“I dream of painting.
Then I paint my
dream.”
VanGogh’s “Self Portrait” (1887)
-Vincent VanGogh
Intiate
Create
Excite
Desire
Engage
Digital Curator
Determine Components
•Mobile
•Geo
•Tweets
•Facebook
•Video
•Blogging
Metrics
Budget
•Timeline
•Seasonal
•Grants ?
Fund
Allocation
“Art
– Marshall
McLuhan
Detroit Institute of Arts - NMDL Fall 2010 - SStofflet - Presentation
Detroit Institute of Arts - NMDL Fall 2010 - SStofflet - Presentation
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Detroit Institute of Arts - NMDL Fall 2010 - SStofflet - Presentation

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An overview of how the Detroit Institute of Arts might approach expanding and enhancing their social media outreach efforts.

Published in: Education, Technology, Spiritual
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  • SLIDE 1 - BUSINESS, CHALLENGES (image: Vincent VanGogh’s “Self Portrait” (1887) – “I dream of painting. Then I paint my dream.”)

    Overview of history, strengths, facts.
    founded in 1885, one of the top six art collections in the country
    almost 700,000 square feet
    contains VanGogh’s ‘Self-Portrait’ - the 1st VanGogh painting to enter a US museum collection
    Challenges: generating excitement, involvement with the arts in the      local community, as well as generating interest to inspire travelers to visit.
  • SLIDE 2 – GOALS

    Initiate conversations
    Create networks of support and participation online
    Excitement about creativity
    Desire to visit, participate; perhaps with student population in tri-state area
    Create desire to visit site, collection pieces – spreading via twitter, facebook etc.
    Engage, with the intent of creating long-term relationships that will support the museum in the future

  • SLIDE 3 - Overarching, Integrated Theme for the Musuem
    Current theme: “Let Yourself Go”
    how can this be adapted to
    digital communication
    social networking
    evoke a sense of involvement?
    Alternate ideas?
    Digital involvement
    Old media meets new media?
    How to increase views of posted commercials online?
  • SLIDE 4 - Create a “digital curator” position -the position itself would be a news item in the local press - perhaps even a national mention: needs to be clearly defined, planned, hired, and promoted properly.
    Responsible for development /design of digital PR / Social Media outreach plans
    Interfacing w/ local schools, teachers to establish resources for in-classroom use
    find out their lesson plans, design accordingly
    define and expand coverage area (Detroit, Ann Arbor, Lansing) as programs are developed, tested, released, and evaluated
    Monitors all accounts (FB, Twitter, Blogs) with volunteers, to ensure prompt responses to inquiries, solid relationship building
    develop digital internships for college students in the PR/ADV career path (again, developing future potential supporters and evangelists)
    Possibly develop / curate a digital art event – available both onsite and online

  • SLIDE 5 - Key online components of outreach plan could include;

    Facebook application development
    Celebration of art
    Individual artists
    Medium (painting, sculpture, photography)

    iPhone / mobile app development
    Create app that provides current information on DIA, as well as
    Involvement (game, checkin, awards-based promotions)
    Video
    Music
    Foursquare checkins
    special badges, discounts, memberships
    (currently offers a 20% companion discount to holders of 5 check-ins)
    Twitter for announcements of upcoming events
    Blog(s) - with students invited to become contributors (moderated) - which will stimulate traffic via network of family, friends, and schoolmates

  • SLIDE 6 - Continuation of outreach plan options:
    Video channel on YouTube
    Expanding to sponsoring online competitions between youth, with film industry panel of judges
    Video channel on iTunes U
    special educational programming (currently have podcasts available, that started on Nov. 10)
    Video channel on Blip TV
    longer-form programming (if desired)
    Live webcasts of speakers/events
    QR scanner (mobile application)
    Onsite and incorporated into exhibitions
    Online resources / pages
  • SLIDE 7 - Metrics of Success
    Create a base from which to evaluate the effectiveness of the various programs put into place
    Prior to enacting new campaigns, take measurements currently in existence (YouTube - # of hits on various clips loaded, for example).  
    Document attendance for the previous year and create timeline as the various new campaigns begin. Review monthly to determine effect of social PR efforts
  • SLIDE 8 - Budget, Timeline, Seasonal –
    Determine appropriate salary range for curator position
    is there grant funding available for this educational position?
    possible corporate sponsorship of an online arts initiative?

    Curator would be responsible for
    developing, implementing a timeline per campaign

    Seasonal campaigns would be very possible.
    For example:
    create an online Mother’s Day card studio for students to create and send
    perhaps cooperate with one or more of the online digital printing resources (Zazzle, Cafe Express, etc) to facilitate creation and shipment, and also as a revenue source
  • SLIDE 9 - $$ Allocation Across Various Components
    Salaried position for “Digital Curator”
    Time involved to create volunteer base to contribute
  • SLIDE 10 – Summation

    Plan for the future now
    Digital media exhibit ?
    Involve children in experiencing art
    coordinate with their teachers
    try to provide what their schools may be unable to, due to budgetary restrictions
    establish and maintain relationships in the educational community
    Involve college students as interns
    creating a future base of support
    Provide hands-on professional experience in the Arts, Education, Technology
    Excite your audience
    Measure the involvement and don’t be afraid of change
  • Detroit Institute of Arts - NMDL Fall 2010 - SStofflet - Presentation

    1. 1. “I dream of painting. Then I paint my dream.” VanGogh’s “Self Portrait” (1887) -Vincent VanGogh
    2. 2. Intiate Create Excite Desire Engage
    3. 3. Digital Curator
    4. 4. Determine Components •Mobile •Geo •Tweets •Facebook •Video •Blogging
    5. 5. Metrics
    6. 6. Budget •Timeline •Seasonal •Grants ?
    7. 7. Fund Allocation
    8. 8. “Art – Marshall McLuhan

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