Interactive Webcast Report • Page 1

I n 2 0 1 3 , t h e C h e mi c a l H e r i t a g e F o u n d a t i o n i n P h i l a d e l p h i a , P e n n -
s y l v a n i a , l a u n c h e d a l i v e s t r e a me d p i l o t p r o g r a m t i t l e d # H i s t C h e m
t o e s t a b l i s h a d e e p e r d i a l o g wi t h i t s a u d i e n c e s a r o u n d t o p i c s
r e l a t e d t o h i s t o r y, s c i e n c e a n d c u l t u r e . T h i s r e p o r t d e t a i l s o u r a p -
p r o a c h , p r o c e s s e s a n d o u t c o me s .
@ChemHeri tage
1. Strategic Purpose
2. Show Structure
3. Reception
• Audience
Support platforms
• Engagement tactics
4. Outcomes
• Goals & Objectives
• Key Metrics
• Evaluation
5. Tips and Helps
• Ma k e t h e i n s t i t u t i o n a c c e s s i b l e b y f e a t u r i n g i t s p e o p l e
• U n i f y t r a d i t i o n a l & s o c i a l me d i a p l a t f o r ms
• S p a r k c o mp e l l i n g c o n v e r s a t i o n s a b o u t H i s t o r y & S c i Te c h
• Tr a c k e f f e c t i v e n e s s t h r o u g h me t r i c s & s o c i a l c u r a t i o n t o o l s
Page 2 • Interactive Webcast Report
#HistChem is a livestreamed discussion program produced by CHF media managers that uses his-
tory to illuminate how science and technology affect society and how, in turn, society influences
the directions of science and technology. The aim of #HistChem is to show the particular ways in
which this has occurred. This approach can be considered a form of applied history, where history is
put to work to better understand current problems and concerns.
The one-hour #HistChem webcast is produced monthly. The show is geared towards an adult
audience and offers that audience the ability to interact with CHF through social media. The pilot
launched in August 2013 and six shows were produced through May, 2014.
#HistChem content is used to create YouTube highlights videos, a long-form Vimeo version of the
show, and the now monthly podcast. The old podcast budget has been turned into the #Histchem
Promotion of #HistChem is done via social media (Twitter) and the blog. To generate interest in
selected topics, we use the blog to begin discussions, highlight existing content on the topic of the
month (from CHF’s website), and promote the upcoming webcast.
Over the course of six shows, #HistChem proved it can engage an audience outside of Philadelphia.
Over 50 percent of the November 2013 U.S. webcast viewership came from outside the state of
Pennsylvania. Approximately 11 percent of viewers watched from areas outside the United States.
Those most engaged in online conversation are among the 75 percent of participants outside of the
Philadelphia region.
The #HistChem concept accomplishes the values established in CHF’s emerging media strategy:
 Develop an engaged audience, one that interacts with CHF through social media and sup-
ports our cultural heritage mission.
 Reach an audience beyond Philadelphia, including an international one.
 Use each episode to create additional content (podcast, videos) and use each episode’s
topic as an anchor to reuse recent and not-so-recent magazine and podcast content. A
thematic blog post connects the episode to related content.
 Provide a multimedia experience that can integrate video, audio, and text. Providing this
experience involves creating a suitably interactive place, such as Tumblr, to integrate
blog posts, video, podcast, and related magazine content.
 Create regular content. From an audience perspective, CHF has very little in the way of
regularity when it comes to content (excluding JPS). The magazine publishes only three
times a year. We have very little to regularly remind people that CHF exists.
 Make use of CHF’s in-house resources.
Introduction & Strategic Purpose

with Tactical Helps
for Cultural
sPRIng 2014
Jeffery K. Guin
Manager of Emerging Media
@heritagevoices on Twitter
Interactive Webcast Report • Page 3
show Topics
Episode 1, August 2013
“How We Learned to Stop Worrying and Love the Zombie Apocalypse”
The first episode capitalized on the prevalence of zombies in popular culture. It featured Robert Hicks of the
College of Physicians in Philadelphia and Deanna Day, a former CHF fellow who taught a class on “zombie cul-
ture” at the University of Pennsylvania.
Episode 2, September 2013
“Power and Promise: What’s Become of Our Nuclear Golden Age”
This show grew out of discussions with ex fellow Linda Richards, who is writing her history dissertation on the
effects of uranium mining on the Navajo, and Alex Wellerstein, a historian of nuclear secrecy at the American
Institute of Physics.
