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What is social media and what value can it bring to museums and their audiences? Examples and experiences from Museum of Contemporary Art Kiasma. Presentation for Helsinki University Museology students with Janne Heinonen.
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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