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Museum Marketing and Digital Strategy (trying hard not to be terribly boring) Art Museum Marketing Association, April 25, 2015 Douglas Hegley, Director of Media and Technology, Minneapolis Institute of Arts @dhegley http://www.slideshare.net/dhegley

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Page 1: Museum Marketing and Digital Strategy

Museum Marketing and Digital Strategy(trying hard not to be terribly boring)

Art Museum Marketing Association, April 25, 2015

Douglas Hegley, Director of Media and Technology, Minneapolis Institute of Arts

@dhegleyhttp://www.slideshare.net/dhegley

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Who am I?

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Psychology? This digital strategy needs some serious

analysis.

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It starts, and ends, with PEOPLE

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DH

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Museums are Awesome!

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Goals for today?

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This is NOT a Lecture

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What is technology in the cultural sector?

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Wi-Fi

Servers

AudioGuides

DigitalGames

Website

DigitalContent

Micro-funding

Mobile

Digital Assets

ArtworkData

Help Desk

HRSystems

ePubs

Video

Content Mgmnt

Google Art

Digital Experience

Customers

Exhib.Tech

OnlineTickets

Internet

Backup

Unified Shopping

Cart

Network

FinanceSystem

FoundationTelephones

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Content, Content, Content

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Spectrum of MIA Content

ScholarlyAcademic Newsworthy

Engaging

NarrativeLong Form

Important

Professional

Popular

ContextShort Form Introductory Social EphemeralFactual

Catalog Prof. JournalsCurator

NYTMuseum mag.Arts JournalArt DailyThe Art Newspaper

ArtStoriesWall LabelsAudio Guide

Text PanelsMIA Storiesartsy

VersoOSCI? FacebookFlickrInstagram

TwitterSnapChatAds

Potential Audience: Long Tail Distribution

Research & Publish Engage & Market

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17

Mobile, Mobile, Mobile

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“ … we do not ‘surf’ and the internet to us is not a ‘place’ or ‘virtual space’. The Internet to us is not something external to reality but a part of it: an invisible yet constantly present layer intertwined with the physical environment. We do not

use the Internet, we live on the Internet and along it.”

Piotr Czerski“We, the Web Kids”English translation by Marta Szreder(Emphasis is mine)

It’s a Brave New World Out There

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Digital Publishing House

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Digital Technology Strategy

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Digital Technology Strategy

Katsushika Hokusai "Hodogaya on the Tōkaidō Road" (c. 1830-1831) Minneapolis Institute of Arts

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Wait … what?

We have a policy against

that.

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Technology: Strategic?

Central (not peripheral)

Essential (not preferable)

Vital to the sustainability of the organization

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You Want Strategy?

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Power of Collaboration

Source: Collaboration (2009) Morten Hansen, Harvard Business Press

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Can’t I just hire a CIO?

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Let’s conduct a comprehensive search to hire a

seasoned executive leader to head an initiative to

plan for a committee to oversee a task force

dedicated to the implementation of state-of-

the-art technological solutions based on industry

standards, implemented by a cross-disciplinary team

spear-headed by a dedicated senior-level manager and

augmented by a carefully-selected team of outside

experts who can create the synergy necessary to blah blah blah and spend every last cent

until there is truly nothing

left at all

etc.

Chief Technology Very Important Mucky-muck

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The Ideal Museum Technology Leader(combine ingredients, mix well and serve immediately)

(stirred, not shaken, please)

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Source: http://likelinkshare.org/

It’s not the Title, It’s the Person

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Hire character.Train skill.

Recommended:

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Audience

ContentTechnology

Marketing + Digital Leadership

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On Collaboration: How to “Speak IT”

… actually, that’s not it at all …

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Learn to “Speak IT” in five easy steps!

Consider Do Don’t

IT staff are dedicatedto being helpful

We’ve got a real puzzle, do you think you can help us figure it out?

We need to have an iPad app bynext week.

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Learn to “Speak IT” in five easy steps!

Consider Do Don’t

IT staff are dedicatedto being helpful

We’ve got a real puzzle, do you think you can help us figure it out?

We need to have an iPad app bynext week.

IT staff are curious Let me fill you in on the thinking around this new idea.

Because I said so, that’s why.

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Learn to “Speak IT” in five easy steps!

Consider Do Don’t

IT staff are dedicatedto being helpful

We’ve got a real puzzle, do you think you can help us figure it out?

We need to have an iPad app bynext week.

IT staff are curious Let me fill you in on the thinking around this new idea.

Because I said so, that’s why.

Motivate by sharingbig goals

Our goal is to inspire visitors to look more closely at the object.

