Notes from Google days

Digital change: Seizing the digital opportunities online

25.03.15 Baltic
http://weareculture24.org.uk/google-arts-council-culture24-conferencenewcastle/
#artsdigital on Twitter

Matt Locke
http://storythings.com/
'Digital after digital, 5 ways your audience is changing that doesn't mention
technology'
@matlock
@storythings
Matt@storything.com
Let's get real is very tactile approach to approaching audiences. Five ways your
audience is changing that doesn't mention technology:

Image shows use of technology over time, left by age goup and right by types of
device
1. Time
Peek times for digital products. Need to consider when peeks in media use Smart
phone 50% used all day across age democratic
2. Habits
How hard would it be to give up these technologies?
Internet very difficult to give up but social media very easy to give up
3. Comfort
Safe and secure in use of media
Sharing information and using technologies Using social media and chat or IM
most insure
4. Trust
Recommendations from people I know- real people telling others that a site or app
is suitable Consumer opinions online another form of trust
5. Life-stage
Happy during marriage %
Stages of happiness during marriage

Session 1
Feeding cultural content into other channels Jane Finnis, Culture 24
James Davis, Google cultural institute
Emma Pybus, TW Museums
Craig, BALTIC
Dawn James, tricycle theatre
Sarah Leech, corner house

James Davis
Google cultural institute
Digital cultural survey nests and ace 800 organisations publishing online content
Three ways Organisations put content on Google arts platform Wikipedia
controlled by the community but controlled by the organisation Second way User
generated platforms where individuals can add their voice Social media platforms
using a host site and people upload or make comments and interact
Third way
Curating and producing content for a platform writing in Facebook for Facebook
Curating content in a particular channel Creating content in a channel
Google
Cultural institute
Free no financial transactions take place Began as Google art project five years
ago with three strands:
Art project
Historic moments
World wonders
Art project
745 collections worldwide currently
Virtual tours of museums, for people who are considering visiting in future
Individual art works outside of the curators context Images can be zoomed into at
great detail 3D imaging will be brought in soon

Example: Street art, the archive provides high res photography to record street art
as it changes and gets replaced with new images.
Historic moments
Online exhibition platform to tell focused stories Google don't curate at all they
provide tools for curators to use the site for them selves
World wonders
Street views combined with artefacts around the world for people to plan visits
The lab
Visit in Paris series of experiments
Using cardboard surrounding a smart phone and a lens they have be able to
create virtual reality
Emma Pybus TW Museums
Nine cultural venues across the North East Approached by Google to work on their
art project, fits with their digital strategy captured four venues online.
How it works
Example: Laing Gallery
Supply Google with floor plans so that they can understand the dimensions of the
space. Need the space privately so that they could capture the inside of the venue
and make a 3D image. They can choose to miss out rooms, blur content to ensure
only public areas are displayed or copyright images are protected. High res
images of significant works have been an excellent tool for education and
education.

Googles aim fitted with TW museums priorities regarding digital and sharing
content redeveloping their ten websites to include accessible footage. They're
aware individuals plan their visits based on the time required.
Corporate hire has been a benefit as individuals can get a sense of the venue
before booking Cultural tourist like to get a sense of the collection first Google
promote through their social media channels increasing their audiences Creating

visits to corporate website, noting the number of people who are clicking through
to the site as a result from the partnership Buy in from the staff has been visual to
get the director on board to inform all staff and highlight the benefits Assuring
criticism that this doesn't replace a physical visit it just provides an alternative
Tools are free if you're a public organisations

Craig Astley
BALTIC
BALTIC has no permanent collection
Expectation of feeding in new content across both sites BALTIC and Baltic 39
Pinterest is used to showcase each floor during each exhibition
Instagram image based behind the scenes, challenge was it was inconsistent in
content and interest. Changed to staff and artists taking over the account to give
new narrative. Gave a new voice showed content as it evolved and was
developed.

