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Museum as Platform: Envisioning Visitors as Creators & Contributors Matthew Fisher President, Night Kitchen Interactive
Join us on twitter. Tweet with #aam09 Tweet your questions & comments #aam09
Museum as Platform <ul><li>Online exhibits that showcase creative responses to collections and encourage visitors to parti...
Museum as Platform: A Hybrid Model <ul><li>Conventional  online exhibits </li></ul><ul><li>Authoritative Voice </li></ul><...
Delaware Art Museum:  Art of Storytelling, Curated Original Stories Curated Original Stories
“ Picture a Story” Educational Activity  Picture a Story educational activity
Submit Stories to Art of Storytelling’s online collection Submit Stories to online collection
Experience stories in the online collection online collection of Visitor Stories
Smithsonian Photography Initiative:  click! photography changes everything Smithsonian’s Click! Photography Changes Everyt...
Creating a collaborative view of photography Expert narratives create a collaborative view of photography
Inviting visitors to submit their own stories Invites visitors to submit stories
Visitor stories appear alongside curated stories Visitor stories appear alongside curated stories
Smithsonian National Museum of American History: Star-spangled banner online exhibit Smithsonian Museum of American History
A blend of traditional and curatorial narratives Blend of traditional curatorial narrative…
Oh Say Can You Sing? Youtube national anthem singing contest And visitor content: YouTube singing contest
Flag mosaic of visitor stories from Flickr Flag mosaic of visitor stories from flickr
Rosenbach Museum and Library: 21 st  Century Abe Rosenbach Museum and Library’s 21 st  Century Abe
Combining traditional and historical narratives Combines traditional historical narratives…
Presenting creative responses by an artist, musician and comedy troupe …  with creative responses by an artist, rock music...
Visitors can submit their own examples of “Found Abe” Invites the visitor to submit “Found Abe” sightings
Creative activities include a poster-making contest And creative activities: poster-making contest
University of Michigan Museum of Art: Dialogtable UMMA dialogtable interactive installation
Visitors can explore creative responses to collections Visitors explore creative responses to collections
Movies were inspired and created by artists and community members From Dancers to artists, facebook-style profiles and art...
Visitors can submit new movie ideas on the Dialogtable’s website Visitors submit new movie ideas via a website
SFMOMA: Country Dog Gentlemen Travel to Extraordinary Worlds SFMOMA touch screen kiosk and website
Animated stories about modern artworks Animated stories about modern artworks
Educational activities let visitors make creative responses Educational activities for visitors to create responses to wor...
Creative responses can be submitted to the SFMOMA Website …  and submit their creative responses to the SFMOMA website
Museum as Platform <ul><li>Online exhibits that showcase creative responses to collections and encourage visitors to parti...
Challenges <ul><li>Trust, </li></ul>Effort Audience
CONCLUSION 1. Libraries and museums evoke consistent, extraordinary public trust among diverse adult users.
Internet Use related to in-person visits …  internet use is positively related to in-person visits to museums and libraries…
Effort <ul><li>Collaboration is messy </li></ul><ul><li>New processes, guidelines and management </li></ul><ul><li>More ti...
Audience Data from Forrester Research Technographics® surveys, 2008.  For further details on the Social Technographics pro...
Addressing the Challenges <ul><li>Trust </li></ul>Effort Audience
Addressing Trust Issues Source: Neilsen Trust in Advertising Report, October 2007 49 Average Trust Response 18 Text ads on...
Addressing Trust Issues open, inclusive, trustworthy experience by balancing authoritative museum narratives and visitor-c...
Addressing Effort <ul><li>Collaboration does take time </li></ul><ul><li>Tools make it infinitely more feasible </li></ul>...
Addressing Audience: 18-24 Data from Forrester Research Technographics® surveys, 2008.  For further details on the Social ...
Addressing Audience: 12-17 <ul><li>64% of online teens  ages 12-17 have participated in one or more among a wide range of ...
