Connected to Culture: a Handbook for art-организаций in quarantine. Part 1
ARTinvestment.RU   06 мая 2020

Google Cultural Institute has released a detailed guide to audience development in the cultural sector

Art-подразделение Google known as the Google Cultural Institute, recently has published his vision for the development of cultural institutions, quarantined, — detailed work plan with a lot of useful references and inspirational examples. Despite the persistence of technologically advanced products Google mentions in the text, the Handbook is unique in its kind and can be embraced by all of the domestic art-организациями: museums, galleries, auction houses and artists. AI translated and adapted material for our readers, and today offers its first part:

"In touch with the culture"

Benefit in aid of cultural organizations wishing to continue their business online.

1) Keep in touch with your audience on the Network

Organize a clear feedback

• Update online-профили your company so that visitors realize how you adapt to the situation and what they can expect from you.

• Update work hours on Google Maps and Search to know do your company or she works fewer hours. Marked "temporarily closed" will not affect your ranking in the search engines.

• Use of the message, to share timely updates, which will appear in the Google search results in minutes.

• Keep your company in sight for visitors, who are at home.

• If you don't have one, create it using the tools from Wix, WordPress, , Tilda, Google or others.

Offer ways to stay in contact with you

• Help people to stay connected with your organization remotely, creating mailing lists using tools such as Google Groups or Mailchimp.

• Add button subscribe to YouTube and other social platforms.

• Enable exchange messages in Google My Business, so that people can directly contact you.

Use social platforms

• Maintain a constant social media presence with regular posts and quick responses.

• gain access to a broader audience using today's popular hashtags, such as #MuseumFromHome or #ClosedButOpen and tagging other organizations.

• Try to use interactive games, polls and quizzes to-новому to attract users. Information about the best social practices you can find in the guides similar to , this from Instagram.

• look at the platform that may be less familiar, such as WeChat (popular in China), Linkedln or Pinterest (popular among followers of design).

• Use tools such as a calendar, Google or Twitter to schedule posts for key dates in the future.

apply for advertising grants

• non-profit organizations may be eligible for free advertising grants from Google and other online-платформ.

• Check if you are eligible to participate in such programs like Google Ad Grants.

• If you run Google ads, learn about the best variants applications, such as labeling the ads with keywords thatcorrespond to search queries associated with your organization.

• Observe tact and accuracy when adapting their ads, given the current international context (see Guidance Google navigation on advertising campaigns during a pandemic Covid-19).

• If you start Google Ads., you can edit your existing ad campaign at any time.

Optimize your website

• Small changes in your Internet-сайте can help users find it quickly, which will increase the number and quality of your online-посетителей.

• Use guide for beginners for a brief introduction to search engine optimization.

• For a deeper dive into the topic, check out some online-статьями about improving your potential audience (see Search Engine Journal and Search Engine Land).

Facilitate access to your content

• Remember that all users interact with content the same way. Aware of various physical capabilities and limitations of users.

• Use captioning and translation tools to help more people to access your content. For example, subtitles for videos in Instagram Stories or automated tools subtitles and translation on YouTube.

• Make images and video easy to understand with a few simple techniques like setting for high color contrast and the introduction of alternative text for screen readers.

Practice and examples

• Maintain the interaction with the visitors, turning its home page into a live blog, such as Fondazione Palazzo Strozzi, or visually reduce social distance, as did the BBC a project Arts with Culture in Quarantine.

• Today, people are open to new, experimental interactions — why not offer them something unusual? For example, the monastery-музей of St. Catherine in Utrecht, invited visitors to call on "hotline the miracle", and the State Hermitage — performed kinopalatsi, captured on the iPhone.

• make Use of popular social platforms where you can attract a mass audience, as did fashion Week in Lagos, tailoring the schedule of events Woven Threads for Instagram and YouTube, or the company-консультант design Pentagram, who conducted interactive interview with outstanding people through Instagram Live.

