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Current situation:  social networks and media

Twitter

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Museum Branding:  conclusions

Your brand has moved beyond logo,  slogan and brochures.  Now...
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Contacts: 
Rossitza Ohridska—Olson,  President,  Viz

rokambur@gmai| .com
Ten. : +359 (0) 886 — 769 — 427

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Lost in Translation: Regaining Brand Strength in the Digital World

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Presentation for a workshop in the State Museum ofHi Religion History, Sankt Peterburg, Russian Federation, October 2013

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Lost in Translation: Regaining Brand Strength in the Digital World

  1. 1. CULTUFEHL reaLms LOST IN TRANSLATION: Regaining brand strength in the digital world Presentation to the Museum Marketing Conference State Museum of Religion History Saint Petersburg, Russia. October 24-26, 2013 R © 2013 Cultural Roulms | A Viulliu Enterprises Company
  2. 2. Definitions WEEE 555:0
  3. 3. CULTUFGL FBETLTTTS Museum Branding: definitions Is the museum a collection/ group of collections? is the museum a building? Is the museum a place? Is the museum an organization? Is the museum a community? Is the museum a corporation? is the museum a product of culture? Is the museum a social/ educational service? YES, to all of them. 3 © 2013 Cultural Realms | A Vizantia Enterprises Company
  4. 4. CULTUFaL reaLms Museum Branding: definitions Is the museum a collection/ a group of collections? ANCIENT CHINESE NEOUTHIC POTTERY VESSEL. Kansu, Vangshao Culture, ca 2500 B c Sothebysi IMPORTANT SPANISH & IZNIK POTTERY FROM A EUROPEAN PRIVATE COLLECTION Neolithic Vessel for sale on eBay 1 ) Dish 2) msh Tlrrkcy Scconcl ' Turkcy l1'.1lt'— lute lfith L Scconcl ccntu1'_~' qurtcr of l mll Neolithic Vessel, Stara Zagora C°"”'“. ‘-" Neolithic Dwellings Museum Collection of lznik Pottery in the Hermitage Museum 4 © 20l3 Cultural Realms | A Vixantia Enterprises Company
  5. 5. Museum Branding: definitions Is the museum a tourism attraction? 7 I - 3' . .. , A . '. *'*V . "i‘ ‘ — ' " _. l,» I . ’ I . . ‘; -’r“’*' V "r. '~i — ', - f _ ' ' I « . ; 4 I , .-§_f, “.I, ___{A__; ;_, .-. ;~; _w. ~._§é-. .~ . - J~-—r- -- - "‘- wit CULTLIFEHL F€aLTTlS © 20l3 Cultural Realms | A Vilantia Enterprises Company
  6. 6. CULTUTEHL FEEBLTTTS Museum Branding: definitions Is the museum a culture product? MARIINSKY THEATRE T’l«1ybillArdiiCkDtS Company »’hotr((liE-tltontm News Romvomnr. : It‘! uvm: r:1=i. — -¢v1rH: ul. 'Ivlll Mlqluli grsulrrtrtflru. ,-‘Ir! -1:‘ 7.t. .ypi. tymi is/ i.. mn. kytitc-. im Cuii_L-rt‘-i_: Il l‘. imi. :»s«ylliti, .': Tlw. -tic ' from :7 in 22 ouutm the Maninsky Ballet mu be pertarmmg um Martins man: would l-ks m mm. all pmm at at the Aummm National, has at Maxim (tn/ '5 largest pemarmmg the [enter a l to 52: ll: new exhibition 23 oKTst6pn B 18.30 B Bn6nvro'ret<e MM. ~ B. B. I-IEIFIKOBCKOFO COCTOHTCFI l"leKl. |,VlFl I I I , »;_, j ‘ <<f’.3pa3uosbte new»: Vt KaMHHb| '5 " 9 l'1eTep6ypra>> ’ 19.10.2013 ' I/ I3 uuxna «BKyCb| nerep6yp>+<uee»_ Hmaer A. VI. Pop, eHKoB. © 2013 Cultural Realms | A Vilantia Enterprises Company
