Mike Ellis has worked in cultural heritage online for 10+ years. He discusses how the social web has fundamentally changed how cultural institutions engage with their audiences online. Where once sites took a "broadcast" approach, sharing information one-way, now users expect to participate, share content, and have conversations. To adapt, institutions must take a more human, conversational tone and focus on building relationships rather than just technology. The social web reflects human desires to connect, create and share with others.

1. why the social web is here to stay
[ and what to do about it ]

2. I am Mike Ellis
I have spent 10+ years working with heritage on the web
I am a strategist, UX zealot, social(web)-ist
I work for a not for profit IT company called Eduserv

3. slideshare.net/dmje

4. everything was fine, once

5. back in 1.0, cultural heritage sites were authorities

6. we said stuff: people listened.

7. web experiences tended to be linear

8. and then it all got complicated

9. now, everyone has a say

10. everyone is a curator...

11. paths are chaotic

12. let’s do a quick 2.0 re-cap

13. creative
commons
user generated
content
rich “non web-like”
environment
web
2.0 is..
viral marketing mashups
and permission
based activity
radical
de-centralisation
collaboration

14. the
social
web

16. social technology :
“ tools that enable people to
create, share and connect with
each other”
http://www.slideshare.net/ninaksimon

17. broadcast: “we tell you”
us them

18. interactive: “tell us what you think”
us them

19. social: “tell each other what you think”
and him
his mate
and them
us them
her
and her

20. the changing heritage experience online
web 2.0
reactive proactive private
public
consumption consumption production
production
pre-visit photos, text,
the “basic sharing our
research talking
museum tour” experiences
online
modified from “Hobby Princess” http://tinyurl.com/pmf38

21. let’s think about the non-virtual world for a moment

22. we're quite good at social technology...
zine blog
radio show podcast
group project wiki
word of mouth digg
address book social network
http://www.slideshare.net/ninaksimon

23. i.e. the web isn’t necessary,
but it makes some things easier
publish
distribute
track access
http://www.slideshare.net/ninaksimon

24. maslow says...
self
actualisation
esteem
love / belonging
safety
physiological
http://en.wikipedia.org/wiki/Maslow's_hierarchy_of_needs

25. web2.0 says...
creativity
self
actualisation
confidence community
esteem
respect
love / belonging
intimacy safety
friendship
physiological

26. sharing and community is what we do

27. ...and that’s what “web2.0” does, too

28. so what does it actually do for us...?

29. ..for years, cultural heritage institutions have
been trying to prove they’ve got more than
old stuff in dusty cases, that their voice is
important

30. a more human tone of voice

31. http://www.flickr.com/photos/powerhouse_museum

32. http://www.brooklynmuseum.org/community/blogosphere

33. “network effects”

34. http://www.slideshare.net/george08/uk-museums-and-the-web

35. The Library of Congress has
updated 176 records in the
Prints & Photographs catalog,
quot;based on information provided by
the Flickr Commons project, 2008quot;,
with more to come
http://www.slideshare.net/george08/uk-museums-and-the-web

36. http://www.sciencemuseum.org.uk/launchball

37. http://www.powerhousemuseum.com/collection

38. authentic, personal intelligence

39. http://getsatisfaction.com/bbc

40. http://kindlingapp.com

41. http://objectwiki.sciencemuseum.org.uk

42. collaboration
http://ideastorm.com

43. cultural heritage
organisations become
platforms for engagement

44. then, our authority becomes
more open and authentic

45. and what about the dangers?

46. challenge to authority?

47. challenge to brand?

48. moderation?

50. ask – what are the
dangers of not engaging?

51. how to do it?
1. Think relationships, not technology
http://www.slideshare.net/ninaksimon

52. 2. start small with something that excites you

53. 3. Use internal projects to build competency

54. 4. respect your users

55. 5. fix things for individuals first

56. which is why “there is no 3.0”

57. the takeaway thought?

58. connecting with other people
is a human condition,
not a technological one

59. thanks for listening
www.eduserv.org.uk
mike.ellis@...
twitter.com/dmje

60. and thanks to flickr people
dmje tag cloud from wordle
big finger mine
geek tattoo http://commons.wikimedia.org/wiki/File:Geek_Tattoo_html.jpg
drop tables http://xkcd.com/327/
don't panic http://flickr.com/photos/brighton/2153602543
suburbia http://www.flickr.com/photos/radiofree/134451006
tower mine
listening http://www.flickr.com/photos/anniekate/3005811472
linear http://flickr.com/photos/generated/2109669188
suburbia neg http://www.flickr.com/photos/radiofree/134451006
comment http://www.flickr.com/photos/dharmasphere/20993325
curator mine
bifurcation http://flickr.com/photos/ethanhein/2292232215
fireworks mine
logos 2.0 http://www.flickr.com/photos/ryyo/249804450
crowd http://www.flickr.com/photos/victoriapeckham/164175205
broadcast http://www.flickr.com/photos/beger/2336486182
two way http://www.flickr.com/photos/z6p6tist6/500048151
social screen-grab from http://antisocial.demozoo.org/demo.html
robots http://flickr.com/photos/yeowatzup/2463225297
real world http://flickr.com/photos/mniemand/2531756364
network http://www.flickr.com/photos/dr/2048034334
post-its http://www.flickr.com/photos/pulguita/2868952310
superhuman http://www.flickr.com/photos/esparta/482348262
many questions http://www.flickr.com/photos/orinrobertjohn/3040007953
skype http://www.flickr.com/photos/malthe/125252690
powerhouse http://www.flickr.com/photos/powerhouse_museum
flickr http://www.slideshare.net/george08/uk-museums-and the-web
launchball http://www.sciencemuseum.org.uk/launchball
powerhouse http://www.powerhousemuseum.com/collection
intelligence http://www.flickr.com/photos/ext504/732683765
engaged http://flickr.com/photos/timoni/452573099
authentic http://flickr.com/photos/jeremybrooks/2334664234
..anger http://www.flickr.com/photos/sindesign/221297512
no parking http://www.flickr.com/photos/webel/2422760305
mcd http://www.flickr.com/photos/alvarez/408380960
moderation http://flickr.com/photos/mdesjardin/709085827
great ideas thanks to Hugh @ http://www.gapingvoid.com
bored dogs http://flickr.com/photos/bobilina/361415711
question http://www.flickr.com/photos/drachmann/327122302
simple http://www.flickr.com/photos/louganmanzke/2722701187
fog http://www.flickr.com/photos/emdot/73257387
e=mc^hair http://www.flickr.com/photos/ocularsmith/239674652
duck mine
technology changes thanks to Hugh @ http://www.gapingvoid.com
thank you http://www.flickr.com/photos/vernhart/1574355240
hand my boy :-)