Birla Museum Pilani Director's conference 7-9 Dec 2012


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Birla Museum Pilani Director's conference 7-9 Dec 2012

  1. 1. Birla Museum Pilani Rajasthan 333031 First & Foremost Science & Technology Museum of India All India Conference of Heads of Science Museums / Centers December 7 - 9, 2012 Theme of the Conference: Networking Strategies for Success Talk on Social Media & Museum Networking byProf BR Natarajan, President – Vice ChancellorSangam University Bhilwara Rajasthan 311001
  2. 2. There are roughly 2 million paid staff and 1.9million volunteers making things happen in thearts and cultural space. That’s almost 4 millionpeople! They serve over 850 million visitorsthat generate $166.2 billion dollars in businessevery year. In order to sustain this type ofimpact, tech savvy art museums, zoos,historical sites, botanical gardens and manyother types of arts and cultural nonprofitsunderstand that technology is indeed the keyto sustaining their growth.
  3. 3. •A website is a destination - so visiting a museum’swebsite is analogous to visiting its building—it hasan address on the internet just as it has an addresson the street (assuming it isn’t a virtual museum!)•The same term, “visitor,” is used to identify whenone views the museum’s homepage and when onewalk through its doors.•In email, sending an inquiry to the main museumemail address isn’t much different from calling themuseum’s main telephone number.
  4. 4. What is the main aim of a museumwebsite? Browsing the internet, onequickly concludes that this is topromote the institution to potentialvisitors.This is of course a worthwhile aim,museums would not exist without anaudience, but in present day contextmuseum websites can be much more.
  5. 5. The starting point for all digital activities within amuseum should be it’s mission, this is likely to be toeducate, to inspire, to preserve and to share (orsimilar).Visitor figures have a role in a museum, but theseshould be a way to measure how many people themuseum is reaching, not the reason that theinstitution exists.The solution that emerges is for museum websitesto become hubs for ideas, publishing platformswhich allow institutions to pursue their missions bysharing knowledge and inspiration with the public.
  6. 6. Walker Art Center had done this by becominga digital hub for not just contemporary artwhich is hanging in their institution, but forcontemporary art as a whole. The result was a40% increase in traffic to their website and adigital experience which seems to ties in moreclosely with their mission.For the Walker Art Center website to growbeyond being primarily a marketing tool they hadto invest in the team who produce their website,adding members of staff to manage and producethe huge quantity content needed to keep thisideas hub constantly changing.
  7. 7. If Walker Art Centre which has an annualturnover of around $17 million, can do it,one must believe that even much smallerinstitutions could do the same, but thereseems an unwillingness to divert fundsfrom the physical museum to pay fordigital activities, perhaps because manyinstitutions see websites as primarily amarketing tool and things which happenin the physical museum as delivering onmission.
  8. 8. What about “social media,” “social networking” or, “thesocial web?” The last several years have seen theincredible rise of social networking sites like Facebookand Twitter.The internet churns out “revolutions” at an alarmingrate, but this development is certainly worthy of theterm. Most of these social sites and services are lessthan five years old but they already amount for almost25% of the the time people spend online.Thousands of museums around the world already usethese tools to connect with their audiences—real, potential, or virtual—but they are moving quite aways away from the institutional models towards thepersonal, away from being a virtual space to being anactor in a virtual space.
  9. 9. As part of understanding the need fortechnology, the more than 17 thousandmuseums in the U.S. are beginning to adoptsocial media. By using social media museumslike the San Diego Zoo are able to help peoplearound the world enjoy their incredibleexhibits. How the San Diego Zoo uses socialmedia to bring their exhibits to life.
  10. 10. Here are 5 things San Diego Zoo does on their Facebook Page•Sharing interesting content•Engaging their visitors both at the park and online•Creating interesting contest•Connect with their loyal fans•Tell people about the awesome work they do
  11. 11. Museums in Social Media 3,635 Museums & Galleries11,863,882 "Likes" on Facebook 12,909,649 Twitter FollowersSource:
  12. 12. Name of Museum FB Likes RankMoMA The Museum of 897,345 #1Modern ArtThe Metropolitan Museum of 569,237 #2Art, New YorkMusée du Louvre 409,368 #3Tate 318,504 #4Solomon R. Guggenheim 301,395 #5Museum
  13. 13. Name of Museum Twitter Rank FollowersMoMA The Museum of 923,086 #1Modern ArtSmithsonian Institution 627,146 #2Tate 581,042 #3Solomon R. Guggenheim 561,352 #4MuseumDesign Museum 514,055 #5
  14. 14. Name of Museum Klout Influence RankTate 70.41 #1The Metropolitan Museum of Art, New 69.27 #2YorkMoMA The Museum of Modern Art 68.16 #3National Museum of American History 67.86 #4Smithsonian Institution 67.65 #5
  15. 15. Birla Museum Pilani Rajasthan 333031 India Birla Museum Pilani Non Profit Organization Page: 324 like this Joined Facebook 20 hours ago
  16. 16. First, that to stand out in the social web thequality of your closest friends is more importantthan the quantity of your followers.Second, the museums enter the social web with aprivileged position. They will have to take on aspart of their mission a new responsibility: to usethat position to craft their social interactions inways that add meaning, and not to simply providecontent to fill the gadgets that people need tojustify buying
  17. 17. The landscape of social media or social networking is madeup of an ever-changing number of online services and sites.Some specialize in particular media, such as pictures(Flickr) or video (YouTube, Vimeo).Some revolve around bookmarks (Delicious, Diigo), whatyou’re reading (TwitThis) or where you are (Foursquare),Klout which measures your degree of influenceFacebook and Twitter are generalists (Facebook voraciouslyso) and anything online that considers itself social workstogether with these two, almost by definitions, to share thefact that you’re sharing your pictures, videos, or location.Tumblr, a relatively new and popular blogging platform,owes it’s success in part to their decision to make it veryeasy to share from and to many of these other services.