  7. 7. CULTUFBL l‘€aLTTTS7- Museum Branding: definitions A museum is a non-profit, permanent institution in the service of society and its development, open to the public, which acquires, conserves, researches, communicates and exhibits the tangible and intangible heritage of humanity and its environment for the purposes of education, study and enjoyment. 7 © 2013 Cultural Realms I A Vizantia Enterprises Company
  8. 8. CULTUFEIL l‘€aLTTTS7-‘ 7 Museum Branding: definitions In spite the fact that museums are non-for profit organizations, they compete with other corporations: - Sponsorships - Investments - Income from selling products (souvenirs, books, etc. ) In spite that museums are not only buildings and places, they compete for: - Visitors spending (local and tourists) - Prestige of the destination 8 © 2013 Cultural Realms | A Vizantia Enterprises Company
  9. 9. CULTUFEBIL l‘€aLTTTS7-‘ 7 Museum Branding: definitions Why the Museum needs a brand: - To distinguish itself from similar institutions (other museums, galleries, private and for profit organizations which acquire, conserve, research, communicate and exhibit work of human heritage and its environment. ) - To communicate values, purpose, meanings and knowledge - To create a sense of place, destination, known by locals and travelers - To attract more sponsors and benefactors In lesser words: TO BE MORE COMPETITIVE 9 © 2013 Cultural Realms | A Vizantia Enterprises Company
  10. 10. <: uLTuraL reatmsv E Museum Branding: definitions THE BRAND AS COMPETITIVE ADVANTAGE Brand Strength Differentiation Relevance Associations Brand Status Esteem Knowledge Museum Competitiveness Increased visitation Increased investment & Sponsorships Increased revenue & Reputation Overall growth 10 © 2013 Cultural Realms | A Vizantia Enterprises Company
  11. 11. CuLTuraL tea Museum Branding: definitions BRAND is the gut feeling somebody has about a product, service or organization OR It is not important what YOU say, but what THEY say (THEY = visitors) NEUMEIER, M. 2003. The Brand Gap. Presentation. Neutron LLC 11 © 2013 Cultural Realms | A Vizantia Enterprises Company
  12. 12. CLILTLIFaL reatms i. o:: i‘: in tre: t‘tcla: i:ioi‘t: social t‘te: l’: ittIot? l<c 23% of brand marketers are developing social strategies, but are still having a hard time. exe’cuting them.
  13. 13. CULTLIl‘aL l‘€aLTTISi Museum Branding: social networks and media Why they are important: Because they give KNOWLEDGE about the brand - creating “meaningful and thought provoking content is building the bridge” between audience and the museum. But only the content is relevant to the audience Because it creates TRUST : - Creating “shared culture that represents the brand through dialogue and engagement” gives power to the audience and trust in your brand Because creates RELEVANCE to audiences - Co-creating “through social storytelling so the audience isn'tjust engaged but involved. ” - Because inspires ESTEEM to the BRAND 1 3 © 2013 Cultural Realms | A Vizantia Enterprises Company
  14. 14. CULTU FEiL F881 Museum Branding: social networks and media 52% of all marketers have found a customer via Facebook in 2013. Companies that generate more than 1,000 Facebook Likes also receive nearly 1,400 website visits a day. 36% of all marketers have found a customer via Twitter in 2013. 23% of marketers are investing in blogging and social media this year, a 9% increase from 2012. 63% of local searchers on social media sites are more likely to patronize a business with info on a social site Social media lead conversion rates are 13% higher than the average lead conversion rate Twitter is the fastest growing social network in the world with a 44% growth from June 2012 to March 2013. Pinterest pins with prices get 36% more likes than those without. 14 © 2013 Cultural Realms | A Vizantia Enterprises Company
