jiajia fei - culturegeek 2015
TRANSCRIPT
Wednesday, June 17, 2015 CultureGeek, Southbank Centre JiaJia Fei Associate Director, Digital Marketing Solomon R. Guggenheim Museum
How to Speak Art & Tech: Social Media and the Global Guggenheim
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Bonjour
Hello
Hola
Hallo Bonjour
你好
Ahoj Hei
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Friend
Tweet
Like
Follow Hashtag
Favorite
Re-tweet Trending
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Global Guggenheim Network
New York Bilbao Venice
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Global Guggenheim Network
New York Bilbao Venice Online
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“Committed to innovation, the Solomon R. Guggenheim Foundation collects, preserves, and interprets modern and contemporary art, and explores ideas across cultures through dynamic curatorial and educational initiatives and collaborations. With its constellation of architecturally and culturally distinct museums, exhibitions, publications, and digital platforms, the foundation engages both local and global audiences.” - Solomon R. Guggenheim Foundation Mission Statement
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“Committed to innovation, the Solomon R. Guggenheim Foundation collects, preserves, and interprets modern and contemporary art, and explores ideas across cultures through dynamic curatorial and educational initiatives and collaborations. With its constellation of architecturally and culturally distinct museums, exhibitions, publications, and digital platforms, the foundation engages both local and global audiences.” - Solomon R. Guggenheim Foundation Mission Statement
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Job Titles: Then Job Titles: Now • Curator • Conservator • Educator • Marketing Manager • Chief Operating Officer
• Curator, Digital Initiatives • Digital Conservator • Educator, Online Learning • Digital Marketing Manager • Chief Digital Officer
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Digital Marketing
• Social Media • E-Mail Marketing • Digital Advertising • Search Engine Marketing • Digital Content Strategy
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Digital Marketing
• Education • Public Engagement • Interpretation • Customer Service
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Museum Communications: Then
Create Publish
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Museum Communications: Now
Create Connect Share
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A Brief History • MySpace 2007 • Flickr 2008 • Facebook 2008 • Twitter 2009 • YouTube 2010 • Pinterest 2012 • Instagram 2013 • Google+ 2013 • Tumblr 2013
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Today: 25+ Social Media Sites
Twitter Facebook Instagram
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Social Media Strategy
Digital Content Strategy
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Lesson 1: How to speak art.
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Lesson 1: How to speak translate art.
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“in situ”
“oeuvre”
“avant-garde” any “-ism” “vis-á-vis”
“mise-en-scène”
“post-” anything”
“semiotic”
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Methods of Interpretation
• Source from abbreviated materials like wall text • Use materials developed for educators • Open-ended questions spark interaction • Always ask, “will my mom understand this?”
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Lesson 2: Know who you’re speaking to.
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49%
5% 5%
4%
3%
3%
2%
2%
2%
25% United States Japan United Kingdom Italy China Canada France Spain Germany Other
49% of Guggenheim Twitter followers live inside the U.S. 15% live in NYC.
USA
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28% of Guggenheim Facebook fans live inside the U.S. 10% live NYC.
28%
10%
5%
4% 4% 4%
4%
3%
3%
2%
33%
United States Italy Brazil Mexico Argentina France Portugal Spain United Kingdom Germany Other
USA
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Content by Type on Social Media
20%
30%
20%
20%
10%
Programs
Exhibitions
Collection
Building
Other
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Know Your Audience
• Digital content strategy should reflect audience • Balance local and global objectives • Target messages by location or language • Keep track of what works and what doesn’t
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Lesson 3: Listen.
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Lesson 4: Share what you hear.
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Tracking • Update colleagues regularly • Document growth in weekly/monthly reports • Highlight top engagement • Track referrals to your website • Prove ROI with ticket sales and memberships
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Annual Attendance: 1 million visitors per year
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2 million+ social media followers online
1.2 million 630,000 250,000
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Social Media Growth: 2009-2015
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
June 09
Sept 09
Dec 09
Mar 10
July 10
Sept 10
Dec 10
Mar 11
July 11
Sept 11
Dec 11
Mar 12
June 12
Sept 12
Dec 12
Mar 13
July 13
Sept 13
Dec 13
Mar 14
July 14
Oct 14
Jan 15
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Lesson 5: How to speak tech.
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Lesson 5: How to speak translate tech.
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“SEO”
“CTR”
“RSS”
“SEM” “metadata”
“DNS”
“URL” “CPC”
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Avatar
Anatomy of a Tweet
Twitter Handle Name Time Stamp Tweet Text < 140 characters
Click to reply RTs Favorite Click for analytics Link to article with shortened URL
Mention
Hashtag
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Internal Collaboration
• Build awareness within your institution • Encourage social media usage among staff • Offer social media training to staff • Create a social media user group • Collaborate with all content producers
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Lesson 6: Practice!
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@nespector Nancy Spector Chief Curator
@akmunroe Asian Art
Guggenheim Curators on Twitter
@pablodelabarra Pablo Leon de la Barra Latin American Art
@troytherrien Troy Conrad Thierrien Architecture
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Lesson 7: Images are worth 1,000 words.
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Audio Tour stop
Exhibition Hashtag
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Lesson 8: Moving images speak for themselves.
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Website
YouTube
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Lesson 9: Let’s all try to talk together.
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App Website/Blogs
Video Social Media
Media Relations
E-Mail Marketing
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Social is one part of a digital ecosystem.
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Lesson 10: Never stop learning!
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Thank you! Questions?
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