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19th October 2017 Rebecca Moore

Painting by Numbers #DMA

Olivia Parker from Waddesdon Manor shares her experience on the Digital Marketing Academy.

I finished my previous blog with the intention to learn the art of making GIFs, so that’s exactly what I did. I invited Adam Koszary from Reading Museum to Waddesdon for a day of discussing digital marketing. In the morning we led an open discussion between the curators and the marketing team looking at the peaks and pitfalls of using animations to highlight the art in the collections as well as their importance in spreading knowledge, understanding and awareness. Then in the afternoon Adam imparted his digital wisdom by teaching the marketing team how to make GIFs. It was an incredibly valuable day, on a practical level but also in terms of creativity, inter-departmental communication and strategy. We’ve shared some of our thoughts in a recent blog ‘Getting giffy with it’.

As the DMA continues so does my understanding of website analytics and our audiences. Following my second session with my mentor, Tom, we decided it would be a valuable exercise to identify some of the main types of visitors to Waddesdon’s website and give them personas to start to paint a picture of who they are. From assessing Google Analytics I highlighted four main groups of people and created web persons based on who they are, what they were looking at, where they had come from and what interests them. On the most basic level this process has helped me to visualise them as people not statistics and has shifted the way I approach putting content together. This has fortunately tied in with broader audience analysis so as a team we’re much more aware of the types of people we need to deliver to. By far our biggest audience is women in their mid-thirties to forties with children.

A key goal of my project is to discover a bit more about our younger audiences, specifically those between 18-24. They make up a meagre 4% of our visiting audience and just over 6% of our website visitors. With another of my aims to prompt more user-generated content, I thought I could achieve both things by inviting young social media influencers and bloggers to Waddesdon for the day. Both organising and executing this day proved to be huge learning experiences. From recruiting attendees to finding a day that worked for the majority was very hard, particularly with such a niche audience. Then getting those interested to commit was also another challenge. We had a list of 20 people interested, 6 acceptances and then 3 people come on the day. I was initially incredibly disappointed about the small turnout, however the day proved to be a huge success and I learnt a lot from it. Logistically, as we took the attendees on a curator-led tour of the house it would have been very hard with any more than 3 people so this needs to be brought into consideration for future events. I spent a lot of time reflecting on this day in my most recent mentor meeting but ultimately the real take away is that, although the sample was small, it was successful. So much so that these types of events will be integrated into our marketing strategy and will be adapted and iterated for audiences needs as well as our own (hello agile working!).

 

 

 

 

Header Image : Picture of the Dining Room at Waddesdon Manor © National Trust, Waddesdon Manor.  Photo Chris Lacey
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