BATH SPA UNIVERSITY - MA ARTS MANAGEMENT by maria arroyo

BATH PRESERVATION TRUST COMMUNICATION AND MARKETING INTERN EXPERIENCE 1

CONTENT 1. Introduction 2. About Bath Preservation Trust (BPT) 3. Bath Preservation Trust Museums 4. The Diary: Intern Experience 5. Reports 6. Conclusion of the Intern experience 7. The experience at BPT: Photos 8. References

1. Introduction

“The things you are passionate about are not random, they are your calling.” - Fabienne Fredrickson

As passionate and lover of the arts and culture, I could not have expected anything else than to continue building this passion through my studies, which fortunately led me to have an enjoyable work experience. Aware of the importance of understanding how cultural organisations and artistic projects develop their daily activities, planning and strategies; and also know how the global environment influences the decision-making process and directs the course of each organization or project, made me take the decision to perform this last trimester an internship. As expected, the experience was more than satisfying. From the smallest details to the most complex challenges presented, I reaffirm once again that is in this sector where I want to continue developing myself professionally. I am grateful to all those who contributed to this experience, especially my Master Director Kristin Doern, who with their support and dedication managed to find for me, the best place to develop this internship. She unconditionally supported me during all my activities during this year and also took me to meet and explore a new world "The cultural heritage" which undoubtedly has become another source of inspiration to grow professionally. I also thank my mentor internship, Jane Abbott who with her warm way of being, schematic organization, passion for heritage, creativity, willingness to learn and work together and her love for the pink colour, opened the door to this wonderful world and showed me that for great challenges we must make creative fronts, also you have to think fast and always be willing to accept change to improve the circumstances. I cannot end without thanking all the team members of BPT, who welcomed me into their space as one more. Thanks, Sacha Hunter, Kate Rogers, Steven McMillan, Rachel Poulton, Sue Blundell, Victoria Barwell, Peta Hall, Lottie Smith, Charlotte Tyler, Polly Andrews, Joe Middleton, Joanna Robinson, Jan Hull, Mari-Liis Konts, Hannah Dowdeswell, Israa Getgood, Ingrid Clarke, Jess Williams, Alana Wright and especially Caroline Kay who gave me the opportunity to continue contributing with my knowledge and skills to this sector. I am sure, I will learn too much and this new experience will exceed my expectations. Maria Arroyo Bath Spa University Student MA Arts Management

2. About Bath Preservation Trust (BPT)

“A concerted effort to preserve our heritage is a vital link to our cultural, educational, aesthetic, inspirational, and economic legacies - all of the things that quite literally make us who we are”. Steve Berry

The Bath Preservation Trust (BPT) was founded in 1934 as a small group and now works as a membership organisation and an independent charity with approximately 1500 members, who are in charge of elect 13 members called the “Trustees” for represent them. Also the charity has the support of 58 organisations between Corporate, Residents Associations and Parish Members, where Bath Spa University is a Corporate Member (BPT, 2016). However, returning to the beginning, there is a fascinated story behind the establishment of this small group. The BPT was created with the main objective of fundraising and buy properties, preserve them and thus avoid the building of a main road that was planned to cross from east to west the Bath’s city centre. After this first act of preservation, the group became stronger, protecting now the architectural heritage of Bath. Nowadays, the independent charity continues with the objective to preserve Bath as one of the World’s Heritage City according to UNESCO who “…added The City of Bath as a ‘cultural site’ to its World Heritage List in 1987”(VisitBath, 2016). Actually, the BPT continue contributing to rescue buildings, cottages and houses where some has became museums in order to make a contribution in different levels, for example in a cultural, educational and financial way. The museums that are operated by the BPT are: No. 1 Royal Crescent, the Museum of Bath Architecture, Beckford's Tower, and the Herschel Museum of Astronomy. The marketing process: The BPT need to promote itself as a charity, because needs to share their aims and activities in order to let people known about its important labour and value for the city of Bath. For that reason, the BPT developed a website were shows the different activities, campaigns and plans, promoting the engagement of new members and informing about education programs, resources, archives and the library. However the

purpose to create this website is not only to promote the BPT, is to promote the four museums bringing them a significant space.

(No.1 Royal Crescent, new website Sept 2016) http://no1royalcrescent.org.uk

http://beckfordstower.org.uk

http://museumofbatharchitecture.org.u

5 Â Â

http://herschelmuseum.org.uk

The charity group through the Marketing and Communication Department also develops flyers, posters, brochures, magazine and media advertisements and works on the development of the new image of their Issue No.84.

Issue number 83 | spring Spring-Newsletter-2016-for content/uploads/2012/08/Spring-Newsletter-2016-for-website.pdf

6 Â

Likewise, the group uses the social media as a new tool for marketing and engagement of audiences. As is known, after the appearance of the social media, its use has become indispensables for the cultural organizations, due to those networks allow the organizations be close to their audiences. Another positive point is that many organizations know (but on many occasion do not apply) that those tools allow them to measure the audiences and let them know for example, what the audiences are looking for, the receptivity of the audiences (in this case followers) with respect to their content, what kind of audience they are (demographic), from where they are, etc. Those data permits the to the marketing department to know in deep what kind of audience they have and also seek for potential audiences; allowing the department to create new and good strategies to engage more public and spread their aims and values. Also, the marketing department at BPT is currently working on developing new strategies to promote and engage the audiences, through new platforms that allow to the charity and the museums to be known and also improve their performance. That is the case of the searching of audio guides online through new apps for android and apple devices.

3. Bath Preservation Trust Museums The BPT run four museums that as the final annual review emphasizes: “…make a significant contribution towards achieving the BPT’s aim of educating people about the architectural, cultural and historic importance of the city of Bath” (BPT, 2016). Those museums share BPT’s aims and are the first encounter with its mission and vision. Likewise, each museum have their own aims that are developed to achieve specific goals and activities that allows them to work individually or in groups, depending on the characteristics of the activities offered to the public or internal activities within the organization, such as sharing the same website and different marketing platforms or campaigns. This is the case of ArtCouncil collaborative partnership; which whit a clever campaign met several Bath’s museums, to strengthen their recognition in local and tourist area, encouraging participation, learning and sustainability of the same. Also, the activities on the four museums have as an objective to generate local interest, corporate memberships and donations for conservation, to 7

help to preserve them, to acquire new pieces of collection in order to enrich the offer and contribute to help the conservation of new spaces. No.1 Royal Crescent This house that now is a museum, is the first of a series of houses that form the Royal Crescent. The Royal Crescent was a project of a grand plan buildings and public spaces designed by the Bath’s Architect John Wood and his son John Wood younger between 1767 and 1774. Following the BPT aim of educate and bring knowledge about the architecture, culture and history of Bath; the No.1 Museum invite the visitors to explore the interiors of this 18th Century House and motivate them to learn and enjoy through his realistic environment. From the interaction with original objects, live interpretations, the possibility to talk with the room guides, develop artistic activities and have the opportunity to dress up as a Georgian; this museum aims to bring to light the daily life of the original residents of this house, which was not only the owner of the property, as is known was Herny Sandford from 1776 to 1796, but also all those who lived in the house, the family and of course, the servants who were essential to the functioning of this home. Likewise, the museum aims to show a very important historical part of that time: the social life, visits and leisure activities of the 18th Century that became an important part of the development of the city of Bath.

(Guides at No.1 Royal Crescent)

(Activities for visitors)

(Activities for visitors / Children)

The house consists of four floors, each flour has different rooms and areas that are decorated with original objects from the 18th century and belonging to the house since its inception. The Parlour or the Family Room: It has a place to letter-writing, works on the businesses, read books and newspapers and to have some informal breakfasts.

The Gentleman's Retreat: Was as its name said, a men place to develop and satisfy personal interests, such as science, invents or collections.

9 Â Â

The Dining Room: This room was used for meet special guests, showing symbol of status. On it was display the most luxurious tableware and food, especially deserts that were the most important at the dinnertime. At that moment sugar was an expensive provision and its use as much as was possible was symbol of prominence, likewise display family portraits was important to show the legacy and the family status.

The Withdrawing Room: This room was made for ladies, who took tea after the dinner and used it for entertaining. This delicate and elegant room different than the Dinning Room, who was territory of men, offered a soft space with the company of an original single manual or single keyboard made in 1770.

The Lady's Bedroom: This room was the special space for the lady; here the ritual to dress and makeup was carried out. Also, some visits were allowed to this private space.

10 Â

The Gentleman's Bedroom: This room was the special space of Henry Sandford, a private space for relax and rest.

The Housekeeper’s Room: This room was only for one woman, the most important servant in the house, that must to be skilled and very professional, due to she had big responsibilities such manage money for buy food and pay bills, that is the reason this room has a desk.

As the No.1 Blue Pocket Guide Book said “ The Housekeeper’s DESK was a safe place to store and manage all the paperwork and accounts necessary for maintaining the house” (No.1RoyalCrescentGuide, 2016).

(Photos 2-3: http://no1royalcrescent.org.uk/explore/)

The Courtyard: This space was a place to deliver the goods for the house and also used as a working area for the servants. Kitchen Passage and Kitchen: Those spaces are located on the below ground, due to was necessary to give use to the remaining spaces of the house. Here original utensils and cooking appliances are shown as the same as some curiosities such as the Drop-weight mousetrap, who gives an idea of the original environment of those areas.

(Photo: http://no1royalcrescent.org.uk/explore/)

The Scullery: Was used as a multi-functional area, for example to do the washing up and laundry.

(Photo: http://no1royalcrescent.org.uk/explore/)

13 Â Â

(Photo: http://no1royalcrescent.org.uk/explore/)

The Servant’s Hall: As its name said, is a space for servants to meet and have meals and was used as an alternative kitchen for all of them. Actually, this room is used as an educational and learning space. Here, the visitor and children can dress up as a Georgians and a table with activities for children is set.

The Attic Bedrooms (Lodging Rooms): In the 18th Century this room were for the servants. Actually, are the offices of BPT and NO.1 Royal Crescent.

Beckfordâ&#x20AC;&#x2122;s Tower In 1825 Henry Edmund Goodridge designed this sculptural Tower, then was completed in 1827 by William Beckford (1760-1844). Beckford was a very important and prospers person in this epoch, but in turn, he was a controversial character due to his different interests on his sexual orientation that by that time were not well received by society. Interestingly, the rejection caused by society made him invest the majority of his income for ending this magnificent tower. This tower was constructed as a place for study, read and to safeguard a large collection of artworks and books, both of them part of his most fascinating passions. The Neo-classical architecture of this tower reveals an incredible taste for simplicity, giving greater interest to the forms and less interest in the extravagant decoration. 15 Â Â

Nowadays, the Tower is a museum that with the same characteristics of the No.1 Royal Crescent, displays original furniture related to the tower and part of the collections of William Beckford. Likewise, the Tower has around a Victorian Cemetery, where is William Beckford’s tomb. All those elements that connect the 18th Century life with this important character of Bath make the visitors can interact and learn about the William Beckford life and his work, thus achieving its aim. As a new achievement, in August 2015 the tower obtained its wedding licence and now is a venue that can offer new opportunities to collect funds, attract new audiences and leave a legacy.

Herschel Museum of Astronomy The Herschel Museum of Astronomy is an important place due to in this place William Herschel discovered the planet Uranus in 1781. Behind this place as happened with the No.1 Royal Crescent and the Beckford's Tower, there is a fascinating story behind and is related to that Herschel was an amateur astronomer that with his self-taught spirit can built different telescopes and thus make this fascinating discovery. This house, that became part of BPT museums in July 2015, has as objective to preserve this historic house and the collection of objects that are on it. Likewise, strengthen the interest of visitors and young generations on astronomy and on Bath's social history.

(Photo: http://www.bath.co.uk) (Photo 1: http://herschelmuseum.org.uk)

(Photo: http://adolfodesanctis.it/?p=639)

Museum of Bath Architecture (MoBA) The Museum of Bath Architecture before known as the Building of Bath Collection, change his name when it became part of the Bath’s Museums Partnership. This strategy allowed the museum could update its image and attract new audiences. Inside the museum, is displayed models, maps, paintings and different materials that show how the traditional Georgian houses were built, for example, the kind of stones, furniture making, 17

different wallpapers used as decoration. Also, the house has a library specialised on books on architecture including the Bath Buildings Record and Coard Collection. As is mentioned on its website "This unique museum interprets the rich architectural history of Bath and the people who transformed a provincial town into the world famous Georgian Spa. It demonstrates how classical design influenced the buildings and illustrates the construction of a house from the cellars to the rafters" (BPT, 2016); making this museum like the other museums in the BPT, an important element for education, preservation, conservation and improvement of the cultural heritage of Bath.

Original Balustrade and Die from Queen Square Maker unknown, c. 1732

Tool Chest Lid Kindly lent by Jane Rees

(Photo 1-3: http://museumofbatharchitecture.org.uk/explore/objects-from-the-collection/)

(Photo 4-7: Interior objects in the MoBA)

The diary: Placement Experience

As part of my internship, my role was to work with the Department of Marketing and Communication at Bath Preservation Trust. This department is leading by Janey Abbott, who is the Marketing and Communicator officer, she is in charge to respond about the new website design of the Bath Preservation Trust and the BPT Museums, plus do all the marketing for the organization. The Marketing and Communication department have a large number of responsibilities, but I was in charge to help just on a few activities that took place in this period; for example, help in the development of the websites, develop reports of analytics based on the audience engagement of their social networks, help with different activities in the office such as take pictures of specific activities, help with the development of educational activities and develops tasks for incoming activities. Below you will appreciate day by day, a detailed description of the activities developed during my intern. Every day, I described the main tasks, and also I explained how they were developed. Additionally I made personal reflections, which are written in italics as a brief conclusion as part of learning.

Date: August 02 – 2016 Day # 1 Hours: 5 Hours

Activities: 1. Meeting at 10.30 am with Janey Abbott for discuss the current plan for the intern period and talk about the new website. 2. Tasks to develop during the intern (six weeks and half): -‐ Google Analytics: Review the content of Google analytics in all the accounts and highlight the hit visits in the last year on each of them. Way to access to each website from word press: www.bath-preservation-trust.org.uk/wp-admin www.museumofbatharchitecture.org.uk/wp-admin www.no1royalcrescent.org.uk/wp-admin www.beckfordstower.org.uk/wp-admin www.herschelmuseum.org.uk/wp-admin - Do a report of Twitter analytics for No1.RoyalCrescents, BPT, Herschel Museum, Beckford’s Tower and the MoBA, under the following accounts: @No1Museum @BathPresTrust @MuseumBathArch @BeckfordsTower @Herschelmuseum - Do a report of Facebook analytics for No1.RoyalCrescents, BPT, Herschel Museum, Beckford’s Tower and the MoBA, under the following accounts: No1RoyalCrescents Bathprestrust MuseumBathArchitecture BeckfordsTower HerschelMuseumofAstronomy

3. Find a good resolution image of an 18th Century frame to print for a new marketing idea on No.1 Royal Crescent house. The image cannot be up 80 pounds. 4. Take pictures from some activities, inside the No.1 Royal Crescent. 5. Develop tasks to help the development of activities into the No.1 Royal Crescent. 6. Learn the use of a new WordPress design plugging, to add relevant information into the new website. 7. Transfer information from the previous websites of the four museums to the new website. It is important to note that there are many activities to develop within the six weeks and half. It has not been required to solve each and every one of them, because different circumstances may delay the development of each activity. This is the office I was developing all the activities. Janey also allow me to work from home, but the opportunity to be in the office was more enriching and allowed me to get in touch with the whole team, for that reason, I decided to work all the time in the office as a normal worker.