Jesse wine artist take over

Logistically just handed over the account details to the artists Had to unblock
account once when an artist was travelling abroad, had to both sign in at the same
time and confirm activity wasn't suspicious.
Then used various members of staff to show what area of work they're involved
with.

Chris
technical manager, taking over the Instagram account to illustrate what was
happening during the installing of the Jason Rhodes exhibition.
Vicky
Workshop leader for events for schools and young people Gary and Sarah Library
and archive, help people understand how to access the archive and what
academics and researchers can use in the BALTIC
Dan
Teens and young people programme week of activity ended up meeting Lauren
Lavern
Using Instagram resulted in:
refreshed and reanimated the various spaces In 8 months they have tripled the
numbers of followers They've shown more personality and insight for audience to
understand a 1:1 experience of the organisation in various area of the work

Dawn James
Tricycle theatre
@dramadawn @tricycle theatre

Trike
under 26 membership engagement online
Free to join 10 tickets in theatre and 5 in cinema Aimed to bring in more
independent young people bookings

Paid different social media platforms to test how people engage online and which
works best between YouTube Facebook and Twitter cards Google analytics
worked to compare the various platforms to demonstrate which was drawing in
more new audiences Facebook power end tool- more freedom to target audiences,
upload emails of the individuals who signed up to time, then every time they log on
to their Facebook account they receive targeted adverts on their Facebook Found
to be very effective method in terms of new audiences and return

An example used was the Dissidents Trailer sharable over various platforms and a
short introduction to the play
Twitter cards
Led generation card, people able to sign up to the mailing list by signing up
through Twitter as opposed to signing up. Specktricks isn't compatible with Twitter
cards They're is more work to be done at the data captured isn't possible to use
Takeover 2015
Selfie stations and manifesto booths
Google event tracking, seeing who scrolls to the bottom of the page or watches a
video Expanded video adverts commissions specifically for under 25 audiences

Sarah Leech
Cornerhouse/ home

Twitter is important part of their digital activity. The last scene of Romeo and Juliet
cast fell into the Victoria pools during rehearsal causing 25 retweets interest from
Lynn Gardner

Twitter competitions

Cornerhouse house find studio ghibli films very popular which led to a competition
asking followers when studio ghibli was established.
One follower took his response further and submitted an illustration of Totoro
holding a sign saying established 1985.
Corner house reached out to the artist and asked them to design a Xmas image.
This led to becoming most popular artist for the Sketch-O-Matic project where
artist drew vistors as they went into a photo booth .

Experiment scribbler
Giant mechanical pencil that comes to life when you tweet a message and they get
printed off by the pencil and then are hung up for audiences to read Rude ones are
removed prior being hung Over 450 messages have been received so far
Challenges with content
Lining up staff in each department to take part but some not natural story tellers
Providing guidance about what content to provide Marketing team provide
guidelines on how to produce blog or video content. They provide feedback to help
nurture vloggers development and help shape the content they produce
Cornerhouse audience has expectations about the content produced. When
people add tweets people expect quick responses to questions Last minute
requests require more consideration, team has to consider principles, let people
express themselves, is content suitable is it interesting etc before they will respond
Measuring and evaluating
Facebook insights, hoot suite, google analytics Identifying KPIs to help provide a
structure Evaluation needs to be actionable @sarahmleech
Sarah.leech@cornerhouse.org
Questions and Answers
Q-Google cultural institute
National glass centre they don't have permanent collections is this ok?

