What is Good Video

The museum community has been engaged in the production of moving image from the earliest days of documenting exhibitions, events and processes in celluloid film. The advancement of video technology over the past 50 years, especially the launch of YouTube 10 years ago, has resulted in exponential growth in moving image content production. Creating and distributing video is a standard part of museum practice, but without many standards for producing and posting that content. Our methods have been limited by the capacity of teams or individuals to produce, and our anecdotal understanding of what people like and how they like to view it. Fortunately online distribution provides extensive information about what and how video is viewed, but this information is typically underutilized. The Media Production and Branding SIG and the Data and Insights SIG have combined efforts to develop an online survey to gain an understanding of the scope of production and goals of production in museums today. In this talk we will present an analysis of the collected data from the survey to gain understanding of the state of video production in museums. We will discuss the learnings from the data collected and discuss how museums can gain insights into the performance of their content. We hope that this will provide meaningful approaches to analyzing video production methods and distribution tactics in one’s own institution, based on data evaluation, to support content strategy at the management level. This presentation is part of a series of benchmarking tools being developed in a collaborative effort between the two MCN Special Interest Groups. Participants will receive a preliminary step-by-step tool to collect and make sense of data from their online distribution platforms. Speakers Session Leader : Anna Chiaretta Lavatelli, Director of Digital Media, Museum of Contemporary Art Chicago Co-Presenter : Trilce Navarrete, Postdoc Researcher, University of Southern Denmark Co-Presenter : Elena Villaespesa, Digital Media Analyst, The Metropolitan Museum of Art Co-Presenter : Emily Robbins, Web and Digital Assistant, San Francisco Museum of Modern Art MCN 2016 Presenting Sponsor: Piction New Orleans, LA