Holistic Marketing - Museum 2.0


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Holistic Marketing - Museum 2.0

  1. 1. Kaibin Y e & Clarisse Vermès dec. 05 2007 – Master Marketing Montpellier 1 – P&B Holistic Management - Lecturer : J.P. Amisse Sponsoring Museum using WEB 2.0
  2. 2. Summary <ul><li>We want to develop micro funding to support our developpement </li></ul><ul><li>We target « supporter » of our artists </li></ul><ul><li>We use a web 2.0 approach and tools to build a sticky value-add community open to sponsoring </li></ul>
  3. 3. Introduction <ul><li>We are a Museum of contempory art </li></ul><ul><li>We need money to acquire new artwork </li></ul><ul><li>We want to develop micro funding </li></ul>Kaibin Ye
  4. 4. Contacts Points Kaibin Ye facilitate donation High fees and heavy decision Participation : donation transfert of the money fees Simplify access to information Not suitable for the large public Decision to join the ArtSupporters program Decrease cost of information Personal information expensive to give, dispersed, not homogeneous Information delivery Increase our communication range Hard competition with others events First contact with our museum concepts Bad Points Contacts points
  5. 5. Needs and Wants of supporter <ul><li>Make supporter as donator </li></ul><ul><li>Inform and participate on concret acquizition projects </li></ul><ul><li>Simplicity of the donation, </li></ul><ul><li>participate (with money) at a valuable project </li></ul><ul><li>Stick s upporter </li></ul><ul><li>We give authorized and tagged images and videos </li></ul><ul><li>possess something from the artist. </li></ul><ul><li>Increase bounding </li></ul><ul><li>direct chat with artist </li></ul><ul><li>podcast video interviews </li></ul><ul><li>have a direct contact with artist </li></ul><ul><li>Integrate a community </li></ul><ul><li>tags, profils, localisation... to f ind others fans </li></ul><ul><li>Share and discuss with others fans </li></ul>Concept Service Needs
  6. 6. Challenges Opportunities Opportunities Challenges Social networks are multimedia (image, video, slide, music, video, conference, chat, Traditional Network without multimedia possibilities and especially without visual/audio capacities There exist wide social network in the Internet organized a r ound personal interests Traditional networks limited and reserved to few informed persons and local sponsorhip or little circle of initiated person Paypal and other welltablished money transfert platform allow to dramaticaly decrease fees High transfer charges (and changes fees if int er national) Easy and common to accept conditions, and contrats on line Heavy adminisrativ logistic It’s easy to send and share photo / expos videos by mail, chat, blogs Lack of tools for the communication among Sponsor WEB 2.0
  7. 7. <ul><ul><li>Web 1.0 Web 2.0 </li></ul></ul><ul><ul><li>Internet user Contributor </li></ul></ul><ul><ul><li>Passif Actif </li></ul></ul><ul><ul><li>Information consumer Information producer </li></ul></ul><ul><ul><li>(content &/or form) </li></ul></ul><ul><li>Develop a worldwild Web 2.0 community sharing the same values </li></ul><ul><li>Propose to them to sponsor museum art work acquisition projects </li></ul>Branding strategic vision
  8. 8. Web 2.0 in museum 1/4 <ul><li>Art Share at V&Aand Brooklyn Museum </li></ul>
  9. 9. <ul><li>Eliasson exhibit at the SFMOMA </li></ul>Web 2.0 in museum 2/4
  10. 10. Web 2.0 in museum 3/4 Videos & Podcasts at the National Gallery of Art
  11. 11. Web 2.0 in museum 4/4 <ul><li>MESN widget on Face book </li></ul>
  12. 12. Key consumer bonding benefits <ul><li>Participation to a high value Add Network </li></ul><ul><li>Individual, Networked, Social Interaction with Content (Level 4 of Nina Simon Hierarchy of Social Participation ) </li></ul>
  13. 13. Strategic vision delivery model <ul><li>Use a web 2.0 and a viral approach inside already exi s tent and wildely develop social network on internet to Increase the fund give by our supporter </li></ul>Kaibin Ye
  14. 14. Strategic vision delivery model <ul><li>Value chain </li></ul><ul><li>Join network >> Ciblage >> Memb ership >> Sponsorship </li></ul><ul><li>Receiption </li></ul>Kaibin Ye
  15. 15. Strategic vision delivery model <ul><li>Networking </li></ul><ul><li>Partnership and existing virtual social network : Myspace, Facebook, Talent, Deviant, Exhibit </li></ul><ul><li>Specific add-on to link supporter in networks to our sponsorship plateform </li></ul>Kaibin Ye
  16. 16. Strategic vision delivery model <ul><li>Internet Channels </li></ul><ul><li>Social network Platform already exists: </li></ul><ul><li>myspace, facebook, deviant, twitter, second life,.. </li></ul><ul><li>Platform for the share already exists: </li></ul><ul><li>Slide, Flickr, Youtude, DailyMotion, Picasa, ... </li></ul><ul><li>E-commerce Platform already exists </li></ul><ul><li>Paypal, Banks, ... </li></ul><ul><li>We just linking platform ! </li></ul>Kaibin Ye
  17. 17. Strategic vision delivery model <ul><li>Value Add Services </li></ul><ul><li>Intuitive add-on to find others supporter </li></ul><ul><li>Digital Catalog to have experiential vis i t of our museum </li></ul><ul><li>Images and exclusive chat for our members </li></ul><ul><li>Sponsors Platform to participate to our acquisition policy </li></ul>Kaibin Ye
