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The Digital Museum
Seminar for Historical Administration

Bryan Gray
Mitch Maxson
November 9, 2009
@BryanSGray
@mitchmaxson
Itʼs not...
rocket science.
1. understand your audience
2. understand your value
3. provide an amazing experience
4. facilitate communication
stories
What impact will digital
convergence have on
museums?
A. Digital has fundamentally changed the perceived
necessity of museums and we must find wholly new
systems in order to succeed in the future.
B. The basics and fundamentals of why we exist are
unchanging. Those we serve desire similar things as
they always have.
We are confronted
with the fierce urgency
       of NOW.
   Martin Luther King Jr.
Should we be
anxious or
excited?
Digital is
changing
everything.
By making it
more like it
used to be.
@Armano
Technology is
only as good
as the people
it connects.
Digital is
bigger.
Digital is
smaller.
@Armano
Letʼs talk about...
 Social Media
 Museum Tech Experiences
 Looking Forward
But 1st, history
how about a little
lesson?
For 400+ years, printed materials were the cutting edge way to
                    reach a mass audience.
You may have
heard that new
technologies
came along.
http://www.id5.com
Years it took to reach an audience of 50 million
38
Years it took to reach an audience of 50 million
Years it took to reach an audience of 50 million
13
Years it took to reach an audience of 50 million
ET
                           E RN
                          T
                        IN




Years it took to reach an audience of 50 million
4                       IN
                          TE RN
                                ET




Years it took to reach an audience of 50 million
Years it took to reach an audience of 50 million
3
Years it took to reach an audience of 50 million
Years it took to reach an audience of 50 million
2
Years it took to reach an audience of 50 million
300m active users
50% login any given day
8b minutes a day
45m status updates a day
10m fans of Pages a day
2b photos a month
14m videos a month
65m access via mobile


October 7, 2009
http://www.facebook.com/press/info.php?statistics
Launched in
2004.
What counts as Social
Media, anyway?
Blogs                 Forums/Messageboards
Microblogs            Virtual Worlds
Social Networks       Wikis
Photo/Video Sharing   Some Mobile Apps
Social Bookmarking    Some Gaming
Chat Rooms
Even if your budget
is $0, you should be
using:
      Facebook
      Blogs
      Twitter
      Flickr
      YouTube
How to play nice:
  share
  be honest
  include others
  listen
  have an opinion
  speak up
  say thank you
Top 10 Visited (US)
01. Google                                   06. Wikipedia
02. Yahoo!                                   07. Windows Live
03. Facebook                                 08. Blogger
04. YouTube                                  09. eBay
05. MySpace                                  10. Craigslist


November 7, 2009
http://www.alexa.com/topsites/countries/US
Top 10 Visited (US)
01. Google                                    06. Wikipedia
02. Yahoo!                                    07. Windows Live
03. Facebook                                  08. Blogger
04. YouTube                                   09. eBay
05. MySpace                                   10. Craigslist
                                             *13. Twitter

November 7, 2009
http://www.alexa.com/topsites/countries/US
Mainstream



  Universal McCann, Wave 4 (June 2009)
Mass.
Media.
         E Pluribus Unum by Joe Carr
         http://www.threadless.com
158m adults view online
video each month
9b videos are viewed
each month in US
10 hours are uploaded
each minute




October 7, 2009
http://www.comscore.com
Twitter is about real-time
communication and
collaboration.
30m unique visitors
Use it to listen, serve,
promote, and network.
Tweeting Presidents
            as of 11.07.09
Obama         Pierce
Washington    Truman
Adams         Madison      Harding
Adams         Taylor       Ford
Filmore       Coolidge     Tyler
McKinley      Polk         Jackson
Monroe        Cleveland    Wilson
Jefferson     Garfield      Johnson
Buchanan      Hayes
Taft          Hoover       Washingtonʼs bust
Lincoln x18   Eisenhower   JFKʼs ghost
Van Buren     Nixon
Kennedy       Harrison     @MartyVB
Arthur        Harrison     @USAconstitution
Reagan        Roosevelt
Grant         Roosevelt
@Armano
Your turn to talk. :P
How will our history
be told and shared?
300m active users
50% login any given day
8b minutes a day
45m status updates a day
10m fans of Pages a day
2b photos a month
14m videos a month
65m access via mobile