A-Yes we have organisations which don't have physical spaces. It's about how you
want to tell your stories and how we can achieve that.
Q-How easy is it to update?
You have access to the CMS tools and you can make changes as you see fit
A-Dawn have you been able to measure the Twitter cards against Twitter feeds?
Does it tend to become a marketing scheme ( false) Every time we send out a QQ-Twitter cared we achieve around 12 sign ups We're fairly new to it and we not
sure if it's really working out for us?
A-Dawn I've been told it's a lazy way of reaching audiences, for me see mist, etc
is better and makes more sense. Photo albums do receive boosts Photographs of
rehearsals get more than photographs of artworks of the show
'Friends with Power' has bugs but is more useful tool to use.
Q-What do you think the value is better creating content and engaging with
audiences?
A-For me it's about providing alternative perspectives and allowing people explore
their own interests.
You can tell a more complete story with alternative perspectives. We have
mainstream audiences who can be introduced to content through this method.
Q-has concerns on risks of dependence on external tools cropped up?
A-What is the risk?
Q-Services being withdrawn, Privacy etc?
A-Dawn target Internet, helped that if someone has signed up into our mailing list
they are opting into this process. We have added into this our policy's and
consulted with legal to ensure its ok
Services from Google the time involved was consuming but worth the investment.
We only had to calculate a small amount of cost risk.
I see Google as a reliable partner and not a small organisation how we archive this
information and store in the long term is a question for us.

Session 2
get found: a practical session with Google search quality team Sven Naumann,
Google
Four steps to get found in Google

Accessibility be technically sound

Value appear in search
Display attract users
Mobile reach users

ACCESSIBILITY
Working on your site's visibility: doing it yourself vs. hiring 3rd parties (I.e. SEOS)
Questions to ask are in the help centre for Choosing a SEO
Can your site be crawled?
Is it being indexed?
60 trillion individual pages constantly growing on the web
Crawling that means we follow links from page to page
The index stores all content it's over 100 million gigabytes and constantly growing
Google uses algorithms and ranking to order the index and select the most
appropriate and relevant content. This includes over 200 factors and the freshness
of the content
Health check enter site:example.com and see where it comes up in the Google
search Webmaster tools Google.com/we masters/tools It's private comprehensive
and fresh
Fetch as Google
Will show you the layout of how the search will be displayed. You can. Then
modify how the content is displayed
VALUE
What do they like the most
Using meta data from your website th rough Google analytics you can see how
many clicks, impressions and CTR you have received
Who's recommending you?
Links to your site
Who links you the most and your most linked content
Are you up to date?

Top site issues- critical issues like malware that need attention now All issues
including site issues etc
DISPLAY
Events what's on page interesting for users as it informs what is immedately
happening with the organisation Events in search results Type in 'organisation' and
then 'events'
Coding: aggregating rating and "rating value" picture taken
Data highlighter
Select elements with the website so that a code can be flight to markup how
information Is displayed Referencing other pages in your may page can content all
the channels you are using. This will help cross over between channels
MOBILE
"50% of people said that even if they like a business, they will use them less often
is the website isn't mobile friendly"
Optimise for fingers showed different examples of how desktop versions of site are
accessible on mobile phones. Consideration for mobile users should take place.

Mobile checklist
Have a mobile friendly site
Allow crawling of all CSS, JS and other resources Use modern technologies like
HTMLS Check your redirects dont serve errors for smartphone users

Session 3
What can your business learn from some young YouTuber?
Eddie Berg, Independent Consultant
Charlie McDonnell, charlieissocoollike
Kelly Greaves, you tube
Teenage panel, a level students Jen Walton, Olivia Fryer, and Fintan Kealy

Eddie Berg
Recommended read:
Knife of never letting go Patrick Ness
Trilogy chaos walking
Struggling to find an authentic voice
Movement towards a decentralised structure with freedom of exchanging
information
Video positive 89 Britain's festival of video and new media art

Video landscape of tomorrow seminal work all Nam June Paik 1973 Electronics
Superhighway. Described as the founding father of video art.