Put a big touchscreen in the gallery.

Page 40: Museum Marketing and Digital Strategy

Learn to “Speak IT” in five easy steps!

Consider Do Don’t

IT staff are dedicatedto being helpful

We’ve got a real puzzle, do you think you can help us figure it out?

We need to have an iPad app bynext week.

IT staff are curious Let me fill you in on the thinking around this new idea.

Because I said so, that’s why.

Motivate by sharingbig goals

Our goal is to inspire visitors to look more closely at the object.

Put a big touchscreen in the gallery.

Include, include,include

We are in the early stages of planning new content for the website; could you join the meeting, lend your technical expertise, and weigh in on the ideas?

We’ll let you know when we’vedecided what you’re going to do.

Page 41: Museum Marketing and Digital Strategy

Learn to “Speak IT” in five easy steps!

Consider Do Don’t

IT staff are dedicatedto being helpful

We’ve got a real puzzle, do you think you can help us figure it out?

We need to have an iPad app bynext week.

IT staff are curious Let me fill you in on the thinking around this new idea.

Because I said so, that’s why.

Motivate by sharingbig goals

Our goal is to inspire visitors to look more closely at the object.

Put a big touchscreen in the gallery.

Include, include,include

We are in the early stages of planning new content for the website; could you join the meeting, lend your technical expertise, and weigh in on the ideas?

We’ll let you know when we’vedecided what you’re going to do.

Connect personally Would you like to have lunch next Tuesday?

Steve or Bob or whatever your name is, why are your systems soslow?

Page 42: Museum Marketing and Digital Strategy

The Museum Computer Networkhttp://mcn.edu/

The Museum Digital Technology Community

AAM Media and Technology Networkhttp://aam-us.org/resources/professional-

networks/media-technology

New Media Consortiumhttp://www.nmc.org/

Museums and the Webhttp://www.museumsandtheweb.com/

Twitter#musetech

Drinking About Museumshttps://plus.google.com/communities/

111090504723994696019

Connect

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Strategy must lead to action

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Storytelling

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Storytelling

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Storytelling

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Storytelling

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“ … to remain viable, museums must rethink not only what types of

knowledge they create, but how/with whom they create it, and finally

how they communicate it.” - Alex Bortolot, MIA Content Strategist (emphasis mine)

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Delivered: ArtStories

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“Management”: Agile, Lean, Radical …

Recommended:

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Practically Speaking

Audience First

Trust

Frequent, small course corrections

Honest, Transparent

Iterative Cycles

SHARED OWNERSHIP

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DigitalPublishingHouse

What you produce is

VALUABLE

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Collections Data

Enterprise DAM

Web CMS

Misc. Digital Assets

AP

I

Content Management

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Participation, Engagement, Loyalty

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… and did we mention FREE?!

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MOBILE APP UPGRADE

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Source: http://www.thesealeys.co.uk/

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CRM & ENGAGEMENT GOALS:

1. Increase Membership by 100% in first full year

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CRM & ENGAGEMENT GOALS:

1. Increase Membership by 100% in first full year2. Collect data … lots of data

From this

To this

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CRM & ENGAGEMENT GOALS:

1. Increase Membership by 100% in first full year2. Collect data … lots of data3. Use that data: drive decisions

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CRM & ENGAGEMENT GOALS:

1. Increase Membership by 100% in first full year2. Collect data … lots of data3. Use that data: drive decisions4. Individualized, personalized, recognized experiences

Source: http://www.ecommercebytes.com/cab/abn/y13/m07/i02/s04

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CRM implementation: Spring 2015

Spring 2015Integration: CRM, ticketing, loyalty

Summer 2015Mobile

Fall 2015Public Launch

November 2015

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FUNDING

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Operating- discipline, expense

control, sustainability

Capital- investment, capacity-

building

Corporate- sell the vision, they are

recruiting talent Grants- local, state, national- tell your story, build

collaborations

Donations- in-kind, technology-

specific

Individual/Trustee- present a compelling

case, allow personal involvement

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- ISH

74

The Hype Cycle

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Tech Expertise: Decentralization evolves to Distributed (mesh)

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Decision-making: Strategic Approach

Events,

Actions

Patterns

Structures

Mental Models, Ideas

Design-driven decision-making: begins with ideas, moves up

Data-driven decision-making: starts with observations/ measurements, moves down Visible

Often unseen

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Ubiquity, Wearables, and the Internet of Things

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David Hassehoff in

3D!

The Shiny Object v. Capacity-building (and sharing)

Which is an easier pitch to the media?

1

2

3

4

5

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@dhegleyhttp://www.slideshare.net/dhegley

Thank you!