NEIL BATES (NL) Europeana, Marketing Specialist His vision: Opening up digitised cultural heritage facilitates new and innovative re-use by developers and end-users alike – ultimately these are the people who create new and meaningful ways to share and engage with culture online. Neil Bates is a Marketing Specialist at Europeana, Europe's digital library, archive and museum. It currently gives people access to over 25 million books, paintings, films, recordings, photographs and archival records in 29 languages. It represents 2,200 partner organisations, including all the great national collections such as the Rijksmuseum in Amsterdam, the British Library in London and the Kunsthistorisches Museum in Vienna. Neil oversees end-user research and engagement together with the creative re-use of collections on social media.

1. Open Data & End-User
Engagement
We Are Museums
6 June, 2013, Vilnius, Lithuania

2. Europeana is a catalyst for change
in the world of cultural heritage. The
Europeana Foundation and its
Network create new ways for
people to engage with their cultural
history, whether it’s for work,
learning or pleasure.
Europeana’s Mission

3. Some Facts
• 27+ million items available
• Portal integrating Europe’s digitised books,
films, images, sounds, drawings
• 2,200+ Museums, Libraries, Archives and
Audiovisual Collections

4. APENET
Europeana
Louvre
TEL
RoyalDutchLIbrary
National Archive

5. “Open data is such a powerful idea, and Europeana is such a
cultural asset, that only good things can result from the
marriage of the two. People often speak about closing the
digital divide and opening up culture to new audiences but
very few can claim such a big contribution to those efforts as
Europeana’s shift to creative commons.”
- Neelie Kroes, Vice-President of the European Commission

6. CC0

12. Why We ♥ Social Media
We Want More
Social media accounts for less than 2% of overall
traffic to Europeana, however users that arrive via
this source are less likely to bounce, they visit more
pages and stay longer.

13. Why We ♥ Social Media
We Want More
Social media accounts for less than 2% of overall
traffic to Europeana, however users that arrive via
this source are less likely to bounce, they visit more
pages and stay longer.

14. In a Nutshell
End-User Engagement at Europeana involves:
‘Cultivating new ways for
users to participate in their
cultural heritage’

15. Engagement Concepts
End-User Engagement Programme
Europeana aims to connect end-users with
cultural heritage content in new and
innovative ways.
4-Track Criteria
Innovative
Scaleable
Measurable
Repeatable

16. The beauty of Pinterest is
its low threshold; the more
you and your users pin, the
more you build awareness
of your organisation and
collections organically.

17. Average Time (Minutes)
Average time spent on Pinterest, Twitter and Facebook in 2012
Source : Quicksprout
77
36 12.1

18. Collaboration In Numbers
What we did:
8 Weeks
5 Europeana Partners
10 Pin Boards
225 Images

25. Social ReferralsPinterest - Europeana.eu - 2012
Data extracted from Google Analytics

26. Social ReferralsPinterest, Twitter, Facebook - Europeana.eu - 2012
Data extracted from Google Analytics

27. Pinterest = Quality (Page
Depth)
Average number of pages visited in 2012 (Europeana.eu)
Data extracted from Google Analytics
6
4
5
4

28. Pinterest = Quality (Bounce %)
Average bounce rate in 2012 (Europeana.eu)
Data extracted from Google Analytics
37%
56%
52%
75%

29. Pinterest = Quality (Time)
Average time spent on site in 2012 (Europeana.eu)
Users from Pinterest stick around
Users from Pinterest spend considerably longer on
the portal and visit more pages than users from
other social media sources.
Pinterest: 00:04:10
Twitter: 00:03:36
Facebook: 00:03:07
Site Average: 00:02:22

33. Social Meida Impacts SEO
Simply by creating a profile description, board titles
and image descriptions, we saw the indexing
weight of Pinterest. Collections ranked high for top-
level keywords (institution, creator, titles).

34. What can users do?
6th
biggest social source of
2012

35. What can users do?
6th
biggest social source of
2012

36. Driving Re-Use
Wikipedia
Instigating re-use on Wikipedia
38,500 visits from Wikipedia
298 images on Wikipedia referenced to
Europeana and 173 of them are used in articles
13.7 million impressions of the 173 images used

40. What are your experiences?
Thank you
Neil Bates
Europeana Foundation
Europeana.eu / neil.bates@kb.nl / @nbates86