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Transcript of Museums Innovating with Technology
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Museums Innovating with Technology
Scott Sayre and Kris Wetterlund
Association of Midwest Museums
Leadership Academy
October 18, 2012
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Today We’ll Cover…
1. Innovating with Technology
2. Museum Information Management
3. The Systems Within
4. Managing the Human Resources
5. Handling Hardware and Budgeting
6. Navigating Social Media
7. Professional Development
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
What are the conditions for museums successfully
innovating with technology in museums?
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
“Conditions for Classroom Technology Innovations” Yong Zhao, Michigan State University, Kevin Pugh, University of Toledo, Stephen Sheldon, Johns Hopkins University, Joe L. Byers, Michigan State University.Teachers College Record, Volume 104, Number 3, April 2002, pp. 482-515
ARTstor Study: Four museums incorporate ARTstor into four very different technology projects
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Museums Innovating with Technology
• The Innovator (You)• The Innovation (Project)• The Context (Museum)
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
The Innovator (You)
• Knowledge of the technology and its enabling conditions
Example: A Request for Proposals (RFP) that contained wildly varied levels of detail that made it impossible for vendors to propose a solution.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
The Innovator (You)
• Pedagogy-technology compatibility
Example: In the ARTstor test, a history museum educator was already bringing in resources from all disciplines to aid teaching history at her museum.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
The Innovator (You)
• Knowledge of the organizational and social culture of the museum
Example: Technology staff proposes a project that puts technology in the hands of art museum docents. While the museum educator expressed interest she knew the docents would resist.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
The Innovation (Project)
• Alignment with the museum culture
Example: Museum authority versus Web 2.0
The art mob and MOMA
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
The Innovation (Project)
• Required resources are available: human, economic and technology
Example: Cell phone audio tours, YouTube, Facebook, Flickr, etc.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
The Innovation (Project)
• Distance from the innovator’s current practices
Example: Teachers trained to use Pachyderm to create student resources who succeeded were those who used Pachyderm to create resources for something they were already teaching.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
The Context (Museum)
• Technological infrastructure (facility, network, equipment, etc.)
Example: Museum educators would like to use YouTube videos in docent training but the IT staff of the museum has YouTube blocked because the network can’t support video streaming.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
The Context (Museum)
• Human infrastructure
Example: The first version of ArtsConnectEd placed more demands on the new media staff than they could keep up with. Solution – recreate ArtsConnectEd so that museum educators are responsible for content.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
The Context (Museum)
• Organizational culture (support staff, policies and procedures, etc.)
Example: Cell phones and laptops are banned in some museum buildings.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
The Context• Technology infrastructure• Human infrastructure• Organizational culture
The Innovator• Knowledge of the technology• Pedagogy/technology compatibility• Knowledge of museum culture
The Innovation• Distance from culture• Distance from resources• Distance from innovator’s practice
Successful Tech Projects
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Museums Innovating with Technology
Take the Quiz
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Museum Information Management:
Looking at the Big Picture
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Museums pride themselves on collections, knowledge and scholarly expertise.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Museums pride themselves on collections, knowledge and scholarly expertise.
Knowledge and scholarship rely upon the management of information.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
What is Museum Information?
Information about:• Objects• Books/documents• People• Facilities and security• Activities/events
• Products and materials• Money• Process• Data
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Where does it live?
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Museum Structure/FunctionsAdministrationCollections/RegistrationCuratorialEducationSpecial EventsMembership/DevelopmentMarketing/Public RelationsExhibitionsLibraryArchives
Photo Services DesignWeb/MediaInformation Systems/ITStore/MerchandiseFood ServicesSecurityFacilitiesHuman ResourcesAccounting/PayrollPurchasing
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Large and small museums deal with these functions differently, but perform most of them.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Museum Information Management is:
A mission-critical way of working made up of institutional• Education • Teamwork • Policy• Processes & Procedures• Systems
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Museum Information Management is:
Education-
All museum employees need to understand the institutional importance of information and good management practices.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Museum Information Management is:
Teamwork-
All museum staff need to work cooperatively in order to develop and maintain a sustainable information environment.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Museum Information Management is:
Policy-
A set of formal institutional rules defining types of museum information and how each will be managed and sustained over time.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Museum Information Management is:
Processes & Procedure-
Institution, department and system specific protocol for entering, managing and maintaining museum information.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Museum Information Management is:
Systems-Specialized desktop and server-based applications for collecting, processing, managing and maintaining museum information.Internal applications
• Local area network• Intranet• Extranet
External/public applications• Internet/Web
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Museum Technology:
The Systems Within
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Major museum systems include:
• Collection Management• Library • Digital Asset
Management• Content Management• Constituency
Management• Scheduling• Web Apps – Blogs,
Wikis, more
• Ticketing• Security• Point of Purchase• Accounting• Payroll
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Major museum systems include:
• Collection Management• Library • Digital Asset
Management• Content Management• Constituency
Management• Scheduling• Web Apps – Blogs,
Wikis, more
• Ticketing• Security• Point of Purchase• Accounting• Payroll
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Systems:
Digital Asset Management“DAMS”
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Digital Asset Management is becoming an everyday task
• iPhoto• iTunes• Flickr
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Why DAMS?• Digital assets are at the minimum as
valuable as the time, effort and finances that went into their creation.
