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Museums & Social Media

Museology / Uni Helsinki 10.10.2014
Slides: Janne Heinonen & Sanna Hirvonen

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Museums & Social Media

  1. 1. Museums  &  Social  Media   Museology  /  Uni  Helsinki  10.10.2014     Janne  Heinonen  @pikselia     Sanna  Hirvonen  @sannahirvonen  
  2. 2. Kiasma   •  Part  of  the  Finnish  Na@onal   Gallery   –  Ateneum  Art  Museum   –  Museum  of  Contemporary  Art   Kiasma     –  Sinebrychoff  Art  Museum   •  2013   –  165  000  onsite  visitors     –  380  000  website  visits     •  8500  artworks  in  collec@ons   Photo:  Finnish  Na@onal  Gallery  /  Petri  Virtanen  /  Flickr  (CC  BY  2.0)  
  3. 3. From  broadcas9ng     to  networks  
  4. 4. Slide  by  Michael  Edson   hWp://www.slideshare.net/edsonm/michael-­‐edson-­‐lego-­‐beowulf-­‐and-­‐the-­‐web-­‐of-­‐hands-­‐and-­‐hearts-­‐for-­‐the-­‐danish-­‐na@onal-­‐museum-­‐awards  
  5. 5. Things  have  changed   Source:  hWp://smithsonian-­‐webstrategy.wikispaces.com/Strategy+-­‐-­‐+Themes  
  6. 6. Society  has  moved  away  from  the  era  of   boxes  to  the  4me  of  networks  and  linked,   social  individualism.  Being  connected  to   people,  also  from  elsewhere,  is  a  cultural   necessity  and  links,  not  boxes,  are  the  new   texture  of  value  crea4on.     -­‐  Esko  Kilpi   Source:  hWp://eskokilpi.blogging.fi/2014/04/15/the-­‐wiki-­‐way-­‐of-­‐working/  
  7. 7. What  we  talk  about     when  we  talk  about   social  media  
  8. 8. Social  media   •  social  interac@on   •  communi@es  and  networks   •  user-­‐generated  content   •  user-­‐curated  content   •  informa@on  exchange  from  many  to  many   •  technological  services   •  immediacy   •  virality  
  9. 9. Produce  or  consume?   Share  and  connect  informa@on,   produce  new  content       Share  informa@on,  comment       Seeking  help  for  themselves       Observing  (from  a  distance)       Passive,  no  ac@vity     Creators   Ac9ve  users   Opportunists  +     Lurkers  +   Sleepers   Source:  Miia  Kosonen,  Online-­‐yhteistyö  /  Osallistumisen  tasot  hWp://www.slideshare.net/miiak/online-­‐yhteistyo     1%       Max  20%       80%  
  10. 10. Levels  of  par9cipa9on   “The  holy  grail  of  social  discourse”,  where   people  interact  directly  with  each  other   around  content       User  interac@ons  are  available  for  comment   and  connec@on  by  other  users       individual  interac@on  with  the  content  is   networked  so  that  each  individual’s   interac@on  is  available     The  content  may  be  responsive  to  you,  but  the   interac@ve  experience  is  non-­‐networked       Museum  delivers  content  for     the  user  to  passively  receive   Level  5         Level  4       Level  3       Level  2       Level  1   We   Me-­‐to-­‐we   in  museum   Me  and  me  and   me  and  museum   Me  and  museum   Museum  to  me   Source:  Nina  Simon,  The  Par@cipatory  Museum  hWp://www.par@cipatorymuseum.org/  
  11. 11. Why  social  media?  
  12. 12. Museums  are  on  social  media  anyway  
  13. 13. Kiasma’s  goals  on  social  media   •  Lowering  the  threshold   •  Arousing  interest  in  our   content  &  contemporary  art   •  Informing  on  events;   marke@ng   •  Encouraging  interac@on,   building  rela@onships   •  Making  connec@ons   between  art  &     everyday  life   •  Customer  service   Outreach   Engagement  
  14. 14. What  value  can     social  media  bring  to     a)  audiences     b)  museums?  
  15. 15. hWps://www.facebook.com/rasvaleh?fref=ts  
  16. 16. Photo:  Finnish  Na@onal  Gallery  /  Petri  Virtanen   Kiasma  Tweetup  with  Alfredo  Jaar,  April  2014    
  17. 17. Photo:  Finnish  Na@onal  Gallery  /  Petri  Virtanen   Kiasma  Tweetup  with  Alfredo  Jaar    
  18. 18. Selected  tweets  at   hWps://storify.com/KiasmaMuseum  
  19. 19. Communi4es,  unlike  business  units  need  to   con4nuously  invite  the  interac4on  that     makes  them  alive.     -­‐  Esko  Kilpi   Source:  hWp://eskokilpi.blogging.fi/2014/09/22/the-­‐two-­‐faces-­‐of-­‐digital-­‐transforma@on/  
  20. 20. Kiasma’s  social  media  workflow  
  21. 21. Community  management   •  Manage  member  experience   •  Facilitate  conversa@on   •  Define  the  tone  of  voice   •  Promote  and  encourage  produc@ve  behaviors   •  Discourage  and  limit  destruc@ve  behaviors   •  Monitor,  measure  and  report   Source:  hWp://www.slideshare.net/rhappe/community-­‐management-­‐fundamentals  
  22. 22. Social  media  as     part  of  customer     journey   Before   During   Amer  the  visit  
  23. 23. Experiencing     =  Sharing  
  24. 24. Challenges  
  25. 25. IPR  /  Copyrights  
  26. 26. Copyrights  
  27. 27. Photo:  Ben  Husman  /  Flickr  (CC  BY  2.0)   Workflow  
  28. 28. Loss  of  control?   Photo:  John  Hritz  /  Flickr  (CC  BY  2.0)  
  29. 29. Networks  in  ac9on   •  The  Smithsonian  Ins@tu@on’s  Web  and  New  Media   strategy  process  is  done  on  a  public  wiki  plaporm   •  Anybody  inside  or  outside  the  Smithsonian  can  join   and  help   •  hWp://smithsonian-­‐webstrategy.wikispaces.com/    
  30. 30. Social  media  as  a  professional  tool  
  31. 31. Tweet  about  what  you  do  
  32. 32. Share  your  thoughts  in  a  blog  
  33. 33. Curate   •  collect,  organise  and  share  relevant  content   on  a  specific  topic   •  highlight  good  content  made  by  others     •  a  curator  role  can  be  taken  by  an  individual  or   an  ins@tu@on    
  34. 34. Why?   •  get  feedback   •  find  collaborators  and  networks     •  boost  your  message     •  share  your  exper@se  &  learn  from  others   •  your  work  (or  field)  will  only  maWer  if  people   know  about  it  

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