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Digital Skills Day

Thursday 10 June

Digital Skills Day: from Digital Heritage Lab

National Lottery Heritage Fund logo

Digital Skills Day for small to medium sized heritage organisations across the UK

Thursday 10 June @ 10am-5pm

This free practical one-day online training event will help you and your heritage organisation build digital skills.

Digital Skills Day is free as part of the Digital Heritage Lab and is for anyone working or volunteering for a small to medium sized UK-based heritage organisation.

Come along to find out how to better engage with your audiences, and attract new and diverse audiences both online and offline.

Book your free place at Digital Skills Day

10 June 10am-5pm

The day will be delivered online using Hopin.

Structure of the day

The sessions across Digital Skills Day are designed to help you choose the content and topics that will help you get the best for your small to medium sized UK-based heritage organisation.

Mixing plenary, breakout sessions and networking, you’ll get practical help to improve the digital engagement skills of your organisation.

Topics include:

  • Digital engagement strategy
  • Analytics
  • Telling your organisation’s story
  • Website functionality
  • Digital content plan
  • Website navigation
  • Email marketing
  • Audience data
  • Social media
  • Digital volunteering

10am-11am Opening & Plenary session

Welcome to Digital Skills Day

Digital Heritage Lab is delighted that Ros Kerslake CBE, CEO of The National Lottery Heritage Fund will be joining us on Thursday 10 June to officially start Digital Skills Day.

As the events of the past year have demonstrated, digital now more than ever plays a key role in connecting people to heritage. Ros will reflect on this as she formally starts the day’s events.

The Digital Heritage Lab programme is funded by The National Lottery Heritage Fund as part of its Digital Skills for Heritage initiative.

Find out more about this session.

 

How to develop a digital engagement strategy that works for your organisation

Edward Appleyard from Harewood House will bring together all the key elements that you need to consider as you plan and develop your organisation’s digital engagement strategy.

This session will:

  • Explain what a digital engagement strategy is, why it is important and how it can help your organisation reach new and diverse audiences.
  • Give you confidence to prioritise digital engagement activity based on the needs of your heritage organisation.
  • Draw upon the knowledge and skills learnt from the Digital Heritage Lab programme to help you create a digital engagement strategy that works for your organisation

Find out more about this session.

11.15am-12pm ― Session 1

Choose one from:

Analytics — how to present your digital stats effectively

Reporting your digital stats in a consistent way can be challenging as digital platforms use so many different metrics and analytics tools. In this session Trish Thomas will show you the best ways to structure regular reports using stats and narrative collated across your website and social media channels.

This session will:

  • Explain the importance of benchmarking and comparisons to help give your stats context for key stakeholders such as senior managers, funders and trustees.
  • Help you set Key Performance Indicators and identify the key metrics to report on
  • Understand how to visualise your data and deliver a consistent reporting format for your website and social media channels

Find out more about this session.

How to tell your organisation’s story if you don’t have a collection

Telling your organisation’s story is the key to engaging and reaching audiences and for heritage organisations that don’t have a collection this can be a challenge. In this session Janet Alderman will share with you the who, what, why, where and how of creating great stories that you can share across your digital channels.

This session will cover:

  • What makes a good story and why telling your organisation’s stories can help engage with audiences.
  • How to identify stories within your organisation when you don’t have a collection.
  • Different types of storytelling and how to put a good story together.
  • Tips on publishing your stories across your digital channels.

Find out more about this session. 

How online events had a positive impact on audience engagement and donations for a small heritage organisation

In this session David Johnson will talk to Celia Gilbert from The Rose Playhouse in Southwark, London about the positive impact this small heritage organisation has experienced since moving its events online.

This session will:

  • Give background to The Rose Playhouse and The Rose Theatre Trust, which was formed during the archaeological excavation of the theatre in 1989.
  • Explain the type of events that The Rose Playhouse undertook before March 2020 and the shift to digital and online events over the past year during the Covid-19 pandemic.
  • Share the experiences of The Rose Playhouse’s online events and the positive impact this has had on audience reach and donations.

David Johnson has been the Digital Skills Mentor for The Rose Playhouse as part of The Lab strand of the Digital Heritage Lab.

Find out more about this session.

Segmenting your online audiences to improve digital effectiveness

In this session sponsored by The Audience Agency, Katie Moffat will talk about the different approaches to segmenting your online audiences and how to use that insight to improve your digital effectiveness.

