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ICOM-ITC Relevant forever lecture_vs3

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before defining a strategy for digital engagement, museums will have to define what they are about, their identity, DNA, their power source and a social engagement strategy in 4 steps

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ICOM-ITC Relevant forever lecture_vs3

  1. 1. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t digital engagement
  2. 2. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t Relevant forever means: how to: • articulate a dream • make the dream come true • share this dream and • keep this dream alive, using different (digital) media • together with your audience, stakeholders, partners…
  3. 3. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t Step by step to an understanding of identity & fangagement, how they strengthen eachother; using digital and social media 1. understanding what environment and business we/you are in 2. understanding the identity and values of your organization, how it works to attract an audience based on shared interest 3. personifying this identity, building relations with individuals 4. getting an understanding of the assets, the main activities, relationships and distribution channels (“venues or meeting places”) of your organization 5. find out who to follow, who wants to follow you and who to involve and why this can lead to added value. Which all together will lead to a more engaging and sustainable organisation, that is relevant for visitors, stakeholders, partners, society. (digital) engagement starts with a powerhouse…
  4. 4. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t (digital) engagement starts with a powerhouse… • introduction to the Big Idea: why, how & what, who = the power source of your organization - making heritage relevant: essentials & fangagement
 • your case in the workshop - introduction to Ready, SET, Go! - within +13 questions, you'll have created a basis for your organisation’s sustainable engagement
 • your strategy in the workshop introduction to the Digital Engagement Framework and learn how to work with it
  5. 5. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t Two tools: the Digital Engagement Framework and the Social Engagement Tool, will lead you to further understanding, and to putting things into practise with a strategy for your museum. (digital) engagement starts with a powerhouse…
  6. 6. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t “If you're not prepared to be wrong, you'll never come up with anything original.” Ken Robinson The Element: How Finding Your Passion Changes Everything Relevant forever means: dare to realize your ultimate ambition
  7. 7. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t My identity:
  8. 8. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t I love to make museums (more engaging)
  9. 9. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t I love to make museums (more engaging)
  10. 10. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t museum in the making: in the cloud, reaching out with satellite buildings “I am not interested in erecting a building, but in […] presenting to myself the foundations of all possible buildings.”
 Ludwig Wittgenstein schools libraries museums makers followers customers
  11. 11. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t engagement in the making + Richard Sennett • Learning by doing and by repetition reconnects the mind with the hand and the body. • Understand the importance of sketching – that is ensuring that you do not know too precisely what you are about when you begin. • Sennett’s notion of ‘the sketch’ is key to understanding the educational potential of the new media • Learning by repetition should be in the context of an open system, not a closed curriculum • A museum could (and should) make the connection between (old) craftmanship and 3D printing, between production and customers, between resources and makers, between tradition and future economies
  12. 12. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t engagement in the making + Gardner Howard Gardner argues that in our rapidly changing world, the following five minds, encapsulating skills, values, attitudes and knowledge, are crucial: • The Disciplined Mind • The Synthesizing Mind • The Respectful Mind • The Creating Mind • The Ethical Mind > The ethical mind is more abstract than the respectful mind. It is more about meaning: our role as a student, future worker and citizen; how we can serve a greater, common good that goes beyond self-interest "I believe that current formal education still prepares students primarily for the world of the past, rather than for possible worlds of the future."
  13. 13. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t “Most company leaders are too narrow in defining their competitive landscape or market space. They fail to see the potential for “non-traditional” competitors, and therefore often misperceive their basic business definition and future market space. But the biggest threats usually come from oblique competitors that are solving the same problem, in a different way with an alternate offering for the customer.”
 ‘‘We don’t want to go back to the same normalcy that we’re coming from. We will create a new normalcy which will stay and keep on moving and change the world.’’ Nobel Peace Prize winner Muhammad Yunus,
 World Economic Forum 2009, Davos 1. What business are you in right now? 2. What is the value museums create? Finally, we start doing business. What business? google glass blue ocean strategy
  14. 14. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t what is the value of museums and how is it created?
