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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
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Marketing + Education = #musesocial
marketing
where the
magic happens
education
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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?
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1.What is the core purpose
of social media in cultural
institutions?
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“An intimate museum combined with an experiment station”
The Phillips Collection Mission Statement
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#BreakForArt
1st Monday of each month
1-2pm EST
1 work of art + inquiry based learning
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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.
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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
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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
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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
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2.How can we best connect
with a variety of
audiences online?
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#BreakForArt vs. Walk-in Visitor
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How often have you visited the Phillips Collection
in the past 12 months?
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How often do you visit museums or other cultural institutions?
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3.How can we go beyond
mere promotion to foster
personal connections,
deepen learning, and
create meaningful
engagement?
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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
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“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.”
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● 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?
June October
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“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.”
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“Collaboration at
Instameets really depends
on trust even though it is a
place for strangers with
the same interests to
gather.”
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“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.”
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Museum professionals
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Archives professionals
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Your turn! Thoughts?
How can we go beyond mere
promotion to foster personal
connections, deepen learning, and
create meaningful engagement with
our audiences?
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Shameless Promo:
Join our next #BreakForArt
Monday, December 1st, 1-2pm EST
Co-led by @NGAdc & @PhillipsMuseum
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Body Critical: Understanding Museum Selfies
@alli_burnie
Alli Burness
Museum Computer Network Conference
November 2014, Dallas, Texas
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museumselfies.tumblr.com
@alli_burnie #musesocial
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March 2013
@alli_burnie #musesocial
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selfieresearchers.com
@alli_burnie #musesocial
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THEMUSEUM
SELFIE PhotographyIdentity Theory
The Museum
@alli_burnie #musesocial
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@alli_burnie #musesocial
• The #museumselfie is a meta-performative act of identity work
• The #museumselfie is visual evidence of the personal meaning-making process conducted by visitors
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Identity
@alli_burnie #musesocial
• Identity is constantly changing through our performance of everyday life, be that physical or digital.
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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
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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
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@ T
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@ T
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@ T
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@ M
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@ R
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@ M
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@ D
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@ T
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@ T
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@ T
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Does a #MuseumSelfie have to be taken in a museum?
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Alli Burness
@alli_burnie
museumselfies.tumblr.com
[email protected]
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Lori Byrd Phillips - @LoriLeeByrd
Ryan Dodge - @wrdodger
#musesocial #MCN2014
Organizing the World's Museum
Social Media Managers
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User Generated Content in-Gallery
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To Advertise, or not...
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#AskACurator
http://blog.lamagnetica.com/2014/09/19/askacurator-through-social-network-analysis/
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#AskACurator
● MUSEUMS: 721
● COUNTRIES: 43
● TWEETS: 47,546
● TWEETERS: 12,952
● AVERAGE: 3.67
tweets/user
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#ROM100● TWEETS SENT: 163
● RETWEETS: 608
● REACH:
6.685 million
● TWEETERS: 293
● TRENDING: 8+
hours
● MENTIONS:
2,579
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#PartyLikeADino
● MUSEUMS: 30
● COUNTRIES: 6
● LANGUAGES: 4
● TWEETERS: 200
● MENTIONS: 355
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#musesocial
Thanks!
Questions?