  18. 18. What makes these, or any services, “social”?What makes the social web different from theweb as we were using it before Facebook? Ina word: followers.The social web is not made up of websites.Different services use different words—“fans”, “friends”, “contacts”—but, whateverthe term, the social web is made ofrelationships implied by these terms,mediated by these services.
  19. 19. •Whatever the interface or device one uses, being on the social webentails more than setting up accounts on any of these services. One has todevelop a network, one has to attract followers, one has to make friends.•When one posts something, it is one’s followers who will see it. If it isinteresting enough to them they may repost it. Now one’s followers’followers see it. They may repost it further and, through the mutualconnection, one’s followers’ followers may become one’s followers.•A website functions like a broadcast and the great change that the Webbrought was the creation of a universal wavelength where allprogramming was available at once. Information spreads on the SocialWeb more like a rumor or an idea, from person to person. People will turntheir ears towards those with best rumors or ideas to share, and there issomething in human nature that gives us delight in passing these on to thenext person.
  20. 20. To look at one possible model, Museum of Modern ArtMoMA’s Department of Advertising and Graphic Design hastheir own portfolio website ( Twitter account (@momastudio) which MoMA haspromoted on their main blog.Their design team does amazing work and, by featuring it inthis way, MoMA not only gives the public a glimpse behindthe scenes, but also gives the designers a space to presenttheir work as their work, the way they would present it totheir peers and clients if they were working for themselves.Something they would want to share, and their followers tore-share. MoMA is a better member of the social web, and abetter place to work perhaps, by letting their insiders operatesomething like outsiders.
  21. 21. Canada-based George Jacob Email: george jacob <> has been thefounding Director of 3 Museums in his 25 year career and his project track record exceeds$400 million to-date with museum work in 11 countries. His books Museum Design: TheFUTURE , Exhibit Design: The FUTURE and Museum Practice: The FUTURE addressnumerous on-going trends in the museum field from around the world.Private philanthropy in India is an untapped sector for museums and science centers.Unlike the Google Foundation, the Bill & Melinda Gates Foundation, Paul Allen Foundation,the Rockefeller Foundation and others where on-line Grants await proposals fromEducational institutions and Museums, India is yet to channelize its massive industry-basedtaxation model to re-invest in its future- creative applied education- which continues to bethe bane of our school and university rote-based education system.What museums/ Science centers do as institutions are the following:A. Enter into strategic cooperation, alliances, joint-initiatives and public-privatepartnerships for: 1. Projects 2. Events 3. ServicesB. Offer Education Outreach- where museum programs are extended beyond the physicalconfines of the museum premise either through classroom projects, traveling exhibits,science camps, field trips or an extended web-enabled, mobile technology-drivencontinued experience through Facebook, Linked-in, Tumblr, Twitter, QR Codes, AugmentedReality, etc. Often on-line projects are linked to NASA, National Science Foundation andothers where seamless classroom or home-based interactivity allows for layeredengagement in real-time with on-going missions, experiments, inventive prototyping andinnovations.
  22. 22. How social media thinking could help museums to turn out allright Posted: January 2nd, 2012 | Author: @Jasper VisserThe Happy Museum focuses on the role museums can play tolimit consumption, make people happier and generallycontribute to the well-being of people.Museums are seen as trusted and valued organisations by mostmembers of the public, and it becomes clear museums havequite some potential. “By encouraging happiness and well-beingmuseums can play a part in helping people live a good lifewithout costing the earth.The Happy Museum proposes to achieve this using the Five Waysto Well-being, namely: Connect, be active, take notice, keeplearning and give.
  23. 23. An open letter to Museum Directors by Jim Richardson @SumoJimMuseum leaders need to rethink digital, and look at it from amore strategic perspective, one which can really deliver on themission of the institution and the needs of the public.Museum leaders need to recognize that a powerful websitecan deliver just as much as a powerful exhibition and fund theroles within the institution to produce something credibleonline.If museums see updating their websites as something whichtheir marketing people can do in a couple of hours per week,then they are missing a huge opportunity to step beyond thewalls of their institutions and settling for little more thandigital leaflets.I believe that our website have a real role to play in deliveringon the mission of museums, but to do that, we need tobe prepared to invest in
  24. 24. BR Natarajan, Your Tweet got a reply! BR Natarajan @deannattu 07 Dec@SumoJim can I quote you to say that Ifmuseums today want to carry out theirmission with passion then they must engageSocial MediaJim Richardson @SumoJim @deannattuof course 04:02 PM - 07 Dec 12
  25. 25. Social Media Statistics of Prof BR Natarajan 2312 Connections link to 12,784,244+ professionals Twitter Followers 1026 5113 Friends 1057 Subscribers 43 Has 167 in Circles & 127 Have in Circles