Working closely with startups


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Cultural institutions and technology companies in the digital age need to work together more closely with a view to benefiting from the opportunities offered by tools such as mobile applications, QR codes, gamification, touch-screens, sensory technology, geolocation or augmented reality, among others, to develop new services for the purpose of enriching discovery processes at museums as well as promoting a connection among visitors.

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Working closely with startups

  1. 1. Working with start-ups@javiercelaya
  2. 2. Technology has changed the way we discoverinformation, culture and entertaiment
  3. 3. Technology has changed the way we consumeinformation, culture and entertaiment
  4. 4. Technology has changed the way we shareinformation, culture and entertaiment
  5. 5. Technology is even changing the way we think 
  6. 6. Should Museums work more closely with startupsto manage this neverending social transformation?
  7. 7. To answer this question, we conducted a survey136 Institutions participated in this survey from USA, UK, Spain, Germany,Italy, Argentina, Chile, Mexico, Sweden and France, among other countries
  8. 8. Survey available at Dosdoce.com
  9. 9. BEFORE THE VISIT:Lots of social media use to promote exhibitions
  10. 10. DURING THE VISIT:Hundreds of Apps to enhance the experience
  11. 11. AFTER THE VISIT PHASEFew Museums encourage visitors to share the experience
  12. 12. Actions in Silos, little cross-planning
  13. 13. We are moving from a content driven experience
  14. 14. To a content & services driven experience
  15. 15. Startups can help you identify best breed servicesMore and more visitors using devices that didn´t exist 5 years ago
  16. 16. But, few Museums meet regularly with tech startups
  17. 17. Museums shouldn’t be mere “users” of technology
  18. 18. Museums should co-create technology
  19. 19. To avoid “blindness” in the digital age
  20. 20. Data is the new oil of the XXI century
  21. 21. Museums must know the profile, cultural affinities &behaviour of their visitors
  22. 22. To give them a better service / experience
  23. 23. Technology has become our second skinWearable technologies
  24. 24. Museums and tech startups are destined to work together…
  25. 25. To transform ideas and needs into new services
  26. 26. It is not easy, different cultures…
  27. 27. Different working speeds
  28. 28. Different expectations
  29. 29. Different visions about the future
  30. 30. Different team and structural sizes
  31. 31. Museums have limited budgets and tech skills
  32. 32. But we can learnt from other “shared” experiencesNYT invites media startups to work from its HQ
  33. 33. Wayra incubates 200 startups
  34. 34. Pearson launches Catalyst to work moreclosely with startups specialized in education
  35. 35. Sector Innovation Lab
  36. 36. Most museums have a Media Relations and/orInstitutional Relations Department
  37. 37. I strongly recomend that you also create theDigital / Startups Relations department
  38. 38. This group will lead the digital collaboration strategy
  39. 39. Identify and select startups (home and abroad)
  40. 40. Meet regularly with startupsRemember to set up an agenda before any meeting
  41. 41. Set objetives, beyond social media marketing
  42. 42. Define variables, beyond number of visits or downloads Profile of the visitors (foreign, national, etc.) When & how they discovered the exhibition Inside the building navigation and behaviours Degree of engagement with the content Ways of sharing the experience Web split testing: specific functionality, specific audience, etc.TEST, MEASURE, LEARN
  43. 43. Whatever you do: Keep the fingers happy The Digital experience has to be different than the analog one
  44. 44. Javier Celaya Tel: +34.606.367.708Web: Twitter: @javiercelayaLinkedIn: you / Muchas gracias