  15. 15. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t guests museum joint value audience staff what is the value of museums and how is it created? assets resources needs knowledge
  16. 16. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t The first 'museum' was actually a library. Museums and libraries still share the principle of collecting wisdom, knowledge, beauty and amazement. Both function as a meeting place. Together they can contribute to shaping our future. 1. topics & terminology #I museums as conversations
  17. 17. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t a museums is not mainly a depository for conserving & safeguarding, research and communication of local, regional or national treasures for the sake of historical or cultural understanding. It used to be that way, like the buildings for the embodiment of peoples history, which is necessary. But society changes and technology enhances that change. That means we have to talk about museums, technology, and society. And about change. Do we want to change? Why? There is the Chinese proverb: "When the wind of change blows, some people build shelters, others build windmills." 1. topics & terminology #I museums as conversations
  18. 18. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t McKinsey: "companies that have successfully transitioned to become high-performing digital enterprises are able to orchestrate six building blocks: strategy and innovation, the customer decision journey, process automation, organization, technology, and data and analytics (exhibit). Now, not every digital initiative requires each building block to be developed and used to the same degree. Some blocks will also serve as more natural starting points, depending on a company’s circumstances." Be clear about the change, and set high aspirations. Create incentives that are aligned with business outcomes. Create a ‘single team’ mind-set. Build a continuous-improvement and data-driven culture. Build the right capabilities. 1. topics & terminology #I museums as change agents
  19. 19. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t 1. topics & terminology #I museums as conversations distributed (inside out) connected (social, relational) building sustainable (relations) dispersed (loosely joined) enabling (interaction education) engaging (who?) learning (from everyone) participating (in society) What are the values, ambitions, targets, roles/tasks your audience is looking for? Where can you meet?
  20. 20. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t Museums can bridge the gap between people and culture, people and history, people and technology, people and the changing world… And provide true connections between real people and real experiences. The social part is allways very real, very analogue and human in the digital world 1. topics & terminology #I museums as conversations
  21. 21. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t http://www.museumoflondon.org.uk/files/4413/7468/3728/Telling-Tales.pdf 1. topics & terminology #I museums as storytellers ‘We are stories. We make sense of the world through stories. We make meaning out of stories and remember through stories.’ Jane Cockcroft, Handel House Museum "Digital storytelling seems to constitute an appropriate foundation for designing and experiencing visits to museum exhibitions. […] the CHESS project proposed a plot-based approach, where the story authors (e.g., curators, museum educators, exhibition designers) write and produce narratives around preselected museum themes (Vayanou et al., 2014). Similar to the making of a movie, the interactive story creation includes four main phases: scripting, staging, producing, and editing."… > http://mw2015.museumsandtheweb.com/paper/the-museum-as-digital-storyteller- collaborative-participatory-creation-of-interactive-digital-experiences/
  22. 22. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t http://mw2015.museumsandtheweb.com/paper/the-museum-as-digital-storyteller- collaborative-participatory-creation-of-interactive-digital-experiences/ 1. topics & terminology #I museums as storytellers … "With the widespread adoption of interactive digital exhibits and mobile technologies, storytelling in a museum is taking new forms, incorporating such mechanisms as branching narratives, personalization, and adaptivity to visitor behavior and actions. […] Nevertheless, digital experience (co-)creation is not without challenges. On the one hand, it must consider the redefinition of the museum’s internal organization or workflow, which now has to open to horizontal but also external exchanges (i.e., with professionals from outside the institution). On the other hand, pure academic skills are no longer enough; authors need to have an interdisciplinary background or at least to become familiar with new methodologies (e.g., visitor-centered design, less academic and emotionally evocative storytelling techniques) and tools (e.g., authoring and publishing software)." Maria Roussou, Laia Pujol, Akrivi Katifori, Angeliki Chrysanthi, Sara Perry and Maria Vayanou
  23. 23. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t https://museumhack.com/storytelling-workshop-at-the-modern-museum-malmo/” 1. topics & terminology #I museums as storytellers Museumhack: "Art (or science, history) can be talked about in a way that fascinates, teaches, and entertains. By wrapping your audience up in a fantastic, hilarious or relatable story about the work or the artist- they become invested in the art, and learn to appreciate it in a totally different way. The gold standard is when your stories go viral, i.e., they are so memorable and compelling that your visitors go home and tell their friends and family about what they learned at the museum." For a story to go viral, two things are needed: 1. a good story, that comes from a core text (easy to understand, remember and repeat), that is brief, concise, direct, that has a good storyline, facts, humor, personal interest; 2. channels through which it can travel, be transmitted and modified (like a virus that adapts itself to the new host body). Digital media are very suitable in providing channels, invite people to share and co-create (modify) the stories. But it starts with understanding what it takes to produce an engaging, compelling story.
