Web 2.0 Museu Picasso Barcelona

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

Summary
1. The Social Media
- what are Social Media, 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

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
Average user time for Spain: 47 minutes a day
membership of communities is growing twice as fast as the most used applications: 5,4% p.a. as against 2,7% for e-mail and 1,9% for search engines
(Various sources: Facebook, Technorati, Nielsen)

social networks - star: Social network: friends, fan page Portal for photo-sharing Portal for video-sharing Portal for sharing presentations (Powerpoint, mainly) Network of social bookmarks, for sharing 'favourites' Micro-blogging (140 characters)

Other 2.0 platforms
MySpace
Linkedin
Panoramio, Picasa
Tuenti
Friendfeed
eConozco, Xing
Digg, Meneame, StumbleUpon…..
plus hundreds of others, 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. Triple combination of tweets (messages): a) chronicle by the organization itself /b) delegates / 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 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 a 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
energize, 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 energize
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, and 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 MPB Web
hosting of the blog on an external server (Wordpress)
launch: May 2009
publicizing: on the MPB 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
[Tip: think Website instead of picture :
the user as protagonist, the user as interpreter = the 2.0 user]

Questions (FAQ)
how can the users contribute to xxxxxx?
what about the reliability/quality of the contents?
and the image rights?
as a museum, are we dumbing down/trivializing ourselves?
will the blog be moderated?
how much work will it involve?
how do we measure impact, success, failure?
any more questions????

www.museupicasso.bcn.cat Conxa Rodà [email_address] Twitter: @innova2 www.Twitter.com/innova2 July 2009 Blog: http://conference.archimuse.com/blog/conxaicub

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Web 2.0 Museu Picasso Barcelona

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