Van Gogh's letters - Museums and the web 2010

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Van Gogh's letters: Or how to make the results of 15 years of research widely accessible for various audiences, and how to involve them

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Van Gogh's letters - Museums and the web 2010

  1. 1. Van Gogh's Letters Or how to make the results of 15 years of research widely accessible for various audiences and how to involve them
  2. 2. <ul><li>The letters project </li></ul><ul><li>Strategy and media mix </li></ul><ul><li>Myths and assumptions </li></ul><ul><li>Results & lessons learned </li></ul>Overview
  3. 3. The Letters
  4. 7. Myths and Assumptions <ul><li>Image and other rights are easily to acquire </li></ul><ul><li>A blog will be very time-consuming & attract a lot of spam </li></ul><ul><li>A free iPhone app will compete with the multimedia tour </li></ul><ul><li>A multimedia tour will stop people looking at art </li></ul><ul><li>The cross-media mix can be included in the total PR and marketing campaign </li></ul><ul><li>New media are gadgets, which can be set up quickly </li></ul>
  5. 8. Objectives <ul><li>To make the collection of letters accessible to a wide audience long-term </li></ul><ul><li>To reach museum visitors and non-museum visitors; before, during and after the exhibition </li></ul><ul><li>To discover Van Gogh’s letters and to share their experiences. </li></ul><ul><li>Appealing to a ‘layperson’ audience </li></ul>
  6. 9. Target groups <ul><li>People interested in Vincent van Gogh worldwide </li></ul><ul><li>Museum visitors who want to extend or deepen their visit </li></ul><ul><li>Young adults aged approx. 20-35 </li></ul><ul><li>Secondary school pupils </li></ul>
  7. 10. What mix? <ul><li>Providing depth and information </li></ul><ul><li>Easily accessible online </li></ul><ul><li>Creating unity and connecting the different media </li></ul><ul><li>Providing sustainable and long-term access to the letters </li></ul><ul><li>Emphasizing the letters’ literary importance and means of communication </li></ul>
  8. 11. The mix <ul><li>In museum Outside museum </li></ul>MMT social media iPhone app inspiration inspiration engagement exploration vangoghsblog.com <ul><ul><ul><li>vangoghsletters.org </li></ul></ul></ul>vangoghmuseum.nl Memory of the Netherlands
  9. 12. Multimedia tour
  10. 13. Multimedia tour
  11. 14. Multimedia tour Click through ratio
  12. 15. iPhone app Yours, Vincent
  13. 16. iPhone app Yours, Vincent
  14. 17. Van Gogh Blog
  15. 18. Van Gogh Blog <ul><li>Firestats </li></ul><ul><li>Twitterfeed </li></ul><ul><li>Blog directories, i.e: Technorati, Museumblogs.org </li></ul>
  16. 19. Van Gogh Blog <ul><li>Countries </li></ul>
  17. 20. Van Gogh's letters & social media <ul><li>Facebook insights </li></ul>
  18. 21. Web edition <ul><li>Visits per month </li></ul>
  19. 22. Web edition <ul><li>Pages per visit </li></ul>
  20. 23. Popularity by museum visitors and employees
  21. 24. Myths and Assumptions: Fact or Fiction? <ul><li>Rights are easily acquired. Fiction </li></ul><ul><li>A blog will be very time-consuming and attract a lot of spam. Fact </li></ul><ul><li>A free iPhone app will compete with the multimedia tour. Fiction </li></ul><ul><li>A multimedia tour will stop people looking at art. Fiction </li></ul><ul><li>The cross-media mix can be included in the total PR and marketing campaign. Sometimes </li></ul><ul><li>New media are gadgets, which can be set up quickly. Fiction </li></ul>
  22. 25. Questions? <ul><li>www.vangoghmuseum.com/letters </li></ul><ul><li>[email_address] </li></ul><ul><li>[email_address] </li></ul><ul><li>[email_address] </li></ul><ul><li>www.slideshare.net/VanGoghMuseum </li></ul>

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