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Museu Picasso: le voyage de web 1.0 à web 2.0

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Le processus suivi par le Museu Picasso de Barcelona, pour démarrer le projet Web 2.0

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Museu Picasso: le voyage de web 1.0 à web 2.0

  1. 1. du Web 1.0 au Web 2.0 Rencontre Web-Musées, Paris, octobre 2009
  2. 2. Les r éseaux sociaux <ul><li>la TECHNOLOGIE n’est pas la question : un r éseau social se définit avant tout comme : </li></ul><ul><li>CONVERSATION, INTERACTION </li></ul><ul><li>COMMUNICATION par excellence </li></ul><ul><li>possibilit és illimitées </li></ul><ul><li>contenus produits et partag és par tous </li></ul>
  3. 3. Les usagers 2.0  <ul><li>participent interagissent </li></ul><ul><li>contribuent opinent </li></ul><ul><ul><ul><ul><li>d é battent connectent publient étiquettent écoutent </li></ul></ul></ul></ul><ul><ul><ul><ul><li>évaluent genèrent fo nt des liens dialoguent proposent coop èrent recommandent partagent </li></ul></ul></ul></ul>
  4. 4. Pourquoi les mus ées 2.0 ? <ul><li>positionnement strat égique pour  : </li></ul><ul><li>favoriser le D É BAT et la PARTICIPATION </li></ul><ul><li>construire une COMMUNAUT É </li></ul><ul><li>élargir le SAVOIR, la CONNAISSANCE </li></ul><ul><li>L’utilisation d’Internet évolue et les entreprises et institutions doivent s’adapter en cons équence . La pr ésence sur les réseaux sociaux est aujourd’hui une strat égie (de communication, de toute l’organisation) </li></ul>
  5. 5. Pr ésence, voulue ou non, les musées sont sur les réseaux Le Museu Picassodans les r éseaux sociaux avant m ême d’avoir commencé : – 550 photos sur Flickr – 120 vid éos sur YouTube étiquetées « Museu Picasso Bcn». Le mus ée doit faire entendre sa propre voix .
  6. 6. Mus eu Picasso : objectifs Web 2009 <ul><li>mise en ligne de la collection </li></ul><ul><li>cr éation de ressources pédagogiques multimédias </li></ul><ul><li>participation active aux r éseaux sociaux </li></ul><ul><li>  </li></ul>
  7. 7. Pourquoi le projet 2.0 du Museu Picasso ? <ul><li>pour établir une communication bidirectionnelle / multidirectionnelle </li></ul><ul><li>pour accueillir et partager des contenus cr éés par les utilisateurs </li></ul><ul><li>pour enrichir le mus ée (valeur ajout ée apportée par les usagers) </li></ul><ul><li>pour cr éer une communauté d’appartenance </li></ul><ul><li>pour fid éliser le public </li></ul><ul><li>parce que ne pas en être sera vite une lacune : tout centre ou institution n’offrant pas cette option, désormais normale ,semblera ignorer le public </li></ul>
  8. 8. D émarrage du projet (fevrier-mai 2009) <ul><li>recherche présence 2.0 des musées du monde </li></ul><ul><li>élaboration du projet, approbation de la direction </li></ul><ul><li>pr ésentation à l’équipe du musée, débat, incorporation d’idées </li></ul><ul><li>recours à un intervenant extérieur pour démarrer le projet et mettre les contenus en ligne </li></ul><ul><li>adaptation au dessein graphique du site du musée </li></ul><ul><li>h ébergement du blog sur un serveur externe (Wordpress) </li></ul><ul><li>lancement : mai 2009 </li></ul><ul><li>diffusion </li></ul>
  9. 9. L’entr ée du Museu Picasso (MPB) dans les r éseaux  : 1 ère phase <ul><li>entr ée intégrale et échelonnée, </li></ul><ul><li>surtout dans quatre grandes plateformes : </li></ul><ul><li>Facebook : cr éation d’un profil, événements </li></ul><ul><li>Flickr : cr éation d’un groupe, étiquetage photos, concours </li></ul><ul><li>YouTube : cr éation d’un canal </li></ul><ul><li>Blog : blog regroupant les contenus g énérés dans les médias sociaux, vision du musée dès l’intérieur </li></ul>
  10. 10. La Fan Page du Museu Picasso
  11. 11. Gallerie à Flickr
  12. 12. Photos de nos visiteurs
  13. 13. Blogs de mus ées <ul><li>Fonctions essentielles : </li></ul><ul><li>diffuser des informations institutionnelles </li></ul><ul><li>montrer le mus ée dès l’intérieur </li></ul><ul><li>construire une communaut é </li></ul>