  18. 18. Strategic vision delivery model <ul><li>Our Brand : ArtSupporters </li></ul><ul><li>Brand personna : “donate », « donner » </li></ul><ul><li>Branding : « ArtSupporters ». (logolettre, blue, simple + design, and add-on ergonomy) </li></ul>Kaibin Ye
  19. 19. Communication Objectives <ul><li>External : </li></ul><ul><li>An increase in the number of images / videos exchanged </li></ul><ul><li>Increased use and connections between people through our add-on </li></ul><ul><li>Rising number of sponsors (metrics: number of grants) </li></ul><ul><li>Internal : </li></ul><ul><li>Buzz analysis for choosing new artists for upcoming exhibitions: (metrics: comments, hits and tags related to artists proposed by members) </li></ul><ul><li>Professionalization of sponsors reception (on place, on site web, by telephon) metrics: analysis of satisfaction form </li></ul>
  20. 20. Meet Needs concept Services and Needs Contacts points Long time bounding with our brand <ul><li>Grands plateform : </li></ul><ul><li>choose of future artist </li></ul><ul><li>Supporter mark as a donors </li></ul>Financial participation to the project Create a sticky bond between supporters team and and museum <ul><li>Peer to peer plateform : </li></ul><ul><li>Exclusiv Chat </li></ul><ul><li>CD-Rom database with images from the exhibition </li></ul><ul><li>Choose of artwork to finance </li></ul><ul><li>New artists suggestions from supporter </li></ul>Decision to join the membership program “ArtSupporters” Create a bond between museum and the supporter <ul><li>Share plateform : </li></ul><ul><li>acces to dgital catalogue and podcast </li></ul><ul><li>supporter can leave experiential experiment and feed back </li></ul>Information delivery through the add-on features Create au bond in a value add community <ul><li>Cooptation trough social networks via the add-on </li></ul><ul><li>Tagger application </li></ul>First contact with potential supporter
  21. 21. Responsability Who is responsible to meet auctioneers N & W’s Supporter Needs and Want Art director Animation of project Operational Marketing (on line, viral, experiential marketing) Promote community on internet I S Services Add-on Membership and grand Platform Communications Services Digital Catalogue, CD-Rom, podcast, chat, … Users Interface
  22. 22. Performance metrics Vote participation, comments analysis Join value add community to share and discus on new artists, concepts, and projects Links among members image watermark (or images download statistics) To acquire and share multimedia stuff on supporter interests Communauty activity : Number of multimedia files send by mail don platform statistics Participate in community Communauty growth : number of new member number of used add-ons Method Supporter Needs Value Criteria
  23. 23. Feed Back for action <ul><li>Communauty growth </li></ul><ul><li>If problem in community growth it will be necessary to ask for professional in ergonomic, graphics, and marketers </li></ul><ul><li>Communauty activity </li></ul><ul><li>Ergonomics mesures and increase performance serveurs </li></ul><ul><li>Links among membres </li></ul><ul><li>Recrut new supporter in specific intersest fields (advertissemnts, invitation to join, buy data base </li></ul><ul><li>Sponsorship activity </li></ul><ul><li>To ask for more participation to our supporter to have more representativ vote, better choice of futurs artits . </li></ul>
  24. 24. Evolution of bonding strategy <ul><li>innovate to promote a always more sticky relationship with our donators </li></ul><ul><li>Involving other museum in our web 2.0 bounding strategy to extend our model and create a network of museum and art sponsors </li></ul><ul><li>Increase the number of the social networks participating in the sponsorship program by working on Opensocial (mashup technologies) approach to develop new platform independent add-on linked among each other </li></ul><ul><li>developing “ArtSupporters 3.0” on the model of Habbo, Cyworld or Neopets </li></ul>Kaibin Ye
  25. 25. Sources <ul><li>Marketing : </li></ul><ul><li>http://museumtwo.blogspot.com/ </li></ul><ul><li>http://www.buzzeum.com/ </li></ul><ul><li>http://culturevirale.free.fr/ </li></ul><ul><li>Example of Applications : </li></ul><ul><li>http://www.museumpods.com/ </li></ul><ul><li>http://www.brooklynmuseum.org and http://www.vam.ac.uk </li></ul><ul><li>http://www.sfmoma.org/eliasson/data/index.html </li></ul><ul><li>http://www.quaibranly.fr/fr/ </li></ul><ul><li>http://tagger.steve.museum </li></ul><ul><li>http://code.google.com/apis/opensocial/ </li></ul>Kaibin Ye
  26. 26. Conclusion <ul><li>By using web 2.0 approach to drain funds to our museum, we don’t only assure our future turn over and art acquisitions, but we also, </li></ul><ul><li>promote a new way of thinking what is a museum . </li></ul><ul><li>Web 2.0 will change the relation between museum and visitors </li></ul>  Kaibin Ye
  27. 27. Any Questions ? <ul><li>Time to think about it ... </li></ul>Kaibin Ye