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Changing how you connect: how digital can transform what your organisation offers

This resource outlines an example of how technological innovation might offer more than a ‘better service’ and instead become a key part of how audiences visit and work with your organisation. Through conversation with Judith Winters, editor of the online-only journal Internet Archaeology, this resource illustrates how digital innovation may completely transform the traditional ways of doing things and as such requires us to think differently about our practice.

Published: 2022 | Resource type: blog

Video: How digital engagement can help your organisation build audience loyalty

In this recording from the Digital Heritage Hub launch event, Trish Thomas explores how digital engagement can help your heritage organisation build audience loyalty. This session will help you understand how to interpret the value of an in-person versus online audience; how to make content decisions based on the needs and motivations of your audience; the lifecycle of your audience and why lifetime value is important; end-to-end user journeys and the many touch points that they can involve; and how to engage audiences long term and build loyalty.

Published: 2022 | Resource type: webinar

How to use digital to reach new audiences

Digital is a great way to help you identify those people who don’t engage with your organisation. In this resource, Christina Lister looks at the role digital marketing can play in audience development and the ways in which digital can help your organisation reach new audiences and visitors.

Published: 2022 | Resource type: guide-toolkit

How to get visitor feedback online to improve what you do

In this resource Edward Appleyard looks at the practical ways you can capture visitor feedback online, from emails and a feedback form on your website, through to online questionnaires, focus groups and customer circles.

Published: 2022 | Resource type: guide-toolkit

How can we build new and inclusive online communities?

Building and managing an online community can be challenging and time consuming. This resource by Christina Lister provides practical tips on setting up online communities utilising existing platforms such as Facebook. It offers ideas on how to nurture and build an online community without having to spend too much time managing or administering it.

Published: 2022 | Resource type: guide-toolkit

How to make your online events and activities as safe, accessible and inclusive as possible

The Covid-19 pandemic pushed heritage organisations into re-evaluating their digital engagement strategies with key audiences, with online events and activities allowing for greater inclusive access. This resource by Dig Yourself explores the key elements you need to think about to make your online events and activities as safe, accessible and inclusive as possible.

Published: 2022 | Resource type: guide-toolkit

What is digital marketing, where do we start and how can it benefit us?

Digital marketing is key in connecting your small to medium-sized heritage organisation to new and existing visitors and audiences. This resource by Christina Lister provides an introduction to what digital marketing is, where you can start if you want to develop your activities, and the benefits of doing so. It links to many of the other guides in the Digital Engagement theme so you can explore more about the topics summarised here.

Published: 2022 | Resource type: guide-toolkit

Selecting the right platforms and channels for your organisation

When making a decision about which platform(s) will best suit your organisation, you should consider two main factors: the different social media platforms available and your audiences. This guide will outline some considerations regarding the skills and capacity of your organisation, and the needs of your audience.

Published: 2022 | Resource type: blog

Where do I start with creating a digital archive?

Creating a new digital archive requires a bit of forethought and consideration. In this article, we’ll give you some useful tips to help you get started with the process of creating a digital archive.

Published: 2022 | Resource type: blog

Tools to support your online event

This resource by Danielle Patrick provides a small selection of some of the online tools available to help support the delivery of your online events and activities. Platforms that enable you to register your attendees and ticket your event, to deliver your event online, and to evaluate the success of your event using online surveys.

Published: 2022 | Resource type: guide-toolkit

Getting the best of your video and sound

Your audio and video can have a big impact on the quality of your online events. In this resource Danielle Patrick provides a quick checklist of tips and tricks to help support you with getting the best out of your audio and video during your online events. Quick and easy wins to help make your video and sound quality as good as it can be.

Published: 2022 | Resource type: guide-toolkit

Video: Using digital to support your in-person learning offer after reopening

Heritage organisations have started to expand their learning offer to deliver programmes, resources and events online. In this webinar recording, Amy Todd and Liam Cunningham from Dig Yourself consider what elements of online learning can we use to support the in-person learning experience. From expanding audiences, increasing accessibility and engaging with new communities — there are many ways in which you and your heritage organisation can blend your in-person engagement with digital offers.

Published: 2021 | Resource type: webinar

How to run excellent online events to engage my visitors

Online events and activities have been essential for heritage organisations to stay connected with their visitors and audiences over the past two years during the pandemic. They can also help organisations to expand audiences, increase accessibility and engage with new communities. In this resource, Danielle Patrick provides clear guidance on what to think about when organising an online event from understanding your audience’s needs, through to planning, programming, marketing, delivering and evaluating your event.

Published: 2022 | Resource type: guide-toolkit

How can heritage organisations achieve online sales and visitor targets?

In this comprehensive guide, Chris Unitt provides a strategy to help your organisation achieve its online sales targets. From the type of products you sell online through to successful sales on an e-commerce platform that works for your organisation. Chris offers guidance on how to drive traffic to your online shop and how to measure success by tracking purchases through Google Analytics.

Published: 2022 | Resource type: guide-toolkit

Video: How to develop a digital engagement strategy

Edward Appleyard from Harewood House brings together all the key elements that you need to consider as you plan and develop your organisation’s digital engagement and marketing strategy. Edward explains what a digital engagement strategy is, why it is important and how it can help your organisation reach new and diverse audiences, particularly when your organisation has limited resources and budget.

Published: 2021 | Resource type: webinar

Video: Segmenting your online audiences to improve digital effectiveness

In this video, Katie Moffat talks about the different approaches to segmenting your online audiences and how to use that insight to improve effectiveness of your digital engagement.

Published: 2021 | Resource type: webinar

Video: How to use emails more effectively — email marketing best practice

In this video, Matt Ecclestone shares his top tips on email marketing best practice focusing on marketing emails and email newsletters. He looks 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. He also shares his tips on making your emails and email newsletters accessible in terms of content and format.

Published: 2021 | Resource type: webinar

Using analytics to understand reach, engagement and conversion of your online audiences

All digital channels have different metrics and ways of reporting, so the challenge is often to find a consistent way to report your stats across all channels. In this resource, Trish Thomas explains how to use the analytics from both your website and social media channels to understand and report on reach, engagement and conversion rates of online audiences.

Published: 2022 | Resource type: guide-toolkit

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

Chris Unitt talked 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.

Published: 2021 | Resource type: case-study

Video: Working with digitised collections — efficient workflows

In this webinar recording Kevin Gosling from the Collections Trust looks at Spectrum guidance on using collections and thinking about how you might turn this into a well-oiled workflow in your organisation. He provides tips for working with multiple versions of images and other digital assets. Kevin also explores how to create your online content as efficiently as possible, not least so that it can be re-used for other projects in the future.

Published: 2021 | Resource type: webinar

Digital Heritage Hub is managed by Arts Marketing Association (AMA) in partnership with The Heritage Digital Consortium and The University of Leeds. It has received Department for Digital, Culture, Media and Sport (DCMS) and National Lottery funding, distributed by The Heritage Fund as part of their Digital Skills for Heritage initiative. Digital Heritage Hub is free and answers small to medium sized heritage organisations most pressing and frequently asked digital questions.

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