This session will:

  • Explain what audience segmentation is and why it can be an important part of audience development
  • Help you to understand the different ways of segmenting your audience online and the options for data and insights to inform your approach
  • Give you a jumping off point to consider how your organisation could develop its approach to online audience segmentation, and in doing so increase online reach and engagement

Find out more about this session.

12.15pm-1pm ― Session 2

Choose one from:

How to expand the functionality of your WordPress website

In this session Paul Blundell will look at the different types of plugins and extensions that you can add to your WordPress website to help expand its functionality. This session follows on from Paul’s Digital Heritage Lab sessions: Choosing the right content management system to build your website and How to build a WordPress website.

This session will cover:

  • Creating custom pages, custom fields and content grids
  • Adding new functionality such as social media feeds, directories, event booking, membership, ecommerce, online courses, communities, third party integrations and live chat

Find out more about this session.

Website navigation — putting user experience first

In this Supercool sponsored session, James Coleman will take you through the basics of website user experience and navigation. Looking at specific examples, James will explain key concepts and give you the tools to interrogate your own website and make improvements.

This session will cover:

  • Understanding of what the terms ‘user experience’ and ‘navigation’ mean in the context of your organisation’s website
  • An overview of the terminology so you feel confident in discussing the ‘user experience’ and ‘navigation’ of your organisation’s website with colleagues and web developers
  • Tools for reviewing ‘user experience’ and ‘navigation’ on your own website and simple ways to improve these elements

Find out more about this session. 

How a local museum used data and insights to develop a focused digital content plan

In this session Trish Thomas will talk to Liz Taylor, Curator at Nuneaton Museum & Art Gallery, about how the museum has used data and insights on their audience and digital channels to develop a focused digital content plan to help them engage and reach new audiences.

This session will:

  • Explain how the museum used audience insights and data from their website, blog and social media channels as a starting point to develop a focused digital content plan.
  • Discuss the challenges faced by a local museum and the ways in which a digital content plan can help you work more efficiently and effectively to reach and engage audiences.
  • Share Nuneaton Museum & Art Gallery key takeaways from their participation in The Lab strand of the Digital Heritage Lab.

Trish Thomas has been the Digital Skills Mentor for Nuneaton Museum & Art Gallery as part of The Lab strand of the Digital Heritage Lab.

Find out more about this session.

1.30pm-1.50pm Networking Session

Opportunity to network with people working or volunteering in organisations similar to your own

2.00pm-2.45pm ― Session 3

Choose one from:

How to use emails more effectively — email marketing best practice

In this session Matt Ecclestone will explore the key role email plays in digital marketing and shares his top tips on email marketing best practice.

This session will:

  • Explore email best practice focusing on marketing emails and email newsletters.
  • Look at ways to help you measure the effectiveness of your email marketing campaigns including click-through and open rates; AB testing; and assessing the best times to send your emails.
  • Share tips on making your emails and email newsletters accessible in terms of content and format.

Find out more about this session.

Email automation — how to make your life easier

Emails play an important role in digital marketing and email marketing platforms can help you make the most of this marketing tool. In this session Paul Blundell will introduce you to a range of providers to show how email automation can make your working life easier and help you decide which one to use.

This session will:

  • Explain the important role of email automation in your digital marketing and how it can help you to effectively reach and engage with your audiences
  • Look at a range of providers to help you decide what type of email marketing platform will meet the needs of your organisation
  • Take you through some automation workflow examples such as abandoned carts, engaging audiences and new subscriber/member onboarding

Find out more about this session.

Using audience data for successful grant applications

In this Art Fund sponsored session, Howard Buckley, Merrin Kalinowski and Nancy Saul will explain how to use audience data as part of funding applications. Drawing upon the Art Fund’s experience as a funder, Howard, Merrin and Nancy will explore the important role that data plays in grant applications.

This session will:

  • Explain how data can help you get to know your audiences by identifying and understanding your audiences.
  • Demonstrate how audience data is important to evidence the reach, engagement and resilience of your heritage organisation.
  • Give you a good understanding of how to use audience data when applying for funding.

Find out more about this session.

3pm-3.45pm ― Session 4

Choose one from:

How to create video content for your social media channels

In this session Annie Andoh will share her top tips for creating quick and cheap ‘do it yourself’ video content for your social media channels including Facebook, Twitter, Instagram and TikTok.

