Museums & Social Media Museology / Uni Helsinki 10.10.2014
Janne Heinonen @pikselia
Sanna Hirvonen @sannahirvonen
Kiasma • Part of the Finnish Na@onal
Gallery – Ateneum Art Museum – Museum of Contemporary Art
Kiasma – Sinebrychoff Art Museum
• 2013 – 165 000 onsite visitors – 380 000 website visits
• 8500 artworks in collec@ons Photo: Finnish Na@onal Gallery / Petri Virtanen / Flickr (CC BY 2.0)
From broadcas9ng to networks
Slide by Michael Edson hWp://www.slideshare.net/edsonm/michael-‐edson-‐lego-‐beowulf-‐and-‐the-‐web-‐of-‐hands-‐and-‐hearts-‐for-‐the-‐danish-‐na@onal-‐museum-‐awards
Things have changed
Source: hWp://smithsonian-‐webstrategy.wikispaces.com/Strategy+-‐-‐+Themes
Society has moved away from the era of boxes to the 4me of networks and linked, social individualism. Being connected to people, also from elsewhere, is a cultural necessity and links, not boxes, are the new texture of value crea4on.
-‐ Esko Kilpi
Source: hWp://eskokilpi.blogging.fi/2014/04/15/the-‐wiki-‐way-‐of-‐working/
What we talk about when we talk about
social media
Social media • social interac@on • communi@es and networks • user-‐generated content • user-‐curated content • informa@on exchange from many to many • technological services • immediacy • virality
Produce or consume? Share and connect informa@on, produce new content Share informa@on, comment Seeking help for themselves Observing (from a distance) Passive, no ac@vity
Creators
Ac9ve users
Opportunists +
Lurkers +
Sleepers
Source: Miia Kosonen, Online-‐yhteistyö / Osallistumisen tasot hWp://www.slideshare.net/miiak/online-‐yhteistyo
1% Max 20% 80%
Levels of par9cipa9on “The holy grail of social discourse”, where people interact directly with each other around content User interac@ons are available for comment and connec@on by other users individual interac@on with the content is networked so that each individual’s interac@on is available The content may be responsive to you, but the interac@ve experience is non-‐networked Museum delivers content for the user to passively receive
Level 5
Level 4
Level 3
Level 2
Level 1
We
Me-‐to-‐we in museum
Me and me and me and museum
Me and museum
Museum to me
Source: Nina Simon, The Par@cipatory Museum hWp://[email protected]/
Why social media?
Museums are on social media anyway
Kiasma’s goals on social media
• Lowering the threshold • Arousing interest in our
content & contemporary art • Informing on events;
marke@ng
• Encouraging interac@on, building rela@onships
• Making connec@ons between art & everyday life
• Customer service
Outreach Engagement
What value can social media bring to
a) audiences b) museums?
hWps://www.facebook.com/rasvaleh?fref=ts
Photo: Finnish Na@
onal Gallery / Pe
tri V
irtanen
Kiasma Tweetup with Alfredo Jaar, April 2014
Photo: Finnish Na@
onal Gallery / Pe
tri V
irtanen
Kiasma Tweetup with Alfredo Jaar
Selected tweets at hWps://storify.com/KiasmaMuseum
Communi4es, unlike business units need to con4nuously invite the interac4on that makes them alive.
-‐ Esko Kilpi
Source: hWp://eskokilpi.blogging.fi/2014/09/22/the-‐two-‐faces-‐of-‐digital-‐transforma@on/
Kiasma’s social media workflow
Community management • Manage member experience • Facilitate conversa@on • Define the tone of voice • Promote and encourage produc@ve behaviors • Discourage and limit destruc@ve behaviors • Monitor, measure and report
Source: hWp://www.slideshare.net/rhappe/community-‐management-‐fundamentals
Social media as part of customer journey Before
During
Amer the visit
Experiencing = Sharing
Challenges
IPR / Copyrights
Copyrights
Photo: Ben Husman / Flickr (CC BY 2.0)
Workflow
Loss of control?
Photo: John Hritz / Flickr (CC BY 2.0)
Networks in ac9on • The Smithsonian Ins@tu@on’s Web and New Media strategy process is done on a public wiki plaporm
• Anybody inside or outside the Smithsonian can join and help
• hWp://smithsonian-‐webstrategy.wikispaces.com/
Social media as a professional tool
Tweet about what you do
Share your thoughts in a blog
Curate
• collect, organise and share relevant content on a specific topic
• highlight good content made by others • a curator role can be taken by an individual or an ins@tu@on
Why? • get feedback • find collaborators and networks • boost your message • share your exper@se & learn from others • your work (or field) will only maWer if people know about it
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