Subscribers to YouTube channels are in the millions for the most popular.
Examples include:

Onedirectiknvevo 15,534,912 in first place Girl online ZoeliA 7,669,438

Charlie McDonnell
Charlieissocoollike
Running since 16 became full time at 18 he is now 24 Creates blog posts, short
films, fun science for educational audiences and music videos
Why it was a success?
Being as authentic as I can
Be passionate
I engage in other YouTube channels
I am consistent as possible with up loads Once a month then became once a week
Made a series of short films five all directly funded through YouTube I'm on all the
social media channels Twitter is 2nd to YouTube

Example of his Fun Science: Sound Educational video

'I'm scared' was most engaging with 100's of uploaded videos but a lot less
subscribers

Kelly Greaves @kellygreaves81

YouTube
Video producer background
Brought to YouTube to be a part of next lab workshops and skills development for
YouTubers Opened Tottenham Court Road space in London Howard Hugh's old
hangers, Los Angeles, New York, South Palo, Japan and opening one in Germany
Need 5000 subscribers to enter its free.
They do production workshops as well

YouTube.com/yt/playbook

Baltic youth panel QA to Panel

Fintan Kealy, Jen Walton and Olivia Fryer

What makes the sense of community you create?
I actively try to make a singular connection to individuals through YouTube and try
to direct it to one person or a specific person
How has collaborating with others affected you?
There are enough YouTubers out there to find the peers with similar interests that
have a shared point of view
There is always a barrier with content when generating content. Do you think it's
harder if you don't have the right equipment?

It probably does which makes me sad; I had very basic equipment at the start.
Burrowing and using basic tech. I'd like to think content is key and having
passionate for something
Do you think there should be a bigger push on education using YouTube to help
with revision and education?
I didn't make this content for curriculum in mind but I think there is a push for it.
GCSE science channel YouTube is very good for making accessible content
which is used as a revision tool for young people.
What are Tate looking to achieve?
They want to inspire younger audience through YouTube Tate want to tap into that
audience they currently have 35,000 subscribers and want to improve upon that
number
I told them to collaborate with a young YouTuber and have it link to music, fashion.
Etc Use them as the presenter as they have built the audience themselves and
know how to reach them
Is there a line you would come up against the DIY level that you have come from
and now achieved?
It has a different feeling and it is something that I wrestle with.
Do you think young people mental wellbeing is impacted upon when creating
content online?
Definitely I went from 100 to 4000 after a newspaper promotion and feeling
responsible for these people. A lot of my audience is younger than me and I want
to positively impact upon them and hope I can influence them in a positive way for
their own future.
Do you check your Google analytics
No not unless a business asks me for information. My demographic is now late
teens and early 20s?
Crash course- over 25 YouTubers who help educate younger audiences
What should galleries and theatres do to get young people in through the door?
Free pizza (various agreed free food draws in young people) I'm an arty person
and enjoy attending I don't need an incentive to go to a venue but I might be
different to others Getting involved makes you feel a part of the space and allowed
to return with confidence to future events because you feel more confident with the
space.

We have separate strands and brand and have separate Twitter accounts for
young people (for example freehand FACT) are you happy with this or does it put
you off?
We like owning a part in the organisation and feeling you're involved in it. It's nice
that it is a part of a larger organisation.
Session 4:
Using data analytics to build audiences online
Sejul Malde, Culture 24
John Benfield, RSC
Rhiannon Davies, audience agency
Jen Chapman FACT
Joanna Jones, V&A
Sejul Malde
Culture 24
Analytics
Improve business by gaining knowledge which can used to make improvements or
changes
The value of becoming an analytics orientated organisation
Challenging organisational assumptions things to consider:
Supply v demand

Completed v changing

Reporting v insight

Thinking v action

Inwards v outwards

Data v people

Need the human interpretation

How do you build the resources and skills to work with data

John Benfield
Royal Shakespeare Company
How do we work out what we are delivering is effective for our audience?
Is your content fit for purpose?
The synopsis story:
A synopsis is one of the first pieces of content which is uploaded to the web so it
present for audiences the longest.
After tracking page views it was noted that the synopsis for a performance never
falls below the top five page views for any of our plays.
Content group to discuss how they present synopsis and created changes to its
display.

