A Museum Journey from Web 1.0 to Web 2.0


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A quick overview on museums of the world 2.0 presence and presentation of Museu Picasso of Barcelona 2.0 process. Slides are probably not of the best trendy multimedia design, but content is tasty (hopefully!).

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  • A Museum Journey from Web 1.0 to Web 2.0

    1. 1. museums 2.0: adulthood on the Internet A Journey from Web 1.0 to Web 2.0 Barcelona, 2009
    2. 2. Summary <ul><li>1. The Social Media </li></ul><ul><li>- what are social networks? </li></ul><ul><li>- which features </li></ul><ul><li>2. The world’s museums on the Social Media </li></ul><ul><ul><li>- why it’s so important to be there </li></ul></ul><ul><ul><li>- cases of best practice </li></ul></ul><ul><li>3. The Museu Picasso project on the SMs </li></ul><ul><ul><li>- step by step of an evolution </li></ul></ul>
    3. 3. It’s all about PEOPLE Engaged in Conversation Sharing Experiences
    4. 4. Social Media, social networks <ul><li>the social networks are not about TECHNOLOGY </li></ul><ul><li>they are CONVERSATION, INTERACTION </li></ul><ul><li>they are pure COMMUNICATION </li></ul><ul><li>they are a magnificent </li></ul><ul><ul><li>OPPORTUNITY </li></ul></ul><ul><li>content produced and shared by all </li></ul>
    5. 5. <ul><li>the network of connections grows organically as a result of the collective activity of all the users of the Web. </li></ul><ul><li>(Tim o’Reilly, 'What Is Web 2.0') </li></ul><ul><li>Web 1.0: individual for reading radial static </li></ul><ul><li>Web 2.0: collective for writing nodal dynamic </li></ul>
    6. 6. the social networks: characteristics <ul><li>not organized, they respond to the interests of the users </li></ul><ul><li>multidirectional in their communication </li></ul><ul><li>sense of belonging to a community </li></ul><ul><li>very strong viral effect: marketing relational </li></ul><ul><li>interconnected 2.0 applications </li></ul><ul><li>tools are free or very low-cost </li></ul><ul><li>high volume of daily traffic for long periods </li></ul><ul><li>immediacy </li></ul><ul><li>initial attraction of members is followed by exponential growth </li></ul><ul><li>encourage fresh communication, breaking away from the 'official' tone of the institution </li></ul>
    7. 7. the social networks: some figures <ul><li>300 M users around the world </li></ul><ul><li>Facebook: 200 M </li></ul><ul><li>Blogs: 133 M </li></ul><ul><li>43% of Internet users regularly read blogs </li></ul><ul><li>Videos on the Internet account for 70% of TV traffic worldwide </li></ul><ul><li>membership of communities is growing twice as fast as the most used applications </li></ul><ul><ul><li>(Various sources: Facebook, Technorati, Nielsen) </li></ul></ul><ul><li>Hundreds of Social Media, too many to know them all (and no need to) </li></ul>
    8. 8. What 2.0 users do <ul><li>participate interact </li></ul><ul><li>contribute publish </li></ul><ul><ul><ul><ul><li>connect debate criticize </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>tag listen </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>evaluate create link </li></ul></ul></ul></ul><ul><ul><ul><ul><li>converse propose cooperate </li></ul></ul></ul></ul><ul><ul><ul><ul><li>recommend share </li></ul></ul></ul></ul>
    9. 9. Why museums are on 2.0 <ul><li>strategic points of presence for : </li></ul><ul><li>encouraging DEBATE and PARTICIPATION </li></ul><ul><li>building community </li></ul><ul><li>extending knowledge </li></ul><ul><li>Social use of the Internet is changing. Companies and institutions have to adapt and develop their strategic use of the Internet. The use of the SNs has become a strategy (of communication, of the whole organization). </li></ul>
    10. 10. Museums on the social networks <ul><li>A relatively young, embryonic presence </li></ul><ul><li>In process of rapid growth </li></ul><ul><li>(USA, UK) </li></ul><ul><li>Blogs </li></ul>
    11. 11. Museums on Facebook Note the growth over 6 months: doubling and tripling users good practice: MoMA: consultation about applications for the iPhone Prado: the new Prado? museum location Fans (January 2009) photographs put up by users MoMA USA 61,562 158,433 (July 09) 939+ 1,940 (July 09) Brooklyn Museum USA 5,554 (8,023 July 09) Guggenheim Bilbao Spain 4,957 (8,431 July 09) 200 Museo del Prado Spain 1,583 4,302 (July 09) 108 Museo Reina Sofia Spain 995 63 Fundaci ó Miró Spain 885 (July 09) 3
