Founded in 1885            Major renovation completed in 2007        The collection is among the Top 6 in the U.S. “The DI...
The DIA needs supportfrom ticket sales andmemberships.
what’s missing?
Museums remind us of         who we are                and where we come from
Art can be     personal   or   spiritual
Deliver contentthat will targetspecific audiences
Tour the  DIA  onSCVNGR
beinggood inbusinessis themostfascinatingkind ofart -andy warhol
Detroit Institute of Arts Final Presentation, MSU New Media
Detroit Institute of Arts Final Presentation, MSU New Media
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Detroit Institute of Arts Final Presentation, MSU New Media

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Detroit Institute of Arts Final Presentation for New Media Drivers License, Michigan State University

Targeting audiences through engagement and social media.

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  • DIA Intro:\nFounded in 1885\nmajor renovation completed in 2007 increased accessibility, understanding of art for all audiences.\ncollection is among the top 6 in the US, comprises “a multicultural and multinational survey of human creativity from prehistory through the 21st century”\n-it’s strength is in the diversity of the collection\nThis project was challenging because the DIA is well-known and already does a good job of promotion via digital media, so how can I improve on a good thing?\nPhoto: DIA exterior\n\n
  • Goal: drive museum attendance and membership\nThe DIA is a popular brand to “like” or follow. They grow steadily each month.\nDIA has tons of fans on facebook and other social media, but does that translate into actual visits to the DIA?\nNot always. (Challenge)\nSales and memberships are the bottom line. \nPhoto: Auguste Rodin, The Thinker, 1904, bronze, The Detroit Institute of Arts\n\n
  • Challenge: how to change what’s already good!\nThe DIA currently has great content and is present and active across all forms of social media....So what’s missing?\nI suggest that they continue what they are doing, but add a clear call to action in their communications. It is great to announce an artist lecture on social media, but they should invite people to attend it!\nAnd most importantly:\nThey should highlight collections and create content to target key audiences. Their strength is in their diversity!\nThis can include: families, artists/art lovers, women, people of different ethnicities, donors, students, Detroit enthusiasts, tourists, etc.\nThey should deliver content based upon audience profiles.\nPhoto: Henry Moore, Reclining Figure, 1939, elmwood, The Detroit Institute of Arts, Founders Society Purchase with funds from the Dexter M. Ferry, Jr. Trustee Corporation.\n(Moore was notorious for his use of “holes”, I thought it was fitting.)\n
  • (The big idea)\nSo how do they accomplish this?\nI began to think...what is so great about museums? \nThey remind us of who we are and where we come from. \nThe DIA with its diverse collection can find ways to connect the viewer with specific works or collections.\nThey can leverage this fact to drive attendance to the museum and for special exhibits through key audiences.\nDiego Rivera, Detroit Industry, 1932-33, fresco\n\n
  • (Theme)\nI am suggesting a slight modification to the current slogan, “let yourself go”. \nInstead, the DIA should invite you to “find yourself”. \nThis slogan connects the fact that art inspires and reconnects us to our past and to each other. \nArt can be a personal experience, we each find beauty in different things.\nFind what moves you, find yourself at the DIA\nPhoto: modification of current DIA logo and theme.\n
  • (Media monitoring, creating interaction and conversation with visitors)\nArt can be personal or spiritual, inspirational or moving, it speaks to each of us in different ways. \nTherefore, it is important to know how people respond to the DIA and its collections via media monitoring.\nThe DIA should listen for reactions and become a part of the conversation through blogger outreach. (DetroitArtsist and The Detroit Blog are good places to start)\nThe MoMA recently had a project where they had guests complete the phrase, “I went to MoMa and...” They then displayed the messages in the museum. Some were funny, some were moving, some had suggestions.\nThe point is that everyone gets something different out of the experience.\nThe DIA could mimic this and put the responses on their website or share through social media. \nThis is a great way to build a conversation about art and how people experience the DIA.\nPhoto: A woman viewing two paintings by Italian Giorgo Vasari at the “Magnificenza! The Medici, Michelangelo and The Art of Late Renaissance Florence,” show at the Detroit Institute of Arts. AP Photo/Paul Sancya.\n\n
  • (Blogging/blogger outreach/online videos. Communication/ call to action. Targeted content!)\nCreate a blog about the Detroit art scene, and put the director’s letter in blog format, do blogger outreach, have each curator blog about their collection.\nCreate online videos that are meant for specific audiences. Focus on the intended audience 1st, then match the collection to it. (Their current focus is on specific works).\nIt sounds simple, but social media announcements should include a call to action: “Join us for...”, “Come to the DIA and...”, “Visit us for this special event...”\nPhoto: Vincent Willem van Gogh, Portrait of Postman Roulin, 1888, oil on canvas, DIA\n
  • New technology, location based services:\nAnother great way to create interaction among visitors is to build tours through the DIA on location-based services such as SCVNGR.\nIt would allow the museum to create a meaningful and personalized experience for guests.\nAnother possibility is to build on their current interactive features. The museum loans ipads for an interactive tour of the Diego Rivera mural “Detroit Industry”...\nThey could add more galleries to create a deeper connection between the viewer and the art.\nThey could create tours on YouTube for people to watch on their smartphones.\nPerhaps they could even be the next museum digitized for Google’s Art Project!\nPhoto: Chauncey Bradley Ives, Pandora, 1864, marble, DIA\n\n
  • (Metrics of success, budget, timeline)\nHe also said, “ Making money is art and working is art and good business is the best art.”\nSo again, the bottom line for measuring success is in increased ticket sales and memberships. We want more people to visit more often. We want people to talk about and share their experiences.\nThe budget is minimal since the DIA already has designated staff to work on its advertising, PR, and social media profiles. This wouldn’t add to their current expenditure.\nThe timeline to measure effectiveness would be over the next two years. This would provide enough time to shift the message, create new content (blogs, online videos, etc.), and measure the results.\nPhoto: Andy Warhol, Double Self-Portrait (lower frame), 1967, Acrylic and silkscreen enamel on canvas, DIA.\n
  • Summary:\nThe DIA can go beyond the surface of social media by getting at the heart of what draws people in to the museum.\nBy doing social media monitoring or starting an interactive campaign they can gauge participation and response.\nBy creating new blogs and doing blogger outreach, the DIA can add to the conversation and draw people in.\nLocation-based services and online video with content targeted at specific audiences will allow people to gain a deeper understanding and appreciation of what the DIA has to offer.\nUltimately, this will drive attendance and sales. It will get people involved at a deeper level.\nSo with this in mind, I hope I have convinced you to “find yourself” at the DIA.\nThank you.\nPhoto: DIA, Flicker.\n
  • Detroit Institute of Arts Final Presentation, MSU New Media

    1. 1. Founded in 1885 Major renovation completed in 2007 The collection is among the Top 6 in the U.S. “The DIA comprises a multicultural and multinational surveyof human creativity from prehistory through the 21st century”
    2. 2. The DIA needs supportfrom ticket sales andmemberships.
    3. 3. what’s missing?
    4. 4. Museums remind us of who we are and where we come from
    5. 5. Art can be personal or spiritual
    6. 6. Deliver contentthat will targetspecific audiences
    7. 7. Tour the DIA onSCVNGR
    8. 8. beinggood inbusinessis themostfascinatingkind ofart -andy warhol

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