Van Gogh's letters - Museums and the web 2010
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Van Gogh's letters - Museums and the web 2010

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Van Gogh's letters: Or how to make the results of 15 years of research widely accessible for various audiences, and how to involve them

Van Gogh's letters: Or how to make the results of 15 years of research widely accessible for various audiences, and how to involve them

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Van Gogh's letters - Museums and the web 2010 Van Gogh's letters - Museums and the web 2010 Presentation Transcript

  • Van Gogh's Letters Or how to make the results of 15 years of research widely accessible for various audiences and how to involve them
    • The letters project
    • Strategy and media mix
    • Myths and assumptions
    • Results & lessons learned
    Overview
  • The Letters
  •  
  •  
  •  
  • Myths and Assumptions
    • Image and other rights are easily to acquire
    • A blog will be very time-consuming & attract a lot of spam
    • A free iPhone app will compete with the multimedia tour
    • A multimedia tour will stop people looking at art
    • The cross-media mix can be included in the total PR and marketing campaign
    • New media are gadgets, which can be set up quickly
  • Objectives
    • To make the collection of letters accessible to a wide audience long-term
    • To reach museum visitors and non-museum visitors; before, during and after the exhibition
    • To discover Van Gogh’s letters and to share their experiences.
    • Appealing to a ‘layperson’ audience
  • Target groups
    • People interested in Vincent van Gogh worldwide
    • Museum visitors who want to extend or deepen their visit
    • Young adults aged approx. 20-35
    • Secondary school pupils
  • What mix?
    • Providing depth and information
    • Easily accessible online
    • Creating unity and connecting the different media
    • Providing sustainable and long-term access to the letters
    • Emphasizing the letters’ literary importance and means of communication
  • The mix
    • In museum Outside museum
    MMT social media iPhone app inspiration inspiration engagement exploration vangoghsblog.com
        • vangoghsletters.org
    vangoghmuseum.nl Memory of the Netherlands
  • Multimedia tour
  • Multimedia tour
  • Multimedia tour Click through ratio
  • iPhone app Yours, Vincent
  • iPhone app Yours, Vincent
  • Van Gogh Blog
  • Van Gogh Blog
    • Firestats
    • Twitterfeed
    • Blog directories, i.e: Technorati, Museumblogs.org
  • Van Gogh Blog
    • Countries
  • Van Gogh's letters & social media
    • Facebook insights
  • Web edition
    • Visits per month
  • Web edition
    • Pages per visit
  • Popularity by museum visitors and employees
  • Myths and Assumptions: Fact or Fiction?
    • Rights are easily acquired. Fiction
    • A blog will be very time-consuming and attract a lot of spam. Fact
    • A free iPhone app will compete with the multimedia tour. Fiction
    • A multimedia tour will stop people looking at art. Fiction
    • The cross-media mix can be included in the total PR and marketing campaign. Sometimes
    • New media are gadgets, which can be set up quickly. Fiction
  • Questions?
    • www.vangoghmuseum.com/letters
    • [email_address]
    • [email_address]
    • [email_address]
    • www.slideshare.net/VanGoghMuseum