    12. 13. Museums on Flickr good practice: - Brooklyn: pioneer - Tate: 'Colour Chart‘ (monochrome photos) - V&A: Tattoos, period photos of weddings museum location Subscribers (January’09) photographs put up by the users photographs put up by the museum Brooklyn Museum USA 1058 3033 3151 MoMA USA 537 3121 Guggenheim Bilbao Spain 184 964 Victoria & Albert UK 621 4034 Museum of London UK 167 416 420 Museo del Prado Spain 49 517 Macba Catalonia 40 56 competition: photos of the building
    13. 15. Museums on YouTube museum location launch of the channel Subscribers (January 2009) Reproductions Videos produced by the museum MoMA USA December 2006 5089 127114 125 Brooklyn Museum USA July 2006 383 11246 39 Holocaust Memorial Mm USA August 2006 303 8789 59 Metropolitan USA January 2007 223 4840 158 Mus Ci ència i Tècnica Catalonia November 2007 26 3175 66 Victoria & Albert UK March 2008 206 10,672 45
    14. 17. Museums on Twitter <ul><li>increasing use in USA and by companies </li></ul><ul><li>still little used in our country, but increasing </li></ul><ul><li>still a lot of 'noise' </li></ul><ul><li>useful for reinforcing museum’s communication </li></ul><ul><li>added value: immediacy, direct interaction </li></ul><ul><li>organizing and participating in events: good examples: Museums & the Web conference #mw2009 , Communicating the Museum, #ctm09 </li></ul>
    15. 18. Twittering at the Museums & the Web Conference In real time during the conference, Twitter was extremely popular. Combination of tweets (messages) due to a triple provenance: a) chronicle by the organization itself / b) attendees / c) people following it around the world.
    16. 19. Blogs of museums <ul><li>There are as many types of blogs as there are museums and approaches to running them. </li></ul><ul><li>Basic functions: </li></ul><ul><li>spread information about the institution </li></ul><ul><li>showing the museum from the inside and </li></ul><ul><li>building community </li></ul><ul><li>Using a blog only merely as a channel of information is a waste of its great potential for connecting with the public in the most direct way. </li></ul>
    17. 20. a blog for… ( Nina Simon’s Chart )
    18. 21. Museums with Blogs (a taste) Brooklyn Museum http://www.brooklynmuseum.org/community/blogosphere/bloggers/ Museum of London http://mymuseumoflondon.org.uk/blogs/ http://mymuseumoflondon.org.uk/blogs/romanglass/ Smithsonian http://www.shows2go.si.edu/exhibitions/smithsonian-blogs.html Walker Art Center http://blogs.walkerart.org/ 8 blogs (Education, Visual Arts, Design, etc) Indianapolis Museum of Art http://www.imamuseum.org/blog/ Tate Modern http://modblog.tate.org.uk Prize for the best Blog in the category 'Social media-Best Blog Award' of BIMA, 2008 'The Great Tate Mod Blog' PowerHousemuseum http://www.powerhousemuseum.com/collection/blog The Curator’s 'Object of the Week' Blog
    19. 22. Education 2.0 in the museums <ul><li>Wiki for teachers </li></ul><ul><li>Wikidocentes Guggenheim </li></ul><ul><li>integral educational use of 2.0 platforms Classroom Guide for IMA Digital Content </li></ul><ul><ul><li>(with recommendations for teachers about ways of using in class each of the social networks on which the museum is present) </li></ul></ul>
    20. 23. Folksonomy or social tagging <ul><li>the users play a part in tagging the works: they provide a different vision from the curators and specialists </li></ul><ul><li>Describe works of art in your own words. </li></ul><ul><li>Let museums know what you see. </li></ul><ul><li>The more you tag, the richer the experience for all. </li></ul><ul><li>Steve museum Project, USA </li></ul><ul><li>Brooklyn Museum , NY </li></ul><ul><li>Indianapolis Museum of Art (IMA) </li></ul>
    21. 24. Museum Groups and 2.0 in <ul><li> </li></ul><ul><li>MuseumLink </li></ul><ul><ul><ul><ul><li>Museums and the Web </li></ul></ul></ul></ul><ul><li>Web 2.0 </li></ul><ul><li>Museum Design </li></ul><ul><li>Museum Education </li></ul><ul><li>and a whole lot more </li></ul>
    22. 25. Getting started <ul><li>listen: make a good overview </li></ul><ul><li>participate: be an active 2.0 user </li></ul><ul><li>be aware of the museum’s mission </li></ul><ul><li>think about your users </li></ul><ul><li>make a good project: solid and sustainable </li></ul><ul><li>involve the rest of the organization </li></ul><ul><li>start small , build up from less to more </li></ul><ul><li>dynamize , give a quick response </li></ul><ul><li>use a conversational , sharing tone. </li></ul>