Conventional Online Exhibit versus… CONVENTIONAL ONLINE EXHIBIT SPECTATORS
Online Exhibit Encouraging Social Participation SPECTATE JOIN COLLECT CRITIQUE CREATE
<ul><li>THE BOTTOM LINE </li></ul>execdirect  well, that’s cool. But what about bringing folks in the door?  #aam09   Less...
Philadelphia Cultural Engagement Index <ul><li>Creative Personal Practice </li></ul><ul><li>Audience-Based Attendance </li...
Philadelphia Cultural Engagement Index <ul><li>More Creative Practice = More Attendance </li></ul>
Encouraging creative participation in visitors online will also lead to greater visitation onsite obviousplant  awesome pr...
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Museum As Platform

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Panel session for American Association of Museum 2009 Annual Meeting in Philadelphia.

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  • Museum as Platform could mean a lot of things, so I’m going to take a minute to explain how we are defining the term. But before I do, one quick announcement:
  • Transcript of "Museum As Platform"

    1. 1. Museum as Platform: Envisioning Visitors as Creators & Contributors Matthew Fisher President, Night Kitchen Interactive
    2. 2. Join us on twitter. Tweet with #aam09 Tweet your questions & comments #aam09
    3. 3. Museum as Platform <ul><li>Online exhibits that showcase creative responses to collections and encourage visitors to participate in the dialog. </li></ul>skepticalvoice sounds complicated… #aam09 Less than a second ago
    4. 4. Museum as Platform: A Hybrid Model <ul><li>Conventional online exhibits </li></ul><ul><li>Authoritative Voice </li></ul><ul><li>Museum-Curated </li></ul><ul><li>Multiplicity of viewpoints </li></ul><ul><li>Visitors create and contribute </li></ul>Continuum of Voice and Authority Visitor-as-Curator Crowdsourced curiousattendee hmm… Not sure I get it. Like to see examples. #aam09 Less than a second ago
    5. 5. Delaware Art Museum: Art of Storytelling, Curated Original Stories Curated Original Stories
    6. 6. “ Picture a Story” Educational Activity Picture a Story educational activity
    7. 7. Submit Stories to Art of Storytelling’s online collection Submit Stories to online collection
    8. 8. Experience stories in the online collection online collection of Visitor Stories
    9. 9. Smithsonian Photography Initiative: click! photography changes everything Smithsonian’s Click! Photography Changes Everything
    10. 10. Creating a collaborative view of photography Expert narratives create a collaborative view of photography
    11. 11. Inviting visitors to submit their own stories Invites visitors to submit stories
    12. 12. Visitor stories appear alongside curated stories Visitor stories appear alongside curated stories
    13. 13. Smithsonian National Museum of American History: Star-spangled banner online exhibit Smithsonian Museum of American History
    14. 14. A blend of traditional and curatorial narratives Blend of traditional curatorial narrative…
    15. 15. Oh Say Can You Sing? Youtube national anthem singing contest And visitor content: YouTube singing contest
    16. 16. Flag mosaic of visitor stories from Flickr Flag mosaic of visitor stories from flickr
    17. 17. Rosenbach Museum and Library: 21 st Century Abe Rosenbach Museum and Library’s 21 st Century Abe
    18. 18. Combining traditional and historical narratives Combines traditional historical narratives…
    19. 19. Presenting creative responses by an artist, musician and comedy troupe … with creative responses by an artist, rock musician and comedy troupe
    20. 20. Visitors can submit their own examples of “Found Abe” Invites the visitor to submit “Found Abe” sightings
    21. 21. Creative activities include a poster-making contest And creative activities: poster-making contest
    22. 22. University of Michigan Museum of Art: Dialogtable UMMA dialogtable interactive installation
    23. 23. Visitors can explore creative responses to collections Visitors explore creative responses to collections
    24. 24. Movies were inspired and created by artists and community members From Dancers to artists, facebook-style profiles and art making demos
    25. 25. Visitors can submit new movie ideas on the Dialogtable’s website Visitors submit new movie ideas via a website
    26. 26. SFMOMA: Country Dog Gentlemen Travel to Extraordinary Worlds SFMOMA touch screen kiosk and website
    27. 27. Animated stories about modern artworks Animated stories about modern artworks
    28. 28. Educational activities let visitors make creative responses Educational activities for visitors to create responses to works…
    29. 29. Creative responses can be submitted to the SFMOMA Website … and submit their creative responses to the SFMOMA website
    30. 30. Museum as Platform <ul><li>Online exhibits that showcase creative responses to collections and encourage visitors to participate in the dialog. </li></ul>skepticalvoice STILL sounds complicated – why bother? #aam09 Less than a second ago
    31. 31. Challenges <ul><li>Trust, </li></ul>Effort Audience
    32. 32. CONCLUSION 1. Libraries and museums evoke consistent, extraordinary public trust among diverse adult users.