Changes included:
From word to audio synopsis
Then changed to video
Renaming synopsis to the name of the play itself and brought all these elements
on the same page Someone describing the work in a short video etc

Impact
Found this generated significantly more views and increased sales How we create
content Target audiences Release highbrow written content first for our traditional
core audience and then release video and aid content at a later time

Rhiannon Davis
Audience agency
What is audience finder?
National audience data and development programme, enabling cultural
organisations to share, compare and apply insights
526 organisations have now signed up across England Box office reporting
Audience surveys Hit wise analytics tool built into dashboard for majority of
participating organisations
What is Hitwise?
Powered by experience
Provides analytics on a variety of metrics about a site as a whole Standard metrics
provided by audience finder are location, upstream traffic, downstream traffic and
mosaic profile of online visitor profiles Allows us to compare physical and digital
audience
Putting the data into practice: Northern Stage case study
Receiving and producing theatre based in Newcastle Programme a range of work.
Interested to explore what difference if any exist between physical and online
audiences.
Identified three audience segments:
Senior security vintage value and modest traditions Generally older age group,
Majority retired, how they made up 7% physical audience and 25%online
audience:

Possible reasons regarding Programming

Showed Christmas shows
No major shows
In February adaptation of Sebastian caulks novel set during WW1
By comparing statics of Northern Stage bookers with the website users it was
possible to identify patterns and behaviours of the audience and the type of people
who are put off booking online

Started to consider the possible causes

Phone booking
Pricing
Programming
Mailing lists
Distrust/ lack of confidence with online booking Navigation issues
What next?
User testing
Focus groups
Longer comparison period
Next looking at programming for March to May Facebook advertising analytics

Jen chapman
FACT
Building a buzz
The need
Changing from quantative data to more qualitative data to understand the
personality and preference of the audience member. Created the following:
Socially active
Thinkers and makers
Busy main...(missing)
Home comfort lover
Adventure seekers
Selective explorer

Started considering different way of asking questions to the audience similar style
to Facebook questionnaire which tell you something about yourself. For example:
What sandwich are you?
How dirty is your mind?
Tested questioning during type motion exhibition which explored the personalities
of typography and how text could convey emotion depending on its style.

A buzz feed style quiz

A resource-lite personality survey
Segment existing and potential audiences- more focused on personality and level
risks the individual was willing to take to see what personality types come into the
space.
Create data
Collect data
Collect emails
Build relationships

A result would be: You are OCR-A (pictured) Got the experts involved to decide
which text worked with which audience segment that FACT had created. So whilst
audience members felt they were learning what text style most suited them, the
data was actually enabling FACT to learn more about the audience that attended
the exhibition and their interests.

Use audience segments to devise questions consulting with staff and typographers
to decide upon the questions
Try and make the quiz fun
We described the person in a positive way to make them feel they had a good
experience. This was tested it and modified and the tested it again Sync with email
provider .mailer to get those on their mailing list to take part Then they launched
it'll Evaluate They found that people wanted to do it the test because they wanted
to find out what text style they were..
Findings:
The process lasted 8 weeks
They gained 550 unique views
70% completed the survey
Of 385 completed surveys, only 16 people submitted their emails
15 were brand new
What didn't work?
Review email sign up
Ask beginning ask before results
Tidy up sign-up information
Be more scientific
Work more with. External partners
Promote more extensively outside galleries/ more social media encourage
more sharing launch earlier

Joanna jones
VA
@jokjones J.jones@vam.ac.uk

Site contains over 100,000 assets

Content audit template

Content users want
Content the client wants
Content that exists

Cross overs in these sphere sections become the priorities

Looked at page views, length of time on pages and bounce backs
Terminology and what people are looking for don't match with what we have online
Looked at Pinterest and Twitter handles, instagramy Facebook
Contemporary language increased sharing activity online
For example VA used to index used to be sequence art which meant comics
Lolita and steam punk art manga style Japanese fashion
END