Successfully reported this slideshow.

Museum Marketing and Digital Strategy

5,834 views

Published on

Slide deck from presentation to the Art Museum Marketing Association meeting on April 25, 2015. Topics included digital strategy, audience engagement, marketing, IT, and CRM. Several aspects of ongoing efforts at the Minneapolis Institute of Arts to attract and engage the public.

Published in: Technology
  • Be the first to comment

Museum Marketing and Digital Strategy

  1. 1. Museum Marketing and Digital Strategy (trying hard not to be terribly boring) Art Museum Marketing Association, April 25, 2015 Douglas Hegley, Director of Media and Technology, Minneapolis Institute of Arts @dhegley http://www.slideshare.net/dhegley
  2. 2. Who am I?
  3. 3. Psychology? This digital strategy needs some serious analysis.
  4. 4. It starts, and ends, with PEOPLE
  5. 5. DH
  6. 6. Museums are Awesome!
  7. 7. Goals for today?
  8. 8. This is NOT a Lecture
  9. 9. What is technology in the cultural sector?
  10. 10. Wi-Fi Servers Audio Guides Digital Games Website Digital Content Micro- funding Mobile Digital Assets Artwork Data Help Desk HR Systems ePubs Video Content Mgmnt Google Art Digital Experience Customers Exhib. Tech Online Tickets Internet Backup Unified Shopping Cart Network Finance System Foundation Telephones
  11. 11. Content, Content, Content
  12. 12. Spectrum of MIA Content Scholarly Academic Newsworthy Engaging Narrative Long Form Important Professional Popular Context Short Form Introductory Social EphemeralFactual Catalog Prof. Journals Curator NYT Museum mag. Arts Journal Art Daily The Art Newspaper ArtStories Wall Labels Audio Guide Text Panels MIA Stories artsy VersoOSCI? Facebook Flickr Instagram Twitter SnapChat Ads Potential Audience: Long Tail Distribution Research & Publish   Engage & Market
  13. 13. 17 Mobile, Mobile, Mobile
  14. 14. “ … we do not ‘surf’ and the internet to us is not a ‘place’ or ‘virtual space’. The Internet to us is not something external to reality but a part of it: an invisible yet constantly present layer intertwined with the physical environment. We do not use the Internet, we live on the Internet and along it.” Piotr Czerski “We, the Web Kids” English translation by Marta Szreder (Emphasis is mine) It’s a Brave New World Out There
  15. 15. Digital Publishing House
  16. 16. Digital Technology Strategy
  17. 17. Digital Technology Strategy Katsushika Hokusai "Hodogaya on the Tōkaidō Road" (c. 1830-1831) Minneapolis Institute of Arts
  18. 18. Wait … what? We have a policy against that.
  19. 19. Technology: Strategic? Central (not peripheral) Essential (not preferable) Vital to the sustainability of the organization
  20. 20. You Want Strategy?
  21. 21. Power of Collaboration Source: Collaboration (2009) Morten Hansen, Harvard Business Press
  22. 22. Can’t I just hire a CIO?
  23. 23. Let’s conduct a comprehensive search to hire a seasoned executive leader to head an initiative to plan for a committee to oversee a task force dedicated to the implementation of state-of- the-art technological solutions based on industry standards, implemented by a cross-disciplinary team spear-headed by a dedicated senior-level manager and augmented by a carefully-selected team of outside experts who can create the synergy necessary to blah blah blah and spend every last cent until there is truly nothing left at all etc. Chief Technology Very Important Mucky-muck
  24. 24. The Ideal Museum Technology Leader (combine ingredients, mix well and serve immediately) (stirred, not shaken, please)
  25. 25. Source: http://likelinkshare.org/ It’s not the Title, It’s the Person
  26. 26. Hire character. Train skill. Recommended:
  27. 27. Audience Content Technology Marketing + Digital Leadership
  28. 28. On Collaboration: How to “Speak IT” … actually, that’s not it at all …
  29. 29. Learn to “Speak IT” in five easy steps! Consider Do Don’t IT staff are dedicated to being helpful We’ve got a real puzzle, do you think you can help us figure it out? We need to have an iPad app by next week.
  30. 30. Learn to “Speak IT” in five easy steps! Consider Do Don’t IT staff are dedicated to being helpful We’ve got a real puzzle, do you think you can help us figure it out? We need to have an iPad app by next week. IT staff are curious Let me fill you in on the thinking around this new idea. Because I said so, that’s why.
  31. 31. Learn to “Speak IT” in five easy steps! Consider Do Don’t IT staff are dedicated to being helpful We’ve got a real puzzle, do you think you can help us figure it out? We need to have an iPad app by next week. IT staff are curious Let me fill you in on the thinking around this new idea. Because I said so, that’s why. Motivate by sharing big goals Our goal is to inspire visitors to look more closely at the object. Put a big touchscreen in the gallery.