• Digital objects are quickly becoming mission critical institutional assets and must be managed in ways similar to a museum’s collection.
• The creation of digital assets is increasing at an exponential rate.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Benefits of DAMS
• Centralize searching and access• Managing all digital resources in one place• Central authority, security and tracking• Central, standardized management of
copyright• Reduced duplication of effort
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
What is a DAMS?Directories of digital assets (images, audio, video, etc.) connected to a database containing related descriptive and administrative data.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
DAMS provides
1. File Management
2. Metadata Management
3. Workflow Management
4. Policy and Tracking Enforcement
5. Controlling Access
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Common MuseumDigital Asset Management Systems
Commercial• Interwoven - Mediabin• Iview Media• Canto Cumulus• ImageFolio
Open Source• ResourceSpace
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Systems:
Content Management
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
What is aContent Management System?
A program used to create and manipulate the structure and content for any museum information system:
• Web site• Kiosks• Mobile devices• Etc.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Why Do Museums NeedContent Management Systems?
To more efficiently manage the maintenance, design and content of museum information sources.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Benefits of Content Management Systems include:• Integration of data from different sources• Repurposing of data• Automated maintenance• Display consistency• Work distribution• Workflow control• Good information management• Archiving/Versioning
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Key Features of Content Management Systems• Template-based authoring for non-technical
contributors• User roles controlled by the system• Workflow management• Integration with other systems (DAMS)• Metadata Management• Flexible output
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Content Management Systems Template-based authoring • Site pages and sections are pre-designed as
blank templates• Non-technical users can enter and change
page content without assistance of Webmaster
• Global interface features are centrally controlled
• Site design and “skin” can be easily be changed by Webmaster
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Content Management Systems Controlled user roles
• Changes to Web content tightly controlled by user privileges
• Departments can have responsibility to manage their own web pages
• Roles define capabilities within workflow
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Content Management Systems Workflow Management• Control of how content flows in and out of the
system• System and roles control the process
• Entry > Review > Approval > Publishing > Archiving
• System provides automated changes to Web content based on date, time, etc.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Content Management Systems Integration
• System level interfaces “plug-ins” to allow access to data within other systems such as DAMS, Collections Management, etc.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Content Management SystemsFlexible Output• Different templates can be used for separate
applications • The same content can be delivered to a wide
range of applications simultaneously• Changes to content automatically update in
all applications• Multilingual capabilities
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Common MuseumContent Management SystemsCommercial• Mediatrope Sitebots
Open Source• Wordpress• Drupal• Joomla• Typo3
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Systems:
Proprietary, Open Sourceand Cloud-based
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Proprietary SystemsAdvantages:1. Simple installation2. Good support3. Reliable update/upgrades4. Predictable costs
Disadvantages5. Upfront and ongoing costs6. Limited customization7. Reliance on stability of the company8. No access to source code
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Open Source SystemsAdvantages:1. Sometimes free2. Source code is available and can be customized3. Community and/or company support4. Less risk with company stability
Disadvantages:5. Installation and troubleshooting may be challenging6. Reliance on community and/or company for support7. Access to programmer required to take advantage of
source code8. Upgrades/updates and bug fixes rely on community9. Costs are less predictable
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Cloud-based SystemsAdvantages:1. Less technology infrastructure2. No software purchases3. Greater support and maintenance4. Continuously upgraded/updated5. Remote access
Disadvantages:6. Ongoing subscription fees7. Museum does not “own” software8. Little or no opportunity for customization9. Data is stored offsite (also a pro)10. Lack of direct control of data and back-up
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Interchange and Integration
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Data Interchange
• Data is passed from one system to another via manual or automated export/import routine. Data from one system is mapped to the other. Interchange can be one or two ways.
