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Participation at Scale: Leveraging incentive and gamification to promote museum engagement

Participation at Scale: Leveraging incentive and gamification to promote museum engagement

A talk to MuseumNext 2013, Amsterdam describing the work of the Dallas Museum of Art in establishing the DMA Friends platform for participatory engagement.

A talk to MuseumNext 2013, Amsterdam describing the work of the Dallas Museum of Art in establishing the DMA Friends platform for participatory engagement.

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Participation at Scale: Leveraging incentive and gamification to promote museum engagement

  1. 1. SCALE Participation at Leveraging incentive and gamification to promote museum engagement Robert Stein Dallas Museum of Art @rjstein
  2. 2. PARTICIPATION
  3. 3. PARTICIPATION
  4. 4. PARTICIPATION
  5. 5. PARTICIPATION
  6. 6. PARTICIPATION
  7. 7. PARTICIPATION
  8. 8. PARTICIPATION?
  9. 9. - The Largest Art Museum in the Region
  10. 10. - The Largest Art Museum in the Region - 110 Years Old
  11. 11. - The Largest Art Museum in the Region - 110 Years Old - Supported by the City of Dallas
  12. 12. - The Largest Art Museum in the Region - 110 Years Old - Supported by the City of Dallas - NOT a Tourist Destination
  13. 13. DALLAS MUSEUM OF ART
  14. 14. The 2010 U.S. census reports that only 14.5% of US Adults visited museums in the prior 12 months (Census, 2012). DALLAS MUSEUM OF ART
  15. 15. The 2010 U.S. census reports that only 14.5% of US Adults visited museums in the prior 12 months (Census, 2012). 8%Dallas = 6.5M People - 500k Annual Attendance DALLAS MUSEUM OF ART
  16. 16. FREE ADMISSION General Admission = $600k (2.7%)
  17. 17. FREE MEMBERSHIP Members < $100 = $600k (2.7%)
  18. 18. ARE WE 5% MORE COMPELLING?
  19. 19. DALLAS MUSEUM OF ART HOW CAN MUSEUMS PROMOTE ENGAGEMENT?
  20. 20. HOW CAN MUSEUMS PROMOTE ENGAGEMENT?
  21. 21. HOW CAN MUSEUMS PROMOTE ENGAGEMENT?
  22. 22. GETTING BEYOND ANECDOTAL EVIDENCE
  23. 23. HOW DO YOU MEASURE WHAT YOU CAN’T SEE? Flickr Credit ~liquoredonlife
  24. 24. ENCOURAGING VISITORS TO SELF-REPORT
  25. 25. METRICS WE CARE ABOUT
  26. 26. METRICS WE CARE ABOUT 1. Repeat visits
  27. 27. METRICS WE CARE ABOUT 1. Repeat visits 2. Diverse participation
  28. 28. METRICS WE CARE ABOUT 1. Repeat visits 2. Diverse participation 3. Increased affinity
  29. 29. METRICS WE CARE ABOUT 1. Repeat visits 2. Diverse participation 3. Increased affinity 4. Ability to motivate action
  30. 30. Provide a menu for novice visitors CREATING A MENU OF EXPERIENCES
  31. 31. Promoting participation and engagement with art
  32. 32. DALLAS MUSEUM OF ART
  33. 33. DALLAS MUSEUM OF ART
  34. 34. DALLAS MUSEUM OF ART
  35. 35. DALLAS MUSEUM OF ART
  36. 36. DALLAS MUSEUM OF ART
  37. 37. DALLAS MUSEUM OF ART
  38. 38. DALLAS MUSEUM OF ART
  39. 39. DALLAS MUSEUM OF ART
  40. 40. DALLAS MUSEUM OF ART
  41. 41. LAUNCH DAY - 1/21/2013
  42. 42. LAUNCH DAY - 1/21/2013
  43. 43. LAUNCH DAY - 1/21/2013
  44. 44. and engagement with art DOES IT WORK?
  45. 45. and engagement with art
  46. 46. and engagement with art
  47. 47. and engagement with art
  48. 48. and engagement with art
  49. 49. and engagement with art
  50. 50. and engagement with art
  51. 51. and engagement with art
  52. 52. and engagement with art
  53. 53. and engagement with art Bobby
  54. 54. and engagement with art Bobby
  55. 55. and engagement with art WHAT’S NEXT?
  56. 56. THANK YOU! @rjstein DALLAS MUSEUM OF ART

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