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

1. MoMA
Allegra Burnette
Creative Director, Digital Media
The Museum of Modern Art, New York

2. Reaching and engaging current and
new audiences through technology

3. Reaching and engaging current and
new audiences

4. MoMA
Located in
Midtown Manhattan

5. MoMA
Founded in 1929
Expanded in 2004

6. 170,00+ works of art
4 million
film stills

7. MoMA PS1
MoMA affiliate
Contemporary art center
Located in Queens, NY

8. The Museum of Modern Art
“Central to The Museum of Modern Art’s mission is the
encouragement of an ever-deeper understanding and
enjoyment of modern and contemporary art by the diverse
local, national, and international audiences that it serves.”

9. In Museum vs. Online
21.7 million
MoMA.org
2.8
MoMAstore.org

10. In Museum vs. Online (+ Social Media)
21.7 million
MoMA.org
2.8
MoMAstore.org

11. Nationality not consistent over platforms
Museum MoMA.org Facebook
United States 40% 60% 30%
International 60% 40% 70%

15. 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

16. top: http://nyclovesnyc.blogspot.com/
bottom: Sara Krulwich/The New York Times

17. top: http://mslk.com
bottom: Jerry Saltz

31. iPhone App

32. The Focus Group: Art Terms
“I don’t have an arts background, so having the terms in the
app is wonderful!”
“My favorite feature was the “Art Terms” section. I often
wish I had this at my fingertips when visiting a museum,
particularly when I read about the media an artist used. The
definitions are excellent, and appreciate the visual examples
from the collection.”

34. MoMA and Social Media
2006 2007 2008 2009 2010 2011
Livestreaming

35. Video and livestreaming

62. Strategy:
Centralized content distributed to multiple channels
Web/Social Media
Kiosks Content Mobile
Display Screens

63. 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

64. 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

65. Where to find us
MoMA.org
Facebook.com/MuseumofModernArt
Twitter.com/MuseumModernArt
Flickr.com/themuseumofmodernart
Flickr.com/groups/themuseumofmodernart
Youtube.com/MoMAvideos