  24. 24. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t https://museumhack.com/storytelling-workshop-at-the-modern-museum-malmo/” 1. topics & terminology #I museums as storytellers
  25. 25. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t https://museumhack.com/storytelling-workshop-at-the-modern-museum-malmo/” 1. topics & terminology #I museums as storytellers
  26. 26. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t Social institutions are places where all stakeholders structurally and systematically work together to create value. Museums are made by people for people, that why they are social. Jasper Visser says: "The digital revolution is a human revolution." 
 It is about new relations between organisations, people, issues, causes and moments. There are 8 themes that define social institutions: Story Leadership Audience Organisation Community Society Space Assets 1. topics & terminology #I museums are social
  27. 27. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t Story and leadership, which means the idea behind the organization from the vision and mission and with whom the organization want to build relations, are part of the organizations identity. When this is situated in the context of society, aiming at communities, values and topics in society, that means the organization is participating in society as a social institution. 1. topics & terminology #I museums are social
  28. 28. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t don't you like it? Hack the Museum! 1. topics & terminology #I museums… why?
  29. 29. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t MuseumHack: "Many museums have been transformed from restrained containers to exuberant companions… Surveys show that better-educated people are more likely to be museum goers. They want to see where they fit in the wider world and look at museums for guidance. Museums can be authentic and intriguing for young people when their electronic entertainments start to pall." (unless museums are offering mainly electronic entertainments…) 1. topics & terminology #I museums are social
  30. 30. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t MuseumHack: "Offer narratives to exhibitions, provide a layered context, link objects, images and stories to other people, locations, periods and information." Narratives go very well with digital media. It can help to enable visitors to participate, also digitally, as well as watch and listen."
 Reach out and keep in touch with them online, mobile, digital devices, but do not forget that technology is changing rapidly. People do not. They are best in human behavior, socially endowed, looking for each other, and perhaps for a museum, a meeting place for reflection and wonderment. 1. topics & terminology #I museums are social
  31. 31. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t 1. topics & terminology #I engagement is radical? Engagement is a way to help your museum te be not just interesting or attractive, but essentially relevant. Relevant to the audience, visitors, participants, partners, stakeholders, and anyone else your museum can build a relation with. Engagement is both an attitude and a mindset, put into practice in a radically collaborative way. Your organization has to be fit for involving the audience by starting conversations about questions from visitors, issues in society, about filosophy, art, poetry, science, challenging the audience and daring to be challenged by the audience, fit for co- creation, learning by doing, design thinking. Digital resources, tools and distribution channels can help with all this and can be used to speed up and intensivate this process. Nina Simon says: "How do you build a radically collaborative institution? Practice the art of invitation."
  32. 32. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t 1. topics & terminology #I engagement is radical? skip the museumwebsite?
  33. 33. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t 1. topics & terminology #I engagement is radical? Google?
  34. 34. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t will they look for shared experiences? 1. topics & terminology #I engagement is radical? media on top of ech other?
  35. 35. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t 1. topics & terminology #I engagement is radical? search engine or valuable fun?
  36. 36. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t 1. topics & terminology #I engagement is radical? collecting / recollecting?
  37. 37. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t 1. topics & terminology #I engagement is digital? in a playful way
  38. 38. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t So what's the "secret sauce"? The book outlines six coordinated practices that make organizations "magnetic": We've all seen them, those organizations that have the ability to attract innovative leadership, talented staff, energetic board members, dedicated volunteers, devoted followers, and ample resources that enable them to accomplish big things and thrive, even when times are tough. How do they do it? By investing in personal relationships, forging emotional connections, and creating meaningful experiences. 1. topics & terminology #I engagement: organization
  39. 39. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t engagement in the making: become essential The museum should participate in and contribute to society. That means not just generating economic value. A museum could also act as an inspiration and an incubator for new start- ups, thus connecting the past and the future.
