Segmentation & Visitor identities

Segmentation made simple

Personas and designing the ideal museum experience:

Exercise: what identities do you think are relevant to your organisation or business?

Engaging Digital Natives

Museum Social Media, TikTok and Engaging GenZ

getting social media right is one of the most strategically important things a museum can do. And in order to get it right, you need to someone who really understands the internet, as well as its most avid users: Gen Z

Case Study Understanding your audience – from the perspective of a small organisation

Liz Taylor, curator at nuneaton museum & art gallery, talks about how the museum has used data and insights on their audience and digital channels to develop a focused digital content plan to help them engage and reach new audiences.

 How Nuneaton Museum used audience insights to boost their digital communications 

Understanding your audience:

Using social media analytics to understand your audience

We often recommend crafting your social media posts according to your audience.

But how do you know who the individuals that make up your social media audience are? And how do you know what content they like? Answering these two questions is essential if you’re looking to execute a successful social media strategy. And often, you’ll find the answers by turning to data and social media analytics. In this post, I’ll share a few ways of using data to find out more about your social media audience across the major social media platforms — Facebook, Instagram, Twitter, LinkedIn, and Pinterest.

10 free tools to help you understand your social media audience

Creating a Customer Persona

Video guide:

Exercise 1

Try mapping your thoughts with a flip chart/white board or Download the Persona Canvas

Exploring the Customer Journey


PDF guide and template:

You Tube:


Digital Curation at the V&A

The Museum of English Rural Life is a small organisation with a big voice. Following the growing phenomenon of internet memes, which are very popular among Millennials and Digital Natives, the museum decided to adopt an ironic and irreverent tone of voice for their social media communication. In 2018, one of their Twitter posts became viral. A picture of a sheep was accompanied with a piece of copy that was highly unusual for the cultural heritage sector: “Look at this absolute unit”. As the museum had invested in understanding its audience, it hit the right note. The post generated hilarity and affection from the online audience, turning them into ambassadors for the museum brand.

Find the MERL on Twitter

The Cleveland Museum of Art has reached out to its audience by designing a new app called ArtLens. This app allows the visitor to plan and experience the visit before arriving, taking their planned tour with them on their smartphone when they do visit. The app not only helps them navigate, it maintains a connection with the visitor afterwards by allowing them to dip into their tour or create a new one. They can also engage playfully by matching their photos to museum exhibits. As Jane Alexander, the museum’s chief digital officer, explains they are targeting an audience which is not the standard cultural heritage visitor.

“We’re not competing with other museums. We’re competing with Netflix,”

Dip into ArtLens at the Cleveland Museum of Art