(Photo: BPT office – Communication and Marketing)

(Photo: BPT office – My work place)

There are other offices at BPT and No.1 Royal Crescent were I developed different activities:

(Photo: Bath Preservation Trust office – Finance)

(Photo: Bath Preservation Trust office)

(Photo: BPT office – Meeting Room)

Date: August 03 – 2016 Day # 2 Hours: 7 Hours

1. Understanding Google Analytics I have some knowledge on Google Analytics; for that reason was necessary to do a review before continue with the work plan. Google Analytics is a service offered by Google to create statistic that show the movement or behaviour of a webpage. Also this service offer specific and valuable information to three groups of people, who are involve in the development of a webpage, they are the Executives, Marketers and Webmasters. Executives: Get information about the most efficient marketing initiatives, the most important trends for the website and the clients or segments more valuable. Marketers: Know who are the audiences, where they came from and the actions they do or explore on the website. With this tool, marketers can know how the website can convert a visitor into a potential audience. Likewise, marketers can analyse the 22

key words that attract and engage the audiences for create future conversations. Finally, they can measure the most effective online announcements. Web Designer and Web Developer: They can know in which place the visitor abandon the website, the webpages that retain by more time the visitors (this is related to factors such as the visual design of the website that retain or borrow the visitors) and the searches most used by users to find the site. Google analytics offer 4 main indicators: Visits, Place, Content and Traffic Fonts. Visits: show information about the period of time that the audiences visited the website. It can be analysed by days, weeks or months and also from one date to another date selected by the researcher. Traffic fonts: Allow us to see from which web search engine and website of reference such as Facebook, Twitter and Instagram, the audiences found the final website. In addition in this section is possible to analyse the key words used by the audiences to find the website. Place: Give information about the origin of the audiences. Content: Give information about the most visited pages and content of the website. YouTube: https://www.youtube.com/watch?v=xgrHIVp7AvE Although we are aware of an issue when developing a task, it is always necessary to make an update of information. That allows us to be more prepared to carry out the activity and reacts to any problems that may arise. 2. Looking for a frame Image Given the specificity of this task, which requires search for an image of a frame from the 18th Century, with the right quality to be printed in 1:1 scale; I started my search on pages of images such as Gettyimages, Fotolia, Freepick, Pisabay and Istook. Because of the quality that must have the image, it is not possible to download one less than 40mp. After a search that took more than three hours and with very few results in high resolution, I managed to find a good quality picture, but unfortunately exceed the budgeted cost.

23 Â

Here, an image and cost of a picture in half resolution:

Given that the today’s search did not have satisfactory results to complete this task, it was necessary to think of another alternative to having this high-resolution image. This new idea requires me to take a picture of one of the frames that are in the museum and then edit it to have only the frame as a result. The photo shoot will perform during the following days and resolution tests will be carrying out before showing the final result. During the development of a task, you can not always have the desired results, so it is important to be open to thinking about different possibilities, being creative and using own skills that will allow progress or obtain the right results.

Date: August 03 – 2016 Day #2 Hours: 6 Hours 24

1. Google Analytics In order to have an organized and structured research, I tough that was necessary to have all the websites inside one Google analytics account. The idea to have all of them in one can help to create comparisons and evaluations on an easiest way. For that reason was necessary follow different steps: 1. Create the new codes inside the system of each website. This is activity requires the necessary knowledge of website programmer that I have and also with the accompaniment of Stu Moran (New web designer) who is supervising my process. This activity must be developed carefully, because if one simple number, letter or symbols change the main websites can be affected. For that reason to report every change and also be sure that between the process the website is running well are important actions. It sounds very strict, but it is preferable to know what was done in each step, because in the case of changing something unintentionally, will be possible to know that was modified without having to spend a lot of time retrieving information or verifying all internal codes. 2. Add the codes to each website system. This is a process that sometimes requires a permission, normally the administrator can do the changes and in this case me working on the website as administrator will allow me to do the changes. 3. Add the codes to the new Google analytic account and wait 24 hours to see the data upload. After being created the new email account, the next step was to copy and preserve the oldest codes (they will be on the data system but is important to have them just in case). This is an example of the codes taken from the accounts, which will give an idea about the kind of writing and also the importance to take care with any modification. Creation of the new codes: ID Bath Preservation UA-‐81857475-‐1 Trust Trafic code Bath Preservation Trust -‐ BPT <script> (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),

m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insert Before(a,m) })(window,document,'script','https://www.google-‐ analytics.com/analytics.js','ga'); ga('create', 'UA-‐81857475-‐1', 'auto'); ga('send', 'pageview'); </script> ID Museum of Bath UA-‐81857475-‐2 Architecture -‐ BoMA <script> (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insert Before(a,m) })(window,document,'script','https://www.google-‐ analytics.com/analytics.js','ga'); ga('create', 'UA-‐81857475-‐2', 'auto'); ga('send', 'pageview'); </script> ID No1RC

UA-‐81857475-‐3 <script> (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insert Before(a,m) })(window,document,'script','https://www.google-‐ analytics.com/analytics.js','ga'); ga('create', 'UA-‐81857475-‐3', 'auto'); ga('send', 'pageview'); </script>

ID BeckfordsTower -‐ UA-‐81857475-‐4 BT <script> (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), 26

m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insert Before(a,m) })(window,document,'script','https://www.google-‐ analytics.com/analytics.js','ga'); ga('create', 'UA-‐81857475-‐4', 'auto'); ga('send', 'pageview'); </script> ID Herschel Museum UA-‐81857475-‐5 -‐ HM <script> (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insert Before(a,m) })(window,document,'script','https://www.google-‐ analytics.com/analytics.js','ga'); ga('create', 'UA-‐81857475-‐5', 'auto'); ga('send', 'pageview'); </script>

The codes were already done to analyse through the mail account created before, however was not possible to access because I do not have permission to add the codes, even being administrator. In a conversation with the new web designer, Stu suggested to contact the last web designers because they may know the way to allow the administrator to do change. When changes are taking place in an organisation, no matter what kind of changes, is always important to watch and react seeking solutions. That is really important to take into account otherwise some problem will take long time to be solved and time is really important to achieve objectives. Continue the talking with the new web designer, his advice was to review the codes and see if there are similar or different codes, it will be crucial to understand why is not possible to access to the Google Analytics record that already exist. If we consider since its beginnings the accounts have not been analysed, it is possible that the codes were not working properly.

Review of existed codes: BPT (Bath Preservation Trust)

MoBA (Museum of Bath Architecture)

N1RC (No1Royal Crescents)

BT (Beckfords Tower)

HM (Herchelmuseum.org.uk)

(i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentN ode.insertBefore(a,m) })(window,document,'script','//www.google-‐ analytics.com/analytics.js','ga'); ga('create', 'UA-‐7502245-‐6', 'beckfordstower.org.uk'); ga('send', 'pageview'); </script> <script> (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||fun ction(){ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentN ode.insertBefore(a,m) })(window,document,'script','//www.google-‐ analytics.com/analytics.js','ga'); ga('create', 'UA-‐7502245-‐4', 'herschelmuseum.org.uk'); ga('send', 'pageview'); </script>

Date: August 04 – 2016 Day #3 Hours: 6 hours

1. Google Analytics After I found that the same person made the codes, Janey tried to find the latest web designer, but unfortunately was not possible to have contact with this person. For that reason talked with the new web designer by phone, I told him about the issues we have had and he was disposed to help me to access from a different way. I will try on Friday to sort this issue but in case to can’t access to this, we must think in other alternative to solve this problem. This issue have gave me the opportunity to put into practice different skills such as be creative and find different ways to solve an inconvenience, communicate my ideas, also communicate with people and create new strategies to organise from the beginning this new activity in order to leave it without inconvenient in the future. To continue is important to mention that the department is trying to reinforce its strategy on the audience engagement and is admirable the disposition that Janey has, to help me solve this issue, also the patience and the good

attitude. I am sure we are going to solve it soon and we will start to look at the analytics. I will be very attentive to solve this issue, while is time to take other tasks and start developing them. In the day to day of a cultural organization, develop tasks is not something that can be done consecutively, on the contrary, there are many activities that must be performed randomly and others should be postponed, for it is important to follow a development plan, to keep track of my tasks. 2. The frame - Image To develop this new idea and get the image we need, I disposed a part of the day for take photographs. As a result, some images could be used, after being edited. However I was not satisfied with the result due to several factors that impeded that the photographs could be taken in the best way. Given that the frames are distributed around the house, the disposition of these (height) and artificial light within the house did not help that images had the size and colour that was expected to get a good quality. The disadvantage here was that the frames cannot be removed from its place, and for that reason was necessary to take multiple pictures at several locations to choose the best.

Different images:

(Example 1)

(Example 2)

(Example 3) (Example 4)

Date: August 05 – 2016 Day #4 Hours: 6 hours

1. The frame - Image In order to have as a result the picture on a real scale of an 18th Century frame, it is necessary to make a detailed editing process, care must be taken with the quality and resolution. Develop an editing process is a task that takes time, especially when is necessary to removing unwanted items, manage colours, shades and preserve details. Additionally, Janey requested an exclusive design on the frame, it was to show information about the No.1 social networks. To do it was necessary to make a montage, which also requires search and time. When I was working on the edition, at the office arrived an interesting donation; the new object was a puzzle of the 18th Century. To understand the process to add new objects to the collection of the house, I asked Steven McMillan (who was the person who received the donation), about the procedure to accept the new object. He explained to me that he needed to send the object to the curator at the No.1 Royal Crescent who is Victoria Barwell. The curator then needs to put the object under assessment to determine if is possible

accept it and see if is necessary a restoration or to deny the donation. At the moment this object is under assessment, but if we think about the marketing advantage and how it can help us to promote the museum, talk about the arrival of a new object to the collection can attract the interest of the audiences. Always is important to do not forget that every little action, activity or event that happen into the museum can be used as a marketing strategy.

Date: August 08 – 2016 Day #5 Hours: 6 hours

1. Google Analytics As part of keep organized all the information related to this intern, I create a new Google account. This account called bptrustanalytics@gmail.com, is the main mail that will contain all the new codes from the 5 websites that will be review on Google analytics. Also was created to contain information, conversations and documents between Janey Abbott (Marketing and Communication Officer at BPT), Stu Moran (Web designer), me (BSU Intern) and other people related to the analytics review. 2. The frame – Image After the edition, we noticed that the quality was not the best to make a large-scale printing. With the help of Kate R. (Exhibition and events officer) we tried to improve the quality but it was not enough. For that reason and taking into account that I am not happy with the result, I decided to ask Victoria B. (Curator at No.1 Royal Crescent) if there was any option to have an individual frame from the collections room, to make a photo-shoot in a separate room and with the required lights. Unfortunately, the museum does not have at the moment 18th-century frames in the room, so I had to do another shoot, trying to solve the resolution problem. Basically what we need was the quality of 40mp. When you face issues in any activity, always is important to find different solutions and above all work as a team. Even if is not possible to solve the issue; work as a team can generate the creation of new ideas and alternatives for achieving the objectives. The next step was to think about a strategy to solve this circumstance. This is the conservation room were we tried to find the 18th Century frame:

Date: August 09 – 2016 Day #6 Hours: 6 hours

1. Tweeter Analytics While we were trying to find the main problem on the Google analytics system, it was necessary to carry on with another activities. For that reason and with the intention to write a report about the tweeter analytics, I started to collect the data information from the different tweeter accounts. The importance to collect all the data was not only to talk about the behaviour of each account, also was important to make a comparison between the accounts in order to see in which aspects each one had better development and thus to suggest to the other accounts to follow this behaviour. To put into context, the BPT + museums uses different social networks such as Tweeter, Facebook and Instagram that allow them to promote their brands and different activities. However, the BPT and the four museums do not have a structure to manage, measure and report all those networks, they only have some of the staff (from different departments), in charge of the different accounts. For example, Janey Abbott the Communicator Officer is responsible for the BPT and NO.1, Alana W. one of the Duty Managers at No.1 is in charge of Beckford’s Tower and Herschel Museum, and Polly A. the Education Officer is in charge of MoBA and also others who are related to accounts can post. Because there are a lot of people involved in the management of this accounts and they publish depending on their availability without leadership, control and training, is easy to see that they do not have a structure and less a strategic plan with goals to follow. Even talking with them, they confirm that they use the social media as best they can, but they do not know if they do well. To have a structure and a strategic plan for all the activities, no matters how big or small they can be, it is important and crucial to the right development of results. This social media have become a useful tool for organisations, especially if we highlight all the benefits this network brings for improve its different areas, for example, the audience engagement, the branding marketing, the promotion of activities, the sale of souvenirs, etc. Also, knows how to use the network, for example how to create publications, using the right words, sentences, hashtags, mentions and sharing the appropriate images and videos could help or affect the results of their efforts. There is no doubt that manage the social networks is an activity that takes time, but if the organisation wants good results, must have clear what he wants and also which goals want to achieve through the social networks.

In this particular case, was necessary to understand the results and plan strategies to maintain or improve what were developing the different accounts. Date: August 10 – 2016 Day #7 Hours: 6 hours

1.Tweeter Analytics After collecting all the data from the five different tweeter accounts, I started the analysis process to give to Janey A. a final report, which will contain: relevant information for each account, the comparison between the accounts and suggestions to improve the development of this social media. 2. The frame – Image After see that was not possible to get a simple frame to do the photo shoot, the next option was to take new photographs with another camera and then create the final edition. Likewise, I was in charge to create the first visual piece of this image with the information Janey had requested. This was the result:

1. Frame 18th century. 2. Logo No.1 Royal Crescent. 3. Logos and name of each social media.

Date: August 11 – 2016 Day #8 Hours: 6 hours

1.Tweeter Analytics During all day, I continued working on the analysis of the tweeter analytics and writing the final report. The report will be sent the next Monday 15th September, and it will include into the portfolio as part of the work realised during this day. Analyse the data is a process that needs time and a planning, because is important to understand all the information and create a logic sequence to give the reader a clear, concise and of course understandable view of all the information collected. In this order, I divided this labour into different parts: 1. Collection of Data. 2. Individual analysis of accounts. 3. Find relative information to contrast all the accounts, to make comparisons or find actions in common. 4. Create the report structure. 5. Write the report. (See Tweeter Analytics – Report September 2016)

Date: August 12 – 2016 Day #9 Hours: 6 hours

1.Tweeter Analytics During all day I continued working on the analysis of the Twitter analytics and writing the final report. (See Tweeter Analytics – Report September 2016). Most of the social networks, especially the most recognised allow the measurement and analysis of users, their activities and preferences. Becoming an accurate way to know if what the organisation does and develop is good directed and attracts the audiences. These internal statistics generated by the

system allow them to see several indicators that can be read and interpreted, as for example: - Tweets made: number of tweets sent. This section also allow us to analyse which days have more interaction, see in detail each tweet (text, link, theme, image, video) and analyse the metrics of each category to find out which ones worked best. - Impressions of tweets: This allows us to see the number of people who have seen the publications through any timeline, for example, 28 days, a month or year.

