tomorrow’s museum today
TRANSCRIPT
TOMORROW’S
MUSEUM
TODAY
THE MUSEUM IN THE 21ST
CENTURY
This is an assignment drafted in the context of the “Social Media and Cultural Management “ seminar of the Hellenic American Union.
Athens, November 2014
It’s the Web 2.0
era
A new generation of digital
natives is taking over
We tend to live more and more
online than off
Participation
Motivation
Reward
Communication/Interaction
Exchange of ideas
Multivocality
Quality content
Co-production
Shareability
WHAT DO WE EXPECT FROM AN EXPERIENCE
TODAY?
To feel our voice is heard
Our opinion counts
To find a space to express ourselves
WHAT DO WE EXPECT FROM AN EXPERIENCE
TODAY?
WE ARE
PROSUMERS
SO…
WHAT’S
TOMORROW’S
MUSEUM
LIKE?
WHAT’S TOMORROW’S MUSEUM LIKE?
Easy-to-access
• Friendly to the physically challenged
• Connected to mass transportation network
• Parking spaces
• Simple ticketing service / easy visit planning
• Provides additional facilitations (e.g. baby-sitting suggestions, shuttle bus)
• Has a statement-physical presence in the local community
• Exhibits collections available online
Technologically “edgy”
• Organized e-services
• Digital signboards
• Touchscreens
• iPads / headsets / smartphone apps
• PC terminals
• Virtual apps
• Social media platforms shareability
• 100% wi-fi coverage
• 3D printers
• Mobile+standard versions of shareable content (on-the-spot sharing options)
WHAT’S TOMORROW’S MUSEUM LIKE?
Green
• Renewable / sustainable energy use
• Ecosystem friendly
• Fresh air
• Normal temperature
• Natural light where possible
• Open / green spaces
Adequately infrastructured
• Congress room
• Educational activities space
• Study space
• Lounge / Cafeteria / Restaurant
• Teleconference space
• Shop
WHAT’S TOMORROW’S MUSEUM LIKE?
People make the difference
Friendly, welcoming, customer-oriented reception staff / services
Give your curators a face and a voice (let the visitors get to know who they are, what they do, and how they do it)
Don’t make me feel
embarassed / like I don’t
belong here
Keep it
simple
WHAT’S TOMORROW’S MUSEUM LIKE?
WHAT’S TOMORROW’S MUSEUM LIKE?
Open
Free
Flexible
Tells “the story behind the story”
Social (reflects major socio-political events)
WHAT’S TOMORROW’S MUSEUM LIKE?
Transparent / democratic
Authentic
Conversational
WHAT’S TOMORROW’S MUSEUM LIKE?
Engaging
Educational
Provocative
COMMUNITIES BUILD AROUND PROJECTS /
EVENTS / ACTIVITIES
Tomorrow’s museum offers the right platforms for:
• Sharing / communicating / self-expression / personalisation
• Commenting
• Suggesting / recommending
• Disputing official interpretations
• A sense of belonging
• Content co-creation / co-production
• Reviews / Complaints
• Talking to the individual
(“my opinion matters”)
• Taking the experience beyond the
venue
TOMORROW’S MUSEUM…
Cultivates trust-based relationships
*Remember:
Elites must now work
harder to justify their
exalted status
TOMORROW’S MUSEUM…
• Listens
• Asks questions
• Facilitates conversations
• Involves stakeholders in decision-
making
IN TOMORROW’S MUSEUM…
Curators can moderate discussions between online
communities, and
-provide direction
-engage
-manage stream of internet info
while maintaining musem’s authority intact.
CHOOSE YOUR CHANNELS WISELY
WHAT DO WE LOOK FOR IN
TOMORROW’S MUSEUM?
• A hobby and a creative outlet
• Personality and a human face
• Give me the thrill of discovering the prototype,
but let me take the aesthetic experience back to
the comfort of my sofa
• Be fast-paced – the rest outside the venue
• Guarantee customized levels of access to
knowledge
• No overwhelming quantities of data
• Free me from having to read labels all the time
WHAT’S TOMORROW’S MUSEUM LIKE?
Enables its staff to use social media
Makes them visible
Supports combination of viral+permission marketing
Adopts cross-cultural management / Cross-promotes with other
institutions
WHAT’S TOMORROW’S MUSEUM LIKE?
Emphasizes on effective internal+external communication /
maintains favourable reputations with stakeholders
Builds relationships with other institutions / stakeholders / sites
It’s measured (reports, data, etc.)
WHAT’S TOMORROW’S MUSEUM LIKE?
Creates a brand
Leaves a social footprint
Gives valuable, useful, useable, enjoyable content
TOMORROW’S MUSEUM…
• Emphasizes on word-of-mouth
marketing
• Gets more people to talk about their
experience
TOMORROW’S MUSEUM…
Embraces
crowdsourcing /
crowdfunding
TOMORROW’S MUSEUM…
• Tells great stories
without pushing
messages
• Puts content in the right
context
TOMORROW’S MUSEUM…
Is not afraid to go
beyond its
comfort zone
TOMORROW’S MUSEUM…
Doesn’t overlook fun
and happiness
TOMORROW’S MUSEUM…
Will always be there to
tell our stories and
heal our souls…
End of slideshow
Thank you for watching.