Audience Analysis workshop
The Strategic Content Alliance (the Alliance) are hosting a free workshop which introduces some simple and inexpensive audience analysis techniques to help improve your understanding and knowledge of how your customers access and use digital content on your website. In particular, participants will learn how to measure and demonstrate the impact of their digital resource collections and website using a range of free tactical tools created by the Alliance.
Understanding your online users is an essential technique in order for you to retain and increase “market share” in an increasing competitive online market. Why users visits your collection and/or website, what they are doing, why are they not visiting, how can you demonstrate impact to your boss or funder are all questions that can be addressed by the adoption of recognised techniques highlighted in free tactical tools. As we enter the “perfect storm” of rapid technological innovation, changing user behaviour and budgetary restraint it’s important to be able to demonstrate the “value proposition” of your collection and/or website to management and funders.
Organisations often excel at engaging with physical audiences and developing physical services which meet their needs, and it is now important to understand how audiences engage with digital collections and websites.
The workshop is aimed primarily at delegates from universities, archives, museums, health, public service broadcasting, schools and cultural heritage. No particular technical knowledge is required as a prerequisite. However, we encourage delegates to consult the free audience analysis documentation
It will provide participants with practical hints and tips about where to start researching your digital audience and how to get buy-in from senior management. It will also enable you to reflect on how you could better meet the needs of your audiences and how to improve your online digital services.
Programme
| 2 identical sessions shall be held in the Morning (9.00- 12.15) and Afternoon (1.30-4.45). Delegates are asked to choose the session they wish to attend. |
| Morning Workshop |
Afternoon Workshop |
Activity |
| 9.00-9.10 |
13.30-13.40 |
Welcome, briefing and introductions |
|
9.10-9.45 |
13.40-14.25 |
Introduction to the Strategic Content Alliance |
| 9.45-10.00 |
14.25-14.40 |
You and your audiences:
- What do you want to know about your audiences?
- How do you want to improve your service for your audiences?
- What do you want to get out of today?
|
| 10.00-10.20 |
14.40-15.00 |
Coffee, refreshments and a chance to look at the SCA guidance |
| 10.20-11.00 |
15.00-15.35 |
Presentation by Claire Davies:
- What is audience analysis? Why would I want to do it?
- Overview of the SCA audience analysis guidance
- The 5 steps of audience analysis
- Putting audience research into practice
- Introduction to the group sessions
|
| 11.00-11.45 |
15.35-16.15 |
Group session: audience analysis for a fictional service
- What should this service’s development priorities be?
- What should the objectives of the audience research be?
- What should the service find out about its audiences?
- How should the service do the research (methods, outsourcing etc)?
|
| 11.45-12.00 |
16.15-16.30 |
Debrief of group sessions |
| 12.00-12.15 |
16.30-16.45 |
Round-up
- Feedback
- Thank you and goodbye
|
| 12.15 |
16.45 |
Close |
Book your place online