SEO for Marketing

Part off SEO is making sure that your site is found when searched for, therefore it is vital that it can be found easily. Google Keywords Planner is a great service that tells you how many times a word is searched for, and which are the best keywords to use. I have found entered the sites details into the keyword planner, and have made two discoveries.

Firstly, people only search for a specific type of exhibition if at all, therefore they must know the name through the marketing for them to search it, otherwise there are no keywords that can help get the site seen, you can see this here with really vague keyword suggestions like “museum exhibits”;

Schermata 2016-01-13 alle 08.10.56.png

Secondly, the most popular museum related searched are the names themselves, this means that the best way to create a successful exhibition, is to make it travel between really popular museums, and make the website appear at the top of the search for these museums. You can see this would be really successful by the following information;

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Catering for the spiritual & emotional visitors

There are two categories in my audience that I have catered for specifically, these find refuge being surrounded by what the museum has to offer. I created a room for relaxation after visiting everything in the museum, it is a room that has projections on the walls of whales, calming music and sea biscuits available as snacks. In this room I have offered multiple things on the iPad, there is an opportunity for the user to learn more about the history of whaling, with the addition of a game which would look something like this;

and an artwall for kids to get involved with each other, and draw pictures while their parents relax.

Content Research

The museum will be split up into various sections, of different factual information. This allows the visitor to get real insight of what a Whalers life was really like. Images on the wall will turn into animated scenes on the iPad, there will be questions about the images. Interior of the museum will be dimly lit, with lights focusing on the actual content for the visited to see, this will create a much more immersive experience. Changing the boat within the museum to allow it to move and have people sit inside it, whilst wearing virtual reality headsets will create a truly realistic experience that is not only factual but visual.  The flow of the content will move through a Whalers life, showing the tools he used, his life on the ship, people you came across on his journey and other exotic animals he so along the way.

This is the information that is viewable when looking at the various animals around the exhibition;

Geographic distribution
Images
Bone/ muscle skin Layers
Communication
Amount of people who have signed the petition/percentage of number of people who like whales
scale of the animal in com[parison to other animals
Life expectancy
Diet = Carnivore/Herbivore
Weight
Population

Timeline
6,000 BC – The earliest archaeological record of whaling is found inSouth Korea, where carved drawings dating back to6,000 BC show that Stone Age people hunted whales using boats and spears.

9TH CENTURY – Whaling begins in Norway, France and Spain.

12TH CENTURY – Hand harpooning begins in Japan.

1848 – The exploding harpoon is invented. The harpoon was fired with a cannon and used a motorized whale catcher. This enabled whalers to catch the fast-moving and huge rorqual whales.

1930 – 80 per cent of the great whale species are thought to be on the verge of extinction.

1946 – The International Whaling Commission (IWC)is set up by15 whaling nations to manage whale stocks.

1963 – The UK ceases whaling.

1972 – The population of blue whales falls to 6,000.

1990 – Seven out of the nine remaining whaling nations agree to stop whaling.

2003 – Iceland resumes ‘scientific whaling’.

2006 – Iceland resumes commercial whaling.

Boats
“Thar She Blows!”
Fin Whale
Antarctic Minkle Whale
Sperm Whale
Humpback Whale
Sei Whale

The captain
The mates
ATE TOGETHER AND BEST Accommodation BEST SLEEPING QUARTER

The boat steerers
The foremast hands
ATE LAST – WORST SLEEPING Quarters

Length of journey
The whaling schooner, the smallest whaler, generally undertook 6-month voyages
brigs, barks, and ships might be at sea for three or four years

Right whale – Carnivorous
(SCALE)
Population

Weapons
Harpoon
Fired in then bent with pressure

Lance
cut the meat

Polar Bear – Omnivorous
ABOUT ERIC THE BEAR
1981 – 22,000
1993 – 25,000
1997 – 24,000
2001 – 23,000
2005 – 22,000
2009 – 20,000
2013 – 18,000

