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Dresden Gallery
A Museum 3.0 Experience

The museum …

Old Masters Picture Gallery Dresden
located in the Zwinger Palace in Dresden, Germany
over 750 master paintings from Renaissance to Baroque
part of the Dresden State Art Collections owned by Saxony
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Going virtual…

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First in Second Life
May 2007 launch of virtual copy in Second Life
true to scale representation of building and pictures
experiment in adding space and interaction to online visit
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Platform as message
major press conference, numerous interviews
broad coverage in national and international media
focus on being the first museum to enter Second Life
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Taking it to the next level…

Toward a sustainable strategy
positioning the project / framing the story
from virtual representation to vibrant community
focus on evaluation and new ways of online revenue
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Positioning / Framing…

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Attracting global audiences
trend to internationalize world class collections
virtual gallery Dresden’s answer to this development
Second Life the platform suited best for making this possible
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Building community…

Creating traffic
combination of Web 3.0 and Web 2.0 approach
separate website that allows direct visitor registration
creation of the “Friends of Dresden Gallery” community
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Focus on evaluation …

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Evaluating results
more than 100K visitors out of 35 countries since launch
between 5k and 6k visitors per month
30 min. average visit duration
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New ways of revenue …

What’s next ...
supporting real world fund raising campaigns
virtual community pledge drives
virtual item sales
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Thank you.

SECOND INTEREST AG
Virtual Business Solutions
Dernburgstrasse 7
14057 Berlin
Germany
t +49 (0)30 92 12 82 -73
f +49 (0)30 92 12 82 -74
www.secondinterest.com
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