Museums & Social Media

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