- Profile Views Twitter: Number of people who have entered your Twitter profile. - Mentions: number of mentions (@user) that have been named into a tweet. - Followers: Followers of the Twitter account and their characteristics such as gender, ages, location and language. Here a graph shows the evolution of followers over time. Also, it allows the key days when the scope grew and if the content has liked to the users. Because the analytics are organized by sections, it is easier to see the development of each account and contrast information between them. Especially the comparison, allow seeing which accounts need more care. Due to the four museums are part of Baht Preservation Trust, is necessary that all of them can help each other and also the BPT account can promote them in a proper way.

Date: August 13 – 2016 Day #10 Hours: 6 hours

1. Cooking at the No.1 Royal Crescent As part of the educational activities that contribute to the learning and preservation of the Bath’s history, the No.1 Royal Crescent develops different interactive activities into the house, for example: - The visitors can interact with the guides, who are (many of them) wearing 18thcentury costumes. - The visitors can dress up as Georgians with costumes of the epoch. - The visitors can interact with the Bath's 18th Century Culture through different activities such as chats, cooking demonstrations, lectures, etc. - The visitors, especially children can develop artistic activities related to the 18th century. 38

On this occasion, I went to the cooking demonstration on Saturday and I took some pictures, with the intention to share it on the social media. It is important to understand that being involved in the evaluation of social networks, I can also participate and contribute to its development. For that reason, the idea of being part in this activity was relevant, because for me was important to show that the museum needs one person involved in the role of follow and create content for the social media. In this occasion, because I am not allowed to publish, I sent all the pictures and a short email to Janey.

Email to Janey: Good morning Janey, In general this activity is a fantastic idea! People love to have action in the house; they ask a lot of question about the lifestyle and specifically about the kitchen space.

When I was in Sweden, I visited some museums and cultural spaces but was one that took my attention, because in all areas it had actors or volunteers doing demonstrations. I think this activity will be fantastic and will works in the house (of course not permanent, but we can find the way to have for example students of drama from BSU, which ones will create a small performance for each room) with the lovely company of the volunteers that I think are doing an amazing job! If you like this idea...I will talk with the drama director from BSU and see if we will have a chance to create an association that will work as volunteering and can be as part of their BSU program. In general, this activity attracted the attention of the people that were in the house. Also, is necessary to review the surveys and see if this activity was the reason for having the visitors at the museum and to know if this activity was important for them and why. Feel free to use the pictures if you want to share the experience on Facebook and Instagram, all this material I am sharing is for the museum. I took the initiative to send this email with the images, because even if someone else was taking pictures, I noticed that these pictures were not shared on the social networks. To engage audiences and keep them interested in the activities is important to interact with them, hopefully at the time of the activity. Date: August 15– 2016 Day #11 Hours: 6 hours

1. Twitter Analytics Today I worked in the last part of the report and sent it to Jane in the afternoon. To work on this report helped me to understand deeply how the organisation manages this social media and also the structure that is behind it. It is important for me to be honest and said that although they were doing a good job and were trying to use this tool with the intention to be closer to their audiences, they need to improve the way they do post or publications and is a suggestion I did into the report. Also, because there is lot of people in charged to publish, it is important to train them to do so. (See the report in the last section).

Date: August 16– 2016 Day #12 Hours: 6 hours

1. Audio guide App

Starting a new day, Janey came to the office with an idea in his head; it was to have an audio guide for the museum. As part of the strategies to attract audiences, the department always is looking for new activities and tools, so this new idea cannot be discarded without an evaluation. As part of marketing, many companies offer their services to others, by courier, calls or meetings. That was the case of the IZI Travel Company, who contacted Janey via email and requested an interview with her. This company is a mobile application that aims to provide to the museums, a space on its application to upload audio guides. In this case, Janey asked me to do a review based on the following information: 1. They sent an email.

From: Janey Abbott <jabbott@bptrust.org.uk> Date: August 16, 2016 at 16:04:07 GMT+3 To: "MARIA ARROYO PRIETO (maria.arroyoprieto15@bathspa.ac.uk)" <maria.arroyoprieto15@bathspa.ac.uk> Subject: FW: To the attention of Mrs. Abbott From: Teymour Sursock [mailto:teymour.sursock@izi.travel] Abbott Subject: To the attention of Mrs. Abbott

Sent:

August

2016

15:01 To:

Janey

Dear Mrs. Abbott, I hope that this finds you well. Thank you so much for taking the time to talk with me. I really appreciate it. As promised, please find some information about our company, our free and open platform as well as some examples of published tours and guides on our platform. Izi.TRAVEL is a tech company that offers a free and open platform for the circulation of multimedia guides on smart phones and tablets. Our platform helps cultural institutions meet the 21st century visitor. Here is an overview for the museums, heritage sites and historic houses: https://youtu.be/GHLvz2kyYPA We offer our technology and services for free so that academic cultural institutions can focus on the creation of memorable storytelling experiences by investing in the development of high-quality content whilst we manage the technology and update the platform. The platform is designed to be as simple and as flexible to use as a social media platform. Published tours and guides can be continuously updated and altered for free. There are no fees for registering, uploading digital assets, creating guides and tours, nor modifying previously published guides and tours on the platform. There are no subscription fees for your visitors. The Izi.TRAVEL app is offered for free. At present, over 1’000 museums around the world have adopted our technology to produce multimedia guides for smart phones. Our clients include the Musée Des Beaux-Arts of Lyon, the Royal Museum for Arts & History in Brussels, the Amsterdam Museum and the Museum of Anne Frank, the Tretyakov Gallery in Moscow and the Mauritshuis art museum in The Hague. We also provide 3’000 self guided city tours in over 80 countries and in over 45 different languages. These museums chose to adopt our technology not only because we offer a unique digital service with access to a simple platform but also because we successfully helped them solve a variety of challenges they faced with their

international visitors, collections temporary exhibitions. We helped them solve these challenges at no extra cost. I have taken the liberty of adding this video testimony of a museum partner. https://www.youtube.com/watch?v=jLlE1W4Q2aU Below, I’ve also included an example of our multimedia guides that are available on the web. You can also view them on our free app. please feel free to try our app on the link below my name. British Optical Association Museum (London, UK) https://izi.travel/en/8ce4-british-optical-association-museum/en All Hallows by the Tower (London, UK) https://izi.travel/en/9657-all-hallows-by-the-tower/en Our app runs on iOS, Android phone and Windows phone. It is enriched with a multilingual interface, GPS, map and QR code reader. It can also play audio and video content uploaded by the museum. Stories can be experienced online or offline in order to avoid roaming charges. Users can also share their favourite stories and tours with friends and family on Facebook, Twitter and via email. I’ve included in attachment a brochure, which highlights additional features of our platform and app. Last May, we reached our 2 millionth app download and our community is growing fast. According to our most conservative estimates, we expect to reach 3 million downloads by the end of 2016. We are offering you free access to both our technology and our growing community. My work consists in meeting directly with members of cultural institutions and demonstrating to them the simplicity and potential applications of our software and services. Rest assured that there is no commitment required for a meeting or for testing our free software. If you would like to learn more about our current user and usage figures please let me know and I will send these in a separate email.

2. They sent a brochure

3. They sent videos: https://www.youtube.com/watch?v=GHLvz2kyYPA https://www.youtube.com/watch?v=jLlE1W4Q2aU Because they were planning to be in Bath next week, they wanted to meet Janey and explain to her all the benefits that will have the museum with this app. Before having this meeting Janey asked me to review the application and request my opinion about the advantage or disadvantage of this app. To begin, I looked the email, reviewed the brochure and watched the videos. Then I decided to download the app on my phone to see how were its performances. Evaluation: After reading the email and review the brochure, I decided to take a look at their website. I saw that they have two city audio guides of Bath and one of them mention the No.1 Royal Crescent, however, it refers to the crescents and not at all about the No1 House. Also, the other Bath's museums were not mentioned in this audio guide. According to that, I thought that being part of the current audio guides before start to use the app with the museum, will be a good marketing strategy, for that reason, I told Janey that will be important to talk with the person who was uploading the audio guides. In that case, one of my duties was to find the

following information: email or phone of the person or company who made those audio guides. After finding the information, contact the person and introduce Janey through an email.

From: MARIA ARROYO PRIETO <maria.arroyoprieto15@bathspa.ac.uk> Date: August 16, 2016 at 11:36:06 GMT+3 To: Tim@heartbeatguides.com Cc: Janey Abbott <jabbott@bptrust.org.uk> Subject: Bath Audio Guide Tour - Bath Preservation Trust Good morning Mr Tim My name is Maria Arroyo, I am currently doing a summer intern at Bath Preservation Trust. As part of the research that I am doing of the app IZI TRAVEL, I saw that you have two audio guides of Bath on this app. The Bath Preservation is a independent charity that runs four museums in Bath: No.1 Royal Crescent, Bath Architecture Beckford's Tower and Herschel Museum. We are interested to know if is possible to have Bath Preservation Trust and the four museums inside your audio guide. In order to talk about this possibility I am introducing Janey Abbot who is the Communication Officer at Bath Preservation Trust. You can send a reply of our request to her email jabbott@bptrust.org.uk or call to +44(0)1225 338 727. Thanks regards. Maria Arroyo Bath Spa University Student Bath Preservation Trust Intern

Then, I decided to download the app in my phone. It took just 2 minutes between finding the app and download (very easy), then took me less than 3 minutes to sign in and get the app ready to used it. The instructions were easy to understand and also it was easy to navigate on the app. The app worked fast with a good Wi-Fi connection, if the museum will be interested to use this app needs to improve its actual Wi-Fi, due to many people will need to use it to download and use the app. Now, considering that the application can be used for any language and the museum is seeking to reach more audiences outside English speaking countries, it is important that the museum takes this as an advantage, but for this it should also be prepared, it means that must do translations and seek for interpreters for recordings. Seize opportunities to put any situation on their favour is a skill that brings many benefits but turn many challenges. With this application, the museum would have a good opportunity to attract new audiences but this should be prepared and make the most with the aim of not losing efforts, resources and create confusion, disinterest and credibility to his audience.

2. Job Opportunity The same day I had a chat with Janey, we talked about the importance and value of the Cultural sector and especially the Bath's Heritage sector. I have to emphasize that with her, I learned a lot about Heritage sector, which was not one of my 46

stronger, because I always worked in the Cultural and Artistic sector. However, this has been an enriching process that has opened me the doors for understand, how Cultural Heritage Institutions are structured and develop their activities. After a good talk with Janey were she highlights my dedication and optimism, support, motivation and interest in the development of this internship; she told me that the No.1 Royal Crescent decided to offer me a job as one of the Duty Manager of the Museum. This is a great opportunity because it allows me to continue learning from this sector and will help me to grow professionally, especially complementing my training in the role as Cultural Management. If we look closely at one of the aims of the internship, which is to provide work experience to the student and prepare them for the development of skills and knowledge in the workplace linked to their future profession; I can say that this stage of my studies was successful. Now, with a new role in the No.1 Royal Crescent, I could provide my knowledge, bringing new ideas to help the museum to meet its objectives. The tasks in my new role are: Volunteer management · Filling last minute vacancies in the rota and providing emergency cover as necessary to ensure the rooms are adequately staffed at all times. Acting as a room guide if required. · Supervision and support of volunteers during your shift, including welcoming volunteers on arrival, updating them on daily activities or changes and ensuring they are in position when the museum opens. · Being available to the guides and public to ensure the smooth running of the museum, including providing desk and shop cover for lunch breaks etc. when necessary. · Responsibility for the welfare of volunteers during your shift, forwarding any complaints to the Visitor Service Manager if necessary. · Daily management of the guides’ rest room, provision of refreshments, monitoring provision levels, ensuring the room is clean and tidy at all times. Front of house management · Opening up the museum at the beginning of the day (unlocking doors and shutters) and setting up public spaces to ensure security of objects and the safe presentation of all public spaces for visitors. · Making sure the museum is ready for opening including audio visual equipment, ticket stocks, written materials, desk merchandise, room information etc. Restocking/checking during the day as required. · Checking floats for the desk and shop, and putting floats in the tills in the morning · Cashing up and locking away admission and shop takings on a daily basis ready for the cashier. · Closing up the building at the end of the day and alarming/un-alarming the building as necessary. Acting as key holder for the building.

General administration . Answering telephone, written and email enquiries. · Monitoring group bookings and maintaining appropriate records of bookings, issuing invoices/receipts to customers as necessary. · Dealing with standard group visits and arranging out of hours tours as requested by the Visitor Services Manager. · Liaising with Bath Preservation Trust colleagues to support press visits and special tours as applicable. · Liaising with and arranging access for film/TV production companies in conjunction with the Curator as required. · Liaising with the Education Officer to support educational visits and activities at No.1 Royal Crescent and assisting with room set up and clear up as directed by the Visitor Services Manager. Property administration · Supervision of the cleaners if applicable on your shift. · Ensuring adequate supplies of domestic cleaning materials, waste bags etc. · Putting refuse out for weekly collections and ensuring the waste collection area is kept tidy. · Liaising with the Bath Preservation Trust colleagues with regard to general maintenance, including heating/boilers, fire detection systems, security alarms as required. · Co-ordination of general building maintenance checks (training will be provided)

Date: August 17– 2016 Day #13 Hours: 6 hours 1. Google Analytics With the aim of solving the inconveniences with the Google analytics codes, I took the initiative to ask for a meeting with Stu Moran in his office. At this meeting, all codes were reviewed, and we transferred them to a new plugin called "Filezilla," now we have to wait 24-hour to see the update on the network. It was not easy to achieve an objective when many obstacles were presented, especially when they do not depend on me. However, it is important to look for alternatives to solve the issue and this is what I had tried to do. Within the leadership and management of projects, it is important to develop personal skills. Within it, to be prepared if something does not go as expected, being assertive and taking realistic decisions, it is critical to moving forward with any difficulty, even if this can not be solved, because always the process can bring new learning.

