Scaling Up DHegley Slides with talking points

• The Minneapolis Institute of Arts is a 100 year old museum• Attracts over 600,000 visitors per year• To experience the art• And the museum’s wide array of programs and activities• Drawn from it’s encyclopedic collection of approximately 90,000 objects• Which span the entirety of human history and cultures

• Current Strategic Plan• Dubbed “Dynamic New Approach”• Clear focus on Audience Engagement• Emphasize:

• Museum Lab - experimentation, calculated risks are good, failure is a learning opportunity

• Omni-channel – to compete in the 21st century, museum must embrace audience expectations and provide personalized, on-demand, always-available interactions and transactions

… and did we mention it’s FREE?!

• But how do you engage an audience that you DON’T KNOW?• MIA offers free general admission• Most of our visitors stroll in anonymously• Currently, we only have data on Members who purchase Exhibition tickets

(or transact to attend specific events)

MOBILE APP UPGRADE

• Our strategy: a Customer Relationship Management “staircase”• We had to implement powerful tools in order to attain the goals of the

DNA• Not only software, but also new ways of conceptualizing our audiences

and how we engage with them• Key decision: adding a Free Membership level• Separating participation from philanthropy• Building out toolsets• Adding in a Loyalty component – collaborating with DMA, DAM, and

LACMA on launching a robust tool• The FOUNDATION for engagement• Giving a reason for someone to “raise her hand” and “be counted”• Taking advantage of the entire array of tools to engage our audience like

never before

Source: http://www.thesealeys.co.uk/

• We see Loyalty as an interactive way to establish what is MEANINGFUL at the individual level, and then to leverage that understanding so that we can delight our visitors, regardless of how they interact with us

• Segmentation can be as detailed as is valuable• We will reflect back all types of participation, because we believe it will

motivate behaviors• For example, kiva.org …

• Kiva shows me – concretely and with images – what the impact of my giving has done for real people

• This motivates additional participation• Okay, I confess that I can do more here …

• Here are some (very early and rough) prototypes for how the MIA will provide similar data back to our participants

• Of course, this is in addition to the other methods of communication, such as segmented emails, social media interactions, etc.

GOALS:

1. Increase Membership by 100% in first full year

GOALS:

1. Increase Membership by 100% in first full year2. Collect data … lots of data

From this

To this

GOALS:

1. Increase Membership by 100% in first full year2. Collect data … lots of data3. Use that data: drive decisions

GOALS:

1. Increase Membership by 100% in first full year2. Collect data … lots of data3. Use that data: drive decisions4. Individualized, personalized, recognized experiences

Source: http://www.ecommercebytes.com/cab/abn/y13/m07/i02/s04

CRM implementation: Spring 2015

Spring 2015Integration: CRM, ticketing, loyalty

Summer 2015Mobile

Fall 2015Public Launch

November 2015

• Our timeline – unfortunately – has continued to shift as we’ve worked our way through very complex data transfer processes from old systems into the new tools

• Most of you have probably seen this graphic at the bottom – illustrating how innovation starts quite messy, but over time the path becomes more and more clear

• We are definitely coming out of the spaghetti and into the clear direction• Assuming all goes relatively well (knock on wood), we’ll have a fully-

functioning system in place before the winter holidays, and be on our way

@dhegleyhttp://www.slideshare.net/dhegley

Thank you!