1.
Merete Sanderhoff, researcher
http://www.slideshare.net/MereteSanderhoff
@MSanderhoff
Art Stories on
mobile
connected
shared
sustainable
Social Media Week
Statens Museum for Kunst
Copenhagen
February 21, 2013

2.
”…what does it mean that there are
millions of images on the web that we
are not allowed to touch while at the
same time there are other millions of
images that we can actually use?”
Peter Leth, Creative Commons For All (in Danish only), 2011
@peterleth1
http://www.creativecommons.dk/?p=537

3.
We want to sustain
participatory /
remix culture

4.
How?

5.
http://www.smk.dk/en/explore-the-art/the-royal-collections/free-download-of-artworks/

6.
www.guardian.co.uk

7.
start small
ask the users
adapt
experiment
seize the opportunity at hand
www.guardian.co.uk

8.
Why?

9.
Face common challenges
with common solutions

10.
Common challenges
Rapid technological change
Silo culture – high maintenance
Charging for digitized images
Being relevant to next generation users

11.
Common solutions
Encourage museums to use open licenses
Connect collections
Re-cycle existing online content
Involve users in dialogue and co-creation of content
Build sustainable platforms

12.
Tiny experimental pilot project
300,000 DKK ~ 40,000 EUR
www.mobypicture.com

13.
Who?

14.
2009

15.
2011

16.
2013

17.
And of course,
our users

18.
The 1 % rule
Likely, most users
will be passive
Primary aim
9%
to encourage users
to look closer
at the artworks
90 %
http://en.wikipedia.org/wiki/1%25_rule_(Internet_culture)

19.
What?

20.
3 dogmas
1. All Public Domain content is freely
shareable and reusable
2. We use an existing platform instead of
custom-building a new one
3. Target users take part in developing and
creating the experience

21.
Many museums
One platform

22.
Twitter’s
API

23.
[ might change! ]
HintMe
Hints about art
– take a hint
keys to looking in/out
– give a hint
links, pictures, questions
hints.o8e.dk
[ very beta! ]

24.
Simple
responsive
interface

25.
Simple
backend

26.
and
archive

27.
CC-BY Artworks
– Statens Museum for Kunst 20 (160)
– Den Hirschsprungske Samling 18
– Thorvaldsens Museum 20
– Ny Carlsberg Glyptotek 10
– J.F Willumsens Museum 10
– Fyns Kunstmuseum 15
– Vejle Kunstmuseum 7 (+ 5)
– Faaborg Museum 20
CC-BY-NC
– Ribe Kunstmuseum 22
– (KØS – Museum of art in public spaces 11)
Awaiting decision
– Sorø Kunstmuseum 10
168 (308)

28.
It works like this
Stand in front of an artwork in a museum
Pull out your smartphone or tablet
Scan QR code or enter URL
Scroll through a stream of brief comments, open
links to related images, texts, videos etc.
(anyone can do this)
Post a comment, question, add a link, photo, video
etc. (you need to be a Twitter user to do this)
Maybe you get a response – if you direct a
question or comment to a museum tweep, you
certainly will

29.
Why Twitter?
Manageable content production
Quick and easy interaction
Existing online content activated
Users are equal and identifiable
Multilingual
Dynamically updated and improved

30.
Why not Twitter?
Only 92,000 Danes are on Twitter ~ 0.5 %
- only 28,000 are active
Test users think it’s a smart idea
- but not so sure in practice

31.
Wow…?

32.
Links to rich media content are
appreciated, but…

33.
Risk of
looking
down,
not up

34.
The personal curator
is popular

35.
…but technical barriers get
in the way

36.
Users appreciate being invited into
dialogue

37.
…but they don’t necessarily want to
participate

38.
(actually,
they might
prefer
a good old
fashioned
audioguide…)
www.mba-lyon.fr/mba/

39.
So,
what’s next?

40.
Adjust
– synergy from Twitter to HintMe
– make it worthwhile for users to engage
Open licenses: Modern and contemporary art?
Train with museum tweeps
Test and implement
– local variations
– tap into Twitter communities
Launch events
New museum partners?

41.
Merete Sanderhoff, researcher
http://www.slideshare.net/MereteSanderhoff
@MSanderhoff
Wanna join?
Social Media Week
Statens Museum for Kunst
Copenhagen
February 21, 2013