• Systems capable of interchange are considered to be “interoperable”.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Example 1Interoperable System
ArtsConnectEd.org
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
ArtsConnectEd 2 interchange
CollectionsManagement
ArtsConnectEd2(Harvester)
OAIRepository
CollectionsManagement
MinneapolisInstitute of Arts
WalkerArt Center
OAIRepository
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Integrated Systems
• Integrated systems consist of a one system which includes two or more applications which are traditionally separate.
• Integrated systems may be commercially packaged or may be built.
• Integrated systems share the same database of information to increase efficiency.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Example 2Integrated System
The Walker Art Center’sArt on Call
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Art On Call
Integrates:Collections Management
Content Management
Interactive Voice Response System “IVR”
Web site
iTunes - podcasting
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Art On Call’s integration
CollectionsManagement
ContentManagement
Web Site
InteractiveVoice ResponseSystem
• Job Openings• Calendar
• Online audio• iTunes feed
• Job Openings• Calendar
• Audio
Digital AssetManagement
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Integrated Systems
Beware…Just because a system can perform a function,
doesn’t mean it can do it well.
Sometimes integrating “best of breed” is a better solution.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Why Integrate or Interoperate?
1. Use data in multiple applications – POD etc.
2. Reduce load on end user
3. Reduce data redundancy and errors
4. Mash-ups - internal and external
5. Sharing information
6. Data enhancement
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Managing Human Resources Related To
Technology
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Hiring Right
• Most museum jobs require a significant amount of technology literacy. Museums often tend to ignore this and hire and promote primarily based on scholarship or related experience.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Hire Proactively• Assess the technology skills currently
required in position• Assess technology skills currently
lacking in the position.• Make technology skills a key element
of every job description.• Review and revise job descriptions on
a regular basis regarding technology.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Promote Critically• Consider all hierarchical promotions
with caution, particularly for leadership positions.
• Assess the current and future needs of the position rather than the current norm.
• Pay close attention to social skills critical to communication and support.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Job Description Analysis Activity
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Handling Hardware
Bring Your Own Device (BYOD)
& a Bit on Budgeting
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Desktop computing is becoming a thing of the past.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Visitor Provided Devices
Pros:• No hardware costs• No hardware storage,
check-out, security• Unlimited # of devices• Can be used for
multiple types of programming
• No maintenance
Cons:• Not available to all
visitors• Not all devices are the
same• May require more
infrastructure
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Keys to Successful Visitor BYOD• Promote services pre and during visit.• Train staff to assist visitors with range of
devices.• Test supporting infrastructure before
implementing.• Develop using open standards to address a
wide range of devices.• Consider pre and post visit opportunities.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Staff Provided Devices
Pros:• Reduced hardware
costs• Employee familiarity
with devices• Employee
responsibility for device• Can improve archiving
Cons:• Lack of standardization• Supporting range of
devices• Not all employees can
provide• Potential data security
issues
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Keys to Successful Staff BYOD• Develop a clear IT policy regarding BYOD
use:• Define a range of supported devices as a standard.• Define what types of issues and applications the museum
does and does not support.
• Provide a system for managing and storing all institutional data external to the device.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
A Bit on Budgeting for Technology• Technology should be a utility with a
consistent ongoing budget.• Most hardware needs to be replaced every
3-5 years.• The costs to sustain and update new
technology projects should be considered upfront.
• Technology costs should be budgeted centrally if at all possible.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Navigating Social Media
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Social Media Your audience is no longer just museum visitors and potential museum visitors. Now it includes online visitors
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Before You Begin
Start with your goals, and align them to your mission. The tools will change, the goals will not.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Before You Begin
Plan for time to create, maintain and evaluate. Engaging visitors is everyone’s job, now you’ll use new tools to do it. Don’t be afraid to let some old tools go.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Before You Begin
Listen and participate before you create. Share, comment, tag, bookmark other’s content and you encourage your audience to share, comment, tag, bookmark and re-tweet your content.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Before You Begin
If you haven’t started using tools like Flickr and Wikipedia, know that you are already there. Search Twitter.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Before You Begin
Build your house on solid ground, pitch your tent on sand.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Create a Social Media Policy
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Create a Social Media Policy
Decide how many tools to adopt, when and how to use them and how much.
