Buzzeum in Museum Next in London

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Buzzeum presentation for the MuseumNext conference at the Welcome Collection
30 April 2010, London

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Buzzeum in Museum Next in London

  1. 1. CREATING A DIGITAL CAMPAIGN<br />DIANE DRUBAY<br />APRIL 30, 2010<br />
  2. 2. BUZZEUM?<br />A BLOG <br />Since 2007<br />Following web museums news in the world<br />Trying to understandwhatit’sgoing on and why<br />AN ON-LINE MUSEUM COMMUNICATION AGENCY<br />Create on-line communication strategies, promote the collections and the events<br />Work for the French Minisitry of Culture since 2008<br />
  3. 3. CREATING A DIGITAL CAMPAIGN FOR A MUSEUM<br />Sincenovember 2009<br />
  4. 4.
  5. 5. THE FACTS<br />We have a national museum re-opening<br />No one knows Jean-Jacques Henner in 2010<br />Jean-Jacques Henner is not present on-line<br />No one knows the parisianmuseum<br />5<br />FIRST STEP : analyse the situation<br />
  6. 6. 6<br />And give a goal<br />1 EVENT: The re-opening of the french national museum Jean- Jacques Henner<br />1 ARTIST: Jean-Jacques Henner<br />1 GOAL: Make Henner famous and the museumtoo<br />
  7. 7. 7<br />SECOND STEP : create a meeting point<br />A blog to publish content about Henner and the museum<br />News…history…art…events<br />But also some more intimate content (diary, letters, pictures of him and his family,… )<br />Create exclusive content for web..Different content, different public, different wish<br />8 000 visits – 17 000 viewed pages<br />http://www.henner-intime.fr/<br />
  8. 8. 8<br />THIRD STEP : bepresent<br />Make people know Henner<br />Create a facebook profil<br />With exclusive content and news<br />And intimate content<br />1 190 friends<br />http://www.facebook.com/jean-jacques.henner<br />
  9. 9. 9<br />FOURTH STEP : make content buzz<br />CREATE GOOD CONTENT<br />For eachvisitors (tourist, blogger, scientist, student, passionnate, …) and let itbuzz<br />320 pictures – 19 000 views<br />http://www.flickr.com/photos/hennerintime/<br />
  10. 10. 10<br />DO THE SAME WITH VIDEOS…<br />6 videos<br />10 000 views<br />http://www.dailymotion.com/Henner-intime<br />
  11. 11. Interview of on-line famous people about Henner<br />Ask an artist to create about Henner<br />Contact bloggers to talk about Henner<br />Make a partnershipwith a cosmeticwebsite<br />11<br />CREATE ON-LINE EVENT<br />
  12. 12. Create a big event in the museum with on-line famous bloggers <br />Create a story around the event (linkbetween the past and the present)<br />Custom the event as it fit with the guestlist<br />Makeitunique,new and very rare<br />12<br />CREATE REAL EVENT WITH AN ON-LINE PUBLIC<br />
  13. 13. LET IT BUZZ<br />
  14. 14. 14<br />WE DID THE SAME THING FOR THE ALBERT KAHN MUSEUM<br />
  15. 15. CREATING A DIGITAL CAMPAIGN FOR A NATIONAL MUSEUMS EVENT<br />Sincemarch 2010<br />
  16. 16. 16<br />FIRST STEP : analyse<br />The European Night of Museums in an international museums event (2500 museums in more than 42 countries)<br />But it is only a ONE NIGHT event<br />OR museums prepare it MANY MONTHS before<br />
  17. 17. 17<br />And giveyou a goal<br />1 EVENT: The European Night of Museums 2010<br />1 MEETING POINT: One website for all the 42 countries<br />1 GOAL: Prepare and share the Night before the 15th and make the 15th more participative and connected (to the web, to the world, to the others visitors)<br />
  18. 18. 18<br />Makeit open, findpartners<br />Create a national campaign with strategic partners<br /><ul><li>- Innovative ideas partners
  19. 19. - Creation partners
  20. 20. - Communication partners</li></ul>Good examples for the others<br />
  21. 21. 19<br />SECOND STEP : create a meeting point<br />A blog to publish content about museums programs, Night of Museums news, on-line campaign, ...<br />Blog.nuitdesmusees.culture.fr<br />
