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Museums	
  &	
  Social	
  Media	
  
Museology	
  /	
  Uni	
  Helsinki	
  10.10.2014	
  
	
  
Janne	
  Heinonen	
  @pikseli...
Kiasma	
  
•  Part	
  of	
  the	
  Finnish	
  Na@onal	
  
Gallery	
  
–  Ateneum	
  Art	
  Museum	
  
–  Museum	
  of	
  C...
From	
  broadcas9ng	
  	
  
to	
  networks	
  
Slide	
  by	
  Michael	
  Edson	
  
hWp://www.slideshare.net/edsonm/michael-­‐edson-­‐lego-­‐beowulf-­‐and-­‐the-­‐web-­‐o...
Things	
  have	
  changed	
  
Source:	
  hWp://smithsonian-­‐webstrategy.wikispaces.com/Strategy+-­‐-­‐+Themes	
  
Society	
  has	
  moved	
  away	
  from	
  the	
  era	
  of	
  
boxes	
  to	
  the	
  4me	
  of	
  networks	
  and	
  link...
What	
  we	
  talk	
  about	
  	
  
when	
  we	
  talk	
  about	
  
social	
  media	
  
Social	
  media	
  
•  social	
  interac@on	
  
•  communi@es	
  and	
  networks	
  
•  user-­‐generated	
  content	
  
• ...
Produce	
  or	
  consume?	
  
Share	
  and	
  connect	
  informa@on,	
  
produce	
  new	
  content	
  
	
  
	
  
Share	
  ...
Levels	
  of	
  par9cipa9on	
  
“The	
  holy	
  grail	
  of	
  social	
  discourse”,	
  where	
  
people	
  interact	
  di...
Why	
  social	
  media?	
  
Museums	
  are	
  on	
  social	
  media	
  anyway	
  
Kiasma’s	
  goals	
  on	
  social	
  media	
  
•  Lowering	
  the	
  threshold	
  
•  Arousing	
  interest	
  in	
  our	
 ...
What	
  value	
  can	
  	
  
social	
  media	
  bring	
  to	
  	
  
a)	
  audiences	
  	
  
b)	
  museums?	
  
hWps://www.facebook.com/rasvaleh?fref=ts	
  
Photo:	
  Finnish	
  Na@onal	
  Gallery	
  /	
  Petri	
  Virtanen	
  
Kiasma	
  Tweetup	
  with	
  Alfredo	
  Jaar,	
  Apr...
Photo:	
  Finnish	
  Na@onal	
  Gallery	
  /	
  Petri	
  Virtanen	
  
Kiasma	
  Tweetup	
  with	
  Alfredo	
  Jaar	
  
	
  
Selected	
  tweets	
  at	
  
hWps://storify.com/KiasmaMuseum	
  
Communi4es,	
  unlike	
  business	
  units	
  need	
  to	
  
con4nuously	
  invite	
  the	
  interac4on	
  that	
  	
  
ma...
Kiasma’s	
  social	
  media	
  workflow	
  
Community	
  management	
  
•  Manage	
  member	
  experience	
  
•  Facilitate	
  conversa@on	
  
•  Define	
  the	
  tone...
Social	
  media	
  as	
  	
  
part	
  of	
  customer	
  	
  
journey	
  
Before	
  
During	
  
Amer	
  the	
  visit	
  
Experiencing	
  	
  
=	
  Sharing	
  
Challenges	
  
IPR	
  /	
  Copyrights	
  
Copyrights	
  
Photo:	
  Ben	
  Husman	
  /	
  Flickr	
  (CC	
  BY	
  2.0)	
  
Workflow	
  
Loss	
  of	
  control?	
  
Photo:	
  John	
  Hritz	
  /	
  Flickr	
  (CC	
  BY	
  2.0)	
  
Networks	
  in	
  ac9on	
  
•  The	
  Smithsonian	
  Ins@tu@on’s	
  Web	
  and	
  New	
  Media	
  
strategy	
  process	
  ...
Social	
  media	
  as	
  a	
  professional	
  tool	
  
Tweet	
  about	
  what	
  you	
  do	
  
Share	
  your	
  thoughts	
  in	
  a	
  blog	
  
Curate	
  
•  collect,	
  organise	
  and	
  share	
  relevant	
  content	
  
on	
  a	
  specific	
  topic	
  
•  highlight...
Why?	
  
•  get	
  feedback	
  
•  find	
  collaborators	
  and	
  networks	
  	
  
•  boost	
  your	
  message	
  	
  
•  ...
Museums & Social Media
Museums & Social Media
Museums & Social Media
Museums & Social Media
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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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