An overview of how the Detroit Institute of Arts might approach expanding and enhancing their social media outreach efforts.

1. SLIDE 1 ‐ BUSINESS, CHALLENGES
(image: Vincent VanGogh’s “Self Portrait” (1887) –
“I dream of painting. Then I paint my dream.”)
•Overview of history, strengths, facts.
•founded in 1885, one of the top six art collections in the country
•almost 700,000 square feet
•contains VanGogh’s ‘Self‐Portrait’ ‐ the 1st VanGogh painting to enter a US museum
ll ticollection
Challenges: generating excitement, involvement with the arts in the local community,
as well as generating interest to inspire travelers to visit.
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2. SLIDE 2 – GOALS
•Initiate conversations
•Create networks of support and participation onlinepp p p
•Excitement about creativity
•Desire to visit, participate; perhaps with student population in tri‐state area
•Create desire to visit site, collection pieces – spreading via twitter, facebook etc.
•Engage, with the intent of creating long‐term relationships that will support the museum
in the future
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3. SLIDE 3 ‐ Overarching, Integrated Theme for the Musuem
•Current theme: “Let Yourself Go”
•how can this be adapted to
•digital communication
•social networking
•evoke a sense of involvement?
•Alternate ideas?
•Digital involvement
•Old media meets new media?
•How to increase views of posted commercials online?
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4. SLIDE 4 ‐ Create a “digital curator” position ‐the position itself would be a news item
in the local press ‐ perhaps even a national mention: needs to be clearly defined,
planned, hired, and promoted properly.
•Responsible for development /design of digital PR / Social Media outreach
plans
•Interfacing w/ local schools, teachers to establish resources for in‐classroom
use
•find out their lesson plans, design accordingly
•define and expand coverage area (Detroit, Ann Arbor, Lansing) as
programs are developed, tested, released, and evaluated
•Monitors all accounts (FB, Twitter, Blogs) with volunteers, to ensure
prompt responses to inquiries, solid relationship building
•develop digital internships for college students in the PR/ADV career
path (again, developing future potential supporters and evangelists)
•Possibly develop / curate a digital art event – available both onsite and
online
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5. SLIDE 5 ‐ Key online components of outreach plan could include;
•Facebook application development
•Celebration of art
•Individual artists
•Medium (painting, sculpture, photography)
•iPhone / mobile app development
•Create app that provides current information on DIA, as well
as
•Involvement (game, checkin, awards‐based promotions)
•Video
•Music
•Foursquare checkins
•special badges, discounts, memberships
•(currently offers a 20% companion discount to holders of 5
check‐ins)
•Twitter for announcements of upcoming events
•Blog(s) ‐ with students invited to become contributors (moderated) ‐
which will stimulate traffic via network of family, friends, and
schoolmates
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6. SLIDE 6 ‐ Continuation of outreach plan options:
•Video channel on YouTube
•Expanding to sponsoring online competitions between youth, with
film industry panel of judges
•Video channel on iTunes U
•special educational programming (currently have podcasts available,
that started on Nov. 10)
•Video channel on Blip TV
•longer‐form programming (if desired)
•Live webcasts of speakers/events
•QR scanner (mobile application)
•Onsite and incorporated into exhibitions
•Online resources / pages
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7. SLIDE 7 ‐ Metrics of Success
•Create a base from which to evaluate the effectiveness of the various
programs put into place
•Prior to enacting new campaigns, take measurements currently in existence
(YouTube ‐ # of hits on various clips loaded, for example).
•Document attendance for the previous year and create timeline as the
various new campaigns begin. Review monthly to determine effect of social
PR efforts
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8. SLIDE 8 ‐ Budget, Timeline, Seasonal –
•Determine appropriate salary range for curator position
•is there grant funding available for this educational position?
•possible corporate sponsorship of an online arts initiative?
•Curator would be responsible for p
•developing, implementing a timeline per campaign
•Seasonal campaigns would be very possible.
•For example:
•create an online Mother’s Day card studio for students to
create and send
•perhaps cooperate with one or more of the online digital
printing resources
(Zazzle, Cafe Express, etc) to facilitate creation and shipment,
and also as
a revenue source
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9. SLIDE 9 ‐ $$ Allocation Across Various Components
•Salaried position for “Digital Curator”
•Time involved to create volunteer base to contribute
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10. SLIDE 10 – Summation
•Plan for the future now
•Digital media exhibit ?
•Involve children in experiencing art
•coordinate with their teachers
•try to provide what their schools may be unable to, due
to budgetary restrictions
•establish and maintain relationships in the educational
community
•Involve college students as interns
•creating a future base of support
•Provide hands‐on professional experience in the Arts,
Education, Technology
•Excite your audience
•Measure the involvement and don’t be afraid of change
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