  40. 40. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t engagement: never waste a good crisis
  41. 41. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t mission: build an ark, get everyone on board, especially when it comes to digital engagement Build trust through high performance: - external orientation, like 'market responsiveness', finding opportunities - organizational design - (internal) culture: values, leadership & responsibility (individuals), roles - focus on process (instead of control), mission and executive strategy - technology & communication
  42. 42. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t turn the museum inside out (and outside in), use digital media for connectivity
  43. 43. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t the museum can be anywhere, where people are Martin Barden (Tate) says, that any customer or user ‘visiting’ your museum, already said yes. So accompany them on their journey through the whole environment of your museum
  44. 44. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t It’s Really About What You Value
 But Parents Won’t or Don’t Want to Participate?! 1. Be positive and do away with the word ‘No’. Tell visitors what they can do at the door, don’t pin up a list of things they can’t. 2. Share storieswith each other. Listen. Families can be experts too. 3. Don’t say ssshhhush! If kids are being noisy, ask yourself ‘Why?’ Is it because they’re excited? Great! Then capture that excitement. Is it because they’re bored? Then give them something meaningful to do. 4. Say ‘Please touch!’as often as you can. Everyone finds real objects awesome. Direct kids to things that can be handled, teach respect and explain why others can’t. 5. Give a hand to grown-upsas well as children. Sometimes it isn’t the kids who are shy – parents need your support too. Produce guides, trails and activities so everyone can join in. 6. Be aware of different families’ needs.Use your imagination with signs, symbols, and words understood by all. Design everything you offer to be equally accessible to disabled and non-disabled visitors alike. 1. topics & terminology #I engagement: education
  45. 45. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t 1. topics & terminology #I engagement: education
  46. 46. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t 1. topics & terminology #I engagement: education
  47. 47. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t 1. topics & terminology #I engagement: education "On November 21 fifty children will create inventions for the cities of the future, inspired by the smart cycles of nature. This Design-a-Thon is organized in the context of the Dutch Presidency of the EU in the first half year of 2016. The children will present their inventions to Prince Carlos de Bourbon de Parme, who will use them as inspiration for a widely supported vision on the Netherlands as a hotspot for the circular economy. The vision is currently being prepared in collaboration with a broad group of prominent leaders from business, government and academia."
  48. 48. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t Keypoint #1: Creative (digital) tools can strengthen the understanding and exploration of community values. Keypoint #2: Creative (digital) tools increase stakeholder involvement. Keypoint #3: Creative (digital) tools can better engage the public in community and urban design projects. 1. topics & terminology #I engagement: community
  49. 49. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t "He who controls the past controls the future. He who controls the present controls the past." (George Orwell) 
 "The most important attitude towards digital information, tools and media is using the analogue skills you master already. That means being human, paying attention, take care, communicate, build relations." (me) 1. topics & terminology #I digital: beware
  50. 50. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t Technology changes fast, people don't. Digital strategy is intrinsic to business strategy today. In fact, 90 percent of digital leaders (versus 60 percent of all leaders) have fully integrated digital into their strategic-planning process. The best digital strategies don’t rely on past analyses, but instead start fresh and carve out a vision based on where they believe value is likely to shift over the next three to five years (http://www.mckinsey.com/Insights/Organization/ Six_building_blocks_for_creating_a_high_performing_digital_enterprise?cid=digital-eml-alt-mip-mck- oth-1509)
 1. topics & terminology #I digital: beware
  51. 51. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t We're using social media now and then. It doesn't work well, demands a lot of time, people get angry with us… 1. topics & terminology #I digital: beware
  52. 52. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t Suddenly we got so many likes… 1. topics & terminology #I digital: take care
  53. 53. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t - marketing - communication - information - conversation - education - storytelling - activation 1. topics & terminology #I digital: six usages
  54. 54. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t digitization computerization open data multimedia and (mobile) devices Innovative technology / media: domotica, robotica, etc. social media communication social innovation games & gamification knowledge sharing education participation moocs, etc.
