A Museum Journey from Web 1.0 to Web 2.0

museums 2.0: adulthood on the Internet A Journey from Web 1.0 to Web 2.0 Barcelona, 2009

Summary

1. The Social Media

- what are social networks?

- which features

2. The world’s museums on the Social Media

- why it’s so important to be there

- cases of best practice

3. The Museu Picasso project on the SMs

- step by step of an evolution

It’s all about PEOPLE Engaged in Conversation Sharing Experiences

Social Media, social networks

the social networks are not about TECHNOLOGY

they are CONVERSATION, INTERACTION

they are pure COMMUNICATION

they are a magnificent

OPPORTUNITY

content produced and shared by all

the network of connections grows organically as a result of the collective activity of all the users of the Web.

(Tim o’Reilly, 'What Is Web 2.0')

Web 1.0: individual for reading radial static

Web 2.0: collective for writing nodal dynamic

the social networks: characteristics

not organized, they respond to the interests of the users

multidirectional in their communication

sense of belonging to a community

very strong viral effect: marketing relational

interconnected 2.0 applications

tools are free or very low-cost

high volume of daily traffic for long periods

immediacy

initial attraction of members is followed by exponential growth

encourage fresh communication, breaking away from the 'official' tone of the institution

the social networks: some figures

300 M users around the world

Facebook: 200 M

Blogs: 133 M

43% of Internet users regularly read blogs

Videos on the Internet account for 70% of TV traffic worldwide

membership of communities is growing twice as fast as the most used applications

(Various sources: Facebook, Technorati, Nielsen)

Hundreds of Social Media, too many to know them all (and no need to)

What 2.0 users do

participate interact

contribute publish

connect debate criticize

tag listen

evaluate create link

converse propose cooperate

recommend share

Why museums are on 2.0

strategic points of presence for :

encouraging DEBATE and PARTICIPATION

building community

extending knowledge

Social use of the Internet is changing. Companies and institutions have to adapt and develop their strategic use of the Internet. The use of the SNs has become a strategy (of communication, of the whole organization).

Museums on the social networks

A relatively young, embryonic presence

In process of rapid growth

(USA, UK)

Blogs

Museums on Facebook Note the growth over 6 months: doubling and tripling users good practice: MoMA: consultation about applications for the iPhone Prado: the new Prado? museum location Fans (January 2009) photographs put up by users MoMA USA 61,562 158,433 (July 09) 939+ 1,940 (July 09) Brooklyn Museum USA 5,554 (8,023 July 09) Guggenheim Bilbao Spain 4,957 (8,431 July 09) 200 Museo del Prado Spain 1,583 4,302 (July 09) 108 Museo Reina Sofia Spain 995 63 Fundaci ó Miró Spain 885 (July 09) 3

Museums on Flickr good practice: - Brooklyn: pioneer - Tate: 'Colour Chart‘ (monochrome photos) - V&A: Tattoos, period photos of weddings museum location Subscribers (January’09) photographs put up by the users photographs put up by the museum Brooklyn Museum USA 1058 3033 3151 MoMA USA 537 3121 Guggenheim Bilbao Spain 184 964 Victoria & Albert UK 621 4034 Museum of London UK 167 416 420 Museo del Prado Spain 49 517 Macba Catalonia 40 56 competition: photos of the building

Museums on YouTube museum location launch of the channel Subscribers (January 2009) Reproductions Videos produced by the museum MoMA USA December 2006 5089 127114 125 Brooklyn Museum USA July 2006 383 11246 39 Holocaust Memorial Mm USA August 2006 303 8789 59 Metropolitan USA January 2007 223 4840 158 Mus Ci ència i Tècnica Catalonia November 2007 26 3175 66 Victoria & Albert UK March 2008 206 10,672 45

Museums on Twitter

increasing use in USA and by companies

still little used in our country, but increasing

still a lot of 'noise'

useful for reinforcing museum’s communication

added value: immediacy, direct interaction

organizing and participating in events: good examples: Museums & the Web conference #mw2009 , Communicating the Museum, #ctm09

Twittering at the Museums & the Web Conference In real time during the conference, Twitter was extremely popular. Combination of tweets (messages) due to a triple provenance: a) chronicle by the organization itself / b) attendees / c) people following it around the world.

Blogs of museums

There are as many types of blogs as there are museums and approaches to running them.

