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SCALE
Participation at
Leveraging incentive and gamification
to promote museum engagement
Robert Stein
Dallas Museum of Art
@rjstein
PARTICIPATION
PARTICIPATION
PARTICIPATION
PARTICIPATION
PARTICIPATION
PARTICIPATION
PARTICIPATION?
Participation at Scale: Leveraging incentive and gamification to promote museum engagement
- The Largest Art Museum in the Region
- The Largest Art Museum in the Region
- 110 Years Old
- The Largest Art Museum in the Region
- 110 Years Old
- Supported by the City of Dallas
- The Largest Art Museum in the Region
- 110 Years Old
- Supported by the City of Dallas
- NOT a Tourist Destination
DALLAS MUSEUM OF ART
The 2010 U.S. census reports that only 14.5% of US
Adults visited museums in the prior 12 months
(Census, 2012).
DALLAS MUSEUM OF ART
The 2010 U.S. census reports that only 14.5% of US
Adults visited museums in the prior 12 months
(Census, 2012).
8%Dallas = 6.5M People - 500k Annual Attendance
DALLAS MUSEUM OF ART
FREE ADMISSION
General Admission = $600k (2.7%)
FREE MEMBERSHIP
Members < $100 = $600k (2.7%)
ARE WE 5% MORE COMPELLING?
DALLAS MUSEUM OF ART
HOW CAN MUSEUMS
PROMOTE ENGAGEMENT?
HOW CAN MUSEUMS
PROMOTE ENGAGEMENT?
HOW CAN MUSEUMS
PROMOTE ENGAGEMENT?
GETTING BEYOND
ANECDOTAL EVIDENCE
HOW DO YOU MEASURE
WHAT YOU CAN’T SEE?
Flickr Credit
~liquoredonlife
ENCOURAGING VISITORS
TO SELF-REPORT
METRICS
WE CARE
ABOUT
METRICS
WE CARE
ABOUT
1. Repeat visits
METRICS
WE CARE
ABOUT
1. Repeat visits
2. Diverse participation
METRICS
WE CARE
ABOUT
1. Repeat visits
2. Diverse participation
3. Increased affinity
METRICS
WE CARE
ABOUT
1. Repeat visits
2. Diverse participation
3. Increased affinity
4. Ability to motivate action
Provide a menu for novice visitors
CREATING A MENU
OF EXPERIENCES
Promoting participation
and engagement with art
Participation at Scale: Leveraging incentive and gamification to promote museum engagement
DALLAS MUSEUM OF ART
DALLAS MUSEUM OF ART
DALLAS MUSEUM OF ART
DALLAS MUSEUM OF ART
DALLAS MUSEUM OF ART
DALLAS MUSEUM OF ART
DALLAS MUSEUM OF ART
DALLAS MUSEUM OF ART
DALLAS MUSEUM OF ART
LAUNCH DAY - 1/21/2013
LAUNCH DAY - 1/21/2013
LAUNCH DAY - 1/21/2013
and engagement with art
DOES IT
WORK?
and engagement with art
and engagement with art
and engagement with art
and engagement with art
and engagement with art
and engagement with art
and engagement with art
and engagement with art
and engagement with art
Bobby
and engagement with art
Bobby
and engagement with art
WHAT’S
NEXT?
THANK YOU!
@rjstein
DALLAS MUSEUM OF ART

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