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Affection Management @ MW2013

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Affection Management is a mindset that helps cultural institutions build strong relationships with the different audiences and play a relevant role in their communities. 
 …

Affection Management is a mindset that helps cultural institutions build strong relationships with the different audiences and play a relevant role in their communities. 

Powered by culture, innovation and connections.

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  • 1. Affection ManagementLuis Marcelo MendesCommunications Consultant for Museums@ Fundação Roberto MarinhoRio de Janeiro - Brazil
  • 2. When you’re benchmarking museumsyou stumble upon all the usualsuspects: Tate, MoMA, Louvre, BritishMuseum. You name it.The premium players of this game ofmillions of visitors and millions ofdollars.
  • 3. Computers connect us morethan ever before. It is possiblefor us to be kind in ways thatour species has neverexperienced.And if we do something aboutit, we can make it better.Cory Doctorow
  • 4. But according to ICOM there are55.000 museums in the world.And (I guess) we can agree that nomore than 1% of them are leadersof the league.  
  • 5. So how about the 99% ? You know, the ones we now got usedto call traditional museums.
  • 6. Is this ceasing to be an artistic andeducation competition and becominga financial one? How can we deal with the gapbetween rich and poor museumsworldwide?
  • 7. There’s a lesson we can learn from themovie Moneyball, about this baseballmanager, Billy Beane (Brad Pitt nextpage), that have to deal with thesmaller budget in the whole league.
  • 8. And yet they started to win games in arow after Billy Beane listens to thegeeky/computer guy, Peter Brand (lastpage), that says you dont needmillionaire players to get on base, buta different approach, a bold attitude,powered with technology.
  • 9. I apply this thinking to MoMA,where more than 90% of ournew visitors "intend to return"and have a great experienceONCE THEY VISIT. So all weneed to do is get them in thedoor--or in the metaphor ofMoneyball, bring them inalong with a friend or a group,and build it from there.Kim Mitchell - MoMA
  • 10. So lets give a second thought of whatis really behind the success of thosemuseums. I understand its theaffection exchange that connects Tate,the MCA Denver or the Walker Centerwith the audience.Money is good but this game is notabout money. It’s about relationships.
  • 11. Nina Simon @ MAH Santa Cruz isproviding an affection environment forthe audience.Where strangers from differentbackgrounds can engage in aconversation and share theirexperiences. Check her results.
  • 12. Pesquisa no evento Communicating the Museum em 2008 com uma centena degestores de museus. Cerca de 80% da Europa. Demais representantes das Américas,Asia e Australásia.32%: branding é um termo feio63%: não administram suas marcas17%: branding > organização interna
  • 13. I believe these are the days of miraclesand wonder. And the signs arepopping up everywhere.
  • 14. Computers connect us morethan ever before. It is possiblefor us to be kind in ways thatour species has neverexperienced.And if we do something aboutit, we can make it better.Cory Doctorow
  • 15. “How did you make all thesepeople pay for music?" Andthe real answer is, I didntmake them. I asked them.And through the very act ofasking people, Id connectedwith them, and when youconnect with them, peoplewant to help you.Amanda Palmer
  • 16. Affection Management is a mindsetthat helps cultural institutions buildstrong relationships with the differentaudiences and play a relevant role intheir communities. Powered by culture, innovation andconnections.
  • 17. This is as important as the financialmanagement or the collectionmanagement in a museum. This is keyand we so often take it for granted. Jasper Visser: The future of museums isabout attitude (not technology).And this is perfect. 
  • 18. Maybe the attitude of embracing thePeter Brands of the world and start aradical shift.Museum geeks of the world,unite and take over.
  • 19. There is a wide open path to work fromhere, if you consider that thereare hundreds of books about angermanagement and not a single one aboutaffection management.
  • 20. Some of my affection collecttion:http://www.tate.org.uk/context-comment/video/tateshots-moby-tate-modernhttp://www.walkerart.org/calendar/2013/internet-cat-video-festival-2http://www.mcadenver.orghttp://www.flickr.com/photos/metmuseum/3266695469/
  • 21. Lightning talk edited version @ MW2013luismarcelomendes@gmail.comfacebook.com/luismarcelomendesfree ebook @ www.reprograme.com.brThank you.

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