Basic functions:

spread information about the institution

showing the museum from the inside and

building community

Using a blog only merely as a channel of information is a waste of its great potential for connecting with the public in the most direct way.

a blog for… ( Nina Simon’s Chart )

Museums with Blogs (a taste) Brooklyn Museum http://www.brooklynmuseum.org/community/blogosphere/bloggers/ Museum of London http://mymuseumoflondon.org.uk/blogs/ http://mymuseumoflondon.org.uk/blogs/romanglass/ Smithsonian http://www.shows2go.si.edu/exhibitions/smithsonian-blogs.html Walker Art Center http://blogs.walkerart.org/ 8 blogs (Education, Visual Arts, Design, etc) Indianapolis Museum of Art http://www.imamuseum.org/blog/ Tate Modern http://modblog.tate.org.uk Prize for the best Blog in the category 'Social media-Best Blog Award' of BIMA, 2008 'The Great Tate Mod Blog' PowerHousemuseum http://www.powerhousemuseum.com/collection/blog The Curator’s 'Object of the Week' Blog

Education 2.0 in the museums

Wiki for teachers

Wikidocentes Guggenheim

integral educational use of 2.0 platforms Classroom Guide for IMA Digital Content

(with recommendations for teachers about ways of using in class each of the social networks on which the museum is present)

Folksonomy or social tagging

the users play a part in tagging the works: they provide a different vision from the curators and specialists

Describe works of art in your own words.

Let museums know what you see.

The more you tag, the richer the experience for all.

Steve museum Project, USA

Brooklyn Museum , NY

Indianapolis Museum of Art (IMA)

Museum Groups and 2.0 in

MuseumLink

Museums and the Web

Web 2.0

Museum Design

Museum Education

and a whole lot more

Getting started

listen: make a good overview

participate: be an active 2.0 user

be aware of the museum’s mission

think about your users

make a good project: solid and sustainable

involve the rest of the organization

start small , build up from less to more

dynamize , give a quick response

use a conversational , sharing tone.

6 things to avoid or what museums should not do on 2.0

use the social webs simply as a marketing device: it turns people off

exercise control

don’t dynamize

don’t listen

don’t give a quick response

don’t evaluate

Any of these attitudes will condemn your 2.0 initiative to failure

Museu Picasso: Web objectives 2009

make the collection accessible online

develop the virtual classroom, with multimedia educational resources

get actively involved in the social webs or Web 2.0

Why the Museu Picasso 2.0 project

to establish bidirectional / multidirectional communication

to welcome and share user-generated-content

to enrich the museum: users contribute value

to generate community

to encourage people to identify with the museum

because not being present will be a real handicap: any centre or institution that does not offer this now standard option will seem to be ignoring the public.

The networks talk about you even if you don’t T he Museu Picasso on the social networks even before we started: - 550 photos on Flickr -120 videos on YouTube were tagged as Museu Picasso Bcn. It’s crucial to be there with a voice of your own.

The Social Media platforms on which the MPB is present in this 1st phase

step-by-step integral entry on 4 main platforms:

Facebook : creation of group and profile, events

Flickr : creation of group, tagged photos, competition

YouTube : creation of channel, tagging

Blog : showing 'The Museum behind the scenes‘ and

with integration of museum content generated on the other Social Media

The Museu Picasso Fan Page

Gallery on Flickr

Photos taken by our visitors

The Museu Picasso Blog

Other platforms where the Museu Picasso is/will be present

Delicious , network for sharing social ’bookmarks'

Slideshare: Powerpoint presentations

Linkedin: professional contacts network

RSS: via subscription to the blog

for the future: 2.0 mobile phone applications

Starting up (March-May ’09)

elaboration of project, management approval

presentation to Museum staff, debate, incorporation of ideas

recruiting external support to start up and load contents

graphic integration in the design of the Museum Web

hosting of the blog on an external server (Wordpress)

launch: May 2009

publicizing: on the web homepage, e-news, press release, links policy, 2.0 heritage (Generalitat), physical supports (Museum brochure, information screens), including the URL of the blog on the signature of MPB e-mails, specific actions aimed ast MPB user groups on the social networks (photo competition, prize draw of MPB Member’s Cards, exclusive visits, get-togethers in the Museum, etc)

sustainability: as important as the launch or even more so!

stonetable.org Don’t (just) think different, be different… In honour of Darwin Year Evolution is turning us into homo digitalis As well as knowing how to adapt (new tools for new times: 2.0…), we have to: - differentiate ourselves - be specific - be good at what we do - think about the users

A picture lives a life like a living being, experiencing changes everyday life imposes. This is natural enough as a painting only lives through the person who is looking at it. Pablo Picasso, 1935