Episode 3, October 2013
“Digging Up the Bodies: Debunking CSI and Other Forensic Myths”
This show started as a topic: forensics. The two guests, Anna Dhody, a physical and forensic anthropologist and
Lisa Rosner, a historian of medicine, helped shape it into an exploration of justice and its history.
Episode 4, November 2013
“Why the Chicken Became a Nugget and Other Tales of Processed Food”
Conversations with two guest candidates, David Schleifer and Bryant Simon created the motivating question
of the show: how did food get this processed?
Episode 5, January 2014
“Drawing History: Telling the Stories of Science through Comics and Graphic Novels”
Graphic novelist Jonathan Fetter-Vorm and historian Bert Hansen guested for this conversation about con-
necting audiences to history of science through narrative graphic arts.
Episode 6, April 2014
“Alchemy’s Rainbow: Pigment Science and the Art of Conservation”
This show featured art conservator Mark F. Bockrath and art historian and CHF fellow Elisabeth Berry Drago
discussing the colorful (and sometimes risk-filled) history of pigments and painters, and the conservationists
who save paintings from the ravages of time and accidental chemistry.
Episode 7, May 2014
“Intoxication and Civilization: Beer’s Ancient Past”
This show features beer and wine archaeologist Patrick E. McGovern and chemist Roger Barth discussing the
science behind beer, how modern craft breweries can help us understand ancient beers, and how technology
has allowed us to drink like an ancient king.
Jeffery K. Guin, manager of
emerging media
Michal Meyer, editor of Chemi-
cal Heritage Magazine, and Bob
Kenworthy, manager of affiliate
Mariel Waloff, multimedia
Mary Mark Ockerbloom, CHF
Wikipedian in Residence
Jacob Roberts, magazine editor
Lee Berry, Ben Gross, and Clay
From Phoenix Media Group:
Mike Miller, cameras
Sean Henzie, TriCaster direction
Bennett Warner, cameras
From Chatterblast Media:
Erica Palan, social media content
Page 4 • Interactive Webcast Report
Long-Form vimeo Format
Above: The webcast is edited into
a long-form, high definition video
show for CHF’s Vimeo Channel
histchem (at right). Livetweets
are repurposed as timestamps in
the video descriptions that allow
visitors to immediately click
through to the ideas they are
most interested in. This approach
has the added value of enhancing
the search engine value of these
videos, meaning people are more
likely to find the content through
a general search.
Twitter is the de facto standard media outlets use
for highlighting viewer comments and questions. CHF
focuses on using Twitter as its front-line engage-
ment platform during the live show, with staff live
tweeting highlights, and selecting tweeted questions
for the guests to answer during the broadcast.
Hashtags are becoming a standard tool for com-
municating concepts throughout social media. The
#HistChem hashtag encapsulates CHF’s focus in a
way CHF’s name does not. CHF’s online audiences
are already highly engaged around topics with the
#HistSci hashtag. Every CHF Twitter post that uses
the hashtag is shared by at least one other account.
#HistChem is less-used on social media, but using it
as this show’s title allows CHF to become the leading
voice for conversations around that tag.
An excerpt from the #HistChem webcast is used as
the thematic unifier for related content—video,
podcast, magazine, blog posts—between the
monthly broadcasts (this content appears on our
Media Page and is now appearing on Tumblr).
In January we allowed a limited audience of UArts
students to attend the broadcast in person at CHF.
Highlights from the Vimeo version are edited to 5
or fewer minutes featuring “best of” moments. The
playlist provides the show exposure to the audiences
already following CHF’s YouTube Channel. The YouTube
highlights playlist is located at
Webcast audio is edited and then integrated with a
retrospective conversation between Bob and Michal
on the show. The result is an approximately 20-min-
ute podcast that is informed by the webcast and
includes new content. The podcast is exported for
iTunes distribution under CHF’s existing podcast
CHF is experimenting with the Tumblr platform at for hosting conversation
around the multimedia content we produce. It is like
Twitter in that content can be posted and responded
to quickly, but provides for long-form and multime-
dia posts as well. The monthly themes are curated
on the Tumblr home page and each post incorporates
related keywords. Each keyword is hyperlinked so
that a reader can click it and instantly have a full
page of content related to that keyword, creating,
in effect, a topic page. Past themes are linked by
keywords from the blog homepage, allowing visitors
to see all related content.
The mobile app is downloadable for iOS and Android
devices. It provides instant access to the #HistChem
audio podcast and related short form video content.
The app is installed on more than 2,600 devices.
When new episodes are published, a notification is
automatically sent.