  55. 55. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t make your own masterpiece 1. topics & terminology #I digital: screen
  56. 56. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t personalization 1. topics & terminology #I digital: projection
  57. 57. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t 1. topics & terminology #3 digital: interactive wall
  58. 58. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t 1. topics & terminology #3 digital: interactive wall
  59. 59. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t 1. topics & terminology #3 digital: interactive wall
  60. 60. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t 1. topics & terminology #3 digital: 3D print
  61. 61. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t 1. topics & terminology #3 digital: mobile
  62. 62. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t 1. topics & terminology #3 digital: AR
  63. 63. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t 1. topics & terminology #3 digital: app
  64. 64. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t 1. topics & terminology #3 digital: app
  65. 65. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t 1. topics & terminology #3 digital: domotica + guide
  66. 66. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t Social Engagement Tool
  67. 67. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t 2. idea: can the future help you?
  68. 68. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t 2. idea: find solutions, make it work
  69. 69. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t 2. idea: can you attribute to the future?
  70. 70. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t Wankel engine effect vision beckoning power imaginative + influencing draw attention / give direction mission working power creating solutions + awareness problem solving / promise relation recruiting power connecting, behavioral change, participation strategy strategy strategy 2. idea: Big Idea as a powersource
  71. 71. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t A Big Idea is a game-changer. It shifts paradigms and turns category convention on its head. A Big Idea can also be a small spark, a little project that turns your museum into a magnetic 'agora', where people meet, have enthusiastic conversations, are being amazed and inspired and where engagement is enlighted by that spark. The power source of your organisation is defined by the core of existence: vision, mission, relation, put into one sentence. It tells why your organisation exists and for whom.
 2. describe the powersource of your organisation, using: • visionairy/beckoning power (“look!”) • missionairy/working power (“because...”) • relational/recruiting power (“and so, that means…”) summarize them in one sentence…
 2. idea: Big Idea as a powersource
  72. 72. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t • Concepting (Jan Rijkenberg - BSUR) is bringing thought- concepts / big ideas ‘to market’, for the process of attracting audiences, based on the mentality concept of an organisation (instead of spending too much budget on marketing, trying to convince people).
 • Societal marketing is the planning and implementation of programs designed to bring about social change using concepts from commercial marketing.
 • by sharing the things and thoughts that are really important to you and your museum, coming from the identity and the values (and the collection?), you give your audience the chance to (dis)agree with you and become a follower (instead of an anonymous target group). 2. context: fangagement & followers
  73. 73. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t Unesco, World Wildlife Fund, Forest Stewardship Council, Amnesty International, Google Art Project… they all use social media to engage their fans. 2. context: museum as a 'lovemark'
  74. 74. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t a zoo, concerned about the disappearance of the tropical rainforest, starts a conversation about this with the visitors. Together they do fundraising to support something bigger, a transcendent purpose, than the zoo. 2. context: contributing to a bigger theme
  75. 75. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t P.E.R.M.A. (* Martin Seligman)
 • Positive emotions • Engagement • Relations • Meaning and purpose • Accomplishment 2. context: approach, ambition, well-being
  76. 76. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t • by knowing what is concerning your audience, and what the most challenging issues in society are, you have the opportunity to start a conversation. Mobile technology and web-infrastructure give you the possibility to make this conversation personal and on-going. • this way we combine Concepting and Societal marketing. That’s the basis of value creation and exchange. 3.What is concerning your audience / society? 4.What are the core values, considering your heritage? 5.What is the most daring ambition of your organisation? 6.Why are these values/issues/topics important for your fans? 2. context: turmoil & trends, core values
  77. 77. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t example: being social, adaptive
  78. 78. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t example: share interest
  79. 79. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t 2. examples: Customers as partners
  80. 80. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t 2. examples: sharing a label
  81. 81. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t 2. examples: objects tell a story
  82. 82. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t 2. examples: smart replicas
  83. 83. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t 2. examples: smart pencil
  84. 84. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t • describe a main issue your organisation is facing, when engaging both audiences and stakeholders and the way finance and funding (or the lack of money) is involved. What is the real bottleneck?
