Van Gogh's letters - Museums and the web 2010

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 Click through ratio

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

Van Gogh's letters - Museums and the web 2010

by Van Gogh Museum on Apr 15, 2010

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