    33. 33. Internet Use related to in-person visits … internet use is positively related to in-person visits to museums and libraries…
    34. 34. Effort <ul><li>Collaboration is messy </li></ul><ul><li>New processes, guidelines and management </li></ul><ul><li>More time to produce </li></ul><ul><li>Requires moderation </li></ul>skepticalvoice sounds like it could be a major headache… #aam09 Less than a second ago
    35. 35. Audience Data from Forrester Research Technographics® surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com.
    36. 36. Addressing the Challenges <ul><li>Trust </li></ul>Effort Audience
    37. 37. Addressing Trust Issues Source: Neilsen Trust in Advertising Report, October 2007 49 Average Trust Response 18 Text ads on mobile phones 26 Online banner ads 34 Search engine ads 38 Ads before movies 49 Email (I signed up for) 49 Brand sponsorships 54 Radio 56 Magazines 56 TV 60 Brand websites 61 Consumer opinions posted online 63 Newspapers 78 Word of mouth % To what extent do you trust the following forms of advertising? (% responding “trust completely” or “trust somewhat”) execdirect can u compare a van gogh wall label to a shampoo ad? #aam09 Less than a second ago
    38. 38. Addressing Trust Issues open, inclusive, trustworthy experience by balancing authoritative museum narratives and visitor-contributed voices
    39. 39. Addressing Effort <ul><li>Collaboration does take time </li></ul><ul><li>Tools make it infinitely more feasible </li></ul><ul><li>Museums can produce something beyond typical limits </li></ul><ul><li>A richer array of responses to collections </li></ul>learnedPhd Who says visitor voices are richer than my expert voice? #aam09 Less than a second ago
    40. 40. Addressing Audience: 18-24 Data from Forrester Research Technographics® surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com. youngandhip embrace our creative input and we’ll built it ourselves! #aam09 Less than a second ago
    41. 41. Addressing Audience: 12-17 <ul><li>64% of online teens ages 12-17 have participated in one or more among a wide range of content-creating activities on the internet. </li></ul>- The Pew Internet & American Life Project December 2007 exhibitcurator but what about exhibits for the general public? #aam09 Less than a second ago
    42. 42. Conventional Online Exhibit versus… CONVENTIONAL ONLINE EXHIBIT SPECTATORS
    43. 43. Online Exhibit Encouraging Social Participation SPECTATE JOIN COLLECT CRITIQUE CREATE
    44. 44. <ul><li>THE BOTTOM LINE </li></ul>execdirect well, that’s cool. But what about bringing folks in the door? #aam09 Less than a second ago
    45. 45. Philadelphia Cultural Engagement Index <ul><li>Creative Personal Practice </li></ul><ul><li>Audience-Based Attendance </li></ul>- Philadelphia Cultural Engagement Index, Greater Philadelphia Cultural Alliance, March 2009 <ul><li>Dancing/Singing </li></ul><ul><li>Taking Artistic Photos </li></ul><ul><li>Curating photos </li></ul><ul><li>Museums </li></ul><ul><li>Cultural Institutions </li></ul><ul><li>Live Performances </li></ul>
    46. 46. Philadelphia Cultural Engagement Index <ul><li>More Creative Practice = More Attendance </li></ul>
    47. 47. Encouraging creative participation in visitors online will also lead to greater visitation onsite obviousplant awesome presentation, dude! #aam09 Less than a second ago
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