Affection Management is a mindset that helps cultural institutions build strong relationships with the different audiences and play a relevant role in their communities. 
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1. Affection Management
Luis Marcelo Mendes
Communications Consultant for Museums
@ Fundação Roberto Marinho
Rio de Janeiro - Brazil

2. When you’re benchmarking museums
you stumble upon all the usual
suspects: Tate, MoMA, Louvre, British
Museum. You name it.
The premium players of this game of
millions of visitors and millions of
dollars.

4. Computers connect us more
than ever before. It is possible
for us to be kind in ways that
our species has never
experienced.
And if we do something about
it, we can make it better.
Cory Doctorow

5. But according to ICOM there are
55.000 museums in the world.
And (I guess) we can agree that no
more than 1% of them are leaders
of the league.

6. So how about the 99% ?
You know, the ones we now got used
to call traditional museums.

7. Is this ceasing to be an artistic and
education competition and becoming
a financial one?
How can we deal with the gap
between rich and poor museums
worldwide?

8. There’s a lesson we can learn from the
movie Moneyball, about this baseball
manager, Billy Beane (Brad Pitt next
page), that have to deal with the
smaller budget in the whole league.

10. And yet they started to win games in a
row after Billy Beane listens to the
geeky/computer guy, Peter Brand (last
page), that says you don't need
millionaire players to get on base, but
a different approach, a bold attitude,
powered with technology.

11. I apply this thinking to MoMA,
where more than 90% of our
new visitors "intend to return"
and have a great experience
ONCE THEY VISIT. So all we
need to do is get them in the
door--or in the metaphor of
Moneyball, bring them in
along with a friend or a group,
and build it from there.
Kim Mitchell - MoMA

12. So let's give a second thought of what
is really behind the success of those
museums. I understand it's the
affection exchange that connects Tate,
the MCA Denver or the Walker Center
with the audience.
Money is good but this game is not
about money. It’s about relationships.

14. Nina Simon @ MAH Santa Cruz is
providing an affection environment for
the audience.
Where strangers from different
backgrounds can engage in a
conversation and share their
experiences. Check her results.

15. Pesquisa no evento Communicating the Museum em 2008 com uma centena de
gestores de museus. Cerca de 80% da Europa. Demais representantes das Américas,
Asia e Australásia.
32%: branding é um termo feio
63%: não administram suas marcas
17%: branding > organização interna

16. I believe these are the days of miracles
and wonder. And the signs are
popping up everywhere.

17. Computers connect us more
than ever before. It is possible
for us to be kind in ways that
our species has never
experienced.
And if we do something about
it, we can make it better.
Cory Doctorow

18. “How did you make all these
people pay for music?" And
the real answer is, I didn't
make them. I asked them.
And through the very act of
asking people, I'd connected
with them, and when you
connect with them, people
want to help you.
Amanda Palmer

21. Affection Management is a mindset
that helps cultural institutions build
strong relationships with the different
audiences and play a relevant role in
their communities.
Powered by culture, innovation and
connections.

22. This is as important as the financial
management or the collection
management in a museum. This is key
and we so often take it for granted.
Jasper Visser: The future of museums is
about attitude (not technology).
And this is perfect.

23. Maybe the attitude of embracing the
Peter Brands of the world and start a
radical shift.
Museum geeks of the world,
unite and take over.

24. There is a wide open path to work from
here, if you consider that there
are hundreds of books about anger
management and not a single one about
affection management.

26. Some of my affection collecttion:
http://www.tate.org.uk/context-comment/video/
tateshots-moby-tate-modern
http://www.walkerart.org/calendar/2013/internet-
cat-video-festival-2
http://www.mcadenver.org
http://www.flickr.com/photos/metmuseum/
3266695469/

27. Lightning talk edited version @ MW2013
luismarcelomendes@gmail.com
facebook.com/luismarcelomendes
free ebook @ www.reprograme.com.br
Thank you.