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Museum Marketing and Digital Strategy(trying hard not to be terribly boring)
Art Museum Marketing Association, April 25, 2015
Douglas Hegley, Director of Media and Technology, Minneapolis Institute of Arts
@dhegleyhttp://www.slideshare.net/dhegley
Wi-Fi
Servers
AudioGuides
DigitalGames
Website
DigitalContent
Micro-funding
Mobile
Digital Assets
ArtworkData
Help Desk
HRSystems
ePubs
Video
Content Mgmnt
Google Art
Digital Experience
Customers
Exhib.Tech
OnlineTickets
Internet
Backup
Unified Shopping
Cart
Network
FinanceSystem
FoundationTelephones
Spectrum of MIA Content
ScholarlyAcademic Newsworthy
Engaging
NarrativeLong Form
Important
Professional
Popular
ContextShort Form Introductory Social EphemeralFactual
Catalog Prof. JournalsCurator
NYTMuseum mag.Arts JournalArt DailyThe Art Newspaper
ArtStoriesWall LabelsAudio Guide
Text PanelsMIA Storiesartsy
VersoOSCI? FacebookFlickrInstagram
TwitterSnapChatAds
Potential Audience: Long Tail Distribution
Research & Publish Engage & Market
“ … we do not ‘surf’ and the internet to us is not a ‘place’ or ‘virtual space’. The Internet to us is not something external to reality but a part of it: an invisible yet constantly present layer intertwined with the physical environment. We do not
use the Internet, we live on the Internet and along it.”
Piotr Czerski“We, the Web Kids”English translation by Marta Szreder(Emphasis is mine)
It’s a Brave New World Out There
Digital Technology Strategy
Katsushika Hokusai "Hodogaya on the Tōkaidō Road" (c. 1830-1831) Minneapolis Institute of Arts
Technology: Strategic?
Central (not peripheral)
Essential (not preferable)
Vital to the sustainability of the organization
Let’s conduct a comprehensive search to hire a
seasoned executive leader to head an initiative to
plan for a committee to oversee a task force
dedicated to the implementation of state-of-
the-art technological solutions based on industry
standards, implemented by a cross-disciplinary team
spear-headed by a dedicated senior-level manager and
augmented by a carefully-selected team of outside
experts who can create the synergy necessary to blah blah blah and spend every last cent
until there is truly nothing
left at all
etc.
Chief Technology Very Important Mucky-muck
The Ideal Museum Technology Leader(combine ingredients, mix well and serve immediately)
(stirred, not shaken, please)
Learn to “Speak IT” in five easy steps!
Consider Do Don’t
IT staff are dedicatedto being helpful
We’ve got a real puzzle, do you think you can help us figure it out?
We need to have an iPad app bynext week.
Learn to “Speak IT” in five easy steps!
Consider Do Don’t
IT staff are dedicatedto being helpful
We’ve got a real puzzle, do you think you can help us figure it out?
We need to have an iPad app bynext week.
IT staff are curious Let me fill you in on the thinking around this new idea.
Because I said so, that’s why.
Learn to “Speak IT” in five easy steps!
Consider Do Don’t
IT staff are dedicatedto being helpful
We’ve got a real puzzle, do you think you can help us figure it out?
We need to have an iPad app bynext week.
IT staff are curious Let me fill you in on the thinking around this new idea.
Because I said so, that’s why.
Motivate by sharingbig goals
Our goal is to inspire visitors to look more closely at the object.
Put a big touchscreen in the gallery.
Learn to “Speak IT” in five easy steps!
Consider Do Don’t
IT staff are dedicatedto being helpful
We’ve got a real puzzle, do you think you can help us figure it out?
We need to have an iPad app bynext week.
IT staff are curious Let me fill you in on the thinking around this new idea.
Because I said so, that’s why.
Motivate by sharingbig goals
Our goal is to inspire visitors to look more closely at the object.
Put a big touchscreen in the gallery.
Include, include,include
We are in the early stages of planning new content for the website; could you join the meeting, lend your technical expertise, and weigh in on the ideas?
We’ll let you know when we’vedecided what you’re going to do.
Learn to “Speak IT” in five easy steps!
Consider Do Don’t
IT staff are dedicatedto being helpful
We’ve got a real puzzle, do you think you can help us figure it out?
We need to have an iPad app bynext week.
IT staff are curious Let me fill you in on the thinking around this new idea.
Because I said so, that’s why.
Motivate by sharingbig goals
Our goal is to inspire visitors to look more closely at the object.
Put a big touchscreen in the gallery.
Include, include,include
We are in the early stages of planning new content for the website; could you join the meeting, lend your technical expertise, and weigh in on the ideas?
We’ll let you know when we’vedecided what you’re going to do.
Connect personally Would you like to have lunch next Tuesday?
Steve or Bob or whatever your name is, why are your systems soslow?
The Museum Computer Networkhttp://mcn.edu/
The Museum Digital Technology Community
AAM Media and Technology Networkhttp://aam-us.org/resources/professional-
networks/media-technology
New Media Consortiumhttp://www.nmc.org/
Museums and the Webhttp://www.museumsandtheweb.com/
Twitter#musetech
Drinking About Museumshttps://plus.google.com/communities/
111090504723994696019
Connect
“ … to remain viable, museums must rethink not only what types of
knowledge they create, but how/with whom they create it, and finally
how they communicate it.” - Alex Bortolot, MIA Content Strategist (emphasis mine)
Practically Speaking
Audience First
Trust
Frequent, small course corrections
Honest, Transparent
Iterative Cycles
SHARED OWNERSHIP
CRM & ENGAGEMENT GOALS:
1. Increase Membership by 100% in first full year2. Collect data … lots of data
From this
To this
CRM & ENGAGEMENT GOALS:
1. Increase Membership by 100% in first full year2. Collect data … lots of data3. Use that data: drive decisions
CRM & ENGAGEMENT GOALS:
1. Increase Membership by 100% in first full year2. Collect data … lots of data3. Use that data: drive decisions4. Individualized, personalized, recognized experiences
Source: http://www.ecommercebytes.com/cab/abn/y13/m07/i02/s04
CRM implementation: Spring 2015
Spring 2015Integration: CRM, ticketing, loyalty
Summer 2015Mobile
Fall 2015Public Launch
November 2015
Operating- discipline, expense
control, sustainability
Capital- investment, capacity-
building
Corporate- sell the vision, they are
recruiting talent Grants- local, state, national- tell your story, build
collaborations
Donations- in-kind, technology-
specific
Individual/Trustee- present a compelling
case, allow personal involvement
Decision-making: Strategic Approach
Events,
Actions
Patterns
Structures
Mental Models, Ideas
Design-driven decision-making: begins with ideas, moves up
Data-driven decision-making: starts with observations/ measurements, moves down Visible
Often unseen
David Hassehoff in
3D!
The Shiny Object v. Capacity-building (and sharing)
Which is an easier pitch to the media?
1
2
3
4
5