  14. 14. un blog pour… ( Nina Simon’s Chart )
  15. 15. Le Blog du Museu Picasso
  16. 16. Autres plateformes sur lesquelles le Museu Picasso est ou sera présent <ul><li>Delicious : r éseau social de « Bookmarks » </li></ul><ul><li>Slideshare : pr é sentations PowerPoint </li></ul><ul><li>Linkedin : r éseau de professionnels </li></ul><ul><li>RSS : pour les souscriptions au blog </li></ul><ul><li>Twitter: micro-blogging </li></ul><ul><li>applications 2.0 mobiles </li></ul>
  17. 18. Groupes Muséales et 2.0 à <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>et bien d’autres </li></ul>
  18. 19. Par o ù commencer <ul><li>écouter  : r éaliser une étude prospective </li></ul><ul><li>participer : être un utilisateur 2.0 actif </li></ul><ul><li>conna ître les intérêts et la mission du musée </li></ul><ul><li>penser à l’usager </li></ul><ul><li>élaborer un bon projet , solide et durable </li></ul><ul><li>impliquer le reste de l’organisation </li></ul><ul><li>commencer petit pour voir grand </li></ul><ul><li>animer, faire preuve de r éactivité </li></ul><ul><li>adopter le ton de la conversation , partager </li></ul>
  19. 20. Musées sur Facebook À noter la différence en 6 mois: on double et même triplique usagers musée location Fans (Janvier 2009) Photos des usagers MoMA USA 61,562 158,433 (Julliet 09) 939+ 1,940 (Julliet 09) Brooklyn Museum USA 5,554 (8,023 Julliet 09) Guggenheim Bilbao Espagne 4,957 (8,431 Julliet 09) 200 Museo del Prado Espagne 1,583 4,302 ( Julliet 09) 108 Museo Reina Sofia Spain 995 63 Fundaci ó Miró Espagne 885 (Julliet 09) 3
  20. 21. Choses à éviter en 2.0 <ul><li>utiliser les r éseaux sociaux comme un simple outil de marketing : cela provoque un rejet </li></ul><ul><li>exercer un cont rôle </li></ul><ul><li>ne pas animer </li></ul><ul><li>ne pas écouter </li></ul><ul><li>ne pas donner de r éponse rapide </li></ul><ul><li>ne pas évaluer </li></ul><ul><li>Toute attitude de ce genre condamnera l’initiative 2.0 à l’échec </li></ul>
  21. 22. 7 conclusions ou idées à partager <ul><li>les musées sont encore en train d’assimiler TRS </li></ul><ul><li>les RS provoquent des changes dans l’organisation </li></ul><ul><li>il faut mieux connaître qu’est-ce que les usagers cherchent et ce qu’ils réfusent </li></ul><ul><li>il y a un nombre réduit de contributeurs actifs </li></ul><ul><li>il faut bien mésurer la soutenabilité de l’effort </li></ul><ul><li>renforcer les sinergies de la visite virtuelle et la visite sur place. </li></ul><ul><li>incertitude: évolution / avaluation </li></ul>
  22. 23. stonetable.org Penser autrement, (mais aussi) être différent … En l’honneur de l’ann ée Darwin Notre évolution v ers l’Homo Numericus Il faut savoir s’adapter ( à l’ère nouvelle , aux nouveaux outils, au 2.0…), mais aussi - se distinguer - être spécifique - faire preuve de savoir -faire - penser à l’usager
  23. 24. « Un tableau vit sa vie comme un être vivant, subit les changements que la vie quotidienne nous impose. Cela est naturel puisqu’un tableau ne vit que par celui qui le regarde .  » Pablo Picasso, 1935 <ul><ul><li>[ Astuce : remplacer tableau par site web : </li></ul></ul><ul><ul><li>l’usager-acteur, l’utilisateur-interpr ète = l’usager 2.0] </li></ul></ul>
  24. 25. Questions pour le débat <ul><li>que peuvent apporter les usagers ? </li></ul><ul><li>et la fiabilit é / qualité des contenus  ? </li></ul><ul><li>et les droits d’image ? </li></ul><ul><li>en tant que mus ée, n’est-ce pas là se banaliser  ? </li></ul><ul><li>y aura-t-il un mod érateur sur le blog ? </li></ul><ul><li>quelle charge de travail cela va-t-il repr ésenter  ? </li></ul><ul><li>comment mesurer le succ ès, l’échec  ? </li></ul><ul><li>d’autres questions ???? </li></ul>
  25. 26. www.museupicasso.bcn.cat Conxa Rodà [email_address] Twitter : @innova2 B log: http://conference.archimuse.com/blog/conxaicub

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