Note from Break-out Group 1: with thanks to Kathryn Eccles

1. 1. What audiences do we have in common across organizations/sectors? Which ones
should be prioritized? How can we increase audience share?
a. Divergent audiences – depending in different audiences for things like the arts
council as a point of entry, or a museum as a point of entry.
b. The young because they have been taken there, and the old because they have
some interest
c. Family history researchers
d. Could we overall know data across all the ‘audiences’ representing different
partners
i. What is the different between organizations doing their own individual
things, and doing things in a coordinated fashion?
ii. What do individual organizations bring in terms of channels, access to
new audiences, etc.?
iii. In Darwin 200, there were 6 organizations making the decisions, and 200
following. In this project, there are 60 organizations, but there is not a
central organization, and no way of voting, etc.
e. Difference between chasing an audience group, and building an important
historical resource. Don’t want to build too many biases into the collection.
f. Segmenting audiences for difference purposes might be necessary, but then they
have a network of other relationships
g. Creating pathways for audiences so they can navigate – opportunity online that
isn’t really available in the offline world
h. How do you engage audiences for the whole period 2014-2018?
i. E.g., Canada in 2017, other Commonwealth countries on other dates
i. Not being just London-based. Online getting people active and engaged from
around the UK, Commonwealth, and elsewhere
j. Difference between audiences who get older and get interested, and interested
audiences that are just getting older
k. More intelligent about physical audiences than about digital audiences, in some
organizations
l. What is the point of engaging new audiences? What does it improve for them,
for society, etc.?
m. Also consider the audience of the future
n. Be able to show you have listened to your audience feedback
o. What about the gap between materials for very young children, and for
enthusiasts
2. Consider good and bad examples of how to engage audiences.
a. New audiences will be the most difficult to engage
b. What is a bad engagement? You draw them in, and they don’t find anything they
want? Or you build something, and nobody comes?

2. c. How about podcasts to reach audiences who listen to things, and then ask them
to do something at the end such as liking on Facebook, so you know who they
are
d. Horrible Histories on CBBC
3. Is there mileage in common frameworks, metrics and ways of understanding audience
and measuring impact – sharing – if so what?
a. Doing research at the beginning is important
b. There may not be a one-size-fits-all solution
c. If everyone had the same segmentation to start, then you can have strategies
about things like the converted, the unengaged 14-19 yr olds, etc.
i. Mosaic – to segment based on postcodes
ii. How can you prioritize things to tailor and focus on events
iii. Can different organizations lead on engaging certain segments?
d. Institutions sharing their metrics can work in context (such as Culture 24
presentation)
e. What other comparable things have happened?