The document discusses the intersection of marketing and education within cultural institutions, particularly through the use of social media, exemplified by initiatives such as #musesocial and #breakforart. It explores the core purpose of social media in museums, audience engagement strategies, and the importance of creating meaningful connections and learning experiences. Additionally, it addresses the concept of museum selfies as a form of identity expression and user-generated content that enriches visitors' connections to art.

1. Marketing + Education =
#musesocial
__________________________________________________________________________________________________
Dana Allen-Greil @danamuses
Senior Digital Outreach Producer
National Gallery of Art
Meagan Estep @meaganestep
Manager of K-12 Digital & Educator Initiatives
The Phillips Collection
Margaret Sternbergh @margienchargie
Manager of Digital & In-gallery Interpretation
The Phillips Collection
Body Critical: What do
#museumselfies mean?
_______________________________________________________________________________________
___________
Alli Burness @alli_burnie
Organizing the World’s
Museum Social Media
Managers
_______________________________________________________________________________________
___________
Lori Byrd Phillips @lorileebyrd
Digital Content Coordinator
The Children’s Museum of Indianapolis
Ryan Dodge @wrdodger
Social Media Coordinator
Royal Ontario Museum
#musesocial

2. Marketing + Education = #musesocial
marketing
where the
magic happens
education

3. Our guiding questions:
1. What is the core purpose of social media in a cultural
institution?
2. How can we best connect with audiences online?
3. How can we go beyond mere promotion to foster
personal connections, deepen learning, and create
meaningful engagement with audiences?

4. 1.What is the core purpose
of social media in cultural
institutions?

6. “An intimate museum combined with an experiment station”
The Phillips Collection Mission Statement

7. #BreakForArt
1st Monday of each month
1-2pm EST
1 work of art + inquiry based learning

9. Intended Impact
More people personally
experience the transformative
power of art and appreciate
the role of the Gallery in
preserving and promoting the
nation’s art collection.

10. Intended Outcomes
1. New audiences are reached and engaged with
the Gallery and its content
2. Existing fans and art enthusiasts are drawn in
more deeply and more often
3. Online audiences gain a better understanding
of works of art in the Gallery’s collection
4. People feel connected to the Gallery and part
of advancing its mission

11. Intended Outcomes
1. New audiences are reached and engaged with
the Gallery and its content
2. Existing fans and art enthusiasts are drawn in
more deeply and more often
3. Online audiences gain a better understanding
of works of art in the Gallery’s collection
4. People feel connected to the Gallery and part
of advancing its mission

12. Intended Outcomes
1. New audiences are reached and engaged with
the Gallery and its content
2. Existing fans and art enthusiasts are drawn in
more deeply and more often
3. Online audiences gain a better understanding
of works of art in the Gallery’s collection
4. People feel connected to the Gallery and part
of advancing its mission

13. June October

14. 2.How can we best connect
with a variety of
audiences online?

15. #BreakForArt vs. Walk-in Visitor

16. How old are you?

17. How often have you visited the Phillips Collection
in the past 12 months?

18. How often do you visit museums or other cultural institutions?

22. #thosengalights

24. #caughtgramming

25. #wegramthistown

26. #artwatchers

30. Phil

32. 3.How can we go beyond
mere promotion to foster
personal connections,
deepen learning, and
create meaningful
engagement?

33. Measuring Quantity vs. Quality
Average metrics per chat
17,018 Impressions (number of times #BreakForArt was seen)
228 Engagements (number of times a user has interacted with
a Tweet:
all clicks, retweet, replies, follows, favorites)
22 @PhillipsMuseum profile clicks
59 URL clicks
56 Detail expands
Other metrics
4-16 Active participants (actively tweeting with #BreakForArt)
???? Passive participants (retweeting or favoriting)
???? “Lurkers” (just lurking)

42. #lifeimitatesart

43. #lifeimitatesart

44. #museumselfie

45. #museumselfie

46. “Your positive input helps me justify doing
more of these kinds of events in the future.
Your recommendations for improvement help
me shape our future strategy and ensure that
we spend our time developing programs that
people truly enjoy and learn from.”

