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Power of Making:Bloggers View

Charlotte Wood, Marketing Officer

20 January 2012

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V&A Power of Making

Power of Making: 6 Sept 2011 2 Jan 2012

Second exhibition in theV&A/Crafts Council partnership

Curated by Daniel Charny

Breadth and depth of craftspresence in modern life

Over 100 objects

Works by both amateurs & leadingmakers from around the world

Diverse range of skills

Cabinet of curiosities

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V&A Power of Making

Over 100 objects

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V&A Power of Making

Bloggers

Over 133 million blogs worldwide

77% of internet users read blogs

Hobbyists, professionals, corporate andentrepreneurs

40% of professional bloggers worked intraditional media and blog about brands

Professional blogs - 10,000 views per month

Newspapers 2.3 billion people daily

Internet 1.9 billion people daily

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V&A Power of Making

Bloggers

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Consumers

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V&A Power of MakingWhy a Bloggers View?

Increase coverage

Raise awareness

Credibility the peoples press

Change opinions

Reach new audiences

Encourages sharing

80% on Facebook & Twitter Over 70% follow favourite brands

Only 40% approached by brands

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V&A Power of MakingHow did we do it?

Arts, design, crafts, making, textiles, fashion, cyclebloggers, V&A enthusiasts

Technorati, Alexa, Gorkana, Google Blog Search,Bloglovin

Minimum 1 post a week, large readership,recommendations, top 100, brand ambassadors

Personalised email correspondence

Between 25 August 5 September 2011

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V&A Power of MakingThe Bloggers View: 5 Sept 2011

Press & bloggersInvite only

Curator talk, Q&A, meet makers, book

Pick 5 favourites

Share @V_and_A @CraftsCouncilUK#PowerofMaking

Only permitted that day82% post photos

Press access to releases & images

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What coverage did we get?

Hooray for craft in museums! The V&A'sPower of Making exhibition opens todayand a few lucky folks got invited to have apeek before the public Go and see it! It's

fabulous (Crafty Crafty)

I was lucky enough to be invited tothe hallowed halls of the V&A to apreview (Little Cottage Comforts)

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V&A Power of MakingWhat coverage did we get?

I had never received an invitationthat openly segregated bloggers fromjournalists highly recommendedexhibition on the techniques behindmaking. And good job Daniel! You gotme going on the topic!

(We make money not art)

We count ourselves very luckyhere at Bikeminded HQ to havebeen invited to the launch of theV&As Power of Making exhibition.It was very impressive (Bikeminded)

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V&A Power of Making

The Victoria & Albert Museum is oneof my favourite spots in all of London,so I have to admit I was a little giddywhen they invited me to take a sneak

peek at their newest exhibition(Shimelle)

What coverage did we get?

30+ blog posts

Enthusiastic Own photography

Created discussions

Engaged followers

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V&A Power of MakingWhat coverage did we get? Comments on blogs

Opportunities to share

Reaching out to newaudiences

Oh wow, this sort of exhibit is right up myalley. I do wish that I could zip over toLondon and see it in person! Thank you forsharing about it here on your blog such atantalizing little taste! {thank you for the

giveaway, too!!

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What coverage did we get?

I just had to share this fantastic

album from the Victoria & AlbertMuseum and Craft Councils Powerof Making exhibition - right now Ican't think of a better way to spendthe next half hour than flippingthrough this album and reading thelovely poetic comments!(Craft Blog UK)

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V&A Power of MakingWhat did we learn?

Whose responsibility?

- Press, Marketing, Online Manage internally vs. agency

Takes time

Ensure exclusivity & set parameters

Press &/or Bloggers?

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V&A Power of MakingWhat did we learn?

Personalise correspondence

Be human Keep communicating Acknowledge & embrace all feedback Not just about numbers Integrate with social media

Hard to measure Build relationships for future exhibitions

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V&A Power of MakingThank you