Interactive Webcast Report • Page 5
Project History
In spring 2013, CHF’s digital initiatives manager, Jeff Guin, wrote a 12-page concept document that ana-
lyzed the organization’s obstacles to audience engagement, and outlined how a regular livestreamed video
product could transcend these blocks. The document was based on the lessons learned over the previous year
from livestreaming in-house events. One of the main lessons learned was that consumers of digital content
respond best to consistent conversation-style programs presented by people they trust. CHF’s neutral jour-
nalistic voice has attracted people to its content, but there has been no engagement and only a few clues as
to how to identify and unify a community interested in CHF and its work. Another lesson learned was consum-
ers would continue watching a live event if it interested them. Average duration for views of the 2012 online
events was more than 30 minutes for hour-long programs. Audience size varied greatly, from 35 to more than
200 viewers in proportion to the scale of the event and the prominence of its speaker. A third lesson was that
audiences the ability to interact with the organization on a regular basis for trust to grow with public en-
gagement to result. The hypothesis behind a monthly approach with #HistChem is to explore how could these
audiences potentially be built into a community and sustained with regular content.
After the first show, “How We Learned to Stop Worrying and Love the Zombie Apocalypse,” all known online
content, audience interactions, and analytics were incorporated into the Storify social media curation plat-
form. Among the key analytical data are the following:
• 135 different interactions about the subject matter using the hashtag “#HistChem,” including 50
unique tweets. International interactions originated primarily in the U.K., Austria and Germany. 
• 416 views of livestream page
• Average stream duration: 32:47 (i.e. how long viewers stayed)
The second show, “Power and Promise: What’s Become of Our Nuclear Golden Age?” lacked a “World War Z”
pop culture event to tie into. Views were 312 and the duration of views remained an average of more than 30
minutes. Twitter influencers such as Los Alamos National Laboratory promoted the show to their followers.
Following the broadcast, Wellerstein posted the Vimeo version of the show to his popular “Nuclear Secrecy”
blog, which resulted in 15,600 loads of the video in six weeks.
Social platform for media sharing & curation
appreciation for pop culture influences
our understanding of science.
The interrelationship between culture,
science and technology.
Using the past to understand the pres-
How to think about science. #HistChem’s
conversational approach allows for
exploration and experimentation and
requires only curiosity.
Conversation is a powerful tool because
it is inclusive and assumes that listener
participants have something to con-
The products of science and technology
are usually separated from the social
forces driving them and often presented
in terms of good and bad. shows like
#HistChem productively contribute to
the conversation by always asking how
things came to be the way they are.
Page 6 • Interactive Webcast Report
During the third show, “Digging Up the Bodies: Debunking CSI and Other Forensics Myths,” Jacob Roberts
livetweeted the show, drawing questions from the audience. The learning experiences for this show were
primarily logistical ones, as it provided the most complexities with both venue and technology. It resulted
in 179 views for the live audience. Compared against the previous show, it also demonstrated the differ-
ence guests with higher profiles can have on views. Guests Anna Dohty and Linda Richards each have a web
presence, though no blog presence like Wellerstein. The edited Vimeo version was our weakest performer
on that platform early on, but has since steadily maintained a presence, with its best performance to date
coming on Dec. 6 with 34 loads and a total of 136.
The fourth show was titled “Why the Chicken Became a Nugget and Other Tales of Processed Food.” Guests
were David Schleifer and Bryant Simon. Schleifer is a senior research associate at Public Agenda in New
York. Simon is the author of “Everything but the Coffee: Learning about America from Starbucks” who
researches the high costs of cheap food. Both guests were our first active promoters of the show through
their own Twitter communities, before during and after the broadcast. This production marked the first
webcast to use only “YouTube Live” as the streaming host. YouTube’s recent upgrade of the service allows
HD quality streaming and prior posting of the event with a countdown clock that can be embedded on any
website. This will be an important tool in the future for prepping audiences for the broadcast. The live show
had 149 views, but the most active engagement on Twitter to date, with five questions being asked through
the service. Though the communities for the guests may not have been as large, they were more engaged
with them and had no problem interacting through #HistChem as a medium.
CHF’s #HistChem audiences are adults between 30-45 years of age who regularly use social media platforms
as engagement tools for civic and cultural advocacy. According to reporting gathered by,
CHF has a current daily reach of 8,214 direct online followers with an average age of 36. In the 2013 fiscal
year, CHF added 2,383 followers to its Twitter and Facebook accounts. Additionally, it averaged 3,800 views
each month on YouTube.
