This document outlines a digital campaign created for the reopening of the Jean-Jacques Henner museum in France. The campaign had several steps: creating a blog and social media profiles to promote the museum and artist; generating exclusive online content to engage different audiences; organizing online and real-world events to build buzz; and launching collaborative initiatives like a Twitter campaign to further connect the museum to its online community. A similar multifaceted strategy was then employed for the museum's involvement in the annual European Night of Museums event.

1. CREATING A DIGITAL CAMPAIGN DIANE DRUBAY APRIL 30, 2010

2. BUZZEUM? A BLOG Since 2007 Following web museums news in the world Trying to understandwhatit’sgoing on and why AN ON-LINE MUSEUM COMMUNICATION AGENCY Create on-line communication strategies, promote the collections and the events Work for the French Minisitry of Culture since 2008

3. CREATING A DIGITAL CAMPAIGN FOR A MUSEUM Sincenovember 2009

5. THE FACTS We have a national museum re-opening No one knows Jean-Jacques Henner in 2010 Jean-Jacques Henner is not present on-line No one knows the parisianmuseum 5 FIRST STEP : analyse the situation

6. 6 And give a goal 1 EVENT: The re-opening of the french national museum Jean- Jacques Henner 1 ARTIST: Jean-Jacques Henner 1 GOAL: Make Henner famous and the museumtoo

7. 7 SECOND STEP : create a meeting point A blog to publish content about Henner and the museum News…history…art…events But also some more intimate content (diary, letters, pictures of him and his family,… ) Create exclusive content for web..Different content, different public, different wish 8 000 visits – 17 000 viewed pages http://www.henner-intime.fr/

8. 8 THIRD STEP : bepresent Make people know Henner Create a facebook profil With exclusive content and news And intimate content 1 190 friends http://www.facebook.com/jean-jacques.henner

9. 9 FOURTH STEP : make content buzz CREATE GOOD CONTENT For eachvisitors (tourist, blogger, scientist, student, passionnate, …) and let itbuzz 320 pictures – 19 000 views http://www.flickr.com/photos/hennerintime/

10. 10 DO THE SAME WITH VIDEOS… 6 videos 10 000 views http://www.dailymotion.com/Henner-intime

11. Interview of on-line famous people about Henner Ask an artist to create about Henner Contact bloggers to talk about Henner Make a partnershipwith a cosmeticwebsite 11 CREATE ON-LINE EVENT

12. Create a big event in the museum with on-line famous bloggers Create a story around the event (linkbetween the past and the present) Custom the event as it fit with the guestlist Makeitunique,new and very rare 12 CREATE REAL EVENT WITH AN ON-LINE PUBLIC

13. LET IT BUZZ

14. 14 WE DID THE SAME THING FOR THE ALBERT KAHN MUSEUM

15. CREATING A DIGITAL CAMPAIGN FOR A NATIONAL MUSEUMS EVENT Sincemarch 2010

16. 16 FIRST STEP : analyse The European Night of Museums in an international museums event (2500 museums in more than 42 countries) But it is only a ONE NIGHT event OR museums prepare it MANY MONTHS before

17. 17 And giveyou a goal 1 EVENT: The European Night of Museums 2010 1 MEETING POINT: One website for all the 42 countries 1 GOAL: Prepare and share the Night before the 15th and make the 15th more participative and connected (to the web, to the world, to the others visitors)

19. - Creation partners

20. - Communication partnersGood examples for the others

21. 19 SECOND STEP : create a meeting point A blog to publish content about museums programs, Night of Museums news, on-line campaign, ... Blog.nuitdesmusees.culture.fr

22. 20 THIRD STEP : bepresent Create a community and itsvirtual meeting point, an event Know ourtarget Give us whattheyneed Answer to questions 1 346 friends

23. 21 THIRD STEP : bepresent Give exclusive photo content Be part of a passionate community Create the virtual photo archive of the Night of Museums 175 pictures – 2 500 views

24. 22 THIRD STEP : bepresent Give exclusive video content Multiply our video media diffusion (TV Spot, teaser, video report, ...) Create a video contest 4 169 views

25. 23 THIRD STEP : bepresent Animate the community in live , let them TALK Create a national on-line live event Report the news event Receive live comments and sharing souvenirs and feeling about The Night of Museums

26. 24 FOURTH STEP : createbuzz Create on-line operation Group the community around good on-line operation Let the event live on-line Let the visitors ACT!

27. 25 La Nuit Twitte A national on-line operation with all french museums A Twitter and French Ministry of Culture partnership Give them the keys to understand the project and Twitter (guidelines documents) And to reappropriate it with official posters Before the 15th: use Twiter, create a community, share program, ideas, wishes On the 15th night : One key word ! #NDMTW One poster of the operation TwitterWall all over participating french museums TwitterDesk all over participating french museums

28. 26 Someofficialspictures A poster to put on the museums A banner for a web diffusion

29. 27 A mobile version A QR code to diffuse and be democratic

30. 28 35 museums in 1 month Muséum de Toulouse Musée des beaux-arts de Lyon Château de Versailles Les Abattoirs de Toulouse L'Adresse Musée de la Poste (Paris) Musée des Manufactures de Dentelles (Retournac) Centre Pompidou (Paris) Musée de la Vie Romantique (Paris) Musée de l'Unesco (Paris) La Cité des Sciences Les Arts Décoratifs (Paris) CCSTI Annecy Musée national de la Marine (Paris) Musée Européen d’Art Campanaire Institut Néerlandais (Paris) Musée des Plans-Reliefs des Invalides (Paris) Musée de Saint-Quentin-en-Yvelines Palais de la Découverte (Paris) Musée de la Résistance de Bondues La Monnaie de Paris Cité de l’Automobile (Mulhouse) Cité du Train (Mulhouse) Musée EDF-Electropolis (Mulhouse) Musée de l’Impression sur Etoffes (Mulhouse) Musée du Papier Peint à Rixheim Musée Historique de Mulhouse Musée des Beaux-arts de Mulhouse Ecomusée Textile (Mulhouse) Ecomusée d’Alsace à Ungersheim Les Arts et Métiers (Paris) Musée de l'Horlogerie Cité de la Musique (Paris) Musée Guimet (Paris) RMN

31. 29 CREATE AN ON-LINE AND OFF-LINE LIVE NATIONAL EVENT! Connect museums to Twitter / to on-line communication Connect Twitter community to museums Connect real visitors to Twitter

32. 30 LET IT BUZZ!

33. 31 Dévoilez nous VOTRE Nuit Create on-line video game and win Thalys journey (Amsterdam/Cologne/Bruxelles) A great partnership between the Night of Museums/French Ministry of Culture and Dailymotion

34. 32 Dévoilez nous VOTRE Nuit Let people talk and share with us Let people be creative and funny Let people be part of the event

35. 33 BE PRESENT CREATE INNOVE BE ACTIVE BE MULTI MEDIA BE TRANSVERSAL LET THEM BUZZ LET THEM CREATE LET THEM TALK LET THEM SHARE

36. 34 THANK YOU Find this presentation at slideshare.com/buzzeum Contact me at diane.drubay@buzzeum.com