2. Facebook Analytics To begin the new report and get Facebook, I requested to be an administrator in all the accounts. To do this, Janey appointed me administrator in the following accounts: BPT, No1 Royal Crescent, and MoBA. For the Herschel Museum and Beckford's Tower Facebook accounts, I have to ask permission to other administrators. One of them was Alana W (Duty Manager at No.1 Royal Crescent). While, I started collecting data from the accounts I was an administrator. Date: August 18– 2016 Day #14 Hours: 6 hours

1. Audio guide App This morning, Tim replied my email and said that will be in contact with Janey on Friday. This response was favourable, because be part of those audio guides could be a good opportunity for the museum. Among the tasks of a cultural manager is also developing interpersonal skills. In this case, seek alternatives to dialogue with the parties and achieve a purpose, is one of the skills learned. 2. Getting involve with the BPT museums As part of my learning and thinking about my role on this intern, I went to the Beckford Tower to take pictures that can be used on Facebook and Instagram and also to know about the history of this cultural place. To have knowledge of the different museums was important to me because with this information, I could suggest new alternatives to do marketing campaigns and also I could make questions from another point of view, questioning the department to search new strategies. This visit was very rewarding and I learned a lot about the history of Bath. Also, I could see that although to manage the Beckford’s Tower is a new project in BPT, this organization is seeking to improve the ratio of visitors with this historic site. An interesting object I found on the route and which caught my attention was one of the original coffers of Beckford's collection. In this museum lies one of the two original coffers; the other coffer is in the British Museum. So, my first question was: Is the British Museum mentioning the Beckford's Tower on the label of the coffer that is in his possession?. At that moment nobody could answer this question. But if we think well, this is a great opportunity to promote the museum, 50

especially because can be created new relationships with this important museum that can reference the Beckford's Tower and introduce the Tower to many visitors, collectors, and sponsors who might be interested in visiting the museum. To have one commercial spirit is another personal skills developed in cultural management. Because, behind the cultural interest as managers, where we have to promote our projects, organizations or activities, we must have clear that those must be sustainable to maintain a balance and so to continue operating. Therefore, attracting visitors, collectors, sponsors, and donors is a fundamental activity for survival and commercially think, becomes in another strategy to performing activities. This question made me realize that just as this object, the museum or the museums may have more objects that allow creating connections and networks to expand their range of promotion.

(Beckford's Tower) (Beckford's Tower tomb)

(Beckford's Tower cemetery)

(Beckford's Tower interior)

(Beckford's Tower exterior detail)

(Beckford's Tower Model)

(Paint of Beckford's collection)

(Coffer of Beckford's collection)

(Beckford's Tower lecture space)

(Beckford's Tower access to the top)

(Beckford's Tower lecture space detail)

(Beckford's Tower lecture space)

(Beckford's Tower top interior)

(Beckford's Tower roof)

Date: August 19– 2016 Day #15 Hours: 6 hours

1. Audio guide App In the morning Janey received a call from Tim Richards, the responsible of the company that upload the two Bath city audio guides. My propose to connect them was to see the options the organisation has in order to actualize the audio guides and put the four museums that the Bath Preservation Trusts runs, into those guides. As was mentioned the app allowed us to upload audio guides for the museums but we were not sure if we had to pay or there were something else we has to do in order to show the audio guides on this app. Likewise before upload information about the museums this action must to be communicated to the trust team that will allow us develop this project. As part of a brainstorming for this project, some alternatives were thought to develop audio guides:

- We can find a way to be part of Bath Guides that already exist in the application. Therefore, the contact with the company doing the guides is crucial. - If the museum wants to do its guides, the organisation can leverage your alliances and thus achieve perform a good quality audio guides. For example, its alliance with Bath Spa University can be useful to make recordings in studies. Also, students could participate with the voices of the recordings as they could have a varied number of languages. - If we want to include video in the audio guide, the university could also help with equipment and information of current students or graduate students interested in developing the videos. 2. Facebook Analytics In order to start the second report for the department, I began to collect the data of Facebook. In the same way as twitter, the Facebook measurement system is divided into sections, which allowed evaluate the museums accounts individually and comparing the data from each of the accounts. The information collected will be: 1. GENERAL VISION 2. LIKES 3. REACH 4. VIEWS 5. POSTS 6. PEOPLE 7. LOCATION

3. Job Opportunity As any job application, I had to present an interview. The result was satisfactory, and I obtained the opportunity to be part of the group of Duty Managers at the No1 Royal Crescents. Likewise, I got another position within the museum “House Keeper performance”, It could help me to understand the position of the guides and volunteers. My objective with this role is not only to develop the work, it also help me to understand this role and thus propose strategies that will allow the museum to 58

better manage this team of workers, which are really important to the daily operation of this place.

Date: August 22– 2016 Day #16 Hours: 6 hours

1. The new Website for BPT + Museums As part of the web development that Stu Moran is running for BPT and No.1 Royal Crescent, I will be responsible for developing some parts of the new pages of the other museums. Therefore, Stu sent me some videos to learn how to handle the plugin which is being used to design the website. During these days my work is watching the videos and start making the banner for Herschel Museum website. Here are the links to the videos: https://www.youtube.com/watch?v=p7rBZmYgfUU https://mail.google.com/mail/u/0/#inbox/156510905165ad44 https://www.youtube.com/watch?v=aiTIrxGT4Dk Date: August 23– 2016 Day #17 Hours: 6 hours

1. The new Website for BPT + Museums After watching the videos that Stu Moran sent to me, I began to develop the banner for the website. However, this morning Janey requested me to take some photographs of Asian visitors for one of her reports; so I had to stop the activity I was doing and continue to the next. As part of the skills learned so far in the internship, personal skill was: "Be open to other points of view, activities and be accessible to everyone". Given that I am working in an organization, multitasking may appear suddenly, to respond to those changes with a good attitude it is essential to have a good workflow and manage one good relationship within the team.

2. Pictures of Asian visitors Have motivation and be recursive were important skills to develop this activity. Because my new task was to take pictures of Asian visitor enjoying the museum, for me was not enough to take pictures of them walking around. In order to get really interesting pictures, I talked with them and after a simple conversation to know if they liked the museum I ask them for a picture. This ware the results:

To know and understand the aims and objectives of the museum is relevant to fulfil with this activity. But why?, it is important because the pictures must show the intention that the marketing department wants to show and which is connected with the museum aims and objectives, which is : Show that the museum is attractive and visited by Asian people and they enjoy the different museum activities.

Date: August 24– 2016 Day #18 Hours: 6 hours

1. The new Website for BPT + Museums As part of the development of the new websites from the three museums (Herschel Museum, Beckford’s Tower and Bath Architecture), all part of the four museums covered by the Bath preservation trust. I started to create the banner for Herschel Museum website and this was the result: Current website:

Design for the new website:

Date: August 25– 2016 Day #19

1. Working at the No.1 Royal Crescent As part of my new role in the No1.Royal Crescents, today I was working in the front door, welcoming the tourist and being the first person that explains about the house. I had a meeting at 10 am in order to dress up, as a Housekeeper and then the Duty Manager staff gave me training to develop this role. My work hours were be from 10.30 until 4.30 pm. Dress up process:

The experience: 10.30 am – 12.44 am: At the beginning after a rapid training and got dress with lot of clothes, 6 in total. the doors of the No1. Royal Crescent was open and the first visitors were a group of 30 people! After thing so much about what to say and the order to say it, I got with the time more confident and then I found the way to welcome the visitors in my own words. Was interesting the reaction of people when arrived to the main entrance and saw a housekeeper lady waiting from them. After the welcome and with the most important, a very good attitude and smile face was possible to break the wall with the visitor and then they became more relax, then they asked questions and asked also by pictures. Interested on the idea to understand how an organization runs their activities and how the people involve develop their duties; this role could be taken in two different ways: the boring one and the enjoyable or also funny one. It depends on the staff’s attitude to understand which is more favourable for the museum. In general visitors were friendly and they bought the tickets because they really were interested about the house and the history behind. Some point during this experience took my attention: - Talking with the guides who enjoy their work and take it very serious. - People love details of the house. - People love interaction with the guides.

- Maintain the guide in the rooms is important it allow making human connections and makes the tour more enjoyable. - The role I developed today requires being stand up a long time. Taking into account that is a role also made by volunteers where the majority of people are mature, I think this activity must be evaluated to find other alternatives, thus letting the volunteers can work less time but with better attitude, due to at the middle of the shift they are too tired and the emotion and happiness to welcome the visitors is not the same.

Date: August 26– 2016 Day #20 Hours: 6 hours

1. Facebook Analytics In order to start the second report for the department, I continued collecting the Facebook data. The idea was to have all the information today, and see if is possible to be administrator of the two accounts that Janey does not have access, the Herschel Museum and Beckford’s Tower. 2. Making posts on Twitter and Facebook Today Kate developed an artistic and educational activity in the hall of servants. The activity was to make a sedan chair with children that visited the museum. As part of the development of the activity, some pictures were taken. At the end of the activity, I noticed two mistakes that must be taking into account: 1. She took pictures of the children but also forgot to ask the parent to sign the agreement to show the pictures on the social media. This mistake restricts the museum to use all the visual material, missing the opportunity to show an important part of this activity, which is showing the children having fun during the activity. 2. After finishing the activity she continued with her work but... what about the activity on the social media?. I asked her when she would be able to share the images and she said that maybe next day. If we take into account that the museum and the people that work on it, make a huge effort to create, promote and develop activities, the most important to close the cycle is to share the information as soon the activity has finished. Share this information on the social media, allows people to be involved in the development of the activities and will engage more audiences. After talk and explained to her the importance to do it on 66

time (preferably before, during and after the activity), we created a post on Facebook and the result was fantastic, the people reacted to the post with likes, views and shares. Activity:

Facebook Post:

Date: August 30– 2016 Day #21 Hours: 6 hours

1. Facebook Analytics After collecting all the data from BPT, No.1 Royal Crescent and MoBA, with the intention to start the Facebook analytics report, my concern was that I still not having access to the other two accounts (Herschel Museum and Beckford's Tower). I tried with different passwords but there was not access to the pages, so I decided to talk with one of the current administrators. On my conversation with Alana W. (Duty manager at No.1 Royal Crescent), I explained to her that I needed to be administrator on those accounts to get access to the "insights" or data on Facebook. However she offered to collect this information for me and she affirms will send it to my email. My feeling was that she didn’t wanted to share information of the accounts with me, but as I explained to her, I was doing a report for Janey and the information was necessary. Because I did not get a satisfactory answer, I decided to send an email to her with the information I need in order to start the report. Email sent:

Hello Alana, as I told you by phone, I am doing a report for Janey and for that I need information that is on the insights of the Beckford's Tower and Herschel Facebook pages. I already sent you a request on Facebook so you would add me as administrator; Janey did the same to let me see the insights of No1, BPT and Architecture Museum. However, as you said you could take the information for me, I am going to set a list of data I need to find. 1. General information (the first page on the insights, it is the page summary the las 28 days) 2. Most recent posts (5 most recent) Now the following information from 01/01/2015 until 18/08/2016 3.Total page Likes 4.Net likes 5.Post reach 6. Reactions comments and shares 7. Reactions 8.Hide, reports as spam and unlike 9.Total reach Then the following information from 26/05/2015 until 26/08/2016 10.Total page Likes 11.Net likes 12.Post reach 13. Reactions comments and shares 14. Reactions 15.Hide, reports as spam and unlike 16.Total reach To continue, I will need the information only in the last month

17. Page views (total views) 18. Page views (By section) Then information only for the last week 19. Posts (when your fans are online) 20.Posts (post types) 21. Posts (top posts from pages you watch) Also is necessary to take all the information of the people behaviour. As you can see I need a different kind of data to do the report and is better for me to be as administrator because I just need to access to the information, I am not allowed to post or comment. However, if you can send me this information as you said I would appreciate it. Thanks regards. Maria

Unfortunately, the email was not answered and the report only contains information about the BPT and two museums. Thinking about the skills that a cultural administrator needs to learn between the exercise of developing a project, activity or a simple task, exists one that is vital to maintain good relations into the organisation. This interpersonal skill related to the teamwork, which is based on the communication, trust, respect, ethics, rewards and conflict resolution, becomes in one of the prized skills, because without that, the ties between people and therefore other people, different areas and tasks will be interrupted as in this case.

2. Facebook Analytics After collecting all the information for the analysis of Facebook for BPT, No.1 Royal Crescent and MoBA, I began to realize the analysis and write the document that will be delivered on Thursday, September 8th 2016.

Date: August 31– 2016 Day #22 Hours: 6 hours

1. Facebook Analytics During all day I kept working on the analysis of the Facebook analytics and writing the respective report. (See Facebook Analytics – Report September 2016). I still wait for Alana’s answer.

Date: September 01– 2016 Day #23 Hours: 6 hours

1. The new Website for BPT + Museums Due to we need to advance with the design of the new website, I had a meeting today with Stu Moran (web designer), the meeting had as main points: - Have a lesson about the new plugin. The idea is to learn how to add images of each event and also learn how to add text into the different banners. - Learn how to add new events and erase the oldest ones to do not have the website too heave. - Add to the BPT website the story Sweet Luxuries, as is currently on the No. 1 page home page. - Correct grammar spells on the website (No.1 Royal Crescent not No1. Royal Crescent). - Bring to Stu a guide with the pictures of the different rooms in order to add the name of each room to the website. - Add two nee stories two new stories for the home page for No.1, adding the Chocolate logo that I edited before. - Review the effect of the images that looks like a drawing on the front page of the website. After the meeting I sent an email to Janey, reporting the work we did with Stu in our meeting: Good afternoon Janey, After the meeting with Stu I continued with the design of the Herschel Museum website. Also, the different points were solve as well: -‐ I already know how to add images to the News and Updates so at the office I will do it.

-‐ Stu told me that was not possible to add images and extra text on the "Exhibitions and Events" section on the front page now, due to a configuration on the plugin. It means he can do it but needs to program something extra and cannot do it immediately. -‐ I talked with Stu about the illustrations and he explained me an effect that we can use if you like the result, so I will try it as well. -‐ The spelling mistakes on No.1 Royal Crescent were corrected. -‐ Stu said that he had problems to enter to the Architecture website and it is. I tried as well and is the only website who can get access with the passwords, so he suggest you to change the password and I think this email request is already in your email. The other websites have normal access, I cheeked already. -‐ The new image with the logo was ready, I enclose d it on this email.

2. Office Duties Inside the offices there were many simple tasks to develop, such as making photocopies, prints and make laminations. On this occasion, I had to laminate two posters related of activities that will be developed soon. These posters will be display in different places of the museum or sent as promotional posters to other museums.