    23. 26. 6 things to avoid or what museums should not do on 2.0 <ul><li>use the social webs simply as a marketing device: it turns people off </li></ul><ul><li>exercise control </li></ul><ul><li>don’t dynamize </li></ul><ul><li>don’t listen </li></ul><ul><li>don’t give a quick response </li></ul><ul><li>don’t evaluate </li></ul><ul><li>Any of these attitudes will condemn your 2.0 initiative to failure </li></ul>
    24. 27. Museu Picasso: Web objectives 2009 <ul><li>make the collection accessible online </li></ul><ul><li>develop the virtual classroom, with multimedia educational resources </li></ul><ul><li>get actively involved in the social webs or Web 2.0 </li></ul><ul><li>  </li></ul>
    25. 28. Why the Museu Picasso 2.0 project <ul><li>to establish bidirectional / multidirectional communication </li></ul><ul><li>to welcome and share user-generated-content </li></ul><ul><li>to enrich the museum: users contribute value </li></ul><ul><li>to generate community </li></ul><ul><li>to encourage people to identify with the museum </li></ul><ul><li>because not being present will be a real handicap: any centre or institution that does not offer this now standard option will seem to be ignoring the public. </li></ul>
    26. 29. The networks talk about you even if you don’t T he Museu Picasso on the social networks even before we started: - 550 photos on Flickr -120 videos on YouTube were tagged as Museu Picasso Bcn. It’s crucial to be there with a voice of your own.
    27. 30. The Social Media platforms on which the MPB is present in this 1st phase <ul><li>step-by-step integral entry on 4 main platforms: </li></ul><ul><li>Facebook : creation of group and profile, events </li></ul><ul><li>Flickr : creation of group, tagged photos, competition </li></ul><ul><li>YouTube : creation of channel, tagging </li></ul><ul><li>Blog : showing 'The Museum behind the scenes‘ and </li></ul><ul><li>with integration of museum content generated on the other Social Media </li></ul>
    28. 31. The Museu Picasso Fan Page
    29. 32. Gallery on Flickr
    30. 33. Photos taken by our visitors
    31. 34. The Museu Picasso Blog
    32. 35. Other platforms where the Museu Picasso is/will be present <ul><li>Delicious , network for sharing social ’bookmarks' </li></ul><ul><li>Slideshare: Powerpoint presentations </li></ul><ul><li>Linkedin: professional contacts network </li></ul><ul><li>RSS: via subscription to the blog </li></ul><ul><li>for the future: 2.0 mobile phone applications </li></ul>
    33. 36. Starting up (March-May ’09) <ul><li>elaboration of project, management approval </li></ul><ul><li>presentation to Museum staff, debate, incorporation of ideas </li></ul><ul><li>recruiting external support to start up and load contents </li></ul><ul><li>graphic integration in the design of the Museum Web </li></ul><ul><li>hosting of the blog on an external server (Wordpress) </li></ul><ul><li>launch: May 2009 </li></ul><ul><li>publicizing: on the web homepage, e-news, press release, links policy, 2.0 heritage (Generalitat), physical supports (Museum brochure, information screens), including the URL of the blog on the signature of MPB e-mails, specific actions aimed ast MPB user groups on the social networks (photo competition, prize draw of MPB Member’s Cards, exclusive visits, get-togethers in the Museum, etc) </li></ul><ul><li>sustainability: as important as the launch or even more so! </li></ul>
    34. 37. stonetable.org Don’t (just) think different, be different… In honour of Darwin Year Evolution is turning us into homo digitalis As well as knowing how to adapt (new tools for new times: 2.0…), we have to: - differentiate ourselves - be specific - be good at what we do - think about the users
    35. 38. A picture lives a life like a living being, experiencing changes everyday life imposes. This is natural enough as a painting only lives through the person who is looking at it. Pablo Picasso, 1935 <ul><ul><li>[Tip: think Website instead of picture : </li></ul></ul><ul><ul><li>the user as protagonist, the user as interpreter = the 2.0 user ] </li></ul></ul>
    36. 39. Questions (FAQ) <ul><li>how can the users contribute to xxxxxx? </li></ul><ul><li>what about the reliability/quality of the contents? </li></ul><ul><li>and the image rights? </li></ul><ul><li>as a museum, are we dumbing down/trivializing ourselves? </li></ul><ul><li>will the blog be moderated? </li></ul><ul><li>how much work will it involve? </li></ul><ul><li>how do we measure impact, success, failure? </li></ul><ul><li>any more questions???? </li></ul>
    37. 40. www.museupicasso.bcn.cat Conxa Rodà [email_address] Twitter: @innova2 Barcelona, 2009 Blog: http://conference.archimuse.com/blog/conxaicub