  22. 22. 20<br />THIRD STEP : bepresent<br />Create a community and itsvirtual meeting point, an event<br />Know ourtarget<br />Give us whattheyneed<br />Answer to questions<br />1 346 friends<br />
  23. 23. 21<br />THIRD STEP : bepresent<br />Give exclusive photo content<br />Be part of a passionate community<br />Create the virtual photo archive of the Night of Museums<br />175 pictures – 2 500 views<br />
  24. 24. 22<br />THIRD STEP : bepresent<br />Give exclusive video content<br />Multiply our video media diffusion (TV Spot, teaser, video report, ...)<br />Create a video contest<br />4 169 views<br />
  25. 25. 23<br />THIRD STEP : bepresent<br />Animate the community in live , let them TALK<br />Create a national on-line live event<br />Report the news event<br />Receive live comments and sharing souvenirs and feeling about The Night of Museums<br />
  26. 26. 24<br />FOURTH STEP : createbuzz<br />Create on-line operation<br />Group the community around good on-line operation<br />Let the event live on-line<br />Let the visitors ACT!<br />
  27. 27. 25<br />La Nuit Twitte<br />A national on-line operation with all french museums<br />A Twitter and French Ministry of Culture partnership<br />Give them the keys to understand the project and Twitter (guidelines documents)<br />And to reappropriate it with official posters<br />Before the 15th: use Twiter, create a community, share program, ideas, wishes<br />On the 15th night : <br />One key word ! #NDMTW<br />One poster of the operation<br />TwitterWall all over participating french museums<br />TwitterDesk all over participating french museums<br />
  28. 28. 26<br />Someofficialspictures<br />A poster to put on the museums<br />A banner for a web diffusion<br />
  29. 29. 27<br />A mobile version <br />A QR code to diffuse and be democratic<br />
  30. 30. 28<br />35 museums in 1 month<br />Muséum de Toulouse<br />Musée des beaux-arts de Lyon<br />Château de Versailles<br />Les Abattoirs de Toulouse<br />L'Adresse Musée de la Poste (Paris)<br />Musée des Manufactures de Dentelles (Retournac)<br />Centre Pompidou (Paris)<br />Musée de la Vie Romantique (Paris)<br />Musée de l'Unesco (Paris)<br />La Cité des Sciences<br />Les Arts Décoratifs (Paris)<br />CCSTI Annecy<br />Musée national de la Marine (Paris)<br />Musée Européen d’Art Campanaire <br />Institut Néerlandais (Paris)<br />Musée des Plans-Reliefs des Invalides (Paris)<br />Musée de Saint-Quentin-en-Yvelines<br />Palais de la Découverte (Paris)<br />Musée de la Résistance de Bondues<br />La Monnaie de Paris<br /> Cité de l’Automobile (Mulhouse)<br />Cité du Train (Mulhouse)<br />Musée EDF-Electropolis (Mulhouse)<br />Musée de l’Impression sur Etoffes (Mulhouse)<br />Musée du Papier Peint à Rixheim <br />Musée Historique de Mulhouse<br />Musée des Beaux-arts de Mulhouse<br />Ecomusée Textile (Mulhouse)<br />Ecomusée d’Alsace à Ungersheim <br />Les Arts et Métiers (Paris)<br />Musée de l'Horlogerie<br />Cité de la Musique (Paris)<br />Musée Guimet (Paris)<br />RMN<br />
  31. 31. 29<br />CREATE AN ON-LINE AND OFF-LINE LIVE <br />NATIONAL EVENT!<br />Connect museums to Twitter / to on-line communication<br />Connect Twitter community to museums<br />Connect real visitors to Twitter<br />
  32. 32. 30<br />LET IT BUZZ!<br />
  33. 33. 31<br />Dévoilez nous VOTRE Nuit<br />Create on-line video game and win Thalys journey (Amsterdam/Cologne/Bruxelles)<br />A great partnership between the Night of Museums/French Ministry of Culture and Dailymotion<br />
  34. 34. 32<br />Dévoilez nous VOTRE Nuit<br />Let people talk and share with us<br />Let people be creative and funny<br />Let people be part of the event<br />
  35. 35. 33<br />BE PRESENT <br />CREATE <br />INNOVE<br />BE ACTIVE<br />BE MULTI MEDIA<br />BE TRANSVERSAL<br /> LET THEM BUZZ<br />LET THEM CREATE<br />LET THEM TALK<br />LET THEM SHARE <br />
  36. 36. 34<br />THANK YOU<br />Find this presentation at slideshare.com/buzzeum<br />Contact me at diane.drubay@buzzeum.com <br />

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