October 7, 2009
http://www.facebook.com/press/info.php?statistics
How are YOU
using
Social Media?
Whatʼs next?
mobile. mainstream. mitigation.
What questions
do you have
about
Social Media?
Breather 1.0 :)
Welcome back! o/o
Some
examples from
the museum
world.
Areas of Impact
Outreach
Sharing knowledge
Building interest
Deeper engagement
Improving programs
Leading the discussion
Fundraising
Spring 2005.
 MoMA
Commitment to
Innovation.
Indianapolis
Museum of Art
CEO Maxwell Anderson
Builds an internal new media team.
(They are not interns.)
Challenge:
Access to amazing material and a global audience,
but found it misplaced on YouTube.
Solution:
Build their own collaborative space to serve as the
“Hulu for the Arts.”
+ 15
Results:
150,000 unique visitors in its first 6 months
Built partnerships between 19 (+15) museums
around the world
Created more thoughtful conversation surrounding
their area of expertise
Reflections:
“This is not a field that moves quickly. People need
to throw that out the window. If you arenʼt
innovating, you arenʼt going to be around to serve
your audience.”
Daniel Incandela
Director of New Media
Indianapolis Museum of Art
Reflections:
“Weʼre a ʻfreeʼ art museum in Indiana. If we can
become leaders in technology and innovation on a
global scale, anyone can.”

Daniel Incandela
Director of New Media
Indianapolis Museum of Art
Smithsonian
Crowdsourcing the Future
http://www.slideshare.net/ninaksimon/




                                        Nina Simon
                                        @ninaksimon
Nina listened
                                        @ninaksimon



http://www.slideshare.net/ninaksimon/
Smithsonian
Crowdsourcing the Future

Audience-specific advance planning
Modular content
Behind the scenes
Connection to other platforms
A human connection
                                    Nina says...
                                    @ninaksimon
Museum of
Science and
Industry
Brooklyn
Museum
“Changing Faces of Brooklyn”
     Fans asked to submit photos
    3,000 voters cast 400,000 votes
Most votes (and stories) put into exhibit
   Active community tagging effort
  Deep commitment and connection
Hosted concert series for aspiring photographers




                                                                                    Facebook application




Social Media scavenger hunt for fans
Customize your experience
Community-based
Recommend pieces to others
Directs you to other similar pieces
Create “playlists”
“Completely unpredictable”
Adapt “as you go”
Naper
Settlement
Grant-funded social collaboration site for
educators participating in “primary
sources” program
Connor Prairie
    Grants to digitize history.




       Please welcome your very own:
       Adam Bouse | @abouse
Miscellany
Interesting tools from the great beyond.
Augmented
Reality
When real life just isnʼt real enough.




                                         Examples: one
                                                  two
Moveable
Screen
Better than those pay-per-view
binoculars.
Scratch
Programming for elementary+ from MIT.
Ghosts!!
Abraham
Lincoln Library
Itʼs not...
rocket science.
1. understand your audience
2. understand your value
3. provide an amazing experience
4. facilitate communication
What you really need is...


decisiveness.
how do you want to serve your community?
does your mission say anything you can “live”?
are you truly making decisions that best support it?
alright, so letʼs have it...


Why canʼt you
do this stuff?
todayʼs hurdles are tomorrowʼs excuses.
Questions?
The Digital Museum
Seminar for Historical Administration

Bryan Gray
Mitch Maxson
November 9, 2009
Get at us.
Bryan Gray
bryan.gray@mediasauce.com
@BryanSGray

Mitch Maxson
mitch.maxson@mediasauce.com
@mitchmaxson

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