1.
Marketing + Education =
#musesocial
__________________________________________________________________________________________________
Dana Allen-Greil @danamuses
Senior Digital Outreach Producer
National Gallery of Art
Meagan Estep @meaganestep
Manager of K-12 Digital & Educator Initiatives
The Phillips Collection
Margaret Sternbergh @margienchargie
Manager of Digital & In-gallery Interpretation
The Phillips Collection
Body Critical: What do
#museumselfies mean?
_______________________________________________________________________________________
___________
Alli Burness @alli_burnie
Organizing the World’s
Museum Social Media
Managers
_______________________________________________________________________________________
___________
Lori Byrd Phillips @lorileebyrd
Digital Content Coordinator
The Children’s Museum of Indianapolis
Ryan Dodge @wrdodger
Social Media Coordinator
Royal Ontario Museum
#musesocial

2.
Marketing + Education = #musesocial
marketing
where the
magic happens
education

3.
Our guiding questions:
1. What is the core purpose of social media in a cultural
institution?
2. How can we best connect with audiences online?
3. How can we go beyond mere promotion to foster
personal connections, deepen learning, and create
meaningful engagement with audiences?

4.
1.What is the core purpose
of social media in cultural
institutions?

5.
“An intimate museum combined with an experiment station”
The Phillips Collection Mission Statement

6.
#BreakForArt
1st Monday of each month
1-2pm EST
1 work of art + inquiry based learning

7.
Intended Impact
More people personally
experience the transformative
power of art and appreciate
the role of the Gallery in
preserving and promoting the
nation’s art collection.

8.
Intended Outcomes
1. New audiences are reached and engaged with
the Gallery and its content
2. Existing fans and art enthusiasts are drawn in
more deeply and more often
3. Online audiences gain a better understanding
of works of art in the Gallery’s collection
4. People feel connected to the Gallery and part
of advancing its mission

9.
Intended Outcomes
1. New audiences are reached and engaged with
the Gallery and its content
2. Existing fans and art enthusiasts are drawn in
more deeply and more often
3. Online audiences gain a better understanding
of works of art in the Gallery’s collection
4. People feel connected to the Gallery and part
of advancing its mission

10.
Intended Outcomes
1. New audiences are reached and engaged with
the Gallery and its content
2. Existing fans and art enthusiasts are drawn in
more deeply and more often
3. Online audiences gain a better understanding
of works of art in the Gallery’s collection
4. People feel connected to the Gallery and part
of advancing its mission

11.
June October

12.
2.How can we best connect
with a variety of
audiences online?

13.
#BreakForArt vs. Walk-in Visitor

14.
How old are you?

15.
How often have you visited the Phillips Collection
in the past 12 months?

16.
How often do you visit museums or other cultural institutions?

17.
#thosengalights

18.
#caughtgramming

19.
#wegramthistown

20.
#artwatchers

21.
Phil

22.
3.How can we go beyond
mere promotion to foster
personal connections,
deepen learning, and
create meaningful
engagement?

23.
Measuring Quantity vs. Quality
Average metrics per chat
17,018 Impressions (number of times #BreakForArt was seen)
228 Engagements (number of times a user has interacted with
a Tweet:
all clicks, retweet, replies, follows, favorites)
22 @PhillipsMuseum profile clicks
59 URL clicks
56 Detail expands
Other metrics
4-16 Active participants (actively tweeting with #BreakForArt)
???? Passive participants (retweeting or favoriting)
???? “Lurkers” (just lurking)

24.
#lifeimitatesart

25.
#lifeimitatesart

26.
#museumselfie

27.
#museumselfie

28.
“Your positive input helps me justify doing
more of these kinds of events in the future.
Your recommendations for improvement help
me shape our future strategy and ensure that
we spend our time developing programs that
people truly enjoy and learn from.”

29.
June October
● What aspects of the
Instameet did you most
enjoy? Why?
● What aspects of the
Instameet do you feel didn't
work so well?
● What do you think we could
do better?
● What ideas do you have for
additional topics or modes
of interaction?
● What surprised you?
● What aspects of the
Instameet did you most
enjoy? Why?
● What ideas do you have
for additional topics or
modes of interaction?

