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Buzzeum in Museum Next in London
 

Buzzeum in Museum Next in London

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Buzzeum presentation for the MuseumNext conference at the Welcome Collection

Buzzeum presentation for the MuseumNext conference at the Welcome Collection
30 April 2010, London

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    Buzzeum in Museum Next in London Buzzeum in Museum Next in London Presentation Transcript

    • CREATING A DIGITAL CAMPAIGN
      DIANE DRUBAY
      APRIL 30, 2010
    • BUZZEUM?
      A BLOG
      Since 2007
      Following web museums news in the world
      Trying to understandwhatit’sgoing on and why
      AN ON-LINE MUSEUM COMMUNICATION AGENCY
      Create on-line communication strategies, promote the collections and the events
      Work for the French Minisitry of Culture since 2008
    • CREATING A DIGITAL CAMPAIGN FOR A MUSEUM
      Sincenovember 2009
    • THE FACTS
      We have a national museum re-opening
      No one knows Jean-Jacques Henner in 2010
      Jean-Jacques Henner is not present on-line
      No one knows the parisianmuseum
      5
      FIRST STEP : analyse the situation
    • 6
      And give a goal
      1 EVENT: The re-opening of the french national museum Jean- Jacques Henner
      1 ARTIST: Jean-Jacques Henner
      1 GOAL: Make Henner famous and the museumtoo
    • 7
      SECOND STEP : create a meeting point
      A blog to publish content about Henner and the museum
      News…history…art…events
      But also some more intimate content (diary, letters, pictures of him and his family,… )
      Create exclusive content for web..Different content, different public, different wish
      8 000 visits – 17 000 viewed pages
      http://www.henner-intime.fr/
    • 8
      THIRD STEP : bepresent
      Make people know Henner
      Create a facebook profil
      With exclusive content and news
      And intimate content
      1 190 friends
      http://www.facebook.com/jean-jacques.henner
    • 9
      FOURTH STEP : make content buzz
      CREATE GOOD CONTENT
      For eachvisitors (tourist, blogger, scientist, student, passionnate, …) and let itbuzz
      320 pictures – 19 000 views
      http://www.flickr.com/photos/hennerintime/
    • 10
      DO THE SAME WITH VIDEOS…
      6 videos
      10 000 views
      http://www.dailymotion.com/Henner-intime
    • Interview of on-line famous people about Henner
      Ask an artist to create about Henner
      Contact bloggers to talk about Henner
      Make a partnershipwith a cosmeticwebsite
      11
      CREATE ON-LINE EVENT
    • Create a big event in the museum with on-line famous bloggers
      Create a story around the event (linkbetween the past and the present)
      Custom the event as it fit with the guestlist
      Makeitunique,new and very rare
      12
      CREATE REAL EVENT WITH AN ON-LINE PUBLIC
    • LET IT BUZZ
    • 14
      WE DID THE SAME THING FOR THE ALBERT KAHN MUSEUM
    • CREATING A DIGITAL CAMPAIGN FOR A NATIONAL MUSEUMS EVENT
      Sincemarch 2010
    • 16
      FIRST STEP : analyse
      The European Night of Museums in an international museums event (2500 museums in more than 42 countries)
      But it is only a ONE NIGHT event
      OR museums prepare it MANY MONTHS before
    • 17
      And giveyou a goal
      1 EVENT: The European Night of Museums 2010
      1 MEETING POINT: One website for all the 42 countries
      1 GOAL: Prepare and share the Night before the 15th and make the 15th more participative and connected (to the web, to the world, to the others visitors)
    • 18
      Makeit open, findpartners
      Create a national campaign with strategic partners
      • - Innovative ideas partners
      • - Creation partners
      • - Communication partners
      Good examples for the others
    • 19
      SECOND STEP : create a meeting point
      A blog to publish content about museums programs, Night of Museums news, on-line campaign, ...