  15. 15. CULTUFE: ‘lL l"€aLTTlS Current situation: social networks and media Creating Charismatic Brands: Sharing & Creating Own Stories + W [ill li iimiwi ll. T ll ll’l til . l<l Visit Exhibitions C'olIecti<'ms Events Learn Rcsearcli Give and Join About the Museum Bltigs Shop Home > Collections > Search the Collections > Lime Container (Poporo) tn Back to browse highlights 1 of 1,534 results highlights .21 Lime Container (Poporo) Date: 1st—7th century Geography: Colombia Culture: Quimbaya Medium: Gold Dimensions: H. 9 x W. 5 1/4 in. (22.9 x 13.3 cm) Classification: Metalecontainers Credit Line: Jan Mitchell and Sons Collection, Gift ofJan Mitchell, 1991 Accession Number: 199141922 This artwork is currently on display in Gallery 357 I Creates users collection after login 15 © 2013 Cultural Realms | A Vizantia Enterprises Company
  16. 16. Current situation: social networks and media W Creating Charismatic Brands: Sharing & Creating Own Stories E « : i=i-I: <d-- uiasiasirdiuraint is T T V V V V T . _I CD 0) L. i —I CO C_. :5 I- A i 3 U I f g Haitrarillpltg ifluriu ~. r:-.1: -mlluryiat 751 N °”I' lA Creates user's collection after login 1 6 © 2013 Cultural Realms | A Vizantia Enterprises Company
  17. 17. CULTUTGL F€aLTT1S Current situation: social networks and media Creating Charismatic Brands: Sharing & Creating Own Stories To download this work you need a Rijksstudio account What can you do with your Rijksstudio? u Collect E Create Save all works and Order prints of the details of works in your collection or create sets something yourself I. L 1 P Sign up for your own Rijksstudio 17 © 2013 Cultural Realms | A Vizantia Enterprises Company Share Share your discoveries via Facebook, Twitter or Pinterest
  18. 18. CLILTUTEHL FGEELTTTS Current situation: social networks and media Creating Charismatic Brands: Sharing & Creating Own Stories Tate Britain Tate Modern Tate Liverpool Tate St Ives Search Q Home Art 8. artists Visit What's on Blogs 8. channel Join 8. support Learn Research About Shop Find artand . -vi t‘r= . i'y»~. : 'i*»<: wt wt Q Augustus Leopold Egg : PiJl'| Vl(I|1HI-CYiFi3al’DDi£lDt! ( ‘http-/ /stzagomnet/ category/ suallishedulesr Share this artwork Tweet 2 7 {vi Artwork details «"1 »i Augustus Leopold Egg 1*-‘iv. Vt: Past and Present, No. 3 U 1858 “T: W vi Oil paint on canvas it 'i WV ~ support: 635 x 762 1 8 © 2013 Cultural Realms | A Vizantia Enterprises Company
  19. 19. Current situation: social networks and media Creating Charismatic Brands: Sharing & Creating Own Stories uAuAno cnnuu urn man on. " u-nun lAfllbIlAPL uuuunuon snot-3! ( r . . rt‘ . _ i . u . DPMAIIMSI can orulzlrllu Hank croPusI9PMm'Ax BY‘-IEHVIEMOEPAJOIAHVI oronnmxonnti l: |;iLli’l, -ill lIUllkl Ky” bTyPA M MCKyCC. l»BO A3,. ” AHTM‘-lH0|'0 MMPA / Oaenupuoe ucxyccmao ll l. /Illnlllukll CULTUIHL reaLms HEPSOEDITNAR KY. 'tbYYPA - KYl1b7YPA VI M(| (Y((YB(J . AHYVIHHOFD MMFA antenna VPEIJMR — nveaunn HVAIIME » nvzimmi PMM — t r HEPNUE - twwinmumuvhi ICBEIII/ IFMUE tA(Kv((Iau— M IHMIIVMKA JAFIAHNOEBPOHEIAC K05 ~ vicxvcctao DPYXME M 3ALL| 4'lHOE ~ IOUPYXENME KYl1b7YPA VI vicxvtuao - BOCTUKA DYCCKAR Kynaryn - NYMMlMAl’MKA- rAnEP£l APArou£HMuct£M - auuntu nun I- 113‘) PEI- MEHLLIVIKOBA - rnAni-(Mia mus ~ MYJEM MMHEPAYORCKOTO - ‘XJAPQDOFOIOYO JABOHA Kamesi [‘0H3ara III B. J10 H. 3. AI1ci<cztHnpim; BblCOTa l5.7cM.1uiipiii-izi 11.8cM KLIMCH FOH3ara — pert-iai'i1uiii‘i 06p2l3CU, llCKyCCTBit l'. 'llllITllKll. c03;1;iHHu9i B A. '1cI<czii-uipim B III B. 110 H. 3.. ii306pu>i<ucT o60>i<ccTi3:iciiiiL1x npz1BnTc. '1ci'1 Erunra HTO. ricMc7i II <I)ii.1a}1c. -rtbdm n cm >i<cHy Apcimoio. Czicuysi 06p2t'S)’. C.‘10>KttBl1JC]1yC9l B 21HTll‘tHOM ItCKyCCTBC non 19 © 2013 Cultural Realms | A Vixantia Enterprises Company
