Wrangling Video, MCN2019 panelist Content and Mission
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Panelist on Museum Computer Network 2019 conference session about content strategy. I focused in on our approach to video production and distribution.
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Wrangling Video, MCN2019 panelist Content and Mission
- 1. Content and Mission: Finding Balance in Principles, Strategy and Success Jessica Brodefrank | Brad Dunn | Susan Edwards | Ariana French | Laura Mann November 8, 2019
- 2. MCN 201902 Wrangling Video Susan Edwards
- 3. MCN 20193
- 4. MCN 20194
- 5. MCN 20195 Video Strategy Principles 1.Tell your story 2.Go where the audience is 3.Experiment!
- 6. MCN 20196 Hammer Museum Strategic Goals 1. Grow audiences = Raise awareness and drive visitation a. KPIs = reach and attendance b. Target audience = culturally curious, civically engaged c. Video as a dynamic, immediate medium on social, the primary platform for awareness 2. Add to the community = Broaden scholarship, encourage civic participation a. KPIs = publishing resources and information, conversations b. Target audience = content specialists, lifelong learners c. Video literally brings programs outside the walls
- 7. MCN 20197 1.Tell your story
- 8. MCN 20198 The Hammer Museum believes in the promise of art and ideas to illuminate our lives and build a more just world.
- 9. MCN 20199
- 10. MCN 201910 2. Go where the audience is
- 11. MCN 201911 2015: Video As Platform ART Vimeo 1-8 minute explanatory videos IDEAS 1-2 hours programs documentation Livestream Website Facebook Periscope
- 12. MCN 201912 2019: Video Is Everywhere ART Vimeo IDEAS Program clip Livestream Website Periscope!? Instagram Twitter Facebook YouTube Documentation Brand Explanatory Live video Video Ads Generalists / Awareness Generalists / Visit Lifelong Learners / Deep Dive Specialists / Discovery Specialists / Research & Use Content Audience Format Platform Teasers IGTV
- 15. MCN 201915 IGTV
- 16. MCN 201916 Hammer Digital Strategy PROJECTS & TACTICS ● Project Management tools ● Tech tools ● Connect internal calendars ● Intranet? ● Workflows + collaboration Publishing Awareness Process OBJECTIVES ● Add to/broaden cannon ● Bolster Hammer authority ● Provide teaching tools ● Access to collections OBJECTIVES ● Grow audience ● Learn about audiences OBJECTIVES ● Sustainability ● Scaling for growth ● Tools for communications, collaboration, efficacy, transparency PROJECTS & TACTICS ● Archiving Public programs ● Digital Archives ● Collections online ● Digital publications PROJECTS & TACTICS ● Video Strategy ● Collecting emails ● Audience survey ● Share our stories
- 17. MCN 201917 Video Strategy Principles 1.Tell your story 2.Go where the audience is 3.Experiment!
Notes de l'éditeur
- The Hammer Museum is a contemporary art center and museum located in Los Angeles. Affiliated with UCLA Community Center is important Courtyard is a gathering place for local office workers and students. Over 300 public programs a year, and exhibitions that highlight contemporary artists, especially underrepresented artists, and LA artists.
- I want to talk about our video strategy, which has been an evolving process. We make a lot of video It’s been a process. Video is complex. I’ll share a little of what we have learned and our current strategy.
- Not different than other types of content - but video does have its own specific twist on these classics
- We used to be very didactic. We still do that but have added in a lot of evocative approaches. Through experimentation, we’ve learned to leverage the unique qualities of video.
- Our mission - it’s aspirational and it’s where our content strategy stems. Art & Ideas are core to everything, it drives our content strategy. We distilled our mission into a video - as a way to quickly tell audiences who we are. to convey the dynamism and variety of our programming.
- this video demonstrates how we are activate the mission - without being didactic. Short words/phrases, instead of sentences. Gets across a sense of dynamism through editing and the clips chosen - lots of movement. Diversity communicated through Variety of scenes programming. This took a lot of experimentation. There’s an earlier version of this from 3 years ago. This version had one that was totally scrapped. This is an Ad! Likewise, we also do other short, evocative videos - teasers that are designed to grab attention, and create awareness.
- We used to think of Video as a platform - Placement was based on functionality. More requests for video - how to prioritize? Prompted us to think about Who is the audience for these videos? What is the goal of the video?
- A suite of format options. One story can be output to many formats, tailored to the different platforms - interview with an artist can be put in a teaser, and be a longer video on YT, and become an ad. YouTube became key - we realized we need to put ALL of our videos there SEO, metadata, titles are all important too!
- working with video means keeping up with fast-paced change. Mostly on social platforms (anyone on tik tok?) and YT. But also, the technology is evolving - equipment needs and options, technical aspects like metadata and captioning, and even video file formats. 2 examples : Live video and IGTV
- Live “Art” - in galleries and at performances - have learned what works best, equipment, platforms. Some more forgiving than others. Live “Ideas” - simulcasting on social - up and down, learned what workflows needed, Slow process….
- Short 1-2 min. clips excerpted from our longer 60-90 minute public programs. This took experimentation - started as a “what if…?” Had to work on the format change Adding and placing captions best type of clip to look for. Workflow is challenging still - labor intensive. But metrics/reach tells us it is worth it. Also allows us to activate the full mission - art & ideas - on social in a visible way that we were not doing before.
- Publishing is really an audience stand-in for specialists, re-purposers, lifelong learners - people who will spend time with your content. Awareness is stand-in for generalists - passersby who don’t have a lot of time, but who may be enticed to stop
- NOt different than other types of content - but video does have its own specific twist on these classics Tell your story Start with the mission Teasers act as breadcrumbs to longer, indepth content Play to strengths of the video format Go where the audience is Platforms, adapt the content to the platform Multiple platforms - target the ads and the content Make the content findable and digestible (Titles, Metadata, SEO) Experiment! Everything is changing on social media, and especially where video is concerned Be prepared to take advantage of opportunities Experiment and move forward quickly Give staff flexibility and tools needed to develop new workflows