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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.

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

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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 countryalmost 700,000 square feet contains VanGogh’s ‘Self-Portrait’ - the 1st VanGogh painting to enter a US museum collectionChallenges: generating excitement, involvement with the arts in the      local community, as well as generating interest to inspire travelers to visit.
  • SLIDE 2 – GOALSInitiateconversationsCreate networks of support and participation onlineExcitement about creativityDesire to visit, participate; perhaps with student population in tri-state areaCreate 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 MusuemCurrent theme: “Let Yourself Go”how can this be adapted to digital communicationsocial networkingevoke a sense of involvement?Alternate ideas?Digital involvementOld 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 plansInterfacing w/ local schools, teachers to establish resources for in-classroom usefind out their lesson plans, design accordinglydefine and expand coverage area (Detroit, Ann Arbor, Lansing) as programs are developed, tested, released, and evaluatedMonitors all accounts (FB, Twitter, Blogs) with volunteers, to ensure prompt responses to inquiries, solid relationship buildingdevelop 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 developmentCelebration of artIndividual artistsMedium (painting, sculpture, photography)iPhone / mobile app development Create app that provides current information on DIA, as well asInvolvement (game, checkin, awards-based promotions)Video Music Foursquare checkinsspecial badges, discounts, memberships (currently offers a 20% companion discount to holders of 5 check-ins)Twitter for announcements of upcoming eventsBlog(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 YouTubeExpanding to sponsoring online competitions between youth, with film industry panel of judges Video channel on iTunes Uspecial educational programming (currently have podcasts available, that started on Nov. 10)Video channel on Blip TVlonger-form programming (if desired)Live webcasts of speakers/events QR scanner (mobile application) Onsite and incorporated into exhibitionsOnline resources / pages
  • SLIDE 7 - Metrics of SuccessCreate a base from which to evaluate the effectiveness of the various programs put into placePrior 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 positionis 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 campaignSeasonal campaigns would be very possible. For example: create an online Mother’s Day card studio for students to create and sendperhaps cooperate with one or more of the online digital printing resources (Zazzle, Cafe Express, etc) to facilitate creation and shipment, and also asa revenue source
  • SLIDE 9 - $$ Allocation Across Various ComponentsSalaried position for “Digital Curator” Time involved to create volunteer base to contribute
  • SLIDE 10 – SummationPlan for the future nowDigital media exhibit ?Involve children in experiencing artcoordinate with their teacherstry to provide what their schools may be unable to, due to budgetary restrictionsestablish and maintain relationships in the educational communityInvolve college students as interns creating a future base of supportProvide hands-on professional experience in the Arts, Education, Technology Excite your audienceMeasure the involvement and don’t be afraid of change


  • 1. “I dream of painting.
    Then I paint my dream.”
    -Vincent VanGogh
    VanGogh’s“Self Portrait” (1887)
  • 2.
  • 3.
  • 4. Digital Curator
  • 5. Determine Components
  • 11. Metrics
  • 12. Budget
  • Fund Allocation
  • 15. “Art
    at its most significant is a Distant Early Warning system that can always be relied on to tell
    the old culture what is beginning to happen to it.”
    – Marshall McLuhan