Working and thinking about museum audience development: past, present, future

1. PALAZZO MADAMA
AUDIENCE
DEVELOPMENT
PAST, PRESENT, FUTURE
www.palazzomadamatorino.it
@carlotta_ma

2. 3. STRATEGIES
2. ACTIVITIES
1. KNOWLEDGE

3. 1. KNOWLEDGE - WHO THEY ARE?
• INTERVIEWS
(insite and online)
• TRACKING
AND TIMING
• PHOTO AND
COMMENTS

4. 1. KNOWLEDGE - WHERE THEY ARE?

5. 1. KNOWLEDGE - WHAT THEY LIKE?

6. 1. KNOWLEDGE - WHO THEY ARE NOT?
EUROBAROMETER 2013
levels of active participation (participated actively in at least one cultural
activity in the past year) :
highest
Denmark 74%
Sweden 68%
Finland 63%
Netherlands 58%
…
lowest
Hungary (21%).
Italy (20%)
Malta (18%)
Bulgaria (14%)
…IT SEEMS A LOT OF PEOPLE.

7. 2. ACTIVITIES
Meeting them
Ora d’Arte
Meeting curators, behind-the-scenes
Madama Knit
Express your creativity

8. 2. ACTIVITIES
Connecting with them
I Like Palazzo Madama
Hold together insite and online
#AskACurator
internationalization

9. 2. ACTIVITIES
Experimenting
Tablet
Gamification experience
Labels for visual impaired
Stay opened

10. 2. ACTIVITIES
Going where they need
New citizens
Open the door to the new society
Art and medicine
Social value
Chelsea and Westminster Hospital, London

11. 3. STRATEGIES
SOCIAL BELONGING, COMMUNITY BUILDING

12. 3. STRATEGIES
AESTHETIC EXPERIENCE, MULTIPLE WAYS OF ACCESS
Robert Wilson Portraits
All art has been contemporary
Poter dire di aver vissuto
Museum theatre

13. 3. STRATEGIES
HAPPINESS, LEISURES
Acquista con noi un pezzo di storia
Happiness as a community goal
Mediaeval Garden
A peaceful place in our own neighborhood

14. FUTURE
(suggestions)
“Offline" no longer exists.
Only the limits of the predigital ontology include a
disconnection condition.
(Cosimo Accoto)

15. ATAWAD
AnyTimeAnyWhereAnyDevice
http://youtu.be/45Z-GevoYB8

16. BIGDATA
LANGUAGE ANALYSIS
OPPORTUNITIES:
•Identification of entities
•Extraction of concepts
•Extraction of events
•Analysis of the feelings
•Intention to purchase
•Recommendations
•Customer Support
•Identify interests
•Semantic search
(by GIUSEPPE ATTARDI
http://www.di.unipi.it/~attardi/ )
Palazzo Madama Guest Book. 2010

17. SECOND SCREEN
The use of an additional electronic
device (e.g. tablet, smartphone or
the computer) by individuals who
are already watching the television.

18. LIFE HACKING
any productivity trick,
shortcut, skill, or novelty
method to increase
productivity and efficiency,
in all walks of life; anything
that solves an everyday
problem of a person in a
clever or non-obvious way
Heather Dewey-Hagborg‘s
Stranger Visions.
The artist has engaged with picking
up hair, cigarette butts and
chewing gum from roadsides and
public places in NY, before
extracting DNA and inserting the
data obtained into software able
to reconstruct the facial shape of
the owners of the organic material.
Using a 3D printer, she has
transformed those residues in real
portrait sculptures.
(THANKS TO @CosimoAccoto per
la segnalazione)

19. “…Is not what their visitors do in the
institutions that matters, but the role
these institutions play in their
visitors’ lives
outside the museum”
Paul F. Marty, Unintended consequences…in Bullettin of the America Society of
information Science and Technology, vol. 38, n 3, feb/march 2012, pp. 27-31