On wine, coding and simple questions

Photo by Wendell (lurking) on Flickr.

This week I did a wine tasting with a Dutch wine critic. That was fun. Of course we talked about the difference between supermarket wines, new-world wines, old-world wines etc. Regardless of tasting over seven thousand wines per year and obviously having a very refined taste in wine, our host applauded the simple unpretentious wines most people drink. He mentioned how his very first wine came from a carton. It’s simple and cheap wine that might be the first step of a life-altering journey through the wonderful world of wines.

(He also repeatedly mentioned that a lack of knowledge about wine is completely unrelated to a good taste for wine. Even beginners easily distinguish the good from the bad when testing blind. I think the same applies to (all) arts and culture.)

I recently fell in love with Codecademy. Not, because I’m keen to learn JavaScript, but because the very first thing their website does is to ask me to participate in the simplest way possible: by writing my name. Then, five or six of the simplest tasks later, I have earned a badge, connected my Facebook account and become addicted to (learning how to) code.

For an expert it’s tempting to ask challenging questions, “What is your favourite Monet painting?” or “Which historical figure do you think is represented on this vase?” Challenging questions might provide new insights (to the expert). The answers to simple questions rarely surprise. Read the rest of this entry »

What makes visitors come (back)?

Photo by Omar Bárcena on Flickr.

Here’s the textbook example of the development of something online AD 2011. It’s a post on this blog, but in my experience represents most of our online work. In this example, exactly seven days separate launch and oblivion.

Fortunately, the fate of one post does not represent the fate of this blog (or you wouldn’t be reading this, would you?). I write another post, and another, and tweet, and write another post, and tweet. As long as I keep pushing out new content (and preferably a lot) I will not be forgotten.

Having people return to our websites has been one of the things we’ve done some work on at the Museum of National History. Our online KPIs put quite some significance on return rates, loyalty, brand awareness, successful registrations, etc.

The dynamics of returning visitors are completely different from those of new visitors. On innl.nl in Q2, return visitors visited 35% more pages, spent 74% more time and were roughly 26% more likely to visit content pages (rather than ‘corporate’ pages). Other data shows there’s a correlation between return rates and participation with content.

Correlation does not mean causation and it might very well be that visitors who spent more time on the website, visit content pages, etc. are more likely to return.

So, what makes visitors return to a website? And more importantly: what makes visitors come back to old content, rather than continuously having to add new content?

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Videos and blogs about museums, technology and media

Photo by John Manoogian III on Flickr.

I find myself writing the same email over and over again. It’s the email with a bullet point list of blogs I recommend to read and video’s I recommend to watch to get a sense of the world of museums, technology and media. Here’s some of that list, stuff well worth the hours it will take you to find your way through it.

• Video: Koven J. Smith’s epic 5-minute Ignite talk about the reason we should stop building websites has been seen by everybody, yet never hurts being repeated.
• Video: Nora and Francesca of the Guggenheim organised one of the best projects the (museum) world has seen in recent years: YouTube Play. See them talk about it at MuseumNext.
• Video: Another MuseumNext presentation, and this time one that changed my way of thinking considerably. Rich Mintz talks about successful campaigns and other useful stuff.
• Video: Michael Edson is one of culture’s rock stars, if you ask me. His interview in This Week in Libraries (great show) is a rollercoaster ride of disruptive thinking.
• Video: Mia Ridge does amazing work on the gaming and more tech-savvy side of museums. This presentation she gave a couple of months back had me jotting down countless ideas.
• Video: You can’t talk the future without talking mobile and nobody does better so than Nancy Proctor. Recruit the world this presentation is called, and it sticks.
• Blog: Thinking about exhibits by Ed Rodley rocks (as coolest-museum-director-in-the-world Nina Simon noted earlier), especially his series about gaming the museum.
• Blog: Rising star Susan Cairns writes a highly intellectual blog about museums and technology, which includes a nice series about how people ended up in the sector. Fun.
• Blog: The Uncataloged Museum by Linda Norris doesn’t necessarily deal with technology, but it does deal with everything else you need to think about. Always thought-provoking.
• The obligatory reading (but don’t we all devour this already?): Fresh+new(er), Museum 2.0 and Jim’s various blogs.

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A quest for relevance

Photo by Stephanie Schuldes on Flickr.

To succeed in our never-ending quest to make culture and the arts more relevant in the lives of people, all we have to do (online) is approach the right people at the right time and place with the right message through the right communication channel.

Simply put, don’t tweet about overflowing toilets unless you want to make a point about the pressing need for maintenance funds. And in that case, be sure to ask at the beginning of the month, when people just received their paychecks.

The museum of the 21^st century is as successful in being relevant to people, as Google and Facebook ads are. (Or, if you prefer, will be in the near future.) In fact, we can use the very tools Google and Facebook ads provide us to prove that the more relevant we make our content, the more likely they are to engage with it.

In the chart below I’ve plotted a number of Facebook ads we ran. The potential reach of the ad is on the horizontal axis, on the vertical each ads true reach (normalized to a similar number of impressions per ad). The CTR chart of the same data is very much alike.

Without a doubt, ads aimed at a specific target group, with a specific message, almost always outperform the more general ads.

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Reflections on London’s museums, galleries and theatre

Photo by sharkbait on Flickr.com

I love London. And, after the recent unsettling events, I would like to take a moment to focus on the city’s finer side: its cultural institutions and its arts. In times like these, I think, London deserves a pat on the back for being an encouraging and inspirational example.

London manages to show how culture can be relevant to (local) communities, socially engaged and at the same time straightforward about its monetary value. It does so in its landmark institutions like Tate and the National Theatre, and in its local initiatives that can be found virtually around every corner. And, by doing so, it provides a sneak preview of what the future of cultural institutions all over the world should be; institutions that connect and engage, within society, without going bankrupt.

One of my favourite places in London is the Camden Arts Centre. Just off the dirty Finchley Road its green garden and quiet café with free Wifi are a resort to parents with children, expat students and the like. The building is welcoming, the coffee is good, the shop well stocked. High quality exhibitions are combined with educational activities, regular evening events and family activities. Yet, that doesn’t make it any different from the many other arts centres all around London. What makes it great is that it is my arts centre. It’s local. Only ten minutes away on foot. And, it really is local. It feels like the local café or shop where I am known and welcome. (It is often the local café and shop.)

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