Van Gogh's letters - Museums and the web 2010

Van Gogh's Letters

Or how to make the results of 15 years of research

widely accessible for various audiences

and how to involve them

The letters project

Strategy and media mix

Myths and assumptions

Results & lessons learned

Overview

The Letters

Myths and Assumptions

Image and other rights are easily to acquire

•A blog will be very time-consuming & attract a lot of spam

•A free iPhone app will compete with the multimedia tour

•A multimedia tour will stop people looking at art

• The cross-media mix can be included in the total PR and marketing campaign

•New media are gadgets, which can be set up quickly

Objectives

To make the collection of letters accessible to a wide audience long-term

To reach museum visitors and non-museum visitors; before, during and after the exhibition

To discover Van Gogh’s letters and to share their experiences.

Appealing to a ‘layperson’ audience

Target groups

People interested in Vincent van Gogh worldwide

Museum visitors who want to extend or deepen their visit

Young adults aged approx. 20-35

Secondary school pupils

What mix?

Providing depth and informationEasily accessible onlineCreating unity and connecting the different mediaProviding sustainable and long-term access to the lettersEmphasizing the letters’ literary importance and means of communication

The mix

In museum Outside museum

MMTsocial media

iPhone app

inspiration inspirationengagementexploration

vangoghsblog.comvangoghsletters.org

vangoghmuseum.nl

Memory of the Netherlands

Multimedia tour

Multimedia tour

Multimedia tour

Click through ratio

iPhone app Yours, Vincent

iPhone app Yours, Vincent

Van Gogh Blog

Van Gogh Blog

Firestats Twitterfeed Blog directories, i.e: Technorati, Museumblogs.org

Van Gogh Blog

Countries

Van Gogh's letters & social media

Facebook insights

Web edition

Visits per month

Web edition

Pages per visit

Popularity by museum visitors and employees

Myths and Assumptions: Fact or Fiction?

•Rights are easily acquired. Fiction

•A blog will be very time-consuming and attract a lot of spam. Fact

• A free iPhone app will compete with the multimedia tour. Fiction

•A multimedia tour will stop people looking at art. Fiction

• The cross-media mix can be included in the total PR and marketing campaign. Sometimes

•New media are gadgets, which can be set up quickly. Fiction

Questions?

www.vangoghmuseum.com/letters

[email protected]

[email protected]

[email protected]

www.slideshare.net/VanGoghMuseum