• Collaborate with other artists and organizations that combine materials and connect to each other's networks as well as The Social Distancing Festival or Stay Sane / Stay Safe, the project of digital posters open-source from Studio Lennarts & De Bruijn and Overdeschreef.

2) Review the role of live

Adapt its programme of activities

• will Continue its programme of performances, talks and tours, reinterpreting them in digital formats.

• Think whether the video stream, video-on-demand or presentation for the content you intend to submit (see , article about rethinking live broadcasts).

• use interactivity to keep the feeling of live communication, to which visitors are accustomed informed on your activities. Think about how often you will be able tocomments and questions from the audience during the live broadcast and beyond.

• Select the correct platform for your audience (see guide Google to conduct activities on the Internet).

• Keep spectators up to date with your activities using short, visually stimulating presentations.

Organize live broadcasts

• Configure the stream live from the web-камеры through Facebook, and Instagram, Twitter or YouTube.

• Think about how you can find your audience using the chat feature, feedback or between esters.

• If you're on YouTube, you can use the chat to respond to viewers in real time, while maintaining the feeling of a living connection that is missing when you view the finished record.

• For more information about high-performance on YouTube, see guidance on the live broadcast.

Spend online-беседы

• Turn interviews, group discussions and lectures in digital broadcast.

• in Advance, create the opportunity to ask questions via social networks, mailing lists and websites of ticket sales, using Google Forms.

• Record conversations between industry experts using video conferencing platforms, such as Zoom, Skype or Google Hangouts. Adjust interface Hangouts to highlight the key speakers during a conversation.

• If the speakers are material for the presentation, use slides Google to create a presentation to share in process ether.

• Podcast (recorded in audio format. — AI.) also noteworthy as the format for lectures, interviews or debates. Start with free tools such as Buzzsprout or SoundCloud.

Create digital tours

• Create a slide-шоу with use Google Photo, record an audio guide c expert opinion and post it as a fresh perspective on the exhibition or exposition.

• Record broadcast in Google, while you are present a multimedia presentation, and use the below step by step to tell people about your topic.

• Make a selection of images for use in serial publications in social networks from the same collection, time period, geographic location, performance or venue — and send them, accompanied by little-known facts or stories that offer a new understanding of the topic.

• Group the images in a carousel (multiple slides with the function of paging. — AI.) on its web-сайте by inserting album of Photos Gooole or other platforms for sharing photos.

Promote your events

• Create a digital calendar of events and insert it on your web-сайт so people can see what you have going on.

• Engage the expectation of their event with teaser, posters, links to the ticket or send to YouTube Premiere.

• Insert a link to live broadcasts on your web-сайт.

• Remember that any action proceeds, and after the event. Capture the action and share the entry on their platforms, it could see those who missed the broadcast;, It will also create an additional incentive to the audience to see your next broadcast.

• Involvea large audience before, during and after the live event by using these useful functions Youtube.

Consider technical limitations

• Practise a system of clear and continuous communication with the help of several technical settings.

• Find a place with reliable WiFi connection.

• Limit the bandwidth. If you are using a live via Google Hangouts, your system administrator can do this quickly in console administrator Gooole.

• Optimize the resolution of the video in Google Hangouts to discuss with multiple people took place without a glitch.

• Pre-record part of the video and paste later if you need to provide crystal clear, high quality playback.

Practice and examples

• Keep the audience in anticipation of upcoming events, advertising them on its web-сайте with attention-grabbing visual calendar, like Art Power HK or Fondation Louis Vuitton.

• Start streaming the content every week at the same time as the weekly display of the British national theater at 19:00 on Thursdays or interactive webinars from ARTinvestment.RU.

• Publish video, audio and image under the heading that corresponds to the current situation of the audience, just as Arte with their a series "Constrained in the actions, but curious", or online-ресурс Ingenium "Science at home".

the Second part of the report on our website will be available tomorrow, may 7. The material in the original you can watch here.

Translation and adaptation — Denis Belkevich, AI