?
Gathering information for an upcoming visit to the physical site
Engaging in casual browsing
Self-motivated research for specific content information
Assigned research for specific content information
Ellenbogen, Haley-Goldman & Falk, 2008
Flickr Credit ~measter2
WHAT’S THE RIGHT MODEL?
Using the site to plan or follow up a visit to the physical site
Using the website to locate subject-based information
Accessing the website as part of browsing activities on the Web
Using the website to interact or transact with the museum
Peacock & Brownbill, 2007
Flickr Credit ~measter2
WHAT’S THE RIGHT MODEL?
It seems (at least on the surface) that motivations for visits to physical museums are different than for museum websites:
Experiences, identity-building vs. communication/information seeking
Investment in visiting the physical and virtual museum is not the same
Ellenbogen, Haley-Goldman & Falk, 2008
Google Analytics Is Not Enough
Initial Open-Ended Survey
0%10%20%30%40%
Coded Results from Open Ended Online Motivations n=113
Follow Up Categorical Survey
A Much Better Response
Plan a Visit
Find Specific I
nformation fo
r Pro
fessional R
easons
Find Specific I
nformation fo
r Perso
nal Reaso
ns
Casually
Browse
Make a Transaction
0.00%10.00%20.00%30.00%40.00%50.00%60.00%
5:407:09 6:19 5:56
12:00
Online Motivation by Type and Time n=4076
Percent Visits Average time
Plan a Visit
Find Specific I
nformation fo
r Pro
fessional R
easons
Find Specific I
nformation fo
r Perso
nal Reaso
ns
Casual B
rowsin
g
Make a Transaction
0102030405060
Average Time per Page by Motivation Type
time/page (sec)
Visitor Flow
Visitor Flow
Read More
Filippini-Fantoni, Stein, BowmanExploring the Relationship between Visitor Motivation and Engagement in Online Museum Audiences, mw2012
THANK YOU!@rjstein