  20. 20. Current situation: social networks and media Facebook presence lllflflflflq 1 I tr. e. . CULTUFaL F€aLlTlS Vv'VV'. I'll SITILISCUTTI. I’U , ,W(-K, ,,~, My“; 1; The State Russian Museum }u'; _.' , .«. t'}t. r,u 2.503 likes « 255 talking about this $ $ (0-10) - Museum 9 4 lnzhenernaya St. , Sankt Petersburg, CaHK'r-t1e1'ep6ypr 191186 s. +7(812)3148368 +7(812)5954248 0 Today 10:00 am - 6:00 pm About Suggest an Edit 20 © 2013 Cultural Realms | A Vizantia Enterprises Company
  21. 21. CULTLlFaL reaLms Current situation: social networks and media Facebook presence Focynapcrreennbiii 3pMvrra)K. The State Hennitage museum. Official page. Ql _ : l')lIl1I Focyi1apc1Bei-ii-ii. ii7i 3pMwra>i<. The State :5 like Message It ' Hermitage museum. Official page. 5.555 likes 447 talking about this Continurtity 0EllV| |.lV| &11l>Ha5l ctpaiwiua Focyaapctsenuoro 3p~ima»<a “jj The State Hermitage Museum— Brand presence through logo and “ofticial page” confirmation, as well as opulent architecture 21 © 2013 Cultural Realms | A Vizantia Enterprises Company
  22. 22. CULTUIHL F€aLlTlS Current situation: social networks and media Facebook presence jusqu'au 6 janvier 2014 :1‘ Le pri_ntemps de la Renaissance .2 . ~, La sculpture et les arts :31 Florence 1400-1460 v Liked * Review l | Message a» V l Musée du Louvre 1.086.766 likes ~ 33,518 talking about this - 1.247.005 were here 5 Historical Place v Art Museum ~ History Museum 9 Musée du Louvre. 75001 Paris. France . +33 1 40 20 S3 17 (9 Closed until tomorrow 9:00 am - 6:00 pm About 7 Suggest an Edit Ambassadeur de I. .. Likes Events Le Louvre- Brand presence through an art piece and Building. Using only the online logo. 22 © 20l3 Cultural Realms | A Vizantia Enterprises Company
  23. 23. CULTUFEHL reaims Current situation: social networks and media British Museum l v Liked * Re-View 420.156 likes 14.022 tallmng about this - W301 l were here Message as V " History Museum Public Places & Attractions Art M 9 Great Russell Street, WC1B 3DG London. United K. .. . +44 20 7323 8299 Today 10:00 am A 5:30 pm About Suggest an Edit The British Museum — Brand presence through an art piece 23 © 20l3 Cultural Realms | A Vitamin Enterprises Company
  24. 24. CULTUFBL reaims Current situation: social networks and media Facebook presence MoMA The Museum of Modern «Liked *Review Message as ' l Art 1.463.654 likes 21.935 talking about this 496,928 were here 3 Art Gallery v Art Museum - Modern Art Museum 9 11 West 53 Street, New York. New York 10019 . (212) 708-9400 Q Today 10:30 am - 5:30 pm ‘. '.‘v, ":v4- M 3' ‘lnstagrcani. ” ‘ Events lnstagram About Suggest an Edit 5 P°5‘ . Friends 1 Connected to MoMA The Museum ot Modern Art Write something. .. 126 friends like this . . In IIIIGHIIW 2 friends were here MoMA The Museum of Modern Art , October 18 vi Creating Brand relevance through interaction 24 © 2013 Cultural Realms | A Vizantia Enterprises Company