Your social media policy must ensure that content creators have a clear understanding of their roles and responsibilities while encouraging original and creative ways to use social media to engage visitors.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Create a Social Media Policy
Create recommendations for user names, hash tags, etc. and list of of all of these currently in use by your museum per tool.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Create a Social Media Policy
Always give credit. Tagging Brown University will make it show up on Brown University's Facebook page.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Create a Social Media Policy
Monitor and decide how to respond to comments and feedback.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Create a Social Media Policy
Include an exit strategy. For example, launching a new social media tool in order to promote a big event allows you to exit after the event if the tool doesn't prove useful.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Create a Social Media Policy
Make Your Content:
• Personal - People want to hear from people, not organizations.• Discoverable - easy to find, logical, and hierarchically
presented.• Meaningful - in Plain English, understandable and relatable.• Responsive - to visitors’ interests, moods, locations and
needs.• Useable and Shareable - A minimum of restrictions on use or
sharing.• Available Widely - online, onsite and offsite. Write once, then
publish broadly across a wide range of devices.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Create a Social Media Policy
Decide on Style and Institutional Voice:
• Informed but informal.• Human and sometimes Humorous• Friendly but not Flippant• Engaging but not Erudite• Neither Corporate nor Trivial• Questioning but not Querulous• Respectful and Realistic
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Create a Social Media Policy
Accept that your museum will make mistakes, and apologize for them in a friendly manner. Be careful not to make staff cower at the thought of using social media.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Navigating Social Media
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Social Media Your audience is no longer just museum visitors and potential museum visitors. Now it includes online visitors
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Before You Begin
Start with your goals, and align them to your mission. The tools will change, the goals will not.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Before You Begin
Plan for time to create, maintain and evaluate. Engaging visitors is everyone’s job, now you’ll use new tools to do it. Don’t be afraid to let some old tools go.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Before You Begin
Listen and participate before you create. Share, comment, tag, bookmark other’s content and you encourage your audience to share, comment, tag, bookmark and re-tweet your content.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Before You Begin
If you haven’t started using tools like Flickr and Wikipedia, know that you are already there. Search Twitter.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Before You Begin
Build your house on solid ground, pitch your tent on sand.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Create a Social Media Policy
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Create a Social Media Policy
Decide how many tools to adopt, when and how to use them and how much.
Your social media policy must ensure that content creators have a clear understanding of their roles and responsibilities while encouraging original and creative ways to use social media to engage visitors.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Create a Social Media Policy
Create recommendations for user names, hash tags, etc. and list of of all of these currently in use by your museum per tool.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Create a Social Media Policy
Always give credit. Tagging Brown University will make it show up on Brown University's Facebook page.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Create a Social Media Policy
Monitor and decide how to respond to comments and feedback.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Create a Social Media Policy
Include an exit strategy. For example, launching a new social media tool in order to promote a big event allows you to exit after the event if the tool doesn't prove useful.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Create a Social Media Policy
Make Your Content:
• Personal - People want to hear from people, not organizations.• Discoverable - easy to find, logical, and hierarchically
presented.• Meaningful - in Plain English, understandable and relatable.• Responsive - to visitors’ interests, moods, locations and
needs.• Useable and Shareable - A minimum of restrictions on use or
sharing.• Available Widely - online, onsite and offsite. Write once, then
publish broadly across a wide range of devices.
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Create a Social Media Policy
Decide on Style and Institutional Voice:
• Informed but informal.• Human and sometimes Humorous• Friendly but not Flippant• Engaging but not Erudite• Neither Corporate nor Trivial• Questioning but not Querulous• Respectful and Realistic
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Professional Development and Resources
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Create a Social Media Policy
Decide on Style and Institutional Voice:
• Informed but informal.• Human and sometimes Humorous• Friendly but not Flippant• Engaging but not Erudite• Neither Corporate nor Trivial• Questioning but not Querulous• Respectful and Realistic
Scott Sayre & Kris Wetterlund Sandbox Studios/Museum411 Association of Midwest Museums Leadership Academy, October 2012
Thank you!
Scott Sayre
Kris Wetterlund
Presentation Slides and Resources
www.sandboxstudios.org/presentations/ammla2012