Date: September 02– 2016 Day #24 Hours: 6 hours

1. BBC at No.1 Royal Crescent Within the exercise of fundraising the Bath Preservation Trust and the different museums, have a system of funding mix, that means that within their strategies of fundraising, different activities are developed to reach and collect enough money to meet the needs of each. As sustains the Policy paper, 2010 to 2015 government

policy of arts and culture: “Appendix 2: supporting mixed funding for arts and culture including philanthropy and fundraising. Public funding for the arts is an important principle that the government supports. But we want arts and cultural organisations to find additional sources of funding to help them become more resilient. We want to encourage private donations, including through the tax system, and to support arts and cultural organisations to increase the range and effectiveness of their own fundraising” (GOV.UK, 2016). From the interest of government to motivate organisations to develop other activities to help themselves financially, the organisations have begun to develop strategies for it, thus create within its structure what is known as the collection of mixed funds. According to the qualitative study on fundraising activity in Arts, Culture, Heritage and Sports Organisations 2011 (GOV.UK), between the funding sources exist a wide range of sources of funding for the Arts and Culture sectors such as the support of the Department for Culture, Media and Sports grant-inaid, Arts Council England, the National Lottery, The European Union, the Local authority support, Trusts, foundations, and private giving, the box office or admission charges and the merchandising or sponsorship. Currently, BPT has the support of Arts Council England, the Lottery Funding and the World Heritage Site Enhancement Fund, which, as says BPT: "Was established in 2009 as a partnership Between the World Heritage Site Steering Group, Bath and North East Somerset Council and Bath Preservation Trust" (BPT, 2016). Likewise, the museums receives a different kind of supports such as the Trusts and donations, however, between its different strategies, there are also various activities such as mentioned in the Beckford's Tower that use the space for developing different venues such as weddings of as other example the No.1 Royal Crescents that offer the house to TV programs or film producers to develop interviews, documentaries or films. Today a film crew from the BBC visited the museum; in the morning they used the house for film a documental that will be on TV the following year. The visit of the BBC was beneficial because the museum receives a payment for the use of its installations, but thinking strategically about the marketing this can provide, I took the initiative to make some photographs from behind the camera, and I gave those to Janey with the intention to be published then on different social networks. Initially, when I arrived to the museum, only one person was using Twitter to comment about the visit of the BBC. However, to have a photo record will allow the museum to use the images in other media immediately, or later to remember the event and make promotion before this material can be present on TV. 74

There are three videos that can be found on the referents: BBC at No.1 Roayal Crescent 01 BBC at No.1 Roayal Crescent 02 BBC at No.1 Roayal Crescent 03

2. Facebook Analytics During the rest of the day I worked on the document of the Facebook analytics report.

Date: September 06– 2016

Today I was not work at the museum, but after review the Twitter report, Janey made a publication in social networks making use of the suggestions I made, for example, add a picture, mention people, events and perform appropriate hashtags. The used of suggestion on the post increased public participation and generated more visits to this social network.

Date: September 08– 2016 Day #25 Hours: 6 hours

1. Facebook Analytics During the morning I finished the Facebook analytics report and send it to Janey (see document Report Facebook Analytics) on the reports section. 2. Thinking as a marketer It is important to remember that marketing is an exchange that works as an exercise to provide advertising. For that reason is important to think about what 80

we are offering to the audiences and in some particular occasions is necessary to use it on favour of different activities, for example, the Tour of Britain 2016. "Bath and North East Somerset Council will welcome the Tour of Britain, British Cycling's premier road cycling event, this September for the first ever stage finish of the race to take place in the historic city of Bath, on Thursday 8 September" (Tourofbritain, 2016). Taking into account that this stop was in the Royal Crescents, and the Museum is in front, I started to think about different relations between this event and the museum, and the idea came out! I think that any opportunity (activity, event, a special date, etc.) should be taken as an advantage for publicizing the activities and the museum itself. Therefore, making a relation of this event and the bicycle as an invention of the late 18th century (the velocipede) was an important move. I looked for some pictures related to the velocipede and sent it to Janey with the intention to be published on Facebook and Twitter. The result was very rewarding because we had many responses from followers and comments. This was the result:

Â Â

81 Â

We have made that the followers leave comments of the images. Strengthening the participation of audiences in social networks was one of the objectives, and I have demonstrated that with good ideas, strategies and making relations it can be accomplished.

Date: September 09– 2016 Day #26 Hours: 6 hours

1. Google Analytics After waiting for the results on the "Filezilla," a plugin added by Stu to review what happened with the analytics of Google on the different websites, the news were not favourable. Due to different actualization, during the last years, the four websites does not have a record from the beginning, only one website (Herschel Museum) shows the original data and is possible to see the website working online. The objective was to review the analytics of BPT and No.1 Royal Crescent but due to the inability to get this information, Janey will report this in a report. It was already created the necessary plugin in each of the new pages for follow them in them future and prevent problems like these. Unfortunately for lack of control, monitoring and evaluation, they not realized this problem on time and are no longer possible to retrieve information. 2. Heritage open day: House No.4 As part of my experience in the Cultural Heritage, today I found an activity that caught my attention: Open day at No.4. As part of this activity, go to the house and found great relationships with the No.1 house that made me reflect on their activities. The No.4 house does not function as a museum, but for this day the house was open and light to the public and activities within it were made, but they were 82

enough to teach me a little more about the cultural heritage of Bath and give me some ideas to implement in the museum. This was my visit to the house No.4:

Date: September 12– 2016 Day #27 Hours: 6 hours

1. Google Analytics After leaving aside the statistics of Google due to there was something that does not allow getting the data of No.1 Royal Crescent; I had a conversation with Stu to ask them if my idea to install a new plugin will be useful. However, the answer was not positive, because as he explained to me, the plugin records the information from the moment it was installed on Word Press. That makes me deduct that the plugin that was installed on No.1 Royal Crescent website was not properly installed or actualized properly because it doesn't bring any data. The same happened with Beckford's Tower website, but different than this, the Bath Preservation Trust and the MoBA showed some statistics but not all the data that was expected. Contrary to this, the Herschel Museum was the only website that showed all data and works in real time, however, at this moment this museum does not need the analysis. For that reason and after concluding that the plugin was not working for No.1 Royal Crescent, can be said that this task cannot be completed. Sometimes, because of the lack of strategy, vision or simple lack of knowledge, the organizations does not take into account that tools like the analytics must be useful in the future; visualize and see beyond the objectives and activities is a skill that must be developed and always exerted. The suggestion, in this case was to be aware, because this tool is really important nowadays to find and analyse the audience behaviour. Taking into account that the Bath Preservation Trust is working hard to improve their visual image and communication with the audiences through social media and its website; the Marketing and Communication department have now a new opportunity to propose new strategies, properly organize the tools that are useful for measuring participation and impact among audiences and likewise improve the way it communicates with them. As was mentioned in the last report, to have one person or a group in charge of manage this area (Community Manager/s) and provide them training would be the best opportunity to have the control on the different areas that showed gaps or inconveniences during this period of my intern.

2. MoBA - Lecture on the buildings of Sense & Sensibility Continuing the support of the different activities at BPT and after having learned that it is vital for developing marketing processes, to be attentive, proactive, and

resourceful and above all to have initiative, I find myself doing the coverage of the following event:

88 Â Â

This coverage was not within my main tasks, but understanding the importance of moving the social networks as a new objective of the department and wanting to be in some way an example of what should be done; I went to this event and I took pictures and videos. After that, I sent the material to the different people in charge of making tweets and Facebook posts. It is vital to understand that monitoring before, during and after activities is extremely important to reach different audiences and is social media, allowing the museums can interact with their audiences live and direct. This material was extremely valuable because it could be used immediately and also it could be saved as a file that can be used later to develop campaigns that promote the interaction, participation, and creation of new audiences. Here the pictures and results in social networks, Twitter:

94 Â Â

Facebook:

See MoBA Lecture videos on referents.

Date: September 13 – 2016 Day #28 Hours: 6 hours

1. Online Shop for the new website Because the web designer was developing the Online Store of the website, he today request for a series of pictures to complete this section, for that was necessary to take some pictures of the shop and souvenirs. This morning I was in charge to take the pictures, then edit them and send it to Stu M (Web designer). The most important was to create a plan to take the photographs because being a sudden request from the web designer, we can organize lights and the photography equipment necessary for the shoot. To think quick and use tools like programs for edit and my skills are the best alternative to solve this request. Being the new website an improvement for the BPT it was crucial to develop good images. In the development of cultural projects and the management of cultural institutions, skills such as being agile in making decisions, be resourceful, creative, practical, be willing to changes, teamwork, be communicative, have always motivation and be a motor of leadership are essential for good performance and development of any activity. These skills are confronted and exercised in practice, but mostly are learnt when the results are evaluated, whether these are positive or not. No matter the size or importance of the activity, the only way of being better and have the best results is in challenging ourselves; because, behind a large project or activity there is always someone passionate, bold and visionary.

100

101

102

103

(Photographs and edition by MariArroyo 2016. * All the photographs showed on the document with out label were taken by me)

104 Â Â

5. Reports TWITTER ANALYTICS CONTTENT 1. FOLLOWERS 2. GENDER 3. GEOGRAPHY 4. LANGUAGE 5. AGE 6. SECTOR OF INTEREST 7. TWITTER ACTIVITY ANALYSIS (ONE YEAR PERIOD) 1. THE FOLLOWERS The following graphic shows the number of followers of each museum from its beginning on twitter until 09th August 2016. The most followed accounts are Bath Preservation Trust and No1. Royal Crescent with 2443 and 2367 respectively; however, the Herschel Museum that joined Twitter in the same year (2011), shows the lowest number of followers with only 501 followers. At the same time, if the Herschel Museum is compared with the Museum of Bath Architecture and The Beckford’s Tower who joined Twitter two years after (2013), can be seen that the number of followers of the Herschel Museum remains lower. Actions to take: -‐

Pay more attention to the movement of these three accounts (Herschel Museum, Museum of Bath Architecture and The Beckford’s Tower). Analyse constantly the follower's actions and retweets. Promote the accounts with the lowest level of followers, from the most visited accounts. For example, can be name the account within a tweet, make retweets or use hashtags to create more impressions on the platform.

-‐

Museums unIl 09 August 2016 3000 2500

2443

2367

2000 1500 1000

734

615

501

Oct-‐13

Nov-‐11

500

Museums unWl 09 August 2016

0 May-‐11

Nov-‐11

Bath No.1 Royal Bath Beckford's Herschel PreservaWon Crescent Architecture Tower Museum Trust

105

The summary of the last 28 days on each twitter account shows a perspective about how people react to those platforms. In this particular case, is possible to see how the profile visits increase the engagement thus increasing the number of followers. This is the case of No1 Royal Crescent which maintains leadership and added to its account 105 new followers in the last 28 days. Also, the Herschel Museum can be seen as significant proof of that increment of visits also increases the number of followers. Having this account the lower number of followers compared to the other Twitter accounts (as seen in the previous graphic), in the last 28 days gained 61 followers thanks to the growth in visits, positioning it as the second most followed in the recent research. There is no doubt that increase the visits will bring followers. Actions to take: -‐ -‐

-‐ -‐ -‐ -‐

Promote the accounts between each other in order to create more impressions, visits and thus new followers. Create content relevant to the followers of the account, but also attractive for the followers of the other accounts. (Changing the text information but not the message can help to create an interaction between accounts, increase impression and gain followers). Post interesting links and find unusual stories related to the different topics of the museums can attract new audiences. Varying publications, adding pictures and videos can make publications more fun to visit and follow. It can create responses, mentions and retweets reaching more audiences. Uses hashtags can help to connect people with similar interests. Important to direct people to follow the profile of the current account or the profile of the other museums.

Visits and new followers 13 July -‐ 09 August Herschel Museum

392

Beckford's Tower

276

Bath Architecture

No.1 Royal Crescent

139 1107

105

Bath PreservaWon Trust

244

55 0

200

400

Last 28 days -‐ proﬁle visits

600

800

1000

1200

Last 28 days -‐ followers gained

As can be seen in the 28 day summary, four main actions can be crucial in the engagement of followers. This is how Tweets, Tweets impressions, profile visits and mentions should be managed for increase results. Maintain a balance and create strategies can help to direct the results. For example: 106

No1. Royal Crescent

Increased the number of tweets can reach the tweet impressions on the platform. It also increased the profile visits and allow the engagement of new followers. Although the page has not been mentioned much as previous times, the answer of the audience is positive, however it is important to maintain a positive level in the statistics. Bath Preservation Trust

Decrease the number of tweets can affect the tweets impressions which thus affect the profile visits and mentions. However is possible to gain audiences if the content of the tweet is attractive enough to the audiences. The balance between actions is necessary not only to maintain a position but to increase traffic and the engagement of audiences. Actions to take: Review the tweets performance and analyse which of them are the most influential and attractive to people, it will help to improve the results. Bath Architecture

Despite having few tweets during the last period, the number of times that the public saw the content, increased in this occasion. That means that the messages were more visible and came to more users. Although this action did not influence the users to visit or mention more the profile, this could increase the gain of followers. It is important to note that the scope of the message can attract new audiences.

107

Beckford’s Tower

As the same case of Bath Preservation Trust account, The Beckford’s Tower twitter accounts shows a decrease in all the four actions, but it still gaining followers. Actions to take: -‐

Review the tweets performance and analyse which of them are the most influential and attractive to people, it will help to improve the results.

Herschel Museum

Being the museum with lowest number of followers and also the lowest number of tweets is one of the accounts that in the last 28 days have had a good balance on its actions. With only 3 tweets in 28 days the impressions, profile visits and mentions increased as the same as its followers. It means that those tweets were really attractive to the audience and had enough impact to attract new followers. Actions to take: -‐

Review the tweets performance, analyse and contrast with past tweets to see the importance of the impact on the last three tweets.

2. GENDER Women are more interested on social media. The following graphic shows that the majority of followers on twitter in all the accounts are women. The range of difference between female and male is not very distant but it could be closer; it means that the content and tweets of the pages are of interest to both genders, however it is important to increase the attention of male, especially in the accounts No1. Royal Crescent that has the biggest range of difference (38%). In this particular case will be necessary to review the tweets and see which of them engage more male and thus post more tweets related to their interest. Increase the number of tweets also will allow create a strategy to engage both genders at the same time or by separate. In the case of Beckford’s Tower and Herschel Museum both with a range of difference of 24% and 20% respectively, will be necessary to post more tweets to see and analyse the audience behaviour. That will allow the community manager to understand and address the tweets in order to engage and increase the audiences. Taking into account that the Herschel Museum has more male than 108

female visitors at the museum, is interesting to see that female interact more on tweeter than male. So the challenge will be maintain and improve the participation of women in the social network and invite them through the same media to attend the museum, while at the same time is sought that more men participate in this social network. On the other hand, Bath Preservation Trust which is the account with the highest number of followers have only the 16% of difference between the gender engagements, while Bath Architecture Museum has 14%. It means that their tweets are attractive to both genders, especially women. In this case is important to use this advantage and keep on working to improve the engagement. 80 70 60 50

69 58

57 43

Female

Male

20 10 0 Bath No.1 Royal Bath Beckford's PreservaWon Crescent Architecture Tower Trust

Herschel Museum

3. GEOGRAPHY The following graphic (G1) shows the country and the percentage of interaction that have the followers of each twitter account. Being the United Kingdom the country where are placed the four museums, is the country that shows more activity on this social media, followed by United States and France. Countries like Spain, Italy, Canada and Portugal are countries that show slightly interaction. The above result proves that this social network has impact in other countries but must be sought a strategy to strengthen the interaction among countries that already have scope. Looking through the countries that shows more activity on twitter (United Kingdom and United States), there is no doubt that exist a huge range between them. As was mentioned before is necessary to create a strategy to increase the interaction between the foreign countries. Also, this graphic allow us to see which museums are most watched by the followers. For example, between the four museums The Herschel Museum shows be the most watched in all the foreign countries, while in United Kingdom is the less watched; it can gives an idea that international followers will be more interested on interact with this account but as was showed during the analysis this account needs to be improved with more tweets and engagement, if the content and the promotion increase, followers will frequently visit this account and this account will have better results.

