Allegra Burnette, Keynote, Benaki conference day 2

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Presentation at the Benaki Museum, Athens, Greece, September 27 and 28, 2011: http://www.benaki.gr/index.asp?lang=en&id=203000001&sid=1077

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Allegra Burnette, Keynote, Benaki conference day 2

  1. 1. MoMAAllegra BurnetteCreative Director, Digital MediaThe Museum of Modern Art, New York
  2. 2. Reaching and engaging current andnew audiences through technology
  3. 3. Reaching and engaging current andnew audiences
  4. 4. MoMALocated inMidtown Manhattan
  5. 5. MoMAFounded in 1929Expanded in 2004
  6. 6. 170,00+ works of art4 millionfilm stills
  7. 7. MoMA PS1MoMA affiliateContemporary art centerLocated in Queens, NY
  8. 8. The Museum of Modern Art “Central to The Museum of Modern Art’s mission is the encouragement of an ever-deeper understanding andenjoyment of modern and contemporary art by the diverselocal, national, and international audiences that it serves.”
  9. 9. In Museum vs. Online 21.7 million MoMA.org 2.8 MoMAstore.org
  10. 10. In Museum vs. Online (+ Social Media) 21.7 million MoMA.org 2.8 MoMAstore.org
  11. 11. Nationality not consistent over platforms Museum MoMA.org FacebookUnited States 40% 60% 30%International 60% 40% 70%
  12. 12. Nationality not consistent over platforms iPhone app MoMA.org USA USA South Korea UK Japan Canada Canada France Germany Germany Brazil Italy Mexico Australia France Spain Italy Japan UK Brazil
  13. 13. top: http://nyclovesnyc.blogspot.com/bottom: Sara Krulwich/The New York Times
  14. 14. top: http://mslk.combottom: Jerry Saltz
  15. 15. iPhone App
  16. 16. The Focus Group: Art Terms“I don’t have an arts background, so having the terms in theapp is wonderful!”“My favorite feature was the “Art Terms” section. I oftenwish I had this at my fingertips when visiting a museum,particularly when I read about the media an artist used. Thedefinitions are excellent, and appreciate the visual examplesfrom the collection.”
  17. 17. MoMA and Social Media2006 2007 2008 2009 2010 2011 Livestreaming
  18. 18. Video and livestreaming
  19. 19. Strategy:Centralized content distributed to multiple channels Web/Social Media Kiosks Content Mobile Display Screens
  20. 20. Approach to social media- Pick the projects that resonate (there’s a reason we never did MySpace)- Avoid blatant marketing—people will see through it immediately- Talk about related content that extends beyond the institution- Participate and ask for participation- Find a voice, be human- Advocate internally- Listen, listen, listen
  21. 21. In general, our efforts are geared towards:- enhancing the experience pre-, post- and during the museum visit- offering resources online to those who will never visit the museum- working collaboratively across departments to create and enhance interpretive materials, with a focus on the collection- centralizing content for multiple distribution on MoMA.org and all relevant digital channels; separate out content from distribution- using a variety of digital channels to foster two-way communication and dialogue with visitors
  22. 22. Where to find usMoMA.orgFacebook.com/MuseumofModernArtTwitter.com/MuseumModernArtFlickr.com/themuseumofmodernartFlickr.com/groups/themuseumofmodernartYoutube.com/MoMAvideos

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