2015-12-19 16.21.11 2015-12-19 16.21.17

References;

https://www.rspca.org.uk/servlet/Satellite?blobcol=urlblob&blobheader=application%2Fpdf&blobkey=id&blobtable=RSPCABlob&blobwhere=1195662481324&ssbinary=true

http://www.whalingmuseum.org/learn/research-topics/overview-of-north-american-whaling/life-aboard

http://www.whalecraft.net/Harpoons.html

http://mysite.du.edu/~ttyler/ploughboy/olmstedvoyage.htm
http://www.whalingmuseum.org/learn/research-topics/overview-of-north-american-whaling/life-aboard

http://nibbler.silktide.com/

Other exhibitions

There are many exhibitions around the world, that show visitor varying amounts of content covering many topics in different ways. It is useful to see what is out there when creating an exhibition website. Chris Smith, who is responsible for the Art Fund Prize suggests that it is difficult to generate interest around a museum therefore the money is best spent around creating interest around the topics within the museum. He states that people who ignore this vital fact always fail and that content consistently comes out on top. Using a story to bind the exhibitions contents is second most important thing to do.

People are happy to visit a museum exhibition provided the tickets are under £15, once the prices get higher than that, people start to be dubious whether it would be worth going. Great exhibitions are huge scale with the content being the content specifically picked for the area. Cultural aloofness being a major factor, the exhibition needs to be certain to target itself at a mainstream audience, not selecting a certain age range or ethnicity. They should inspire people to approach with an open minded, positive attitude and to allow them to leave with something to think about.

Key pointer;
– Make sure that you generate as much interest as possible around the specific contents,  regarding the exhibition itself and bind it together with a story

References;
http://www.artfund.org/news/2012/05/16/what-makes-a-good-museum
https://designmuseum.org/exhibitions/designs-of-the-year-2015
http://www.bbc.co.uk/news/magazine-33184094
http://www2.montshire.org/stacks/exhibits/goodexhibits.html

OTHER INTERACTIVE MUSEUMS RESEARCH

The museum experience is changing, technology is taking a new unseen told in how we intake information. For this reason I am looking at ways other museums around the world have used technology to enhance their museum experience.

Science-museum-London.jpg

London science museum its the most popular interactive museum in England. It is very hands on, lit with colour rooms, it contains an IMAX cinema experience and experiment that the kids can get involved in too.

titanic-off-brighton_5564548_m.jpgW5 Interactive discovery centre is a great museum for it’s interactive experience, it has many hand things that can be used by the visitor such as a lie detector.

 

showcase-Chess_02.jpgAugmented reality has really taken museum experiences to another level, the company CHESS cultural heritage experience have created a brilliant service that matches the user to an already created person. Each persona has a different experience tailor made to them. It allows them to view additional information about the thing they are viewing in real time on the iPad screen. It creates an immersive story told experience using quizzes, games and information that can be accessed from home.

From researching the difference services available it is obvious that the experiences have been overloaded with information, and need to be cut back with a much more visual experience for the user. There are three elements that make up a museum experience;

Screen Shot 2015-10-26 at 18.57.12
It is also apparent that museums are stereotypically old dusty rooms filled with old things and large amounts of text. This needs to change if the museum experience is to evolve, the information needs to be almost completely removed from the room and moved into the interactive experience on the device. The windows should be blocked and the lights dimmed so that it is possible to light up the relevant elements of the museums. This alone creates a much more interactive and immersive experience for the visitor.

References;
http://mashable.com/2011/09/14/high-tech-museums/#ZqqY4D46Hiqs
http://www.visitbritain.com/en/Travel-tips/Britain-for-kids-and-families/Top-10-interactive-museums.html
http://ec.europa.eu/programmes/horizon2020/en/news/making-museums-mobile-personalised-and-interactive-experience

Moodboard

Mood boards set the scene for what the experience should look and feel like, in this case, I need to cater for the 4 types of visitors. The social visits can gather round the iPad and share the experience with each other, the intellectual visitors can make the most use of the information available on the iPad to learn about the exhibit. The emotional visitors, can look at the artifacts shown around the museum to draw upon past relationships. Finally the spiritual visitors can take comfort from the relaxation of the room that offers smooth whale sounds whilst being surrounded by a projection of whales on the walls around them in a relaxation room. This can all be seen within mood board, which also portrays what the experience should look like to outsiders, with the aim of drawing them into the exhibition.
Moodboard-Final

IMPROVEMENTS TO BE MADE TO THE EXHIBITON

There are many improvements that me made to both the overall museum experience and specifically the one concerning whaling, I have described below the ideas that are both originally mine and also researched.