109

Contrary to this, the Beckford’s Tower (another account that must to be taking into review), shows that is most watched in United Kingdom with 91% but the less watched in United Stated with 3%. It will means that if an strategy to engage audiences is placed, the influence in the views on the United kingdom followers can grow and this will impact on the interaction but also on the visits to the Tower. This account on the other countries show a slight interaction. On the other hand, The Architecture Museum and the No.1 Royal Crescent shows that have similar interaction in the United Kingdom with 85% and United States with 4% and 6% respectively. Leaving aside the range of difference between both countries, can be seen that the interaction if is not equal is similar. Lastly, the Bath preservation trust account creates more impact on the United Kingdom followers than the foreign countries. Being this account the most followed, will be interesting to look into a strategy campaign that permit to engage more audiences from another countries but at the same time attract more followers from the United Kingdom. G1.

Twitter Interaction by Country (Continue next page)

110

Portugal

0% 1% 0% 0% 0%

Canada

2% 0% 1% 1% 1%

Italy

2% 1% 1% 1% 1%

Spain

2% 1% 1% 1% 1%

Ireland

Herschel Museum Beckford's Tower Bath Architecture

0% 0% 1% 1% 1%

France

United States

No.1 Royal Crescent Bath PreservaWon Trust

2% 1% 2% 1% 1% 3% 4% 6% 4%

12%

70%

91% 85% 85% 88%

United Kingdom

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

3.1 REGION Taking into account that the majority of the follower in each twitter account came from United Kingdom, is important to know from which region they are. To have complete knowledge of it will allow us to create connections between the museum and the followers. For example, mention some Museum’s objects or situations related to a specific region, will permit to connect us with the current audiences and be mentioned by followers of this specific area. That strategy will reach more the audiences interaction and could help to attract followers, especially in the regions with less followers. To build emotional connection is important to make followers take actions such as: mention the account, share information, visit often the account and invite friends. At the same time, the no followers could be interested to follow the account, because they could feel connected with the content. The following graphic shows in which of the nine Great Britain regions are the majority of its followers. Being the South West, the region where are located the 4 museums, shows the highest number of followers (means that the followers belong here). This allows to conclude that the attention of the local audience is positive and therefore the activities, campaigns and content managed in this network, are attracting the attention of the local public. This is also reflected in the growth of followers that shows the account at the beginning of this analysis. Is important to say that

111

is fundamental to continue using this social network in order to maintain and strengthen the relationship with the existing followers and thus attract new audiences. That depends on the constant work on the content and strategies to not only attract audiences to a virtual space, but in turn the physical space that is visit the museum. Consecutively, London and South East are the second and third region in which reside the followers of the different twitter accounts. However the difference between those two and the South West is quite significant, suggesting that should be improved audience reach. Due to London and the South West are the closest to South East, increase the interest of audiences in each region, would convert these followers into potential visitors at the museum and therefore, would increase profile visits and mentions on the activities and contents of this social network.

112

To conclude, based on the above information and focusing on the infographic, there are three England regions in where the museums have the majority of its followers (South West, London and South East), five regions where museums have a low percentage of followers (South East, East of England, North West, West Midlands and Yorkshire and The Humber) and one that does not appear in statistics (North East). Taking into account that the South West is the local region where the museums are, it has two closer regions that show a moderate interest of followers, is not clear why West Midlands being other closer region shows one of the lowest engagement of followers with an average of 2%. In that particular case is necessary to review the strategy that is being used to attract this audience. Likewise will be necessary to review what strategies are used in the other regions, especially North East that does not show any movement of followers. The engagement of audiences is an exercise that must be developed with a work plan due to several reasons: 3. Strengthen the impact of museums in each of the different regions. It will help the museums in order to maintain the interest of a historical legacy in the national population, contributing to pass on this legacy to other countries. An example of this is when the British tourists mention the museums in other countries, incentivizing to other tourists to visit the museums. 4. Help promote the foreign audiences engagement. 5. Allows to create and maintain constant interactions from distance, with followers who are potential visitors in museums. Keep active this network is fundamental due to until now it has shown a good development, creating a big impact into the local area and beginning to attract the attention of other regions and countries. Reviewing and strengthening the strategic plan is fundamental to increase the attention of new audiences, becoming thus in an important tool for the museum communication department. 4. LANGUAGE As the language used in the twitter accounts is English, it may be assumed that followers understand and speak this language, however it does not mean that they only speak English, in fact they can speak other language and this is reflected in the following infographic.

(Continue next page)

113

As can be seen, English is the predominant language in all the accounts. However Spanish, French, Italian, German and Portuguese are other languages that can be used as a strategy to engage audiences. Likewise, this segmentation shows that the museums have impact on population from those countries, being all them potential diffusers of content. 5. AGE Understand which is the gender of the followers from the different accounts, where are they and which are their interests can give us an idea of the kind of audience that follow the museums and thus is possible to create accurate content for them. However if the account manager does not know their ages, it could be creating visual and written content for the wrong audience. For that reason, to understand which public wants to achieve each account, is important to know the range of age of their current followers. This will allow to focus the way they write and shows the different tweets and in turn allow segment audiences according to the interests of each publication. 114

As shown in the following infographic, in all twitter accounts predominates particular age range. The average age of the followers of all accounts in the first place is between 25 and 34 years, followed by 45 to 54 years and then 35 to 44 years. With fewer followers, is in fourth place are aged from 18 to 24 years, fifthly 55 to 64 and above 65. The latter is understandable that the elderly or very young ages do not interact enough, because no they have much scope to the technology or know how to use it. However, considering that the first three age ranges meet the kind of audience that museums are seeking to achieve, it can be concluded that both the profile and the content is being developed properly and because of this the information is coming to the right audience. 6. INTERESTS Considering that the different accounts are at some point related to different interests, will be necessary to review each one according to the analytics offered by twitter. Is important to understand that this metrics are related to the interest of the current followers.

115

BPT (Continue next page)

No1. Royal Crescent

UK as a main topic: Being the principal, this trend shows that the account is directed to the right audience. B&N: This interest may suggest that the content of the tweets can have some news about the city or about what is happening in the museums and those people will be interested on it. Others: Looking the versatility of this account, which can interact with the other accounts as an umbrella; plus the good performance of the interest of the current followers. Show us that any of the topics can be used in order to create a tweet. Focus the topic on the right moment and with the right information is crucial to have good responses.

116

UK as a main topic: Being the principal, this trend shows that the account is directed to the right audience. Topics such as History, th architecture, 18 Century, heritage and Bath city, can be used to create content. B&N: This interest may suggest that the content of the tweets can have some news about the city or about what is happening in the museums and those people will be interested on it. Comedy (move and TV): This trend suggest that those topics will be interesting to use to create content. Talk about movies and current programs will be help the account to engage audiences. Others: Looking the main topic and objective of this account, themes of interest such as books, general info, current events, performance arts, design and painting can be used to create new and diverse content. This trend shows that the account is looking to the right followers.

Bath Architecture

UK as a main topic: Being the principal, this trend shows that the account is directed to the right audience. Topics such as History, th architecture, 18 Century, heritage and Bath city, can be used to create content. B&N: This interest may suggest that the content of the tweets can have some news about the city or about what is happening in the museums and those people will be interested on it. Comedy (move and TV): This trend suggest that those topics will be interesting to use to create content. Talk about movies and current programs will help the account to engage audiences. Design: Being this interest relevant to create content in this account, it shows that the current followers are not completely interested on it. Try to engage audiences interested in this topic will improve the behaviour of this account. Travel news: This interest is important to this account, to find strategies that will permit engage more audiences that will be interested on it could help to improve the development of this account. The account is looking to the right followers, however, is important to improve the performance and for that explore using new topic to create content can help the account to reach new audiences. .

(Continue next page)

117

BECKFORD’S TOWER 1.

(Continue next page) 118

UK as a main topic: Being the principal, this trend shows that the account is directed to the right audience. Topics such as History, th architecture, 18 Century, heritage and Bath city, can be used to create content. B&N: This interest may suggest that the content of the tweets can have some news about the city or about what is happening in the museums and those people will be interested on it. Comedy (move and TV): This trend suggest that those topics will be interesting to use to create content. Talk about movies and current programs related to the topic will help the account to engage audiences. (Look to documentary as well). Travel news: This interest is important to this account, to find strategies that will permit engage more audiences that will be interested on it could help to improve the development of this account. The account is looking to the right followers, however, is important to improve the performance and explore using new topic such as design and architecture which do not appear into the trends.

HERSCHEL MUSEUM

UK as a main topic: Being the principal, this trend shows that the account is directed to the right audience. Topics such as History, th architecture, 18 Century, heritage and Bath city, can be used to create content. Science / Books: According to the topic of this account, the followers are well directed. Because they like those two topics, can be deducted that will be interested to constantly receive tweets about it. This trend also will allow the account to increase the number of tweets related to this topic without worrying about losing followers. B&N: This interest may suggest that the content of the tweets can have some news about the city or about what is happening in the museums and those people will be interested on it. Comedy (move and TV): This trend suggest that those topics will be interesting to create content. Talk about movies and current programs related to the topic will help the account to engage audiences. (Look to documentary as well). The account is looking to the right followers, however, is important to improve the performance and explore using new topic in order to engage new audiences.

7. TWEET ANALYSIS Understand and analyse what were the most relevant tweets in terms of impressions and engagement, becomes an important activity to understand the importance of the content that catches the attention of the followers. For this analysis, were analysed the top tweets that allowed the different accounts to gain more followers in three different trimesters or periods between January 2015 and August 2016.

(Continue next page)

119

BATH PRESERVATION TRUST No.1 Period review: April 2016 to June 2016 Likes and Retweets:

144 LIKES

108 RETWEETS

Analysis: -‐ The top tweet “Happy Somerset Day!” was the tweet with the highest number of impressions or number of times users saw the tweet on tweeter. It shows that the mention of important national dates attack the attention of followers. -‐ To add pictures on tweets is favourable due to allow the follower to interact with the tweet. -‐ The two top tweets had an important engagement compared to the other tweets, 90 and 69 times respectively. It means that the users interacted more through clicks anywhere on the 120

-‐

tweet, for this reason is important to include (#) hashtags, links, pictures, videos and usernames that can be interesting for the users. At the same time the engagement takes into account actions like retweets, replies, follows and likes. For that reason can be said that those two top tweets were those who created more interactions between the followers and also attracted the highest new followers. Taking into account the good performance of the tweets and with the intention to improve the performance and reach new audiences on the different accounts, it is important to mention the different users with the @ or # on the tweets. It is not necessarily mentioned all users at once, but they must be included in order to strategically attract new followers.

No.2 Period review: Jan 2016 to March 2016

68 LIKES

61 RETWEETS

Analysis: -‐ There is no doubt that to mention important dates or relevant activities of the city, engage the local audiences. However, it is important to create content that allow other audiences to 121

-‐

interact with the account and the most important interact with the four museums under the BPT. To use this account as the umbrella of those four museums as it is done in current marketing campaigns is fundamental to increase the engagement. The mention of users, hashtags and the use of pictures, links and videos are relevant to create more interactions, which can be reflected in the impressions.

No.3 Period review: Jan 2015 to March 2015

33 LIKES

80 RETWEETS

Analysis: There same as the last comment, there is no doubt that to mention important dates or relevant activities of the city, engage the local audiences. However, here there is an example where create tweets with topics of interest to different audiences, creates a high number of engagements. This is the case of #eclipse, had a high movement of interactions but did not have as many views as other tweets. The disadvantage found in this tweet is how the user mentions and hashtags are used, 122

especially (#royal) may have diverted attention to other content. if the intention was to create a trend topic with #royalcrescent it would have been better to write it in the right way. -‐Once again, is not seen that within the top tweets the Bath Preservation Trust is inviting the followers to visit the various museums that has under its umbrella. NO1 ROYAL CRESCENT No.1 Period review: April 2016 to June 2016

144

108

LIKES

RETWEETS

Analysis: -‐ There is no doubt that to mention important dates or relevant activities of the museum, engage the right audiences. However, it is important to create content using the right

123

-‐

mention of users and hashtags, otherwise will be diverting the attention of the followers to a different content or accounts. The mention of incoming events are important to invite people to join. However, create content that shows the result of one activity is as important as the invitation itself. This allows keep track the activity and so to maintain the followers involved.

-‐

The proper mention of users, hashtags and the use of pictures, links and videos are relevant to create more interactions, which can be reflected in the impressions, engagements and the gain of new followers. As a result, the gain on followers was positive during this period. There is no doubt that 2016 has been a good year for the engagement of this account. The followers keep growing and the trends can be improved with a strategy than allow the account to be seen by more people, for example refer more users and hashtags. Use different alternatives to show visual information will increase the interest of the followers and also will be a good strategy to make them to interact. As example, share videos and add links that refers to the Facebook fan pages, websites or different links of interest will be a good alternative. Especially for the next periods will be crucial to use this tool to promote the new websites. In order to promote the new websites, it is suggested that for the following periods can be set up one strategy that allows to connects different contents and topics among all museums. To market the different websites through the different accounts will bring more impressions, engagements as thus new followers.

No.2 Period review: April 2015 to June 2015

133

LIKES

RETWEETS

(Continue next page)

124

Analysis: -‐ In this particular period, the strategy of mention users and hashtags (more than one per tweet) improve considerable the different trends on this period. Taking into account this result which is from a year ago (April 2015 to June 2015), the impacts on the impressions and engagement still being higher than April 2016 to June 2016. To uses this strategy again will be a good idea for the next periods. -‐ The first top tweet shows how to mention an account that is part of the umbrella (@BathPresTrust), creates a great impact on visitors and especially mentions. In addition, mentioning other accounts help to create more displays and mentions achieving part of this great performance. No.3 Period review: Jul 2015 to Sep 2015

LIKES

RETWEETS

125

-‐

The content of this top tweets that basically is the same and can be categorized as an informative tweet, maintained the impressions in a high traffic due to the constant publication. Publish constantly keep the attention of the audience and depending on the topic, it can predict the account’s movements. For example in this particular case, because those tweets were informative, moved impression more than engagements. Likewise, more impression which means more views, means as well more scope of public and therefore more chances to get likes.

Bath Architecture No.1 Period review: April 2016 to June 2016

31 LIKES

126

27 RETWEETS

-‐

After be one of the three of the five accounts with less number of followers. It shows that uses different type of content in on tweet such as mention users, uses hashtags, links and pictures keep the attention of the followers, increasing the number of times they saw the tweet. In spite of show great movement of views (impressions), the engagement must to be increased through a new strategy. Adding more visual content such as pictures and videos will promote this engagement. At the same time, using as a strategy the main objective of the museum “…Explore the rich architectural history of Bath and its transformation from a provincial town into a wold famous Georgian city” (http://museumofbatharchitecture.org.uk/), the account can do use of one type of tweet that seek to involve the audience. This tweet is called question tweet and seek to keep questions or conversation between the user account and the followers. For example to ask the followers to share pictures will create a trendy topic. Also let the followers to answer a question will increase the participation and can also bring information about their interests, that can be used later to focus the attention.