  25. 25. CULTUFEL reaLms Current situation: social networks and media Twitter In spite of the increase of other languages to tweet, English remains the most used language. If your museum needs international visitors, follow the Hermitage practice —tweet in English too. Top language shares on Twitter as of october 2011 English tlck‘/ fi Japanese y- 5); . I Portuguese 3347; Spanish : l.‘/ A Dutch 4 VA 4 Korean 2% Arable 1 0,4, "'3' 1 "/0 All other: H 7 It 0% 10% 20% 30% 40% Semiocashcom (D 2011 25 © 2013 Cultural Realms | A Vilantia Enterprises Company
  26. 26. CULTLll"aL reaLms Tweet to 3pMvrra»( / Hermitage -: ‘state, hermitage 13- — Photos and videos who to follow - Retresh Vbew all _ Nelllofluang I, 1. , ‘ vi 1 I I Garewaynesrlnaoons IF-alow C ac-conservancn I Ur-new —f PlD§Ol'VIllDfIMliflBZlH9 I Fnlaw Popular accounts Find menus United States Trends Change Current situation: social networks and media 3pMMTa)K / Hermitage CD lérstate hermitage Foctmiuoruurllsulli JIMILL Ctnoaiflt HF-rmlt , ~ ll»r= lnri_F‘-tP(= -[6-rshllrq Fl mid Sta VIE-1 mlfa W e x~ rot no at v Igougoavdaothers Tweets All No replies w osobnyalgumyantseva Museum ot Religion. J. ‘- 3pMVITa)K / Hermitage Oxrnfipb a Cen- Pewwt. Taxvmr yemzien ero Bvmcenr Ban For 3 1889 r. “I1el7I3a>t< C neuron I/ I naxapewr" pic. twitter. com/ UvhdBsmrFe View more Llwleram Oxono 6 TI>lCFl'<l Henoeex t’Ip| rtHSlI'IV| yuacrme e peKOHCTpyKLIIrtV| EMTBM HEDOLIDB non Flefinumrom diIetant. ru/ news/19792273/ Spwmrax I Hermitage 20.10.1714 Flerp I VI3AEI. I'I ykaa 3anpeu. |a»ouivu7I CTDOMTE: KaMeHHbIe spam/ in no acefa Poccnvr, xpome Flerepfiypra. I'laHopaMa.1716 pIc. twItter. com/ QLBFIGSEODO 5 VIEW puma Snuurax/ Hermitaae " I I - I © 20l3 Cultural Realms | A Vitamin Enterprises Company 26
  27. 27. CULTUFGL reaLms Current situation: social networks and media Twitter . v . 5(. €lh2l‘l n ‘ Tweets l J i Following ' l . " l Followers ‘l " 2 ' ’ I l ‘ Favorites . - ‘ 1 > . I ‘ Lists x / I 7 ‘Meet to The State Hermitage hermrtagegng , 4 .4 ’ v: T ; ' W "i “ 1' _ ‘ <4 _ Photos and videos V In : .1 : .tt_, i._, i ’ , ‘ / ‘ V ‘ T L )3! ‘ -1, , ‘ ‘ Tweets 5 4 ‘ ‘ } . a I i -V The State Hermitage l , l l t ‘ V ‘ "- - 3': The Last Russian Emperor: The Family and Court of Nicholas It at l - 4: ‘_ '~ the Turn of the Century. Open in Hermitage Vyborg until 30/03! V The State Hermitage l , x V . 3} Find out about what's on in Amsterdam! l - hermltagemuseum. org/ html, En/04/201. . ; who to tollow — Flotresh 'VlP'. all _ : V"- Sumsung Mohlla l . ‘; ';; ;fiP = l t Julio J Sm‘mmnrln ' The stage He. -mnage t t ‘ t , ~ : v' Fallow - 3: The VII International Festival “A Dedication to Maestro" will be held in , _ ~ ’ the Hermitage, 13th - 23rd March —- 1 Nellle Huang t _ ”' F°"°" . The State Hermitage l l l , t l / * Ilc - conservation , . it Peter the Great is back in 3 Amsterdam! Over 660 exhibits will tell the 3 Fonow ‘~ ' life of the Tsar in the Amsterdam Hermitage. opening 9th March &f 27 © 2013 Cultural Realms | A Vizantia Enterprises Company
  28. 28. CULTUFBL F€aLlTlS Current situation: social networks and media Tweets Following Followers Favorites Lists The llll-Z-lroptllltarl l‘. lLiseLlm ni Art lS L llllr: 'Si£1rt mil ennis T irlij‘s laroe, i, l VL ‘ . , l‘lllll'ir‘Crlr‘‘lllll. l ti‘, Tweet to metmuseum rrietmuselim Photos and videos Who to follow neivesli view all 1- Follow-iiu Followed by Mike Williams. Archeology Home, Design Museum tl‘l, l 100+ others Tweets All No replies metmuseum l l i i w Sunflowers appear amid the variegated bouquets that were prevalent in Van