30.
“Loved when we broke up
into teams near the end to
produce a creative
response. More hands on
activities that challenge
us as photographers are
always welcome.”

31.
“Collaboration at
Instameets really depends
on trust even though it is a
place for strangers with
the same interests to
gather.”

32.
“My favorite prompt was
#LifeImitatesArt and I'm
especially impressed with
everyone's photos from
that activity. Not only are
the photos great, but the
simple act of physically
imitating a work gave me a
new connection and
understanding of it.”

33.
Museum professionals

34.
Archives professionals

35.
Your turn! Thoughts?
How can we go beyond mere
promotion to foster personal
connections, deepen learning, and
create meaningful engagement with
our audiences?

36.
Shameless Promo:
Join our next #BreakForArt
Monday, December 1st, 1-2pm EST
Co-led by @NGAdc & @PhillipsMuseum

37.
Body Critical:
Understanding Museum Selfies
@alli_burnie
Alli Burness
Museum Computer Network Conference
November 2014, Dallas, Texas

38.
museumselfies.tumblr.com
@alli_burnie #musesocial

39.
March 2013
@alli_burnie #musesocial

40.
selfieresearchers.com
@alli_burnie #musesocial

41.
The Museum
THE
MUSEUM
Identity Theory SELFIE Photography
@alli_burnie #musesocial

42.
• The #museumselfie is a meta-performative
@alli_burnie #musesocial
act of identity work
• The #museumselfie is visual evidence of
the personal meaning-making process
conducted by visitors

43.
Identity
• Identity is constantly changing
through our performance of
everyday life, be that physical or
digital.
@alli_burnie #musesocial

44.
Photography
• The Mona Lisa argument against
#museumselfies is an illusion.
• The #selfie is about sharing everyday
moments that weave the fabric of life
in all of its variety.
@alli_burnie #musesocial

45.
The Museum
• The #museumselfie is a glimpse into the
actions and performances which create
museums
• A #museumselfie lets us see a visitor weaving
their personal story around, onto, into an
object or museum
@alli_burnie #musesocial

46.
@ The Mattress Factory, Pittsburgh

47.
@ The Metropolitan Museum of Art

48.
@ The Metropolitan Museum of Art

49.
@ Massachusetts Museum of Contemporary Art

50.
@ Rhode Island School of Design Museum

51.
@ Museo de Arte Latinoamericano de Buenos Aires

52.
@ Denver Art Museum

53.
@ The Barbican Centre

54.
@ The Studio Museum, New York

55.
@ The Escher Museum, The Hague

56.
Does a #MuseumSelfie have to be taken in a museum?

57.
Alli Burness
@alli_burnie
museumselfies.tumblr.com
alliburness@outlook.com

58.
Organizing the World's Museum
Social Media Managers
Lori Byrd Phillips - @LoriLeeByrd
Ryan Dodge - @wrdodger
#musesocial #MCN2014

59.
Google Map

60.
Why it’s good

61.
Community

62.
User Generated Content in-Gallery

63.
To Advertise, or not...

64.
New Platforms

65.
#AskACurator
http://blog.lamagnetica.com/2014/09/19/askacurator-through-social-network-analysis/

66.
#AskACurator
● MUSEUMS: 721
● COUNTRIES: 43
● TWEETS: 47,546
● TWEETERS: 12,952
● AVERAGE: 3.67
tweets/user

67.
#ROM100

68.
#ROM100 ● TWEETS SENT: 163
● RETWEETS: 608
● REACH:
6.685 million
● TWEETERS: 293
● TRENDING: 8+
hours
● MENTIONS:
2,579

69.
#PartyLikeADino

70.
#PartyLikeADino
● MUSEUMS: 30
● COUNTRIES: 6
● LANGUAGES: 4
● TWEETERS: 200
● MENTIONS: 355

71.
#musesocial
Thanks!
Questions?