#musesocial

Marketing + Education =

#musesocial__________________________________________________________________________________________________

Dana Allen-Greil @danamusesSenior Digital Outreach Producer

National Gallery of Art

Meagan Estep @meaganestepManager of K-12 Digital & Educator Initiatives

The Phillips Collection

Margaret Sternbergh @margienchargieManager 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 @lorileebyrdDigital Content Coordinator

The Children’s Museum of Indianapolis

Ryan Dodge @wrdodgerSocial Media Coordinator

Royal Ontario Museum

#musesocial

Marketing + Education = #musesocial

marketing

where the

magic happens

education

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?

1.What is the core purpose

of social media in cultural

institutions?

“An intimate museum combined with an experiment station”

The Phillips Collection Mission Statement

#BreakForArt

1st Monday of each month

1-2pm EST

1 work of art + inquiry based learning

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.

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

Intended Outcomes

1.New audiences are reached and engaged with


2.Existing fans and art enthusiasts are drawn in


3.Online audiences gain a better understanding




Intended Outcomes

1. New audiences are reached and engaged with


2. Existing fans and art enthusiasts are drawn in


3. Online audiences gain a better understanding




June October

2.How can we best connect

with a variety of

audiences online?

#BreakForArt vs. Walk-in Visitor

How old are you?

How often have you visited the Phillips Collection

in the past 12 months?

How often do you visit museums or other cultural institutions?

#thosengalights

#caughtgramming

#wegramthistown

#artwatchers

3.How can we go beyond

mere promotion to foster

personal connections,

deepen learning, and

create meaningful

engagement?

Measuring Quantity vs. Quality

Other metrics

4-16 Active participants (actively tweeting with #BreakForArt)

???? Passive participants (retweeting or favoriting)

???? “Lurkers” (just lurking)

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

#lifeimitatesart

#museumselfie

“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.”

● What aspects of the

Instameet did you most

enjoy? Why?


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?


Instameet did you most

enjoy? Why?

● What ideas do you have

for additional topics or

modes of interaction?

June October

“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.”

“Collaboration at

Instameets really depends

on trust even though it is a

place for strangers with

the same interests to

gather.”

“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.”

Museum professionals

Archives professionals

Your turn! Thoughts?

How can we go beyond mere

promotion to foster personal

connections, deepen learning, and

create meaningful engagement with

our audiences?

Shameless Promo:

Join our next #BreakForArt

Monday, December 1st, 1-2pm EST

Co-led by @NGAdc & @PhillipsMuseum

Body Critical: Understanding Museum Selfies

@alli_burnie

Alli Burness

Museum Computer Network Conference

November 2014, Dallas, Texas

museumselfies.tumblr.com

@alli_burnie #musesocial

March 2013


selfieresearchers.com


THEMUSEUM

SELFIE PhotographyIdentity Theory

The Museum



• The #museumselfie is a meta-performative act of identity work

• The #museumselfie is visual evidence of the personal meaning-making process conducted by visitors

Identity


• Identity is constantly changing through our performance of everyday life, be that physical or digital.

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.


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


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

Alli Burness

@alli_burnie

museumselfies.tumblr.com

[email protected]

Lori Byrd Phillips - @LoriLeeByrd

Ryan Dodge - @wrdodger

#musesocial #MCN2014

Organizing the World's Museum

Social Media Managers

Google Map

Why it’s good

Community

User Generated Content in-Gallery

To Advertise, or not...

New Platforms

#AskACurator

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

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

#AskACurator

● MUSEUMS: 721

● COUNTRIES: 43

● TWEETS: 47,546

● TWEETERS: 12,952

● AVERAGE: 3.67

tweets/user

#ROM100

#ROM100● TWEETS SENT: 163

● RETWEETS: 608

● REACH:

6.685 million

● TWEETERS: 293

● TRENDING: 8+

hours

● MENTIONS:

2,579

#PartyLikeADino

#PartyLikeADino

● MUSEUMS: 30

● COUNTRIES: 6

● LANGUAGES: 4

● TWEETERS: 200

● MENTIONS: 355

#musesocial

Thanks!

Questions?