Gogh's work. met org/ Houeoc piz: .twitter. com/ CbIEEyZUgc Q view prioiu metmuseum ii l‘ i l 5 @ Today attend tree lectures related to the exhibition "Artists and Amateurs: Etching in Eighteenth—Century France. " metorg/ tl10eeE ; Al‘»‘- Engllsrmeimge Ln i«, ii»ii, i: ..ti, .. .'u. ... tram: mum Ilc-conservation l ' i , —‘ lroaw ‘ , metmuseum ~. »~i~~ : . ». ‘V -i c mm. ‘ W H , ‘ w The Sulka people consciously seek to achieve magnificence in their a M , ‘ ‘fl ""m[eMy'Dmmm5 ceremonial ans: met. org/15MdlrQ plc. Iwltter com/ yaxl(]qgxC2 Drown l i View ahoio Popular accounts Fina trlenas l - . ... o.. ... ... ... . 28 © 20l3 Cultural Realms | A Vizantia Enterprises Company
  29. 29. CULTUFEHL F€aLiTlS Current situation: social networks and media Twitter Musée du Lou re @MuseeLouvre Bic-nvenue sun Ie (‘ample of . lel du Musee du Lou~ the Off: at Twill Page of the Mu ' Paris louvre-. lr Tweet to Musée du Louvre l<: MuseeLouvre 1363 59322 1' U Follow 1, » ‘ L. ML" ' Followed by Museum0fCycladicAn. Museums and the Web I; Museum de Toulouse and 33 others 3 I‘ Tweets Musée du Louvre an ~. w_, , - . s - £1 s5a4g3g2 merci g I View conversation . - . _ "33. , _ ; -J‘ Musee du Louvre ll, LLJL u 13 ' ' Wh° ‘° f°"°"" ' “"95" ‘‘’'°‘” 3" . Eugene Delacroix ecrit a Antoine Barye ce billet: Le lion est mort. Au Wyn pow“ 0, 7,3". 3 T , M‘ galop. Le temps qu'i| fait doit nous activer. ..: onrfbme/18tleLA ~‘l'IAIIl| : ll l ‘l Sundance Vacations F ; ma . I IFoIow -Lu 7% W ‘H m English Homage F: lwzl >l ll . ,.m, ,,. Irounw mum 1 11;. d‘<2uvres d'art? facebook. com/ pho! o.php'? lbid. .. j E -' . ll, ; IIO - conservation ‘ 1 } V fie Iran-m Musée du Louvre il l , ll . H Vous étes-vous déjé demande comment faire de belles photos - Musée du Louvre '. iL_l_l_L, ‘L‘ ~ 29 © 20l3 Cultural Realms | A Vitamin Enterprises Company
  30. 30. Current situation: social networks and media Focy, qapcTBeHHbii71 3pMMTa>i< ¢ Subscribed 0 61a fi v Videos Discussion About Q What to watch next ' Recent activity CuLTuraL reaLms’ V‘ Pocraapauun -iacoa H Myihlkflfltsfltalx Moxamianoa H3 itonnexunn Spuntaxa uploaded 3 iiioiiths auo npouynpocn. Acrpeu. namrmmtn Mncoiicraa 3 3puiwraxte uploaded -1 iiioitths aqo Coxpaimu Spuwraxt Pecraapauusi -iacoa u uyasixanuiux uploaded 5 ltlollllls dql) uiexaunauoa H3 itonneituun apuiuraxa by theherrnitagemuseum 205 views 30 © 2013 Cultural Realms | A Vilantia Enterprises Company
  31. 31. CULTUFGL reaLms Youtube yiem-rated bv 'T, .i, .Tttt, »+, — Current situation: social networks and media Russian Museum fl ~ Vitteo» Aizmti 4-T Alexander III Russian Museum 1 Pycm Myaei by A| ekseySar9eyUvarov 1.653 views Alexander Ill Russian Museum 2. Pycxn uyzieii by Alekseysergeyuvarov 327 VIEWS Russian Tours - Russian Museum, Fog Machine in The Russian St. Petersburg Museum by Travexpressud 47 views T T' by NewsFrorriRussla 367 views 31 © 20l3 Cultural Realms | A Vilantia Enterprises Company
  32. 32. CULTUFBL reatms Current situation: social networks and media What happens now with the brand presence? Almost all museums are on: You And lost among the rest of the social networks and media " © ZOI3 Cultural Realms | A Vizantia Enterprises Company