      Blog.nuitdesmusees.culture.fr
    • 20
      THIRD STEP : bepresent
      Create a community and itsvirtual meeting point, an event
      Know ourtarget
      Give us whattheyneed
      Answer to questions
      1 346 friends
    • 21
      THIRD STEP : bepresent
      Give exclusive photo content
      Be part of a passionate community
      Create the virtual photo archive of the Night of Museums
      175 pictures – 2 500 views
    • 22
      THIRD STEP : bepresent
      Give exclusive video content
      Multiply our video media diffusion (TV Spot, teaser, video report, ...)
      Create a video contest
      4 169 views
    • 23
      THIRD STEP : bepresent
      Animate the community in live , let them TALK
      Create a national on-line live event
      Report the news event
      Receive live comments and sharing souvenirs and feeling about The Night of Museums
    • 24
      FOURTH STEP : createbuzz
      Create on-line operation
      Group the community around good on-line operation
      Let the event live on-line
      Let the visitors ACT!
    • 25
      La Nuit Twitte
      A national on-line operation with all french museums
      A Twitter and French Ministry of Culture partnership
      Give them the keys to understand the project and Twitter (guidelines documents)
      And to reappropriate it with official posters
      Before the 15th: use Twiter, create a community, share program, ideas, wishes
      On the 15th night :
      One key word ! #NDMTW
      One poster of the operation
      TwitterWall all over participating french museums
      TwitterDesk all over participating french museums
    • 26
      Someofficialspictures
      A poster to put on the museums
      A banner for a web diffusion
    • 27
      A mobile version
      A QR code to diffuse and be democratic
    • 28
      35 museums in 1 month
      Muséum de Toulouse
      Musée des beaux-arts de Lyon
      Château de Versailles
      Les Abattoirs de Toulouse
      L'Adresse Musée de la Poste (Paris)
      Musée des Manufactures de Dentelles (Retournac)
      Centre Pompidou (Paris)
      Musée de la Vie Romantique (Paris)
      Musée de l'Unesco (Paris)
      La Cité des Sciences
      Les Arts Décoratifs (Paris)
      CCSTI Annecy
      Musée national de la Marine (Paris)
      Musée Européen d’Art Campanaire
      Institut Néerlandais (Paris)
      Musée des Plans-Reliefs des Invalides (Paris)
      Musée de Saint-Quentin-en-Yvelines
      Palais de la Découverte (Paris)
      Musée de la Résistance de Bondues
      La Monnaie de Paris
      Cité de l’Automobile (Mulhouse)
      Cité du Train (Mulhouse)
      Musée EDF-Electropolis (Mulhouse)
      Musée de l’Impression sur Etoffes (Mulhouse)
      Musée du Papier Peint à Rixheim
      Musée Historique de Mulhouse
      Musée des Beaux-arts de Mulhouse
      Ecomusée Textile (Mulhouse)
      Ecomusée d’Alsace à Ungersheim
      Les Arts et Métiers (Paris)
      Musée de l'Horlogerie
      Cité de la Musique (Paris)
      Musée Guimet (Paris)
      RMN
    • 29
      CREATE AN ON-LINE AND OFF-LINE LIVE
      NATIONAL EVENT!
      Connect museums to Twitter / to on-line communication
      Connect Twitter community to museums
      Connect real visitors to Twitter
    • 30
      LET IT BUZZ!
    • 31
      Dévoilez nous VOTRE Nuit
      Create on-line video game and win Thalys journey (Amsterdam/Cologne/Bruxelles)
      A great partnership between the Night of Museums/French Ministry of Culture and Dailymotion
    • 32
      Dévoilez nous VOTRE Nuit
      Let people talk and share with us
      Let people be creative and funny
      Let people be part of the event
    • 33
      BE PRESENT
      CREATE
      INNOVE
      BE ACTIVE
      BE MULTI MEDIA
      BE TRANSVERSAL
      LET THEM BUZZ
      LET THEM CREATE
      LET THEM TALK
      LET THEM SHARE
    • 34
      THANK YOU
      Find this presentation at slideshare.com/buzzeum
      Contact me at diane.drubay@buzzeum.com