Buzzeum in Museum Next in London

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
Create a community and itsvirtual meeting point, an event
Know ourtarget
Give us whattheyneed
Answer to questions
1 346 friends

21
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
Give exclusive video content
Multiply our video media diffusion (TV Spot, teaser, video report, ...)
Create a video contest
4 169 views

23
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

http://www.buzzeum.com	143
http://localhost	5
http://www.slideshare.net	4

Buzzeum in Museum Next in London

by DRUBAY Diane

Accessibility

Categories

Upload Details

Usage Rights

3 Embeds 152

Statistics