This session will cover:

  • How to make videos for your social media channels including easy to use online tools that can help you can create and edit videos.
  • Assessing what content you already have and how you can repurpose it for creating new content such as gifs.
  • Ideas for video content that work well on social media including slideshows, timelapses, before and after, and listicles.
  • Tips on what equipment to invest in to help you produce new videos.


Find out more about this session.

How to plan a successful social media campaign

In this HdK sponsored sessionHans de Kretser and Phoebe Cleghorn will share the best approaches to planning a social media campaign to achieve success across your digital channels.  

This session will cover:

  • Setting aims and measuring them against targets
  • How to reach your target audiences, including which social media platforms to post on
  • What to post and how to plan content
  • Optimising your reach and results


Find out more about this session

Using podcasts to engage with new audiences

In this session Ranjit Atwal will talk to Emma Beck from St Mellitus Organ Restoration Project in Stroud Green, North London and Oonagh Gay, Chair of Islington Guided Walks, about a series of ‘podtours’ they have created. The ‘podtour’ is an audio walking tour exploring highlights of the local community’s musical heritage. Also in production is a cycling podtour sharing some of the stories of the First World War soldiers commemorated by the organ, and a shorter podcast for schools, which will be included in the project’s online educational resources pack.

This session will:

  • Explain the starting point for St Mellitus Organ Restoration Project’s Podtours and its collaboration with Islington Guided Walks.
  • Talk about what this digital project achieved and the impact it’s had on St Mellitus Organ Restoration Project’s overall aims and objectives.
  • Share St Mellitus Organ Restoration Project’s key takeaways from their participation in The Lab strand of the Digital Heritage Lab.

Ranjit Atwal has been the Digital Skills Mentor for St Mellitus Organ Restoration Project as part of The Lab strand of the Digital Heritage Lab.

4pm-4.45pm ― Session 5

Choose one from:

Banishing the backlog with digital volunteers

In this session Kate Knowlden will share her experience of working on the Museum of East Anglian Life’s Search for the Stars project, which is using remote-working digital volunteers to help transfer the museum’s 40,000 paper-based object records over to its online collections management system.

This session will cover:

  • How to successfully work with volunteers on digital projects.
  • Challenges and benefits of working with remote-based digital volunteers.
  • Process of recruiting, training and supporting digital volunteers with limited resources.

Find out more about this session. 

How digital can support the volunteering journey

In this session Stephan Stockton will look at how digital tools can help small to medium sized heritage organisations support the volunteering journey from recruitment and training through to ongoing management of volunteers.

This session will cover:

  • How to use digital including social media to engage, reach and recruit volunteers.
  • Explore the different types of digital tools and software that are available for managing volunteers.
  • Using digital to motivate volunteers and continually support the important role they play within your organisation.

Find out more about this session. 

How the events of the past year gave a museum the opportunity to improve their digital foundations

In this case study session Chris Unitt will talk to Sophie Heath, Director of the Museum of Royal Worcester about the positive impact digital has had on the museum over the past year during the Covid-19 pandemic and their participation in The Lab strand of the Digital Heritage Lab.

This session will:

  • Look at the role of digital at the Museum of Royal Worcester pre-pandemic and what the museum has been doing over the past year.
  • Explore the different types of digital work the museum has undertaken including developing a new website brief, live streaming talks and setting up Google Ads.
  • Share the museum’s plans for digital activities after reopening.

Chris Unitt has been the Digital Skills Mentor for the Museum of Royal Worcester as part of The Lab strand of the Digital Heritage Lab.

Find out more about this session.

Event Terms and Conditions:

  1. The AMA will make every effort to deliver the programme and timetable for the event as described but reserves the right to make any necessary changes and will notify delegates accordingly.
  2. It is the delegate’s responsibility to ensure they have the necessary technical resources to participate fully in the online training. We will also provide further guidance on Hopin closer to the event.
  3. The AMA takes no responsibility for technical failure caused by faulty or inadequate equipment provided by the delegate or delegate user error.
  4. In the unlikely case that this online training event is cancelled by the AMA, all delegates will be notified via email.

Digital Heritage Lab is a project managed by the Arts Marketing Association (AMA) in partnership with Arts Fundraising & Philanthropy/Cause4, One Further and the Collections Trust and is funded by The National Lottery Heritage Fund as part of the Digital Skills for Heritage initiative.