  32. 32. Learn to “Speak IT” in five easy steps! Consider Do Don’t IT staff are dedicated to being helpful We’ve got a real puzzle, do you think you can help us figure it out? We need to have an iPad app by next week. IT staff are curious Let me fill you in on the thinking around this new idea. Because I said so, that’s why. Motivate by sharing big goals Our goal is to inspire visitors to look more closely at the object. Put a big touchscreen in the gallery. Include, include, include We are in the early stages of planning new content for the website; could you join the meeting, lend your technical expertise, and weigh in on the ideas? We’ll let you know when we’ve decided what you’re going to do.
  33. 33. Learn to “Speak IT” in five easy steps! Consider Do Don’t IT staff are dedicated to being helpful We’ve got a real puzzle, do you think you can help us figure it out? We need to have an iPad app by next week. IT staff are curious Let me fill you in on the thinking around this new idea. Because I said so, that’s why. Motivate by sharing big goals Our goal is to inspire visitors to look more closely at the object. Put a big touchscreen in the gallery. Include, include, include We are in the early stages of planning new content for the website; could you join the meeting, lend your technical expertise, and weigh in on the ideas? We’ll let you know when we’ve decided what you’re going to do. Connect personally Would you like to have lunch next Tuesday? Steve or Bob or whatever your name is, why are your systems so slow?
  34. 34. The Museum Computer Network http://mcn.edu/ The Museum Digital Technology Community AAM Media and Technology Network http://aam-us.org/resources/professional- networks/media-technology New Media Consortium http://www.nmc.org/ Museums and the Web http://www.museumsandtheweb.com/ Twitter #musetech Drinking About Museums https://plus.google.com/communities/ 111090504723994696019 Connect
  35. 35. Strategy must lead to action
  36. 36. Storytelling
  37. 37. Storytelling
  38. 38. Storytelling
  39. 39. Storytelling
  40. 40. “ … to remain viable, museums must rethink not only what types of knowledge they create, but how/with whom they create it, and finally how they communicate it.” - Alex Bortolot, MIA Content Strategist (emphasis mine)
  41. 41. Delivered: ArtStories
  42. 42. “Management”: Agile, Lean, Radical … Recommended:
  43. 43. Practically Speaking Audience First Trust Frequent, small course corrections Honest, Transparent Iterative Cycles SHARED OWNERSHIP
  44. 44. Digital Publishing House What you produce is VALUABLE
  45. 45. Collections Data Enterprise DAM Web CMS Misc. Digital Assets API Content Management
  46. 46. Participation, Engagement, Loyalty
  47. 47. … and did we mention FREE?!
  48. 48. MOBILE APP UPGRADE
  49. 49. Source: http://www.thesealeys.co.uk/
  50. 50. CRM & ENGAGEMENT GOALS: 1. Increase Membership by 100% in first full year
  51. 51. CRM & ENGAGEMENT GOALS: 1. Increase Membership by 100% in first full year 2. Collect data … lots of data From this To this
  52. 52. CRM & ENGAGEMENT GOALS: 1. Increase Membership by 100% in first full year 2. Collect data … lots of data 3. Use that data: drive decisions
  53. 53. CRM & ENGAGEMENT GOALS: 1. Increase Membership by 100% in first full year 2. Collect data … lots of data 3. Use that data: drive decisions 4. Individualized, personalized, recognized experiences Source: http://www.ecommercebytes.com/cab/abn/y13/m07/i02/s04
  54. 54. CRM implementation: Spring 2015 Spring 2015 Integration: CRM, ticketing, loyalty Summer 2015 Mobile Fall 2015 Public Launch November 2015
  55. 55. FUNDING
  56. 56. Operating - discipline, expense control, sustainability Capital - investment, capacity- building Corporate - sell the vision, they are recruiting talent Grants - local, state, national - tell your story, build collaborations Donations - in-kind, technology- specific Individual/Trustee - present a compelling case, allow personal involvement
  57. 57. - ISH 74 The Hype Cycle
  58. 58. Tech Expertise: Decentralization evolves to Distributed (mesh)
  59. 59. Decision-making: Strategic Approach Events, Actions Patterns Structures Mental Models, Ideas Design-driven decision- making: begins with ideas, moves up Data-driven decision-making: starts with observations/ measurements, moves down Visible Often unseen
  60. 60. Ubiquity, Wearables, and the Internet of Things
  61. 61. David Hassehoff in 3D! The Shiny Object v. Capacity-building (and sharing) Which is an easier pitch to the media? 1 2 3 4 5
  62. 62. @dhegley http://www.slideshare.net/dhegley Thank you!

×