No.2 Period review: April 2015 to June 2015

27 LIKES

RETWEETS 127

-‐

After see the development of this period that has one year of difference from the most influential period, it is important to advice that the engagement needs to be improved in the next periods of the year 2016. The difference of engagements between the two periods is relatively high. In order to rich the number of followers which is necessary and to create more engagements is important to plan a strategy that allows the account to have more visits, participations and followers.

No.3 Period review: July 2016 to Aug 2016

24 LIKES

128

14 RETWEETS

-‐

With one month of evaluation, this period occupies the third place on the list and can be positioned as the most interactive in the next two months. To reincorporate the strategy of using local issues and activities to attract the attention of fans becomes a very good alternative. Likewise announcing users, hashtags and visual content make the difference. There is no doubt that the strategy used at the moment is working well. -‐ Looking through the good performance of this last period, will be important to use as a strategy to name other users of the BPT umbrella to create more interactions between accounts and gain followers. Beckford’s Tower No.1 Period review: April 2016 to June 2016

87 LIKES

79 RETWEETS 129

-‐

In spite of have lowest followers than the @MuseumBathArch, this account (@BeckfordsTower) reached a great impressions and engagements in this period. It may be because the strategy of mention different users, use more than one hashtag and add visual content is expanding the range of scope within the followers and potential followers, who also follow the accounts mentioned in the tweets. Also understand that mention users that are followed by many people can be a good strategy, this is the case of @BathSpaUni.

No.2 Period review: April 2015 to June 2015

87 LIKES

130

83 RETWEETS

-‐

In this period the mention of one of one of the accounts of the umbrella (@BathPresTrust), could be the reason to reach the number of engagements plus the value of content. In this particular period, the strategy of mention users and hashtags (more than one per tweet) improve considerable the different trends on this period. Here happened something similar as the No.1 royal Crescent, but the difference is that the trend is similar not higher. To find new strategies is necessary to gain more followers and create more interactions in the account.

No.3 Period review: Jul 2015 to Sept 2015

LIKES

RETWEETS

131

-‐

Being this period next to the previously evaluated; it is suggested to consider the same endorsements.

Herschel Museum No.1 Period review: Jan 2016 to March 2016

82 LIKES

132

71 RETWEETS

-‐

There is not doubt that one topic can became as a topic trendy if it is originally of interest to the current audience and also is repeated several times within the tweets. This is the best example that shows how to conduct a tweet using connections between pages, articles or pages, receiving thus satisfactory answers. According to the relation that had the brothers Herschel with Bath city, could be important to use the @Bath, @Bathcity, @VisitBath or #Bath, #Bathcity to increase the scope of this positive trend

No.2 Period review: April 2015 to Jun 2015

28 LIKES

RETWEETS 133

No.3 Period review: Oct 2015 to Dec 2015

7 LIKES

134

7 RETWEETS

-‐

Taking into account that this user is one the oldest one (created in 2011). It is important to pay attention to this account, creating a strategy to improve the engagement and the impressions to consequently allow it to gain more followers. The last performance in 2016, prove that the management of this network is improving considerably and with the help of new strategies this account can get a higher level within the current ranking.

135

FACEBOOK ANALYTICS CONTTENT 1. 2. 3. 4. 5. 6. 7.

GENERAL VISION LIKES REACH VIEWS POSTS PEOPLE LOCATION

1. GENERAL VISION This graphic summarises of the most important content of the Facebook analytics. With this information is possible to see the number of followers, page views, page likes, the page reaches, the engagement of all the posts in general and the engagement of videos. However, just some are really important to highlight and can easily show the progress of the website on the same day, the day before, the last seven days or twenty-‐eight days. It means that review those items is as important as create publications on the page, because those can help the administrators to understand which is the best strategy to engage the audience. The most relevant elements to highlight on this graphic are: 1. Page likes -‐ It helps us to see the increase or decrease of the people who follow the page, in other words, it is important to see the evolution of the audience engagement. Something important is that the graphic shows in percentage if there is an increase or decrease and this can alert if we have to take important decisions to improve the results. 2. Post engagement -‐ It helps us to see if the scope of the overall posts is favourable or not. This measurement is quantitative and shows inside (qualitative) the participation of the audiences with each post, for example how many like the post, how many comment the post and how many shared it. 3. Reach -‐ It helps us to see if the public that interact with the page is increasing or decreasing. This interaction can be the first sign to determine if is necessary think about new strategies to capture the attention of the audiences. Now, making a comparison between the three pages that was possible to get access, can be determine the following in the last actualization: Results from 30 August to 05 September -‐ Page likes -‐ Post engagement -‐ Reach 136

Page / Summary

Page Likes

No.1 Royal Crescent Bath Preservation Trust Herschel Museum

10 -‐52% 2 -‐71% 12 -‐20%

Post Engagement

790 +65% 96 -‐11% 511 +72%

Reach

4515 +33% 359 -‐43% 1775 +7%

It shows that all the pages in the last 28 days have gained less followers than usual. It can be due to several reason, for example the constant lack of publications, low quality of publications that does not allow attract followers, lack of interactions with the audience, lack of use of hashtags or mentions that prevents the message to reach more people, among others. However, to find the reason of this decrease, should be assessed more deeply into each section; as mentioned above this is a first reading, but it is not final to determine a specific reason. However, the second and third elements (Post engagement and reach, respectively) shows that the No.1 Royal Crescents and the Herschel Museum have had an increase, it means although having less followers their posts have created good reactions between the current followers, showing a good performance over the 50% on the post engagement. While the reach has been low, it still being positive in the general overview. To increase the reach is necessary to create strategies such as the uses of hashtags, mention people, invite people to like the page and share the posts, among others. On the other hand, the BPT has had a negative result on the three elements; it can be due to low management of content during the last 28 days (the last post was made the 22 of August). As a suggestion, it is important to maintain a steady movement in social networks to keep active the participation of the followers. 2. LIKES This section gives information about the increase or decrease of followers, but the most important is to pay attention to the “Net Likes”. That section takes the result of likes plus unlike giving a more real data. Also, looking through this will be possible to see when followers are leaving and in which period. There is no doubt that on the three pages the number of follower has increase until now. As can be seen on the graphics, the No.1 Royal Crescent has a total of 882 followers, the Bath Preservation Trust has 245 and the Herschel Museum has 676. Likewise, No.1 Royal Crescent is the page with most followers, while Bath Preservation Trust has few

137

No.1 Royal Crescent

Herschel Museum

Bath Preservation Tust

Page / Summary

No.1 Royal Crescent 882 Herschel Museum 676 Bath Preservation 245 Trust 138

Page Followers

There is no doubt that on the three pages the number of follower has increase until now. As can be seen on the graphics, the No.1 Royal Crescent has a total of 882 followers, the Bath Preservation Trust has 245 and the Herschel Museum has 676. Likewise, No.1 Royal Crescent is the page with most followers, while Bath Preservation Trust has less; being Bath Preservation Trust the organization the umbrella of the museums, should increase the number of followers in order to help to the promotion of four museums. It is important to understand that all those pages can work as a network to promote different events and engage people. If the issue is to find new audiences with the current pages, promote each other will be a good strategy to let people know all are connected and can offer diverse cultural activities. Taken a review on the “Net Likes”, is important to said that the number of people that stop following the pages is not consider a threat, due to are very few. One of the reason of this actions could be (Hypothesis) that the tourists -‐ visitors follow the pages to know more about the museum or organization, but when they finish the visit in the country or the city, they stop following the pages. Overall if the pages are gaining followers and only a few unfollow the pages, means that the content is attractive for them and this must to be a reason to pay attention and create content to them. No.1 Royal Crescent

Herschel Museum (continue next page)

139

Bath Preservation Tust

3. REACH This section shows us data about the number of followers that the pages have come in different ways (likes, views, comments, shares, etc). The most important data are the comparison between the organic reach and the paid reach, but because the pages do not use this Facebook service it is not relevant to review. On the other hand, this graphic helps to see the progress between the months and thus helps to give a general idea about the page engagement. According to the graphics, the No.1 Royal Crescent during the last months between 2015 and 2016 has increased the reach. It means the that people is reacting positively and the posts are creating more reactions which must be maintained and seek strategies to create more interaction between the audience.

140

In the case of the Herschel Museum, have had periods in which the scope has increased and has decreased in similar proportions during the months. However, there was a period between March and April when the reach had a rapid rise.

Analysing the posts that influenced this rise, we met two of historical interest. It means that do publications of historical, accompanied by links that allow the audiences to find more information is one of the strategies that should be highlighted and can be on the top of the list of some strategies that will be created for this social network.

141

With Bath Preservation Tust, the reach has been less constant, but the last months it has shown a considerable increase especially in months like March and April. If we look through those months is possible to see that the two posts with the highest engagement have in common, that share a link with information related to what is going on Bath; being the topics related to the Bath's preservation, this strategy is definitely appropriate to increase the engagement.

As was mentioned, the reach element shows the overall number of engagement (quantitative), but if we look qualitatively, we can drill down those numbers in quantitative elements such as: first, reaction, comments and shares, then reactions and lastly hide, report as spam and unlikes. To begin, is important to look through the behaviour of each page: No.1 Royal Crescent Reaction,comments and shares (continue next page)

142

29 26 21 16

Herschel Museum Reaction,comments and shares

Bath Preservation Tust Reaction,comments and shares

5 4

In general, the three websites shows that the dominant quantitative actions are the reactions, where the No.1 Royal Crescent has the highest level of movement, followed by the Herschel Museum and lastly Bath Preservation Trust. Likewise, is important to notice that the pages show low numbers and is necessary to increase them with more strategies, in order to create more interactions and allow that those actions can help to spread the page. To continue with the analysis, the action of share content shows some movements but it still showing low numbers. To improve

143

this action is important because if the followers share the content, they become multipliers of our network, allowing the pages to create more scope. Finally, the action to comment the posts shows few or not movements at all on all the pages. To increase this action is important to create content that can invite the followers to comment or answer a question. That interaction will create once again an emotional engagement that must be built and maintained (is important to understand that this interaction takes time and needs special strategies to accomplish). To continue with the qualitative analysis, to review the reaction (Like, Love, Wow, Haha, Sad, and Angry) is important to see how people react to the posts, especially to understand as emotionally the messages are coming to them. In the previous twitter report, was emphasized on the importance of creating emotions in the contents "...To build an emotional connection is important to make followers take actions such as: mention the account, share information, visit often the account and invite friends. At the same time, the no followers could be interested to follow the account, because they could feel connected with the content." According to the data that shows the graphics can be said that, the followers tend to "like" the comments, but do not use another kind of emotions in the publications (as a strategy this is an opportunity to create content that permits the followers to use other emotions, for example, love and laugh). No.1 Royal Crescent

Herschel Museum

144

Bath Preservation Tust

To Finish with the qualitative analysis of this section is important to review the "hide, reports as spam and unlikes", which on this occasion do not affect at all due to are in small proportion. However, to review often this action is important in order to see if one message is not being received appropriately. No.1 Royal Crescent

4 3

145

Herschel Museum

Bath Preservation Trust

4. VIEWS This section give us information about how many visits the pages have had on each section on the last moth and from where those visits came from, for example the museum website or different searchers. 146

No.1 Royal Crescent

There is no doubt that the section most visited is "Home" and sections like “Photos” are attractive as well. Those sections can be referents to post more content on them and why not invite the audiences to visit the section "about" to let them know more about the page content. On the other hand, the way the audiences go to the page (week result by default) shows that the audiences look the page directly by Facebook, but searchers are also an alternative to finding the page. Will be important to see how is the behaviour of the link on the website that connects both media. Also, is important o increase the number of visits through the set of new strategies. Herschel Museum

The section most visited is "home" and sections like “Photos”, “About” and “Events” are attractive as well. Those sections can be referents to post more content on them. On the other hand, the way the audiences go to the page (week result by default) shows that Facebook still being the main searcher. Also, the website of the page was used to find Facebook; it means this link works and as a suggestion can be improved. Is interesting to see that different than Google, other searches are used to locate the facebook page. Important to review which are those sites and how can be promoted the page through them.

147

Bath Preservation Tust

On this page, he section most visited is "home", followed by “About”, will be important to improve the visits from the other sections. On the other hand, the way the audiences go to the page (week result by default) shows that Facebook still being the main searcher, but other searchers different than goolge is used. Important to review the development of the link between the website and the facebook page. 5. POSTS This section brings data that permits analyse individually each post. With that will be easy to understand which of posts work better (reach and engagement), it gives ideas to continue using similar contents or create new ones to be closer to the followers and attract new audiences. Also this section brings information about the days of the week and the hours that in general the followers are interacting with this social media. It will help to understand when the best moment to create contents is. No.1 Royal Crescent

148

During the last week, a similar number of followers were active on this social media. That means the page has a potential of being seen by an average of 779 followers approximately, and that will be the number of views that the page must reach on their publications (apply only on followers). Likewise, the hours when content is created are relevant for engaging the followers. As can see in the graphic (month results), the range of hours to create content are between the 8 am and 9 pm. However, the hours where the followers are more active are 8 am, noon, and 9pm. Analysing now the reach and engagement of following posts can be seen that in all the pages the reach is not made only by the page followers. Also, potential followers receive and interact with the posts. It means that it is important to look new strategies to engage (invite or persuade) this group of people to follow the page. As can be seen in the following analytic, the post that involves famous people and events tend to be more interesting to the followers, which react with emotion, comments and sharing the post. Uses this kind of posts, mentioning people, places, and the museum's links are important to create more interaction and engagement. Create strategies to apply in each circumstance is appropriate to do not make mistakes and change the results expected.

347 / 528

Herschel Museum

149

During the last week, a similar number of followers were active on this social media. That means the page has a potential of being seen by an average of 583 followers approximately, and that will be the number of views the page must reach on their publications (apply only on followers). Likewise, the hours when content is created are relevant for engaging the followers. As can see in the graphic (month results), the range of hours to create content are between the 8 am and 9 pm. However, the hours where the followers are more active are 9 pm, 5 pm, noon and 8 am.

378 / 133

150

Bath Preservation Tust

During the last week, a similar number of followers were active on this social media. That means the page has a potential of being seen by an average of 208 followers approximately, and that will be the number of views the page must reach on their publications (apply only on followers). Likewise, the hours when content is created are relevant for engaging the followers. As can see in the graphic (month results), the range of hours to create content are between the 8 am and 10 pm, but on this case the connection is fluctuant. However, the hours where the followers are more active are between 8 pm and 10 pm, 5 pm, 1 pm and 8 am.