47. June October
● What aspects of the
Instameet did you most
enjoy? Why?
● What aspects of the
Instameet do you feel didn't
work so well?
● What do you think we could
do better?
● What ideas do you have for
additional topics or modes
of interaction?
● What surprised you?
● What aspects of the
Instameet did you most
enjoy? Why?
● What ideas do you have
for additional topics or
modes of interaction?

48. “Loved when we broke up
into teams near the end to
produce a creative
response. More hands on
activities that challenge
us as photographers are
always welcome.”

50. “Collaboration at
Instameets really depends
on trust even though it is a
place for strangers with
the same interests to
gather.”

53. “My favorite prompt was
#LifeImitatesArt and I'm
especially impressed with
everyone's photos from
that activity. Not only are
the photos great, but the
simple act of physically
imitating a work gave me a
new connection and
understanding of it.”

55. Museum professionals

56. Archives professionals

58. Your turn! Thoughts?
How can we go beyond mere
promotion to foster personal
connections, deepen learning, and
create meaningful engagement with
our audiences?

59. Shameless Promo:
Join our next #BreakForArt
Monday, December 1st, 1-2pm EST
Co-led by @NGAdc & @PhillipsMuseum

60. Body Critical:
Understanding Museum Selfies
@alli_burnie
Alli Burness
Museum Computer Network Conference
November 2014, Dallas, Texas

61. museumselfies.tumblr.com
@alli_burnie #musesocial

62. March 2013
@alli_burnie #musesocial

63. selfieresearchers.com
@alli_burnie #musesocial

64. The Museum
THE
MUSEUM
Identity Theory SELFIE Photography
@alli_burnie #musesocial

65. • The #museumselfie is a meta-performative
@alli_burnie #musesocial
act of identity work
• The #museumselfie is visual evidence of
the personal meaning-making process
conducted by visitors

66. Identity
• Identity is constantly changing
through our performance of
everyday life, be that physical or
digital.
@alli_burnie #musesocial

67. Photography
• The Mona Lisa argument against
#museumselfies is an illusion.
• The #selfie is about sharing everyday
moments that weave the fabric of life
in all of its variety.
@alli_burnie #musesocial

68. The Museum
• The #museumselfie is a glimpse into the
actions and performances which create
museums
• A #museumselfie lets us see a visitor weaving
their personal story around, onto, into an
object or museum
@alli_burnie #musesocial

69. @ The Mattress Factory, Pittsburgh

70. @ The Metropolitan Museum of Art

71. @ The Metropolitan Museum of Art

72. @ Massachusetts Museum of Contemporary Art

73. @ Rhode Island School of Design Museum

74. @ Museo de Arte Latinoamericano de Buenos Aires

75. @ Denver Art Museum

76. @ The Barbican Centre

77. @ The Studio Museum, New York

78. @ The Escher Museum, The Hague

79. Does a #MuseumSelfie have to be taken in a museum?

80. Alli Burness
@alli_burnie
museumselfies.tumblr.com
alliburness@outlook.com

81. Organizing the World's Museum
Social Media Managers
Lori Byrd Phillips - @LoriLeeByrd
Ryan Dodge - @wrdodger
#musesocial #MCN2014

84. Google Map

85. Why it’s good

86. Community

87. User Generated Content in-Gallery

88. To Advertise, or not...

89. New Platforms

90. #AskACurator
http://blog.lamagnetica.com/2014/09/19/askacurator-through-social-network-analysis/

91. #AskACurator
● MUSEUMS: 721
● COUNTRIES: 43
● TWEETS: 47,546
● TWEETERS: 12,952
● AVERAGE: 3.67
tweets/user

92. #ROM100

93. #ROM100 ● TWEETS SENT: 163
● RETWEETS: 608
● REACH:
6.685 million
● TWEETERS: 293
● TRENDING: 8+
hours
● MENTIONS:
2,579

94. #PartyLikeADino

95. #PartyLikeADino
● MUSEUMS: 30
● COUNTRIES: 6
● LANGUAGES: 4
● TWEETERS: 200
● MENTIONS: 355

97. #musesocial
Thanks!
Questions?