OUTDOORS
– Use outdoor building projection to project an underwater world to life.
– In the evening reactionary projections can be made onto the floor. This could allow people to look under their feet have the water react with their steps?
– Use holographic projections to mark every hour, the captain will shout “watch whale ahead”.
– Model boat outside with actor standing on top

INDOORS
– Allow the users to pick their topic first, and the level at which they want to learn (relate these with the 4 classes from research social, intellectual, emotional or spiritual?). This will directly impact the route they are given and the amount of information provided.
– Augmented reality can bring elements of the exhibition to life and add extra information about these things that can be explored (point a camera at the whale skeleton, the skin would appear on it, it would pop up as a 3D which can show the different elements within the animal, like skeleton, organs, muscles and skin. This will also have a more info button to allow you to compare the animal in size to other piscine creatures, it’s life expectancy, YOY breed estimations, are they endangered? It could also be used to scale the animal against other animals associated with it.(Use black & white for contrast on live camera, while the content that can be interacted with is in colour – example of this contrast working is http://latenightedm.com/wp-content/uploads/2015/03/alison_wonderland_run-new-edm-music.jpg)
– A mood board of a looped video of a whale user enhanced adaptations on each frame, see this music video (https://www.youtube.com/watch?v=nntGTK2Fhb0) and pause anywhere after 1:06 and notice it is all individual artwork (Also see image below). This creates a social bond between all visitors, old, new and future.

bieber
– Let the user know that there are more exhibitions to see if they were to visit again, it also suggests other places of interested around the city.
– In app voice commands (like Siri) could allow users to ask a specific question about the animal and get it answered immediately. These questions could be targeted at the stories fictional captain by saying “Hey Captain”
– A boat radar should be used for location within the museum relation to interactive elements, when clicked showing the floor plan of the museum and all the interactive elements across the museum.
– Sea biscuits as snacks should placed along the route for people to eat (Info about the Weevil)

EXTRA
– Moby Dick swallowed a whaler. (Could be the story in which the users travel the museum) & can be related to the outdoor hologram of the whale jumping from the ground on the hour.
– Visitor Number #9172/competition(With spending money for the gift store)
– Link with Facebook for competitions, and allowing the user to save information they want to read another time,or allow them to access saved information at their next visit? (Data collection & Improvement of services for user)
– Choice of Language
– Time sensitive responsiveness (Good morning/Good Afternoon)

Museum Demographic

While I have conducted my own research about the museums, I tried to contact the Maritime Museum for help with regards to the demographical footfall. Unfortunately they were unable to help me, therefore without their support, I took to the web to discover the average statistics of museum goers. This is what I found;

 

Gender
40% Male
60% Female

Age
10% 0-24
57% 25-55
33% 55+

Visiting Patterns (Yearly)
32% – 1 Visit
27% – 2 Visits
21% – 3-5 Visits
14% – 6-10 Visits
6% – 11+ Visits

4 Main Reasons to visit a museum
3%   – Spiritual (Religious) – Creative Stimulation & Quiet Contemplation
11% – Emotional (Spa)
38% – Intellectual (Archive)
48% – Social (Attraction)

30% visits are based on word of mouth, therefore suggesting that the visits need to be dynamic and stimulating enough that people will want to talk about what they’ve seen.

Museums see on average an increase of 40% in visits when advertising with flyers and television.

NOTES:
The group that attends the museum the least is the 18-24, this is the target audience that should have the experience should rive to improve whilst also increasing the other groups too!

Target Audience is between 18-24 because they are the lowest audience group. The reason to exclude the younger part of the group is because it would be a different service to offer and there are external elements such as family that influence the visits of children. Understand the reasons why this age group both do and don’t attend a museum is going to be vital in part of the research stage.

People will revisit a museum, I should make an digital experience that would have different elements to allow for multiple visits.

I need to create an experience that relates to people on many different emotions, the stronger the connection the more they will take away from the exhibition.