 (in less than 5 minutes...) • working on one of the 5 cases in small groups • plenary session with the outcomes of the cases with brief feedback on the general issues 7.describe an issue your visitor is facing when dealing with daily life, information overflow, technology, media literacy, etc. your case
  85. 85. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t • Business Model Canvas (Osterwalder & Pigneur) • Systematic Inventive Thinking 2. business: assets, proposition, resources
  86. 86. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t the business model canvas in a nutshell and how to use the canvas 8.what are the main assets of your museum, what are you good at?
 9.what are the main activities?
 10. how about your resources, how will they help?
 11.describe the most important relationships 
 12.which distribution channels (“venues or meeting places”) does your museum use? 2. business: business model canvas
  87. 87. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t 2. business: business model value proposition
  88. 88. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t 1. vision / mission / relation 2. context 3. business (model) 4. social / reach 5. plan / act environmental factors 2. business: business model as change process
  89. 89. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t • Systematic Inventive Thinking (SIT) can be used to come up with new ideas from existing ideas, knowledge and creativity, based on the expertise and assets within your organisation
 • SIT can also be used for (reinventing) your communication, engagement and/or use of new media 2. business: systematic inventive thinking
  90. 90. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t Systematic Inventive Thinking (SIT) is a thinking method developed in Israel in the mid-1990s by PhD students Jacob Goldenberg and Roni Horowitz. SIT is a practical approach to creativity, innovation and problem solving, which has become a well known methodology for Innovation. 
 Derived from Genrich Altshuller’s (born Tashkent, Uzbek SSR, USSR, 15 October 1926; died Petrozavodsk, Russia, 24 September 1998) TRIZ (теория), which is also known as Theory of Inventive Problem Solving (TIPS): 
 inventive solutions share common patterns. 
 Focusing not on what makes inventive solutions different - but on what they share in common - is core to SIT’s approach. 
 
 These patterns, that build somehow the DNA of profitable ideas, could be translated into thinking tools that can be applied on existing situations. Like this we implement this ‘DNA’ in existing products, processes or strategies to create a new situations from the current state that break mental fixedness and make new valuable ideas available, that still are not to far away from the starting point. 2. business: systematic inventive thinking
  91. 91. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t 2. business: systematic inventive thinking
  92. 92. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t SET
  93. 93. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t
  94. 94. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t • the shortage • the long term • 5 x R: 1. Research (audience / agora / themes / topics) 2. Resources (content, creation, crowd) 3. Reach/realm (media choice, timing) 4. Relations 5. Relevance! 12.who to follow and who to involve using social media: why and how could your organisation participate in society?
 13.Who are the greatest fans and how can you maintain a (co-creation) relationship with them? 
 What’s it worth? (visits, contributions / co-creation, meta-data, money, etc.) 2. social: from friendraising to funding
  95. 95. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t • Will you offer heritage, art, an experience, products, services, discount, exclusiveness in this journey? • Are they in for membership, philantropy, benefits, sociability, excitement, information co-creation... • how about the brand promise, systems, retention engagement, lifetime value, customer motivation... 14.does every step, every interaction in the journey strengthen the ‘bold promise’ of your organisation? How can you make the world a better place , which relationships can be restored?
 15. are all your (digital) channels fit to have conversations about this 'bold promise'? Who is talking? 2. social: from friendraising to funding
  96. 96. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t "Museum leaders should also explore different approaches for establishing strategies and choosing priorities. Moving towards a strategic framework about what impact the museum is aiming to achieve first, and how it plans to achieve it second will serve to rebalance the conversation between new buildings, online engagement, and new ways of working for the staff.” (Janet Carding) 3. digital engagement framework
  97. 97. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t institutional change on a practical level 3. digital engagement framework
  98. 98. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t 3. digital engagement framework
  99. 99. R e l e v a n t f o r e v e r I C O M - I T C 2 0 1 5 d i g i t a l e n g a g e m e n t Questions? Suggestions? Please send an e-mail: tcmeereboer@gmail.com theo@stichtingE30.nl Tw. @theomeereboer Fb / WeChat / G+: Theo Meereboer StichtingE30.nl COMMiDEA.nl erfgoed20.nl collectiewijzer.nl 
 inheritage.eu 谢谢 Thank you!

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