jiajia fei - culturegeek 2015

Wednesday, June 17, 2015 CultureGeek, Southbank Centre JiaJia Fei Associate Director, Digital Marketing Solomon R. Guggenheim Museum

How to Speak Art & Tech: Social Media and the Global Guggenheim

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Bonjour

Hello

Hola

Hallo Bonjour

你好

Ahoj Hei

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Friend

Tweet

Like

Follow Hashtag

Favorite

Re-tweet Trending

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Global Guggenheim Network

New York Bilbao Venice

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Global Guggenheim Network

New York Bilbao Venice Online

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“Committed to innovation, the Solomon R. Guggenheim Foundation collects, preserves, and interprets modern and contemporary art, and explores ideas across cultures through dynamic curatorial and educational initiatives and collaborations. With its constellation of architecturally and culturally distinct museums, exhibitions, publications, and digital platforms, the foundation engages both local and global audiences.” - Solomon R. Guggenheim Foundation Mission Statement

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“Committed to innovation, the Solomon R. Guggenheim Foundation collects, preserves, and interprets modern and contemporary art, and explores ideas across cultures through dynamic curatorial and educational initiatives and collaborations. With its constellation of architecturally and culturally distinct museums, exhibitions, publications, and digital platforms, the foundation engages both local and global audiences.” - Solomon R. Guggenheim Foundation Mission Statement

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Job Titles: Then Job Titles: Now •  Curator •  Conservator •  Educator •  Marketing Manager •  Chief Operating Officer

•  Curator, Digital Initiatives •  Digital Conservator •  Educator, Online Learning •  Digital Marketing Manager •  Chief Digital Officer

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Digital Marketing

•  Social Media •  E-Mail Marketing •  Digital Advertising •  Search Engine Marketing •  Digital Content Strategy

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Digital Marketing

•  Education •  Public Engagement •  Interpretation •  Customer Service

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Museum Communications: Then

Create Publish

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Museum Communications: Now

Create Connect Share

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A Brief History •  MySpace 2007 •  Flickr 2008 •  Facebook 2008 •  Twitter 2009 •  YouTube 2010 •  Pinterest 2012 •  Instagram 2013 •  Google+ 2013 •  Tumblr 2013

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Today: 25+ Social Media Sites

Twitter Facebook Instagram

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Social Media Strategy

Digital Content Strategy

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Lesson 1: How to speak art.

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Lesson 1: How to speak translate art.

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“in situ”

“oeuvre”

“avant-garde” any “-ism” “vis-á-vis”

“mise-en-scène”

“post-” anything”

“semiotic”

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Methods of Interpretation

•  Source from abbreviated materials like wall text •  Use materials developed for educators •  Open-ended questions spark interaction •  Always ask, “will my mom understand this?”

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Lesson 2: Know who you’re speaking to.

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49%  

5%  5%  

4%  

3%  

3%  

2%  

2%  

2%  

25%   United States Japan United Kingdom Italy China Canada France Spain Germany Other

49% of Guggenheim Twitter followers live inside the U.S. 15% live in NYC.  

USA

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28% of Guggenheim Facebook fans live inside the U.S. 10% live NYC.

28%  

10%  

5%  

4%  4%  4%  

4%  

3%  

3%  

2%  

33%  

United States Italy Brazil Mexico Argentina France Portugal Spain United Kingdom Germany Other

USA

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Content by Type on Social Media

20%  

30%  

20%  

20%  

10%  

Programs

Exhibitions

Collection

Building

Other

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Know Your Audience

•  Digital content strategy should reflect audience •  Balance local and global objectives •  Target messages by location or language •  Keep track of what works and what doesn’t

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Lesson 3: Listen.

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Lesson 4: Share what you hear.

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Tracking •  Update colleagues regularly •  Document growth in weekly/monthly reports •  Highlight top engagement •  Track referrals to your website •  Prove ROI with ticket sales and memberships

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Annual Attendance: 1 million visitors per year

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2 million+ social media followers online

1.2 million 630,000 250,000

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Social Media Growth: 2009-2015

0  

200,000  

400,000  

600,000  

800,000  

1,000,000  

1,200,000  

June  09  

Sept  09  

Dec  09  

Mar  10  

July  10  

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Mar  11  

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June  12  

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Mar  13  

July  13  

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Dec  13  

Mar  14  

July  14  

Oct  14  

Jan  15  

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Lesson 5: How to speak tech.

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Lesson 5: How to speak translate tech.

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“SEO”

“CTR”

“RSS”

“SEM” “metadata”

“DNS”

“URL” “CPC”

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Avatar

Anatomy of a Tweet

Twitter Handle Name Time Stamp Tweet Text < 140 characters

Click to reply RTs Favorite Click for analytics Link to article with shortened URL

Mention

Hashtag

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Internal Collaboration

•  Build awareness within your institution •  Encourage social media usage among staff •  Offer social media training to staff •  Create a social media user group •  Collaborate with all content producers

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Lesson 6: Practice!

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@nespector Nancy Spector Chief Curator

@akmunroe Asian Art

Guggenheim Curators on Twitter

@pablodelabarra Pablo Leon de la Barra Latin American Art

@troytherrien Troy Conrad Thierrien Architecture

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Lesson 7: Images are worth 1,000 words.

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Audio Tour stop

Exhibition Hashtag

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Lesson 8: Moving images speak for themselves.

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Website

YouTube

Instagram

Facebook

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Lesson 9: Let’s all try to talk together.

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App Website/Blogs

Video Social Media

Media Relations

E-Mail Marketing

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Social is one part of a digital ecosystem.

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Lesson 10: Never stop learning!

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Thank you! Questions?

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