#HistChem is initially focused on strengthening this growing core audience. One U.K.-based audience mem-
ber exemplified the qualities of engagement and advocacy that we seek. On her blog, Mar Dixon describes
herself as “Passionate about culture. Champion for the next generation of Cultural visitors. Defender of
Libraries. Sharing knowledge. Troublemaker and/or advocate, depending on what you need.” Tweeting as @
MarDixon, she drove nearly 15 percent of the conversational interaction surrounding the first show over a
three-week period. She also wrote a blog post at about the organization, which ends
with the quote featured in the opposite side bar.
Chatterblast, a social media marketing agency in Philadelphia, is helping us make webcast topics more
relevant and digestible for connecting with, and sharing by, audience advocates. Chatterblast’s role includes
working with CHF to develop a content and marketing plan that encourages targeted audiences to watch and
participate in #HistChem media.
By directly engaging individual
Twitter followers with questions
about each webcast, CHF has been
able to spark its most vibrant
conversations in the weeks leading
up to the live webcasts.
Interactive Webcast Report • Page 7
Though audience growth is certainly valued and
anticipated, the seven “vision” goals for CHF’s
overall digital media strategy prioritize meaningful
experiences for an increasingly engaged audience.
Conceptually, #HistChem supports all seven goals but
the goals listed below were among those identified
for initial measurement, beginning with the August
2013 pilot.
CHF provides timely, relevant engagement opportu-
nities for its audiences.
CHF facilitates active and enlightening dialog with its
Measurable Objective:
The show and associated thematic content on CHF’s
blog will inspire an average of one online interaction
(i.e. audience comment and related staff response)
each week.
Supporting Tactics:
1. Regular featured audience “question/com-
ment” with CHF response.
2. Tweets targeted to appropriate individuals
about webcast topics
3. Track tweets about show and add related pro-
files to Twitter list “Online Community”
4. Cross-promotional social media promotions
with an interviewee institution.
This objective was based on CHF’s previous active
weekly blogging efforts that resulted in an average
of one measurable response each month from read-
ers. It proved to be a conservative objective as the
first webcast engendered enough response to meet
the six-month goal on its own. Since then, response
has been consistent due to CHF’s direct engage-
ment with individuals online. The most meaningful
measures of engagement (e.g. questions for guests)
have doubled for each of the last three shows to
a more even mix of commentary rather than just
retweets. While live views have held steady at more
than 100 per show, the interaction signifies that
trust is being built. Also encouraging is that CHF’s
Tumblr blog, which launched with the forensics show
content attracted two likes, two reblogs and ten
followers before it was publicized.Related Goal:
CHF publishes its digital products in formats opti-
mized for search, sharing and exploration.
Measurable Objective:
#HistChem’s cross-platform approach will result in a
25% subscriber increase each year to CHF multime-
dia platforms on which webcast content plays a role.
Supporting Tactics:
1. “Subscribe to Our Channel” overlays for #Hist-
Chem YouTube content
2. Descriptions for #HistChem will contain consis-
tent keyword tags as well as subscription links
to related media among all platforms (YouTube,
Vimeo, iTunes)
3. Detailed shownotes with timestamps in Vimeo
descriptions allow viewers to find content
more quickly.
“I can’t recommend Chem-
ical Heritage Foundation
enough. Even if you’re not
planning a trip to Philadel-
phia any time soon, follow
them online on one of
their many channels [each
CHF channel is linked].
Not only are they brilliant
with social media, but they
live stream lecturers (I
managed to catch one the
other night). And feel free
to explore their brilliant
website - you can lose
hours there learning and
having fun.”
Page 8 • Interactive Webcast Report
One of key tools #HistChem is
using to bring together its com-
munity, promote sharing of its
content and spark engagement is
social media is its mobile app for
iOS and Android devices (screen-
shot below).
In November, 88 people installed
the app, a 591% increase from
the previous year. Only 40%
of these were from the U.S.,
continuing the fall 2013 trend
of an increasingly international
audience for CHF media.
Metrics Tracking & Production tips
Supporting Tactics:
1. Consistently exploit bonus content capabilities
of app by crafting app-only wallpaper, video
segments, ebook downloads and push notifica-
2. Incentivize participation through contest and
survey promotions via the app
3. Use Twitter advertising to encourage app
downloads among influencers and engaged
Referencing the same 90 day YouTube subscriber
metrics mentioned previously: in the key loyalty
metric of subscribers per 1,000 views, the United
States was matched by audiences in Europe, India
and Latin America. Installs of the Distillations app
have averaged 80 per month in the same period with
similar geographic popularity. Active installs have
now surpassed 2,600.