105 / 236

151

6. PEOPLE This section brings demographic information and information such as gender and range of age of the actual followers. No.1 Royal Crescent

Herschel Museum

Bath Preservation Tust

According to the data collected, can be seen that the predominant gender of followers on the Bath Preservation Trust and No.1 Royal Crescents pages are women. With more detail in No.1 Royal Crescent, the average of women is between 25 and 34, while in Bath Preservation Trust Facebook page is 25 and 54. On the other hand, men between 25 and 54 are predominant followers in the Herschel Museum Facebook page but not outnumber to the women. It means that the strategy to 152

create contents must be different between the pages to maintain the audience interested but also at the same time must be created content to attract new audiences (especially for other genders). Also, strategies for attract visitors to the museum (space), not only followers in the pages can be used in this social media. As was mentioned in the past report, it is important to use different strategies for example create content, promotions or even contests will be a good opportunity to create interactions and get visits to the museums. The social media marketing is a channel of communication that allow to promote one space or organisation but more in deep allows the museums make the users feel part of the museum. Allowing the audiences feeling identified with the museum's and Bath Preservation values; connected the public with the mission of the institution and turning those multipliers of their experiences. For that reason, create content with the right language and the interests according to with the ages that visit the pages is crucial to increase or decrease the engagement.

FACEBOOK ANALYTICS -‐ PEOPLE

Herschel Museum

5% 3% 4%

9% 9%

17% 10% 10%

11%

11% 12%

15% 6% 4% 2% 2% 2%

3% 3%

10%

14% 7% 6%

12% 7% 4%

4% 5% 5%

7% 8%

12%

18%

25%

No.1 royal Crescent

Bath preserva hon Trust

GENDER + AGE

Now talking about the countries of the page's followers, it is important to notice that the majority of them are Uk residents and in a significant difference are from the USA, followed by Australia, Italia, Canada and Spain. It does not mean that those numbers are also related to the number of visits that the museum has. It is important to understand that different political and cultural situations affect the engagement of some countries on this social media. China, for example, is a country that has restrictions to access to the internet. But, countries like Japan that is known as one of the countries with more freedom to access the internet can become a potential group to engage in the future. In that particular case will be necessary create strategies to reach those audiences, for example, write contents in Chinese as well and uses relation

153

between their culture and the 18th century to attract them; this strategy can also be used for Latinamerican countries.

Facebook Analyhcs -‐ Followers 600 500 400 300 200 100

No.1 royal Crescen t Hersche l Museu m

No.1 Royal Crescent

Herschel Museum (Continue next page)

154

Bath Preservation Tust

According to the language of the followers, there is no doubt that English is the main language. However, languages like Spanish, French, German and Italian will be interesting that could be used as a strategy to engage more audiences. Again, making relations to the different cultures and creating content in two languages (not necessary all the time).

155

7. LOCATION This section in one of the most interesting and can be used for especial activities, due to allow the museums to know who and when, Facebook users are nearby to the locations. In other words, allow the museums to know when people that use this social media is close to the different locations and which gender and age they have. This section is important to create advertisements on Facebook but being this activity not one of the most important for the museums, can be used creatively in another ways. For example through a deep analysing about the trend "people nearby", can be possible to create contents that will invite people to visit the museums. For example, sharing information about the different offers and prices will be useful, due to and might be inferred that they will be looking through the Facebook page to get access to some information. This strategy can be used in days such as Saturday, Sundays (on the No.1 Royal Crescent Museum and BPT -‐ organisation) or Wednesdays (on the Herschel Museum), days where the audiences are closer to the museums, as shows the graphics (people nearby the last quarter). No.1 Royal Crescent

Herschel Museum

156

Bath Preservation Trust

*(This trend can be useful for the BPT organisation, if it is planning a special activity in the No.1 Royal Crescent building)

The same as the nearby trend, the age and the gender can be reviewed and used to create content relevant to the audiences (it is important to remember that with this full section we are inferring that potential user nearby are visiting the pages). So, in this particular case and looking through the different analytics can be deducted that is necessary to create contents for: No.1 Royal Crescent

Women and men between 18 and 34 years old. ( With Kids)

Women and men between 35 and 54 years old. (With Kids) Herschel Museum Men and women between 25 and 34 years old. (With Kids)

Men b etween 18 and 44 years old.

157

Bath Preservation Trust Men and women between 18 and 34 years old. (With Kids) Women and men between 35 and 54 years old. (With Kids)

To conclude, it is important to notice that to create content for Facebook to gain followers, reach people, do marketing and invite people to the final activity that is indeed visiting the museum; is important to review the different sections at least once a month. Also, it can be used to contrast the behaviour between periods of a page or between different pages, to create digital strategies that allow achieving goals. As an observation was interesting to see that the social media are managed by different people that can add content but that maybe are not aware of looking through the analytics, so the effort is acceptable but maybe they do not have the same direction and that is why that the pages show a low number of contents, squandering opportunities to attract the public. Also if there is no a leader behind the strategies can be difficult increasing the number of followers in an effective way. For that reason is suggested create meetings to talk about strategies to engage audiences and be clear about the kind of content that is necessary to create. Also, have a person as Community Manager that can work under the leading of the Marketing and Communication department can be a good alternative to provide help on the digital Marketing. Lastly, be creative, agile to find content, able to take different roles and the most important open to working as a team are fundamental characteristics to be part of the creative group that in the new digital era plays a significant role in the engagement of audiences. The general work on social media is fantastic and is growing, this is a good signal, which with the right direction can help achieve the objectives of the organization.

158

6. Conclusion of the placement experience

There is no doubt that the twenty-first century has been important for the arts and culture. Significant changes and challenges in the environment have generated in the cultural and artistic sector the development of concepts, ideas, new ways of thinking about art and new ways of approaching the audiences, involving even more to the arts with factors such as the economic and political. Being the Arts involved with these factors also has had to rethink how it operates, how it communicates its aims, becoming competent and surviving in a globalized world. As a result of that action of rethinking, emerge cultural industries, organisations and cultural agents who play a major role in the development of laws and strategies that make this sector sustainable. To fulfil this role of cultural agent, it is vital to know thoroughly these systems and sectors through theory and practice. For this, the theory became an important element in my MA Arts Management, giving me the necessaries basis for making decisions and justify my actions; while, the practice brought the experience that allowed me to increase my knowledge in the cultural context and a particular sector such as the cultural heritage. Also, allowed me to get experience working in a cultural enterprise and gave me a vision more deep on attitudes, decisions, tasks and challenges which a cultural organization faces. Also, this practice allowed me to develop and expand different types of skills necessary to be a leader and a better cultural manager. Within the kind of skills that I have reinforced and learned, there are technical skills, such as knowledge of the culture industry, the products and processes in a cultural organization and also the key elements of the design and development of projects. Likewise, I have managed to develop and strengthen personal skills such as thinking globally; that skill allows me to have an open mind for the evaluation of ideas, comparison of situations and decision-making. In the same way, thinking globally has allowed me during the internship understand the relationship between the organization, the cultural sector, audiences and the implications of different environmental factors such as the political, social, economic, etc. That has also prepared me to be assertive, persuasive, realistic, be open to other points of view, be accessible to all, have the ability to transmit knowledge and most importantly, to acquire a commercial spirit, to tackle any project. Other important skills gained during this process were the interpersonal skills, which allowed me to grow personal and professional. It is important to highlight that those skills were relevant to solve problems and also helped me to improve different activities in the organisation. Some of the most important were:

159

1. Leadership: This skill allowed me to influence the group and achieve objectives in different activities, for example influencing and motivating to Janey and the other managers of the Twitter and Facebook accounts, to make better publications, having as a result more and better response from followers on the social networks. 2. Development of teamwork: Based on communication, trust, respect and the solution of conflicts or inconveniences. That skill was one of the most difficult to achieve, due to inside the organisation there are people that feel insecure about their positions and for this reason they do not easily share information, as happened with the request of the Google account of Herschel Museum and the Beckford’s Tower. Unless the information wasn’t shared, the situation was communicated to Janey, and she tried to mediate with it. To understand the situation and do not make a conflict, was necessary to help the team to recognize the mistakes and work on solve them. 3.Motivation: Although I was not the team leader of the projects, analyze and try to know what motivates each person, allowed me to create a connection with them and thus create a good work atmosphere. Also as an extern, motivate and support them with the improvement and development of the social media, the website, and other activities, helped them to carry on with the development of those activities. 4. Communication: To understand the differences between cultures, personalities and the context (cultural environment), was crucial use this skill. This was a challenge that taught me to communicate with other and communicate my ideas. 5. Political and Cultural knowledge: This skill was gained through the entire Ma Art Management course. For me, acquire this knowledge and have the opportunity to contrast it with the development of the cultural sector in my country; allowed me to dimension the differences between them. Likewise, the exercise to learn through satisfactory experiences helped me to generate new ideas, putting them into practice for contributes to the development of the arts and culture in both countries. On the other hand, there were relevant experiences during the intern that let me understand how a cultural organisation works and taught me about the different successes and challenges that we can face into the exercise of managing an organisation, cultural project or activity. The most relevant are: -‐ Into the different departments of the BPT organisations and the No.1 Royal Crescent, there are a lot of activities to develop and even if the 160

activity is small or short, all are relevant and must be taken with responsibility because are an important part of the development and improvement of the organisation. -‐ To know how to managing an organisation is crucial to permit it to grow and to be competitive in the sector. Also, marketing and promote the different activities are as important as managing, because the promotion becomes in one of the ways in which the organisation communicates with the audiences. As we know, the development of activities is the most direct way how an organisation communicates their aims and objectives. Due to different alternatives that marketing offers in order to promote and communicate, such as use the web, social media, advertise on different spaces, etc; the organisations have the opportunity to expand its experience through those channels and thus engage the audiences. Learning more about the marketing process and its value for the cultural organisations has become in a new objective in my professional career. -‐ To have the ability and disposition to making relationships and create contacts is essential because they can help you in different situations as well as you can help them. Also, those relationships can conclude in the association to develop new projects for the organisation. -‐ To evaluate becomes an important activity into the organisation. It allows the organisation to know is its different activities are being well or not and likewise if its objectives are or not fulfilling the expectative. Do it with regularity is important to solve issues and correct small mistakes that without the right attention could incur on big issues in the future. -‐ To promote the teamwork is necessary in order to show and teach the people who work for the organisation, the importance of co-operating in the development of the activities and also to helping others to complete their tasks. If the workers do not understand the importance to help each other and see how their labour is important to the organisation development, the non-cooperation can become an issue that can affect other activities in the group. -‐ It is important to have different plans if the first one does not have the results we want. On my experience as an intern, on many occasions was difficult to achieve tasks at first, but to be clever, creative, think fast and be recursive helped me to achieve the tasks and with other alternatives to find reasons to demonstrate why one task could not be completed.

161

- Marketing is not only a strategic activity that an organisation uses to promote their activities. It is also a creative process and for this reason, many ideas can be implemented spontaneously; here the team must be prepare in order to work on developing the idea or ideas in the best way and for that, to have a leader is necessary. In this case, Janey was an excellent leader; she was creative, proactive and clever in the delegation of tasks between Stu Moran and me. At the same time, she had the ability to recognize my skills and allowed me to develop freely different activities and provide my knowledge to the organisation. To conclude, the intern experience exceeded my expectations. It let me gain and reinforce skills, improve my knowledge, taught me how to face and solve issues and also allowed me to create contacts in the cultural sector. Likewise, this work experience challenged me to use my previous knowledge and my creativity to help to achieve my tasks and bring the organisation new ideas to improve its performance. I finished this process with many enriching experiences, having the opportunity to complete my professional goals, now as part of the No.1 Royal Crescent work team. This is an experience must be implemented for the future students and as a suggestion, it is important to rethink its period, because one month was not enough to complete all the activities I had. However if with this period I gained all the experience that I tried to show in this diary and make me feel completely satisfied with this MA program, I cannot imagine it with more time. I am sure this program exceeded my expectations, it taught me the theory, gave me the opportunity to put into practice all this knowledge, and as I said, it gave me now the valuable opportunity to be part of the cultural sector. A lot of learning and challenges will start in my new professional experience and I feel ready to confront them after have completed this MA art Management Program.

7. Other experiences at BPT: Photos

162

Arrive very early to the office 5 days a week.

Attending meetings to see my boss expose her marketing strategies.

Helping to develop ideas to renew the brochures of BPT.

163

Helping to develop ideas to renew the brochures of BPT. 164

Me helping the activities department to promote the sedan chair activity!

Recalled the importance of using legal formats within the organisation.

Funny moments at the office.

Sometimes we must do many things at the same time. 165

7. References

• BPT, 2016. Bath Preservation Trust: Annual Review 1 February 2015 – 31 January 2016. Pg. 51 -55. Bath, England. BPT, 2015. • No.1 Royal Crescent Guide, 2016. A description of NUMBER ONE THE ROYAL CRESCENT. • VisithBath (2016). World Heritage Site. [Online] Available from: http://visitbath.co.uk/things-to-do/world-heritage-site-p963993 • GOV.UK, (2016). Policy Paper. 2010 to 2015 Government Policy: Arts and Culture. [Online] Available from: https://www.gov.uk/government/publications/2010-to-2015-governmentpolicy-arts-and-culture/2010-to-2015-government-policy-arts-and-culture • GOV.UK, (2011). Fundraising activity in arts, culture, heritage and sports organisations: a qualitative study. [Online] Available from: https://www.gov.uk/government/uploads/system/uploads/attachment_data /file/186823/CASE_fundraising_report_Sep11.pdf • BPT, (2016). Campaign and planning. [Online] Available from: http://www.bath-preservation-trust.org.uk/campaigning/city-of-bathworld-heritage-site/world-heritage-site-enhancement-fund/ • Tourofbritain, (2016). Tour of Britain to visit Bath for first ever stage finish. [Online] Available from: http://www.tourofbritain.co.uk/news/14392.php#.V-IZk3gmaBs • Video - BBC at No1. Royal Crescent 01 https://www.youtube.com/watch?v=zV5uoBqLsuw • Video - BBC at No1. Royal Crescent 02 https://youtu.be/mzlnw5RU2N8 • Video - BBC at No1. Royal Crescent 03 https://youtu.be/vNlH94-BmEI • Video - MoBA Lecture 01 https://youtu.be/zV5uoBqLsuw • Video - MoBA Lecture 02 https://youtu.be/y6Kox03hYJc • Video - MoBA Lecture 03 https://youtu.be/oYcQ7e_NtFE 166

“A journey of a thousand miles begins with a single step.” LaoTzu.

Thanks: Bath Spa University Bath Spa University – Kristin Doern (MA Arts Management Director) Bath Spa University – Roger Clark (MA Fine Arts Director) Bath Preservation Trust Bath Preservation Trust – Janey Abbott (Communication and Marketing officer) Chapel Arts Café Mark and Lily Heather – (Owners and supporters of the Chapel Arts Café Gallery Project – My personal project during my MA Arts Management program) All the Bath’s Artists meet during the Chapel Arts Café Gallery Project.

167

Maria Fernanda Arroyo Prieto Bath Spa University Student MA Arts Management 168 Â Â