It is important to the footfall of the museum for the visitors to share their experience with friends and family to maximise the potential visitors. The design must include and easy way for the users to do this while they are still caught up in the excitement of the experience.

References;

http://reachadvisors.typepad.com/museum_audience_insight/2010/04/whos-coming-to-your-museum-demographics-by-museum-type.html

Click to access digest05.pdf

Click to access audience%20knowledge%20digest.pdf

Current Online Exhibits & Target Audiences

(http://www.warmuseum.ca/war-of-1812/) This site is very straightforward, it combines simple graphics with last colours and small amounts of text. This website is somewhat interactive but almost seems confusing as you don’t really know what different sections are for. The footer for this page stands out really nicely as it is a lighter flat colour, that contains four elements, a quote, social interaction & two logos. While It doesn’t try and sell you something because it is just a virtual exhibition, there is still less content that other sites for actual exhibitions.

1

(http://amhistory.si.edu/militaryhistory/exhibition/flash.html) Is a really good website, complete with information, graphics, animations and interactivity it allows for a good user experience. There is a lot of clickable content but this can almost seem cluttered and somewhat turns it into a bad user experience. Typography and colours seem to have been seriously considered when making this site, each war has it’s own style and colour set but stays with the same general theme. I believe that because there is so much content available that it wouldn’t intrigue the user to want to visit the actual museum/gallery itself. The content of the site actually tells the entire story along with photographs of the artefacts that you would usually go to the gallery to visit, this makes a trip to the gallery almost pointless unless you particularly wanted to see it in person.
2

(http://www.nam.ac.uk/exhibitions/online-exhibitions/waacs-war) This website is very straightforward, it is all contained within one page, if you want more content you simply click on another number along the bar and it will slide across. The colours are simple and flat, which allows the user to focus on the content. I found this to boring and dull, and I think this was due to its simplicity and lack of interactivity.

3

(http://www.moma.org/interactives/exhibitions/2013/isagenzken/) I really liked this website for it’s overall design. There is great interactivity with the menu where it is out of sight until you click on it and it becomes fullscreen, the are different colours which change and become boxed in if you hover over them. This is simple and effective as it then stands out of the crowd and because something you enjoy using. Each page is dedicated to a different part of the exhibition which works really well because the majority of text is one page whilst the images are contained on another meaning the user can view what they want.

4

The target audience for a museum is very diverse, it attracts people from all ages, genders and class. This means defining the target audience is very difficult,

In terms of creating an exhibition site for a museum i know I need to focus my attention on attracting new customers without alienating existing customers, this can be done and I found the “Marketing of Art Museums” by  Robert C. Blattberg and Cynthia J. Broderick that explains a lot of relevant information. This article dates back to 1991 and so is out of date with the web now in place on desktops, tablets and mobiles, this shouldn’t be an issue as some of the key concepts will still apply.

“There are two distinct types of audiences that art museums can target. The first is the group of potential donors, who often become members and are more likely to become heavily involved in museum activities. This group is small, will generate far more revenue and profits to the museum, and appreciates the current types of exhibits the museum offers.

The second type of audience is the general public, who attend museums to be entertained and to be educated. Few will ever become donors of works of arts nor will they become major financial benefactors. However, they occasionally become members and often spend money at the museum store and restaurant.”

From this statement, it is easy to understand that there multiple benefits a museum can take from their audience. These are donors of material and people who are willing to participate in events for the museum, this can be done through volunteer work. Also, more commonly the general public who spend money in the shop and cafe, I must be targeting the design of the site cause enough intrigue for people to want to visit the museum.

Therefore, understanding who the target audience is vital and while I am mean’t be basing my website around an exhibition some sites are simply to inspire action against a particular organisation. I would like to do both, meaning the viewer is intrigued enough to visit the exhibition but also then wants to do something about what they have seen. This will capitalise on every single person that first views the page. They view the page, pay for the exhibition, fight for the cause of the exhibition and then also further spread the word about the exhibition. This would be the most profitable, attention gaining, way for an exhibition to gain traction with the public by creating a ‘movement’ that has the purpose of both profitable gain and creating awareness.

References:

Click to access c11646.pdf

http://www.copywritematters.com.au/define-target-market/