  33. 33. CULTUFEHL F€aLTTiS Pinterest Current situation: social networks and media 23. 69% of brands have presences on Pinterest, up 10% from Q4 2012 Flank 5 country 0 U. S. Canada U. K. Australia Mexico Brazil Spain Netherlands France India Germany Italy China 14 South Africa 15 Philippines 16 Argentina 17 New Zealand 18 Indonesia 19 Colombia 20 Turkey c'. ‘iiT:3'o‘oo: ~4aauix>r. :ru—a source: Simply Measured Pinterest users, by country Tm: LiJlJiil; ~ L'ii_‘ctl-_'(, l T‘: -c‘T, »ic, i C! ‘ ~ClT—2l. 'l 1 3i 1 2 3 4 5 43 49 50 ‘j Users on miiiicm) 33 © 2013 Cultural Realms | A Vizantia Enterprises Company
  34. 34. CULTUFEL F€aLlTiS Pinterest Le Louvre Paris Musée du Louvre Welcome to the Ottmial Pinterest Louvre Pagef Bienvenue sur la page ottxouelte du musee du Louvre E Le palais des rots de France est devenu te rnusee d‘art te plus trequenle du monde 1 www.1oLr/ re tr 22 Boards 295 Fins 281 Llkes The Winged Victory of Samo. .. Le printemns eta Renarssr ‘2nIns EEEE Eye Contact QParis. France www. |ouvre. tr [3 P Campagnes d'affichage Follow Current situation: social networks and media q. ) Ftossitza Repins tram M relrvtngtorever N Prul Gold . trenchbrae Follow Ail Louvre Apps 1,367 Followers 91 Following Histoire dn costume Animals . _q, ", ‘ _ ‘ MHHW Follow Follow Follow Jardin des Tuileries I-. .._. =.. .. lhl.4uur 'P<’pes fleurs K sfien hrver luIt| —lIrll<'llllllulllrl / -f . |. .i. ... .< . . Bmns © 20l3 Cultural Realms | A Vizantia Enterprises Company
  35. 35. CULTL, ll”aL F€aLlTiS Current situation: social networks and media Pinterest u-i Metropolitan Museum of Art The Metropolitan Museum ol Art is one ot the worlds largest and llnest art museums We hope our boards are a source of inspiration for you 9 New York. NV www. metmuseum. org y F 24 Enams 1,4i2 Plns -ts Likes 557399 Followers 55 Following Food and Feasting New York City The Cloisters E2nd 3. Fifth Love 73 pins or Dlns : { 1 «Ir: III Follow Follow Follow Wicked Works Let's Dance Olympics 2012 The Cat: Muse, Symbol, Deity Connections I The Nose © 2013 Cultural Realms | A Vizantia Enterprises Company
  36. 36. Current situation: social networks and media Pinterest The Russian Museum Fins Boards Pinriers Search rest Show: . All pins Just my pins At the Russian museum . ..she is so pretty! !! ‘ Monica Ricri Kosariri CULTUFEBIL reaLms The Russian Museum B Fine Home Decor ml '0 O . .'. O.. .O. ‘ ‘o, ,_‘ The Russian Museum Fine Home Decor I01 Portrait of Adelalda Slmonovich (1889). Valentln Serov (Russian. 1865491 1). Oil on canvas. The Russian Museum, St. Petersburg. - ttARTEmisiaLegge - @Libriamo Tutti ~ wwwlibriamotutti. .. . "‘ Marianna Glacomel I-.4.“ The Russian Museum 36 © 20l3 Cultural Realms | A Vizantia Enterprises Company
  37. 37. Conclusions m: :mm_ #839430
  38. 38. CuLTuraL reaLmsf. ~:: ?.il: Museum Branding: conclusions Your brand has moved beyond logo, slogan and brochures. Now it must be present everywhere: from the poster on the window to the app in the phone n the pocket. Your brand has moved beyond local relevance: now it competes globally. It is time to adjust this brand to global requirements: language, tone of voice, content Your brand is loosing control over its own presence: it is already time to regain YOUR control over the brand with the help of your AUDIENCE The time to think about the brand once a year went away when 2 Harvard drop-outs invented Facebook. Now your brand needs your attention every hour, everyday. 38 © 2013 Cultural Realms | A Vizantia Enterprises Company
  39. 39. thank you. Contacts: Rossitza Ohridska—Olson, President, Viz rokambur@gmai| .com Ten. : +359 (0) 886 — 769 — 427 ’ K Ten. +359 (0) 42 — 26 02 02 Skype: rokambur ‘I3 6’- _ CLlLTU[‘aL reaLms 39

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