In the 90 days following #HistChem’s first show, the
CHF YouTube account has added nearly 25 percent to
its total number of subscribers.
Measurable Objective:
Viewers and total downloads originating outside the
Philadelphia region will double during #HistChem’s
first-year pilot phase. Supporting Tactics:
1. National and international issues/guest consid-
erations are a regular agenda item for content
planning meetings.
2. Provide mobile-compatible formats to make
the webcast accessible to the widest number of
online media consumers.
Measurable Objective:
Identify and centralize audience advocates by achiev-
ing 5,000 installs of the #HistChem Distillations
mobile app by the end of 2014.
Interactive Webcast Report • Page 9
Metrics Tracking & Production tips
Podcast Mobile App
591% increase
60% international
Nov.-Dec. 2013
youTube Live Online viewing
CHF uses the Live Events function of its Youtube Chan-
nel to stream its shows. This makes the program acces-
sible from the majority of mobile smartphone and tablet
devices, as well as desktop computers.
NewTek TriCaster
CHF owns a NewTek TriCaster livestreaming device, which
it has used for 18 lectures, symposia and panel discus-
sions to date. The device is essentially a Windows com-
puter with connections for several A/V devices like video
cameras. It also includes specialized software for
recording and streaming.
MacPro with multimedia software
This setup facilitates post-show edits for dis-
tribution to Vimeo, iTunes and the Distillations
community podcast app. Final Cut Pro is used for
video editing and Hindenberg Journalist is used for
audio editing.
Page 10 • Interactive Webcast Report
YouTube Edited Teaser
Aug.-Nov. 2013
YouTube Overall
114 New Subscibers
19,472 more views
compared to 2012
Aug.-Nov. 2013
Interactive Webcast Report • Page 11
Vimeo Channel
Video Loads
by Geographic
1. What are emerging trends in
pop culture?
2. What is our unique contribu-
tion to the conversation?
3. Who is influential in this area
that would make a good guest?
4. What are emerging trends in
pop culture?
5. What is our unique contribu-
tion to the conversation?
6. Who is influential in this area
that would make a good guest?
guiding show
Page 12 • Interactive Webcast Report
3 months before show
1-2 months before show
pre- production
<1 month before show
LIVE production
Day of show
post- production
after the show
• Determine general topic
• Look for in-house objects, interviewees
• Look for external interviewees
• Finalize interviewees
• Finalize objects
• Schedule related short video content
• Plan blog content
• Determine related CHF media content (podcast/
• Finalize questions for guest
• Write blog posts
• Finalize blog edits
• Conference call with guests to flesh out conversa-
tion and finalize script
• Produce opening and mid-show break segments
• Redirect link
• Get FINAL presentation from speaker, export to
JPGs and upload all to Basecamp--share with all on
• Check internet port activity; Remind IT and Confer-
ence center of the event
• Research and format graphics (cutaways and titles)
and their copyright
• Change out media page theme
• Touch-base conference call with technical produc-
tion crew
• Test internet connectivity (ports/bandwidth)
• Have laptop with Photoshop and Powerpoint stand-
ing by
• Review graphic titles to ensure correct spelling and
• Send notification email to staff regarding reserved
viewing room
• Thoroughly sound check audio for balance in both
house sound and web stream
• Invite all production and CHF players to Base-
camp project
• Wireless mic on speaker for movement on stage,
though she will be controlling the Powerpoint
through the podium keyboard
• Email in discussion outlines titling, etc. Share
with production company
• Set up event description in YouTube Live for SEO
& embedding
• Coach speaker: Repeat questions for camera
• Send spellings and titles of speakers for graphics
• Activity in the Ulyot ahead of the event that
might cause a conflict with setup
• Confirm event start time and date
• Reserve Table for Equipment with Conference
• If the event is during a workday, schedule a
conference room to watch stream
• Get promotional intro/outro slides from ad-
• Build scorecard for audience and numbers goals
• Schedule social media announcements (including
early “day of” and “in progress” as it happens)
in Hootsuite
• Announcements on Google Plus; Contact Kyle
Bruley for promotion
through Google Channels)
• Facebook tab or social media campaign
• Determine if the event will be live tweeted, and
who will do it
• Edit five-minute highlight version for YouTube
• Edit high-quality full-length version for Vimeo
• Export audio & produce conversational wrap up
about the show for iTunes